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Yearly Archives: 2018

Our Top 10 Search Marketing Posts of 2018

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Woman looking out from heart-shaped cave at sky with pink clouds.

Search marketing has continued to mature throughout 2018. At each twist and turn along the way, we've done our best to not only cover each change, but also offer insight and research-based strategy to help savvy digital marketers along the way.

We’re fortunate to have a fantastic group of digital marketing professionals contributing to the TopRank Marketing Blog, with our CEO Lee Odden, Associate Director of Search & Analytics Tiffani Allen, Vice President of Client Accounts Alexis Hall, Content Strategist Anne Leuman, and others, each contributing search marketing insights, tips, and tricks this past year.

To help our blog community grow its search marketing knowledge, we’re happy to offer this list of our most popular search marketing posts of 2018.

Our Most Popular Search Marketing Posts in 2018:

1. Google Game Changers: 5 Recent Updates and How They Affect Marketers — Anne Leuman

2018 Google Updates & What They Mean for Marketers
The talented Anne Leuman wrote the most popular search marketing post of 2018 on our blog, taking an important look at how to up your Google game by understanding and utilizing HTTPS warnings and numerous other factors that were being rolled out this year.

Anne broke down some the latest and greatest game-changing updates from Google, what they mean for marketers, and how marketers can adapt. Check out all of Anne's posts here.

2. TopRank Marketing’s Top 6 SEO Predictions & Trends for 2019 — Tiffani Allen

SEO Trends & Predictions 2019
The second most popular search marketing post of the year is by Tiffani Allen, who deftly explores the top SEO predictions and trends marketers should know now and keep an eye on into the new year. Check out all of Tiffani's posts here.

3. 5 Powerful Types (And Examples) of Link-Worthy Content — Anne Leuman

How to Create Link-Worthy Content
Anne also earned the No. 3 spot on our top search marketing posts of 2018 list, in an excellent post showing how to boost credible referrals, back-links, and organic visibility using five powerful types of link-worthy content.

4. Why Marketers Are Disenchanted with SEO — Anne Leuman

Why Marketers Are Turning Away from SEO
Anne also wrote our fourth most popular search marketing post of 2018, addressing why some marketers are disenchanted with SEO. She explores the modern marketer’s SEO struggles, and shows you why now is not the time to quit. Rather than abandoning a tried-and-true tactic, Anne looks at how to shift your search marketing strategy.

5. Redesigning Your Website? Make Sure SEO & Content Have a Seat at Website Migration Table — Alexis Hall

SEO and Content Integration During Website Migration
Alexis Hall earned spot the No. 5 on our top search marketing posts of the year list, with a helpful look at how SEO and content can combine to create a better website migration strategy. Alexis shows why SEO can’t stand alone, exploring how it needs a content lens to ensure solid performance after the migration switch is flipped. Check out all of Alexis' posts here.

6. Power Pages and Best Answer Content: Should You Go Long or Short Form? — Lee Odden

Long vs short form content
Our CEO penned the sixth most popular search marketing post of 2018, with a detailed look at a perennial question — which is better: long or short-form content?

Lee explains how savvy marketers know that while statistical generalizations have their place, they aren't always so useful in practice. He then dives into the intertwining of engagement and reach, and looks at depth-over-length and authority signals. Check out all of Lee's posts here.

7. The Key to SEO & Content Marketing Success: Understanding Search Intent — Anne Leuman

Tips for Understanding Search Intent
Anne makes another appearance on our best-of-2018 list with another excellent post, showing the key to SEO and content marketing success. She dives into understanding search intent in its four incarnations — informational, navigational, commercial, and transactional — and goes on to offer three steps for building intent into your strategy.

8. How to Leverage Influencer Marketing for Improved SEO #Pubcon Florida — Lee Odden

How to Leverage Influencer Marketing for Improved SEO
Lee earned another spot on our top search marketing posts of 2018 list, with a take-away-filled live-blog piece from the Pubcon Florida conference. Lee shares an impressive number of insights from a session that featured Marcela De Vivo of SEMrush and Dixon Jones of Majestic, showing some of the best methods for leveraging influencer marketing to improve SEO.

9. SEO + Paid Search: An Aristotelian Lesson in Search Marketing Integration — Anne Leuman

Paid and SEO Search Marketing Integration
Making an impressive fifth appearance on our search marketing top 10 list, Anne provides us an Aristotelian lesson in how SEO can combine with paid search for powerful search marketing integration. In this helpful post, Anne shows how integration makes the digital marketing world go round and how it can bring balance and harmony to your efforts.

10. Relationship Powered Link Building #Pubcon Florida — Lee Odden

Relationship Powered Link Building Pubcon
In Lee's third appearance on our top 10 list, this piece covers a session presented by Ann Smarty of Internet Marketing Ninjas during the Pubcon Florida conference, sharing numerous actionable tips for link-building through relationships.

We can't thank Anne, Tiffani, Alexis, and Lee enough for these top 10 search marketing posts of 2018 — congratulations on making the list!

Thanks TopRank Marketing Writers & Readers

Thanks to each of you who read our blog, and to all of you who comment on and share our posts on the TopRank Marketing social media channels. We hope you find continuing benefit from these excellent search marketing posts from 2018.

We published dozens of posts this year specifically about search marketing, and plan to bring you even more in 2019, so stay tuned for a new year of the latest helpful research and insight.

Please let us know which search marketing topics and ideas you'd like to see us focus on for 2019 — we'd love to hear your suggestions. Feel free to leave those thoughts in the comments section below.

The post Our Top 10 Search Marketing Posts of 2018 appeared first on Online Marketing Blog - TopRank®.

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How to Plan a Social Media Collaboration

Looking for an exciting way to reach a specialized audience? Have you considered a social media campaign collaboration? In this article, you’ll discover how to partner with another brand to promote products and services to your respective audiences. Why Run Joint Social Media Campaigns? The pace and competitiveness of social media marketing often narrow our […]

The post How to Plan a Social Media Collaboration appeared first on Social Media Marketing | Social Media Examiner.

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Help Us Celebrate 15 Years of Blogging – TopRank Marketing Blog

The post Help Us Celebrate 15 Years of Blogging – TopRank Marketing Blog appeared first on Online Marketing Blog - TopRank®.

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Digital Marketing News: Google Lens & Visual Search Updates, Social ROI Study, & App Ad Market Growth

The post Digital Marketing News: Google Lens & Visual Search Updates, Social ROI Study, & App Ad Market Growth appeared first on Online Marketing Blog - TopRank®.

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Social Customer Care: Why Marketers Should Care

Wondering how social customer care improves your marketing results? Want tips for acquiring and retaining customers? To explore why marketers should care about taking care of customers, I interview Shep Hyken. More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social […]

The post Social Customer Care: Why Marketers Should Care appeared first on Social Media Marketing | Social Media Examiner.

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Our Top 10 Influencer Marketing Posts of 2018

The post Our Top 10 Influencer Marketing Posts of 2018 appeared first on Online Marketing Blog - TopRank®.

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How to Set Up Twitter Video Ad Campaigns

Want more Twitter users to see your videos? Wondering what your Twitter video ad options are? In this article, you’ll discover how to set up a video ad campaign on Twitter. Two Types of Twitter Video Ads Twitter offers two types of video ad campaigns: in-stream video views and promoted video views. In-stream video ads […]

The post How to Set Up Twitter Video Ad Campaigns appeared first on Social Media Marketing | Social Media Examiner.

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TopRank Marketing’s Top 6 B2B Influencer Marketing Predictions & Trends to Watch in 2019

B2B Influencer Marketing Trends & Predictions for 2019

B2B Influencer Marketing Trends & Predictions for 2019

How many of you can count the number of times you’ve purchased a product or made a decision based on a recommendation from a friend, acquaintance, review on the web or a celebrity endorsement? I’d venture to guess that most of you would say: "Too many to count."

That’s because we all rely on advice from others to help us make sense of a complex world where we don’t always have all of the information we need to make a decision.

Influencer marketing has been around for ages (literally), but it’s only begun to build steam within the B2B world over the past few years. The good news is that for many, B2B influencer marketing is still in its infancy—which means there are plenty of opportunities to begin implementing influencer marketing today.

Interestingly, a report from Twitter found that recommendations from influencers are quickly gaining momentum and are nearly equal to receiving recommendations from actual friends.

To help you navigate the future of B2B influencer marketing and guide your approach, we’ve put together six trends and predictions to watch for in 2019.

#1 - Increasing Data Privacy Concerns Will Impact the Role of Influencers

This year new GDPR regulations took effect across the EU, which left many global brands scrambling to make sure that they were appropriately handling personal identifying information.

What many brands didn’t consider, was how it will impact influencer marketing programs. Some big brands have already begun evolving how they handle influencer information and what is needed in terms of documentation to properly meet new requirements. And that will only continue to increase.

As Ursula Ringham, Head of Global Influencer Marketing for SAP*, told us earlier this year:

“GDPR is going to be the stake in the ground for all data privacy—bar none. As GDPR kicks off, we’ll start to see lawsuits and controversies in the news and people will become increasingly aware and engaged. In the U.S., we’re already becoming more aware of data privacy issues, especially after Cambridge Analytica."

She added: “But bottom line, GDPR will be really important. And as a result, our influencers will become even more important and valuable. They’re going to be our trusted brand ambassadors; our trusted voices. They’ll be a huge asset because people don’t trust brands outright—they trust people.”

[bctt tweet="Bottom line, #GDPR will be really important. And as a result, our #influencers will become even more important and valuable. @usularingham #InfluencerMarketing #B2B" username="toprank"]

#2 - Capturing Influencer Attention Will Become Increasingly Difficult

As the demand for working with influencers increases, it will become more and more difficult to capture and hold their attention. As a result, before reaching out to influencers to collaborate, it will be even more important to first determine and communicate what's in it for them.

Showing influencers value and displaying that you understand what they’re interested in will help you begin building a relationship of mutual value. As Rani Mani, Head of Influencer Social Enablement at Adobe, told us in a recent interview:

"We at Adobe pride ourselves on cultivating and nurturing long term relationships with our influencers. We look at it as dating with an eye towards long term commitment which means we are always looking to establish a 'give to get' exchange where all parties come out ahead."

The key that Rani touches on? Building lasting relationships, which will require more effort than simply reaching out when you need something. As Lee Odden, TopRank Marketing's CEO, recently wrote

"Brands that use a shotgun approach to invite influencers only when they need them won’t see very high recruitment rates. The same goes for non-personalized, ego-centric messages from brands that are only concerned with what the brand wants to get out of the collaboration."

And while we advise placing a lot of emphasis on building these relationships organically, that doesn’t mean that you shouldn’t pay your influencers where appropriate. Think about what you’re asking of your influencers and make sure that you understand their expectations as well.

Onalytica’s recent survey of brand and influencer relationships found that influencers have varying objectives, but many are most interested in building thought leadership and gaining exposure on specific topics followed by expanding their networks to reach new audiences.

[bctt tweet="Brands that use a shotgun approach to invite influencers only when they need them won’t see very high recruitment rates. @leeodden #InfluencerMarketing #B2B" username="toprank"]

#3 - Emphasis on Specific Influencer Qualities Will Evolve

When you consider what makes for a good B2C influencer, the most sought-after quality is that they have an extensive network. For many B2B marketers, the emphasis has followed that same path.

However, influence is not solely based on the number of followers that an expert has, something that is becoming more clear in the wake of fake social media accounts and inflated follower counts.

True, social reach should be a consideration for your B2B influencer marketing program, but not the only one. Sometimes the influencers with the largest reach may not be engaging their audience in a meaningful way that leads to more users connecting with your content.

As a result, if you aren't already, you need to be looking at a variety of influencer qualities (each of which are important) when identifying influencers to work with in 2019 and beyond.

As you can see in the chart below, different types of experts can positively impact your program in several different ways. As your influencer program continues to mature, begin determining what the right mix of influencers to include for maximum impact.

[bctt tweet="If you aren't already, you need to be looking at a variety of influencer qualities (each of which are important) when identifying influencers to work with in 2019 and beyond. - @azeckman #InfluencerMarketing #B2B" username="toprank"]

#4 - The Call for Tighter Topical Alignment

When many brands first start dipping their toes in the influencer marketing waters, it can be difficult to suss out exactly who to co-create content with. Unfortunately, one of the mistakes many brands make is working with influencers that don’t quite align with the topics they want to share with their target audience.

As a result, in 2019 and beyond, you need to commit to meaningful influencer identification and collaboration if you want to co-create content that informs, engages, and resonates with your audiences.

For example, if you want to collaborate with an influencer on the topic of “Account Based Marketing” it’s important to conduct critical research to determine what their take is on the topic, and if it’s a topic they publish content on frequently. Otherwise, you may not end up with the level of content that your audience is anticipating. Additionally, the influencer audience may not be a fit for the content topic which will not lead to the level of engagement you’re seeking.

Part of TopRank Marketing’s process with our clients is to conduct research internally and externally to determine which topics should be included in influencer co-creation programs to best target the audience. Below is an example of how these topics could be priorities:

But marketer beware. The goal is not to control the opinion of influencers. Instead, focus on finding the RIGHT influencers that already align with the message you’d like to create content around.

#5 - Influencer Video Content Will Reign Supreme

Video has been a rising content marketing star over the past couple years. But in 2018, video is officially dominating social media news feeds, search results, and the minds of our target audience. It's everyhere, and the launch and refinement of native video and Stories features on top social platforms has heightened this demand.

Both live and pre-recorded video that can be uploaded natively on social platforms presents an opportunity for brands and influencers alike. Everything from talking head videos to interviews and motion graphics are all content co-creation moments that can be captured and shared again and again.

So, as the overall demand for video increases, so will the demand for increased quality. If you plan on co-creating video with influencers, you need to plan for the unexpected. If recording remotely, be sure to prep your influencers beforehand and run a test before you begin recording. If you’re recording onsite (at somewhere like their office or event) be sure to create a contingency plan in case your original setup is not conducive to capturing great video.

[bctt tweet="Both live and pre-recorded video that can be uploaded natively on social platforms presents an opportunity for brands and influencers alike. @azeckman #Influencer Marketing #B2B" username="toprank"]

#6 - The Battle Between ROI & Awareness Will Continue

Every B2B marketer wants to enhance brand awareness, recognition, and advocacy. But they also want to drive a high volume of qualified leads. But to get from one end of the spectrum to the other, you need to deploy tactics and strategies that are tailored to your audience where they actually are in their buyer's journey.

The same goes for influencer marketing programs. Not all are created equal. For example, if your goal in working with influencers is to build awareness, you’ll need to deploy a specific strategy and mix of tactics that are vastly different than if your goal is demand or lead gen.

In fact, the most recent Influence 2.0 Report from Traackr and Brian Solis found that the two top influencer priorities for marketers are to increase brand awareness followed closely by determining attribution and ROI.

Influencer marketing can absolutely have an impact on both lead gen and awareness programs. However, in 2019 and beyond, it will be essential that you build an approach that aligns with your objectives. And as influencer marketing programs continue to mature, it will be essential that brands nail down exactly what they need to measure and how they’ll measure.

Ready. Set. Connect

2019 stands to be a big year for B2B influencer marketing. Consumers and influencers alike will expect more from the brands they work with, which means that one of the most important steps you can take as a brand is to build your influencer marketing program on a solid foundation.

Instead of just throwing money at a program and expecting results, it’ll take time, effort and people to build meaningful relationships that will have a lasting impact.

Want to know what’s on tap for social media marketing in 2019? Check out our top social media trends and predictions to watch in 2019.

The post TopRank Marketing’s Top 6 B2B Influencer Marketing Predictions & Trends to Watch in 2019 appeared first on Online Marketing Blog - TopRank®.

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How to Plan a Successful Influencer Marketing Campaign in 9 Steps

Wondering how to implement an influencer marketing campaign? Looking for a plan to follow? In this article, you’ll discover nine steps to plan and execute an influencer marketing campaign. #1: Create an Influencer Marketing Brand Brief Brands strive to create value for their customers, and as with any form of advertising, influencer marketing content should […]

The post How to Plan a Successful Influencer Marketing Campaign in 9 Steps appeared first on Social Media Marketing | Social Media Examiner.

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From Our Marketing Family to Yours, Happy Holidays, Marketers!

The post From Our Marketing Family to Yours, Happy Holidays, Marketers! appeared first on Online Marketing Blog - TopRank®.

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