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Monthly Archives: August 2018

How to Retarget Messenger Bot Subscribers With Facebook Ads

Do you have a Facebook Messenger bot? Have you thought about retargeting your bot subscribers with Facebook ads? In this article, you’ll learn how to create custom and lookalike bot audiences for Facebook ad targeting. Why Retarget Messenger Bot Subscribers? There is no warmer audience than a Facebook Messenger bot audience. These users are typically [...]

The post How to Retarget Messenger Bot Subscribers With Facebook Ads appeared first on Social Media Examiner.

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Twitter API Changes and LinkedIn Groups Relaunching

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show, we explore Twitter API changes and LinkedIn Groups relaunching. Our special guests include Madalyn Sklar and Michael Stelzner. Watch [...]

The post Twitter API Changes and LinkedIn Groups Relaunching appeared first on Social Media Examiner.

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Digital Marketing News: LinkedIn’s Group Upgrade, Google’s Expanding Snippets & Search Console, & Curiosity In Marketing

The Psychology of Advertising: Thinking vs. Feeling [Infographic] Each person is exposed to an average of nearly two million television advertisements and commercials each year. To help your ads be seen and recalled, using emotional content often outperforms rational content, according to new infographic data by USC Dornsife College. MarketingProfs LinkedIn to Integrate Groups into [...]

The post Digital Marketing News: LinkedIn’s Group Upgrade, Google’s Expanding Snippets & Search Console, & Curiosity In Marketing appeared first on Online Marketing Blog - TopRank®.

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Messenger Bot Funnels: How to Nurture Prospects Toward a Sale

Thinking about getting into Messenger bots? Wondering how to use bots to get people into marketing funnels? To explore what you need to know about setting up a successful funnel using Messenger bots, I interview Mary Kathryn Johnson More About This Show The Social Media Marketing podcast is designed to help busy marketers, business owners, [...]

The post Messenger Bot Funnels: How to Nurture Prospects Toward a Sale appeared first on Social Media Examiner.

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Optimizing Web Forms: How one company generated 226% more leads from a complex web form (without significantly reducing fields)

Web forms often cause mental and physical friction. Most optimization strategies focus on reducing friction to increase conversion, but could there be a different approach?

The post Optimizing Web Forms: How one company generated 226% more leads from a complex web form (without significantly reducing fields) appeared first on MarketingExperiments.

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Useful Tools to Analyze Your Twitter Marketing and Content

When was the last time you analyzed your Twitter marketing? Looking for tools that can help you get a grip on your audience and Twitter content? In this article, you’ll learn how to analyze Twitter audience makeup and engagement data to deliver the types of content your audience values most. #1: Assess the Personality of [...]

The post Useful Tools to Analyze Your Twitter Marketing and Content appeared first on Social Media Examiner.

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Content Marketing World 2018: What We’re Most Excited About

Content Marketing World Sessions to Attend

Content Marketing World Sessions to Attend

Every year, close to 4,000 marketers from across the globe make a pilgrimage to Cleveland, OH for the annual Content Marketing World extravaganza — the largest content marketing conference in the world. And this year will be no different.

We’ve been attending CMWorld since the inaugural event back in 2011 — and we still get butterflies each and every year. The week’s schedule is filled to the brim with sessions and workshops from the industry’s leading marketers and experts, making it impossible not to look forward to what the conference has in store.

But with so many great speakers and a packed schedule, which sessions are a must-see? As CMWorld veterans, we want to help you plan ahead and get a front-row seat to the sessions that help you reach your marketing goals. Check out our list of can’t-miss sessions and things we’re excited for down below.

Helping You Win the Content Marketing Game

Since the original CMWorld, TopRank Marketing and its team members have been presenting at the conference to provide our expertise and help you drive better results for your business. And this year, we have not one, not two, but three crucial sessions and workshops for you to attend.

Lee Odden

CEO, TopRank Marketing

Rocket Science Simplified: How to Optimize, Socialize and Publicize B2B Content

Ninety-one percent of B2B companies use content marketing, but 50% of content gets 8 shares or less. What good is your out-of-this-world content if no one experiences it? In this space-themed workshop, you’ll join our fearless leader and Content Marketing Commander Lee Odden for an interstellar experience on how to effectively build content amplification into the before, during and after of the content creation process (rocket fuel not included). He’ll share the tips, tricks and tactics he’s learned over 17 years of working with content payloads of all shapes and sizes that have rocketed B2B brands to success.

Location: Room 3

Date: Tuesday, Sept. 4

Time: 1:00 p.m. - 4:00 p.m.

The Confluence Equation: How Content and Influencers Drive B2B Marketing Success

What’s the secret formula to scalable, quality content? In this session from Lee, learn about how B2B brands, both big and small like SAP, Dell, Cherwell and DivvyHQ, are able to create more awareness, engagement, and pipeline with the confluence equation. As an influencer marketing pro, Lee offers a framework, formula, and plenty of tools for content and influencer marketing success.

Location: Room 3

Date: Wednesday, Sept. 5

Time: 1:45 p.m. - 2:30 p.m.

Ashley Zeckman

Digital Strategy Director, TopRank Marketing

Influencer Marketing Is Only for B2C Brands (& Other Lies Your Parents Told You)

When we think of influencer marketing, it’s hard not to think of popular influencers like Selena Gomez, Jake Paul, the Kardashian clan, and others. However, the problem is that those influencers primarily work with B2C brands. But, as Ashley Zeckman will tell you, influencers marketing isn’t only for the B2C marketplace — it also holds enormous opportunity for B2B brands. During Ashley’s session, you can expect real-life B2B influencer marketing case studies, influencer collaboration ideas, formulas for creating influencer content, and more.

Location: Room 3

Date: Wednesday, Sept. 5

Time: 1:45 p.m. - 2:30 p.m.

7 More Can’t-Miss #CMWorld Sessions

1. Andrew Davis

Andrew DavisKeynote Speaker & Best-Selling Author, Monumental Shift

Curiosity Factor: The Psychological Phenomenon Creative Content Marketers Employ to Earn and Own Attention in a Noisy World

With the rise of adblocker and dwindling attention spans, it’s harder than ever to capture and hold on to your audience’s attention. But, then again, people also spend hours upon hours binge-watching their favorite TV shows. So, why is our attention captured in one place, but not the other? Andrew Davis is coming to CMWorld with the answer.

Location: Exhibit Hall B

Date: Wednesday, Sept. 5

Time: 8:45 a.m. - 9:30 a.m.

2. Dave Charest

Dave CharestDirector of Content Marketing, Constant Contact

Breaking Down Content Silos: How to Create a Unified Customer Experience and Efficiencies in Content Creation

One of the top challenges content marketers face is producing content consistently and efficiently. Luckily, Dave Charest’s session promises to offer a new content framework that gets buy-in and alignment from the entire organization. As a result, content marketers can expect to create a more unified content experience for their audience and reduce content creation inefficiencies.

Location: Room 1

Date: Wednesday, Sept. 5

Time: 11:20 a.m. - 12:05 p.m.

3. Allen Gannett

Andrew DavisCEO, TrackMaven

How to: 0 to 1 Million LinkedIn Video Views in 6 months

Video marketing represents massive opportunity for content marketers with over one-third of online activity being spent watching video. To help marketers take advantage of this opportunity, LinkedIn launched native video back in 2017 and Allen Gannett was one of its early adopters to much success. Now, Allen is sharing how he reached one million views in just under six months and how you can do it as well.

Location: Room 3

Date: Wednesday, Sept. 5

Time: 11:20 a.m. - 12:05 p.m.

4. Ashley Ward

Ashley WardDigital Marketing Strategist, SEMrush

Does Your Content Work: The Art of Measuring Content Marketing Succes

As the Digital Marketing Strategist for one of our favorite tools SEMrush, Ashley Ward’s session already got our attention. But the fact that she’s addressing content marketing success and how to measure content ROI, has us hooked. So, if you’re one of the 45% of marketers that are unsuccessful in tracking content marketing ROI, this session is a must-attend.

Location: Room 20

Date: Wednesday, Sept. 5

Time: 12:20 p.m. - 1:05 p.m.

5. Ann Handley

Ann HandleyChief Content Officer, MarketingProfs

What Gives? How a Reader Challenge Kicked Me in the Patootie (and What We Can Learn From It)!

As content marketers, it can be easy to just crank out content and become writing machines. But in focusing on the mechanical production of content, we often forget why we’re creating it in the first place. Ann Handley’s keynote promises to remind us of that purpose and show us how asking critical questions can lead us in the right direction.

Location: Exhibit Hall B

Date: Wednesday, Sept. 5

Time: 4:35 p.m. - 5:00 p.m.

6. Megan Golden

Megan GoldenHead of Global Content Marketing, LinkedIn

The Secret Sauce: How LinkedIn Uses LinkedIn for Content Marketing

Research has found that over 80% of B2B leads come from LinkedIn. Talk about impressive. If you haven’t mastered the lead generating power that LinkedIn can offer, there is no one better to learn from than the platform itself. In this session, Megan Golden shares how LinkedIn uses their own platform for marketing, giving you a behind-the-scenes look at their secrets to success.

Location: Room 26ABC

Date: Thursday, Sept. 6

Time: 11:05 a.m. - 11:50 a.m.

*LinkedIn is a client of TopRank Marketing

7. G David Cunningham

G David CunninghamDirector of Demand Generation, SnapApp

Quality, Not Quantity: Spark a Real-Life Content & Demand Gen Love Story With Content That Converts

Content plays a key role in nurturing leads and turning them into quality prospects or converting them into won opportunities. In order to do that, however, G David Cunningham suggests focusing on quality, not quantity content. If lead generation is your top content marketing goal, he'll offer solutions to your conversion problems, including a proven approach to creating quality content, examples of high-quality content, and more.

Location: Room 25ABC

Date: Thursday, Sept. 6

Time: 2:35 p.m. - 3:20 p.m.

What We’re Looking Forward to the Most


Lee OddenThis will be my eighth consecutive year speaking at CMWorld and I’m looking forward to everything, from meeting with other marketing professionals to catching up with friends and influencers that are too numerous to list to connecting with many of our clients, including teams from LinkedIn and DivvyHQ.

I’m also looking forward to seeing Ashley Zeckman give her first solo presentation at the conference and my team from TopRank Marketing having an incredible learning and networking experience.

Last of all, I’m looking forward to connecting with the 50-plus people registered for my B2B Content Promotion workshop and those who will be attending my B2B influencer marketing presentation.


Ashley ZeckmanThis is my fourth Content Marketing World and I swear it just keeps getting better! I’m really looking forward to connecting with old friends and making new connections with talented marketers from around the globe. And I’m sure it goes without saying, but the opportunity to see Ann Handley and Tina Fey at the same conference is a dream come true.  


Jane BartelSince TopRank Marketing clients hail from all over the globe, I'm especially excited for some in-person quality time with our friends at DivvyHQ and LinkedIn.

The Content Marketing World schedule is packed with opportunities to learn from content marketers with fresh perspectives and insights, and I’ll be vying for a front-row seat to as many sessions as I can.  


Nick NelsonI've never been to Content Marketing World, or Cleveland, so I'm just generally looking forward to the experience as a whole. I love video games, so the theme of this year's conference is particularly appealing to my inner geek.

Tons of sessions on the agenda have caught my eye, and I can't wait to hear some of the top pros in the industry share their insights. I'm also excited to finally meet a number of our agency's clients face-to-face after many email exchanges and video conferences. And last but not least: Tina freakin' Fey. #LizLemon4Life


Anne LeumanPersonally, I’m most looking forward to Ann Handley’s keynote. I had the chance to see her keynote last year’s Digital Marketing Summit in Minneapolis and was blown away. She made me laugh. She made me cry. She made me feel empowered. Her speech was a great reminder that our marketing needs to tell a story and evoke emotion from our audience. I can’t wait to see what she has in store for CMWorld.

The Countdown Is On

Content Marketing World 2018 is less than two weeks away. And that means it’s crunch time. Make sure you have your schedule all mapped out so you don’t miss out on the speakers you want to see the most. In fact, you might want to download the CMWorld mobile app to start organizing your schedule and save the sessions listed above.

Stay tuned to TopRank blog and follow @TopRank on Twitter for daily updates from the event.

The post Content Marketing World 2018: What We’re Most Excited About appeared first on Online Marketing Blog - TopRank®.

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How to Use Facebook and Twitter Ad Transparency Tools

Wondering what your competitors’ social media ads look like? Have you heard of the ad transparency tools for Facebook and Twitter? In this article, you’ll discover four ways social media marketers can use Facebook and Twitter ad transparency tools. Access the Ad Transparency Tools on Facebook and Twitter The ability for any user to see [...]

The post How to Use Facebook and Twitter Ad Transparency Tools appeared first on Social Media Examiner.

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How to Use Instagram Stories Stickers in Your Marketing

Wondering how to get more from Instagram Stories? Have you considered using Stories stickers in your marketing? In this article, you’ll discover how to use Instagram Stories stickers to deliver engaging and useful Stories content. Find Your Instagram Stories Stickers To access all of the different Instagram Stories stickers, start a story post with a photo [...]

The post How to Use Instagram Stories Stickers in Your Marketing appeared first on Social Media Examiner.

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Will Twitter Succeed in Defeating Trolls? The Stakes for Marketers

“I’m addicted to you, don’t you know that you’re toxic?”

I can guarantee this will be the first and last time I ever open a blog post with lyrics from Britney Spears, but the pop star’s 2003 tribute to perilous romance seems to perfectly encapsulate my relationship with Twitter — and I know I’m not alone.


I love Twitter. It’s easily my favorite social network. I’ve been active on it for almost a decade, and during that time I’ve had countless enlightening conversations (mostly about baseball and marketing), become friends with people I never would’ve encountered otherwise, and wasted more time than I’d like to admit scrolling mindlessly through my feed.

Twitter has some great perks — bite-sized content, real-time updates, tailored experiences — and these serve to strengthen its appeal as a marketing channel. But even as an avid fan, I can’t deny that it has also been fraught with negatives. At times, the platform can feel like a cesspool for abusive behavior, fake accounts, and bots deployed with the sole mission of harassing real users.

Recently, the company announced new measures in its continuing effort to improve the civility of discourse on Twitter while cutting down on fraud and abuse. Let’s take a closer look at these ongoing changes, and what they mean for social media marketers.

[bctt tweet="I love @Twitter. It's easily my favorite #socialnetwork. But even as an avid fan, I can't deny that it has also been frought with negatives. - @NickNelsonMN" username="toprank"]

Teeming with Trolls

In May, Twitter released a statement acknowledging the existence of “troll-like behaviors that distort and detract from the public conversation on Twitter, particularly in communal areas like conversations and search.”

“Fewer than 1% of accounts make up the majority of accounts reported for abuse,” wrote Del Harvey and David Gasca. “While still a small overall number, these accounts have a disproportionately large – and negative – impact on people’s experience.”

The veil of anonymity that Twitter allows can be a good thing: it enables folks with sensitive public images to maintain a discrete social presence, and also facilitates hilarious fictional accounts like @KimKierkegaard, a mashup of reality star Kim Kardashian and 19th-century philosopher Søren Kierkegaard, and @dog_feelings, which lives up to its name.

But of course, there are obvious downsides to this low barrier of entry. It’s all too easy to create a faceless and essentially untraceable account for whatever purpose one desires. Too often those purposes are nefarious. This rose to a head during the 2016 election and has become an increasingly prevalent sore spot for the platform.

As bots and empty handles became more pervasive, certain individuals began developing methods to game the system and inflate follower counts, creating a “fake influencer” epidemic and shaking marketers’ faith in the authenticity of their audiences.

“We aren’t proud of how people have taken advantage of our service,” Twitter CEO Jack Dorsey lamented earlier this year, “or our inability to address it fast enough.”

While the company’s response has not been as rapid or forceful as some would like, Twitter is taking action.

Purging and Learning

Most conspicuous among these initiatives has been “The Great Twitter Purge,” a systematic effort to sweep out fake and suspicious accounts. Data obtained by the Washington Post showed that more than 70 million accounts were suspended in May and June alone, at the expense of the company’s stock.

(Incidentally, the aforementioned Britney Spears was among the hardest-hit by the purge in terms of lost followers, and plenty of high-profile marketers saw their numbers drop as well, though the industry has generally approved of these actions.)

More recently, Twitter announced partnerships on academic projects addressing two primary areas of concern:

  • Echo chambers, and the ramifications of algorithms that filter content representing like-minded perspectives. A group led by Leiden University’s Dr. Rebekah Tromble “will analyze the echo chamber effect, and provide options on how to limit such impacts,” per Social Media Today.
  • The effects of exposure to a diverse array of viewpoints and backgrounds. This can be the natural sacrifice in the “echo chamber” dynamic referenced above — how costly is it?  “Evidence from social psychology has shown how communication between people from different backgrounds is one of the best ways to decrease prejudice and discrimination,” says Oxford’s Miles Hewstone, who will be among those spearheading the study.

It’s interesting to see Twitter taking forthright accountability for its broader implications in society. But what about the marketing implications?

What Twitter’s Moves Mean for Marketers

Twitter has always been a somewhat tough nut to crack for marketers, and the network’s diminishing reputation in the face of these controversial issues appears to be causing some businesses to further back off.

The 2018 Social Media Marketing Industry Report from Social Media Examiner showed Twitter losing ground, with 62% of marketers using it in their strategies compared to 68% in 2017. Meanwhile, the latest Sprout Social Index finds Twitter fourth on the list of most-used channels for ads at just 13%.

While it’s pretty simple to incorporate as a social media marketing tactic — schedule those short-and-sweet messages and fire ‘em out — the visible impact isn’t always there. It’s not uncommon to see brands with tens of thousands of followers getting only a handful of likes and responses to most of their updates, and clicks can be hard to come by.

When you’re pumping out tons of content and garnering minimal engagement, while also converting a relatively tiny fraction of users into buyers, it’s easy to see why many marketers haven’t found the juice to be worth the squeeze.

But these latest maneuvers from Twitter seemingly will only help.

If you saw your company’s following on the platform take a hit over the past few months during the purge, you’re not alone. But ultimately, it’s nice to have a little more confidence that you’re actually broadcasting to real people. As we’ve long been saying around here: quality trumps quantity.

Initial data backs up this hypothesis: Twitter reported an 81% increase in ad engagement during Q2 2018 compared to Q1 as it implemented its cleansing procedure.

TopRank Marketing Social Media Strategist Meg McDougall suggests that we’ll likely see a resulting rise in Twitter’s notoriously low CPMs, but advertisers will essentially be paying for the same number of eyeballs because fake accounts and their false impressions are being eliminated.

While it’s not clear what fallout we’ll see as a result of these new exploratory research initiatives, the shift is bound to be positive for marketers. Any reduction in the “echo chamber” algorithm could potentially grow your exposure to wider and more diverse audiences.

[bctt tweet="While it’s not clear what fallout we’ll see as a result of @Twitter's new exploratory research initiatives, the shift is bound to be positive for #marketers. - @NickNelson #SocialMediaMarketing" username="toprank"]

If the net outcome of these efforts is that Twitter users (even if there are less of them) become more engaged and active on the platform, that’s obviously going to help with content traction, both organic and paid.

“Any change that is made on social media in the interest of end users is ultimately valuable for marketers,” says McDougall.

[bctt tweet="Any change that is made on #socialmedia in the interest of end users is ultimately valuable for marketers. - @megnificent_" username="toprank"]

For a Twitter fanatic and marketer like myself, these developments are roundly encouraging. What’s your take? Share your thoughts in the comments section below.

Want to learn more about the present state of Twitter and social media marketing at large? Check out these posts from the TopRank Marketing blog:

The post Will Twitter Succeed in Defeating Trolls? The Stakes for Marketers appeared first on Online Marketing Blog - TopRank®.

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