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Monthly Archives: August 2019

What Is a Squeeze Page, Anyways? (With 4 High-Converting Examples)

Here’s a clear definition of a squeeze page, tips on how to set one up for your next campaign, and four examples that show you how hard to squeeze.

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10 More Marketing Podcasts To Boost Your Business

Podcasting woman image.

Podcasting woman image.

Podcasts are a great way to learn new marketing ideas and get fresh perspectives on boosting your business, and we’ve compiled 10 more of the best podcasts for B2B marketers right here, following up on our recent list of “20 Podcasts To Elevate Your B2B Marketing,” and “Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain.”

These podcasts offer marketing news and insight from the innovators behind some of the world’s top firms, as well as their own stories, plus tips and advice to take your marketing efforts to the next level.

Whether it’s examining emerging trends in B2B marketing or heartfelt stories of life’s business and personal adventures, the hosts and guests on these podcasts have plenty to offer, and we're certain you’ll find something that strikes your fancy.

Here’s our list of 10 more diverse podcasts that will provide a fascinating array of ideas and trends to expand and improve your B2B marketing efforts, presented in random order.

#1 — The CMO Podcast

CMO Podcast Image

Summary: The CMO Podcast with Jim Stengel digs into the marketing and life challenges faced by today’s CMOs.

  • Hosts: Jim Stengel
  • Recent Topics on Tap: Agility: B2B with Purpose, Yoga for Marketing, How Big Brands Can Win Versus Story-rich Craft Brands,
  • Recent Guests: Lorraine Barber-Miller, Alicia Tillman, Ann Lewnes
  • Episode Length: 45 - 60 minutes

#2 — Ad Age Marketer's Brief

AdAge Marketers Brief Image

Summary: Ad Age Marketer's Brief takes a weekly dive into current marketing industry news, utilizing Ag Age’s cadre of marketing connections and reporters.

  • Hosts: Jessica Wohl and E.J. Schultz
  • Recent Topics on Tap: Hershey's head of media dishes on Twitch and other digital plays, Pizza Hut's brand leader: 'We're proud but dissatisfied', When it comes to marketing healthy food, it's all about using the right language
  • Recent Guests: Brent Montgomery, Charlie Chappell, Victor Lee
  • Episode Length: 25 - 30 minutes

#3 — The Cannes Lions Podcast

Cannes Lions Image

Summary: Offering creative marketing insight from some of the industry’s leading voices, The Cannes Lions Podcast takes the famed marketing event from a far-distant festival to actionable tips delivered on your own device weekly.

  • Hosts: Philip Thomas
  • Recent Topics on Tap: What exactly is great customer experience?, How can brands earn the right to be authentically part of culture?, Why is it so hard to prove the value of creativity?
  • Recent Guests: Monique Nelson, Michelle Melendez, Fernando Machado
  • Episode Length: 20 - 30 minutes

#4 — A Shark’s Perspective

Sharks Perspective Image

Summary: With more than 150 episodes, A Shark’s Perspective Marketing Podcast has featured many of the industry’s top marketers, including a recent in-depth conversation with our own CEO Lee Odden.

  • Hosts: Kenneth Kinney
  • Recent Topics on Tap: How Do You Make an Event an Experience, What Is the Human Element of Branding, What Do You Want Your Audience to Remember
  • Recent Guests: Dr. Carmen Simon, Ellaine Wellman, Lindsay Stewart
  • Episode Length: 25 minutes - 1 hour

#5 — The Big Story

Summary: Digital advertising insight and interviews are on tap weekly on The Big Story, AdExchanger's podcast covering recent marketing news.

  • Hosts: Ryan Joe
  • Recent Topics on Tap: Amazon Gets (Ad) Served, The Fire That Burns Brightest, Layser Sights
  • Recent Guests: Stephanie Layser
  • Episode Length: 25 - 30 minutes

#6 — How I Built This with Guy Raz

 How I Built This Image

Summary: National Public Radio’s How I Built This with Guy Raz explores the innovators behind some of the world’s top firms and digs in to their stories.

  • Hosts: Guy Raz
  • Recent Topics on Tap: Angie's BOOMCHICKAPOP, Yelp, Dave's Killer Bread
  • Recent Guests: Dave Dahl, James Dyson, Angie & Dan Bastian
  • Episode Length: 45 minutes - 1 hour and 15 minutes

#7 — The Strategy Inside Everything

Strategy Inside Image

Summary: A strategy-focused podcast that explores marketing, business, and more — The Strategy Inside Everything looks to dissect a wide range of pop culture events.

  • Hosts: Adam Pierno
  • Recent Topics on Tap: You can trust Jasmine Bina, Learning strategy with Kevin Rothermel, Ana Andjelic on brands in retail, digital and luxury
  • Recent Guests: Jasmine Bina, Kevin Rothermel, Ana Andjelic
  • Episode Length: 30 - 50 minutes

#8 — Making Marketing

Making Marketing Image

Summary: Making Marketing by Digiday is a weekly podcast dedicated to learning marketing by exploring the stories of industry leaders.

  • Hosts: Gianna Capadona, Shareen Pathak
  • Recent Topics on Tap: National Public Media’s Gina Garrubbo: The golden age of audio is here, Foot Locker's Jed Berger: 'The marketing industry is in for a revolution', Buffy's Paul Shaked: There's Facebook-first mentality in the marketing industry
  • Recent Guests: Gina Garrubbo, Jed Berger, Paul Shaked
  • Episode Length: 30 - 40 minutes

#9 — Business Unusual with Barbara Corcoran

Business Unusual Image

Summary: Offering weekly business insight, life lessons and motivation, Business Unusual with Barbara Corcoran features the “Shark Tank” star.

  • Hosts: Barbara Corcoran
  • Recent Topics on Tap: 8 Tricks To Build A Top-Notch Brand, The Secret Sauce To Raising An Entrepreneur, Time For An Attitude Adjustment
  • Recent Guests: Brian and Michael Speciale, Rick and Melissa Hinnant
  • Episode Length: 10 - 50 minutes

#10 — Akimbo: A Podcast from Seth Godin

Akimbo Image

Summary: Systems for actively changing our culture are explored weekly on Akimbo: A Podcast from Seth Godin.

  • Hosts: Seth Godin
  • Recent Topics on Tap: The hype cycle, Enrollment and possibility, Artificial Intelligence is Neither
  • Recent Guests: Tim Ferriss,
  • Episode Length: 20 - 40 minutes

What Are Your Favorite Brain-Boosting Marketing Podcasts?

via GIPHY

This list and the others we’ve researched only scratch the surface of the abundant marketing-related podcasts available. If you have a favorite that isn’t listed here, please leave a comment with your own top choices.

Finally, here are several helpful podcast marketing articles we’ve written recently, to help you decide whether a podcasting strategy might be a good addition to your own marketing toolkit.

The post 10 More Marketing Podcasts To Boost Your Business appeared first on Online Marketing Blog - TopRank®.

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How to Use Memes: A Guide for Marketers

Looking for a fun way to engage people on social media? Have you considered using memes in your marketing? In this article, you’ll discover how your business can use memes to engage and connect with people. 4 Reasons to Include Memes in Your Social Media Content In a time when many consumers skip ads whenever […]

The post How to Use Memes: A Guide for Marketers appeared first on Social Media Marketing | Social Media Examiner.

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Wow Your Crowd: How Content Planning Sets the Stage for Unforgettable Experiences

Wow the Crowd with Content Planning

Wow the Crowd with Content Planning

We’re coming up on the 10-year anniversary of the movie Avatar, which was released in December of 2009 and held the title of highest-grossing film worldwide for nearly a decade before being unseated by Avengers: Endgame earlier this year. 

James Cameron’s signature cinematic spectacle presents a model worth following for any content marketer hoping to amaze their audience. We don’t need a $200 million budget, as Avatar had, but we should aspire to adopt the meticulous planning and strategic foresight that drove the film’s galactic success. 

This was the leading subject in our new interactive CMWorld experience, Witness the Greatest Content Marketing Show on Earth, produced in collaboration with Content Marketing Institute to create ahead of next month’s festivities in Cleveland. The show-stopper theme of the conference, and this experience, is designed to place content creators in the mindset of an entertainer, where dazzling viewers is the foremost goal.

Let’s explore some of the essentials of audience-first planning, with a little help from Mr. Cameron and our esteemed cast of CMWorld speakers. 

Elements of Planning a Showstopping Content Experience

#1 - Start with a Concrete Strategic Framework

It’s never too early to lay the groundwork for a content initiative. Cameron began writing Avatar in 1994, some 15 years before the movie actually came out. Virtually every great piece of entertainment is the result of thoughtful, collaborative, insight-driven planning. Success is no accident. 

 From a content marketing perspective, this means first documenting your strategy, and letting it serve as the backbone of your entire process. Here you will want to account for three key buyer stages: Discovery, Consumption, Action. (And if you’re thinking beyond the first sale, Retention and Advocacy.) Getting a customer-centric strategy nailed down embeds a consistent beacon for your entire team to follow, and ensures no one loses sight of whom you’re serving. It also minimizes confusion and wayward tactics.

As Amanda Todorovich, whose team at Cleveland Clinic has effectively made content a (monetizable) central attraction, puts it: “Your strategy shouldn’t be constantly changing. It should be a solid foundation that’s documented and communicated across the entire team. The investment of time needs to be made up front in establishing a solid framework and core strategy.”

[bctt tweet="Your strategy shouldn’t be constantly changing. It should be a solid foundation that’s documented and communicated across the entire team. — @amandatodo" username="toprank"]

#2 - Stay Nimble and Adaptive

Needless to say, if the vision for Avatar didn’t change in the 15 years between Cameron’s original script treatment and the movie’s ultimate release, the final product would’ve been… quite outdated. So while adhering to a stable core strategy is important, we also need to build flexibility into our planning, in accordance with evolving audiences and markets.

Just as movie-goers have dynamic tastes and preferences, so too do the customers and prospects we are marketing to. Vet your assumptions against data-driven research and interactions with audience members (e.g. surveys, polls, conversations). Stay in tune with trends around growing buying committees and lengthening purchase cycles. Don’t be afraid to make small bets in the name of failing-and-learning, because this is the only way to meaningfully innovate.  

[bctt tweet="We test, experiment, optimize and iterate our work every single day, but the core strategy stays constant because it’s still working/successful and aligns to our organization’s mission. — @amandatodo" username="toprank"]

#3 - Align with Technology Advancements and Audience Behaviors

The integration of cutting-edge 3D visuals helped elevate Avatar beyond any cinematic experience before it, and that’s a major reason for the film’s gobsmacking success. But another reason is the ambitious marketing efforts that coincided with the film’s release, including partnerships with other big brands to create experiences outside of theaters. 

We need to think about how our content is going to be discovered by a modern audience, and how we can optimize around these areas. One clear opportunity in today’s evolving content marketing landscape is voice search.

Addressing this emerging discovery method can feel intimidating at first, but it’s helpful to understand that optimizing for voice doesn’t require a drastic deviation from smart modern SEO practices. Google handles voice queries, like most others, through a question-and-answer convention, so the key to winning voice search lies in creating authoritative best-answer content.

Children’s Health’s Courtney Cox Wakefield, who will speak on the subject at CMWorld, echoes our thoughts on this nuance: “There’s a huge opportunity for voice search in content marketing and it begins with optimizing your content to rank in the answer box, which is then read by voice-first devices like Amazon Alexa and Google Home as their voice answers … You can get answer box rankings by implementing natural language headers, mimicking the structure of the content you see ranking for the queries you want to rank for.”

[bctt tweet="There’s a huge opportunity for voice search in content marketing and it begins with optimizing your content to rank in the answer box, which is then read by voice-first devices like Amazon Alexa and Google Home as their voice answers. — @CourtEWakefield" username="toprank"]

#4 - Emphasize Emotional Pull

In order to stand out and truly engage your audience, the content must connect at a deeper level. In Avatar, Cameron sought to establish this resonance through an alien sci-fi tale that was intrinsically relatable to human viewers.

In content marketing, there are numerous techniques for developing emotional hooks. But from our view, the most crucial — and the one that makes every other connective link possible — is trust

Trust is the linchpin of customer engagement, relationships, retention, and advocacy. Trust is so integral to successful branding and marketing today that we recently introduced our own reconfiguration of the traditional marketing funnel: the trust funnel, which shifts our strategic orientation toward this critical ideal more directly.

Margaret Magnarelli of Morgan Stanley agrees with this focus: “Trust is your ticket to admission, and therefore needs to be treated as a main event. Social science research shows that there are four main components of trust in human interaction: capability, benevolence, honesty and authenticity.”

[bctt tweet="Social science research shows that there are four main components of trust in human interaction: capability, benevolence, honesty and authenticity. — @mmagnarelli" username="toprank"]

Building trust through these four tenets should be a guiding objective from the very start of your planning. We can accomplish it through tactics like influencer credibility, being the best answer, and impactful storytelling (Cameron’s specialty).

Set the Stage for Your Next Exemplary Content Experience

Each of the steps above was instrumental in helping Cameron put together one of the most spectacular (and spectacularly lucrative) experiences in movie history. But just like any creator, his work was also shaped by the influence of peers and pioneers in his field. Among them is an icon of sci-fi cinema.

“Directors that continue to inspire me? Ridley Scott. I mean, I’ll go to see any Ridley Scott movie. Even the ones that bomb, to me, are great. Because of the fabric of the filmmaking. You know, just the way he sees, the way he places the camera, so on.

As strategic content marketers, we’re fortunate to be able to draw inspiration from a wide range of forward thinkers, many of whom will be on stage for Content Marketing World 2019, set to get underway on Sept. 3, 2019.

You can find plenty more insights from these experts, like the ones above, by visiting our interactive experience, Witness the Greatest Content Marketing Show on Earth. It’s a worthy first step in planning a content marketing blockbuster that wows your crowd.

The post Wow Your Crowd: How Content Planning Sets the Stage for Unforgettable Experiences appeared first on Online Marketing Blog - TopRank®.

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How to Use LinkedIn Website Demographics as a Marketing Tool

Want to learn more about the professional traits of your website visitors? Are you using LinkedIn’s Website Demographics tool? In this article, you’ll discover how to use LinkedIn Website Demographics to reveal useful information about people who visit your website. Why Use LinkedIn Website Demographics? What marketers want is a way to understand who their […]

The post How to Use LinkedIn Website Demographics as a Marketing Tool appeared first on Social Media Marketing | Social Media Examiner.

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What the Future of Google Search Means for B2B Marketers

Low angle shot of modern glass city buildings looking up image.

Low angle shot of modern glass city buildings looking up image.

The future of search at Google includes fascinating changes that will deeply affect the course of B2B marketing.

Google’s search and other services jointly hold vast influence over what people see and do online, a powerful position that isn’t likely to significantly change anytime soon.

Like ocean waves, search always changes at Google, and whether it’s through tiny incremental shifts or explosive changes of course, the future this tech giant is enthusiastically creating is one savvy B2B marketers can’t afford to ignore.

Let’s explore some of Google’s future plans and most recent search changes, while also looking at what they mean for B2B marketers.

Google Search & The Sands of Time

Blowing sand dunes image.

Although change has always been swift in online search, the sands of time leave none unaffected, and eventually even Google may one day find itself as the next to meet the fate of Yahoo or Ask.com. I remember the sad day in 2003 when I had to say goodbye to my longtime beloved search engine from AltaVista, one of the major casualties of upstart Google’s rise to search dominance.

Most agree that Google is well-positioned for many years of continued success however, and learning how to best work within the future of search the firm is pursuing may be more important right now than ever before for B2B marketers. Let’s look at how and why.

What Should B2B Marketers Do? Orchestrate What You Can Control

Orchestra conductor image.

For many years now most of the mechanisms Google uses to show search results have been hidden and proprietary. Long gone are the days when you could completely reverse-engineer or decode a search algorithm, as Brett Tabke, search pioneer and founder of the Pubcon series of conferences and the WebmasterWorld message forums, did with the circa-1995 Excite search engine.

B2B marketers are well-served by focusing on the qualities that make your business’s marketing efforts unique, and turning them into best-answer content, the kind our CEO Lee Odden has spoken and written about extensively over the past several years. “How A Best Answer Content Strategy Drives B2B Marketing Results” offers a good introduction to what best-answer content is.

[bctt tweet="“Is your marketing about creating content or answers? Think about what your customers really want.” @LeeOdden" username="toprank"]

By creating best-answer solutions that Google will want to present to searchers, you’re focusing on what you have the most control over rather than on forever trying to catch up with the maneuvers of another business — even if it’s Google.

There’s nothing wrong with also devoting some of your resources to attempting to understand the private portions of Google’s search algorithms, however it’s important to recognize where your marketing efforts will reap the greatest dividends, especially as the search landscape matures and changes.

Let’s examine how these search and technology shifts at Google are poised to take place — and how some are already happening.

Prepare Your Business For Touch-Free Gesture Marketing

Robot and human hands forming a heart image.

When it comes to Google, B2B marketers should prepare for a future in search that features more touch-free phones and devices, controlled by body gestures and sometimes even helped by special connected clothing and accessories.

Google’s newest efforts in these areas will arrive first this fall, as its forthcoming Pixel 4 phone is set to include the type of gesture control features that will let users perform tasks by waving a hand, finger pinching, or even by simply blinking.

When touch screens appeared they brought with them new opportunities and challenges, however Google’s touchless features of the immediate and distant future will go much farther, and require B2B marketers to work even harder to adapt if they wish to embrace and drive gestural marketing in search.

Using a small radar chip with sensors, Google newly-FCC-approved Motion Sense technology is set to be the firm’s newest public release of the gesture controls it has been working on for some five years in its Soli project through X, the skunkworks test lab formerly known as Google X.

via GIPHY

Whether it’s Google, Apple, or another tech firm that makes the touchless search future mainstream, B2B marketers can prepare by learning as much as possible about gesture technology, and anticipating the many ways it could be used to create better, more immersive kinds of best-answer content.

When the touch-free future arrives in earnest, it’s bound to have many implications in search and other marketing areas. Just a few of the possible marketing tactics incorporating gesture controls we may see include:

  • Business websites that detect visitors who are using gestural tech and present full navigation, search, chat, and contact elements optimized for touch-free customers
  • Organic and paid advertisements that go far beyond today’s virtual reality and augmented reality experiences do, being able to more efficiently deliver your business’ campaign messaging
  • Always-on touch-free messaging to reach your audience — and allow them to reach you — wherever they are and at any time, which means that smart businesses even in the B2B world should prepare for inquiries arriving when a customer is in the car, out walking, or up getting a late-night snack in the kitchen.

How strong will your campaign’s messaging need to be — and how powerful your storytelling — when in a touch-free marketing landscape all a consumer needs to do in order to skip your ad is blink?

Google’s new phones are also slated to include facial recognition features, presenting marketers with a slew of fascinating possible targeting options once advertising delivery systems catch up.

These and other innovations at Google will alter how people search, learn, and lead their professional and personal lives, but most of the fundamental elements of search — the query and the answer — will thankfully remain, and continue to be an important area for B2B marketers to have a real impact connecting with audiences.

[bctt tweet="“Innovations at Google will alter how people search, learn, and lead their professional and personal lives.” — Lane R. Ellis @lanerellis" username="toprank"]

Discovering the questions that are important to your audience is a great way to help make the most of your search strategy, and we recently dug into how to do this in “10 Smart Question Research Tools for B2B Marketers.”

Keyword Planner’s Future Starts Now

Typewriter with keyword on sheet of paper image.

Changes in search at Google aren’t all über-futuristic technologies like touch-free gestural controls and face recognition. Most of the changes the firm makes are gradual and continuing efforts, such as some of the recent updates it released for marketers using its popular Keyword Planner tools.

Just last week Google made several changes to Keyword Planner — more robust keyword filtering offering related keywords, and brand-related term exclusions — which may seem minor when taken on their own, but which also represent Google’s continuing efforts to refine its search offerings for marketers, publishers, and individuals.

Google’s path forward in search evolves almost daily, and B2B marketers wanting to get the most from their Google-related efforts will increasingly need to adjust to both the minor changes and the major innovations coming down the pike.

Plan For Fewer Organic Opportunities as SERPs Evolve

Word SERP image comprised of zeroes and ones.

Google continues to refine the SERP — a term and abbreviation short for Search Engine Results Page that’s now mainstream to those in the SEO industry and beyond, coined by Brett Tabke in a post on his WebmasterWorld message forums.

In the past several years Google has more radically changed the way it displays SERP information than ever before, incorporating ever-more elements on what for many years was a rather simple and straightforward list of search results.

Just a handful of some of the SERP elements that Google is using or has experimented with include:

  • Search Box Auto-Complete
  • Featured Snippets
  • Calculators
  • Answer Boxes
  • Localized Results
  • Knowledge Panels & Carousels
  • Image Results
  • Video Results

It’s been no secret to those in the SEO world that the percentage of the SERP page dedicated to showing organic results has significantly diminished, as they’ve largely become surrounded or even at times drowned out by these additional types of results.

In Google’s defense, some would say these elements are primarily aimed at providing answers on a single SERP listing, however as many marketers know, by giving searchers answers in this way Google also decreases the likelihood that people will ever need to visit your website.

Google sometimes calls this “good abandonment,” and some types of B2B firms — those whose businesses revolve around providing static answers to questions — are especially prone to being affected.

As Google continues to present more information panels and answers without having to click and visit the website where the answer originated, or when it shows similar rich snippets and knowledge graph information, B2B marketers face a very real struggle in surfacing their content — a difficult challenge that’s driven many to shift resources from Google search to social platform solutions.

These types of changes happen frequently — just the other day Google made changes to how it incorporates video suggestions in search results, playing video directly from it’s YouTube property, without taking searchers to YouTube’s site.

With today’s non-linear SERP layouts at Google — ones that vary depending on which device you use — it’s also more challenging than ever to get your B2B marketing messages into search results, especially in the coveted non-paid organic segments.

Create a Future Google Search Preparedness Action Plan

Paper time to plan card held by clothes pin image.

What’s a poor B2B marketer to do in the face of so many rapid and radical changes coming from seemingly every direction at the world’s largest search firm?

Focusing on the areas you have control over while also keeping up with Google’s newest changes and upcoming plans gives B2B marketers the chance to develop best-answer content while simultaneously working with the world’s largest search platform.

These days B2B marketers are also lucky to have no shortage of digital avenues outside of search to follow for sharing great content, and below you’ll find four lists — each offering five helpful recent articles we’ve put together that dig in to the alternatives in content marketing, influencer marketing, social media marketing, and of course SEO and search marketing.

Content Marketing

Influencer Marketing

Social Media Marketing

Search Marketing

You can also learn more on these subjects by joining us at upcoming speaking events and conferences. Our CEO Lee Odden will be speaking at Content Marketing World this fall, where on September 3 he'll be presenting "How to Develop a B2B Influencer Marketing Program That Actually Works" with Amisha Gandhi of SAP, and a solo session on September 4 exploring "Content Marketing Fitness - 10 Exercises to Build Your Marketing Beach Body."

Our Senior Director of Digital Strategy Ashley Zeckman will also be speaking at Content Marketing World, in "Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy."

The post What the Future of Google Search Means for B2B Marketers appeared first on Online Marketing Blog - TopRank®.

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Facebook Ad Placements for Marketers: How to Make the Right Choices

Are you wondering which Facebook ad placements you should choose? Looking for some guidance to improve your ad performance? In this article, you’ll find a guide to all of Facebook’s advertising placements and discover how to edit your placements to deliver the best results for your campaign. What Is Facebook Ad Placement? Facebook calls the […]

The post Facebook Ad Placements for Marketers: How to Make the Right Choices appeared first on Social Media Marketing | Social Media Examiner.

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Facebook and the FTC: What the Agreement Means for Marketers

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 details of the FTC settlement agreement with Facebook and what it means for marketers with special guest […]

The post Facebook and the FTC: What the Agreement Means for Marketers appeared first on Social Media Marketing | Social Media Examiner.

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The 21 Psychological Elements that Power Effective Web Design (Part 2)

Watch the teaching session about 3 design elements: flow, personality, connection. Free infographic.

The post The 21 Psychological Elements that Power Effective Web Design (Part 2) appeared first on MarketingExperiments.

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Digital Marketing News: Facebook’s Newest Ads, Bravery in Marketing, YouTube’s Masthead Ads, Influencers on LinkedIn & More

The post Digital Marketing News: Facebook’s Newest Ads, Bravery in Marketing, YouTube’s Masthead Ads, Influencers on LinkedIn & More appeared first on Online Marketing Blog - TopRank®.

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