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Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

How to Customize Facebook Ads for the Customer Journey

Are you targeting cold, warm, and hot audiences with Facebook ads? Wondering what types of ads work best with each audience? In this article, you’ll discover how to use six types of Facebook ads to move people further along the customer journey. 2 Facebook Ad Types That Work With Cold Audiences Cold audiences contain new […]

The post How to Customize Facebook Ads for the Customer Journey appeared first on Social Media Marketing | Social Media Examiner.

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Marketers Need an Easier Way to Optimize Landing Pages [Introducing Smart Traffic™]

A/B testing can be incredible, but it has a fatal flaw. Learn about an easier way to optimize your landing pages with Smart Traffic.

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Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics

Break Free B2B Interview with Hal Werner of Mitel

Break Free B2B Interview with Hal Werner of Mitel

Part art, part science, all business.

This is the credo under which Hal Werner operates. As Global Manager of Digital Marketing & Strategy for Mitel, he’s responsible for overseeing the telecommunication company’s marketing programs from a holistic view, and understanding how all the pieces fit together.

Coming from a background in copywriting and content strategy, while also possessing considerable experience with SEO, PPC, and analytics tools, Hal believes the key to unlocking success in this modern era of digital marketing resides at the intersection of creativity and data.

“You find that companies are really good at one or the other,” he explains of the art and science of marketing. “And that gives you good, but when I see great, it's almost always when the two are together. So you have a really good insight that's maybe based on data, you have a data-led execution, and you have a creative execution of that idea. That really makes it shine because without either those parts it, can fall flat.” 

[bctt tweet="You find companies that are really good at the art or science of marketing. That gives you good, but when I see great, it’s almost always when the two are together. @halwerner #MarketingStrategy #BreakFreeB2B" username="toprank"]

In our wide-ranging interview with him for the Break Free B2B series, Hal shared his thoughts on sophisticating attribution, merging content strategy with SEO, and creating operational structure to get the most out of your people, roles, and positions. 

Break Free B2B Marketing Interview with Hal Werner

For a sampling of what’s inside, you can check out a few highlights from our chat below.

Nick: One thing we talk about here at TopRank is purpose — whether that's your company having a purpose beyond its business function, or even down to the granular level of every piece of content you create. It's very easy to get caught in this pattern of just churning things out. So it's really good to take a step back, right? And just review and say, well, what is what is the purpose of this single thing we're creating?

Hal: Yeah. If you want to create a piece of content about a topic, but you can't create the best one, why are you creating it? Someone's already covered that. I think it's the same way with function in a company, right? If you don't truly believe that you can outdo your competitors in the space for that function, then what are you wasting your time on?

[bctt tweet="If you want to create a piece of content about a topic, but you can't create the best one, why are you creating it? Someone's already covered that. @halwerner #ContentStrategy #B2Bmarketing #BreakFreeB2B" username="toprank"]

Nick: Given your background in search engine marketing, I'm really curious to get your thoughts on the intersection between content strategy and SEO. I really see them becoming sort of the same thing. Are you seeing that trend play out?

Hal: I think the most successful companies are doing that and the tough thing is, it's hard to operationalize. It's easy if you have a person who understands all of those things and how they work together, and they can either do it or direct it — then you're in a good position. But if you just have a team of disparate people, it gets much harder. So I always like to start every project with an insight. If there's not a core insight at the beginning of a project, then I tend to not actually pursue it because I think it's kind of empty.

I think those insights can come from a lot of places, and they have to funnel into content and SEO. Sometimes the insight might be a keyword, you might see something on Google Trends blowing up that you can get on top of, or it might come from the sales team, right? The boots on the ground, ‘Hey, guys, we're always hearing people asking about this.’ And you can feed it in that way. You might find out one topic, go plug it into a tool and find out there's a lot of other questions people are asking to really enrich what you're going to create.

Nick: Tactically speaking, what do you see as some opportunities to push back against the trend of diminishing organic reach and really firm up your brand?

Hal: I think there's a couple things you can do. For one, we might actually see a little bit of reinvestment into some of the traditional branding channels and advertising channels to do that. I also think there may be some shift from a lot of digital channels that have a strong demand generation or e-commerce focus. I think a lot of those channels you might see more usage for branding. Display is an area where some industries are already doing that. Other industries may follow a little more. But I also think one of the interesting things, one of the things you guys do, is influencer marketing.

If your channels aren’t getting that reach, then these people in these other channels might be able to help your brand get out there, right? So whether whether you earn it or whether it's paid for, you're going to need more voices putting out there what you're about so that not only people see you, but you begin to be associated with that thing at a critical mass.

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite:

The post Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics appeared first on Online Marketing Blog - TopRank®.

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How to Go Live in HD Quality From Your Computer

Do you want to use high-quality live video in your marketing? Wondering if you have the right tech setup? In this article, you’ll find a checklist of tips and tools to create HD-quality live video broadcasts from your laptop or desktop. Why Broadcast Live Video in High Definition? If you want to organically reach as […]

The post How to Go Live in HD Quality From Your Computer appeared first on Social Media Marketing | Social Media Examiner.

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Why California’s New Data Privacy Law Matters to Marketers Everywhere

There’s No Time Like the Present to Lock Down Your Data Privacy Practices

There’s No Time Like the Present to Lock Down Your Data Privacy Practices

Be compliant or be complacent. These are the two options facing brands and marketers today, as data privacy laws continue to increasingly take hold.

For those paying attention, it’s been clear for some time that Europe’s GDPR regulations were only the beginning of a global effort to formalize and enforce protections for internet users and their personal data. But with California’s landmark privacy legislation, CCPA, set to become enforced in 2020, data privacy is no longer a distant foreign concern for American businesses, if it ever was.

[bctt tweet="Be compliant or be complacent. These are the two options facing brands and marketers today, as data privacy laws continue to increasingly take hold. @NickNelsonMN #dataprivacy #digitalmarketing" username="toprank"]

What is the CCPA?

At a high level, the purpose of the California Consumer Privacy Act (CCPA) is quite similar to that of GDPR: It’s about giving people transparency into, and control over, how their personal data is used by companies. 

As the epicenter of technological advancement in the United States, California is a logical launch point for this type of legislation. The bill was signed into law by Gov. Jerry Brown in summer of 2018, and after a period of back-and-forth amending, it’s slated to officially go into effect on Jan. 1, 2020.

To cut through the complexities and narrow it down, the CCPA includes three primary mandates. Starting next year, residents of California must be able to:

  • Access their personal information (what’s been collected, by which companies, and why)
  • Request deletion of personal information (via, at minimum, a toll-free phone number)
  • Opt-out from having their personal information sold (via link on home page of company website)

Now, it bears noting that there’s a fair amount of specificity in the CCPA. For example, the companies that fall under its scope must satisfy certain thresholds in terms of annual revenues, amount of data possessed, and percentage of revenue derived from the sale of consumers’ personal information. 

The new law is also ostensibly localized in one state, although that’s a bit misleading: Any company doing business in California is subject to CCPA’s guidelines. The International Association of Privacy Professionals estimates more than half a billion U.S. companies will be affected.

via GIPHY

Plus, as Len Shneyder writes at Marketing Land, the Golden State is hardly alone in pushing for data privacy laws: “Bills in New York and other states are making their way through legislatures, all with similar yet nuanced provisions, protections and, in many cases, breach notification requirements.”

Be Compliant, Not Complacent

Whether through the proliferation of state-level laws like CCPA, or the eventual enactment of a similar federal legislation, it’s only a matter of time before data privacy regulations are in place across the United States. For marketers and brands doing business in California, compliance is no longer optional. And I’d suggest the same is true for all others, because the alternative – complacency – is only going to set you back while putting customer relationships at risk.

We’ll have to wait and see what kind of specific penalties are levied for those who violate CCPA, but companies running afoul of GDPR regulations have already felt the sting — Google was fined $50 million earlier this year for failing to disclose how data is collected across its various services and platforms. British Airways and Marriott are also among the companies to receive fines under the new law

Incurring financial penalties shouldn’t be the only motivation here, though, and maybe not even the primary one. As I wrote here earlier this year, when addressing the growing trend toward data privacy legislation, “brands everywhere should take a hard look at their own customer data practices, not just because of these looming legal implications but even more so because it’s plain-old good business.” 

We’re all wise to aim for the kind of transparency and control mandated by the CCPA. Responsible data handling is essential to building trust in this evolving digital world. Microsoft is among those leading the charge on this front, pledging to “honor California’s new privacy rights throughout the United States.” 

How to Get Compliant with Data Privacy Practices

By no means would I advise that marketers stop collecting and leveraging user data. This information is often necessary to form accurate customer insights as a basis for resonant marketing programs. But we do need to ensure we’re being very up-front about the what, why, and how. Complacency just ain’t a good look.

[bctt tweet="By no means would I advise that marketers stop collecting and leveraging user data... But we do need to ensure we’re being very up-front about the what, why, and how. @NickNelsonMN #dataprivacy #digitalmarketing" username="toprank"]

As a starting point, here are some general advisable practices when it comes to transparent data privacy:

  • Ensure you’re making very clear — on your website and any other applicable digital properties — what information you’re capturing from visitors and how you’re going to use it. This is crucial.
  • Collect only the data you need, and nothing more.  
  • Make it extremely easy for your audience to opt out of everything. Consent is king (that’s how the saying goes, right?).
  • Implement multi-layered security measures wherever customer data is stored — especially in cloud-based services.
  • Make data privacy a central and persistent talking point in your organization. Everyone involved should be part of the conversation.

Meanwhile, getting specifically compliant with CCPA and its core principles will put virtually any business in a good position going forward. To that end, here are some helpful resources:

You’re also welcome to reach out to our team at TopRank Marketing if your organization is looking for a partner that understands the data privacy landscape. We’ve been working with several clients under GDPR guidelines since its inception, so we’re no strangers to its scope and implications.

The post Why California’s New Data Privacy Law Matters to Marketers Everywhere appeared first on Online Marketing Blog - TopRank®.

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How to Use Instagram Hashtags for Business: A Guide for Marketers

Wondering how to use hashtags to improve your visibility on Instagram? Looking for a guide to follow? In this article, you’ll discover a complete guide to using hashtags strategically across Instagram feed posts, story posts, and IGTV posts. The Basics of Using Instagram Hashtags for Business A lot of people struggle with Instagram hashtags. They […]

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

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Twitter Introduces Conversation Insights and Upcoming Features for 2020

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’s newest conversation tools and other features coming to the platform in 2020 with special guest, Madalyn […]

The post Twitter Introduces Conversation Insights and Upcoming Features for 2020 appeared first on Social Media Marketing | Social Media Examiner.

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How to Discover Exactly what the Customer Wants to See on their Next Click: 3 Critical Skills Every Marketer Must Master

Use these 3 skills to learn what visitors want to see when they're visiting your website and moving toward their next click

The post How to Discover Exactly what the Customer Wants to See on their Next Click: 3 Critical Skills Every Marketer Must Master appeared first on MarketingExperiments.

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Organic Instagram growth strategies

In the near decade that Instagram has been around, its feed and app have gone through many iterations. With every tweak to the algorithm Read more...

This post Organic Instagram growth strategies originally appeared on Sprout Social.

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Digital Marketing News: Instagram Tests Hiding Likes, Brand Trust Priorities Report, & Facebook’s New Brand Tools

The post Digital Marketing News: Instagram Tests Hiding Likes, Brand Trust Priorities Report, & Facebook’s New Brand Tools appeared first on Online Marketing Blog - TopRank®.

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