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Reflecting on 2015 & Gearing Up For Digital Marketing Innovation in 2016


This year brought many opportunities for innovation, creativity and growth for the team at TopRank Marketing.

On a personal note, I was beyond excited to re-join the team and dive head first into my new role as Director of Agency Marketing. In this role, part of my responsibilities include ensuring that our team provides creative, engaging, actionable and innovative content for our blog readers each week.

In 2015, our team published nearly 300 blog posts and amassed over 1.4 million unique pageviews for our blog content alone. Keeping the content engine running is an essential part of what we do at TopRank Marketing and I’m pleased to report the numbers above. Nearly a million of the pageviews above were generated from Organic Search which means that our strategy to optimize customers and search engines has led people to our content.

As part of our online community, I’d like to use this post to give you a glimpse into some highlights of 2015 for our team, as well as some exciting changes coming in 2016.

Executive Team Member Promotions

It’s always a great day when we are able to promote one of our own to a leadership position within the organization. The two women below have both shown exceptional drive, dedication and leadership to the team long before earning these executive promotions.

Jolina Pettice has been promoted from Director of Operations to the company’s Vice President. With 10 years of experience at TopRank Marketing, Pettice has performed a number of essential duties including managing Fortune 500 search, content and social media marketing programs for large enterprise organizations.

Alexis Hall was recently promoted from Senior Account Manager to Director of Client Accounts where she leads the account management team. Alexis began her career at TopRank Marketing as an Account Coordinator and she recently celebrated 5 years at the agency and oversees client programs for large software and healthcare companies.

Welcoming New Talent to TopRank Marketing

In addition to promoting current employees to leadership positions, we also added some fresh, creative and innovative talent to our roster. While we do have quite a few new team members start this year, here are some of our most recent additions to the TopRank Marketing Family:

Kevin Cotch joined TopRank Marketing’s SEO team as a SEO Analyst earlier this year. Kevin’s experience as well as his willingness to dive in and help solve complex technical SEO issues has made him a welcome addition to the team.

Another awesome addition to the SEO team was Julia Ramos as a SEO Copywriter. I will be the first to tell you that Julia is not your average copywriter. Her attention to detail, in-depth research and analytical brain have elevated the level of service that we are able to provide to all clients across the board.  

Knute Sands is one of our newest Account Manager’s and has a killer combination of account management and content experience. This makes him uniquely qualified to work with some of our biggest clients on their content marketing strategies and initiatives.

Last, but certainly not least was the addition of Caitlin Burgess as a Content Marketing Lead. Caitlin’s roots in traditional journalism and digital marketing have made her a content marketing machine!

While TopRank Marketing has already doubled its staff since 2013, they are always on the hunt for talented digital marketers. Open positions can be found on the career page of the website.

Building New Client Relationships in Banking & Telecom

TopRank Marketing’s reputation for delivering industry leading digital marketing services and achieving results has recently attracted multiple new clients including a leading fraud protection firm and banking services company with engagements focused on online advertising services and analytics. Additionally, a well-known IT and telecom company recently engaged the agency for content marketing services.

Our legacy clients and new clients have all taught us so much about how to provide value and help them solve problems through our digital marketing consulting and services. All of our clients continue to be a valuable resource and we are so thankful for the opportunity to work with and get to know each and every one of them.

Changing Locations But Not Values

The expansion of our business led us on a quest to find a new office space to better suit our growing needs. As of January 4th, we will be leaving the shores of lake minnetonka and moving to the 55 West Financial Center.

This new space will allow us to continue to develop our team of rockstar marketers, put us closer to local clients and encourage even more collaboration between teams.

If you’re interested, here is where you can find our new office:

55 West Financial Center
10405 6th Ave. N.
Suite 250
Minneapolis, MN 55441

Catching Up With TopRank Marketing President, Susan Misukanis

Susan-Misukanis-Tday-Blog-PostThe heart and soul of our organization has been built by those that have spent time in the trenches building this company from the ground up. One of those people is our President and Co-Founder, Susan Misukanis. I was able to catch a few minutes with her and get some very open and honest reflections about TopRank Marketing’s past, as well as a glimpse into what our office move could mean for the organization.

Q: What are some of the things that you’re most proud of about TopRank Marketing?

A: All of TopRank Marketing’s Clients, small, medium and large who have supported us as we grew, taught us valuable lessons, and have given us the privilege of serving them over the past 15 years.

I’m also extremely proud of the the talented TopRank Marketing team members whose commitment to serving our clients is unmatched.

Q: What is one of the biggest lessons that you’ve learned in the digital marketing business?

A: One lesson we keep learning is how important it is to be committed to hiring the highest achievers and marketing talent who are truly focused getting the best results for our clients!

Q: If you could pick one thing to do over, what would it be?

A: I’m anticipating that we should have moved closer to Minneapolis sooner in order to attract talent who are not up for the drive to Lake Minnetonka. Thank you to all our team members who have enjoyed the daily drive around the lake to get to us!

Q: What are some expectations you have for our new office space?

A: I think that this move will help us attract and retain even more of those talented digital marketers that we are looking for to join our team. We will also have more flexibility with a new and larger space that allows team members to work in private or a collaborate in a team environment.

Wishing You A Happy, Healthy & Innovative New Year

Beyond our move to a new office, new team members and clients, we’re incredibly excited to be part of an industry that is constantly evolving and innovating at a rapid pace. The bar is constantly being raised and we look forward to providing you creative and compelling content in the new year, and continuing to expand our service offering for our amazing clients.

What are you looking forward to most in the new year?

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© Online Marketing Blog – TopRank®, 2015. |
Reflecting on 2015 & Gearing Up For Digital Marketing Innovation in 2016 | http://www.toprankblog.com

The post Reflecting on 2015 & Gearing Up For Digital Marketing Innovation in 2016 appeared first on Online Marketing Blog – TopRank®.

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About 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.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.


#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)


#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.


Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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