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Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look

The Hipster’s Guide to ROI [Infographic]

Marketing lingo has expanded and with all of the acronyms, it’s hard to decipher and differentiate combinations of letters. This infographic will show you the most common acronyms and esoteric language related to marketing ROI, giving you an explanation of what they are and why they matter. (LinkedIn Marketing Solutions Blog)

SEMrush Ranking Factors Study 2017

Google ranking factors constantly updates with every major algorithm change. In this report, the 12 most substantial and controversial factors (including website visits, pages per session and content) were chosen to show what impacts search results and to identify consistent patterns in the ranking mechanism that could be helpful to the SEO community. (SEMrush)

Check Out Our New Look!

Twitter has listened to the feedback from its users and have made some updates to the design. Some of the new features include: Typography has been refined to be more consistent with bolder headlines and rounded profile photos, Tweets are now updated instantly on the mobile app with replies, retweets and like counts so you can see real-time conversations and links to articles and websites now open in Safari’s viewer in iOS so you can easily access accounts on websites you’re already signed into. (Twitter Blog)

LinkedIn Adds Images in Comments, New Opportunities for Job Listings

There have been many small yet impactful new updates to LinkedIn recently, due to audience demand. One new feature is you can now add images into comments on posts within the LinkedIn platform. Another boost for LinkedIn is Google’s new tool which helps people find jobs directly through Google search, which sorts through various listings, including LinkedIn. (Social Media Today)

Instagram Stories Now Has 250 Million Daily Active Users, Heating Up Its Rivalry With Snapchat

Instagram Stories is the section of disappearing posts, which recently pulled ahead of Snapchat with an increase of 50 million users in just two months. Instagram also announced that users are now allowed to replay live video instead of it immediately disappearing. (AdWeek)

Google’s Job Listings Search is Now Open to All Job Search Sites & Developers

Google is now offering a formal path for outsiders to add job listings in Google search. Although it doesn’t have an official name, it’s part of the Google for Jobs initiative. You can also track how well your job listings are doing in Google search with a new filter in the Search Analytics report in the Google Search Console. (Search Engine Land)

Oh, How Pinteresting!

Pinterest rolled out a fresh new look for Lens, and instead of only being able to recreate your favorite restaurant dishes at home, Lens can now recognize and recommend outfit ideas including shoes, shirts, hats and other styles. The new interface and built-in tools make it easy to Lens the world around you. (Pinterest Blog)

The Most Important Skills for B2B Tech Marketers

B2B technology marketers rely on many skills for their niche market. The most important skills among Millennials, Generation Xers and Baby Boomers were soft skills, including communication and people management and writing skills. Others included digital media marketing and content marketing. (MarketingProfs)

What were your top digital marketing news stories this week?

We’ll be back next week with more top digital marketing news stories. Craving more news in the meantime? Check out TopRank Marketing on Twitter @toprank!

The post Digital Marketing News: ROI Acronyms, Google Ranking Factors and Twitter’s New Look appeared first on Online Marketing Blog – TopRank.

In-Flight Content Guide: Making the Most of Your Content Journey

What does content marketing success look like to you? Is a healthier pipeline? Increased client retention? Or something completely different? While every marketing team might have a slightly different goal for content, the message is the same: You have to create a predictable way to gauge the impact of your content.

The content marketing journey can be perilous at times. At every turn there is a new competitor, shiny object or new best practice. This can cause teams to get so caught up in the creation of a quantity of content, that content amplification strategies are an afterthought, or even worse, not executed at all.

We appreciate that you’ve travelled 1,000’s of miles with us on this content marketing adventure. We’ve packed and prepped for our content expedition through developing a content strategy and hiked our way to creating a memorable content experience. But what good is content strategy and creation if you don’t have a plan to get your content in front of the RIGHT people?

While it can be tempting to end your journey once you’ve developed content, it’s really just the first leg of the adventure. Now it’s time to focus on top amplification and co-creation opportunities to make your content soar.

For this edition, please join me in thanking our crew of experts including: Peg Miller, Arnie Kuenn, Jessica Best, Lee Odden, Deana Goldasich, Amisha Gandhi, Maureen Jann, Cathy McPhillips, Pierre-Loic Assayag, Justin Levy, Zerlina Jackson, Robert Rose and Anna McHugh!

Share Insights From Our Content Crew Members

If you’d like to share tips from your favorite crew members, simply click below to tweet!


Stay close to your customer & sales team, & you’ll never run out of content ideas. @PegMiller

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Set aside a budget to amplify your content to improve reach. @ArnieK

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The most engaging content is a response. @bestofjess

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Ask prospective customers for preferences & invite them to share topical expertise. @leeodden

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Create memorable experiences with interactive content that adds value. @AmishaGandhi

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Messages must be crafted to fit both consumption mode & the marketing funnel. @MaureenOnPoint

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Make it easy for your influencers to share content with prewritten messaging. @cmcphillips

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Partnering with influential experts is crucial to creating engaging content. @pierreloic

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Paid social can help greatly improve reach & engagement if used properly. @justinlevy

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Develop strategies to deliver content beyond your website. Zerlina Jackson

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Better work inherently drives deeper engagement. @Robert_Rose

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Be passionate about the content you’re creating and truly believe in the value. @amchughredhat

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What’s Next?

It’s time to book your ticket for Content Marketing World 2017!

Content Marketing World 2017

To connect with this content marketing crew of experts in person, be sure to check out the agenda for the 2017 Content Marketing World conference.

You can also follow along and participate in conversations via Twitter by using the hashtag #CMWorld, by following CMI on Twitter (@CMIContent) or by subscribing to our blog.


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What Brands Need to Know About Instagram’s New ‘Paid Partnership’ Feature

Influencer marketingis booming-and it’s not hard to see why.Influencers lend authority and credibility to your brand and content, help connect you with new audiences, and typically deliver more ROI than traditional digital marketing tactics. As a result, brands large and small are forming both paid and unpaid partnerships with influencers-and using social platforms to spread their message.

For those brands and marketers engaging in paid partnerships with influencers on Instagram, a change is on the horizon. Last week, Instagram officially announced it would soon roll out its new paid partnership with tag for posts and stories.

The relationships people form on Instagram are what makes our 700M+ community so unique, Instagram said in its announcement. It’s here where the world comes together to discover and connect to their passions. Because of this, creators (influencers & publishers) and businesses often join forces to tap into Instagram’s passionate communities with branded content. As more and more partnerships form on Instagram, it’s important to ensure the community is able to easily recognize when someone they follow is paid to post content.

According to SocialMediaToday, Instagram began testing the partner tag feature-which is similar to what parent-company, Facebook, implemented last year-back in March. And while there’s no official deadline, Instagram said the rollout will be happening slowly over the next few weeks.

So, what do brands and marketers need to know about the new feature? Below are a few key takeaways from the announcement.

#1 The new feature will enhance transparency-and credibility.

Enhancing influencer marketing transparency is at the core of Instagram’s decision to launch the new tagging option. Not only does the company want to ensure followers can easily recognize sponsored content, but they want to make it easy for influencers and businesses to provide that clarity. In fact, according to TechCrunch, Instagram’s Creative Programs Director Charles Porch said businesses are looking for ways to be super transparent with their followers when they have a partnership.

The good news is that brands can use this new level of transparency to their advantage. Simply put, influencers help brands make authentic and meaningful connections with their audience, as well as build brand awareness and credibility. And more transparency means more credibility and authenticity-something modern consumers crave and respect.

In addition, this enhanced transparency will help brands better comply with Federal Trade Commission (FTC) disclosure policies. Back in April, the FTC reported that it had sent out more than 90 letters to marketers and influencers reminding them to clearly disclose their relationships to brands when promoting or endorsing products on social media.

#2 You’ll get access to new data and insights.

Perhaps the most attractive perk brands and marketers will enjoy with the new tagging feature is access to data on influencers’ posts.

When the partners use this tag, they will both have access to Insights to track exactly how their branded content posts and stories are performing, Instagram explained. Creators will continue to see metrics in their Instagram Insights, and business partners will see shared reach and engagement metrics in their Facebook Page Insights.

As you can imagine, having this data will give you insight into the real impact of your influencer marketing efforts, and help you make informed decisions on where to go next.

#3 Adding the tag will be quick and easy.

As you can see from the sample photo below, the tag will be prominently, yet simply, displayed at the top of each post. As far as the mechanics of tagging a partner go, an Add Partner option will reportedly be nested under the Tag People selection-making it incredibly easy to add to any post.

#4 An official policy and enforcement procedure is in the works.

At this point, Instagram has not announced it’s official policy on tagging paid partnerships, nor how it plans to actually enforce it. But, according to last week’s announcements, it’s in the works and is expected to be announced in the next few months.

Are Paid Influencer Marketing Tactics Right for Your Brand?

As TopRank Marketing CEO Lee Odden often says: Everyone is influential about something. As a result, nearly every brand could benefit from adding influencers into their marketing mix. Whether paid tactics are the right course, there’s no one-size-fits all answer. Like any other marketing tactic, you need to consideryour industry, business objectives, budget, current marketing mix, target audience and types of influencers you want to work with to make an informed decision. (Of course, if you need help crafting a plan, we’d love to help!)

What’s your reaction to the new Instagram partner tag? Tell us in the comments section below.


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Interactive Quiz: 5 Steps to Creating a Stellar Content Experience for Your Audience

This month marks exactly 181 years since the first advertisement was ever published. The ad in question appeared in the French newspaper, La Presse, and other papers quickly began following suit. For the first time in history, businesses were using content distributed to a large audience to formally promote their products and services.

Clearly a lot of time has passed since that initial ad in 1836, but has our approach to content evolved at a similar pace? True, many advancements have been made in the way we deliver content and marketers have gotten better at attempting to deliver meaningful insights to their audience. But, one thing that many marketers still haven’t been able to nail, is creating a great content experience.

It’s no surprise that content has become the epicenter of modern marketing strategies. And while an integrated digital marketing strategy performs best, any marketing strategy that does not include content will likely not see the light of day.

But when 90% of today’s data was created in the last two years alone, how can marketers cut through the noise?

To earn the eyes, hearts and wallets of the modern customers, marketers need to do more to stand out. Now that doesn’t necessarily mean that we need to be creating MORE content. Instead, we need to focus on creating content that has impact and creates a great experience for our audience.

To help answer what it takes to create a great content experience, our team at TopRank Marketing partnered with SnapApp to bring you our new interactive quiz: 5 Steps to Creating a Stellar Content Experience for Your Audience

In addition to an opportunity to test your content engagement smarts, you’ll also gain access to exclusive tips and insights from leading industry experts including Ardath Albee, Seth Lieberman, Amisha Gandhi, Mari Smith and Lee Odden.

If you’re ready to test your knowledge, get started below:

Please enable javascript!

Stellar Content

When content isn’t performing.

Right before launching a campaign.

Prior to developing your content strategy.

When you have time.

Create content that is creative, engaging and visual.

Keep doing what you’re doing. They’ll catch on.

Follow what other brands are doing.

Test every single content type to see what works.

Pay for better content distribution.

Co-create content with influencers.

Ensure all brand standards are met.

Explain to the audience why the content is credible.

They consume and share the content.

You can just tell.

There were no negative comments.

The content was credible so of course they liked it.

Providing answers customers are searching for, where they’re searching for them.

(function(){

var s = document.createElement(‘script’);

s.type = ‘text/javascript’;

s.async = true;

var host = (document.location.protocol == ‘http:’) ?

‘cdn.snapapp.com’ : ‘scdn.snapapp.com’;

s.src = ‘//’ + host + ‘/widget/widget.js’;

s.id = ‘eeload’;

document.getElementsByTagName(‘head’)[0].appendChild(s);

})();

Is Your Content Experience a Hit or Miss?

How did you score on the content experience quiz? While some of these answers may have seemed like a no-brainer, you’d be surprised at how many marketers often overlook the very basic elements required to create a stellar content experience.

At the core, a successful content experience should delight your audience and turn skeptics into fans and fans into advocates. It doesn’t matter how much time and money you put into optimizing and advertising your content, if it doesn’t create a good experience for your audience, they’ll quickly abandon your carefully crafted words and move on to the next opportunity.

What steps have you taken to improve the content experience for you audience? Share in the comments below!


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3 Reasons You’re Not Getting the SEO Budget You Need to Be Successful

I have heard digital marketers say that Search Engine Optimization is free traffic. I want to help set the record straight by letting you know that SEO is not free. Budgets are still needed to write content and have a SEO consultant work on a website.

There have been multiple times in my career that I needed to create a compelling argument for more budget for an SEO campaign. These types of recommendations are often challenged, yet thousands of dollars for PPC can be spent without blinking an eye. Some marketers would say it’s easier to see the ROI on ad spend compared to the SEO campaigns and initiatives that we are also running.

There are a three reasons that SEO specialists struggle to get the budgets they want compared to their digital advertising counterparts including:

  1. SEO is a long-term strategy
  2. Proving ROI for SEO
  3. Potential SEO risks from blackhat tactics

Now is the time to learn how to showcase the importance of SEO and fight for the budget that it needs to make your website successful from an organic standpoint. Below are some top tips for getting the SEO budget that you want and need to show success.

SEO is a long-term strategy

The first step to getting the budget you request is educating your team and decision makers that SEO is a long-term strategy. Of course, there are SEO tactics that you can complete, but SEO takes time to work when done correctly.

By providing education and information, you are able to build trust from the start and setting realistic expectations for all parties involved.

The competitive nature of your industry will also determine how much SEO budget you will need. A competitive industry should expect to pay more money to be aggressive to gain more visibility. Competitive industries usually take a longer time to penetrate from an SEO standpoint and will need a more advanced strategy to succeed.

Most seasoned SEO specialists can provide an estimate on when a website will see an organic benefit, especially when prioritizing tactics. State that from the list of prioritized SEO tactics, you can estimated that the website will begin to see organic performance improvements within a couple weeks to months.

Proving ROI for SEO campaigns

This might be the most important reason you are not getting the budget you are requesting. SEO can be hard to attribute success to if you don’t plan for it. Tracking and monitoring your analytics is crucial to success. Often, SEO teams will report on the wrong metrics like sessions, bounce rate and keyword rankings. Those vanity metrics are important to track but not necessarily to the most essential metrics to share with an executive. Instead, focus on showing how many conversions were generated through organic sessions.

Then, it’s important to come to a consensus on what those conversions normally net for ROI. That way you can show an estimate on revenue from the organic campaigns. ead of monetary value.

SEO teams can also leverage information about what the company is investing in PPC efforts to create a budget and SEO strategy to rank for those keywords organically, potentially saving the company money. Then, that money that is saved can be reallocated to other paid efforts or additional SEO campaigns.

The potential SEO risks of negative tactics from previous SEO consultants

Most marketers are aware of the negative or blackhat SEO tactics from the past (and present). The real issue with these tactics is once discovered, it can be difficult to reverse the impact. More often than not, webmasters who have been hit with a SEO penalty can be reluctant to work with other SEO vendors. Additionally, there a multiple websites online that are willing to charge a low amount of money while providing guarantees that are meaningless. Blackhat tactics and terrible guarantees shine a bad light on the search industry.

When searching for a potential agency or partner for SEO, be sure that they are not implementing blackhat SEO tactics as they can have a long-term impact.

Time to get your budget

SEO is a tried-and-true, cornerstone tactic of successful digital marketing programs. If you’re struggling to get the budget you need, the tips above can help you secure a SEO budget that will help you meet your marketing goals.

If you’re on the hunt for an agency to help you meet your organic search goals, take a look at our Search Engine Optimization services to see if we are a fit for your needs.


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Digital Marketing News: Marketing Personalization, Google Website Builder and Bing Ads

Four Steps to Unlocking the Real Power of Marketing Personalization [Infographic]

Personalization is a priority for many marketers to better reach and engage with their audience. This infographic shares statistics and 4 easy steps to create content experiences that resonate with your audience and provide valuable and personalized information.MarketingProfs

Google Releases A Website Builder for Small Businesses

A new tool called Website, is a single-page website builder that is free and allows small business owners to create and edit websites in minutes, either on desktop or mobile. This feature is an extension of Google My Business, meaning you have to have a complete GMB listing to use the tool. Search Engine Journal

The Most Hated Online Advertising Techniques

This is an updated study, originally conducted in 2004, to understand how consumers respond to online advertisements today. Participants were shown different types of advertisements and rated how much they liked or disliked them. The results show the most (and least) hated online advertisements for both mobile and desktop platforms, and some of the characteristics remained the same as the early 2000’s. Nielsen Norman Group

Data-Inspired Guides to B2B Sales & Marketing Lead Generation

Targeting the right leads at the right time is one of the biggest challenges for B2B marketers, and this report shows you insights on lead generations, how quality data can optimize demand generation programs and ways to shorten the modern sales cycle. Dun & Bradstreet

Bing Ads: Opt Out of Displaying Ads on Desktop

Advertisers can completely opt out of desktop displayed ads by now setting their bids to -100%. This is a new feature that is aimed to support mobile-only campaigns and allows advertisers to set negative bids for desktops. It will be available to all advertisers in the next few weeks, and is supported by Bing Ads Web Interface, Bing Ads Editor for Mac and Windows and Bing Ads API. Search Engine Journal

Snapchat Opens Self-Serve Ad Platform, Provides New Ad Creation Tools and Options

Advertisers can now create and purchase their own Snapchat ads via a new dashboard. You can also use Snapchat audiences, which includes lookalikes, Audience Match options and Snap Lifestyle categories which use in-app data and location-tracking to reach audiences with more relevant messaging. Lastly, the Snap Publisher tool allows advertisers to create Snap ads with pre-designed templates, which will be available in the near future. Social Media Today

Twitter is Testing a Way to Let Users Know What’s ‘Happening Now’

Twitter’s new module at the top of a user’s timeline showcase popular events that are occurring, such as sports. You can click on a card to see a timeline of tweets related to those events. This feature is still in experimentation phase, but could be launched soon. AdWeek

Introducing the LinkedIn Content Insights Quarterly: Q1 2017

These insights will appear after the close of every quarter which uses LinkedIn data to examine what content LinkedIn members are engaging with on the platform. Categories included in this report are top topics, top articles, top growth topics and advertising and engagement topics and articles. LinkedIn Marketing Solutions Blog

What were your top digital marketing news stories this week?

We’ll be back next week with more top digital marketing news! Need daily news? Follow @toprankon Twitter!

The post Digital Marketing News: Marketing Personalization, Google Website Builder and Bing Ads appeared first on Online Marketing Blog – TopRank.

Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers

Never skip leg day.

That is, when you’re working out, it’s important to change it up. Vary your routine and work different sets of muscles. It’s the difference between looking incredible, and looking like Mr. Incredible.

Your healthcare marketing needs just as much variety as your fitness routine does. Different types of content will appeal to different audiences, or the same audience in different ways. Stick with a single content marketing strategy-whether it’s white papers, webinars, or trade events-and you may see gains in one area. But you’re skipping leg day, and you’re going to end up top-heavy.

Fortunately, there’s plenty of variety to be had in healthcare content. With the content types below, you can build a well-rounded workout that will improve your content marketing’s overall fitness.

#1: Data Stories

Modern healthcare is all about data. We’re looking for more efficient ways to capture patient data, make it more widely available across the health system, and use that data for better-informed patient care.

Healthcare marketing is similarly data-driven. We don’t have to wonder how many radiology scans a certain hospital does, or how much cloud storage hospitals need-all that data is captured and available. Odds are your organization is sitting on a wealth of data. But it’s not just the data; it’s how you use it.

Strive to bring context, narrative, even emotion to your data. Don’t just list the stats and figures. Say your solution increased efficiency in the Emergency Department by 5%. What did that mean to patients in the ED? What do the physicians that work there say about it? What can the hospital do with that 5%?

Data provides the logical proof for your solution, but tying it to emotion makes it far more likely to inspire change.

#2: Infographics

If your marketing is mostly white papers and blog posts, odds are your audience could use a little visual stimulation. Infographics are a compelling way to present data for any B2B audience. Healthcare audiences are no different; we’re all people, and we all enjoy a good infographic.

Good graphic design can help your data shine. This 2017 trends infographic is a good example of a clean and simple presentation of a metric ton of information.

healthcare marketing trends

Keep these tips in mind for creating your own infographics:

  • Keep the design simple one or two colors is enough
  • Organize your data left-to-right, top-to-bottom
  • Optimize your image for mobile avoid blocks of tiny text & huge file sizes
  • Include a logical CTA they’ve seen your data, now what should they do?

#3: The Patient Perspective

In B2B healthcare marketing, it’s easy to get overly focused on the hospital or physician’s perspective. On one level, that makes sense. You’re selling to radiology department leaders, or the hospital’s C-suite, so the majority of your content addresses them directly.

However, as in all B2B, it’s important to keep your customer’s customer in mind. Our client McKesson Medical Imaging realized their target audience was hungry for that patient perspective and we helped create content to meet that demand. The resulting blog post and infographic, A Tale of Two Patients, is one of the top-shared articles in the blog’s history. It continues to drive traffic nearly a year after it was posted.

When you talk about the difference your solution can make to a health system, take it a step further: How does your solution improve patient care? You can make it a mental exercise, or even better, find patients who can share their experience with your audience.

#4: Your Customers’ Voices

There are few marketing forces more powerful than a customer’s rave review. That holds true for anything from the latest trendy restaurant to a multi-million-dollar PACS system. Your satisfied customers hold tremendous potential to persuade their peers and colleagues.

How do you get your customers’ voices in your marketing? Ask them! Ask for an interview for your latest case study. Feature their expertise in your blog content. Include them in your latest eBook, or grab a quote for your snazzy new infographic.

In short, treat your customers like the influencers they are. Help promote them, celebrate their successes, and ask their opinions. Not only will you get more compelling content, you will strengthen your relationships with your most valuable customers

#5: The Latest News & Trends

It’s ironic that as the healthcare industry moves towards holistic patient care, healthcare marketing still struggles with tunnel vision. Creating content that doesn’t directly address your business’ solution can be a tough sell to both the marketing team and management. There’s a definite preference for bottom-of-funnel content aimed at matching your solution to specific pain points.

Healthcare marketers should follow the lead of health systems and treat the patient, not just the problem. Content that may seem irrelevant to the buyer’s journey is actually crucial, provided it meets a potential customer’s needs.

Include news and trends in your content to keep your customers informed, establish your organization’s thought leadership, and raise brand awareness. Provide the insights your buying committee needs to succeed at their jobs, and they’re far more likely to consider you when the committee convenes to make a decision.

#6: Interactive Content

B2C healthcare marketers already understand the benefit of interactive content. There’s no shortage of calculators, quizzes, and social media challenges to engage healthcare users. It’s high time that B2B healthcare marketing joins in on the fun.

Interactive content is yet another powerful way to tell stories with data. A calculator or quiz can help personalize your marketing to each potential customer’s specific use case. User-generated content campaigns can help you surface and promote compelling client stories.

#7: Influencer Content

What does influencer content even mean for healthcare marketing? Is it Kim Kardashian posting your latest MRI machine on Instagram? LeBron James posing with your Vendor Neutral Archive? The glamorous world of influencer marketing and the less-glamorous reality of B2B healthcare marketing may seem like an odd fit.

The key is that influencers are those who are influential to your audience. Taylor Swift won’t convince a hospital CEO to buy your solution. But there are people in the industry who that CEO respects and trusts, and they might. Your influencers might not have millions of followers, but their hundreds (or dozens) of followers are the people you want to reach.

Unlike sports stars and pop musicians, your potential influencers may not immediately see the value in creating content with you. Start by recognizing and promoting them, as we did in this healthcare marketer roundup. Follow them on social media, share their content, and then reach out with a small request. Continue to build the relationship, and you can move to interviews, guest blog posts, even full co-creation on a major content asset.

Give Your Healthcare Content A Full-Body Workout

Is your content addressing the diverse needs of your diverse audience? Or are you still skipping leg day? Expand your audience, and better engage your existing followers, with the different content types in this post. You will be better equipped to engage at the top of the funnel, develop relationships, and ultimately drive purchase decisions with a holistic content fitness routine.

For more healthcare content marketing advice, check out our recent interview with Amanda Todorovich.


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Don’t Skip Leg Day: 7 Content Marketing Must-Haves for Healthcare Marketers | http://www.toprankblog.com

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7 Examples of eCommerce Brands Rocking Social Media Marketing

Today’s consumers are becoming increasingly self-directed in their buying habits, leveraging the internet to research products as well as make easy purchases without setting foot in a brick and mortar store. In fact, 96% of Americans have made an online purchase in their life, with 80% having made a purchase in the past month alone, according to Bigcommerce.

As a result, eCommerce has exploded, and countless online-only retailers and marketplaces such as Amazon, Wayfair and eBay have emerged to meet consumer demand-as well as give well-established brands a run for their money.

Of course, as digital entities, most eCommerce brands embrace several digital marketing tactics-especially social media marketing-to build their brand, engage with current and prospective customers, provide personalized customer service, and get the sales. And we can all learn a little something from what online-only brands are doing.

From creating a great user experience to personalization, below I highlight several eCommerce brands-both large and niche-that are rocking social media in a variety of awesome ways.

#1 Etsy

Etsy considers itself more than a marketplace-but rather as a brand on a mission to reimagine commerce to build a more fulfilling and lasting world.

When it comes to social media marketing, Etsy has embraced Facebook, Pinterest, Instagram or Twitter as its go-to platforms for sharing and engaging. Of course, each post includes an image or video, and the text and call to action are tailored to the audience.

But it was the Etsy Success Facebook page-which is dedicated to supporting shop owners-that really caught my eye. On its main Facebook page and other accounts, Etsy is marketing to the end shoppers. With its success page, Etsy is giving special attention to the makers, providing tips to better market their businesses, Q&As with shop owners, and more.

Etsy on Social Media

#2 Gilt

For those who love high-end fashion, but hate the high-end price tags-Gilt is right up your alley. It’s a members-only shopping destination that gives fashion-lovers first-come-first-serve shopping at up to 70% off retail.

As for its social media marketing strategy, Gilt can be found on Facebook, Twitter and Instagram. While I’d say Gilt’s Twitter and Facebook pages are pretty run-of-the-mill, its Instagram is so well done.

Gilt on Instagram

Not only is there beautiful imagery and fun fashion tips, anything available for purchase is tagged with #LinkInBio-and that link takes you to a Like2Buy page that allows you to shop by Instagram photo. Not only is this incredibly convenient for their audience-but super smart marketing as I’d wager the investment in this platform is more cost-effective than click-to-shop ads. I’ve seen other marketplaces such as Wayfair use this tactic, too.

Gilt on Social Media

#3 Love Your Melon

If you’re regular reader of my example-heavy social media blogs, you’re likely familiar with Love Your Melon. Love Your Melon was founded to improve the lives of children battling cancer by providing them with a special hat. With each hat purchased by the public, 50% of the net proceeds are donated to the organization’s nonprofit partners in the fight against childhood cancer.

Love Your Melon’s social media mix includes Twitter, Facebook, Instagram, Pinterest and YouTube. Across their channels, they’re using several best practices, but it really comes down to telling their story through captivating imagery-helping people see and feel the good being done. (Seriously. Tell me this photo doesn’t give you all the feels.)

Love Your Melon on Social Media

#4 Airbnb

If you look at the social media accounts for most travel and accommodations sites, you’ll often find an image of a beautiful scene-along with a caption encouraging you to book now. But that’s not how Airbnb plays it. Their social media marketing strategy is all about showcasing the travel experience, often sharing photos and stories from real people who’ve used their service to travel the world. And each channel has a unique angle.

Twitter leans toward business travelers, aiming to show them what their temporary office could look like in a range of cities and engaging them to share.

Airbnb on Social Media

Instagram is more about engagement and storytelling, often asking followers to share their own memories or travel stories.

Airbnb on Instagram

Finally, Facebook encompasses a little bit of everything, as well as some brand-building content.

Airbnb on Facebook

#5 Newegg

For gamers, tech-enthusiasts or the average online shopper, Newegg aims to be your go-to tech marketplace, featuring more than 10.5 million products.

Newegg’s social media marketing strategy encompasses all the major platforms including Facebook, Twitter, Google+, Instagram, Pinterest and YouTube. Generally speaking, much of the content you’ll see across the channels as of late is focused at gamers. But the one channel that stands out the most is YouTube.

Newegg has been creating and sharing YouTube video content since 2006, and the company boasts nearly 450,000 subscribers and its content has garnered more than 111.5 million views. The content shared there is a mix of exclusive unboxings, overviews, interviews and live event coverage, aiming to keep their followers in the loop on all things tech.

Newegg on YouTube

#6 HauteLook

Owned by Nordstrom, HauteLook is a free members-only event shopping site. Essentially, each day the website curates limited-time, exclusive shopping events that feature prices at up to 75% off retail.

The brand’s social media strategy is pretty straight forward-show their followers the hottest looks in fashion right now. As a result, the majority of their posts across their channels (Facebook, Twitter, Instagram, Pinterest & YouTube) aim to show their followers the whole look, from sunglasses to shoes.

In addition, one specific thing that stands out is their Pinterest channel, with nearly every board featuring a custom image that adds class and organization to their boards.

#7 Redbubble

Redbubble is one of my favorite new-finds on social media. Redbubble is an Australia-based marketplace that features the creative and uncommon work of more than 400,000 independent artists from around the globe.

Like many others featured here, Redbubble’s social media mix includes all the big channels including Facebook, Instagram, Twitter, and Pinterest, as well as Tumblr. And as a brand that’s all about originality, one of the hallmarks of their social media strategy is showing lots of personality in their posts-often with lots of cute humor. Below are a few of my favorite cheeky posts:

The Explainer

The Secret Agenda of Cats

Sir Corgi

What eCommerce brandsdo you look to for social media inspiration? Tell us in the comments section below.


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CMWorld Interview: Ian Cleary Talks Technology & Engaged Online Audiences

Successful marketers aren’t born overnight. It takes grit, determination and hard work to navigate your way from noob to expert.

Additionally, the experiences that you have and the lessons you learn outside of the marketing field can impact how you look at and approach your marketing. A shining example of someone that has built a successful marketing career after working in a vastly different field is none other than RazorSocial Founder, Ian Cleary.

Like many speakers at Content Marketing World, Ian is a delightful mix of marketer and technology expert. I was able to catch up with Ian recently and gain some insights into his past in the software industry, his favorite marketing tools and his taken on building an engaged community.

How do you think your experience in the software industry has guided your career as a marketer?

Yes it certainly has. I had 15 years working in technical roles in the software industry prior to becoming a marketer and having all that technical knowledge and capability helped a lot because of how technical marketing has become. It took me a while to get comfortable being called a marketer!!!

What inspired you to start your current company, RazorSocial?

I had a failed software startup and I wanted to build an international company but I didn’t have an idea for another piece of software! So I decided to build a blog and then build a business around this. Now I get a chance to do content marketing consultancy and training with a lot of global brands and get to speak at conferences around the world. Who ever thought content could be this powerful!!!

As someone that creates and shares a lot of content about which tools to use (and how to use them) what are a few of your favorite content tools and why?

Here are a few of my favorite tools:

SEMRush This is a great SEO tool. I use it quite often for competitor and keyword research and for identifying issues on my site.

Buzzsumo When I want ideas for creating or promoting content I use this.

Agorapulse when you create great content you want to distribute it to social channels. This is my tool of choice for social media management.

Optinmonster When I get visitors to my content I want to build email subscribers and there’s no better tool than Optinmonster.

What is one secret to building an engaged online community?

You need to deliver what your audience has a hunger for and to get engagement you need to engage. An engaged community is when your audience feels they have a relationship with you and a relationship is built through conversation.

What are the 3 most important things marketers need to do to create a memorable content experience?

  1. Get your audience to take action on what you share
  2. Get your audience to subscribe so you can build on that experience
  3. Provide content relevant to the audience.

What do you see as the biggest content marketing opportunity that many marketers aren’t taking full advantage of?

Doing more outreach. We create all this content and share a lot on social media but we don’t do enough to reach out to build relationships, promote content and generate leads.

In your presentation at Content Marketing World you’ll be sharing insights into how marketers can better utilize content marketing tools to optimize their results. Without giving it all away, what willattendees learn from your session?

The 3 things they will learn and tactics, tools and tips. I always like delivering a practical session where you’ll leave the room with action items to implement.

Which speaker presentations are you looking forward to most at Content Marketing World 2017?

I am looking forward to so many. Here are a few.

Jay Acunzo, Jay Baer,Andy Crestodina, Andrew Davis, Chris Goward, Ann Handley, Mark Schaefer, Donna Moritz, Pierre-Loic Assayag, Jon Burkhart and Michael Brenner and Deana Goldasich. There are so many great speakers at the event.

Want More?

Thank you for sharing your marketing insights Ian!

If you’d like to learn more from Ian and 11 of his fellow Content Marketing World speakers, check out the second eBook in our series, The In-Flight Guide: Creating a Memorable Content Experience.

For more from our CMWorld flight crew, see our recent interviews with Ann Handley, Adele RevellaandAmanda Todorovich.


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Cozy Up With Your New Company: 7 Tips to Transition Into Your New Marketing Role

Think back to your first day of school (that you can remember), and take a moment to relive some of those feelings: excitement, worry, happiness, fear and maybe a little nausea. There were a lot of new faces and some familiar ones which helped ease the initial panic.

Now, fast forward to adulthood. You’re starting a new marketing position at a new company, and the first day of school feelings are resurfacing. Only this time, there are no familiar faces. It’s mentally and physically exhausting wondering if you’re going to fit in, wanting to make a great impression and also exciting because you have a lot to offer, you’re smart and your new company goals align with your career path.

This is exactly how I felt (almost) when I started my new marketing role at TopRank Marketing. Although, I don’t remember feeling nauseous. The excitement far outweighed the worry, and I was very happy to find a professional work environment that supported my personal goals and emphasized personal growth and company growth in tandem. I knew I could bring a lot to the role of marketing copywriter, and there was a lot of potential for growth and learning.

Even though there was enormous opportunity, being the new kid isn’t easy. I was nervous about how the transition was going to go, and knew I had to act quickly to understand the ins and outs of the brand, produce results and assimilate into the new company culture gracefully.

So, how do you successfully transition into your new marketing role and show your value?

To help answer this question, here’s a list of 7tips that I’ve learned to get you accustomed to your new marketing role. Whether the specialty is in content marketing, digital advertising, social media or influencer marketing, you’re going to want to slip on your Snuggie and discover how to quickly get comfortable in your new company.

#1 Research

Familiarizing yourself with as many aspects of the company, as quickly as you can, will have a huge impact on your transition. While any and all research is helpful, try to focus on the following three types of research at the beginning:

  • Company Understanding the story behind the company, the types of customers it serves and the primary goals and objectives will help you get a better understanding of who you are representing and how your specific job duties fit into the grander scheme of things.
  • Culture The environment in which you work in on a daily basis will dictate certain behaviors, processes and actions you will take in your new company. It’s important to identify what’s appropriate, how the team works together and understand where you fit into the mix.
  • Audience As a professional marketer, you need to understand who the company is targeting. Researching detailed information about your ideal audience from a company perspective will help you provide value in your role.

All of this research should be done in a number of ways: talking to coworkers, reading the company website and seeing what other people are saying about the company, to name a few.

#2 Become the Brand

Once you get a clear understanding of what your company stands for, how it provides solutions to your customers and day-to-day processes and procedures, you’ve got to immerse yourself in the brand and become an active participant. Share news, exciting updates and spread the word on social media. When you’re not at work, be open to opportunities to advocate for your brand in a respectful and appropriate way.

#3 Find a Mentor

Making connections with coworkers isn’t easy, especially in the beginning. It takes time to get to know who someone is on a professional level, and weaving in bits of personal information takes skill and emotional intelligence. Remember, you don’t have to be best friends, but you do have to nurture a respectful professional relationship because you’re going to rely on these people to be successful in your role, and vice versa.

Finding a mentor is a great way to get advice and an outsider’s perspective on situations and experiences. This person could be inside or outside of your organization, and depending on which you choose (could be both), the relationship may vary:

Outside Your Company: Bounce ideas off of this person, get advice and sometimes, you’ll just use them as a sounding board. Be open to what they have to say because being removed from the situation allows them to offer you unbiased opinions and advice.

Inside Your Company: Learn, listen, pick their brain, ask questions and don’t forget to thank them. Keep it professional and use this as an opportunity to increase your knowledge and skills.

#4 Get Out of Your Comfort Zone

While it feels safe to just sit back and slowly get acquainted with your new surroundings, team members and job duties, one way to quickly make an impression is by stepping outside of your comfort zone and taking initiative to make connections. If you are in a meeting and have questions, don’t be afraid to ask them, if one of your team members seems really interesting, strike up a conversation be friendly. Putting yourself out there (in a respectful way) will help your team get to know you better, and you’ll produce better work and results together.

#5 Learn the Ropes

This might go without saying, but to successfully transition into your new marketing role, you must learn quickly. This includes any tools, software, processes and skills that are required. It’s important to take the lead and acquire as much information as you can (and retain it). Seeking out additional training opportunities (internal and external) and learning from your peers are great ways to speed up the process.

Also take this time to learn about yourself. In your new marketing role, think about time management, how you work best and what you can share with your coworkers to maximize productivity.

#6 Voice Your Ideas

The biggest factor that often times gets in the way of voicing your ideas is the fear of the unknown: not knowing how others will interpret your ideas, not knowing if what you say will come out the way you intended and not knowing if your idea is good.

In any industry, especially marketing, creativity is necessary to thrive. Like any other skill, creativity requires practice. By overcoming your fear, you’ll be able to perform your job duties to the best of your abilities, and be a contributing member of the team. Not every idea is going to be amazing, and that’s okay. Just keep calm and carry on.

#7 Be Yourself

Last, but definitely not least, be yourself. It’s tempting when you start a new job to hold back a little bit so you don’t embarrass yourself, and you might think it’s easier to fit in. But remember, you were hired for a reason and the brand sees the potential in you.

Staying true to yourself will help your co-workers get to know you, the real you. It creates genuine connections which will improve your collaboration and enable you to perform your best at all times.

Using these 7 tips, the transition into your new marketing position should be smooth sailing, however, don’t forget to account for some rough waters at times. It can’t all be sunshine and rainbows. Maybe bring a raincoat instead of a Snuggie. This is a learning experience for everyone involved, and taking initiative and being yourself will get you through even the toughest of times.

Ready to Make a Smooth Transition into a New Marketing Career?

TopRank Marketing is hiring! Check out our open positions below, join our amazing team and best of all, be yourself!

Digital Advertising Manager

Content Marketing Manager

Content Marketing Strategist

Social Media & Influencer Relations Specialist

Applying is easy! Simply email your resume to hr@toprankmarketing.com, and don’t forget to include additional details explaining why you’re excited about the position.


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