• Branding Boot Camp: What to Do When You’re Doing Too Much

    Maybe you're in the same position I was in a while back. You've started your own business, after years of doing several different things, and now you have a company that offers all of those services under one umbrella. Staying on as a freelancer wasn't going to be enough to carry my New York rent and expenses. And interest, because I was ready to work for myself and build something of my own. I had been doing so many side hustles during my years as a TV reporter and anchor that some people knew me as "a motivational speaker, who sometimes did the news" or as "a consultant who sometimes did the news." My career always made sense to me, but every time someone asked me, "What do you do for a living?" it would take me 10 minutes to explain. We recorded our boot camp sessions, so you can see the steps I took to build my brand. Related: Consumers Will See Right Through You If Your Social Impact Message Isn't Authentic Watch more videos from Jessica Abo on her YouTube channel here. Entrepreneur Network is a premium video network providing entertainment, education and inspiration from successful entrepreneurs and thought leaders.
  • 5 Reasons Your Mobile App Needs Video Integration

    Mobile apps have the power to do many things, and you'll need to make choices as you decide which features to build into your app. Example: One store that sells appliance parts to homeowners includes a video for each part it sells. Example: A game app can offer assistance via video at core parts of the game. Speaking of advertising, you can use your app's promotional video on social media platforms, too. That's probably not what you were expecting after all the work, time and money you put into building your app. An explainer video that demonstrates what your app is and what users can expect will go a long way. If a consumer is faced with two similar apps, but one offers a nice, short explainer video, odds are the one with video will get the nod. Example: Linear-based apps, such as an income-tax form, could start with a video explaining the process. Determine which videos will play during a specific part of the experience and which will play only after the user selects a "Help" or "More Info" button. Related: 7 Ways to Create a Killer Marketing Video
  • 4 Ways To Make Your B2B Team #Getsocial

    Here are four of my favorite tips for getting B2B companies (and their employees) on board with social media strategies. 1: Get to the point already. It’s tough – but it can be done. Not only that, if you want employees to share your posts, you don’t want them to have to read a lot either. I blogged a while back on the best way to influence your influencers, and showing them some love on social media is a great way to do this, too. Doing a little research to see which hashtags your influencers and other people in the industry are using – especially your competitors – helps you stay involved in the conversations going on in social media land. Companies have employees. Employees have social media accounts and they have followers. A great way to encourage this is to send a weekly email to employees asking them to share posts from your business’ handles. Learn how to rock your Twitter engagement every day.
  • Why Facebook has a Big Problem

    Our obsession I spend a lot of time on social media. I don’t need a reminder to waste time. It’s all about business But for me social media is also an integral part of my business. But my love affair with Facebook started fading around 2013 when it started removing the distribution it had been giving away for free. The platforms that reward your content creation Google is another matter. Free traffic from organic search results rewards those that create great content. Twitter has reduced its organic reach but even it still rewards those with free organic traffic when you share content and tweets. Earning attention on Facebook is like viral traffic. And I am sure there is a lot of soul searching happening in Facebook HQ. Will they start rewarding those users that create the content it uses for free?
  • The Evolution of Influencer Marketing: A #CMWorld Chat with Lee Odden

    Influencer marketing is about elevating your brand and creating exposure by leveraging the voice of others. But how do you get the most value from your influencer relationships? TopRank Marketing CEO Lee Odden helped our community break down the risks and rewards of working with influencers during a recent #CMWorld Twitter chat. What are the advantages of working with influencers and producing co-created content? — Lee Odden (@leeodden) March 13, 2018 A1: one advantage, get greater engagement #cmworld https://t.co/0cWC4DZjbt a1. #influencermarketing advantages to brands are the potential for new audiences, reputation, and being part of the in-crowd, whatever that means. A5: It’s great when brands answer buyers’ questions, but when trusted, credible experts answer those questions, it can facilitate lead quality, speed, order size and conversion rates. #CMWorld — Lee Odden (@leeodden) March 13, 2018 A5: Influence begets action. I see my Influencer talk about a product and I become a lead by checking it out on the company website. I buy the product and become a sale.
  • Digital Marketing News: YouTube Beats Facebook, Twitter Verify for All, Gen Z Bailing on Social

    Social Networking Platforms’ User Demographics Update 2018 – The most widely-used social media platform in the US isn’t Facebook. It’s YouTube. This new report from Pew Research explores data from the top social networking platforms for 2018 including YouTube, Facebook, Instagram, Pinterest, Snapchat, LinkedIn, Twitter and WhatsApp. MarketingCharts Forrester Says Only 15% of B-to-B Marketers Are Fully Compliant With GDPR – According to results of a report released this week by Forrester, only 15 percent of b-to-b marketers are fully compliant with the General Data Protection Regulation (GDPR), while 18 percent are still wondering what to do. In fact, of the 66 marketing professionals surveyed in January, less than half of marketers had even even assessed all points from which they collect data. Ayaz Nanji of MarketingProfs takes a look at this report in his recent piece “Why Consumers Leave E-Commerce Sites and Apps Without Purchasing.” Marketingprofs Twitter may eventually let anyone become verified – Someday Twitter may allow any user to get a verified account, If the intentions company chief executive Jack Dorsey recently made come to pass. Adam Rosenberg takes a look in his Mashable piece, “Twitter moves to boot meme stealers and accounts that force tweets to go viral.” Mashable Gen Z is quitting social media in droves because it makes them unhappy, study finds – Generation Z consumers may be spending less — or in some cases no — time on social media, because the platforms can make them unhappy, according to recent research from Hill Holliday, despite nearly 80 percent of participants in the study noting generally more benefits than drawbacks to social media site use. Thomas H. Davenport and George Westerman explore the details in “Why So Many High-Profile Digital Transformations Fail.” Harvard Business Review AI, Content & Search: 5 Macro Market Trends for Micro Marketing – AI-enhanced content marketing campaigns, personalization, and increased awareness of the customer journey are all pieces of today’s online selling puzzle, each explored in the new piece by Andy Betts in Search Engine Journal’s “5 Macro Market Trends In AI, Content & Search.” Search Engine Journal Google Images update: Captions added to images, pulled from the page title tag – Google Images has moved to show captions alongside mobile search results, and Michelle Robbins of Search Engine Land takes a look here. Search Engine Roundtable On the Lighter Side: Marketoonist Amazon Says It Has Fixed Randomly Laughing Alexa Speakers – Bloomberg TopRank Marketing (And Clients) In the News: Steve Slater – Top 3 Tools For SEO – Digital Kaizen Rachel Miller & Lee Odden – Top 100 Social Media and Marketing Influencers – Digital Scouting https://www.digitalscouting.de/top-100-influencer/current-top-100-social-media-and-marketing-influencer/ Lee Odden – Top 30 Marketing Influencers for 2018 – ExoB2B LinkedIn – Hotter than Hot: Introducing the New Secret Sauce Recipe for Marketing on LinkedIn – LinkedIn Marketing Solutions Blog Be sure to check in next week when we’ll be sharing all new marketing news stories or you can follow us at @toprank on Twitter for daily news. Also, be sure to check out the full video summary on our TopRank Marketing TV YouTube Channel.
  • Where Clickbait, Linkbait, and Viral Content Fit in SEO Campaigns – Whiteboard Friday

    Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week's Whiteboard Friday. There's a lot of savvy sort of folks at the intersection of SEO and content marketing who are practicing things like this right now. You go out to a bunch of folks who cover this type of space, and hopefully you can get some clickbait, some folks actually clicking, some folks linking. We serve LLCs with our payroll solution. So here's how to set up payrolls in LLCs in six easy steps. All of these are types of content that serve SEO, but this one, this viral-focused stuff is the most sort of non-direct. If a website's domain authority, their sort of overall link equity at the domain level is already high, they've got lots and lots of links going to lots of places on the site and additional links that don't go to the conversion-focused pages that they're specifically trying to rank for, for focused keyword targets isn't really required, then really B, C, and D are where you should spend your time and energy. So, from Google's perspective, it works because in the case where Google sees DomainX.com, which has lots of pages earning many, many different links from all around the web, and DomainY.com, which may be equally relevant to the search query and maybe has just as good content but has few links pointing to it and those links, maybe the same number of links are pointing to the specific pages targeting a specific keyword, but overall across the domain, X is just much, much greater than Y. Google interprets that as more links spread across the content on X makes the search engine believe that X is more authoritative and potentially even more relevant than Y is. If Y can go ahead and make a viral content investment that draws in lots and lots of new links, it can potentially compete much better against X. So for people and for search engines, this viral-focused content in the right scenario can be a wonderful investment and a wise one to make to serve your SEO strategy.
  • How to Make Your Content Spread Like Wildfire With This Simple Strategy

    Creating great content is only part of the battle, so I'd like to show you the process I take after spending millions of dollars on content marketing that today magnetizes my audience toward what I create, and ensures they actually consume it. Step 1: Understand who the content is for. You need to know your audience, and you need to know who needs your content. Step 2: Understand your audience's awareness level. In the sidewalk, you show your audience their problem with micro content that illuminates their pain. Once you understand your audience and their current awareness level, you can craft content that evokes a specific emotion within them. Step 4: Understand which "story type" is most relevant. Step 5: Understand how best to share this "story type." Finally, you bring this all together by sharing your content in one of six ways: Personal philosophy: a message you hold true based on your own experiences Personal story: a story or anecdote from your own life Question: where you turn focus to your audience and ask them a question Lifestyle: a message that evokes transparency and invites your audience into your world Results/training: detailed insight into a process, and how to do something Invitation: an invitation to dive deeper, and learn more about what comes next Related: The Secret to Successful Content-Marketing In 2018 Is Having a Strategy, So Get One. By bringing these five steps together each time you craft new content, you drastically improve your odds of going viral because you create magnetizing messages that captures your audience and their attention.
  • What Do Modern B2B Customers Want? It’s More Complex Than You Think

    According to reports generated by Heinz Marketing and SnapApp, 41 percent of corporate buyers or purchase influencers comes from the under-40 crowd. In fact, the Heinz Marketing and SnapApp study indicated that only 9 percent of millennial B2B buyers surveyed said they connect with vendors before doing their own intelligence gathering. Accordingly, as an entrepreneur or seller who wants to incorporate updated sales and marketing techniques to match today's consumer demands, think about following these three strategies: 1. Even with this need to be multidimensional, however, according to Corporate Visions research, only 58 percent of businesses surveyed indicated that they could make such necessary buying journey adjustments. Humanize how your company presents itself. A strong selling point to the younger generation of procurers is to work with a business that cares deeply about a human cause. Even though those companies are in the B2C sector, B2B entrepreneurs and sellers are still essentially in the people-to-people selling business and can benefit from a similar approach. When thinking about what you should put into a mission statement and how you should cultivate your brand's image, take the advice of today's leading companies and embody your company's purpose while emphasizing pragmatism, simplicity and straightforwardness. While authenticity may have always helped B2B entrepreneurs and sellers start and maintain relationships with buyers, today's focus will no longer focus on just IQ or the more popular "EQ" (emotional intelligence) that sellers are so aware of. By thinking of your intersection points and connectedness to your clients' lives, you can craft a high degree of transparency and authenticity that leverages a true customer focus across all segments and better matches the dynamism of today's marketplace.
  • 4 Signs Your Startup Is Failing And You Need To Call It A Day

    For the first long while in a startup’s history, the only engine keeping things going is the passion of its founders. If you’re running your own company and you hate it, your life will be a hellish nightmare. Sales for the quarter are way lower than what you optimistically projected, your marketing strategies can’t seem to get any traction, and no media seems interested in covering your great idea. Are good people attracted to working for you? Obviously, this kind of credibility comes with time, but if consistently, the answer is no to all of these questions, then it might be time to move on to greener pastures. And that’s a great feeling. If people are leaving at an alarming rate, usually it means that something is not sitting right with them about the company. The company won’t evolve It’s a cliché, but it’s true: every company starts from one great idea. But what failed startups often don’t realize is that this idea is not the be-all end-all. But this important to remember, because all too often startup founders run their companies into the ground with a sort of kamikaze-like pride.
  • How I Make a Full-Time Income in My Spare Time — And How You Can, Too

    All because I’ve learned how to make a full-time income in my spare time with affiliate marketing. Rather, find a product that already has a proven track record, that already sells, and market that product. To begin, find a product you can promote as an affiliate. Then I started promoting potty training and erectile dysfunction products. You can use that information to market to the very same audience. In your ad, address the problem your audience is trying to solve, such as, in this case, potty training, and offer a video of your solution. Run your ad to various segments of your target audience, all the while measuring which audience responds best. The more targeted the audience, the relatively cheaper the ads and the more money you make on the other end. At the same time, you're building an email list for that audience, to which you can sell more related products. What they fail to realize is that even the shiny object that looks so good on the sales page takes work to turn into a profit.
  • Are You Listening? The 20 Best Social Media Monitoring Tools

    Here’s a better way: Use social media monitoring tools. What is social media monitoring? Businesses engage in social media monitoring for several reasons, such as to connect with their customers, to provide customer support, to measure their social media reach, or to understand social media trends. To “listen”, businesses use social media monitoring tools to collect social mentions and track keywords, hashtags, and URLs that they are interested in. For example, some are standalone monitoring tools while others have it as a feature within a social media management tool. Here’s an overview of all the tools in this blog post: Buffer Reply Hootsuite Sprout Social Agorapulse Zoho Social Brand24 Mention Social Mention Keyhole Trackur Buzzlogix TweetDeck Iconosquare Tailwind Sendible Union Metrics HubSpot Platforms supported: Twitter, Facebook, Messenger, and Instagram Prices: Starting at $50 per month and $250 per month Once you’ve researched all your options and if you think Buffer Reply might suit your needs, we would love for you to check out our webinar on engaging with your customers using Buffer Reply. Agorapulse Discover what people are really saying about your business Description: Agorapulse is also an all-in-one social media management tool, which comes with scheduling, monitoring, engagement, and analytics features. On its custom company plan, you can get in-depth insights and reports of your brand mentions. The social media management features are included in the plans starting from $200 per month.
  • Everything You Need to Know About Google My Business

    First thing first, what is Google My Business? People could potentially be having the same experience when looking for your brand or business. It’s important for SEO Gone are the days where repeating a keyword on your website made Google take notice of your brand and hand you the number one spot on the search engine results page. Giving as much information about your company and linking your social profiles and websites to Google My Business will help you rank higher in search results. By listing your business and providing as many details as possible, you give Google enough information to decide if you’re offering what a user is searching for, while potentially beating your competitors to the top spot. Fill out everything Give Google as much information as possible about your business. They also encourage their users to help them do this, by allowing them to suggest edits to your business’ listing if they know the answers. Think about the first impression they’ll give of your business, and see if it’s worth investing in paying for higher-quality images. Take advantage of Google My Business posts and let customers know about it. Now that you have enough information to get started using Google My Business, get out there, get listed, and get new customers.
  • Effective Email Strategies for Startups Marketing on a Budget

    Give them that value, and show them they have a reason to keep your emails rolling into their inbox. Buyer personas are semi-fictional representations of your customers, based on actual customer data and market research. Buyer personas, in other words, let you put yourself in the target customer’s shoes. They help you build your site content for the right target audience, and they also help you custom-craft your marketing emails with your target audience in mind. Once you have your customers properly analyzed and segmented, you can begin crafting targeted email marketing campaigns directly customized for each customer type. Keep in mind that your giveaway strategy shouldn’t include a general gift like an iPhone or iPad; you should offer a gift, like a free bundle, that’s directly related to your product and that would directly appeal to your target customers. Attach a free ebook to some of your emails if you know your target audience would find it helpful. You can also offer a free consultation from your company, or share useful blog posts that would help your target audience answer their questions about the industry. Regardless of which options you choose, you want to make your target customers feel that they’ve gained something after reading each email. By dividing your customers into the most precise segments possible, you can then use that information to construct buyer personas, or the audiences for your different emails.
  • It’s ‘Light the Fire’ Week on Copyblogger

    But that time is not today. This week, we’re fired up and ready to help you get (safely, sanely) out of your comfort zone and into some serious progress. On Monday, Stefanie Flaxman outlined seven occasions when progress isn’t so pretty — and why they can all be great signs that you’re on the right track. Because progress doesn’t need to feel like you’re hanging from a cliff — but it’s not always totally comfortable, either. On Tuesday, we asked our longtime community member Hashim Warren to share some thoughts with us about how to craft “the offer.” I’ve seen this one really tie otherwise excellent content creators in knots. Hashim has been there, with the scars to prove it — and he’s brought us a super useful post on how to get your loyal audience to actually buy something by giving them a “RUVU” offer. (Plus, there’s a nice downloadable poster to remind you of the elements!) And on Wednesday, I let myself get … maybe a tiny bit cranky. Spoiler alert: Yes, content marketing probably really is getting harder. On Site Success, Sean Jackson caught up with our friend and one-time colleague, Pamela Wilson, author of Master Content Marketing, about how to get your site rolling with great quality content.