The Internet Marketing Newsletter: May 2020

Friday 29 May 2020

How Brick-and-Mortar Stores Can Move Online in a Hurry

Shifting to digital has become instantly mandatory to adapt and survive. 

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Wednesday 27 May 2020

5 Ways to Discover Your Blog Readership's Most Pressing Questions

The medium might've had its initial boom years ago, but there are still plenty of ways for it to help launch a profitable business. 

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Lee Odden Keynotes B2B Ignite USA – Build Influence in the C-Suite and on The Street

(Photo via B2BMX) Are you ready to build greater marketing influence with senior executives and with your customers? It turns out that there is a major trust gap between marketers and their board. In fact, a study by Fournaise Group reports 80% of CEOs simply don’t trust marketers at all, while 91% do trust CIOs and CFOs. So how can we all as marketers improve trust, authority and credibility? Find out by joining TopRank Marketing chief executive Lee Odden during his morning keynote presentation at B2B Marketing Ignite USA 2020's live online event, and learn 5 crucial secrets to building greater influence in marketing. B2B Marketing Ignite USA 2020 Live Tune in on Thursday, May 28 at 9:30 a.m. Central when Lee will present a new keynote presentation entitled "In Marketing We Trust: How to Build Influence in the C-Suite and on the Street." What Will You Learn? During Lee's presentation you’ll discover how to effectively use increased trust and authority to win more budget, attract better talent and boost your digital marketing effectiveness - plus the 5 crucial secrets to building greater influence in marketing In this keynote, Lee will share his industry insight and experience, alongside brands-in-action examples, to show you: <ul> <li>How to understand and harness the nature of influence, both internally and with customers</li> <li>How to build trust with company executives, to inspire more confidence in your team’s marketing</li> <li>How major brands are using influence to achieve greater success with their marketing to customers</li> <li>How to make marketing first, by making customers the focus of your digital marketing</li> </ul> Free registration for Lee's interactive keynote session with live Q & A is available here. Free Gold Pass Registration The B2B Marketing Ignite USA 2020 conference taking place in the U.S. for the first time on May 27 - 28, 2020 features in addition to Lee's keynote presentation —learning and insight from a diverse array of top B2B marketing speakers. Take advantage of this excellent opportunities to expand your B2B marketing prowess by joining Lee for this free live event, and be sure to follow along using the official event hashtag #B2BIgniteUSA. In the meantime you can learn more from Lee and others on the TopRank Marketing team by connecting with our award-winning marketing blog. If you would like to talk to us directly about how to improve your content marketing performance as we have done for B2B brands ranging from Adobe to LinkedIn, please connect with us here.

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Friday 22 May 2020

Why You Should Bet On the Future of Ecommerce

In a world of economic uncertainty, the long-term outlook for buying and selling online is bright. 

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Thursday 21 May 2020

Volkswagen Will Only Sell Its ID Electric Cars Online

A new 'agency' model should make buying an EV more straightforward. 

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Monday 18 May 2020

How Findability + Credibility = A Better B2B Marketing Experience

What happens to marketing experiences when you add together a healthy dose of findability and an impressive amount of topical credibility? Our CEO Lee Odden provided answers to that question and more as he joined SERPstat for on its Twitter #SERPstat_Chat series. They explored how marketing experience (MX) thrives when content findability through search is aligned with content credibility through influencer expertise and social proof. To help B2B brands improve the marketing experience they’re creating for customers here are 6 helpful take-aways on how optimizing for experience can take B2B content to the next level. 1 — Why being findable in search is no longer enough to succeed in marketing: Most buyers start their journey with a search engine, but what good is being found if content isn’t credible & trusted? Brand trust is one of the key obstacles to customer engagement today. HubSpot research shows that 65 percent don't trust ads, and 55 percent don’t trust brands they buy from. What do they trust? The DGR Content Preferences report says that 95 percent of buyers prefer credible content from industry experts and influencers. But few influencer programs integrate SEO. Optimizing for findability is key — but optimizing for trust and credibility is just as important. 2 — How SEO and influencer marketing are connected SEO concerns itself with finding ideas and topics that are important to buyers. Influencer marketing does the same thing. Marketers can use topics high in demand to find people who are influential on those same topics. Influencer marketing that focuses on topics of influence is about themed content collaboration, sharing and promotion — including links. Expertise, Authoritativeness and Trustworthiness (EAT) has everything to do with credible experts making relevant contributions and promotion of topically themed content. 3 — How influencer marketing boosts SEO performance Find influencers that publish to websites with high SEO value. Engage them on content collaboration that features brand content on those websites: blog, industry publications, and websites. Links back from the third-party publications that influencers co-created may or may not count, but they will certainly boost brand visibility in the SERPs. Here are specific steps on how influencer content adds value and performance to SEO efforts: https://ift.tt/2s3LsYo 4 — Why Customer Experience so important in 2020 and the connection to Marketing Experience Customer experience is a top priority for brands that want to differentiate in a very crowded marketplace. The experience buyers have when interacting with marketing is a big contributor to that. Brands that optimize for findable, relevant and experiential content that is also highly credible and trusted will create a marketing experience that is superior and result in better performance return on investment (ROI). Integrating SEO, influencer marketing and content marketing specifically enables marketers to optimize for a better marketing experience by connecting customers with best-answer content. Here's an article that digs a bit deeper into how influence and SEO can drive better customer experiences through an Attract, Engage, and Convert model: https://ift.tt/2UV7tVf 5 — Best practices for creating and optimizing content that is findable and credible Connect SEO topic research efforts with influencer identification and engagement. SEO topics that drive content creation should also inspire which influencers credible around those same topics you collaborate with. Find influencers who author content on their own and third-party websites, about the SEO topics you are focused on. Create robust information pages on the brand site that the influencers can link to. Consider recruiting influencers that Google has identified as entities with a verified knowledge panel. It's possible their relevant content might resonate better than influencers who aren’t Google entities. 6 — Examples of brands integrating SEO and influencers for content marketing A corporate performance management software company, Prophix wanted to create brand association with finance and artificial intelligence (AI). Keyword research aligned with influencer selection to create this content: https://ift.tt/2WGNkTi An oldie but goodie: This small HVAC business engaged local influencers for content and promotion which helped for a 600 percent increase in page views: https://ift.tt/2iFlghw Sisal Rugs engaged an interior design influencer for a blog post interview, which drove 4 percent of all revenue for the year, along with organic ranking. Then the influencer invited Sisal to participate in an article in Architectural Digest. That link drove four new clients. Delight and Inform B2B Buyers with Better Marketing Experiences Delivering a better Customer Experience is one of the top priorities for B2B brands and one of the most compelling opportunities to deliver on that priority is through content optimized for search findability and influencer credibility. Now, more than ever, B2B brands need to be the best answer for the customers actively looking for solutions. Competition is high, so ensuring brand content is trusted is essential. Hopefully the recommendations above will help B2B marketers understand the value of optimizing for search and influence as an integrated effort and take the first steps towards creating best answer content marketing programs. To learn more about TopRank Marketing integrated Content, SEO and Influencer Marketing programs, see our services page or contact us directly at info@toprankmarketing.com

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Saturday 16 May 2020

YouTube Expands Ad Formats for TV Screens via @SusanEDub

YouTube's announcement capitalizes on sharp YoY growth and anticipated consumption increases during COVID-19.The post YouTube Expands Ad Formats for TV Screens via @SusanEDub appeared first on Search Engine Journal.

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Friday 15 May 2020

Link Building Terms You Should Know: The Ultimate Glossary via @JulieJoyce

Here are 100 common link building terms and what they actually mean.The post Link Building Terms You Should Know: The Ultimate Glossary via @JulieJoyce appeared first on Search Engine Journal.

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6 Video Marketing Strategy Tips for 2020 via @lisabuyer

Brands are seeing success in using video content on Facebook, Instagram, and YouTube. Read expert tips on improving your video marketing strategy.The post 6 Video Marketing Strategy Tips for 2020 via @lisabuyer appeared first on Search Engine Journal.

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Thursday 14 May 2020

A Practical Introduction to Machine Learning for SEO Professionals via @hamletbatista

This guide will teach you how to build a model to predict whether adding keywords in title tags can increase organic search clicks.The post A Practical Introduction to Machine Learning for SEO Professionals via @hamletbatista appeared first on Search Engine Journal.

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Wednesday 13 May 2020

Google’s Core Update & This Week’s Digital Marketing News [PODCAST] via @shepzirnheld

This week on Marketing O'Clock, the team discusses Google's May 2020 core update, new customer acquisition goals for Smart Shopping campaigns, and more.The post Google’s Core Update & This Week’s Digital Marketing News [PODCAST] via @shepzirnheld appeared first on Search Engine Journal.

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Google Reveals the Fastest Growing Product Categories in Search Results via @MattGSouthern

Google has launched a new tool designed to help marketers keep up with which products are in high demand amid the COVID-19 pandemic.The post Google Reveals the Fastest Growing Product Categories in Search Results via @MattGSouthern appeared first on Search Engine Journal.

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Marketing During COVID-19: Learn How To Be the Best Answer with SEO

How can marketers be the best answer with search engine optimization (SEO) during COVID-19? Join TopRank® Marketing chief executive and co-founder Lee Odden as he shares how marketers can provide the kind of authentic, trusted and optimized content that customers want and more, during Ragan’s Google for Communicators Virtual Boot Camp event on Wednesday, May […] The post Marketing During COVID-19: Learn How To Be the Best Answer with SEO appeared first on Newsroom.

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Tuesday 12 May 2020

How to Go Deeper with Keyword Research: Go-to Tools & Techniques via @mindyweinstein

Check out these go-to tools and techniques for targeted keyword research that leads to interested visitors.The post How to Go Deeper with Keyword Research: Go-to Tools & Techniques via @mindyweinstein appeared first on Search Engine Journal.

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How to Extract Images from Word, Google Docs, PDFs & More via @JuliaEMcCoy

Need help extracting images from a document? Use these quick and easy hacks for Microsoft Word, Google Docs, Google Slides, PDFs, and PowerPoint.The post How to Extract Images from Word, Google Docs, PDFs & More via @JuliaEMcCoy appeared first on Search Engine Journal.

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Monday 11 May 2020

3 Tips to Master a Minimalist Web Design

Choosing a minimalistic approach for your web design? Feature only the most essential elements by focusing on these areas.The post 3 Tips to Master a Minimalist Web Design appeared first on Search Engine Journal.

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5 Reasons Why Your Company Needs a Crisis Communications Plan via @danibeetalks

Even if you have no way of knowing which crisis you're dealing with next, your organization needs a crisis communications plan in place. Here's why.The post 5 Reasons Why Your Company Needs a Crisis Communications Plan via @danibeetalks appeared first on Search Engine Journal.

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5 B2B Influencer Marketing Tips That Get Results – Inbound Success

What does it take to build B2B influencer marketing campaigns that deliver measurable marketing results? How can businesses get started partnering with influencers, and what kind of results can they expect? Don’t worry — we’ve got you covered here. Our CEO Lee Odden joined Kathleen Booth, vice president of marketing at Attila Security, on her The Inbound Success Podcast, and together they took a look and explored the world of successful B2B influencer marketing. Among the multitude of B2B influencer marketing gems Lee shared with Kathleen are the following five helpful take-aways to strengthen your own existing B2B influencer marketing program, or to assist as you begin an entirely new influencer pilot program. So let’s get right to it, dig in, and take a look. 1 — Getting Started: Topics of Influence One of the big challenges of our time in the marketing world is the growing distrust consumers have of brands. Influencer marketing is a great way to restore some of that lost trust. Lee explored this recently in “How B2B Marketers Can Enter the Circle of Trust,” sharing how B2B brand and influencer content collaborations can build brand trust, raise relevance, and boost credibility. Successful influencer marketing is much more than just feeding influencers a message or treating them the same as an ad buy, however that’s often how the B2C world tends to operate when it comes to influencers. Smart influencer marketing programs genuinely try to help the influencers involved. To get started with B2B influencer marketing, it is important to first identify and define what marketing problem the brand is trying to solve. What primary and secondary topics represent the solution to that problem? How do buyers think of those solutions? What terms, phrases and topics are most accurately associated with the problem/solution? Once you identify the topics of influence, you’ll have a clear signal for finding those who are influential about those topics and the content you will co-create with them. 2 — Identifying The Right B2B Influencers Finding and qualifying a B2B influencer involves finding a person who is credible around a topic, and who has an audience with which the content they share will resonate. Pay attention to a potential influencer’s authentic voice, because then whatever they say is perfect because it's real — and that's what people are looking for. Authenticity helps turn B2B influencer marketing into an experience that is good for the brand, the contributors, and the audience that we're out there to attract and engage. Focus on organic and authentic advocacy and engagement, which is quite different from just paying people who are willing to say something nice. Their voice and message needs to be legitimate and genuine. To locate the right influencers for your brand, find and use data to look for evidence of people who may already be actively advocating for the brand and actively publishing, and who are respected in the industry. One of the biggest failures that people make when identifying possible influencers is focusing only on popularity. Once you have identified the key topics a brand is looking to address with influencer marketing, you can use a variety of approaches to brainstorm potential influencers — everything from interviewing people at the brand, to looking at customer relationship management (CRM) data and social media data. It can be beneficial to use a platform that crawls the social web for data about potential influencers, such one of the platforms we use at TopRank Marketing, Traackr. Next, look at data points including topical relevance, the degree to which that individual's own content that they're publishing is a match at a relevance level to the topic of influence that a brand is after. Also look at the degree to which that topic of influence actually resonates with both the potential influencer’s first and second level network. Find out if they publish their own blog or on industry websites — do they speak at conferences, or are they a book author? During this research phase, try to optimize and rank your list of potential influencers for findability and credibility. Make sure that the type of content you have planned is a match for what potential influencers publish, so that YouTubers deal with video, bloggers for text, podcasters with audio, and so on. 3 — Engaging and Activating B2B Influencers When you have the good fortune of finding the right combination of traits which point to someone being a possible good influencer match, then reach out to them and invite them to contribute or collaborate on content. It’s important to have a reasonable expectation that one of the outcomes from that content you collaborate on is going to result in some sort of marketing qualified leads (MQLs) — usually in a B2B case, it's a download, a trial or demo, or something similar. It’s also important to keep in mind that influence is temporal. By nature It’s not permanent, and will go up and down over time. That means you will need to re-evaluate your influencers on a periodic basis. There are different types of influencers including "brandividuals," who are professional influencers that make it their business to be a thought leader in their industry. Engaging pro influencers is very different from engaging subject matter experts that have a strong network but do not actively self-promote or create content for brands. B2B brands that are new to influencer marketing might try starting off by identifying people who are influential and already brand advocates and simply invite them to do something simple such as to share a quote or commentary about a report. 4 — Engaging B2B Influencers to Create and Promote Brand Content The magic of B2B influencer content creation and promotion starts in the planning. Use search data to understand what topics are in demand. Use those topics as a guide for influencer selection and content creation. When search, social, influencers and content align topically, brands become “the best answer” for the questions buyers are looking for. Also use additional data sources to get an idea of the questions people are asking around a topic that the brand wants to be known for. This topic was covered in detail in “10 Smart Question Research Tools for B2B Marketers.” Any type of content B2B brands normally create for content marketing programs can incorporate influencers: blog posts, ebooks, videos, infographics, newsletters, reports, podcasts and so on. For B2B influencer content promotion, create and share a graphic with a collage photo containing all of the influencers participating in the project. Provide this graphic along with a link and pre-written social share text. Many influencers are more motivated to share if the graphic shows other influencers than just themselves. If you already have really great relationships and credibility with industry influencers, but you're just not activating them in an effective way, you can see that in engagement data. Then you can architect an experience for them that will result in the outcome that you're actually after. 5 — B2B Influencer Content Collaboration & Re-Purposing Episodic content works very well for B2B influencer marketing, because it creates a platform for you to have a continuing series of guests. Our senior content strategist Nick Nelson explored this in “Hungry for More: What B2B Marketers Need to Know About Episodic Content,” a helpful resource to learn more. Repurposing influencer content offers a great opportunity for B2B marketers because it extends the use of the original content and is a way of showing love to your influencers long after their original contribution was published. Developing A Smart B2B Influencer Marketing Strategy Using the five tactics Lee has outlined here for finding relevant influencers, optimizing for credibility, building benchmarks and keeping track of influencer effectiveness, studying buyers, creating ongoing value, and empathizing with audiences, you can create a B2B influencer marketing program that will actually get results. Following these tips will help you build a more successful B2B influencer marketing program. To gain an even deeper understanding of each of Lee’s expert insights on developing B2B influencer marketing success, listen to the complete podcast interview with Kathleen. The post 5 B2B Influencer Marketing Tips That Get Results – Inbound Success appeared first on Newsroom.

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Sunday 10 May 2020

The YouTube Masthead is coming to the TV screen

<div class="block-paragraph"><div class="rich-text">When people settle in to watch video on their TV, they’re increasingly turning to YouTube. Some come to watch original programming or their favorite creators. Some come to experience cultural moments like Coachellawith their family and friends—while others want hands-free learning through tutorials like baking with Rosanna Pansino or mastering a yoga pose with Adriene. Whatever their motivation, they find the content they’re most passionate about on YouTube. And with the big screen, they can experience it together. It’s changing consumer behaviors like these that make YouTube the #1 ad-supported streaming TV platform in reach and watch time, and TV screens our fastest growing device—where daily watch timetops 250 million hours per day. This means advertisers have a unique opportunity to reach people who are increasingly cutting the cord, right where they are watching. And, we know advertisers are looking for new and impactful ways to reach these audiences. So today, we’re bringing our most prominent placement, the YouTube Masthead, to the TV screen. This means advertisers can now reach audiences right when they open the YouTube app on their TV—as they discover new content in the home feed. Additionally, the Masthead will autoplay for viewers after a few seconds on all compatible devices. This, coupled with the home feed placement, means brand creatives will be front and center of the YouTube app experience on TV screens.Through this globally-available beta, marketers can purchase the YouTube Masthead on TV screens on a cost-per-thousand (CPM) basis, and customize the audiences they want to see it. Like CPM-based Mastheads on the desktop and mobile home feed, it will be available as a reserved placement to ensure brands can drive the visibility they need on the dates that matter most. It can be purchased as part of a cross-screen or single-screen Masthead buy.</div></div><div class="block-image_full_width"><div class="article-module h-c-page"><div class="h-c-grid"><div class="rich-text">Creative featured from one of our early testers, Ford. *mocks are subject to final adjustments prior to general availability </div></div></div></div><div class="block-paragraph"><div class="rich-text">We know the rich audio and visual experience of YouTube on TV screens means the potential to drive upper-funnel impact is bigger than ever. According to a recent experiment we conducted with Media Science, YouTube ads on TV screens drive a 10 percent greater lift in recall than ads on linear TV.1 This is just one example of our commitment to building out the most effective TV screen experience for advertisers. We are excited to announce more innovations coming to the TV screen early next year.Contact your Google sales team for more details on how to enroll in the beta. </div></div><div class="block-paragraph"><div class="rich-text"><hr/>1. Google/MediaScience Lab study, 12 ads, 432 participants. Platforms included: YT OTT, Linear TV. US, November 2018</div></div>

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Friday 8 May 2020

4 Reliable Tips for Quickly Moving Inventory Online

Fortunately, there are a number of ways for brick-and-mortar stores to simplify this difficult process. 

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Sunday 3 May 2020

Host migration complete!

The site has recently migrated to a dedicated server, so we’ll be saying bye-bye to down-times and hello to TARGETED VIRAL TRAFFIC TODAY! The host is now running a LEMP stack, nginx/php-fpm/mariadb for lightning-fast responsiveness.

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Get Lifetime Access to IMNews for peanuts!

Membership to the site now requires a subscription. SPECIAL OFFER Limited time only – get lifetime access for pennies on the dollar… Get Lifetime Access for a knock-down price of just £37! This gives you unlimited blogs and full access to our extensive range of themes and plugins. Click Here to register a Lifetime Account

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How to get ranked by the search engines with no inbound links

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