TopRank Digital Marketing News

As social media helps to boost online awareness for an ever-expanding list of companies, it poses the simultaneous challenge of measurement.  In an interview with eMarketer, Carol Kruse, Vice President of Global Interactive at Coca-Cola, stated, “Before you have ROI, you have to really understand how social media is driving your business.”

For B2B marketing programs, marked by traditionally longer lead times, the social media measurement challenge becomes even more pronounced. In essence, how can a company connect the dots between the online awareness generated by social media marketing and eventual sales?

Digital marketing’s importance in driving the success of a business cannot be overstated.  In a previous post, data from a recent eMarketer survey cited Search Engine Optimization (SEO) and paid search as the most effective tactics for generating conversions, according to senior level marketing executives.

Being found online quickly, whether via organic or paid search results, becomes even more critical for companies with a selective client base.  One such example is Archway, a company that caters its services to the Fortune 1000.

For more than 50 years, Archway has provided Fortune 1000 companies with marketing fulfillment services, including the execution and delivery of Point-of-Purchase (POP) signage and inventory management.  Many notable companies working with Archway have been engaged with the company for several years.

In data cited by Forrester Research, US search marketing spend approached nearly $16 million in 2009. Per the graph below, this number is expected to rise exponentially, nearly doubling in size by 2014:

The reason behind this rapidly increasing budget allocation can be summed up succinctly and powerfully: return on investment. In a survey by eMarketer, 53% of senior level marketing executives across multiple industries point to Search Engine Optimization as the most effective online marketing tactic for generating conversions, while 49% point to paid search.

This week, Microsoft released the B2B social media whitepaper ‘Learn and Earn: A B2B Social Media Whitepaper from Microsoft Advertising.’  In this piece, author Mel Carson recounts the lessons learned and successes achieved from Microsoft’s foray into social media and blogging.

Many of the lessons learned by Microsoft in regards to blogging, such as establishing a strongly defined ROI to measure efforts, are the same guidelines that shape blog marketing best practices in programs offered by TopRank® Online Marketing.  An example of such an integration is the  Search Engine Optimization (SEO) program between TopRank and Microsoft Dynamics solutions provider InterDyn BMI, which features an added emphasis on blog marketing.

Suitably sticky social news headlines, crafted to help content resonate and burn throughout social media channels, is both an art and a science.  In a recent post to Online Marketing Blog, picked up by CRM Mastery, TopRank® Online Marketing Account Manager Adam Singer offers several tips to help readers craft compelling social headlines.

Below, find how two of the five tips offered by Singer have helped boost everything from search engine rankings to social media exposure for TopRank Clients.

• Leverage formulas which work for others
  ’16 Must-Read B2B Marketing Strategy Ebooks’ by Marketo

For nearly twenty years, staffing software provider eEmpACT, along with parent company and recruiting software developer Bond Talent US, have delivered to the needs of top staffing and human resources professionals nationwide.

Despite a downturn in the staffing industry in 2009, an Internet marketing program developed by TopRank® Online Marketing enabled eEmpACT to achieve new highs in search rankings and website inquiries. By renewing engagements with TopRank, and adding results-driven email marketing into the mix for Bond Talent US, both companies are well-positioned for success in 2010.

When small to midsized Original Equipment Manufacturers (OEMs) search for products ranging from cable ties, to electrical connectors, to circuit breaker blades, they seek out Waytek, Inc.

To increase online referrals and organic search engine traffic, Waytek, Inc. recently engaged TopRank® Online Marketing to develop an Internet marketing and Search Engine Optimization (SEO) program.  In functioning as an online marketing consultant, TopRank will optimize the expanse of product pages existing on the Waytek, Inc. website, while deploying a full- scale search strategy.

Despite being an ever-expanding and constantly evolving industry, finding and securing a job in public relations (PR) remains a challenging endeavor. This fact was not lost on the Public Relations Society of America (PRSA).  As a service to public relations professionals, the PRSA enhanced the usability of its Jobcenter. Of course, before PR professionals could use the Jobcenter to find jobs, the Jobcenter itself had to be found by PR professionals.

The following search engine optimization case study illustrates how TopRank® Online Marketing helped secure targeted keyword rankings for the PRSA Jobcenter, leading to visitor referral increases exceeding 400%.

From its corporate headquarters in Minneapolis, MN, family-owned Welter Heating has serviced and provided home heating systems and central air conditioners for nearly 100 years.  Welter Heating needed a solution that would grow its customer base by enhancing online awareness, but ensure any new inquiries could be serviced by its Twin Cities-based office.

Welter Heating found this solution with its recently finalized local Search Engine Optimization (SEO) agreement with TopRank® Online Marketing.  TopRank SEO services, including keyword research and onpage optimization, will be designed to increase traffic and referrals to Welter Heating stemming solely from the Twin Cities area.

As companies are more conservative than ever with marketing expenses and holding agencies accountable for return on investment, TopRank® Online Marketing is proud to announce the renewals of six Internet marketing clients for continued Search Engine Optimization (SEO) consulting services.

Effective SEO programs are long term investments with a cumulative effect over time. Companies that invest expertise into achieving, maintaining and refining search performance for lead and sales generation often lower overall marketing costs and increase sales.  Read on to learn more about these 6 clients and the SEO services TopRank is providing.

Internet Marketing Programs for Powder-Solutions, Inc. include: