TopRank Internet Marketing News

As traditional and online public relations merge to become one all-encompassing PR landscape, the companies that dare to blaze new trails through this wilderness will have the most success. One such company is NewsUSA, a 20-year veteran in the media placement industry.

In 2009, NewsUSA worked to reinvent itself as a thought leading social syndication resource. With help from TopRank® Online Marketing, it built and broadcast its new brand identity to a burgeoning list of prospects in channels ranging from email to Twitter and social media. The results NewsUSA experienced with TopRank included double-digit percentage increases in content views and the attraction of more than 3,000 web influencers to its Twitter feed.

To ensure its brand continues to solidify in online channels, and in the minds of prospects, NewsUSA has recently renewed its program with TopRank.

With its renewed program, rooted in Search Engine Optimization (SEO) and email marketing, NewsUSA will continue to:

Online Marketing Blog recently conducted a poll asking its readers to identify the top three digital marketing tactics they planned to emphasize in 2011.

Tactics finishing within the top 5 include:

• Search engine optimization
• Social network participation
• Blogging
• Email marketing
• Content marketing

The mix of tactics sitting atop this list signal a new year where online marketing programs are defined by content and engagement, likely to a greater degree than ever before.  To further raise the visibility of how its solutions for email marketing and social media help companies succeed in this landscape, StrongMail has engaged with TopRank® Online Marketing.

Components of this new engagement, customized to meet the objective of increasing customer acquisition for StrongMail, include:

• Implementation of SEO best practices
• Creation of a social SEO strategic road map

Examples of strong branding, whether it’s the ‘Uncola’ or the ‘Freshmaker’, light fires in the minds of consumers that are rarely extinguished.  Can the same branding principles used by B2C companies, including personification of a company and persistence of messaging, help B2B businesses achieve their marketing goals?

Below, learn how B2B branding is helping three clients of TopRank® Online Marketing achieve their business objectives:

Ask the Powder Doctor
Powder-Solutions, distributor of an industrial pipe connector used to enhance safety and sanitation in bulk powder processing plans, sought to humanize its image.

With help from TopRank, Powder-Solutions created the Powder Doctor, a unique character that could relate to the target market through a consistent series of targeted email marketing campaigns. When combined with Search Engine Optimization (SEO) and online PR initiatives, Powder Doctor campaigns helped to increase bottom line sales for Powder-Solutions by 83% in the company’s second full year.

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.

For a holistic digital marketing program designed to extend its reach to Fortune 1000 companies searching for a fulfillment services provider, Archway has engaged with TopRank® Online Marketing.

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.

“Through focused search engine marketing programs developed for the eEmpACT and Bond Talent US websites by TopRank® Online Marketing, we were able to maintain strong visibility during an industry downturn,” states Tim Giehll, CEO, eEmpACT.  “With ongoing consultation provided by TopRank, we look forward to building on this success and continuing to outpace our competition.”

Since being founded by Joe Pulizzi in mid-2007, Junta42 has existed as a premier destination helping marketers and publishers better understand content marketing.  Pulizzi himself posts on the subject of content marketing consistently, via his blog, The Content Marketing Revolution.

In a listing of the top 42 content marketing blogs released by Junta42 just last week, Online Marketing Blog was ranked #4 overall.

Online Marketing Blog, by TopRank, has been providing Internet marketing insights, resources and commentary since 2003.  Just a sampling of topics covered by Online Marketing Blog includes:

• Search Engine Optimization (SEO)
• Social media marketing
• Blog marketing
• Online public relations
• Email marketing

“Definitely, our most competitive and thorough list, the Top 42 is a collection of the best experts in the world that join in on the conversation about content marketing,” states Junta42 founder Pulizzi in announcing the list. “Congrats to those blogs that have made the Top 42.“

With all the buzz about social media marketing, many companies may be missing out from tried and true B2B marketing channels such as email marketing. Canadian IT publication, itbusiness.ca recently cited TopRank’s CEO Lee Odden in a recent article about the continued relevance of email along with exploring opportunities in social media:

Marketing on social networking sites might be making waves in the media, but for some Canadian businesses traditional e-mail marketing still brings home the bacon.

Compared with direct marketing efforts – snail mail, e-mail, and so on, where an offer is created based on what the company wants to sell, social marketing initiatives focus on involving communities with creating the offer as well as promoting it, says Lee Odden, CEO of TopRank Online Marketingin Minneapolis in his blog.

While many marketing firms, including TopRank, are moving towards social marketing, Odden says e-mail methods still hold some advantages: