August 2019

These McDonald’s Egg McMuffin Videos Might Be the Most Satisfying Ads Ever Made

By |2019-08-27T15:51:52-04:00August 27th, 2019|News|

When McDonald’s all-day breakfast menu launched in France, the brand could have focused all its marketing efforts on convenience or craving or any number of other traditional approaches. Instead, agency TBWAParis took things in a very different and delightful direction. The agency has created a series of content that plays right into a modern internet…
Source: Ad Week – AD & Brand News

Disney+ Customers Get a Steep Discount if They Sign Up Now

By |2019-08-27T12:03:47-04:00August 27th, 2019|News|

Disney has kicked off the marketing campaign for its anticipated streaming service Disney+ with a steeply discounted offer to lock in subscribers for the next three years. Until Sept. 2, members of Disney’s fan club, D23, will have the option to sign up for a three-year subscription to Disney+ for just $46.99 per year, the…
Source: Ad Week – AD & Brand News

Disney and Target’s Partnership Comes Just in Time for the Holiday Season

By |2019-08-27T11:35:12-04:00August 27th, 2019|News|

With $12 billion in annual toy sales at stake, Target is looking to take ownership of the category with a new Disney partnership. At D23 expo, Disney’s annual three-day event celebrating, well, Disney, the House of Mouse announced it would open 25 permanent branded shops inside Target stores across the country by Oct. 4, with…
Source: Ad Week – AD & Brand News

Why Facebook’s FTC Fine Is a Positive for the Digital Ad World

By |2019-08-27T11:25:35-04:00August 27th, 2019|News|

The FTC fined Facebook $5 billion for various privacy violations in July. After two years of privacy pushback, multiple scandals and public outcry, the social media behemoth is finally being held accountable. This is the largest fine in FTC history, much larger than the $22 million fine imposed on Google in 2012. As trust erodes…
Source: Ad Week – AD & Brand News

Phocus Sparkling Water Is Spiked—With Caffeine

By |2019-08-27T10:34:53-04:00August 27th, 2019|News|

Spiked seltzer–also known as hard sparkling water–is undeniably the sip of the summer, with brands like White Claw, Bon & Viv and Truly dominating the beverage conversation. But alcohol isn’t the only unexpected infusion seltzer has been getting recently. Phocus is a caffeinated sparkling water that offers consumers a non-coffee, non-soda beverage option to get…
Source: Ad Week – AD & Brand News

Ubersuggest 5.0: Generate 1 Million Keyword Suggestions in 7 Seconds (Seriously)

By |2019-08-27T09:00:24-04:00August 27th, 2019|News|

Ubersuggest started out as a tool that provided suggestions through Google Suggest.

And although that’s great, everyone these days is using
Google Suggest to come up with keyword ideas.

There have to be more keyword ideas out there that get more search volume and aren’t competitive, right?

Well, there are, and now with the new Ubersuggest, you’ll get access to them.

Here are the 2 big changes I am making with this release…

Introducing a new keyword database

Because we have results in our database for more than a billion different keywords, I thought it would be fun to tap into it and provide you with even more keyword suggestions.

Now when you perform a search on Ubersuggest for any keyword, you’ll see a “related” tab with even more suggestions.

And each tab shows you how many keywords are in that group.

As you can see for the term “digital marketing”, just in the United States there are over 30,000 keyword recommendations.

And for terms like “dog”, there are over 1 million keyword recommendations.

Don’t worry though, results from Google Suggest are still there under the “suggestions” tab but you can now see even more search terms if you click on “related”.

What’s cool is that you can even export all of the keywords via CSV.

And if you want to leverage the filters to fine-tune the results, you can easily do so.

For example, I used the filters setting to find keywords with a minimum search volume of 400 searches a month and a maximum SEO difficulty of 50. Ubersuggest then fine-tuned the results to 489 keywords related to “digital marketing” that I should consider target instead of me having to manually go through 30,000 plus recommendations.

And with the CSV report, it adjusts as the settings with the filters change. So you can export the keywords that you want and ignore the keywords you aren’t planning to target.

Ubersuggest now has local search

Another big change that we made to Ubersuggest is that we
introduced local keyword research.

You can now pull up keyword stats and ideas on any city, county, region, or country.

For example, if I want to know the search volume and keyword
recommendations for West Hollywood, California, I can now do so.

From there, Ubersuggest shows keyword search volume, keyword recommendations, and even content ideas for a blog post.

On top of that, when you head over to the “keyword ideas” report, you’ll also notice that the SERPs results, which shows all of the sites that rank for that term, are now adjusted to also show the ranking sites within that region.

So, what’s next for Ubersuggest?

Well, speaking of keyword research, you’ll start seeing keyword recommendations based on questions, comparisons, and prepositions like Answers the Public within a month.

And, of course, as I promised earlier, next Tuesday I am releasing the rank tracking and dashboard features on Ubersuggest.

If you haven’t already, head on over to Ubersuggest to give the new keyword database a try.

And if you are trying to use the local SEO features, you may find that they only work once you are in the app.

I haven’t been able to make the changes to the main
Ubersuggest landing page yet, but once you type in a keyword and test it out,
you can then switch your location to any city.

So, what do you think of the changes?

PS: Make sure you test Ubersuggest out.
The post Ubersuggest 5.0: Generate 1 Million Keyword Suggestions in 7 Seconds (Seriously) appeared first on Neil Patel.

Source: Kissmetrics

TikTok Has a New Way to Monetize Its Rabid Teenage Fans

By |2019-08-27T07:00:18-04:00August 27th, 2019|News|

TikTok’s viral videos of the #GuacDance and kombucha taste tests might soon be used to target you with ads in other apps. A trove of newly discovered developer documents reveal the platform has rolled out a native audience network for advertisers looking for a new avenue to reach the roughly 260 million collective TikTok-ers in…
Source: Ad Week – AD & Brand News

Why Changing Your Company’s Name Can Be an Operational Nightmare

By |2019-08-27T06:30:44-04:00August 27th, 2019|News|

Bob Purcell is a successful consultant, a Massachusetts transplant who’s quite happy to enjoy the year-round warmth of Southern California. But Purcell still vividly recalls his corporate days on the East Coast when, between 1986 and 1994, he was the chief marketer for Dunkin’ Donuts. And if you ask Purcell about his Dunkin’ Donuts days,…
Source: Ad Week – AD & Brand News

The Currency of Influence in Marketing — Buy, Sell, or Trade

By |2019-08-27T06:30:02-04:00August 27th, 2019|News|

Influence is its own form of a modern digital currency. Influence is able to overcome almost any obstacle, and more than ever, it’s the powerful (sometimes-hidden) global fuel that helps drive our multi-trillion dollar online business world.

In fact, according to the 2019 Edelman Trust Barometer “In Brands We Trust?” report, 63% of consumers trust what influencers say about brands much more than what brands say about themselves within their advertising messages.

An even more telling statistic from the same study is that 58% said they had purchased a product in the past six months because of an influencer, as shown below.

As the internet has matured since its 1991 creation, networking between people around the world has expanded to truly astounding heights, helping make wonderful projects and partnerships happen.

[bctt tweet=”It’s not about who has the most followers, or the gaudiest personal brand. It’s about who resonates most with your specific customers and prospects. — Nick Nelson @NickNelsonMN” username=”toprank”]

By learning the importance of influence, how best to incorporate it into your own life and marketing, and how to deal with some of its primary challenges, B2B marketers and brands can harness the power of influence and reach new levels of business and personal success.

Whether you call it influence, networking pull, or professional persuasion, connecting with successful people in your industry will bolster your own efforts both today and long into the future.
Buy: Influence Is Loaded With Strengths

Successfully wielding online influence today puts the world at your fingertips.

As with gold or paper money, the currency of influence can be earned, accumulated, spent, traded, or used towards philanthropic causes.

When influence is willingly shared it has the special quality of creating other new introductions and connections, setting in motion a sphere of professional networking and knowledge that can keep growing as long as you put in the effort to understand and maintain it.

[bctt tweet=”Working with influencers is about building solid relationships that last over time, not just a summer fling. — Ashley Zeckman @azeckman” username=”toprank”]

Just as influence comes in vastly varying degrees, so to do influencers, who can take the form of micro-influencers or other specialty varieties. Recent data from several surveys shows that micro and niche-influencers are forging stronger target audience connections and boosting long-term loyalty.

Heather-Mae Pusztai of Buffer recently took a close look at micro-influencers, in “Why Micro-Influencers May Be the Most Effective Influencer Marketing Strategy.”

[bctt tweet=”Topically, the influencers you work with must have relevant expertise, insight, interest, and audience, ultimately aligning with your goals and expertise of your brand. — Caitlin Burgess @CaitlinMBurgess” username=”toprank”]

More and more brands are looking to harness the power of influence through influencer marketing initiatives. In fact, influencer marketing spending in the U.S. and Canada has seen 83% year-over-year growth, accompanied by second-quarter spending of $442 million, according to recent research data from Instascreener. Over the next 12 months, 65% of multinational brands plan to increase influencer marketing spending, according to the World Federation of Advertisers.

We’ve explored the unique strengths of influencer marketing in many recent articles, including these helpful takes:

11 Qualities You Should be Looking for to Find Your B2B Influencer Match
Hitting Your Target: Why Account-Based Marketing and Influencers Are the Perfect Match
Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships

Sell: Influence Is Rife With Challenges

Who really has influence and who is merely claiming to? Building influence is time-consuming, so why should I even bother?

There’s little doubt that celebrity influencers have faced increasing skepticism, but the process of finding true B2B industry experts who are hyper-relevant to your industry is as important as ever, and we’ve looked at how to go about this in several recent pieces:

Do Your Homework: Selecting the Right Influencers for Your B2B Brand With Tips from the Experts
How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships
Trust Factors: The (In)Credible Impact of B2B Influencer Marketing

The challenges influencer marketing has faced are real yet surmountable, especially when campaigns are conducted for the long term, with proper planning, key performance indicators (KPIs), and goals.

When done well, it’s no wonder that 95% of respondents to a recent DGR survey favor credible content from industry influencers, a 30% increase over 2018.

[bctt tweet=”Cutting edge B2B influencer marketing focuses on both online and offline engagements. — Konstanze Alex @konstanze” username=”toprank”]

The topic of influencer marketing was present during this year’s Cannes Lions International Festival of Creativity, as Maja Pawinska Sims covered in “Cannes: Brands Can Avoid Being Fake By Shifting To Niche Influencers,” and in our recent “6 Cannes Revelations About B2B Marketing in 2020.”
Trade: Influence’s Future Strong Yet Still Unfolding

Measuring influence has changed over time and will continue to evolve.

Will the ability to achieve and grow online influence remain fully accessible to everyone, or will those holding little influence and clout face insurmountable obstacles in the future?

Will a backlash against celebrity influencers — or perhaps even twinfluencers — continue, or will methods and systems evolve that help us filter out pretenders and make it easier to discover and connect with true industry experts?

[bctt tweet=”The growth of influence on individual and organizational effectiveness in the B2B marketing world will continue for years to come. @leeodden” username=”toprank”]

Educator and writer Lillie Marshall recently took a look at the challenges that even using the word influencer can sometimes present, and the role diversity can play when considering the quality of influence. She ultimately prefers using the word “sway” over influence, a fine synonym in my book as well.

[bctt tweet=”It’s a fine balance to embrace the power and joy of our voices, yet honor what audiences truly desire. — Lillie Marshall @WorldLillie” username=”toprank”]

Several additional resources we’ve compiled to dig in and explore how influence and influencer marketing can intertwine to help B2B firms are these:

5 Essential Questions to Guide Your B2B Influencer Marketing Strategy
5 Key Trends in B2B Influencer Marketing Plus Critical Do’s and Don’ts
The Intersection of SEO & Influencer Marketing: What B2B Marketers Need to Know

[bctt tweet=”Whether you’re tired of or wired for ‘influencer marketing’, make no mistake: The growth of influence on individual and organizational effectiveness in the B2B marketing world will continue for years to come. @leeodden” username=”toprank”]
Influencer Marketing Offers a Win-Win Partnership

Whether you call it influencer marketing or working with top relevant experts in your industry, the quality of influence itself has a timeless and unmistakable power to drive successful marketing campaigns.

[bctt tweet=”When identifying and qualifying influencers, go beyond what the numbers are and see what that data really means. — Amisha Gandhi @AmishaGandhi” username=”toprank”]

Here are three articles with examples of how influencer marketing has helped B2B firms achieve strong results:

Inspiring Examples of B2B Influencer Marketing in Action
Break Free of Boring B2B with Interactive Influencer Content
Examples of B2B Influencer Marketing to Inspire You in 2019

With enough hard work, great fortunes of influence can be earned and put to use, whether in marketing campaigns or other areas of our lives.

Finding a marketing agency specializing in influencer marketing can be difficult enough, and if you need one focused on the world of B2B, the challenge can be all the more daunting.

Thankfully, the number of marketers realizing the power of influencer marketing has grown, and even esteemed measurement groups like Forrester have begun listing B2B agencies that specialize in influencer marketing. TopRank Marketing was thrilled to be the only such agency listed in Forrester’s most recent “B2B Marketing Agencies, North America, Q1 2019” report.

Want to dive deeper into influencer marketing tips, tricks, tactics, and strategies? Then take a gander at our vast collection of influence marketing insights on the TopRank Marketing Blog.The post The Currency of Influence in Marketing — Buy, Sell, or Trade appeared first on Online Marketing Blog – TopRank®.

Source: Toprank