Be In The Know Blog

Attracting Customers Through Social Media

Posted by Apryl Pilolli on February 27, 2017 at 3:04 PM

We all know that attracting customers through social media is more complex than just setting up a profile, but is it worth the effort and expense? According to a recent Marketingland report, the answer is an emphatic yes. In the article, marketers report that social media is the third-largest source of new customers for SMBs. If you're not already using social media, now is a good time to start.

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Topics: Digital Marketing Strategy, Social Media Marketing

Mobile Video Ads: 3 Trends to Look Out for in 2017

Posted by Zuri Stanback on February 24, 2017 at 10:48 AM

As streaming video becomes more prevalent in today's world, mobile video ads provide great opportunities in the new year. From new ad formats to a sputtering format, here are three mobile video trends marketers should look for in 2017:

1. The Facebook Renaissance

Though YouTube has been the biggest name in video ads for the past several years, Facebook is making a big play this year to upend this trend. Earlier this year, the social media company tested the placement of 15-second midroll ads into non-live videos. According to eMarketer, videos will only qualify for this new ad program if they run for 90 seconds or longer and are viewed for at least 20 seconds, ensuring viewability metrics remain high. Although we expect a slow roll-out for this program in 2017, Facebook provides a spectacular opportunity if you're looking to stand on the edge of the newest frontier in mobile video ads.

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Topics: Mobile Optimization and Advertising, Video Advertising

Use IP Targeting to Reach New Movers

Posted by Zuri Stanback on February 23, 2017 at 1:09 PM

If you've ever moved before, you know how labor intensive it can be. There are moving trucks to reserve or moving companies to hire. You need to cancel utilities at one place, start them at your new home, move out of your current place and possibly sell your home before finding a new place to live.

On top of all this, you must make sure you have a bed to sleep in every night. People have a lot of needs when they're moving, and companies that serve that industry want to be the solution. IP targeting is a digital marketing strategy that has proven especially effective in helping these businesses connect with their consumer base. Digital marketing channels abound, but using IP addresses supports unique strategies for companies that want to reach an audience of movers.

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Topics: Reach Extension and Targeting

SEO for Home Services: Don't Mortgage Your Future

Posted by Ashley Rios on February 20, 2017 at 2:02 PM

Not every business has consistent customer activity throughout the calendar year. Just as a public swimming pool doesn't do much business in the winter, certain businesses know their biggest earnings opportunities only come around during certain months of the year.

For home services companies, that peak season is the summer. Consequently, successful SEO for home services requires that these companies plan their marketing schedules with this cycle in mind. Data shows that online search volume for most home services businesses begins to rise between April and May, peaks between June and July and drops sharply in September. How do small to midsize businesses plan a marketing and SEO strategy that takes this cycle into account? It all starts well before the summer business heats up.

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Topics: Search Engine Optimization (SEO), Home Services

10 Tips to Generate Leads in 2017

Posted by Alyson Phillips on February 17, 2017 at 9:32 AM

Small businesses face a razor-thin margin for error when it comes to generating leads and increasing their customer base. With a new year underway, businesses already have their resolutions in place to grow in 2017.

Increasing leads is almost always among these goals. If you're unclear on how to generate leads but know you've got to find a way, consider these 10 steps to create more opportunity for your company:

1. Send Personalized Emails

Personalization goes a long way via email. Simple efforts at personalization can increase open rates by more than 50 percent, and they have higher click-through rates as well. Start with adding personal names at the tops of emails and then experiment with other personal touches.

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Topics: Integrated Marketing

Outstream Video: 3 Things You Need to Know

Posted by Chris Finan on February 15, 2017 at 9:56 AM

What is outstream video? If you find yourself asking this question, you're not alone. According to a report from Teads, 63 percent of brand professionals hadn't known about it before spring 2015. If you're not already aware of this relatively new marketing tool, familiarize yourself with it soon, as it's projected to take off in a big way. Here are three things you need to know:

1. Learning Outstream

Simply put, this new video advertising format is a type of display ad that takes the form of an auto-playing video inserted into a traditional display ad space, typically between paragraphs of text or images. This ad type benefits from being much more flexible than its in-stream counterparts, which generally play pre-roll or mid-roll on videos hosted on YouTube and other streaming video services. In most cases, the result of this flexibility is a much more viewable ad format, as these video ads are designed to play only when in view of the browser.

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Topics: Video Advertising

4 Metrics to Measure Website Performance and End Analysis Paralysis

Posted by Brooke Moody on February 13, 2017 at 9:57 AM

If you've begun to measure website performance, the amount of data that's available can be overwhelming. (If you haven't started measuring your web performance yet, here's a guide to web analytics tools from Search Engine Land.) But you don't have to get bogged down in analysis paralysis. If you're like most SMBs, there are four key metrics to focus on that will tell you how your website is doing.

1. Traffic Referrals

Traffic referrals tell you how users reached your site, whether it was from paid advertising, search engines, blogs or social media sites. This tells you where your marketing or publicity efforts are paying off and may also point you to potential site partners. If you're getting a lot of traffic from a particular website, you might want to turn that connection into a more formal business relationship.

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Topics: Analytics

Native and Programmatic Advertising: The Perfect Marketing Melody?

Posted by Joe Weir on February 10, 2017 at 1:43 PM

Programmatic advertising allows marketers to identify and reach consumers more likely to have an interest in their brand. It has been in use for years as a way for marketers to get their messages noticed and found around products, services, and other promotions. Tuning it with native advertising can make beautiful music for your company. Here's why marketing conductors should pay attention.

Why Going Native Could Strike a Chord with Your Business

As Marketing Land reports, a study from Facebook and IHS shows that native in-stream ads will account for 63.2 percent of all mobile display advertising by 2020. Native advertising has become a highly effective and engaging ad format. It can typically be more expensive than other ad types since it needs to be custom-created for effective content integration. Adding programmatic is a simple execution creating an ideal multi-channel campaign that helps convert audiences toward your brand message.

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Topics: Reach Extension and Targeting, Native Advertising

Cox Media Group's Stance on Viewability

Posted by Marian Pittman on February 9, 2017 at 9:46 AM

The world's largest advertiser, Procter & Gamble (P&G), has challenged its agencies to become more vigilant in addressing issues like transparency and fraud in its pursuit of a better, more efficient digital advertising ecosystem. P&G's Chief Marketing Officer, Marc Pritchard, recently spoke at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting and implored the entire industry to adopt the Media Ratings Council (MRC) viewability standard, leverage third party tools for measurement and transparency, and work with the Trustworthy Accountability Group to help eliminate fraud. 

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Topics: Premium Display and Banner Ads, Video Advertising, Integrated Marketing

Google's Latest Algorithm Update Makes Some Big Changes

Posted by Ashley Rios on February 8, 2017 at 10:04 AM

This past year wasn't a huge one for Google algorithm updates, as there were only two major, verified changes that occurred. However, even though the changes weren't significant, they have some big implications for the future of search engine optimization (SEO), and are definitely worth acknowledging.

Google Bets Big on Mobile

The first big algorithm update of 2016 happened in May, when Google put even more emphasis on the ever-expanding mobile market. According to Search Engine Land, Google's aim was to build on 2015's mobilegeddon update and boost up pages that either had responsive or mobile-friendly designs. Though this update doesn't punish websites without mobile versions, it does lay the groundwork for a more substantial mobile update in the future, which could arrive later this year. This why you should optimize your website for mobile now. In fact, Google even has a mobile-friendly test you can use to see where your page stands and learn about any improvements that should be made.

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Topics: Search Engine Optimization (SEO)

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