Be In The Know Blog

4 Benefits of SEM You Can't Ignore

Posted by Chris Williams on August 22, 2016 at 2:53 PM

Search engine marketing (SEM) may have taken a backseat to social media marketing in recent years, but this type of advertising is still one of the most cost-efficient ways for businesses to reach their target audiences — by leveraging the power of key phrases to deliver ads to a highly relevant audience. While you may know the basics of this marketing tool, there are some specific benefits of SEM you may have overlooked.

You Get More Bang for Your Buck

While there are plenty of moving parts to a holistic marketing campaign, search engine marketing produces a high conversion rate for relatively low investment. Though there are cost fluctuations depending on the type of business being promoted (Search Engine Watch has a great run-down of varying costs across different industries), on the whole, SEM is often more cost-effective than other forms of digital marketing.

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Topics: Paid Search Engine Marketing

Understanding Your Customer: Tips and Tools

Posted by Alyson Phillips on August 19, 2016 at 11:32 AM

Understanding your customer is the critical starting point when it comes to generating leads and increasing conversion rates. Your customers' needs drive company growth, which means you must recognize those needs before crafting or adjusting strategies. Capturing these needs, however, isn't always easy. Fortunately, there are many customer insight tools available to help you out.

Data Management

Facebook Business offers insights and tools you can use to understand the market in general, compile data on people who like your page, track conversions (e.g., content consumption and sign-ups) and more. Facebook's Custom Audiences tool can also generate a Lookalike Audience based on a customer list or data from your site. This way, you can identify new customers with behaviors and demographic characteristics similar to your existing customers. With almost 1.6 billion users (as Tech Crunch points out), this data management platform (or DMP) is robust.

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Topics: Integrated Marketing

Fall Advertising Ideas to Jump Start Sales

Posted by Ashley Williams on August 17, 2016 at 1:35 PM

As the leaves and temperatures fall, the busiest season of the year heats up. That means now is the time to start planning your fall advertising. Being proactive with your holiday marketing plan will provide you with a leg up on the competition. It may even allow you some time to enjoy the holiday season yourself instead of scrambling last minute! Get ready to start planning with some of these ideas.

Deck The Handles

A low-cost way to spread holiday cheer is to hire a graphic designer to give your media images a seasonal feel. A holiday-inspired logo or cover is affordable and reusable. Using the same images across different platforms will help establish brand consistency through your website and social media accounts, too. Continuity is especially important if you conduct transactions online. A simple holiday wreath or strand of lights used across all marketing channels can instantly make your message pop. Take it a step further by creating images to coordinate with each holiday starting with leaves in September.

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Topics: Integrated Marketing

How Can Search Retargeting Help Your Business?

Posted by Zuri Stanback on August 15, 2016 at 12:35 PM

Even if you're familiar with the general concept of retargeting, you may wonder what search retargeting is, specifically. According to Econsultancy, search retargeting is different from site retargeting as it allows marketers to serve display ads to consumers who recently searched for specific keywords related to their business.

For instance, if a marketer aims to boost a locally owned hotel in Atlanta, they could use searches for "cheap hotel in Atlanta," "travel to Atlanta" and "flights to Atlanta" to serve ads to those potentially considering a trip to the area.

Although the concept behind search retargeting is simple, this marketing tool is far more valuable than you may initially expect.

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Topics: Retargeting and Remarketing

The Best Call-to-Action Phrases You Haven't Used

Posted by Alyson Phillips on August 12, 2016 at 11:02 AM

Call-to-action phrases (CTAs) can make all the difference when it comes to return on investment. While you want to write compelling copy to engage customers, you also need to figure out how to take that engagement one step further and drive traffic to your site and product pages, which is where CTAs step in.

Check out these five effective call-to-action phrases, and learn why they work and how to write your own. These CTAs don't necessarily have to be the button copy, but they should make your customer want to click.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

Are Animated Banner Ads Still on the Move?

Posted by Rachel McMullen on August 10, 2016 at 11:19 AM

There are a lot of myths about banner ads out there. While we've already debunked a few of these, today we'll turn our mythbusting sights specifically to animated banner ads. It's impossible to browse the internet for very long without seeing them, but does animation really make banner ads better? Surprisingly, the answer is no. Here are three reasons why:

Flash Is Dead

As far as support and compatibility are concerned, Flash has been on its way out for a long time. Though banners that use Flash-based animation are easy to create, they isolate quite a large audience right off the bat. Adobe has created Animate, which is friendly with all browsers and devices.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

Let Mobile Search Trends Help Market Your Business

Posted by Chris Williams on August 8, 2016 at 1:24 PM

When it comes to mobile search, trends indicate there seems to be no stopping the rush of traffic it delivers — and you can let this boom go to work for you. Mobile searches exceeded fixed internet access back in 2014, according to Search Engine Watch, changing the way businesses operate forever. Now, according to a recent Google study, 1.5 billion people visit destinations related to their searches each month. Small- to medium-sized local businesses are in a prime position to take advantage of this shift.

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Topics: Paid Search Engine Marketing, Mobile Optimization and Advertising

3 Lessons Marketers Can Learn From Voter Behavior Studies

Posted by Alyson Phillips on August 5, 2016 at 10:57 AM

Election season is here, and while marketers may feel it's harder to cut through the noise of the various local, state and federal elections happening during this busy time, the 2016 election season is actually revealing a number of interesting insights about consumer behavior.

In fact, Google recently published a voter behavior report containing the following three insights:

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Topics: Premium Display and Banner Ads, Paid Search Engine Marketing, Search Engine Optimization (SEO), Integrated Marketing

Auto Dealer Marketing in the Digital Age — a Micro-Revolution

Posted by Brooke Moody on August 3, 2016 at 11:31 AM

When it comes to auto dealer marketing, these days, the first rule is not to talk about the dealership. According to a new study from Google, a customer can make as many as 900 digital interactions in the lead-up to purchase. By comparison, the same customer will only visit two dealers in the process.

This doesn't represent an entirely new way of doing business. Dealerships have long known that customers can take months to process a car-buying decision. But with the ease of information readily available on mobile, consumers are now researching while standing in line at the grocery store, waiting to pick up their kids or over lunch. Getting those customers in the door is a matter of how you interact with them in the micro-moments during the path to purchase.

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Topics: Mobile Optimization and Advertising, Video Advertising, Content Marketing, Local Listings Management, Integrated Marketing

10 Types of Video Content Your Brand Should Produce

Posted by Solomon Cormier on August 1, 2016 at 1:12 PM

If you're a brand marketer trying to create compelling content to reach a larger audience, you should consider producing original video. With more types of video content becoming available to brand marketers, it's proving increasingly valuable in driving engagement and conversions. According to Hyperfine Media, video content on a landing page can increase conversion rates by 80 percent, and 92 percent of mobile video viewers share videos on social media.

While it may not be practical to produce all these content types at the start, brands should aggressively test their video content options to discover what works best. Check out these 10 types of popular content:

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Topics: Video Advertising

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