Be In The Know Blog

Three Benefits of Call Tracking That Increase Conversions

Posted by Chris Williams on October 21, 2016 at 10:42 AM

Phone call tracking isn't the inefficient headache it was years ago. Thanks to smartphones and built-in click-to-call buttons available through mobile apps and mobile search, the pipeline that funnels referrals to a business phone is easy to observe and analyze.

Many companies recognize how the benefits of call tracking can do wonders for a local establishment, or for any business that relies on person-to-person communication to drive conversions. When implemented correctly, phone call tracking can increase conversion rates while shedding light on the effectiveness of other components of your digital marketing strategy. Here are three key benefits of call tracking any company can enjoy.

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Topics: Digital Marketing Strategy

Increasing Website Traffic With Broadcast Advertising

Posted by Solomon Cormier on October 19, 2016 at 11:07 AM

There's no doubt that we're living in a digital world, but old habits die hard. Traditional broadcast media advertising is alive and well, and it can be instrumental in increasing website traffic. A recent IAB report found that for 78 percent of adults, watching TV is no longer a standalone experience. In fact, two out of three smartphone owners multiscreen while watching TV. A further 24 percent of users said their online multitasking behaviors are directly related to what they're watching on TV. Clearly, broadcast media like TV and radio can positively impact the traffic to your website. Here's how they drive online activity and how you can take advantage of them in your own campaigns.

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Topics: Integrated Marketing

Travel Advertising Soars With Paid Search

Posted by Pete Stafford on October 17, 2016 at 1:13 PM

If you do any travel advertising, you know that the days of the white-gloved, bespoke traveler are far gone. It's long been true that travel is booked almost exclusively online — whether through branded travel apps such as Expedia, independently by going directly to hotel and airline websites, or even by travel agents (who, yes, still exist). For businesses that rely on tourism, this has created new opportunities to reach customers.

The Purchase Journey

Long before a trip is booked, consumers begin to research destinations. The purchase journey can run the gamut from daydreaming about what it would be like to stay in the Caribbean to actually investigating the cost of flights, hotel rooms and things to do in Antigua. It is along this path that marketers for hotels, chambers of commerce and travel destinations can reach customers, particularly through search engine marketing (SEM).

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Topics: Paid Search Engine Marketing

5 SEO Tips to Improve Your Strategy

Posted by Ashley Rios on October 13, 2016 at 1:28 PM

For digital marketers, there's no moving target more perplexing than search engine optimization (SEO). Not only are the rules almost always changing, Google and other search engines don't publicize the algorithms used to organize and rank search results. With each tweak of the algorithm, marketers have to adjust their strategy to stay at the front of the pack. If you're in search of SEO tips to improve your current approach, consider these steps to shore up your SEO.

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Topics: Search Engine Optimization (SEO)

The Benefits of Programmatic Advertising

Posted by Zuri Stanback on October 12, 2016 at 11:18 AM

Programmatic advertising is a hot topic in digital marketing these days, with ad spending expected to reach $22 billion this year, according to eMarketer — that's nearly a 40 percent increase from last year. But, according to an IAB report cited by Econsultancy, only 45 percent of people who use programmatic advertising actually understand the concept behind it. Here's the vital information on programmatic advertising and how to approach your creative in these campaigns.

What Is Programmatic Advertising?

Essentially, programmatic advertising is a data-driven, automatic approach to media buying that allows for hyper-personalized targeting with agile messaging across all paid advertising. It dramatically reduces the margin of human error and the labor-intensive process of media buying and replaces them with technology-based techniques that target the right customer with the right ad at the right time.

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Topics: Reach Extension and Targeting

Facebook Ad Types: What's Right for Your Business?

Posted by Apryl Pilolli on October 10, 2016 at 1:25 PM

With approximately 1.7 billion active monthly users, marketers are well aware of the value of advertising on Facebook. According to HubSpot, businesses paid 122 percent more per ad unit on Facebook in 2015 than they did in 2014. With dozens of different ad objectives, placement options and product features available on the social networking platform, it's easy for marketers to feel overwhelmed when starting a campaign on Facebook's ad network. Here's a quick rundown of the network's top ad types for local businesses.

Brand Awareness

The first step to building a successful business is increasing customer awareness of products and services. The Facebook network offers numerous ways to promote brand recognition with photos, videos, slideshows and carousel ads on Facebook and Instagram. Carousel ads are unique in that they allow you to showcase up to 10 images and links within a single ad unit. For instance, if you own a restaurant, you could show off the top 10 dishes on your menu.

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Topics: Social Media Marketing

3 Landing Page Copy Mistakes Hurting Your Conversions

Posted by Alyson Phillips on October 7, 2016 at 1:09 PM

While marketers spend a lot of time looking at how page layout, button design and font size on a landing page influence conversions, they may be inadvertently ignoring one of the biggest factors that influences consumers — landing page copy. If you've tried everything and are still not meeting conversion goals, it may be time to go back to the basics and take a hard look at your copy. Keep an eye out for these three common mistakes.

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Topics: Website Design & Development

Follow the Pumpkin Spice Trend and Be a Seasonal Sensation

Posted by Rachel McMullen on October 5, 2016 at 11:13 AM

Autumn has always been associated with warm colors, cooler temperatures and the beginning of sweater season, but in recent years, another icon has come to dominate this time of year: the pumpkin spice latte. This drink first came on the scene in 2003, and in the decade+ since, it's become a seasonal phenomenon, with sales upwards of 200 million units in its first ten years, according to Forbes — not bad for a drink that's only available for about three months a year. While thoughts of the pumpkin spice trend may bring to mind the warm fragrances of nutmeg and cinnamon, there's actually a lot that marketers can learn from this unlikely autumnal icon.

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Topics: Social Media Marketing, Integrated Marketing

How to Attract Customers With Mobile Search

Posted by Ashley Rios on October 3, 2016 at 2:06 PM

It's no secret that consumers are increasingly tied to their mobile devices, and while some business owners may look at this trend and shake their heads, thinking that this movement toward digital spells eventual doom for their physical business, nothing could be further from the truth. In fact, data recently released by Google shows that mobile search is driving consumers to stores in physical, trackable ways. How can you make sure that your business is taking full advantage of this trend? Here's how to attract customers using mobile search:

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Topics: Mobile Optimization and Advertising, Local Listings Management

Don't Waste Your PPC Budget: 4 Tips to Cut Unprofitable Keywords

Posted by Pete Stafford on September 29, 2016 at 1:48 PM

If your PPC budget is generating lots of traffic, but you're not seeing a return in sales, you're probably wasting money with the wrong keywords. If you want clicks that convert, you need to help the right customers find your ad. Think of it as prequalifying your leads. Here are four quick ways to zero in on profitable keywords and eliminate the excess.

You've Got This

When it comes to maximizing your PPC budget, the best tools you have are stored in your AdWords account already. Search Engine Land recommends that you concentrate on the past three to four months of data, noting that anything older introduces too many variables to be useful. Within each campaign, you can delve into the specific performance of keywords. From the keywords menu, click the "search terms" tab to see exactly what people are searching for when they click on your ad. Once you see what people are looking for, there will be obvious keywords to eliminate.

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Topics: Paid Search Engine Marketing

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