Be In The Know Blog

4 Action Items Every Content Audit Should Include

Posted by Carlye Creel on June 21, 2018 at 3:21 PM

There's no doubt content marketing works — especially when you regularly publish high quality, helpful content. Companies that publish 11 or more blog posts per month have nearly three times more traffic than companies that publish zero to four blog posts per month, according to HubSpot.

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Topics: Content Marketing

The Numbers Behind the Digital Duopoly of Facebook and Google

Posted by Pete Stafford & Apryl Pilloli on June 19, 2018 at 11:18 AM

Every industry has superstars. When it comes to online ad revenue, Facebook and Google are on the red carpet. The digital marketing world often refers to the two as a "digital duopoly" due to their massive success over other social platforms, and the title is warranted.

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Topics: Paid Search Engine Marketing, Social Media Marketing

What is SEO in Marketing?

Posted by Ashley Rios on June 14, 2018 at 2:08 PM

Your business website needs content, so you've shared stories about product launches, helpful tips for your readers and engaging staff bios complete with professional photos. Then, silence. The website traffic is stagnant despite updating the blog each week like your colleagues told you to do. What's going on?

Chances are your content simply isn't getting indexed by search engines, which means your customers aren't finding your hard work either. Luckily, you can change that by implementing SEO, or search engine optimization.

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Topics: Search Engine Optimization (SEO)

5 Ways Brand Alignment and Technology Improve the User Experience at QSRs

Posted by Carlye Creel on June 12, 2018 at 2:09 PM

Technology enhances every corner of our lives, and quick-service restaurants (QSRs) are no exception. We're busy. Time is tight. Value, convenience and a personalized experience are still expected even during a brief interaction that yields something as simple as our lunch. Implementing seamless digital brand alignment, from the point of deciding where to eat to opening that carry-out container, creates a cohesive user experience. 

QSR Magazine cautioned that a positive brand experience can easily get lost when upgrading the technology at quick-service restaurants. Customer engagement with your service should be consistent across all points of outreach including in-store, online and via apps. When working with third-party software, user experience (UX) and user interface (UI) must complement one another or brand messaging is lost. Let's learn a few ways to combine customer satisfaction with brand alignment.

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Topics: Food & Beverage

Video Advertising Trends: 4 Facts About Video Consumption That Brands Can't Ignore

Posted by Joe Weir on June 7, 2018 at 1:46 PM

There's no denying that video is one of the most powerful types of content brands can create. Not only does video provide the opportunity to share a large amount of information quickly and efficiently, it can also evoke an emotional response and help forge a stronger connection with the audience. 

Numbers don't lie. Online video consumption is at an all-time high, and given the prevalence of streaming services and mobile devices that play video, it isn't likely to slow down anytime soon.

Over the next several weeks, we're going to share more about how to engage your audience using video. If you're not convinced it's worth the investment, check out these four data-backed facts about video consumption.

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Topics: Video Advertising

The Google Chrome Ad Filter: What Marketers Need to Know

Posted by Pete Stafford on June 5, 2018 at 11:25 AM

Ads are designed to command attention, but sometimes the disruption can feel intrusive or overwhelming. Google realized this and in February of this year, they launched an ad filter for Chrome users that was designed to improve the user experience.

This is good news for quality advertisers, ethical publishers and irritated web users. We all want better experiences on the web and Google is taking steps to reduce annoying content by removing ads from any website that doesn't follow the Better Ads Standards created by the Coalition for Better Ads.

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Topics: Digital Marketing Strategy

How to Calculate Your Automotive Advertising Budget

Posted by Codee Fuquay on May 31, 2018 at 3:20 PM

If statistics are any indication, your automotive advertising budget probably isn't getting any lower. According to Statista, ad spend by auto dealers rose from $566 million in 2010 to $2.4 billion in 2017.

That's a sizable increase, with the steepest hike occurring between 2015 and 2016. One likely reason car dealers are spending more on ads is that they've seen firsthand that paid tactics can increase sales, and they've also probably observed changing customer behaviors.

Getting Started

Over the last decade, more people have begun to research and shop for big purchases online — even cars. Keeping up with the trend means upping the ante on your ads, but how do you set an automotive advertising budget that doesn't cut into your profit margin?

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Topics: Automotive

HVAC Marketing Ideas for Hot Summer Success

Posted by Carlye Creel on May 29, 2018 at 11:24 AM

As summer heat looms in the forecast, ramp up your HVAC marketing strategies for desktop and mobile. Both SMS and MMS can be customized to fit the changing weather conditions, creating an urgency that persuades customers to take action now. Twenty-five percent of customers who need to replace an HVAC system say they need the new system up and running within three days, according to the American Council for an Energy-Efficient Economy. Use this HVAC marketing checklist to ensure your strategy can take the heat.

Have You Audited Your Cache of Go-to Keywords Lately?

Break out of the everyday flow and see what new keywords and phrases are gaining popularity in search engine results pages. As summer approaches, there's surely more demand for air conditioning repairs and prices for new central air systems. Leverage these popular search terms in your paid marketing efforts during the hottest months of the year.

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Topics: Home Services

Google AMP: How Businesses Can Boost Their Mobile Experience

Posted by Ashley Rios on May 24, 2018 at 10:02 AM

Google Accelerated Mobile Pages (AMP) can help content creators and advertisers reduce bounce rates and increase conversions with fast-loading pages. But what is Google AMP exactly, and how can small and midsize businesses leverage the technology?

In this post, we'll give you an overview of the AMP Project and actionable tips on how you can improve your digital marketing strategy for mobile.

Prioritizing Page Speed

Page speed is just one factor on a long checklist of items digital marketers need to consider when optimizing a site for search. But it's one you shouldn't overlook — your customers' time is precious and even a few seconds can mean the difference between a bounce and a lead.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising

Why Your Online Video Strategy Should Look Nothing Like TV

Posted by Solomon Cormier on May 22, 2018 at 10:56 AM

As the cost of video production drops, video marketing has become a more viable strategy for small and mid-sized businesses (SMBs). But newcomers to this medium might mistake an online video strategy for a digital version of TV advertising.

While some of the video products available online bear similarities to TV advertising — namely the short ads appearing before, during and after online videos — digital channels for video marketing are far more sophisticated and complex than their TV counterparts. That presents an opportunity for brands to more effectively market themselves, but only if they understand the right way to create and manage these marketing campaigns.

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Topics: Video Advertising

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