Be In The Know Blog

How to Create a Facebook Business Page and Drive Engagement

Posted by Ginger Gatewood on August 18, 2017 at 11:48 AM

Whether you're wondering how to create a Facebook business page or simply want to increase the engagement of an existing page, investing time and effort into this social network is a wise decision. Regardless of age, location or behaviors, one thing is for certain: your audience is on Facebook.

As of March 2017, the social media giant had nearly 2 billion monthly active users, according to Facebook. To put that in perspective, that's more than one-quarter of Earth's population. But with so many people on Facebook — and so many businesses using the network to attract and engage potential customers — how can you make sure you're getting noticed?

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Topics: Social Media Marketing

Evaluating Your Marketing ROI: 3 Key Factors to Consider

Posted by Allison Sturtevant on August 16, 2017 at 1:48 PM

Calculating a return on investment (ROI) for some businesses is much easier than others. For instance, if a retail store has onsite ecommerce set up to track revenue then you can apply a simple calculation to derive at your ROI. You'd take the revenue gained over the cost spent for your marketing effort as your ROI calculation. Having access to true monetary revenue makes it pretty straightforward for marketers to understand their campaign ROI performance. But what about those marketers that are not tracking ecommerce or a monetary value that enables them to track ROI? How can they measure ROI with metrics outside of dollars to convey the story of return for their campaign?

Marketing ROI that is not tied to monetary values can be a bit tougher to quantify — and in some cases much more subjective. You must lean on other telling metrics such as lift, engagement and conversions to prove to the client what our marketing efforts are doing for them. Moreover, marketers need to partner with a trusted and experienced digital team to help them understand what metrics matter for ROI.

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Topics: Digital Marketing Strategy, Analytics

3 Small Business Marketing Tips to Boost Your Law Firm

Posted by Ashley Rios on August 14, 2017 at 10:08 AM

Even the best lawyers need to market their firm and its services to build a strong base of clients. But lawyers aren't marketers and running an efficient small business marketing strategy often isn't second nature.

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Topics: Digital Marketing Strategy, Professional Services

Restaurant Marketing: Tech Trends to Grow Business Fast

Posted by Carlye Creel on August 11, 2017 at 10:26 AM

Modern restaurants need more than an appetizing menu, enticing ambiance and welcoming staff to drive diners through their doors. While a positive write-up in the local newspaper may have been enough to fill tables in previous decades, restaurateurs in the digital age must embrace new tech trends in restaurant marketing to drive new business — and keep customers coming back.

Tech Presence Is Critical

If your potential customers are among the 77 percent of Americans who own a smartphone, chances are they've used their device to look up local restaurants, check reviews or even place an order, according to Pew Research Center.

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Topics: Digital Marketing Strategy, Food & Beverage

Increase Customer Lifetime Value by Shifting Your Focus

Posted by Ashley Williams on August 9, 2017 at 11:39 AM

In the broadest sense, the goal of marketing is to connect customers with products and brands that will improve their lives. In the past, marketers have used a variety of media to cast a wide net, hoping that customers who would benefit most from their products would see them. In today's world, marketers have a greater ability than ever before to focus their dollars on specific audiences, thanks to the overwhelming amount of data available. While this is great for spending efficiently and focusing on qualified customers, there's another benefit to aggressive targeting: increasing customer lifetime value.

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Topics: Digital Marketing Strategy

4 Mobile Marketing Strategy Mistakes to Avoid

Posted by Zuri Stanback on August 7, 2017 at 11:43 AM

Navigating the world of mobile marketing can be confusing, even for the seasoned marketing pro. With a landscape that changes rapidly, plus cost fluctuations and ever-evolving technology, it can be tough to know which strategies and methods will work.

Smartphone conversion rates are up 64 percent over desktop conversion rates, according to a report from Formstack published by SocPub. It's important to get this segment of your overall marketing strategy correct. While every business' mobile marketing strategy will be different, there are four common pitfalls all professionals should avoid:

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Topics: Mobile Optimization and Advertising

Marketing Analytics vs. Attribution: What's the Difference?

Posted by Brooke Moody on August 4, 2017 at 10:56 AM

It makes sense that business owners and even some marketers would mix up the roles of marketing analytics and attribution. They essentially represent two sides of the same coin and can be used to generate insights on the same marketing campaigns and strategies.

The differences between these two data-driven efforts are subtle, but they're important. Analytics may be more recognizable, thanks to free resources like Google Analytics and a long history of using analytics to illuminate the performance of digital marketing. But attribution is no longer negotiable, especially with brands using a range of channels to reach their target audience.

You need both to build winning digital campaigns. Here's a quick primer on what makes each unique and important to your company.

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Topics: Analytics

Why Multichannel Marketing is a Must for Healthcare

Posted by Alyson Phillips on August 2, 2017 at 11:32 AM

In general, marketing isn't a "life or death" career. But for healthcare marketing professionals, that's not necessarily the case. Knowing how to successfully connect doctors with patients isn't only important for physicians trying to build their practice — it could save someone's life.

One of the most recent trends in the healthcare industry is multichannel marketing, which is the practice of reaching patients using a combination of indirect and direct communication methods. An example of this type of campaign might be a combination of social media posts, TV commercials and email campaigns that all share similar imagery and messaging. And though this type of marketing is effective across many industries, adoption of multichannel strategies has been slow, according to eMarketer.

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Topics: Digital Marketing Strategy, Integrated Marketing, Healthcare

3 Reasons to Run a Native Advertising Campaign for Your SMB

Posted by Emily Proctor on July 31, 2017 at 10:36 AM

Native advertising has been around for years, and it exploded in popularity when social networks like Facebook began offering marketing channels that were well-suited to native content.

But the growing trend of native ads among small- and medium-sized businesses is the result of an entirely different force. According to The Wall Street Journal, native ads are gaining more prominence on programmatic ad exchanges and their share of overall ad volume is growing. Even though banners remain the dominant form of advertising sold through these exchanges, the increased role of native advertising has made it more accessible to SMBs.

That said, it remains uncharted territory for small business owners who are leery of spending their precious marketing dollars on unproven methods. But there are at least three solid reasons why every SMB should be thinking about launching their own native ad campaign.

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Topics: Native Advertising

Micro-moments: Leverage the Moments That Matter Most

Posted by Ashley Rios on July 28, 2017 at 1:03 PM

If your business sells tacos, you probably cash in on the hashtag #TacoTuesday. You guesstimate that a high percentage of your customer base will be persuaded to eat tacos on Tuesday, thanks to jokes at work, memes on social media and general knowledge of the spicy food-worshiping day.

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Topics: Search Engine Optimization (SEO)

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