Be In The Know Blog

Online Marketing: Why Local Businesses Can't Sit on the Fence Anymore

Posted by Ashley Rios on September 22, 2017 at 10:58 AM

It's easy for local businesses — especially small ones with a single location — to look at the online world of e-commerce and digital marketing and feel like they exist on their own terms outside of that world. After all, if you own a local dancewear retail company, you might think that since you aren't competing directly with retail giants, you don't really have to exist in the online marketing world, instead relying on local clients and traditional marketing only. However, even though this line of thinking may keep your doors open, it could be limiting your growth potential.

Here's why local businesses can't sit on the fence anymore when it comes to online marketing.

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Topics: Search Engine Optimization (SEO), Integrated Marketing

Black Friday Prep Tips for Small Businesses

Posted by Carlye Creel on September 20, 2017 at 11:28 AM

Every autumn, customers wait anxiously as the retail world stares down the single most profitable day of the year. According to Entrepreneur, one in three Americans plan to make a purchase on Black Friday.

That means new buyers and loyal customers alike will be browsing your mobile site, apps and website for a deal. Your special offers and sales are ready to go, but is your digital presence prepared for the seasonal excitement? Can it efficiently handle the influx of holiday online shoppers?

Test Website Responsiveness

A frustrating website experience can encourage customers to turn to your competitors. Before the autumn sales begin, take time to test your desktop and mobile sites for download speed, branding consistency, ease of use and responsiveness to customers' needs. Are you making customized product suggestions? Are subscription forms easy to complete and submit?

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Topics: Digital Marketing Strategy, Integrated Marketing

3 Website Conversion Rate Mistakes You Need to Know

Posted by Alyson Phillips on September 18, 2017 at 2:50 PM

Though boosting website conversion rates seems like a straightforward task for marketers, there's some nuance to crafting a strategy that includes this goal. In fact, while it may sound a little strange, some of the efforts you may take to get customers to convert could actually end up having the reverse effect, driving them away from your website. Here are three mistakes you might be making that could adversely affect your website conversion rate.

1. You're Trying Too Hard to Educate Your Customers

It's no secret that today's customer is well-educated. But don't underestimate just how educated your average customer is. According to Forbes, 82 percent of customers research something online long before they're ready to purchase, meaning they've already done their homework. Additionally, they likely know exactly what they want and are just looking for the right business to help them accomplish their goal.

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Topics: Website Design & Development

Advertising on Facebook: Boosted vs News Feed Ads

Posted by Apryl Pilolli on September 15, 2017 at 10:58 AM

Facebook advertising is a large and growing business. Businesses spent more than $9 billion on Facebook ads in the second quarter of 2017 alone, according to Facebook's Q2 earnings report. That's an increase of 47 percent from 2016!

But for small and medium businesses that are just getting started, Facebook advertising can be very confusing. So, before jumping in, you should understand the two major types of advertising on Facebook — news feed ads and boosted posts — to help you determine which is best for meeting your business goals.

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Topics: Social Media Marketing

Is Your Value Proposition Working For You?

Posted by Codee Fuquay on September 13, 2017 at 1:54 PM

From a Marketing 101 class to the boardroom of a multi-billion dollar organization, business-minded individuals at every level know a value proposition can make or break a company's digital success.

If that sounds dramatic, remember that this simple message is your single best bet for convincing your audience to take the next step. Done well, a value proposition can help retain loyal customers; done poorly, it can stifle growth.

Many companies fail to display any values at all online. Peep Laja, founder of CXL, noted that a poor (or missing) value statement is one of the most common shortcomings of business websites.

If you have yet to share yours, you're not alone. This article will explore how to create and test your value proposition.

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Topics: Digital Marketing Strategy

Understanding Brand Loyalty's Relationship with Human Psychology

Posted by Carlye Creel on September 11, 2017 at 10:21 AM

Attracting new customers is always important when growing a business, but customer retention is no less important. For most companies, it's four- to six-times more expensive to acquire a new customer than it is to retain an existing one, according to Relationship Building Strategist Ian Kingwill. If you aren't able to keep your churn rate low, then new client acquisitions can't grow business — they will only serve to replace the customers you've lost.

When it comes to retaining customers, brand loyalty is one of the best resources in your marketing toolkit. This loyalty is valuable and can only exist if there's a strong relationship between the customer and the company. Fortunately, this is entirely in your hands.

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Topics: Digital Marketing Strategy, Integrated Marketing

Online and Offline Marketing Strategies: Why Consistency is Key

Posted by Linda Hansen on September 8, 2017 at 10:27 AM

It can be tempting to think that online and offline marketing strategies exist in separate worlds with little to no overlap. Though this type of "channel-based" thinking might simplify the process of planning various marketing tactics and allocating funds for specific projects, it's also unrealistic. Research shows that consumers are influenced by both online and offline marketing strategies.

A recent report from the Interactive Advertising Bureau confirmed that multichannel campaigns can improve purchase intent by 90 percent and brand perception by 68 percent. But it's not enough to simply mash your online and offline strategies together — a consistent message is critical to a truly integrated strategy.

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Topics: Integrated Marketing

Google Warns, IAB Responds: The IAB New Ad Portfolio

Posted by Jennifer Dragon on September 6, 2017 at 2:44 PM

Digital ad creative is changing mostly because the devices on which we are consuming it are changing. A decade ago it was all about go big or go home. It was all desktop — all the time. In this era, the IAB introduced their Rising Stars. Big and in your face was the mantra. We didn't have to worry about the experience on a mobile device because frankly you couldn't experience much on mobile. Flash wouldn't work on most phones and mobile rich media wasn't very prolific, so static ads it was. They were small and easy to ignore. It didn't really matter anyway — after all that wasn't where our audience was, they were on their desktops and laptops. Now, as predicted by countless industry experts — that has reversed.

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Topics: Digital Marketing Strategy

Is an SEO Audit Necessary for Your Brand?

Posted by Ashley Rios on September 1, 2017 at 9:53 AM

Write it, and readers will find it. Or, will they? Just because you craft engaging and insightful content for your clients, doesn't mean potential customers are going to flood the Contact Us link with inquiries. Why? Your SEO might be slipping, or virtually non-existent. If you've never done an SEO audit, put it on your calendar as soon as possible. Then, click the recurring button and check on your SEO efforts at least once per quarter.

Addressing an Audit

First, let's quickly define what goes into auditing your SEO techniques. This process will help identify issues, implement fixes and interpret data collected by various search analytics companies. There are multiple, detailed steps of an audit, ranging from evaluating page speed to identifying duplicate content.

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Topics: Search Engine Optimization (SEO)

Updating Evergreen Content: Why It Matters

Posted by Carlye Creel on August 30, 2017 at 12:51 PM

Evergreen content is a specific type of content, whether it be text, slideshow, video or something else. This is created once, but designed to continue ranking in search engines for years, bringing in traffic and compounding in value. The idea behind evergreen, according to Forbes, is that this content keeps providing benefits to you indefinitely — in the form of domain authority, referral traffic, conversion rates and brand visibility.

However, simply applying a "set it and forget it" mentality to this type of content might not be the best approach, as there's some real value in keeping your evergreen content fresh and updated.

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Topics: Content Marketing

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