Be In The Know Blog

Health Care Marketing 101

Posted by Alyson Phillips on September 26, 2016 at 10:58 AM

The services they provide are much different than your typical organization, but just like those businesses, health care companies need to make their offerings known to the public.

If you're in the industry, you know that marketing is a critical component of your business' long-term success — but the keys to success are much different for you than they are for, say, a retail company or a restaurant chain. You're tasked with promoting your services while establishing your expertise and building considerable trust among your potential patients. There's plenty to balance in terms of professional ethics, sensitivity to patient needs, and the duty to provide the highest standard of care possible.

So how can you reflect these core values through your marketing? Here are some tips.

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Topics: Video Advertising, Integrated Marketing, Healthcare

How Digital Ad Ratings Can Help Out Online Advertisers

Posted by Chris Finan on September 23, 2016 at 11:16 AM

Knowing the value of digital video ads is hard, and yet, with video a growing and highly engaging form of online content, video advertising can't be ignored. Marketers are forced to accept an imperfect circumstance: They aren't sure they're getting the value they're expecting from digital video ads, but they can't afford to not invest in the channel.

It's not a lost cause, though, largely thanks to the rise of digital ad ratings — but many advertisers don't know how they can be helpful (especially for pre-roll ad campaigns). Here's a quick primer on what digital ad ratings can do for you and your next video advertising campaign.

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Topics: Video Advertising

How to Improve Customer Service With Phone Call Tracking

Posted by Chris Williams on September 21, 2016 at 11:12 AM

Phones may have changed dramatically over the years (just think about the transition from the rotary to the iPhone), but the value of phone calls as a selling tool has remained constant. Brands of all industries rely on phone call communication as a primary means of engagement with consumers, a tool for problem-solving and as a solution to the challenge of how to improve customer service.

The value of direct conversation hasn't diminished, but the way those conversations are powered has changed dramatically. Call tracking can record a range of data points that offer better insights into what people want. Meanwhile, call monitoring and recording can still be used to provide quality assurance on customer service experiences. Plus, these insights can also be paired with gleanings from call tracking analytics.

For brands looking to improve their phone call service, the path to improvement is wide-open.

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Topics: Paid Search Engine Marketing

Comparison Shopping: How Does Your Business Hold Up?

Posted by Alyson Phillips on September 19, 2016 at 1:47 PM

In a world where almost anything can be bought on Amazon or eBay for a rock-bottom price, many business owners have been dismayed not only by decreased foot traffic, but also the practice of "showrooming," where consumers use brick-and-mortars merely as comparison shopping venues, to then purchase an item online, later. Small and medium-sized businesses (SMBs) have been fighting back in recent years, though, with some proven tactics that are helping to stem what can feel like an overwhelmingly negative tide.

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Topics: Responsive Design, Paid Search Engine Marketing, Mobile Optimization and Advertising

Tips For Increasing Conversions

Posted by Zuri Stanback on September 16, 2016 at 11:02 AM

Seeing a spike in online traffic might put a smile on your face, but unless you know how to get consumers past the click, this joy will prove fleeting. Here are some tips on increasing conversions.

Find Them on Facebook

With 1.13 billion active daily users, Facebook is not only an effective way to reach your potential customers, it's also an efficient way of driving conversions. With the data the company has access to, it's possible to target your reach to specific locations (e.g., ZIP codes or geo-fences) and purchase behaviors. Be sure to create a Facebook Pixel to place on your own website so you can retarget audiences.

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Social Media Marketing

Is Your Online Presence Losing Second-Screen Leads?

Posted by Solomon Cormier on September 14, 2016 at 1:51 PM

Today, more than ever before, viewers are turning to second screens for more information about what they're watching. If your online presence doesn't complement your broadcast ad strategy, chances are good that you're losing leads you've worked hard to generate. Squaring your online presence with your radio and TV leads could mean a huge win for your company.

Fifty percent of Americans with online access second-screen when they're looking at video content (including that on TV) — and a whopping 88 percent of millennials admit to engaging in this seemingly absentminded activity, according to Consumerist.

Of course, many of these people are flocking to social media to share their feelings about their favorite characters, but eMarketer reports that more than half of US internet users are still watching TV commercials. What's more, 62 percent of consumers who paid for a product or service advertised in a TV or radio commercial researched online before buying.

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Topics: Integrated Marketing

What Is Viewability and Why Is It Important?

Posted by Chris Finan on September 12, 2016 at 11:49 AM

You've heard the term thrown around here and there, and you know it's an important metric, but what is viewability? It relates to impressions, and whether or not your audience can see them. This may sound like a straightforward concept, but a lot goes into determining viewability. Understanding how it's determined and why it matters is key for marketers looking to make sure their online campaigns are running as efficiently as possible.

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Topics: Premium Display and Banner Ads, Video Advertising

Local Holiday Advertising Do's and Don'ts

Posted by Alyson Phillips on September 8, 2016 at 2:49 PM

Almost every commercial brand looks forward to certain holidays with great anticipation. Taking advantage of these seasonal spikes in business can occupy the better part of a marketing department's calendar year, and for good reason: Some industries see the bulk of their annual sales generated in a single month leading up to some of the most sales-heavy holidays.

With digital and traditional channels to choose from, you have a lot of options at your disposal to create a successful seasonal campaign. That means making the right choices while avoiding costly mistakes. Here's a primer on how to build a local strategy that accomplishes both goals.

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Topics: Integrated Marketing

Weather-Based Marketing

Posted by Zuri Stanback on September 6, 2016 at 11:41 AM

Weather-based marketing is a powerful tool when it comes to capitalizing on consumer behavior that changes with the weather.

The days of only being able to get the weather forecast on the TV, radio, or in the newspaper before heading to work are long gone. Now consumers have a variety of ways to check the weather, including weather sites online, real-time weather apps or local news apps.

Mobile now accounts for nearly one-third of all e-commerce sales, as InternetRetailer notes — and recent reports state that consumers check the weather on their mobile phones multiple times a day. Real-time mobile engagement gives you a great opportunity to capitalize on hyper-local geotargeted ads that can be changed as often as the weather.

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Topics: Digital Marketing Strategy

Is Your Brand Awareness Strategy Missing the Mark?

Posted by Alyson Phillips on September 2, 2016 at 2:04 PM

Brand awareness should be a focal point of any marketing campaign. This tough-to-pin-down metric is a general reflection of how well a given audience recognizes and knows a particular brand. For companies trying to earn recognition, patronage and sustained loyalty from a base of dedicated consumers, developing a brand awareness strategy is the place to start.

Awareness isn't easy to come by: It takes a combination of time, money, resources and creativity to build it among an audience large enough to sustain a company. For a business like Coca-Cola, it's a decades-long work in progress, and one of its best drivers of sales. Few companies today, if any, have the luxury of planning out that far ahead, but there's a simple, universal lesson from Coca-Cola's example: When executed properly, brand awareness strategies can pay dividends for years to come.

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Topics: Integrated Marketing

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