Be In The Know Blog

Analytics 101 for SMB Marketers: How to Fix Poor Website Performance Metrics

Posted by Brooke Huntley on January 30, 2019 at 9:09 AM

When it comes to data-driven marketing, it's not enough to measure your performance — you also need to know how to translate your findings into action.

In the first part of this series, we shared why measuring marketing performance is critical to your business success. Then, in part two, we defined key metrics and explained why they're important. Today, we're taking a look at three common issues you may discover when analyzing your website performance metrics, and what you can do to improve in these areas.

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Topics: Analytics, ROI

Analytics 101 for SMB Marketers: Campaign and Website Metrics That Matter

Posted by Brooke Huntley on January 29, 2019 at 9:10 AM

Whether you're delving into the world of marketing metrics for the first time, or you're hoping to improve your current performance monitoring strategy, understanding marketing analytics jargon is crucial. After all, how can you effectively analyze your results and translate reports into actionable efforts if you don't understand what you're measuring?

In the first part of this series, we discussed why you should measure marketing analytics. Now, to help you measure the right metrics (and decipher your results), here are the top six campaign performance and website metrics that matter most.

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Topics: ROI, Analytics

Analytics 101 for SMB Marketers: Why You Must Measure Marketing Performance

Posted by Brooke Huntley on January 28, 2019 at 9:12 AM

How do you determine whether a business is on track to meet its goals, identify areas of improvement, or measure how well its investments are yielding returns? Small business owners likely rely on a series of business metrics like sales revenue, net profit margin and more. This data gives them visibility into company performance and ensures they're able to consistently drive success.

But what about when it comes to marketing efforts?

If you don't measure marketing performance using the appropriate analytics, you could be losing money and missing critical opportunities. Most marketers who adopt data-driven campaigns enjoy five times the ROI on marketing spend, according to Business2Community.

Here are three reasons you should begin to measure marketing performance, if you're not already:

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Topics: Analytics, ROI

How to Find the Right Brand Tone in Three Steps

Posted by Allie Farnen on January 23, 2019 at 9:36 AM

Today, your brand tone doesn't need to follow a strict set of rules. Companies are allowed to have fun with their messaging; precise targeting on social and paid channels means you don't need to appeal to everyone.

Plus, people expect more of a human feel from brands in the digital age. As HubSpot noted, the emotions an ad evokes in viewers can be more influential on purchase intent than the ad content. Some of the most successful advertisers excel at appealing to emotion, whether through humor, utility, beauty or inspirational messages.

Determining the right voice for your brand can be tricky, though, especially if you want to be funny or irreverent. There's a fine line between striking a relatable chord with your audience and alienating them with tone deafness.

Here are some steps that can help you hit the right note with your branding.

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Topics: branding, Content Marketing, social media, Social Media Marketing

2019 Native Advertising Trends: 7 Approaches for Smart Marketers

Posted by Jennifer Checkner on January 21, 2019 at 9:09 AM

Customers gloss over bold, blinking, beeping stand-alone ads. That's why paid native ads that seamlessly integrate into social feeds and websites are having a huge moment. These ads emulate the look and feel of the media format where they appear, gaining greater acceptance and engagement than brazen banners or pushy pop-ups.

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Topics: Native Advertising

Content Marketing for Recruitment: Why It Can Work for Your Business

Posted by Chip Beale on January 18, 2019 at 9:25 AM

In 2019, most businesses are use some form of content marketing to attract and maintain customers. However, with unemployment at record lows and employers needing to target passive job seekers to fill roles, content marketing is playing in a whole new arena: Recruitment.

More Than Just a Job

Whether someone is actively seeking a new job or simply open to change, people want to know much more about a potential future employer than just what is in the job posting. They want to know what the company stands for and what role they can play in that success. They're envisioning a potential futures for themselves, and looking for a company that aligns with their values. According to CNBC, 86 percent of millennials would consider taking a pay cut to work for a company that shares their values.

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Topics: Content Marketing, job search

Social Media Travel Marketing: 3 Ways to Stand Out

Posted by Allie Farnen on January 16, 2019 at 8:55 AM

Thanks to Facebook and Instagram, you don't have to ask your friends about their vacations anymore. You probably know where they went and stayed, and maybe even what they ate for dinner.

The tie between vacations and the urge to post on social is so strong that, according to a WeSwap study, 29 percent of travelers wouldn't choose a destination if they weren't able to post on social during the trip. The tendency toward posting travel details online presents some interesting opportunities to travel marketers, as long as they can avoid a few pitfalls unique to social media travel marketing.

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Topics: social media, Social Media Marketing

Video Best Practices Based on Lessons From Hollywood

Posted by Solomon Cormier on January 14, 2019 at 8:33 AM

Faster internet speeds and easier streaming capabilities have opened the door for better digital video experiences. As consumers demonstrate an unending appetite for video content, brands are pushing their marketing departments to ramp up production and develop campaigns that deliver results.

As the production side of video becomes more cost-effective for SMBs to consider, a greater challenge facing these campaigns is ensuring that the video content messaging aligns with the voice and marketing goals of the company. When it comes to following video best practices, brands must make sure this content satisfies the desires of their target audience.

No industry understands this better than Hollywood. If you're looking for ways to optimize your video messaging for your target customer base, you can glean inspiration from the movie production studios.

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Topics: video marketing, online video

3 Lead-Generating Tactics for Marketers

Posted by Jenny Sutton on January 10, 2019 at 9:06 AM

Lead-generating tactics play an important role in the digital age. There are hundreds of ways that businesses can get their names out there, but these three basic concepts form a good foundation for a lead-generation strategy. By investing in these three areas, you can boost sales and make a serious online impact.


Paid Search

Paid search is one of the most popular lead-generating tactics, and for good reason: It works. The idea behind paid search is that it can serve your ads to literally anyone who might be interested in your product and, when used effectively, can actually help improve other marketing tactics.

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Topics: lead-gen, Paid Search Engine Marketing, targeted display advertising, Content Marketing

What Is Retargeting and Why Every Campaign Should Include This Marketing Boomerang

Posted by Ashley Williams on January 8, 2019 at 3:10 PM

When you try a new recipe and it turns out to be something amazing, let's say a mouth-watering homemade lasagna, you don't make it once and call it a day. It becomes part of your dinner rotation because you know every time it pops up on the menu, a satisfying meal awaits.

Think of your creative marketing assets in the same light. When you create an ad that gets people talking, thinking, engaging, and clicking, it's best to serve it up again to get the most bang for your creative buck.

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Topics: Retargeting and Remarketing

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