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Jesse McCambridge

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Home Services Marketing: Top Three Lead Generating Strategies

Posted by Jesse McCambridge on November 17, 2017 at 2:19 PM

Local businesses face unique challenges (and opportunities) when it comes to generating leads and growing their base within their targeted service area. Home services marketing strategies typically have the luxury of using digital marketing channels while also finding continued success in certain forms of traditional marketing.

If you're a home services business owner who's eager to expand your lead-gen channels, there are three strategies that can help you broaden your business base and maximize your leads, and customer conversions.

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Topics: Integrated Marketing, Home Services

Google AdWords or Facebook: 3 Tips to Determine Which Tool is Best for Lead Generation

Posted by Jesse McCambridge on May 1, 2017 at 2:03 PM

When it comes to lead generation, two solid options have been at the forefront in recent years: Facebook advertising and Google AdWords. However, while marketers may want to try both of these tools and see what sticks, there are concrete trends marketers can use to make an informed decision about what service will best meet your lead marketing needs.

1. Budget Matters

The vast majority of lead marketing decisions begin with a look at the budget, and lead generation is no different. If you're working with a small budget, Facebook is typically your best option when it comes to the most bang for your buck. According to a report from AdEspresso and reported on by Search Engine Journal, the average cost-per-click during the third quarter of 2016 for Facebook ads was $0.28. During the same period, the cost-per-click of Google AdWords averaged $2.32, a WordStream report explained. However, while your budget might be your first concern, there are other factors to consider.

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Topics: Digital Marketing Strategy

Understanding the Customer Journey: 3 Mistakes You Didn't Know You Were Making

Posted by Jesse McCambridge on November 23, 2016 at 10:49 AM

Though focusing on the consumer journey may not sound like a direct route to increased conversions, nothing could be further from the truth. According to Business 2 Community, businesses that make understanding the customer journey a priority not only see over 50 percent greater returns on their marketing investments, but also see a faster-than-average sales cycle and greater cross- and up-sell revenue. But if you've already explored the world of mapping consumer journeys but haven't yet seen such dramatic results, you could be falling victim to one of these common mistakes.

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Topics: Integrated Marketing

Building the Best Brand Awareness Strategy

Posted by Jesse McCambridge on April 27, 2016 at 1:32 PM

Are you having a hard time attracting customers because they just don't know your business exists? Are you trying to grab the attention of local consumers? Are you trying to get noticed?

If you answered "yes" to any of these questions, you could probably use some help building a solid brand awareness strategy. Luckily, there is a whole suite of multimedia marketing solutions here to help you.

Radio: We Love You

Let's start with the tried and tested solution — radio. You may think of radio as having been dethroned by TV in conventional advertising, but think about how you might turn to one type of media or another depending on where you are and what you're doing. You might get the news on your phone when you're on a break at work, watch your favorite show at home on your TV, and tune into the radio for local news, traffic and weather when you're in your car.

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Topics: Integrated Marketing

Using Integrated Marketing to Increase Purchase Intent

Posted by Jesse McCambridge on March 23, 2016 at 1:38 PM

In this hyperconnected world, integrated marketing plays a greater role than ever before. Today's consumers not only appreciate a smooth, multidimensional brand experience across platforms, they expect it — and, as CMO Digital Forum points out, they're quick to turn on brands that get it wrong. An integrated message across multiple platforms is key, and truly integrated marketing campaigns do more than slap a signature color across their media or use the same tagline. Campaigns today must not only consider what's right for various media, but build upon different channels to increase purchase intent. It's both a challenge and an opportunity.

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Topics: Integrated Marketing

Measure Automotive Advertising Trends With Key KPIs

Posted by Jesse McCambridge on February 29, 2016 at 9:34 AM

Businesses in every industry must adhere to certain universal best practices when building a digital presence, but there are differences in how specific companies can effectively deliver certain products online.

For instance, in the automotive industry, consumers often use the Internet to research cars, browse dealership inventories and get more information before making a purchase. To target consumers shopping for cars online, advertisers are refining their strategies and monitoring certain metrics that have a strong correlation to digital advertising success among dealerships and automotive brands.

When building digital campaigns, focus on these automotive advertising trends to uncover the true value of your automotive ad strategy.

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Topics: Analytics, Integrated Marketing, Automotive

Why Integrated Marketing is the Most Effective Strategy

Posted by Jesse McCambridge on August 26, 2015 at 9:34 AM

Traditional advertisers have seen their industry change dramatically, as digital channels continue to rework the marketing landscape. Meanwhile, digital marketers and strategists often take an online-only view of their channels and dismiss traditional outlets as outdated strategies. But in fact, using an integrated marketing campaign is the most effective strategy for a variety of reasons. Integrated marketing recognizes the value of both traditional and digital advertising and uses a combination of both to optimize results and capitalize on audience reach. Consumers expect the same experience across screens and it is now more important than ever to make sure your message is consistent across platforms.

Why Integration Trumps a One-Dimensional Approach

There are many advantages and disadvantages to both traditional marketing and digital marketing. For instance, traditional marketing offers value that digital can't supply. It can serve as an effective location-based targeting platform as well as a macro-targeting tool. Traditional campaigns are also highly effective in creating brand awareness through mass marketing.

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Topics: Digital Marketing Strategy, Integrated Marketing

3 Reasons a Digital Marketing Expert Is Good for Business

Posted by Jesse McCambridge on June 26, 2015 at 9:48 AM

As a small business owner, you feel like you have to run every aspect of your business by yourself. No one knows it better than you do, right? Therefore, no one else is better prepared to communicate your business' mission and intent. While it's undoubtedly true that you are the expert, it can also be really helpful to have someone on board who knows a lot about marketing a business online. Though you might be hesitant at first, there are many reasons why hiring a digital marketing expert is a must when growing your company.

1. Digital Marketing Is a Full-Time Job

Digital marketing is more than just posting a few updates online. It's a full-time commitment that includes keeping on top of the latest trends, using new linking methods, creating email campaigns, posting social media updates and building relationships with others in your industry. Digital marketing experts wear many hats, and in addition to simply managing content online for existing marketing campaigns, they must be able to create and build new marketing initiatives from the ground up, place your ads in the most strategic locations, track the results of your campaigns and keep your website optimized in order to grow your business in new ways.

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Topics: Digital Marketing Strategy

Why Mobile Optimization Can Make or Break a Brand

Posted by Jesse McCambridge on February 13, 2015 at 11:17 AM

When executives and marketing heads are reluctant to talk about mobile optimization, they have good reason. Mobile improvements are an expensive undertaking and time consuming to boot. To fully accommodate mobile devices is no easy task — some websites require a complete overhaul, ripping out the guts and inserting a new foundation for a brand's digital presence. And when the numbers appear positive at first glance, leadership can be reluctant to rock the boat. Why fix something if it isn't broken? But that's the challenge of digital marketing: No campaign is ever truly fixed. Incremental strides and improvements can push marketing strategies toward unprecedented returns on investment and ultimately keep the brand moving forward. Given how mobile has deepened its roots in the daily lives of consumers, mobile optimization isn't merely a way to refine campaign results. In 2015, it's a critical step toward continued relevance with your audience. But that's not the only reason businesses should embrace mobile immediately.

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Topics: Mobile Optimization and Advertising

Working With a Google Adwords Premier SMB Partner

Posted by Jesse McCambridge on November 18, 2014 at 2:02 PM

Several years ago, Google launched its Premier SMB Partner program as an opportunity for small and medium sized businesses to gain better online resources through the search engine giant. Becoming a Premier SMB Partner is no easy feat: the company outlines a number of mandatory qualifications each business must meet in order to join the SMB Partner program. At the top of this list is greater transparency, which allows Google to vet each incoming partner and take an inside look at its operations.

Understandably, Google doesn't want to partner with companies that aren't well-run. The company also doesn't want to refer online consumers to businesses where they may have a bad experience. In order to create incentive for those businesses, Google has outlined a number of valuable services brands can enjoy by becoming a member. This reciprocal relationship is why Cox Media Group became a partner in the program back in 2012.

"The Google AdWords Premier SMB Partner program was created to help small- and medium-sized businesses who don't have the time or resources to manage their advertising campaigns," says Ben Wood, head of Google's Americas channel sales partnerships. "Our PSP partners like Cox Media Group offer expertise, experience, and end-to-end customer service so business owners can focus on running their businesses."

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Topics: Search Engine Optimization (SEO), Digital Marketing Strategy

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