Be In The Know Blog

3 Times You Need Marketing Help

Posted by Ashley Williams on September 20, 2018 at 2:15 PM

You are the ultimate small business owner. By day, you develop and offer amazing products or services to an appreciative audience. In the evenings, you manage the books, crunch budgets and learn about branding. Kudos to you!

So, how's your marketing strategy performing this year? How many leads have you converted into sales? Is your social presence getting stronger and influencing your ideal customers? If you're feeling a bit deflated, don't. Many small business owners need marketing help. They have more responsibilities to manage than ever imagined, and marketing often gets pushed to the back burner during a busy week. We get it.

Don't Be Afraid To Ask For Help!

You have no hesitation calling your accountant friend when a question pops up during tax season, or asking your buddy from college for software recommendations. If you're feeling confused and lost about your marketing efforts, it's OK to ask for help. And you really should if you're facing any of these milestones.

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Topics: Digital Marketing Strategy, Marketing Strategy

How to Use A/B Testing in Your Email Marketing Efforts

Posted by Codee Fuquay on September 18, 2018 at 11:15 AM

No email marketing campaign is perfect. No matter how strong your results may be, there's always a case for uncovering small improvements that can push your conversion rates even higher.

The trick is identifying those opportunities without disrupting the strategy that's brought you success to this point. A/B testing is the logical step for finding new efficiencies and ways to elevate your results. Here are four considerations to make sure this testing delivers quality, actionable results.

Pick the Element You Want to Test

Most marketers realize that A/B testing only works when you change one element and keep everything else the same. But it's not just subject lines, calls-to-action and email copy that can be tested: Delivery time, newsletter design and layout, images and other rich-media content can all be tested to see if they influence performance.

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Topics: Digital Marketing Strategy, Email Marketing, A/B Testing

Building a Marketing Strategy: 4 Questions to Ask Yourself Before Getting Started

Posted by Jenny Sutton on September 13, 2018 at 11:16 AM

Let's say the wing-it approach isn't working. You've decided building a marketing strategy and tracking your progress will help you meet your business goals. But where do you start?

It takes more than a bulleted list of talking points and an eye-catching logo to build brand recognition for your company, according to Marketing Land. The ideal first step is to think about the process as a whole. Sure, it's enticing to jump into creating messaging, but let's lay the groundwork for success first.

Identifying Your Basic Marketing Needs

There's no reason to launch a creative campaign before you've defined your goals, explored your resources and accepted the amount and type of work you can realistically manage.

1. What are your goals?

You want more sales, more recognition and to become the brand that rolls off the tips of tongues everywhere. But dig deeper. Have you identified factors that can be measured and evaluated over time?

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Topics: Digital Marketing Strategy, Integrated Marketing

Home Services Marketing Tips for Small Business Owners

Posted by Maddie Thomas on September 11, 2018 at 2:15 PM

You've done the usual. You started a Facebook business page, wear your company logo shirt around town proudly and sponsor the Little League team. Your home services marketing tactics work pretty well, but there's still room for improvement. Whether you're fixing leaky faucets, mowing lawns, cleaning homes or helping homeowners in another way, you can land more customers by taking a structured approach to your promotional efforts.

Business operations software company Jobber shared a list of 2018 trends and predictions to help guide home services business owners. Here are a few of the top takeaways:

  • Customers seek time efficiency. The ability to book appointments 24/7 through apps or social platform messaging services trumps calling an office line during the 9-to-5.
  • Adopting new technology helps you rise above your competition. From promoting multiple lines of communication to using mobile billing and payment processes, adopt current tech trends.
  • Stay in touch with your clients. Being top of mind can only happen when your past customers hear from you regularly. Implementing a strategic marketing plan is the foundation for effective communication.

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Topics: Digital Marketing Strategy, Integrated Marketing, Home Services

New Social Video Trend: How Brands Can Benefit From Instagram TV

Posted by Ashley Williams on September 6, 2018 at 11:12 AM

Given the rapid adoption of social video by organizations of all sizes, it's safe to say video marketing is no longer "a trend," but a powerful strategy that connects brands and audiences like never before. A staggering 97 percent of marketers reported video helped them increase understanding of their product or service, according to HubSpot.

But while you may have focused the majority of your social video efforts on Facebook and YouTube, it may be time to add a third platform to the mix. The brand-new Instagram TV (IGTV) launched in summer 2018 and gives brands the ability to upload full-screen videos 15 seconds to 60 minutes in length — a powerful way to engage with your audience in a place where they're already likely spending a lot of time.

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Topics: Social Media Marketing

What Good Native Advertising Shares with Good Journalism

Posted by Emily Proctor on September 4, 2018 at 10:50 AM

There's a reason respected news organizations like The Washington Post and The Wall Street Journal have dipped their toes into native advertising. Not only is it a lucrative revenue stream for those publications, but the creation of native ads also has a lot in common with traditional journalism.

Yes, native ads are serving a brand's marketing strategy, while journalism is designed to democratize information and report the facts. There are clear lines of division separating these two forms, but marketers would be wise to borrow the practices and policies of journalistic content and use them in their native campaigns. Here are some guidelines for applying those lessons.

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Topics: Native Advertising

Competitive Intelligence on Facebook: How It Could Set You Apart

Posted by Apryl Pilolli on August 30, 2018 at 1:19 PM

Gaining competitive intelligence on social media is perhaps the single best way for brands to gauge the industry landscape and cull insights about consumer sentiments, needs and behaviors.

The information you can get from social is instantaneous; you can gain the most up-to-date data and findings. Indeed, Facebook, Twitter, Instagram and the like are treasure troves of valuable competitive insights, so how can businesses use them to their fullest extent?

For starters, Facebook is making competitive intelligence on social a little easier by allowing users to view the ads being run by a page. The move is meant to provide transparency into the social network's ad platform, but it also provides a whole new window for marketers to view ads other businesses are running.

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Topics: Social Media Marketing

How the Personal Voice Assistant Is Changing Search for Marketers

Posted by Ashley Rios on August 28, 2018 at 2:05 PM

Major tech companies including Apple, Google, Amazon and Microsoft all offer their own personal assistants through a number of in-home and mobile devices. Like it or not, the personal voice assistant has become a significant player in driving online traffic and engagement, especially when it comes to search.

This trend is forcing marketers to understand the new challenges and opportunities that come with voice-driven search. While voice queries represent a fundamental shift in how brands target online search traffic, it isn't a doomsday scenario for your current SEO strategy. All it takes is some flexibility and a willingness to adapt to new circumstances. Here are some tips to get ahead of the curve.

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Topics: Search Engine Optimization (SEO)

Video Advertising Trends: The Future of OTT Advertising

Posted by Joe Weir on August 23, 2018 at 10:21 AM

When it comes to video advertising, there are two things we can say with near absolute certainty: Video ad usage is growing and it won't stop anytime soon.

As part of our series on video, we've examined video advertising from nearly every angle. We've shared data-based facts to help marketers better understand video consumption, delved into common video consumption habits, discussed the growth of over-the-top (OTT) video and shined a spotlight on advertising spend estimates for the next few years.

To cap it off, we're looking into the future of OTT advertising — specifically, what trends lie ahead and how to determine if OTT is a worthwhile addition to your advertising mix.

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Topics: Video Advertising

Cox Media Group Local Solutions Earns Facebook Marketing Partner Badge

Posted by Jesse McCambridge and Apryl Pilolli on August 21, 2018 at 3:00 PM

Cox Media Group Local Solutions announced today the company earned a Facebook Marketing Partner badge for its long-standing history of success in social media campaign management. The Facebook Marketing Partner’s Small Business Solution badge is awarded to companies that meet and exceed Facebook’s high standards for capability and performance. Cox Media Group is one of the first broadcast and publishing companies to receive the Small Business Solution badge.

“The entire Cox Media Group Local Solutions team is excited to receive this recognition from Facebook,” said CMG Digital Vice President Joe Weir. “Receiving this designation speaks to the level of commitment and dedication delivered by our teams to achieve successful results for our clients.”

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Topics: Social Media Marketing

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