Be In The Know Blog

All About Instagram Stories

Posted by Ginger Gatewood on February 20, 2019 at 2:15 PM

If you're an avid Instagram user, you've definitely noticed the Instagram Stories feature at the top of your newsfeed whenever you open the app. This feature allows users to share multiple moments from their lives via a slideshow format that includes photo and/or video content. The birth of Instagram Stories came from the popularity of user’s wanting to share moments, but not necessarily wanting to share them forever. Poof! They disappear after 24 hours. This is clearly a big shift in consumer behavior and a big opportunity for brands. With 500 million+ accounts using Instagram Stories every day, adding this feature to your digital marketing strategy is a no-brainer.  

Business Sense + Instagram Stories

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Topics: branding, social media images, social media, visual content, digital advertising

Attribution and Traditional Marketing: How to Prove Its ROI

Posted by Joseph Naylor on February 18, 2019 at 10:53 AM

Traditional marketing methods like billboards, print ads and TV/radio commercials were used long before digital marketing, but local marketers may struggle with tying traditional marketing spend to customer acquisition. Digital channels like online ads or social media provide convenient and intuitive dashboards with all the information you need to know.

But when you combine the insight of data with the appeal of print and broadcast media, the result can be greater than the sum of their parts.

That's why so many businesses today are using traditional forms of marketing in conjunction with organic, paid and social channels. According to Borrell's 2018 Local Advertiser Survey, most companies are planning to increase spend across the board.

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Topics: ROI, traditional media, Marketing Strategy

How to Tell Marketing Technology Trends From Fads

Posted by Ashley Williams on February 14, 2019 at 9:07 AM

Innovation is a constant where the internet is concerned, and trends come and go on a near-daily basis.

Take Vine, for example. Twitter's social video platform enjoyed a few years of big success before being shut down in January 2017. Although it helped evolve the state of video content online, with its future uncertain and competition fierce, Vine simply couldn't keep its footing. 

It can be hard to separate marketing technology trends from fads, but there are certain criteria that can help you figure out which new technology is worth your time.

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Topics: Digital Marketing Strategy

How to Decode Google's Web Analytics and Dig up Valuable Insight

Posted by Brooke Huntley on February 12, 2019 at 9:42 AM

If you aren't using Google Analytics to inform your online marketing strategy, it's time to start. This foundational tool is free, easily accessible and loaded with valuable data. Even if you're utilizing other Web analytics tools, Google's offerings are too useful to ignore. But be careful to not overlook reporting from other media platforms like Facebook. Not all platforms measure performance in the same way, but here’s a quick guide for Facebook vs. Google Analytics. The data interpreted through Google Analytics exists in layers, similar to bedrock accumulating on top of itself. Although the surface has plenty of insights, drilling deeper into the data can prove more revealing and provide smarter guidance for your digital strategy.

In most cases, you'll want to use a two-pronged approach. To some degree, the top-level insights brought by basic site performance metrics are illuminating enough to improve campaigns on short notice, but to uncover deeper, more complex and meaningful insights hidden in the data, you need to dig a little deeper.

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Topics: Google Analytics, Analytics

Give your Creative Messaging… More Power

Posted by Jennifer Dragon on February 8, 2019 at 8:33 AM

More often than not, your clients only see the end result of what can be weeks or even months of work that goes on behind the scenes. They aren’t on the creative brainstorming calls or on the phone after hours making those last-minute copy tweaks, and that’s okay if they’re not. Because in the end, all the work you put in to your creative messaging can add up to a huge win for you and the client.

But sometimes the work doesn’t add up. Then what do you do? The answer is simple…. 

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Topics: Interactive Design & Creative, Content Marketing

Managing Your Email Marketing List: Why It's Time for a Makeover

Posted by Jenny Sutton on February 6, 2019 at 9:23 AM

If you use email marketing to notify your customers of special offers and upcoming events, every new subscriber may seem like a source of potential business growth. However, if your expanding contacts aren't adding to your bottom line, managing your email marketing list may be the answer.

Customers are using tools like Unroll.me to rid their inboxes of unwanted or irrelevant marketing communications, but don't let that hurt your feelings. Instead, view this as a healthy and necessary purge of contacts that are very unlikely to convert — and a chance to cultivate a list of brand-new, high-potential leads.

Think of it as an opportunity to start fresh. Those segmented workflows you've been putting off? Now's your time to figure them out. Have some new acquisition techniques you want to test? There's never been a better opportunity than now.

In this post, we'll review some the strategies to help manage your email marketing list. We're focusing on your internal marketing campaigns sent to your subscribers, rather than paid email campaigns where you select a target audience. We'll talk about what you can learn from your lean email list, ways you can take advantage of a smaller cohort and how to build a new list of highly qualified and interested leads.

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Topics: Email Marketing, lead-gen

Promoted Content Strategy 101: Building a Solid Foundation

Posted by Pete Stafford on February 4, 2019 at 9:32 AM

A promoted content strategy is typically the part of your marketing plan that involves advertising on social media to connect a specific audience with a piece of content. A coffee shop might invest in promotion for a blog post detailing seasonal offerings on Facebook, while an event planning service might choose to promote Instagram videos showcasing a recent social occasion

There are plenty of options for this type of promotion — and if you're not sure what's best for you, you're not alone. Here are some basic tips to help you get started.

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Topics: Content Marketing, boosted posts, social media

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

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