Be In The Know Blog

3 Native Marketing Trends You Need to Know About

Posted by Eileen Varnson on April 27, 2017 at 2:19 PM

Digital native marketing has been around almost as long as the internet itself, and even though sponsored content has taken on a lot of different permutations over the years, one thing is certain: This type of advertising is continuing to grow at a massive rate. According to Business Insider, native advertising will drive 74 percent of all ad revenue by 2021, which is truly a staggering number. With so much competition, it's easy for marketers to feel the pressure when it comes to this popular marketing method. However, by observing some interesting new trends in native advertising, marketers can stay ahead of the curve and ensure that their efforts don't get lost in the shuffle.

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Topics: Native Advertising

Higher Education Marketing: 3 Tips to Reach Prospective Students

Posted by Carlye Creel on April 24, 2017 at 11:18 AM

The world of higher education is filled with competition, not just among students hoping to gain admission, but among schools that want to be the first to attract the best and brightest to their campuses. Public, private and even for-profit schools are vying for attention from potential students, and have increased advertising budgets and education marketing departments to attract students.

This is actually a relatively new trend, as nonprofit colleges and universities previously only spent approximately 2 percent of their tuition revenue on recruitment, according to Inside Higher Ed. However, now that these higher education institutions are spending more than ever, let's look at some of the marketing trends currently used to attract prospective students.

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Topics: Digital Marketing Strategy

3 Social Media Strategy Tips for Your Business

Posted by Apryl Pilolli on April 21, 2017 at 10:34 AM

Many business owners already understand social media's impact on content marketing. Sharing links on platforms such as Facebook, Twitter, Snapchat and Instagram is essential to exposing your content to the widest audience possible. However, even though marketers may spend hours researching and writing content, the same amount of time should be used to craft and hone a specific social media strategy.

According to a report from Simply Measured, 63 percent of marketing organizations now have social media teams, which was a jump from 49 percent in 2015. It's the job of these professionals to create a strategy that'll bring your content marketing to the next level.

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Topics: Social Media Marketing, Content Marketing

Measuring Your Content Marketing Effectiveness: 4 Key Metrics

Posted by Alyson Phillips on April 19, 2017 at 1:04 PM

Content marketing strategies don't unfold overnight. Once an organization commits to a long-term comprehensive strategy, it takes time for their campaigns to take root and flex their cumulative value.

Even so, the question of content marketing effectiveness needs to be answered on a continual basis. Management needs an indication that these various campaigns and strategies are moving toward solid returns. For that matter, marketing managers feel the same way. Marketers need evidence that their efforts pay off, even if those larger strategic goals remain far off in the distance.

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Topics: Content Marketing

Local Digital Authenticity: How Your Business Can Do It Better

Posted by Joe Weir on April 17, 2017 at 9:24 AM

While it's important to have a quality product and make smart financial decisions, a big mistake local digital companies make is thinking perception doesn't matter. In today's world, it's important for consumers to feel like they can trust your business, especially when you're a small or medium-sized business (SMB) serving a local community. This is where brand authenticity comes into play.

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Topics: Digital Marketing Strategy

3 Ways Using Google Analytics Can Help Small Businesses

Posted by Sravani Anumolu on April 14, 2017 at 11:41 AM

If you're a small business taking a DIY approach to your digital presence, Google Analytics is your best friend. Not only is using Google Analytics straightforward, but it offers basic metrics and insights that give shape to your digital success.

For resource-limited organizations, the biggest advantage is its cost. For basic users, Google Analytics is completely free. As your company grows, however, consider investing in Google Analytics Premium, which provides more advanced reporting features. Still, there are ways small businesses can take advantage of the standard version to make better use of this information and increase the value of this free solution. Here are three ways to make your marketing even better by making the most of Google Analytics.

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Topics: Analytics

Are Sponsorships Worth It?

Posted by Zach Mullins on April 12, 2017 at 10:20 AM

Sponsorships can be a great way to gain high levels of publicity and "in your face" brand awareness at all kinds of festivals, community groups or sporting events. But, is it worth it?

Let's take a step back and look at the industry sponsorship spending overall as an indicator of performance. eMarketer research shows that sports sponsorships themselves have grown by nearly 5% annually for the past 5 consecutive years and outpaced spend and growth over any other segment including entertainment, events and causes. The growth in this space, even as the advertising landscape has become more complex, points to a growing need to connect with the customer where they are. That theory is only supported by research from various sports sponsorship studies that point to what Nick Buchanan from B&T Weekly says "is one of the best ways to build a communication path toward consumers."

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Topics: Digital Marketing Strategy, Native Advertising

Online Presence Management: Spring-Clean Your Reputation

Posted by Ashley Rios on April 10, 2017 at 11:05 AM

Spring is the season associated with deep cleaning and home renewal. If we credit the warmer weather and the longer days for this motivation, then perhaps it's wise to leverage these spring cleaning habits and tend to much-needed business management tasks. Online presence management requires some year-round attention, but certain tasks only need to be done once or twice a year.

If you've neglected your digital presence and it's affecting your bottom line, now is the time to audit this profile and make changes where necessary. By regularly keeping up on this maintenance, you can make your online reputation work for you, instead of against you.

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Topics: Search Engine Optimization (SEO), Content Marketing

How Multichannel Campaigns Raise Consumer Purchase Intent

Posted by Linda Hansen on April 7, 2017 at 2:14 PM

In today's digitally-focused world, it's tempting to devote the whole marketing budget to online campaigns in an effort to capture the attention of today's always-connected consumer. However, a report from the Interactive Advertising Bureau (IAB) showed that such an approach might not be wise, as multichannel campaigns can improve purchase intent by 90 percent and brand perception by 68 percent.

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Topics: Digital Marketing Strategy, Integrated Marketing

Balance Your Paid Search Campaign

Posted by Pete Stafford on April 5, 2017 at 9:41 AM

No matter the scale, running a paid search campaign can be demanding, as marketers must find a working balance between different keywords, calls to action and ad copy so the campaign runs efficiently. While it may be tempting to throw out a few split-tests and leave the rest to trial and error, there are concrete things marketers can do to run a balanced campaign that connects with consumers but doesn't break the bank.

Keyword Caution

Finding the right keywords can be a tricky business. You don't want keywords that are too popular, as your paid search campaign will be crowded out by similar businesses selling comparable products. However, pick something too niche, and searchers might not find you.

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