Be In The Know Blog

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

3 Ways Location Information Can Drive Foot Traffic to Your Store

Posted by Jenny Sutton on January 4, 2019 at 10:26 AM

As online shopping continues to gain favor with customers, maintaining foot traffic in brick-and-mortar stores is an ongoing challenge for retail brands. Location information offers at least a partial solution to these headaches, leveraging data from shopper smartphones to improve targeting based on geography.

Savvy business owners realize the importance of considering location in their brand marketing strategy.

Here are three actions that any company can take to seize this opportunity and attract local shoppers.

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Topics: Retail, location data, geo-targeting, retail marketing

How a Video Marketing Strategy Can Boost Your Business

Posted by Solomon Cormier on January 2, 2019 at 10:01 AM

Video has been a major buzzword in digital marketing for some time now, but sometimes it's necessary to step back and remember all the factors that make it such a powerful branding tool, and why you focused so much of your ad budget on video in the first place.

With YouTube reaching 1.5 billion visitors each month, it's hard to ignore video's influence on society and culture. Have you considered how a video marketing strategy can help your business? Here are just a few ways that video can bulk up your brand.

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Topics: Video Advertising, online video, video marketing

Why Is Brand Consistency Important? How to Manage Messaging Across Multiple Locations

Posted by Ashley Williams on December 31, 2018 at 10:04 AM

When marketers are managing ad copy for a large brand with multiple locations, it can be a challenge to keep the messaging consistent.

Companies want tailored, local ads for each region they serve to speak to the differences in audiences (or products) between locations. At the same time, companies also want to preserve brand consistency.

So, can tailored strategies and cohesiveness coexist? And why is brand consistency important to your boss? The answers are yes, and it's complicated. In this post, we'll dive into how brand managers can implement a targeted approach within brand guidelines, while keeping corporate happy.

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Topics: branding, brand guidelines, multi-location advertising

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