Be In The Know Blog

How to Calculate Your Automotive Advertising Budget

Posted by Codee Fuquay on May 31, 2018 at 3:20 PM

If statistics are any indication, your automotive advertising budget probably isn't getting any lower. According to Statista, ad spend by auto dealers rose from $566 million in 2010 to $2.4 billion in 2017.

That's a sizable increase, with the steepest hike occurring between 2015 and 2016. One likely reason car dealers are spending more on ads is that they've seen firsthand that paid tactics can increase sales, and they've also probably observed changing customer behaviors.

Getting Started

Over the last decade, more people have begun to research and shop for big purchases online — even cars. Keeping up with the trend means upping the ante on your ads, but how do you set an automotive advertising budget that doesn't cut into your profit margin?

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Topics: Automotive

HVAC Marketing Ideas for Hot Summer Success

Posted by Carlye Creel on May 29, 2018 at 11:24 AM

As summer heat looms in the forecast, ramp up your HVAC marketing strategies for desktop and mobile. Both SMS and MMS can be customized to fit the changing weather conditions, creating an urgency that persuades customers to take action now. Twenty-five percent of customers who need to replace an HVAC system say they need the new system up and running within three days, according to the American Council for an Energy-Efficient Economy. Use this HVAC marketing checklist to ensure your strategy can take the heat.

Have You Audited Your Cache of Go-to Keywords Lately?

Break out of the everyday flow and see what new keywords and phrases are gaining popularity in search engine results pages. As summer approaches, there's surely more demand for air conditioning repairs and prices for new central air systems. Leverage these popular search terms in your paid marketing efforts during the hottest months of the year.

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Topics: Home Services

Google AMP: How Businesses Can Boost Their Mobile Experience

Posted by Ashley Rios on May 24, 2018 at 10:02 AM

Google Accelerated Mobile Pages (AMP) can help content creators and advertisers reduce bounce rates and increase conversions with fast-loading pages. But what is Google AMP exactly, and how can small and midsize businesses leverage the technology?

In this post, we'll give you an overview of the AMP Project and actionable tips on how you can improve your digital marketing strategy for mobile.

Prioritizing Page Speed

Page speed is just one factor on a long checklist of items digital marketers need to consider when optimizing a site for search. But it's one you shouldn't overlook — your customers' time is precious and even a few seconds can mean the difference between a bounce and a lead.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising

Why Your Online Video Strategy Should Look Nothing Like TV

Posted by Solomon Cormier on May 22, 2018 at 10:56 AM

As the cost of video production drops, video marketing has become a more viable strategy for small and mid-sized businesses (SMBs). But newcomers to this medium might mistake an online video strategy for a digital version of TV advertising.

While some of the video products available online bear similarities to TV advertising — namely the short ads appearing before, during and after online videos — digital channels for video marketing are far more sophisticated and complex than their TV counterparts. That presents an opportunity for brands to more effectively market themselves, but only if they understand the right way to create and manage these marketing campaigns.

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Topics: Video Advertising

Why Your Facebook Ads Are Failing (And How To Fix Them)

Posted by Ginger Gatewood on May 17, 2018 at 10:31 AM

You've developed a hot product and the compelling creative assets to promote it. Now you turn to Facebook to tell the world. But your post only gets seen by 15 people. You put some of the campaign's advertising budget into a Facebook ad, and still, crickets. What went wrong?

The way you're using the Facebook ads feature or the way you're creating social media content — or both — could be to blame.

Using Facebook Ads More Effectively

If you comb through the advice at the Facebook Help Center, you'll discover that using the platform's ad feature isn't an automated process. Parameters for each post should be carefully considered based on the post content and intended audience.

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Topics: Social Media Marketing

4 Reasons Your Multichannel Marketing Is Failing

Posted by Katie Farmer on May 15, 2018 at 1:43 PM

A single channel rarely brings in much business for an organization. Customers just don't behave that way. Instead, they tend to engage with a number of channels and experience multiple interactions with brands before they finally make a decision.

For that reason, brands often have no choice but to embrace a multichannel marketing strategy. If your company has deployed one but is struggling to get results, some troubleshooting might be required. Start by checking for one of these common mistakes that brands make when rolling out a multichannel strategy.

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Topics: Digital Marketing Strategy

Brainstorm Tips: How Marketers Can Think Outside the Box

Posted by Carlye Creel on May 10, 2018 at 2:37 PM

As a marketer, coming up with fresh ideas is a significant portion of your job. But it takes a lot of creative energy to consistently think up unique strategies and lay the groundwork for the next winning campaign, so it's no surprise that the well runs dry once in a while. 

That's where some brainstorm tips might come in handy. The Association for Psychological Science reported that in one study at the University of Texas at Arlington, people came up with 37 percent more ideas when working as a group than when working alone. 

Brainstorming sessions are crucial to igniting creativity, but as you've likely experienced, some meetings are more productive than others. 

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Topics: Digital Marketing Strategy

3 Video SEO Tips You Should Be Using

Posted by Ashley Rios on May 8, 2018 at 10:21 AM

Video marketing has exploded in recent years, and it shows no signs of slowing down. One study by Cisco reported that by 2021, video will represent more than 80 percent of all internet traffic. According to research by Vidyard, businesses are publishing an average of 18 videos per month.

With so much video content being created, you're probably wondering how you can make your videos stand out.

To help make sure your videos reach your target audience and generate enough ROI to keep your video machine humming, we've compiled the top video SEO tips. But first, the basics:

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Topics: Search Engine Optimization (SEO), Video Advertising

Here's Why You Must Change Your Twitter Password

Posted by Apryl Pilolli on May 4, 2018 at 4:37 PM

Twitter is urging its 330 million users to change their passwords after a bug exposed them in plain text. Chief technology officer Parag Agrawal issued a statement Thursday explaining the problem:

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Topics: Social Media Marketing

Transparency in Advertising: Which Metrics Should You Measure?

Posted by Codee Fuquay on May 3, 2018 at 10:18 AM

Amid a backlash of fake news claims online, the advertising and marketing industries are keeping a mindful eye on audience response. To maintain credibility and bolster relationships, integrity and honesty have become elevated priorities for publishers of all types. That's why transparency in advertising is the latest guiding principle for marketing pros everywhere.

In 2016, the Association of National Advertisers (ANA) named "transparency" the Marketing Word of the Year and even created a Production Transparency Task Force to police nontransparent advertising agency practices and develop ways to improve. Nearly a year and a half later, it remains as important as ever.

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Topics: Digital Marketing Strategy

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