Be In The Know Blog

How to Drive PPC Campaign Optimization With Better Ad Copy

Posted by Pete Stafford on November 15, 2017 at 10:28 AM

Marketers know the importance of choosing the right keywords, selecting relevant audience filters and building a landing page that turns referrals into conversions. But if you're serious about PPC campaign optimization, then you also have to spend time hammering away at your campaign's ad copy.

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Topics: Paid Search Engine Marketing

Marketing to Hispanic Consumers This Holiday Season

Posted by Carlye Creel on November 13, 2017 at 10:51 AM

It might be hard to believe, but the holiday shopping season is upon us. You may be eager to implement your holiday strategy after months of careful planning, but it's important not to overlook one key component: marketing to Hispanic consumers.

ThinkNow Research noted that the Hispanic market has been very receptive to advertising in recent years, and one-third of Hispanic shoppers will spend more this holiday season than they did last year. Here are three steps you can take to make the most of this marketing opportunity.

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Topics: Retail

A/B Test Strategy: What It Is, and Why It's Such a Valuable Tool

Posted by Jennifer Dragon on November 8, 2017 at 3:21 PM

Your marketing strategy is already turning in great results — performance metrics all indicate that channels are generating ROI for the company.

The temptation may be to sit back and rest on your laurels. After all, you've built a marketing machine that's getting the job done. However, good results don't necessarily mean that your strategy is generating the best results possible.

That's where an A/B test strategy comes into play. Even if you're happy with the results of your current digital marketing strategy, A/B testing is a surefire way to make sure you never stop searching for ways to raise your standards.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

Build a Website User Experience That Drives More Conversions

Posted by Ashley Rios on November 3, 2017 at 11:02 AM

No matter how great a product is, a poor website user experience can be devastating to any business. Recent research from Forrester found that providing a good user experience through your business website could increase conversions by up to 400 percent — which is a hard number to ignore.

When customers need to solve a problem, they often go online. The critical first step toward capturing their attention is making sure they can find your business website, but it's just as important that your user experience convinces them to stay and convert.

Here are several simple guidelines to help you build an experience that attracts cutomers and grows your incoming revenue.

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Topics: Website Design & Development

How Holiday Dining Incentives Can Drive Business

Posted by Carlye Creel on November 1, 2017 at 11:53 AM

With the holiday season just around the corner, retailers across America are preparing for annual shopping events like Black Friday and Cyber Monday.

Though less publicized, preparations in the dining industry can be just as intense. QSR Magazine reported that more than 33 million Americans eat at a restaurant on Thanksgiving or Black Friday, and 1 in 10 people dine out on Christmas Eve.

Now is a great time for restaurants to prepare for the rush of holiday dining in the coming months. With a plan to maximize the value of this busier season, you can turn one-time diners into repeat customers. Here are a few holiday dining incentives to drive more people to your eatery.

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Topics: Food & Beverage

Programmatic Advertising: 5 Common Mistakes You Might Be Making

Posted by Zuri Stanback on October 30, 2017 at 10:27 AM

In simple terms, programmatic advertising is the use of automation technology to buy and sell ads, primarily online. Instead of negotiating prices and making calls, marketers who use this technology simply set a budget and let machines discover and purchase their digital media for them leaving more time for ongoing analysis and optimization.

Marketers are overwhelmingly adopting programmatic technology — in fact, data from eMarketer estimated that in 2017, nearly four of every five U.S. digital display dollars have been spent on this type of advertising, totaling $32.56 billion. But despite the popularity, some marketers are still making a few common mistakes. Here are five missteps to avoid.

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Topics: Reach Extension and Targeting

PPC Campaign Strategy: 3 Common Mistakes You Could Be Making

Posted by Pete Stafford on October 25, 2017 at 2:31 PM

When it comes to pay-per-click (PPC) advertising, driving positive ROI is every marketer's goal. If you're seeing diminishing returns from your PPC campaign strategy, a number of factors could be causing this negative outcome. Take some time to revisit those campaigns and see if you're making one of these common mistakes.

You're Not Using Long-Tail Keywords

Businesses like Target, Wal-Mart and Best Buy might see big returns from ad campaigns focused on broad, popular keywords like "iPhone" or "laptop," but this type of approach typically isn't useful for small or midsize businesses. Research compiled by eConsultancy found that around 70 percent of search traffic comes from long-tail keywords that are at least four words in length. If you haven't already, it may be time to examine your local market and determine what sort of specific, long-tail keywords people use when searching for your business.

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Topics: Paid Search Engine Marketing

Generation Z: 6 Must-Have Marketing Strategies

Posted by Carlye Creel on October 23, 2017 at 10:48 AM

For the past few years, the marketing world has largely prioritized millennials, a group dubbed by Digiday as "the most studied generation in history." But there's another group that may prove even more important to reach: Generation Z.

According to The New York Times, this generation includes people born between 1996 and 2010. Though most Gen Zers are still relatively young, The Huffington Post reported that by 2020, this group will account for 40 percent of all customers.

So, how will marketers reach this generation? Here are six strategies you can use to connect with the customers of the future.

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Topics: Digital Marketing Strategy

What Makes a Content Marketing Strategy Successful?

Posted by Jenny Sutton on October 20, 2017 at 11:31 AM

There's no denying the power of content marketing. Not only does it cost 62 percent less than outbound marketing efforts, it also generates more than three times the number of leads, according to Demand Metric.

However, while a well-developed content marketing strategy can keep your audience engaged and your sales pipeline full, not every organization is successful in their efforts. So, what can you do to make sure your strategy delivers the results you want?

Here are three common questions that marketers must ask themselves when creating and optimizing content.

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Topics: Content Marketing

How Data-Driven Marketing Can Inspire Action

Posted by Brooke Huntley on October 18, 2017 at 1:48 PM

Marketing and communications teams have the ability to track an endless number of actions — from email opens, to link clicks and even time spent on specific pages. However, the volume of data relating to potential customers can often seem overwhelming.

The sheer quantity of available information might have marketers wondering exactly how data-driven marketing can be turned into customer action and increased conversions. Here are a few ways to get started.

Create Buyer Personas

One of the biggest opportunities created by data-driven marketing is the ability to take data and turn it into audience personas. Understanding your current customer base and using data points about them can help you predict your best future customer. Building a persona helps center your marketing around the customer and their expectations. From there you can target your media and your messaging and you're further along in developing a data informed marketing strategy.

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Topics: Digital Marketing Strategy, Analytics

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