Be In The Know Blog

Programmatic Advertising Trends That Can Work for You

Posted by Zuri Stanback on April 3, 2017 at 10:13 AM

If programmatic advertising trends continue, expect spending on this method to grow by 31 percent in 2017, according to a report from Zenith. This would be faster than social media, which should rise 25 percent, and online video's anticipated growth of 20 percent. Whether you're currently using programmatic's data-driven, automated ad buying technology or just thinking about it, here's what you need to know about its trajectory in 2017.

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Topics: Reach Extension and Targeting

3 Native Advertising Trends to Watch for in 2017

Posted by Eileen Varnson on March 31, 2017 at 1:42 PM

Online native advertising has been around in some form since the birth of the internet, but this marketing tactic picked up steam in the past decade. Now, it's considered an important component of a modern digital advertising campaign. Native advertising trends have changed quite a bit, with spammy, keyword-filled articles giving way to more sophisticated text and video content that seeks to both inform and promote in an advertorial style.

It looks like 2017 will be another transformative year for native advertising. Here are some key trends to look out for in the coming months:

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Topics: Native Advertising

4 Social Media Consultant Hiring Tips

Posted by Apryl Pilolli on March 29, 2017 at 1:48 PM

While popular culture would have you believe that a social media consultant is a made-up job title, in reality, nothing could be further from the truth. These professionals serve an essential function in today's world, working with business owners to help target potential customers with ads, boost loyalty among established markets and manage various social media profiles. And while a small or midsize business may recognize the need to hire such an expert, what separates an average social media consultant from a real expert? Here are three things to look for:

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Topics: Social Media Marketing

SEM Campaign Strategy: 4 Things to Know in 2017

Posted by Pete Stafford on March 27, 2017 at 9:32 AM

Just as search engines tweak their algorithms, an SEM campaign strategy needs to adjust accordingly. Google and other search engines continually work on improving algorithms and connecting consumers with the information they seek.

If you follow the rules and keep up with these changing demands, you can use this evolution to your advantage. Here are four crucial reminders for SEM this year:

1. Acquaint Yourself With Schema

Schema is a way of organizing data developed and promoted through Schema.org, and the way it works is simple: If you've ever typed in a Google search result that delivers the answer to a question in a text box above the search results, that's the product of Schema. It uses structured data to give on-page information context that Google uses to seek out simple search query answers, according to Search Engine Watch.

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Topics: Paid Search Engine Marketing

Getting Past Gatekeepers: 4 Ways to Beat the Robots

Posted by Ashley Rios on March 24, 2017 at 1:35 PM

Getting past gatekeepers on search engines isn't easy — Google doesn't even release its algorithm for public analysis, so there's no blueprint for winning this endless optimization game.

There are dozens of metrics incorporated into these algorithms, and the ingredients are changing. Over time, the role of location expanded in these search results. Mobile search users often write queries with an implicit desire for local results, even if they don't type out that location. Google and other search engines employ metrics and strategies to quantify and qualify this location information as it relates to local businesses, according to MarTech Today.

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Topics: Search Engine Optimization (SEO)

4 Lead Generation Tips for Small Businesses

Posted by Alyson Phillips on March 22, 2017 at 1:12 PM

What business doesn't want more leads? But wanting more is the easy part. Getting leads is hard work, and acquiring high-quality leads from strong prospects is even more of a hassle. Reaching leads means finding the right place to make yourself visible and available. There are a number of ways to do this, even on a small budget, but it takes careful planning and a strong understanding of your audience.

If you're up to the task, here are four methods for capturing new leads for your business.

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Topics: Paid Search Engine Marketing, Digital Marketing Strategy, Social Media Marketing

3 Ways to Create Effective Facebook Ads

Posted by Apryl Pilolli on March 20, 2017 at 9:33 AM

Effective Facebook ads are about more than calls to action. The best ads create a connection between a brand and its desired audience. According to Facebook, you have three seconds to capture a user's attention before they scroll past your ad in the News Feed. Given that, these three tips will make your intended audience more likely to stop scrolling and read, watch or click your ad.

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Topics: Social Media Marketing

5 Spring Marketing Ideas to Launch Your Business Forward

Posted by Carlye Creel on March 17, 2017 at 11:32 AM

The arrival of spring has an obvious impact on the mental state of consumers. Sunset moves to later in the day, ice begins to melt and snow gives way to green grass and flowers. You'll see people walking down the street wearing shorts before it's warm, and sitting outside at restaurants while still wearing jackets.

Spring has an effect on people, and businesses are smart to consider spring marketing ideas that capitalize on these changing behaviors. With consumers eager to get out of winter and move on to brighter days, brands have a chance to win new business by feeding into that spring mania, giving consumers the experience they're craving. Here are five ideas to get going:

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Topics: Digital Marketing Strategy

Know Your Target Audience Through Digital Tools

Posted by Brooke Moody on March 15, 2017 at 2:08 PM

When was the last time you checked to see if you were actually reaching your target audience? Many SMBs have only a vague idea of who their customers are and even less understanding of how to connect with them. At the very least, a failure to reach your intended audience means missed sales. Luckily, today there are free digital tools to help you define, reach and convert your audience.

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Topics: Digital Marketing Strategy, Reach Extension and Targeting

3 Ways to Make Native Advertising Campaigns Successful

Posted by Eileen Varnson on March 13, 2017 at 10:24 AM

In an age of pre-installed ad-blockers and near-universal rates of  banner ad blindness, it's no wonder why native advertising campaigns have experienced tremendous growth over the past few years. This style of marketing, which takes the form of sponsored content — video, text or image — fits in seamlessly with the content that frames it, and is already widely available online.

However, Business Insider reported this advertising media is projected to get even bigger, driving 74 percent of ad revenue by 2021. So with native advertising's near ubiquity looming ahead, how can you ensure your small or midsize business' native content stands out from the crowd?

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Topics: Native Advertising

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