Be In The Know Blog

Audience Personas: What They Are and Why They Matter

Posted by Alyson Phillips on July 26, 2017 at 10:27 AM

For many, the concept of a persona likely conjures up images of false or created identities, often used in fictional stories to help super spies, evil villains or even dashing heroes foil their opponents. And while this concept is fascinating in this context, marketers know there are real-world applications for personas as well.

Known specifically as audience personas, this marketing tool can make your business more efficient, bring in more conversions and even help you make decisions for your business that extend far beyond just marketing. With all this considered, it's no wonder why 63 percent of marketers surveyed in a study by Curata noted that they create content with the use of buyer personas. But first, let's start off with the basics.

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Topics: Digital Marketing Strategy

Consumer Engagement: You Can't Take CTR to the Bank

Posted by Theodore Pearsall on July 24, 2017 at 11:06 AM

Quick! What's the first metric you should review to determine the success of your PPC campaign?

If you said click-through rate (CTR), you're not alone. In fact, when it comes to measuring consumer engagement, nearly every marketer considers CTR — as you should. While this is a good place to start, it shouldn't be the be-all and end-all KPI.

Why CTR Alone Isn't Enough

A campaign's click-through rate tells you how well your ad is able to convince consumers to take the next step. And while this is certainly important, there is much more to the story.

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Topics: Digital Marketing Strategy

3 Website Design Updates to Attract and Convert Customers Fast

Posted by Ashley Rios on July 21, 2017 at 1:11 PM

People take first impressions seriously. That's why a clean and updated website design is vital when it comes to attracting new prospects. And while adventurous property buyers may see value in a fixer-upper, an outdated website will always drive leads right into the clutches of your competitors.

But how exactly does poor web design turn off prospects? And how can you earn them back? Here are the three design updates you need to make:

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Topics: Website Design & Development

Why Paid Search Ads Depend on Well-written Ad Copy

Posted by Pete Stafford on July 19, 2017 at 9:42 AM

Paid search has plenty to offer small and mid-sized businesses, especially when those brands aren't ranking at the top of their desired keyword searches. But spending for this ad space needs to be carefully done so that you aren't throwing away all your marketing dollars. And even when you find the right bid opportunity, there's more work to be done: You need to have strong ad copy in place to take advantage.

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Topics: Paid Search Engine Marketing

Rethink Your Back-to-School Marketing Strategy

Posted by Carlye Creel on July 17, 2017 at 10:03 AM

If your back-to-school marketing strategy launches in late summer and wraps up after the first bell rings, it's time to re-think your approach. Take a moment to embrace a wider view of students. Sure, there's the elementary through high school population, but what about traditional and non-traditional college students or graduate school? Students attending schools that are in-service year-round is something to consider, as well. Marketing campaigns running from July through August are often too narrow in focus to include everyone who's heading to classes. Here's what to do.

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Topics: Digital Marketing Strategy, Retail

Use Retargeting to Grow Your Business

Posted by Zuri Stanback on July 14, 2017 at 11:51 AM

Retargeting is a broad marketing term that refers to advertising that targets users who have already interacted with your brand in specifically-defined ways. This includes a visit to your website, browsing social media pages or clicking a product.

Know How It Works

When guests take one of these actions, a cookie is set in their browser and they're served ads based on their previous behavior. For instance, if you own a local coffee shop and a user within a specific ZIP code is browsing your delivery menu, a retargeting strategy could deliver ads to this customer featuring the menu items they were looking at.

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Topics: Retargeting and Remarketing

How to Understand Your Bounce Rate (And Fix It)

Posted by Allison Sturtevant on July 12, 2017 at 10:04 AM

Ah, bounce rates. Many times marketers are puzzled by this metric. On one hand, it's a fairly easy concept to grasp. Your bounce rate is merely the percentage of people who land on a page and then leave your website without visiting another page on your site. On the other hand, it's some sort of a riddle, as other factors come into play when determining if your bounce rate is healthy for your site in particular. When analyzing your bounce rate, there are questions that typically run through your mind: What factors impact someone's decision to leave your site? How do you know if your rate is good or bad? If you have too many bounces, how do you fix it?

To help you better understand your bounce rate — and begin to improve it — we've put together an easy overview.

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Topics: Website Design & Development, Analytics

Audio Streaming Service Ad-Buying: What to Know and How to Do It

Posted by Jenny Sutton on July 10, 2017 at 10:46 AM

Digital audio offers great flexibility in how it's consumed, allowing users to listen during their daily commutes, at work, mowing the lawn and in dozens of other scenarios — all enabled by their mobile devices.

Brands outside the audio industry are beginning to see the opportunity of an audio streaming service as an advertising opportunity. According to a survey from Advertising Age reported by eMarketer, on average, 7 percent of advertising budgets were allocated to digital audio. But those same respondents expected this budget share to reach 11.6 percent within the next year.

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Topics: Digital Marketing Strategy

Outstream Video Benefits Publishers and Advertisers

Posted by Chris Finan on July 7, 2017 at 1:03 PM

We strive to create uncommon, memorable messages and give customers what they crave. Did you know the hottest medium online today is video? These brief, easily consumable content clips educate and entertain, making brands stand out.

That's why it's key to learn about outstream video and how this popular digital marketing technique can make campaigns run smoother for both advertisers and publishers.

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Topics: Video Advertising

Facebook Video Advertising: 3 Tricks You Need to Know

Posted by Apryl Pilolli on July 5, 2017 at 1:10 PM

Facebook video is big. According to Facebook's 2016 Q4 earnings call, people are watching 100 million hours of video per day on the platform, a number expected to rise even further in the future. Video marketing is also growing as well, as eMarketer reported that 63% of marketers plan to increase their social video spending in the next 12 months, with much of that going to the social media giant. However, if you're just getting started with Facebook video advertising and wonder how you can boost your viewership, here are three tips and tricks you can use to get ahead of the game.

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Topics: Video Advertising, Social Media Marketing

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