Be In The Know Blog

Google's Latest Algorithm Update Makes Some Big Changes

Posted by Ashley Rios on February 8, 2017 at 10:04 AM

This past year wasn't a huge one for Google algorithm updates, as there were only two major, verified changes that occurred. However, even though the changes weren't significant, they have some big implications for the future of search engine optimization (SEO), and are definitely worth acknowledging.

Google Bets Big on Mobile

The first big algorithm update of 2016 happened in May, when Google put even more emphasis on the ever-expanding mobile market. According to Search Engine Land, Google's aim was to build on 2015's mobilegeddon update and boost up pages that either had responsive or mobile-friendly designs. Though this update doesn't punish websites without mobile versions, it does lay the groundwork for a more substantial mobile update in the future, which could arrive later this year. This why you should optimize your website for mobile now. In fact, Google even has a mobile-friendly test you can use to see where your page stands and learn about any improvements that should be made.

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Topics: Search Engine Optimization (SEO)

Boost Retailer Customer Loyalty in the Post-Holiday Period

Posted by Linda Hansen on February 6, 2017 at 10:23 AM

Now that the holiday season of 2016 is behind us, the new year presents retailers with a great opportunity to take stock of the past year's events and plan for the year ahead. However, in addition to planning strategies to gain new customers in the next year, marketers shouldn't overlook a key opportunity in 2017: ensuring retailer customer loyalty.

According to a report from RJMetrics, customers acquired during the holidays have a 13 percent lower lifetime value. But it doesn't have to be this way. Marketers can take some proactive steps in the post-holiday period from January through March to boost retailer customer loyalty in the new year and make one-time customers into repeat customers.

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Topics: Integrated Marketing

Why Your SEM Strategy Isn't Working

Posted by Pete Stafford on February 3, 2017 at 9:44 AM

Search engine marketing (SEM) may sound like a simple concept, but with the ever-evolving world of changing algorithms, enhancing search engine results pages and the increasing focus on local and social results, this world has become increasingly complex for even the most experienced marketers to navigate. Fortunately, there are some simple audits for your SEM plan to find out why your strategy isn't working.

Your Keyword Strategy Isn't Good

According to Forbes, recent updates to Google's search engine algorithm have removed the focus from direct keyword matches in 2016. Instead, the search engine giant uses a complex system that determines user intent and attempts to find pages that match broad topics rather than specific words. So, for instance, a consumer who searches for "Pet Care 32837" will get results for grooming salons in Orlando, Florida.

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Topics: Paid Search Engine Marketing

More Than Skin Deep: Visual Content Improves Your Bottom Line

Posted by Carlye Creel on February 2, 2017 at 2:08 PM

Visual content is good for business. In fact, imagery is so powerful that just seconds of watching a video will increase purchase intent in 44 percent of viewers, according to a Facebook study. Additionally, Facebook posts with photos get 120 percent more engagement than text-only social media posts, a report from Ragan explained. Why are these things true? And, more importantly, how can you use this information to your advantage?

First, the (Neuro) Science

Estimates dating the origin of spoken language vary, but according to a report from the University of California, Berkeley, the process began with visual demonstration approximately 1.8 million years ago. In fact, our brains are hard-wired for visual information, and visual senses are meant to be powerful.

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Topics: Digital Marketing Strategy, Video Advertising, Interactive Design & Creative

Marketing Practices to Kick to the Curb in 2017

Posted by Alyson Phillips on January 31, 2017 at 11:13 AM

The new year is well underway and with it comes the chance to take a fresh look at your marketing practices and make changes in preparation for the year ahead. Marketers need to adapt to this evolving landscape. Though it's true that old habits die hard, here are some practices that are definitely worth getting rid of in the new year.

Say Goodbye to Sales-Only Social Media

When social media rose to prominence in the early 2010s, wise marketers capitalized early on this trend by seizing the opportunity to market directly to their audience with what many saw as free advertising. However, in 2017, more consumers want to have conversations with brands and crave interactions over the same old sales pitches.

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Topics: Integrated Marketing

How OTT Advertising Can Reach Cord-cutters

Posted by Joe Weir on January 27, 2017 at 10:04 AM

Over-the-top (OTT) advertising is used for the delivery of film and TV content via the internet that's available to all users and doesn't require a subscription to cable service. In recent years, OTT services have seen large growth thanks to the popularity of streaming providers, while traditional cable subscriptions have been on the decline.

This change in consumer behavior has some interesting implications for marketers looking to harness the power of OTT advertising to reach so-called "cord-cutters" who have abandoned the traditional cable model and are increasingly looking to this type of service to get their media content.

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Topics: Video Advertising

What You Thought You Knew About YouTube Demographics

Posted by Solomon Cormier on January 25, 2017 at 10:04 AM

YouTube can be a tricky platform for marketers to understand and engage. In some ways, it functions a lot like a social media platform — and yet it's also the second-largest online search engine, after YouTube's owner, Google.

Thanks, in some part, to its early rise and popularity among younger consumers, YouTube has a reputation for serving a younger audience. Content geared toward millennials often seems like a natural fit for YouTube. As for content targeted to baby boomers? Many marketers would say there are better channels to reach that demographic.

However, new research into YouTube demographics shows that these audience assumptions are way off base. Here's a look at the numbers, and what it means for brand marketers.

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Topics: Video Advertising

Marketing in 2017: Why Mobile, Social, & Video Will be Crucial

Posted by Zuri Stanback on January 24, 2017 at 9:49 AM

2016 was a crazy year, but as we look to the year ahead, there are some important lessons we can learn from it, especially in regards to the growing importance of mobile devices in the digital landscape, shifting trends in social media and the absolute dominance of streaming video content. Here's everything you need to know as you prepare for marketing in 2017.

Mobile Search: It's Not Just for E-Retailers Anymore

Back in the early 2010s, many viewed mobile devices as the enemy of physical retailers, as the trend of "showrooming" (looking at something in a store and then buying it cheaply online) gained notoriety. However, it increasingly looks like mobile devices are driving more customers to physical retailers, not just to window shop, but to make purchases as well. According to data released by Google back in May, mobile search is driving consumers to stores in physical, trackable ways. Moving into 2017, it has never been more important for marketers to ensure that they are using the power of mobile search advertising to drive consumers to their storefronts. The mobile-first world is definitely here, and using the power of mobile search will give marketers their best shot at reaching consumers who continue to use their smartphones to find the local products and services they are interested in.

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Topics: Mobile Optimization and Advertising, Video Advertising, Social Media Marketing

3 Irresistibly Click-Worthy Call to Action Examples of 2016

Posted by Alyson Phillips on January 19, 2017 at 1:03 PM

E-commerce depends on clicks, and these call to action examples (CTAs) have successfully generated not only clicks but conversions. If you're not sure how well your CTAs are converting, you can check your average bounce rate. Bounce happens when visitors leave your website without taking any action or, put another way, without responding to your site's CTAs. According to the research firm Compass, e-commerce businesses average a 57-percent bounce rate, while the best companies perform at 35 percent.

The higher your bounce rate, the more likely it is that your visitor didn't find what they were looking for when they got there. To achieve the hallowed conversion, your site's main function should be to help them find it. In addition to being obvious, however, effective CTAs are enticing. Check out how the following companies made their calls to action irresistible.

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Topics: Website Design & Development

When to Boost Facebook Posts: A Short Guide

Posted by Apryl Pilolli on January 17, 2017 at 10:00 AM

Boosting a post on Facebook is one of the easiest things a marketer can do to reach more people instantly. The Huffington Post reports that it is one of the best ways for small businesses to market themselves, as it is low risk, low cost and has a good return on investment potential. However, while boosting a post instantly syndicates your content to more users, this simple Facebook advertising solution is not appropriate in all circumstances. Here's a handy guide on when it is best to boost Facebook posts and when it might be more prudent to try other Facebook advertising tactics.

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Topics: Social Media Marketing

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