Be In The Know Blog

5 Fails in Your Google Analytics Best Practices

Posted by Sravani Anumolu on March 9, 2017 at 1:12 PM

If you're not up to speed on Google Analytics best practices, even this free tool could still be a waste of your valuable resources. The following mistakes are common among many SMBs, yet are some of the easiest to course correct:

1. You Haven't Set Up A Dashboard

Think of your GA dashboard like the one in your car: It has mission critical information as to how the engine is running. Fortunately, it's also customizable. To get a handle on your web traffic, set up a dashboard that focuses on the data most important to your business. Different businesses will be focused on varying data points, but many opt to include page views, bounce rates and top referring sites at a minimum. Here are some tips from Google on setting up your dashboard.

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Topics: Analytics

3 Tips to Measure Offline Marketing With Online Tools

Posted by Joe Weir on March 7, 2017 at 9:51 AM

Though online marketing gets the lion's share of advertising dollars, if your company is still placing ads in newspapers, airing commercials on TV or radio, or even doing physical community outreach, you may wonder if there's a way to track offline promotions the same way you can with online. While it's true there's no central hub to track every person who converts as a result of offline marketing, there are ways to measure trends using tools you already have to see if offline marketing is having a noticeable effect on your business' bottom line.

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Topics: Integrated Marketing

5 Ways to Increase Conversions to Your E-commerce Site

Posted by Ashley Rios on March 6, 2017 at 2:03 PM

Any e-commerce company depends on website conversions to drive their business. When those performance figures suffer, it's likely because of problems you'll find in your website experience, maybe even on your home page.

This can torpedo your online revenues, but there's good news: Many of the barriers to better conversions are easily resolved through some simple fixes. Here are five ways to increase conversions:

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Topics: Retargeting and Remarketing, Website Design & Development

Lead Scoring 101: How to Calculate Every Lead's Value

Posted by Carlye Creel on March 3, 2017 at 10:12 AM

Too many leads is a good problem to have. But when businesses start generating leads faster than they process them, they need a game plan for managing and prioritizing those opportunities. In other words, it's necessary to have a method of lead scoring to identify the prospects that will most likely turn into conversions.

Most small businesses can employ a lead scoring method to direct their sales teams, even on a limited budget and resources. Just understand where your most valuable audience lies, what data can predict a sale and how much you can invest into the analytics side of this strategy.

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Topics: Digital Marketing Strategy

How Brands Can Leverage Latest Updates to Facebook Video

Posted by Apryl Pilolli on February 28, 2017 at 9:52 AM


To say video is important to Facebook is the understatement of the century.  If you haven’t noticed all the video in your News Feed you probably haven’t logged in in the last year.

A few weeks ago, Facebook announced a slew of video updates that prove the social network will not stop until they are the top destination for video.  If you're not already using Facebook video for your business now is the time to start.

Flipping Video on its Side

Taking a cue from Snapchat, Facebook will play vertical videos in a larger format for viewers on mobile phones.

Given that mobile phones are used in portrait mode 98 percent of the time (Mobile Marketer), this is a switch you should make for your social videos to take advance of the phone’s full real-estate.

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Topics: Social Media Marketing

Attracting Customers Through Social Media

Posted by Apryl Pilolli on February 27, 2017 at 3:04 PM

We all know that attracting customers through social media is more complex than just setting up a profile, but is it worth the effort and expense? According to a recent Marketingland report, the answer is an emphatic yes. In the article, marketers report that social media is the third-largest source of new customers for SMBs. If you're not already using social media, now is a good time to start.

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Topics: Digital Marketing Strategy, Social Media Marketing

Mobile Video Ads: 3 Trends to Look Out for in 2017

Posted by Zuri Stanback on February 24, 2017 at 10:48 AM

As streaming video becomes more prevalent in today's world, mobile video ads provide great opportunities in the new year. From new ad formats to a sputtering format, here are three mobile video trends marketers should look for in 2017:

1. The Facebook Renaissance

Though YouTube has been the biggest name in video ads for the past several years, Facebook is making a big play this year to upend this trend. Earlier this year, the social media company tested the placement of 15-second midroll ads into non-live videos. According to eMarketer, videos will only qualify for this new ad program if they run for 90 seconds or longer and are viewed for at least 20 seconds, ensuring viewability metrics remain high. Although we expect a slow roll-out for this program in 2017, Facebook provides a spectacular opportunity if you're looking to stand on the edge of the newest frontier in mobile video ads.

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Topics: Mobile Optimization and Advertising, Video Advertising

Use IP Targeting to Reach New Movers

Posted by Zuri Stanback on February 23, 2017 at 1:09 PM

If you've ever moved before, you know how labor intensive it can be. There are moving trucks to reserve or moving companies to hire. You need to cancel utilities at one place, start them at your new home, move out of your current place and possibly sell your home before finding a new place to live.

On top of all this, you must make sure you have a bed to sleep in every night. People have a lot of needs when they're moving, and companies that serve that industry want to be the solution. IP targeting is a digital marketing strategy that has proven especially effective in helping these businesses connect with their consumer base. Digital marketing channels abound, but using IP addresses supports unique strategies for companies that want to reach an audience of movers.

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Topics: Reach Extension and Targeting

SEO for Home Services: Don't Mortgage Your Future

Posted by Ashley Rios on February 20, 2017 at 2:02 PM

Not every business has consistent customer activity throughout the calendar year. Just as a public swimming pool doesn't do much business in the winter, certain businesses know their biggest earnings opportunities only come around during certain months of the year.

For home services companies, that peak season is the summer. Consequently, successful SEO for home services requires that these companies plan their marketing schedules with this cycle in mind. Data shows that online search volume for most home services businesses begins to rise between April and May, peaks between June and July and drops sharply in September. How do small to midsize businesses plan a marketing and SEO strategy that takes this cycle into account? It all starts well before the summer business heats up.

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Topics: Search Engine Optimization (SEO), Home Services

10 Tips to Generate Leads in 2017

Posted by Alyson Phillips on February 17, 2017 at 9:32 AM

Small businesses face a razor-thin margin for error when it comes to generating leads and increasing their customer base. With a new year underway, businesses already have their resolutions in place to grow in 2017.

Increasing leads is almost always among these goals. If you're unclear on how to generate leads but know you've got to find a way, consider these 10 steps to create more opportunity for your company:

1. Send Personalized Emails

Personalization goes a long way via email. Simple efforts at personalization can increase open rates by more than 50 percent, and they have higher click-through rates as well. Start with adding personal names at the tops of emails and then experiment with other personal touches.

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Topics: Integrated Marketing

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