Be In The Know Blog

Building a Marketing Strategy: 4 Questions to Ask Yourself Before Getting Started

Posted by Jenny Sutton on September 13, 2018 at 11:16 AM

Let's say the wing-it approach isn't working. You've decided building a marketing strategy and tracking your progress will help you meet your business goals. But where do you start?

It takes more than a bulleted list of talking points and an eye-catching logo to build brand recognition for your company, according to Marketing Land. The ideal first step is to think about the process as a whole. Sure, it's enticing to jump into creating messaging, but let's lay the groundwork for success first.

Identifying Your Basic Marketing Needs

There's no reason to launch a creative campaign before you've defined your goals, explored your resources and accepted the amount and type of work you can realistically manage.

1. What are your goals?

You want more sales, more recognition and to become the brand that rolls off the tips of tongues everywhere. But dig deeper. Have you identified factors that can be measured and evaluated over time?

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Topics: Integrated Marketing, Digital Marketing Strategy

Home Services Marketing Tips for Small Business Owners

Posted by Maddie Thomas on September 11, 2018 at 2:15 PM

You've done the usual. You started a Facebook business page, wear your company logo shirt around town proudly and sponsor the Little League team. Your home services marketing tactics work pretty well, but there's still room for improvement. Whether you're fixing leaky faucets, mowing lawns, cleaning homes or helping homeowners in another way, you can land more customers by taking a structured approach to your promotional efforts.

Business operations software company Jobber shared a list of 2018 trends and predictions to help guide home services business owners. Here are a few of the top takeaways:

  • Customers seek time efficiency. The ability to book appointments 24/7 through apps or social platform messaging services trumps calling an office line during the 9-to-5.
  • Adopting new technology helps you rise above your competition. From promoting multiple lines of communication to using mobile billing and payment processes, adopt current tech trends.
  • Stay in touch with your clients. Being top of mind can only happen when your past customers hear from you regularly. Implementing a strategic marketing plan is the foundation for effective communication.

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Topics: Home Services, Integrated Marketing, Digital Marketing Strategy

New Social Video Trend: How Brands Can Benefit From Instagram TV

Posted by Ashley Williams on September 6, 2018 at 11:12 AM

Given the rapid adoption of social video by organizations of all sizes, it's safe to say video marketing is no longer "a trend," but a powerful strategy that connects brands and audiences like never before. A staggering 97 percent of marketers reported video helped them increase understanding of their product or service, according to HubSpot.

But while you may have focused the majority of your social video efforts on Facebook and YouTube, it may be time to add a third platform to the mix. The brand-new Instagram TV (IGTV) launched in summer 2018 and gives brands the ability to upload full-screen videos 15 seconds to 60 minutes in length — a powerful way to engage with your audience in a place where they're already likely spending a lot of time.

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Topics: Social Media Marketing

What Good Native Advertising Shares with Good Journalism

Posted by Emily Proctor on September 4, 2018 at 10:50 AM

There's a reason respected news organizations like The Washington Post and The Wall Street Journal have dipped their toes into native advertising. Not only is it a lucrative revenue stream for those publications, but the creation of native ads also has a lot in common with traditional journalism.

Yes, native ads are serving a brand's marketing strategy, while journalism is designed to democratize information and report the facts. There are clear lines of division separating these two forms, but marketers would be wise to borrow the practices and policies of journalistic content and use them in their native campaigns. Here are some guidelines for applying those lessons.

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Topics: Native Advertising

Competitive Intelligence on Facebook: How It Could Set You Apart

Posted by Apryl Pilolli on August 30, 2018 at 1:19 PM

Gaining competitive intelligence on social media is perhaps the single best way for brands to gauge the industry landscape and cull insights about consumer sentiments, needs and behaviors.

The information you can get from social is instantaneous; you can gain the most up-to-date data and findings. Indeed, Facebook, Twitter, Instagram and the like are treasure troves of valuable competitive insights, so how can businesses use them to their fullest extent?

For starters, Facebook is making competitive intelligence on social a little easier by allowing users to view the ads being run by a page. The move is meant to provide transparency into the social network's ad platform, but it also provides a whole new window for marketers to view ads other businesses are running.

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Topics: Social Media Marketing

How the Personal Voice Assistant Is Changing Search for Marketers

Posted by Ashley Rios on August 28, 2018 at 2:05 PM

Major tech companies including Apple, Google, Amazon and Microsoft all offer their own personal assistants through a number of in-home and mobile devices. Like it or not, the personal voice assistant has become a significant player in driving online traffic and engagement, especially when it comes to search.

This trend is forcing marketers to understand the new challenges and opportunities that come with voice-driven search. While voice queries represent a fundamental shift in how brands target online search traffic, it isn't a doomsday scenario for your current SEO strategy. All it takes is some flexibility and a willingness to adapt to new circumstances. Here are some tips to get ahead of the curve.

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Topics: Search Engine Optimization (SEO)

Video Advertising Trends: The Future of OTT Advertising

Posted by Joe Weir on August 23, 2018 at 10:21 AM

When it comes to video advertising, there are two things we can say with near absolute certainty: Video ad usage is growing and it won't stop anytime soon.

As part of our series on video, we've examined video advertising from nearly every angle. We've shared data-based facts to help marketers better understand video consumption, delved into common video consumption habits, discussed the growth of over-the-top (OTT) video and shined a spotlight on advertising spend estimates for the next few years.

To cap it off, we're looking into the future of OTT advertising — specifically, what trends lie ahead and how to determine if OTT is a worthwhile addition to your advertising mix.

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Topics: Video Advertising

Cox Media Group Local Solutions Earns Facebook Marketing Partner Badge

Posted by Jesse McCambridge and Apryl Pilolli on August 21, 2018 at 3:00 PM

Cox Media Group Local Solutions announced today the company earned a Facebook Marketing Partner badge for its long-standing history of success in social media campaign management. The Facebook Marketing Partner’s Small Business Solution badge is awarded to companies that meet and exceed Facebook’s high standards for capability and performance. Cox Media Group is one of the first broadcast and publishing companies to receive the Small Business Solution badge.

“The entire Cox Media Group Local Solutions team is excited to receive this recognition from Facebook,” said CMG Digital Vice President Joe Weir. “Receiving this designation speaks to the level of commitment and dedication delivered by our teams to achieve successful results for our clients.”

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Topics: Social Media Marketing

How to Run a SWOT Analysis to Improve Your Marketing Strategy

Posted by Carlye Creel on August 21, 2018 at 11:29 AM

Marketing analytics software plays an important role in optimizing your strategy, especially when it comes to uncovering hidden trends that can fine-tune your campaigns. But the high-level discussions around your business marketing strategy can be enhanced by a much simpler approach: a SWOT analysis.

Standing for Strengths, Weaknesses, Opportunities and Threats, this analysis is a simple but effective way to audit your current overarching strategy, with a focus on making improvements going forward. According to Entrepreneur, marketing and business leaders can use the SWOT approach to make changes to existing strategy, prioritize campaigns and reallocate budgets, while identifying new channels, campaigns and messaging worth exploring.

A SWOT analysis is easy to run, and it can tell you a lot about your marketing efforts. Here's an overview of how to guide these conversations.

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Topics: Digital Marketing Strategy

Advertising to Students Online: Must-Know Tips For Higher Education Marketers

Posted by Ashley Williams on August 16, 2018 at 1:05 PM

As a higher education marketer, you know engaging prospective students is harder than ever. While you may have more opportunities for advertising to students online, this young audience is bombarded by messages all day long.

Standing out from the noise can be challenging, but higher education institutions that successfully reach and establish a connection with prospective students enjoy higher enrollment rates and greater brand recognition.

Here's how to connect with prospective students from Gen Z. 

Which Types of Ads Perform Best When Advertising to Students Online? 

Here are the top five digital ad formats used by colleges and universities for engaging prospective students, according to eMarketer PRO:

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Topics: Higher Education

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