Be In The Know Blog

Black Friday Prep Tips for Small Businesses

Posted by Carlye Creel on September 20, 2017 at 11:28 AM

Every autumn, customers wait anxiously as the retail world stares down the single most profitable day of the year. According to Entrepreneur, one in three Americans plan to make a purchase on Black Friday.

That means new buyers and loyal customers alike will be browsing your mobile site, apps and website for a deal. Your special offers and sales are ready to go, but is your digital presence prepared for the seasonal excitement? Can it efficiently handle the influx of holiday online shoppers?

Test Website Responsiveness

A frustrating website experience can encourage customers to turn to your competitors. Before the autumn sales begin, take time to test your desktop and mobile sites for download speed, branding consistency, ease of use and responsiveness to customers' needs. Are you making customized product suggestions? Are subscription forms easy to complete and submit?

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Topics: Digital Marketing Strategy, Integrated Marketing

Is Your Value Proposition Working For You?

Posted by Codee Fuquay on September 13, 2017 at 1:54 PM

From a Marketing 101 class to the boardroom of a multi-billion dollar organization, business-minded individuals at every level know a value proposition can make or break a company's digital success.

If that sounds dramatic, remember that this simple message is your single best bet for convincing your audience to take the next step. Done well, a value proposition can help retain loyal customers; done poorly, it can stifle growth.

Many companies fail to display any values at all online. Peep Laja, founder of CXL, noted that a poor (or missing) value statement is one of the most common shortcomings of business websites.

If you have yet to share yours, you're not alone. This article will explore how to create and test your value proposition.

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Topics: Digital Marketing Strategy

Understanding Brand Loyalty's Relationship with Human Psychology

Posted by Carlye Creel on September 11, 2017 at 10:21 AM

Attracting new customers is always important when growing a business, but customer retention is no less important. For most companies, it's four- to six-times more expensive to acquire a new customer than it is to retain an existing one, according to Relationship Building Strategist Ian Kingwill. If you aren't able to keep your churn rate low, then new client acquisitions can't grow business — they will only serve to replace the customers you've lost.

When it comes to retaining customers, brand loyalty is one of the best resources in your marketing toolkit. This loyalty is valuable and can only exist if there's a strong relationship between the customer and the company. Fortunately, this is entirely in your hands.

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Topics: Digital Marketing Strategy, Integrated Marketing

Google Warns, IAB Responds: The IAB New Ad Portfolio

Posted by Jennifer Dragon on September 6, 2017 at 2:44 PM

Digital ad creative is changing mostly because the devices on which we are consuming it are changing. A decade ago it was all about go big or go home. It was all desktop — all the time. In this era, the IAB introduced their Rising Stars. Big and in your face was the mantra. We didn't have to worry about the experience on a mobile device because frankly you couldn't experience much on mobile. Flash wouldn't work on most phones and mobile rich media wasn't very prolific, so static ads it was. They were small and easy to ignore. It didn't really matter anyway — after all that wasn't where our audience was, they were on their desktops and laptops. Now, as predicted by countless industry experts — that has reversed.

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Topics: Digital Marketing Strategy

Brand Storytelling: Skip the Stereotypical Ad — Not the Story

Posted by Rachel McMullen on August 21, 2017 at 10:42 AM

It's estimated that about 200 million people use ad blockers and nearly everyone with internet access will press "skip ad" as soon as they have the chance. This is why telling your story is more important than ever. You should be what consumers want — don't get in the way of it.

Logos, slogans, and images are all effective at connecting with a target audience and leaving a lasting impression. But these assets all gain value when they are fully integrated with the brand's larger narrative.

Because of its reach, digital marketing has been especially helpful to the rise of brand storytelling. With ads and marketing content taking many forms across many channels, marketers face an ever-growing need to unify this content under the banner of a larger, consistent theme/brand. The brand's story serves as a natural solution, providing a direction for ad and campaign creation while laying the foundation for a branded experience that can grow and evolve over time.

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Topics: Digital Marketing Strategy

Evaluating Your Marketing ROI: 3 Key Factors to Consider

Posted by Allison Sturtevant on August 16, 2017 at 1:48 PM

Calculating a return on investment (ROI) for some businesses is much easier than others. For instance, if a retail store has onsite ecommerce set up to track revenue then you can apply a simple calculation to derive at your ROI. You'd take the revenue gained over the cost spent for your marketing effort as your ROI calculation. Having access to true monetary revenue makes it pretty straightforward for marketers to understand their campaign ROI performance. But what about those marketers that are not tracking ecommerce or a monetary value that enables them to track ROI? How can they measure ROI with metrics outside of dollars to convey the story of return for their campaign?

Marketing ROI that is not tied to monetary values can be a bit tougher to quantify — and in some cases much more subjective. You must lean on other telling metrics such as lift, engagement and conversions to prove to the client what our marketing efforts are doing for them. Moreover, marketers need to partner with a trusted and experienced digital team to help them understand what metrics matter for ROI.

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Topics: Digital Marketing Strategy, Analytics

3 Small Business Marketing Tips to Boost Your Law Firm

Posted by Ashley Rios on August 14, 2017 at 10:08 AM

Even the best lawyers need to market their firm and its services to build a strong base of clients. But lawyers aren't marketers and running an efficient small business marketing strategy often isn't second nature.

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Topics: Digital Marketing Strategy, Professional Services

Restaurant Marketing: Tech Trends to Grow Business Fast

Posted by Carlye Creel on August 11, 2017 at 10:26 AM

Modern restaurants need more than an appetizing menu, enticing ambiance and welcoming staff to drive diners through their doors. While a positive write-up in the local newspaper may have been enough to fill tables in previous decades, restaurateurs in the digital age must embrace new tech trends in restaurant marketing to drive new business — and keep customers coming back.

Tech Presence Is Critical

If your potential customers are among the 77 percent of Americans who own a smartphone, chances are they've used their device to look up local restaurants, check reviews or even place an order, according to Pew Research Center.

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Topics: Digital Marketing Strategy, Food & Beverage

Increase Customer Lifetime Value by Shifting Your Focus

Posted by Ashley Williams on August 9, 2017 at 11:39 AM

In the broadest sense, the goal of marketing is to connect customers with products and brands that will improve their lives. In the past, marketers have used a variety of media to cast a wide net, hoping that customers who would benefit most from their products would see them. In today's world, marketers have a greater ability than ever before to focus their dollars on specific audiences, thanks to the overwhelming amount of data available. While this is great for spending efficiently and focusing on qualified customers, there's another benefit to aggressive targeting: increasing customer lifetime value.

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Topics: Digital Marketing Strategy

Why Multichannel Marketing is a Must for Healthcare

Posted by Alyson Phillips on August 2, 2017 at 11:32 AM

In general, marketing isn't a "life or death" career. But for healthcare marketing professionals, that's not necessarily the case. Knowing how to successfully connect doctors with patients isn't only important for physicians trying to build their practice — it could save someone's life.

One of the most recent trends in the healthcare industry is multichannel marketing, which is the practice of reaching patients using a combination of indirect and direct communication methods. An example of this type of campaign might be a combination of social media posts, TV commercials and email campaigns that all share similar imagery and messaging. And though this type of marketing is effective across many industries, adoption of multichannel strategies has been slow, according to eMarketer.

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Topics: Digital Marketing Strategy, Integrated Marketing, Healthcare

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