Be In The Know Blog

Use Call Tracking Software to Foster Happy Customers

Posted by Chris Williams on January 11, 2017 at 10:01 AM

Data analytics is a cornerstone of effective digital marketing, and the challenge for many of today's organizations is finding ways to bring this data to traditionally offline channels. Until all channels of a marketing campaign can be effectively tracked and analyzed, marketers are only working with part of the picture — and that means they'll never have a truly comprehensive view of their company's performance.

In that regard, call tracking software addresses a major blind spot that marketers have had to work around. Thanks to increased referral traffic from mobile devices, along with innovative strategies for tracking calls and collecting data, marketers now have the tools necessary to examine the organization's success in using phone calls to improve the customer experience. As HubSpot pointed out, It can also shed light on which channels are most effective at driving phone referrals, which will improve budget allocation for marketing campaigns in the future.

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Topics: Paid Search Engine Marketing

The Importance of SEM for Local Businesses

Posted by Pete Stafford on December 27, 2016 at 1:34 PM

One of the biggest reasons why small and midsize local businesses have shied away from search engine marketing (SEM) in recent years is due to the growth of social media marketing.

Facebook in particular has been a great platform for local businesses, as its programmatic infrastructure is easily scalable to fit almost any budget, and marketers are often already familiar with the platform.

However, though social media has made marketing accessible to the masses, there are a number of reasons not to discount the importance of SEM for local businesses.

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Topics: Paid Search Engine Marketing

The Benefits of SEM and Social, the PB&J of Digital Marketing

Posted by Pete Stafford & Apryl Pilloli on December 12, 2016 at 2:38 PM

When it comes to running paid digital marketing campaigns, online search and social media have become popular places for marketers to focus their budgetary spending. Everyone's familiar with the possibilities and benefits of SEM, which leverages the massive data troves of search engines to target relevant consumers based on keywords and intent.

Social media, meanwhile, has quickly flexed its own muscles. While it's a great organic channel, many marketers are happy with the ROI they can drive from paid advertising through a number of social networks, most notably Facebook.

But if you're a marketer choosing between these two campaigns while sorting out your budget, you may want to rethink that strategy. Although each channel has value on its own, paid SEM and social campaigns become even more formidable when paired together. This has to do with their different strengths and targeting options, as well as their shared goal of driving engagement, traffic and conversions.

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Topics: Paid Search Engine Marketing, Social Media Marketing

Killer Call-to-Action Phrases That Will Drive Conversion

Posted by Pete Stafford on December 5, 2016 at 10:55 AM

Paid search is one of the most effective ways to grow your online business, and call-to-action phrases are one of the most important elements of successful search engine marketing. But search engine results pages (SERPs) are highly competitive arenas. With all these businesses going after the same customers in the same place, it's more important than ever to refine your call-to-action phrases so they're irresistibly clickable.

The Call-to-Action Phrase

The best known call-to-action phrase (CTA) is "Buy Now." But while this may be exactly what you want a visitor to do, it's not a very enticing message. In a search engine marketing (SEM) context, you must consider that when your ad appears, it will appear as one of many others. Design and page placement matter, but the difference between being passed over and actually getting your customer to "Buy Now" lies in the wording of your CTA.

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Topics: Paid Search Engine Marketing

Google's New Cross-Device Targeting Creates Opportunities for Marketers

Posted by Pete Stafford on November 18, 2016 at 2:52 PM

Google AdWords recently announced it will launch a new feature for marketers that allows cross-device targeting campaigns for the first time ever. This means that if someone searches for a company's product or service in the morning on a smartphone, you can then serve ads related to that product on his or her desktop computer at work or tablet on the train ride home.

As long as the potential customer is signed in to a Google account (via Gmail, YouTube or any other Google service), marketers are now able to use powerful tools within AdWords for retargeting. Though it's been a long time coming — Facebook has been leading the way in cross-device targeting for many years now — this new development has some very practical implications for advertisers using Google's AdWord platform.

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Topics: Paid Search Engine Marketing

Mobile Healthcare Searches: 3 Things Providers Need to Know

Posted by Alyson Phillips on November 9, 2016 at 1:13 PM

While the mobile revolution of the 21st century has changed the face of modern business in nearly every industry, the medical industry has been particularly affected by the rise of smartphones in the U.S. More than half of all smartphone owners have used their phones to look up a medical condition in the past year, and two out of three seeking immediate treatment (at an urgent care facility, emergency room, etc.) check their devices to find the locations closest to them. With mobile healthcare searches on the rise, providers may be wondering how they can connect with new patients and take advantage of this growing trend. Fortunately, the solution starts with two little words:

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Topics: Paid Search Engine Marketing, Search Engine Optimization (SEO), Healthcare

Travel Advertising Soars With Paid Search

Posted by Pete Stafford on October 17, 2016 at 1:13 PM

If you do any travel advertising, you know that the days of the white-gloved, bespoke traveler are far gone. It's long been true that travel is booked almost exclusively online — whether through branded travel apps such as Expedia, independently by going directly to hotel and airline websites, or even by travel agents (who, yes, still exist). For businesses that rely on tourism, this has created new opportunities to reach customers.

The Purchase Journey

Long before a trip is booked, consumers begin to research destinations. The purchase journey can run the gamut from daydreaming about what it would be like to stay in the Caribbean to actually investigating the cost of flights, hotel rooms and things to do in Antigua. It is along this path that marketers for hotels, chambers of commerce and travel destinations can reach customers, particularly through search engine marketing (SEM).

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Topics: Paid Search Engine Marketing

Don't Waste Your PPC Budget: 4 Tips to Cut Unprofitable Keywords

Posted by Pete Stafford on September 29, 2016 at 1:48 PM

If your PPC budget is generating lots of traffic, but you're not seeing a return in sales, you're probably wasting money with the wrong keywords. If you want clicks that convert, you need to help the right customers find your ad. Think of it as prequalifying your leads. Here are four quick ways to zero in on profitable keywords and eliminate the excess.

You've Got This

When it comes to maximizing your PPC budget, the best tools you have are stored in your AdWords account already. Search Engine Land recommends that you concentrate on the past three to four months of data, noting that anything older introduces too many variables to be useful. Within each campaign, you can delve into the specific performance of keywords. From the keywords menu, click the "search terms" tab to see exactly what people are searching for when they click on your ad. Once you see what people are looking for, there will be obvious keywords to eliminate.

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Topics: Paid Search Engine Marketing

How to Improve Customer Service With Phone Call Tracking

Posted by Chris Williams on September 21, 2016 at 11:12 AM

Phones may have changed dramatically over the years (just think about the transition from the rotary to the iPhone), but the value of phone calls as a selling tool has remained constant. Brands of all industries rely on phone call communication as a primary means of engagement with consumers, a tool for problem-solving and as a solution to the challenge of how to improve customer service.

The value of direct conversation hasn't diminished, but the way those conversations are powered has changed dramatically. Call tracking can record a range of data points that offer better insights into what people want. Meanwhile, call monitoring and recording can still be used to provide quality assurance on customer service experiences. Plus, these insights can also be paired with gleanings from call tracking analytics.

For brands looking to improve their phone call service, the path to improvement is wide-open.

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Topics: Paid Search Engine Marketing

Comparison Shopping: How Does Your Business Hold Up?

Posted by Alyson Phillips on September 19, 2016 at 1:47 PM

In a world where almost anything can be bought on Amazon or eBay for a rock-bottom price, many business owners have been dismayed not only by decreased foot traffic, but also the practice of "showrooming," where consumers use brick-and-mortars merely as comparison shopping venues, to then purchase an item online, later. Small and medium-sized businesses (SMBs) have been fighting back in recent years, though, with some proven tactics that are helping to stem what can feel like an overwhelmingly negative tide.

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Topics: Responsive Design, Paid Search Engine Marketing, Mobile Optimization and Advertising

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