Be In The Know Blog

Facebook Watch: What is it?

Posted by Ginger Gatewood on March 13, 2019 at 11:40 AM

After launching in 2004, Facebook quickly became one of the top online destinations for social media. But for many years, the site didn't have a video feature so users would share videos from YouTube or other sites, many of which were competitors of Facebook. That changed in 2017, when they launched Facebook Watch, a day after announcing the new service.

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Topics: facebook, social media, online video, video marketing

Which Is the Best Online Advertising Strategy: PPC or Social Media?

Posted by Pete Stafford on February 26, 2019 at 3:53 PM

Today, marketers are forced to navigate more advertising platforms than ever before and deciding where to allocate budget has become increasingly challenging. However, the success of your online advertising strategy relies on your ability to choose wisely.

Two of the most common types of online advertising are pay-per-click (PPC) advertising and social media advertising. To help you make the most of your budget, we're going to delve into the benefits of each strategy.

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Topics: digital advertising, social media, targeted display advertising, ppc

All About Instagram Stories

Posted by Ginger Gatewood on February 20, 2019 at 2:15 PM

If you're an avid Instagram user, you've definitely noticed the Instagram Stories feature at the top of your newsfeed whenever you open the app. This feature allows users to share multiple moments from their lives via a slideshow format that includes photo and/or video content. The birth of Instagram Stories came from the popularity of user’s wanting to share moments, but not necessarily wanting to share them forever. Poof! They disappear after 24 hours. This is clearly a big shift in consumer behavior and a big opportunity for brands. With 500 million+ accounts using Instagram Stories every day, adding this feature to your digital marketing strategy is a no-brainer.  

Business Sense + Instagram Stories

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Topics: digital advertising, social media, visual content, social media images, branding

Promoted Content Strategy 101: Building a Solid Foundation

Posted by Pete Stafford on February 4, 2019 at 9:32 AM

A promoted content strategy is typically the part of your marketing plan that involves advertising on social media to connect a specific audience with a piece of content. A coffee shop might invest in promotion for a blog post detailing seasonal offerings on Facebook, while an event planning service might choose to promote Instagram videos showcasing a recent social occasion

There are plenty of options for this type of promotion — and if you're not sure what's best for you, you're not alone. Here are some basic tips to help you get started.

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Topics: Content Marketing, social media, boosted posts

How to Find the Right Brand Tone in Three Steps

Posted by Allie Farnen on January 23, 2019 at 9:36 AM

Today, your brand tone doesn't need to follow a strict set of rules. Companies are allowed to have fun with their messaging; precise targeting on social and paid channels means you don't need to appeal to everyone.

Plus, people expect more of a human feel from brands in the digital age. As HubSpot noted, the emotions an ad evokes in viewers can be more influential on purchase intent than the ad content. Some of the most successful advertisers excel at appealing to emotion, whether through humor, utility, beauty or inspirational messages.

Determining the right voice for your brand can be tricky, though, especially if you want to be funny or irreverent. There's a fine line between striking a relatable chord with your audience and alienating them with tone deafness.

Here are some steps that can help you hit the right note with your branding.

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Topics: Social Media Marketing, Content Marketing, social media, branding

Social Media Travel Marketing: 3 Ways to Stand Out

Posted by Allie Farnen on January 16, 2019 at 8:55 AM

Thanks to Facebook and Instagram, you don't have to ask your friends about their vacations anymore. You probably know where they went and stayed, and maybe even what they ate for dinner.

The tie between vacations and the urge to post on social is so strong that, according to a WeSwap study, 29 percent of travelers wouldn't choose a destination if they weren't able to post on social during the trip. The tendency toward posting travel details online presents some interesting opportunities to travel marketers, as long as they can avoid a few pitfalls unique to social media travel marketing.

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Topics: Social Media Marketing, social media

Audience Targeting on Pinterest

Posted by Apryl Pilolli on December 20, 2018 at 10:17 AM

Pinterest is often overlooked as an advertising platform, but the virtual pinboard has 250 million active monthly users. It is hugely popular for people seeking inspiration for weddings, cooking, fashion, home renovation and more.

Given its widespread use in sparking creativity among users, Pinterest is perfect for promoting new brands, products and ideas.

Lifestyle brands not advertising on the platform are missing opportunities for customer acquisition.

Today we wrap up our Social Audience Targeting series looking at how to best create a social campaign within Pinterest.

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Topics: Social Media Marketing, target audience, social media

Audience Targeting on Twitter

Posted by Apryl Pilolli on December 19, 2018 at 10:27 AM

Twitter has 328 million monthly active users with over 500 million tweets sent each day. It offers a plethora of targeting options that are similar to Facebook's ad platform, but also has the ability to do keyword, event, and TV targeting. In today's Audience Targeting Social series, we're looking at how to capitalize on the enormous activity to capture ROI.

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Topics: Social Media Marketing, target audience, social media

Audience Targeting on LinkedIn

Posted by Apryl Pilolli on December 18, 2018 at 10:26 AM

LinkedIn is the world's largest professional network with 260 million monthly active members and 8 million business pages. This is where B2B companies can shine. The network is designed specifically for business networking and is a great place to advertise business solutions, higher education and recruitment. LinkedIn reports that four out of five of its members drive business decisions.

As we continue in our Social Audience Targeting series, we're sharing the building blocks for LinkedIn social campaigns that can deliver results for your business.

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Topics: Social Media Marketing, target audience, social media

Audience Targeting on Facebook, Instagram and Messenger

Posted by Apryl Pilolli on December 17, 2018 at 11:53 AM

Facebook has more than two billion active users every month Instagram and Messenger each have more than one billion monthly active users. With so many active users across social platforms, it means there is something for everyone. Facebook owns Instagram and Messenger, so the targeting capabilities are very similar, and brands can run fairly seamlessly across both.

However, to truly get traction with your social marketing plan, you'll need to understand how to best leverage the targeting options and ad formats available.

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Topics: Social Media Marketing, target audience, social media

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