Be In The Know Blog

4 Social Media Consultant Hiring Tips

Posted by Apryl Pilolli on March 29, 2017 at 1:48 PM

While popular culture would have you believe that a social media consultant is a made-up job title, in reality, nothing could be further from the truth. These professionals serve an essential function in today's world, working with business owners to help target potential customers with ads, boost loyalty among established markets and manage various social media profiles. And while a small or midsize business may recognize the need to hire such an expert, what separates an average social media consultant from a real expert? Here are three things to look for:

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Topics: Social Media Marketing

4 Lead Generation Tips for Small Businesses

Posted by Alyson Phillips on March 22, 2017 at 1:12 PM

What business doesn't want more leads? But wanting more is the easy part. Getting leads is hard work, and acquiring high-quality leads from strong prospects is even more of a hassle. Reaching leads means finding the right place to make yourself visible and available. There are a number of ways to do this, even on a small budget, but it takes careful planning and a strong understanding of your audience.

If you're up to the task, here are four methods for capturing new leads for your business.

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Topics: Paid Search Engine Marketing, Digital Marketing Strategy, Social Media Marketing

3 Ways to Create Effective Facebook Ads

Posted by Apryl Pilolli on March 20, 2017 at 9:33 AM

Effective Facebook ads are about more than calls to action. The best ads create a connection between a brand and its desired audience. According to Facebook, you have three seconds to capture a user's attention before they scroll past your ad in the News Feed. Given that, these three tips will make your intended audience more likely to stop scrolling and read, watch or click your ad.

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Topics: Social Media Marketing

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

Marketing in 2017: Why Mobile, Social, & Video Will be Crucial

Posted by Zuri Stanback on January 24, 2017 at 9:49 AM

2016 was a crazy year, but as we look to the year ahead, there are some important lessons we can learn from it, especially in regards to the growing importance of mobile devices in the digital landscape, shifting trends in social media and the absolute dominance of streaming video content. Here's everything you need to know as you prepare for marketing in 2017.

Mobile Search: It's Not Just for E-Retailers Anymore

Back in the early 2010s, many viewed mobile devices as the enemy of physical retailers, as the trend of "showrooming" (looking at something in a store and then buying it cheaply online) gained notoriety. However, it increasingly looks like mobile devices are driving more customers to physical retailers, not just to window shop, but to make purchases as well. According to data released by Google back in May, mobile search is driving consumers to stores in physical, trackable ways. Moving into 2017, it has never been more important for marketers to ensure that they are using the power of mobile search advertising to drive consumers to their storefronts. The mobile-first world is definitely here, and using the power of mobile search will give marketers their best shot at reaching consumers who continue to use their smartphones to find the local products and services they are interested in.

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Topics: Mobile Optimization and Advertising, Video Advertising, Social Media Marketing

When to Boost Facebook Posts: A Short Guide

Posted by Apryl Pilolli on January 17, 2017 at 10:00 AM

Boosting a post on Facebook is one of the easiest things a marketer can do to reach more people instantly. The Huffington Post reports that it is one of the best ways for small businesses to market themselves, as it is low risk, low cost and has a good return on investment potential. However, while boosting a post instantly syndicates your content to more users, this simple Facebook advertising solution is not appropriate in all circumstances. Here's a handy guide on when it is best to boost Facebook posts and when it might be more prudent to try other Facebook advertising tactics.

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Topics: Social Media Marketing

Brand Engagement: 3 Things Marketers Can Learn from the World of Sports

Posted by Alyson Phillips on December 29, 2016 at 1:07 PM

Brand engagement is vital for gaining and retaining customers, and a strategy can be a tricky thing to craft. However, a look at how the sports world has successfully used social media to engage and energize fans can give you a few ideas about how to drive engagement in a way that will truly grow your online presence.

Make Fans a Part of the Conversation

Being a part of the online conversation is essential for today's brands, as more and more consumers expect to have instant access to companies via Facebook, Twitter and other social media platforms. However, it's not enough just to post the occasional update or response to a comment or message. Marketing Land columnist Sanjay Dholakia has observed how thoughtful, deliberate interaction has helped sports teams develop brand loyalty and increase fan attention. You can emulate this by posting regular updates, as well as links to content and interactivity invitations (for polls and contests) that will help followers feel like a part of the community.

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Topics: Social Media Marketing, Integrated Marketing

6 New Year Marketing Ideas for Better Engagement

Posted by Alyson Phillips on December 16, 2016 at 10:44 AM

New Year's can be overlooked as a holiday, but with this list of New Year marketing ideas, you won't make that mistake. While it's true that consumer spending drops in January — as shown in this chart from Gallup polls — it doesn't disappear altogether. Let's count down six ways to take advantage of this sometimes neglected holiday before the ball drops in 2016:

6. Continue a Campaign

If you offered a prize for pictures of a holiday meal, follow up by asking what fans did with their leftovers. You can offer a prize for the Best Use of Cranberry Sauce or even Best Neighborhood Service (for followers who donated time or food). It doesn't need to tie directly to your brand — this is more about building relationships.

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Topics: Social Media 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

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