Be In The Know Blog

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

3 Big Reasons Buying Facebook Likes Just Doesn't Work

Posted by Apryl Pilolli on November 30, 2016 at 1:41 PM

Many marketers agree that Facebook is the most important social platform when it comes to promoting a brand. Building a big following and generating organic engagement from that audience can yield great returns, making the process a critical digital asset.

But succeeding on Facebook, like anything else, takes hard work, patience and an understanding of what works on social media. In an effort to speed up progress and cut corners in building a social audience, some brands have tried buying Facebook Likes in an attempt to quickly increase their page followers. This sort of spending can add hundreds or thousands of new followers overnight, giving you a boost that makes your page look much more legitimate and mature than it did only days before.

Or at least that's how it seems. But the cosmetic gains of purchasing Facebook Likes aside, there's little to be won from this marketing tactic. There are, however, a lot of things that could go wrong.

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Topics: Social Media Marketing

6 Top Takeaways From Snapchat Marketing

Posted by Apryl Pilolli on November 14, 2016 at 1:04 PM

Engaging visual content is the future of marketing. And Snapchat, marketing geniuses that they are, was the first small business to ride that wave. It can no longer be classified as small, however — according t o TechNewsDaily, Snapchat has surpassed Facebook with 10 billion daily video views, and New York Magazine reports it has more users (150 million) than Twitter (140 million). Luckily, the principles behind Snapchat's marketing savvy are available to all SMBs (small and medium-sized businesses) looking to raise their brand profile. Here are six of the top ways Snapchat teaches marketers to build their brands.

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Topics: Social Media Marketing

3 Home Improvement Marketing Tips for Social Media

Posted by Apryl Pilolli on October 28, 2016 at 11:03 AM

Though virtually every business in the world can benefit from beefing up its social media presence, the home improvement industry in particular is one area where social media content is especially crucial. A recent report in Mobile Marketer revealed that 22 percent of consumers working on home improvement projects were directly influenced by ads on mobile, social media and desktop, with 19 percent of those surveyed specifically looking to either Facebook or Pinterest for ideas. Once you've set up your social-media profiles, you may be wondering exactly what home improvement marketing tips you can implement to maximize the effectiveness of your social-media presence.

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Topics: Social Media Marketing, Home Services

Facebook Ad Types: What's Right for Your Business?

Posted by Apryl Pilolli on October 10, 2016 at 1:25 PM

With approximately 1.7 billion active monthly users, marketers are well aware of the value of advertising on Facebook. According to HubSpot, businesses paid 122 percent more per ad unit on Facebook in 2015 than they did in 2014. With dozens of different ad objectives, placement options and product features available on the social networking platform, it's easy for marketers to feel overwhelmed when starting a campaign on Facebook's ad network. Here's a quick rundown of the network's top ad types for local businesses.

Brand Awareness

The first step to building a successful business is increasing customer awareness of products and services. The Facebook network offers numerous ways to promote brand recognition with photos, videos, slideshows and carousel ads on Facebook and Instagram. Carousel ads are unique in that they allow you to showcase up to 10 images and links within a single ad unit. For instance, if you own a restaurant, you could show off the top 10 dishes on your menu.

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Topics: Social Media Marketing

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