Be In The Know Blog

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

Follow the Pumpkin Spice Trend and Be a Seasonal Sensation

Posted by Rachel McMullen on October 5, 2016 at 11:13 AM

Autumn has always been associated with warm colors, cooler temperatures and the beginning of sweater season, but in recent years, another icon has come to dominate this time of year: the pumpkin spice latte. This drink first came on the scene in 2003, and in the decade+ since, it's become a seasonal phenomenon, with sales upwards of 200 million units in its first ten years, according to Forbes — not bad for a drink that's only available for about three months a year. While thoughts of the pumpkin spice trend may bring to mind the warm fragrances of nutmeg and cinnamon, there's actually a lot that marketers can learn from this unlikely autumnal icon.

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Topics: Social Media Marketing, Integrated Marketing

Tips For Increasing Conversions

Posted by Zuri Stanback on September 16, 2016 at 11:02 AM

Seeing a spike in online traffic might put a smile on your face, but unless you know how to get consumers past the click, this joy will prove fleeting. Here are some tips on increasing conversions.

Find Them on Facebook

With 1.13 billion active daily users, Facebook is not only an effective way to reach your potential customers, it's also an efficient way of driving conversions. With the data the company has access to, it's possible to target your reach to specific locations (e.g., ZIP codes or geo-fences) and purchase behaviors. Be sure to create a Facebook Pixel to place on your own website so you can retarget audiences.

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Social Media Marketing

3 Facebook Marketing Tips That Will Help You Reach Your Business Goals

Posted by Apryl Pilolli on August 24, 2016 at 2:01 PM

Though Facebook is a great tool for businesses that want to engage with their customers, it's also very useful for accomplishing more tangible goals. With a little know-how, marketers can increase relevancy and visibility, and even grow physical store visits. Here are the Facebook marketing tips you should be employing now.

Use Audience Optimization to Increase Relevancy

Facebook posts have historically had an uncertain impact on visibility (some brands do extremely well, while others stumble), but the platform recently rolled out an audience optimization tool that allows businesses to target specific subsets of their audience for individual posts. For instance, if you are a retail clothing company and create a post that markets a new line of bras, you can exclude male recipients (who would be unlikely to find this specific post relevant).

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Topics: Social Media Marketing

Navigating the Consumer Buying Process in 2016

Posted by Alyson Phillips on July 13, 2016 at 1:12 PM

The retail store is no longer the one-stop shop it was in the past. Consumers have no shortage of options when it comes to shopping, and it's not just brick-and-mortar stores versus online: Smartphones, tablets, and desktop computers all offer their own advantages when it comes to shopping.

Consequently, few consumers stick to just one channel for conducting their shopping business, even when considering a single product. In fact, a Marketing Land survey shows that 90 percent of shoppers actually use smartphones for shopping in stores. This behavior has cultivated a consumer buying process that is hard to track and even tougher to predict — but marketers are finding tech solutions that enable effective tracking from one channel to the next, and even provide options for leveraging this multichannel utility as an asset.

To succeed in 2016, brands can't ignore the ever-shifting presence of consumer activities. Instead, it's critical to anticipate this sort of behavior and build a marketing strategy that accommodates this new approach.

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

Back-to-School Marketing Ideas for 2016

Posted by Brooke Moody on July 11, 2016 at 1:38 PM

It's time to start thinking about back-to-school marketing ideas. Retailing Today cited a report that 62 percent of households plan to reduce back-to-school spending this year. So, with these expected cutbacks, how can you get a jump on your competitors to make sure you're ready when parents and students get ready for the first day of school? Here's some ideas.

Kids Love Facebook

Kids influence purchase decisions, so if you want to create a buzz among young people, target students using social media and promote your products where they hang out. According to a report from Common Sense Media, 45 percent of teens and tweens use social media every day. Think about incorporating your products into a Facebook game with a sponsored link.

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Topics: Premium Display and Banner Ads, Social Media Marketing

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