Be In The Know Blog

Pics, Memes and GIFs: How Content Images Increase Your Brand Awareness

Posted by Rachel McMullen on December 13, 2018 at 9:54 AM

Most marketers know the difference a little eye candy can make when it comes to winning over their audience, and this difference is clear in higher performance metrics for their campaigns.

According to John Medina, author of "Brain Rules," visual content can support information recall by up to 65 percent three days after the information was delivered. Compare that to text-only information, which offers a recall rate of only 10%. That's Cray!

If you haven't given too much thought to the types of images you use in your marketing, it's time to consider how new forms of content might provide a much-needed boost to your campaign ROI. Here's a look at how to leverage images for the greatest impact and improved brand awareness.

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Topics: Content Marketing, memes, social media images, visual content

The Evolution of Content Marketing: A Brief History

Posted by Pete Stafford on December 11, 2018 at 12:56 PM

Bill Gates wrote an essay titled "Content is King," and wrote, "Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting."

More than 20 years later, much of the online world has changed, but content is still driving the online engine, with social media largely leading the way. Though it's only one piece of the landscape, content marketing has changed significantly in the last several years.

Let's take a quick look through the last two decades to see where content marketing has been, where it is now and, perhaps most importantly, where it's going.

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Topics: Content Marketing

It's the Best Time of Year to Buy a Car: How Can Auto Dealers Stand Out?

Posted by Maddie Thomas on December 6, 2018 at 2:50 PM

As customers prepare to spend holiday bonuses, now's the time to launch your most successful automotive marketing tactics. Why? December is the best time of year to buy a car — and meet year-end sales goals. 

Automotive Consumer Buying Trends

Deloitte's 2018 Global Automotive Consumer Study explored vehicle purchasing behaviors. A top finding was interest in technology, both related to features and the auto buying process. At the forefront are customers asking dealers about alternative powertrains, including electric, hybrid and autonomous, self-driving vehicles.

When shopping for a new ride, the report said customers want to go online to view inventory, compare prices and read reviews, not visit a showroom. And, surprisingly, low prices aren't a driving factor. The customer experience on the dealer website has a significant impact on decision-making, second only to the opinions of friends and family. So, let's make those moments of online engagement incredible.

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Topics: Automotive, Seasonal Marketing

2018 Holiday Shopping: 3 Fast Tips for Businesses Marketing Online

Posted by Allie Farnen on December 3, 2018 at 12:38 PM

Ready or not, the 2018 holiday shopping season is well underway. With online sales projected to reach $123.39 billion this year, according to eMarketer, there are plenty of opportunities to grow your revenue and achieve your annual goals.

However, as a marketer, keeping up with ever-evolving consumer trends can be dizzying — especially during holiday crunch time when you and your team are at your busiest. To help make sure you enjoy a sizable piece of this holiday season's consumer spending, here are three things you can do right now.

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Topics: customer journey, Seasonal Marketing

Are Food Trends (For the Sake of Instagram) the Future of Food and Beverage?

Posted by Allie Farnen on November 30, 2018 at 10:26 AM

Instagram has revolutionized the way the food and beverage industry does marketing and advertising — putting an emphasis not just on creating photo-worthy dishes and food trends, but also on building a following that translates to a loyal customer base.

No one said 'gramming is easy, but the platform and the food trends it inspires are here to stay for the foreseeable future. Why not take advantage? An engaged social media following keeps you top of mind for your audience, but that's not all. Your restaurant becomes visible to second- and even third-degree connections whenever someone likes or comments on a post, helping you reach an exponential number of people with each new follower.

The best benefit of all? Unless you want to run Insta ads, using the platform is totally free. If you're not taking advantage of available networks, you're leaving money on the table.

So, how do you achieve success on Instagram in the age of never-ending food trends? A few expert tips (and a little team effort) can go a long way. Read on, then prepare your camera for some activity.

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Topics: Food & Beverage, Social Media Marketing

What Is Remarketing, and How Does It Work?

Posted by Ashley Williams on November 28, 2018 at 11:37 AM

If you've ever been to a website and then noticed ads for that brand everywhere you go online, you've experienced remarketing. Honestly, who hasn't seen a remarketing ad by now? They are everywhere, and for good reason. Those ads, following you on purpose, are serving an important marketing strategy known as remarketing or sometimes referred to as retargeting.

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Topics: small business, Retargeting and Remarketing

Local Business Marketing: Why You Need a Mobile Social Strategy

Posted by Apryl Pilolli on November 26, 2018 at 10:07 AM

For those thinking about local business marketing, social media and mobile optimization might not be the first strategies that come to mind, as they're often associated with large corporations.

But marketers who don't think about mobile-first connections may be missing out on an effective way to grow a customer base and build loyalty, according to recent research from Facebook.

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Topics: Social Media Marketing

Marketing Email Frequency: How Often Should You Send Out Marketing Emails?

Posted by Maddie Thomas on November 22, 2018 at 10:25 AM

As a digital marketer, email frequency is one of those factors that gets mulled over to the point of analysis paralysis. It makes sense, though. Perhaps more than any other type of digital marketing, email is the most personal.

You're serving your list of contacts content right to their inbox, where you may be among important work correspondence, emails from friends, notes from loved ones — and about a million marketing messages.

It may come as no surprise, then, that the average email open rate hovers at around 20 percent, depending on the industry, according to research by MailChimp. And click-through rates? You're lucky if 3 percent of those who open your email click on a link.

Many factors contribute to email marketing success, including aforementioned industry, the cleverness of your subject lines, your reputation among current customers and at least a dozen things that can't be quantified or qualified. But email frequency is 100 percent in your control. It's testable and can make a huge difference in your email marketing success metrics.

Frequency matters because if users feel bombarded by your messages, they'll either start to ignore them or unsubscribe. If you don't send enough, you fall off people's radar. It's a fine balance.

In this post, we'll focus on how you can strike the right balance with your audience and see healthy open rates and better overall email marketing performance.

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Topics: Email Marketing

Finding Your Target Customer: Top Tips of the Year

Posted by Jenny Sutton on November 20, 2018 at 11:06 AM

You don't want to reach just any customer. You want to build relationships with the people who will become brand loyalists because your products or services suit them perfectly. You can find your target customer by honing in on the ideal customer pool.

We do this by carefully creating a targeting strategy that focuses on an enjoyable customer experience, getting a well-timed message to the locations where your ideal customers are spending time and sending gentle reminders about your business to the websites they frequent. Sounds good? Let's dig in. 

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Topics: Integrated Marketing

These A/B Testing Mistakes Could Be Screwing Up Your Campaign Data

Posted by Jennifer Dragon on November 16, 2018 at 11:10 AM

In the endless quest to optimize marketing campaigns and ensure you're squeezing every drop of ROI out of your efforts, A/B testing is a must-have tool. With this approach to testing variables in marketing campaigns, brands can gain valuable insights into what works best for their customers in terms of driving engagement and conversions.

But there's a right way to conduct this testing, and there are a lot of A/B testing mistakes to avoid in the process. If you're new to A/B testing and want to make sure you're getting good data from these efforts, make sure you avoid these three common testing mistakes.

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Topics: Premium Display and Banner Ads

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