Be In The Know Blog

3 Times You Need Marketing Help

Posted by Ashley Williams on September 20, 2018 at 2:15 PM

You are the ultimate small business owner. By day, you develop and offer amazing products or services to an appreciative audience. In the evenings, you manage the books, crunch budgets and learn about branding. Kudos to you!

So, how's your marketing strategy performing this year? How many leads have you converted into sales? Is your social presence getting stronger and influencing your ideal customers? If you're feeling a bit deflated, don't. Many small business owners need marketing help. They have more responsibilities to manage than ever imagined, and marketing often gets pushed to the back burner during a busy week. We get it.

Don't Be Afraid To Ask For Help!

You have no hesitation calling your accountant friend when a question pops up during tax season, or asking your buddy from college for software recommendations. If you're feeling confused and lost about your marketing efforts, it's OK to ask for help. And you really should if you're facing any of these milestones.

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Topics: Digital Marketing Strategy, Marketing Strategy

How to Use A/B Testing in Your Email Marketing Efforts

Posted by Codee Fuquay on September 18, 2018 at 11:15 AM

No email marketing campaign is perfect. No matter how strong your results may be, there's always a case for uncovering small improvements that can push your conversion rates even higher.

The trick is identifying those opportunities without disrupting the strategy that's brought you success to this point. A/B testing is the logical step for finding new efficiencies and ways to elevate your results. Here are four considerations to make sure this testing delivers quality, actionable results.

Pick the Element You Want to Test

Most marketers realize that A/B testing only works when you change one element and keep everything else the same. But it's not just subject lines, calls-to-action and email copy that can be tested: Delivery time, newsletter design and layout, images and other rich-media content can all be tested to see if they influence performance.

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Topics: Digital Marketing Strategy, Email Marketing, A/B Testing

Building a Marketing Strategy: 4 Questions to Ask Yourself Before Getting Started

Posted by Jenny Sutton on September 13, 2018 at 11:16 AM

Let's say the wing-it approach isn't working. You've decided building a marketing strategy and tracking your progress will help you meet your business goals. But where do you start?

It takes more than a bulleted list of talking points and an eye-catching logo to build brand recognition for your company, according to Marketing Land. The ideal first step is to think about the process as a whole. Sure, it's enticing to jump into creating messaging, but let's lay the groundwork for success first.

Identifying Your Basic Marketing Needs

There's no reason to launch a creative campaign before you've defined your goals, explored your resources and accepted the amount and type of work you can realistically manage.

1. What are your goals?

You want more sales, more recognition and to become the brand that rolls off the tips of tongues everywhere. But dig deeper. Have you identified factors that can be measured and evaluated over time?

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Topics: Digital Marketing Strategy, Integrated Marketing

Home Services Marketing Tips for Small Business Owners

Posted by Maddie Thomas on September 11, 2018 at 2:15 PM

You've done the usual. You started a Facebook business page, wear your company logo shirt around town proudly and sponsor the Little League team. Your home services marketing tactics work pretty well, but there's still room for improvement. Whether you're fixing leaky faucets, mowing lawns, cleaning homes or helping homeowners in another way, you can land more customers by taking a structured approach to your promotional efforts.

Business operations software company Jobber shared a list of 2018 trends and predictions to help guide home services business owners. Here are a few of the top takeaways:

  • Customers seek time efficiency. The ability to book appointments 24/7 through apps or social platform messaging services trumps calling an office line during the 9-to-5.
  • Adopting new technology helps you rise above your competition. From promoting multiple lines of communication to using mobile billing and payment processes, adopt current tech trends.
  • Stay in touch with your clients. Being top of mind can only happen when your past customers hear from you regularly. Implementing a strategic marketing plan is the foundation for effective communication.

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Topics: Digital Marketing Strategy, Integrated Marketing, Home Services

How to Run a SWOT Analysis to Improve Your Marketing Strategy

Posted by Carlye Creel on August 21, 2018 at 11:29 AM

Marketing analytics software plays an important role in optimizing your strategy, especially when it comes to uncovering hidden trends that can fine-tune your campaigns. But the high-level discussions around your business marketing strategy can be enhanced by a much simpler approach: a SWOT analysis.

Standing for Strengths, Weaknesses, Opportunities and Threats, this analysis is a simple but effective way to audit your current overarching strategy, with a focus on making improvements going forward. According to Entrepreneur, marketing and business leaders can use the SWOT approach to make changes to existing strategy, prioritize campaigns and reallocate budgets, while identifying new channels, campaigns and messaging worth exploring.

A SWOT analysis is easy to run, and it can tell you a lot about your marketing efforts. Here's an overview of how to guide these conversations.

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Topics: Digital Marketing Strategy

Customer Engagement Metrics: A 3-Step Guide to Tracking, Measuring and Attribution

Posted by Brooke Huntley on July 31, 2018 at 11:09 AM

Strong customer engagement is often an accomplishment coveted by digital marketers. It's that special sauce that fuels referrals and brand loyalty, while providing businesses with integral input and feedback directly from their target audience.

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Topics: Digital Marketing Strategy

GDPR: What Do Local Businesses Need to Do?

Posted by Jenny Sutton on July 3, 2018 at 10:03 AM

Chances are, you've probably heard about the General Data Protection Regulation, a policy that took effect May 25, 2018, and requires organizations across the world to change the way they obtain and store customer data from citizens of the European Union. 

But, even if you're a U.S.-based local business that doesn't store information from anyone in the EU, it's a good idea to familiarize yourself with the policy because other regions may soon adopt similar requirements — which could have significant ramifications for your local digital marketing.

Here's what local businesses need to know: 

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Topics: Digital Marketing Strategy

Email Marketing: How to Increase Click-Throughs and Conversions

Posted by Ashley Rios on June 26, 2018 at 2:47 PM

Email marketing is one of those tactics that can produce impressive results when done right, and can hurt your brand's reputation when done wrong. Send a helpful, targeted message and you just might have a customer for life; send a misdirected blast and you could see your unsubscribe rate skyrocket. 

It's not hard to see why this is the case. Just look at your own inbox and, if you dare, your spam folder. There are a lot of people trying to reach you through email, some with dubious intentions and others with a self-serving purpose. Don't be one of those senders.

The problem with most email marketing is that messages are sent purely to build awareness or make an announcement, which is unappealing to recipients who receive several such messages every hour.

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Topics: Digital Marketing Strategy

The Google Chrome Ad Filter: What Marketers Need to Know

Posted by Pete Stafford on June 5, 2018 at 11:25 AM

Ads are designed to command attention, but sometimes the disruption can feel intrusive or overwhelming. Google realized this and in February of this year, they launched an ad filter for Chrome users that was designed to improve the user experience.

This is good news for quality advertisers, ethical publishers and irritated web users. We all want better experiences on the web and Google is taking steps to reduce annoying content by removing ads from any website that doesn't follow the Better Ads Standards created by the Coalition for Better Ads.

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Topics: Digital Marketing Strategy

Google AMP: How Businesses Can Boost Their Mobile Experience

Posted by Ashley Rios on May 24, 2018 at 10:02 AM

Google Accelerated Mobile Pages (AMP) can help content creators and advertisers reduce bounce rates and increase conversions with fast-loading pages. But what is Google AMP exactly, and how can small and midsize businesses leverage the technology?

In this post, we'll give you an overview of the AMP Project and actionable tips on how you can improve your digital marketing strategy for mobile.

Prioritizing Page Speed

Page speed is just one factor on a long checklist of items digital marketers need to consider when optimizing a site for search. But it's one you shouldn't overlook — your customers' time is precious and even a few seconds can mean the difference between a bounce and a lead.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising

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