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Online Marketing

Working With Your Digital Marketing Agency to Build the Perfect Strategy

We talk a lot about how important it is to trust in a qualified team when implementing a marketing strategy for your business. It’s even more important, however, to know exactly what is involved when working with your agency to make this strategy work!

Planning

It all starts with a plan. How you structure your strategy depends on the current standing of your business and your goals for growth and improvement. Are you hoping to focus on increasing conversion rates among a known demographic, or is your brand in need of wider awareness? What aspects of your presence are already in place and which ones are missing? Take note of whether you have a Google My Business account, social media pages, a blog, strategies for PPC or other forms of advertising, and more. Working with your agency will help you determine the ideal pathway that a prospective customer should take from being aware of your brand to becoming a dedicated client.

Implementation

The first steps a business might take in implementing a plan will vary from company to company. Sometimes it starts with a website overhaul. This often ensures that you have a responsive, mobile-friendly site with good on-page SEO, moderated live chat, clearly indicated contact info, and other essentials. Perhaps your business is in need to some reputation management in the form of productive replies to comments and reviews. Establishing a blog with high-quality content is, of course, also a necessity. It all depends on how things look and what stands out when initial assessments have been made regarding each component of your company’s performance.

Review, Revise, Repeat

The only thing more important than an initial assessment is each assessment that follows! If you don’t identify your KPIs and you aren’t getting in-depth, actionable feedback, there’s not much to go on in terms of improvement! Every plan should be in an ongoing state of review and revision based on the data that each strategy provides. How well-targeted is your advertising? Are search users ending up at the landing pages that you need them to? Is your site pulling its weight in terms of conversion? What changes must be made to your content for better visibility in organic search results?

Now that you have an outline of what it takes to bring in new business for your company, it’s time to get started! Make the first steps and give CAYK a call at (403) 456-0072 today.

Categories
Calgary Marketing News

Do Direct Mail Campaigns Still Work?

With so much of common marketing practice surrounding digital tools these days, it’s easy to lose sight of the methods that have been used for much longer. Direct mail is a perfect example. You may be surprised to know that it can still get the job done!

More Effective Than You Think

When combined with digital methods, the effectiveness of a direct mail campaign can be measured and tracked in ways that are similar to an AdWords campaign. If your mail directs a lead toward a specialized landing page, you’re on your way to getting great data out of a versatile hybrid approach. The upside of this over email-only campaigns is that mailouts, when designed and written well, can be a bit harder to ignore than an email in an inbox of, say, fifty or more unread messages. It also covers your bases in terms of demographics that are less attentive to email.

Addressed or Unaddressed?

Whether you want to personally address your leads depends on a few factors. Are you hoping to cover a large-scale pool of prospects in a new area and significantly raise awareness of your service? Unaddressed is better equipped to do this. Is your campaign meant to make more specific offers based on data you already have on the area and the recipient? You might want to put together an addressed campaign. Keep in mind that they each have their drawbacks. Unaddressed direct mail is less personal and can get lost in the noise of other nameless mail, and addressed material can end up at the wrong address or with the wrong person if your data isn’t up to date.

Essential Considerations

Whichever of these options you decide, there are things you’ll want to make sure to integrate into most campaigns. Firstly, when a prospect checks their mailbox, they may be confronted with a variety of campaigns from different businesses. This means yours needs to stand out. Eye-catching design and good copywriting are necessary to make sure this happens. Another indispensable component is a discount or special offer, which won’t be complete without a clear call to action. Including a worthwhile incentive could mean the difference between a conversion and your mail out in the trash!

Keeping an open mind to all marketing techniques, new and old, can bring your business to new heights. Get in touch with CAYK today at (403) 456-0072 to learn more about the possibilities!