Featured Online Marketing

Do You Know Your Target Market?

A target market is a specific group of consumers to whom you address your product or service. They’re the people you want to reach with your marketing message; your potential customers. Instead of trying to reach an entire market, you select a particular audience, putting time and energy into connecting with a defined group. There are four levels of segmentation that are generally used to define your target audience.

  • Demographic segmentation divides the market based on demographic variables; age, gender, marital status, family size, income, religion, race, occupation, nationality and education. It’s the most common segmentation practice among marketers.
  • Geographic segmentation involves dividing a market by area; city, county, region, country or international region. It may also include breaking the market into rural, suburban and urban areas. This strategy allows you to serve customers in a particular area when your broad audience has preferences based on their location.
  • Psychographic segmentation is a method used to group consumers based on personality traits, beliefs, values, attitudes, interests, hobbies and lifestyle. This strategy helps marketers understand what drives purchase decisions.
  • Behavioural segmentation is based on actual consumer buying behaviour. It takes into account when a product is purchased, how often a product is being used/consumed, brand loyalty, and benefits perceived by consumers.

How do I determine my target market?

Your target audience should be based on research, not a hunch. To determine your target market:

  • Look at your current customer base: Gather the information you have regarding your existing customers into a database used to track trends and averages. Include age, location, time zone, language, income, spending patterns, interests, and stage of life/lifestyle. Look for common characteristics and interests of those customers that bring you the most business. If your customers are other businesses, consider the size of the business and what member of the company does the purchasing.
  • Use website and social media analytics: Social sites are a good way of filling information gaps and help you understand who’s interacting with your accounts. Use Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube and Snapchat analytics.
  • Check out the competition: Who do your competitors target? Who are your competitor’s current customers? Get a general sense of the approach they’re using and whether it’s working. Then find a niche market they’re overlooking.
  • Analyze your product/service: Create a benefit inventory by listing the features of your product and the benefits each feature provides. This helps you make the next list; the people who have a need for your benefits.
  • Create a target market statement: Use your research results to create a simple statement that clearly defines your target audience. Incorporate three or four important demographic and behavioural characteristics you’ve identified. This statement will guide your marketing efforts. You may need separate statements for each product/service you supply.
  • Evaluate your decision: This is where you ask yourself pertinent questions.
        • Are there enough people who fit my criteria?
        • Will they benefit from my product/service?
        • Do I understand what drives their decisions?
        • Can they afford my product/service?
        • Are they easily accessible?
        • Will my message reach them?
  • Test social ads on your target market: Create social ads targeted to the market you defined. Make sure the language speaks to the market you determined. Be creative! Then use social tools to contact your target audience. Use your demographic information to determine which social networks best allow you to reach your market. Track the performance of your ads. Decide whether you need to tweak your approach.
  • Revisit your market statement: The response to your ads may provide additional insights. Revisit your target market statement incorporating any new information. Amend the statement as often as needed. Remember that you can target more than one niche market.


Finding the right audience is crucial! Once you’ve established your target market, it’s easier to decide how to reach them and what message will resonate. Use your marketing budget wisely and get a better return on investment by clearly defining your target market.


Not sure who makes up your target market? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

Featured Social Media

What You Need to Know About Social Commerce

Social commerce is the use of social media networking websites as vehicles to promote and sell commercial products and services and it’s a rapidly growing practice.  87% of e-commerce shoppers believe social media helps them make shopping decisions and 30% of consumers say they would make purchases directly through social media platforms. Social Commerce involves:


  • Inviting users to vote on product style or choices
  • Offering personalized buyer options
  • Using graphics to attract viewer clicks
  • Using videos to show the product in use and from multiple angles
  • Encouraging user-submitted photos, commentary, and feedback
  • Using celebrity endorsements
  • Linking directly to the checkout or shopping cart
  • Offering promotions or giveaways to users who share the product on their feeds
  • Offering expert product advice and support.


The main networks used for social commerce are:


  • Facebook:  Companies can create “Shop Now” stores to interact with consumers. You can upload products and product information, curate and customize your catalogue, sell directly from your Facebook page and manage orders.
  • Instagram has a merchant agreement and commerce policies that permit you to create posts that allow users to tap on images and stories to view products featured on them. You can link your Instagram site with your Facebook page.
  • Pinterest began buyable pins in 2015 and has since worked with a number of major retailers. Visual presentation of the products is their hook.
  • Snapchat has recently partnered with Spring, a shopping mobile app that catalogues all a consumer’s favourite brands in one place and operates as a virtual shopping center. This collaboration will make it easier for consumers to purchase products on mobile.


Social Shopping describes networked shopping. It refers to consumers that use social networking services and sites to share the latest items they purchased, deals, coupons, want lists, product reviews, and other shopping finds.


Shoppable content is any content that offers consumers a direct opportunity to buy a product with just a few clicks. It generally includes clear product recommendations or purchase points. Shoppable content may include text, photo, video, blog posts and shoppable quizzes. This strategy helps to increase engagement and bridge the gap between browsing and buying. It improves conversion rates and helps brands measure conversions through content.

Shoppable posts look like a regular post except that the displayed products are tagged and linked to the seller’s website. When clicking on the photo, a bubble will pop up containing the product’s name, price and relevant information.


Social commerce is the natural evolution of online buying. As social media continues to evolve, so will the number and range of platforms with which people will be connected. Consumers will expect to be able to view and buy products within these spaces. Take note of how social commerce is evolving. Keep up with the latest features. Let social commerce boost your business.

Need help with your social commerce strategies? Want help with your digital marketing? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.



Calgary Marketing News Featured

Why Chatbots will Soon Dominate Customer Service

A chatbot is a computer software program driven by artificial intelligence (AI). It simulates a natural human conversation with human users, in a text format. It can be embedded and used through any messaging application (websites, mobile apps, telephone, social media messaging apps). Chatbots interpret and process users’ words/phrases and give an instant pre-set answer. Chatbot technology has advanced in recent years due to improved AI and machine-learning capabilities. It feels much like talking to a real person. What can chatbots do for your customer service operations?



  • Greater customer satisfaction: A crucial element of obtaining and maintaining customer loyalty is customer satisfaction. Chatbots provide an instant response relevant to the customer’s query. They never lose patience! They can deliver personalized experiences by accessing the history of a customer’s interactions with your company. Chatbots can direct customers to answers that will help them solve their own issues and/or gather the needed information. The immediate response and reduced resolution speed lessen customer stress, increasing customer satisfaction.




  • Save time: Chatbots provide fast automated answers to most questions allowing you to serve greater numbers of clients and freeing employees for other tasks.




  • Save money: Chatbots reduce operational costs by reducing staffing needs.




  • Increase customer base: A chatbot can answer multiple questions simultaneously, allowing you to make contact with more customers. Many users are more comfortable speaking with a chatbot than sending an email or placing a telephone call, making chatbots an efficient way to reach new customers.




  • Cut down on errors and provide consistent answers: Overworked and stressed human customer service representatives make errors. Chatbots do not. They need no breaks and perform at the same level regardless of how many times they repeat an action.




  • 24-hour service: Customers demand immediate responses from businesses, even during off-business hours! Chatbots are available 24/7 and are capable of instant replies, increasing the chances of converting first-time visitors into active customers.




  • Increase efficiency: Chatbots can quickly and accurately transfer messages to the relevant department thus increasing overall efficiency.




  • Reduce language barriers: A chatbot understands different tones and intents in language. It can handle thousands of customer queries, in multiple languages, at one time making it especially useful for global companies.




  • Gather data: A chatbot can remember conversations and analyze the details in order to improve service and meet customer expectations. They provide your business with detailed, actionable records of your customers’ greatest pain points, helping you improve your products and services.



Live chat software has a 73% satisfaction rate as a way for customers to interact with businesses. 64% of internet users say 24-hour service is the best chatbot feature. Today’s chatbots are a critical component of customer-service operations and will soon dominate customer service. They allow companies opportunities to engage with customers in new and different ways, helping generate more profits and greater success.


Need help choosing and integrating a chatbot? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.


Featured Online Marketing

Marketing Automation: How to Keep Connected to your Customers

Marketing automation platforms are tools/software that allow you to create, implement and automate marketing workflows for multiple channels from a single source. This automation can help you stay in touch with your customers. Use automation to:

Accommodate customer usage by creating experiences they can engage with from any device (mobile phone, tablet, laptop). Combine data and content across various sources to create a consistent experience across channels. Integrate touchpoints (SMS, push notifications, emails).

Nurture Leads: Marketing automation enables a systematic approach to informing, engaging and converting prospective customers. You can track behaviour, attach a score based upon intent, target high intent users and automatically send the right message at the right time.

Onboard customers: Make a positive first impression by using automation to kick start your relationship with your customers. Offer genuine post-sales service by scheduling and sending a series of automated emails to educate customers on product usage, troubleshooting problems and where to find help.

Reach out to less engaged customers: Create an automated workflow that identifies unengaged customers allowing you to follow up and win them back. Using automation, address users one-on-one and let them know you care about their opinions.

Offer outstanding customer experience: Use marketing automation to create dynamic lists of your customers (based on behaviours) then send relevant email content including similar product recommendations, product updates, related articles, product reviews, exclusive information and targeted discounts. Personalization tools let you address customers by name and reference their personal data (most recent purchase, account number, birthday, etc.). Marketing automation enables a quick response rate and better assistance by automatically routing support chats/calls to the right person. By updating customer information automatically, this tool allows you to strategically send compelling marketing messages resulting in a good customer experience.

Make data-driven decisions: Real-time tracking and alerts provide insight into the types of content and communication that work with your clientele. This data allows you to ensure each customer receives the information they are most likely to engage with, making them feel connected to your brand.

Build brand loyalty: To enhance customer loyalty, put workflows in place to identify your most engaged customers and invite them to join a loyalty program. Set up workflows to reward members with exclusive discounts and offers. Use automation to deliver increasingly personalized experiences that add value and show you care.

Marketing automation is a valuable tool for your customer experience efforts. From the first interaction to their initial purchase to creating them as a loyal customer, there are many ways that automation can create memorable contacts contributing to and improving your connection to your customers. Reach customers when, where, and how they prefer. Generate digital ads/emails that appear for the right person at the right time. Bring together marketing, sales, and service creating a seamless customer experience.

Interested in marketing automation? Want help staying connected to your customers? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.


Featured Social Media

How to use YouTube to Promote your Business

YouTube is a video sharing service that allows users to post, view and/or share videos. With  2 billion monthly users, 30 million visits per day and 500 hours of video uploaded every minute, YouTube’s reach is vast and global! If you want your business to capture attention, generate traffic, increase ROI, boost search engine ranking, build brand awareness, integrate with social media marketing and reach a large audience, YouTube is right for you. So, how do you use YouTube to market your business?


Design a Homepage:

Your homepage is the entry point to your site. Take the time to make it appealing.

  • Choose a compelling profile picture, clean and identifiable.
  • Upload channel art and your channel schedule.
  • Select a channel trailer, (1 or 2 minutes long) that is fun, interesting and tells people what you are about.
  • Create playlists (a list or group of videos that plays in order, one after the other).
  • Add featured channels. This will create a connection in people’s minds and in the algorithm between your channel and the featured channels.
  • Create an “about” page. Include a short, persuasive description of your channel.

Create Content:

You need volumes of quality content to keep viewers interested and encourage them to return to your channel. Include:

  • Brand videos showcasing your business and your core values
  • Webcasts and webinars, broken up and posted as a series of videos.
  • Repurposed infographics and/or explanatory videos
  • Educational and “how to” videos
  • Product demonstrations
  • Interviews with influencers and thought leaders in your niche
  • Animated videos
  • Interviews with your business’s owners, staff, and/or customers.


Upload Regularly:

Viewers are counting on new and intriguing content so add videos frequently. Consider a weekly update. Embed the videos on your company website.


Include a Call to Action:

If you want your videos to generate leads, a call to action is essential and should flow logically from your video content. Possibilities are:

  • Please rate this video.
  • Follow us on Twitter.
  • Find us on Facebook.
  • Subscribe to our videos.
  • Visit our blog/website for more great videos and information.
  • Please post your comments.
  • Share with your friends.
  • Check out our channel.
  • Contact us for more information.


Interact Frequently:

Engaging with users who post comments boosts your video’s engagement traffic. Respond to all feedback as quickly as possible. Personalize your responses. Encourage viewers to subscribe to your channel.


Pay Attention to Categories and Tags:

Choose a category for the video and enter tags and/or relevant keywords to increase hits.


Be Creative:

Use catchy, descriptive titles. Customize your channel with colour, images, links and/or relevant information. Incorporate your logo and company slogan.


YouTube marketing is an essential advertising tool for your business. Start simple and grow your audience over time. Refine your style and format while improving your use of keywords. Upload consistently. Let YouTube help you improve brand awareness, generate leads, drive traffic to your website and improve your sales.


Not sure how to get your YouTube channel up and rolling? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.





Featured Search Engine Optimization

What’s new in SEO in 2020?

Staying aware of the latest SEO trends will help you meet the requirements that search engines use to rank websites allowing your site to appear higher on the search engine results pages (SERPs). What strategies will help you influence the SERPs and earn more revenue in 2020?


Voice Search:

With the growing use of mobile devices and at home voice assistants, voice searches are rapidly increasing. It’s expected that 50% of internet searches in 2020 will be voice-initiated. How will the rise in voice search affect your SEO approach?

  • You need to implement conversational searches into your SEO strategy.
  • Semantic search (previous searches or patterns of searches ) will increase in importance.
  • Tone and function of content must cater to customers.
  • A mobile-first site is crucial as 20% of mobile queries are voice searches.
  • Brand names need to be easy to understand and remember.
  • It’s more important than ever for directories to have a complete and accurate listing of your business.

BERT is a search algorithm that comprehends the intent of the searcher making a query and enables you to train your own question answering system. SEO marketers who apply BERT models increase their chances of ranking on the first page of SERPs. What does this mean for your SEO strategy?

  • Analyze the top ten content ranking on the first page of SERP.
  • Create content that matches the user’s intent based on your analysis.
  • Utilize quality content written by an expert writer.
  • Establish your site as an authority.
  • Link to other authoritative, trustworthy sites.


Video: What’s the best way to tap into Universal Search in order to be visible? Have video content. 62% of Google searches include video. What does this mean for your business’s SEO strategy?

  • Create helpful YouTube videos that support your content.
  • Embed videos on your website.
  • Add accurate schema tags to allow search engines to better understand your video content.
  • Use an engaging thumbnail image to garner clicks on the link.
  • Upload your video to multiple platforms.
  • Add proper captions and include a transcript.
  • Optimize the title and description of your video.
  • Make sure your videos are mobile-friendly.



Online users are looking for information they can trust and that information is often provided by influencers. Working with an influencer increases your online visibility and amplifies your content reach. Partner with an influencer in your niche who already engages with your target audience. The backlinks gained from your influencer’s site will enhance your SEO efforts.


User Experience:

One of the biggest trends SEO professionals need to focus on in 2020 is the user experience. Search engines have advanced data mining capabilities. They collect data to help them understand user behaviour then tweak their algorithms in order to give searchers what they want. If you do a good job of meeting the needs of searchers, you have a better chance of landing on the first page of the SERPs. Anything you do for your users, you are doing for the search engines. Consider how you can help your users have a great encounter, the value you can provide users during their visit. Begin with the initial interaction in the SERPs. Pay attention to the overall landing page experience and the user experience after leaving your site (remarketing, drip campaigns, personalization for returning users).


User Engagement:

Google gives higher ranking to businesses that receive maximum user engagement. Your level of engagement is determined by the number of brand mentions you receive on forums, on social media in articles and videos. Positive reviews also play an important role. How do you promote user engagement?

  • Produce content that is relevant to your target audience.
  • Respond to all comments.
  • Encourage readers to comment, like, and share.
  • Start a Facebook group.
  • Run contests and giveaways.
  • Use images in your posts.
  • Ask a question.
  • Optimize your headlines.
  • Host a weekly twitter chat.


SEO is important for businesses in any industry. To avoid getting left behind in 2020, stay on top of the latest SEO trends. Keep your strategies flexible and be prepared to change to meet the requirements of a constantly evolving search environment.


Need help with your SEO strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.



Featured Online Marketing Social Media

Google vs. Facebook Advertising

Most businesses have a limited marketing budget and therefore must decide where is best to use their advertising dollars. Which is better for your business, Google Ads or Facebook Ads? Both are great places to advertise, so the answer will depend upon your business, your audience and your goals.


Google Ads:

Google is the world’s most popular and widely used search engine utilized by approximately 70% of online users when searching for information. Google Ads is the largest and most popular pay per click advertising platform (PPC). Results are transparent and almost instantaneous making this form of advertising worth every dollar spent.

Google Ads :

  • reach a large audience
  • let you consistently measure campaign performance (who clicked on your ad, how many leads have been generated, how much traffic you received from your ad, which keyword generated the most traffic/leads and how much it cost per lead).
  • work faster than Search Engine Optimization (SEO)

  • provide instant visibility at an instant cost
  • boost traffic, clicks, and conversions
  • provide a wide range of features (extensions, site links, user reviews, location targeting, shopping ads)
  • offer an exceptional level of customization and control
  • are an efficient way to tell people about your brand
  • are integrated with Gmail making it possible to reach prospects through their Gmail inbox
  • allow for remarketing on the display network
  • allow for remarketing on the search network
  • enable you to target people searching for your keywords in specific geographic regions


No matter what you sell or to whom, Google Ads has an ad format or feature that will make your goods or services more appealing to your target market. Google Ads helps you find new customers.


Facebook Ads:

Facebook is a social powerhouse with approximately 2.27 billion monthly active users. Facebook Ads help you find customers based on their interests and online behaviour. This advertising format makes it easy to find the right people, capture their attention and get results. Facebook ads give you a lot of bang for your buck.


Facebook Ads:

  • enable you to show your ads to a narrowly defined target audience (demographic, location, behaviours, lookalike audiences, age range, connections, language)
  • are low cost
  • give you access to a large mobile audience
  • provide you with robust metrics (weekly reach, page likes, post engagement, best performing posts, clicks, conversions, sales, comparison to your competition)
  • are easy to use and customizable
  • are visual allowing you to create beautiful, engaging ads

  • allow for remarketing
  • provide call to action choices (Book Now, Apply Now, Contact Us, Sign Up, Download, Learn More)
  • deliver continued visibility helping build trust
  • amplify your content reach
  • create a community encouraging customer loyalty


Facebook Ads excel at targeting audiences based on their behaviours and patterns. Facebook Ads help new customers find you.


Whether you choose Google Ads or Facebook Ads will depend upon what you’re looking to achieve with your advertising. If it’s sales, leads, consultations- both platforms are perfect. If it’s brand awareness or social following- Facebook is the best choice. If you want to sell products directly- both platforms will work. In reality, these platforms are complementary rather than adversarial. Consider using both in order to achieve maximum visibility, increase leads/sales, and find new customers. Build your brand with Facebook, close with Google. Target Your Facebook audience with Google Ads data. Find similar audiences on Facebook to boost both platforms. Together, paid search and paid social are remarkably effective advertising strategies.


Not sure whether to use Facebook or Google ads? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.



Featured Internet Marketing Online Marketing

What is Influencer Marketing?

80% of marketers claim that influencer marketing is as effective as other marketing channels. 71% of marketers claim the quality of traffic from influencer marketing is superior to other sources. 49% of consumers rely on influencer endorsements when making buying decisions. What are you waiting for? It’s time to check out influencer marketing.

What is an influencer?

An influencer is someone who:

  • has cultivated an online audience of like-minded people
  • has authority, knowledge, position, and/or relationship with this online audience
  • has developed a reputation for being an expert in their field
  • has the patience and focus to succeed in social media
  • has a successful blog, hosts online discussions and/or creates and posts engaging videos/photos
  • shares opinions, ideas, tips, and advice relating to their specialty
  • can be anyone from anywhere
  • has the power to affect the purchasing decisions of others

What is influencer marketing?


Influencer marketing is when a brand/company collaborates with an online influencer to market one or more of its products or services. The influencer helps improve brand recognition and awareness by providing genuine and authentic information, feedback and recommendations regarding the product/service.


How do I find an appropriate influencer?


  1. Do a Google search for articles in your field. Does a particular author’s name appear regularly?
  2. Look at industry-specific blog sites. Is there someone who frequently writes guest posts?
  3. Search social media platforms using relevant hashtags/buzzwords. Who appears most frequently?
  4. Use your professional and personal network to obtain referrals.
  5. Look for people with a strong support base whose audience is similar to your customers/clients. Make sure they have highly engaged followers.
  6. Once you have acquired the names of several influential people in your field, begin the influencer outreach process.

If this feels too complicated and/or time-consuming, use an influencer platform and/or consult with an influencer marketing agency. Platforms and agencies are created to help businesses streamline their influencer selection process.


How do I undertake the influencer outreach process?


  • Follow and/or friend influencers on social media platforms
  • Reply to Introductory emails
  • Respond to questions the influencer asks
  • Link to the influencers’ posts
  • Interact with them
  • Share their material
  • Comment on and/or like their photos, videos, blog posts, and other content
  • Write guest posts
  • Give free samples to the influencer
  • Provide products for the influencer to give away to their followers
  • Run a competition for the influencers
  • Pay for sponsored posts


Interact with the influencer, then approach them to work with you to promote your brand. Explain how your product can benefit their audience. Ask them to lend their name, expertise, and authority towards promoting your product to their followers.


Successful influencer marketing creates a win/win/win situation; good for you, good for the influencer and good for the audience. What are you waiting for? It’s time to try influencer marketing!


Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.



Featured Internet Marketing

Digital Marketing During the Pandemic

The coronavirus pandemic has changed our lives. Unemployment has skyrocketed, businesses are financially threatened, many are working from home, children are homeschooling and physical distancing has become a way of life. The present predicament may look like a disaster, but it’s possible to approach the situation as an opportunity to adapt, diminish losses and support others. It’s even possible to grow your business. What you do now will determine whether your business stays afloat or goes under. It’s time to tweak your digital marketing strategy. The following are ideas that may inspire you to continue marketing your company with enthusiasm.


Maintain and Improve customer/client relationships: Keep your brand alive by communicating with your customers/clients. Share with them the measures you’re taking to minimize infection. Communicate any changes in hours, service, safety protocols, or operation. Let them know what your company is doing to help out during challenging times. Address frequently asked questions. Share content that brings your readers joy. Include valuable information on how to solve pressing problems caused by the crisis. Develop and/or expand your loyalty program. Utilize chat tools, video conferencing, personalized emails, text messages, your website, your app, your Google my business listing and social media platforms. Provide valuable advice, focused support and (if possible) uninterrupted service.


Sell effectively:  Adjust your website/app so customers can order your goods and services directly. Offer quick, inexpensive delivery to online shoppers’ homes or businesses and /or contactless curbside service. If needed, tweak or revise your products and/or services. Implement an online chat tool so buyers and browsers can get their questions quickly answered. Include a comprehensive online FAQ on your website. Make it easy for clients to book virtual appointments with an online scheduling app. Explore marketing ideas that you wouldn’t normally consider (minor sales, free deliveries, benefits, grand schemes, lucky draws, buy-one-get-one-free products, videos, shoppable posts, quizzes, polls, etc.). Be creative when enticing customers. Invite them to come to you now and in the future.


Use your marketing budget wisely: Online engagement has surged so redirect funds from trade shows, travel, conferences, office rent, wages and radio ads and put them into your digital marketing strategies. Use marketing technology that coordinates with other management systems, so you can get an accurate view of your customers and their needs/desires. Enlist a digital marketing agency with the expertise and training to help you boost sales and keep overhead costs down.


Keep current: The constantly changing situation impacts your business and your customers/clients. Monitor the world situation as it unfolds, adapting quickly when needed. Frequently scroll through channels and ads, judging the effectiveness of your efforts. Use current data to predict trends and patterns. Anticipate what your customers/clients need.


Support your team: Stress levels are high. Make sure your team knows that they are appreciated. Keep them up to date and involve them in decision-making. Make sure they have the resources they need.


Think outside the box: The present circumstances require you to broaden your thinking. What was done in the past, will not suffice. Brainstorm frequently with your team. Look at what is working for other businesses. Act quickly on innovative ideas. Be just as swift to let go of ideas that do not work.


A volatile economy has created unique opportunities to connect with customers/users/clients providing them with information, interaction, positive thoughts, and relevant resources. Examine your marketing strategy and you may find that you have the ability to not only survive but grow and expand your business during the COVID-19 epidemic. Act swiftly, remain focused, stay connected, and concentrate on what makes you unique. Evolve and try out new products, services and marketing tactics. Move through the crisis with strength and resilience.


Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.



Social Media

The Benefits of Having a Facebook Page for Your Business

With over 2 billion monthly users and 1.62 billion daily users, it’s easy to understand why businesses choose to use Facebook to interact with customers and potential clients. Some of the benefits of using this social media site are similar to those of having a website, but others are unique to Facebook. What are the possible benefits of opening a Facebook page for your business?


  • Cost-effective marketing: Setting up a Facebook page is free. Ads are inexpensive compared to print, radio or TV with $1.72 being the average cost per click for a Facebook Ad. 


    • A platform to share information: Your Facebook page is a great place to share your business name, address, contact details, and a description of your products and/or services. Tell your customers about your history, your staff, and your journey. Give them information regarding your operating hours, policies, and brand culture. Share photos and videos of your business. 
    • Ease of communication with customers and potential customers: Make your page a channel for communication by posting and receiving messages, answering customer questions, announcing sales, and addressing purchasing issues.
    • Development of brand awareness and brand loyalty: Facebook provides an interactive way for you to build familiarity with your brand. Cultivate customers by tailoring the tone and content of your posts to appeal to your users and encourage loyal followers to return repeatedly. When users click the “Like” button, send updates to their wall for their and their friend’s perusal. Make your page active and responsive. 
    • A means to increase traffic to your website: Let your Facebook page serve as a funnel for prospective customers by placing a link to your website on your page. Facebook followers that land on your website will be receptive as they already have information regarding your business and made a choice to click the link. Connect your Facebook page to your blog posts on your website. Send your Facebook followers an occasional message with interesting/helpful information that leads them to your website.
    • Efficient customer support: Encourage after-sales questions on your Facebook wall. It’s more efficient than having staff answer phone calls. Let your answers to common queries remain on the page for others to discover.
    • Targeted marketing: Facebook analyzes information from the profiles of your users (age, interests, behaviour, location, race, gender, language, job title, educational level). Utilize this information to help you understand your customers and create targeted advertising. Monitor the number of impressions, clicks and conversion you receive. 
    • A means to build relationships: Build connection with your target market in a one-on-one format. Encourage followers to engage with your posts by liking, commenting, tagging and/or messaging you. Collect follower’s emails and contact them by offering contests, giveaways and/or newsletters. The more engaged you are with your users the stronger the connection. The stronger the connection, the more likely they will convert. 
    • Take advantage of word of mouth marketing: Make sure your ads/posts are targeted to the right people and they’ll likely share them with a friend or two, who may share it with another friend or two. Use high quality content to encourage sharing such as updates, insights, facts, interesting thoughts, inspirational quotes, engaging photos/videos, podcasts, questions, infographics, quizzes and contests.
    • Increase your Search Engine Optimization (SEO): Search engines rely on social signals (shares, likes, comments) to rank sites. Use your Facebook page to boost your social signals by filling it with rich content relevant to your business.


  • Advertise in real time: Keep track of your ad campaign in real time. Set a daily advertising budget and adjust it when needed. Cut losses and make modifications to gain conversions. Radio, TV and print ads do not allow for this degree of control and immediacy. 


Business Facebook pages are often underutilized. Optimize your page. Capitalize on the marketing opportunities. Reach new customers. Make it easy for potential customers to find your website. Share information about your brand. Leverage all the benefits of Facebook advertising. Your Facebook page can be a powerful means to expand your reach and increase awareness of your business. With 90 million small businesses already using Facebook and the average Facebook user clicking on 11 ads per month, what are you waiting for?

Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or request a marketing proposal. Allow us to be your very own marketing department! Connect with our tightly knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.