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5 PPC Mistakes That May Be Damaging Your Marketing Plan

Working with PPC platforms like Google Ads can be a highly nuanced and often challenging endeavour. Nevertheless, it’s one of the most essential elements of your marketing plan. If you want to get the most ROI from your ad budget, you’ll want to avoid these five PPC mistakes.

Ad Copy That Doesn’t Stand Out

 

The copy in a PPC ad is one of the most influential factors determining its CTR. It goes without saying that this text should be persuasive, but many business owners conduct ad campaigns with copy that too closely resembles that of their competitors. Your social media and content aren’t the only things that should express the unique voice of your brand. Your ads should too.

Focusing Too Much on Sales Conversions

 

Perhaps the most obvious form of conversion is a sale. You’ve officially earned a new customer. As crucial as this is for your bottom line, it’s a mistake to see this as the center of your PPC universe. Countless forms of conversions exist at all stages of the funnel, such as content downloads and email list signups. These “soft conversions” should be part of your strategy!

Bidding Too Broad

 

Keyword bidding is tricky, so there are plenty of dangerous temptations that business owners give into when trying to make it easier. One that you should be extra careful of is bidding on a higher quantity of keywords rather than opting for quality and precision. For instance, in many situations, going straight for broach match can quickly drain your budget and tank your ROI.

Inadequate or Flawed Remarketing

 

Each lead goes on a journey when experiencing your brand, and your remarketing technique needs to be designed accordingly. Too many companies approach this without proper segmentation or other essential steps. The ads that a lead or client experiences should dynamically depend on what you know about that person and how they should be re-engaged.

Biting Off More Than You Can Chew

 

Even experienced marketers face difficult obstacles when building and maintaining PPC ad campaigns. It’s not an aspect of marketing that should be taken lightly, yet it’s quite common for business owners to dive in headlong without a precise strategy or without expert help. You’ll always get the most value from your budget when you have a marketing team at your side.

CAYK is proud to offer sophisticated marketing solutions for hard-working business owners like you. With comprehensive expertise and total commitment to our clients, we’ll never let you down. Call (403) 456-0072 or contact us here to schedule a consultation, we’d love to meet you!

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Optimizing Internal Business Processes with Marketing Automation

Countless new and sophisticated tools are becoming available to businesses every day. This is of course good news, but it also means that the pressure is on if you want to stay competitive in your industry. How can marketing automation help to make your company a more efficient one?

 

More Than Just Emails

 

Those who haven’t fully adopted marketing automation may know it as a technology used for email marketing. However, its scope extends far beyond automated emails and even beyond basic marketing actions in general. In addition to serving as an autopilot for the repetitive tasks involved in connecting with leads and clients, marketing automation is also used to carry out tasks that you routinely depend on for internal operations. The core objective behind this isn’t to roboticize your company, it’s to streamline and strengthen the human element of your business by allowing your team to allocate time and focus towards the right tasks at the right time.

 

Assess Your Existing Workflows

 

One of the first and most important steps in applying marketing automation to your internal business processes is to take a look at how you go about those processes now. You don’t necessarily need to slap a piece of marketing automation software on a major workflow from end to end; it may be wiser to take stock of specific tasks and gain a detailed picture of which ones will be done faster and more efficiently with the right automation tools. From there you can think on an increasingly larger scale about what role automation will play throughout your business. Always understand an aspect of your operations before you decide to automate it.

 

Key Examples

 

So, what exactly can marketing automation potentially improve within the many moving parts of your business? Depending on the tools you use, it’s possible to radically optimize communication and collaboration between team members, day-to-day administrative tasks, and even the sourcing of potential new hires. The management and analysis of key information within your marketing strategy can also benefit on multiple levels, from lead qualification to funnel management, the development of ad campaigns, and more. There’s never been a better time to modernize the way your company formulates its quest for growth.

 

Today’s marketing technologies can do more than just polish the image of your company, they can fundamentally transform how you do business and connect with your audience. The CAYK team is here to empower you with the tools you need, so give us a call at (403) 456-0072 today!

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Internet Marketing

Outbound Marketing vs Inbound Marketing: What’s the Difference?

The field of marketing is more diverse and complex than ever. It may seem overwhelming, but when you know how to recognize key approaches and philosophies, you’ll know how to apply them to your business. Let’s look at the differences between inbound and outbound methods.

Outbound Marketing

We can consider outbound marketing to be the traditional philosophy that has guided marketing efforts for centuries, indeed long before “outbound” itself was even a term. It is characterized by advertising, public relations, promotional tactics, and other practices that address leads and clients directly and continuously without focus on reciprocal engagement. Whether it’s a TV ad, a print ad, a sales rep at a trade show, or a cold call, the communication flows primarily in one direction. While these traditional forms of marketing are of course still utilized quite often, they have been significantly displaced by the emergence of inbound marketing.

Inbound Marketing

The advent of inbound marketing has led to a fundamental transformation of how business and marketers view commerce. While outbound marketing efforts are geared towards delivering a message to a lead or client, inbound marketing is focused on building and fostering a dynamic, multi-directional flow of information. It is structured around many key practices, such as the creation and sharing of content, mutual engagement on review sites and other online platforms, or the creative fine-tuning of brand identity. Digital technologies such as the Web and social media have made inbound marketing possible and continue to shape its uses and implications.

Why It Matters

It will always benefit a business owner to develop a perception of marketing that fully accounts for its creative and technical possibilities. Outbound and inbound marketing practices may differ from one another, but you should formulate a marketing strategy that integrates these two philosophies. For instance, social media platforms and content management systems have certainly revolutionized how brands enrich their relationships with their audiences, but web technologies have also enhanced the way we learn about leads and design ad campaigns that are relevant to their needs. Think holistically and utilize the best tools at hand!

Only a fully modernized marketing plan will allow you to achieve the kind of growth your business is capable of. Our job is not simply to provide you with the latest tools and strategies, but to help you fully harness their potential. To get started with CAYK, call (403) 456-0072 today!

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Internet Marketing

What to Avoid from a Marketing Agency

There are more marketing professionals out there today than anyone can count, and they all claim to be the best. In such a competitive environment, how can you as a business owner know that you’re choosing the right team? A good starting point is to be aware of common red flags.

Excessive Guarantees

Digital marketing is a complex and dynamic beast. Accumulating greater visibility in organic search results is known to be a nuanced process of trial and error that takes time, but even advertising has its fair share of variables as well. If any marketing agency claims to offer you guarantees about your performance and growth, think carefully about what they’re claiming. Guaranteeing exact ad placement, for instance, is a common deceptive practice. A good marketing agency promises to work closely with you to carve out actionable goals while remaining clear and honest about what is attainable.

Poor Communication and Transparency

A lot goes into a marketing plan, especially when you’ve rightly chosen an agency that can provide you with a comprehensive strategy. You don’t want to be drawn into a working relationship with a team that doesn’t give you the communication and transparency you need to fully understand and keep up with all those moving parts. If an agency isn’t giving you routine, consistent reports regarding the performance and budgeting of an ad campaign, you have a problem. The same goes for assessing the strength of your inbound efforts and other factors. You should expect open availability, responsiveness, and well-scheduled meetings.

Lack of Credentials

Does the marketing team you’re considering have the credentials to back up their claims? Certifications and other markers of legitimacy aren’t obtained for nothing. They indicate that the team members at a marketing agency have gone through extensive education and testing processes to sharpen their skills and meet the highest standards in the industry. Google’s advertising certifications, for instance, are second to none. When you work with a Google Partner, you get thorough insight and access to Google’s marketing infrastructure, better and quicker support, and more. An agency that lacks this is certainly one to be avoided.

Choosing a marketing agency is a decision that can affect your company for years to come. You should be able to make that decision not only with confidence, but with excitement for what lies ahead. To learn why we’ve become Calgary’s preferred team, call us at (403) 456-0072 today!

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Internet Marketing Online Marketing

Get Better Digital Marketing Results with Less Effort

A common complaint we hear from clients planning new marketing campaigns is how they don’t have enough time to accurately produce their vision. This is a problem because it often leads to shortcuts and scheduling conflicts. However, there is a new force within the marketing industry that provides a superior alternative to this method. That force is digital marketing agencies, and they deliver high quality, customized strategies for all of their clients. How do they accomplish such a grand task?

The first way is perhaps the most obvious. It’s what they do as a profession! So a client’s time isn’t spent clarifying what they want, directing staff to specific parts of the project, or struggling to meet deadlines. Instead, the time commitment is only a couple of meetings at the beginning of the marketing strategy, and after these are concluded the digital marketing agencies team of professionals gets to work crafting a strategy that works for your business. As the project moves along, regular updates and reports help to keep client informed of the status. This helps the client do what they do best, while providing enough information to allow them to feel confident that their money is being well-spent.

However, the benefits are not all so obvious. Digital marketing agencies also have the advantage of not being limited to a single individual trying to accomplish everything prior to the strategy launch. Digital marketing agencies offer a wide variety of skill sets from developing and programming to writing, designing and editing. This helps to craft a holistic strategy that has expert knowledge ingrained at every step.

“Expert knowledge is ingrained at every step.” This is the greatest benefit of utilizing a digital marketing agency. With years of experience in traditional marketing and a continuing expansion of knowledge into the best techniques for online content they are able to offer advice in many areas. Knowledge about the latest trends in Search Engine Optimization, Marketing Automation, Google Adwords, analytics, and more helps you keep your brand at the top of the search results.

Not only do clients receive the benefits of social media management, marketing automation, and a Google Partner Agency, but they also receive the benefits of the latest design trends, cutting edge website programming standards, and professionally written copy. All of these features ensure that every client gets a powerful campaign that doesn’t require them to watch over someone’s shoulder. The process is streamlined to make sure that clients can focus on what is important, and rest easy knowing that their website is working for them not against them. All of this, and in many cases, for less than hiring a minimum wage in-house employee.

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Internet Marketing

One SEO Mistake That’s Made Far Too Often

Everyone wants their company website to rank high in search results, but not everyone is willing to do what it requires. In fact, we’ve seen many business owners utilize SEO only to abandon it when it begins to work for them. This is a pretty big mistake, and it’s important to understand why.

How 09It Happens

Let’s say you decide to get serious about search optimization. You upgrade your website with great content, mobile friendly design, and more. You regularly post useful and engaging articles relevant to your industry, you know how to use your keywords, and you enhance this with excellent use of social media. With these and other efforts going full speed ahead, you eventually start to see your company dominate in search results for the most important terms connected to your products or services. Finally, you decide that you can relax or even drop your SEO strategy to save time and money. Now we have a problem!

Why It’s a Big Deal

Optimizing a website for high search performance is an ongoing journey. One of the most harmful assumptions you can make is that your status in search results is permanent. That status requires upkeep, diligence, and adaptability. You need to be able to respond swiftly to the increasing or decreasing importance of search terms in your industry, and you have to sustain the visibility of your brand as much as possible. Most importantly, if leads (or Google) find that your content is outdated or less relevant than it once was, this will both hurt your ranking and send a pretty unflattering message about your conviction as a company.

How to Avoid It

When it comes to the longevity of your site’s high ranking, one of the most important determiners is the relevance of your content. This is why elements such as an up-to-date blog are so instrumental. It has to be as clear as possible that your company is consistently in tune with the outside world and can generate new information. Meanwhile, small businesses often struggle to stay fresh and relevant online when they don’t have a great marketing agency helping them with all the necessary tasks. Never forget that teaming up with the right experts is a surefire way to keep your ranking in the right place!

No matter what part of digital marketing you focus on, it should be pursued with conviction. The most successful strategies are the ones that go the extra mile and maintain a competitive edge. The team at CAYK can help you accomplish this and more, so call us at (403) 456-0072 today!

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Internet Marketing

One SEO Mistake That’s Made Far Too Often

Everyone wants their company website to rank high in search results, but not everyone is willing to do what it requires. In fact, we’ve seen many business owners utilize SEO only to abandon it when it begins to work for them. This is a pretty big mistake, and it’s important to understand why.

How It Happens

Let’s say you decide to get serious about search optimization. You upgrade your website with great content, mobile friendly design, and more. You regularly post useful and engaging articles relevant to your industry, you know how to use your keywords, and you enhance this with excellent use of social media. With these and other efforts going full speed ahead, you eventually start to see your company dominate in search results for the most important terms connected to your products or services. Finally, you decide that you can relax or even drop your SEO strategy to save time and money. Now we have a problem!

Why It’s a Big Deal

Optimizing a website for high search performance is an ongoing journey. One of the most harmful assumptions you can make is that your status in search results is permanent. That status requires upkeep, diligence, and adaptability. You need to be able to respond swiftly to the increasing or decreasing importance of search terms in your industry, and you have to sustain the visibility of your brand as much as possible. Most importantly, if leads (or Google) find that your content is outdated or less relevant than it once was, this will both hurt your ranking and send a pretty unflattering message about your conviction as a company.

How to Avoid It

When it comes to the longevity of your site’s high ranking, one of the most important determiners is the relevance of your content. This is why elements such as an up-to-date blog are so instrumental. It has to be as clear as possible that your company is consistently in tune with the outside world and can generate new information. Meanwhile, small businesses often struggle to stay fresh and relevant online when they don’t have a great marketing agency helping them with all the necessary tasks. Never forget that teaming up with the right experts is a surefire way to keep your ranking in the right place!

No matter what part of digital marketing you focus on, it should be pursued with conviction. The most successful strategies are the ones that go the extra mile and maintain a competitive edge. The team at CAYK can help you accomplish this and more, so call us at (403) 456-0072 today!

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Internet Marketing

When Your Inbound Strategy Is Great, but Your Content Needs Work

As we demonstrated in last week’s article, when the individual aspects of your marketing strategy work in synergy, they give you the best results. But what happens when one component isn’t quite right? The quality of your content, for instance, will make all the difference.

What Makes a Great Inbound Strategy?

Before we jump into the more specific question of content, it’s useful to concretize a broader philosophy by which all of your inbound efforts can be guided. The first thing to remember is that a truly great inbound strategy is defined by your ability to think creatively and try new things. Spice things up with visual content like infographics and video. Use live chat to provide information to visitors that they might not get from your blog. Provide embed codes that make it easier for visitors to share material from your site, generating backlinks for you in the process. There are so many possibilities that it would be a crime not to broaden your horizons!

It’s Not Just Your Blog

Your blog is a major player when it comes to your website’s content, but it’s not the only one. You should evaluate everything that is written on your site, from your “About Us” page to the summaries of your products and services and the visibility of your contact information. When these ingredients don’t measure up to current standards, the respectability of your business can really take a nosedive. It can also severely harm your visibility in search results. Even when you think you’ve ticked off all the boxes, the quality of the writing may not be up to snuff. Even the smallest details can make a big difference.

Making Improvements

A good place to start when evaluating and overhauling your content is to consider a company website that you’ve been impressed by lately. What exactly makes it work so well? Is it the tone and precision of the language? The organization of the information and clarity of navigation? The relevance, variety, and entertainment factor of its blog articles? Your site should be in tip-top shape within all of the above categories and more. Content has the capacity to define the identity of your brand, capture the attention of your visitors, and keep you at the top of their minds. Don’t underestimate its power, capitalize on it!

By uniting a razor-sharp inbound marketing strategy with top-tier content, you’re truly beginning to capitalize on your traffic and facilitate conversions. However, there’s still much more to a full-scale marketing plan than this. Call the CAYK team today at (403) 456-0072 to learn more!

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Internet Marketing Online Marketing

How Do Inbound Marketing and My Website Work Together?

A successful marketing plan is a large, complex machine, with many moving parts all working together to help you grow. When it comes to generating and converting leads, one of the most important elements is your website. So how exactly does it empower your inbound strategy?

Understanding Inbound

One of your primary marketing goals should be to accomplish a substantial and consistent flow of new leads and combine it with a high and steady rate of conversion. The first step of this process is determining how to bring in those new leads in the first place. For quite some time now, one of the go-to frameworks for making this happen has been inbound marketing. Modern digital marketing isn’t just about inserting your presence into the lives of potential customers, it’s about contributing something of value to the web so that you’ll be found when people are searching for something that is relevant to their needs.

The Many Functions of Your Site

Potential customers need good reasons to seek out and continuously experience your brand. In this regard, there are few things that can benefit your strategy more powerfully than your website. Having thorough and concise information on your products or services is essential, but it’s only a portion of the full picture. For instance, writing and routinely updating an informative and engaging blog will supercharge the value and draw of your website. Not only this, but you’ll need to have a mobile-friendly site that is expertly designed on a visual and technical level so that it’s intuitive to navigate and will have a wider presence in search results.

Working in Synergy

After understanding the broader importance of inbound marketing and the utility of your site in generating appeal and search visibility, the next step is to appreciate how the two can operate with other tools. Inbound marketing isn’t just about your site, as social media also plays a critical role. When you establish a strong social media presence with the right quantity and quality of engagement with your community, directing attention to your site by linking to its content in social posts can be a strong model for driving inbound traffic. When individual components are up to par and empower one another in the right ways, that’s a recipe for success!

You won’t get the most out of the inbound philosophy without a top-notch website. Not only can CAYK provide you with exactly that, we can go above and beyond and offer a comprehensive holistic marketing strategy that will help your company thrive. Call us at (403) 456-0072 today!

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Is Marketing Automation Right for You?

If your company simply adopted every single marketing tool that popped up on the radar without learning about it first, it would probably do more harm than good. The first step is always to determine if and how a new resource can get you results. Let’s look at marketing automation.

Loads of Leads

One type of business that can really benefit from marketing automation, regardless of the industry, is one that has a very high number of leads. In theory, being in this situation may seem more like a dream come true than a problem. However, a high volume of leads doesn’t do you much good if you can’t manage them properly. Determining lead quality when you have hundreds or thousands to deal with is a task that gets exhausting for any sales team. Marketing automation can help you develop a more coherent pool of potential clients by bringing the right people into focus, categorizing them, and streamlining how you connect with them.

Uneven Lead/Client Ratio

Let’s say your company is having trouble maintaining a healthy ratio between potential and confirmed clients. This means that you’re getting things right with the way you’re approaching your website and your inbound strategy. The community is paying attention to you, but you don’t quite have that extra something to turn them into eager customers. Marketing automation can save the day here as well. Custom email campaigns directed to your leads depending on their interests and behaviour, as well as highly relevant landing pages, can really win over those potential customers who are on the fence.

Still Working on It

A lot of business owners out there are in the early stages of building their company. A sophisticated tool like marketing automation may seem out of reach or irrelevant if you’re still getting things going, but you’d be surprised how accessible it is and how much it can do for you. Not having very many leads to go on can be very discouraging, but marketing automation is perfect for addressing this obstacle. It simultaneously enhances and complements your inbound strategy by targeting the right people with the right information, drawing them to your site, and securing higher quality traffic. No business should go without it!

Which of these categories does your business fall under? Like any good tool, marketing automation is flexible enough to meet a diverse set of needs. You just have to find out what your challenge is and build a strategy accordingly. Give us a call at (403) 456-0072 to learn more!