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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.



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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.



Internet Marketing

Data-Driven Marketing

Data-driven marketing is the process by which marketers use data to gain insights into customer needs, desires, and behaviors, then use these insights to create personalized marketing strategies aimed at the highest possible return on investment (ROI). Made possible by the introduction of customer relationship management software (CRM), data-driven marketing allows marketers to enhance and personalize the customer experience by taking the answers to questions like whom, when, where, what and translating them into practical marketing strategies. 

Benefits of Data-Driven Marketing

Data-driven marketing is gaining popularity as both businesses and consumers benefit from the approach. Benefits include:

  • Efficient Media Buying: Analyzing data collected enables marketers to remove guesswork thus improving media planning and buying. This type of marketing facilitates the identification of the content that leads prospects through your sales funnel allowing you to decide where your time and budget are best spent.
  • Consumer Targeting: Data analysis results in a deeper understanding of the customer profile allowing marketing messages to be customized and shown to the appropriate audience. 
  • Relevant Messages: For most companies, generic marketing messages are over. Data-driven marketing enables you to be relevant, for your message to resonate with consumers’ interests. 
  • Multi-channel Marketing: Marketers can reach beyond email, extending their reach across multiple networks and ensuring that the message is consistently reaching each customer at the perfect place and time. Data helps you discover which channels are best to engage your audience now and in the future.
  • Improved Customer Experience: The data collected brings an understanding of customers’ triggers and pain points, allowing marketers to determine specific areas for improvement of the customer experience. 
  • Improved Product Development: With more data leading to a better understanding of your target audience, your business can reduce product failure rates by focusing product development on goods/services best suited for a particular market.
  • Prediction of Consumer Preferences: With the right data, you can pre-target consumers tailoring your marketing message while the customer is still in buying mode, delivering a one-to-one customer experience on a massive scale.

How to Begin Data-Driven Marketing

There are some basic principles that can help you start a data marketing strategy or improve your existing data marketing program.

  • Determine Your Goals: Decide what data is worth collecting. Focus on gathering information around key performance indicators (KPIs). Consider collecting information regarding your target market, customer and prospect data (persona, transactional data, online activity, social network activity) and marketing/social media analytics (click-throughs, impressions, conversions).
  • Adopt Automation: Use an automated process that allows for personalization and lets your marketing strategy function for you even when you’re not working.
  • Collaborate: Utilize processes that manage data ensuring that it is shared across your entire organization, reaching all departments and teams. 
  • Evaluate and Take Action: Using your KPIs, evaluate the data collected. Use this data to inform your market strategies. 
  • Consistently Monitor your data collection to identify which strategies are giving you the best results. Continue to draw conclusions and try new strategies to maximize the results of your marketing efforts. 
  • Explore Marketing Channels: Use data analysis to help you understand which channels are working for you and inform you of new channels and formats worth adopting.
  • Observe the Competition: Let your competitor’s successes and failures inform your marketing strategy. Learn from their mistakes. Adapt and implement what works. 

Data drives most marketing decisions in today’s competitive marketplace. Take the time to collect and analyze data and adjust your marketing efforts accordingly. Let data help you make better decisions regarding the timing of your advertising, customization of marketing copy and personalization of experiences for your target audience. Data-driven solutions are essential to successful marketing campaigns. 

Need help with your data-driven 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.

Internet Marketing

Mobile first marketing

Mobile-first marketing begins with an ad created for mobile phones then expands to accommodate tablets, laptops, and desktops. It caters to the on-the-go lifestyle of consumers who use their phones to check email and/or browse whenever and wherever. Mobile first ads are generally filmed in an upright position and display multiple images for users to swipe through. With global data traffic forecast to increase to 49 Exabyte per month by 2021 and the average daily amount of time spent by adults on mobile devices approximately 203 minutes, this advertising strategy is gaining traction.

Remarketing ads enable your company to show targeted ads (through the use of cookies) to users who have already visited your site. This allows you to send custom content/messages to your target audience, provide more personalized/timely ads and boosts your revenue as remarketing ads have a high return on investment.

Influencer marketing is a word of mouth approach to advertising that uses key leaders to augment your company’s message. Influencers may be carefully selected celebrities and/or well know Instagram or YouTube personalities. They help promote your business through their social channels.

User-generated content (UGC) is content created and published by unpaid contributors (fans, frequent purchasers/users) who promote your brand through blog posts, website pages, images, social media posts, testimonials, videos and tweets. Considering that UGC is more likely to influence a conversion than professional content, can you afford to ignore this advertising stream?

Over the top advertising (OTT ads): It is increasingly popular to stream content from over the top services (Netflix, HBO Now, Apple TV+, Google Play Movies & TV, Hulu, Amazon Prime Video, Disney+, etc.) via integrated Smart TVs, personal computers, mobile devices and digital media players. OTT advertising is the placement of ads on OTT content. This advertising method allows your company to use advanced analytics and targeted ad insertion to get your ad to the right person at the right time. OTT advertising has the potential to generate massive revenue.


Wordstream [1]
Wordstream [3]
Smartyads [4]
Instapage [5]
Instapage [6]
Muritech [7]
TemplateToaster [8]
Business 2 Community[9]

Internet Marketing

Marketing Considerations for the Fall Season

Like a savvy marketing expert, your digital marketing plan should be dynamic and responsive to the world around it. When it comes to a seasonal marketing techniques, the shift from summer to fall is a particularly important time. Here are a few things to bear in mind now that it’s arrived.

Key Holidays

You can make your marketing plan more seasonal in many ways, but fine-tuning your voice and online presence to key holidays is one of the most important. Thanksgiving and Halloween would be the most obvious examples for autumn, so be sure to make promotional offers a major part of your seasonal efforts. Fall holidays are also opportunities to spice up the graphic design of your email campaigns and other visual content. Finally, don’t forget that even small details can mean a lot. Wishing your readers a happy Labour Day weekend, expressing your gratitude for them around Thanksgiving, or paying tribute for Remembrance Day are all great touches.

Consumer Events

Autumn holidays such as Thanksgiving and Halloween are particularly significant when it comes to purchase decisions. However, this season is also home to patterns in consumer spending and thinking that don’t constitute “holidays” in and of themselves but are nonetheless important to bear in mind for countless business owners. Black Friday in November, for instance, should be a key area of focus if you sell consumer goods. It’s essential not to underestimate the importance of consistently researching and understanding how the behaviour of your audience shifts and evolves throughout the year, and the onset of autumn is no exception.

Your Marketing Plan

Maintaining the strength of your marketing plan is a year-round effort, but a change in seasons is the perfect opportunity to take stock of your performance and your decision-making. The more deeply you understand your leads and customers (and the data that represents them), the better. Does the end of summer typically bring you more engagement and business, or does it tend to be a slower time of year? Which products or services gain more or less attention during this time? Make extensive use of today’s marketing and analytics tools to examine seasonal patterns and implement that data to adjust your marketing goals and areas of focus accordingly.

Does your marketing plan reflect the seasonal nuances of your industry? This isn’t the only factor to consider when developing a strategy that strengthens your business. The marketing experts at CAYK are some of the finest in Calgary, so call (403) 456-0072 to take the next step!

Internet Marketing

Are You Wasting Money with Your Ad Campaigns?

Depending on how they’re planned and carried out, PPC campaigns can either be an asset to the growth of your company or a strain on your budget. If you want high return on ad spend, you’ll need to utilize advertising tools like Google Ads and Facebook to their fullest potential!

Quality Over Quantity

The beauty of a PPC platform like Google Ads is that it’s designed to incentivise all the traits that make a great advertisement. Google will get the most ad revenue when you write engaging and persuasive copy, maximize the relevance of your ads with effective targeting, and keep your landing pages relevant as well. Guess who else will boost their revenue in this situation? That’s right, your business! Better ads make for a better experience, thereby improving your click-through rates and making your ads more visible. Don’t just throw money at a boatload of ads and hope they stick—drive high-quality leads to your site with high-quality campaigns!

Testing & Analytics

Another surefire way to throw money away is to let your campaigns go unsupervised. In this case, not only are you squashing all hopes of getting the ROI you need, you’re squandering the potential of these excellent tools. Whether it’s Google Ads or Facebook’s advertising features, it’s imperative that you make the most of their tracking and analytics capabilities. Identify and keep track of the right KPIs to better assess your performance. Test your ads to ensure that your copy and other elements are performing at their best and reaching the right people. Use the data at your fingertips to understand your leads and make every dollar of your ad budget count!

But Will It Convert?

PPC campaigns are only as successful as the landing pages that your ads link to. Driving more traffic to your site isn’t the same as securing a conversion or sale. For that, you need to combine your PPC strategy with conversion rate optimization. Do you have enough information on your visitors to predict and meet their precise needs? Are your pages tested extensively enough to inform how they should be developed? Once again, make use of today’s testing, tracking, and analytics tools to understand visitor behaviour and preferences. The more relevant and engaging the experience, the higher your chances are for a valuable conversion.

At CAYK, we won’t just provide you with high-value PPC campaigns, we’ll work with you to implement a comprehensive marketing strategy that drives the growth of your business. From advertising to SEO, social media, and beyond, call (403) 456-0072 to make it happen today!

Internet Marketing

Strategies to Maximize Customer Retention

With all of the time and resources you put into establishing relationships with new customers, it’s only right that you take the necessary measures to nurture those relationships too. Customer retention is all too often overlooked, but a few of our tips should move you in the right direction.


Refine Your Customer Experience


It’s simple to define what you offer as a company when it comes to your products and/or services. Defining the experience you offer, meanwhile, is more nuanced. Keeping clients loyal is about more than providing a quality product, it’s about creating an experience that is, from end to end, as enjoyable as it is distinctive and recognizable. Determining what sets you apart from your competition in this regard is an ongoing effort, but it’s one that should never be underestimated if you want to maximize retention. Continuously refine this experience, from your branding and use of social media to your website, customer service, and beyond.


Foster a Sense of Community & Transparency


A company that seems out of touch with its community or unaware of its needs and concerns will inevitably have trouble retaining clients. You can’t expect to have long-term trust and esteem by default, it has to be earned. Show them that you care and that being their preferred business for the products or services you offer is important and fulfilling for you. Not only this, but be communicative, honest, and available. Make your contact information clear on your site, utilize a live chat system, and leverage social media and review sites to engage directly with those who ask you questions or offer feedback. Integrity is the key to strong and lasting client relationships.


Explore the World of Automation


For the most fruitful results, all of the above principles should be combined with concrete, tech-driven solutions. Marketing automation, for instance, offers some of the most powerful means of not only bringing in new business, but keeping retention high. This is because automation is built on the information you have on the people in your audience, and your established customers are the people you know best. Automated email campaigns, for instance, can be designed to remarket and re-engage existing clients based on their needs and past activity. If you’re driven to retain customers, modern automation tools are a must-have.

Keeping customers loyal is a dynamic and multi-faceted effort, but it’s far easier when you have truly powerful marketing resources at your fingertips. We’re here to assess your needs and help you implement the best solutions available. Check out our marketing automation services today!

Internet Marketing

The Importance of Reporting and Trackability

Executing a marketing strategy is like driving a vehicle. You have to be observant of the environment around you and continuously assess and adjust the way you navigate it. This is why carrying out effective reporting and maximizing trackability are non-negotiable elements.


Guiding and Sharpening Your Strategy


Everything about today’s world of commerce is dynamic, and every marketing endeavour you undertake should be reflective of that. Search trends change and seasons affect the market and user behaviour. New analytics tools are created and existing ones become more sophisticated. In addition to external changes in the climate of your industry and in digital marketing at large, your own enterprise changes as well, with new lessons emerging as you learn more about your customer base and the strengths or weaknesses of your business plan. If you want to keep up and remain competitive, never regard your marketing strategy as a set-and-forget solution.


Interpreting the Data


Analytics, tracking, and reporting are key to the success of a digital marketing strategy, but they take many forms. A process like SEO, for instance, requires time and patience. Having the latest multi-metric tracking tools at hand makes all the difference, helping you determine which aspects of your content and other optimization factors are performing well and which ones need work. The right PPC platforms such as Google Ads (formerly known as AdWords) will also offer you powerful tool sets for analyzing and tracking the performance of your ads, helping you to improve their copy, how you budget them, the landing pages they lead to, and more.


Your Marketing Agency


Reporting and analytics tools demand both skill and many hours of focused use to pay off. In an ideal situation, you as a business owner should have the legroom to keep an eye on the performance of your marketing efforts without compromising the level of attention you dedicate to your company. The best digital marketing agencies strive to make this a reality. If you work with marketing specialists who commit to routine planning and review meetings, you’ll get a dependable and consistent breakdown of the data behind your strategy. This is without a doubt the best way to get the most out of today’s standards in analytics, reporting, and trackability.


Your business deserves an experienced holistic marketing agency that can keep you fully informed and empowered to track and optimize your strategy. The CAYK team is devoted to providing you with nothing less. Request a consultation today to learn more about what we do!

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What Makes Marketing Automation Successful?

Marketing automation seems great as a concept, but does it live up to the hype in practice? Like any approach to digital marketing, this depends on how you implement it. If you want to properly leverage today’s best automation strategies, you’ll need to know what determines their success.


The Tools


There are plenty of automation solutions out there, but not all of them will serve you best. A marketing agency with enough automation experience will be able to implement the tried-and-true tools that are suited to your needs. Combining these tools in a versatile manner allows you to cover a significant amount of ground, offering more than self-directed campaign initiatives and workflows alone. It will allow you to automate the business processes that define your company, the client retention efforts that keep your customers loyal, and the countless techniques that comprise an inbound strategy that consistently draws in and converts leads.


The People Behind Them


Even if you’ve done your homework and have managed to pinpoint the best marketing automation tools in the industry, the people behind the wheel make all the difference. This may seem strange, considering the fact that “automation” is the name of the game, but an automation strategy is no less a human endeavour than any other aspect of your marketing plan. The technology will streamline and carry out a sizeable load of the work, but it still requires a skillful team of digital marketing specialists to execute and track your automation efforts successfully. Besides, it gives you the time to focus on operating an excellent business!


Speaking of Your Business…


The human element is a major factor determining how well your marketing automation tools will improve conversion, retention, efficiency, engagement, and more. However, this pertains just as much to your business itself as it does to the marketing team implementing your strategy. Particularly with regards to email campaigns and other client-facing endeavours, it is of the utmost importance that you avoid a mechanical and impersonal approach. Don’t forget to allow the unique voice of your business to speak through. Successful marketing automation never obscures or dilutes the rich and distinct personality of your brand, it strengthens and amplifies it.


If you want your business to make the most of marketing automation, the CAYK team can help. Our MA/CRO service enhances today’s finest automation tools with skillful conversion rate optimization to make for a truly powerful combination. Call us at (403) 456-0072 to learn more!