Featured Social Media

How to Handle Negative Reviews

It happens to every business sooner or later – the dreaded negative review! You might think no one will notice the unfortunate comment, but 82% of consumers consult online reviews for local businesses spending approximately 13 minutes reading before making a decision. The negative review will be noticed! It’s tempting to focus on positive feedback and ignore the occasional negative voice but negative reviews affect the decisions customers make, drive down your listing on consumer review sites and have an impact on business outcomes. So, how should you handle that scathing comment?


  • Respond promptly thus limiting damage, showing you value the consumer’s opinion and demonstrating care for customer service.
  • Answer tactfully: Apologize. Appreciate the communication. Empathize without blaming. Express regret and explain the issue using sincere and non-condescending language. You may actually change the customer’s mind and turn the negative into a positive!
  • Be authentic and honest: Do not use a canned response! Customers prefer an honest acknowledgement of a genuine mistake. Address negative reviews in a fair and heartfelt manner.
  • Make a considered response: Collect your thoughts before responding. Find the merit in the review. Remain professional. Make it clear that you are happy to resolve the issue. Don’t ever attack or retaliate!
  • Be appreciative: Negative reviews are actually a good way to keep customers coming back. They give you the opportunity to improve your company’s imperfections and let consumers know how you respond. So, appreciate the writer of a negative review.
  • Take the communication offline: Leave a sincere and thoughtful public comment requesting contact information and asking the best way and time to communicate. Then take the discussion offline. Resolve the issue to the customer’s satisfaction, then leave a brief comment in the public timeline.
  • Correct the issue: Take negative reviews seriously. Look for ways to improve. Brainstorm solutions and weigh the outcomes. Make the changes needed and then share this with the reviewer. Let customers know that feedback affects your business.
  • Go above and beyond: Consider offering a credit, a gift card or flowers. Send a custom video or image to help improve the reviewer’s perception.
  • Follow up with the reviewer making sure the issue has been remedied. Many customers will take a bad review down when they feel they have been treated fairly and a resolution has been reached.
  • Remove fake/misleading reviews: Some negative reviews are not authentic (written by the competition, a disgruntled former employee, someone who is not an actual customer, etc.). These responses are against most terms of service agreements and can be removed when reported to the proper leadership of each platform.
  • Share reviews with your employees (positive and negative) to ensure similar problems do not reoccur and to build a customer-centric mindset in your company.
  • Monitor reviews: Position your business for success by consistently monitoring reviews and responding when necessary.

Everyone gets negative reviews! Don’t panic. Don’t take it personally. Deal with the situation appropriately and learn from the experience. Make changes when called for.

Need assistance handling negative reviews? Want help with your digital marketing strategy? Call CAYK at (587) 600-8270 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.



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 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.



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.

Social Media

How Your Content and Social Media Should Support One Another

When it comes to digital marketing, simply having all of the individual marketing necessities in place isn’t enough. They need to work together and empower one another to make for a more successful overall system. Content and social media offer the perfect example of this dynamic.

Strengthening Your SEO

If you ask any digital marketing expert why content is so important for a business website, they’ll probably emphasize its function as an SEO tool. Still, without social media, your content strategy won’t reach its full optimization potential. Your ranking is enormously impacted by the quantity and quality of websites linking back to your site. This is the perfect job for social media. When you use your profiles on platforms like Facebook and Twitter to link to each article you publish, you’re building links from reputable sites. Not only does this get more traffic flowing to your content, it improves your site’s relationship with Google’s ranking system.

Expanding Your Reach

SEO isn’t the only way that content and social media can work together to expand your reach. Facebook has over a billion daily active users, and Twitter comes in at about 330 million. Meanwhile, more than 40% of digital consumers use social media to research new businesses. The takeaway? You can leverage social media to get your content seen by more leads than ever. Whether it’s through user commenting or sharing, your posts on algorithmically-based platforms like Facebook and Twitter can secure a stunning number of impressions in a short time. Content and social media are a powerful team when it comes to brand awareness.

Sparking Engagement

Speaking of commenting and sharing, it’s essential to appreciate just how important social media engagement is for a business today. If a lead visits your social profiles only to see that they’re devoid of engagement and you only post once in a blue moon, it doesn’t look good. Not only does it say that interacting with your community isn’t important to you, it stifles your visibility and your lead generation efforts. Consistently posting links to your content will spark engagement among your followers, earn you new ones, and give people something to talk about. All of the most successful brands recognize this, so why not get in on the conversation?

A truly great business needs more than just a marketing strategy. It needs a clear and distinct voice, one that everyone wants to hear. Using content, social media, and so much more, the CAYK team will give your business the voice it deserves. Call (403) 456-0072 to get started!

Social Media

5 Social Media Marketing Mistakes Your Business Might Be Making

Despite its power as a marketing tool, social media is often quite misunderstood. If you want to build a strong audience, engage with your community, and drive traffic to your business website, you’ll want to ensure that your social strategy doesn’t have any of these potentially fatal flaws.

Not Using Social Media to Your Advantage

By far the biggest mistake a business owner can make when it comes to social media is deciding not to use it at all. It’s not uncommon for businesses to see a marketing effort like advertising as 100% essential while seeing social media as a superficial add-on. In reality, social media not only offers its own stunning capabilities as an advertising tool, it’s an indispensable component of customer care, brand development, lead generation, and so much more.

Taking a Hands-Off Approach

Also fairly common are businesses who get as far as starting their social media profiles but don’t go further than that. This isn’t much better than skipping out on it altogether! It’s crucial that a company create a clear social media strategy and realize it with consistent use, engagement, and intent. Your leads and clients must feel that there’s a team of great people behind the profiles, people who will answer their questions and share valuable information with them.

Ignoring Negative Feedback (Or Dealing with It Poorly)

Let’s say you create awesome profiles for your business, posting high-quality content and fun glimpses into the culture of your company. Don’t forget that you may also receive negative forms of engagement. Social media is about transparency and sincerity, not to mention keeping your reputation solid. Don’t ignore negative reviews, and don’t address them with angry or defensive replies. Your community is watching, so be sure to resolve these issues with humility and class!

Failing to Track Your Strategy

Okay, so you’ve got awesome profiles on the right platforms, your engagement is consistent and excellent, and you’re even responding beautifully to the occasional not-so-stellar review. How do you know for certain that your social strategy is getting you the conversions that you need? No marketing effort can be fully successful without tracking and reporting. The analytics tools available today will help you develop a strategy with a clear direction and measurable results.

Missing Out on Paid Social

If there’s one thing everyone can understand about social media platforms, it’s that they’re all incredibly crowded places. How do you overcome all that noise to secure the attention of your leads and better retain your existing customers? Paid social, of course! With a strong social media advertising strategy, you’ll be far better equipped to guide users towards conversions using persuasive ads, boosted posts, and next-level audience segmentation and targeting.

Do you want your business to get the most out of social media marketing? From setting up and managing your profiles to posting excellent content, maintaining your reputation, and tracking the results of your strategy, CAYK is here to help! Call (403) 456-0072 to find out more today.

Social Media

You Don’t Need to Hang Your Hat on Every Social Network

Part of what makes social media so exciting is its enormous variety and usership. Depending on how you look at it, however, this can also be intimidating for you as a business owner. Not to worry—you don’t have to put all your chips in with every single platform!

Understanding Demographics

Each social media platform has its own unique history and process of evolution. This is shaped by countless factors, from the nature of the platform’s design on a functional level, to how it has come to build its brand identity. As a business owner, however, one element that you should pay particularly close attention to is the platform’s key demographics. Who uses the platform the most? How can you use that information to decide how strongly you will integrate it into your marketing plan, if at all? Not only does this allow you to more directly target and engage with your ideal leads, it consolidates and streamlines the social media marketing process.

Your Business and Your Platform

The very first resource you should tap into when deciding what social platforms to focus on is your own understanding of your business. Who are you trying to reach, and what medium of information best fits your products or services? The usership demographic of Facebook, for instance, is considerably broad in terms of age, gender, and preferences in content type. This makes it something of a social media Swiss Army knife. Instagram, however, is particularly apt at targeting those under 30, especially females, and is excellent for showcasing products with images. LinkedIn, on the other hand, excels at business-to-business marketing.

An Ongoing Process

So, if you choose a social media platform that is known to reach users who align with your demographics, does that mean it’s guaranteed to bring you more business? Not exactly. Understanding social media in terms of key usership is only one part of an ongoing process that takes time. If you want to optimize the effectiveness of this technology within your overall strategy, you also need to carefully tailor the way you use it. You’ll get better results when you share great content, inspire consistent engagement, capitalize on social media advertising tools, and integrate these platforms into a larger, comprehensive marketing plan.

There’s plenty about digital marketing that seems overwhelming at first, but if you work with a team that’s highly skilled across the board, you won’t have to worry about taking care of things on your own. Call (403) 456-0072 and Calgary’s most dedicated agency will be thrilled to help!

Social Media

What Kind of Content Should You Post on Your Social Profiles?

If you think that all social platforms serve basically the same purpose, you may want to reconsider. In fact, different forms of content will perform better or worse depending on where they’re posted. Let’s run through some major content types and find out where they should go.

Written Content

From your articles to your social media posts themselves, written information is a truly universal form of content that you can’t do without. However, sharing it should be approached differently on one social platform versus another. Twitter Facebook, and LinkedIn are excellent places to write solid posts and even share links to your articles or other people’s articles. Curate your posts carefully, however; LinkedIn is naturally more suited to content that is related to the professional world, Twitter is excellent for short-form updates and news, and your Facebook and posts should be particularly conducive to engagement and discussion.

Visual Content

No one wants to see a social media profile (or website, for that matter) that is littered with words yet lacking any interesting visual information. Still images, animated GIFs, and video content are all key examples. So, where should you share them? Facebook is particularly apt for sharing video content, especially because video is great for getting more engagement out of your followers. Instagram should be your go-to for hi-res images and batches of images uploaded to a single post. It’s an excellent way to showcase new products, photos of staff or happy clients, and more. Lastly, don’t forget that animated GIFs will function best on Twitter.

Hybrid Content

We would be living in a pretty unimaginative marketing world if businesses weren’t combining text and imagery to create engaging content. When well-designed and well-written, hybridized forms like infographics and photo guides will be memorable and useful enough to set you apart. Pinterest and LinkedIn are particularly friendly to this type of content, but other platforms will do, as long as you’re careful about your dimensions and readability. On Instagram, for instance, you’ll need to make sure your text is large enough, your design isn’t too crowded, and of course, the images are square. The more you know your platforms, the better.

There’s always more to learn about the digital marketing tools that you have at your disposal. Our team is experienced in far more than social media, providing comprehensive marketing solutions for businesses all over Calgary. Give us a call at (403) 456-0072 to learn more today!

Social Media

Where Should You Be Social?

Social media marketing can be a bit tricky to get the hang of at first. Given the overwhelming range of platforms and their individual characteristics, one of your first challenges will be to decide which ones to focus on. Thinking in terms of demographics will make life a lot easier.


Having the largest social media user base on the planet, Facebook should certainly command a significant amount of your attention. When compared to many others, one key attribute of this platform to note is its fairly even distribution of users when it comes to age. Despite its reputation as a millennial-heavy environment, it’s cited by many marketers as the best platform to reach Gen X and baby boomer users. It’s also a major hub for retail shoppers discovering new products, either via shared content or paid advertisement. Overall, Facebook offers a lot of range for businesses across a broad spectrum of target audiences.


As massive and influential as Facebook is, it shouldn’t necessarily be your one-stop shop. At 317 million, Twitter’s user base may not be as large as that of Facebook, and it may skew a bit towards the under-40 age bracket, but it’s a hotbed for brand discovery. Almost 80% of Twitter users retweet small and medium sized enterprises, and almost 85% use the platform for dealhunting or to find special offers and reviews. Between rural, suburban, and urban locations, Twitter’s user base is distributed quite evenly, while average user income leans a bit more towards the wealthy side when compared with Facebook.


Almost 60% of Instagram users are under the age of 30, with a majority female user base at 58%. Unlike Facebook’s 35 average minutes per day, users spend an average of 15 minutes per day on Instagram, which is still nonetheless significant. Perhaps most crucial for businesses to consider, however, is that 53% of Instagram users follow brands. If you’re targeting teens, you should note that 53% of teen Instagram users cite it as their go-to platform for learning about new products. Finally, with more than four times the amount of mobile users than desktop, Instagram is a testament to the importance of a mobile-friendly site!

Taking social media seriously is one of the most important decisions you can make as a modern business owner. We’ve only listed a fraction of the platforms you should consider for your strategy. We can help you conquer these and so many more. Call us at (403) 456-0072 today!