Categories
Online Marketing

Remarketing & Retargeting: Why Are They Important?

Keeping people engaged with your brand is an ongoing process. Content and social media play important roles in this effort, but two other techniques that every business should utilize are remarketing and retargeting. Want to boost conversions and maintain loyalty? Read on!

 

What’s the Difference?

 

There are some differences to bear mind between “remarketing” and what’s called “retargeting”. Remarketing can refer more broadly to the technique of marketing to a lead multiple times based on the information you have on them. Naturally, this can be done with any marketing medium, but perhaps most often it refers to repeat engagement via email campaigns. Retargeting, meanwhile, refers more specifically to the practice of advertising to leads who have already been to your site, or even those who have visited the site of a competitor.

 

However, these terms are often used interchangeably. For example, what Google Ads refers to as “remarketing” might traditionally be better described as “retargeting”. In either case, the more you know about your leads, the more effectively you can remarket or retarget.

 

How Are They Used?

 

One of the most important things that remarketing and retargeting have in common is that they will only work if key information is gathered on your leads in the first place. This information can be broken down into two categories: onsite and offsite. Onsite data can inform you of what products or information your visitors viewed, what landing pages brought them to your site, and the nature of their engagement with your email campaigns or content downloads. Offsite data can indicate the content or social posts your leads have engaged with outside your website, their interaction with the website of a competitor, or their search tendencies.

 

Why They’re Essential

 

Building precise remarketing and retargeting strategies with the above insights will drive stronger rates of conversion, more consistent engagement, and lasting loyalty. This is because you’ve tailored the voice of your company — whether via email or your ad campaigns — to be as relevant as possible to the needs and interests of your leads. One key application of this concept is marketing automation, which enables you to gather and apply the necessary information on your leads in an automated manner. When it comes to securing conversions and heightening the quality of your engagement, you can’t get more efficient than this!

 

It can be hard work to keep your audience engaged and excited about your products and services. When you have the CAYK team at your side, and all of the tools and techniques we bring with us, it’ll hardly seem like work at all. Call (403) 456-0072 to see what we can do!

Categories
Internet Marketing

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!

Categories
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!

Categories
Content

Start the New Year with a Strong Content Strategy

With the coming of the holidays and a new year on the horizon, it’s the perfect time to reassess the many aspects of your company’s marketing strategy. For instance, how about your content? There are countless possibilities to consider, so it’s a good idea to solidify your game plan now.

Why a New Strategy?

There are many guiding principles behind content-driven marketing, but one of the most important is that you need to keep things fresh. You won’t maintain the attention and respect of your audience if you don’t examine your content strategy thus far and find ways to make it better than ever. This is not only true of the content you create at a micro level, but also the broader strategy that defines how your content is created and shared over an extended period of time. One of the core purposes of good content is to foster interest and esteem among leads and clients, so it’s only right that you start the year strong with a new and improved approach.

Key Points

Sometimes developing a strong content strategy begins with asking yourself the right questions. What have you learned about your audience over the past year and how can you use that information to reshape your content? What subjects have you yet to delve into with your blog? Are there forms of content you haven’t explored yet, such as eye-catching infographics and engaging videos? Be sure that you’re using the right social platforms in the right ways to bolster the reach of what you create. It’s also wise to take stock of major goals that your business has for the coming year and develop actionable content goals that correspond to them.

Boosting Your Efforts

It can be tough to decide which avenue to go down first when revamping your content strategy. Each business has different goals and a different set of needs, and there’s a lot to consider if you want to get everything right. One of the best ways to gain a sharper sense of where you want your content to go is to work with a marketing team that has a great deal of experience in this department. You should look for experts who not only specialize in multiple forms of content creation, but who will also take time to sit down with you and truly get to know your business. From there, they can help you start the new year with your best content strategy yet!

No business should let their content fall below today’s standards. If you want to show your community that you’ve built a knowledgeable, respectable, and creatively ambitious company, we can make it happen. Call the CAYK team at (403) 456-0072 today and we’d love to help!

Categories
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!

Categories
Internet Marketing

Say Thanks to Your Clients Over the Holidays

Despite what many might assume, modern marketing isn’t just about stuff like analytics and content. It’s also about connecting with your clients in a genuine and meaningful way. The holidays are perfect time for this!

Why It’s Important

You’ve probably heard people say that things like social media are detracting from real-life interactions and relationships between people. Oddly enough, the opposite tends to be true. For example, when using these forms of communication for marketing your business, you’re able to directly and instantaneously connect with people who you may not have been able to otherwise. Then, when you meet members of your community in person, you’ve already established some form of rapport. Relating to your audience on a fun and personal level during the holidays is therefore a great way to bridge the gap between your online community and your real-world community.

A Few Ideas

Making special limited-time offers is commonplace and useful, but it’s not advisable to rely on this as your only approach. One tried-and-true method is to send out greeting cards. These can be paper greeting cards by mail or a holiday-themed mailout. Either way, it should be a fun, seasonally-themed display of appreciation for their business and enthusiasm for the future. This can be accompanied with social media posts wishing everyone happy holidays. Don’t forget that no holiday post is truly complete without great photos of your staff in the workplace, especially if you’ve decorated it for the season!

Going the Extra Mile

Engaging with your clients may be a more prominent prerogative during holidays, but it should be something that you and your company have in mind year-round. You’d be surprised by how many possibilities are out there that will allow you to show appreciation for both established clients and your target audience in general. You should always use email and social media to directly thank individual clients for their business, but also to show your thanks when you reach certain milestones. Whether it’s the number of likes on your company’s Facebook page or the number of years you’ve been in business, you couldn’t have done it without them. Make sure they know it!

If a business can unite great community relationships with smart marketing techniques and technologies, they have a real winning combination. CAYK is here to help you make this happen and more, just call us at (403) 456-0072 to find out how!