Categories
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.

References:

Wordstream [1]
Wordstream [3]
Smartyads [4]
Instapage [5]
Instapage [6]
Muritech [7]
TemplateToaster [8]
Business 2 Community[9]
Singlegrain[10]
Instapage[11]
Curalate[12]
3playmedia[13]
tintup[14]

Categories
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!

Categories
Website Development

What Defines the Usability of Your Business Website?

It’s common for people to assume that a great-looking website will earn you big points with the visitors you’re hoping to convert. This isn’t necessarily false, it’s just one part of the picture. Visual appeal must be coupled with high usability, and there are several ways you can secure it.

 

Predictability

 

No one wants to be called “predictable”. Your business website, however, should be. This isn’t to say that you shouldn’t explore new design trends and find ways to stand out. It means that, immediately upon arriving, the user needs to understand how to navigate the interface of your site to get where they need to go. You don’t need to reinvent the wheel when deciding where a menu bar or your contact info will be located. Place them logically and intuitively!

 

Page Load Time

 

This is one of those things that seems minute and subtle, but in reality has a significant effect on a user’s impression of your site, and in effect, your company. This issue doesn’t even need to be particularly pronounced to be harmful. Psychologically speaking, even a slightly sluggish site can detract from the overall experience that a lead has of your brand. Work with smart developers who design efficiently and use a CMS or hosting service with dependable servers.

 

Design & Readability

 

The design of a site isn’t just for show. Web developers who understand user experience and interface design know that the fundamental building blocks of shape and colour can be leveraged to excellent effect. All the better if your developers also happen to be marketing experts. They’ll know how to draw your leads in with great content and maintain their attention by enhancing that content with a visually enticing yet highly readable manner of presentation.

 

Mobile-Friendliness

 

Last but certainly not least, it should almost go without saying that the all-powerful factor of mobile-friendliness encompasses not just search visibility, but usability as well. There are few experiences more unpleasant than arriving at a company site via smartphone or tablet only to find yourself squinting at its desktop-designed layout squeezed clumsily into the frame of your miniature screen. Avoid this unflattering incident at all costs and make it responsive!

 

Creating a powerful, marketing-driven website is an essential step in capturing your audience and fostering credibility for your enterprise. Infused with our extensive marketing expertise, our custom web development services are second to none. Call us at (403) 456-0072 to get started!

Categories
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!

Categories
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!

Categories
Internet Marketing Online Marketing

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!

Categories
Internet Marketing Online Marketing

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!

Categories
Website Development

The Importance of Thank-You Messages

Much of your effort in marketing your business will be directed towards major components like SEO and advertising. Still, it’s the little details that often go overlooked. Thank-you messages are a key example, and their effect on customer experience and loyalty shouldn’t be underestimated.

What Are Thank-You Pages?

No matter what industry it may operate in, your business website offers you plenty of opportunities to thank your leads or clients. This is best done with a well-written and carefully structured thank-you message. It may appear when a potential customer has signed up to your mailing list, when a long-time patron has completed an order, or in many other circumstances. Unfortunately, far too many entrepreneurs get this step wrong or skip it completely, seeing it as simply a polite but inessential formality. This assumption will lead you to fall short of your potential not only when it comes to esteem among your audience, but ultimately your revenue.

Promote, Convert, and Retain

Thank-you messages are one of the most underrated tools when it comes to promoting your business, maximizing conversions, and keeping customers loyal. Companies who use these pages to their advantage will outfit them with social share links and other methods for spreading awareness of your brand. These messages can also function as bridges from one conversion to another. Guiding new customers to follow your social profiles or displaying special discounts for new mailing list subscribers are examples. Finally, providing links to your best content posts, displaying testimonials, and other actions can also contribute significantly to client retention.

Gathering Essential Data

Saying thanks can go a long way in the context of more customer-facing techniques, but it can also make things easier behind the scenes. Every successful marketing strategy is driven by high-quality data on your leads and clients. Depending on the action that leads to the thank-you page, it can be the perfect time to ask visitors to fill out a quick survey or offer feedback on their experience. The data you extract from this can give you a better picture of their needs, interests, or preferences, as well as input on how you can improve. This is powerful information, especially when combined with strong marketing automation and effective email campaigns.

The CAYK team has helped Calgary businesses of many types and sizes reach new levels of success, and we’ve done it by combining big-picture thinking with a keen eye for the details. With us, no aspect of your marketing plan will go overlooked. Call (403) 456-0072 to learn more!

Categories
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!

Categories
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!