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

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!

Categories
Google

Four Google Chrome Extensions You Should Try

Google Chrome may be known for its speed and straightforward design, but one particularly exciting dimension to this browser is the range of available extensions that make it more versatile. We’ve got four examples in mind that could prove to be beneficial to your business.

VidYard

Video is one of the most powerful tools in digital marketing. Being a Chrome extension, VidYard makes the integration of video into your strategy beautifully straightforward. You can use it to connect with customers by recording video tutorials, information about promotions, or anything else your company needs. It allows you not only to send video content to your clients’ and prospects’ inboxes, but provides you with metrics tools to track performance. Rather than using fixed pricing, it’s offered to businesses on an individualized basis depending on your needs.

Clipular

Video isn’t the only form of visual content that should play a central role in the way you market your business. What about screenshots? Clipular is a free Chrome extension that allows you to capture, save, and manage screenshots of the websites you visit. You can either capture a region or an entire webpage in one image. Its screenshot management system makes it easy to keep your clips organized as well. This is great for market research, sharing information with clients and team members, promoting your website or partner websites, and more.

Grammarly

Some marketing mistakes can be fairly subtle yet quite damaging to the image of your brand. Spelling and grammar problems, for instance, exude a lack of attentiveness to detail that no one wants to see in a business. Grammarly is another Chrome extension, also free, that keeps a close watch on your in-browser writing in real time. Whether you’re working on articles, social media posts, or an email campaign, Grammarly will offer corrections and suggestions as you go. Not only this, but you’ll also get performance stats and personalized insights on your writing.

Chrome Remote Desktop

Operating a modern business requires modernized connectivity and immediacy with both your audience and the rest of your team. Chrome Remote Desktop is one of the most convenient ways to share or view a live desktop feed and even remotely control another computer. You can rest easy if that sounds a little creepy, as it requires all involved users to have the app installed and go through access permission procedures. Collaborate seamlessly, assist team members or clients with application use or other tasks, and more. Did we mention this one is free too?

The digital marketing experts here at CAYK are driven to help you leverage all of the today’s most powerful marketing tools to achieve lasting growth as a business. If you want to better equip yourself to meet modern standards, call (403) 456-0072 so that we can make it happen!

Categories
Calgary Marketing News

Have Any Autumn Marketing Ideas?

As seasons change, so should your marketing approach. Thinking seasonally about how you express yourself as a business is one of the most important steps you can take to maintain a more respectable brand. Now that autumn is finally here, have you started brainstorming yet?

Getting Into the Spirit

When considering how to spice up your marketing presence with the autumn season, it might be helpful to start with the little things. Small details here and there can help you get into the fall spirit on a broader level. From the articles on your site to your social media and email campaigns, make seasonal language a part of your company’s voice. Depending on the nature of your products or services, connecting holidays like Thanksgiving and Halloween to certain promotions and sales is a great way to make this happen. You can even use themed design elements to exude an autumn look with your website and other materials.

Thinking Locally

We often say that certain aspects of your marketing plan, such as advertising and your use of social media, should be significantly shaped by local factors. As a local business, this creates a stronger and truer bond with your community. The same is true when it comes to developing seasonal marketing ideas. As you probably know, Calgary is full of local community events during the fall that you may be able to connect with your business. From local fairs, markets, and pop-up shops to festivals and fun crafty workshops, there’s a lot to work with. The more in touch you are with your real-life community, the better.

Back to School

Another aspect of the fall season that is full of marketing potential: students of all ages returning to school. This has been instrumental in marketing for decades because it represents a pivotal shift in business traffic for countless types of companies. Products like clothing and office supplies aren’t the only ones that have potential, as parents and students will be looking for ways to economize in any way that they can. If you use special offers and promotions in the right way, you can boost the relevance of your business while the kids begin another year of their academic journey. It’s an autumn marketing essential!

Autumn isn’t the only time of year that requires a carefully executed seasonal marketing approach. There are opportunities year-round to take the visibility and respectability of your brand to a new level, and CAYK is here to help. Give us a call at (403) 456-0072 to learn more!

Categories
Online Marketing

Starting the Year with Inbound Marketing Automation

Digital marketing can take your business on many exciting journeys, and each journey will yield the best results when you put your best foot forward from the start. What better way to start 2018 than with a technology as sophisticated and dynamic as marketing automation?

Why It Will Jump-Start Your Year

It’s often wise for a business to begin the year with an assessment of and upgrade to their website. First and foremost, you need to convert leads as consistently as possible, a goal which has new and challenging strategic requirements with every passing year. There are few tools and techniques out there in the world of digital marketing that can help you convert your visitors better than marketing automation. It’s not enough to just make your landing pages look good with flashy design and clever copy. You need to take things to another level, addressing each visitor with directness and maximum relevance.

The Inbound Way

While marketing automation is great for gathering information on your leads and allowing a more relevant experience to grow from it, it can’t do as much on its own. As usual, if you only see half the picture, you’ll probably end up falling short on your goals. Every technology needs a complement that can enhance its strengths and balance out its weaknesses. This is why taking an inbound approach to marketing automation is something that all modern businesses should seriously consider. If you don’t attract those visitors with good keyword strategy, enticing content, and smart use of social media, your automation technique simply won’t have any leads to convert.

Where to Begin?

Once you know the ingredients that will lead to a higher flow of visitors and a more reliable rate of conversion, everything becomes a question of how to combine and execute those ingredients in the right way. As is often the case, inbound marketing automation takes time and effort to show the results you need. With the right help, all of the technical ins and outs will be taken care of for you so that you can focus on running your business. This is the value of an experienced marketing team. The one you choose should prioritize communication, honesty, and diligence above all else. This is what is needed in order to get those visitors to the pages that will make them your clients!

If you want your business to speak to its audience in a more direct and adaptable way, CAYK has everything you need to make it happen. For a comprehensive, holistic marketing solution that truly delivers results, give us a call at (403) 456-0072 and put your best foot forward today!