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Calgary Marketing News

Does Inbound Marketing Mean the End of Real-World Relationships?

Whether you’ve thought about it yourself or you’ve heard others say it, it’s common for people to see certain web-based innovations as bringing an end to personal, human relationships. This is most often said of social media, but for some, it may also be a concern with inbound marketing.

What’s the Issue?

When reflecting on older approaches to marketing, it’s easy for some business owners and professionals to look back with rose-tinted glasses. The more traditionally-minded among them may view digital marketing as indicative of a larger dependency on the virtual world. Review sites appear to mean the end of word-of-mouth recommendation, Google searches seem to threaten the value of firsthand experience, and social media spells the demise of real-life community-building. Since these are just a few ingredients of inbound marketing, does this mean that inbound marketing is an “anti-human” way to grow your business?

The Fact of the Matter

The short answer is absolutely not, and in fact quite the contrary. Inbound marketing practices have, in part, developed out of an increased demand for more dynamic, personal engagement between brands and their communities. It’s about fostering a two-way relationship that offers audiences a more substantial and genuinely rewarding experience, going beyond a given company’s products or services in and of themselves. Because these principles are at the heart of inbound marketing, this philosophy incentivizes businesses to get creative about how they interact with the people around them.

Your Strategy

When your business embraces inbound marketing, you will be more equipped than ever to establish an enriching presence in the lives of your potential and established clients. The more diverse this presence is, the more reasons your leads will have to come to you. Attend community events to spread the word about what you do, post photos on social media with happy clients at your headquarters, and create content that will get people talking both online and offline about your expertise. The ideal inbound strategy is one that combines the strength of web-based tools with the timeless importance of community-building and human relationships!

The work we do with our clients is all the proof you need that inbound marketing and real-world relationships can thrive together as part of one powerful marketing philosophy. Give the CAYK team a call at (403) 456-0072 today, we’d love to bring you closer than ever to your audience!

Categories
Internet Marketing Online Marketing

Get Better Digital Marketing Results with Less Effort

A common complaint we hear from clients planning new marketing campaigns is how they don’t have enough time to accurately produce their vision. This is a problem because it often leads to shortcuts and scheduling conflicts. However, there is a new force within the marketing industry that provides a superior alternative to this method. That force is digital marketing agencies, and they deliver high quality, customized strategies for all of their clients. How do they accomplish such a grand task?

The first way is perhaps the most obvious. It’s what they do as a profession! So a client’s time isn’t spent clarifying what they want, directing staff to specific parts of the project, or struggling to meet deadlines. Instead, the time commitment is only a couple of meetings at the beginning of the marketing strategy, and after these are concluded the digital marketing agencies team of professionals gets to work crafting a strategy that works for your business. As the project moves along, regular updates and reports help to keep client informed of the status. This helps the client do what they do best, while providing enough information to allow them to feel confident that their money is being well-spent.

However, the benefits are not all so obvious. Digital marketing agencies also have the advantage of not being limited to a single individual trying to accomplish everything prior to the strategy launch. Digital marketing agencies offer a wide variety of skill sets from developing and programming to writing, designing and editing. This helps to craft a holistic strategy that has expert knowledge ingrained at every step.

“Expert knowledge is ingrained at every step.” This is the greatest benefit of utilizing a digital marketing agency. With years of experience in traditional marketing and a continuing expansion of knowledge into the best techniques for online content they are able to offer advice in many areas. Knowledge about the latest trends in Search Engine Optimization, Marketing Automation, Google Adwords, analytics, and more helps you keep your brand at the top of the search results.

Not only do clients receive the benefits of social media management, marketing automation, and a Google Partner Agency, but they also receive the benefits of the latest design trends, cutting edge website programming standards, and professionally written copy. All of these features ensure that every client gets a powerful campaign that doesn’t require them to watch over someone’s shoulder. The process is streamlined to make sure that clients can focus on what is important, and rest easy knowing that their website is working for them not against them. All of this, and in many cases, for less than hiring a minimum wage in-house employee.

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Calgary Marketing News Company Updates

InBound Methodology Certification

As an important aspect of Marketing Automation, the newest service offered by CAYK Marketing, we’re making sure that our advisors are trained in InBound Methodology. Today, we’re happy to say that yet another of our team members has earned her HubSpot Certification!

Congratulations to Dakota on achieving your InBound Certification.

Marketing Automation is a passion of ours, and we believe it’s important to recognize how it goes beyond the software platform. You need to right people leading and managing the project to draw your audience in.

To learn more about CAYK’s marketing automation service, please visit http://cayk.click/ma

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Calgary Marketing News Internet Marketing

Inbound Marketing Automation

Over the past six months, the CAYK team has been busy putting together our newest service offering: Marketing Automation. A part of this process is ensuring that our advisors are trained in InBound methodology.

Congratulations to Danielle for achieving your InBound Certification.

We believe that Marketing Automation is more than just the software. Certainly, selecting the right platform is important, but it is the deployment of the program that counts. Marketing automation demands a strategy, a content development plan, and proper setup. A team profile will include a project manager, writers, videographers, photographers, and web developers.

To learn more about CAYK’s marketing automation service, please visit http://cayk.click/ma

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Content Internet Marketing Online Marketing

How to Create Effective Online Content

Content is the lifeblood of digital marketing. If you have any hopes of keeping your organic traffic strong, it’s all about keeping the quality of your content in tip-top shape. So how does one actually maintain quality control in a dependable way? Let’s run through a few key strategies.

Create Something of Value

One of the first things a potential client will want to do when visiting your website is know that you care about your work. In order for this to happen, you need to create informative, well-composed content on a regular basis. This demonstrates that you are knowledgeable in your field and have put genuine care and effort into building a site full of engaging material just for them. Blogging is excellent for this, and once you throw great images or even quality video into the mix, you’ll have an irresistible variety of content that shows you mean business.

Optimize!

Having an engaging site is one thing, but actually drawing visitors to it is another entirely. This is one of the greatest strengths of a good blog. If done properly, your writing will have a measurable impact on your organic traffic once you get smart about SEO. Do some research into what keywords in your industry carry good weight for searchability, or even find ways to fit full search phrases into your blog to cover your bases. Careful not to overdo this, however. Your blog should be readable in a natural way without feeling like a robotic collage of search terms!

Your Call to Action

One thing that many fail to consider as an important element to their site’s content is a call to action. This is a section at the end of your blog post or even beneath your embedded video that encourages the reader into action after they’ve learned about the business. Without it, a blog can seem unenthusiastic about making contact with the visitor. It’s critical to let the reader know what you’re genuinely eager to get in touch with them and discuss their needs. Different sites will write a call to action in different ways, but we like to do them like this:

At CAYK, we put our marketing expertise into practice every day to provide quality, enriching content for our visitors. If you’d like to find out how you can make this work for your business, give us a call at (403) 456-0072 today!

Categories
Internet Marketing

Does It Matter if Your Internet Marketing Company Is in Canada?

Some web designers and Internet marketing companies would like you to think that our work revolves around pixels and code. If that were true, then hiring a vendor from Canada might seem like a nice luxury, but ultimately one that would cost you too much money for too little benefit.

It’s hard to argue with that line of thought. In theory, you can get quality web design and Internet marketing assistance from anywhere on the globe, because it technically requires little more than a web connection and a basic understanding of things like Google and HTML.

However, as anyone who has experience in this industry can tell you, there is more to Internet marketing than slapping a few lines of code together, and where you turn for assistance can make a huge difference.

That isn’t just because your favorite Calgary web designer is on the same time zone as your business; it goes a lot deeper than that. Here are three quick but critical advantages you get from working with a Canadian Internet marketing firm:

1. Your marketing company can get to know you. There’s a reason long-distance relationships rarely work out. If you want a web designer to know your business in a way that lets them maximize your online opportunities, you should choose a local firm.

2. They can understand your customers and marketing proposition. If you’ve ever tried to call an overseas customer service center and been frustrated when they can’t understand the product or concern, you already know what this issue is about. Do you really want to run your marketing the same way?

3. You can find a business with the right reputation for service. Let’s face it: An overseas company could disappear with your money overnight and you wouldn’t be able to do anything about it. Do you really want to take that kind of risk?

Lots of people would like to convince you that you can get great Internet marketing help from anywhere, but that’s just not the truth. Call our team today and see what kind of difference we can make in your business!

By David A. West  Join me on Google+

 

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Uncategorized

Why You Should Make the Switch to Responsive Marketing in 2014

Existing clients and contacts will already know that CAYK® has been beating the drum on responsive marketing for a couple of years now. As the new year comes into full swing, we are even more confident than ever that this is the best answer for businesses of all sizes to manage their different campaigns.

We hope you’ll make the switch to responsive marketing in 2014, as well, and enjoy a couple of important benefits:

Responsive marketing makes your campaigns adaptable. Is your business the same as it was a few years ago, or even a few months ago? If you’re like most of our clients, the answer is “not really.” That’s because products, prices, and even business conditions change all the time. With responsive marketing, your marketing campaigns can change right along with them.

Why stay tied to a certain set of tools and tactics even if they no longer apply? With responsive campaigns, we help you decide what you need to do to reach customers on an ongoing basis, and then deliver a changing menu of products and services based on what you need.

Responsive marketing is all about results. One great thing about responsive marketing campaigns is that they are driven by results. In other words, we don’t just guess about what you’re going to need going forward, we study analytics and customer feedback to see where you’re making gains, which part of your marketing campaigns could use improvement, and how best to allocate resources going forward.

If you like the idea of getting sharper results without increasing your budget or time commitment, responsive marketing might be perfect for your business.

When it comes down to it, there really isn’t a good reason not to make the switch to responsive marketing this year, if you haven’t already. Why not talk to a member of the CAYK® team and let us walk you through the details?

By David A. West  Join me on Google+

Categories
Online Marketing

Do You Need Separate Online and Offline Marketing Partners?

For a while, after Internet business and online marketing became huge topics, it was necessary for ad agencies, graphic designers, and other creative vendors to distinguish themselves as “online” or “offline.”

But, in 2014, do these distinctions still matter? And do you actually need separate vendors for online and offline marketing? For huge companies with multiple divisions and advertising campaigns, it might make sense to keep separate types of agencies involved. For smaller businesses, though, there really isn’t much need to have separate online and offline marketing partners. After all, it’s really just creating more work… not to mention more invoices.

To understand how and why, here are a couple things to remember:

Having one creative team is generally going to be more efficient. You want your team of designers, writers, and other creative professionals to know your company inside and out, and to have a firm grasp not only on what you do, but also where you hope to take your business in the future. That’s drastically easier to accomplish if you have a single team with just one or two points of contact than it is if you have multiple vendors who are trying to stay on top of your business plans.

The exception lies in specialty campaigns. Occasionally, ultra-specific types of campaigns (such as distributing leaflets in your local neighborhood, for example) are best handled by niche-type companies. Often, however, these vendors can work beneath, or in conjunction with, your established marketing team for best results.

Except in rare circumstances, the best way to balance online and offline marketing is to work with one creative agency that understands what your real, bottom-line goals are. They can help you devise the best strategies for meeting customers, whether that comes over the Internet, through the mail, or in some other way.

By David A. West  Join me on Google+

Categories
Online Marketing

The Three Easiest Things to Change in Internet Marketing

Earlier this month, we asked you to consider whether your 2013 marketing was a success or not, and specifically whether or not you have reached your biggest goals. We recommend that, if you didn’t, you look at different elements of your plan and see if you can find areas for improvement.

You might be wondering what those actual areas for improvement would look like. That’s going to change from one company or situation to the next, of course, but in general there are three things that are usually easiest to change in Internet marketing, and that lead to the biggest changes in results:

1. Your budget and commitment. Although you don’t have to spend a fortune on Internet marketing to make it work, you do have to make a healthy investment, in terms of your budget and schedule (at least initially). Trying to do everything with nothing is rarely a blueprint for success.

2. Your message and sales strategy. Sometimes, you can do all the right things and have them fail to work simply because you’re trying to sell the wrong things to the wrong people. In other words, if your unique selling proposition is out of line with what your customers actually want or need, you’re making things harder than they have to be.

3. The Internet marketing team you’re working with. Of course, it needs to be pointed out that, if the first two elements are in place, the issue might be with your team of advisers. Are they making helpful suggestions for the future? Are you listening to those suggestions?And finally, do you think you could get better advice and guidance elsewhere?

If you’re feeling very underwhelmed by the results you’ve gotten from business web design and Internet marketing in the past, there’s a good chance you need to change at least one of these three variables. Otherwise, you’re likely to end up repeating the same campaigns again and again… with the same disappointing results.

Categories
Calgary Marketing News

Did You Meet Your 2013 Marketing Goals?

December is a good time to take a step back and evaluate all the different parts of your company, and your marketing in particular. By now, you probably have a pretty good idea of whether or not you’re on track to meet your new sales and revenue targets.

So, did you meet your 2013 marketing goals?

If you did, what will you do next year to keep the momentum going?

As you’ve probably already learned by now, what you did to get to a certain point isn’t necessarily enough to keep you moving past it. In other words, even the most successful marketers have to try new campaigns and ideas once in a while. So, if you have a winning plan in place, be sure to identify and keep the elements that are already working for you. At the same time, though, look for areas where you could find a little bit of improvement next year, too.

And if you didn’t, why not?

There are lots of reasons your 2013 marketing might not have gone the way you wanted it to. Perhaps you didn’t have the budget you planned, were missing key personnel for part of the year, or just didn’t execute a strategy the way you had hoped. Regardless of the specific cause, see if you can think of ways to avoid the same pitfalls for next year. No single mistake is ever usually damaging to a business unless it’s repeated again and again.

Although a lot of people like to focus on the creative aspects of marketing, assessing your team, goals, and performance from time to time is one of the best ways to find new directions going forward. Whether or not you are successful with your marketing goals in 2013, now is the perfect time to start looking ahead to bigger and better things next year.