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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!

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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.

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Online Marketing

3 Things That Can Trigger a Change in Your Responsive Marketing Plan

By now, you’re probably already familiar with the concept of responsive Internet marketing that has changed the way we work with our clients. In short, it allows businesses to pay us for results, instead of specific activities, so that we can respond to changes in the market over time.

 

But, you might be wondering, what sort of changes will those actually be?

 

They can vary by company and industry, of course, but here are three of the biggest:

 

1. Your products or services change. The most obvious reason for your marketing plan to change is that your company has changed, as well. In other words, if you are emphasizing different products or services (or perhaps trying to reach a different kind of customer or follow a different type pricing strategy), then it only makes sense to amend your approach and try something new.

 

2. Your competitors change. Although it would be nice if you could only worry about your own company, the reality is that you probably have competitors to keep an eye on, too. If you notice something in their strategy or Internet marketing that changes, it might prompt a similar response from your business.

 

3. Your Internet marketing plan has been successful. As an example, imagine how you might want to change your approach if you move from the sixth page of Google results to the first, or if you have acquired thousands of followers on Twitter. Success brings its own set of challenges, and it often requires a change in planning, strategy, and direction of online marketing activities to pursue.

 

Could responsive Internet marketing be the missing piece in your sales puzzle? Meet with the CAYK® team and we’ll be happy to outline our services, show you client case studies, and give you a sense of how we can use responsive marketing to help your company achieve more.

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Featured

3 Major Online Marketing Predictions for 2013

This is the time of year when all of us – and especially business web design and Internet marketing professionals – look ahead to a fresh 12 months and wonder what they will bring. Some of our thoughts and ideas will be spot on, while others will turn out to be misguided in hindsight.

Today, we’ll try to get past the wild guesses and get down to what you need to know. By looking at current technologies, existing trends, and the overall state of the online marketing industry, we can zero in on those ideas that don’t just seem very likely to happen, but can also have a big effect on our clients’ plans for the year.

With that in mind, here are our three bold online marketing predictions for 2013:

1. Social media marketing and search engine optimization will keep getting closer. Google and the other search engines are increasingly looking for fresh, relevant content. There is no better place to get that than the rapidly growing social media sites like Facebook, Twitter, and Google+. This year, expect to see more social pages listed in search engine results.

2. Mobile computing will continue to take over the world. Looking at the proliferation of smart phones and tablets is like watching the growth of the Internet all over again. As millions of iPads, Kindles, and Androids are going online every month, businesses are turning to mobile sites and responsive web design as important ways to give customers what they want. Specialized mobile websites and mobile advertising are poised to take the next step, and possibly even overtake “traditional” Internet marketing methods.

3. Content creation will take center stage for the most efficient Internet marketers. Having a relevant blog, video production, and social media marketing strategy is giving businesses of all sizes an enormous advantage, and each of those comes down to smart content creation. Giving your customers more of what they want is a great idea for every part of your Internet marketing plan.

Is your business ready to take advantage of the most important Internet marketing trends in 2013? If not, now is the perfect time to talk with a member of our team and see how we can help.

By David A. West  Join me on Google+

Categories
Calgary Marketing News Online Marketing

The Biggest Problem With Online Marketing Plans… and How Agile Marketing Fixes It

There are literally dozens of different reasons that an Internet marketing plan could fall short of expectations. In working with different organizations throughout Calgary over the years, however, we have noticed that there is one single limitation that can be especially crippling: Even the best online marketing plans become outdated quickly.

That isn’t to say that web designers, advertising agencies, or even clients are doing things incorrectly. It’s just the nature of doing business on the Internet – if you aren’t ahead of the curve, you’re quickly falling behind it.

Lately, the team here at CAYK® has been embracing a new philosophy, agile marketing, that largely corrects this problem. How does it accomplish this? By turning Internet marketing from a series of ideas, activities, and lists into a set of goals with a “budget” of time and money allocated to reach them.

If that sounds vague, think about it this way: When you watch a game of football or hockey on TV, you’ll notice that the teams make substitutions, formation changes, and tactical adjustments all the time. Their goal is always the same – to score more points than the other team – but they are highly dependent on lots of little tweaks and strategy shifts to help them reach that goal. Any team that skipped this ongoing adjustment process would likely fall far, far behind their competitors.

Business over the Internet can sometimes work in the same way. Although your focus on a certain type of customer or sale should be consistent, your specific approach (as it relates to things like blog posts, search engine keywords, pay-per-click ads, social media, and more) will probably need to evolve over time, and maybe on a month-to-month basis. That’s what agile marketing is all about.

If you’re looking for an Internet marketing plan that stays up to date, and makes the most of your available time and investment, then you should talk to a member of the CAYK® team about agile marketing in Calgary today.

By David A. West  Join me on Google+

Categories
Content Search Engine Optimization

What’s Better Than Good SEO Content?

If there were an actual textbook on online marketing, one that we could all agree on and learn from, it’s likely that writing good search engine optimization content would fall within the first few chapters. After all, there aren’t many things as great as having a well-optimized page or post that’s indexed quickly and brings lots of interested buyers to your business website.

Having great, keyword-heavy content isn’t everything, though. In fact, there are a few types of content you can get that are even more valuable:

Almost anything related to your business that’s funny. Humor is the original form of viral content. Long before there was such a thing as the Internet, or even before mainstream publishing, people were passing jokes and quips among themselves for entertainment. That’s why anything that gets a chuckle out of your customers can be turned into something with marketing value that goes far beyond what you get in a few keywords.

An article, post, or idea that pushes a new viewpoint. The world is heavy on content, but lean on new ideas. In other words, so much of what we write, publish, and talk about has been discussed before… sometimes to death. So, if you can find a way to contribute something entirely new to an important discussion – or at least shed some light on an often-missed point – then you’ll have created something that customers will want to share with one another, regardless of how well you promote it.

Information that is timely. In the same way, being the first to report something, or understand, has a lot of value in our “everything right now” world. The public, and your customer base, are always looking for the next big thing. Sometimes, you can be the first to report on it; other times, you might simply have the best perspective to understand what’s actually going on in your industry. Either way, timely content might not always last as long, but it can generate a lot of traffic and interest while it’s hot.

What do each of these types of content have in common? Your customers and prospects will spread them among themselves – you don’t have to wait for them to come and find you. So, if you can make a habit of creating them, your business will keep growing. Even better yet, why not combine something funny, informative, or insightful with a few keyword-rich paragraphs to get things moving along?

Great content might be more important than offering something with high SEO value, but who says you can’t have the best of both worlds?

Categories
Featured Online Marketing Search Engine Optimization

The 4 Traits of Great Online Marketing Content

At CAYK, helping our clients to generate great online marketing content is one of the most important and impactful things we can do. Great writing is a key ingredient to almost every profitable website, blog, or social media marketing campaign, but what makes it great in the first place?

To help understand the difference between good web copy and great online marketing content, and know why it’s worth the investment in a fantastic creative team, here are the four traits you need to look out for:

Great web content is interesting. Canadian online marketing companies sometimes talk about web content as if it’s something scientific, rather than artistic. That’s usually because they’re thinking about search engines (see the next point), but it takes away from the important issue that your online marketing content really needs to speak to buyers first. In other words, if what you have on your site isn’t interesting, then it’s never going to be effective.

Internet copywriting should be search friendly. Having made the point about interesting content, it is crucial that it’s easily searchable by Google and the other major Internet portals. That means using the right keywords and phrases, as well as making sure they are highlighted in the correct places like page titles and headings.

Every page or article should have a strong call to action. Ultimately, all the pieces of your business website – and your overall online marketing plan – have some bottom-line purpose. By including a strong call to action with each one, you make it easier for people to understand what you want them to do, and more likely that they’ll actually do it.

Your web content should be unique. Because even the best Internet writing isn’t worth that much if it doesn’t reflect your company’s unique strengths, products, and viewpoint. That’s why it has to be completely unique; not only in the sense that it can’t be copied (because it shouldn’t be), but also that it isn’t too generic to be effective for marketing purposes.

Do you need help coming up with great web content for your online marketing campaign? The creative team at CAYK is here to help, and we have the past results to prove it.