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Calgary Marketing News Featured

Why Chatbots will Soon Dominate Customer Service

A chatbot is a computer software program driven by artificial intelligence (AI). It simulates a natural human conversation with human users, in a text format. It can be embedded and used through any messaging application (websites, mobile apps, telephone, social media messaging apps). Chatbots interpret and process users’ words/phrases and give an instant pre-set answer. Chatbot technology has advanced in recent years due to improved AI and machine-learning capabilities. It feels much like talking to a real person. What can chatbots do for your customer service operations?

 

 

  • Greater customer satisfaction: A crucial element of obtaining and maintaining customer loyalty is customer satisfaction. Chatbots provide an instant response relevant to the customer’s query. They never lose patience! They can deliver personalized experiences by accessing the history of a customer’s interactions with your company. Chatbots can direct customers to answers that will help them solve their own issues and/or gather the needed information. The immediate response and reduced resolution speed lessen customer stress, increasing customer satisfaction.

 

 

 

  • Save time: Chatbots provide fast automated answers to most questions allowing you to serve greater numbers of clients and freeing employees for other tasks.

 

 

 

  • Save money: Chatbots reduce operational costs by reducing staffing needs.

 

 

 

  • Increase customer base: A chatbot can answer multiple questions simultaneously, allowing you to make contact with more customers. Many users are more comfortable speaking with a chatbot than sending an email or placing a telephone call, making chatbots an efficient way to reach new customers.

 

 

 

  • Cut down on errors and provide consistent answers: Overworked and stressed human customer service representatives make errors. Chatbots do not. They need no breaks and perform at the same level regardless of how many times they repeat an action.

 

 

 

  • 24-hour service: Customers demand immediate responses from businesses, even during off-business hours! Chatbots are available 24/7 and are capable of instant replies, increasing the chances of converting first-time visitors into active customers.

 

 

 

  • Increase efficiency: Chatbots can quickly and accurately transfer messages to the relevant department thus increasing overall efficiency.

 

 

 

  • Reduce language barriers: A chatbot understands different tones and intents in language. It can handle thousands of customer queries, in multiple languages, at one time making it especially useful for global companies.

 

 

 

  • Gather data: A chatbot can remember conversations and analyze the details in order to improve service and meet customer expectations. They provide your business with detailed, actionable records of your customers’ greatest pain points, helping you improve your products and services.

 

 

Live chat software has a 73% satisfaction rate as a way for customers to interact with businesses. 64% of internet users say 24-hour service is the best chatbot feature. Today’s chatbots are a critical component of customer-service operations and will soon dominate customer service. They allow companies opportunities to engage with customers in new and different ways, helping generate more profits and greater success.

 

Need help choosing and integrating a chatbot? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

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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!

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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!

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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!

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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!

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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!

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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!

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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!

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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!

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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!