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Internet Marketing

Is Your Business Getting Lost in the Swamp?

Competition is a core part of running a business. Not all industries have to contend with it to the same degree, but if you want growth, you need to stand out. This is a task that seems to be getting harder and harder these days, especially on the web. Here’s how to make it a bit easier.

The Problem

The internet is big. So big, in fact, that even if you’re only looking for leads and clients in Calgary, it will still be pretty challenging for you to stand out from your competition. For those who want their company noticed, the task of gaining Facebook followers and website traffic can seem insurmountable when you have to get your community to know who you are in the first place. You don’t want to spent time and money developing a great website and using your social media profiles only to be yelling into the dark. This is why depending on one set of marketing practices while neglecting others is never a good idea.

A Multitude of Solutions

The good news is that there are numerous ways for you to gain more exposure and visibility for your business. The not-as-good news is that, with so much variety out there, knowing where to begin can be a little daunting. That is, if you’re trying to do it all on your own. If you work with the right digital marketing agency, they will utilize their experience and resources to direct the attention of your community towards you. The key is to choose a team that prioritizes a personalized approach, sitting down with you to determine where your efforts are falling short and what tools and strategies are necessary to beef things up.

Focusing Your Efforts

One of the key ways this is accomplished is through a strong PPC strategy. AdWords is the most common service for this form of advertising, and it’s always best to work with a fully equipped, AdWords certified, Google Partner agency. When members of your community search for key terms related to your industry, having a strong advertising presence on the results page can work wonders, not to mention a display ad presence on other sites. Well-written copy, smart budgeting, and savvy campaign management will give you just the push you need to stand out. It’s well within reach—all you need is a helping hand!

What aspect of digital marketing is your company falling behind on? Your strategy should draw from a diverse palette of tools to form a competitive, holistic approach. There’s no better way to make it happen than to work with a holistic marketing team! Call CAYK at (403) 456-0072 today!

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Internet Marketing

Social Platforms & Demographics: Who to Reach and How

Your social networking strategy is the most direct, personal, and transparent way you have of engaging with the community surrounding your business. The success of this strategy depends largely on how well you understand your social demographics. Let’s take a look at how best to approach this.

The Platforms

Which people use which platforms? This information is not only commonly accessible but also highly informative. Gender, age group, income bracket, and the device most commonly used to access the platform are all determiners you should be looking at. This allows you to narrow your efforts on the platforms that are most relevant to the people seeking your product or service. It’s not uncommon to see businesses spreading their efforts too thin across too many platforms, using precious time and resources unwisely and failing to get results. Devoting some time to pinpointing just the right platforms will improve the quality — not just quantity — of your reach.

Content & Engagement

Once you know your optimal platforms, how do you keep that target audience locked in? In order to maintain followers and gain new ones, you need to keep everyone engaged and interested. In other words, you have to know what they like! What forms of content is your demographic most likely to respond to? While you might associate the creation of content with your blog, there’s a critical synergy between it and your social profiles. Consider what ideas and issues your audience might relate to the most, as well as what style and tone of writing is appropriate for them. This information will serve you well when you post updates, comments, and links to your blog or external material.

The Analytics

If you’ve found your demographic, are using the right platforms, and are keeping your profiles alive on a regular basis with well-targeted content and engagement, your next course of action should be to analyze the results. Each platform will offer you tools to get a good picture of who is engaging the most and how well certain posts are doing over others. One of the most common examples is Facebook’s Competitive Analysis Report. Depending on how well you interpret this information, you should be able to make corrections to your strategy and build an even further refined understanding of your demographics!

Social media is just one of many tools in your digital marketing toolbox. To keep everything sharp and ready for the job, call CAYK at 403-456-0072 today. Calgary’s favourite full-service marketing agency is here for you!

Categories
Internet Marketing

Mobile and Your Marketing Plan in 2016

As you may know, 2015 was a benchmark year for the ever-evolving relationship between the internet and consumer mobile devices. It was the first year in history that the number of mobile-only internet usage among adults surpassed that of desktop-only usage. This year, you should plan accordingly!

The Basics

Let’s consider your site and your SEO. Firstly, the necessity of a mobile friendly site is indisputable. And we’re not just talking about a quick responsive overhaul. Your visitors will navigate your site differently and have different expectations when using a mobile device. Considering the psychology of this will be to your advantage, such as the relatively short attention spans and browsing times on mobile compared to desktop. Also keep an eye on the rise of voice search. Thanks to this and mobile devices, we’re entering an age where simple and unnatural keywords are subsiding in favor of more natural, conversational strings of information.

New Forms of Advertising

If you’re currently reluctant to take apps like Instagram and Snapchat seriously, you may want to reconsider. By the end of last year, Instagram opened its advertising capabilities to businesses everywhere. While Snapchat’s current system is still in its infancy in terms of accessibility and versatility, it’s only a matter of time before their in-progress API will make for a practical and effective mode of targeted advertising. When you consider their usership, potential behind both of these can’t be ignored. Neither can AdWords’ “mobile-preferred” function, vertical video ads tailored for phone screens, native ads placed within apps (which can often bypass adblock software), and more.

Adaptability & Creativity

In general, mobile usage should be viewed as enough of a game-changer that it should fundamentally transform the way you approach your company’s brand. It’s an opportunity for you to adapt in new and exciting ways, so be prepared to think of marketing in much more flexible and creative terms. Whether it’s the development of an app for your business to customize and streamline customer experience or the use of features like Instagram’s “Shop Now” to integrate your social profiles with e-commerce, the possibilities are always expanding. Whatever route you take, it’s clear that 2016 is only the beginning for mobile!

Is your business ready to stay current among the latest developments in digital marketing? CAYK can help you stay prepared! To fortify your brand for 2016 and beyond, give us a call at 403-456-0072 today!

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Online Marketing

What to Do If You Need More Business Now

The success of your marketing plan and how quickly you get results depends on what tools you use and how. Some take time while others are more immediate. So what if you need results as soon as possible? Here are a few things you should consider.

AdWords

If you want to spark a boost in traffic and start locking down more conversions with an AdWords campaign, it’s important to have a budget, use careful strategy, and maintain feasible expectations. Bid intelligently on keywords with good search volume, write relevant ad copy that ranges from referring to specific services to covering broader terms, and focus on getting the most clicks from your budget as possible rather than splurging on high visibility. That last one is key in the early stages of a campaign, especially for a small business. High visibility does not necessarily mean more conversions, so don’t overstretch your budget and compromise your ROI!

Irresistible Offers

Making offers is a pretty flexible approach because it can be designed to both convert potential clients and retain current ones. When it comes to current clients, make time-limited special offers via email or social media campaigns. Target your offers by taking note of what services your clients rely on most often and discounting them or combining them into packages. When it comes to potential clients, offers are sometimes made in exchange for information. Trials, demos, coupons, or specified consultation offers that become available upon the completion of a form can be a great way to get those conversions rolling again.

Reflecting On Your Practices

There are many practical possibilities out there for getting your numbers back to where they should be, but what about your instincts? Marketing expertise will get you far, but no one knows your business better than you do. Take a few steps back and build a snapshot of your company when it was particularly busy. What were you doing correctly? What has changed? Is it a result of factors on the outside affecting your industry, or factors on the inside affecting your decisions? Clear and concise understanding of these considerations will allow you to adapt and get truly time-efficient results from your marketing tools!

While good things do come to those who wait, CAYK understands that sometimes you need swift marketing tactics that will help to get you back on the right foot. Call us at 403-456-0072 to find out how we can help!

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Calgary Marketing News

Appreciating Your Clients

At CAYK, we like to talk about the importance of a personal touch in maintaining a strong network. This advice may seem like it only applies to converting potential clients into new clients, but the truth is that your customer community deserves your sincere appreciation! Here are a few ways you can build a strong rapport with the people you’ve served.

Sending a Card

When the holidays come around at the end of the year, this is a perfect opportunity to get in touch with your clients by sending a holiday card. It allows you to update them briefly on what a great year you’ve had (thanks to them) and how pleased you are to have worked with them. They’ll be pleasantly surprised to find that you’ve made an effort to stay in touch and that their business was important to you, not only as a client but as an important part of your community.

Using Social Media

Among the many misconceptions about social media out there, one can be particularly detrimental to your network: don’t think of it merely as a marketing tool! No matter how beneficial it is as a way to ensure conversions and expand your reach, it’s also an excellent way to reach out to clients you’ve already had a working relationship with. Get feedback from the people who have helped to sustain your business and learn what they found most valuable or in need of improvement about your services. Not only this, but take some time to engage in more personalized ways. A “happy birthday” or “congratulations” will go a long way.

Staying Up to Date

This all requires that you dedicate time to staying updated on the well-being of your current and past clients. Has anyone had a baby? Bought a house? Started a company of their own? Social networking allows us to stay connected with and up to date on the people around us. This will serve your business in lasting ways. At the end of the day, it’s all for the sake of building a strong community around what you do!

Our team recognizes the importance of everything that goes into running a great company. It’s not just about revenue and content, it’s about people and relationships. For more info on making a better impact on your network, give CAYK a call at (403) 456-0072 today!

Categories
Google

Could Google Decide the Next Election?

We see Google show up in the media every day, usually regarding things like SEO, mobile technology, and other topics. One that has spread like wildfire lately is somewhat unusual: the effect of search listings on the outcome of elections. Let’s investigate.

Google and The Voter Margin

A wealth of recent research has made it quite clear that how a candidate is ranked in search listings has a direct correlation on how a voter will decide. We know the same to be true for consumer choices and other types of decisions, so it’s not terribly surprising. These days, demographics are as divided as ever. There are extreme ends to every issue and many voters become unsure about how to align themselves. This means some vote decisions may come down to a single search. Another critical factor is voter margins. The current election is becoming a tight 3-way race and this makes search ranking all the more potent in how it affects the outcome of an election.

How Voters Get Their Information

During election season, even before using sites specifically designed for the comparison of candidate policies, internet users everywhere are conducting Google searches to learn about who is running. Even as many voter information sites strive to be as neutral as possible, more often than not, users still go through Google to get there. Of course, a significant amount of this comes from direct sharing between people on social media, but the dominance of Google as a tool for electoral decision-making is unmistakeable.

What it All Means

The fact that Google’s search algorithm has the ability to sway undecided voters may seem unsettling, but it’s also a very informative discovery. It underlines how powerful search technologies can be in guiding our lives. This has larger implications for thinking critically about what information is made available and how autonomously you’re making a decision. It’s useful to be aware of how you are being influenced by all that information, how it is presented to you or your audience, and how this may lead them to one company over another. As a business owner, you’ll find that this is relevant to you at every turn.

CAYK is dedicated to helping you understand the power of today’s search and marketing technologies. To learn more about the capabilities of digital marketing tools and what they can do for your business give us a call at (403) 456-0072 today!

Categories
Online Marketing

What Should Be a Part of Your Marketing Plan Next Year?

Now that we’re in the later stages of 2015, it’s a good idea to take a look at what lies ahead for next year. What strategies should you include in your marketing plan and why? To help you stay ahead of the curve, here are a few key suggestions.

SEO & Adwords

The use of search has mainly happened in engines such as Google, but this will expand more and more to social media platforms themselves. Facebook is perhaps the best example of this because their internal search function is undergoing a transformation into an actual search engine. It will then benefit you to optimize your profiles just as attentively as you optimize your blog. And don’t forget the rising importance of content optimization! This is key both for your SEO and your Adwords campaign, as Google is shifting the emphasis of Dynamic Search Ads away from keywords and toward the relevance of your content at large.

Social Media

Sometimes it seems like social media changes more rapidly than anything else. The ways in which different platforms are perceived and used for certain types of content is always in flux. If social media has taught us anything, it’s to stay open minded about what platforms are relevant and potentially advantageous to business. Given its astronomical user base, Instagram is overdue for large-scale implementation of ad strategies, older age demographics are adopting Facebook at increasing numbers, and even Snapchat has proven itself as a rising star in the marketing world. Never be too quick to rule anything out!

Blogging

Content is still an indispensable part of any marketing plan and blogging is one of the best ways to stay on top of this. This is because the numbers are increasingly in favor of content-driven strategies. The vast majority of users have and will continue to lean towards certain brands based on the quality, variety, and insightfulness of their writing, video, infographics, and other items. As mentioned above, this is becoming a key factor in the world of search now that algorithms have changed and the Knowledge Graph has transformed SEO. Get creative and your audience will notice!

Every year brings plenty of new things to learn about digital and traditional marketing. CAYK is here to help you stay sharp and keep your marketing plan up to speed! Feel free to get in touch today at (403) 456-0072.