Categories
Social Media

The Benefits of Having a Facebook Page for Your Business

With over 2 billion monthly users and 1.62 billion daily users, it’s easy to understand why businesses choose to use Facebook to interact with customers and potential clients. Some of the benefits of using this social media site are similar to those of having a website, but others are unique to Facebook. What are the possible benefits of opening a Facebook page for your business?

 

  • Cost-effective marketing: Setting up a Facebook page is free. Ads are inexpensive compared to print, radio or TV with $1.72 being the average cost per click for a Facebook Ad. 

 

    • A platform to share information: Your Facebook page is a great place to share your business name, address, contact details, and a description of your products and/or services. Tell your customers about your history, your staff, and your journey. Give them information regarding your operating hours, policies, and brand culture. Share photos and videos of your business. 
    • Ease of communication with customers and potential customers: Make your page a channel for communication by posting and receiving messages, answering customer questions, announcing sales, and addressing purchasing issues.
    • Development of brand awareness and brand loyalty: Facebook provides an interactive way for you to build familiarity with your brand. Cultivate customers by tailoring the tone and content of your posts to appeal to your users and encourage loyal followers to return repeatedly. When users click the “Like” button, send updates to their wall for their and their friend’s perusal. Make your page active and responsive. 
    • A means to increase traffic to your website: Let your Facebook page serve as a funnel for prospective customers by placing a link to your website on your page. Facebook followers that land on your website will be receptive as they already have information regarding your business and made a choice to click the link. Connect your Facebook page to your blog posts on your website. Send your Facebook followers an occasional message with interesting/helpful information that leads them to your website.
    • Efficient customer support: Encourage after-sales questions on your Facebook wall. It’s more efficient than having staff answer phone calls. Let your answers to common queries remain on the page for others to discover.
    • Targeted marketing: Facebook analyzes information from the profiles of your users (age, interests, behaviour, location, race, gender, language, job title, educational level). Utilize this information to help you understand your customers and create targeted advertising. Monitor the number of impressions, clicks and conversion you receive. 
    • A means to build relationships: Build connection with your target market in a one-on-one format. Encourage followers to engage with your posts by liking, commenting, tagging and/or messaging you. Collect follower’s emails and contact them by offering contests, giveaways and/or newsletters. The more engaged you are with your users the stronger the connection. The stronger the connection, the more likely they will convert. 
    • Take advantage of word of mouth marketing: Make sure your ads/posts are targeted to the right people and they’ll likely share them with a friend or two, who may share it with another friend or two. Use high quality content to encourage sharing such as updates, insights, facts, interesting thoughts, inspirational quotes, engaging photos/videos, podcasts, questions, infographics, quizzes and contests.
    • Increase your Search Engine Optimization (SEO): Search engines rely on social signals (shares, likes, comments) to rank sites. Use your Facebook page to boost your social signals by filling it with rich content relevant to your business.

 

  • Advertise in real time: Keep track of your ad campaign in real time. Set a daily advertising budget and adjust it when needed. Cut losses and make modifications to gain conversions. Radio, TV and print ads do not allow for this degree of control and immediacy. 

 

Business Facebook pages are often underutilized. Optimize your page. Capitalize on the marketing opportunities. Reach new customers. Make it easy for potential customers to find your website. Share information about your brand. Leverage all the benefits of Facebook advertising. Your Facebook page can be a powerful means to expand your reach and increase awareness of your business. With 90 million small businesses already using Facebook and the average Facebook user clicking on 11 ads per month, what are you waiting for?

Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or request a marketing proposal. 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.

Categories
Internet Marketing

Data-Driven Marketing

Data-driven marketing is the process by which marketers use data to gain insights into customer needs, desires, and behaviors, then use these insights to create personalized marketing strategies aimed at the highest possible return on investment (ROI). Made possible by the introduction of customer relationship management software (CRM), data-driven marketing allows marketers to enhance and personalize the customer experience by taking the answers to questions like whom, when, where, what and translating them into practical marketing strategies. 

Benefits of Data-Driven Marketing

Data-driven marketing is gaining popularity as both businesses and consumers benefit from the approach. Benefits include:

  • Efficient Media Buying: Analyzing data collected enables marketers to remove guesswork thus improving media planning and buying. This type of marketing facilitates the identification of the content that leads prospects through your sales funnel allowing you to decide where your time and budget are best spent.
  • Consumer Targeting: Data analysis results in a deeper understanding of the customer profile allowing marketing messages to be customized and shown to the appropriate audience. 
  • Relevant Messages: For most companies, generic marketing messages are over. Data-driven marketing enables you to be relevant, for your message to resonate with consumers’ interests. 
  • Multi-channel Marketing: Marketers can reach beyond email, extending their reach across multiple networks and ensuring that the message is consistently reaching each customer at the perfect place and time. Data helps you discover which channels are best to engage your audience now and in the future.
  • Improved Customer Experience: The data collected brings an understanding of customers’ triggers and pain points, allowing marketers to determine specific areas for improvement of the customer experience. 
  • Improved Product Development: With more data leading to a better understanding of your target audience, your business can reduce product failure rates by focusing product development on goods/services best suited for a particular market.
  • Prediction of Consumer Preferences: With the right data, you can pre-target consumers tailoring your marketing message while the customer is still in buying mode, delivering a one-to-one customer experience on a massive scale.

How to Begin Data-Driven Marketing

There are some basic principles that can help you start a data marketing strategy or improve your existing data marketing program.

  • Determine Your Goals: Decide what data is worth collecting. Focus on gathering information around key performance indicators (KPIs). Consider collecting information regarding your target market, customer and prospect data (persona, transactional data, online activity, social network activity) and marketing/social media analytics (click-throughs, impressions, conversions).
  • Adopt Automation: Use an automated process that allows for personalization and lets your marketing strategy function for you even when you’re not working.
  • Collaborate: Utilize processes that manage data ensuring that it is shared across your entire organization, reaching all departments and teams. 
  • Evaluate and Take Action: Using your KPIs, evaluate the data collected. Use this data to inform your market strategies. 
  • Consistently Monitor your data collection to identify which strategies are giving you the best results. Continue to draw conclusions and try new strategies to maximize the results of your marketing efforts. 
  • Explore Marketing Channels: Use data analysis to help you understand which channels are working for you and inform you of new channels and formats worth adopting.
  • Observe the Competition: Let your competitor’s successes and failures inform your marketing strategy. Learn from their mistakes. Adapt and implement what works. 

Data drives most marketing decisions in today’s competitive marketplace. Take the time to collect and analyze data and adjust your marketing efforts accordingly. Let data help you make better decisions regarding the timing of your advertising, customization of marketing copy and personalization of experiences for your target audience. Data-driven solutions are essential to successful marketing campaigns. 

Need help with your data-driven marketing strategy? Call CAYK at (403) 456-0072 or request a marketing proposal.  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.

Categories
Internet Marketing

Mobile first marketing

Mobile-first marketing begins with an ad created for mobile phones then expands to accommodate tablets, laptops, and desktops. It caters to the on-the-go lifestyle of consumers who use their phones to check email and/or browse whenever and wherever. Mobile first ads are generally filmed in an upright position and display multiple images for users to swipe through. With global data traffic forecast to increase to 49 Exabyte per month by 2021 and the average daily amount of time spent by adults on mobile devices approximately 203 minutes, this advertising strategy is gaining traction.

Remarketing ads enable your company to show targeted ads (through the use of cookies) to users who have already visited your site. This allows you to send custom content/messages to your target audience, provide more personalized/timely ads and boosts your revenue as remarketing ads have a high return on investment.

Influencer marketing is a word of mouth approach to advertising that uses key leaders to augment your company’s message. Influencers may be carefully selected celebrities and/or well know Instagram or YouTube personalities. They help promote your business through their social channels.

User-generated content (UGC) is content created and published by unpaid contributors (fans, frequent purchasers/users) who promote your brand through blog posts, website pages, images, social media posts, testimonials, videos and tweets. Considering that UGC is more likely to influence a conversion than professional content, can you afford to ignore this advertising stream?

Over the top advertising (OTT ads): It is increasingly popular to stream content from over the top services (Netflix, HBO Now, Apple TV+, Google Play Movies & TV, Hulu, Amazon Prime Video, Disney+, etc.) via integrated Smart TVs, personal computers, mobile devices and digital media players. OTT advertising is the placement of ads on OTT content. This advertising method allows your company to use advanced analytics and targeted ad insertion to get your ad to the right person at the right time. OTT advertising has the potential to generate massive revenue.

References:

Wordstream [1]
Wordstream [3]
Smartyads [4]
Instapage [5]
Instapage [6]
Muritech [7]
TemplateToaster [8]
Business 2 Community[9]
Singlegrain[10]
Instapage[11]
Curalate[12]
3playmedia[13]
tintup[14]

Categories
Internet Marketing

Are You Wasting Money with Your Ad Campaigns?

Depending on how they’re planned and carried out, PPC campaigns can either be an asset to the growth of your company or a strain on your budget. If you want high return on ad spend, you’ll need to utilize advertising tools like Google Ads and Facebook to their fullest potential!

Quality Over Quantity

The beauty of a PPC platform like Google Ads is that it’s designed to incentivise all the traits that make a great advertisement. Google will get the most ad revenue when you write engaging and persuasive copy, maximize the relevance of your ads with effective targeting, and keep your landing pages relevant as well. Guess who else will boost their revenue in this situation? That’s right, your business! Better ads make for a better experience, thereby improving your click-through rates and making your ads more visible. Don’t just throw money at a boatload of ads and hope they stick—drive high-quality leads to your site with high-quality campaigns!

Testing & Analytics

Another surefire way to throw money away is to let your campaigns go unsupervised. In this case, not only are you squashing all hopes of getting the ROI you need, you’re squandering the potential of these excellent tools. Whether it’s Google Ads or Facebook’s advertising features, it’s imperative that you make the most of their tracking and analytics capabilities. Identify and keep track of the right KPIs to better assess your performance. Test your ads to ensure that your copy and other elements are performing at their best and reaching the right people. Use the data at your fingertips to understand your leads and make every dollar of your ad budget count!

But Will It Convert?

PPC campaigns are only as successful as the landing pages that your ads link to. Driving more traffic to your site isn’t the same as securing a conversion or sale. For that, you need to combine your PPC strategy with conversion rate optimization. Do you have enough information on your visitors to predict and meet their precise needs? Are your pages tested extensively enough to inform how they should be developed? Once again, make use of today’s testing, tracking, and analytics tools to understand visitor behaviour and preferences. The more relevant and engaging the experience, the higher your chances are for a valuable conversion.

At CAYK, we won’t just provide you with high-value PPC campaigns, we’ll work with you to implement a comprehensive marketing strategy that drives the growth of your business. From advertising to SEO, social media, and beyond, call (403) 456-0072 to make it happen today!

Categories
Online Marketing

3 Major Uses for Marketing Automation

Previously, we mentioned that personalized email campaigns are only the tip of the iceberg when it comes to marketing automation. It can serve a multitude of purposes to help your business grow, so why not take a closer look? Here are three areas where it really shines.

Analyzing and Understanding Your Leads

Whether it’s getting someone to sign up for you email list, fill out a survey or other form, or follow you on social media, capturing leads is a crucial step in gaining new business. However, capturing a lead is only half the battle. You also have to understand who they are, what they want, what they’re interested in, and more. Marketing automation allows you to learn as much as possible about your leads by automatically tracking, analyzing, profiling, and segmenting them. Progressive profiling is an especially important component of this, allowing you to gather an increasing amount of data on a lead or customer throughout their journey with your brand.

Nurturing Leads and Maximizing Retention

Marketing automation tools also provide you with the means to guide your leads closer and closer to the bottom of the purchase funnel. If your progressive profiling and segmentation practices hit the mark, you’ll be equipped to qualify and nurture your leads through automated processes that are tailored to the precise nature of their behaviour. Other assets in this process include personalized automated email campaigns, your social media profiles, your content strategy, and more. Combine all of this with skillful conversion rate optimization and you’ll really be in business. You’ll not only nurture leads like a pro, you’ll also maximize customer retention.

Making Your Business More Efficient

You may primarily understand marketing automation tools as being designed for your consumer-facing marketing efforts. This is a significant portion of their scope, but additionally, automation tools are commonly used to streamline and optimize internal business processes, both directly and indirectly linked with your marketing strategy. Whether it’s managing appointments and meetings, communicating with team members and clients, or structuring the execution of crucial marketing tasks and workflows, the automation tools available today are both powerful and highly versatile. Use them to make your business stronger than ever!

Even within each of these key categories, implementing marketing automation within your strategy can have far-reaching effects on the growth, visibility, and reputation of your business. Are you ready to fully capture its potential? Call (403) 456-0072 to speak with our experts today!

Categories
Google

How Is Voice Search Affecting SEO?

SEO has become a second-nature aspect of marketing a business and bringing in new leads. However, as with any component of your strategy, SEO is evolving as time goes on. Voice search is playing an increasingly prominent role in the current landscape, so how do you adapt?

 

Voice & the Rise of Mobile

 

There’s no question about it — mobile devices have had profound effects on the way that users discover brands. We speak often about the importance of having a responsive, mobile-friendly site, but voice search is another factor in this phenomenon that shouldn’t be underestimated. Whether taking place on smartphones and tablets or devices like Google Home and Amazon Echo, the immediacy and sophistication of voice search is increasingly preferable for users today. Considering the fact that the majority of searches take place on mobile, it will probably come as no surprise that 50% of searches are projected to be voice searches by 2020.

 

How It Affects Your Content

 

Voice searches are syntactically distinct from traditional text-entry searches. They tend to manifest as long-tail keyword phrases and using natural, conversational speech. It will be wise to adapt the style of your content accordingly. Additionally, remember that voice-driven search features and virtual assistants like Siri and Alexa respond to many types of queries by reading the featured snippets at the top of results pages. Work towards optimizing your content to respond to queries that begin with trigger words like “what” and “how”, offering concise and useful snippets of information that Google is more likely to yield during a voice search.

 

Localization & Directories

 

Another factor to keep in mind when adapting to the advent of voice search is how swiftly users can locate and learn more about you. Let’s say someone says “car mechanic near me” or “Joe’s Auto Shop reviews”. These are two of the more common applications of voice search, and in the case of the latter, the virtual assistant being used will typically announce the average rating of the establishment and number of reviews. Make sure that your business has a strong presence on directory services like Google My Business and Yelp, not to mention thorough reputation management. Don’t fall behind on optimizing your business for voice searches!

 

Our mission is not just to build comprehensive, holistic marketing strategies for businesses in Canada and the U.S. It’s to see those businesses thrive. If you want your company to reach its full potential for growth and transformation, we can help. Call (403) 456-0072 to find out how!

Categories
Website Development

How Often Should You Refresh Your Website Design?

In the current landscape of digital marketing and web design, every company website has a shelf life. The question is, how far can a site take you before a new design is needed? There’s no single rule to apply for everyone, but these tips should help you determine when it’s time.

 

Look at Your Metrics

 

How is your company’s website doing with regards to lead generation, site engagement, and conversions? If you’re having trouble accumulating the number of new leads you’re aiming for, or if you’ve got plenty of traffic but a low rate of conversion, these are key landmarks to use when determining when to redesign your site. Even if your social media, SEO, and PPC efforts are bringing in a high volume of visitors, all that work will be for nothing if the look, functionality, and content of your company’s online headquarters doesn’t quite solidify faith in your products or services. Analytics tools are more accessible and powerful than ever, so use them!

 

Pay Attention to Current Standards

 

In addition to learning from the metrics that illustrate the effectiveness of your site, being aware of today’s standards will give you a better sense of when an overhaul is needed and what it requires. Is all of your company’s contact information plainly visible on all pages? Is your site responsive and mobile friendly? Does it match up with modern criteria for usability and readability? Are the latest SEO strategies integrated properly into both frontend and backend aspects of your site? If you’re missing any of the key ingredients that define contemporary web design for businesses, this is a strong indicator that a refresh is in order.

 

Trust the Experts

 

The secret to carrying out timely website redesigns doesn’t lie entirely within the your site itself. It is also a matter of having a strong collaborative dynamic with an experienced team of marketing and web design experts. The right people will be there for you on a consistent and reliable basis to examine your analytics, keep an eye on current standards, and apply this information exactly as often as necessary. For business owners who want to maintain a powerful, high-converting, growth-boosting website without having to exceed the limits of their company’s time and manpower, external help can be a serious lifesaver!

 

Is your website in need of a fresh and exciting new design? That isn’t the only thing the CAYK team can help you with. Our comprehensive, holistic approach to digital marketing can take the visibility and growth of your company to new heights. Call (403) 456-0072 to learn more today!

Categories
Online Marketing

Why Your Business Should Review Its Analytics and How We Can Help

No marketing strategy is complete without a sophisticated set of analytics tools. Google Analytics, for instance, is one of the most dependable and versatile resources for analyzing and revising your business’ marketing efforts. So why exactly is this such an important endeavour?

The Importance of Analytics Reviews

If you want your marketing plan to give you the ROI you need, the last thing you should do is work in the dark. Reviewing your analytics on a consistent, routine basis supplies you with the insights necessary to maintain a clear picture of your performance and sharpen your decision-making. Without this kind of maintenance, you’ll be left with little more than guesswork when you need to know how well your PPC ad campaigns are paying off, how effectively your SEO efforts are supporting your search visibility, and other vital marketing factors. Actionable data derived from analytics reviews should be at the core of your strategy.

Key Metrics

So, when you’re keeping an eye on the health of your company’s marketing strategy, what metrics should you be looking for? Conversions are a critical example. Once you’ve configured your analytics tools to look out for certain conversion goals — such as a product purchase, a newsletter subscription, or an appointment booking — you can monitor how dependably your company’s site is helping you meet those goals. Traffic sources, meanwhile, will inform you of the places that your visitors are coming from, while your landing page data will be indicative of which pages your visitors are arriving on and in what numbers.

Need a Boost?

The only thing better than a flexible, powerful toolset like Google Analytics is an experienced marketing team to help you apply it. Properly gauging and improving your performance can be highly involved work, so it’s not the best idea to dive into this in tandem with everything else involved in operating your business. In addition, the tools may provide you with the data, but using that data to shape your marketing decisions is another story altogether. Teaming up with our skilled specialists, particularly those who can guarantee consistent scheduled reviews, will empower your company to maintain the best strategy possible.

We’ve only skimmed the surface of what analytics tools are capable of. At CAYK, it’s our mission to present you with the finest marketing tools and help your business get the most out of them. Call (403) 456-0072 to learn more about how we can strengthen your marketing strategy!

Categories
Website Development

3 Hot Website Design Trends

Your website is an opportunity to encapsulate the products, services, and core identity of your business into one distinctive online space. Doing this properly often requires that you stay ahead of the curve when it comes to web design trends. What should you watch out for in 2019?

Bold, Creative Graphics

These days it’s increasingly popular to use prominent, attention-grabbing text and and large, beautiful images or even background videos, especially on home pages. Micro animations are also excellent for enhancing the experience of navigation, whether you use them for buttons, menu items, or the loading of images. Think carefully about how geometry and colour strategy can direct the eye, perhaps using the single-page format to engage and captivate your visitors from top to bottom. Infographics, meanwhile, are perfect for thoroughly conveying key messages to your audience with both precision and a visually stimulating sense of fun.

Further Focus on Mobile

The rate of mobile web search has far surpassed that of desktop devices. It’s no passing trend, so you should double down on your efforts to make the mobile version of your site as impressive and marketing-efficient as its desktop counterpart. This is one of the key reasons to pursue responsive design. Your SEO strategy is incomplete without accounting for the role of responsiveness and mobile friendliness in rankings. If you’re an ecommerce business, it’s especially important to optimize the shopping experience that your site offers for tablet and smartphone visitors. More mobile search means more mobile shopping.

Voice Search Optimization

Plenty of businesses appreciate the importance of mobile-friendly design in SEO, but one factor that many are bound to neglect in 2019 is voice search optimization. You don’t want to be one of them; Comcore has projected that up to 50% of searches will be voice searches by 2020. Whether it’s Google’s Voice Search, Apple’s Siri, Microsoft’s Cortana, or Amazon’s Alexa, the various methods for voice search are adding up to a serious transformation in the way that leads discover brands. Efforts such as keeping content concise and maximizing pagespeed can help in this department, but there’s a lot more to explore, so you’d better get started!

Few factors determine the perception of your business as significantly as your website. CAYK has the technical experience, creative skill, and knowledge of current trends to deliver a site that will help to boost your growth. Call (403) 456-0072 to learn more about what we can do for you!

Categories
Calgary Marketing News

A New Way to Book Appointments: Calendly

Meetings, appointments, phone calls, interviews, presentations, you name it. Running a business without efficient scheduling is simply not an option. There are more scheduling apps out there today than ever, but we’d like to show you one that’s especially practical and powerful.

How Does Calendly Work?

The core function of Calendly is pretty simple. First, you set your availability and scheduling preferences. It then allows you to send a link to whoever you want to schedule with so that they can confirm a date and time based on the information you provided. Upon confirmation, the arrangement is added to your calendar. It’s designed to prevent double-bookings and conflicts, in addition to many other functions that optimize scheduling efficiency. Calendly is offered as a free Basic version or paid Premium and Pro versions. Depending on which one you subscribe to, you’ll get different degrees of versatility from its feature set.

Integration & Compatibility

In addition to its simplicity, Calendly is known for its powerful and practical integration features. It works perfectly in conjunction with Google, Office 365, and Outlook, and with the Pro version you get integration with Salesforce, Stripe, and PayPal. Compatibility is also notable when considering Calendly. Whether you’re using a desktop computer or a mobile device, it’s designed to function on multiple device types. Fortunately, the people you send your invitation links to won’t need to be subscribed to Calendly, ensuring usability for everyone you schedule with. You can even embed it into your website to provide instant access for your visitors.

User Interface

No matter how powerful or sophisticated it is under the hood, a piece of software needs a sharp and usable interface. This can make or break its success as a tool. Fortunately, Calendly is beautifully and ingeniously designed. Its user-friendliness is impressive considering the flexibility and range of features it offers. As mentioned above, the interface works just as well on a smartphone or tablet as it does on a desktop computer. This is a must-have feature for any professional or business owner who needs a practical scheduling solution without having to be at their desk. If it sounds like a tool you’ve been needing, give it a try!

It’s essential to build efficient working relationships with your clients, colleagues, and partners. Of course, you’ll also need to compliment that efficiency with a great marketing plan! Call CAYK today at (403) 456-0072 to find out what other excellent tools and strategies are waiting for you.