Internet Marketing

Does Working With an AdWords Certified Professional Raise Your PPC Costs?

Recently, two members of the CAYK® team became Adwords Certified Professionals. Does that mean working with a company like ours to manage your pay-per-click search advertising is going to cost you more?

The short answer is “no.”

Unfortunately, many of our lesser-qualified competitors actually charge more than we do to help with your AdWords campaigns. In a bigger sense, though, this is the wrong question to ask – after all, would you go to a doctor or skydiving instructor who didn’t have the proper credentials just because you could save a little bit of money? Of course not — so why put your marketing at risk by making the same kind of mistake?

You Should Do Whatever You Can

The reality is you should do whatever you can to get the best AdWords vendors and consultants possible. What this comes down to, as always, is the difference between spending and investing.

You can always save money when you’re looking to spend less. But shorting your business by making the wrong investment only ends up costing you more cash later.

Target Your Best Prospects More Effectively

When you have someone who knows AdWords inside and out helping to organize and optimize your campaigns, you target your best prospects more effectively, create ads that are compelling to them, and get the most from every dollar you spend with efficiency and high-quality scores. On the opposite end of the spectrum, those companies making common AdWords mistakes pay more for every click and convert fewer viewers into buyers.

When it’s the bottom line you’re worried about – and that should always be your primary concern with any form of online advertising – it’s always a good idea to get expert help, especially if you aren’t going to pay anything extra for it. Why not get in touch with our team today and see how we can help you get more from your search advertising efforts?

Internet Marketing

One Surprising Way to Improve Your Internet Marketing

Looking for an offbeat and unconventional way to improve your Internet marketing campaigns this fall? Try something radical – ignore Google and search engine optimization as a whole for a couple of months.

Before you start wondering how we’re going to defend ourselves against such heresay, note that we aren’t suggesting you give up the world’s largest search engine and its billions of users permanently. Instead, we are recommending that you take a break from obsessing about keywords, links, and algorithms.

If you were to do so, even for a limited amount of time, you might benefit from a handful of interesting side effects:

Better blog posts and other content. It’s easy to get blinded by keywords and links when you’re putting together posts, but that’s not what attracts readers (and ultimately those readers give you SEO results). By ignoring SEO, you can pay attention to producing clear, compelling posts that attract attention organically.

More focus on other Internet marketing avenues. A lot of the companies we work with fall into the trap of ignoring things like email marketing and PPC because they already have a profitable SEO effort in place. Who says you have to give up one just to enjoy the other?

Stronger social interaction. The same goes for social media, which often takes a backseat to SEO even though it can be just as powerful. Plus, the stronger your social following is, the more likely you are to enjoy a high Google page rank.

Ultimately, the goal would be to take these advantages and not just profit from them, but use them for a more comprehensive search engine optimization plan going forward. So you see, we aren’t asking you to give up SEO at all… just to consider not prioritizing it so heavily that you miss the forest for the trees.

Some things are just crazy enough to work, and we encourage you to give our non-SEO search-boosting plan a try this fall!

When you need the best in responsive Internet marketing, turn to CAYK® – Calgary’s most trusted team!

By David A. West  Join me on Google+

Internet Marketing

3 Things That Have to Factor Into Internet Marketing

For a lot of Calgary businesses, the term “Internet marketing” really refers to a list of things the owner has read about or would like to try. There isn’t any harm in experimenting, but a true Internet marketing plan should be more comprehensive and results-focused.

If you want to get beyond individual tools and ideas to think in a bigger-picture sense, here are three things that simply must factor into your short- and long-term Internet marketing plans:

1. Your customers. Although you might not realize it, it is likely that your customers are changing all the time. They may not want the same products or prices they did before. In fact, they may not even be the same customers at all, if you have the kind of business where people tend to come and go. By studying buyer trends, you might be able to adapt your strategies over time to better fit the market.

2. Your business plans. It’s likely that you have business plans that extend beyond what you want to do online. If you have been thinking about expanding to new locations, incorporating new product groups, or raising prices, these are the types of ideas that should be reflected in your ongoing (and evolving) Internet marketing strategy.

3. Your competitors. Most customers have lots of choices when it comes to the businesses they work with. By thinking about what your competitors are doing, and what they might do in the future, you can also envision ways to set your business apart, both on the Internet and in your other sales and marketing efforts.

If you aren’t already incorporating these elements into your regular Internet marketing strategy sessions, now is the time to start taking a wider view. Your business does not exist in a bubble, and so your strategies, budgets, and tactics shouldn’t, either.

By David A. West  Join me on Google+

Internet Marketing

What Many New Clients Still Don’t Get About Agile Marketing

Here at CAYK®, our clients often think we have two different jobs: working to become the very best Internet marketing firm in Calgary and spreading the word about agile marketing like it’s a religion.

It’s true that you can barely walk into our offices without hearing how agile marketing is changing the world, but we think that’s a good thing – how can we help more of our clients if they don’t understand why our way’s better?

Despite all of our preaching and priding, however, there is one detail about agile marketing that lots of new clients still seem to miss: that it isn’t about doing different Internet marketing techniques, but putting them together in a way that achieves the right results.

In other words, it’s all about things like new sales and bottom-line improvement.

To understand why that is, and how it makes such a difference, there are a few things you have to keep in mind about the agile marketing process:

  • Agile marketing is a philosophy. It’s the belief that individual Internet marketing techniques can work well, but that the overall strategy should change over time to reflect competitive strengths and market fluctuations.
  • With agile marketing you can experiment with new ideas, or just change your focus, from one month or quarter to the next without losing sight of your overall goals.
  • When it’s planned and managed correctly, an agile marketing campaign will grow in step with an organization. As the marketing plan succeeds, the company expands; that, in turn, leads to new ideas within the marketing plan and so on.

To get a more in-depth demonstration about how agile marketing works, or to see some of our case studies, contact CAYK® today for a free Calgary Internet marketing consultation.

By David A. West  Join me on Google+

Internet Marketing

7 Internet Marketing Mistakes Calgary Businesses Are Still Making in 2014

Sometimes, working with Calgary business web design can be a little bit frustrating. Even though we try to teach business owners and executives important lessons about Internet marketing, it’s still surprisingly common to see some of the same mistakes being made again and again.

Here are seven of the most prominent and costly:

1. Using old templates for success. What worked before isn’t a sure bet to work now, especially if you’ve been counting on old ideas about search engine optimization and social media. You don’t have to follow fads to succeed in Internet marketing, but you do have to be aware of the major trends.

2. Letting their business websites get stale. When the look or content of your business website no longer seems current, or accurately reflects what your company does, you take away the power of one of your most important promotional tools.

3. Not timing their contact correctly. Your most important customers will forget about you if you only contact them every few months, but they don’t want to hear from you every other day, either. Figuring out the right timing for things like email newsletters is critical.

4. Getting all leads and sales from one or two channels. You should never be dependent on any one source of customers online, even if that source is the almighty Google. Take care to diversify your approach.

5. Failing to build relationships with social media. Social media isn’t just for sharing vacation pictures; you can use it to answer customer questions, develop relationships, and enhance buyer loyalty. But, that’s going to require a little bit of time and intentional effort.

6. Using tactics instead of campaigns. In Internet marketing, “a little bit of everything” is better than doing nothing at all. A focused approach to meeting and grabbing the interest of good customers is a much smarter strategy, however.

7. Not getting the right creative help. When you’re working with the wrong creative team, or not at all, you’re making it much harder than it has to be to make your business website a success.

When you need top-notch Internet marketing advice from a team of experienced experts, turn to CAYK® and see what our responsive marketing concepts can do for your company.

By David A. West  Join me on Google+

Online Marketing Uncategorized

5 High-ROI Internet Marketing Tools for 2014

In a recent post, we reminded business owners and executives that Internet marketing plans should consist of a lot more than a simple checklist of items to do or try. But, that doesn’t mean there aren’t certain ingredients that almost every business should be taking advantage of.

To help you ensure you aren’t missing out on any of the basics, here are five high-ROI Internet marketing tools for 2014:

1. Standout web design. Does the quality of your web design still matter, at a time when everyone has a professionally created business website? It matters even more, for those same reasons. Great design still stands out, and you want your web layout to attract attention from customers.

2. SEO. Even though search engine optimization is undergoing some changes, Google is still your most important source of leads and targeted traffic.

3. Social media. Using social media sites like Facebook, Twitter, and LinkedIn, you can create new relationships with key decision-makers and increase brand loyalty at a very low cost.

4. Responsive web design. Responsive websites add mobile web compatibility to your business, which is something no organization can afford to ignore. More and more buyers are going mobile, so your company should be ready.

5. Email marketing. With a strong email marketing campaign, you can keep in touch with your most important customers, alert them of any new products and specials, and remain on the top of their minds when they have a need for what you have to sell.

While some of these Internet marketing methods have been around for a while, and others are relatively new, they are all different and effective in their own way. So, make sure you’re not missing out on anything important this year, and call us today if you have questions on putting these tactics to work for you.

By David A. West  Join me on Google+

Online Marketing Uncategorized

Why You Don’t Want a “Checklist” Approach to Internet Marketing

If you were to ask most business owners and executives what they needed in order to be successful in Internet marketing, what you’d probably get from them would be a long checklist of different ideas and techniques.

Certainly, that’s not a bad place to begin, especially when you consider that the best companies attract new customers through a variety of different Internet marketing means. Still, there is a definite propensity for business leaders to mistake trees for forests, and put too much attention on individual tactics rather than the overall effect.

In other words, you don’t want to build your Internet marketing plan from a checklist. Instead, you should have a lot of different strategies you employ to achieve some bigger goal. The difference here is a matter of perspective; in one case you’re simply doing things to do them, and in the other you’re actually using them together to meet your financial target.

Here are a few quick tips for making sure your Internet marketing plan is made up of more than checklists:

1. Ensure that all the elements are working together. You should be targeting the same kinds of customers with each campaign, not reaching completely different groups of prospects.

2. Try to build one campaign upon another. Having consistent marketing messages from one campaign to the next helps you build brand identity and awareness. Plus, it makes all of your efforts more effective.

3. Create Internet marketing plans that get stronger over time. Ideally, you should have ways to move prospects from one campaign to another, so you aren’t losing potential buyers by giving up one channel and turning to another.

When you start taking items off of the list, and doing them just for the sake of trying something new, you miss out on the biggest online opportunities. So, even if your Internet marketing plan started with a checklist, make sure it grows into something more substantial.

By David A. West  Join me on Google+