Categories
Featured Social Media

How to Handle Negative Reviews

It happens to every business sooner or later – the dreaded negative review! You might think no one will notice the unfortunate comment, but 82% of consumers consult online reviews for local businesses spending approximately 13 minutes reading before making a decision. The negative review will be noticed! It’s tempting to focus on positive feedback and ignore the occasional negative voice but negative reviews affect the decisions customers make, drive down your listing on consumer review sites and have an impact on business outcomes. So, how should you handle that scathing comment?

 

  • Respond promptly thus limiting damage, showing you value the consumer’s opinion and demonstrating care for customer service.
  • Answer tactfully: Apologize. Appreciate the communication. Empathize without blaming. Express regret and explain the issue using sincere and non-condescending language. You may actually change the customer’s mind and turn the negative into a positive!
  • Be authentic and honest: Do not use a canned response! Customers prefer an honest acknowledgement of a genuine mistake. Address negative reviews in a fair and heartfelt manner.
  • Make a considered response: Collect your thoughts before responding. Find the merit in the review. Remain professional. Make it clear that you are happy to resolve the issue. Don’t ever attack or retaliate!
  • Be appreciative: Negative reviews are actually a good way to keep customers coming back. They give you the opportunity to improve your company’s imperfections and let consumers know how you respond. So, appreciate the writer of a negative review.
  • Take the communication offline: Leave a sincere and thoughtful public comment requesting contact information and asking the best way and time to communicate. Then take the discussion offline. Resolve the issue to the customer’s satisfaction, then leave a brief comment in the public timeline.
  • Correct the issue: Take negative reviews seriously. Look for ways to improve. Brainstorm solutions and weigh the outcomes. Make the changes needed and then share this with the reviewer. Let customers know that feedback affects your business.
  • Go above and beyond: Consider offering a credit, a gift card or flowers. Send a custom video or image to help improve the reviewer’s perception.
  • Follow up with the reviewer making sure the issue has been remedied. Many customers will take a bad review down when they feel they have been treated fairly and a resolution has been reached.
  • Remove fake/misleading reviews: Some negative reviews are not authentic (written by the competition, a disgruntled former employee, someone who is not an actual customer, etc.). These responses are against most terms of service agreements and can be removed when reported to the proper leadership of each platform.
  • Share reviews with your employees (positive and negative) to ensure similar problems do not reoccur and to build a customer-centric mindset in your company.
  • Monitor reviews: Position your business for success by consistently monitoring reviews and responding when necessary.

Everyone gets negative reviews! Don’t panic. Don’t take it personally. Deal with the situation appropriately and learn from the experience. Make changes when called for.

Need assistance handling negative reviews? Want help with your digital marketing strategy? Call CAYK at (587) 600-8270 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.

 

 

 

References:

https://www.searchenginejournal.com/tips-handling-negative-customer-reviews-online/353470/#close 

https://www.fundera.com/blog/dealing-with-negative-online-reviews  

https://www.entrepreneur.com/article/299062

https://www.practicalecommerce.com/10-ways-to-deal-with-negative-customer-reviews

https://www.powerreviews.com/wp-content/uploads/2018/03/The-Growing-Power-of-Reviews.pdf   

https://www.oberlo.ca/blog/online-review-statistics 

https://www.brightlocal.com/research/local-consumer-review-survey/

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

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
Social Media

How Your Content and Social Media Should Support One Another

When it comes to digital marketing, simply having all of the individual marketing necessities in place isn’t enough. They need to work together and empower one another to make for a more successful overall system. Content and social media offer the perfect example of this dynamic.

Strengthening Your SEO

If you ask any digital marketing expert why content is so important for a business website, they’ll probably emphasize its function as an SEO tool. Still, without social media, your content strategy won’t reach its full optimization potential. Your ranking is enormously impacted by the quantity and quality of websites linking back to your site. This is the perfect job for social media. When you use your profiles on platforms like Facebook and Twitter to link to each article you publish, you’re building links from reputable sites. Not only does this get more traffic flowing to your content, it improves your site’s relationship with Google’s ranking system.

Expanding Your Reach

SEO isn’t the only way that content and social media can work together to expand your reach. Facebook has over a billion daily active users, and Twitter comes in at about 330 million. Meanwhile, more than 40% of digital consumers use social media to research new businesses. The takeaway? You can leverage social media to get your content seen by more leads than ever. Whether it’s through user commenting or sharing, your posts on algorithmically-based platforms like Facebook and Twitter can secure a stunning number of impressions in a short time. Content and social media are a powerful team when it comes to brand awareness.

Sparking Engagement

Speaking of commenting and sharing, it’s essential to appreciate just how important social media engagement is for a business today. If a lead visits your social profiles only to see that they’re devoid of engagement and you only post once in a blue moon, it doesn’t look good. Not only does it say that interacting with your community isn’t important to you, it stifles your visibility and your lead generation efforts. Consistently posting links to your content will spark engagement among your followers, earn you new ones, and give people something to talk about. All of the most successful brands recognize this, so why not get in on the conversation?

A truly great business needs more than just a marketing strategy. It needs a clear and distinct voice, one that everyone wants to hear. Using content, social media, and so much more, the CAYK team will give your business the voice it deserves. Call (403) 456-0072 to get started!

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
Social Media

5 Social Media Marketing Mistakes Your Business Might Be Making

Despite its power as a marketing tool, social media is often quite misunderstood. If you want to build a strong audience, engage with your community, and drive traffic to your business website, you’ll want to ensure that your social strategy doesn’t have any of these potentially fatal flaws.

Not Using Social Media to Your Advantage

By far the biggest mistake a business owner can make when it comes to social media is deciding not to use it at all. It’s not uncommon for businesses to see a marketing effort like advertising as 100% essential while seeing social media as a superficial add-on. In reality, social media not only offers its own stunning capabilities as an advertising tool, it’s an indispensable component of customer care, brand development, lead generation, and so much more.

Taking a Hands-Off Approach

Also fairly common are businesses who get as far as starting their social media profiles but don’t go further than that. This isn’t much better than skipping out on it altogether! It’s crucial that a company create a clear social media strategy and realize it with consistent use, engagement, and intent. Your leads and clients must feel that there’s a team of great people behind the profiles, people who will answer their questions and share valuable information with them.

Ignoring Negative Feedback (Or Dealing with It Poorly)

Let’s say you create awesome profiles for your business, posting high-quality content and fun glimpses into the culture of your company. Don’t forget that you may also receive negative forms of engagement. Social media is about transparency and sincerity, not to mention keeping your reputation solid. Don’t ignore negative reviews, and don’t address them with angry or defensive replies. Your community is watching, so be sure to resolve these issues with humility and class!

Failing to Track Your Strategy

Okay, so you’ve got awesome profiles on the right platforms, your engagement is consistent and excellent, and you’re even responding beautifully to the occasional not-so-stellar review. How do you know for certain that your social strategy is getting you the conversions that you need? No marketing effort can be fully successful without tracking and reporting. The analytics tools available today will help you develop a strategy with a clear direction and measurable results.

Missing Out on Paid Social

If there’s one thing everyone can understand about social media platforms, it’s that they’re all incredibly crowded places. How do you overcome all that noise to secure the attention of your leads and better retain your existing customers? Paid social, of course! With a strong social media advertising strategy, you’ll be far better equipped to guide users towards conversions using persuasive ads, boosted posts, and next-level audience segmentation and targeting.

Do you want your business to get the most out of social media marketing? From setting up and managing your profiles to posting excellent content, maintaining your reputation, and tracking the results of your strategy, CAYK is here to help! Call (403) 456-0072 to find out more 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!