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
Website Development

What Defines the Usability of Your Business Website?

It’s common for people to assume that a great-looking website will earn you big points with the visitors you’re hoping to convert. This isn’t necessarily false, it’s just one part of the picture. Visual appeal must be coupled with high usability, and there are several ways you can secure it.

 

Predictability

 

No one wants to be called “predictable”. Your business website, however, should be. This isn’t to say that you shouldn’t explore new design trends and find ways to stand out. It means that, immediately upon arriving, the user needs to understand how to navigate the interface of your site to get where they need to go. You don’t need to reinvent the wheel when deciding where a menu bar or your contact info will be located. Place them logically and intuitively!

 

Page Load Time

 

This is one of those things that seems minute and subtle, but in reality has a significant effect on a user’s impression of your site, and in effect, your company. This issue doesn’t even need to be particularly pronounced to be harmful. Psychologically speaking, even a slightly sluggish site can detract from the overall experience that a lead has of your brand. Work with smart developers who design efficiently and use a CMS or hosting service with dependable servers.

 

Design & Readability

 

The design of a site isn’t just for show. Web developers who understand user experience and interface design know that the fundamental building blocks of shape and colour can be leveraged to excellent effect. All the better if your developers also happen to be marketing experts. They’ll know how to draw your leads in with great content and maintain their attention by enhancing that content with a visually enticing yet highly readable manner of presentation.

 

Mobile-Friendliness

 

Last but certainly not least, it should almost go without saying that the all-powerful factor of mobile-friendliness encompasses not just search visibility, but usability as well. There are few experiences more unpleasant than arriving at a company site via smartphone or tablet only to find yourself squinting at its desktop-designed layout squeezed clumsily into the frame of your miniature screen. Avoid this unflattering incident at all costs and make it responsive!

 

Creating a powerful, marketing-driven website is an essential step in capturing your audience and fostering credibility for your enterprise. Infused with our extensive marketing expertise, our custom web development services are second to none. Call us at (403) 456-0072 to get started!

Categories
Internet Marketing

Strategies to Maximize Customer Retention

With all of the time and resources you put into establishing relationships with new customers, it’s only right that you take the necessary measures to nurture those relationships too. Customer retention is all too often overlooked, but a few of our tips should move you in the right direction.

 

Refine Your Customer Experience

 

It’s simple to define what you offer as a company when it comes to your products and/or services. Defining the experience you offer, meanwhile, is more nuanced. Keeping clients loyal is about more than providing a quality product, it’s about creating an experience that is, from end to end, as enjoyable as it is distinctive and recognizable. Determining what sets you apart from your competition in this regard is an ongoing effort, but it’s one that should never be underestimated if you want to maximize retention. Continuously refine this experience, from your branding and use of social media to your website, customer service, and beyond.

 

Foster a Sense of Community & Transparency

 

A company that seems out of touch with its community or unaware of its needs and concerns will inevitably have trouble retaining clients. You can’t expect to have long-term trust and esteem by default, it has to be earned. Show them that you care and that being their preferred business for the products or services you offer is important and fulfilling for you. Not only this, but be communicative, honest, and available. Make your contact information clear on your site, utilize a live chat system, and leverage social media and review sites to engage directly with those who ask you questions or offer feedback. Integrity is the key to strong and lasting client relationships.

 

Explore the World of Automation

 

For the most fruitful results, all of the above principles should be combined with concrete, tech-driven solutions. Marketing automation, for instance, offers some of the most powerful means of not only bringing in new business, but keeping retention high. This is because automation is built on the information you have on the people in your audience, and your established customers are the people you know best. Automated email campaigns, for instance, can be designed to remarket and re-engage existing clients based on their needs and past activity. If you’re driven to retain customers, modern automation tools are a must-have.

Keeping customers loyal is a dynamic and multi-faceted effort, but it’s far easier when you have truly powerful marketing resources at your fingertips. We’re here to assess your needs and help you implement the best solutions available. Check out our marketing automation services today!

Categories
Internet Marketing

The Importance of Reporting and Trackability

Executing a marketing strategy is like driving a vehicle. You have to be observant of the environment around you and continuously assess and adjust the way you navigate it. This is why carrying out effective reporting and maximizing trackability are non-negotiable elements.

 

Guiding and Sharpening Your Strategy

 

Everything about today’s world of commerce is dynamic, and every marketing endeavour you undertake should be reflective of that. Search trends change and seasons affect the market and user behaviour. New analytics tools are created and existing ones become more sophisticated. In addition to external changes in the climate of your industry and in digital marketing at large, your own enterprise changes as well, with new lessons emerging as you learn more about your customer base and the strengths or weaknesses of your business plan. If you want to keep up and remain competitive, never regard your marketing strategy as a set-and-forget solution.

 

Interpreting the Data

 

Analytics, tracking, and reporting are key to the success of a digital marketing strategy, but they take many forms. A process like SEO, for instance, requires time and patience. Having the latest multi-metric tracking tools at hand makes all the difference, helping you determine which aspects of your content and other optimization factors are performing well and which ones need work. The right PPC platforms such as Google Ads (formerly known as AdWords) will also offer you powerful tool sets for analyzing and tracking the performance of your ads, helping you to improve their copy, how you budget them, the landing pages they lead to, and more.

 

Your Marketing Agency

 

Reporting and analytics tools demand both skill and many hours of focused use to pay off. In an ideal situation, you as a business owner should have the legroom to keep an eye on the performance of your marketing efforts without compromising the level of attention you dedicate to your company. The best digital marketing agencies strive to make this a reality. If you work with marketing specialists who commit to routine planning and review meetings, you’ll get a dependable and consistent breakdown of the data behind your strategy. This is without a doubt the best way to get the most out of today’s standards in analytics, reporting, and trackability.

 

Your business deserves an experienced holistic marketing agency that can keep you fully informed and empowered to track and optimize your strategy. The CAYK team is devoted to providing you with nothing less. Request a consultation today to learn more about what we do!

Categories
Internet Marketing Online Marketing

What Makes Marketing Automation Successful?

Marketing automation seems great as a concept, but does it live up to the hype in practice? Like any approach to digital marketing, this depends on how you implement it. If you want to properly leverage today’s best automation strategies, you’ll need to know what determines their success.

 

The Tools

 

There are plenty of automation solutions out there, but not all of them will serve you best. A marketing agency with enough automation experience will be able to implement the tried-and-true tools that are suited to your needs. Combining these tools in a versatile manner allows you to cover a significant amount of ground, offering more than self-directed campaign initiatives and workflows alone. It will allow you to automate the business processes that define your company, the client retention efforts that keep your customers loyal, and the countless techniques that comprise an inbound strategy that consistently draws in and converts leads.

 

The People Behind Them

 

Even if you’ve done your homework and have managed to pinpoint the best marketing automation tools in the industry, the people behind the wheel make all the difference. This may seem strange, considering the fact that “automation” is the name of the game, but an automation strategy is no less a human endeavour than any other aspect of your marketing plan. The technology will streamline and carry out a sizeable load of the work, but it still requires a skillful team of digital marketing specialists to execute and track your automation efforts successfully. Besides, it gives you the time to focus on operating an excellent business!

 

Speaking of Your Business…

 

The human element is a major factor determining how well your marketing automation tools will improve conversion, retention, efficiency, engagement, and more. However, this pertains just as much to your business itself as it does to the marketing team implementing your strategy. Particularly with regards to email campaigns and other client-facing endeavours, it is of the utmost importance that you avoid a mechanical and impersonal approach. Don’t forget to allow the unique voice of your business to speak through. Successful marketing automation never obscures or dilutes the rich and distinct personality of your brand, it strengthens and amplifies it.

 

If you want your business to make the most of marketing automation, the CAYK team can help. Our MA/CRO service enhances today’s finest automation tools with skillful conversion rate optimization to make for a truly powerful combination. Call us at (403) 456-0072 to learn more!

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Internet Marketing Online Marketing

5 PPC Mistakes That May Be Damaging Your Marketing Plan

Working with PPC platforms like Google Ads can be a highly nuanced and often challenging endeavour. Nevertheless, it’s one of the most essential elements of your marketing plan. If you want to get the most ROI from your ad budget, you’ll want to avoid these five PPC mistakes.

Ad Copy That Doesn’t Stand Out

 

The copy in a PPC ad is one of the most influential factors determining its CTR. It goes without saying that this text should be persuasive, but many business owners conduct ad campaigns with copy that too closely resembles that of their competitors. Your social media and content aren’t the only things that should express the unique voice of your brand. Your ads should too.

Focusing Too Much on Sales Conversions

 

Perhaps the most obvious form of conversion is a sale. You’ve officially earned a new customer. As crucial as this is for your bottom line, it’s a mistake to see this as the center of your PPC universe. Countless forms of conversions exist at all stages of the funnel, such as content downloads and email list signups. These “soft conversions” should be part of your strategy!

Bidding Too Broad

 

Keyword bidding is tricky, so there are plenty of dangerous temptations that business owners give into when trying to make it easier. One that you should be extra careful of is bidding on a higher quantity of keywords rather than opting for quality and precision. For instance, in many situations, going straight for broach match can quickly drain your budget and tank your ROI.

Inadequate or Flawed Remarketing

 

Each lead goes on a journey when experiencing your brand, and your remarketing technique needs to be designed accordingly. Too many companies approach this without proper segmentation or other essential steps. The ads that a lead or client experiences should dynamically depend on what you know about that person and how they should be re-engaged.

Biting Off More Than You Can Chew

 

Even experienced marketers face difficult obstacles when building and maintaining PPC ad campaigns. It’s not an aspect of marketing that should be taken lightly, yet it’s quite common for business owners to dive in headlong without a precise strategy or without expert help. You’ll always get the most value from your budget when you have a marketing team at your side.

CAYK is proud to offer sophisticated marketing solutions for hard-working business owners like you. With comprehensive expertise and total commitment to our clients, we’ll never let you down. Call (403) 456-0072 or contact us here to schedule a consultation, we’d love to meet you!

Categories
Website Development

The Importance of Thank-You Messages

Much of your effort in marketing your business will be directed towards major components like SEO and advertising. Still, it’s the little details that often go overlooked. Thank-you messages are a key example, and their effect on customer experience and loyalty shouldn’t be underestimated.

What Are Thank-You Pages?

No matter what industry it may operate in, your business website offers you plenty of opportunities to thank your leads or clients. This is best done with a well-written and carefully structured thank-you message. It may appear when a potential customer has signed up to your mailing list, when a long-time patron has completed an order, or in many other circumstances. Unfortunately, far too many entrepreneurs get this step wrong or skip it completely, seeing it as simply a polite but inessential formality. This assumption will lead you to fall short of your potential not only when it comes to esteem among your audience, but ultimately your revenue.

Promote, Convert, and Retain

Thank-you messages are one of the most underrated tools when it comes to promoting your business, maximizing conversions, and keeping customers loyal. Companies who use these pages to their advantage will outfit them with social share links and other methods for spreading awareness of your brand. These messages can also function as bridges from one conversion to another. Guiding new customers to follow your social profiles or displaying special discounts for new mailing list subscribers are examples. Finally, providing links to your best content posts, displaying testimonials, and other actions can also contribute significantly to client retention.

Gathering Essential Data

Saying thanks can go a long way in the context of more customer-facing techniques, but it can also make things easier behind the scenes. Every successful marketing strategy is driven by high-quality data on your leads and clients. Depending on the action that leads to the thank-you page, it can be the perfect time to ask visitors to fill out a quick survey or offer feedback on their experience. The data you extract from this can give you a better picture of their needs, interests, or preferences, as well as input on how you can improve. This is powerful information, especially when combined with strong marketing automation and effective email campaigns.

The CAYK team has helped Calgary businesses of many types and sizes reach new levels of success, and we’ve done it by combining big-picture thinking with a keen eye for the details. With us, no aspect of your marketing plan will go overlooked. Call (403) 456-0072 to learn more!

Categories
Online Marketing

Remarketing & Retargeting: Why Are They Important?

Keeping people engaged with your brand is an ongoing process. Content and social media play important roles in this effort, but two other techniques that every business should utilize are remarketing and retargeting. Want to boost conversions and maintain loyalty? Read on!

 

What’s the Difference?

 

There are some differences to bear mind between “remarketing” and what’s called “retargeting”. Remarketing can refer more broadly to the technique of marketing to a lead multiple times based on the information you have on them. Naturally, this can be done with any marketing medium, but perhaps most often it refers to repeat engagement via email campaigns. Retargeting, meanwhile, refers more specifically to the practice of advertising to leads who have already been to your site, or even those who have visited the site of a competitor.

 

However, these terms are often used interchangeably. For example, what Google Ads refers to as “remarketing” might traditionally be better described as “retargeting”. In either case, the more you know about your leads, the more effectively you can remarket or retarget.

 

How Are They Used?

 

One of the most important things that remarketing and retargeting have in common is that they will only work if key information is gathered on your leads in the first place. This information can be broken down into two categories: onsite and offsite. Onsite data can inform you of what products or information your visitors viewed, what landing pages brought them to your site, and the nature of their engagement with your email campaigns or content downloads. Offsite data can indicate the content or social posts your leads have engaged with outside your website, their interaction with the website of a competitor, or their search tendencies.

 

Why They’re Essential

 

Building precise remarketing and retargeting strategies with the above insights will drive stronger rates of conversion, more consistent engagement, and lasting loyalty. This is because you’ve tailored the voice of your company — whether via email or your ad campaigns — to be as relevant as possible to the needs and interests of your leads. One key application of this concept is marketing automation, which enables you to gather and apply the necessary information on your leads in an automated manner. When it comes to securing conversions and heightening the quality of your engagement, you can’t get more efficient than this!

 

It can be hard work to keep your audience engaged and excited about your products and services. When you have the CAYK team at your side, and all of the tools and techniques we bring with us, it’ll hardly seem like work at all. Call (403) 456-0072 to see what we can do!

Categories
Internet Marketing

Optimizing Internal Business Processes with Marketing Automation

Countless new and sophisticated tools are becoming available to businesses every day. This is of course good news, but it also means that the pressure is on if you want to stay competitive in your industry. How can marketing automation help to make your company a more efficient one?

 

More Than Just Emails

 

Those who haven’t fully adopted marketing automation may know it as a technology used for email marketing. However, its scope extends far beyond automated emails and even beyond basic marketing actions in general. In addition to serving as an autopilot for the repetitive tasks involved in connecting with leads and clients, marketing automation is also used to carry out tasks that you routinely depend on for internal operations. The core objective behind this isn’t to roboticize your company, it’s to streamline and strengthen the human element of your business by allowing your team to allocate time and focus towards the right tasks at the right time.

 

Assess Your Existing Workflows

 

One of the first and most important steps in applying marketing automation to your internal business processes is to take a look at how you go about those processes now. You don’t necessarily need to slap a piece of marketing automation software on a major workflow from end to end; it may be wiser to take stock of specific tasks and gain a detailed picture of which ones will be done faster and more efficiently with the right automation tools. From there you can think on an increasingly larger scale about what role automation will play throughout your business. Always understand an aspect of your operations before you decide to automate it.

 

Key Examples

 

So, what exactly can marketing automation potentially improve within the many moving parts of your business? Depending on the tools you use, it’s possible to radically optimize communication and collaboration between team members, day-to-day administrative tasks, and even the sourcing of potential new hires. The management and analysis of key information within your marketing strategy can also benefit on multiple levels, from lead qualification to funnel management, the development of ad campaigns, and more. There’s never been a better time to modernize the way your company formulates its quest for growth.

 

Today’s marketing technologies can do more than just polish the image of your company, they can fundamentally transform how you do business and connect with your audience. The CAYK team is here to empower you with the tools you need, so give us a call at (403) 456-0072 today!

Categories
Internet Marketing

Outbound Marketing vs Inbound Marketing: What’s the Difference?

The field of marketing is more diverse and complex than ever. It may seem overwhelming, but when you know how to recognize key approaches and philosophies, you’ll know how to apply them to your business. Let’s look at the differences between inbound and outbound methods.

Outbound Marketing

We can consider outbound marketing to be the traditional philosophy that has guided marketing efforts for centuries, indeed long before “outbound” itself was even a term. It is characterized by advertising, public relations, promotional tactics, and other practices that address leads and clients directly and continuously without focus on reciprocal engagement. Whether it’s a TV ad, a print ad, a sales rep at a trade show, or a cold call, the communication flows primarily in one direction. While these traditional forms of marketing are of course still utilized quite often, they have been significantly displaced by the emergence of inbound marketing.

Inbound Marketing

The advent of inbound marketing has led to a fundamental transformation of how business and marketers view commerce. While outbound marketing efforts are geared towards delivering a message to a lead or client, inbound marketing is focused on building and fostering a dynamic, multi-directional flow of information. It is structured around many key practices, such as the creation and sharing of content, mutual engagement on review sites and other online platforms, or the creative fine-tuning of brand identity. Digital technologies such as the Web and social media have made inbound marketing possible and continue to shape its uses and implications.

Why It Matters

It will always benefit a business owner to develop a perception of marketing that fully accounts for its creative and technical possibilities. Outbound and inbound marketing practices may differ from one another, but you should formulate a marketing strategy that integrates these two philosophies. For instance, social media platforms and content management systems have certainly revolutionized how brands enrich their relationships with their audiences, but web technologies have also enhanced the way we learn about leads and design ad campaigns that are relevant to their needs. Think holistically and utilize the best tools at hand!

Only a fully modernized marketing plan will allow you to achieve the kind of growth your business is capable of. Our job is not simply to provide you with the latest tools and strategies, but to help you fully harness their potential. To get started with CAYK, call (403) 456-0072 today!