Internet Marketing

Social Platforms & Demographics: Who to Reach and How

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

The Platforms

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

Content & Engagement

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

The Analytics

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

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


Could Google Decide the Next Election?

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

Google and The Voter Margin

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

How Voters Get Their Information

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

What it All Means

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

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