Is Your Calgary Internet Marketing Company Changing With You?

Several years ago, a monumental shift took place in the Calgary web design industry: Companies like ours started realizing websites alone weren’t enough, and began offering bundled Internet marketing packages to clients.

Since then, designers and business leaders alike have come to see that it takes a lot of different elements, working together, for a website to be successful. Some of the most common and important include:

  • Company blogs
  • Search engine optimization campaigns
  • Social media marketing
  • Internet advertising
  • Content changes and additions

However, as important as each of these pieces is, the exact ways you use them to reach your Internet marketing goals can change dramatically over time. As an example, one business might want a heavy dose of search engine optimization in the beginning, but could shift their attention to social media down the road once they start receiving lots of search traffic.

The point to be made is that your Internet marketing partner should be changing tactics and ideas as your goals change from one quarter or year to the next. And, if they aren’t adjusting their techniques, it’s going to be a matter of time before you start seeing declining results.

We recommend that you only work with businesses that embrace responsive Internet marketing, the way our team did a few years ago. These types of plans don’t just spell out what we are going to do for our clients now, but also when we need to meet with them to reassess in the future.

You don’t have the same business you had a year ago, and you probably don’t need the same Internet marketing plan anymore, either. Why not get in touch with us today and let us put a system in place so your marketing can evolve with the rest of your company?


Two Things Clients Love About Responsive Marketing

More and more Calgary businesses are turning to us for responsive marketing, and it’s no surprise – since we started rolling out these programs, owners and executives have seen it as a smarter way to accomplish their bottom-line goals. That’s because responsive marketing focuses on what you need for a given period of time, which can change and evolve, rather than working towards a certain number of web pages or blog posts, for example.


In other words, it’s all about results.


As we have recently noticed, however, that isn’t all Calgary companies appreciate about responsive marketing. In fact, there are two side effects of the process that our clients have come to love:


1. They get more direct input into their marketing plan. Because responsive marketing strategies change over time, frequent contact with the client is required. That might sound like a lot of work, and a commitment of time, but in reality it ensures that everyone is on the same page. If you have ever had the feeling that your design team didn’t understand what you were trying to accomplish, or wasn’t getting the right results for you, then it’s easy to see why this extra communication can be so valuable.


2. The results of each technique or activity are examined closely. In order to figure out what the next steps are in your responsive marketing plan, it’s important to go back and look at what’s already been accomplished. A lot of Calgary web designers skip over the process of studying analytics and reviewing past results. With responsive marketing, though, the whole process is geared towards finding the best outcomes, which means you can look at the effectiveness of different tools and strategies along the way.


Responsive marketing is a natural way for us to work with our clients because it puts everyone on the same side of the table, working towards the same goals. To learn more about how it works, or to get a free review of your website and Internet marketing plan, get in touch with us soon.

Online Marketing

3 Things That Can Trigger a Change in Your Responsive Marketing Plan

By now, you’re probably already familiar with the concept of responsive Internet marketing that has changed the way we work with our clients. In short, it allows businesses to pay us for results, instead of specific activities, so that we can respond to changes in the market over time.


But, you might be wondering, what sort of changes will those actually be?


They can vary by company and industry, of course, but here are three of the biggest:


1. Your products or services change. The most obvious reason for your marketing plan to change is that your company has changed, as well. In other words, if you are emphasizing different products or services (or perhaps trying to reach a different kind of customer or follow a different type pricing strategy), then it only makes sense to amend your approach and try something new.


2. Your competitors change. Although it would be nice if you could only worry about your own company, the reality is that you probably have competitors to keep an eye on, too. If you notice something in their strategy or Internet marketing that changes, it might prompt a similar response from your business.


3. Your Internet marketing plan has been successful. As an example, imagine how you might want to change your approach if you move from the sixth page of Google results to the first, or if you have acquired thousands of followers on Twitter. Success brings its own set of challenges, and it often requires a change in planning, strategy, and direction of online marketing activities to pursue.


Could responsive Internet marketing be the missing piece in your sales puzzle? Meet with the CAYK® team and we’ll be happy to outline our services, show you client case studies, and give you a sense of how we can use responsive marketing to help your company achieve more.

Online Marketing

How Agile Marketing Plans Change Over Time

If you have spoken with a member of our team lately, you have undoubtedly heard quite a bit about our agile marketing strategy, which changes and adapts over time to meet your ongoing needs. For some clients, that sounds wonderful in theory… but how does it work in real life?

Here are two quick examples of the way that an agile marketing plan might shift over time:

A company might transition from building online opportunities to maintaining a top position. For instance, it may take months or years to reach one of the best positions on Google for a particular search phrase or term. Once you have that position, though, your focus might shift from passing up your competitors online to maintaining your lead over them – a subtle but important distinction that involves a new set of tools and activities.

The marketing plan could evolve to reflect new tools and best practices. Only a few years ago, search engine optimization was considered the biggest priority for any online marketer. Now, social networking is almost as important, and there are other factors (like mobile web design) that need to be accounted for as well. With agile marketing, you don’t have to worry that your marketing plan is going to be out-of-date, because you can naturally adjust your mix of products and services during regular meetings with your design team.

When you really consider it, agile marketing is almost always going to be a great thing for any organization, because it allows for the kind of natural evolution that takes place when you aren’t tied to a specific set of contracted activities.

Want to learn more? Get in touch with us today and take the next step.

Online Marketing

Is Agile Marketing Hard to Understand?

For clients who have been with us for a number of years, or those coming from relationships with other business web design companies, the concept of agile marketing can be hard to understand. It involves a different way of approaching Internet marketing services. Instead of a contract that outlines which services or packages you’ll get for your fee, it has a more variable feel – the exact mix of products or activities might change over time.

If that seems a bit confusing, you just need to look a bit further.

Agile marketing isn’t so much about different services as it is a different philosophy. It’s an approach focused on achieving a certain set of results, even though those results might change over time, just like your Internet marketing plan.

If you still have doubts or concerns, here are a few things to keep in mind:

Agile marketing is more collaborative. Because it involves a continuous give-and-take of ideas, not to mention marketing goals, it’s naturally more collaborative than traditional design arrangements are. That means more work, but also a bigger say in the future of your business.

It makes your Internet marketing plan more flexible. One of the best features of agile marketing is that it is extremely adaptable. That way, if something changes with your business (like your competition, prices, or marketing strategy), you can change your approach at the same time without having to abandon your previous design contract.

Agile marketing is about paying for more of what you need, and less of what you don’t. Because it’s all about getting you what you really need in the moment, you can work with your web design team to prioritize the services and activities that are moving you towards your goals fastest.

If you would like to know more about the CAYK® system of agile marketing, or just see how an agile Internet marketing plan might look for your business, call us today to arrange for a presentation.

Featured Social Media

Is Your Scheduled Twitter Feed a Marketing Disaster Waiting to Happen?

Twitter can be a wonderful tool for communicating with lots of different customers and colleagues all at once, with the added bonus that followers can re-tweet your messages to their contacts, magnifying your marketing and PR reach with every message.

The only problem? Logging onto Twitter can be time-intensive and inconvenient, something that’s easy to forget in the course of a busy week. And, if you aren’t posting to your Twitter account, then you aren’t getting any of the social media marketing benefits that come with it.

Not surprisingly, there is an easy solution to these problems: use a “scheduled tweet” service like HootSuite or TweetDeck. Each of these allows you to prepare your tweets ahead of time, so you don’t have to worry about clicking into your account. In fact, you can even decide on topics well in advance, so you post regularly on a pre-set editorial schedule.

That might sound like a great idea, and it usually is, but the concept should come with a word of caution: Not handling social media in real time can lead to big blunders.

We don’t have to go back very far into recent history to see why this could be. As many of us were glued to our televisions, trying to process the horror of what was happening in Sandy Hook, a fair number of Twitter users were still happily pumping out platitudes about what a “great day” it was, or worse, pushing promotions that seemed incredibly insensitive. In other words, while Twitter was exploding with breaking news on a terrible tragedy, some people (and more than a few companies) came off looking incredibly out of touch, or downright soulless.

No doubt a few people were informed as to what was going on, but it’s also a good bet that a lot of the blame can be hoisted onto the shoulders of pre-scheduled social media. Because the software was operating on autopilot – with no one watching it regularly – things just got worse and worse.

The bottom line? Scheduled tweet services can be a nice tool that gives you convenience, but real-time social media posting is usually a better idea. At the very least, you want to ensure that you’re keeping a close eye on your accounts so you aren’t sending the wrong messages, at the wrong time, and turning off friends, colleagues, and customers in the process.

By David A. West  Join me on Google+

Calgary Marketing News Online Marketing

One Hidden Benefit of Agile Marketing

Lately, we have started introducing an agile marketing philosophy into the way we handle Internet marketing for our Calgary clients. If you aren’t familiar with the concept, it basically refers to the practice of taking available resources (usually time and money) and devoting them towards a specific marketing goal, rather than a set list of ideas or activities.

This turns out to be a great thing for clients, since it lets them focus on the results that matter most without worrying about signing up for specific tools (like search engine optimization or social media marketing) that might not work for them in the long haul.

We have noticed recently, however, that there is another hidden benefit or side effect that is largely underrated: Agile marketing helps you take dead weight from your marketing plan faster.

In other words, because agile marketing is all about taking resources and using them in the right way, it’s also about not using them in the wrong ways. That might sound like wordplay, but it isn’t. In this economy, it’s absolutely critical that every organization squeeze the highest-possible ROI from their investments, whether they are in marketing or another area of the company. By making your short- and long-term goals more clear, and spotting the things that aren’t working faster, you effectively get a bigger marketing budget without spending any more money.

Time and time again, we have seen companies waste money on marketing projects and pieces that they don’t really need, simply because investing in them has become a comfortable habit. With agile marketing, we can take the focus off of what’s easy, and start putting it on the things that are working – making it a net positive for any Calgary business.

Want to find out more about agile marketing, and what the CAYK® team can do to help you grow your sales without spending more? Call or e-mail us today to set up a free consultation with a member of our team.

By David A. West  Join me on Google+

Featured Social Media

Why More Companies are Getting Help With Social Media… and Why You Should Too

An informal study of the Calgary job market shows that major corporations are posting openings for positions in social media marketing roughly once every two or three days. That’s a lot of new jobs, and it’s a pretty good bet that 2012 will see this trend pick up even more, even in the face of an uncertain economy.

Bigger companies are hiring for social media because they can sense that major changes in online marketing are here, and they aren’t going away. In other words, it just makes good bottom-line sense. While you might not need a full-time social media marketing person or community manager, you may want to consider looking for some outside help managing your profiles and messages.

Here are just a few of the things that a strong social network marketing presence requires, and how a good community manager can help:

Quick feedback and two-way communication with customers. Social media sites are all about conversations, not broadcasted messages. Having a professional look after your updates ensures that you never fall behind and miss out on opportunities.

Focus to stay on message and communicate clearly with buyers. Likewise, it can be easy for business owners and executives – who have busy schedules – to stop posting to their accounts, or fall into the trap of commenting on the weather, dinners they recently had, etc. Because you need your messages to be relevant to buyers, it makes sense to have a community manager keeping you on time and on message.

Monitoring to see what people are saying and to look for conversations and opportunities. There are a lot of potential buyers on social media sites looking for companies like yours. To find them, however, you have to be paying attention to what’s going on. Most of us don’t have the time to keep up on these sorts of things, which is why a community manager can be so valuable, if only to help you spot new chances as they come up.

Looking to get helpful social media marketing and find more consistent results? Talk to the team at cayk – we have community managers and social networking experts that can help you get more from Facebook, Twitter, and LinkedIn.