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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!

Categories
Online Marketing

Taking Advantage of MailChimp’s Free Marketing Automation

With so many different marketing tasks to keep up with in your strategy, things would be pretty overwhelming if it weren’t for marketing automation. Some automation solutions are more affordable than others, but thankfully the email campaign service MailChimp has you covered!

What is Marketing Automation?

Like any range of digital technologies, the thing that makes online marketing so powerful is its ability to streamline what you do and bring you to your goals more efficiently. Live chat connects leads and clients with businesses, social media brings communities together in personal and immediate ways and so on. However, when we take this principle of efficiency to another level, we get marketing automation. This is a practice that aims to make certain marketing actions self-sustaining so that you don’t need to carry out every little individual task on your own. This can either take the form of automated emails sent in response to a certain condition, or it can reshape the experience of your website to respond to visitors in a more dynamic way.

MailChimp’s Automation Tools

You’re probably familiar with MailChimp, which is a “freemium” service that has specialized in email campaign management for many years. However, in addition to its email campaign tools, MailChimp has also offered a few other digital marketing tools for advanced paying users. Recently, the company has made its advanced automated marketing features available to those who are using their basic free package. If a customer has left something in their shopping cart without purchasing, for instance, businesses using MailChimp can configure it to send an automated reminder email after a certain period of time. You can even configure more specialized custom automations.

A Helping Hand

Opening up the accessibility of automation tools to its free user base is a significant move for MailChimp. It means that a wider range of businesses will now be able to carry out professional and effective automated marketing tasks that can mean the difference between a lost lead and new loyal customer. People who were previously unaware of this strategy can now familiarize themselves. That being said, it’s important to bear in mind that these free features are still limited. They provide an excellent introduction to marketing automation, but to bring your high-tech strategy to the next level, joining forces with a professional marketing team is the way to go!

Marketing automation is just one of many different aspects of digital marketing becoming both more sophisticated and accessible for business owners everywhere. With the combined experience of everyone at CAYK, you can always go further! Call us at (403) 456-0072 today.

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Featured Website Development

Don’t Squash Your Designers Creative Will

When working with a creative designer or team, be very careful not to take away their will to be creative. Business owners often want to take control of the mouse simply because they feel that they know what’s best for their company.

However, there are many things to consider when designing a website for a business, and owners or managers may not have the proper amount of time required to consider all aspects of responsive website design. Here are a few ways you can avoid squashing your designer’s creative will so that you can get the most for your money:

Define Target Audience

Setting your designer up to succeed starts with helping him or her understand your target audience. Of course, you must be careful not to define your target audience too broadly, but you should ultimately give your designer the freedom to decide how your site will best be able to reach your desired audience.

Consider Conversion Goals

Before your designer begins overhauling your site, he or she must understand what your larger goals are for employing their services. Creating a fantastic user experience is a great, although broad, starting goal, but you must go into a bit more detail if you wish to give your designer a legitimate chance to succeed. A great tool for setting goals is the S.M.A.R.T system, which helps you define goals that are specific, measurable, actionable, relevant, and time-based.

Create Focus Points from Sample Websites

When setting your designer loose to revamp your company website, he or she should have a set list of important points to reference as a guide. If you’ve recently perused a few competitor’s websites that you’ve enjoyed, don’t hesitate to give your designer a few sample websites to use as a desirable starting point for your own new site.

Listen to your Designer’s Recommendations

At the end of the day, you’ve hired a designer for his or her technical expertise. If you fail to listen to your designer’s recommendations, you really won’t be getting the most of what you’ve paid for. Experienced web designers come with a wealth of information that you shouldn’t take for granted.

Don’t Be Afraid to Revise

Being content with making multiple revisions is an essential element of any designer’s creative process. You honestly can’t expect to find a “perfect,” finished product on the first go-round. If something doesn’t sit quite right in your mind, don’t be afraid to demand revisions until you’re left with a product that satisfies your needs.

Make Sure Your Content is Engaging

One of the cardinal rules of creating an impactful website is that you must begin by creating engaging content. Content drive the Internet, and Bill Gates surely understood this when he proclaimed, “content is king.” When you hire a new website designer, take some time to map out a cohesive content strategy so that he or she can design your new site to accommodate your ongoing content plan.

At CAYK®, our goals centre on helping each and every one of our clients maximize their traditional and digital marketing efforts. If you’d like to speak with us about your company’s marketing approach, please don’t hesitate to give us a call at <span class="**403-456-0072**-CAYK">***403-456-0072***</span> today!

Categories
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+

Categories
Online Marketing

Do You Need Separate Online and Offline Marketing Partners?

For a while, after Internet business and online marketing became huge topics, it was necessary for ad agencies, graphic designers, and other creative vendors to distinguish themselves as “online” or “offline.”

But, in 2014, do these distinctions still matter? And do you actually need separate vendors for online and offline marketing? For huge companies with multiple divisions and advertising campaigns, it might make sense to keep separate types of agencies involved. For smaller businesses, though, there really isn’t much need to have separate online and offline marketing partners. After all, it’s really just creating more work… not to mention more invoices.

To understand how and why, here are a couple things to remember:

Having one creative team is generally going to be more efficient. You want your team of designers, writers, and other creative professionals to know your company inside and out, and to have a firm grasp not only on what you do, but also where you hope to take your business in the future. That’s drastically easier to accomplish if you have a single team with just one or two points of contact than it is if you have multiple vendors who are trying to stay on top of your business plans.

The exception lies in specialty campaigns. Occasionally, ultra-specific types of campaigns (such as distributing leaflets in your local neighborhood, for example) are best handled by niche-type companies. Often, however, these vendors can work beneath, or in conjunction with, your established marketing team for best results.

Except in rare circumstances, the best way to balance online and offline marketing is to work with one creative agency that understands what your real, bottom-line goals are. They can help you devise the best strategies for meeting customers, whether that comes over the Internet, through the mail, or in some other way.

By David A. West  Join me on Google+