Categories
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!

Categories
Internet Marketing

Mobile and Your Marketing Plan in 2016

As you may know, 2015 was a benchmark year for the ever-evolving relationship between the internet and consumer mobile devices. It was the first year in history that the number of mobile-only internet usage among adults surpassed that of desktop-only usage. This year, you should plan accordingly!

The Basics

Let’s consider your site and your SEO. Firstly, the necessity of a mobile friendly site is indisputable. And we’re not just talking about a quick responsive overhaul. Your visitors will navigate your site differently and have different expectations when using a mobile device. Considering the psychology of this will be to your advantage, such as the relatively short attention spans and browsing times on mobile compared to desktop. Also keep an eye on the rise of voice search. Thanks to this and mobile devices, we’re entering an age where simple and unnatural keywords are subsiding in favor of more natural, conversational strings of information.

New Forms of Advertising

If you’re currently reluctant to take apps like Instagram and Snapchat seriously, you may want to reconsider. By the end of last year, Instagram opened its advertising capabilities to businesses everywhere. While Snapchat’s current system is still in its infancy in terms of accessibility and versatility, it’s only a matter of time before their in-progress API will make for a practical and effective mode of targeted advertising. When you consider their usership, potential behind both of these can’t be ignored. Neither can AdWords’ “mobile-preferred” function, vertical video ads tailored for phone screens, native ads placed within apps (which can often bypass adblock software), and more.

Adaptability & Creativity

In general, mobile usage should be viewed as enough of a game-changer that it should fundamentally transform the way you approach your company’s brand. It’s an opportunity for you to adapt in new and exciting ways, so be prepared to think of marketing in much more flexible and creative terms. Whether it’s the development of an app for your business to customize and streamline customer experience or the use of features like Instagram’s “Shop Now” to integrate your social profiles with e-commerce, the possibilities are always expanding. Whatever route you take, it’s clear that 2016 is only the beginning for mobile!

Is your business ready to stay current among the latest developments in digital marketing? CAYK can help you stay prepared! To fortify your brand for 2016 and beyond, give us a call at 403-456-0072 today!

Categories
Online Marketing

What to Do If You Need More Business Now

The success of your marketing plan and how quickly you get results depends on what tools you use and how. Some take time while others are more immediate. So what if you need results as soon as possible? Here are a few things you should consider.

AdWords

If you want to spark a boost in traffic and start locking down more conversions with an AdWords campaign, it’s important to have a budget, use careful strategy, and maintain feasible expectations. Bid intelligently on keywords with good search volume, write relevant ad copy that ranges from referring to specific services to covering broader terms, and focus on getting the most clicks from your budget as possible rather than splurging on high visibility. That last one is key in the early stages of a campaign, especially for a small business. High visibility does not necessarily mean more conversions, so don’t overstretch your budget and compromise your ROI!

Irresistible Offers

Making offers is a pretty flexible approach because it can be designed to both convert potential clients and retain current ones. When it comes to current clients, make time-limited special offers via email or social media campaigns. Target your offers by taking note of what services your clients rely on most often and discounting them or combining them into packages. When it comes to potential clients, offers are sometimes made in exchange for information. Trials, demos, coupons, or specified consultation offers that become available upon the completion of a form can be a great way to get those conversions rolling again.

Reflecting On Your Practices

There are many practical possibilities out there for getting your numbers back to where they should be, but what about your instincts? Marketing expertise will get you far, but no one knows your business better than you do. Take a few steps back and build a snapshot of your company when it was particularly busy. What were you doing correctly? What has changed? Is it a result of factors on the outside affecting your industry, or factors on the inside affecting your decisions? Clear and concise understanding of these considerations will allow you to adapt and get truly time-efficient results from your marketing tools!

While good things do come to those who wait, CAYK understands that sometimes you need swift marketing tactics that will help to get you back on the right foot. Call us at 403-456-0072 to find out how we can help!

Categories
Google

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!