Categories
Social Media

The Benefits of Having a Facebook Page for Your Business

With over 2 billion monthly users and 1.62 billion daily users, it’s easy to understand why businesses choose to use Facebook to interact with customers and potential clients. Some of the benefits of using this social media site are similar to those of having a website, but others are unique to Facebook. What are the possible benefits of opening a Facebook page for your business?

 

  • Cost-effective marketing: Setting up a Facebook page is free. Ads are inexpensive compared to print, radio or TV with $1.72 being the average cost per click for a Facebook Ad. 

 

    • A platform to share information: Your Facebook page is a great place to share your business name, address, contact details, and a description of your products and/or services. Tell your customers about your history, your staff, and your journey. Give them information regarding your operating hours, policies, and brand culture. Share photos and videos of your business. 
    • Ease of communication with customers and potential customers: Make your page a channel for communication by posting and receiving messages, answering customer questions, announcing sales, and addressing purchasing issues.
    • Development of brand awareness and brand loyalty: Facebook provides an interactive way for you to build familiarity with your brand. Cultivate customers by tailoring the tone and content of your posts to appeal to your users and encourage loyal followers to return repeatedly. When users click the “Like” button, send updates to their wall for their and their friend’s perusal. Make your page active and responsive. 
    • A means to increase traffic to your website: Let your Facebook page serve as a funnel for prospective customers by placing a link to your website on your page. Facebook followers that land on your website will be receptive as they already have information regarding your business and made a choice to click the link. Connect your Facebook page to your blog posts on your website. Send your Facebook followers an occasional message with interesting/helpful information that leads them to your website.
    • Efficient customer support: Encourage after-sales questions on your Facebook wall. It’s more efficient than having staff answer phone calls. Let your answers to common queries remain on the page for others to discover.
    • Targeted marketing: Facebook analyzes information from the profiles of your users (age, interests, behaviour, location, race, gender, language, job title, educational level). Utilize this information to help you understand your customers and create targeted advertising. Monitor the number of impressions, clicks and conversion you receive. 
    • A means to build relationships: Build connection with your target market in a one-on-one format. Encourage followers to engage with your posts by liking, commenting, tagging and/or messaging you. Collect follower’s emails and contact them by offering contests, giveaways and/or newsletters. The more engaged you are with your users the stronger the connection. The stronger the connection, the more likely they will convert. 
    • Take advantage of word of mouth marketing: Make sure your ads/posts are targeted to the right people and they’ll likely share them with a friend or two, who may share it with another friend or two. Use high quality content to encourage sharing such as updates, insights, facts, interesting thoughts, inspirational quotes, engaging photos/videos, podcasts, questions, infographics, quizzes and contests.
    • Increase your Search Engine Optimization (SEO): Search engines rely on social signals (shares, likes, comments) to rank sites. Use your Facebook page to boost your social signals by filling it with rich content relevant to your business.

 

  • Advertise in real time: Keep track of your ad campaign in real time. Set a daily advertising budget and adjust it when needed. Cut losses and make modifications to gain conversions. Radio, TV and print ads do not allow for this degree of control and immediacy. 

 

Business Facebook pages are often underutilized. Optimize your page. Capitalize on the marketing opportunities. Reach new customers. Make it easy for potential customers to find your website. Share information about your brand. Leverage all the benefits of Facebook advertising. Your Facebook page can be a powerful means to expand your reach and increase awareness of your business. With 90 million small businesses already using Facebook and the average Facebook user clicking on 11 ads per month, what are you waiting for?

Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or request a marketing proposal. Allow us to be your very own marketing department! Connect with our tightly knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

Categories
Internet Marketing

Data-Driven Marketing

Data-driven marketing is the process by which marketers use data to gain insights into customer needs, desires, and behaviors, then use these insights to create personalized marketing strategies aimed at the highest possible return on investment (ROI). Made possible by the introduction of customer relationship management software (CRM), data-driven marketing allows marketers to enhance and personalize the customer experience by taking the answers to questions like whom, when, where, what and translating them into practical marketing strategies. 

Benefits of Data-Driven Marketing

Data-driven marketing is gaining popularity as both businesses and consumers benefit from the approach. Benefits include:

  • Efficient Media Buying: Analyzing data collected enables marketers to remove guesswork thus improving media planning and buying. This type of marketing facilitates the identification of the content that leads prospects through your sales funnel allowing you to decide where your time and budget are best spent.
  • Consumer Targeting: Data analysis results in a deeper understanding of the customer profile allowing marketing messages to be customized and shown to the appropriate audience. 
  • Relevant Messages: For most companies, generic marketing messages are over. Data-driven marketing enables you to be relevant, for your message to resonate with consumers’ interests. 
  • Multi-channel Marketing: Marketers can reach beyond email, extending their reach across multiple networks and ensuring that the message is consistently reaching each customer at the perfect place and time. Data helps you discover which channels are best to engage your audience now and in the future.
  • Improved Customer Experience: The data collected brings an understanding of customers’ triggers and pain points, allowing marketers to determine specific areas for improvement of the customer experience. 
  • Improved Product Development: With more data leading to a better understanding of your target audience, your business can reduce product failure rates by focusing product development on goods/services best suited for a particular market.
  • Prediction of Consumer Preferences: With the right data, you can pre-target consumers tailoring your marketing message while the customer is still in buying mode, delivering a one-to-one customer experience on a massive scale.

How to Begin Data-Driven Marketing

There are some basic principles that can help you start a data marketing strategy or improve your existing data marketing program.

  • Determine Your Goals: Decide what data is worth collecting. Focus on gathering information around key performance indicators (KPIs). Consider collecting information regarding your target market, customer and prospect data (persona, transactional data, online activity, social network activity) and marketing/social media analytics (click-throughs, impressions, conversions).
  • Adopt Automation: Use an automated process that allows for personalization and lets your marketing strategy function for you even when you’re not working.
  • Collaborate: Utilize processes that manage data ensuring that it is shared across your entire organization, reaching all departments and teams. 
  • Evaluate and Take Action: Using your KPIs, evaluate the data collected. Use this data to inform your market strategies. 
  • Consistently Monitor your data collection to identify which strategies are giving you the best results. Continue to draw conclusions and try new strategies to maximize the results of your marketing efforts. 
  • Explore Marketing Channels: Use data analysis to help you understand which channels are working for you and inform you of new channels and formats worth adopting.
  • Observe the Competition: Let your competitor’s successes and failures inform your marketing strategy. Learn from their mistakes. Adapt and implement what works. 

Data drives most marketing decisions in today’s competitive marketplace. Take the time to collect and analyze data and adjust your marketing efforts accordingly. Let data help you make better decisions regarding the timing of your advertising, customization of marketing copy and personalization of experiences for your target audience. Data-driven solutions are essential to successful marketing campaigns. 

Need help with your data-driven marketing strategy? Call CAYK at (403) 456-0072 or request a marketing proposal.  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow.

Categories
Social Media

Why Your Social Networking Plan Needs You

When working with a marketing expert to put together a social networking plan for your business, it can be tempting to let them take the wheel and watch how things improve. After all, we’re here to give you the reach you couldn’t have gotten on your own. However, the best possible results can’t be had unless it’s a true team effort. We’ll explain why.

Divide and Conquer

When it comes to the technical day-to-day, we have you covered. Sharing information, posting updates, and answering your questions or addressing your concerns are all examples of our territory. But if were to stop there, your website and social media profiles would seem a bit impersonal. Your internet presence is made unique and recognizable by the character of your business and its team. This is where you come in.

The Importance of You

Visitors want to see that you are actively involved in your work and are eager to let everyone know. The more engaging a glimpse you provide into your company, the more you’ll stand out among your competition. Personal touches are where the business owner really shines, whether it’s a video of a staff birthday or get-together, a recap of a seminars or meetup, or photos of you with your satisfied clients. The overall strategy is that you engage personally with your audience, and we lend a helping hand along the way.

Things to Keep in Mind

One thing that some may fail to consider is how this process will differ between separate platforms. If you have a good grip on what social media tools your audience is using, you can specialize your involvement for each one or prioritize one over another. For instance, if you design online word games and know that the majority of your players are mobile-based, then a full gallery of photos from that community word game meetup might do better on Facebook than on your website. As always, your presence and involvement go a long way when you know exactly how to most directly reach your audience!

The team at CAYK recognizes the value of a great collaborative effort. That’s why we’re here to work with you so that your business can thrive in today’s digital marketing environment. For more info, give us a call at (403) 456-0072.

Categories
Calgary Marketing News Online Marketing

What’s the Argument Against Responsive Internet Marketing?

Any time a new idea is introduced into the business world – and especially the world of Internet marketing – there are going to be some people who are going to fight.

It’s no surprise then, that while Calgary businesses are embracing responsive Internet marketing plans, a number of agencies are pushing back against them. Their main argument against our way of working, if they have one, is that it seems “unclear.”

In the strictest possible sense, that could be true. After all, the beauty of a responsive Internet marketing plan is that you don’t necessarily know which activities you’re going to pursue from one time period to the next. As a result, your plan could change over time.

The bigger reality, however, is that the change we are talking about is important and necessary. As the best Internet marketing tools shift and change, your ideas and future plans need to change with them. That’s even more true if your business objectives and priorities change regularly, as they do for many organizations.

The truth is probably that some Calgary business web design companies don’t want to embrace responsive marketing because they simply want to keep getting paid for what they’ve always done in the past. Or worse, they want you to keep paying for the same work that’s already been finished, even though they keep giving it to you again and again as if it were new.

With responsive Internet marketing, you still always know exactly what you’re paying for. The biggest difference is that your business is the one setting the priorities, and that fewer of your dollars are being wasted on the wrong activities. What could be more clear than that?

Categories
Uncategorized

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?

Categories
Online Marketing Uncategorized

The Worst Way to Think About Internet Marketing in 2013

There is a very common way of developing Internet marketing plans, and if you follow it, the results are probably strangling your business slowly…

 

It goes something like this: The client (usually a business owner or executive) seeks out a Calgary web design company and gets a new site along with a list of activities designed to drive traffic. In the short term, things look good, and sales start to trend in the right direction.

 

Over time, though, the same old established tactics stop working the way they did before. Eventually, the client becomes frustrated, finds a new web design partner to work with, and starts the whole process over again from the beginning.

 

The reason that things like this tend to work for a limited time, if at all, is because the focus is put on a list of activities to try, rather than a real goal that’s trying to be achieved. In other words, all the attention is paid to things like ads and blog posts, but the approach never changes from one quarter or year to the next. And so, once the competitive landscape has shifted a little bit, or customer preferences start to be a little bit different, results move in the wrong direction.

 

Smart Calgary web design companies have learned the hard way that this sort of plan never works the way it’s supposed to over time. And so, businesses like ours are adopting a newer, smarter approach called agile marketing.

 

It works on a different premise: Instead of promising a certain activity, we meet regularly with our clients to find out what sort of results they want to generate, with the understanding that these goals and targets might change over time. As they do, we shift our thinking and resources to best meet their current challenges, not a set of goals that were relevant years ago.

 

Simply making a plan and blindly following it for years is a prescription for Internet marketing failure. Call us today and let us explain how agile marketing can help your business grow.

 

Categories
Uncategorized

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.

Categories
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.

Categories
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.

Categories
Featured Online Marketing

New Report on Social Media Users in Canada

As an online marketing agency, it’s no surprise that more and more Canadians are logging in to social media. This is great news for business owners who have recognized and accepted this reality and are using social media to extend their real-world relationships with their customers. According to the study by Media Technology Monitor:

One in three anglophone Canadians says not a single day goes by without checking into their social media feeds.

About 63 per cent of Internet users and 93 per cent of social media users said they’re on Facebook

About 63 per cent of social media users said they read Facebook posts, tweets and/or LinkedIn updates every single day.

To read the full article click here

To learn more about social media and online marketing in Calgary, click here