Online Marketing

Content Matters: Your Clients Are Reading Your Website

Your marketing plan can’t live up to its potential unless you have great visibility in organic search results. Without high-quality content, this will only be a pipe dream. So what does “high quality” mean exactly? For one thing, it needs to be accessible not just to you, but to your clients!

Walking in Their Shoes

You know a thing or two about what you do. From your perspective, all the basic information surrounding your profession is pretty intuitive. So let’s say you start writing a blog to fill your company website with content that will boost your traffic, organic search ranking, and notoriety. The last thing you want is for someone to visit your blog hoping to learn about your products or services only to be confronted with insider jargon. If you don’t start from the ground up in terms of what topics you delve into, you’ll lose your leads quick. This is why ensuring that your content is accessible to the layperson is so critical.

The Value of a Professional Writer

There are many aspects of your marketing plan that you can (and should) be directly involved in. However, not only are you probably too busy to write all that copy yourself, there is a need for a certain tone and style designed for a more universal audience. This is where the value of a professional content writer lies. When you partner up with a marketing team to put together a digital marketing solution, part of that solution is combining the knowledge you have about your business with the skills of a writer who can translate that into valuable, approachable content for potential and established clients alike.

A Collaborative Process

What is the nature of the collaborative dynamic between you and the writers you’ve entrusted with your content? Instead of writing the web copy yourself, work closely to ensure that your writers know the key pieces of information that you want your leads and clients to grab ahold of. If you’ve chosen the right Calgary marketing agency, they’ll be able to use that information to build a picture of what you do, one that is accurate and detailed while also being helpful to someone who hasn’t worked in your industry!

Is the content on your company’s website accessible to your audience? Creating excellent content with a universal touch isn’t always easy, but it’s one of many marketing tasks that the CAYK team can help make easier. Call us at (403) 456-0072 today for more information!

Social Media

Your Social Media Marketing Options

When it comes to assembling a successful approach to social media marketing for your business, there are a lot of paths you can take. Because of this, knowing where to even begin can be a bit tricky. That’s what we’re here for!

Doing It Yourself

One option that many businesses attempt to take on is to manage their social media strategies on their own. The idea behind this is typically to save on expenses, as social media seems like a component of marketing that is intuitive enough to take care of independently. However, what these businesses often fail to take into account is that social media is more complicated than meets the eye. From Facebook to Twitter to Instagram, the diversity of social media resources is overwhelming, and operating each arm of your strategy on your own can take away precious time from other aspects of your business.

Not Doing It at All

Some business owners believe that the world of social media is not relevant or helpful to what they do, or that they do a fine job connecting with the community as it is. We can understand the “if it ain’t broke, don’t fix it” philosophy, but it’s important to consider how this route will rob your company of untapped marketing potential, not to mention new business. There is always a new segment of your community that you can become seamlessly connected with through one social media platform or another. If you don’t take advantage of this, you’ll lose out to your more connected competitors!

Hiring the Right Team

Last but certainly not least, some companies recognize the importance of social media and know that it will deliver the best results when proper time, resources, and skill are dedicated to it. To these business owners, it has become clear why a team of experts can be so valuable. Lack of presence becomes clear to your followers faster than you’d think, leading to an image of low personal investment and interest. This is the opposite of what social media is all about! With a devoted agency there to design a personalized strategy, you’ll experience a whole new level of connectedness with your community.

The CAYK team is here to help you stay informed on the most important principles of marketing. If you want to make sure you’re choosing the right path, give us a call at (403) 456-0072 today!


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?

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.

Calgary Marketing News Social Media

What To Do When You Receive Negative Feedback on Your Facebook Business Page

As part of our business is social media management here in Calgary we’re kind of… um… speechless. This latest Facebook brand meltdown comes from a small business owner in Scottsdale, Arizona. Without going into full detail (there will be a link to the full story including screencaps of the offending status updates at the bottom of this blog post) this story raises awareness about something we’ve been teaching small business owners around Calgary for a while now: How to properly address negative feedback on social media.

  • If the day comes when an unsatisfied customer takes to their keyboard and pens you a bad review on your Facebook page (or any other online account for that regard), most often the best thing to do is to take a step back before you respond. By waiting a few moments, you allow yourself to not make those “in-the-moment” decisions that we usually come to regret.
  • Read the review and be sure to address the customer’s concerns and respond to their feedback on your Facebook wall in a professional and sympathetic manner.
  • If things go too far and you cannot resolve the issue online, be sure to ask them for their contact info so you can speak with them in-person or over-the-phone.
  • You might also find your other customers coming to your rescue per se if the reviewer is out of line. If this is the case, it’s still important to respond to their initial feedback.

Okay, now if you think you can handle this… Here is the link to probably the worst case of social media meltdowns we’ve ever seen.