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
Google

Web Crawling, Click Fraud Detection, and Coffee. Oh My!

CAYK’s Current Research & Development Project  (Part 1) 

11,407,243 – This is our current count of websites that have participated in the Google Ad Network to date. (Websites that allow Google to place their ads on them.)

Now that you know that, how do you pick which websites to show your advertisements on? That’s a big number after all, and it’s the only representative of the ad placements that we’ve come across during this R&D project. After all, Google isn’t publishing that list anytime soon, so we’re left to build the list without their help.

It’s not difficult to rule out large portions of available ad placements with the tools provided within the ad management platform. However, even a small targeting change often wipes away millions of domains without actually knowing with any degree of certainty whether or not they would have otherwise brought value to a client’s advertising campaign. Worse is that the placements that remain after targeting updates haven’t actually been vetted. While this is the nature of the industry, it’s certainly not good enough for us.

Data-Drive Marketing vs Research and Development
Where lies the line between the two?

By the very nature of digital advertising, every online advertising decision is bordering on a big data project. Selecting advertising placements is a great example of this phenomenon, with millions of websites that can be targeted, how do you decide which are worthy of advertising funds, and which are not? It may be a bold approach, but we’re working towards vetting each one individually.

It starts with tracking down domains participating in the ad network. This means first crawling as many sites as you can and gathering previous crawl data wherever you can find it. Of the 248,555,113 domains in our overall database (248.5 million!), approximately 4.6% have had tell-tale embed scripts or DNS calls that show participation in Google’s Ad Networks.

The scope required to do anything on this scale has led to a long journey of learning with the singular purpose of doing the best job we possibly can for our clients. It’s been actively worked on (nearly every single day, (weekends too!), for over a year! In our upcoming mini-series, we will break down some of the key milestones of this project, speak to the many hurdles and challenges which needed to be surmounted, as well as help explain how these learnings are already bringing value to our clients!

Categories
Social Media

How Your Content and Social Media Should Support One Another

When it comes to digital marketing, simply having all of the individual marketing necessities in place isn’t enough. They need to work together and empower one another to make for a more successful overall system. Content and social media offer the perfect example of this dynamic.

Strengthening Your SEO

If you ask any digital marketing expert why content is so important for a business website, they’ll probably emphasize its function as an SEO tool. Still, without social media, your content strategy won’t reach its full optimization potential. Your ranking is enormously impacted by the quantity and quality of websites linking back to your site. This is the perfect job for social media. When you use your profiles on platforms like Facebook and Twitter to link to each article you publish, you’re building links from reputable sites. Not only does this get more traffic flowing to your content, it improves your site’s relationship with Google’s ranking system.

Expanding Your Reach

SEO isn’t the only way that content and social media can work together to expand your reach. Facebook has over a billion daily active users, and Twitter comes in at about 330 million. Meanwhile, more than 40% of digital consumers use social media to research new businesses. The takeaway? You can leverage social media to get your content seen by more leads than ever. Whether it’s through user commenting or sharing, your posts on algorithmically-based platforms like Facebook and Twitter can secure a stunning number of impressions in a short time. Content and social media are a powerful team when it comes to brand awareness.

Sparking Engagement

Speaking of commenting and sharing, it’s essential to appreciate just how important social media engagement is for a business today. If a lead visits your social profiles only to see that they’re devoid of engagement and you only post once in a blue moon, it doesn’t look good. Not only does it say that interacting with your community isn’t important to you, it stifles your visibility and your lead generation efforts. Consistently posting links to your content will spark engagement among your followers, earn you new ones, and give people something to talk about. All of the most successful brands recognize this, so why not get in on the conversation?

A truly great business needs more than just a marketing strategy. It needs a clear and distinct voice, one that everyone wants to hear. Using content, social media, and so much more, the CAYK team will give your business the voice it deserves. Call (403) 456-0072 to get started!

Categories
Social Media

5 Social Media Marketing Mistakes Your Business Might Be Making

Despite its power as a marketing tool, social media is often quite misunderstood. If you want to build a strong audience, engage with your community, and drive traffic to your business website, you’ll want to ensure that your social strategy doesn’t have any of these potentially fatal flaws.

Not Using Social Media to Your Advantage

By far the biggest mistake a business owner can make when it comes to social media is deciding not to use it at all. It’s not uncommon for businesses to see a marketing effort like advertising as 100% essential while seeing social media as a superficial add-on. In reality, social media not only offers its own stunning capabilities as an advertising tool, it’s an indispensable component of customer care, brand development, lead generation, and so much more.

Taking a Hands-Off Approach

Also fairly common are businesses who get as far as starting their social media profiles but don’t go further than that. This isn’t much better than skipping out on it altogether! It’s crucial that a company create a clear social media strategy and realize it with consistent use, engagement, and intent. Your leads and clients must feel that there’s a team of great people behind the profiles, people who will answer their questions and share valuable information with them.

Ignoring Negative Feedback (Or Dealing with It Poorly)

Let’s say you create awesome profiles for your business, posting high-quality content and fun glimpses into the culture of your company. Don’t forget that you may also receive negative forms of engagement. Social media is about transparency and sincerity, not to mention keeping your reputation solid. Don’t ignore negative reviews, and don’t address them with angry or defensive replies. Your community is watching, so be sure to resolve these issues with humility and class!

Failing to Track Your Strategy

Okay, so you’ve got awesome profiles on the right platforms, your engagement is consistent and excellent, and you’re even responding beautifully to the occasional not-so-stellar review. How do you know for certain that your social strategy is getting you the conversions that you need? No marketing effort can be fully successful without tracking and reporting. The analytics tools available today will help you develop a strategy with a clear direction and measurable results.

Missing Out on Paid Social

If there’s one thing everyone can understand about social media platforms, it’s that they’re all incredibly crowded places. How do you overcome all that noise to secure the attention of your leads and better retain your existing customers? Paid social, of course! With a strong social media advertising strategy, you’ll be far better equipped to guide users towards conversions using persuasive ads, boosted posts, and next-level audience segmentation and targeting.

Do you want your business to get the most out of social media marketing? From setting up and managing your profiles to posting excellent content, maintaining your reputation, and tracking the results of your strategy, CAYK is here to help! Call (403) 456-0072 to find out more today.

Categories
Calgary Marketing News

Increase Profits While Lowering Costs with a Digital Marketing Agency

Potential clients often ask us how we compete with the personalized experience of an in-house marketing department. We love this question because it allows us to talk about how our superior service can work for them. Really, it only comes down to two key factors: affordability and convenience. Our services provide a level of depth and professionalism that just isn’t possible when a single individual is handling everything, and we work hard to make sure we are reachable and open for all of our clients. These are only the basic qualities we emulate, but our services offer much more than that.

Affordability

Marketing managers may appear inexpensive because they are just one person, however this isn’t true. The annual cost to hire a single full-time employee in Alberta is around $35,000 and that is just for minimum wage! By comparison, a marketing manager’s typical salary is around $63,000. This makes it easy to see how having enough staff to craft an effective inbound strategy can add up when hired directly.

It is also important to keep in mind that our clients are not required to monitor our progress, or ensure that we keep on schedule, so there is significantly less time loss from employee oversight. Furthermore, in a situation where a single employee would cost less than an agency it is often at the expense of several campaign features and details. Our team of professionals can offer great services such as marketing automation, search engine optimization, website development, and more without breaking a sweat. All of this is possible with as much or as little involvement from you as you want to contribute, as you will see shortly.

Convenience

Once a potential client lets us know they are interested in one of our services by visiting our website a member of our marketing team contacts them and sets up a complimentary consultation. We offer a traditional in-person meeting place, but with the help of video conferencing software like Skype, Facetime, and Google Meet we are able to contact clients wherever and whenever works best for them.At the initial meeting, our clients learn about our marketing services and the variety of skills we offer. This process has been designed to ensure that a personal and client-driven plan is created. We discuss the initial website review where we diagnose any potential problems with website design and begin to gather data on user habits to create a picture of our client’s audience. From there we discuss the steps needed for an effective sales funnel, and how we will attract more leads using things like analytics, website design, social media management, search engine optimization and more. Once the initial meeting is over, we begin work on creating the campaign, and our client is given a list of clarifications to help us further hone in on their needs. This meeting is the most involved a client has to be, and as the campaign progresses they will receive regular updates to keep them informed of the campaign’s success. Though we always encourage meeting with our clients regularly to further review historical analytics and plan into the future. Ultimately, no one knows your business better than you do.

At CAYK Marketing Inc. we understand that everyone is busy and is looking for a cost effective solution that they don’t have to constantly watch. That is why we offer competitive rates, excellent customer service, and the desire to get it right, not just get it done. So why not find out how your business can excel with the help of CAYK Marketing by visiting our website, or give us a call toll free at (800) 988-4715.

Categories
Calgary Marketing News

Digital Marketing Means Access to Multiple Talents

A good reason for digital marketing agencies growing popularity is their diverse staff. Designers, writers, developers, and project managers work hard to ensure that every client’s individual needs are met. Between quality service and superior knowledge of marketing trends, digital marketing agencies provide a well rounded team of professionals. Let’s take a look at some of the different roles that a Digital Marketing Agency can perform for your business.

Marketing Staff

Understandably, marketing staff are the bread and butter of any good Digital Marketing Agency. They work diligently to combine their knowledge of traditional marketing with the changing demands of online consumers. On the traditional side they use the best practices established for design and ad campaigns to help clients craft a content strategy that best suits their individual needs. From there they mix in the latest digital marketing techniques, such as search engine optimization, marketing automation, social media management & more to boost brand awareness and take the campaign onto the largest marketing platform in the world, Google.

Writers and Editors

Digital marketing writers are dedicated to crafting a brand’s specific message. After the content strategy has been finalized, writers are given a breakdown of the client’s target audience and an overview of the product and business. The assigned writer will then  further research the client’s industry and public relations to ensure that their phrasing and word choice are honed to the audience, while maintaining a professional voice. By incorporating keywords and phrases into articles, they are able to keep the client’s site relevant and visible to all potential leads. When they are finished, it is sent on to the editor’s room where editors comb through the copy to guarantee that the article is ready for posting on the client’s hand-tailored website. Speaking of which…

Programmers and Developers

Our software teams are the mechanics working under the hood of every client account. Their skillset allows them to craft websites, microsites, and high conversion landing pages that take advantage of the latest website analytics programs and techniques.  Endless scrolling technology, Google Adwords integration, and marketing automation campaigns are all possible due to developer’s ability to stay on the cutting edge so website’s remain prominent and current on search engines. With the rapidly changing technological landscape it is important to be on top of the latest trends, and digital marketing is leading the charge.

Perhaps the greatest part of a digital marketing team is that, although each person has a specialized skill set, together they can pool their knowledge to craft unique ideas and ensure that all clients feel comfortable and satisfied with their campaigns. The hard work culminates in a highly functional website that allows clients to observe their marketing campaign and make tweaks along the way. However, working with a digital marketing agency like CAYK Marketing Inc. does not only give you access to an entire team of different skilled individuals, but can also be more affordable than hiring in-house personnel, while increasing your profits. See how here or visit our website for more ways to see how digital marketing works for you.

Categories
Online Marketing

Take Advantage of Easter with Some Fun Social Posts!

Can you imagine a good marketing strategy without social media? Neither can we. It’s the linchpin of day-to-day interaction between people online today, and it’s especially powerful when you make it fun! Holidays are the perfect opportunity for this, so let’s take Easter as an example.

Why It’s Important

Before we dig into the specifics of Easter-themed engagement, it’s important to get a solid grip on the fundamentals of seasonality when it comes to social media in general. One of the surest ways to get your audience to completely disregard you and your brand is to keep your online presence generic all year round. Not only does it illustrate a lack of creativity, it also leads people to believe that your presence is synthetic and automated, with no relevance to the real world. The way you implement your platforms should be as dynamic as the world we live in. Seasonal characteristics shape daily life, and this should be reflected in your profiles.

Tapping Into the Spirit

Easter is one of those holidays that can really liven up the spaces we spend our time in. The advent of spring gets us excited about more sunshine, blooming flowers, and new beginnings. Even the distinct pastel colour palette lends itself to a vibrant atmosphere that can really snap us out of the winter blues. These are the kinds of details to keep in mind. Are you decorating your headquarters? Take photos around the office of your staff and show what a great environment you’ve built. Hide eggs for the kids in the community who come by with their parents. Don’t forget what a difference it can make to share fun, seasonally relevant content!

Other Holidays

We’re focusing on Easter here because it’s just around the corner, but you shouldn’t consider this to be an exceptional occasion in the routine operation of your social media strategy. No matter what time of year it is, chances are pretty good that there’s some way you can maximize the relevance of your engagement and make things as varied as possible. It could be during other major holidays, such as Halloween or Canada Day, or it can relate to local community events in Calgary. The core principle is to stay dynamic and maintain the interest of your followers. Make your online presence, both on social and elsewhere, one to remember!

Is your company’s social media activity blending in with all the others, or have you found a way to stand out and draw in new leads? It’s not always easy to build a unique presence, but with the right help, it’s a lot easier. Call the CAYK team at (403) 456-0072 to get started today!

Categories
Internet Marketing Online Marketing

Google AdWords 101

AdWords is one of the most important tools in today’s marketing landscape. Every day, it connects millions of users to the products and services that are right for them. Meanwhile, it enables business owners like you to reach the right leads. Here’s what you need to know.

The Basics of PPC

PPC (Pay Per Click) refers to a web-based advertising practice wherein you, the business owner, pay a certain amount of money each time an ad you’ve created is clicked by a lead. Google has implemented this model for its AdWords service, which is the most widely used PPC tool out there today. It allows companies like yours to set a fixed budget for a certain period of time, create ads which appear in Google search results depending on relevant search terms, and pay depending on the number of users those ads bring to your site, as well as the value of the terms and other factors.

Why It’s Essential

Some businesses may choose to operate without a PPC strategy for a number of different reasons. Ultimately, it’s up to the business to determine what’s right for them. However, as a team of marketing professionals that has worked with companies of many different types and sizes, we can tell you with absolute certainty that it makes a big difference when used properly! An effective and well-informed AdWords plan is the perfect companion to an intelligent set of content and SEO practices. The detailed and real-time nature of its metrics and analytics tools are indispensable resources that shouldn’t be taken for granted.

Working With a Google Partner

For someone who hasn’t spent a significant amount of time working with it, AdWords can appear to be an overwhelming mess of data and uncertain decisions, even feeling like a gamble at times. However, if you’ve gone through the steps to understand its inner workings at a truly competitive and professional level, it’s nothing less than a precise and versatile powerhouse of outbound marketing techniques. If you work with a Google Partner who is certified in accordance with Google’s highest standards, you’ll certainly be getting the most bang for your buck!

AdWords may be one of the key resources that marketers and businesses utilize today, but it’s certainly not alone. Combining it with other tools and strategies is how you build a formidable marketing strategy, so give CAYK a call at (403) 456-0072 to make it happen for you!

Categories
Internet Marketing Online Marketing

What Should You Implement for Your Marketing Plan This Year?

Now that you’ve had a month or so to pick up momentum, it’s important to remember that having a lucrative year requires getting started on the right foot. Marketing is about establishing actionable objectives, so a look at some key categories should be just what you need.

SEO & Content

Every successful year in the life of your business requires a gameplan for the content you will create and how effectively you work toward greater search visibility. Start by asking yourself a few questions like where is your company located in search rankings for key terms related to your work? If a lead searches the name of your company, how complete and legitimate is the information that comes up, including review sites, Google Knowledge Graph, and others? Are you regularly publishing useful and accessible content in your blog? Improving on-page SEO should also be an ongoing and consistent effort!

AdWords

PPC can be a tricky endeavour. Its immediacy tends to lead business owners to expect a lot from it and to get great results as instantaneously as possible. While Google’s AdWords tools do allow you to quantify the effectiveness of your decisions quite promptly, one thing you should keep in mind at the beginning of each year is that it is a constant process of self-assessment, observation, and improvement. Most importantly, you’ll benefit most from implementing a PPC strategy that is managed by AdWords-certified marketing experts. This is when you’ll really be able to maximize ROI.

Social Media

When considering new ways to apply today’s social media tools to your marketing plan, there are a few things to consider. First among them is how diverse and complicated the world of social media can be. There are new tools and new functions being introduced all the time, so if you dive in head-first without a concrete plan, you’ll probably end up confusing yourself and your audience. This means that you should apply social media techniques not based on how cool or new they are, but based on how applicable they are to a given objective that you’ve already identified as necessary to your growth. Always operate with purpose and you’ll get better results!

Digital marketing is a massive toolbox waiting to be utilized for the growth of your business. The CAYK team is waiting to help you get the most out of it. From SEO and AdWords to social media and beyond, give us a call at (403) 456-0072 to get started!