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
Social Media

Keep Your Business Social over the Holidays

Being social is about more than the content you share on your social media profiles and how many likes or followers you’ve racked up. It’s about engaging with your community both online and off. During the holidays, you’ll find that you have plenty of opportunities to get this right.

The People Behind the Brand

Many business owners tend to think that having a strong brand presence online simply means having visibility for your name, your services or products, and the stylistic aspects of your company. However, this is only half of the picture. If you don’t complement a brand presence with a presence of personality, you won’t be fulfilling your potential. This means that your audience needs to see that behind your company are real people who enjoy what they do, and this kind of transparency and relatability makes a business much more appealing to the average lead. This is what being truly social is all about.

Why the Holidays?

The holidays present a number of perfect opportunities for you to express the unique personality behind your company. They are a common seasonal thread that your entire community is operating on, and tapping into that spirit can work wonders for your approach to social media. Members of your audience will be participating in events, looking out for holiday promotions and special deals, and just generally be immersed in the atmosphere of the season. Making use of this opportunity with the right social media engagement sends the message that you care about staying up-to-date with those around you, and this will keep you on their mind.

Things to Try

It’s important to remember that being social during the holidays requires effort in both the digital and non-digital domains. Things like holiday promotions, themed mailouts, and playful changes to elements of your website’s design need to be combined with things like decorations at the workplace, holiday parties, and photos of you and your staff enjoying the season posted on social media. Share holiday relevant content on your profiles — both your own and from elsewhere — while also having a presence at local events. The social dynamic of your company should actually be social!

What aspects of your social media plan need improvement? No marketing strategy is complete without social media, so if you want your business to be truly well-regarded in your community, get in touch with CAYK at (403) 456-0072 today. Find out how we can help you enhance your strategy!

Categories
Social Media

Is Your Social Plan Missing You?

These days, it goes without saying that you can’t have a truly powerful digital marketing strategy without a plan for seizing the potential of social media. So what’s the most important ingredient of your company’s approach to utilizing this resource? At the end of the day, it’s you!

The Philosophy Behind Social

Social media is used for many things, but not all of them are essential to the core philosophy that makes it so great. It may be fun and often valuable to accumulate likes and follows for your company’s pages. Posting content at a consistent pace also probably seems like a key aspect of making it work for your business. However, neither are what social media is truly about. At the heart of it, it’s a way to ensure that your unique, genuine voice as a brand is heard and contributes to your community. Without your active, sincere presence, this can’t happen!

What Does An Active Presence Require?

You’ll hear social media and marketing experts talk a lot about the importance of maintaining an active presence in your social strategy, but what exactly does this mean? First and foremost, it’s about knowing what you have to contribute. What’s unique about you as a business owner and what personal touch can you offer your brand that no one else could? Much of the time the secret to this lies in letting the personality of your company show through in your use of social media. Share photos and info pertaining to your team, develop your own distinctive voice and style, and get creative!

Knowing Where You Stand

You and your company will need to make a series of decision that determine what side of the social media fence you’re on. There are plenty of businesses out there that exert the bare minimum effort, often by setting up a profile and either posting too seldom or posting too often, with low quality content and engagement. Meanwhile, there are businesses that dive in head first and make a mark for themselves as a truly compelling and enjoyable brand in the social world. If you want your company to thrive, you’ll need to stand with the latter!

Do you play an active role in your social media strategy? If not, your audience deserves better! The CAYK team can help your business succeed in many departments of marketing, so whether it’s social media or your advertising that needs some work, call us at (403) 456-0072 today!

Categories
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!

Categories
Featured Social Media

Increasing Facebook Likes

Do you want to increase the number of people who “LIKE” your business on Facebook? Consider these two relatively inexpensive ideas;

1) A live social counter mounted in your reception area that updates in real-time as your guests “LIKE” your Facebook Page (approx. cost $340 US).

2) Offer Free Wifi to your guests while they wait… but make it part of the sign in process to “Check-In” with Facebook.

Increasing your community on Facebook will give your business the reach it deserves with the people that matter the most… your customers!

What do you do in your business to encourage growth of your social communities?

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.