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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
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
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
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

3 Things That Can Trigger a Change in Your Responsive Marketing Plan

By now, you’re probably already familiar with the concept of responsive Internet marketing that has changed the way we work with our clients. In short, it allows businesses to pay us for results, instead of specific activities, so that we can respond to changes in the market over time.

 

But, you might be wondering, what sort of changes will those actually be?

 

They can vary by company and industry, of course, but here are three of the biggest:

 

1. Your products or services change. The most obvious reason for your marketing plan to change is that your company has changed, as well. In other words, if you are emphasizing different products or services (or perhaps trying to reach a different kind of customer or follow a different type pricing strategy), then it only makes sense to amend your approach and try something new.

 

2. Your competitors change. Although it would be nice if you could only worry about your own company, the reality is that you probably have competitors to keep an eye on, too. If you notice something in their strategy or Internet marketing that changes, it might prompt a similar response from your business.

 

3. Your Internet marketing plan has been successful. As an example, imagine how you might want to change your approach if you move from the sixth page of Google results to the first, or if you have acquired thousands of followers on Twitter. Success brings its own set of challenges, and it often requires a change in planning, strategy, and direction of online marketing activities to pursue.

 

Could responsive Internet marketing be the missing piece in your sales puzzle? Meet with the CAYK® team and we’ll be happy to outline our services, show you client case studies, and give you a sense of how we can use responsive marketing to help your company achieve more.

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
Calgary Marketing News Networking & Events Online Marketing Social Media

The One Thing Missing From Many Social Media Marketing Plans

Social networking has gone from being a fun Internet pastime to a big business, with companies of all sizes participating in one way or another. But, as the profiles and memberships go up – and the tweets and updates along with them – it’s easy to see that something is missing from a lot of social marketing plans.

It isn’t time, special apps, or even budgets… it’s personal attention.

Far too many organizations just aren’t paying attention to their social accounts. They are treating them like pay-per-click ads, something to “set up” and then ignore forever. Unfortunately, social media doesn’t work that way. Although you should certainly consider having a professional Internet marketing team help you with your social profiles, there are a few things that you should definitely pay personal attention to:

The topics being raised and being posted about. It’s up to you to set the tone and direction for your business, and your social accounts. No one knows your industry and your market like you do, so make sure that you are at least the inspiration for the social content your business is producing.

Your connections and followers. Your social network should begin with your close acquaintances and colleagues. From there, it’s also important that you stay involved and be sure that you are making the right kinds of connections, so that you aren’t just randomly joining groups and attracting fans who will never buy from you.

Personal notes and other follow-up. No one wants to take the time to write a personal email, only to have it followed up with a generic boilerplate note. Take care to respond to those who write to you personally, even if briefly.

It’s easy to say that you don’t have enough time to manage your social accounts yourself, but if you aren’t personally involved in one way or another, then social media just becomes another generic marketing platform.

Need help managing Facebook and Twitter? Get a free consultation from us today.

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

 

 

Categories
Featured Online Marketing

How Consistent is Your Online Marketing?

The conventional approach to Online marketing usually looks something like this: try something, improve upon it until it’s profitable, and then add in another element. That makes a lot of sense, especially in today’s world, where Banner ads, downloadable documents, pay-per-click offers, and even mobile marketing are all mainstream ways to introduce yourself to new buyers.

However, this “try everything” philosophy has a downside. As all of these different ads, campaigns, promotions, and websites are put into the mix together, they sometimes begin to have a disjointed feel. That is, because they are created at different times (and sometimes with different conversion goals) they don’t have a consistent brand or feel that runs through them.

That’s not necessarily a big deal, so long as the campaigns themselves or profitable, but it also prevents marketers from making the kind of impact that they could. After all, if you have defined your target market tightly enough, each of these campaigns should be targeting the same group of people – meaning that they’ll hear from you in a lot of different formats.

Rather than using each piece as a standalone marketing effort, why not tie them together with consistent elements like:

Color schemes. One reason companies like to stick with the same color schemes (and font combinations) again and again is that they create subtle impression each time a potential buyer sees them.

Offers and discounts. Likewise, the more times you make a specific offer, the more likely buyers are to remember them, or respond when they see them in the future.

Tone and voice. Every business should have an identity that they present to their potential customers. By sticking with a consistent tone and voice from one message to the next, you give buyers a sense of what your business is about, and what kind of customer you’re trying to attract.

The more consistent your online marketing is from one ad, campaign, or promotion to the next, the more long-term value you’re going to get out of each, since you’re going beyond simple offers and into the territory of building a brand.

It takes a lot more thought to engage in branding through several types of media, but it’s also smart business. Why not let the Calgary marketing team at CAYK® show you what we’ve been able to do for other businesses in Western Canada like yours?

Categories
Featured Social Media

Is Your Scheduled Twitter Feed a Marketing Disaster Waiting to Happen?

Twitter can be a wonderful tool for communicating with lots of different customers and colleagues all at once, with the added bonus that followers can re-tweet your messages to their contacts, magnifying your marketing and PR reach with every message.

The only problem? Logging onto Twitter can be time-intensive and inconvenient, something that’s easy to forget in the course of a busy week. And, if you aren’t posting to your Twitter account, then you aren’t getting any of the social media marketing benefits that come with it.

Not surprisingly, there is an easy solution to these problems: use a “scheduled tweet” service like HootSuite or TweetDeck. Each of these allows you to prepare your tweets ahead of time, so you don’t have to worry about clicking into your account. In fact, you can even decide on topics well in advance, so you post regularly on a pre-set editorial schedule.

That might sound like a great idea, and it usually is, but the concept should come with a word of caution: Not handling social media in real time can lead to big blunders.

We don’t have to go back very far into recent history to see why this could be. As many of us were glued to our televisions, trying to process the horror of what was happening in Sandy Hook, a fair number of Twitter users were still happily pumping out platitudes about what a “great day” it was, or worse, pushing promotions that seemed incredibly insensitive. In other words, while Twitter was exploding with breaking news on a terrible tragedy, some people (and more than a few companies) came off looking incredibly out of touch, or downright soulless.

No doubt a few people were informed as to what was going on, but it’s also a good bet that a lot of the blame can be hoisted onto the shoulders of pre-scheduled social media. Because the software was operating on autopilot – with no one watching it regularly – things just got worse and worse.

The bottom line? Scheduled tweet services can be a nice tool that gives you convenience, but real-time social media posting is usually a better idea. At the very least, you want to ensure that you’re keeping a close eye on your accounts so you aren’t sending the wrong messages, at the wrong time, and turning off friends, colleagues, and customers in the process.

By David A. West  Join me on Google+