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Content Featured Internet Marketing Online Marketing Uncategorized

The Benefits of Investing in Owned Content

With today’s accessibility to social media, many companies are using native advertising in the form of suggesting Facebook posts or promoting tweets that link to online publications that advertise their services. Often, the content of these publications doesn’t come directly from the company itself.

Owned content is a growing trend that promotes the use of original videos, blog content, a functional and responsive website, and active social media channels to extend your business reach. The content can really come in any form as long as it is original and authentic to you.

Recently, Twitter and Google announced a marketing partnership designed to reward businesses for advertising with original content. As Google searches remain the primary driver of traffic for most websites, the partnership will highlight how social media strategies can be used in tandem with search to achieve greater levels of content engagement.

For businesses, this means you’ll be able to significantly expand the reach of your content, as popular tweets linking back to original, owned content will now show up directly in Google’s search results. On the other side, this means that companies need to be even more aware of the content they post on Twitter, as an even larger audience will now have access to that content.

While this development is great news for real-time marketers, it also underscores the importance of companies creating unique content that doesn’t piggyback on the heels of others. Here are a few reasons why you should invest in owned content:

You’ll Retain Control of your Brand

When you have a say in the content creation side of your marketing effort, you’ll have more freedom to tailor your brand to your company’s unique goals and preferences. This will also increase your ability to eventually expand your business’ online presence as you grow.

It’s Cost-Effective

Embarking on the quest to write and channel your own content is actually considerably more cost-effective than many other forms of advertising. If your schedule’s too busy to write the actual content yourself, you can always hire a reputable copywriter to create content for you at a reasonable price.

You’ll Be Able to Cater to your Niche

You should have the best idea of the markets you’re trying to serve, how the products or services you offer serve those markets, and how your online presence captures your market segment. Therefore, you have the greatest ability to cater your original content and social media accounts to attract your desired niche.

Although creating owned content may require more time and maintenance than traditional, native advertising, the benefits of having your own original content far outweigh the costs. Maintaining creative control of your brand, reducing advertising costs, and catering to niche markets are just a few of the advantages of investing in owned content this year.

For more specific advice on digital marketing and how to maximize your business’ online presence, please give us a call at 1 403-456-0072 today or visit our website to learn more about our marketing services!

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Calgary Marketing News Internet Marketing

The Growing Importance of Real-Time Marketing

The digital age of marketing is far from a new trend. We’re constantly plugged into social media looking for current world news and cultural events that will affect our business. Many businesses have already realized that they can take advantage of this constant connectivity.

These businesses are utilizing real-time marketing efforts to appeal to both current and potential clients who are constantly checking and updating their social media feeds. Embracing real-time marketing will help your company respond more quickly to events that you can leverage to drive interest in your products or services.

In fact, studies have shown that when real-time marketing is included in the marketing mix, consumer sentiment, purchase intent, interest, likelihood to recommend, and serious consideration all increase significantly.

When Does Real-Time Marketing Come Into Play

Many great examples of real-time marketing can be seen during any major sports or entertainment event. During the Super Bowl, for instance, your company can drive extra traffic by strategically tweeting live or utilizing trending hash tags that catch the attention of an audience that you wouldn’t normally connect with otherwise.

The recent partnership announced by Twitter and Google is set to have a huge affect on the real-time marketing world. Now that Google has agreed to list popular tweets in their search results, the impact of a well-timed tweet during a large event can have exponentially more impact.

For example, an amusing joke about a celebrity during the Oscars may not only be seen by those currently searching for that celebrity on Twitter, but it may now also reach those typing that celebrity’s name in their Google search bar.

The Importance of Preparing a Content Strategy

While posting content that promotes your brand on Twitter is a good way to engage plenty of users, the number of users that you can reach via Google is infinitely larger. That being said, a misconstrued tweet might also result in more critical feedback as a result of Google and Twitter’s newly formed partnership.

When you post something that has negative backlash on Twitter you can easily go back to delete the tweet before things spiral too far out of control. With the newly announced partnership, however, your tweet may remain in Google’s Index well after it is removed from Twitter.

This heightens the need for company’s to carefully consider their real-time posts before sending them out into the world. The hope is that this will encourage companies to improve the overall quality and originality of the content they post.

Real-Time Marketing is Impactful and Essential

According to CMO.com, while 60 percent of marketers admitted that they struggle to personalize real-time content, 77 percent of marketers surveyed felt strongly that real-time, personalized marketing was crucial to their business’ advancement.

Marketers surveyed by CMO.com also reported that their real-time marketing efforts lead to a better customer experience and, therefore, increased customer satisfaction. It has also helped companies improve their customer retention rate and many have also begun to explore the possibilities for driving additional revenue by creating personalized offerings that serve clients’ direct needs.

As a marketer, it’s essential that you understand the importance of real-time marketing and take the time to outline a strategy to reach a larger audience in light of the recently announced Twitter-Google partnership. By designing a real-time content strategy that capitalizes on popular news and events, your company will be able to appeal to an increasingly broad market.

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Google Social Media Uncategorized

How to Track the Deliverables of Responsive Internet Marketing

If you have done business with us recently, then you already know how excited we are to be able to bring responsive Internet marketing plans to so many companies in and around Calgary. One of the things we focus on with responsive marketing, of course, is continual improvement, rather than simply “sticking to what we’ve done in the past.”

In other words, we try to put our attention on the deliverables, rather than the individual pieces of an Internet marketing plan itself. But, what do those deliverables actually look like?

Here are a few of the things we pay close attention to:

Search engine positioning. By adding new content to your website, we help make it more attractive to Google, Yahoo, and Bing. Improving your search engine positioning is an important first step towards attracting more traffic, and eventually more online customers.

Social media following. If people are adding you to their lists on Facebook and Twitter, that’s another outlet for promoting your business and marketing messages. A strong social following makes it easier to find customers and build loyalty.

Email newsletter subscribers. When you have lots of valid, opt-in email addresses on your newsletter’s distribution list, you have a virtually free way to contact thousands of customers, and potential customers, all at once. That makes promoting new discounts, products, and ideas a snap.

Actual new customers. Naturally, keeping one eye on new sales and account openings is important, as well, since that’s the ultimate goal of your Internet marketing plan.

By looking at these kinds of figures, we can get to the heart of responsive Internet marketing and see what’s actually working – and even better, adjust our plans over time if needed. That way, we can always be sure that you’re getting the most for your money, and your Internet marketing campaigns are moving in the right direction.