10 Tips For Creating A Killer Digital Marketing Strategy In 2020

Digital marketing is all about leveraging the online landscape to drive visitors and growth towards your business.  This might seem easy, but it’s actually a highly complex process with a lot of moving parts.  That being said, there’s no reason to fear venturing into the digital marketing space, provided you know a few things!  Let’s take a look at 10 tips for creating your next killer digital marketing campaign!

 

#10) User Experience Trumps Everything

Ask your digital marketing agency to evaluate your website’s UX (user experience) value, and you’ll probably learn a few humbling things.  Take heed – this is not a bad thing!  While nobody likes to have their flaws pointed out, it’s wise to acknowledge them so that you can grow.  Digital marketing agencies can identify the weak points of your website, most notably when it comes to user experience.  They’ll target portions of your site that take too many steps to perform an action, or a menu system that isn’t intuitive.  They examine the entire process from start to finish, to determine how best to optimize your site.  Sometimes this can mean a few tweaks, while other times it involves crushing your current site and starting from scratch.  Remember, there’s no such thing as a “good” or “bad” website – only functional, and non-functional. 

 

#9) Figure Out Your Market

Moving forward with a digital marketing strategy means acknowledging a simple truth – you cannot target everyone.  It’s wise to identify your target demographic, and create a campaign that will appeal to them directly.  The key to a good digital marketing campaign is being able to identify your target audience, while still attracting secondary clientele.  For instance, if you’re in the food business, it may not be advantageous to target car companies, but what about event venues?  Try to identify who else might be interested in your business besides your primary core market.

 

#8) Identify Your Budget

If the law of diminishing returns is any indication, there comes a time when a return on your investment isn’t enough to justify the amount of money you are investing into the action.  In the case of digital marketing, spending more money might lead you to think you’re reaching a wider audience, but it’s more important to focus on how you’re reaching them.  Staying strategic is paramount to maxing out the value of your budget, which will yield a greater ROI.  Your digital marketing agency can show you these results with regular reports, so you know exactly where your money is having the best impact, and where you can afford to pull back.

 

#7) Attack The Campaign From Many Different Angles

Many companies who don’t understand digital marketing will believe that one or two channels are all that’s necessary to focus on, in order to build brand awareness.  In truth, a strong digital marketing strategy is a web of many elements that must work harmoniously in order to generate the right ROI.  If you’re in B2B, then don’t advertise B2C.  If you’re neglecting Email campaigns, then make sure to rectify the situation.  A digital marketing agency will be able to coordinate all these elements at once, and execute the marketing strategy at your command.

 

#6) Focus On Ads

Yes, social media ads are still a great way to get your name out there, and this method of distribution shows no signs of slowing down.  Facebook and Google Ads are two of the heavy hitters here, but don’t neglect Twitter and Youtube.  If you’re in the entertainment field, it pays to have a YouTube or Vimeo channel to showcase your work and drive engagements.  One thing companies should remember is to create dynamic, interesting content.  Often times, this is where they trip up.  A digital marketing agency has access to graphic designers, videographers and social media ad experts who know what works, and what doesn’t.  You might wish to put this job in their hands.

 

#5) Maintain Your Reputation

If you have social media profiles online, they should be cleaned up and kept consistent.  This means the same look and feel across all the major platforms.  One mistake companies make is neglecting certain channels over others, which can create a sense of detachment and sloppiness on the part of the visitor.  The strength of your reputation means checking all the boxes so you look your best at all times.  Strike outdated info from your social media profiles, and stay current.  This is especially important when it comes to contact information!  Some platforms are more advantageous than others when it comes to certain things.  For instance, a LinkedIn account focuses more on the professional merits of a company and its staff, while Facebook or Instagram are better suited for sharing company culture and brand awareness with your audience.

 

#4) Remarket, And Remarket Again

A digital marketing agency will be able to deliver real-time results that let you see tangible data on who your visitors are, where they’re coming from, and what pages they’ve browsed on your website.  By analyzing hot-spots on your website, they can determine if a potential customer showed up, clicked on something, yet still navigated away from your page.  Remarketing is a great way of dropping a gentle reminder on your visitors to let them know that you’ve noticed their presence.  This has proven to be an excellent tool to drive sales, and increase company reputation.  Retail websites often employ cart abandonment emails which identify what a customer has placed into their cart, but didn’t end up buying.  If this item goes on sale, it could pay to send an Email so they’re aware.

 

#3) Create Rich, Organic Blogging Content

When done correctly, blogging can drive up your company’s reputation and “sell without selling.”  Many companies mistake blogging as a sales platform to push a company’s wares or services.  In truth, blogging is one of the most “human” parts of your website, and it speaks directly to your customers in a friendly, down-to-earth manner that puts them at ease.  The trick with blogging is to focus on relevant topics that your customer base might find interesting.  This could be a technological development within your field, or an organic list of tips and tricks they might find informative and entertaining.  The emphasis should be on friendly conversation, as opposed to selling yourself.  The former will lead directly to the latter.

 

#2) Less Is More

Many companies who decide to take on their own digital marketing often bite off way more than they can chew.  They open up a ton of social media accounts, create a LinkedIn profile, a YouTube page, and then have trouble managing it all.  While enthusiasm is great, it’s rarely effective without some strategic planning to go along with it.  A digital marketing agency recognizes that not every social media platform is going to suit every company.  Indeed, it pays to focus on just a handful of platforms as you start out, where you can focus your time and money to build your reputation. Let your digital marketing agency decide the best platforms for your company.  The result will be greater growth, in less time.

 

#1) Decide What You Want To Accomplish

Before you decide to move forward with a digital marketing strategy, you’re going to have to actually focus on being strategic.  Be sure you understand what you actually want to accomplish.  Many companies see only the coveted #1 spot on a Google search list, but what about the strength of your social media presence, or good ROI on your Email campaigns?  This is where hiring a digital marketing agency comes in handy.  If you communicate your desired goals, the agency will understand how best to move forward to achieve them.

 

At Operatio Marketing, we know digital marketing inside and out, which is why we’d love to talk to you!  If you’re looking to expand your company’s reach, reputation and success in the digital realm, contact us today, so we can discuss your goals!

5 Things to Look For in a Digital Marketing Agency in Toronto

Choosing a great digital marketing agency is tough!  There’s a lot to choose from, and not all are alike!  Finding a great digital marketing agency in Toronto is like finding a great mechanic.  Once you do, grab them and hold on!  That’s why it’s important to know what to look for in any agency that you’ll be trusting with your company’s reputation!  Here’s 5 key things to look for if you’re seeking a Toronto-based digital marketing agency.

 

#5) KNOW YOUR NEEDS

You can’t even begin to look for a online marketing agency unless you know your own needs.  That means analyzing your company goals so you’ll be prepared to walk into a meeting and lay your cards on the table.  For instance, many companies don’t understand the difference between SEO, paid advertising and social media marketing.  Some agencies focus on just one of the three, while others can tackle all at the same time.  Regardless, it’s important to do a bit of research so that you can narrow down your short-list of digital marketing agencies before you start driving all around the Toronto area.  You don’t have to be a seasoned digital marketing expert to move forward, however.  Sometimes it’s as simple as identifying your desired goals over a period of time.  Let the marketing agency know where you are, and where you eventually want to end up.  It’s their job to carve out a clear roadmap that can lead you towards that goal.

 

#4) KNOW YOUR INDUSTRY

A common misconception is that digital marketing agencies are a one-size-fits-all solution.  In fact, many online marketing agencies realize the importance of narrowing their services to a specific range of industries where they possess a lot of experience.  Knowing the market is vital for achieving excellent results, and an agency can’t do that if they’re flying by the seat of their pants.  Most online marketing agency websites will tell you what industries they have the most experience with, and that can save you a lot of time.  If you’re a mid-sized automotive company operating out of the Vaughan area, there’s no sense setting up a meeting in busy downtown Toronto with a high-rise agency that caters to major international restaurant chains.  Choose the right digital marketing agency that caters specifically to your world, and your needs.  This will establish a great working relationship that helps both sides grow and succeed.

 

#3) PROMISES, PROMISES

Beware of digital marketing agencies that promise you instant success and the entire world on a silver platter.  The truth is that digital marketing involves constant evaluation of both your company and your overall industry.  A great marketing agency will keep its ear to the ground when it comes to shifting trends.  It will analyze the data and determine whether your online marketing campaign needs a few course adjustments to remain optimized at all times.  There’s no single-set solution to any online marketing initiative.  Industries are constantly evolving and growing day by day.  Even something as simple as color trends can have a massive impact on your company’s marketability.  This is why it’s beneficial to work with a digital marketing agency that will eliminate this guesswork for you, and gladly take on the challenge of making sure your campaigns are up to par, all the time.  They will also provide you with tangible, real-world results in the form of weekly and monthly reports and data sheets that will track your progress and help identify any areas in need of improvement.  Talk is cheap.  Results take effort!

 

#2) SIZE DOESN’T MATTER

Some might think that a smaller online marketing agency will be less effective than a larger one.  In many cases, the opposite is true.  A small digital marketing company with 3-5 employees can end up being a better fit for your company than a large one with 300 employees.  This will vary depending on your company and your industry of course, but it’s important to take note of.  Even if a particular digital marketing agency doesn’t offer video production, they may work hand-i

n-hand with a video company that can be contracted out to create your next campaign ad, and there are plenty of those in the Toronto area.  When finished, it’s up to your online marketing agency to apply it across your marketing channels to maximize impact.  Never think that a smaller company lacks versatility.  More often than not, flexibility is one of their key advantages!

 

#1) ASK THE TOUGH QUESTIONS

Don’t be afraid to pummel a prospective marketing agency with a ton of hard questions!  That’s what the first initial meeting is for, so you can get a feel for the agency and determine whether you’ll enjoy a great working relationship.  The right marketing agency will be confident enough to take all your questions and provide honest answers with key points to back them up.  They also won’t be afraid to say “I don’t know” to some of your tougher questions, rather than lie to you in an attempt to court favor.  Working with a digital marketing agency means moving forward together, as a team.  The agency should be enthusiastic about attaching itself as part of your company team, to work alongside you and generate results.  You’ll be an active participant in this process, as well.  While the agency is there to take you to the next level, it’s no fun if you aren’t there to share in the rewards!

 

At Operatio Marketing, we love working with our clients in a down to earth, positive way that fosters trust and a great working relationship.  If you’re ready to move your company forward in the digital marketing space, we invite you to reach out to us so we can get to know you, your company, and where you’d like to go in 2020!

How to Choose the Right Digital Marketing Agency

Digital marketing is a field packed with players serving a huge assortment of clientele across every conceivable industry.  It’s inescapable at this point, and a key factor in growing your business while achieving success in an ever-evolving digital landscape.  As a client, you’re spoiled for choice when it comes to selecting the right digital marketing agency to handle your business’s online affairs.  However, along with all that choice comes difficulty when you need to identify the best of the best.  Today we’re going to look at the Top 5 things you should look for when choosing which digital marketing agency to work with.

 

#1) ADAPTATION

It’s vital that your digital marketing agency stays on top of the latest trends within the ecosphere to guarantee you’re getting your money’s worth.  Search engines such as Google routinely update their algorithms, standards and practices when it comes to the digital marketing space, and the last thing you want to deal with is an agency that never got the memo.  Not adapting to these updated standards creates a gigantic risk that can have a detrimental effect on your business.  The best digital marketing agencies keep their ears to the ground, and remain active participants when it comes to changes in the digital landscape.  Not only does it suit their goals, but the goals of their clients as well.  There’s no room for outdated or bare-minimum thinking.  The lawless days of the budding digital marketing landscape are long gone, which means today’s agencies must always stay at the top of their game.

 

#2) COMMUNICATION

It may seem like a data-driven industry, but the world of digital marketing is a far more human affair than it first appears to be!  Today’s online climate is a social space, and that’s reflected across the board in everything from company culture to philanthropic efforts.  Being able to communicate your company’s message into the digital world requires equal parts finesse and humanism.  The best digital marketing agencies employ talented people who are born communicators and electronic diplomats.  They can disseminate information into the social space through engaging advertisements, entertaining blog content and highly effective video production.  Organic content is no longer simply recommended.  It’s now a hardline requirement for any business looking to grow their online presence and create a buzz among its customer base.  Organic content requires highly imaginative organic thinkers to produce top-notch material which will resonate with your target audience.

 

#3) QUANTIFICATION

The best digital marketing agencies live by a simple rule – “Talk is cheap.”  Every business needs to see where their money is going, and what impact it’s making when it comes to ROI.  That means quantifiable results from the digital marketing agency handling their affairs.  By staying on top of your company’s online presence each day, a digital marketing agency can provide you with with weekly and monthly reports detailing the amount of money spent, and the net effect.  They can make on-the-fly suggestions to switch up your marketing campaigns to focus on more successful parts, as opposed to less.  They will walk you through a vast assortment of data to prove the value of their work in a transparent manner.  After all, their reputation is on the line, as well as that of your company.  The best digital marketing agencies sport a proactive attitude that reflects in the quality of their work.  Make sure that your digital marketing agency can quantify theirs with demonstrable data!

 

#4) ZEAL

A famous sci-fi character once posited that “size matters not.” The same holds true for digital marketing agencies.  Both large and small agencies can be equal in terms of end result for your company, depending on what you’d like to accomplish.  Smaller digital marketing agencies tend to be more focused on the needs of the clients, and take the time to establish these relationships by essentially inserting themselves as part of the overall team.  At the same time, larger agencies may have difficulty achieving this due to the more complex nature of their business.  While not etched in stone, many larger agencies can fall prey to inflexibility due to the practices and procedures they have put in place to deal with client surge.  The quality of their work might be wonderful, but come at the cost of the human element.  Don’t assume that bigger is necessarily better.  The smallest digital marketing agencies stand out and deliver through zeal and pride in their work, which can propel your online success rate to new heights.

 

#5) SERVICES

A good digital marketing agency knows the value of harnessing a select set of skills that are designed to yield excellent results for their clients.  A jack-of-all-trades mentality can be detrimental to an agency, which is why many focus on serving specific industries where they can specialize their services and skills to maximize ROI.  Some agencies offer website design, and some do not.  Some offer video production, while others steer clear.  As always, the best digital marketing agencies will present their services to you, and the quality will speak for itself.  By the same token, they will showcase actual data and real-world statistics to prove their worthiness.  For instance, a digital marketing agency might provide exact numbers on a video they created which ended up going viral, and all the relevant statistics available to chart the course.  Once again, more is not always better.  Great digital marketing agencies know when it’s wise to scale themselves appropriately to deliver the best results for their clients.

 

Digital marketing is an exciting part of any company’s growth strategy, and there’s a lot to learn.  Thankfully, we can help bring you up to speed and answer any questions you might have.  Feel free to get in touch with us Today so we can assist you in your next campaign!

SEO For Franchises: What You Can Expect

During the quote-unquote “Wild West” days of SEO marketing, anything was kosher, including any number of artificial techniques that are now frowned upon by the major influencers in the digital marketing ecosphere; most notably Google.  As the SEO landscape continues to evolve at a geometric rate, techniques like backlinking and meta-tagging have become less effective.  Instead, the focus is now on streamlined, organic content that leaves a great impression on target audiences, while adhering to the revised standards imposed by the search engine optimization giants.  Today’s franchises have a bountiful plate of options they can take advantage of, to further grow their business.  It’s less difficult than you might think.  What can a franchise expect when diving into the deep waters of SEO?  Let’s talk about that.

 

1) Keep It Clean, And Keep It Tidy

When it comes to your franchise website, optimization is the key factor.  Consider having an actual franchise section on your website that contains informative content regarding franchising, such as Blog articles, a list of franchising opportunities, and a contact section.  You can even link to an external website that focuses more on the franchising side of things.  This can have a positive impact on your SEO.  Just remember how SEO works.  Search engine crawlers will analyze your website and identify whether it’s easy to navigate, and properly structured for content delivery.  A hierarchical approach is a definite must in this situation.  Google crawlers need to be able to identify your content quickly, while your visitors require the right combination of categories and subcategories in order to find what they’re looking for, without frustration.  The last thing any franchise owner wants is for customers to have difficulty finding the right information about a particular location, which can drive them towards competitors.  Instead, we want high conversion rates, heavy traffic and a great user experience from start to finish.

 

2) Backlinks Without The Backlash

Earlier we touched upon the practice of backlinking, and how it has become less effective in the modern SEO ecosphere.  In the past, one could purchase links designed to drive more traffic to a website, and this technique is still in use today.  However, Google may view this practice negatively, depending on the circumstances.  If it finds that the technique is being abused, it may yield a decrease in traffic, and reduce the quality of your website SEO performance.  Modern backlinking is all about quality, not quantity.  By linking to quality content, you are creating an organic nest of links that Google can identify and reward, while giving your visitors something meaningful and fresh to engage with.  This is especially vital for franchise owners who want to grow their chain with multiple locations.  Don’t fall victim to nefarious techniques, or it may cost you dearly in the long run.

 

3) Mobility For The Masses

Franchise owners should be especially mindful of the mobile factor.  Responsive websites give your visitors a pleasant browsing experience on their phones, tablets or other mobile devices, and that’s important for growing a franchise.  A methodical approach is wise when it comes to mobile development.  If the desktop version of your website is clean, simple and user-friendly, it will allow for an easier transition to the mobile aspect, as well.  Think about the growth of your franchise, and where it will be within the next 5-10 years.  The technical SEO and web landscapes may change by then, but the principles of solid user experience design should remain relatively consistent.  Always bear in mind that mobile traffic is greater than desktop traffic; a trend that started in 2016.

 

4) Target Your Customer Base With Precision

If you’re the first-time owner of a pizza franchise in Markham, it would make little sense to advertise “pizza,” rather than “Markham pizza.”  Optimizing your site content to focus on appropriate geographical targets will create higher rankings in search engine results, and prevent you from getting lost in an ocean of search results.  This is commonly referred to as “Local SEO.”  Your customers know what they’re looking for, and it’s necessary to head them off at the pass with proper keywords and optimized site structure, which acts as a virtual flare in the sky for them to find you.  Anticipating the search patterns of your customers isn’t difficult.  When in doubt, start with the most appropriate question – “What would I search for?”  However, the work doesn’t stop there.

Many franchise owners miss a vital step in the process of SEO keyword optimization.  It’s not enough to simply create the right circumstances for customers to find you.  Franchise owners need to step up their game and create full blown content strategy that will disseminate over a prolonged period of time (perhaps a few weeks for each campaign), which will yield higher rankings and better search results.  It’s about staying relevant and being proactive, rather than waiting for the business to come to you.

 

5) Focus On The Data

It’s not enough to put great SEO practices into place and expect them to work.  Real SEO requires keeping an eye on your data and stats so you can tweak your campaign accordingly.  There is no “one size fits all” when it comes to search engine optimization.  With so many factors at play, a franchise owner should be ready to make on-the-fly adjustments that will foster better results.  Franchise owners shouldn’t focus on what is working.  Rather, they should focus on what is not working.  The former will take care of itself.  The latter is where you can make a difference.  SEO Audits are a great way to achieve this, as they can highlight your website performance, and identify things that might be holding it back, such as toxic links, broken redirects and poor performance.

Google Search Console is an excellent way of keeping track of these kinds of things.  Coincidentally, this is where many franchises find difficulty, and it’s not necessarily their fault.  Running a franchise is a time-consuming affair, and it can be challenging to find the time to keep track of location specific SEO data, to say nothing of the learning curve required.  It’s best for franchise owners to seek out a professional digital marketing company whose full time job revolves around search optimization services.  Not only will they keep constant track of your data and statistics, but they can advise you on the best strategies and options to further grow your franchise, and your ROI.

The right SEO strategies can propel your franchise to enormous heights, but it’s hard to keep track of all the changes taking place within this ever-shifting, constantly evolving sphere.  If you’re a franchise owner looking to maximize your exposure, boost your traffic, and increase your business, then we’re here to help.

Reach out to us right Here, and allow us to craft the perfect SEO strategy for your franchise!

Top 4 SEO Tips For Real Estate

The Real Estate industry is one that is driven by brand reputation and consumer perception. Real Estate agents are dependant on their consumers- consumers who are tech savvy. These days, potential new home buyers are doing an immense amount of research online. In fact, 90% of homeowners are using online sources to find their next home. This means a realtor’s online presence must be phenomenal, so does their SEO.

Check out our list of reasons on why SEO is important for the Real Estate industry.

 

What is SEO?

SEO stands for Search Engine Optimization, it is the process of improving a website in order for it to appear higher on a search engine page. SEO involves increasing traffic through various methods. Increasing organic search traffic can be achieved through many tactics such as: creating informative content, having a user-friendly website, secure website and on-page SEO. In 2019, every realtor should be aware of the importance of SEO and learn how to optimize their website to gain more traffic and leads.

 

Step 1) Keyword Placement

Keyword placement essentially defines a list of keywords you want to rank for in searches. When the client conducts an online search, they are inputting certain keywords, your goal is to target the words that you want to be searched for. Without targeting your keywords and seeking to rank high on the search engine, you are in the dark. How do you expect to be found if you’re hiding ?

 

Step 2) Optimization Through Content

Blogging plays a vital role when it comes to SEO for the real estate industry. A blog that is consistently released, of high quality and relative information can make a huge difference for your website. Not only do blogs attract viewers to your website, they also keep them online longer. Blogging also helps target long long-trail keywords, according to Search Engine Land 70 percent of all searches performed online consist of long-tail keywords. These searches are more targeted and come from potential buyers who know what they’re looking for.

 

Step 3) Google My Business

Google My Business is your best friend. Embedding a Google Map on your website is one of the most effective tools to help customers find you. Having a map allows Google to recognize that your business is legitimate and know where it is located. This allows the search engines to find your company faster. Another important thing to take note of is having the proper number and format up online. Make sure your phone number uses a dash or parentheses to divide the numbers for an easy one dial call.

 

Step 4) Localized SEO

Localized SEO helps realtors promote their business to local customers. According to Google, 46% of searches have a local intent in them. For these types of searches it is important to integrate keywords that target a local area or neighbourhood. Localizing your website, targeting a specific city and releasing content pertaining to that area are all wonderful tactics for localized SEO.

 

Ready to take on SEO and be the leader in the Real Estate industry? The key is to stay creative. Implementing these SEO strategies will allow you and your company to dominate the search engine pages, increase traffic and generate more leads.

What Digital Marketers Can Learn From the NBA Playoffs

30 seconds left till the end of the game… Everyone is watching. Whether you like basketball or not, this month everyone turned into an expert. Raptors entering the playoffs has had a huge impact on Canadians, pop-culture and society. Credit- and debit-processing firm Moneris says transactions increased by 14% in Canada during last week’s Game 6 of the Eastern Conference Finals. Almost everywhere you look now has a Raptors logo slapped on it, from merchandising to Real Estate. In order for the modern company to succeed in the era of GIFs and Memes, it is necessary to collide with pop culture.

Take a look below to see how the Raptors impacted marketing this month.

Real Estate

The real estate industry has plunged into the Raptors madness this month as well. Toronto is pushing for Kawhi Leonard to move to the city- no matter what it takes. Numerous real estate companies have been offering to sponsor Kawhi properties free of charge. Real estate brokerage The Condo Store Realty Inc. is offering Kawhi his choice of several multi-million dollar value penthouse condos in downtown Toronto for free. This has driven a significant amount of attention towards the brokerage and promoted their brand.

McDonald’s

This year the Raptors have reached the playoff finals for the first time. Now what’s the business impact? Many reputable brands are taking advantage of the fans’ loyalty and marketing themselves based on the Raptors. In their most recent Ad, McDonald’s removed their iconic “golden arches” out of respect to Toronto fans and replaced it with Raptors colours. Canadian fans were loving the public acknowledgment and responded to the Ad with appreciation and promises to return to McDonalds. One point for the Raptors, three for the McDonald’s digital marketing strategy.

Another promotion this company did was a giveaway. If the Raptors score 12 3- pointers or more, you score FREE medium fries. This tactic drew a lot of traffic into stores and raised profits for McDonald’s while increasing brand awareness.

UberEats

Uber definitely hopped into the digital marketing madness of the playoffs. Investing a lot of money to be a sponsor, fans noticed UberEats increase their marketing. Utilizing video marketing, UberEats strived to prove they feed the raptors and are willing to feed the fans too. The videos enticed fans to choose this brand as their number one delivery service during the playoffs. Furthermore, their social media activism increased to better promote their services during the playoffs. As the cities flood with fans during games, they need the reassurance that their delivery provider will service them. The purpose of UberEats’ social media advertising is to market their promo codes on both rides and food deliveries.

Kawhi, New Balance & Social Media

New Balance played a smart move and saw the opportunity associated with player Kawhi Leonard. Together they partnered on a limited-edition shoe designed with the aid of Kawhi. Announced via one of the most famous social media platforms, Instagram, the shoe went on sale and sold out within 6 minutes. It was thanks to the digital push and the aid of social media that allowed New Balance to gain popularity. Talk about a win-win.

New Balance Global Director of Consumer Marketing Patrick Cassidy, talked about the importance of capitalizing on social media. “Everything we want to do is digital first, primarily social first. Part of our thing is telling the story of who Kawhi Leonard is through a social-first lens.We had a launch video that dropped during All-Star Weekend and it caught people by surprise. ” Knowing how to manipulate social media, is what lead to New Balance’s immense success with the Raptors.

Safe to say, the Raptors are changing the marketing world. Pop-culture, trends and media directly collide with digital marketing. They impact sponsorships, endorsements, digital advertisements and increase brand awareness. A successful marketer is one who notices a trend and learns how to advertise based off that.

Top 4 Ways to Use Video Marketing in The Construction Industry

Video marketing has revolutionized marketing content for the construction industry. Not only does video marketing attract a larger market, it also engraves the information in their minds in a timely manner. According to a study conducted by Cielo in 2019, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. Construction companies have a large market, targeting contractors, developers and distributors, thus they need a medium that attracts a wider audience. Video marketing is a tactic used to increase engagement and exposure.

Take a look at these top 4 ways you can use video marketing for the construction industry.

 

1. Live Videos

A huge benefit of live videos in the construction industry is that they aren’t as costly and can be broadcasted on numerous platforms such as Facebook, Instagram, Periscope and YouTube Live. These videos facilitate an interaction with vendors, stakeholders and customers. Customers want to see the authentic behind the scenes, as well as they prefer to watch a video than to read an advertisement. Instant gratification from videos increases your audience and will thus increase your ROI and overall profits, hence why it is a good investment.

 

2. Tutorial Videos

This form of digital marketing strengthens a construction company’s relationship with its clients. For example, How-To and FAQs videos are a great way for your clients to learn more about your construction company for free. These quick videos are great when it comes to demonstrating how to install a product, or answering common questions surrounding your products and services. Educating your clients is a wonderful way for them to ensure trust in your brand and company. Many potential clients use YouTube as a search engine, in fact a study conducted by Oberlo, in 2019, reveals that YouTube is the second largest search engine, which receives more than 1.5 billion users per month and plays over a 1 billion hours of video each day to users. These statistics demonstrate the strength in numbers when it comes to video marketing.

 

3. Time Lapse Videos

The construction industry is one that involves time for the process to be completed. Ever imagine the time and details associated with building a new plaza? The time lapse video technique allows you to fasten the evolution of a slow moving process from building skyscrapers to installing new hardwood floors in residential home, without compromising any valuable necessities to the project. This technique is ideal for the construction industry because it allows each firm to display their success, advertise their skills and engage a larger audience. These videos accentuate the complexity of construction projects and definitely generate buzz.

 

4. Testimonial Videos

Nothing reflects a construction company’s success and reliability like testimonial videos.

Testimonial videos are great for industries where a reputation is critical. The reason why specifically construction companies benefit from this sort of digital marketing is because they authentically highlight compelling success and increase customer satisfaction while simultaneously showcasing the construction. Sutherland Weston conducted a study in 2019, which highlights that 90% of respondents who recalled viewing online reviews claimed that positive online reviews influence buying decisions. Testimonial videos automatically increase credibility and help convert leads into buyers.

 

Implement these video marketing strategies to have your clients clicking “Play” faster than you can imagine.  The construction industry needs to adapt to new digital marketing strategies in order to be a leader in the industry. Increasing exposure, strengthening credibility, educating the consumer and converting leads are all benefits of video marketing in the construction industry. So what are you waiting for? Camera, Rolling and action.

Top 4 Ways to Leverage Digital Marketing in Real Estate

The real estate market is heavily premised on one’s network and connections. This is why the real estate industry has shifted dramatically, from traditional outreach to digital networking. The best way to generate leads, connect with a larger market and increase awareness is through digital marketing now, no more knocking on doors and cold calling. Adapting to, and embracing the shift in the marketing landscape is a prerequisite to succeed in the real estate industry these days.

Take a look at these strategies to learn how digital marketing can help navigate the real estate market and surpass your competition.

1) Search Engine Optimization (SEO)
With quick google searches dominating the real estate market, paying attention to SEO is imperative for success. Optimizing your website is necessary for your search engine results page (SERP) to gain more visibility and exposure. More home buyers/ sellers are using their online resources to search for their realtor and new homes. An improved online presence not only exposes you to more clients but also assures them of your reliability and commitment to professionalism. According to a study conducted in 2019, 48% of home buyers start their research online on search engines. Concerning yourself with your SEO also involves optimizing your website, improving your social media and will have a better impact on your Search Engine Results Page (SERP).

2) Pay- Per- Click Advertising (PPC)
One of the most effective digital marketing strategies is Pay-Per-Click (PPC) advertising. PPC targets a specific market through paid advertisements. This is a cost effective strategy to increase ROI and generate local leads. Geotargeting your advertisements are an impressive and efficient way to narrow down a specific market in which you are buying/selling homes. Another great trick is adding an advertisement extension. There are different types of ad extensions such as location extension, which provides the users with a number that shows the distance to your location, a call button and the address. You can also add a price extension, this is a relatively new feature which provides users with a quick look into your prices.

3) Increase Exposure Through Content
As a realtor, you represent your own brand, with that in mind you must concern yourself with your digital presence. Digital marketing offers many tools which allow you to expose your name and get into contact with a larger market. One of those tools involves creating content like releasing blogs, infographics and posts. Customers are more likely to trust a realtor that educates them and provides informative news. Lyfe studies proved that 70% of internet users want to learn about products through content versus traditional advertisements. Releasing relevant content makes you a leader in the real estate industry, with long term results in digital exposure. Curating content develops an audience of potential clients and will help capture more leads.

4) Videos are The Next Big Step
As more clients reach for their phones to find their dream home, video marketing is becoming one of the most promising strategies. Video marketing helps increase lead conversion rates and can be done through virtual tours, going live on social media or videos for PPC. The real estate industry is one that thrives off video engagements with clients, one study proves that 85% of buyers and sellers want to work with an agent who uses video as part of their marketing efforts. Not only does it facilitate the process for your clients, but it is a cost effective strategy for you and provides clients with a sense of reliability. By harnessing the power of digital marketing, you are driving your business on a faster pace, outperforming your competition.

Click here to read our blog on the benefits of video marketing!

Real estate is an industry which is constantly changing and therefore it is vital to implement digital marketing strategies in order to succeed. Establishing an online presence, increasing exposure and reaching out to a larger market are all advantages and benefits that arise from digital marketing. Branch out on platforms and take advantage of the beauty that is associated with digital marketing in the real estate industry. You’ll be tweeting, SOLD, sooner than later.

How Much Should You Be Spending on Digital Marketing

More than 76% of people in the advertising industry believe that marketing has changed more in the past 2 years than it has in over 50 years. There has been a shift towards valuing digital marketing over traditional marketing, as it helps reach consumers in the ever-changing online world. A strong digital marketing strategy is what differentiates companies from their competitors, it redefines the content. Having acknowledged the importance and the vital role marketing plays in company growth, now comes the real question, how does a company determine how much of their budget to spend on digital marketing?

What’s the Perfect Percentage?

Evidently, companies differ and thus their financial allocation towards marketing will differ as well. Dependant on how established and which industry they fall under, their focus on marketing will vary. According to Business Development Bank of Canada (BDC) most businesses should be spending around 7%-11% of their overall revenue on marketing. For B2C companies, they should be aiming to be on the higher side of this range and investing more into marketing channels to reach a larger market. This is the average percentage of an overall revenue that companies should allocate towards marketing. Within this budget, a higher value should be placed on digital marketing as it is outperforming traditional marketing methods. When it comes to marketing budgets, it is important to remember that it doesn’t matter how much you spend, what matters is how much your return is, your ROI value.

Click here to read our blog and learn more about ROI and digital marketing.

How Much of Your Marketing Budget Should be Spent on Digital Marketing?

More businesses are stepping away from traditional marketing and focusing their attention on digital marketing. Traditional marketing omits your ability to interact with your target market at ease and foster a communicative relationship. According to a Canadian Ad study, this year advertisers in Canada will spend around CAD $8.80 billion on digital ad formats, or 53.5% of total advertising spending. As a rule of thumb, around 50% of a company’s marketing budget should be dedicated to digital marketing. With every year, this number is increasing as digital marketing is growing in popularity. The more progressive and forward-thinking a company is, the more they allocate towards digital marketing.

Why Spend 50% of the Budget on Digital Marketing?

Digital marketing encompasses numerous features in this definition. It allows you to reach your target market in a way that traditional markets would never make accessible. The benefit of digital marketing is that it permits you to achieve more than just brand awareness and exposure. Through digital marketing your company can : increase sales revenue, generate more leads, increase website traffic, improve lead quality, improve brand awareness and increase your online presence. According to a survey conducted by Manifest, 64% percent of respondents in the survey allocate the majority of their digital marketing funds towards social media.

Budgeting and Planning

Once a budget has been set, it is important to identify a target market. By identifying who you are marketing towards, it facilitates the process of picking which channels to use. Setting strategic goals make it easier to know how much you will be spending exactly on which platform and marketing channel. It is important to comprehend the value of marketing to your company, as Martin Sorrell once said, “ Marketing is an investment, not a cost”.

A Guide to Marketing in the Cannabis Industry

Cannabis became legal in Canada in late 2018 and has since grown to become a 6 billion dollar industry. Since its legality, the market has been flooded with a large number of retailers, growers, and most importantly, consumers. Like any other industry, in order to succeed in the cannabis industry, a company must plan, create, and execute on a cannabis-specific digital strategy. Before we dive into strategy, it is important to note the guidelines for digital marketing as set forth by the government. Companies operating in the cannabis industry should not engage in the following marketing endeavors:

  • Marketing materials cannot promote people or events
  • Marketing materials cannot contain celebrity endorsements
  • Marketing materials cannot contain promotions of glamour, recreation, risk, excitement, or daring behaviour
  • Marketing materials cannot promote positive or negative emotion associated with cannabis use
  • Marketing materials cannot show cannabis plants
  • Marketing materials cannot show people smoking cannabis

With legislation out of the way we can focus on what works and what doesn’t in terms of cannabis marketing.

1. Organic, organic, organic

No, not the buds, the marketing strategy! Pushing your company via organic mechanisms should always be the first item on the marketing checklist. Ensure your website is optimized for SEO, and backlinks are plentiful. This will help organically boost your site to the top of the SERP without the need for any paid advertising or black hat methods.

2. Use your platform to educate

Good content is the be-all and end-all of digital marketing. With an industry as contemporary as the cannabis industry, you should absolutely use education as a means of content marketing. The demographics of Canada are scattered between age, ethnicity, and gender. This means that certain stigma’s around cannabis may still exist. It is your job as a company in the cannabis industry to use your platform to educate current and potential consumers on all things cannabis.

3. Creative campaigns

As stated before, the cannabis industry is in its infancy. Use creativity as leverage to build and mantain a customer base. Through mediums like graphic design, webinars, rich media and so on, consumers can become more informed, aware, and interested in the cannabis industry.

4. Comply with regulations

Businesses need to be careful when developing and executing on a marketing strategy. Follow all regulations whether they be municipal, provincial, or federal. Undertake legal consultation if you are unsure or have a tough time understanding the rules in place. Failure to comply with regulations could have devastating effects on any business operating in the cannabis industry.

5. Proper agency

If you do indeed plan to outsource some or all of your digital marketing, ensure you are hiring a company who has knowledge and or previous experience in the cannabis industry. This can help save headaches along the way as these companies will have a better understanding of what works, what doesn’t, regulations, and restrictions.