How To Utilize A CRM To Grow Your Company

The abbreviated “CRM” stands for “Customer Relationship Management,” and represents a system that gathers and organizes all applicable data so that companies can better serve their customers. Knowledge is power, and the more detailed that knowledge is, the more streamlined a company can become as it seeks to up its competitive advantages.

CRM systems are designed with customer service in mind by optimizing the buying experience, whether it’s a product or a service. Companies can leverage accumulated data to make predictions when it comes to customer behavior, what they’re searching for, and the journeys that take whilst interacting with your company.


By utilizing a CRM in your day-to-day operations, your company can identify any areas where customer service is falling short, or could be improved on. The objective is to make their buying experience as easy as possible, while at the same time boosting their confidence in your company. Happy customers are ones that don’t have to go through any hassle to get what they want, and the better the experience you give them, the more delighted they’ll be.


CRMs are meant to facilitate the ease of transactions, regardless of industry or scale. On the company side, you can take advantage of the benefits CRM systems have to offer to realign your marketing and advertising objectives, streamline your sales goals, and provide better service. 

The objective here is consistency, and CRMs can help bring multiple departments under one roof, and have them communicating via a common language. For instance, if a product sells well through traditional sales channels, yet is faltering online, it could be a hiccup in the messaging. By identifying data in real time via a CRM, companies are better armed to pinpoint where the problem lies, and how to move beyond it.

Another benefit of CRM systems is how they automatically update and sync all relevant data across multiple channels. This is especially advantageous for things like contact info, sales flow and business per customer. By updating these records under one CRM system, staff get instantaneous and accurate access to pertinent information, without the risk of outdated copies causing problems. It also means your company can react faster when dealing with repeat clients who already have a full history of interacting with specific staff.


The automation of routine daily tasks is a major component of CRM systems, and companies are wise to leverage this functionality to the fullest extent. Daily meetings, email communication threads, lead-to-rep assignments and campaign analytics are all examples of tasks that are necessary, but often time-consuming and tedious.

Anything that speeds up this facet of day-to-day operations will free up time for more lucrative and constructive duties. Even something as simple as an online Chatbot conversation can be fully logged and stored within a CRM, allowing the right personnel to review the material so they are better equipped to reach out to a potential customer.


Having the right workflow is key to maximizing business potential, and many companies spend years trying to perfect the right formula. CRM systems take a huge chunk of guesswork out of the equation, and are best suited for the purposes of tightening up workflow for greater efficiency. 

Designing a workflow within a CRM system will automatically net you a huge advantage when it comes to doing business in an ever-shifting technological climate. Contacts, quotes, support tickets, sales campaigns and target marketing can all be constructed within a CRM, and tied into a larger workflow mainframe. With access to all relevant data at the fingertips of your staff, the CRM system mandates that they all work under one workflow at all times. 


More and more people are shopping online, and the trend is on the upswing. That means your company needs to be in a prime position to take advantage, or be left at the starting gate. In order to prevent competitors from eating your company’s lunch, you can leverage a CRM system to get out in front of the pack.

Imagine being able to automate many of the customer service tasks that required manual intervention before. Call tracking can log phone calls from customers, and deliver them into the hands of the correct staff members on the first try. Email tracking can assist customers by reminding them that they have objects in their shopping cart, or notifying them of upcoming sales and marketing initiatives driven by their specific shopping and browsing habits.

Social media is another huge entity that can act as the spokesperson for your company’s brand image and corporate culture. Go a step further with video ads created for popular channels like Instagram and YouTube, and tie them into the rest of your workflow. The possibilities are endless, but they’re all designed for the purpose of making the company/client relationship as lean and enjoyable as possible.


If you haven’t thought about implementing a CRM system for your company’s operations, now is the time. Contact Operatio Marketing today so we can explain further why a CRM will help transform your company’s financial success, simply by leveraging all the technological benefits of the platform.

Digital Marketing For eCommerce Businesses—The Essentials

The good news: Your eCommerce business is part of a massive industry that continues to prosper as consumers trends shift online. The bad news: You are but one fish among many in the same pond, competing for fickle customers with short attention spans… just a click from being snatched away.

These days, many retail brands have no option but to take their store online at the same time as new ecommerce brands join the fray. And it’s easy to see why: Canadian retail e-commerce sales increased by 70.5% in 2020.

To become successful in this highly competitive environment, your eCommerce business needs to focus on the right digital marketing strategies. You need to capture the attention of customers looking for the type of products you sell. You need the proper strategies to get them to find you, and you need these from the get-go. 

To boost your eCommerce business, make sure you’re following these basic digital marketing strategies.

Checklist For Success

Today’s consumers are extremely savvy when it comes to ecommerce. They have developed a full set of standards that they expect to see when they do their online shopping. It’s a language that has been refined by successive generations of online retailers. And now, you must speak it too.

Essential elements of any successful ecommerce website will include:

  • A shopping cart system to allow customers to select items as they browse.
  • A search box that allows for direct manual searches.
  • A login box where for your registered users.
  • Voice chat/phone number to allow for direct customer service.
  • A range of payment options clearly displayed as icons.
  • Social media links where you can engage with your customers.

This may seem like a tall order for a new business, but customers have come to expect this as the industry standard. And, if you won’t comply, your competitors will. 

A Brand to Believe In

Some people think that a brand is just a logo, but there’s much more to it than that. A logo serves as the symbol of your brand, but without the meaning and value behind it, a logo is an empty gesture.

As an ecommerce entity, your clients will largely experience your business through your website. That’s why an important digital marketing strategy is to establish your brand early. In addition to a logo, you need to provide your customers with a comprehensive experience that inspires their loyalty.

Make your website easy to recognize by establishing guidelines for brand colours, fonts as well as language and tone. Use on-brand messaging and formatting for a consistent experience. Provide an ongoing level of customer service that your customers will come to rely upon and trust.

As its most basic, a brand is the promise that a business makes to its customers. For this reason, it’s something that every ecommerce business needs to establish right from the start. To distinguish yourself from your competitors and build your own customer base, make your branding known in every part of your website.

The Buyer’s Journey

To get customers, you must think like a customer. You need to understand their wants if you’re going to fulfill their needs. That’s why it’s important for your website to cater to all parts of the buyer’s journey.

The buyer’s journey is a marketing concept that looks at the various stages a customer goes through during the entire process of making a purchase. These stages are individually known as Awareness, Consideration, and Conversion:

  • Awareness: The customer becomes aware of a problem that needs to be fixed.
  • Consideration: The customer looks for ways to solve their problem.
  • Conversion: The customer finally acts on a solution, thereby ending their problem.

If you’re unfamiliar with this concept, the important part to remember is that your customers are unique; not only do they have different problems, but they are at different stages of their respective journeys. As an online retailer, you can’t treat them the same way. 

To be an effective ecommerce retailer, you need digital marketing that caters to different stages of the buyer’s journey. You need a strategy that takes these matters into account:

  • Are they ready to buy? You need to present yourself as a great solution that is easy to find and simple to do. 
    • Try offering a website with responsive design that is powered with great search engine optimization (SEO).
  • Are they looking around and comparing you to the competition? You need to present products and services that are high in value and competitively priced. 
    • Try lead generation, email newsletters, and offering promotions.
  • Are they searching for answers about something that has come up in their life? You need to provide answers and info that provides value and builds trust. 
    • Try content marketing by writing blogs and engagement on social media.

Remember: Your customers require a nuanced approach. Through the buyer’s journey, you can gain a proper understanding of your clients and give them the customer experience they are looking for.


Shopping over the internet certainly is more convenient, and yet the experience has become less personal than the in-store experience of old. 

Gone are the days when customers preferred to walk into a brick-and-mortar store to inquire about products. Now, with the focus shifting online, ecommerce businesses need to provide sources of validation that can assure customers.

Boost customer confidence with these important strategies:

  • Online reviews: Customers put a tremendous amount of trust in online reviews. Be sure to encourage your customers to leave a review, and don’t forget to respond when they do. 
  • Customer testimonials: Do you have loyal customers that love your business? Feature their words as a customer testimonial on your website. 
  • Industry certifications: Demonstrate that your ecommerce site is safe to use by displaying industry certifications. These “trustmarks” icons can feature third parties such as Network solutions, McAfee, Verisign, BBB, TRUSTe, and GeoTrust.

Digital marketing is an ongoing strategy for all ecommerce businesses, but you’ve got to start somewhere. Once you’ve got these essentials down, your website is well on its way to getting the business you deserve!

Are you an eCommerce company looking for ways to expand your business? Are you looking for an agency to meet your digital marketing needs? Operatio Marketing is here to help! Contact us now to set up a discovery session!

The Biggest Digital Marketing Trends To Watch Out For In 2021

2020 has been a tumultuous year that has rocked businesses right to their foundation and back again. In many ways, these last nine months have been a painful, but invaluable learning experience that has given rise to new forms of marketing and advertising. This has allowed many businesses to stay afloat, while others have even managed to profit. 

The following year will signal a major shift in the way we do business, even as we return to a state of normalcy. What does that mean for digital marketing? Expect a number of key trends to take root and flourish in 2021, for the betterment of businesses around the world. Here’s the biggest of the bunch.


The rise of technology was supposed to drive us further apart, but the exact opposite has happened. We have not entered the hyper-sterile, mechanical corporate future once envisioned in 1980s sci-fi films. Instead, we have leveraged technology to drive interpersonal relationships between companies and customers. The isolation forced on us by the Covid-19 pandemic has exacerbated an already-powerful need for human contact and interaction. Expect this to jump to new levels in 2021, especially as technologies continue to expand. Naturally, there will be exceptions to this rule, but it’s safe to say that companies who foster the human touch will attract customers far more than those who fail to recognize its power.


The rise of video-based marketing initiatives was already picking up significant steam in the years leading up to 2020, but it’s going to take on a life of its own in 2021. There’s simply no better way to educate potential customers about your products and/or services, and that means an increased drive towards sales. Similarly, instructional and/or explanatory videos have cut down customer support requests across the board by a little over 40%. The power and potency of video marketing is undeniable, and the ability to provide easy access to this content will be a must in the coming year. Companies should also take note and make sure that their content is professional, polished, and presented in such a manner as to be accessible and easily digestible. 


Various devices and platforms have already experimented with one form of augmented reality or another. This includes everything from comical video filters to smartphone camera integration, which allows homeowners to place furniture models virtually in their home in order to gauge aesthetics. The most common and recognizable form of augmented reality is the QR code, which has already become a hit with many companies selling particular products. Expect augmented reality to take on new and exciting forms not just in 2021, but beyond.


As customers migrate more and more to the mobile platform in order to buy and sell, voice search has become a must. Companies are now recognizing that busy buyers have no time to waste, and the convenience of voice searching allows them to quickly find the item they want, rather than fumble with a digital keyboard. The frequency of voice searching has shot way up in the last two years with an estimated two-thirds of smartphone users engaging in at least one search per day. Digital marketing companies will need to take this functionality into account when assisting with client websites in order to make sure they’re adding another layer of convenience for their customers. Being proactive is key to making your company website stand out against your competitors.


Leveraging social media platforms to do business is nothing new, but the process is continuing to evolve well into 2021. Shoppable Instagram posts will take on a whole new life of their own in the new year, especially since the company integrated a checkout feature directly onto the app. Leveraging this function can drive plenty of customers towards your business. Facebook has taken a similar approach with their Shop functionality which has been steadily rolling out over the past year. Finally, Google Ads will continue to be a marketing mainstay thanks to Smart Bidding, a machine learning process that identifies user search behavior and geolocation data to predict whether a hit will turn into a conversion. 

These are just a few of the key digital marketing trends to keep an eye out for in 2021. Each of them are guaranteed to grow and fuse into a larger network of tools that companies can take advantage of to drive untold new levels of business and growth. For more information about how to prepare your company for the 2021 digital marketing evolution, contact Operatio Marketing today. Let us get to know your company so we can equip you with everything you need to succeed in a post-pandemic business climate.

Digital Marketing In The Vancouver Area

Vancouver is a major Canadian hot spot that is home to many different industries and fields. The eclectic diversity of the city is represented from one end to another, and opportunity continues to abound as growth continues to take shape. Businesses operating in the Vancouver area are actively involved in a highly competitive economic sphere, which makes it very important to find the right digital marketing agency that is capable of increasing your presence.

 In fact, without a good digital marketing team on your side, it’s extremely difficult to stand apart in a sea of talented competitors. What should companies in the Vancouver area be looking out for when considering digital marketing? Let’s examine.

#1) Be Confident About Your Role In Your Industry

It’s important to seek to seek out a digital marketing agency that is confident in how to operate within specific industries. For instance, many digital marketing entities narrow their field of operation to only a specific few industries in order to stay on top of evolving trends and changes within. This prevents an agency from spreading themselves too thin over too wide an area, which can have negative side effects for their clients. 

For this reason, it’s important to identify and reach out to digital marketing firms that know your particular industry inside and out. Don’t fall for the trap of going with a particular agency that cannot demonstrate their track record and level of experience in your particular field. Some firms will pay lip service to score a contract and then attempt to deliver after the fact. While there’s no guarantee they won’t succeed, the risks of wasting your money and time are greatly increased.

#2) Understand Your Goals

As a business owner, you can’t be blamed for not understanding how the world of digital marketing works. After all, it’s a highly complex ecosphere that can instantly turn on a dime from something as simple as a Google search algorithm change. That being said, every company should have a basic idea of what they wish to accomplish through digital marketing. The specifics of “how” are not as important as the end goal. The best way to accomplish this is to reach out to digital marketing agencies that catch your eye, and arrange a sit-down or a conference call. 

Let them into your world so they can get to know you, your business and its history. By identifying where you wish to take your company over the next 6-12 months, the digital marketing firm can devise a basic overview of their plan to help you achieve it. In other words, start with a broader eagle-eyed view of your overall goals, and tighten the microscope as your relationship with your agency of choice moves forward. With so much to keep tabs on, from SEO to social media marketing and paid advertising, it can be a lot to ingest. Don’t get overwhelmed at the start. Rather, allow your digital marketing agency to educate you piecemeal as you go along.

#3) Ask For A Track Record

A good digital marketing agency will sell you on their services, not the other way around. Be on the lookout for agencies that have a lot to show you in terms of stats that demonstrate real-world ROI. It’s one thing to promise the world, but it’s quite another to show a stat-based breakdown of their accomplishments. Confident and successful agencies won’t be afraid to hide anything. In fact, they’ll be anxious to show off their victories and help you achieve your very own. 

Vancouver is a bustling city with an equally energized market, and there are a lot of digital marketing agencies across Canada that are well suited to assist in your endeavors. Bear in mind that it is not necessary for a digital marketing agency to reside within Vancouver in order to generate excellent results. This particular kind of agency can operate remotely from across the nation, provided they understand your business and what you seek to accomplish. The digital marketing sphere is interconnected over the worldwide web, which means it’s easy for them to quickly identify your standing in relation to your target market. This is another opportunity to see their proven track record with remote-based clients, and the success they’ve brought to the table.

#4) If It Sounds Too Good To Be True…

Gone are the days when digital marketing and SEO companies were operating in a shady manner and fibbing to clients about organic growth. Nowadays, it’s very difficult for these agencies to operate, given the changes in web standards and search engines that have come down the pipe in recent years. Still, it’s not impossible for companies to stretch the truth in order to secure your contract, so stick to the old saying “If it sounds too good to be true, it probably is.” 

Strike a balance with this tip, however. Many digital marketing agencies are simply very confident that they can deliver fantastic results for your company, and you shouldn’t shy away from that enthusiasm, provided they can prove their worth. However, companies that promise digital marketing miracles in the space of 2-4 weeks are probably up to no good. Digital marketing is a process that requires patience, calculation and careful execution. There is no magic button for success. A good digital marketing agency will let you know that this process involves constant monitoring of your campaign, re-evaluation of techniques, and the ability to chuck out what isn’t working, while beefing up the techniques that are generating results. This may sound like a con, but it’s actually part of the fun. Not only will your company grow its business organically, but the foundation of your relationship with your customer base will be strengthened tenfold. Remember – customers are keeping a close eye on companies!

#5) Biggest Isn’t Always Better

This goes back to a previous point about digital marketing agencies operating out of Vancouver, as opposed to the rest of Canada, but it is a poignant one. Many companies make the mistake of thinking that greater success is derived through dealing with major multimillion dollar agencies. Actually, that’s usually the opposite of how things work. These large firms have contracts with iconic international brands, and they will freely admit that they are probably not the best fit for your company. 

This is a good thing. Not only does it save your company a ton of money, but it can open the door for a talented, savvy and highly dedicated digital marketing agency to focus specifically on your needs, and your business, without anything else getting in the way. Just as a great agency doesn’t have to be physically situated in the Vancouver area, neither do they have to be a major international firm. Digital marketing ROI is achieved by having a team with eyeballs on your company’s SEO, advertising and online reputation. Your success runs parallel to theirs, which means they have a vested interest in making sure you hit the top spot and are able to stand apart from your competition. 

#6) Grill Your Agency

Your money is on the line, which means you have full rights to question your digital marketing agency and see the progress being made. A good agency will be proactive in this regard and be more inclined to share data and results with you before you even ask it. They will set up a schedule that constantly keeps you up to date on how well your digital marketing campaigns and initiatives are going. They also won’t be afraid to show what isn’t working, and recommend a course change if required. 

Always bear in mind that digital marketing agencies are not clairvoyant, but the good ones have analyzed the shifts in market trends and patterns, and will be in a better position to predict which way the prevailing winds are blowing. It’s not an exact science, which means alterations will need to be done in order to keep your company at the top of its game. However, if you suspect that an agency doesn’t have what it takes to pull it off, or is lagging behind in terms of results, don’t be afraid to put the microscope on them. A proper agency will understand!Operatio Marketing loves working with clients right across Canada, and we specialize in identifying market trends in specific areas such as Vancouver, where we have experience. 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 take it.

Tips For Franchise Lead Generation

Lead generation is one of the biggest challenges franchises face, but it doesn’t have to be. In fact, finding new sales leads is one of the more enjoyable aspects of franchising, as it represents an opportunity to grow your franchise alongside enthusiastic people who want to change their lives for the better. As these franchisees build their own portfolio, so too can you build yours. There’s a lot of competition in the Canadian franchise market right now, which means it pays to take heed of a few tips on how to better your franchise lead generation. How, exactly?  Read on.


Millennials bear the unfortunate brunt of a lot of social jokes nowadays, but the truth is they’re the driving force behind the workplace, and that number is growing. Millennials are now in an age bracket where they’re poised to spend some money, especially if they’ve made it big within their day jobs. This younger demographic has also been culturally influenced to pursue a greater work/life balance, which means marketing to this group can yield more growth for your franchise. 

Millennials are typically pretty savvy when it comes to business as well, and with an experienced franchisor on their side to smooth out any rough edges and inexperience, the recipe is primed for success. Don’t focus all your attention on millennials, as other demographics (especially in the 40-50 year old range) have just as much, if not more business savviness and startup capital than millennials. That being said, millennials shouldn’t be ignored.


It goes without saying that we are living in the digital age, but sometimes franchises forget the power of this medium, and neglect harnessing it effectively. Make sure your franchise is staying absolutely up to date on website design trends and vectors of message transmission. Having a mobile-friendly website is key to hooking the attention of potential franchisees, and keeping them engaged while you make your digital pitch. Similarly, reducing the complexity of application forms can go a long way to getting those leads into your inbox, which you can always cultivate later. It’s important to get people signing up for more info, rather than checking all the right boxes on the very first shot.

Finally, don’t neglect the power of video. This is an oft-overlooked transmission medium that has high impact among viewers who have grown up in the YouTube era. Video engages people in a way that static imagery and text simply does not. Utilizing it as an attention-grabber can vastly reduce the effort needed to hook and reel in possible interest towards your proposal.


Another mistake many franchises make is utilizing the same marketing expert they have hired to attract patrons, and turning them loose on franchise development and lead generation. While it is possible that a savvy marketing executive might understand how to generate both kinds of leads, oftentimes it’s better to invest in a franchise expert. 

Marketing gurus tend to focus on key demographics, and what works for visiting patrons and customers may not work for potential franchisees, since they are attracted by an entirely different set of criteria. It involves more than just providing a great experience. It requires speaking to their pocketbook and their long-term aspirations and goals, as well.


Like most marketing and advertising ventures, you have to pay in to get back. This statement is rather generic however, and requires a bit of dissection. Many think that social media, portal lead generation, drip campaigns and paid searches involve simply tossing large amounts of money at each one, and hoping for the best. The experts will tell you when and how to apply your money to these kinds of digital marketing ventures to generate the best ROI. 

For instance, social media feeds are great ways to engage potential franchisees, especially if you’re paying for promoted posts to increase visibility. Portal leads are often viewed as less important, but they still deserve a bit of attention in order to push traffic to your website. Paid searches tend to cost more, but they also yield high results by increasing web traffic, and therefore your chances of engaging them on the franchising front. Finally, Email drip campaigns are widely regarded as one of the most effective lead generation methods for franchises, since they interact directly with potential investors. 


Last but not least, do not automatically assume that potential franchise applications will translate into sales. Often, prospects will test the waters to see what franchising is all about, while seasoned franchisees might be curious about diversifying their portfolio with another brand. It might go without saying, but the final step will involve pitching the potential franchisee directly, so make sure your game is on. 

A great digital marketing company knows the importance of lead generation when it comes to building your franchise. Fortunately, Operatio Marketing has tons of experience in the field, and we’re ready and able to help you find the right leads to expand your franchise’s reach. Call us today so we can have a one on one conversation and get to know your franchise, and its ambition for growth!

The Importance Of SEO In A Post-COVID Recovery Phase

The Coronavirus pandemic waged war on the global economy by forcing entire countries into lockdown, and disrupting multiple supply chains. During that time, many businesses were thrown into a state of limbo where the business week came to a grinding halt, forcing them to rely on government aid packages to pay employees and maintain cash flow. Some businesses managed to weather the storm and develop new methods of serving their customers, which helped offset the damage, but many more were incapable of operating at all.


Whatever side of the spectrum your company fell on, there’s no denying the importance of a strong strategy for jump-starting your business as we begin returning to normal operations. One of the most important (yet overlooked) facets of this strategy is SEO, or search engine optimization. Neglecting this can have a dramatic impact on your company’s bottom line, especially as we begin making headway against the Covid-19 pandemic.


Most companies tend to think of SEO as the search rankings on popular engines such as Google, DuckDuckGo or Bing, but that’s a generic take on the formula. The true premise behind SEO lies in organic traffic that moves as naturally as possible through the search engine formula, and is tied directly to your company’s website. These search engines take an analytical snapshot of your website, and the content within it, such as videos, images and text to determine if the information is relevant to the audience. These methods are becoming more sophisticated by the day, especially as companies like Google continue to fine-tune their search algorithms. For example, this blog article was typed on Google Docs, and within this single paragraph, Google was able to accurately predict what my phrasing would be.


For this reason, it’s important to understand that these search engines are difficult to fool. This is good for the consumer, as companies are continually forced to refine their website content, and keep abreast of modern design standards. Failure to abide by these ever-changing guidelines can result in your company ranking lower in search results, or being stuck on that dreaded second page!


Years ago, SEO was considered the wild west of the digital marketing sphere. Rules were scarce and rarely supported, which led to an emergence of “Black Hat” SEO techniques that were designed to artificially boost a company’s search rankings in order to achieve the top spot. Those days are largely over. Google and other search engines can now determine if disreputable digital marketing companies are using these techniques, and can punish them outright through a variety of methods which can have disastrous consequences for your business. Fear not – this is a good thing. It has caused most digital marketing companies to maintain impeccable standards, while weeding out the bad ones entirely.


SEO is so important, especially on the heels of a unique disaster such as the Covid-19 pandemic. There’s still plenty of time to optimize your company’s SEO in preparation for a full re-opening of the economy, but those days are coming to a close. Even the threat of a possible second wave won’t be enough to force countries to adopt the exact same lockdown procedures as before, which means your company needs to be ready for an influx of business. Working with the right digital marketing agency will allow your company to not only optimize its SEO rankings, but beef up your website’s impact at the same time. Many companies don’t realize that the aforementioned website content plays such a huge role in overall SEO rankings, which means it pays to have the right digital marketing firm taking a long, hard look at your site.


Keep in mind that some companies have taken the Covid-19 lockdowns as a sign that the business world was put on PAUSE. This is actually the wrong way to view the situation, as these companies will have a much harder time regaining the traction they might have had, before Covid-19 hit. Proactive companies have maintained their SEO rankings through a combination of organic content, website optimization and a strong social media presence, all of which tie together. If your company failed to take these steps over the last 3 months, don’t fret! There’s still time to reverse the situation, and the results can be seen in as little as 1-2 months, if you act now.


The early bird gets the worm, as the old saying goes. This goes double for prepping your company to emerge as an industry leader in comparison to your competition. Covid-19 will soon be a thing of the past, especially with multiple vaccines already in development. Though we will feel the economic effects for at least another 2 years, things will largely return to normal. A year out from today, we’ll be back to normal operations. Waiting for that time period is a mistake, however. There’s plenty of opportunity to take advantage of the missed opportunities left open by your competitors, and rise to the top. Make sure your customers know you’re there, and you mean business! A strong SEO strategy is paramount in achieving this goal.


For more information on how Operatio Marketing can help you optimize your SEO rankings and prepare you for a post-Coronavirus recovery phase, please contact us today. Let’s work together for the betterment of your goals.

Operatio Marketing: Sensyst Case Study

The benefits of having a fully functional and dedicated digital marketing agency at your disposal are self-evident only when the numbers are there to back it up. By investing in a digital marketing agency, you have an opportunity to see, in real time the organic ROI that can be generated from online campaigns and advertising initiatives that drive traffic to your website, spur lead growth, and provide more business opportunities.


At Operatio Marketing, we’ve always been firmly committed to working with our clients at their level, by acting as an extension of their existing team. By striving to understand a client’s business model, company culture and customer base, we effectively become attuned to their needs, while providing them with much-needed advice and guidance when it comes to strengthening their online digital presence.


This is evident in the relationship we have developed and maintained with Sensyst, a very popular consultancy which helps customers design trendy, attractive and functional office spaces that meet their demands and needs. Sensyst understands the importance of identifying the internal cultures of the companies they work with, including their employees, corporate creed and business goals. Meanwhile, Operatio Marketing mirrors this approach by working directly with Sensyst as an add-on module to their existing operations, which is designed to fit seamlessly into their team roster.


Sensyst President Rod Perry recognizes the importance of this kind of working relationship between consultant-style firms. After all, hiring an agency with such a particular specialization is entirely the point. From Sensyst’s perspective, they wish to help their clients plan out the most effective and striking office space designs imaginable, for the benefit of their customer’s internal culture, employee morale and operational efficiency. At Operatio Marketing, our perspective is to put Sensyst’s name in lights by highlighting their already established reputation, and driving organic traffic to their site, while generating new lead prospects. While discussing the topic with Mr. Perry, he replied “[Operatio Marketing] was the first company that actually came to us with a plan and a strategy, and tried to understand our business first, rather than treating us like just another account.”


Mr. Perry was able to see the results of his partnership with our team at Operatio after Sensyst’s ad traffic increased by 200 percent, not to mention an increase in web traffic. Our digital marketing strategy with Sensyst was designed to be fluid, and able to change on a dime, depending on market conditions and shifting industry trends. By throwing the one-size-fits-all approach out of the window, we were able to concentrate on Sensyst’s needs, and give them a clear path towards opening up new business by talking specifically to the customers most interested in their services.


A key component in the success of Sensyst’s digital marketing strategy involved being able to control when we spoke to these customers, as well. By strategizing pay-per-click, social media campaigns and SEO search rankings, we were able to reach Sensyst’s target market and communicate directly with them when the moment was most opportune.

Though not impossible, it’s difficult for any company, no matter how talented, to run an internal marketing and advertising campaign. Every company wants to focus on what they do best, and deliver the greatest standards to their customers. Reaching those customers however, is the real challenge. Running advertising and marketing campaigns internally presents an exceptionally difficult set of circumstances to overcome. After all, it’s much harder for companies to distract themselves with shifting patterns in the digital space, from adjustments in Google search algorithms, to changes in responsive website trends. By the time a company decides to wade into the tricky waters of SEO and social media, it’s easy to get lost.


Mr. Perry experienced this first hand when Sensyst attempted to run their own marketing strategy, which quickly mushroomed into an endeavor that was very difficult to keep up with. That says nothing about Sensyst’s competence, and everything about being forced to juggle everyday operations with the side business of running a marketing campaign. By off-loading this particular part of the business to a dedicated digital marketing agency, Sensyst (like any company) was free to focus on the excellent, dynamic service and skill set they provide to companies. Meanwhile, in the background, Operatio Marketing was busy maintaining Sensyst’s search rankings, social media content, blogs and digital ads, which continued to interact with new and existing customers on a personal level.


Sensyst continues to enjoy the success of working with Operatio Marketing, as we in turn continue to deliver for them without shirking our responsibility, and our commitment to that success. The mark of a great digital marketing agency lies in how they treat their clients. Unfortunately, many agencies are more interested in landing the contract, rather than delivering on the promise. We refuse to go down this road. Instead, we maintain a close, transparent working relationship with our clients, and communicate with them consistently via regular meetings, where we can discuss changes to their existing marketing strategy, develop new ways for them to adapt in their marketplace, and (most importantly) provide real, tangible numbers and results they can see, in real-time. This helps Sensyst gauge the level of ROI they’ve made on their initial investment, which is great news for everyone involved.


For more information on how Operatio Marketing can help work closely with your company to deliver a professional, polished digital marketing campaign that yields true results, why not get in touch with us today? We’d love to speak to you!

The Effect Of COVID-19 On The Real Estate Industry, And How To Cope

Like many industries and economic sectors, the Real Estate market has taken a hit over the last few months as the Coronavirus pandemic swept through across the world, triggering a series of economic landslides. While the nature of the issues surrounding the world economy are unique, they have nevertheless created an anomaly in the form of a rather unorthodox recession that could last up to 2 years.


With government mandated lockdowns in effect, and social distancing measures put into place, there was really nowhere for the Real Estate market to go. Banks lowered interest rates, which served no true purpose, as nobody was willing to invest during such an economically unstable period. What we were left with was a housing market on hiatus, even though the Canadian government deemed Real Estate agents as an essential service.


One of the major hits against the Real Estate market involved the timing of the COVID-19 pandemic breakout. The spring season was effectively a wash, after estimates had predicted a record-breaking season. In February, housing sales were already higher than normal, signaling an early start to a very profitable season. That all came to a screeching halt when Coronavirus struck, and people were forced to stay indoors while businesses were shuttered (some for good).


To compensate, some Real Estate agents got creative by prioritizing the digital space. Virtual meetings between agents and prospective buyers and sellers became a top priority, much the same as other industries had leveraged the online sphere in an attempt to craft new ways of doing business. Open House demonstrations largely ceased in favor of virtual showings, especially after the Real Estate Council of Ontario and the Toronto Regional Real Estate Board weighed in.


Big cities like Toronto will weather the storm, even through the longer term, however. The mixture of limited inventory and pent-up demand means that the market in Southern Ontario will spring back much quicker than predicted, if the numbers prove to be correct. Other parts of Canada will see fluctuating results, especially when it comes to smaller municipalities largely dependent on small businesses that may, or may not have gone under.


As we climb out of the tail-end of the Coronavirus pandemic and enter the recovery stage, things will largely get back on track as they were before. The fallout will remain for the next 12-24 months, but it’s a great time to leverage digital marketing in preparation for the economic rebound. Real Estate agents should plan ahead when it comes to their digital presence, their websites and advertising mediums, such as social media. Planning an effective digital marketing strategy right now will help boost business when buyers regain a stable financial footing. Many are willing to buy right now, provided the market shows signs of recovery. That means lining all your ducks up in a row to take advantage of the massive consumer demand in places like Southern Ontario.


Having a strong social media presence is again, key to effecting an excellent digital marketing strategy. Real Estate agents work best when they’re down-to-earth, personable and friendly, which means keeping in touch with potential clients on various social media platforms is an absolute must. It’s also a great medium for showing off houses available for purchase.


Similarly, all social media accounts should backtrack to a Real Estate agent’s website, with an easy to access list of available homes for purchase. This is where SEO becomes an important and vital component of the process. Real Estate SEO is particularly competitive, which means getting the right digital marketing team on the job is crucial for standing out from the competition. They know the ins and outs of the SEO sphere, and they’ll work with you to push your name higher in search rankings, while continuously monitoring patterns and trends to maintain your standing. A great digital marketing company will provide tangible, real-world results that you can see via regular reports, to track your progress.


Similarly, Pay-Per-Click marketing can be beneficial for Real Estate agents, especially since rates are still down due to the Coronavirus pandemic. Take advantage right now, to boost your leads! Again, your digital marketing company plays a huge role here. Managing PPC campaigns can be complex and time-consuming, so it’s better to hand it off to those who understand how it fits together with the scale of your overall campaign. By tying everything together into a cohesive platform, Real Estate agents will be ready to get back to work, and put buyers into new homes.


For more information on how the right digital marketing campaign can jump-start your post-Coronavirus Real Estate sales boom, get in touch with us today!

The Effect Of COVID-19 On The Franchise Industry, And How To Cope

During the Great Depression, Henry Ford pulled out all the stops to prevent his company from going under, which meant rallying shareholders (40% of which were made up of family) to a common banner. He was able to use the Ford name as collateral for an economic aid package to keep Ford’s engine running long enough to make it out of the tunnel. The rest is history.


Similarly, today’s franchises share a similar challenge as the Coronavirus pandemic continues to batter markets around the world. Crisis tends to breed innovation, a fact all-too obvious in an age where more employees are working from home, and practicing social distancing methods to stem the flow of the virus’s reach. In order for franchises to survive, they’ve had to adapt to the pains of a sickened economy, while innovating in new ways. Thankfully, advancements in digital technologies have helped give many franchises a life line when it comes to keeping operations moving forward.


Restaurant franchises have had it toughest of all. In an industry dependent on customers walking through the front door and filling up tables, they’ve had to adapt to full-scale closures without a single soul in a chair. The creation of digital apps has allowed many restaurants to shift their business model to deliveries, where customers can order take-out sent to their home. While a far cry from having customers in chairs which can be upsold on drinks and desserts, it’s still an excellent avenue for franchises to maintain operation.


The practice isn’t perfect, however. In an age when restaurants are struggling to keep cash coming in, delivery apps like Uber Eats aren’t exactly making it easy. In April of 2020, the company decided to waive delivery fees in an attempt to help out restaurant clients who were paying upwards of 30% in fees. Many restaurant franchises were incensed that Uber Eats was taking such a huge percentage of each order, calling for a temporary reduction to 15%, in order to weather the crisis. This brings up an interesting point – namely, whether digital delivery services like Uber Eats will experience a backlash in a post-Coronavirus world.


As of May 14th, 2020, many parts of the world have reopened for business. This is the first step in a recovery phase that may have to endure a small (and wholly unique) recession, before the economy manages to return to normalcy. The next step will be to open restaurants for business all over again, perhaps with stipulations in mind (such as 50% capacity and adequate spacing to abide by social distancing guidelines). That still leaves half of customers without the ability to dine out with their families. While they could theoretically springboard to different restaurants, it’s far more likely many will simply stay in and take advantage of digital delivery services. As restaurants gain more traction and independence, they may begin looking to competing digital delivery apps to do business with.


Naturally, digital marketing will play a huge role during the COVID-19 recovery period, and franchises will definitely need to ramp up their advertising budget in order to bring people back into the fold. It’s not enough to maintain a physical standing at your old address. Franchises will need to reach out to their customers and entice them back, without scaring them off. This means letting them know that social distancing guidelines will remain in effect (if operating at reduced capacity), that enhanced cleaning of a franchise location is top priority, and the well-being of customers is the most important focus. Temper that with some cheer and optimism that things are (and will be) slowly going back to normal, and they’ve got a recipe for success. Many franchises have taken advantage of the lockdown period to reassess their operations, expenditures and workflow in order to trim any fat that may have lingered around the belt before COVID-19 hit. Expect many to come out of this tribulation with a hot new game plan in effect, designed to increase revenue and make up for lost sales.


Social media, PPC and an optimized, informative website are all key players when it comes to communicating with customers, and it’s never been more important for franchise owners to utilize all three. Many have made the mistake of assuming an economic shutdown is a hiatus, when in fact it’s a time of bustling activity. Silence will have a detrimental effect on a franchise’s bottom line. Open, constant communication with customers is what will truly make or break many franchise owners. This goes double for the economic recovery period. In the coming weeks, more portions of the economy will reopen, sending people back to work, and stimulating local economies everywhere. The more people out and about, the more will take advantage of what franchises have to offer. After such a long period of lockdown, they’re eager to spend, and get back to normal. This goes double for the arrival of the summer months.


For more information on how digital marketing can play a vital role in stimulating your franchise during the COVID-19 pandemic (and recovery phase), contact us today. We’re experts when it comes to maintaining brand reputation, customer interactions and franchise growth.

How To Prepare For A Roaring Digital Marketing Comeback After Coronavirus Ends

It seems like Coronavirus might finally be running the final leg of its course. Every virus has a shelf life, and COVID-19 is no exception. While caution is still the order of the day, the United States and Canada are now entering the re-opening phase, which is the first step towards an economic recovery.


If your company has managed to maintain a digital presence for itself through the COVID-19 lockdown, you’ll be in a prime position to hit the ground running. Customers will start spending again, going out to eat, and engaging in summer activities. Expect a dramatic upswing in spending, even with social distancing methods still in place. With talk of Oxford University potentially shipping millions of vaccinations as early as September, that could trigger an even larger and more positive economic rebound.


Your company should remain vigilant, and be ready for anything. Don’t be afraid to think bigger than you may already have. After all, people have been in lockdown for months, and recent reports suggest that it’s taking a psychological toll. Folks will want a return to normalcy, and your business will be instrumental in providing it.


If you’re working with a great digital marketing company, it’s a safe bet they’ve been managing your corporate reputation, and keeping your name in lights throughout this entire thing. Communication with clients in a time of mass isolation is paramount not only to everyone’s well being, but your bottom end, as well. If you’ve kept conversing with your clients, you’ve already taken the first step.


The next step is to consider how you’re going to embrace the economic restart. This will obviously vary depending on your business, but your next step should be to welcome your customers back into the fold. Here, you have the opportunity to get creative. Consider offering an extended welcome back deal designed to give customers time to take advantage after so much economic uncertainty. Remember, some have lost jobs and businesses due to the COVID-19 pandemic, and the right sale or welcome back gift can yield huge benefits.


We recently touched upon the need to maintain your company’s digital presence during the breakout. That included touching up your website and taking advantage of downtime to lock down any specific changes you might have wanted to implement. If you haven’t already done so, consider doing it now, before the re-opening is in its final phase. If you have the money to spend, this is a great time for your customers to return back to you and have something fresh and vibrant waiting for them.


Don’t neglect social media, either. Even now, it’s not too early to send some encouraging notes to your customers, sharing news of the potential end to the lockdowns, and the first signs of recovery. The News cycle is saturated with negative information, which is feeding the public stress. Be accurate, but be positive, and your customers will remember it. Don’t be afraid to invest in creating a short video that you can post on your social media channels. This kind of gesture goes a long way.


At the moment, online ad revenues seem to be down; a symptom of the economic pinch. That’s a good indicator to be mindful how much you spend with your pay-per-click campaigns. Some businesses can benefit from this right now, but it’s wise to check with your digital marketing agency to see if you’re structured to score a hit with your target audience. PPC costs are still down from where they were 6 months ago, so be sure to get an accurate read from an expert.


And finally, prepare for the comeback. Once customers are out and about again, it’ll feel like a whole new experience after so many weeks in quarantine. Enjoy it, and let your enthusiasm show to your customers, as well. The need for solidarity and fellowship has never been stronger than it is now. With a combination of a great digital online presence and some good old fashioned humanism, we’ll be back up to speed before you know it!


If you need a hand figuring out what steps you should take as we move forward into the economic recovery period, now’s the time to contact us. We’d be happy to give you advice on where you should be putting your company’s focus.