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.

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!

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.

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.