Build an empire, not a landing page.

Your company has an online presence whether you like it or not.

Whether or not you play an active role in building or maintaining an online presence for your brand, it exists. Someone, somewhere, has probably left a review of your products, services or staff. They might have just uploaded a picture with your logo in the background. Regardless, today everything is digitised, social and accessible – and if you’re not, your business is at a loss. Public discourse and perception is the difference between a positive or negative brand image. And your brand image is everything.

Companies with established sales and marketing processes all have one thing in common. A significant amount of their research and resources go towards developing brand guidelines for a seamless media strategy. These rules set visual and communicative standards that are consistent across platforms to streamline your message, tone, values and personality. They connect with your audience based on proven results and research into relevant demographics, psycho-graphics and trends. Ultimately, this asset acts as an essential blueprint for your company’s identity, laying the groundwork for a positive reputation and increased brand awareness.

When it comes to creating a dynamic digital space, you want to build an empire, not a landing page. Herein lies the difference between hosting a website and hosting a community. Simply attracting people to your page will not guarantee leads, conversions or sales. Nor will it create customer loyalty. For that, you need to demonstrate an interest in engaging with your audience and adapting your services or processes to their feedback. In other words, you need to establish a relationship with your viewers and create opportunities for them to identify with your company values. This, in turn, results in the organic growth of brand ambassadors that are willing to vouch for you.

Business accounts do this by adapting their online profiles to relevant social networking sites and by making themselves transparently accessible to the public. Adhering to tailor-made brand guidelines and a cultural understanding of social media etiquette, their marketing teams work across the board to be at the forefront of trends, industry updates and to be a source of information for their audiences.

Investing in your online presence is not an additional marketing expense but rather an essential tool for managing your brand’s reputation. Like public relations, it empowers members of your team to promote positive conversation around your services, minimise unwanted publicity and reinforce who you are in the digital landscape.

Our team is readily available to support you in digitizing your brand and curating creative brand guidelines. Get in touch today to find out how our services can solidify your brand identity and boost your online performance.


Why is SEO so important?

Your website is an important part of your business and you need to develop trust and integrity for the search engines to like you.

Many SEO agencies in Ontario try to convince business owners and brands that SEO is important for their potential customers to be able to find them.

It’s important for customers who hire digital agencies to run their marketing to learn about the importance and benefits of getting their assets SEOed – optimised for search engines. It’s not just about your organic visibility on search engines, there is more to SEO than just that. As I’ve been running SEO campaigns for years through various digital marketing agencies, in this post I’ll be explaining my vision towards SEO.

1: Traffic Source

 Have a quick look into your Google Analytics property, you’ll probably need that organic traffic is the top traffic source (unless your SEO company is doing a really bad job). Organic traffic is super powerful when it comes to returning visitors looking to complete a conversion, and most often it is one of the most seen in the client’s path to conversion when looking at Multi-Channel Funnels. In Ontario, many small businesses refer to SEO as “I want my website to show first on Google”, ignoring other search engines, but it’s honestly fair since Google owns the majority of market share in Ontario. Other search engines though should be considered in SEO campaigns, as they will definitely have a contribution (it could be minimal though). When you think Google, think about the most visited website globally, so you definitely don’t want to miss out. Being listed there is definitely a good trust signal for potential customers looking online, which is a great benefit to the brand’s recognition.

2: Trust and Credibility

Experienced SEO specialists work on establishing trust signals to search engines, but there is an important fact that explains why quick SEO doesn’t just work: authority is earned and built over time, it just doesn’t happen instantly by starting to engage an SEO company to work on your website. Agencies offering quality SEO services will work on optimising the website to provide a better user experience, adding quality content, needing relevant backlinks and many other tasks on an SEO setup program. SEO simply requires commitment, patience and definitely a good SEO provider.

3: UX (User Experience)

We have touched on user experience before, but many customers don’t realise how a good UX can push their organic rankings higher. Google is all-in when it comes to providing a better user experience, so having a website that provides a positive experience is a pivotal factor to achieve good rankings. A website should ideally provide what customers are looking for without their having to keep looking for it! It’s just like when you search online on Google – it does its best to offer the answers readily on SERPs without having to click any further. Better user experience doesn’t just mean good SEO; it means your website’s conversion rate is optimised.

4: Local SEO

With many customers searching from mobile, they are expecting local businesses to show up first, especially for SMBs providing a local service. From a simple optimised Google Maps listing to optimising websites for specific locations, your SEO company will work to get you in front of your customers when they are searching. A local campaign could be from as small as focusing on a specific suburb, up to a region, town or state. Getting online citations from local directories definitely helps the overall local SEO strategy, especially on websites like Yellow Pages, White Pages, Pink Pages, Yelp and others. It’s also a trust signal for customers that this company is not a scam, but rather a well-established business.

5: SEO Is Not a One-o Service

The SEO best practices that were in place in 2000 are not the same as 2015 or 2019. With the ever-changing SEO algorithms employed by the search engines, what worked last year might not work so well this year. If your SEO provider is not pro-actively working on maintaining the rankings you’ve achieved, those rankings are not guaranteed to remain there for long. We need that many customers take their rankings for granted so they can stop paying for an SEO package. Google makes thousands of algorithms updated every year, so your SEO is never future-proofed.

6: Think ROI

SEO is a relatively cheap service. It costs money just like everything else in our world, but when you think about the return on investment it really does pay o very well. Your monthly SEO payment is a great investment as it’s not simply a marketing cost, but rather a true business investment. Many business owners sell their businesses at a higher price because they can see guaranteed leads coming through that are not affected by the auction model of PPC campaigns like Google Ads.

You can easily measure the success of your SEO campaigns as it is measurable, just like everything digital is. Your SEO company should be sending you ranking reports on a regular basis, as well as organic traffic reports with analysis and insights.

The Bottom Line

 If you’re not on page one for the search terms your audience would use, you’re not winning the click. Remember that the first three organic search ranking positions result in nearly 40 percent of all click-throughs.

What It Means to be a CMO in 2020

The role of Chief Marketing Officer is a coveted one in the marketing and business space and one that is rapidly changing as consumer expectations evolve.

Put the customer first and align the business smarts behind it 

The primary objective of a CMO is understanding how to bring together the customers, your business knowledge and your team to the table to hit the business’s objectives, and operating at the intersection of all three. Focusing on the customer and their needs over the business politics is what’s going to have the most value long term. This is why we’re seeing titles like ‘Chief Growth Officer’ gaining popularity. After all, the fundamental purpose of the role is to expand new business opportunities, which will always come back to the customer.

Collaboration and communication are key

The day-to-day life of a CMO will vary depending on the size of the organisation, but one of the most important aspects of the role is ensuring collaboration and communication within the company and within your team. As a leader, outstanding communication and interpersonal skills will be crucial to developing and executing new initiatives and delivering consistent marketing messaging. An important part of the role is facilitating conversations between different functions of the business to find answers to problems and identify new ways to generate revenue for the organisation as a whole. 

Data is like money – it doesn’t mean anything until you use it

At the core, a CMO must understand Analytics, Data and Insights. From there, you can broaden your knowledge about Always On, Strategic Models, Deep Digital, Spending Your Own Money, Learning to Learn, Incremental Growth – and finally Culture, Finance and Governance.

Clients and even marketers themselves can often get confused by the volume of data out there. The job of the CMO and marketing agencies as a whole is to help people navigate through the data and pick out what’s most valuable for their business. 

Disrupt yourselves before somebody else does 

One of the most common questions a CMO can ask themselves is “are we going big enough?”. Generally, you’ll know if you’re on the right track if you’re evolving along with your competitors and continuing to innovate around them. This doesn’t mean copying what they’re doing, but rather building in systems to ensure you’re consistently innovating and keeping on top of industry trends to stay ahead of the curve. 

Beware of the ‘Drug of Discounting’ 

A common pitfall of the CMO is getting caught up in a cycle of continuously discounting your products or services to the point where you rely on it to get results. This generally happens in four stages:

  1. Experimental Stage – Let’s try out some discounting, and see how it goes.
  2. Social Stage – Everyone else is doing it (e.g. Black Friday, Click Frenzy), so we should too. 
  3. Instrumental Stage – We’re starting to use discounting often to hit our revenue targets.
  4. Compulsive Stage – We’re completely reliant on discounting as a means to an end.

The danger of frequently and heavily discounting your products is that it will eventually end up detracting from your brand, which can be particularly detrimental for high-end or luxury names. To avoid this, make sure you bring it back to the customer and what they expect to see from your brand. As long as you’re meeting their needs and getting positive feedback from what you’re doing, there’s no need to resort to discounting at every opportunity that arises.

Key Tips:

After a great evening of networking and panel discussion, the speakers shared these final key tips for those looking to pursue the CMO role:

  • ‘The Rule of 7’ – You need to say the same message seven whole times before someone hears you.
  • Show your opinion through data.
  • Find your favourite models and master them.
  • Be brave and take risks. Success comes from patiently seeking solutions despite the chaos around you.
  • If you’re going for a CMO role, don’t just show how you’d do the job, show where you would take the job.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

Understanding SEO and Why your business needs it.

You may have heard of the buzzwords SEO and Search Engine Optimisation come up in conversation a lot but do you actually know what it is? Many industry experts and business owners are claiming that this method is the only true way to keep your website relevant in the modern era. However many business owners especially those who own and operate a small business are left clueless to what this phenomenon actually is.

Understanding SEO and why your business needs it

If this situation sounds all too familiar to you, you don’t have to worry any longer. Continue reading as we break down what SEO is and how it can be used to benefit your business.

What is it?

Search Engine Optimisation, commonly referred to as SEO, is all about optimising your online presence to have your website appear at the top of the Google results page. It is common fact that most people don’t look past the first page when they are searching for something so obtaining that number one spot is highly beneficial in getting you the business that you need to grow.

There are many different methods in which you can do to improve your SEO. With that in mind it is important to note that this method isn’t a fast results guaranteed kind of deal. Search Engine Optimisation shouldn’t be seen as a get rich scheme but rather a long term investment. Once you achieve that number one spot on the results page your efforts shouldn’t stop there. You need to constantly be improving and working on your efforts to ensure that your competitors don’t overtake you.

How long does it take to work?

Understanding SEO and why your business needs it

When small business owners enlist in the services of an SEO agency that immediately asked what the estimated time frame is in which they can start to see results. As their money is being invested into something that they can’t necessarily grasp it is important that they know it is going to good use and that the agency is actually doing work. With that said you won’t see any real results until the 3 month mark.

Even so this timeframe is an estimate and isn’t a one case fits all kind of scenario. For different search terms you will find that the time frame differs. For example there is an abundance of law firms and their respective websites out on the internet. If you were to try and get law firm “insert your city name here” you may find that it could take a lot longer to rank for that term. More niche search terms and longer ended ones are easier to rank as the competition is lower.

What are the benefits?

We mentioned it briefly before but can’t stress this point enough. People are very unlikely to click on the second results page when they are searching for a term. The majority of clicks happen on the front page which is why it is very important that you at least get to that page if not the first result. Think of all the business you are missing out on if you are at the top of the second page as opposed to the bottom of the first. The internet is a great tool for people who are lazy as they can simply look for something and with little to no effort. From such many business owners invest in SEO services to get their website to the front page.

Additionally getting your website and social media channels to the front page also lowers the chance that a user clicks on your competitors. The more results you have on the front page the less room for those who are trying to take away your business.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

Reasons Your Business Needs A Social Media Management Company

They are no longer a matter of option or prestige, but a matter of necessity.

Social Media is your gateway to stronger bonds with your clients, improved customer support communication, perfect ads, and soaring customer engagement whenever you do your stellar social work.

However, many novel and veteran brands cannot build a social media strategy even if their success depended on it.

Too busy handling other core work, business owners can benefit from outsourcing these particular chores to other business entities, individuals or teams alike.

Does your company fall into the category of companies that will benefit from each of these 5 reasons to outsource social media management?

Building a reputation

Still wondering if outsourcing pays off both financially and saving time?

Brands depend on a reliable reputation to grow and succeed.

When you don’t devote enough attention to your social networks, you neglect one of your brand’s most relevant reputation management resources.

Be sure to have a manager devoting the time and skill required refining your brand voice on social media.

Often managing potential social crises, encouraging feedback and reviews, and of course, inspiring those shares and likes with engaging posts.

While it’s true many businesses use an in-house team managing their social profiles, outsourcing is often a better option.

This is especially true for up-and-coming brands that have yet to prove their value to the world.

Ensure you evaluate your needs carefully; make the best choice that will ultimately build your successful brand!

Better customer communication

Randomly showing up on your social media channels creates a challenge.

You will not be present often enough to respond to customer queries in comments as well as direct messages.

Inconsistency will be enough to deter them from coming back to your brand.

You already know that we live in a deeply connected world, giving us access to the world at our fingertips.

To grow sales and ensure customer satisfaction, you be responsive to your clients and prospects.

That means that with a professional social media manager, outsourced or in-house, you’ll provide your customers with a reliable resource to connect your brand, simplify decision making, and convert more shoppers to buyers.

To be successful, you need to be available consistently with a backup plan.

Ensured consistency

Do you find yourself posting Facebook statuses haphazardly throughout the week without ever checking to what extent they have an impact on your follower base?

It’s not uncommon for brands to postpone developing a social media schedule until late in the game

Getting started late comes at a cost for your brand visibility, not to mention the missed quality of relationships that could have been  established earlier.

It’s been said so many times, yet it pays to repeat it as a mantra for the sake of success:

“Consistency is the lifeblood of branding.”

The same philosophy applies to your social media approach.

Your business needs a recognizable voice and a pattern your customers find useful.

Create expectations and be prepared to satisfy them as soon as you enter the social media realm.

You cannot realistically accomplish that on your own; you need outside help to manage your accounts.

5-Reasons-to-Outsource-Social-Media-Management-600x400 5 Reasons to Outsource Social Media Management %shoutout

Expertise front and center

The digital revolution has brought about a slew of positive changes to the way we hire and collaborate.

As a brand, you now have the freedom to work with freelancers as well as entire agencies that specialize in a certain area, without ever hiring them for a permanent position.

This approach pairs the best of both worlds: the recurring stability of an in-house team with the freedom to change providers and seek out the finest in the industry no matter where they reside in the world.

That is precisely why freelance digital marketing services have exploded in popularity around the world, with more brands seeking out help from individual experts scattered across the globe.

You now have access to top talent not merely within a ten-mile radius, but wherever your heart desires.

The only factor you can now focus on is to find the best match for your social media needs, and you’re good to go.

Cutting costs and time-wasters

Working with a social media expert creates a benefit for your team and overall brand growth.

  1. You’ll reduce costs to hire someone full time to run your social accounts.
  2. You will benefit from spending more time on essential brand-related matters, such as perfecting your message and working with investors.
  3. The benefit of engaging someone truly experienced manage that aspect of your business.

Make good use of these 5 Reasons to Outsource Social Media Management when you make your decision.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

How is Marketing AI Advancing till 2020

The marketing industry is being disrupted right before of our eyes, and the new technological revolution will transform our world. Artificial intelligence is set to change everything we know about marketing and how we interact with customers. Business leaders need to pay attention, or they risk being left behind.

Artificial intelligence will drive a massive shift in business models, and will profoundly change how businesses and customers communicate. Staying at the forefront of these changes is essential for any business to stay competitive. 

1. More advanced targeting

Leveraging AI for ad targeting and audience segmentation are already two of its most popular applications, according to eMarketer research. These strategies will continue to grow in 2019, and become more sophisticated as they are applied to emerging channels.

Advanced television is one media channel that’s also coming of age in 2019. Expect to see advanced TV and AI form a capable partnership. That’s because the right AI methodology not only helps marketers improve one-to-one targeting accuracy on the data-driven channel but also delivers scale, which remains marketer’s number one complaint when it comes to advanced TV.

We’ll also see experimental marketers embrace AI across additional programmatic channels, such as programmatic radio and direct mail, which will help drive further education, development and adoption across the martech ecosystem.

2. More transparency

As AI adoption and calls for martech transparency each increase, the two will undoubtedly coalesce. While any proprietary technology does require some level of confidentiality, too many companies are complacent in hiding behind black boxes.

In 2019, more technology companies will drive transparency initiatives while more brands and agencies will demand increased insight, ushering in a more transparent age of AI.

One way marketers can expect increased transparency to manifest is in the data insights shared by technology and data providers. Throughout 2018 we’ve seen providers—RokuPlaced4C—increasingly offer data insights as part of their solution packages. These industry captains are signaling a larger trend. Following this trend, more martech providers who play in data will open up the visibility of their databases and technology via client data, audience and artificial intelligence insights to help marketers understand what data is in use, how it’s being leveraged and how it’s working.

3. More “intelligence”

Automated data analysis does reduce the need for every brand, agency and platform to maintain their own data science department. However, as machines get smarter, the firms that employ this technology will need to be more educated on the types of AI and how they work.

According to the Harvard Business Review, many companies have been fiscally burned because they pursued the wrong type of AI for the project at hand. To avoid this, we’ll see marketers actively advancing in their understanding of AI methodologies, such as regressions, decision trees and neural networks. Further, marketers will gain a more nuanced understanding of how these methodologies align with business requirements including compliance, transparency, cost, goals and timing.

More than words

The theme of AI’s 2019 growth spurt will certainly be more, more, more, as we watch it thrive in many predictable, but swift ways. Advanced targeting, AI transparency and increased education are all trend lines that can be seen in 2018, but their upward trajectory will be exponential in the coming year.

As always, expect to hear of brand new, unseen applications of marketing AI as we outgrow the hype phase. Ultimately, real maturation will come through tried and true technology applications.

With Salam Digital

Form confident and innovative strategies with datadriven decisions. Harness the power of data analytics to understand your customers, competitors, and brand.

Contact our Team Now

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