Business Marketing News & Services in Kingston, ON

Marketing Trends 2022

Tue, 18 Jan 2022 18:27:32 GMT

Marketing Trends 2022

The digital world is moving at a rapid rate, and it’s not about to slow down in 2022! Privacy changes have entirely changed how we approach digital advertising. NFT sales have soared from millions to billions. But what does this mean for 2022? Here’s what we can expect in digital marketing this year:

The Rise of Meta
NFTs going mainstream
More short-form video content
Digital ads will be challenged
SEO will be less game and more integrated
Influencers will continue to grow
Less channels will be more
Brands will invest more into AI

1. The Rise of Meta

Facebook officially changed its name to Meta, showing that they are betting big on the metaverse. The Metaverse is a term for virtual and augmented realities/experiences. This is a big sign for the future of the web, and where businesses and brands can expect to be heading.

Tip: Brands and businesses should look for opportunities for their business in these spaces.

2. NFTs Going Mainstream

NFT sales have surged to new heights! 2021 has been the breakout year for these digital assets. NFT Sales jumped 262x from 94.9 million in 2020 to 24.9 billion in 202 1 . While we have seen some incredible digital artwork in the creation of these assets, the value in quality NFTs is centred around community building. When someone purchases an NFT, not only are they receiving the digital asset, but they are becoming a part of a community that is driven by NFT holders. They can host events, contribute to worthy causes of their choice, play games, and create fully operational online economies. We’re currently seeing all of the big brands, celebrities, and influencers getting involved in NFTs. While this is a good indicator of where we are headed, there are a lot of scams present (just as we saw in the early days of the Internet). When evaluating communities, take into account the leadership group, road map, and engagement levels within the community on Discord and Twitter.

Tip: If you haven’t started learning about these, here’s your sign!

3. Social Media channels will continue to shift to prioritize short-form video content!

Since the rise of TikTok, we have witnessed the growth in popularity of short-form video content. ( For the record, to be considered short form video content, the content must be under 2 minutes and 30 seconds ). Year after year the challenge of competing for watch time becomes more challenging. We can expect Instagram to continue to prioritize short-form video content, as CEO Adam Mosseri said the platform plans to "consolidate all of our video products around Reels and continue to grow that product."

Best practices for short-form video content are:

grab attention within 3 seconds with a hook
provide value
Present your viewer with a call-to-action, so they know what to do after watching your video.

Tip: You need to start incorporating short-form videos into your content strategy. Let’s stop putting it off by telling ourselves that Reels and TikToks are just for kids.

4. Digital advertising will be increasingly challenged by privacy

New privacy regulations included in iOS updates have reduced the data available for advertisers and AI looking to target users. Since the iOS 14.5 update, iPhone users have been presented with a prompt before releasing their data for advertising purposes . This prompt has resulted in millions of users saying “No” to being tracked by apps like Facebook, regardless of the potential benefits of ads tailored to their preference. In addition to increased privacy within third party apps, Apple also made it harder for email advertisers to collect data with the iOS 15.2 update. This update included Private Relay which hides your IP address. It also included Mail Privacy Protection that stops advertisers from tracking users.

Tip: Brands should assess the impact that this will have on their advertising strategies, as well as consider more organic marketing strategies.

5. SEO will be less game and more integrated

As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the “hacks” and “tricks” of SEO and more on providing an outstanding and meaningful experience to their users. Google has experienced monumental success as a result of providing the most relevant, and reputable results to their users. User experience will continue to be the primary focus for Google’s ranking system in 2022.

Tip: Brands should focus less on SEO “hacks”, more on excellent user experience and Core Web Vitals.

6. Influencers will continue to grow

Influencer marketing reached $13.8 billion in 2021 and it is showing no sign of slowing down. Influencer campaigns inherently provide context and relevance since the influencer is humanizing the product by endorsing it. Craziest influencer marketing stat, you ask? Charli D’Amelio made more in 2021 than the CEOs of Exxon, Starbucks, Delta Airlines, and McDonald’s.

Tip: Brands should look for opportunities to partner with micro-influencers in their space

7. Less channels will be more

The explosion of digital marketing options means that many brands have spread themselves too thin across different channels. Look for businesses to narrow their focus on platforms that have worked for them, as well as platforms home to their target audience.

Tip: Smart businesses and brands will focus on less channels, and dominate the ones they choose to be active on.

8. Brands will invest even more into automation and AI

In the wake of the pandemic, investments into AI will be used to address global worker shortages. Businesses and brands will also embrace automation to fuel innovations. While the landscape of machine learning and AI can often get caught up in solving problems before investigating market demand, Tate Cantrell, CTO of data centre operator Verne Global, expects this to change in 2022. “The industry will get a bit more strategic rethinking the size and focus of these models and simulations, rather than just expanding for the sake of expansion

Tip: Look to industry leaders who are on the forefront of prioritizing automation and AI, to learn how you can incorporate it into your business.

The transition from the physical world to the digital world is gaining momentum each year. 2021 showed us that building an online presence for your business is now essential. With the growth of cryptocurrencies and NFTs we can expect that momentum to continue, at the very least. These movements are characterized by smaller communities, increased authenticity, and a more creator-focused online economy. For the most up to date information on the digital landscape, make sure you’re following us on Instagram @ newdaymarketingco

What is SEO And How Does It Help My Small Business?

Fri, 19 Nov 2021 18:03:23 GMT

What is SEO and how does it help my small business?

Curious to know what search engine optimization (SEO) is and how it can help your Kingston business? SEO is one of the most proven marketing tools available today. So what is it? Search engine optimization refers to the process of allowing your website to be found by search engines. Search engines like Google, Bing and Yahoo etc. are always looking to provide the most relevant and reputable results for their users. In this article, you will also learn more about the contributing factors that affect your website’s ranking on these search engines.

SEO stands for Search Engine Optimization, which is the practice of optimizing your website to increase the quantity and quality of traffic through organic search engine results.

SEO can be broken down into two different categories:

On-Page SEO: All on-page SEO strategies happen on your website

Off-page SEO: All off-page SEO strategies happen off your website

Both on-page and off-page SEO strategies work together to make your website more user friendly and trustworthy, to users and search engines. When search engine “crawlers” see how friendly your website is to them and users, it increases the chances that it will rank well for different search queries.

What do search engines look for?

Some of the most important SEO factors that must be considered are:

Responsive design
Page load speed
Mobile friendly
Internal links and backlinks
Website security (SSL certificate)
Accessibility
The right target keywords and key phrases
Optimized content
+ over 200 more ranking factors

What is SEO and how does it help my business?

The power of SEO lies in the intent of search engine users. When a search engine user submits a search query to Google for a product or service, they are usually ready or close to being ready to make a purchase.

There are actually three types of search queries, navigational, informational, and transactional. While navigational and informational queries serve their purpose, business owners should focus on the third, transactional. If a user is searching for, let’s say, “chiropractor kingston ontario”, they have high intent to book an appointment. The only users searching for services with no intent to purchase, are likely SEO specialists forming a strategy.

How the Instagram Algorithm Really Works

chrissyluney@gmail.com (Christine Luney) — Wed, 17 Nov 2021 18:07:10 GMT

How the Instagram Algorithm Really Works

It’s important to understand how the Instagram algorithm functions, so you can make sure your content stands the best possible chance of being seen and engaged with. As users engage with your content, your profile builds authority. Building profile authority is the best way to show Instagram that your content is well received, relevant, trusted and offers value. If your content does all of these things, your posts will show up more frequently on your audience’s feed. Developing a fundamental understanding of the Instagram algorithm is key for businesses to make the most out of each post, and every marketing dollar spent.

Interest

Your Instagram feed isn’t only based on who you follow, it’s also based on the accounts and types of posts you’ve previously engaged with.
The more the Instagram algorithm thinks you will “like” a certain type of post, the higher it will appear in your feed.
According to Instagram, the most important engagements for feed ranking are likes, saves, re-shares, comments and views for videos.

Following

If you follow a lot of people, then Instagram has more options to choose from, so you probably won’t see all of the posts from every account.
If the majority of your following is inactive and not engaging with you, they could be doing more harm than good for your account’s algorithmic ranking.
That's why buying and attracting followers who don't engage with your content is always a bad idea!

Relationship

Instagram is able to figure out who you care about the most, based on how you use and engage with the app. They do this by monitoring and evaluating:

People whose content you like (possibly including stories and live videos)
People you direct message
People you search for
People you know in real life
People you tag in comments

Timeliness

Not only does the algorithm pay attention to how much engagement your Instagram post gets, but it also looks at how long ago the photo was posted.
Instagram’s algorithm cares about when you posted, because it always wants to serve you the latest, most interesting posts.
This is why it is important to understand the optimal time to post based on your current and target audience.

Frequency

If you’re a frequent scroller, your feed will be more chronological, since Instagram tries to show you the best posts since your last visit.
If you check the Instagram app less often, your feed will be sorted into what Instagram thinks you’ll like, instead of chronologically.

Usage

If you spend enough time on Instagram, you can run out of new content to see from the accounts you follow. Once this happens, the algorithm will serve you suggested content from new accounts — based on your previous interactions.
However, if you only spend a few minutes in the app each day, then you’re going to just get the day’s highlights from the algorithm.

Understanding how the algorithm works is essential to making the most out of your business' social media presence! If you have any questions about Instagram, its algorithm or how to thrive on social media, contact us today!

How to Run an Effective Social Media Giveaway for Kingston Businesses

chrissyluney@gmail.com (Christine Luney) — Wed, 17 Nov 2021 17:56:14 GMT

How To Run An Effective Social Media Giveaway For Kingston Businesses!

Running giveaways is a fantastic way to grow your social media presence. But you want to make sure that growth is authentic and sustainable. If you add followers/users to your online community that aren’t interested in your business, they will actually be detrimental to your account’s health. This is why generic giveaways are one of the worst ways to grow your account.

The ultimate goal of social media applications is to get users to spend more time on their platform. The more time users spend on their platform, the more money they can make via advertising. With that, if only a small percentage of your online community engages with your content, the algorithm will be less likely to push your account/content to new audiences. But, if a higher percentage of your following interacts with your content, you’re likely to experience more favourable treatment from the algorithm. If you’re interested in learning how to run a giveaway that leads to a more engaged online community, keep reading!

1. STOP running large, generic social media giveaways and START running small, niche-specific giveaways!

2. Find the right barrier to entry

Doing something to discourage entrants might seem like the wrong approach. But, when it comes to leads, quality beats quantity. Offer up another chance to win your giveaway by:

Giving an email
Sharing the post
Signing up for a newsletter
Purchasing a product or service

3. Engage with your new audience

Ok, we’ve reached the right audience, now what? ENGAGE with them! Just because the giveaway is over and your winner has received the prize, doesn’t mean your job is done. Make sure you are frequently engaging with your audience and showing them that you reciprocate their support, even if they didn’t win. The more you engage with your audience, the more likely they are to engage back. Increased engagement = increased profile authority.

While giveaways can be a great way to connect with new audiences, it is important to run them in a way that will benefit your account and business into the future. Avoid generic giveaways, avoid asking people to follow to enter. Instead, focus on serving your ideal customer. Operating in this fashion will help you create a genuine audience that cares about your business.

4. Don't make giveaways your main marketing strategy

Too often businesses look to a giveaway to increase their numbers or their audience. Giveaways must be run with the intention of providing value for your ideal client/customer. Keep this in mind and watch your giveaways provide you with more than a few additional followers. Don’t forget to share this info so we can all start loving giveaways again!

For more information on how you can make the most of social media for your. business, contact us today! We're always happy to provide support and guidance.

The 4 Best Ways to Grow Your Social Media Accounts

Mon, 20 Sep 2021 17:07:54 GMT

The 4 Best Ways to Grow Your Social Media Accounts

Learning how to grow an audience on social media is anything but straightforward. There are countless “gurus” online claiming they know the best hack to growth. The truth is, there is not one single “hack” that is going to skyrocket your follower count. Growing your social media account takes consistency, strategy, and perseverance. It’s a result of trying different types of posts, implementing different strategies, and constant data analysis. Ultimately, you can never post “just-to-post”. Each post must have a purpose, and it must provide value to your audience. To help you get started, here are 4 of the best ways to grow your social media profiles:

Educate
Entertain
Engage
Evoke Emotion

Educate

You’re the expert! Solve a problem or satisfy the needs of your audience (The information must be laid out in the form of practical advice that will help your audience). Facebook and Instagram have unique tools that can be used to educate. Quick tidbits of information are a perfect fit for single graphic posts or Reels. On the other hand, Carousels and IGTVs are better suited for longer, more complex topics.

Examples:

Infographics
Tutorials
Product features
Promotions
Specials
New products
News relevant to your industry

Entertainment

Content that entertains is often funny and highly shareable. It is able to quickly transform a “company” into a “group of people just like me”. Reels are also heavily pushed by Instagram. As Reels make their way to Facebook, we can expect more of the same as the parent company continues to compete for the attention of TikTok users.

Examples:

Memes
Videos
Fun Facts
Behind-the-scenes
Going live
Guest Takeovers
Industry specific influencer content
GIFs

Engagement

Engaging is extremely important as it allows you to build and maintain a relationship with your audience. Building relationships takes time and repeated engagement as you turn acquaintances into followers; followers into buyers and buyers into loyal regular customers.

Examples:

Polls
Ask questions
Trivia
Instagram stories
Interactive videos
Duets (TikTok)
Surveys
Contests

Evoke Emotion

Is inspiration contagious? Yes.. if done correctly. If your content resonates with users they will happily share it with others. Social media is a unique opportunity for users to use different tools to connect with their audience. For example, "voice over" Reels tend to portray a specific narrative. These narratives can be applied to multiple industries however each user should decide. The best posts as a result of this method are creative and provide the audience with a form of entertainment that can only be found on Instagram or Facebook.

Examples:

Inspiring stories of people overcoming adversity
Funny videos or images
Brand activism
Sponsorship or involvement with charities
Employee spotlights
Community Spotlights

Growing your social media following takes consistency, strategy, and constant data analysis- all of which must be accompanied by providing value. Educating, entertaining, engaging, and evoking emotion are all powerful ways to provide value to your audience on Instagram and Facebook. Social media presents the opportunity to access millions of like-minded users, interested in becoming fans of the businesses they buy from, not customers. These relationships can become some of the most valuable for business owners. Building your own community of users that value your content will reward you with loyal customers who are grateful for your hard work. This is what we aim to achieve with all of our social media clients. Contact us today to learn how we can build an online presence that is true to you and your most valued customers.

What Social Media Metrics Matter for your Kingston Business

Thu, 12 Aug 2021 16:56:26 GMT

What Social Media Metrics REALLY matter for my Kingston business?

What social media metrics should I be tracking?

Which metrics are important for my business?

How important are likes and followers?

These are some of the most common questions we get about metrics. In this post, we’ll take you through the most basic metrics that every company should be paying attention to based on their goals. These are generalized across social media channels. The names of key metrics can vary from one channel to another, but we’ll cover the core measurements that you’ll want to stay on top of for your Key Performance Indicators, goal setting and campaign tracking.

The answer to this question comes down to one thing: does the metric I am analyzing help me make decisions that move me towards reaching my business goals?

When you see the metric, do you know what you need to do to progress towards your business goals? If you don’t, you’re probably looking at a vanity metric.

What is a vanity metric?

Vanity metrics make us feel good when they increase, yet they often leave us feeling quite clueless on an overall direction and lack true meaningful action from our audience.

Examples: Likes, Follows, Clicks

What social media metrics should I focus on instead?

Understanding which metrics you should be paying attention to is dependent on the goals you are looking to reach with your social media presence.

The most common goals of social media accounts for business:

I want to raise brand awareness
I want to attract potential leads
I want to generate sales

If you want to raise brand awareness, you should focus on these metrics:

Impressions
Reach
Views
Shares
Mentions
Comments
Website traffic
Search Volume Data
External Links

If you want to attract potential leads, you should focus on these metrics:

CTR (Click-through-Rate)
Conversion Rate
Time to Conversion
CPC (Cost per Click)
Time on Lage
Cost per Lead
Lead Generation by Channel

If you want to generate sales, you should focus on these metrics:

CPC (Cost per Conversion)
Cost per Customer Acquisition
CTR (Click-through Rate)
Bounce rate
Customer Satisfaction
Net promoter score

The best way to identify and track these social media metrics is to ask yourself:

Vanity Metrics : How many people followed, liked, commented, downloaded or listened to this piece of content?
Brand Awareness Metrics : How resonant is this content, and how often is it shared with others?
Lead-Generation Metrics : How often does content consumption result in a lead?
Sales Metrics : Did we make any money from this content?

Identifying which metrics you need to focus on helps provide a clear picture of what is needed to move forward with your social media efforts. It is important to keep in mind that these metrics will often grow together. The average person needs to see your content 7 times before taking action. Increased brand awareness will give you the audience you need to convert to leads. Those leads will take time before they become clients/customers. While the most important metrics are dependent on your goals, they should all be considered for what they are worth when developing your social media strategy.

What Web Builder Should You Use To Build And Design Your Website in Kingston, ON

Thu, 22 Jul 2021 20:56:41 GMT

What Web Builder Should You Use To Design Your Kingston Business Website?

Your website is the focal point of your business’ online presence. So when it comes time to create or revamp your website, there are a number of different factors to consider. The needs of your business cannot be overlooked. Certain businesses need a much higher level of functionality than others. It is important to choose a builder that allows you to highlight your services or products exactly how you envision them. It’s also important to consider the amount of experience you have working with website builders and coding. This guide will provide you with an in-depth look at some of the most popular website builders and what they have to offer, so you can make the most informed choice when building your website.

Wix

PROS:

User-friendly, great for beginners
Drag-and-drop interface
SEO capabilities
Cost-effective
Template options available
Selection of add-ons: eCommerce tools, shopping cart, and google analytics
Coding knowledge not required

CONS:

Poor mobile responsiveness
Slower page speed
Lacks in-depth customization
Payment to remove Wix ads
Lacks in SEO analytics

Squarespace

PROS:

User-friendly, great for beginners
Drag-and-drop interface
SEO capabilities
Analytics tools
Template options available
Selection of plugins: eCommerce tools, blogging, shopping cart, google analytics
Integration with other tools like MailChimp available

CONS:

Can be less cost-effective than other options
Still has a long way to go for web building integrations
Lacks in-depth customization
Lower SEO value

GoDaddy

PROS:

User-friendly, great for beginners
Easy to use interface
Great customer service
Affordable web hosting, security, web building tools
Theme options available
Integrated eCommerce features

CONS:

Oversimplification
Still has a long way to go for web-building integrations
Lacks in-depth customization
Paid SEO tools
No drop down menu
Can be costly depending on your needs

WordPress

PROS:

High level of functionality
Website management tools
SEO management tools
Developer-supported plugin library
Template options available
Web building options available for a more user-friendly experience (Elementor, WP Bakery, etc.)
Integrated eCommerce features
Extremely customizable

CONS:

Can be challenging and complex for beginners
Requires consistent updates
Can be less secure and vulnerable to hackers/bugs
Plugins can slow the website down
Can be difficult to customize or add certain functionalities without the assistance of a developer

Shopify

PROS:

One-stop shop for all eCommerce needs including domain and hosting services
Effective automation
Customer service
Inventory options, shopping, variant, and more
Template options available
Social media integrations
Plugins available
Customizable

CONS:

Can be challenging for beginners - learning curve
Additional costs incurred for additional features
Transaction fee if not using Shopify Payments
Certain plugins can slow the website down
Not as flexible with customization as other options

Having a website is no longer an optional asset for business owners. Each day there are customers and clients searching for products and services online. Choosing the right website builder for your business in the beginning will save you time and money in the future. When choosing your website builder, consider the needs of your business. After that, consider your website design abilities. If this article helped you decide what platform to use, follow us on social media for more tips and tricks to make the most out of your business’ online presence.

12 Tips To Get You That Marketing Job In 2021

chrissyluney@gmail.com (Christine Luney) — Thu, 15 Jul 2021 18:54:10 GMT

How To Get A Marketing Job In 2021

Whether you’re new to the field or a recent graduate, it can be overwhelming trying to land your first marketing job. With Covid-19 forcing many businesses to go digital, marketing is experiencing a high demand for professionals. This means it’s never been a better time to be entering the industry. The field is challenging and highly competitive, but offers many rewards and growth for those with talent and the drive to succeed. However, one of the biggest mistakes that recent grads or career shifters make is heading straight to LinkedIn or another job board and blindly blasting out dozens of applications.

While this article is going to offer you tips and show you the steps you can take to land a job in marketing, it’s not going to be easy. Applying for a new job in a highly competitive field, especially with minimal to no experience, is a full time job in and of itself. I entered the work-force with an education, internship and minimal experience under my belt before starting out as a Marketing Coordinator for a local full-service digital agency. Within less than a year, I was the Marketing Manager at a local sports and events venue. None of that started without many failed interviews, ignored applications and rejection emails. I am grateful for the lessons all of those things taught me, but I definitely would have saved myself a lot of time, and stress had someone given me the tips I’m about to share. Consider the advice mentioned below when applying for jobs, and watch yourself rise above the rest in the stack of resumes that many employers receive.

1. Revamp Your Resume And Portfolio

It's quite ironic, but despite knowing how to sell products and services extremely well, so many marketers have a hard time selling themselves to employers. It can often be uncomfortable to shine the spotlight on one’s self, but creating a resume that stands out is a skill all marketers need to perfect if they want to reach their career goals. It’s also impossible to think that in such a competitive and creative industry, any marketer can get by without building and updating their portfolio any chance they get.

A great marketing resume should be professionally written and well formatted, while keeping it one page in length. It should also define skills and contain details of employment and education. Depending on the company and the job, interests and hobbies can also be included.

These free resume templates from Hubspot feature sample copy for 10 of the most popular marketing positions.

2. Understand The Different Types Of Marketing And Figure Out Where Your Skills And Career Plan Fit

One of the biggest misconceptions people have about marketing is that they don’t realize how diverse the industry is.

There are many different areas of marketing you can specialize in, such as:

Website Design
Website Development
User Experience Design (UX Design)
Graphic Design
Branding
Social Media Management
Social Media Advertising
Search Engine Optimization (SEO)
Search Engine Marketing (SEM)
Email Marketing
Content Marketing
Video Editing
Photography

The list goes on and on! All of these areas require different skill sets, education and processes needed to succeed. Picking an area to specialize in may seem overwhelming at first, but it’s actually great because that means there is something for everyone in the digital space. (One thing to note, I do advise that you have a general understanding of how all areas of marketing co-exist, as you likely will end up wearing multiple hats in your entry level position.)

If you’re visually creative, you can go into Graphic, UX design or video creation. If you love writing, content marketing is one of the fastest growing fields right now. If you’re all about analyzing data, pay-per-click platforms like Google Adwords or Facebook Ads let you get specific data about your target audience and site traffic. If you’re interested in content creation, representing brands or working with them, social media management might be right for you.

The question is, where do you begin?

In my experience, the best place to start is building foundational knowledge with courses and resources that break down the basics of the marketing ecosystem.

3. Get Your Online Marketing Certifications

One of the most amazing things about the web today is how many resources are right at our fingertips. There are free courses full of amazing information on every single facet of the digital marketing ecosystem, all you need to do is sign up.

To help save you time, here are four “hubs” for marketing courses that will help you learn pretty much everything you need to know:

4. Decide Which Sector You Want To Work In: Agency vs Corporate

When it comes to marketing, there are two overarching fields: corporate and agency. The first decision you need to make is which field you want to be a part of. How does work vary between the two and what are the pros and cons? At first glance, they might look quite similar, but there are a ton of important differences worth mentioning.

Corporate Marketing

One of the main differences is that if you work 'in-house' you will know the ins and outs of the company, be devoted to that company and give its clients and products the attention they demand. You tend to work across a broad range of projects but within one sector so your skills will become very specialized.

Agency Marketing

In an agency, you may find yourself working across a whole range of projects across different industries. As your agency has been employed by another business or individual though, you will be at the beck and call of your clients and you will be expected to create and implement solutions and campaigns to their deadlines. It's unlikely that you'll have the final say over the campaign and depending on the deadlines imposed; the hours tend to be longer within agencies. That said, you'll be exposed to lots of different campaigns and budgets which is valuable experience as you find your feet.

The biggest differences I noticed personally when working agency and corporate was the work/life balance and the pace. I found agency life to be ever-changing, many diverse projects at once, fast-paced and long hours. Corporate is more structured, the workload is consistent and work hours are typically shorter.

At the start of a marketing career, it is easier to move between the two sides; however, once your career is more established, many companies on both the corporate and agency-side are reluctant to employ marketers from the other side of the divide as they function quite differently. That being said, it's not impossible but it pays to decide early on in your career to ensure you make the best choice for yourself.

5. Optimize Your Linkedin Presence

Per the Jobvite Recruiter Nation Survey, 87 percent of recruiters use LinkedIn as part of their candidate search. As a professional or student, it's the popular place to network and look for job opportunities.

On CBS This Morning , LinkedIn's CEO noted the following three tips to ma ximize the potential of your LinkedIn profile:

Keep your profile up to date
Be comprehensive about current skills and objectives
Highlight your recent experience

The most exciting people to hire are the people who are the most excited about what they do. So, make sure your LinkedIn profile shows your enthusiasm. Join and participate in groups related to your field of expertise. Use your status line to announce stuff you’re doing related to your field. Share interesting articles or news. Connect with the leaders in your industry.

6. Take Advantage Of Your Connections And Networking Opportunities

Networking is the best way to find a marketing job because:

People conduct business primarily with people they know and like
Resumes and cover letters alone are often too impersonal to convince employers to hire you
Job listings tend to draw piles of applicants, which puts you in intense competition with many others. Networking makes you a recommended member of a much smaller pool
The job you want may not be advertised at all. Networking leads to information and job leads, often before a formal job description is created or a job announced

7. Volunteer To Get Your Foot In The Door

Volunteering is one of the best possible ways to get your foot in the door of a company you are interested in working for. A volunteer opportunity can put you in a position to meet your potential employer, while learning new skills in the process. These skills are often transferrable to the positions you are eligible for. Not only that, volunteer experience doubles as professional experience. As someone seeking employment, opportunities like this are paramount for standing out in a stack of resumes. Be sure to add tasks you completed and things you learned to your resume so each hiring manager is aware of what you now bring to the table.

To sum it up, volunteering allows you to:

Gain work experience
Build your network
Develop transferrable skills
Develop confidence
Explore your interests

8. Freelance To Gain Experience

Sometimes the process of finding your dream job takes longer than you'd like. ... Freelance work helps you develop your skills, earn a living and gain valuable experience, so your time between jobs is anything but wasted.

Here are some websites you can use to find freelance work online:

9. Proactively Apply For Marketing Jobs But Not For Every Job You See

When choosing your next employer, it’s easy to get stuck on making a good impression. In doing so, you lose sight of what matters most to you and your future. The next time you are researching new job opportunities or are preparing for an upcoming interview, remember it's on the company to sell itself to you as it is you to them.

Oftentimes it’s not until after you’ve accepted the position that you check an employer’s reviews via sites like Glassdoor . On the contrary, if you only look at one site such as Glassdoor , you are failing to grasp the complete employer/employee picture.

Chances are you wouldn’t make a big purchase without considering multiple reviews. So why would you invest years of your life in a company without taking the time to get an objective opinion.

10. Tailor Your Resume And Cover Letter To Each Company You’re Applying To

Do NOT make the common mistake of sending the same resume and cover letter to each company you’re applying for. Although it can become a huge amount of work tailoring each resume, it is blatantly obvious to a hiring manager when you are firing out resumes to any company or business available.

11. Optimize Your Resume For AI Powered Recruiting Software For Said Job Description

If you think the first obstacle to getting a job interview is a recruiter’s judgment, you’re not seeing the whole picture. 99% of Fortune 500 companies and a growing number of small and mid-sized businesses filter resumes through an applicant tracking system (ATS) before someone takes a look. Applicant tracking systems keep all these resumes in one place, helping recruiters and hiring managers stay organized.

If you’re a job seeker, the best way to ensure you have the correct search terms and a high enough match rate to land at the top of the list is to study the job description and include the top keywords in your resume. Traditionally, this was a manual, time-consuming process. Nowadays, job seekers can automate the process with Jobscan .

12. Get To Know The Companies You Want To Work For And Reach Out To The People Within Them

After optimizing your LinkedIn presence, it's important to do research to learn who works at that company to see if you will be a good fit. When applying for jobs, you will send hundreds if not thousands of applications. With that said, it becomes natural to adapt the mindset of working for any employer that will hire you. But to find an employment opportunity that is sustainable, it's important that it is a good fit for you too. Research as much as you can on the company, it's employees, and it's work culture. The most valuable piece of information you can find is your interviewer or hiring manager. If you can do this, make sure you research their background. You never know what piece of information you could find that will help separate you from other candidates. In addition, reaching out to them will help you stand out. Reach out on LinkedIn and include a message with your request (this will help you stand out in a pile of LinkedIn requests).

As you start implementing some of these tips in this article, Keep in mind that getting a marketing job is in a lot of ways just like getting any other job! You'll need to put in the work, prepare well, and make yourself stand out! Unlike with other roles, you can think of that process—telling your story and proving you’re the best candidate for the job—as one more way you’re preparing for a career in marketing. Entering the world of marketing is all about marketing yourself. Looking for more guidance on getting a career in marketing? Don't hesitate to reach out! We love helping other aspiring young marketing professionals to thrive in the field!

7 Social Media Myths and Misconceptions

Fri, 04 Jun 2021 19:02:58 GMT

7 Social Media Myths and Misconceptions

Social media marketing is anything but straight forward. Applications are constantly developing and changing, rolling out new features in different corners of the world without notice. This makes it even more important to stay on top of new updates and trends for each platform you use. It also makes it important to be aware of myths and misconceptions that develop as millions of people across the globe attempt to make sense of each platform’s algorithm. While we dream of the day each platform releases a weekly statement regarding updates and changes to their algorithm, we are not holding our breath. Here are 7 common myths and misconceptions you need to know to get the most out of your social media marketing efforts.

You should completely avoid negative comments and reviews
My business doesn’t need social media
Your follower/following ratio matters
You should be on every social media platform
You have to respond to comments and DMs immediately
Social media marketing does not help increase revenue
Only young people are on social media

You Should Completely Avoid Negative Comments and Reviews

It’s important to always treat customers and users with respect. This means responding to customer feedback, good and bad. With negative reviews, it's not about always being right. It’s about making sure that your business is visibly listening and caring about each customer's experience. There will be hundreds if not thousands of potential customers that see these interactions, so it's important to handle these situations accordingly. Remember, 64% of people would rather message than call a business , so developing a process for customer service on social media will certainly increase your chances of a positive experience for both you and your customers.

My Business Doesn't Need Social Media

While there are businesses who have success without social media, opting out of social networks entirely is a missed opportunity. Social media networks present the chance for you to connect with people and users that you might not connect with otherwise. This leads to more opportunities. Even if your client list is full, social media has the ability to increase the supply of potential jobs. Increased supply = increased opportunities = more options for your business.

Your Follower/Following Ratio Matters

This ratio has been sought after by many - and it’s not hard to see why. The people with the most followers (often celebrities) have always been able to maintain a high follower count compared to a low following count, making them seem (for lack of a better term), popular. This has trickled down and convinced the masses that it's a ratio worth considering when building an account. I hate to be the bearer of bad news, but the only thing your follower/following ratio feeds is ego. Instagram uses its algorithm to provide users with the most relevant, and quality content for them. Which means the best way to build your account is to nurture your following, while reaching new users. If you sacrifice a follower who normally engages with your content by unfollowing them, you are sacrificing valuable engagement. And engagement is one of the most important things you need for the instagram algorithm to push your content out to new users via the explore page.

You Should Be on Every Social Media Platform

Not every social media network will be the best fit for your business. Take the opportunity to give each platform a chance, you may find some networks that work better than expected. You’re also likely to find a couple that don’t work well for your business. When you do, close your account and redirect your resources towards another option. Once you find out which networks best help you reach your goals, take advantage of them. At the end of the day, your time and resources should only be spent on the networks that align with your audience and marketing strategy.

You Have to Respond to Comments and DMs Immediately

While providing quality customer service is important, this does not always mean responding as quickly as possible. You will find situations where a slower response time won’t hurt your business, and times where it could even help it. For example, when making a post, it can be helpful to like the comments on your previous post. These users will receive a notification from you, and they might click on your page as well, to find you have posted again. These users have also already interacted with your account so they are more likely to engage with your most recent post as well. That being said, for customer service inquiries, a speedy response can help clients and customers walk away with a pleasant experience.

Social Media Marketing Does Not Help Increase Revenue

You can achieve much more than engagement and community building on social media networks. Social media WILL help increase your customer base, if used correctly. 54% of Gen Z and 49% of millennials say they prefer receiving ads on social media over any other source . This is not a surprise as social media has the potential to target users much more effectively than traditional methods of advertisement. Simply put, when you create an ad for television or radio, there is little to no precision when it comes to your results and data collected. Social media advertising allows you to target in numerous ways, as well as collect valuable data allowing you to pivot and refine your strategies along the way. A well ran social media campaign has the ability to make a dramatic impact on your bottom line.

Only Young People Are on Social Media

While social media’s popularity began with younger demographics, it has become home to users of all ages. In fact, 55% of all facebook users are over the age of 35 . With that said, it is important to understand who your target audience is, and where they spend most of their time on social media. This will allow you to direct your social media marketing efforts in the most efficient way possible. For example, 67% of people ages 18-29 are on Instagram , so if this is your target audience, it is worth spending time developing Instagram specific strategies.

Developing a social media strategy for your business is a task that needs constant attention. It begins with understanding your target audience and where they spend their time. After that, you must become and remain informed on best practices for the platforms your business uses. As these enormous companies develop their algorithms, the masses will often jump to conclusions that are not correct. Always remain vigilant and willing to research conclusions you make with respect to each platform’s algorithm. Failing to do so can result in misguided strategies and time spent on executing a less than optimal marketing strategy. Follow our Instagram to stay up to date on the most recent updates on social media. We are New Day Marketing and we are here to make sure you are getting the absolute most out of your social media marketing efforts.

Super Bowl 2021: How Much Does A Super Bowl Ad Cost?

Wed, 28 Apr 2021 17:41:21 GMT

Super Bowl 2021: How Much Does a Super Bowl Ad Cost?

CBS had to wait slightly longer to fill this year’s Super Bowl ad space, but they were still able to receive a little more per slot than Fox did in 2020. In November of 2019, ad space for the 2020 Super Bowl was sold out. In November of 2020, CBS announced they had sold 75-80% of all available slots. Needless to say the uncertainty presented by the pandemic forced a number of large companies to sit tight. Each year, a number of ad slots are filled by the usual suspects- Mountain Dew, Snickers, etc.- they in return get a better deal than companies attending their first Super Bowl advertising rodeo. Last spring an unprecedented number of ad agreements were cancelled, which led to an increase in the number of Super Bowl ad slots sold at the premium price. When it was all said and done, the average price of a 30 second Super Bowl ad increased by 7% this year. Ads placed at the beginning and the end of commercial breaks are the most expensive. But the average price per ad slot this year rose from $5.25 million to $5.6 million in 2021.

So, who are the new brands we can expect to see? I’ll give you a hint: none of them suffered as a result of lockdowns or quarantine. Available ad slots were claimed by recent additions like Chipotle, Door Dash, Vroom, Indeed, Fiverr, Scotts Miracle-Gro, and Hellman’s Mayonnaise. Scotts Miracle-Gro will remind you how old the movie Grease is, with John Travolta taking part in a TikTok with his daughter. Uber Eats global marketing VP said that the idea of a sentimental ad was an option but ultimately, they, “just thought that people really need to laugh, have a bit of humor and a reprieve from how serious this whole year has been.” If this is any indication, we are sure to get some laughs from the world’s biggest advertising creators on Sunday.

Budweiser and Pepsi will not have slots this year. Budweiser stated they are focusing their advertising budget on COVID-19 vaccine education through Ad Council , while Pepsi is taking the hiatus to focus on their halftime show with The Weekend. If viewers are going to walk away remembering Pepsi, its likely to be a result of the 12 minutes at the halfway point of the game, not a 30 second commercial. If you’re usually a fan of their commercials, don’t fret. We will still get to see PepsiCo’s best creatives at work as Frito-Lay purchased 3 time slots. This looks like an indication that Tostitos, Cheetos, and Doritos have been there for Americans when they needed comfort the most. We also still have the opportunity to see what Anheuser Busch comes up with, as Bud Light and Michelob Ultra have purchased slots. The Super Bowl lineup has been shaken up a bit, but the injection of new creative blood will be sure to compliment some of our timeless favourites.

Despite an international pandemic, the price of a 30 second Super Bowl ad increased by 7% this year ($5.25 million → $5.6 million). Last spring, a number of large brands cancelled billions of dollars worth of ad commitments. This presented the opportunity for new brands to get in on the action (Chipotle, door dash, Vroom, Indeed, Fiverr, Scotts Miracle-Gro, Hellmans). Usually ad space for the Super Bowl is purchased up front, often in agreement for future spending in the same market. Many of these deals were cancelled so the ad space made it to the open market, which explains the 7% increase in cost per 30 second time slot.

How The iOS 14 Update Will Change The Way We Run Facebook Ads for Kingston Businesses

Tue, 27 Apr 2021 16:42:13 GMT

How the iOS14 Update Will Change The Way We Run Digital Ads

Apple’s iOS 14 update is set to change paid advertising as we know it, and Facebook is not happy about it. The update is the latest move to cause friction between the tech giants. Although we won’t know the entire effects of the update until it is rolled out, it's clear it will change the advertising landscape on Facebook for businesses. User data allows businesses to target and segment potential customers effectively. Without that data, advertisers will be forced to come up with other strategies to make sure their ads are being placed in front of the right people.

The Update

The iOS update will now require apps to ask for permission from users to use their data for advertising purposes. It’s important to note that Apple is holding the cards on how this will be displayed to iPhone users. Facebook has described this as a “discouraging prompt”. Apple has already added a section at the bottom of App pages in the App Store showing data “linked to you” and data “not linked to you”. Without diving into the sea of information on privacy issues, the majority of users are likely to decline Facebook and others’ invitation to share their data. This damage to paid Facebook ads is intensified by the fact that 80% of Facebook users are mobile only.

Personalized Ads

Producing relevant ads for each user creates the best opportunity for businesses to convert ad spend into sales. Personalized ads help businesses reach people who have already shown interest in their product. They also help to find audiences similar to existing customers . Facebook has launched campaigns online and in major US newspapers in an attempt to educate the general public on how they can expect this update to affect their online experience. For businesses owners, Facebook released an example of the effect this could have on a local bookstore. “Currently a local book store could spend $50 on a relevant and personalized ad and may win 5 sales. Without the use of their own data to personalize an ad, that business would spend $50 and may win only 2 sales.” A study from Deloitte found that 44% of small businesses have turned to personalized ads to adapt to the Covid-19 pandemic. Apple’s iOS update will make it more difficult for businesses to reach customers as well as measure campaign effectiveness.

Apple Defends Upcoming Privacy Changes

Apple has responded to Facebook’s critiques of its upcoming privacy changes by saying that is “standing up for our users,” in a statement shared with The Verge. In their full statement they said:

“We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.”

iOS makes just 25 % of the total global mobile market. The remaining is dominated by Android but the iOS operating system is more valuable as iPhone users are often from a higher economic class. Businesses and marketers should continue to follow along with updates from both sides as the story continues to develop. Awareness and preparation are key to making sure the effects of this update are minimal on small businesses. Prepare with alternative strategies of advertising and data collection, and stay up to date by following Ppl Media Inc. on all of our channels @connectwithppl.

Business Marketing News & Services in Kingston, ON

Marketing Trends 2022

Marketing Trends 2022

1. The Rise of Meta

2. NFTs Going Mainstream

3. Social Media channels will continue to shift to prioritize short-form video content!

4. Digital advertising will be increasingly challenged by privacy

5. SEO will be less game and more integrated

6. Influencers will continue to grow

7. Less channels will be more

8. Brands will invest even more into automation and AI

What is SEO And How Does It Help My Small Business?

What is SEO and how does it help my small business?

What do search engines look for?

What is SEO and how does it help my business?

How the Instagram Algorithm Really Works

How the Instagram Algorithm Really Works

Interest

Following

Relationship

Timeliness

Frequency

Usage

How to Run an Effective Social Media Giveaway for Kingston Businesses

How To Run An Effective Social Media Giveaway For Kingston Businesses!

1. STOP running large, generic social media giveaways and START running small, niche-specific giveaways!

2. Find the right barrier to entry

3. Engage with your new audience

4. Don't make giveaways your main marketing strategy

The 4 Best Ways to Grow Your Social Media Accounts

The 4 Best Ways to Grow Your Social Media Accounts

Educate

Entertainment

Engagement

Evoke Emotion

What Social Media Metrics Matter for your Kingston Business

What Social Media Metrics REALLY matter for my Kingston business?

What is a vanity metric?

What social media metrics should I focus on instead?

If you want to raise brand awareness, you should focus on these metrics:

If you want to attract potential leads, you should focus on these metrics:

If you want to generate sales, you should focus on these metrics:

The best way to identify and track these social media metrics is to ask yourself:

What Web Builder Should You Use To Build And Design Your Website in Kingston, ON

What Web Builder Should You Use To Design Your Kingston Business Website?

Wix

PROS:

CONS:

Squarespace

PROS:

CONS:

GoDaddy

PROS:

CONS:

WordPress

PROS:

CONS:

Shopify

PROS:

CONS:

12 Tips To Get You That Marketing Job In 2021

How To Get A Marketing Job In 2021

1. Revamp Your Resume And Portfolio

2. Understand The Different Types Of Marketing And Figure Out Where Your Skills And Career Plan Fit

There are many different areas of marketing you can specialize in, such as:

3. Get Your Online Marketing Certifications

To help save you time, here are four “hubs” for marketing courses that will help you learn pretty much everything you need to know:

4. Decide Which Sector You Want To Work In: Agency vs Corporate

Corporate Marketing

Agency Marketing

5. Optimize Your Linkedin Presence

On CBS This Morning , LinkedIn's CEO noted the following three tips to ma ﻿ ximize the potential of your LinkedIn profile:

6. Take Advantage Of Your Connections And Networking Opportunities

Networking is the best way to find a marketing job because:

7. Volunteer To Get Your Foot In The Door

To sum it up, volunteering allows you to:

8. Freelance To Gain Experience

Here are some websites you can use to find freelance work online:

9. Proactively Apply For Marketing Jobs But Not For Every Job You See

10. Tailor Your Resume And Cover Letter To Each Company You’re Applying To

On CBS This Morning , LinkedIn's CEO noted the following three tips to ma ximize the potential of your LinkedIn profile: