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    Local SEO strategies for small businesses

    Online shopping has changed today’s digital landscape, making it more challenging for small businesses to get noticed over those with larger marketing budgets. This is why these businesses need to leverage their available tools to stand out and attract local customers. One of the most powerful ways to do so is by investing in local SEO—optimizing their online presence for local searches. By improving their visibility, they can attract more foot traffic to their physical store location. If you want to learn more about how this process works and how Trek Marketing can help you enhance your online visibility as part of our professional SEO service, continue reading this blog. 

    Claim and optimize your Google My Business listing

    A Google My Business (GMB) listing is essential for any small business looking to improve its local search presence. Ensure your listing is accurate and up-to-date with your business name, address, phone number, and website URL. Additionally, optimize your GMB listing by including relevant keywords in your business description and selecting the most appropriate categories for your business.

    Optimize your website for local keywords

    Incorporate local keywords throughout your website’s content, meta tags, and headers to improve your chances of ranking for local searches. Focus on long-tail keywords that include your city, neighbourhood, or region, such as “best local SEO company” or “local SEO Vancouver” if you’re searching for a company to assist with exactly what we’re explaining. Targeting specific keywords will attract more local customers actively searching for your products or services. 

    Build local citations and backlinks

    Consistent and accurate NAP (name, address, phone number) information across online directories and local business listings can significantly impact your local search rankings. Ensure that your business information is consistent across all platforms, including directories like Yelp, Yellow Pages, and local Chamber of Commerce websites. Additionally, focus on acquiring backlinks from local websites and publications to boost your local SEO efforts further.

    Leverage online reviews

    Positive reviews build trust with potential customers and play a crucial role in local search rankings. Encourage satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook. Be proactive in responding to both positive and negative reviews, as it demonstrates your commitment to customer satisfaction and can improve your local search visibility. 

    By implementing any or all of the above local SEO strategies, you help your business make its mark in today’s digital marketplace. If you need assistance with your local SEO efforts, consider partnering with a reputable local SEO company like Trek Marketing to help achieve your business goals. 

    Do you have any additional questions about local SEO strategies? Please post them in the comments section below, and we will do our best to answer them.

    The power of social media in holiday marketing

    The holiday season is a battleground for businesses who are striving to capture the active attention of festive shoppers. As traditional advertising methods give way to innovative digital strategies, the power of social media marketing is a coveted game-changer. As a leading social media marketing agency located in the Greater Vancouver area, we are at the forefront of this transformation, both this holiday season and during other important times of the year. Continue reading if you’re interested in learning how to harness the potential of social platforms. 

    Real-time engagement

    Social media platforms offer the unique advantage of real-time engagement with a vast audience. Trek Marketing understands the importance of timely and relevant content during the holiday season, and as such, we utilize our knowledge of various industries to capitalize on trends and conversations to create a buzz around our clients’ products and services. 

    Strategic targeting

    A key strength of social media service lies in our ability to leverage social algorithms for precise targeting. Through data analytics, we can identify the preferences and behaviours of potential customers, ensuring that holiday marketing efforts reach the most receptive audience, maximizing impact and return on investment. 

    Influencer collaborations

    We recognize the influence of social media personalities in shaping the options of your target audience. By strategically collaborating with influencers who possess a trusted voice within the digital sphere, you can amplify your holiday messaging and create more authentic connections with your audience. 

    Interactive campaigns

    By employing innovative interactive social media marketing campaigns, you help to encourage your audience to participate. From holiday-themed contests to interactive polls, these strategies not only foster a sense of community but also generate valuable user-generated content, further promoting your brand in a more festive context. 

    Analytics for optimization

    The holiday season is a dynamic period, which means that it’s important to analyze your real-time data to consistently optimize your social media campaigns throughout the holidays. Through constant monitoring, you can pivot your strategy on the fly and maximize the impact your social has on consumer behaviour. 

    By now, you should already be geared up for the holiday rush, but if you need help navigating future holiday marketing campaigns, work alongside our team to help you prep.

    What social posts do you have scheduled to go out over the holiday season? Drop a comment below to share with our readers.  

    5 ways to create quality content for your target customers

    Creating high-quality content is paramount to engaging your target customers and driving meaningful interactions in the competitive world of digital marketing. Understanding your audience’s needs and delivering valuable, relevant content is key to building brand loyalty and achieving marketing success. Continue reading to learn five ways to work your content creation strategy in a way that resonates with your target customers. 

    Know your audience

    To create content that connects with your target customers, you must have a deep understanding of their preferences, pain points, and aspirations. Conduct thorough market research, analyze customer demographics, and gather insights through surveys or social media listening. This information will guide you in tailoring your content to address their specific needs, concerns, and interests. 

    Create valuable and relevant content

    Quality content should provide value to your target customers by addressing their challenges, offering solutions, or sharing valuable insights. Focus on creating informative, educational, or entertaining content that aligns with your audience’s interests and goals. Be sure to stay up to date with industry trends and incorporate relevant topics that will resonate with your readers. 

    Utilize storytelling techniques  

    Storytelling is a powerful tool for engaging and connecting with your target customers on an emotional level. As part of your content creation strategy, we recommend crafting compelling narratives that captivate your audience, evoking emotions and driving them to take action. Incorporate relatable anecdotes, case studies, or testimonials to make your content more relatable and memorable.

    Leverage different content formats 

    Diversify your content formats to cater to different preferences and consumption habits. Incorporate a mix of written articles, videos, infographics, podcasts, and interactive elements to cater to various learning styles. This versatility ensures your content is accessible and engaging across different platforms and channels. 

    Encourage and respond to feedback

    Invite your target customers to engage with your content by encouraging comments, likes, and shares. Actively monitor and respond to feedback, questions, and comments to foster a sense of community and build trust. Use customer feedback to refine your content creation strategy and address any gaps or areas of improvement. 

    It’s time for you to invest time and effort into crafting compelling content, and watch your brand thrive in the digital landscape.

    What other digital marketing services do you use to target your customers? Drop a comment below to share. 

    Boosting your search visibility with online reviews

    Online reviews have become a crucial component of a business’s online presence. Not only do they influence consumer decision-making, but they also play a significant role in boosting search visibility. Let’s explore how online reviews help to enhance your visibility in search engine results and provide practical tips to leverage the power of customer feedback. 

    Enhanced search engine rankings 

    Search engines value fresh, relevant, and user-generated content, which is precisely what online reviews offer. When customers leave reviews about your business, products, or services, research engines recognize these as valuable content. Positive reviews will signal credibility and trustworthiness, which also contributes to higher search engine rankings. This is why you should encourage satisfied customers to leave reviews on platforms like Google My Business, Yelp, etc. to improve your search visibility and attract potential customers who are actively searching for products or services that you offer. 

    Increased click-through rates

    Online reviews impact search rankings and influence click-through rates (CTRs). When potential customers see a high rating and positive reviews next to your business listing in search results, they are more likely to want to click through to your website. Positive reviews act as social proof, assuring users that your business is reliable. It’s a good idea to monitor and respond to your reviews and address the ones that raise concerns before they’re seen by potential customers. This aids you in building a positive online reputation. 

    Local SEO advantage

    For businesses hoping to target local customers, online reviews play a crucial role in search engine optimization (SEO). Positive reviews using relevant keywords can improve your business’s visibility in local search results. To achieve this, encourage your customers to mention location-specific details in their views, such as neighbourhood or city names. This can help search engines to better understand the geographic relevance of your business and allow you to better manage and respond to reviews, further boosting your local SEO efforts. 

    Are you ready to harness the potential of customer feedback? Learn more about our SEO service today!

    Do you have problems getting customer reviews? Drop a comment below to compare with other business owners.

    Digital marketing tips for the holiday season

    The holidays are quickly approaching, and the holiday season means big business for e-commerce companies. While big box stores are bound to get an influx in sales, the holiday season is also a great opportunity for small businesses to shine. Shoppers are always on the hunt for the best deals, the quickest and cheapest shipping, and unique products to give away as gifts. Since November is when people begin to explore and evaluate their options, it’s a great time to focus on your marketing plan. Here are some tips for the holiday season.

    Set SMART goals

    After you take the time to brainstorm some ideas, it’s time for you to set some business goals. Since goal setting is an important part of launching a successful marketing campaign, we recommend that you try using the SMART goals formula—an acronym that offers a framework to develop a path to success.

    What does SMART mean?

    • Specific: Focus on one area or task
    • Measurable: Assign a number or percentage to your task to measure progress
    • Attainable: Can you reasonably achieve your goal?
    • Relevant: Can you benefit from achieving this goal?
    • Time-sensitive: Can you create a deadline and ensure that you hold yourself accountable? 

    When creating goals, it’s important that you focus on one area at a time. For example, if you want to increase traffic this holiday season, you will want to invest in digital marketing services that directly correlate to an influx in traffic. Next, once you pick your goal, make sure it’s something that you can measure. You could say, “I want to increase my traffic by 10% over the holidays” which is something that you can track through Google Analytics. Not only do you want to ensure the said goal is measurable, but it also needs to be attainable. The holiday season has already started and for most people, ends by January 1. Is it attainable for you to increase traffic by 10%? Possibly 5% would be a better benchmark. With a specific, measurable, and attainable goal, you need to test its relevance. Will a 5% increase in traffic have a positive impact on your business? It absolutely will! Finally, you need to make sure that your goal is time-sensitive. Set your deadline. You have at least six weeks onwards to get the job done and keep yourself motivated.

    Be sure to define your target audience

    When speaking with a specific person, we naturally adjust what we say and how we say it. Your marketing should be the same. 

    Here are some questions to ask yourself when marketing to your target audience:

    • How well do you know your customers?
    • What makes them buy specifically from your business?
    • What are your customers thinking when they begin the holiday shopping journey?

    Knowing your audience is an essential part of creating marketing materials that will appeal to them. 

    Don’t forget to tell your story

    Customers join a retailer’s business journey at varied stages, so the holiday season is a great time to reintroduce yourself. 

    Your story could include:

    • How you got started
    • Your brand’s history
    • Customer success stories
    • Advice on products or services

    Hi, we’re Trek Marketing! We hope that all of the above holiday season digital marketing tips allow you to better connect with your audience in a successful and impactful way. 

    Which tip(s) have you added to your radar for the holiday season? Drop a comment below. 

    3 ways to get the best return on investment for your company

    Before you can work to improve your business return on investment you must first define what “return” means for you. This could include higher sales, increased revenue, bigger profits, reduced overhead or production costs, higher employee retention, better customer satisfaction, increased brand preference, or fewer government regulations. Once you select your “return” goals, you can work towards achieving them. However, for the purpose of this blog, we will discuss three ways to get the best return on investment for companies overall. 

    Increase revenue

    One way to increase your return on investment is by generating more sales. While the easiest way to achieve this could be to just raise your prices, this is not always the most beneficial. We recommend always looking at ways to improve your sales without affecting your current business practices. For example, you could increase your spending budget on advertising or host a sale. While this will cost money, the return could elate your profits, making an improved return on investment!

    Reduce costs

    Another way to improve your return on investment is to reduce your expenses. You won’t need to raise prices or increase your sales if you can reduce costs. Overhead and production costs vary between industries but there are ways for business owners cut these costs and get their best return on investment. For example, focus on reducing non-product costs like rent or having a work phone. If possible, you could focus on an online shop rather than a brick-and-mortar and have a responsive email instead of a work phone. On the other hand, you could focus on reducing production costs as well. Shop around and see if you can lower your cost of materials and labor. It may not be possible but it’s worth it. 

    Reevaluate your expectations

    Every investment doesn’t need to provide an immediate dollar benefit. In fact, many forms of digital marketing, such as search engine optimization or pay-per-click advertising, can take time to increase your sales. However, this shouldn’t stop you from considering these services. These types of marketing campaigns are not only valuable over time but they allow you to track insights like new customers, increased traffic, and increased awareness. Maybe it’s time that you re-evaluated your expectations. 

    Which ways do you plan to adjust to achieve the best return on investment? Drop a comment below to let us know.

    The customer buying journey explained

    With the accessibility of the internet and vast amounts of information available, the modern shopper is now more informed than ever. Because of this transition, sales conversations are in the hands of the buyer. With no pushy salesperson to push the features of a particular product like it used to be, instead, online businesses must adapt to continue to target their audience on their path to purchase. This is known as the customer buying journey. 

    What’s the customer buying journey?

    The customer buying journey is everything that happens on their path to purchase. Since people don’t usually just wake up and decide to make purchases on a whim (this can happen!) the process in which they become aware of a product and/or service, consider and evaluate that product and/or service, and decide to purchase that product and/or service is known as the customer buying journey. Understanding the experience of the customer buying journey can help business owners to influence their digital marketing decisions and allocate their budget to a service that best reaches their consumer audience.

    What are the stages of the customer buying journey?

    There are three steps in the customer buying journey:

    1. Awareness: The buyer because aware of a problem or something that they need
    2. Consideration: The buyer defines their problem or their needs and considers options that might solve it/them
    3. Decision: The buyer evaluates and devices on the right provider to administer a solution—this includes elements like price, delivery time, reviews, etc.

    The awareness stage applied:

    The buyer is experiencing a problem with pain in their back and their goal would be to alleviate it. They may then decide to use online resources to understand and frame the problem. For example, “Why is my back hurting?”

    The consideration stage applied:

    The buyer has defined that their back pain is a problem and they are committed to researching and understanding all of the available approaches to solving their problem. For example, “How do you treat back pain when you sit at work?”

    The decision stage applied: 

    The buyer has decided on their solution strategy, method, or approach. Their goal now is to compile a list of available online vendors, and ultimately, make a final purchase decision. For example, “Is better chair support needed? Should I get a sit-stand desk? 

    How to tailor your sales process to better meet the customer buying journey

    With everything mentioned above, it remains important for sellers to know that buyers don’t wish to be pursued and simply want to rely on your knowledge when the time feels right. We recommend utilizing services like social media marketing and search engine optimization as a way to get noticed, display your knowledge, and await sales.

    Did you have any further questions about the customer buying journey? If so, drop them below for a prompt response.

    4 tips for making the most out of your digital ad spending

    Since digital marketing spans a variety of channels—websites, streaming content, and more—it’s important to direct digital ad spending towards an assortment of media formats, including text, image, audio, and video. This allows businesses to achieve their goals across the marketing funnel, which include brand awareness, customer engagement, and driving repeat sales. This surge in popularity means that you should be working with a professional and skilled digital marketing agency that will ensure that your ad spending remains focused on the areas where your business will get noticed. Here are four tips for getting the most out of your digital ad spending

    Keep the focus on your target audience

    The internet is a competitive space that’s dominated by both marketers and consumers. However, before you can identify your reach to achieve greater engagement, you must first identify and target the right audience. 

    While a service such as email marketing can be a great driver of customer retention and acquisition for businesses, your brand’s audience might keep the focus on social media as well. This means that aside from emailing your list, you should also be targeting them on their respective social sites if you hope to exceed your performance goals.

    Be persistent 

    If you think of advertising as telling a story, then your digital ad spending is the surefire way to increase interest and reach your potential customers. As a big component of successful digital advertising, it’s important to keep your message consistent and be persistent with what you deliver.

    Ensure that your content is easy for readers to understand

    While “simplicity” is often determined by your demographic, on-the-go content is easiest for all to consume, as it puts the responsibility in the hands of the customer. This prime opportunity is only achievable when the content is easy for readers (or listeners) to understand, enabling brands to connect more intimately with their audience, and allowing the audience to choose when and where they connect with said brand.

    Don’t be afraid to ditch what isn’t working

    There’s nothing wrong with trying something new. Equally so, there’s nothing wrong with ditching a strategy after a reasonable amount of time if it proves to be ineffective. We don’t want you wasting your digital ad spending on efforts that don’t offer a return on investment (ROI). 

    On the other hand, please keep in mind that efforts such as search engine optimization (SEO) can take several months to fully develop. So, be sure not to ditch your efforts too early.

    We hope these tips provide you with invaluable success in your advertising!

    What do you do to properly allot your digital ad spending? Drop a comment below to share.

    3 of the best PPC ad networks

    In terms of access to pay-per-click ad networks, the choices have boomed in recent years, with an opportunity to choose between traditional search engine results pages, native advertising on popular websites, and a wide variety of social platforms. Since PPC ad networks are expansive, it’s important to consider all avenues before allocating your business’s marketing budget. Listed below is a selection of the best PPC ad networks to use to strengthen your digital marketing strategy.

    Google Ads 

    As one of the biggest players in the game, Google ads possess a huge market reach which includes the following PPC ads:

    • Search engine results pages (SERPS)
    • Display Network (ads and videos on partner websites)
    • YouTube advertising
    • Google Play app store advertising
    • Gmail in-app advertising
    • Google Shops advertising

    If you’re after one of the above ad placements, you will need to bid for it. Listed below are examples of some Google PPC bid options:

    • CPC (automated and manual cost per individual click)
    • Enhanced CPC
    • CPM (cost per mille)
    • Target ROAS (targeted return on ad spend)
    • Target CPA (targeted cost per acquisition) 
    • Maximize conversions
    • Maximize clicks
    • Target Outranking share
    • Target Impression Share

    Since the cost of Google ads can vary massively, you should first need to calculate your budget before considering this investment.

    Microsoft/Bing Ads

    Next to Google is Microsoft Advertising, also known as Bing Ads. Offering business owners a cheaper price tag than Google, Microsoft Ads are also associated with a wide assortment of formats, including:

    • Xbox
    • Windows App store
    • MSN
    • Outlook Email
    • Websites for display and native advertising managed by various sales partners

    Although not quite as comprehensive as competitor Google, Microsoft Ads also require bidding:

    • Enhanced and Manual CPC
    • CPM
    • MaxClicks
    • MaxConversions
    • Target ROAS
    • Target CPA 

    With the lower volume and less competition, your bids are bound to be cheaper, which offers a greater opportunity to stand out on the Bing Ad network.

    Facebook Ads

    With the ability to add some targeting potential, Facebook Ads is one of the best PPC ad networks on the market, especially with Instagram as an extension—offering marketers and business owners alike the potential to reach those with specific interests, demographics, education, age, and location data. 

    Facebook Ads can appear on:

    • Facebook
    • Instagram
    • Facebook Messenger
    • The Facebook Audience Network (apps and websites on the partnership network)

    Even cheaper than Bing, Facebook Ads pricing is based on cost per thousand impressions (CPM) or cost per click with the option to target CPA (cost per action) and Target ROAS. Moreover, since Facebook Ads aren’t activated by searching, businesses have an opportunity to get in front of their audience much easier.

    All of the best PPC ad networks can be managed by the PPC team at Trek Marketing. Comment below to get started!

    What did you find most interesting about this digital marketing service? Drop a comment below to get connected.

    How to craft an effective social media marketing strategy

    The social media content that you choose to formulate and post holds great power for your brand. However, aimlessly posting is not the best method for turning followers into fans, which is why it’s important to develop a social media content strategy before you can fully explore the potential of each platform. Since it can be challenging to get noticed on the wide web, the best way to stand out on social media is to identify your specific goals and distribute them across the right platforms. This ensures that each post is valuable, aligned with those goals, and measurable, which allows you to fine-tune your strategy over time. Since there’s no one-size-fits-all approach to crafting an effective social media marketing strategy, you must first access your industry and audience, then build a plan that promotes longevity and growth for your brand. 

    Identify and set your goals 

    The first steps toward having a long-term social media marketing strategy are to set goals for your content. This includes the type of content you will post, how often, what time, and so forth. Having goals in mind helps you to plan, create, and facilitate content that embellishes brand values and reaches your audience. While you can start by making some generic marketing goals, such as increasing your following, it’s best to create a lasting social media marketing strategy that serves all of your goals long-term. Specifics allows you to tailor content to better meet your goals and to convert high sales by moving followers to a landing page as part of your marketing funnel. 

    Plan out your social content

    Once your goals are clear, it’s time to look at the content that you’ve created so far and make note of which posts are performing well and what platforms are getting the most recognition. Appropriately tagging your content will allow you to utilize analytics to achieve a holistic view of your social media content’s performance. Many social platforms also allow businesses to view page analytics directly. 

    During this phase, be sure to look closely at the language and tone you’re using on the underperforming content. It’s important to use your brand’s authentic voice so that followers know what to expect from your content. 

    Build a content calendar

    Part of distributing great content is planning, which is why it’s now time for you to build a social media content calendar. This allows you to have a space to organize and visualize your ideas so that they can be strategically executed.

    When planning, don’t be afraid to repurpose content and schedule it across different platforms at different times. This allows you to learn more about your audience’s engagement so that you know when and where you can get the most reach. 

    Promote and distribute content

    Since your social media marketing strategy goes beyond what you post on each channel, you will want to set up distribution allowing your posts to be shared widely. If you actively blog, be sure to post a snippet of this content on your social channels. If your audience admires what’s written, they may choose to share it among their friends, which offers you free distribution to new followers. Another way to effectively promote and distribute your content is to remember to ask questions. Encouraging people to share their answers on your post increases your engagement rate and keeps the post active.

    While posting content to go live immediately is a great way to show your followers that you’re an active business, you’re missing out on a massive opportunity. Pre-scheduling content and utilizing hashtags create a further reach, which allows you to network with others within your niche. You can also join other pages and link your comment in the comments section if it relates to the conversation. 

    Are there other methods that your brand uses as part of your social media marketing strategy? Drop a comment below to let us know.