Content, Search and Social optimization for marketers.

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So You Want To Build An App Do You?

Posted by Randy Milanovic on Apr 27, 2016 10:45:11 AM

Then you'll want to be aware of two critical decisions you'll need to make.

By virtue of our work with content marketing and lead generation, we often find ourselves working with software companies. Typically, they are interested in having us create sales funnels that help them attract prospects, educate them about the benefits of a given software solution, and then convert them into users.

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Aren't Social Ads Really Anti-Social?

Posted by Randy Milanovic on Apr 21, 2016 7:00:00 AM

Given that the Kayak marketing team puts so much faith in the power of social, people are sometimes surprised to find out we think of adverts in social media to be the online equivalent of a playing a country music song at a dance club.

While we encourage marketers to do everything they can to build a following so they can interact with prospects and influencers, we coach them to skip the sponsored posts and pay-per-click options in favour of growing an organic, loyal following whenever possible.

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What do Local Buyers Want From Your Website?

Posted by Randy Milanovic on Apr 12, 2016 7:03:59 AM

Not long ago, I posted a piece of unconventional advice: that you shouldn’t necessarily assume every small or local business needs search engine optimization. Despite what a lot of “experts” will tell you, there are some times when it just doesn’t make sense to devote your attention, energy, and resources to achieving a higher Google ranking.

But, that’s not the same as saying small and local businesses don’t need websites at all. In fact, even the tiniest company should probably have some kind of professional web presence.

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3 Steps to a Stronger Personal Brand

Posted by Randy Milanovic on Apr 5, 2016 7:00:00 AM

Recently, I earned my 12,800th social media follower.

If you are one of the internet famous set, you might not be impressed those numbers. Although they are significant for me, it’s true that lots of influencers have much bigger networks than I do (and non-influencers have considerably fewer). But, if the size of my following doesn’t blow you away, the kind of engagement I get might.

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Should You Look For Inspiration on Competitor Websites?

Posted by Randy Milanovic on Mar 29, 2016 7:00:00 AM

Where do you find inspiration for your next website design? If you’re like many business owners and marketers we meet with, it might come from studying the competition.

We regularly meet with people who essentially ask us to re-create other websites they’ve seen, or at least reference their competitors when we want to find out about their design preferences. In a sense, this is completely normal and logical. You probably keep a closer eye on your competitors than anyone else, and since they are in the same industry, their approach could potentially work just as well for your site.

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Does Your Business Actually Need SEO?

Posted by Randy Milanovic on Mar 22, 2016 7:00:00 AM

In the world of online marketing gospel, it’s sometimes seems like “do everything you can to improve your search position on Google” is the first commandment. Certainly, search engine optimization is important to most inbound lead generation campaigns. But, should we always take it as a given that SEO needs to be a top priority?

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Your Blog Isn’t a Billboard

Posted by Randy Milanovic on Mar 8, 2016 7:00:00 AM

Isn’t any advertising and exposure a good thing for your company? Why shouldn't you use your blog to tell the world about hot sales and special discounts?

I can sum that up succinctly in one phrase: your blog isn’t a billboard. It’s a better place to start conversations than promote products and services for most businesses. As a broadcast tool, you lose the opportunity to use your most important tool (for attracting new visitors, engagement, and search engine optimization). Instead, converting it into an advertising medium. And that's when bad things start to happen.

Don’t believe me? Here are just a few of the consequences…

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Secure Your Own Mask First

Posted by Randy Milanovic on Feb 25, 2016 7:00:00 AM

If you’ve ever traveled on an airplane, you’ve heard the advice to “secure your own mask before attempting to help another passenger.” That’s a simple reminder we should take with ourselves more often.

Helping others and having a giving spirit is wonderful. But, while we should all become expert “givers” – of our love, attention, expertise, and value – it’s important to remember we are entitled to receive it once in a while. I was reminded that recently when I came upon a post by the wonderful Stephanie Calahan on the importance of flexing our “receiving” muscles. It took me back to an experience in my own life that I’d like to share today…

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How New Mobile Apps Fail: Shrinking Social Engagement

Posted by Randy Milanovic on Feb 16, 2016 7:00:00 AM

It is generally a given that a larger number of mobile web users translates into increased social engagement. The notion is incredibly straightforward: when we all have access to Facebook, Twitter, Google Plus and other platforms on our phones and tablets, it’s much easier to comment, interact, and follow our favourite connections.

However, recently I’ve noticed social engagement on most platforms declining in a number of important ways. And surprisingly, the fault might lie with the way App developers are making the mobile web faster.

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Going Global: Now Marketing on Both Sides of the Atlantic

Posted by Randy Milanovic on Feb 10, 2016 6:30:00 AM

If you’ve been following KAYAK’s progress at all, you’ll know that we’ve been growing by leaps and bounds over the past few years, making it onto the pages of mainstream media, including The Calgary Herald, Forbes, The Financial Post, Ottawa Citizen, and even the CTV news for our unique approach.

While those things are pretty darn cool, our focus has always been on getting better, not necessarily bigger. We aren’t apt to take on a new client, open a new office, or hire a new team member just for the fun of it (or to pad the bottom line). For us, finding a perfect fit is more important than anything else.

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