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Why Canadian Small Businesses Must Embrace Digital Marketing

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Why Digital Marketing Is Essential for Canadian Small Businesses

Canadian small businesses are navigating a perfect storm of challenges: the lingering effects of the pandemic, rising interest rates, economic instability, and decreased consumer spending. For many, survival hinges on making every dollar count, and traditional marketing methods often fall short in today’s fast-paced, digital-first world.

This is where digital marketing steps in. It’s not just an option anymore—it’s a necessity. At Amber 90, we specialize in empowering small businesses to thrive in the digital age with strategies that drive measurable results.

The Digital Shift Is Non-Negotiable

The way consumers interact with businesses has fundamentally changed. Online research, social media, and e-commerce now dominate the customer journey, making digital presence essential for success.

Did you know that 65% of Canadians prefer online shopping? This stat underscores the importance of meeting customers where they are—online. Digital marketing offers small businesses cost-effective ways to reach their audience at the right time with the right message.

At Amber 90, we help businesses adapt to this digital shift with strategies tailored to their unique needs. Whether it’s creating a website, optimizing for search engines, or running online ads, we ensure every effort aligns with your business goals.

The Power of Social Media

Social media platforms like Facebook, Instagram, TikTok, and LinkedIn are more than just communication tools—they’re business growth engines. These platforms enable small businesses to:

  • Build brand awareness.
  • Engage directly with customers.
  • Drive traffic and sales.

Canadian small businesses have achieved incredible success by leveraging social media. For example, local coffee shops and boutique stores have grown their customer bases and revenue through targeted social campaigns.

Amber 90’s social media expertise ensures your business maximizes these opportunities. From crafting engaging posts to running ad campaigns, we help you connect with your audience authentically.

Influencers and User-Generated Content

Influencers and user-generated content (UGC) are game-changers in the digital marketing world. By partnering with influencers who resonate with your target audience, small businesses can tap into pre-built communities of potential customers.

UGC, on the other hand, adds a layer of authenticity. When customers share genuine experiences with your brand, it builds trust and credibility.

Amber 90 specializes in influencer collaborations and UGC strategies that amplify your brand’s reach and reputation. We help you choose the right partners and create campaigns that resonate.

Content Is King

In the digital world, content remains king. High-quality content does more than attract attention—it establishes your business as an authority in your industry.

From blog posts and videos to podcasts and infographics, there are countless ways to connect with your audience. But consistency is key. Regularly publishing valuable, engaging content keeps your business top of mind and fosters customer loyalty.

Amber 90’s content marketing services ensure your message cuts through the noise. We craft strategies that highlight your expertise and drive meaningful engagement.

Conclusion: Embracing Digital Marketing Is the Path to Growth

For Canadian small businesses, embracing digital marketing is no longer optional—it’s essential for survival and growth. By leveraging social media, influencer collaborations, and high-quality content, you can navigate today’s challenges and position your business for long-term success.

At Amber 90, we’re passionate about helping small businesses thrive in the digital landscape. Let us guide you through the process, providing the tools and expertise needed to elevate your brand and grow your customer base.

Ready to transform your business? Contact Amber 90 today and take the first step toward digital success.

LinkedIn Posting Made Simple

Posted on by amber90

Expert Tips to Boost Engagement and Build Connections on LinkedIn

LinkedIn isn’t just a professional networking platform—it’s a space where meaningful conversations create opportunities. Whether you’re sharing insights, commenting on trends, or celebrating milestones, every post is a chance to connect with like-minded professionals.

At Amber 90, we understand that crafting the perfect LinkedIn post requires more than just hitting “publish.” It’s about strategy, authenticity, and consistency. Drawing from LinkedIn’s own tips, here’s how to elevate your LinkedIn game and strengthen your professional presence in 2025.

Step 1: Set the Foundation for Success

Complete Your Profile

Before posting, ensure your profile is fully optimized. Did you know that profiles with complete information receive up to 5x more views? This simple step can increase the visibility of your posts.

Include sections like:

  • A professional photo
  • Industry and location
  • Skills and summary
  • Current role and education

Fine-Tune Your Post Settings

Set your post visibility to “Anyone” to maximize reach. This ensures your content appears on your connections’ feeds, in search results, and even on your public profile.

Build and Engage Your Network

A strong network amplifies your content’s reach. Make it a habit to connect with colleagues, clients, and alumni. Regularly engaging with their posts builds reciprocal relationships and keeps you visible.

Step 2: Write Posts That Grab Attention

Find Your Voice

Your audience craves authenticity. By sharing personal experiences, actionable insights, or addressing trending topics, you can resonate with readers.

Structure Your Posts for Impact

  • Hook Your Reader Early:
    • Share a surprising stat: “The average manager wastes 12 hours weekly—here’s how to reclaim that time.”
    • Ask a bold question: “What if your top-performing employee is secretly holding your team back?”
    • Make a thought-provoking statement: “Remote work is overrated.”
  • Break Up Text for Readability:
    Use short paragraphs and white space to make posts easy to skim, especially on mobile devices.

Step 3: Share Content That Resonates

Reflect on Career Lessons

Share pivotal moments, challenges, or advice that others can apply to their own journeys. For instance:
“What I wish I’d known when I started my career in [field].”

Comment on Industry Trends

Showcase your unique perspective on current events or innovations. Example:
“Here’s how [industry trend] is reshaping the future of [sector].”

Celebrate Professional Milestones

Share achievements or team wins with a personal touch. For example:
“Our team just launched [project/product]. Here’s what we learned along the way.”

Go Behind the Scenes

Let your audience see your work environment or day-to-day activities. Example:
“A sneak peek into our latest brainstorming session—here’s how we approached [challenge].”

Step 4: Use Formatting and Features to Enhance Posts

Incorporate Hashtags Thoughtfully

Use 3-5 relevant hashtags to boost discoverability. Example: #LeadershipTips, #MarketingStrategy, #CareerGrowth.

Leverage Mentions and Tags

Tagging individuals or companies encourages engagement and expands your reach.

Explore Content Formats

  • Video:
    • Keep it between 30 seconds and 2 minutes.
    • Add captions for accessibility.
  • Images:
    • Use high-quality photos, infographics, or team snapshots.
  • Polls:
    • Engage your audience with questions to spark discussions.
  • Documents:
    • Share presentations or reports with a compelling summary.

Step 5: Engage With Your Audience

Respond to Comments

Thank commenters, answer questions, and encourage further dialogue. Example:
“Hi Jen, thanks for sharing! Can you elaborate on how you tackled [specific challenge]?”

Ask for Feedback

Encourage readers to share their perspectives or tag others who might benefit.

Stay Consistent

Post regularly (1-2 times per week) and keep a running list of content ideas for inspiration.

Step 6: Measure and Improve

Use LinkedIn Analytics to track your performance:

  • Impressions: How many times your post was seen.
  • Engagement: Reactions, comments, and shares.
  • Audience Insights: Demographics of viewers.

Refine your strategy based on what performs best to continuously improve engagement.

Conclusion: Authenticity Wins on LinkedIn

The key to LinkedIn success is showing up authentically and consistently. Share your insights, celebrate milestones, and always invite your audience into the conversation.

At Amber 90, we’re here to help you navigate LinkedIn’s unique ecosystem and make your professional presence shine.

Ready to elevate your LinkedIn strategy? Let’s connect and build a plan that works for you.

Where Social Platforms Stand on External Links in 2025: A Guide for Marketers

Posted on by amber90

For marketers, external links are a cornerstone of driving traffic and generating leads. But in 2025, social media platforms are making this more challenging than ever, as they prioritize keeping users engaged within their apps over sending them to external sites.

So, how can you navigate this landscape effectively? This guide will break down how major platforms treat external links, explore the impact on referral traffic, and share actionable strategies to optimize your content.

At Amber 90, we help marketers and businesses stay ahead of trends and maximize their digital presence. Here’s what you need to know.

Why Social Platforms Limit External Links

Social platforms rely on user engagement to generate ad revenue. Encouraging users to click away from their platform disrupts this model, so many platforms either limit the visibility of external links or penalize them outright.

Key Challenges for Marketers:

  • Reduced Reach: Link-based posts often see less organic distribution.
  • Increased Costs: Platforms like LinkedIn encourage paid promotions to amplify link visibility.
  • Algorithmic Bias: Platforms prioritize native content that keeps users engaged over posts with external links.

Understanding these challenges is the first step in crafting a strategy that works.

How Major Social Platforms Handle External Links

1. Facebook

  • Current Stance: Facebook doesn’t officially penalize link posts, but their visibility has declined over time.
  • Key Stats: Less than 5% of posts in user feeds contain external links, with a growing emphasis on Reels and AI-recommended content.
  • Best Practices:
    • Use Reels or carousel posts to share insights and direct users to links in comments or bios.
    • Pair links with engaging visuals or video content to boost reach.

2. Instagram

  • Current Stance: Links aren’t allowed in captions or comments but can be included in Stories and bios.
  • Impact: External links see limited reach beyond your followers.
  • Best Practices:
    • Use link stickers in Stories to make access seamless.
    • Leverage tools like Linktree to optimize your bio for multiple links.

3. Threads

  • Current Stance: Threads claims not to penalize links, though user behaviour may limit engagement with link-based posts.
  • Best Practices:
    • Share engaging content that naturally integrates links without making them the focus.

4. X (formerly Twitter)

  • Current Stance: Explicitly limits the reach of link-based posts.
  • Notable Insight: Elon Musk has publicly stated that links are deprioritized in favour of native content.
  • Best Practices:
    • Use multimedia posts to tell a story, then include links in replies or threads.
    • Focus on starting conversations and sharing links as follow-ups.

5. TikTok

  • Current Stance: Links can’t be added to captions or comments but are supported in bios and paid ads.
  • Impact: TikTok blocks links to competitors like Amazon but allows seamless integration for TikTok Shop.
  • Best Practices:
    • Collaborate with influencers to drive traffic indirectly.
    • Use TikTok Ads for direct conversions with embedded links.

6. Snapchat

  • Current Stance: Links are supported in Stories but not in public posts.
  • Best Practices:
    • Focus on creating dynamic, engaging Snaps with clear CTAs to encourage clicks.

7. LinkedIn

  • Current Stance: Reduces the size of link previews for unpaid posts, encouraging paid promotions.
  • Impact: Link-based posts often see lower organic reach.
  • Best Practices:
    • Pair links with professional insights or thought leadership content.
    • Include links in comments or articles for improved engagement.

How Marketers Can Adapt and Succeed

1. Create Platform-Specific Content

Tailor your posts to fit the unique features and audience expectations of each platform.

  • Example: On TikTok, prioritize short, engaging videos with subtle calls to action.

2. Focus on Native Formats

Platforms favour native content that keeps users engaged. Use Stories, Reels, or carousels to maximize reach while embedding links strategically.

3. Leverage Paid Ads

Invest in paid promotions to amplify the reach of link-based content, especially on LinkedIn and TikTok.

4. Use Analytics to Refine Strategy

Monitor performance metrics to understand what content resonates and adjust your strategy accordingly.

5. Optimize Landing Pages

Ensure that links direct users to mobile-friendly, fast-loading landing pages that drive conversions.

The Future of External Links on Social Media

Social platforms are unlikely to reverse their trend of deprioritizing external links. Instead, marketers will need to adapt by:

  • Diversifying Traffic Sources: Don’t rely solely on social media—invest in email marketing, SEO, and other channels.
  • Exploring Emerging Platforms: Platforms like Bluesky, which embrace external links, could offer new opportunities.

Conclusion: Mastering External Links on Social Media

While social platforms are making it harder to drive traffic with external links, a strategic approach can help you maintain visibility and grow your audience. By understanding platform-specific limitations and focusing on value-driven, native content, you can turn these challenges into opportunities.

Ready to optimize your social media strategy?

  • Partner with Amber 90 for expert guidance and cutting-edge solutions tailored to your business.
  • Let’s navigate the future of social media marketing together.

Contact us today to start driving results in 2025!

Mastering LinkedIn Content: Essential Do’s, Don’ts, and Best Practices for 2025

Posted on by amber90

Mastering LinkedIn Content: Essential Do’s, Don’ts, and Best Practices for 2025

LinkedIn is more than just a professional network—it’s a platform for connection, learning, and growth. With over 930 million members worldwide, LinkedIn provides a unique opportunity for professionals and brands to share insights, spark conversations, and build relationships. But not all content performs equally well on LinkedIn. To stand out and grow your presence, it’s essential to know what works—and what doesn’t.

At Amber 90, we specialize in helping brands and professionals craft LinkedIn strategies that deliver results. Here’s everything you need to know about LinkedIn’s content best practices to maximize your impact in 2025.

Why LinkedIn is Different from Other Platforms

Unlike other social media platforms, LinkedIn thrives on professional context. It’s where people come to connect with peers, learn about industry trends, and find actionable advice to advance their careers.

What Sets LinkedIn Apart?

  • Professional Focus: LinkedIn prioritizes content that educates, inspires, or fosters meaningful business discussions.
  • Community Values: Members value high-quality, professional content that sparks insights and conversations.
  • Growing Engagement: Immersive video views on LinkedIn have increased by 6x quarter-over-quarter, while total video viewership is up 36% year-over-year.

To succeed on LinkedIn, your content must align with its professional ethos while standing out in a crowded feed.

LinkedIn Content Do’s: How to Build Your Professional Brand

1. Share Original Insights

Your unique perspective is your biggest asset on LinkedIn. Share lessons learned, industry trends, or actionable advice that adds value to your network.

  • Example: “Here’s how [industry trend] is shaping the future of [your field]. Here’s what you need to know to stay ahead.”

2. Focus on Value

LinkedIn content that provides clear takeaways resonates most. Pair product updates or promotions with tips or insights that help your audience.

  • Tip: Frame your product as part of a broader solution. For example, “Our new tool saves 3 hours per week—here’s how it can streamline your workflow.”

3. Engage with Your Network

Encourage thoughtful discussions by asking open-ended questions or sharing relatable scenarios.

  • Example: “What’s your biggest challenge in [specific field], and how are you addressing it? Let’s share strategies.”

4. Leverage Analytics

Use LinkedIn Analytics to identify high-performing posts and understand what resonates with your audience. Adjust your strategy based on data insights.

LinkedIn Content Don’ts: What to Avoid

1. Engagement Bait

Avoid posts that explicitly ask for likes, comments, or shares without adding value. These posts might temporarily boost visibility but fail to foster meaningful engagement.

  • Example to Avoid: “Like if you agree!”

2. Overly Promotional Content

LinkedIn members dislike posts that focus solely on selling. Combine promotional content with actionable advice or industry knowledge.

  • Tip: Instead of “Buy our product now,” try “Here’s how our product solves [specific problem] in [industry].”

3. Irrelevant or Off-Topic Content

Avoid posting about personal matters or unrelated topics unless you can tie them back to professional insights.

  • Example to Avoid: Sharing what you had for dinner without any professional context.

4. Unoriginal or Copied Content

Simply reposting someone else’s content without adding your own perspective won’t resonate with your audience. Add your insights or explain why the content is valuable.

Avoiding Content That Erodes LinkedIn’s Professional Nature

LinkedIn’s algorithm penalizes content that detracts from the platform’s professional tone.

Negative or Unconstructive Content

LinkedIn discourages posts that:

  • Dismiss: Shut down others’ opinions or perspectives.
  • Mock: Make fun of individuals or groups.
  • Provoke: Use exaggeration or inflammatory language to create fear or arguments.

Sensitive Topics

Avoid unsettling content, such as images of injuries or death, even if non-graphic. While LinkedIn supports diverse conversations, the tone must remain professional and respectful.

Maximizing Your LinkedIn Strategy in 2025

1. Embrace Video

Video is LinkedIn’s fastest-growing content format. Use short, immersive videos to share insights, tell stories, or demonstrate products.

  • Tip: Add subtitles to make your videos accessible and engaging.

2. Maintain Consistency

Develop a cohesive professional brand with consistent visuals, tone, and messaging across all posts.

3. Leverage LinkedIn’s Tools

Use LinkedIn’s creation microsite for resources on crafting engaging content and growing your platform.

4. Experiment and Adapt

Test different types of content, track performance with analytics, and refine your strategy based on what works best.

Conclusion: Build Your Professional Brand on LinkedIn

LinkedIn thrives on content that educates, inspires, and connects. By following these do’s and don’ts, you can align with LinkedIn’s professional standards while building your network and maximizing your influence in 2025.

Ready to elevate your LinkedIn strategy?

  • Explore LinkedIn’s content tools to get started.
  • Partner with Amber 90 for tailored LinkedIn marketing solutions that deliver results.

Let’s make your professional network stronger than ever.

TikTok Shares Holiday Marketing Tips

Posted on by amber90

Master TikTok Marketing: Holiday Video Tips That Convert

The holiday season is a time for joy, connection, and—most importantly for brands—shopping. With over a billion active users worldwide, TikTok is one of the most effective platforms for engaging audiences and driving sales during this critical season. If you’re ready to elevate your marketing game, TikTok’s latest insights offer a clear roadmap to success.

At Amber 90, we help brands craft standout campaigns that resonate with TikTok’s unique community. Here’s how you can create high-impact videos, use AI tools strategically, and make the most of TikTok’s powerful features.

Why TikTok is Key for Holiday Marketing Success

TikTok isn’t just another social platform—it’s a cultural phenomenon. The app combines authentic storytelling with dynamic trends, creating a unique space for brands to connect with consumers.

Here’s why TikTok should be at the center of your holiday strategy:

  • Massive Reach: TikTok has over a billion active users globally, making it a prime platform for reaching younger audiences.
  • Strong Brand Connection:
    • 73% of users feel more connected to brands they interact with on TikTok than on other platforms.
    • 67% of users say TikTok inspires them to shop, even when they weren’t planning to.
  • Strategic Timing: Holiday shopping peaks on TikTok, with consumers actively seeking inspiration for gifts, deals, and seasonal trends.

Crafting Shoppable TikTok Videos: A 3-Step Formula

Creating compelling TikTok content may seem daunting, but following a clear structure simplifies the process and maximizes impact.

Step 1: Start with a Hook

The first few seconds of your video are crucial. Grab your audience’s attention with bold visuals or an engaging opening line.

  • Examples:
    • “Struggling to find the perfect gift? Let us help!”
    • “What if your holiday shopping could be this easy?”

Step 2: Highlight Product Benefits

Once you’ve captured attention, showcase the value of your product. Use relatable scenarios to demonstrate how it solves problems or enhances daily life.

  • Tips:
    • Include close-ups, unboxings, or product demos.
    • Highlight features that save time, money, or effort.

Step 3: Finish with a Clear Call to Action (CTA)

End with a strong, action-oriented prompt that encourages immediate response.

  • Examples:
    • “Shop now for free shipping!”
    • “Click the link to grab your limited-time holiday deal!”

Leveraging TikTok’s Tools for Enhanced Ad Performance

TikTok offers a variety of tools and ad formats designed to simplify content creation and improve ROI.

Ad Formats to Explore:

  • Video Shopping Ads: Allow users to seamlessly purchase products directly from your video.
  • In-Feed Ads: Blend into TikTok’s feed for authentic, non-disruptive storytelling.

Pro Tip:

Explore TikTok’s Top Ads to see high-performing examples and draw inspiration for your campaigns.

Generative AI and Creativity: Balancing Technology with Human Touch

TikTok’s Symphony suite includes AI-powered tools to streamline content creation, but human creativity remains essential for authenticity and emotional connection.

Best Practices for Using AI in TikTok Ads:

  1. Use AI as a Complement: AI should enhance, not replace, your creative vision.
  2. Provide High-Quality Inputs: Start with well-crafted content to ensure authentic outputs.
  3. Review and Refine Outputs: Always check AI-generated material for alignment with your brand voice.

AI can help with brainstorming and efficiency, but human oversight ensures your campaigns resonate with TikTok’s highly engaged audience.

Creative Patterns to Inspire Your TikTok Content

Not sure where to start? These proven creative patterns consistently perform well on TikTok:

  1. Trending Themes: Incorporate popular sounds or challenges to increase visibility.
  2. Problem/Solution Stories: Show how your product solves a relatable issue.
  3. Tips and Hacks: Share actionable advice that positions your brand as an expert.
  4. Product Demonstrations: Highlight features and benefits in action.
  5. Unboxing Videos: Build excitement by showcasing the unboxing experience.

Experimenting with these formats will help you discover what resonates most with your audience.

Pro Tips for TikTok Campaign Success

  1. Collaborate with Creators: Partner with influencers to build trust and amplify your message.
  2. Stay Trend-Savvy: Monitor TikTok’s trending features and sounds to keep your content relevant.
  3. Test and Learn: Use analytics to refine your strategy and focus on what works best.

Conclusion: Make TikTok Your Holiday Marketing Powerhouse

TikTok offers an unparalleled opportunity to connect with audiences, inspire purchases, and drive results during the holiday season. By leveraging its tools, following best practices, and crafting compelling content, your brand can shine on this dynamic platform.

Ready to create scroll-stopping TikTok campaigns?

Let’s make this holiday season your most successful yet!

Mastering LinkedIn Advertising: 6.5 Creative Tips for Campaign Success

Posted on by amber90

Mastering LinkedIn Advertising

B2B marketing has come a long way from being “boring to business.” Today, LinkedIn is leading a creative revolution, transforming how brands connect with professionals through dynamic, engaging ads. If you’re looking to elevate your LinkedIn ad strategy, these 6.5 creative principles—backed by LinkedIn’s internal research—are your roadmap to success.

At Amber 90, we specialize in helping brands craft impactful campaigns that stand out in the competitive B2B space. Let’s dive into LinkedIn’s latest insights and learn how to create ads that are bold, brilliant, and beautifully effective.

Why LinkedIn Ads Are Essential for B2B Success

LinkedIn isn’t just another social platform—it’s a professional network where decision-makers and industry leaders actively engage. Here’s why LinkedIn advertising is critical:

  • Reach the Right Audience: LinkedIn’s niche communities allow you to target specific industries, interests, and demographics.
  • Engage with Purpose: Content that resonates with career aspirations and shared challenges drives meaningful connections.
  • Data-Driven Success: LinkedIn’s insights provide a clear understanding of what works, helping you refine and optimize campaigns.

LinkedIn’s 6.5 Creative Principles for Ads

1. Be Context Aware

The mantra “create once, use many” doesn’t apply here. Successful LinkedIn ads are tailored to the cultural and professional context of their audience.

  • Example: Nearly 50% of LinkedIn users follow sports, while 38% are interested in fashion or automobiles. Leverage these intersecting interests to make your ads relevant.
  • Pro Tip: Use LinkedIn’s Emotion Map to align your campaigns with the emotions that resonate most, like community, care, and curiosity.

2. Make an Impact

Capturing attention in a fast-scrolling feed is half the battle.

  • How to Stand Out:
    • Use vertical-aligned visuals for maximum mobile engagement—31% more effective than horizontal ads.
    • Combine striking visuals with emotional hooks or surprising statistics.
  • Example: A well-placed counterintuitive stat or a compelling human story can stop users mid-scroll.

3. Show Up Distinctively

Differentiation isn’t enough—your ads need to be distinctly yours.

  • Why It Matters: Only 19% of users both notice an ad and correctly attribute it to the brand.
  • How to Achieve Distinctiveness:
    • Create a consistent visual identity across all campaigns.
    • Be memorable with bold messaging and design elements that reflect your brand’s DNA.

4. Unify Your Brand Identity

Consistency isn’t just good practice—it’s how memorable brands are built.

  • The “Red Thread” Strategy: Tie all your content together with cohesive visuals, messaging, and tone.
  • Results: According to Marq’s Brand Consistency Report, consistent branding can boost profitability by over 20%.

5. Get Emotional

Data may drive decisions, but emotion drives action.

  • Tap Into Shared Experiences: Career challenges, workplace humor, and motivational stories resonate deeply.
  • Why Humor Works: Funny content drives 65% higher engagement on LinkedIn.
  • Pro Tip: Balance relatability with professionalism to keep content aligned with LinkedIn’s tone.

6. Give, Then Take

Your audience’s attention is valuable—make every interaction worth their time.

  • Offer Value First: Share actionable insights, bold perspectives, or thought leadership that helps your audience navigate challenges.
  • Stand Out: According to the Alan Agency, 85% of business leaders respect brands with a disruptive position on their industry.

6.5. Experiment

Testing is the key to unlocking LinkedIn ad success.

  • Start Small: Test ideas through organic content to identify what resonates.
  • Iterate and Scale: Use data to refine campaigns, amplify top-performing content, and continuously improve results.

How to Apply These Principles for LinkedIn Ad Success

  1. Leverage the Emotion Map: Align your campaigns with emotional triggers like care, curiosity, and inspiration.
  2. Optimize for Mobile: Use vertical formats to capture attention on smaller screens.
  3. Be Bold and Relatable: Combine humor, shared truths, and compelling visuals to engage your audience.

Why Amber 90 is Your LinkedIn Advertising Partner

At Amber 90, we don’t just follow best practices—we redefine them for your unique brand.

What We Offer:

  • Creative Expertise: Bold, data-driven strategies that connect with LinkedIn’s professional audience.
  • End-to-End Support: From strategy to execution, we handle all aspects of your campaigns.
  • Proven Results: We’ve helped brands achieve measurable ROI through impactful LinkedIn ads.

Conclusion: Make Your LinkedIn Ads Unforgettable

LinkedIn’s 6.5 creative principles provide the blueprint for creating ads that inspire, engage, and convert. By understanding your audience, crafting emotionally resonant content, and maintaining a consistent brand identity, you can transform your LinkedIn advertising strategy.

At Amber 90, we’re here to help you turn insights into action. Contact us today and let’s make your brand unforgettable on LinkedIn.

Unlocking TikTok’s Q5: The Golden Opportunity for Post-Holiday Marketing

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Unlocking TikTok’s Q5: The Golden Opportunity for Post-Holiday Marketing

The holiday rush may end, but the shopping doesn’t stop. Welcome to Q5, the post-holiday period that runs from Christmas through early January. TikTok has published a new guide for this period and why you need to take advantage. While other marketers may ease off their campaigns, this “hidden gem” of a shopping season offers untapped opportunities for brands to engage eager consumers still in spending mode.

TikTok has become the go-to platform for post-holiday discovery, trends, and shopping inspiration. At Amber 90, we specialize in helping brands leverage this golden window to maximize their ROI. Here’s everything you need to know about TikTok’s Q5 and how to create impactful campaigns.

What is Q5, and Why Does it Matter?

Q5 refers to the period immediately following Christmas, extending into January. During this time, consumers:

  • Redeem holiday gift cards and cash gifts.
  • Look for post-holiday deals.
  • Focus on self-care and New Year’s resolutions.

Key Benefits of Q5 Marketing:

  1. Reduced Competition: Many brands pause campaigns after the holiday season, lowering ad inventory costs.
  2. High Shopping Intent: Consumers actively seek deals, trends, and inspiration for their post-holiday spending.
  3. TikTok’s Unique Role: The platform’s engaging content and discovery-driven nature make it the perfect channel for Q5 campaigns.

Consumer Behaviour During Q5

TikTok’s data highlights key trends in user behaviour during this period:

  • Shopping Surges in January:
    • While holiday-specific content declines, shopping-related posts peak as consumers search for deals and trends.
  • Self-Care Takes Center Stage:
    • 69% of TikTok users plan to buy products for themselves during Q5, focusing on fitness, skincare, and tech.
  • Emerging Categories Gain Traction:
    • Beyond retail, categories like gaming, finance, and wellness see increased engagement.

Why TikTok is Perfect for Q5 Marketing

TikTok offers several advantages that make it the ideal platform for post-holiday campaigns:

  1. High Engagement Rates:
    • Users actively discover new products and trends, making TikTok a powerful tool for influencing purchase decisions.
  2. Efficient Ad Inventory:
    • Lower competition for ads during Q5 reduces costs while maintaining high visibility.
  3. Proven ROI:
    • TikTok’s retail return on ad spend (ROAS) for offline conversions is 1.9 times more efficient than the media average.

Best Practices for a Successful Q5 TikTok Campaign

1. Leverage TikTok Commerce Tools

  • Use Video Shopping Ads to showcase products and drive direct traffic to your site.
  • Optimize campaigns with TikTok Shop for seamless in-app purchases, supported by shoppable videos and Shop Ads.

2. Tap Into Creator Content

  • Partner with influencers to create authentic shopping hauls, unboxings, and reviews.
  • Collaborations help build trust and increase conversions, as users rely on creators for recommendations.

3. Highlight Gift Card Offers

  • Nearly 40% of users plan to shop during Q5 using holiday gift cards.
  • Promote exclusive deals or incentives to drive gift card redemptions.

4. Target Emerging Categories

  • Expand your focus to include categories like fitness, finance, and gaming, which gain traction during the New Year’s resolution period.

5. Optimize for Self-Care Content

  • Appeal to the “treat yourself” mentality by offering products and services aligned with self-care, wellness, and personal growth.

Lessons from Last Year’s Q5

TikTok’s internal data provides several takeaways from successful Q5 campaigns in 2023:

  • Shopping-Related Content Peaked in January:
    • Consumers remained highly engaged with deals and product trends well into the new year.
  • Ad Inventory Was More Cost-Effective:
    • Brands stretched their budgets further with reduced competition for ad space.
  • Lower Funnel Strategies Yielded Results:
    • Campaigns focused on high purchase intent drove significant conversions.

Why Your Brand Can’t Afford to Ignore Q5

Skipping Q5 marketing could mean missing out on a unique opportunity to:

  • Engage high-intent shoppers.
  • Maximize your ad budget with lower costs.
  • Establish a strong start to the New Year by meeting consumer needs during a high-engagement period.

TikTok’s robust ecosystem of ad formats, commerce tools, and shopping solutions makes it a prime platform for Q5 campaigns.

Amber 90: Your Partner in Q5 Marketing Success

At Amber 90, we help brands unlock the full potential of TikTok campaigns. With deep expertise in social media strategy and data-driven marketing, we’re here to make your Q5 season a success.

What We Offer:

  • Customized TikTok strategies tailored to your brand and audience.
  • Expert campaign management to optimize performance and ROI.
  • Proven success in leveraging TikTok’s tools to drive conversions.

Conclusion: Make Q5 Your Brand’s Golden Opportunity

Q5 is more than just a post-holiday lull—it’s a period ripe with opportunity. By leveraging TikTok’s unique tools and targeting strategies, your brand can turn this overlooked season into a revenue-driving powerhouse.

Ready to win big this Q5?
Contact Amber 90 today to create a strategy that drives results and positions your brand for success in 2025.

2024 Social Media Trends: Insights to Shape Your Strategy for 2025

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2024 Social Media Trends: Insights to Shape Your Strategy for 2025

Social media is constantly evolving, reshaping how we connect, share, and engage. With platforms adjusting their features and audiences shifting their habits, businesses must stay updated to remain competitive. As 2024 wraps up, Pew Research has highlighted key trends in its Social Media Fact Sheet, offering valuable insights into the year’s online landscape.

For Canadian businesses, these trends hold significant implications. At Amber 90, we analyze global data and contextualize it for the Canadian market, helping brands optimize their strategies. Let’s dive into the trends that will shape social media in 2025 and what they mean for your business.

Social Media Usage in 2024: A Snapshot

Globally, YouTube and Facebook remain the dominant platforms, with Instagram following close behind. TikTok continues to be a major player, particularly among younger users, while platforms like LinkedIn and Pinterest show steady growth.

Highlights from Pew Research:

  • Most-Widely Used Platforms:
    • YouTube: Used by 94% of U.S. adults aged 30-49, and 93% of those aged 18-29.
    • Facebook: Still popular across all age groups, with particularly high usage among 30-49 year-olds (78%).
  • Younger Demographics:
    • TikTok and Snapchat dominate among users aged 18-29.
  • Professional Networks:
    • LinkedIn continues to see growth, especially among older users and professionals.

Canadian Perspective

While global trends are a helpful baseline, Canadian preferences often differ slightly:

  • TikTok’s dominance: The platform’s younger audience aligns with Canada’s high smartphone penetration rates.
  • Facebook’s resilience: Despite global declines, it remains strong in Canadian suburban and rural communities.
  • LinkedIn’s relevance: Increasingly used for professional networking and recruitment in Canada’s growing tech and finance sectors.

Demographic Trends: Who Uses What?

Understanding platform demographics is critical for targeting the right audience.

Age:

  • 18-29: Favour TikTok, Snapchat, and Instagram for entertainment and connection.
  • 30-49: Heavy YouTube and Facebook users; LinkedIn for professional growth.
  • 50+: Facebook dominates, with growing interest in Pinterest and YouTube for informational content.

Gender:

  • Women: More active on platforms like Instagram and Pinterest.
  • Men: Lean toward YouTube, Reddit, and LinkedIn.

Community:

  • Urban users dominate Instagram and TikTok.
  • Suburban and rural communities favor Facebook and YouTube.

Strategic Insights for Canadian Businesses

To capitalize on these trends, businesses must align their strategies with platform-specific strengths.

Platform-Specific Opportunities:

  1. TikTok and Instagram:
    • Create short-form, engaging video content to connect with younger audiences.
    • Use trending hashtags and challenges to boost visibility.
  2. Facebook and YouTube:
    • Focus on community-building and educational content.
    • Leverage YouTube Shorts to complement long-form videos.
  3. LinkedIn:
    • Share thought leadership content and connect with decision-makers in industries like tech and finance.

Ad Spend Optimization:

  • Allocate budgets based on platform growth and audience preferences.
  • Experiment with emerging ad formats like TikTok Spark Ads and Instagram Reels Ads.

Why Social Media Metrics Matter More Than Ever

As social platforms evolve, so do their measurement tools. For instance, Meta’s transition to ‘Views’ as the primary metric across Facebook and Instagram reflects a broader shift toward simplified analytics.

What This Means for Businesses:

  • Better Insights: Unified metrics across platforms make it easier to assess content performance.
  • Actionable Data: Metrics like time spent and repeat views reveal deeper engagement patterns.
  • Opportunities to Refine: Use analytics to identify high-performing content and replicate its success.

Amber 90: Your Partner in Social Media Success

Navigating the ever-changing social media landscape can be daunting, but you don’t have to do it alone. At Amber 90, we specialize in crafting tailored social media strategies that leverage platform-specific strengths.

Why Choose Amber 90?

  • Proven Expertise: From TikTok to LinkedIn, we know what works.
  • Custom Strategies: Every brand is unique, and so is our approach.
  • Data-Driven Results: We use analytics to refine and optimize campaigns for maximum ROI.

Preparing for 2025: Key Takeaways

  1. Audit Your Presence: Ensure you’re active on platforms where your audience is most engaged.
  2. Invest in Video: Short-form content continues to dominate.
  3. Leverage Professional Platforms: Build authority with thought leadership on LinkedIn.
  4. Analyze and Adapt: Use insights to refine your strategy continuously.

Conclusion

The social media trends of 2024 offer a roadmap for success in 2025. By understanding platform preferences and aligning your strategy with audience behavior, you can ensure your business stays ahead in the digital game.

At Amber 90, we don’t just follow trends—we help you lead them. Let’s shape your social media future together.

Ready to grow your brand online?
Contact Amber 90 today.

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Facebook’s New ‘Views’ Metric: What It Means for Your Business

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Facebook’s New ‘Views’ Metric: What It Means for Your Business

Social media is always evolving, and staying ahead of the curve is crucial for any business aiming to maximize its online presence. The latest shift from Meta to use ‘Views’ as the primary metric on Facebook and Instagram marks a significant change in how brands measure and analyze their content performance. At Amber 90, we specialize in helping businesses navigate these updates, ensuring you stay competitive in the digital landscape. Here’s everything you need to know about the new Facebook Views metric and how it impacts your social media strategy.

What Is the New Facebook ‘Views’ Metric?

Meta has introduced ‘Views’ as the primary performance metric across Facebook and Instagram. This shift replaces variable metrics such as ‘Plays,’ ‘Impressions,’ and ‘Watch Time’ with a single, streamlined measurement.

Key Details:

  • Definition of Views: The number of times content (photos, videos, text posts, or Stories) appears on a user’s screen, including repeat views.
  • For Non-Video Content: ‘Views’ replaces ‘Impressions.’ Each time a user sees a post, it’s counted—even if they view it multiple times a day.
  • For Video Content: ‘Plays’ is now renamed ‘Views,’ with no changes in how the data is calculated.

This change unifies performance metrics across both platforms, simplifying reporting and providing a clearer picture of your audience’s engagement.

Why Did Facebook Make This Change?

Meta’s decision reflects the growing dominance of video content across social media platforms and the need for a more intuitive analytics framework.

The Benefits of ‘Views’:

  1. Simplified Metrics: One consistent metric across all content types makes it easier for creators and brands to track engagement.
  2. Cross-Platform Alignment: Facebook and Instagram now use the same primary metric, streamlining your social media strategy.
  3. Insightful Engagement Data: Capturing repeat views highlights highly engaging or rewatchable content.

What Does This Mean for Your Data?

If you’ve noticed changes in your Facebook Insights, you’re not alone. The new ‘Views’ metric introduces some nuances in how performance is measured.

Key Changes:

  • Repeat Views Counted: A single user viewing the same photo or post multiple times will now count as multiple views, potentially inflating numbers compared to previous ‘Impressions.’
  • Video Metrics Updated:
    • Minutes Viewed: Replaces ‘Watch Time,’ rounding data to the nearest minute.
    • Average Minutes Viewed: A simplified version of the previous ‘Average Watch Time.’

While these updates simplify reporting, businesses should reassess their benchmarks to avoid misinterpreting inflated numbers as sudden spikes in success.

How Can Businesses Adapt to the New Metric?

Adjusting to Facebook’s ‘Views’ metric is more than just a numbers game—it’s an opportunity to rethink and refine your social media strategy.

Steps to Optimize Your Strategy:

  1. Analyze Repeat Views: Identify content that drives multiple views to understand what resonates with your audience.
  2. Focus on Video Engagement: With video at the forefront of Facebook’s strategy, invest in short, engaging videos that encourage replays.
  3. Reassess Performance Goals: Update KPIs to align with the new metrics and establish new benchmarks for success.
  4. Leverage Meta Business Suite: Utilize updated tools and dashboards to track and interpret performance effectively.

Why Work with Amber 90?

Navigating changes like this can be overwhelming, but that’s where Amber 90 comes in. As experts in social media marketing, we help businesses leverage updates like the Facebook ‘Views’ metric to maximize engagement and ROI.

Here’s What We Offer:

  • Tailored Social Strategies: Customized plans based on your brand’s goals and audience.
  • Performance Analytics: In-depth reporting and insights to ensure you understand the story behind your data.
  • Content Optimization: From video to text posts, we create content that captivates and converts.

Our team stays ahead of social media trends so you don’t have to—making Amber 90 your trusted partner for digital success.

The Bigger Picture: Preparing for the Future of Social Media

Facebook’s move to the ‘Views’ metric signals a broader trend towards video-first content and unified performance metrics across platforms. For businesses, it’s a chance to adapt, innovate, and thrive in an ever-changing landscape.

Key Takeaways:

  • Understand how ‘Views’ are calculated and adjust your strategy accordingly.
  • Focus on creating rewatchable, engaging content to maximize repeat views.
  • Partner with experts like Amber 90 to stay ahead of social media updates.

Conclusion

The new Facebook Views metric isn’t just a change in terminology—it’s a shift in how businesses can analyze and optimize their content. By simplifying metrics and aligning Facebook with Instagram, Meta has created a more intuitive way to track audience engagement. With Amber 90 by your side, you can turn these changes into opportunities to grow your brand’s online presence.

Ready to elevate your social media strategy?
Contact Amber 90 today and let’s transform your engagement into measurable success.

CPA Marketing: Building a Recognizable, Trustworthy Brand

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Introduction: Why Marketing Matters for CPAs

Marketing is crucial for CPAs who want to grow their practices and stand out in a competitive landscape. Often in an industry focused on numbers, the importance of creating a compelling personal brand and digital presence is overlooked. Yet, an effective CPA marketing strategy can differentiate you from competitors, foster long-term client relationships, and generate consistent leads.

In this comprehensive guide, we’ll explore CPA marketing techniques tailored specifically for certified public accountants. From branding and digital presence to social media, content creation, and lead generation, this guide will help you understand how to build a brand that resonates with your target audience and becomes synonymous with trust and expertise.

1. Building a Personal Brand: The Key to Differentiation

Creating a strong personal brand is crucial for CPAs aiming to establish trust and authority. Today’s clients aren’t just looking for services; they want to work with someone they feel connected to.

Why Personal Branding Matters

  • Visibility: A strong personal brand allows you to be recognized as a thought leader, increasing visibility within your niche.
  • Client Trust: Prospective clients are more inclined to work with a CPA they feel they “know.”
  • Competitive Advantage: A well-defined brand helps you stand out from larger firms that might lack a personal touch.

Steps to Build Your Personal Brand

  1. Define Your Unique Value Proposition (UVP): Identify what sets you apart from other CPAs. This could be niche expertise (such as working with startups, healthcare providers, or freelancers) or a personalized approach to financial planning.
  2. Be Authentic: Share your journey, values, and motivations for becoming a CPA. Personal storytelling helps clients relate to you as more than just a financial professional.
  3. Consistent Messaging: Ensure your tone, voice, and visual elements like logo and website design remain consistent across all platforms.
  4. Be Present Online: Invest in professional headshots and create short video introductions. Visual elements help clients put a face to the services they’re considering.

2. Crafting a Strong Digital Presence

Your website is often the first impression potential clients have of your firm. A well-designed, informative website is a cornerstone of effective CPA marketing.

Essential Elements of a CPA Website

  • SEO Optimization: Optimize your website for search engines by targeting keywords like “CPA marketing,” “CPA in [city],” and “tax services for small businesses.” Updating content regularly can boost your search engine rankings.
  • Professional Design & Navigation: A clean, user-friendly website builds trust. Easy navigation ensures visitors find the information they need without hassle.
  • Clear Call-to-Action (CTA): Each page should encourage visitors to take action, whether it’s booking a consultation, subscribing to a newsletter, or downloading a resource.
  • Client Testimonials and Case Studies: Display testimonials and case studies to build credibility. Detailed success stories help convey the value of your services.
  • Educational Content: Include educational content, like blogs, guides, and videos, that provides value to potential clients and positions you as an authority.

3. Social Media Marketing: Be Where Your Clients Are

Social media is a key tool for CPA marketing, helping to engage your audience and expand your reach.

Key Social Media Platforms for CPAs

  • LinkedIn: LinkedIn is a must for CPAs. Share articles on industry trends, provide tax advice, and engage with professional networks.
  • Facebook: Create a business page to share news, updates, and reminders (like tax deadlines). Use targeted Facebook ads to reach potential clients.
  • Instagram: While unconventional for CPAs, Instagram can help humanize your brand. Share images of your firm’s culture, client success stories, and behind-the-scenes moments.

Tips for Effective Social Media Marketing

  • Engage Consistently: Actively participate in LinkedIn groups related to your niche. Comment on posts, share insights, and network with potential clients.
  • Visual Storytelling: Create short videos and infographics to simplify complex tax topics, making them more accessible for your audience.
  • Regular Posting: Maintain a consistent posting schedule with the help of a content calendar to ensure you stay relevant.

4. Content Marketing: Establish Thought Leadership

Content marketing is an essential part of CPA marketing, positioning you as an authority in the field by offering valuable insights and educational resources.

Types of Content to Consider

  • Blog Posts: Write about relevant topics like “Common Tax Mistakes Small Business Owners Make” or “How to Maximize Tax Deductions as a Freelancer.” This helps attract visitors searching for information and demonstrates your expertise.
  • Whitepapers & E-books: Offer in-depth downloadable resources like “A Small Business Owner’s Guide to Tax Preparation.” This content can be a valuable lead magnet.
  • Video Content: Create explainer videos that break down complex topics, such as the benefits of hiring a CPA for tax planning. Videos are more engaging and often easier to digest.
  • Webinars: Host webinars on topics like tax planning for startups. Webinars can help generate leads by requiring registration.
  • Podcasts: Consider creating a podcast or guest-appearing on local business podcasts to extend your reach and connect with a broader audience.

SEO-Optimized Content

To make sure your content is discoverable, use keyword research tools to find terms like “CPA services,” “tax planning for small businesses,” and “cpa near me.” Integrate these keywords naturally throughout your content to rank higher on search engines.

5. Email Marketing: Nurture and Convert Leads

Email marketing is one of the most cost-effective ways to keep your clients and prospects engaged.

How to Effectively Use Email Marketing

  • Segment Your Audience: Tailor your messages to different client segments—such as small business owners or individual taxpayers—ensuring each email is relevant.
  • Educational Newsletters: Provide updates on tax deadlines, industry changes, and tips to help clients manage their finances. This keeps you top-of-mind and establishes authority.
  • Lead Nurturing Sequences: Use automated email campaigns to nurture prospects, guide them through the decision-making process, and eventually convert them.
  • Clear CTA: Each email should include a call-to-action—whether it’s booking a call, reading a blog, or downloading a guide.

6. Paid Advertising: Target the Right Clients

Paid advertising is a crucial part of a well-rounded CPA marketing strategy, allowing you to reach your ideal audience more efficiently.

Effective Advertising Platforms

  • Google Ads: Target prospects searching for terms like “CPA near me” or “small business tax accountant.” These high-intent keywords increase the likelihood of conversions.
  • Facebook & LinkedIn Ads: Use demographic and interest-based targeting to reach small business owners, entrepreneurs, and individuals in need of tax services.
  • Retargeting Ads: Retarget website visitors with ads encouraging them to return and book a consultation.

Creating High-Converting Ads

  • Clear Messaging: Address a specific pain point, like “Reduce your tax stress with professional CPA services.”
  • Compelling Visuals: Use professional imagery and short, informative videos to capture attention.
  • Strong CTA: Ensure your ads have a clear call-to-action that directs users to schedule a consultation or learn more.

7. Analytics and Tracking: Measure Your Success

To determine the effectiveness of your CPA marketing strategies, you need to track and analyze your efforts.

Tools for Tracking and Optimization

  • Google Analytics: Monitor website traffic, visitor behaviour, and conversion rates. This helps you understand which pages are performing well and which need improvement.
  • Hotjar (Heatmaps): Gain insights into how users interact with your site, allowing you to optimize elements that may be causing drop-offs.
  • UTM Tracking: Use UTM codes in your ads, emails, and social media campaigns to understand where your traffic is coming from and which campaigns are driving results.

8. The Role of Professional Help: Partnering with Amber 90

Managing both your CPA practice and your marketing efforts can be overwhelming. That’s where Amber 90 comes in—we specialize in CPA marketing and can help you build a recognizable, trustworthy brand.

How Amber 90 Can Help You

  • Custom Marketing Plans: We craft marketing strategies tailored to your goals and strengths, ensuring your unique value proposition is effectively communicated.
  • Content Creation & SEO: We develop content that’s optimized for search engines and designed to attract your ideal clients.
  • Ad Management: Our team manages your Google, LinkedIn, and Facebook ads to maximize your return on investment.
  • Analytics & Insights: Receive detailed monthly reports that provide actionable insights to continually refine your marketing efforts.

Conclusion: Take the Next Step Towards Growth

CPA marketing is about more than just advertising your services—it’s about building trust, demonstrating expertise, and forming lasting relationships. However, successful marketing requires consistency, creativity, and a dedicated effort. Let Amber 90 take the burden off your shoulders, ensuring your marketing drives the results you’re looking for.

Download our comprehensive marketing guide today and schedule a free consultation to learn how Amber 90 can help your CPA firm grow.

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