in the world that we do, one of the things we tend to take for granted is the
development and growth of our cities. It is not an uncommon sight to see new
highways and buildings being built, we eagerly anticipate the grand opening of
a new mall or restaurant or skyscraper or even our dream home, rarely pausing
to think of the blood, sweat and intense hard work that goes into these
City is one such city where construction is a round the clock, 24/7 business. A
booming city that never sleeps, it is known throughout the world for it’s
impressive skyline, its sky high towers and architecture that is both breath
taking and innovative.
you know that according to the annual report from the Bureau of Labour
Statistics released in January 2019, the construction industry continues to
rank top as New York’s deadliest industry to work for? In fact statistics show
2018 saw an increase in construction related accidents and fatalities in New
York City with Manhattan (no surprised there) leading with the highest number
of accidents, injuries and deaths in just the last few months alone. We always
think of police officers and fire fighters putting their lives on the line
everyday, in some ways construction workers do the same. Anything can go wrong
at any minute on a construction site and lives can be lost.
kind of accidents can take place in a construction site?
Exposure to harmful and hazardous products;
Falling objects from above or being struck by
heavy machinery and equipment. Proper attire on a construction site is very
important and can make a difference in the severity of an injury.
Electrocution or explosions;
Construction workers falling from high places
due to improper scaffolding, not being harnessed securely, holes in the floor
(there was a recent death in Manhattan where a worker fell down an elevator
shaft and died). Lack of railings and guardrails, lack of proper signage
warning of danger etc. A fall is especially fatal because more often than not
it results in death or severe injuries such as paralysis.
safety has always been a concern in this industry, New York is starting to
place a greater emphasis to ensure worker safety. In an attempt to do so and
decrease workplace accidents the New York City Council passed a law in 2018
requiring all construction workers to undergo 40 hours of safety training. The
council had initially suggested 59 hours of training and the completion of an
apprenticeship program, this was modified to the 40 hours training requirement
as a result of intense backlash from construction companies and unions. Even
the final compromise has met with criticism from smaller construction
businesses and contractors who feel spending 40 hours on safety training will
come at a steep financial cost.
cost or not, it’s encouraging to see the city is trying to take the necessary
steps to save lives and decrease the number of construction accidents and this
is hopefully a trend which will continue. Because construction plays such an
enormous role in the growth and development of any city or population, it is
especially important to raise awareness around the dangers of construction work
and discuss measures on how to prevent them and how to cope with the aftermath
of an accident, if one occurs. This can involve seeking therapy for mental
health support, physical therapy to recover medically and often lawsuits in
order to seek damages and compensations.
find yourself in a situation like this and you’re unsure of how to proceed,
contact a lawyer to discuss your situation and find out what if anything you
are entitled to.
Lots of local business owners often come to me completely perplexed by the complexity of online marketing and SEO Toronto. Once you have a grip on what all the acronyms like SEO, PPC, SM, CTR and others stand for, now you need to figure out how to make all of them work for you. Like most local business owners in Toronto, you probably don’t have the time or inclination to learn how to do all of these and become an expert at them so you’ve decided to outsource them. However the next issue now has become do you go with a “do it all” service? Do you hire one company to tackle each aspect and hope they play nicely together? Or do you hire someone in house to take care of all of these different tasks and hope for the best? The purpose of this paper will be to break down how to handle this daunting situation we all face at one point and most importantly how to take care of efficiently.
This is perhaps you most important investment as a local business owner in Toronto. You know that you need to come up in organic results because if you’re not there you’re missing the most amount of qualified leads to your business. The fact is as much as Google tries to change around the layout of their search engine results and confuse people on what results are sponsored and which ones are the “real results” the bottom line is most people know an ad when they see it. Ads have a 76% lower CTR than organic results. Inherently people know they can’t trust ads or sponsored links as much as the organic results so they automatically opt to click on the organic and if you’re paying top dollar for PPC but don’t have a presence in organic, you’re losing out.
Toronto PPC Campaigns
PPC is the second most important aspect of your online marketing campaign for a plethora of reasons that we don’t have time to break down each one but we’ll cover the most important. First of all, SEO, no matter how reputable or honorable your efforts may be, are subject to the whim of Google. One day they might decide your website ain’t so great any more and slap you into oblivion. If you’re relying on SEO as your only source of online traffic you can get wiped out over night. Having a profitable PPC campaign running can help spread your eggs into different baskets. The next advantage to using PPC in your online marketing arsenal is that you can do a lot of testing with minimal effort. For example, some keywords could take you months upon months before you rank #1 for them in organic results, where as, with the right budget you could start getting clicks for them and see how they work out with your product or service literally over night. Last but not least, in today’s day and age you need multiple first page rankings in order to truly dominate your competition. There’s now four sponsored links above the local results which are above the organic results. You need to be in order of those sections in order to make sure your presence is truly felt and ignoring any which one of them can be a major mistake.
Social Media Marketing
While over 90% of searches start on Google, the vast majority of time spent online is on Social Media websites like Facebook, Twitter, LinkedIn, Yelp, Reddit, Instagram, SnapChat and the list goes on. The bottom line is that if you don’t have a presence on social media you’re dinosaur. Lots of consumers will look to find your company online and if they don’t find your presence or if they simply find tumbleweed on a page that hasn’t been updated in years, they’re going to move on. On the other hand if they like what they see and engage with your business on their favorite social media platform they are 200% more likely to use your services or buy your product. Now that’s proof in the pudding right there on why you should include social media in all of your online marketing plans.
How to integrate these different disciplines into one healthy campaign?
Your best bang for your buck is having one company that is small enough to be value orientated but large enough to have expertise in each of the above disciplines. Once you’ve found a company with these specialties and expertise, if it’s not in your budget immediately to begin with all three you should develop a plan that will allow you to grow into it. A good plan should be clear and accountable. By developing a plan that let’s you grow into it you’re also applying pressure to the digital media company you’re working with as next phase of growth is dependent on results and the bottom line. By aligning your goals in such a manner, you’re setting the both of you up for a win-win situation. With that being said, you need to make sure it is a win-win situation in the sense that you’re not trying to squeeze more results out of the same budget but rather that the budget and therefore their reward is increased when goals are met.