When was the last time your digital marketing strategy gave a standing ovation-worthy performance?

If you can’t remember when, then organic search optimization (OSO) might just be the missing piece in your game plan. 

In digital marketing, achieving optimal performance is key to staying ahead—and OSO offers that performance-focused approach you’re looking for. Being more comprehensive, it goes beyond traditional Search Engine Optimization (SEO) tactics.

Let’s explore how OSO perfectly aligns with performance marketing and brand building. In Front Marketing—a trusted digital marketing agency in Calgary—is here to show you how it can drive exceptional results.

Table of Contents

1. What is Organic Search Optimization (OSO)?
2. How OSO Aligns with Performance Marketing and Brand Building 
3. A Closer Look at Performance Marketing 
4. Brand Building: OSO’s Synergy with PR, Brand Advertising, and Purchase Intent Rankings
5. How OSO Helps Brands Navigate the “Messy Middle”
6. Examples of Traditional Marketing Strategies That OSO Can Replace
7. The Pros of an OSO-Integrated, Performance-Focused Approach
8. Achieve Standing-Ovation-Worthy Digital Marketing Performances with In Front Marketing 

What is Organic Search Optimization (OSO)?

Organic search optimization offers a fresh perspective by focusing on increasing a brand’s search share across various platforms.

Share of search refers to the percentage of searches within a specific industry or market that a brand manages to capture. It reflects the level of engagement a brand or campaign achieves with its intended audience.

OSO encompasses creating and optimizing content for organic searches across all search platforms—and not just Google’s search engine. The ultimate goal is to rank high up on classic search engines, like Google, and the search engines of social platforms, like TikTok and Instagram. 

Some of the popular OSO digital marketing techniques include:

• Keyword research and targeting
• On-page optimization
• Link building
• Technical improvements
• Ensuring relevant and engaging content
• Building a reputable online presence

So, what sets it apart from SEO services?

SEO often focuses on individual keyword rankings. OSO evaluates the bigger picture by aiming to increase a brand’s share of searches.

How OSO Aligns with Performance Marketing and Brand Building 

OSO recognizes the symbiotic relationship between performance marketing and brand building. It combines elements of both to create a comprehensive digital strategy that drives extraordinary results.

What is Performance Marketing?

Performance marketing focuses on immediate conversions and measurable outcomes. It’s a form of digital marketing wherein brands only pay marketing service providers after their business objectives have been met or when specific actions have been taken. This includes a click, sale, or lead. In a nutshell, it’s performance-based marketing.

What is Brand Building?

Brand building is the process of establishing a strong foundation for long-term success and connections with audiences. From boosting brand awareness through creative content, running ads to promote products, or simply replying to a user’s comment on Instagram, these are just a few examples of ways businesses build their brands over time. 

OSO Integrates Both Approaches

OSO integrates these approaches to optimize the performance of your digital strategy. It does this while strengthening your brand’s presence and reputation.

A Closer Look at Performance Marketing 

Performance marketing is a popular digital strategy that’s taking center stage—think of it as the Swift of the marketing scene. It’s a sold-out success—and clients are loving the results. 

The main focus of this digital strategy is getting specific results or actions from people. It’s all about measuring and tracking how well marketing campaigns are performing. In performance marketing, the success of a campaign is not just based on how many people see an ad. It’s also based on how many people actually take action, like buying a product or signing up for a newsletter.

When you work with a leading Calgary marketing agency, you get instant access to the most innovative performance marketing tactics that are tried, tested, and fueled by OSO.   

The Benefits of Leveraging Performance Marketing

• The data obtained can be used to make changes to achieve even better results for future digital marketing plans. 
• It helps businesses make smarter decisions about where to spend their marketing budget. 

How Calgary Marketing Experts Execute Performance Marketing

• Leveraging special tracking codes to see which ads or messages work best
• Using data analysis to find patterns and trends in customer behaviour

Brand Building: OSO’s Synergy with PR, Brand Advertising, and Purchase Intent Rankings 

OSO acknowledges that increasing your brand’s share of search requires a multifaceted approach. This process can be complex—but if you have a Calgary marketing expert behind you, it becomes a walk in the park. 

As you continuously build your marketing strategy, it’s important to keep in mind how OSO synergizes with various other strategies. 

For example, it embraces the power of PR campaigns and brand advertising to boost visibility and capture audience attention. In addition, it also emphasizes the importance of purchase intent rankings. Through OSO, you can ensure that your brand is well-positioned during critical customer journey stages. 

By integrating OSO with strategies such as PR, brand advertising, and purchase intent rankings, you can boost your brand’s performance and maximize growth opportunities.

What is PR?

Personal relations or PR encompasses the management of relationships between individuals, organizations, and the public. It involves strategic efforts to establish and maintain a positive image. 

This can be achieved through:

• Media relations
• Public events
• Social media engagement
• Crisis management

The Benefits of PR

• Improves your brand’s reputation, especially in terms of marketing and communication 
• Fosters trust
• Promotes brand awareness
• Enhances credibility
• Connects you with target audiences
• Builds lasting relationships 

What is Brand Advertising?

Brand advertising refers to promotional activities undertaken by a company to:

• Raise awareness
• Shape perceptions
• Establish a distinctive identity for its brand
• Create a positive image
• Display brand values
• Form emotional connections with target audiences 
• Differentiate brands from competitors
• Cultivate brand loyalty
• Influence consumer behaviour 

Channels like television, print media, online platforms, and social media are typically used to reach a wide audience.

What is Purchase Intent? 

Purchase intent refers to the inclination or likelihood of a consumer to make a purchase. It represents the level of interest a consumer demonstrates in buying a product.

There are various factors that can influence purchase intent, including: 

• Product quality
• Price
• Brand reputation
• Customer reviews
• Personal needs

When you team up with a leading Calgary marketing agency, you can count on its experts to analyze purchase intent and achieve the following:

• Gauge consumer behaviour
• Understand market demand
• Target customers with high purchase intent
• Increase conversion rates and drive sales
• Tailor your digital strategy accordingly

How OSO Helps Brands Navigate the “Messy Middle”

The truth is that the customer journey is rarely a linear path. Putting your trust in a company and investing in its products isn’t an easy decision to make—and so you can expect consumers to pace around as they contemplate.

OSO helps both consumers and brands navigate the “messy middle” – the stage where customers explore and test various options.

By leveraging OSO techniques, brands can maintain a strong presence during this critical stage and inspire customers to choose their brand over any other. It helps brands stand out in the crowded digital marketplace and drive conversions.

Here’s how you can positively impact the decision-making process of consumers: 

• Produce engaging content
• Share relevant information
• Create compelling calls to action

Examples of Traditional Marketing Strategies That OSO Can Replace 

OSO continues to revolutionize the marketing landscape as it creates immense opportunities for discoverability. On top of that, it also thrives as an alternative strategy that’s capable of replacing various traditional marketing approaches. Here are some examples:

Print Advertising 

Because of OSO, you don’t have to invest in costly print ads anymore just to increase visibility.  Businesses can redirect resources toward content creation and online advertising platforms, like search engine marketing (SEM) and social media advertising.

This allows for more precise targeting, real-time analytics, and improved cost-efficiency.

Direct Mail

Rather than relying on physical mail campaigns, businesses can leverage email marketing that leads to increased traffic to their various platforms. This digital strategy offers higher engagement rates and measurable results. Did we also mention it’s more eco-friendly? That’s a double win. 

Cold Calling 

OSO provides more targeted and efficient methods to reach potential customers. By utilizing OSO and content marketing, businesses can attract qualified leads through organic search results. As such, cold calling becomes less necessary—and consumers will warm up to your brand much faster. 

Traditional PR 

Online PR strategies typically include press releases distributed through digital channels. Whether you’re promoting a new product or highlighting an influencer collaboration, this marketing strategy offers a wider reach and immediate impact—minus all the effort of planning those classic in-person PR events. 

In-Person Trade Shows and Webinars

Virtual events continue to gain popularity in markets like Calgary. They enable businesses to showcase products and services to a global audience without the limitations of physical events. Not only do they reduce costs, but they also increase accessibility to your audience and improve attendance rates. 

To improve the online visibility of such events, you can count on Calgary marketing experts to produce digital content that’s paired with top-tier OSO strategies. This way, businesses can:

• Enhance their online presence
• Improve traffic to their website and social platforms
• Reach wider audiences
• Measure marketing efforts more accurately

The Pros of an OSO-Integrated, Performance-Focused Approach

Opting for an OSO-integrated and performance-focused approach encourages search professionals to:

• Analyze budgets of their digital strategy more meticulously  
• Optimize for sales and reach
• Break down channel barriers and leverage the strength of various social platforms
• Embrace a holistic perspective
• Ensures that marketing efforts are coordinated and results-driven

Achieve Standing-Ovation-Worthy Digital Marketing Performances with In Front Marketing 

OSO continues to revolutionize the digital marketing scene. It encourages an effective performance-focused approach, while perfectly aligning with both performance marketing and brand-building efforts. 

As Calgary’s top digital marketing agency, In Front Marketing specializes in guiding brands to new levels of success in online spaces. 

Reach out to us today to start experiencing standing-ovation-worthy digital marketing performances.  

Bring your brand from the background into the spotlight. 

Creative content and (organic search optimization) OSO are here to be your digital marketing strategy’s most valuable players.

Here’s what you can achieve when you work with a trusted marketing agency to produce creative content paired with OSO strategies:

• More engaged and loyal audiences
• Strengthened brand awareness and identity
• Improved organic search performance and site traffic 

Ready to unlock your brand’s full potential by embracing content creation and organic search optimization? In Front Marketing—a leading digital marketing and creative agency in Calgary—is here to show you how it’s done. 

Table of Contents

1. What is Creative Content 
2. What is Organic Search Optimization 
3. A Winning Digital Strategy: Creative Content x Organic Search Optimization
4. The Elements of Effective Creative Content Creation

• Storytelling
• Visual Appeal
• Brand Identity
• Interactive Experiences
• Innovative Media
• Emotional Connection and Shareability
• User Generated
• Authenticity

5. Next-Level Content Creation: Wear Your Best Creative Hat Yet with In Front Marketing

What is Creative Content? 

Creative content refers to the different types of media that businesses use to communicate a message, evoke an emotional response, and promote their products or services.   

This includes the following:

• Blogs
• Videos
• Images
• Infographics
• Social media posts
• Case studies
• Guides
• Newsletters
• Podcasts
• Webinars 
• User-generated content
• And more. 

What is Organic Search Optimization (OSO)?

Organic search optimization (OSO) is a game-changing strategy that involves creating and optimizing content for organic searches across all search platforms. It’s about ensuring your content ranks high up on classic search engines, like Google, and the search engines of social platforms (like TikTok)—without spending on ads. 

This is achieved through the following techniques:

• Optimizing your website and social media content with the right keywords
• Creating blogs that establish topical authority
• Creating a backlink strategy
• Investing in quality copywriting
• Establishing a strong social media presence across various platforms

In a nutshell, OSO is a valuable tool that helps brands increase their reach and visibility organically without having to rely on paid advertisements. 

A Winning Digital Strategy: Creative Content x Organic Search Optimization 

Producing creative content with OSO strategies in mind ensures that you appeal to audiences and search engines. Ultimately, it gives you the best of both worlds. Creativity captivates and engages audiences, while OSO convinces search engines to rank your content high up on the results pages so it can easily be discovered by users. 

When you work with a leading digital marketing and creative agency in Calgary—like In Front Marketing—you can sit back and focus on your business while we boost your brand to the top using innovative content creation and OSO strategies. 

The Elements of Effective Creative Content Creation

Storytelling  

If there’s one thing that audiences are willing to stick around for no matter how long it takes, it’s a good story.

Through content creation, you can bring your brand’s story to life. By sharing compelling narratives that resonate with your target audience’s desires, challenges, and aspirations, you get to evoke emotions, build trust, and spark a stronger connection. Storytelling has always been an indispensable marketing tool that helps brands become more relatable and memorable. 

Weaving storytelling into your content creation and digital marketing efforts is a tried-and-tested strategy across various industries that reels audiences in. 

Take a look at this example:

Oil companies in Alberta have instilled the narrative that oil is the lifeblood of the province. Based on some factual evidence, this “story” has spread across the world. Now, Alberta is known as the place where oil is made. Beyond establishing that identity, this storytelling strategy has also evoked great amounts of empathy despite it being somewhat of a controversial industry. 

Visual Appeal

Studies reveal that 91% of consumers prefer visual content over written content.   

It’s a visual world, and we’re just living in it. 

Improve the user experience, leave a lasting impression on your audience, and increase the chances of your content getting shared on social media when you incorporate the following elements:

• Captivating images
• Infographics
• Videos
• Other visually appealing assets that align with your brand identity

Brand Identity 

Whether you opt to elevate digital marketing strategy through written or visual content creation, it’s important to stay true to your brand identity all throughout. 

From your overall messaging and tone to your logos and brand colours, these elements make up the public image of your brand. You’ll want to keep it consistent to uphold authenticity and form a more solid foundation for your digital marketing strategies. 

Interactive Experiences

Don’t we all love to be a part of something great? 

Leveraging content creation to curate interactive experiences shows how much you value communicating with your audiences. In turn, this will inspire them to continuously engage with your brand. 

Search engines recognize your website as a valuable resource when users interact more with your content, which can improve your organic search rankings over time. 

Here are some ideas for interactive content creation:

• Quizzes
• Polls
• Games 

Innovative Media 

Search engines are continuously evolving. Currently, they tend to favour fresh and innovative content. You can position your brand at the top of search engine algorithms by embracing cutting-edge content creation formats.

Not only will these assets appeal to search engines, but they’ll also help make your brand stand out from the crowd of typical content. 

Work with a leading creative agency in Calgary to incorporate the following into your content creation strategy:

• Podcasts
• Webinars
• Virtual reality experiences
• Gamification elements

Emotional Connection and Shareability

Earlier, we established the importance of evoking emotion through content creation. Beyond having the power to spark deeper connections with a user, establishing emotional connections also has the power to impact shareability. 

Once you’ve created a memorable experience for a user, they’re more likely to share it with others. And like a domino effect, this will increase your organic reach and amplify your brand’s visibility.

Always make it a point to craft content with shareability in mind. Spark joy, laughter, inspiration, or even contemplation that’s worth sharing. 

Collaboration and Co-Creation

Expand your audience reach and bring fresh new perspectives to your brand by collaborating and co-creating with the following:

• Influencers
• Industry experts

By involving others in your content creation process, you tap into their networks. This digital strategy can increase the potential for organic search visibility.

User Generated 

Influencers and industry experts aren’t the only ones worth collaborating with to elevate your digital strategy. User-generated content (UGC) creation is a winning move as well. 

Encourage your audience to create and share content related to your brand. UGC provides an authentic perspective and is social proof. It fosters a sense of community and amplifies your organic search visibility as users engage with and share content related to your brand.

This could be in the form of the following:

• Reviews
• Testimonials
• Photos
• Videos
• Social media posts.

Authenticity 

As brands race to capture the attention of consumers, there’s one factor that almost always succeeds at stopping people in their tracks and inspires them to take a second look: authenticity. 

Being genuine and always staying true to your vision and mission is crucial to establishing trust and forming solid connections with your audience. Here’s how to uphold authenticity through your content creation strategy: 

Transparent Communication 

Authenticity begins with transparent communication. Be open and honest in your brand messaging, ensuring that your values and actions align.

Communicate your brand story, mission, and purpose in a genuine and relatable way.

Real-Life Stories and Testimonials 

Share real-life stories and testimonials from your customers. This can highlight the impact of your products or services while showing that it’s credible and social-proof. 

When potential customers see genuine experiences and positive feedback, they’re more likely to trust you and make a purchase. 

Behind-the-Scenes Glimpses

Another way to uphold authenticity through content creation is by taking your audience behind the scenes. Offer them a glimpse into your company culture, processes, and team members. Authenticity shines through when you showcase the human side of your brand.

Work with a creative agency in Calgary to showcase the following: 

• Employee stories 
• Office happenings
• Creative and production processes

Responding and Engaging 

Responding to your audience is one of the cornerstones of authenticity, as it proves your dedication to customer satisfaction.

Engage with your audience and respond to their comments, messages, and inquiries. Don’t forget that how you engage with your audiences is visible to the public as well; it’s a crucial factor in your brand identity. Make it a point to show genuine interest and provide helpful and meaningful responses. 

By engaging authentically, you build authentic relationships. Over time, these positive interactions associated with your content can increase organic search visibility through word-of-mouth and positive reviews. 

Next-Level Content Creation: Wear Your Best Creative Hat Yet with In Front Marketing 

Content creation and organic search optimization are a power duo to be reckoned with—and now it’s easier than ever to fuel your brand with their immense impact.

Here at In Front Marketing—a leading digital marketing and creative agency in Calgary—we consistently unlock the full potential of brands through next-level OSO strategies and innovative content creation. 

Your brand’s best story yet is about to unfold. 

Contact us today to start seeing exceptional results. 

66% of marketers say digital marketing tactics helped their business to succeed. 

Every digital expert will tell you that an impactful marketing strategy is no longer a luxury—it’s a necessity. 

But with “digital marketing” being such a vast term encompassing endless moving parts, where do you even begin to craft a strategy that best suits your business? 

Which particular techniques should you be leveraging? 

Who should you count on to carry out these strategies to produce extraordinary results? 

We know—there’s probably a ton of question marks in your mind right now. And you want straightforward, reliable answers, stat. 

Let’s cut to the chase: web design, SEO, PPC (pay-per-click), and building a social media presence are the game-changers you will want to add to your team. 

At In Front Marketing—a leading team of digital marketing experts in Calgary—our meticulous analysis of current trends and data has furnished us with irrefutable insights. Regardless of size or industry, businesses flourish when their marketing tactics are well-defined, comprehensive, and aligned with the rapidly shifting landscape.

Whether you’re looking for Calgary SEO specialists, a web design agency, a social media marketing company, or a creative agency in Calgary to provide data-driven insights and stand-out implementation—our team of experts has got you covered.

Keep reading to discover all the critical pieces to a knock-out digital marketing strategy for your brand!
 

Table of Contents

1. The Cornerstones of an Effective Marketing Strategy

• Website Design Excellence
• SEO Mastery
• PPC Campaign Precision
• A Strong Social Media Presence

2. How to Craft a High-Calibre Marketing Strategy 

• Clear Goal Outlining
• Audience Profiling
• Budget Blueprinting
• Performance Tracking

3. Smaller-Scale Digital Marketing Strategy Recommendations

4. Map Out the Road to Digital Marketing Success with In Front Marketing
   

The Cornerstones of an Effective Marketing Strategy

1. Website Design Excellence 

Web design excellence is first up on our list of the cornerstones of effective marketing. 

Beyond aesthetic appeal, a robust website provides seamless user navigation, catalyzing trust and bolstering your brand’s online credibility.

As much as 72% of marketers report increased conversion rates due to responsive web design. 

What Are the Elements of a Well-Designed and Developed Website?

Your website is your brand’s home in the digital world. 

As such, you want it to be strong, visually stunning, organized, comfortable, and welcoming—but you don’t have to map out this blueprint alone. When you work with a leading Calgary web design company, like In Front Marketing, you can ensure that the following vital elements are incorporated into your website. 

• High-quality design
• A clean layout
• Seamless navigation
• Branded elements
• Mobile responsiveness
• Top-tier security
• Clear calls to action
• Reliable, informative, and engaging content 
• Search engine optimization

2. SEO Mastery

A fine-tuned SEO approach amplifies site visibility and augments organic traffic, elevating potential customer conversions.

Data from Ahrefs reveals how the top 1% of Google’s search results garner a staggering 31.7% of all clicks, underscoring the invaluable role of potent SEO. When you team up with a team of trusted Calgary SEO specialists, achieving this becomes an easy feat. 

What is SEO?

But what is SEO exactly? 

SEO, or Search Engine Optimization, is the practice of optimizing a website to improve its visibility and ranking in search engine results pages (SERPs). The main goal of SEO is to make a website more appealing to search engines, but ultimately it benefits both users and businesses. By implementing SEO strategies, websites can provide relevant, high-quality content that fulfills user search queries. This helps search engines understand the content and relevance of the website’s pages, leading to better rankings.

To achieve effective SEO, factors such as the following need to be implemented:

• The website’s technical configuration includes ensuring that the site loads quickly, has clean code, and is mobile-friendly.
• Optimizing on-page elements such as titles, meta descriptions, headers, URLs, and web content by incorporating relevant keywords is crucial for improving visibility in search results.
• Using schema markup enhances the website’s content by providing clearer indications of what it offers.

Ultimately, SEO aims to create a seamless user experience by helping them find valuable information quickly. By following SEO best practices and focusing on user needs, websites can improve rankings and attract more organic traffic from search engines. Businesses can increase their online visibility with an optimized website that meets both search engine requirements and user expectations. 

Looking for a reliable SEO expert in Calgary? That’s us. 

In Front Marketing has worked with various businesses from diverse industries and successfully boosted their content to the top of search engines. 

3. PPC Campaign Precision

Businesses can seamlessly tap into their desired demographic through targeted advertising, increasing lead generation and fortifying sales.

WordStream’s analysis reveals that businesses generate an average of $2 in revenue for every $1 spent in Google Ads, highlighting the prowess of effective PPC campaigns.

So, what types of ads should you be running? In today’s digital landscape, PPC is the most promising method. 

What is PPC?

PPC, or pay-per-click marketing, is a form of online advertising where advertisers pay a fee each time someone clicks on their ad. This model allows businesses to reach their target audience and generate traffic to their website while only paying for actual clicks.

PPC advertising can also be utilized through the following channels:

• Search engines. The most widely recognized form of PPC advertising is through search engines like Google Ads, where advertisers bid on keywords relevant to their products or services. When a user searches for those keywords, the advertiser’s ad will appear at the top of the search engine results page (SERP).

• Social media platforms, such as Facebook and Instagram. These avenues allow businesses to display ads to users based on their demographic information and interests. This highly targeted approach helps increase the chances of reaching potential customers likely to engage with the ad. 

• Various websites. Advertisers can choose websites that align with their target audience’s interests and have their ads displayed on those sites.

In Front Marketing is here to help you execute Google ads and social advertisements that inspire audiences to give your brand a second look. 

4. A Strong Social Media Presence

Studies reveal that people spend an average of 2 hours and 24 minutes on social media every day.

Here’s what no one can deny in this digital age: All eyes are on social media. And if your brand is on these platforms—it might just be the one that earns those looks. 

Start by building a strong presence on the following platforms:

• Instagram
• TikTok
• Threads
• LinkedIn

Here are some ways you can engage audiences through these channels:

• Create branded images and videos
• Upload entertaining stories and reels
• Opt for influencer collaborations
• Communicate with users via comments and direct messages

Look no further than In Front Marketing—a trusted social media marketing company and creative agency Calgary—to dream up an impactful presence for your brand.

How to Craft a High-Calibre Marketing Strategy

No matter which marketing tool you plan to leverage, having a clearly defined strategy is vital to staying organized and producing the most ideal results. It’ll guide you throughout the process and help you navigate your marketing journey more seamlessly. 

Here are 4 tips to keep in mind as you build your dream strategy:

1. Clear Goal Outlining

Why are you leveraging a particular marketing tool in the first place? What is it exactly that you want to achieve through your marketing efforts? 

Whether it’s increased website traffic, higher conversion rates, greater brand awareness, or more followers on social media, understanding your aspirations and clearly defining your goals is crucial for developing an effective strategy.

2. Audience Profiling

Delve deep to discover your audience’s aspirations and challenges–and then mould your message to resonate with their unique narrative.

Understanding your target audience is essential for creating messaging that resonates with them. When you choose to work with a leading digital marketing agency in Calgary, you’ll have an expert team behind you conducting market research to identify their needs, preferences, and pain points. From there, they’ll tailor your marketing efforts accordingly.

3. Budget Blueprinting

Remember to align your financial resources with your ambitions, ensuring maximum returns on every cent invested.

Your marketing budget should be based on your business size, industry, and competition. Set a realistic budget that allows you to achieve your goals without overspending.  

4. Performance Tracking 

Harness tools such as Google Analytics to routinely scrutinize your success metrics, refining your approach as necessary.

Regularly tracking and analyzing your marketing metrics can help optimize your strategy. Use tools like Google Analytics to measure website traffic, conversion rates, and other key performance indicators (KPIs).

However, figuring out what these numbers mean and how you can use them to your advantage can be challenging. Working with digital marketing experts will enable you to analyze your performance and data more accurately—paving the way for a marketing strategy that just glows up each and every time. The best part about it? You get to sit back and focus on other important aspects of your business instead.  

Smaller-Scale Digital Marketing Strategy Recommendations

The strategies mentioned above are all larger-scale marketing projects that are bound to amplify your brand in online spaces. But what are some of the little tweaks you can make in your digital strategy that also make a huge difference? 

Take a look at our top recommendations:

• Harnessing the might of AI for tailored messaging that strikes a chord.

• Implementing chatbots to streamline customer service and catalyze conversions.

• Optimizing for voice search to ensure a larger share of organic traffic.
  
  

Map Out the Road to Digital Marketing Success with In Front Marketing

From Calgary web design to Calgary SEO Services, In Front Marketing features a team of digital marketing experts who stand at the vanguard of the digital revolution. 

We believe in curating personalized marketing tapestries that resonate with your unique business narrative.

That’s why our company offers customized marketing solutions tailored to your needs and goals. Considering your industry, business size, geography, budget, and conversion points, we can help you develop a comprehensive marketing strategy that drives results and exceeds expectations.

Intrigued by the prospect of elevating your marketing endeavours? Let’s start mapping out your brand’s strategy for success. Reach out for a transformative discussion and discovery call today. 

The world of digital marketing is dynamic. Staying competitive requires more than traditional Search Engine Optimization (SEO) tactics.

Organic Search Optimization (OSO) offers a fresh perspective. It does this by focusing on increasing a brand’s search share. In this blog post, we’ll explore how OSO prioritizes long-term success. Let’s see why increasing search share is a crucial metric for digital marketers.

Prepare to elevate your digital marketing strategies and seize new opportunities with OSO.

Understanding Share of Search

Share of search refers to the percentage of searches within a specific industry or market a brand captures. It measures how well a brand performs on visibility and reach.

In marketing, “share of reach” is the percentage of the target audience that a marketing campaign or advertisement reaches. The total market size is compared to this. It gauges the level of engagement a brand or campaign achieves with its intended audience.

Share of reach serves as a metric to test the efficacy of marketing efforts. This is in terms of expanding visibility and attracting the desired audience’s attention. By optimizing OSO strategies, businesses aim to enhance their share of reach by improving the following:

• Providing valuable content
• Increasing keyword rankings
• and increasing organic traffic based on search intent.

By focusing on OSO techniques such as:

• Keyword research
• On-page optimization
• Link building
• and technical improvements

Businesses can optimize their digital presence to maximize their share of reach. This includes:

• Ensuring relevant and engaging content
• Implementing effective keyword targeting
• and building a reputable online presence

Monitoring share of reach metrics enables marketers to assess the success and impact of their SEO strategies. It allows them to refine their approach. It will also increase the brand’s exposure to the intended audience. This drives higher traffic, conversions, and business growth.

SEO often focuses on individual keyword rankings. OSO evaluates the bigger picture by aiming to increase a brand’s share of searches.

Through in-house content creation, analyzing data, and focusing on share of search, we have seen much success with our clients. Calgary is a big city, and there are many competing businesses in similar markets. Understanding this has allowed our clients to gain an edge against their competition.

Regardless of industry, our team can figure out what your marketing plan is missing. From that point on, we can focus our resources on what will best increase your share in the market.

By expanding your presence across relevant search queries, you can gain a larger share of the audience’s attention. This will generate more organic traffic.

What Would a Real-World Example of Share of Search in Digital Marketing Look Like?

An example of share of search in digital marketing can be comparing two competing brands. For instance, let’s consider two popular smartphone brands, Google and Apple.

Our digital marketer would analyze search engine data and search volume trends. We can then determine the share of search for each brand.

Suppose Apple receives 70% of the total search volume related to smartphone queries. Google receives the other 30%. Here we see Brand X has a higher share of search compared to Brand Y.

Understanding the share of search is crucial in this instance. It provides insights into brand visibility and consumer interest. Brands with a higher share of search are more likely to:

• Attract organic traffic
• Generate brand awareness
• and potentially gain a competitive edge

Our digital marketers in Calgary can leverage this information to optimize their SEO strategies. From here, we can identify areas for improvement in your market. We then set resources to increase their brand’s share of search.

We then closely monitor and analyze the share of search metrics over time. With this, we can test the effectiveness of marketing campaigns and track changes in consumer behaviour. We can also help make informed decisions to strengthen the brand’s online presence.

Going Beyond ROI and Short-Term Sales

Traditional SEO often centers around return on investment (ROI) and short-term sales. OSO takes a broader perspective. It recognizes that long-term success requires focusing on increasing the search share.

By investing in various channels, such as:

• Public relations (PR) campaigns
• TV ads
• Content gap reduction strategies
• and more…

Brands can ensure they reach as many people as possible. OSO is a holistic approach for organic traffic. It positions the brand for sustainable growth and continuous success.

This is why we value our high-quality content creators. In Front has the ability to generate content that not ranks high with SEO, but also appeals to our audiences. These audiences are, of course, real people who desire engaging marketing material.

Addressing the Content Gap

One of the key strategies within OSO is addressing the content gap. This means finding topics and areas where competitors reach more people with their content.

Brands can capture more search share by analyzing the content landscape. With this info, they can create content that fills those gaps.

Addressing the content gap offers significant benefits to businesses. It improves search engine visibility. It fills gaps in the content landscape related to specific topics or keywords. This enables businesses to attract organic traffic and increase their online presence.

Addressing the content gap also enhances brand authority and credibility. It positions businesses as knowledgeable industry leaders. Businesses can engage and educate their target audience by providing valuable and unique content. Building trust and loyalty achieves this.

Additionally, addressing the content gap allows businesses to tap into untapped market segments. This can also lead to expanding their customer base.

Finally, it strengthens the content strategy. This ensures a comprehensive approach that meets the diverse needs of consumers.

This proactive approach helps the brand stay ahead of the competition. It ensures a larger share of the audience’s attention.

Building a Diverse Marketing Mix

OSO goes beyond traditional SEO tactics. It encourages brands to diversify their marketing mix. It recognizes increasing the share of searches requires leveraging various channels and platforms.

This may involve:

• PR campaigns to boost brand visibility
• Collaborations with influencers to expand the reach
• or even paid advertising to complement organic efforts

By using a mix of strategies, brands can optimize their share of search. This establishes a strong digital presence.

Building a diverse marketing mix offers many benefits. It allows businesses to reach a wider audience by leveraging different channels, such as:

• Social media
• Email marketing
• Content marketing
• and traditional advertising

This diversification reduces reliance on a single platform. It increases the chances of engaging with various customer segments.

A diverse marketing mix also enhances brand visibility and recognition. It enables businesses to connect with consumers through multiple touchpoints.

Additionally, it helps optimize marketing spend. It does this by identifying the most effective channels for:

• Driving conversions
• Maximizing return on investment

Lastly, a diverse marketing mix fosters innovation and adaptability. It enables businesses to stay ahead of competitors and meet evolving customer needs.

This is why we do not specialize in just one form of marketing and advertising at In Front Marketing in Calgary. Our team has expanded to include specialists in the fields of:

• Content writing
• Videography
• Graphic design
• Data Analytics
• Sales
• and much more

Unlock Long-Term Digital Success with In Front Marketing

Increasing search share is vital for long-term success in digital marketing. OSO offers a comprehensive approach to expanding a brand’s visibility and reach.

By understanding the following:

• The share of search
• Going beyond ROI and short-term sales
• Addressing the content gap
• and building a diverse marketing mix

Brands can elevate their digital marketing strategies and position themselves for sustained growth.

As Calgary’s best digital marketing agency, In Front Marketing is ready to guide you on your OSO journey. Embrace the power of increasing your share of searches. Unlock new opportunities for your brand.

Get in touch with In Front Marketing today and embark on a path to digital marketing success.

In today’s age of digital marketing, data has become the lifeblood of businesses across industries. You must have the ability to:

• Collect your data
• Analyze your data
• and leverage your data
  

This is crucial for:

• Achieving growth
• Refining marketing strategies
• and enhancing content marketing efforts

However, there is a vital aspect that often gets overlooked: owning your data.

Today, we will explore why owning your data is crucial to business success, analytics, and strategy. We will get into why it’s essential as an overall approach to your content marketing. We will also provide actionable insights to optimize your content for top Google search rankings.

The Value of Data Ownership

When searching for a Calgary digital marketing company, consider one that values data strategizing. Make sure to look for a firm nearby. At In Front, we specialize in using your data to win your success. This is why marketing firms in Calgary (and the rest of the world) excel.

Here are some of the many reasons why we think taking ownership of your data is so vital:

Control and Independence

When you own your data, you have full control over its collection, storage, and utilization. This control empowers you to make data-driven decisions independently. This is without relying on third-party platforms or providers.

By retaining ownership, you ensure the following:

• Data privacy
• Security
• and integrity

This reduces the risks associated with data breaches or loss.

Holistic Insights

Owning your data allows you to gather comprehensive insights. These can be across various touchpoints of your business. It may be customer behaviour patterns or digital marketing campaign performance. Owning your data provides a holistic view of your operations.

This broader perspective enables you to:

• Uncover valuable correlations,
• Identify opportunities for growth
• and make data-backed decisions with confidence
  

Customized Analytics

By owning your data, you can create tailored analytics solutions. These solutions can suit your specific business needs.

Customization allows you to focus on the metrics and KPIs that matter most to your growth and marketing objectives.

Furthermore, it enables you to analyze data from multiple sources and integrate them seamlessly. This provides deeper and more accurate insights.

Enhanced Strategy Development

Your data empowers you to refine your business strategy. By analyzing:

• Trends
• Customer preferences
• and market dynamics;

You can uncover actionable insights to optimize the following:

• Your product offerings
• Social media presence
• Identify new target markets
• and develop effective pricing strategies

With data ownership, you can align your business goals more closely with your customers’ needs. This will help your business gain a competitive edge in Calgary.

Data-Driven Content Marketing and SEO Optimization 

When you can finally grasp your business data, you can then get to implementing it into successful digital marketing and advertising. Perhaps it can lead to some of the display advertising in Calgary is fond of. Or, it can help give direction on how to build your next website. The possibilities are broad.

In today’s internet age, using data to drive SEO (search engine optimization) is the most important. Here is how In Front uses your data to boost your businesses success online:

Audience Understanding

Owning your data allows you to deeply understand your target audience. By analyzing:

• Demographic information
• Behaviour patterns
• and preferences

We can create highly targeted content that resonates with your audience’s interests. This personalized approach achieves the following:

• Enhances customer engagement
• Improves conversion rates
• and builds brand loyalty
  

Content Optimization

Leveraging your data, we can identify the most effective:

• Content types
• Content formats
• and content channels for reaching your audience

We analyze data on:

• Content performance
• Social media accounts
• Click-through rates
• Time spent on-page
• and social media shares

This enables you to optimize your content strategy. By crafting valuable, data-backed content, we can improve organic search rankings. This will surely attract more qualified traffic.

SEO Integration

To maximize your content’s visibility, integrating SEO best practices is essential. Keyword research, on-page optimization, and link building can significantly impact your search rankings.

We use your owned data to identify relevant keywords and trends within your industry.

We help you craft high-quality, informative content around these keywords. This will increase your website’s organic visibility and drive targeted traffic.

Continuous Improvement

Data ownership allows you to track and measure the effectiveness of your content marketing efforts. This can be done continuously as online data pours in.

By analyzing data:

• On engagement
• Conversions
• and customer feedback;

With this, you can:

• Identify areas for improvement
• Refine your content strategy
• and drive better results over time

This approach, guided by your owned data, ensures your content marketing efforts stay relevant and effective.

Is Paying for Digital Marketing Worth it in Calgary?

If you’re a business owner in Calgary, you may wonder if investing in digital marketing is worth it. In today’s digital age, having a strong online presence can greatly impact your business’s success. 

Let’s explore the advantages of paying for digital marketing in Calgary. This may help you make an informed decision about this crucial investment. Consider the following benefits:

Increased online visibility:

• Digital marketing strategies like search engine optimization can improve your website’s visibility. This is primarily in search engine results.
• Pay-per-click (PPC) advertising helps you reach potential customers directly through targeted online ads.
  

Better customer targeting:

• Digital marketing allows you to target specific demographics and interests. This ensures your marketing efforts reach the right audience.
• Social media advertising platforms provide advanced targeting options. This allows you to tailor your message to specific user profiles.
  

Cost-effective compared to traditional advertising:

• Digital marketing often offers better cost-effectiveness. This is compared to traditional advertising channels like print or TV.
• You can set your own budget and choose from various pricing models. These include cost-per-click (CPC) or cost-per-thousand impressions (CPM).
  

Data-driven insights:

• Digital marketing provides access to valuable analytics and data. This allows you to measure the effectiveness of your campaigns.
• You can track key metrics such as website traffic, conversions, and engagement. This enables you to optimize your marketing strategies.
  

Enhanced brand reputation:

• Engaging in digital marketing allows you to build a strong online brand presence. This way, you can increase/improve your reputation.
• Positive customer reviews, social media interactions, and valuable content. These are all things that establish trust and credibility among your target audience.
  

Competitive advantage:

• In a digital landscape, staying ahead of competitors is crucial. Investing in digital marketing ensures you’re not left behind online.
• By leveraging effective digital marketing strategies, you can differentiate your business. This will help you gain the competitive edge your Canadian business needs.

Every business is unique. However, the benefits of paying for digital marketing in Calgary are clear to all.

• Increased visibility
• Better customer targeting
• Cost-effectiveness
• Data-driven insights
• Enhanced brand reputation
• and a competitive advantage

These are all compelling reasons to consider investing in digital marketing. See your business’s success in Calgary’s competitive market.

Make Your Data Work for You with In Front Marketing in Calgary

Finding a reputable marketing company in Calgary does not have to be difficult. Situated right in the heart of the city, In Front has the tools and expertise for any modern business.

As one of the premier marketing firms in Calgary, In Front Marketing is dedicated to delivering outstanding results that surpass your expectations. Contact us today for a free audit and more information.