Understanding Intent – Users and the Functions of Search

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Learn how user intent shapes online behaviour and why it needs to be accounted for. Understanding User Intent means you can curate your content to make the search queries. 

User intent means nothing but the intention of the user when they are searching for something. It speaks to the goal they have in mind when they are looking for something. On the browsers, this transcends all search queries. Users often take to these browsers for answers or solutions to their needs. 

Understanding the intent behind your user’s search queries will help you appear in relevant search queries. The better quality of content, the better visibility you acquire in searches. According to Quora, Google has 90.46% of the market share worldwide, with 63,00 searches per second on any given day and the average person conducts 3-4 searches each day. 

This means that businesses should be providing a solution to the problem that their end-user may be facing. This is important when we are looking to optimize your content so that it is relative to the search terms being used. This is why businesses may be turning to Search Engine Optimization, Content Creation, and Content Optimization to improve their user’s journeys. 

What is the Role of User Intent in SEO?

When your users type words into the search query, these are termed keywords. These can be short, medium, or long-tail words, depending on how the user’s intent. The relevance of these words plays an important part, as it is how businesses will optimize their content, as this is how your business will show up in the search results. With sound content, that serves the intent, your business can then improve rankings, which will increase your chance of getting your user to notice and purchase from you. 

Here is why the importance of understanding your buyer persona is crucial, as the intent relies on knowing your keywords, website user experience, and your content. This is why we recommend a baseline audit or client discovery call, as you have to understand where your content currently is and what your goals are. 

various roles with the most frequent questions
Intent drives your content as it provides value to your audience.

What types of Intent drive our Users?

This is broken into two main categories: Lower User Intent and High User Intent. This will also allow you to see what current point the users are at in your journey. We use these two buckets to then further classify the user based on a specific understanding of the user intent.

These are then broken down into further classifications to have a more specific understanding of user intent. 

In Front Marketing Intent Chart for Content
In Front Marketing Chart for Content Intent.

Low User Intent 

General terms are searched. They may not be looking to buy something or be actively driven toward a purchase decision. A great example is when someone is looking for the definition of words. Low user intent is further classified by navigational and informational intent. 

Navigational Intent 

A user is trying to find a specific website or domain, or page. The user is looking for ways to navigate your site. This should be a fairly quick journey, with as little fuss as possible. Ensure the website is easy to navigate, with clear and concise information about your products and services. We tend to see very prominent landing pages used for this intent. 

Navigational Intent is Important as the users remember your site and are most likely to recommend it to their peers. This type of intent also helps you understand the strengths and weaknesses of the website. With the help of heatmaps, we can see which pages are doing well, which products are striking a chord with users, and which ones are not relevant. You can also gauge whether or not your customers are finding it easy to complete the desired action or simply dropping off. 

Informational Intent 

Information is when a user wants to find information about something. Typically, this is why you want to be on the first page of a search when your target audience is looking for something. This is how we build brand authority and trust. Being able to provide prospects with the information that they are searching for may not lead to conversions at first, but it will assist in conversions for remarketing purposes. 

How to optimize your content for this purpose is to ensure that there are consistency, clarity, and results. Ensure you are updating your content, titles are clear and straightforward and they include relevant keywords with high search volumes. 

These intents are important as the majority of searches are with the intent informational, making it the most common type of intent. This is crucial and you need to understand this user intent well before putting out content. Good Informational and educational content will help build brand visibility and start the path for future growth opportunities. Creating familiarity with your users and providing value helps in keeping your audience engaged, with conversions to loyal paying customers in the long run. 

Some Examples of Informational Intent Keywords:

How to do marketing 

tutorial on social media posting 

Resources for Website Design & Development 

High User Content 

This intent signifies a determined intent for the searcher to convert and become a paying customer. It could be buying a product, service, subscription, and anything that involves completing an action in exchange for some value.  These types of users are looking for extremely specific information that may drive them toward a purchase decision. High user intent is further classified into transactional and commercial intent. 

Transactional Intent 

This type of user is the most likely to convert. They have the intention of completing a transaction or purchase. Their searches are very direct, as they often use very specific transactional keywords, such as “buy Blazer EV” or “Digital Marketing –  In Front Marketing”

The focus for this intent should be on a clear and concise landing page. More than content, you should be focusing on a smooth check-out process for people with this type of user intent. If there is any complexity at the check-out, people may drop off or head over to a competitor site. Your Calls-To-Action on all pages is well-placed and leads the users to the desired location to complete the action. 

Users with this type of intent are revenue for your business. These people are action-takers, and you need them to help you keep growing. These users have more or less made up their minds about making a purchase, so half your battle is already done. The last step of the process can be achieved with a hassle-free and intuitive check-out process. 

Some examples of transactional Intent: 

Buy Child Hockey Skates

iPhone 14 in stock near me 

Digital Advertising Calgary 

Commercial Intent

This intent shows when a user has a transactional intent but wants to find more information before making a purchase. It is a blend of informational and transactional user intent. It is not uncommon that people want to be certain of their purchase, especially if they are making big buy decisions. They often check reviews or create a shortlist before making a purchase. 

Optimizing for Commerical Intent

You need to make sure that you provide adequate data points on your website that assists users. This can be in the form of reviews on the website or blogs that feature content on how your products or services can be helpful. 

Commercial intent is important are considered Revenue Builders, as they mean a lot to your business goals and customer retention rates. 

Examples of Commercial Intent Keywords

iPhone 14 vs iPhone 14 Pro Max 

Google Advertising vs Traditional Print Advertising 

Understanding the user intent is the first step in building a successful business with your target customer in mind. Your services and products can be top of the line, yet if you do not know your customer intent, you could be losing customers, or unable to maintain growth. Your business priority must always be to target user intent and keep developing optimized content for each stage of the user journey.

Marketing Goals
Marketing Goals

Takeaways:

Enhancing your business’ SEO Strategy is possible when you have a full understanding of user intent at each stage of the journey. 

Navigational Intent may be low user intent but is key to capturing your audience.

Informational intent leads a business to create a knowledge bank for its target users. Given the endless search volumes, it is necessary that businesses provide resources and education to serve their user’s needs.  Defining a transaction means your business is of the utmost importance. Subscribers for a newsletter. Focusing on commercial user intent can work on filling an important gap in your user’s purchase journey. 

How to Find User Intent?

To find a user intent for a specific product, service, or topic, conduct generic research on a search engine and see the top results. Any information that is found will give you a fair idea of the user intent for that niche. 

Why is User Intent Important? 

It is necessary to understand the intent of your users because it helps create more engaging content. It also helps optimize content as per the users buying intent. 

How do you measure user intent? 

You can use Google Analytics and see what keywords people are using when they visit your site. This will help you understand your intent of users and provide them with content that will be most relevant for them. You can also use a heatmap tool like Hotjar, which will assist in identifying where your visitors click more on the website so that you can see what kind of information they are looking for. 

What is intent optimization?

Intent optimization is nothing but providing tour target users with the best answers to their immediate queries. These can be completed in numerous ways. 

Reach out to In Front Marketing to see how your content evaluates for your Customer Persona. Our team is here to help with all your marketing needs.

The Dos and Don’ts for a Successful Google Ads Account

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Google Ads is a powerful tool that can help businesses reach new customers and grow their business. When used correctly, they can be an extremely effective way to reach potential customers who are interested in what you have to offer. 

But there are a few things you should keep in mind to make sure your account is successful.

Here are seven dos and don’ts for a successful Google Ads account:

The Dos for a Successful Google Ads Account: 

There is no simple answer when it comes to the dos for a successful Google Ads account. However, here are a few tips that may help:

1. Research Your Keywords Carefully

Before you create your ad, you need to do your research and choose the right keywords. These are the words or phrases that potential customers will use to search for your product or service. You need to make sure that you choose keywords that are relevant to your business and that people are actually searching for.

2. Set a Budget

Google Ads can be expensive, so it’s important to set a budget before you start. This will help you avoid overspending and keep your account in good standing.

3. Test Your Ads

Before you launch your campaign, make sure to test your ads. This will help you see how they perform and make necessary changes before they go live.

4. Monitor Your Campaign

Once your campaign is live, it’s important to monitor it closely. This will help you see what’s working and what’s not so you can make the necessary changes.

5. Use Negative Keywords

Negative keywords are a great way to ensure your ads are only shown to relevant searchers. This will help you improve your click-through rate and avoid wasting money on unqualified clicks.

6. Keep Your Ads Relevant

Your ads should be relevant to the keywords you are targeting. This will help you improve your quality score and ensure your ads are shown to the right people.

7. Use Ad Extensions

Ad extensions are a great way to improve your ad’s performance. They can help you improve your click-through rate and give your ad more real estate on the search results page.

Don’ts for a Successful Google Ads Account

There are a few things to avoid if you want your Google Ads account to be successful. Here are some of the most common mistakes:

1. Don’t Forget about Your Goals

Before you even start creating your Google Ads account, you need to know what your goals are. What do you want to achieve with your campaigns? Are you looking to generate leads or sales? Once you know your goals, you can create campaigns that are more likely to succeed.

2. Don’t Use Too Many Keywords

Using too many keywords in your ad will make it less relevant and result in a lower quality score. Stick to a few relevant keywords to avoid this.

3. Don’t Use Broad Match Keywords

Broad-match keywords are too general and will result in your ad being shown to irrelevant searchers. This will waste your budget and could lower your quality score.

4. Don’t Forget about Mobile

More and more people are using mobile devices to search the internet. Make sure your ads are optimized for mobile or you could miss out on many potential customers.

5. Don’t Neglect Your Landing Page

Your landing page is just as important as your ad. Make sure it’s relevant and optimized to improve your chances of conversion. A landing page is the first thing potential customers will see when they click on your ad, so it’s important to make a good impression.

Conclusion

If you want to be successful with your Google Ads account, there are certain things you should do and certain things you should avoid. By following these tips, you can ensure that your account is running as efficiently as possible and that you are getting the most out of your Google Ads spend.

In Front Marketing offers Google Ads services in Calgary to help businesses like yours stay ahead of the competition. Our team of Google Ads experts will work with you to create a campaign tailored to your business goals. We will also help you track your campaign results and make adjustments as needed to ensure that you are getting the most out of your Google Ads spend. Let us take your online marketing to the next level! Contact us today to get started!

5 Factors to Consider in Choosing a Digital Marketing Agency

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Finding the ideal content marketing agency for a business is a tricky task. Aside from the services offered, people should also consider several factors before working with the chosen company. However, which aspects should brands think about when choosing the ideal digital marketing agency for their needs? Here are some ideas:

1. Accessibility

The first factor that people should look for in a content marketing agency is accessibility. The factor does not only refer to the agency’s office being in the same area or close to the company’s location. But instead, the agency should also be easy to reach via phone and email. Our account managers are here to ensure your needs are executed in a timely manner, with your customers top of mind. 

The agency should also have a straightforward website with a list of services. Having a website accessible to potential clients makes it easier for them to find the help they need. Meanwhile, the agency should also be able to provide a list of contact details for easier transactions.

digital world

2. Cost-Effectiveness

Cost is another critical factor that people should look for in a content marketing agency. There are a lot of agencies out there that promise to deliver quality services at a reasonable price. On the other hand, getting charged for expensive services doesn’t automatically mean better results. 

However, businesses should also be cautious when selecting an agency. It’s important to check if the agency is worth the investment as there are companies that look good on paper but do not translate to their output. Portfolios or Case Studies area great place to review, as this will show you what the agency is capable of and the results behind their services. People should also compare the price between different agencies, along with what is included in the package. 

cost per leads

3. Return on Investment

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and drive profitable customer action. This can be done in a muiltitude of ways, as each agency has a different approach to ROI. In understanding what your business goals are, the agency will be able to recommend the best option for creating this content. 

People should also look for content marketing agencies offering a good investment return. After all, the whole point of marketing is to make more profit. The agency should be able to show the client how they will make more profit in the future by using their services. 

4. Accountability

The agency should be willing to be held accountable for its actions. It means the professionals should be ready to answer any questions the client might have. They should also help show the client exactly what they have done to help them reach their goals.

One way of showing accountability is by staying open and transparent to clients. As digital marketing agencies, they should continue to inform and educate the clients on the steps they will take, regardless of their call or the client’s suggestions. Our approach is that there is a solution for everything and collaboration is key for our partnership. 

accountability

5. Business Acumen

The agency should have a great understanding of the client’s business. The experts should know how the business works, its goals, and its target market since all these factors come into play when planning for the best approach to marketing them.

If the agency cannot understand the client’s business, they will not be able to help them reach their goals. This is why it’s so essential for the agency to understand the client’s company and how it works.

Conclusion

Now that you know the top qualities to look for in an agency, you can be sure that you are hiring the best one for your business. Keep these qualities in mind when you are meeting with agencies and interviewing them. When you find an agency that has all of these qualities, you can be sure that you are in good hands and that they will help you reach your marketing goals.

In Front Marketing is a content marketing agency based in Calgary, offering digital marketing solutions to businesses needing help promoting their products or services online. We aim to make it easier for our clients to build a name on the internet by helping them boost campaigns to draw potential clients. Speak to our marketing consultants in Calgary today and get the most out of digital marketing now.

Websites – The Difference Between Redesign & Rebuilds

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Website redesigns are a big undertaking. They take months of planning and preparation to execute properly. A website refresh is a much simpler and quicker process. It can be done in a few weeks or months, but it doesn’t involve any major changes to the fundamental design or content of the website.

In this article, we will explore the differences between redesigns and refreshes and help you decide which one is right for you.

Website Redesign

A website redesign is an update to your site’s fundamentals, including its design, content, and customer intent time research process goals.

There are three main goals for a website redesign:

~Update the site’s design 

~Improve customer experience 

~Increase conversion rates

Website Refresh

A typical website refresh consists of minor updates that do not involve any major changes to the site’s fundamentals. Refresh projects usually consist of adding new features or enhancing existing ones; updating outdated content; fixing bugs; improving usability issues; etc.

The design of a website can often be overlooked, but it has a significant impact on the overall user experience. When designing or refreshing a website, it is important to keep in mind the goals of the site. A website should be designed with these goals in mind and not just look pretty. A website can look pretty and still provide a terrible user journey – not all things have been created equal in the world of digital marketing.

A redesign should be an iterative process that looks at both design and content. It should take into account the needs of your target audience, how they interact with your site, and how you want them to feel when they visit your site.

It is important that you are aware of what resources are available to you before starting a redesign project. There are many great tools available that can help you create high-quality graphics without any previous graphic design experience.

Updating your website 

Websites are a crucial part of any business. They are the digital representation of your company and the first thing that visitors see when they come to your website. It is important to maintain them and keep them up-to-date so that you can attract new customers, maintain existing ones, and stand out from competitors.

There is no one correct answer to how often you should refresh or rebuild your website. This depends on a number of factors including industry, website performance, and customer needs.

Digital Presence and Goals

In the era of digital transformation, it is not enough to just create a website and then forget about it. You need to make sure that your website is constantly updated and relevant to the needs of your customers. The key to this process is understanding how people use your website, what are their goals and what they like or dislike about it. A website redesign is not just about aesthetics and usability, it also needs to be aligned with the company’s goals. The design should reflect the brand values and also have a clear intent.

Baseline Audits – The starting point for your website project

To redesign the website, you need to start with an audit. This will give you a clear picture of where you stand in terms of user experience. Then you should identify the goals that your website needs to achieve. This will help you decide which features are important for your audience and which ones can be removed or changed in order to make the experience more efficient for them.

Understanding your competitive market

The next step would be competitor research – understanding how different brands are using their websites and what they offer in terms of content, visuals, and user experience (UX). You should also plan out how you use your website – figure out where people go when they land on your amazing website. 

The best time to consider a refresh or rebrand is when the website has been around for a while. This is because it’s easier to measure the success of the website and see where improvements can be made.

Ways to Improve Your Website

Search Engine Optimization and Content Creation

It’s important to remember that SEO and content are not mutually exclusive. In fact, they are both important aspects of web design and should be considered together when designing a website. Consider how your customers find you on browsers – what are common terms that are used? Welcome to understanding keywords, as this is how queries are used to search on Google, or other browsers. WordPress explains an easy SEO process for those who feel like it sounds “greek”

Strategic Content Planning for Marketing

A good strategy for blog posts, content calendars, and social media posts is to build them out as soon as possible with the intent based on providing key information. There is a method to our madness, as everything should follow a structure. Understanding why some topics are more common than others will allow you to develop topics that your audience is interested in. Providing Keyword intent typically falls within four categories when it comes to content:

Transactional

Commercial

Navigational

Informational

Building a strategy to include very curated intent actionable journeys will assist in building brand recognition, and trust and provide valuable information that speaks to client retention.

You know the saying “If you give a man a fish, he will be hungry tomorrow. If you teach a man to fish, he will be richer forever.” Foreign aid—“You give a poor man a fish and you feed him for a day. You teach him to fish and you give him an occupation that will feed him for a lifetime.” (Chinese proverb.)

So, what we are saying is you will learn and call the shots in no time. Kidding, but not kidding at the same time.

Website CRM options

A redesign or refresh can be a large and expensive undertaking. One of the most important factors in determining the cost is the platform you are using. If you are using a CMS, then it will be easier to get your site up and running again quickly with minimal development work. However, if you are using a custom-built site or any other platform, then it will take more time and money to get it up and running again with new features.

A few options that our team at In Front recommends:

WordPress

Shopify

WooCommerce

The CRM is another variable that influences how much your redesign or refresh should cost. A CRM that has many features may require more development work than one with fewer features. The custom-designed website or theme you choose also affects how much your project will cost because some are easier to customize than others.

And finally, the design of your website can also affect how much time and money is needed for the project because some designs require more customizations than others, simply based on functionality. Sometimes all the animation and fun experiences are not worth the cost associated with this.

Overview

So, now that you have a bit of information to consider, it is time to ask:

Do you need a new website? 

Could your website use a refresh?

Does your content need to be SEO-optimized and consistent for your brand narrative? 

Is the average page session quite low? 

What is your budget?

If you are curious about any of the above, reach out to one of our capable account managers now to discuss a complimentary baseline audit for your business. 

Whether you are redesigning your own or working with an agency, getting insight as to what is working and where the struggles are is crucial in understanding where to go and how to get to the top of your search. 

The Qualities to Look for in a Social Media Marketing Agency

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The Qualities to Look for in a Social Media Marketing Agency

Researching social media marketing will reveal many options for reaching your target demographic. Not only are there numerous business marketing plans, but there are also numerous marketing platforms, such as Facebook, Instagram, Twitter, and LinkedIn.

This can be a daunting task, so you may wish to enlist the aid of a leading social media firm to help you develop a strategy for your business. But how do you determine which social media company will provide you with the best results?  

Here are the top qualities of a social media marketing agency that you should look for:

1. Quick but Efficient 

Quick but efficient is a quality for a social media marketing agency because it will help you save time while still getting the desired results. They should be able to help you to create content, schedule posts, and engage with your audience without taking up too much of your time.

This is important because you still need to run your business and cannot spend all day on social media. An efficient social media marketing agency will also be able to give you reports on your progress and offer advice on how to improve your results.

2. Proactive

When looking for a social media marketing agency, it’s essential to find a proactive one. An agency with this quality constantly thinks of new and innovative ways to market your business on social media.

They’ll also be quick to react to changes in the social media landscape. This means they’ll always be on the cutting edge of social media marketing, and you can be confident that your business is in good hands.

3. Knowledgeable of Your Industry

When searching for a social media marketing agency, finding one knowledgeable about your industry is critical. This is because they will be able to understand your business and your target market. They will also be able to create a social media strategy tailored to your business.

An agency knowledgeable about your industry will be able to create content relevant to your target market. This content will help you to engage with your target market and build relationships with them.

4. Active on Social Media

The best social media firms actively market their business and connect with clients through social media. Check out different platforms’ social media pages to see if they have them and how they use them.

By looking at a company’s social media pages, you can learn how it uses social media for marketing. You can see how they promote their business, what kinds of posts they make, and how they talk to the people who follow them.

5. Strong Company Values

When looking for a social media marketing agency, it is essential to find one with solid company values. This is because values help guide an organization and its employees in interacting with customers, clients, and the general public.

Strong company values also show that an organization is committed to its employees and customers and is willing to stand behind its product or service.

Conclusion

Determining which social media company is ideal for your business can be challenging. However, with the qualities we’ve listed above, you can be sure that you’ll find an agency to help you take your social media marketing to the next level.

Always remember to choose one that is reliable and that has a good understanding of your industry to connect with your target audience efficiently.

To save you the hassle of searching for a trustworthy social media marketing agency, In Front Marketing is here to help you! We focus on providing the most comprehensive and effective digital marketing solutions to entrepreneurs and businesses. Contact us now!

Advice To Turn A B2B Business Digital In 2022

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The B2B sector has for a long time been one where face-to-face interactions, direct lines to your point of contact, and handshake deals were the best options for conducting business. And while there are still countless opportunities to be sought through these tried-and-true methods, the digital arena has impacted every area of the business world–including B2B marketing, lead generation, decision-making, and even the customer experience. 

Moving your B2B business into the digital space doesn’t have to be a daunting task, though. By building on a solid foundation of B2B marketing strategies and B2B sales tactics, you can begin to expand your digital footprint and amp up your lead generation efforts through the use of content marketing, SEO, PPC, social media, and more. 

We’ve brought together a full panel of B2B marketing experts and partners from our roster here at UpCity, and they’ve all combined their years of experience and new insights to offer B2B businesses like yours the best advice for diving into the digital arena and generating results. 

Digital Marketing For B2B Businesses–Start Simple

As with anything new that your business is trying to do, the best advice we can think of is to “start simple.” And that advice is especially true when you are trying to transition your B2B business—and your customers—into the digital space. 

“The biggest error I often see B2B businesses make is treating their online strategy and marketing tactics like they are designed for a different company. Your customers want to do business with you, so ask what you are doing offline that works, and apply the same action plan online.” –Law Smith, Fractional CMO at Tocobaga 

Going digital doesn’t mean abandoning the methods that have always worked for you. It can mean a need to ramp those touchpoints up as you introduce a digital marketing strategy.

“B2B marketing can require upwards of 25 touchpoints to reach a business owner. These touchpoints can be achieved through events, trade shows, cold calls, networking, social media, digital, and traditional advertising.” –Dave Taylor, Cofounder of In Front Marketing

“When going through a digital transformation in your company, it’s important to retain a personal touch. Resist the temptation to over-automate, or to make touchpoints impersonal. Every potential client that visits your site wants to feel that you can solve their unique issue and that you’re speaking directly to them.” –Brian Craig, Managing Partner at LegalScapes

As the saying goes, “you’ve got to walk before you can run.” And several of our experts wanted to remind B2B business operators not to rush the process of going digital. B2B purchasing decisions take time, and so do changes or additions to your marketing efforts. 

“Don’t rush into it, and show patience. There is always resistance to change, and not all partners will jump in right away. It will take time but (going digital) will be beneficial.” –Mohit Grover CEO of ESimplified Inc

“Don’t digitize just for the sake of it. It’s all too easy to purchase overhyped software tools or SaaS products that don’t move the right KPIs. Before doing anything, decide what areas of your business can be improved by digitization, then work back from there to decide what to invest in.” –John Hargan, Director at Velocity Digital LLC

Whether it’s in terms of developing your strategy as mentioned above or deciding what platforms and outlets to put your business on, everyone we spoke to recommended taking the time to consider and choose the approach that makes sense for your marketing team and your potential buyers. 

“Don’t spread yourself too thin when investing in new digital initiatives. Most businesses don’t have to be on every social media channel, every video-sharing platform, or in all of the marketplaces. Think of what makes sense for your business, target market, and customer base.”–Colton De Vos, Marketing Specialist at Resolute Technology Solutions 

On the other hand, our panelists also wanted to remind you not to shy away from places where your efforts make sense. Be sure to explore all sorts of outlets to understand where your pieces of content (like webinars, video marketing pieces, testimonials, and others) can have the most impact. 

“My real tip is to get your business name on as many platforms as possible. Not the paid platforms that many small businesses get approached by, but quality ones like UpCity that deliver value even when you choose a free listing option. Quality backlinks to your website not only help your Google rankings, but they legitimize your business and help you better serve the other small business owners that need your help.”  –Zach Springer, Website Designer at Springboard Website Designs  

Speaking of your business’ website, our experts agreed that much of your early energy, planning, and quality content development efforts need to be focused on the “home base.” In other words, don’t spend all that time and money on other places until your website is performing at its best. 

“Do more with your website, which can be a powerful marketing tool. Plus, all of your marketing efforts will lead back to it, so make sure you’re taking full advantage of that opportunity. Your website is completely owned by you which means your leads and traffic belong to you alone. So, thinking of ways to use your website to turn your business more digital will help you own your marketing and take advantage of having a more digital-driven business.” –Nick Leffler, Owner of Loclweb   

“When going digital, streamline your efforts into one optimized website with mobile capabilities instead of trying to manage multiple social media accounts, online promotions, and digital marketing campaigns across different platforms. These things can come later, but starting with a strong foundation will allow your current customers to seamlessly transition to an online space while you incorporate new strategies to increase your reach.” –Asad Kausar, CEO of Dabaran Inc.

Another tip we heard from several people was related to something you are probably already doing–email. While the website might be the first stop in your digital journey, email marketing can be an incredibly valuable (and uncomplicated) part of incorporating more digital options into your business. 

“Good email design doesn’t just mean visual appeal. It’s meant to help you build stronger relationships with your audience, sell more of your products, and improve your overall return on investment in email marketing. Most entrepreneurs can understand the process of ‘building an effective email following time-tested best practices,’ though, and this is a great place to start.” –Tom Kothman, Chief Strategist at Thomas Advisors LLC

Another piece of advice–keep your target audience in mind. And the best data available on your target audience? Your current customers. B2B companies may have smaller client bases, but the power of the relationships you forge and the amount of information you can learn are tremendous. 

“Don’t try to sell a stranger. That’s like asking someone to pick out the names of your future children before you even have your first date. Offer value in advance of those cold messages. Whether via email or LinkedIn, try to make a genuine, meaningful introduction, offer something they find valuable, and build a relationship.” –Jay Vics, Founder of JVI Mobile Marketing

And finally, our UpCity partners were adamant that going digital isn’t something that can be accomplished in a day. And it’s not something that you want to do only occasionally, either. 

“Going digital isn’t something you do for a few months. It’s a marathon, not a sprint. Lean into it and work it every week, every month. If you stop, you’ll go back to the place you started, wasting all that time, effort, and money in the process.” –Mike Lieberman, CEO and Chief Revenue Scientist at Square 2

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Read the latest tips, research, best practices, and insights from our community of expert B2B service providers.Email*First name*

Social Media Marketing Strategies For B2B Marketing

Social media is one of the first things that people think about when it comes to digital marketing to potential customers. And there is tremendous value in social for B2B marketing. Whether you choose LinkedIn, Facebook, TikTok, or any combination of the available social media platforms, one of the keys to focus on is creating high-quality content. 

“It sounds like a broken record to remind you that podcasting is an excellent B2B marketing avenue. But as we head into 2023, podcasting remains strong because of how great it is at authentic networking with your target B2B buyers while also becoming an industry thought leader. Want to take it up a notch? Pull that content (or similar ideas recorded slightly differently) over to TikTok. It’s truly no longer just a teenager’s dancing platform anymore!” –Sarah Banowetz, Managing Partner at Banowetz Marketing   

As with any marketing effort, content is king. So whether you’re looking at video content, podcasting, influencer marketing, or anything else you would use on social media, always think about what your customers are going to relate to or look for, and make your content relate to their needs. 

“Making sales is a mark of success for any company, but as a small business owner, attracting customers into the sales cycle can be difficult. It can even be more challenging in the B2B (business-to-business) context. So actively listen to client feedback, and be sure to invest in a content marketing strategy that reaches your B2B customers.” –Mudassir Malik, CEO of PNM GROUP

Our panelists also keyed in on the importance of consistency. Your brand, your voice, and the type or types of information you provide on social media should offer a consistent portrait of your products, services, and your value as a B2B company. 

“Avoid inconsistency! Make sure to get a schedule in place for your posting and content. This way you’ll not only stay on track, but you’ll stay in front of your audience, a key element to converting them into paying customers and not just viewers.” –Ben Precious, CEO of Pace Social Media

SEO And Content Marketing Tips For Lead Generation

Going back to your “home base” that we talked about earlier—your business’ website—many of our experts offered a strong emphasis on SEO. For many companies who are moving into the digital realm, the most bang for your buck is found in optimization. From brand awareness to conversion rates, SEO can have the biggest impact on your entire digital strategy and results. 

“The number one thing B2B business owners should focus on is SEO. Ensure your business is easy to find online by increasing the number of positive reviews on Google and social media, optimizing your website for content and a great user experience, and acquiring backlinks via articles, blog posts, and online directories.” –Meg Mothershed, Co-owner and COO of Mothershed Design Co.

“The fastest way for B2B clients to capture eyes in the digital marketplace is by utilizing SEO and content marketing, followed by paid ads and social.” –Raminta, Owner of WFMA Marketing Agency

An area that gets overlooked when it comes to B2B websites, and one that is very important when it comes to digital impact, is making sure that your site works on mobile devices. Even B2B decision makers are using mobile for much of their buying and research, and your business could miss out on opportunities to connect with customers. 

“People are using their smartphones more than ever to do research, so you need to make sure your website is mobile-friendly. Just because you redesigned your website three or six months ago does not mean it meets today’s standards.” –Kevin Heimlich, CEO of The Ad Firm

The SEO approach has value beyond your website, too, according to our experts. Utilizing SEO tactics and incorporating what you learn into your content development helps to amplify your results and strengthen your presence across the full spectrum of digital media.  

“For your demand generation campaign, it’s best to focus on content marketing and a solid search engine optimization strategy. The idea is to secure quality website visitors that your content attracts, and use that content to show that you’re an authority in your subject and an expert who can be trusted.” –Melih Oztalay, CEO of SmartFinds Marketing

When it comes to content, you have a wide range of choices. But whatever pieces you believe will work best for your business and your B2B customers, be sure that your content has value and interest. 

“Content creation has become a foundational piece for any B2B business. Video tutorials, infographics, blog insights, and social tidbits are all key components in digital conversation. But many B2B businesses simply explain their services when creating content. Instead, understand your customer’s challenges and speak to how your company solves them.” –Zach Phillips, Co-Owner of McMillan & Phillips

And in your content development, don’t be afraid to show off what your business knows and provides. Especially in the B2B space, expertise is the most effective hook. 

“B2B leaders often fear that creating fully informed content will reveal too much information and make it unlikely that the prospect needs their help. In reality, most people hire your firm because they need the implementation that only you can provide. The information shared online helps them see you as an expert and understand the value you can provide.” –Krystal Covington, CMO at Go Lead Consulting 

Our experts also pointed out a couple of common mistakes that B2B business owners can make when moving into the digital space. First, and this is true for B2C companies as well, is to make sure that your assets are yours. Ownership of your digital assets is key in every part of digital marketing and advertising. 

“One of the biggest mistakes that small business owners make is not maintaining ownership of digital assets, with the biggest being domain ownership. Small business owners should always retain access and rights to their digital files, domain records, Google accounts, and email accounts, to name just a few. Handing these over to a developer or having someone else set them up could leave you in a position of losing the digital brand presence that you worked so hard to grow.” –Bianca Frank, Creative Director at Bianca Frank Design

The other mistake that our panelists warned of was to avoid trusting digital marketers or consultants just because they claim to be experts. They may have the expertise, but whether it applies to your business and your industry are much more important factor. 

“The biggest mistake we have seen with recent clients were putting their trust in new digital marketers. These days, everyone promotes themselves as an ‘expert’ or ‘guru,’ but that is rarely the case. Your website is the new brick-and-mortar, and your digital strategy is like picking the location. Investing in a powerful site that not only ranks but converts is one of the most important investments a business owner can make in 2023.” –Ari Martinez, Director of Operations at The Ad Firm

Data And Your Digital Marketing Efforts

Of course, effort in your digital marketing and sales is only part of the equation. The other part is data. Without data, you can’t fully understand what’s working, what isn’t, and how you can make improvements or take advantage of B2B marketing trends that further grow your business. 

“Use data to make better decisions. Data analytics can help you understand your customers better and make informed decisions about your marketing strategy. Make sure you’re collecting data from all your marketing channels and using it to guide your decisions” –Travis Lindemoen, Managing Director at nexus IT group

Don’t be afraid to mix things up and experiment, either. Every business is different, and every customer is different. So while you can make generalizations about some of your digital marketing efforts, the best method is still to try things, learn from them, and make adjustments. 

“As you begin to implement your digital marketing goals and strategies, be sure to commit to continuous experimentation and learning. This will allow you to keep your digital transformation efforts fresh, adaptive, and scalable.” –Navneet Kaushal, CEO of PageTraffic Inc.  

While experimentation is key, our panel of experts did warn against making changes too soon. It takes time to see what’s working and what isn’t, so B2B business owners need to resist the urge to make changes and modify things every day as results come in. 

“You need to set your ad campaign up and run it for 14 days without changes, then review the performance and make adjustments. It can normally take one to two months to fully understand the account and how things are performing.” –Peter Berson, Marketing Consultant at Aveli By WSI

Finally, data needs to be at the base of everything your company does, and that requires building a company culture that values asking questions, analyzing results, and optimizing your approach wherever possible. 

“Going digital is a long process for any company. And for that to happen successfully, you need to create an analytic foundation. It’s important to develop a data-driven culture that will help make business decisions. So support your data-first objectives with analytic tools, project management tools, SaaS tools, etc. This will help your business become more digital internally so that when you do advertise digitally you’ll have an easier time analyzing how effectively you are reaching more customers.” –Shan Serran, CEO and Founder of Veewz

Grow Your B2B Marketing Through Digital

While extensive, this is just a fraction of the advice provided by our expert panelists and partners here at UpCity. If your B2B business is beginning to make the transition to the digital space, or if you want to see how you can ramp up your digital efforts and find new avenues for growth, reach out to our extensive list of digital marketing consultants and providers. There is no shortage of help available, and you are sure to find a partner who understands your goals and can help guide you through the process. 

Rebecca Lubecki/DIGITAL MARKETING

What To Know About Customer Journey and Buyer Personas

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Customers have more methods to contact businesses than ever before, but this does not always result in a pleasant customer experience. Personalizing the customer experience is important to many firms, yet they lack the resources and knowledge to improve the customer journey. Only a few businesses believe they have the required tools to offer exceptional client experiences.

Customer journeys that span numerous channels and devices might make experience optimization difficult. Data silos, fragmented marketing, and uneven budgets all contribute to a less-than-seamless user experience.

Read on to discover more about the customer journey and buyer personas today.

Understanding Customer Journey

Customer journey involves a customer’s experience with your brand, product, or service. It encompasses both direct and indirect connections, such as contacting customer service or learning about a brand during an event.

The customer journey is a path that includes distinct brand interactions and marketing touchpoints. Marketers can modify their marketing strategy based on each consumer’s journey through your website, customer service, and other brand channels.

Marketers frequently direct customers toward a customer journey that they believe will result in the best outcome for both the company and the customer. One example is by delivering targeted adverts and personalized content to improve brand awareness.

Understanding Buyer Persona

A buyer persona describes your target audience. This is a character created after conducting research on the target audience. You must gather sufficient data about your customers to craft this persona.

This buyer persona will be given a name, demographic description, and behavioral profile. Through this, you will better understand objectives, pain points, and purchasing trends. 

Maintaining consistency in your product development, brand voice, and social platforms can be made easier by keeping your customer personas in mind.

Making the Most of These New Marketing Tools

Many firms understand the dangers of focusing just on one area of the client experience. Chief marketing officers expect to increase spending by 50% over the next two years across the entire buyer journey.

Investing in these areas without first understanding how contacts feel, what material they want, and how they want to interact with a firm will almost always fail. Buyer personas and customer journey mapping are popular marketing strategies that really allow a company to understand their journey and their actions that could impede your marketing strategies.

Buyer persona marketing could indicate a big shift in a company’s marketing strategy. Customer path maps can also help customers better their evaluation and purchasing decisions.

Reimagining the Marketing Strategy

Instead of treating the buyer experience as an afterthought, show client empathy. Instead of focusing on your products, services, and solutions, use a customer-centric approach that involves understanding their emotions towards a product or service, their needs, and more.

Knowing these can help you understand what your buyers are going through and what they want to achieve. Empathy will help your message resonate by incorporating it into your marketing and go-to-market plan. Instead of selling items, you will become a helpful concierge that responds to inquiries and is on their team.

Consider how your words could appeal to your target audience’s inner ideas and sensations rather than features, specs, and public benefits, as your competitors do. 

Conclusion

Going for a buyer-centric marketing strategy is a straightforward method. You’ll need to add some new tools to your digital marketing toolbox to execute this. 

Simply create buyer personas that reflect your customers first. You will use this information to develop customer journey maps that show how contacts interact with you throughout and after the purchase process. Then, you can provide customers with the extraordinary experience they want.

Are you looking for marketing strategists in Calgary? In Front Marketing is here to put you ahead of your industry competitors. Get in touch with us today to learn more!

The Strong Ties Between Web Design and Web Development

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Companies worldwide incorporate digital marketing solutions as part of their campaigns to drive high traffic levels and gain a competitive advantage. Of course, doing so wouldn’t be possible if you didn’t have a smooth-running website with an eye-catching design and updated development. 

Web design and web development have a lot in common. Although they are two distinct processes with different objectives, they are both essential for the success of a website. It truly does become one goal behind both of these as a collaborative event. 

This article outlines the essential steps in the website-building process and gives a clear picture of the role, duties, and skill sets needed for web design and development.

The Meaning of Web Design and Development?

Web design and development is a crucial component of digital marketing solutions that entail:

  • The planning and creation of a website
  • The coding or programming of a website
  • The maintenance and updates of a website

The main objective of web design and development is to build a functional and visually appealing website that can attract and retain visitors. A well-designed website has to be user-friendly, informative, and adaptable to many devices.

Because there’s no hard line between design and development, the roles of web designers and developers can sometimes overlap. For example, a web designer may be responsible for the visual design of a website and the coding that makes it function.

Different Roles in Web Design and Development

While web designers and developers work together to create a unique and functional website for digital marketing solutions, they’re distinct in their focus areas.

Aesthetics vs. Logistics

Creating a website is often likened to building a house—you need a blueprint (web design) and someone to construct it (web development). This is because web designers focus on the look and feel of a site, ensuring that the design is aesthetically pleasing and that the user experience is smooth and intuitive. They use various tools, including graphic design software, to create the visual elements of a website. With this focus on buyer personas, it also allows you to take in this journey, while creating the design. 

Meanwhile, web developers are like engineers focusing on the technical side of things. They use programming languages like HTML, CSS, and JavaScript to build the website from the ground up. Developers also test websites to ensure they function properly across different browsers and devices. This brings the design to life in a fully functional website. 

Design Software vs. Coding Language

You might think web designers and developers use the same software and programs to create websites, but this isn’t true. Designers use design software like Adobe Photoshop, Adobe Illustrator, and Sketch to create the visual elements of a website. On the other hand, developers build the site from the ground up using computer languages like HTML, CSS, and JavaScript. 

Isnt it amazing how two different languages come together for one final product – that being a killer website! 

The Role Similarities of a Web Developer and Web Designer

Of course, web developers and web designers are alike in several ways. They both must have a strong understanding of the internet, how web browsers work, and how websites are accessed. They both need to be creative, have a keen eye for detail, and have excellent problem-solving skills. Lastly, they must strongly understand colour theory, typography, and layout.

Final Thoughts

Web design and web development are two closely related fields. A strong understanding of both is necessary for a successful career in either area. While web design concentrates on a website’s appearance and feel, web development focuses on the functionality and code that makes a website work. However, both disciplines require creative thinking and problem-solving skills.

While taking both of these marketing variables into consideration, the In Front Marketing team ensures that your website design and development project will do what it should – gain you traffic and build your business. 

In Front Marketing is a reliable, data-driven advertising agency that provides exceptional and affordable digital marketing solutions in Calgary to achieve your web design and development goals. Get in touch with us today!

The Benefits of Creating a Successful Marketing Strategy

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Successful marketing strategies can undoubtedly benefit your business, as growing your customer base can be a difficult and time-intensive task. Creating a marketing strategy with the goal of attracting your ideal customers will also steer the direction of content creation.

Today, we will explain and define what a marketing strategy is and how your firm may benefit from this. Read on to learn more.

Understanding The Function of a Marketing Strategy

A marketing strategy is, basically, the comprehensive plan that a company uses to attract and convert prospective customers. It is an applied and tested method that can be used by businesses to outline their marketing and sales techniques. When creating the strategy, it is critical for companies to keep their hard costs low, while still allowing scalability. 

Marketing is for growth and innovation, especially in today’s digital ecosystem. Using templates for your initial strategy can assist you in mitigating some of your costs while providing an understanding of where the business could benefit.

With that, the concept may actually be quite complicated at first glance. The good news is that marketing and creating a strategy are skills earned over time through practice, trial-and-error, and eventually, success. Fret not if you are new to the concept, as your In Front Marketing team is here to support you through this process. 

What You Can Get Out of a Marketing Strategy

A marketing strategy is necessary for several reasons. For instance, promotional and sales activity will be less likely to succeed in the absence of a marketing strategy. You’ll also have a difficult time expanding your audience base without one.

Here are other benefits you can get out of a successful marketing strategy:

1. It Reaches the Right Audience

A marketing strategy allows you to connect with the right people in your target audience. As previously stated, understanding the demographics of your ideal customers is critical to the success of any business. Developing a marketing strategy allows you to identify who your customers are, what they want, and how to approach them.

2. It Guides Your Spending Decisions

When it comes to connecting with customers, there are numerous marketing channels that you can use. Advertisements in print publications and on television can now be replaced by digital mediums such as social media, email marketing, and content marketing. Developing a marketing strategy allows you to maximize the return on your marketing investment. According to Gartner’s, marketing budgets have been trending in an upward fashion in 2022, moving from 6.4% in 2021 to a solid 9.4% of annual operating budgets. 

3. It Ensures Brand Consistency

Maintaining a consistent experience across all touchpoints, according to Forbes,  is critical when attempting to grow a brand and attract new customers. The communications and visuals associated with your brand should be consistent across all channels. When you use a marketing strategy, your message will be unique, crystal clear, and unmistakable.

Another strategy that you could include is a Customer Journey and Buyer Persona. This tactic really allows you to understand the intent behind the purpose of your website, therefore you can gain insight as to how your brand consistency speaks to your current customer base. Investing in these areas will allow you to understand how the customer feels, what material they are searching for, and their actions.

If you do not have a voice or buyer guide, reach out to an IFM team member today.

4. It Provides Measurable Results

Setting goals, with tactics to reflect this, with the assistance of a marketing strategy is beneficial. Once you have these, you will be able to gauge your progress. It is recommended to establish your KPIs to reflect your tactics and to measure and adapt your strategy as needed.

Having this data at your disposal can be extremely beneficial in refining and improving your marketing. There are many metrics to measure, yet utilizing these 15 key marketing metrics will allow you a full snapshot. 

5. It Sets the Tone of Your Brand

A marketing strategy describes how a company intends to acquire and retain customers. You are able to communicate with their buyer personas and understand their pain points. This way, you can better provide services and advertisements that cater to them. Really, develop a retention plan for your clients, because, at the end of the day, these humans are what keep your business going. 

Conclusion

Hopefully, we have provided you an overview of what a marketing strategy should include and the function, you can now create a base marketing strategy. Especially in this day and age of a fast-paced digital world, a carefully crafted marketing strategy may be the one thing your business needs. Simply see the results for yourself! Now, if you have come to the conclusion that this isn’t a step for you – reach out to one of our strategic success managers for assistance now.

Are you looking for marketing strategists in Calgary? In Front Marketing is here to put you ahead of your industry competitors. Get in touch with us today to learn more!

Why Calgary Marketing Agencies Must Prio Brand Consistency

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Brand consistency creates a unified look, feel, and message for your brand across all channels. This means using the same colours, fonts, logo, and voice in all your communications. It also means staying true to your company’s values and culture in every interaction you have with customers. Brand consistency helps create trust and credibility with customers and ultimately leads to more sales.

A customer usually needs to interact with a brand around seven times before they start to consider using or purchasing from them. If a brand is inconsistent, those interactions don’t count towards that total. A consistent brand style makes the most of every customer interaction, making it more likely that the customer will engage with the brand. Over time, those consistent interactions build brand equity.

Creating a consistent brand begins with having a strong and defined brand identity. Establishing yourself as a company will allow your identity and mission to stand out. Once you have solidified who you are as a company, this allows you to know your market share and positioning. From there, you can develop a style guide that will serve as a blueprint for all of your future communications.

Find out why Calgary marketing firms need to prioritize this, stat!

Consistency vs. Inconsistency

The debate between brand consistency and inconsistency in marketing has been around for a while. The main argument for brand consistency is that it helps create a stronger and more familiar brand. On the other hand, brand inconsistency can be seen as a way to refresh the brand and keep it from becoming stale. 

A consistent brand is one whose logo, colours, imagery, copywriting, and tone are predictable. Becoming a reliable and valuable brand comes with time, consistency and reliability, as you will be able to create a narrative that walks your customers through your buyer journey. Thus, alignment is more trustworthy to customers than a less consistent brand. People naturally trust consistent things, making a company look more professional.

Perhaps add in photos of our branding book – to highlight proper use and improper use 🙂 

Brand Voice

A brand voice is a company’s overall tone and personality as it is conveyed to the public through various channels. This includes the language used in marketing and advertising materials and how employees interact with customers. A consistent brand or marketing voice helps create trust and credibility with consumers, making it easier for them to recognize a company’s materials.

Being able to write with the same words and personality regardless of the context is known as voice consistency. This skill is valuable for writers because it allows them to maintain their voice regardless of the situation. This can be difficult, but it is important to be as consistent as possible.

  • Your brand’s voice is the overall personality of your communications. It’s how you speak, write, and reflect your brand’s values to your customers. It should be aligned across all platforms, from your website to your social media to your email marketing.
  • Your brand’s tone is the attitude conveyed in teaching its messages. It can change based on the situation, but it should always be consistent with your brand’s voice. This can be adapted slightly depending on the audience or channel but should remain consistent overall.

Align and Get Results Now

There are so many factors that play a part in creating your Brand – ensure you include them all to set yourself above the rest. While establishing your Brand and building your audience, you will want to ensure that you take into account other variables that could assist with executing your strategy. You will also want to ensure that these goals align with your Marketing roadmap. 

Working with In Front Marketing, one of Calgarys best marketing agencies, will ensure that your goals align with your needs. Our team works hard to build clarity, confidence, and client satisfaction concerning your products and services. Call us at 403-861-9727 or visit our website to experience results-driven output!