Best Kept Marketing Secrets For Small Businesses Success

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Discover practical tips to help you boost your customer base as a small business owner. Learn how to identify your target audience, create data-driven marketing strategies, enhance your visibility and focus on organic growth.

This blog post also explores effective ways to reach your target audience, improve website traffic and engagement, measure marketing campaign success, track leads and conversions, and choose between paid and organic advertising. Find out how you can apply these strategies to increase your customer base and achieve business growth.

As a digital marketing agency, we understand the challenges that small business owners face in marketing.

One of the biggest concerns is how to increase their customer base effectively. In this blog post, we will provide actionable tips to address this pain point.

The first step in increasing your customer base is identifying your target audience. Without a clear understanding of who your customers are, it is difficult to create a marketing strategy that resonates with them.

Conduct market research to gather information about your target audience’s demographics, psychographics, and behavior. This will help you create buyer personas that represent your ideal customers.

Once you have a clear idea of who your target audience is, you can tailor your marketing messaging, channels, and tactics to reach and engage them effectively.

Another pain point that business owners have in marketing is managing their time and expenses. Creating a data-driven marketing strategy can help you optimize your time and resources by focusing on tactics that generate the best results.

By analyzing your data and metrics, you can identify which channels and campaigns are driving the most leads, conversions, and revenue. This will enable you to prioritize your efforts and allocate your budget and time accordingly.

Addressing business owner’s marketing concerns with data-driven strategies can help you increase your customer base, improve your ROI, and optimize your time and expenses.

By conducting market research, creating buyer personas, and analyzing your data, you can gain clarity and insights into your target audience and marketing performance.

These insights will enable you to create a strategy that resonates with your audience and generates a consistent flow of cash and leads for your business. As a digital marketing agency, we are committed to helping small business owners solve their marketing challenges and achieve their goals.

Once you have a clear understanding of your target audience, it’s time to create a marketing strategy based on data and results.

This involves leveraging agency knowledge to create a comprehensive plan that addresses your concerns and pain points. We can help you save time by developing and executing a strategy that works.

Another important factor to consider is organic growth. Rather than relying on paid advertising, you can focus on creating valuable content that attracts potential customers to your website. This approach can help you build a loyal customer base that trusts your brand and is more likely to make a purchase.

To increase your customer base, you need to have better ROI. This means focusing on strategies that generate leads and improve your cash flow.

By addressing your concerns about expenses and finance, you can create a marketing strategy that helps you achieve your goals without breaking the bank.

Finally, improving your visibility is essential to increasing your customer base. This can be achieved through a combination of SEO, social media, and evaluating your data with campaign optimization.

Effective Ways to Reach Your Target Audience

As a digital marketing agency, we understand that reaching your target audience is crucial for the success of your business. Here are some of the most effective ways to do so:

  • Define your target audience: Before you can effectively reach your target audience, you need to know who they are. Define their demographics, interests, behaviors, and pain points. This will help you tailor your marketing messages to resonate with them.
  • Use social media: Social media platforms like Facebook, Instagram, and LinkedIn provide an excellent opportunity to reach your target audience. Create engaging content, use hashtags, and run targeted ads to increase your visibility.
  • Invest in SEO: Search engine optimization (SEO) is optimizing your website to rank higher in search engine results pages (SERPs). By using relevant keywords and providing valuable content, you can attract more organic traffic to your site.
  • Use email marketing: Email marketing is a great way to reach your target audience directly. Segment your email list based on demographics and interests, and send personalized messages that address their concerns and pain points.
  • Collaborate with influencers: Influencer marketing is a popular way to reach your target audience through trusted individuals in your industry. Identify influencers who align with your brand values and work with them to promote your products or services.

By implementing these strategies, you can increase your visibility, generate more leads, and ultimately grow your business. As a Calgary marketing agency, we can help you address these challenges and provide clarity on your data.

Techniques to Improve Traffic and Engagement

As a digital marketing agency, we understand the challenges that business owners face in marketing their products and services. One of the most significant challenges is improving website traffic and engagement. In today’s digital age, a website is the face of your business and the primary source of information for your target audience.

Thus, it is essential to have a website that not only attracts visitors but also engages them. In this blog post, we will share some effective techniques to improve your website traffic and engagement.

Define Your Target Audience

One of the biggest mistakes business owners make is not clearly understanding their target audience. It is essential to identify your target audience and tailor your website content to meet their needs.

By understanding your target audience, you can create content that resonates with them and encourages them to engage with your website.

Improve Your Website’s Visibility

Having a well-designed website is not enough if it is not visible to your target audience.

Search engine optimization (SEO) is a technique that helps improve your website’s visibility on search engines. By optimizing your website for keywords relevant to your business, you can improve your website’s ranking on search engines and drive more traffic to your website.

Create Content That Engages Your Audience

Creating engaging content is the key to keeping your website visitors interested and encouraging them to stay longer.

Ensure that your website content is relevant, informative, and easy to read.

Use images and videos to break up large blocks of text and make your content more appealing.

Measuring the Success of Marketing Campaigns

As a digital marketing agency, one of the most common questions we receive from business owners is how to measure the success of their marketing campaigns.

After all, with so many different metrics to track and analyze, it can be difficult to know which ones truly matter when it comes to achieving your goals.

The first step in measuring the success of your marketing campaigns is to clearly define your goals and KPIs (key performance indicators). This will help you determine which metrics are the most important to track, based on your specific objectives.

For example, if your goal is to increase leads and sales, you may want to focus on metrics such as website traffic, conversion rates, and sales revenue.

On the other hand, if your goal is to improve brand visibility and awareness, you might prioritize metrics such as social media engagement, brand mentions, and website bounce rate.

Once you have defined your goals and KPIs, you can begin tracking and analyzing your data using tools such as Google Analytics, social media analytics, and email marketing software. Look for trends and patterns in your data, and use this information to refine your marketing strategy and tactics.

It’s also important to remember that measuring the success of your marketing campaigns is not a one-time event. You should regularly review your metrics and adjust your approach as needed to ensure that you are consistently moving towards your goals.

Measuring the success of your marketing campaigns involves:

  • clearly defining your goals and KPIs,
  • tracking and analyzing your data,

and using this information to refine your strategy.

By taking these steps, you can gain clarity on what is working and what isn’t, and make data-driven decisions that help you achieve better ROI and business growth.

At In Front Marketing, we understand the challenges small business owners face when it comes to marketing. Time management, financial impact, and leveraging agency knowledge are just a few of the pain points that can hold you back from achieving your goals.

That’s why we are committed to providing tips and solutions that address these concerns head-on.

Ashley Reutlinger, Strategic Success Manager

For example, one of the most common pain points we see among business owners is cash flow. Many businesses struggle to balance expenses and revenue, especially when it comes to marketing.

That’s why we work with our clients to create marketing strategies that are not only effective but also cost-efficient.

By focusing on organic growth and targeted campaigns, we help our clients achieve better results without breaking the bank.

Proven Methods for Tracking Conversions

As a digital marketing agency, we understand the importance of tracking leads and conversions for businesses. It’s essential to have a clear understanding of where your leads are coming from and how they are converting into paying customers.

In our marketing calls, we discuss the best methods for tracking leads and conversions, which can help you increase your sales and revenue.


1. Use Google Analytics: Google Analytics 4 is a powerful tool our In Front Marketing team uses as it that allows you to track your website’s traffic, including where your visitors are coming from and what pages they are visiting. By setting up goals and tracking conversions, you can also see which of your marketing efforts are generating the most leads and conversions.

2. Implement Call Tracking: Call tracking is a valuable tool for businesses that rely on phone calls as a primary source of leads. By using a call tracking service, you can track the source and quality of your phone leads, and even record conversations for quality control and training purposes.

3. Utilize CRM software: Customer Relationship Management (CRM) software is an excellent tool for managing your customer data, including lead generation and conversion tracking. By integrating your CRM with your website and other marketing channels, you can get a comprehensive view of your customers and their interactions with your business.

4. Implement UTM tagging: UTM tagging is a handy tool for tracking the effectiveness of your marketing campaigns. By adding UTM parameters to your URLs, you can track how visitors from specific channels interact with your website and which campaigns generate the most leads and conversions.

By using these methods for tracking leads and conversions, you can gain valuable insights into the effectiveness of your marketing efforts. You can also identify areas that need improvement, make data-driven decisions, and adjust your strategy to optimize your marketing performance.

As a result, you can increase your customer base, improve your cash flow, and enhance your overall business visibility and success. Tracking leads and conversions is crucial for any business owner who wants to stay ahead of the competition and achieve their marketing goals.

By implementing the right tools and strategies, you can address your concerns about time management, financial impact, and better ROI. You can also leverage the expertise of a digital marketing agency like ours to help you solve your challenges and achieve clarity on your expenses and finance.

Contact us today to learn more about how we can help you grow your business through effective and data-driven marketing strategies.

Paid or Organic Advertising | Your Options

As a digital agency, we understand that the decision to use paid or organic advertising can be a difficult one for business owners. Both options have their own unique advantages and challenges, and choosing the right one will depend on your specific goals and target audience.

Organic advertising involves creating content that is optimized for search engines and social media platforms, with the goal of increasing your visibility and attracting leads without paying for advertising space. This approach can be effective for small businesses with limited marketing budgets, as it can generate traffic and leads without significant expenses.

Paid advertising, on the other hand, involves paying for ad space on search engines, social media platforms or other websites. 

This approach can provide faster results and better targeting options, making it an attractive option for businesses looking to increase their visibility and generate leads quickly.

To decide which approach is best for your business, it’s important to consider your goals, target audience, and available resources. If you have limited time and resources, organic advertising may be a good starting point as it requires less financial investment. 

However, if you’re looking to generate leads quickly or have a product or service with a short sales cycle, paid advertising may be the better option.

It’s also important to keep in mind that both approaches can be effective when used together. A combination of both paid and organic advertising can provide increased visibility and a steady flow of leads and cash flow.

At our agency, we take a data-driven approach to help you address your concerns and provide clarity on which approach suits your business.

Stay up-to-date with The Latest Trends in Marketing

As a business owner, it is crucial to keep up with the latest trends in digital marketing to stay ahead of the competition. With new advancements and changes occurring frequently, it can be challenging to stay up-to-date.

However, there are several ways to ensure that you are aware of the latest trends and can apply them to your marketing strategy.

  • Attend Industry Events and Conferences: Attending industry events and conferences is an excellent way to stay up-to-date with the latest trends in digital marketing. These events bring together experts in the field who share their knowledge and insights on the latest trends and best practices. You can network with other business owners and learn from their experiences.
  • Follow Industry Experts and Publications: Following industry experts and publications is another great way to stay informed about the latest trends. By subscribing to industry publications and following experts on social media, you will receive regular updates and insights on the latest trends.
  • Continuously Learn: Continuously learning and upskilling is essential in digital marketing. By taking online courses or attending workshops, you can learn the latest techniques and strategies. This will help you stay ahead of your competitors and achieve your marketing goals.
  • Analyze Your Data: Analyzing your data is crucial to understanding the effectiveness of your marketing strategy. By keeping track of your data and analyzing it regularly, you can identify patterns and trends that can help you stay up-to-date with the latest digital marketing trends.

In conclusion, staying up-to-date with the latest trends in digital marketing is essential for business owners.

By attending industry events, following industry experts and publications, continuously learning, and analyzing your data, you can stay ahead of the competition and achieve your marketing goals.

At our agency, we understand the challenges that small business owners face with marketing, and we are here to provide you with solutions. By taking a data-driven approach and addressing your concerns, we can help you create a marketing strategy that delivers better ROI and organic growth.

In Front Marketing Co-Founder John McColman

Contact us today to learn more about how we can leverage our agency knowledge to benefit your business.

5 Tips to Help You Build a Multi-Channel PPC Strategy

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At In Front Marketing, we understand the importance of a multi-channel PPC strategy for achieving success in digital marketing. By utilizing multiple channels, such as search engine marketing, display ads, and social media campaigns, you can effectively advertise your product or service and reach a wider audience. 

A multi-channel PPC strategy can also help increase conversions and ultimately achieve your marketing goals. In this article, we will share five tips to help you create a successful multi-channel PPC strategy with In Front Marketing.

  1. Understand Your Audience:

Before you develop a multi-channel PPC strategy, it’s crucial to understand your target audience. You should know who they are, what their interests are, and where they are located. This information will help you determine which channels to use and what type of content to create. For example, if your target audience is young adults, you may want to consider using platforms like Snapchat and Instagram, which are popular among this demographic. 

Alternatively, if you’re targeting a more general audience, channels like Facebook and Google AdWords may be more effective. These platforms allow you to target specific demographics and interests, ensuring that your message reaches the right people. You now have 3 or seconds or less to capture the users attention…….. Go! 

  1. Create a Comprehensive Budget:

Once you have a good understanding of your target audience, you should create a comprehensive budget that includes the cost of each channel, estimated conversions, and any other associated costs. This will help you allocate your budget effectively. Collaborating on knowledge acquired during your campaign is crucial, as everyone approaches this different. What does your budget mean to you, based on these results? 

  1. Use Different Channels:

Once you have identified the channels you want to use, you should create campaigns for each one. This involves creating separate campaigns for each channel, tailoring the content to that channel’s audience, and setting up tracking and reporting.

  1. Test and Optimize:

In order to get the best results from your PPC campaign, it’s essential to constantly test different elements and make adjustments. You can test different ad copy to see which version performs better, or test different targeting options to see which audience is most responsive. 

Keep in mind that there is no “perfect” campaign, and you should always be testing and making adjustments to get the best results.

  1. Analyze and Adjust:

As you create and launch your marketing campaigns, you should pay close attention to the results you’re seeing. If your campaigns aren’t performing as well as you’d hoped, you may need to adjust your budget, targeting, or ad copy. In using Google Analytics, our team can use this data to market appropriately while including the above into your strategy. 

You should also take a close look at which channels are performing the best, and consider increasing your investment in those channels if you’re seeing strong results. By analyzing and adjusting your campaigns, you can ensure that they are as successful as possible.

  1. Setting up G4 & Acquiring Conversions:

Last but not least, it is important to set up conversions in Google Analytics 4 and optimize towards them in order to properly measure your Return on Ad Spend (ROAS). Working with a partner with experience in the field, such as In Front Marketing, can also be beneficial for your campaigns and overall marketing efforts. By setting up conversions and optimizing towards them, you can ensure that your multi-channel PPC strategy is successful in helping your business thrive in the digital world.

That is a Wrap!

In conclusion, a multi-channel PPC strategy can help you reach a wider audience, increase conversions, and achieve your marketing goals. By understanding your audience, creating a comprehensive budget, using different channels, testing and optimizing, and analyzing and adjusting your campaigns, you can create a successful multi-channel PPC strategy. 

Remember to work with a partner, like In Front Marketing that has experience in the field, as this can greatly benefit your campaigns and overall marketing efforts. With the right approach and a bit of effort and dedication, you can create a multi-channel PPC strategy that helps your business thrive in the digital world.

Signs That You Need Help with Your Social Media Marketing

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For many brands, social media is an efficient tool that offers countless potential. With this free platform, you can create leads and greatly expand your online presence. According to a recent study from Hootsuite, there was a 21 percent rise in global social media use from January 2016 to January 2017 alone, reaching an astonishing 2.8 billion users worldwide.

However, managing so many social media platforms, accounts, and sites can make it challenging to conduct successful social media marketing. Many social media managers believe they have everything under control, yet they may be making some common mistakes without even realizing it.   

Additionally, learning new things is never-ending with social media, and you must continually adjust to an expanding and changing market. That said, below are a few indications that your social media marketing needs improvement.

1. You Are Still Doing Everything Manually

There is one evident thing when it comes to businesses: the definite value of time. That said, it’s best to avoid wasting time on tasks that can be automated or handled by someone else.

Everyone’s time is wasted if all of your social media activity is planned, implemented, and managed manually. According to Buffer, using a powerful social media management tool like their own may possibly save your company 6 hours every week! It’s safe to assume that you need assistance with your social media marketing if you use Twitter, Facebook, and LinkedIn separately and at various times throughout the day.

In such a case, getting a skilled freelance social media manager to launch your social strategy and editorial calendar might be beneficial.

2. You Get Minimal Results from Your Social Media Efforts

It may be time to conclude that something’s definitely wrong if you’re not getting consistent positive outcomes from your SMM efforts.

The truth is that there are still measurable results to be gained, even though it can be challenging to gauge a post’s commercial effectiveness at times.

If done correctly, your product marketing on social media can be effective. Don’t be shy about posting about your goods and services as long as you link them to an interesting narrative or point of view. As a matter of fact, products were the most engaging content types for the top 200 global companies on Instagram.

Utilizing social conversion monitoring on your eCommerce website allows you to identify the specific source of your paying clients; this gives you the ability to turn social media followers into devoted patrons.

Analyze sales data alongside web and social analytics. Consider your SMM’s commercial results and keep allocating funds to initiatives that increase sales.

3. You Are Lacking in Brand Personality

Seventy-one percent of consumers who had positive social media experiences with a company were more inclined to suggest it to others, according to a study by Ambassador on internet shoppers. Because of the influence of recommendations, it is crucial to establish an engaging and consistent brand personality online.

Your audience will lose interest if they can’t connect with your brand personality. Your tweets, Facebook posts, and Instagram stories need to have a stronger personal connection with your audience. As such, your social media approach clearly needs some help if your business is coming out as uninteresting.

4. You’re Operating on Too Many Platforms

You need to understand your sector and how various social media platforms cater to various demographics and objectives to conduct an efficient social media campaign

With intelligent store builders that enable you to streamline your eCommerce operations, eCommerce firms can unite all of their sales and social networks under one main dashboard. You may also invest in social management solutions like Hootsuite to unify many channels under one tool.

5. You Usually Ignore the Purpose of Your Platforms

The significance of developing a distinctive strategy and voice for each of your various platforms goes hand in hand with the idea of operating on too many platforms. Sadly, you’re already failing if you’re copying and pasting your Facebook postings from Twitter.

The thing is, different platforms require various personality traits and tones. It’s possible that your devoted Facebook friends prefer not to be addressed in the same way as your Twitter followers.

Conclusion

If you’re finding that you’re struggling to keep up with your social media marketing, it may be time to seek out some help. There are a number of signs that can indicate that you need assistance, such as feeling overwhelmed, not seeing results, or not having enough time to dedicate to social media.

If you’re experiencing any of these issues, consider reaching out to a social media marketing expert who can help you get back on track.

If you are looking for a reliable social media marketing agency in Calgary, AB, look no further than our expertise here at In Front Marketing. We are a results-driven Calgary advertising agency that is centred around clarity, confidence, and client satisfaction. Call us today, and let us help handle all your social marketing tasks in no time!

Myths Busted: Debunking the Most Common Google Ads Myths

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The world of Google Ads can be very perplexing as there are a variety of ad possibilities, some of which even seem promising in theory but are awful in practice.

The thing is, many myths about Google Ads deter companies from using this effective marketing tool, despite the benefits it offers. This is where your In Front Marketing team comes in for the win, as we can assist your business with AdWord campaigns.

We take the strategy for your business, implement the frameworks into our process for Google AdWords – the result is getting your Company In Front of potential customers, at the exact moment the user is searching for a business just like your’s. Sounds like a win-win to us. 

In order to help you make the best choice possible for your Google Ads campaigns moving ahead, this post will debunk some popular Google Ads fallacies.

Below are just a few of the common examples.

1. They Are Expensive

Naturally, marketing is difficult work in any scenario. Although getting a return on your investment is scary, you can be sure that it will still happen if your account is set up properly. Even on a small budget, Google Ads allows you to reach more potential clients interested in your product or service.

It’s affordable, to put it simply. It can even be considered an excellent deal. It is one of the most economical marketing strategies you can employ to reach a wide audience. 

You may save time and money on each campaign by using Google Ads to support all of your marketing initiatives. And you just pay when someone clicks on your advertisements or makes a purchase; you don’t have to pay for it in advance. In short, no resources would be wasted.

Pairing a great strategy is key to acquiring the best ROI for your budget. If you are unsure of where to start, reach out to one of our team members for a client discovery today. Reaching $54.5 billion in worldwide revenue, Google AdWords proves to come as a strong contender to use in your strategy. 

2. They Will Do All the Hard Work for You

It’s not always a good idea to fully entrust the creation and management of your ads to Google. That said, your advertising efforts will function smoothly and effectively if you have total control over them, utilizing Google efficiently.

Having control gives you the flexibility to include, update, and make any necessary adjustments anytime you need to. You may always ensure that your ads are shown in a way that will attract the most potential clients’ attention or sales. Our team optimizes accounts based on data, as this is not a cookie cutter solution. Many variables contribute to the success of campaigns so understanding the following is key:

  • Locations 
  • Keywords 
  • Content 
  • Digital Assets 
  • Bid Strategy
bid strategy

On the other hand, there is a chance that your advertisements won’t be optimized for the best performance if you let Google handle them all for you. We approach all campaigns with growth, revenue and optimizations in our marketing direction. 

3. They Do Not Work at All

This is just a common assumption and is among the least accurate. Because of their high efficiency, Google Ads have been dubbed “the best return on investment internationally.”

The truth is that 90% of consumers feel Google advertising has an impact on their shopping decisions, according to WebFx. The average conversion rate for a local firm utilizing AdWords, according to AdEspresso, is 1.6%. In other words, you make 16 sales for every 100 people that click on your advertisement.

People’s lack of a good approach is the key trigger of why they believe Google Ads are ineffective. Without a strategy, you are simply throwing money at an advertisement with no clear aim. With the right campaign and strategy in place, your business will work to maximize the benefits of your account and further your development.

4. Your Budget May Be Too Small to Have Any Impact

When using Google Ads, you must ensure that you’re visible to as many potential clients as possible. You can do this, even with the tiniest of budgets. Remember that you only pay for Google Ads when a user clicks your advertisement. Simply ensure that the right target market is able to see and click on it.

There is no minimum spending requirement for Google Ads marketing. By targeting users looking for their preferred product or service, a business can still impact its ads, even if it is just getting started or has a small budget.

Conclusion

There are many myths about Google Ads that prevent businesses from using this powerful tool to its fullest potential. However, as this article has shown, many of these myths are unfounded. Google Ads can be an extremely effective way to reach your target audience and grow your business, as long as you understand how to utilize it correctly.

If you are looking for a reliable social media marketing agency that provides Google Ads services in Calgary, AB, look no further than our expertise here at In Front Marketing. We are a results-driven Calgary advertising agency that is centred around clarity, confidence, and client satisfaction. Call us today, and let us help handle all your social marketing tasks in no time!

5 Benefits of Launching a Company Website for Businesses

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Launching a company website allows businesses to expand beyond physical stores. Websites open opportunities for growth, reaching a new audience, and/or building a new audience. It can also help companies to build their brand and create a professional image. These are all very key components to a digital strategy in the marketing world.

Building a website can be a lot of work, yet it’s worth it if you want to challenge improvements and expansions in business. What are the benefits of launching a company website for businesses, you ask? Here are some ideas based on what we have found in Q4 of 2022:

1. Drives Traffic

One of the most important reasons businesses should launch a company website is that it can drive the business’s traffic. A website can be a great marketing tool, helping companies to reach new and potential customers. When considering traffic, there is both organic and paid traffic – there is a very distinct difference. Understanding your website’s intent and current score should be evaluated to see where the largest opportunity is for your business. 

If you are considering launching a website for your business, you should keep a few things in mind, such as starting with a clear purpose. Once you have a clear intent, you can start developing your website design and your content. 

2. Converts Leads to Sales

Another reason businesses launch company websites are because they can turn leads into sales. They are a great way to showcase products and services and encourage customers to purchase, serving as a platform where customers can learn more about the brand.

A few variables to consider when evaluating as a consumer:

Loading Time – does the website show up right away?

Navigation – is the website easy to use?

Intent – does it serve the purpose of  your audience?

Design – Is the layout clear and concise? Does the text makes sense?

Reliability – Does the website show up properly? 

Current – Content and all security are updated frequently

A website can also help you establish yourself as an expert in your industry. Companies can establish themselves as thought leader when they provide insightful and helpful information. As a result, it can help you attract more leads and convert them into customers.

Examples of trust factors for an audience:

Consumer Reports

Reviews and/or Case Studies 

Price

Services 

Social Media Channels – Instagram, Facebook, Linkedin, Twitter, TikTok, Snapchat

Engagement – contact us form, chat widgets, and accessibility

3. Boosts Social Media Engagements

Another reason businesses launch company websites are because they can boost social media engagements. By including social media buttons or links on the website, companies can make it easy for visitors to like, share or follow their social media accounts.

Remember, the audience wants to engage for an intent. As businesses, we need to ensure that our intent is clear and our consumers can acquire an answer to the query they have. Every form of interaction should serve a purpose. 

By increasing social media engagement, businesses can build relationships with current and potential customers, generate brand awareness, boost loyalty, and drive sales and leads. Using social media along with a company website should double down on results. 

4. Improves Link Building

Link building is an essential aspect of SEO. It involves getting links from other websites to your website. The more links you have, the higher your website will rank in search engine results pages. There are a few different ways to go about link building and this needs to be strategically considered. 

A way to build links is to create high-quality content that other website owners want to link to, such as a blog post, infographic, or video. Other website owners will likely relate to it if you can create precious content. 

See the common theme? What is the value you are providing to your audience? This will assist in creating a backlink strategy to align with your content marketing. 

5. Solidifies Brand Reputation

Content marketing is a great way to build your brand reputation. By creating quality content, you can show your audience that you’re an expert in your field. It will help you build up trust with your audience, as it should have value. If you can build trust with your audience, they’ll be more likely to do business with you. 

This does not happen overnight – trust takes time and consistency! 

Websites can become the platform to launch content marketing campaigns. People will associate your brand with quality and trust if they see your brand appearing on search results pages. Over time, this can solidify your brand reputation and help your business gain more customers.

quote about trust

Conclusion

Launching a company website can become beneficial for businesses. In today’s day and age, people will always try to find information online. Therefore, having a website where they can search for the information they need should help businesses get ahead of others.

On the other hand, having a website should also help businesses convert leads to sales. Launching a company website can significantly improve the business’s visibility, save money, and collect valuable customer data.

If you are uncertain if your website needs work, feel free to check out our take on Website Redesigns & Rebuilds. 

In Front Marketing is an advertising agency based in Calgary helping businesses establish and expand their reach online. We aim to promote companies and help them dominate their niche through content advertising. Our team of marketing strategists should design a campaign to target a specific audience and bring the client’s products and services forward. Inquire on our website or book an appointment today.

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.

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!

Important Components of an Effective Marketing Plan

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The internet has brought with it an unprecedented amount of competition. The internet of things is becoming such a large tool for so many businesses. This allows us to find, evaluate and choose products and services at our fingertips, which also means that businesses are having to utilize more of these tools to have the competitive edge to draw and engage their potential customers. By using digital marketing, companies can offer customers access to products and services that they simply could not get any other way.

Furthermore, digital marketing allows businesses to position themselves from the competition through niche targeting, often referred to as “micro-targeting.” By pinpointing certain groups of people within their targeted audience, businesses can cater their marketing campaigns directly to their consumers. Does your marketing strategy have focus pages? Do you know what the next 6 months brings?

If you want your business to have a successful venture into the online world, you need to ensure that your digital marketing plan has the following components:

1 – Responsive Website Design

Your online presence begins with an attractive and functional website. A user-friendly website is vital to building a powerful and long-lasting relationship with your potential customers. User friendly across different devices allow you to have the dynamic ability to reach your customer base.

A website is the first aspect of your digital marketing plan. The overall design of your website says a lot about your brand, as it’s usually where customers and clients first encounter your business. A professionally designed website will make consumers want to do business with you. Understanding your needs and budget is simple with a discovery call with our team. We can provide a quote based on your company and scope of work, while working to create a strategic plan that includes your website and potential marketing phases.

Responsive web design is a technique that allows designers to create a website that will look good on any device. This means that the user journey will be smooth and conversion points will be clean. It also means that the website will generate traffic and bring in leads for your business. See where this is going……..

Creating a smooth user journey is key when it comes to building your brand, audience and executing your marketing plan. Think Conversion rate optimization strategy while also realizing that you can not break the bank on the marketing plan – at least until we do our job and prove our return on investment.

2 – Solid SEO Strategy

A strong search engine optimization (SEO) strategy is a vital component of any digital marketing campaign. Your website exists only to convince your customers to buy a product or service. The only way to do that is to make your website visible to as many potential customers as possible.

SEO, which entails putting your website in the best position possible to be found in search engine results, is arguably the most effective way of reaching an organic audience. That search function on browsers comes in handy for so many reasons.

SEO campaigns include keyword research, website optimization, links, and other factors that search engines can utilize to determine your website’s relevance to a search query. Once again, looping back to that search function.

A good way to start an SEO campaign is by using the right keywords in your content, backlinks, and social media posts. Having a content strategy will help you create more compelling content that will rank higher on search engines. Optimizing your website can be done with various tools like Google Webmaster Tools or the Yoast plugin for WordPress. Lastly, technical SEO includes things like having a sitemap or XML site map and making sure your URLs are readable and not messy.

This is also not a short term goal – this strategy is a long term and solid foundation to your marketing strategy. We advise clients this phase is at least 6 months to see solid results, so with communication and transparency – you will have the opportunity to grow and build your brand on your website to achieve the goals that you want.

3 – Social Media Marketing

Social media marketing is an integral part of any digital marketing campaign.  With Social Media being widely accessible to the majority of people, across different devices and platforms, it creates space in the digital world for social media marketing. Platforms such as Facebook, Instagram and LinkedIn are valuable marketing platforms – especially for social advertising.

It is a great way for businesses to reach out to people and get their attention. Social media marketing has become one of the most popular ways for companies to advertise themselves, especially because it is free and easy to use. Businesses can use social media sites such as Facebook, Instagram and LinkedIn in order to market their products or services by engaging with customers, building an audience or educating.

Companies can display their products and services through social media platforms, connect directly with consumers, and build a following of engaged and interested consumers.

4 – Paid Advertising

Paid advertising is a form of marketing that involves the purchase of space in media to promote a product or service. It is one of the most inexpensive and competitive platforms for driving traffic and lead generation.

The main objective of paid advertising is to increase sales by driving potential customers to a company’s products or services. Paid advertising can be carried out through digital channels such as social media, search engine optimization, and display ads.

Digital marketing campaigns that neglect to include paid advertising are incomplete. Paid advertising is cheap, simple to set up, and can provide a significant return on investment. Especially on large and competitive platforms such as Google Adwords, paid advertising can effectively drive targeted traffic to your website. There are so many tools when it comes to paid advertising – that it really comes down to asking your company:

How fast can we handle growth?

How much is our budget?

What are our goals?

Then it becomes the magic of creating a digital marketing strategy to execute the above – now that is what we call a win-win.

5 – Video Marketing

Video is another growing form of marketing that is valuable in a digital marketing campaign. Online videos, such as YouTube videos, can be a powerful form of communication and presentation. It can show consumers that your company is dynamic, engaging, and relatable. Videos are often an effective way of branding a company to engage consumers.

There are many different forms of video content that are used on a daily basis. Educational, introductory, short form, long form, documentaries, case studies, testimonials and personalized videos are at our fingertips – it just becomes the question of how do we use these to benefit our brand! 

Content Creation is crucial to building your website and other channels, which can also include blogs, social media management, and as mentioned – Video. 

Conclusion

In the modern business landscape, digital marketing is an essential tool. With the explosion of the internet, consumers have unprecedented access to products and services. To be successful, businesses need a competitive edge over the competition. By using digital marketing and having these key components, companies can offer customers access to products and services that they simply could not get any other way. 

If you’re looking to work with a reliable Calgary digital marketing agency, In Front Marketing has you covered. We develop effective strategies backed by data and make sure you get the results your business needs. Call us today so we can find the perfect strategy for your business.