Making the Transition From Traditional to Digital

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The shift from traditional marketing to digital marketing has revolutionized the way businesses reach and engage with their audience. Gone are the days when traditional media was the main source of traffic for businesses. 

Today, digital marketing enables personalized consumer experiences, which are essential for the success of your business. While traditional marketing tactics can still play a role in your marketing strategy, it’s important to recognize that digital marketing is now at the forefront of reaching and engaging with your target audience. Don’t get left behind – embrace the power of digital marketing to drive your business forward.

As a business, it can be intimidating to adapt to the constantly evolving landscape of digital marketing. Platforms and strategies are constantly changing, leaving even the most seasoned professionals feeling uncertain.

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In Front Marketings Process to Transforming Your Traditional Marketing Tactics To Digital

But don’t let this deter you – the digital world is full of opportunities for your career and business. If you’re considering making the switch from traditional to digital marketing, or simply want to upskill, this blog will provide you with an overview and help you identify your transferable skills.

Digital marketing has fundamentally changed the way we interact with our potential customers, giving them more control over how they consume advertising. Technology like artificial intelligence and virtual reality are becoming increasingly prevalent in marketing campaigns, and it may seem like everything is moving too quickly to keep up with. But with the right mindset and determination, you can thrive in this exciting and dynamic industry.

Website – Your Digital Powerhouse & Presence

First and foremost, take a good look at your website. It should be the cornerstone of your digital marketing strategy. It’s the hub of your online presence and where customers learn more about your company and what you offer. Make sure your website is up-to-date, mobile-friendly, and optimized for search engines.

It’s also a good idea to add high-quality, valuable content to your website on a regular basis. This can include blog posts, articles, infographics, videos, or other types of media that provide information or entertainment to your target audience. By consistently adding new content to your website, you can improve its ranking in search results and keep visitors engaged.

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Do You Know Your Audience? 

Next, it’s important to understand your audience. Analyze your current customer base and create buyer personas to get a better understanding of their needs and interests. This will help you create effective digital marketing campaigns that resonate with your target audience.

To build out this idea, you could consider the following:

  1. Conduct market research: This can include surveys, focus groups, or online analytics tools to gather data on your audience.
  2. Define your buyer personas: Use the information you gather from your market research to create detailed profiles of your ideal customers. Be sure to include information about their demographics, pain points, goals, and interests.
  3. Use this information to create targeted campaigns: Once you have a good understanding of your audience, you can use this information to create digital marketing campaigns that are tailored to their needs and interests. This can include email marketing campaigns, social media ads, or targeted content on your website.
  4. Monitor and adjust your campaigns: As you run your campaigns, be sure to track their performance and make adjustments as needed. This can help you fine-tune your marketing efforts and ensure that you are reaching your target audience effectively.

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Look At Your Local Listings – What Do You See?

Make sure your business is listed in all the local directories, such as Google My Business, Yelp, and Bing Places. These directories will help customers find your business and provide important information about your services and location.

Here are a few additional points you can include:

  1. Claim your business listings: In addition to the directories mentioned, there may be other local or industry-specific directories that are relevant to your business. Be sure to claim your listings on these platforms and provide accurate and up-to-date information about your business.
  2. Add photos and videos: Visual content can help attract potential customers to your listings and give them a better sense of what your business has to offer. Consider adding photos of your products or services, as well as videos that showcase your business in action.
  3. Encourage reviews: Customer reviews can be a powerful marketing tool, as they provide social proof of the quality of your business. Encourage your satisfied customers to leave reviews on your local business listings.
  4. Optimize your listings: Be sure to include relevant keywords in your business descriptions and titles, as well as in any categories or tags. This can help improve the visibility of your listings in search results.
  5. Monitor and manage your listings: Regularly check your local business listings to make sure the information is accurate and up-to-date. You should also respond to any customer reviews or inquiries in a timely and professional manner.

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Customer Insights Speak Volumes – Can You Decipher Your Data?

Use customer data to gain valuable insights into how your customers interact with your digital marketing campaigns. This will help you understand which channels are most effective, what content resonates with customers, and what strategies need to be optimized.

Here are a few additional points you can consider:

  1. Set specific goals for your campaigns: Before you start collecting customer data, it’s important to have a clear idea of what you want to achieve. This could include goals like increasing website traffic, improving conversions, or generating leads.
  2. Use analytics tools: There are a variety of tools available that can help you track and analyze customer data. For example, Google Analytics is a popular choice that provides insights into website traffic, demographics, geography and customer behavior.
  3. Collect data from multiple sources: There are many different ways that customers can interact with your digital marketing campaigns, so it’s important to track data from multiple sources. This could include website analytics, email marketing metrics, social media analytics, and more.
  4. Analyze the data: Once you have collected data from your campaigns, it’s important to take the time to analyze it and draw insights. Look for trends and patterns in the data, and use this information to inform your marketing strategies.
  5. Use the insights to optimize your campaigns: Based on the insights you gain from your customer data, you can make adjustments to your campaigns to improve their effectiveness. This could include optimizing your website for conversions, creating more targeted email marketing campaigns, or adjusting your social media strategy.

Here at In Front Marketing, we take the time to understand your customer insights.

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Advice On Social Media

Choose the right social media channels for your business. Different channels appeal to different audiences, so it’s important to choose the ones that are most relevant to your target market. For example, Instagram is great for visual businesses, whereas Twitter is great for customer service.

Here are a few additional points to consider:

  1. Determine your goals: Before you decide which social media channels to use, it’s important to know what you want to achieve. Do you want to increase brand awareness, drive traffic to your website, or generate leads? Knowing your goals will help you determine which channels are most appropriate for your business.
  2. Research your target audience: Look at your customer demographics and behaviors to get an idea of which social media platforms they are most likely to use. This will help you narrow down your options.
  3. Evaluate the features of each platform: Each social media channel has its own unique features and capabilities, so it’s important to consider how these align with your business goals and target audience. For example, Instagram is known for its visual content, whereas LinkedIn is geared more towards professional networking.
  4. Consider your resources: Managing multiple social media channels can be time-consuming, so be sure to consider the resources you have available before committing to a particular platform. It’s better to do a few channels well rather than spreading yourself too thin.
  5. Experiment and track your results: It’s okay to try out different channels and see what works best for your business. Be sure to track your results and make adjustments as needed.

For a further look into what social media strategy works best for your business, check out this article or reach out to one of our social team members now – Tarila Uti or Robyn Jenks.

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Content – Launching the Power of Search

Learn the basics of search engine optimization (SEO) to ensure that customers can easily find your website. SEO involves optimizing your website content with the right keywords and phrases and your website’s design and structure.

Here are a few additional points to consider:

  1. Research keywords: Identify the keywords and phrases that your target audience is using to search for businesses like yours. Use tools like Google’s Keyword Planner or Ahrefs to find relevant keywords and see how much traffic they are getting.
  2. Optimize your website’s content: Use the keywords you’ve researched to optimize your website’s pages and blog posts. This includes the titles, headings, and body content of your pages. Be sure to use the keywords naturally and avoid keyword stuffing.
  3. Use header tags: Header tags (H1, H2, etc.) help search engines understand the hierarchy of your content and give your pages an SEO boost. Be sure to use them appropriately and include your target keywords in at least one of your header tags.
  4. Optimize your website’s design and structure: In addition to the content on your website, the design and structure can also impact your SEO. This includes things like the loading speed of your pages, the use of internal and external links, and the organization of your content.
  5. Monitor and track your results: Use tools like Google Analytics to track your website’s performance in search results and see how your SEO efforts are paying off. Make adjustments as needed to improve your ranking.

In order to improve your website’s search engine ranking, it’s important to research and use relevant keywords, optimize your website’s content and design, and use header tags. It’s also crucial to track your results and make adjustments as needed. 

Tools like Google’s Keyword Planner and Google Analytics can help you with this process. Our Digital Marketing Strategist, Ash, is an expert in ensuring your data does the talking. 

Content Creation for Your Customer Segment

Create engaging content that is interesting and relevant to your target audience. Use various content types, such as blog posts, videos, and infographics, to provide value to your customers.

Email marketing can be a powerful tool for driving website traffic and conversions. Use it to nurture leads and convert them into customers. Include a link to your website in each email to drive traffic to your site.

Here are some additional ideas for building more content around the concept of creating engaging and relevant content for your target audience and using email marketing to drive traffic and conversions:

  • Create a list of tips for creating engaging content, such as using compelling headlines, incorporating visuals, and using storytelling techniques.
  • Write a case study about a company that successfully used email marketing to increase website traffic and conversions. Include details about their email strategy and the results they achieved.
  • Create an infographic that visually explains the process of creating and implementing an effective email marketing campaign.
  • Make a video tutorial showing how to use a specific email marketing platform or tool, such as Mailchimp or Constant Contact.
  • Write a blog post discussing the importance of segmenting your email list and providing personalized content to different groups of subscribers.
  • Create a downloadable guide or template that helps with your businesses plan and execute an email marketing campaign.
  • Write a post comparing different email marketing platforms and outlining the pros and cons of each one.
  • Create a quiz or interactive quiz that helps businesses determine the best email marketing strategy for your customers needs. 

To create an effective online presence and increase website traffic and conversions, it is important for businesses to create engaging and relevant content for their target audience. This can be done through various content types, such as blog posts, videos, and infographics. 

Email marketing is also a powerful tool for driving traffic and conversions, and can be used to nurture leads and convert them into customers. To optimize the effectiveness of email marketing campaigns, businesses can use segmentation to personalize content for different groups of subscribers, utilize A/B testing to improve performance, and avoid common mistakes. 

Businesses can also benefit from creating tutorials, case studies, and other resources that help them plan and execute successful email marketing campaigns.

Digital Advertising – Data Done Right The First Time

Paid ads, such as Google Ads and Facebook Ads, can effectively reach your target audience. However, it’s important to ensure that your ads are relevant and targeted to the right people. Monitor your ad performance regularly to make sure you’re getting the most out of your budget.

Using paid ads can be a highly effective way for businesses to reach their target audience and increase website traffic and conversions. By carefully selecting the right platforms and targeting the right people, businesses can maximize the effectiveness of their ad spend and get the most out of their budget.

One of the major benefits of using paid ads is the ability to reach a large number of people in a short amount of time. This can be especially useful for businesses looking to promote a new product or service, or for those looking to drive traffic to their website during a specific promotion or event.

Another benefit of paid ads is the ability to target specific demographics and interests. This allows businesses to ensure that their ads are being seen by the people most likely to be interested in their products or services.

It’s important to monitor the performance of paid ads regularly to ensure that they are meeting their goals and delivering a positive return on investment. By analyzing data such as click-through rates and conversion rates, businesses can make adjustments to their ad campaigns to improve their performance and get the best results.

Overall, paid ads can be a valuable tool for businesses looking to reach their target audience and drive traffic and conversions. By carefully selecting the right platforms and targeting the right people, and by monitoring and optimizing ad performance, businesses can get the most out of their ad spend and achieve their marketing goals.

Our Expert Summary 

Ultimately, moving from traditional to digital marketing is a great way to reach a larger, more diverse audience. With the many different platforms available, businesses can tailor their marketing strategies to their target audience, allowing for more effective advertising and a higher return on investment. If you’re looking to step up your marketing game and reach more potential customers, digital marketing is the way to go.

Here at In Front Marketing, we’re the best marketing consultants in Calgary. We’re a results-driven firm that is focused on clarity, confidence, and client satisfaction. If you’re ready to get started with digital marketing, don’t hesitate to contact us.

The Importance of On-Page SEO for Your Website

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On-Page SEO is a term used to describe the process of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. This type of SEO focuses on optimizing a page’s content and HTML source code.

On-Page SEO involves optimizing the meta tags, titles, headings, URL structure, content, internal linking, and other elements that can help search engines better understand a website’s content and relevance. It also helps to ensure that your website is optimized for user experience and search engine optimization.

What Is the Importance of On-Page SEO?

The importance of on-page SEO cannot be overstated. Any website needs to optimize its on-page SEO to rank higher in search engine results, increase web traffic, and boost conversions. Here are just a few of the key advantages of on-page SEO: 

1. Increased Visibility

By optimizing individual web pages for search engines, you can ensure that they appear higher in SERPs (search engine result pages). This will result in more people being able to find and access your website, increasing your visibility and reach. 

One of the main advantages of on-page SEO is increased visibility. By optimizing individual web pages for search engines, you can ensure that they appear higher in SERPs. This will result in more people being able to find and access your website, increasing your visibility and reach.

To increase your website’s visibility, you should focus on using relevant keywords, optimizing your page titles and meta descriptions, and improving your website’s loading speed. You should also consider implementing technical SEO best practices, such as using header tags, optimizing your website’s structure, and ensuring that your website is mobile-friendly.

2. Improved User Experience

On-page SEO helps make your website easier to navigate and more enjoyable. For example, using keywords throughout your content can make your pages easier to find and read. 

On-page SEO can also improve the user experience of your website. By optimizing your website’s content and structure, you can make it easier for users to navigate and find the information they are looking for. This includes using keywords throughout your content to make it easier to find and read, as well as optimizing your website’s layout and design to make it more visually appealing and user-friendly.

You should also consider the user experience of your website on different devices, as more and more people are accessing the internet on their smartphones and tablets. Ensuring that your website is responsive and mobile-friendly is essential for providing a positive user experience.

3. Better Rankings

Optimizing individual pages for search engine algorithms can improve your website’s overall ranking. This will help your website to be more easily found by potential customers. 

Optimizing your website’s on-page elements can also improve your website’s overall ranking in search engine results. This will help your website to be more easily found by potential customers, increasing your chances of driving traffic and sales.

To improve your website’s rankings, you should focus on using relevant keywords throughout your content and meta tags, optimizing your website’s structure and navigation, and building high-quality backlinks from other websites. You should also consider implementing technical SEO best practices, such as using header tags and optimizing your website’s loading speed.

4. More Traffic

By increasing your website’s visibility, you can also increase your web traffic. This will result in more people visiting your site and engaging with your content. 

Increased visibility and better rankings can lead to more traffic to your website. By attracting more visitors to your website, you can increase your chances of driving sales and revenue for your business.

To increase your website’s traffic, you should focus on optimizing your on-page elements and implementing effective SEO strategies. This includes using relevant keywords, optimizing your page titles and meta descriptions, and building high-quality backlinks from other websites. You should also consider implementing technical SEO best practices, such as optimizing your website’s loading speed and ensuring that it is mobile-friendly.

What Elements Are Involved in On-Page SEO?

The main elements of on-page SEO are page titles, meta descriptions, headings, content, and page URLs. Here’s a more detailed look at each of these elements:

  • Page Titles

Page titles are the names of your web pages that appear in search engine results. They should be descriptive and relevant to the content on the page, as they help search engines understand the context of your website.

Page titles should be unique for each page, and they should contain relevant keywords to help improve your website’s ranking in search results. You should also aim to keep your page titles short, as long titles may be truncated in search results.

  • Meta Descriptions

Meta descriptions are short snippets of text that appear below the page title in search engine results. They should include relevant keywords and give users an idea of what the page is about. Meta descriptions should be unique for each page, and they should be concise and to the point.

While meta descriptions do not directly impact your website’s ranking in search results, they can help increase your website’s click-through rate by providing users with a clear and concise summary of the page’s content.

  • Headings

Headings are the titles of the various sections of a webpage. They should be descriptive and contain relevant keywords to help search engines understand the context of your website. Headings can be used to break up your content into logical sections and make it easier for users to read and understand.

There are several types of headings, including H1, H2, H3, and so on. The H1 heading is the most important, and it should be used for the main title of your page. The H2 heading is the second most important, and it should be used for subheadings.

  • Content

Content is the most important element of on-page SEO, as it helps search engines understand the context of your website. Your content should be relevant, informative, and optimized for keywords

  • Page URLs

Page URLs should be descriptive, concise, and contain relevant keywords. They should also be formatted for readability.

What Are Some Effective On-Page SEO Strategies?

When it comes to on-page SEO strategies, there are many techniques and tactics that you can use to help your website rank higher in search engine results. Here are some of the most effective on-page SEO strategies that you should consider implementing:

1. Utilize Keywords

One of the best on-page SEO strategies is to use relevant keywords throughout your website or blog. This can be done by incorporating keywords, titles, URLs, and meta tags into your content. Doing so will help search engines better understand the context of your website and improve your rankings in the SERPs (Search Engine Result Pages).

2. Improve Your Page Speed

Page speed is important for both user experience and search engine rankings. If your page takes too long to load, it can hurt your rankings. To improve your page speed, you should optimize your images, reduce the number of redirects, and use a content delivery network.

3. Build Links

Link building is an important part of on-page SEO. This involves getting other websites to link to your content, which helps your website rank higher in the SERPs. You can build links by guest posting on other websites, creating useful resources, and participating in link exchange programs.

4. Optimize Your Images

Optimizing your images can help improve your page speed, as well as make your website more visually appealing. This involves using descriptive and relevant file names for your images, using appropriate file formats, and compressing your images to reduce their file size. You should also consider using alt tags for your images, as they provide a text description of the image for users with visual impairments or for search engines that are unable to index images.

5. Use Heading Tags

Using heading tags can help improve the structure and readability of your content, as well as make it easier for search engines to understand the context of your website. You should use different heading tags for different sections of your content, and you should also consider using subheadings to break up your content into logical sections.

6. Optimize Your URL’s

Optimizing your URLs can help improve your website’s visibility and credibility in search engine results. Your URLs should be descriptive, concise, and contain relevant keywords. They should also be formatted for readability, with hyphens separating words and the most important words appearing at the beginning.

7. Write Meta Descriptions

Writing meta descriptions can help improve your website’s click-through rate in search results, as they provide users with a clear and concise summary of the page’s content. Your meta descriptions should be unique for each page, and they should contain relevant keywords and a call-to-action to encourage users to click on your website.

8. Use Internal Links

Internal links are links that point to other pages within your website. They can help improve the navigation and structure of your website, as well as help search engines understand the context of your website. You should use internal links to link related pages together, and you should also consider using anchor text to describe the content of the linked page.

9. Optimize Your Website for Mobile

Optimizing your website for mobile devices is essential, as more and more users are accessing the internet on their smartphones and tablets. You should ensure that your website is responsive and mobile-friendly, with a user-friendly design and easy-to-use navigation. You should also consider using Accelerated Mobile Pages (AMP) to improve your website’s loading speed on mobile devices.

10. Use Social Sharing Buttons

Social sharing buttons can help improve your website’s visibility and reach on social media platforms, as they allow users to easily share your content with their followers. You should consider adding social sharing buttons to your website, and you should also consider promoting your content on your social media channels to drive traffic to your website.

Conclusion

On-page SEO is a process that can be used to improve the visibility and ranking of a website in search engine results pages. By optimizing the content and structure of a website, as well as the website’s metadata, on-page SEO can help a website attract more organic traffic from search engines.

Want to work with a digital marketing agency in Calgary? You can contact us at In Front Marketing. Improving your digital marketing game is one way to bring your business to new levels. We at In Front Marketing will be glad to help you with our innovative solutions and latest approaches—just contact us and we will be there for you.

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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.

Future-proof Your Analytics and Data 

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Our how to for setting up server-side tracking 

Two years ago this month, iOS 14 made its debut on Apple’s mobile devices, blocking third-party data and completely changing online marketing in the process.

On the surface, this statement seems hyperbolic. But, depending on who you ask, the iOS-run iPhone is used by over 50% of the market in Canada and the U.S.

So, when Apple moved away from third-party data sharing, it had far-reaching consequences that led to the death of the pixel. . And now, Google is joining the movement with a new solution that stops third-party tracking while still giving businesses the ability to record and analyze their marketing data.

The next generation of data collection – server-side tracking

Google’s answer to these new restrictions is for each business to set up their own, secure server. Then, visitors are asked for permission to collect data from the website – all of which is stored on the business’s own server.

From there, all the data can be parceled out to Google, Facebook or any other platform.

This is called server-side tracking. By restricting all initial data collection to the website owner, the collection and use of the data becomes legal across jurisdictions, and Apple will allow the collection. 

This is great for personal privacy because it provides greater transparency for how the data is used and helps anonymize the data

For businesses, server-side tracking offers a new way forward that not only takes into account the fall of third-party tracking, but also the new ways we interact with our devices and how we look at data by providing full control and ownership of your data.

Why it’s important to make the change

Currently, Apple iOS is blocking analytics tracking capabilities from roughly 40% of all visitors because it’s processed by a third-party system (advertising vendors – Google, Meta, DSPs). And, Apple isn’t the only one cracking down on cookies. Various governments, including our own, have decided that the information of the end user is valuable and worth protecting. 

Of course, we agree. It’s vital to control your data – to know who sees it and how they’re using it.

But, these new rules make traditional tracking much more difficult and less effective for businesses. But, we think that’s a good thing, because the old way of tracking is too chaotic and full of real security flaws.

The origins of third-party tracking 

For years, digital advertising has relied on pixels/cookies to monitor how audiences reacted to advertising campaigns, newsletters, even billboards.

Everyone had their pixels scattered everywhere. It was the Wild West of data collection. Streams of code flowed from one major tech company to another without anyone truly knowing who had access to what, or what these companies were doing with all that information. 

That was great for advertisers, marketers and big tech, but it was a nightmare for personal privacy.

When it became clear some companies were abusing the public’s trust with all this information, the European Union led the charge to make a change. This kicked off the downfall of third-party tracking. Then Apple started blocking third-party data sharing, pushing the change further. 

How to switch to side-server tagging

Switching to side-server tagging should be seamless. 

However, unlike some transitions in the digital sphere (where push updates are common), switching to side-server tagging is initiated by the website owner. 

If you haven’t updated to Google’s new analytics platform (GA4), that’s the first step. Once you’ve updated, you can set up your Google side server to capture the information. 

This requires a bit of technical know-how. If possible, it’s best to leave it to your IT department or talk to your digital advertiser to see if they can set it up for you.

However, for those who are technically inclined the steps to make the transition are all online. Here is an abbreviated view of the Google Server-Side Setup:

  • Create a GTM Web Container, if one doesn’t already exist
  • Place the GTM Code Snippet on Site (It will have to be updated later but is needed now to test the setup during the process)
  • Create a GA4 Property and configure it through Web GTM
  • Create a GTM Server Container
  • Create A Google Cloud Project, and stay in testing stage for now (It’s possible to use an existing cloud server as long as the project is not utilizing the app engine for anything else) 
  • Manually configure your GTM Server container in the cloud server with the closest location, etc.
  • Setup a Custom domain (e.g. data.yoursite.com)
  • Update txt records and a/aaaa records in DNS records to verify the domain and get the SSL certificate
  • Configure the GA4 in web GTM to send data to the server container.
  • Configure GA4 client in Server GTM
  • For Facebook ads:
    • Send the event data from web and server-side 
    • Prevent the event duplication through event id in the GTM Web Container
  • Update GA4 Tags to contain Facebook event data if you are sending any custom parameters (the server GTM container cannot directly accept Facebook event data so, that has to be sent to the server through GA4 tags)
  • Proxy GTM using a GTM web client in SGTM Container.
  • Update the GTM code snippet on the site so that the GTM loads through The server container by replacing www.googletagmanager.com with data.mysite.com
  • Set up Facebook conversion API Tag in Server Container.
  • Update the GA4 and Fb tags to remove or add any other parameters.
  • Verify your domains in Facebook by updating txt records or by using your preferred method
  • Update your Cloud instances accordingly and put them in the production stage

For a more in-depth, technical look, follow Google’s instructions on the transition.

Make the switch sooner

To stay ahead of the curve, we recommend all businesses that rely on digital advertising make the transition to side server tracking as soon as possible – AKA now.

If you haven’t made the change yet, give us a call. All we need is a little information and we can set up your server for you so you can switch to GA4 Data Analytics without a hitch.

Keyword Mastery: 8 Easy Steps for Google Ads

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Choosing the right keywords for your Google Ads campaign is critical to its success. The right keywords will help you attract the right customers and get the most out of your budget. Meanwhile, the wrong ones will show up on those who show no interest in you in the first place.

Want successful keywords and satisfied audiences? Follow these steps for proper Google Ads keyword selection:

Know Your Audience

Know your target audience first. Understand them to find the solution for your company. Choosing the right keywords comes after.

  • What are their needs and wants? 
  • What are their interests? 
  • What prevents them from purchasing? 

Once you know your audience, you can start to think about the keywords that will appeal to them.

In Front Marketing crafts buyer personas for your business to establish a baseline journey.Understanding your audience will determine the geographic, demographic, psychographic and behavioural segments. These factors are essential when creating your keywords. 

Do Your Research

Once you know your audience, it’s time to do some research. Start by brainstorming a list of potential keywords. Then, use a keyword research tool like Google’s Keyword Planner to get ideas for related keywords and see their popularity.

There are a variety of ways to approach Keyword Research, as every agency is different, yet these are the primary factors that we like to use:

  • Define – What are the topics? What is the user intent? Do we have a landing page? What is the seed keyword?
  • Brainstorm – Do we understand the mindset of our customers? Is there low-hanging fruit? What is the keyword list showing? Who are the competitors? 
  • Filter – Do you have a target keyword? What is the volume? What keywords will serve your purpose the best? Cut out the fillers and provide curated content. 
  • Inspect – Are you researching the volume for fluctuations and declining volumes? What are the rankings for your keyword list? 
  • Prioritize – Have you established your primary keyword? This should be ranking for your website. What is your secondary keyword? This should have a good balance of volume and keyword difficulty. 

Consider Your Budget

When you’re choosing keywords, it’s essential to consider your budget. Some keywords are more expensive than others, so you’ll need to decide how much you will spend on each one.

Your maximum cost per click (max CPC bid) is the most you are willing to pay for a click on your ad. With proper management, you may influence the amount of traffic your ads receive, which can, in turn, impact your Return on Investment (ROI).

With Google Adwords, you can set an average daily budget. This is great for clients that utilize a monthly spend over a daily spend. 

Consider Your Goals

What are your goals for your Google Ads campaign? Do you want to increase brand awareness? Drive traffic to your website? Make sales? Once you know your goals, you can choose keywords likely to help you achieve them.

Creating your goals for your campaign will also depend on which type of campaign you are using. 

Below breaks out the options you have:

Search Campaigns:

  • Sales – drives sales or conversions. This would be the start of the purchasing or conversion process. 
  • Leads – Encourages customers to engage or express interest in your products or services by signing up for a newsletter or submitting a contact form. 
  • Website traffic – this shows the intent for informational purposes. Assisting in research or informational purposes.

Display Campaigns

  • Sales – Drives sales or conversion from a customer ready to purchase. Typically, customers are further down the funnel as they hope to buy or utilize a service.
  • Leads – Encourages customers to engage with your products or services. Typically engages them with a Call-to-Action. 
  • Website traffic – Driving potential customers to your website. Works as a point of contact to establish brand awareness. 
  • Brand Awareness & Reach – Increasing impressions and introducing customers. 

Shopping Campaigns

  • Sales – Drives sales or conversion online. We are engaging with returning users who are close to making a purchase decision. 
  • Leads – Encourage relevant customers to engage with your products or services.
  • Website traffic – drives potential customers to your website.

Video Campaigns

  • Sales – Customer engagement via online, in-store or app
  • Leads – Encourages customers to engage based on your services or products by providing their contact information
  • Website traffic – Drives customers to your website 
  • Product & Brand Consideration – encourage your customers as they are researching or shopping.
  • Brand Awareness & Research – open your website to a broad audience and increase its relevance.

App Campaigns

  • Device App installs and engagement with an automated campaign to show ads. Utilizes Google Search Network, Display Network, and Google Play within our apps and on YouTube.

Performance Campaigns

  • Sales – Customer engagement via online, in-store or app
  • Leads – Encourages customers to engage based on your services or products by providing their contact information
  • Website traffic – Drives customers to your website 
  • Product & Brand Consideration – encourage your customers as they are researching or looking for products.
  • Brand Awareness & Research – open your website to a broad audience and increase its relevance.

Match Your Keywords to Your Ad

Once you’ve chosen your keywords, match them to your ad. Ensure your ad is relevant to the keywords you’ve chosen and includes at least one of your keywords.

Broad match – Ads may show on searches that relate to your keywords. This would be considered the top of the funnel, providing information to your audience. As you curate the content, these search terms become more transactional as you build brand loyalty. 

There are four different match types for Google Ads keywords: broad match, phrase match, exact match, and negative match. The match type you choose will determine how closely your ad is matched to the searcher’s query.

Group Your Keywords

Grouping your keywords into ad groups can help you better match your ads to the searcher’s query. It can also help you stay within your budget by allowing you to bid more on the most important keywords.

This should be noticed when creating your campaigns. Creating tight keyword ad groups, it allows your overall performance to increase. Organized keyword ad groups improve your account’s relevance, which increases your quality score and lowers your cost per click. 

You can create the most successful and cost-effective campaigns by segmenting your keywords.

Set Your Bids

Once you’ve chosen your keywords and ad groups, it’s time to set your bids. How much you’re willing to pay for each click will determine how often your ad is shown. Of course, stick to your budget!

Monitor Your Results

Once your campaign is up and running, monitoring the results is essential. After all, you won’t honestly know if your campaign is doing well if you don’t know what kind of results it gives you. Plus, with such information, you can improve your keyword usage to maximize performance.

Conclusion

By following the tips we’ve shared above, you stand a much better chance of reaching out to the right people who want to know about you and what you offer. 

That said, if you need help picking the right keywords for your Google Ads campaign, be sure to work with a professional. With their help, you can maximize your Google Ads campaign results, giving you the success you dream of enjoying.

If you are unsure about your Google Ad Settings, reach out to one of our trusted Google-certified team members today.

In Front Marketing offers results-driven solutions to help businesses use their online presence better. If you are looking for Google Ads services in Calgary, reach out to us today!

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!

Google Ads: A Good Way to Calculate New Product Demand

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If you’re considering launching a new product, testing demand before making a big investment is important. Google Ads services in Calgary can be a great way to do this. 

By running a short, targeted ad campaign, you can get an idea of how much interest there is in your product and whether it’s worth pursuing.

Failure to properly test demand is one of the main hazards that small business owners and start-ups encounter when creating a new product or service. 

Even if you believe your product will be simple to sell, launching it without sufficient testing puts you in danger of finding no customers.

Spending a small amount of money upfront on marketing to ascertain whether you are meeting a need is a great approach to decrease your risk by using Google to evaluate online demand for your product. 

This article will examine how you can test the online demand for your goods and services using your AdWords account. 

What Is Google AdWords?

In a nutshell, AdWords refers to the small advertisements that surround and are displayed above Google’s organic search results. When posting these ads, you will choose the keywords, the ad wording, and the cost per click. 

Marketers frequently use AdWords to promote products or services already on the market. For instance, utilize AdWords to direct prospective customers to my website, where you offer training and account management services.

Google Ads allows businesses to increase website traffic by matching a user’s search query with relevant, user-targeted adverts. This is how Google makes money and is quite good at it.

You can easily determine if there is a market for your new product or service because so many people use Google to search for information and items. This is distinct from passively disseminating information to consumers via social media or other channels while they are presumably not actively seeking out or making a purchase. 

How to Calculate the Demand for a Product

Create a routine advertising campaign in your Google Ads account.

Select keyword phrases that customers might use to find the product or service you’re testing on search engines. Try out several strategies and elements to draw in any potential searchers. 

For your advertising, create text. Emphasize the advantages of your new product. Declare your product’s main advantage while stressing the customer’s benefits. Even if a potential visitor would be interested in visiting your website, poorly written adverts could skew the results.

Be Specific When Describing Your Area

Run advertisements only while the product or service is still available. If you don’t confine the campaign to a local or regional area, your results may be misinterpreted, and the degree of demand may be exaggerated.

Create a Budget

Comprehensive testing must be feasible. You must decide on your daily spending limit and how much you will spend every click. You risk using up your test money too quickly if you don’t set things up correctly.

Publish a Landing Page

Create a page with information about your product since it won’t be available for purchase. Use it to collect email addresses from prospective consumers if one is available. Give them a reason to sign up simultaneously; early updates, early access, or sneak peeks at your product are all excellent inducements.

Look at the Results

You will know that there is a market and need for the product or service you are developing if you observe a constant stream of traffic in response to your advertisements. When you’re ready to launch, try to gather email addresses so you may contact these potential clients.

On the other hand, if no one responds to your marketing, you can conclude that the difficulty in attracting customers outweighs the potential for your product. 

If online marketing isn’t assisting you in determining demand at the moment, likely, it won’t be after the product is made available. Do some keyword research and change your advertising.

Conclusion 

Getting Google Ads services is a great way to test demand for a new product. By targeting a relevant audience and using relevant keywords, you can get a good idea of whether people are interested in what you have to offer. If you see a lot of clicks and conversions, you know you have a winner on your hands. If not, then you can try tweaking your approach and testing again.

In Front Marketing is an advertising firm in Calgary focusing on client pleasure, clarity, and confidence. Contact us for Google Ads services in Calgary! 

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.