How To Develop A Marketing Strategy

How To Develop A Marketing Strategy

At the core of every business is a strategic marketing plan that helps spread the word about your brand to as many consumers as possible. Nowadays, having a strong online presence is crucial as most customers shop online or rely on online platforms to learn about businesses. However, words like return on investment (ROI), conversion rates, and targeted ads can all sound daunting, especially if you are new to the business world. 

At the same time, having so many marketing aspects to consider, such as branding, promotions, pricing, and social media, can all seem overwhelming. That said, there are ways to develop an effective and strong marketing strategy without necessarily making a huge investment or exhausting all your resources. By knowing where to focus your priorities and attention, you can help your business grow and generate higher profits!

Research Your Market

Every strategy has to start with a thorough understanding of the market. You know that you want to increase your visibility and reach more customers, but who exactly are you targeting in the first place? Start by researching your target market and understanding their needs, wants, purchase behavior, and thinking patterns. This information will help you understand what channels you can use for marketing your product and what strategies will best appeal to your customers.

Likewise, conducting market research gives you insights and trends that can help you forecast sales and understand your competition. Know that developing a marketing strategy does not happen in isolation. To do it effectively, you have to know what others in the industry are doing, so you can look out for opportunities that you can capitalize on, such as untapped markets or industry niches.

Set a Budget

Marketing activities will come at a cost, so before executing anything, it will be helpful to come up with a budget to know the extent of your expenses. Though expenses may vary significantly depending on the nature of your business or your intended strategy, there are some aspects that you should not leave out. For example, web design and development, branding, printing of collaterals, advertising, and hiring marketing staff or agencies are common elements that you need to consider in your budget.  

Profile Your Target Market

When developing a marketing strategy, it is important to know who your potential customers are, so you know where to focus your efforts. One way to do this is by profiling your target market and identifying their characteristics to know how you can address their needs. Segmentation typically occurs on four levels: geography, demography, behavior, and lifestyle, so go through each of these factors to come up with a clear customer profile.

Leverage Social Media

You have the freedom to select the marketing channels you want to use to promote your brand and company. However, among the many choices you have, social media should be at the top of your list. Up until today, the wave of social media continues to be huge, and it is clear that the hype will not die anytime soon. Thus, you can leverage these platforms to capture your target market and engage with them to create a connection with your customers.

Make a Website

In today’s day and age, having a website matters more than ever. It is one of the best ways to solidify your online presence and communicate your company’s brand, and it is also one of the first places that customers will look for to learn about your business. Make use of search engine optimization (SEO) strategies to ensure that your web design is responsive to different devices. See to it that your website is user-friendly as you want to boost organic traffic and get your site visitors to convert into customers.

SEO can be tricky to implement, so if you are determined to increase your search rank, it may be beneficial to hire an agency to help in this aspect. Optimizing your website requires many considerations, such as using the right keywords, backlinks and calls to action (CTAs), rich snippets, and other elements. Thus, it may be best to leave this job to professionals if you do not have the expertise or resources.

Test Ideas

At times, marketing ideas may not translate to your desired results as many factors can affect the success of your strategy. Thus, you must always test your ideas to see what works and what does not. You can try your approaches on staff members or even a few of your potential customers to gauge their response and determine the idea’s feasibility. Know that the first idea may not always be the best, so take the time to try different tactics to ensure you come up with the best strategy. 

Monitor and Track

After you execute your marketing strategy, you still have to keep a close eye to see if your marketing activities generate your desired results. Monitor them continuously and review your marketing plan every few months–ideally every three months–to ensure that your investments are translating to profitable returns. The business landscape is always changing and innovating, so retaining the same strategy may not necessarily retain the same results over a long time. 

The Creative Brief Podcast – Importance of Building Your Online Presence

The Creative Brief Podcast – Importance of Building Your Online Presence

Our co-founder, Will Hoff, joined Nick & Chris on The Creative Brief Podcast a few weeks past to discuss the importance of building your online presence locally.

On Episode 8 of the podcast, Will and hosts discuss the challenges of starting marketing agencies and the importance of building and growing your digital presence as a business owner.

Some of their key discussion points include, how to position your brand to be everywhere your customers are, and tools to support lead generation.

Checkout the podcast below:

SEO In 2020

SEO In 2020

SEO is an acronym for Search Engine Optimization. SEO’s history dates back to the 90s when the search engines first appeared. In 2020, it’s now a critical marketing tool and an ever-growing field. It is commonly referred to as a strategy, however, at the most basic level it is simply setting yourself up to be recognized by any search engine as relevant to a specific search.

What is a Search Engine?

A search engine is “a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user used especially for finding particular sites on the World Wide Web.” as defined by the Google Dictionary.

Google is an example of a search engine. And so is YouTube!

Wherever there’s a search bar and the user receives relevant information is considered a search engine. The results you get are always based on the most relevant content to your search. This is where optimization comes into play.


In order for search engines to produce a list of the most relevant results for any search, they must search through their own database and determine which items are relevant. They do this by running the searched term through titles, paragraphs, image descriptions, essentially anywhere and everything that can be named. 

The practice of optimizing doesn’t have to be complicated and actually doesn’t require a confusing or unique strategy to succeed. By simply not making any mistakes, you’re already more than halfway there. Optimizing just means making it the best you can, and having your website in a position to be picked the most often. This means avoiding uploading any images named “capture.png” or “download.jpg”. Also avoiding leaving any page titles blank, and/or using the heading 5 tags for all of a page’s headings. 

For Example…

Let’s say you own an online business for dog food. When a user goes onto Google and searches for ‘Dog Food’, Google then searches through every website looking to create a list of the most relevant websites for that user. If the title of your website doesn’t include ‘dog food’, then you’re most likely already out of the race, and this is because your website title isn’t optimized for this search term. After website titles, Google is now going to look through your website’s subpages, and see how many of those include ‘dog food’ as well. Then Google will index how many of your entire website’s headings include ‘dog food’ giving more importance to H1 than H5. Long story short, every piece of content, media, and item on your website needs to be named correctly and formatted correctly to look it’s best so that Google has no problem ranking your website for the user’s searching for your keywords.

Why is SEO Important?

Optimizing your website is important because organic search (ranking on search engines based on keywords and not from paid ads) accounts for 73% of all website traffic on average.[1]

Additionally, 71% of all website clicks are on Google’s first page and has been as high as 92% in recent years.[2]

This shows how crucial it is to rank on Google’s first page of results, which is usually in the top 10. Of course, this isn’t easy to do. Most keywords you want to rank for, a lot of other businesses also want to rank for. If you want to beat out the competition for those top 10 positions, you have to make sure your website is not only flawless but that your website is also a proven relevant website for the keyword. This is where backlinks, traffic, and content marketing will give you an edge on your competitors. If other reputable websites are linking to your website, it tells Google that your website is also reputable, and that will help you climb the rankings. The same goes for traffic! The more traffic your website gets, the more helpful Google views your site to be.

Every search is like a new competition. Your website always needs to be as perfect as possible to catch the attention of search engines every time, to be chosen for a high ranking. If you’re below the top 10 rankings, you’re missing out on traffic and leads.

  1. https://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063
  2. https://www.forbes.com/sites/forbesagencycouncil/2017/10/30/the-value-of-search-results-rankings/

How Difficult is SEO? 

Search engines including Google, Bing, Yahoo! and other index websites are designed to construct an order based on various ranking algorithms. Can we find these algorithms? Yes and no. Google uses over 200 criteria in its ranking. Although though we know many of them: quality content, backlinks or technical items like website pace, many of them are kept as a secret.

Of course, you don’t need to know all the criteria for your website to rate. There are three critical aspects to understanding what the SEO is all about: technical stuff behind the website (technical and on-page SEO, the content of your website, finally quality backlinks increasing the authority of your website – the last aspect to make your SEO.

Are There Different Types of SEO?

  1. Black Hat SEO

Black hat SEO is a compilation of unethical activities in the search engine results page to boost website rankings. They are designed to impact search engines, without taking into account the human element.

Black hat SEO will get you to the top of the SERP in a short time but search engines would most likely sooner or later penalize and ban the website. 

2. White Hat SEO 

White hat SEO Is an ethical set of techniques that adhere to guidelines and rules. The basic parts of SEO White Hat are: Consistency and relevant content overall website optimization link building White Hat SEO is a long-term strategy geared towards enhancing user experience. In general, terms, being a good guy in the SEO environment is perceived to be the best path.

There’s also, a concept called the Grey hat SEO, a strategy as contrasted with the Black hat techniques, you may riskless. Grey hat tactics aren’t specifically specified by Google so you can gain thousands of website visitors a day later while not being penalized or losing any of your rankings. However, with that being said you don’t want to make Google your enemy, in general. So its best to adhere to White hat techniques.

On-Page SEO vs. Off-page SEO 

There are two broader SEO categories: on-page SEO and off-page SEO.

On-page SEO includes all ranking criteria for Google that they assess by looking directly at the website, you are attempting to optimize, such as the headlines, content, and page layout.

Off-page SEO applies to all factors that Google looks at, which are not in your own hands solely. We rely on other outlets, such as social networks, other blogs inside your field, and the searcher’s personal history. They’re different but to do well with SEO you need to get them right.

How Will SEO Help Grow Your Business?

Improving your SEO results in users finding your website when they search for terms related to your business. The increase in traffic will be exponential because the more visitors your website gets, the more search engines see your website is reputable. This will, of course, increase your leads which leads to an increase in revenue. If your website isn’t optimized, you’re simply missing out on traffic and leads, which is not the way to grow your business. Make sure to make SEO the main focus for your marketing team and to have regular checks to ensure everything is set up the way you want it to be. Google and YouTube can’t read your mind, so make your website and channel obvious as to what they’re relevant towards and begin your journey to the top of the rankings!

Where Does Waves Digital Canada Come In?

At Waves Digital, we offer an SEO package that includes website analysis, keyword research and planning, and quarterly reports packed with info and recommendations to improve your SEO. We’ll identify aspects of your website that need tweaking, fixing, and rebuilding to be optimized, as well as plans and strategies to compete with keywords of your choice. And our reports? They’ll give you an update on where you’re at right now, the progress you’ve made, and recommendations on how to continue to improve.

There is a lot of different aspects that affect your SEO and depending on what you’re looking to be ranking for, there are likely changes you need to make to get your business in a position to rank for those terms. We simply help you identify those changes and help implement them to get your website or channel on track to climb up the rankings.

The Importance of Copywriting in Digital Marketing

The Importance of Copywriting in Digital Marketing

Copywriting is becoming more and more important in the digital marketing industry. In ads, brochures, blogs, and even now on social media, copywriting is valuable for a company to market a product or service. It’s also used to convince people to think about a brand/product in a certain way. 

Unlike conventional writing, copywriting is about getting the reader to take action– purchasing, subscribing to email newsletters, or keeping client news/products updated. Why is it relevant in the digital marketing world, then? What exactly does quality copywriting offer?

Copywriting Makes Digital Marketing Stand Out 

Good copywriting makes your prospective customers want more details about your company. Emotions really play a key role when it comes to people purchasing a product or a service. What separates a good book and a bad book? The way we react to it. The tone of the book has a massive effect on how we view it. They’re getting us happy, curious and want more. We feel like this is what we need. We are told and sound like it can fix a problem that needs solving.

Well done copywriting will cause people to feel curious about what a product can do, how it can help, and generate the feelings that activate behaviors that will turn into conversions. It tells people why they should, what problems will be solved, and can create the environment in people’s minds that’ll make them act.

Copywriting Boosts Your Websites SEO

It’s no secret Google loves original and high-quality content. If you need something or want to know anything, you’re definitely going to be searching Google, right? Typically the searches appear at the top are long-form, in-depth and useful material. They will answer all your questions on only one page more often than not and you can leave the page knowing what you needed to ask. 

Copywriting provides SEO advantages for your website, and if done correctly, can have a huge effect on your Google ranking. It stresses not only the spiking of emotions and conversions but keywords as well. Many, if not all of the content online, are written with a specific keyword in mind to reap the benefits of SEO. A good copywriting contains many target keywords, entices readers and makes them feel like the product or service is required. 

Besides that, Google would find social as a factor in ranking. If you produce a lot of high-quality content and share it on social media then your website will rank higher. Not to mention that having regular fresh content on the website often results in higher traffic on searches. Therefore, the more quality content you have, the more credibility you also earn in Google, and other similar sites.

In summary, copywriting is undeniably the foundation of digital marketing. A strong, engaging copy will take your brand personality, product and service will set you apart from competitors.

If you’re interested and you’d like to know more, contact us!

How Your Company Culture Can Be Used as a Marketing Tool

How Your Company Culture Can Be Used as a Marketing Tool

Companies use marketing tools and strategies to attract new customers, retain current customers, and study what works and what doesn’t. A new marketing strategy appears to be emerging: the idea that a business needs to market itself and its corporate culture.

Company Culture as a Tool

As the author Simon Sinek notes, “Consumers don’t buy what you’re doing, they’re buying why you’re doing it.” The premise behind this is that consumers prefer your company over another if it suits their beliefs or desires.

Experts say today that more customers decide not to make purchases with businesses they do not trust, no matter how outstanding the marketing of the actual product is. In a survey conducted by 80 executive tech firm Egon Zehnder, 95 percent of the leaders claimed that the atmosphere of an organization had an impact on consumer decisions. Sixty percent of those surveyed said that they agree that their business culture supports the brand of their company. Using corporate culture as a resource starts with creating a great corporate culture for mid-level managers and senior executives alike. When workers are satisfied, consumers feed on that and are more likely to buy.

How to Communicate Company Culture 

You then have to find out how to express the positive culture to the outside world, from developing an outstanding corporate culture from the lowest-paid employee to the highest. You have to ensure the organization has a very clear message to do this. Once the message is developed, it is important that each employee recognizes the message or task and works towards implementing it. It is also recommended that companies should also remind their workers about their role in the community and improving people’s lives.

Another way marketers can convey the culture of the business to their customers is through public stories that illustrate the company’s intent and what positive impact it has on the community.

One way to create the connexion is via social media. Marketers may theoretically post interviews about their experiences working for the company with each employee, what they love about it and how their job helps them and others.

Companies Using Social Media Correctly 

Most companies, use social media – especially Instagram – to highlight and connect to the public about what their business is about and how optimistic their corporate culture is. Why does contact matter? A successful entrepreneurial culture gives them a competitive advantage. In the Global Human Capital Trends survey conducted by Deloitte in 2016, they found 82 percent of those who replied that culture is a potential competitive advantage.

One business that uses Instagram to express their culture well is Hootsuite, a social media portal that uses its Instagram account to give the company a “look inside.” The company uses a hashtag to post photos of its staff who have fun at meetings and community events.

Are you ready to showcase your company culture? 

If you’re looking for more information on building high quality, successful marketing plans visit us at wavesdigitalcanada.com. If you’re looking to turn your digital presence entirely in 2020 – Waves Digital is right for you! 

Benefits of a Strong Social Presence in the B2B Space

Benefits of a Strong Social Presence in the B2B Space

Imagine spending as little as six hours a week to improve the visibility, traffic, and profits of your company with little to no cost. Approximately 90 percent of marketers reported that social media created enormous visibility for their company, and that’s just one of its many benefits. Social networks are now a substantial part of any marketing strategy, and the advantages of using social media are so large that anyone who does not incorporate this cost-effective tool loses a phenomenal opportunity for marketing. It’s easy to see that social media marketing is a key element for marketing success and many marketers use the medium to realize the potential for business growth.

Increased Brand Awareness

Social media is among the most cost-effective digital marketing tools used to syndicate information and raise exposure for your brand. Adopting a social media strategy will greatly enhance your brand recognition, as you will target a large customer audience. Build social media accounts for your company to get going, and start interacting with others. Have staff, business partners and supporters “like” your page and “share.” Just having people engage with your content will increase your brand awareness and start building your credibility as a business. Each post that is circulated will now be introduced to a new network of individuals, which can lead them to become potential customers, and the more people who know about your business can only help. After spending just a few hours a week, more than 91 percent of marketers reported their social marketing activities increased their exposure significantly. There is no question that your company will benefit from actually having a social media account, and it can create a broad audience for your business with regular usage.

Improved Search Engine Rankings

Although posting on social media can bring some site traffic to your company, more effort is needed to see significant success. To achieve higher page rankings and get visitors to your business website, search engine optimization is very important. Although social media does not raise search engine rankings explicitly, Social Media Examiner reports that over 58 percent of advertisers who have been using social media for a year or more still see increased search engine rankings. Being able to rank for your keywords in the top positions would revolutionize your traffic and continue to generate positive business performance. Build high-quality content that combines your targeted keywords to give you the best chance of ranking higher via social media. Content such as forums, infographics, case studies, business information, and employee pictures can create an interesting and reliable social media profile for your business. When you start posting quality content, you’ll start building a social media community where followers can “like” your content and “share.” Most importantly, it gives you more chances to get in front of industry influencers who will write about your company and provide backlinks.

Better Customer Satisfaction

Social media provides a medium for networking and collaboration. Using these platforms to create a voice for your company is essential in humanizing your business. Customers appreciate knowing that they will receive a personalized response, rather than an automated message when posting comments on your pages. Being able to acknowledge every comment shows you are attentive to the needs of your guests and seek to offer the best experience. Every customer interaction on social media accounts of your company is an opportunity to show your love for your customers in public. Whether an individual has a question or a concern, using interpersonal communication, social media helps you to address the matter. A brand committed to customer satisfaction that takes the time to write personal messages, even if reacting to a customer complaint, would automatically be perceived in a more positive light.

Social media marketing clearly has its benefits, so if your company doesn’t already have the correct profiles, build them! Fill in the details about your company and post some engaging content to start gaining followers. As mentioned above, ask to “like” and “share” your page with people important to your company to help build your profile. Through constant optimization, the right marketing plan for social media would lead to increased traffic, better SEO, higher conversion rates, enhanced brand loyalty and much more.