CIPR Left Aligned TopAs an experienced digital marketing agency, we know that research is a crucial step in developing a successful digital strategy. By conducting research, digital marketers can gather valuable insights about a company’s target audience, understand market needs, and stay ahead of competitors. This research helps in making informed decisions about which online platforms to focus on, which digital advertising approaches to take, which social media strategy to deploy, which all feeds into an overall digital strategic plan that will attract more customers.

Key elements of a digital marketing strategy include customer journey mapping, content creation, and persona development. Customer journey mapping helps businesses understand the different stages a customer goes through, from initial awareness to making a purchase decision. This understanding allows businesses to create targeted marketing campaigns that address the specific needs and pain points of their customers to give them a competitive advantage.

Cross-channel marketing is an essential aspect of a digital marketing strategy. It involves integrating and coordinating marketing efforts across various digital channels such as social media marketing, email marketing, digital advertising, content marketing, search engine optimization, mobile marketing and more. Often, a digital marketing strategy can also provide useful insights into your traditional advertising and traditional marketing channels. This approach ensures a seamless and consistent experience for your prospective customers across all touchpoints, strengthening brand presence and customer loyalty.

Conducting marketing communications research and developing a strategic digital marketing plan are vital for businesses to succeed in today’s digital landscape. By analyzing data, understanding the target audience, and creating a seamless customer experience, businesses can effectively reach their target market, increase brand awareness, and drive conversions.


You Would Not Build a House Without a Blueprint, So Why Would You Start Digital Marketing Without One?

As a reputable digital marketer in Calgary, our proven digital marketing blueprint methodology will connect your business goals to your digital marketing strategies, give you clarity on why we recommend certain tactics and create organization-wide confidence in your digital marketing investment. We believe in a strategy-first approach in everything we do, so we highly recommend a digital marketing blueprint before embarking on your digital marketing campaign.

One of the key benefits of digital marketing research is identifying the target audience and/or the target consumers across digital devices, social platforms and digital platforms. By analyzing data and conducting consumer research, businesses can gain a clear understanding of who their potential customers are and what they want. This knowledge allows them to create campaigns across digital marketing channels, content marketing and social media marketing approaches that resonate with their audience, increasing the chances of engaging and converting them.

Digital marketing analysis also helps business owners understand market needs. Our digital marketing tools allow us to look at industry trends, competitor strategies, and customer behavior, so that businesses can identify gaps or untapped opportunities in the market. This information can be used to develop the right marketing mix of strategies and tactics to gain a significant competitive advantage. We use the most up to date, current industry practices to ensure we’re reaching the target consumer.

Our Digital Marketing Blueprint development process contains the following elements:


In the realm of digital marketing strategy, setting goals that are SMART is crucial for success. SMART goals are specific, measurable, achievable, relevant, and timely, providing a blueprint for businesses to effectively plan their digital communications approaches and execute their digital marketing efforts.

Specific goals outline clear and well-defined objectives, ensuring that everyone involved in the digital communications strategy understands what needs to be achieved.

Measurable goals allow for tracking and evaluation of progress, enabling businesses to gauge the effectiveness across a wide range of digital marketing tactics.

Achievable goals consider the available resources and capabilities, ensuring that they are realistic and within reach.

Relevant goals align with the overall digital marketing strategy and business objectives. They ensure that every effort that the digital marketer makes contributes to the larger picture and drives growth and success.

Timely goals have a defined timeframe or deadlines attached to them. This helps create a sense of urgency for the digital marketer, and keeps the strategy on track, preventing procrastination and lost opportunities.

Creating buyer personas is an essential step in developing a successful digital marketing campaign. Personas are fictional representations of your ideal customers and help you understand their needs, preferences, and behavior.

By creating detailed buyer personas and ensuring that your team understands them, you can effectively target your ideal customers with relevant and engaging social media marketing, digital advertising and marketing communications campaigns. Understanding your target audience’s age, budget, pain points, and more will help you tailor your educational and promotional messages and digital strategies to successfully reach and convert potential customers. Read more about buyer persona development below.

Competitive analysis is a crucial step in developing a successful marketing mix that will work for your company in your competitive environment. By conducting a thorough analysis of competitors’ strategies, marketers can gain insights into their marketing mix, strengths, weaknesses, and untapped opportunities, thus enabling them to make informed decisions. We’ll help you identify your competitors, analyze their digital channels and digital advertising efforts so that we can identify untapped opportunities that will help you gain a competitive advantage.

It is crucial to assess how your company measures up in the market. By benchmarking against competitors, we can, together, identify areas where you excel and where areas in need of improvement. This can be achieved by comparing key metrics such as organic traffic, social media marketing, and conversion rates. By understanding where competitors excel and identifying market gaps, marketers can develop a robust digital marketing strategy that sets their company apart.

In a digital marketing strategy, various types of promotional messages and online offers should be included to attract potential customers and increase conversion rates. Offers are incentives or promotions that businesses use to entice their target audience to take a desired action.

Offers could include discounts, promotions, free trials, samples, contests, giveaways, exclusive access or insider access. Compelling offers are essential to attract target consumers through various digital marketing channels and to increase conversion rates. By providing incentives, businesses can grab attention, build trust, and create a sense of urgency, ultimately leading to higher conversion rates and increased sales.

A conversion path is a step-by-step journey that leads website visitors towards taking desired actions, such as making a purchase, filling out a form, or signing up for a newsletter. It guides users through the various stages of the marketing funnel, from initial awareness to conversion.

We’ll help you determine conversion goals, ensure the conversion process is easy and user-friendly, and assist with tracking and analytics to ensure long term success. Tools like Google Analytics provide valuable insights into metrics such as the number of visitors, conversion rates, and drop-off points in the conversion path. This data enables marketers to identify areas for improvement and make data-driven decisions to enhance the user experience. Our team is  experienced in Google Analytics setup and analysis, so we can help ease this process.

When it comes to digital marketing, implementing effective tactics is essential for success. By utilizing the right strategies, businesses can attract and engage potential customers, convert website visitors into leads and customers, and ultimately build trust with their target audience.

Digital marketing tactics encompass a range of strategies employed to promote products or services using online platforms. These tactics leverage the vast reach and targeting capabilities of the internet. They include Search Engine Optimization (SEO) to enhance visibility on search engines, Google ads, search ads and other digital advertising to gaining visibility and leads faster, content marketing and marketing communications to provide valuable information, social media marketing to engage audiences, email marketing campaigns for personalized communication, influencer partnerships  and affiliate marketing to leverage authority, and data analytics to refine approaches. These online marketing tactics collectively optimize brand presence, enhance audience engagement, and drive conversions, enabling businesses to thrive in the competitive digital landscape.

Content mapping is a crucial step in developing a successful digital marketing strategy. It involves evaluating your existing content and identifying any gaps or areas for improvement. By mapping out your content, you can ensure that each piece aligns with your overall marketing goals and target audience.

We’ll audit your existing content, identify any gaps in your content library, create new content and complete keyword research to ensure your content is reaching your audience and performing well on Google.

By proactively mapping out your content, you can ensure a consistent and strategic approach to your digital marketing efforts. It will also help you target specific stages of the customer journey and cater to the needs and interests of your target audience.

In the world of digital marketing, tracking and measuring the success of your efforts is crucial in order to optimize your strategies and achieve your goals. By utilizing analytics and reporting tools, you can gain valuable insights into the performance of your digital marketing campaigns.

One of the key components of effective tracking is setting specific Key Performance Indicators (KPIs) that align with your business objectives. These KPIs could include metrics such as website traffic, conversion rates, engagement on social media platforms, or ROI. By measuring your results against these KPIs, you can determine whether your digital marketing efforts are delivering the desired outcomes.

The beauty of digital marketing lies in its measurability. Unlike traditional marketing methods, digital marketing allows for accurate and real-time data tracking. With the help of analytics tools such as Google Analytics, you can track various metrics and gather insights on user behavior, demographics, and much more.

The Digital Marketing Tactical Plan outlines the specific actions and strategies that will be implemented to achieve the goals defined in the digital marketing strategy. It encompasses a wide range of marketing channels and digital tactics to effectively promote products and services to your target audience.

The plan includes utilizing various digital marketing channels such as social media platforms, search engines, email marketing, search ads, marketing communication and online advertising. These channels will be leveraged to reach potential customers and engage with them effectively. Timelines and responsibilities are also assigned to ensure efficient execution of the plan. By distributing responsibilities and adhering to timelines, the plan ensures smooth implementation and effective results.

Resources such as digital marketing tools, analytics platforms, and content auditing tools will be utilized to enhance the impact of the plan. Regular monitoring and evaluation will also be conducted using tools like Google Analytics to measure the success of the tactics employed.

The Digital Marketing Tactical Plan acts as a blueprint for implementing strategies and achieving digital marketing goals. By utilizing the right channels, tactics, and resources, businesses can connect with their target audience and drive success in the online landscape.

Creating a digital marketing budget involves careful consideration of various factors to ensure optimal utilization of resources. The budget could be allocated to identified channels of interest, new tools or specific distribution to different stages of the customer journey.

Digital Marketing Blueprint Packages

  • SME Digital Marketing Blueprint
  • Enterprise Digital Marketing Blueprint
SME Digital Marketing Blueprint

Our small and medium size enterprise digital marketing blueprint is ideal for companies with less than 50 employees looking to get their digital marketing game going or those looking to take their digital marketing efforts to the next level.

This blueprint contains all of the elements and approaches listed above but is less detailed than our enterprise level blueprint. This blueprint will contain the following:

  • Competitive analysis on 2-3 competitors
  • The blueprint will be provided in the form of a PowerPoint presentation that will cover all of the elements and typically has between 25 – 30 slides
  • The scope of work for this blueprint assumes approximately 30 hours of work; you have the ability to add hours to this blueprint to go more in-depth on certain elements. For example, you may want more competitors researched or may need detailed marketing personas developed
  • Timeframe for this blueprint is 4-weeks
Enterprise Digital Marketing Blueprint

Our enterprise digital marketing blueprint is ideal for companies with more than 50 employees or companies that need input from several executives and departments. This blueprint is very in-depth and considers the needs of all stakeholders within your company.

This blueprint is ideal for companies that require an enterprise level understanding and commitment to your digital marketing efforts and cross-department agreement and buy-in to your digital marketing budget, goals, and key performance indicators. This blueprint will contain the following elements:

  • Competitive analysis on up to 5 competitors
  • The blueprint will be provided in the form of a PowerPoint presentation that will cover all of the elements and will have between 50 – 70 slides
  • The scope of work outlined assumes approximately 85 hours of work, including workshop facilitation(s) and executive presentation(s).
  • Timeframe is 6-8 weeks, depending on client feedback and availability

Buyer Persona Development

If you need help developing your buyer personas from scratch, we have you covered. Persona development involves creating fictional profiles of ideal prospective customers. Our buyer persona development process is research-based using information analyzed about real people through their social media channels and online presence. This exercise helps businesses understand their customers better and tailor their online marketing messages accordingly. For the price shown above, we will develop three buyer personas for you utilizing the following process:

We create a database from scratch or work with your existing client database. The database will consist of 50 profiles and we analyze each profile through the following social media channels”

  • LinkedIn
  • Facebook
  • Twitter

LinkedIn helps us find information about work experience, career goals, and challenges. Facebook and Twitter give a more general overview of the person’s hobbies, influencers, and interests.

We analyze each profile in the database according to the following features:

  • Companies they work for
  • Employment history
  • Skills
  • Courses and certifications
  • Influencers
  • Brand they follow
  • Groups
  • Social media activity
  • Content they like

At this stage, we create a swipe file, which is a visual representation of their online activity that includes screen captures and notes

Based on the analysis of the database and swipe file we start to build your buyer persona profiles. We present the information using the following categories:

  • Demographic profile
  • Career progress
  • Skills
  • Goals
  • Challenges
  • Content (articles and platforms)
  • Influencers and Brands
  • Sales Funnels
  • Personal level
  • Environment
  • Professional networks

We present the buyer personas to you in a highly visual manner to make it easy for you and your team to get a quick visual representation of your ideal customer and their preferences.

We present the buyer personas to you and get your feedback. Based on feedback received, we make revisions and then send you the final personas. Once the personas are finalized, we present them to your team and walk you through the process of how the personas will be incorporated into your marketing and sales efforts going forward.

Full persona development starts at $5,000.

CIPR Right Aligned Strategy

Strategy-First Approach

Starting with a well-defined strategy is crucial in a digital marketing plan for a multitude of reasons. In today’s rapidly evolving online landscape, where consumers are inundated with information and choices, a strategic approach provides direction, coherence, and a higher likelihood of success. It also ensures we are aligned with your vision. Here’s why beginning with a strategy is paramount in digital marketing:

Clear Objectives: A well-crafted digital marketing strategy begins by setting clear and measurable objectives. Whether it’s increasing brand awareness, driving sales, or expanding into new markets, having precise goals allows marketers to focus their efforts effectively and gauge their progress.

Identifying Target Audiences: Understanding the target audience is fundamental. A strategy outlines who the ideal customers are, their behaviors, preferences, and pain points. This insight enables tailored messaging and content that resonates with the audience, fostering stronger connections.

Resource Optimization: Resources, including time and budget, are finite. A strategy helps allocate these resources optimally across various channels and campaigns, preventing wastage and ensuring maximum return on investment (ROI).

Consistency: Consistency across all marketing efforts is vital for brand recognition and trust. A strategy ensures that messages, visuals, and tone remain uniform, strengthening the brand’s identity and recall.

Integrated Approach: Digital marketing comprises various channels such as social media marketing, content marketing, email campaigns, and more. A strategy coordinates these channels into a cohesive plan, preventing disjointed efforts and ensuring a seamless brand experience.

Measurable Results: Without a strategy, it’s challenging to measure the effectiveness of marketing campaigns. A well-defined strategy includes key performance indicators (KPIs) that enable tracking, analysis, and optimization for better outcomes.

Risk Mitigation: Digital marketing involves risks such as negative feedback, algorithm changes, or technical glitches. A strategy includes contingency plans to mitigate these risks, ensuring the brand’s reputation remains intact.

Personalization: Consumers today expect personalized experiences. A strategy outlines how to gather and leverage data to tailor content and interactions, enhancing customer satisfaction and loyalty.

Long-Term Vision: A strategy isn’t just about short-term gains; it’s about the long-term vision for the brand. It lays the foundation for sustained growth by focusing on building relationships, brand equity, and customer loyalty.

Efficient Campaign Execution: A strategy maps out the customer journey and touchpoints. This facilitates efficient campaign execution, ensuring that the right message reaches the right audience at the right time, optimizing conversion rates.

Informed Decision-Making: Strategic decisions are rooted in data and insights rather than assumptions. By conducting thorough research and analysis during the strategy formulation phase, businesses can make informed choices that yield better results.

Customer-Centric Approach: A strategy places the customer at the center. It considers their needs, preferences, and pain points, guiding marketers to create value-driven content and experiences that resonate deeply.

Content Marketing Strategy

A well-crafted content marketing strategy is invaluable for businesses. It engages and educates target audiences, builds trust, and establishes authority in a niche. By generating valuable content, digital marketers can drive organic traffic, enhance SEO, nurture leads, and ultimately boosts conversions, making this form of marketing communications an essential tool for sustained growth and brand success.

Content marketing holds immense value. High-quality, relevant content resonates with your target audience and be shared in many ways across all of your marketing channels to attract your prospective customers’ attention and interest. Informative blog posts, engaging videos, insightful infographics, and valuable e-books are some of the formats that digital marketers use to position your brand as an authority and trusted resource in your industry.

By consistently delivering valuable content, you can establish a loyal following, encourage social sharing, and foster word-of-mouth recommendations. Additionally, optimizing content for SEO enhances discoverability, driving organic traffic to your website. Content also provides opportunities for lead magnets, such as gated e-books or webinars, enabling you to capture contact information and nurture leads into customers. Overall, content marketing is a powerful tool for not only attracting but also converting new leads.

Content is a critical piece of search engine marketing. With new artificial intelligence tools rolling out all the time, search engines are frequently updating the building blocks that content needs in order to rank higher. Our team is consistently staying on top of new research and current industry practices with search engine marketing, especially related to artificial intelligence, various digital platforms, and web design.

In essence, starting with a strategy in digital marketing is akin to constructing a sturdy building with a well-designed blueprint. It provides direction, structure, and purpose to every action taken, leading to more efficient and effective marketing efforts. In an ever-evolving digital landscape, a strategic foundation is not just beneficial—it’s imperative for businesses aiming to thrive and succeed.

Digital Marketing Strategy

Digital Audits

Not quite sure where you stand in your industry? We have several audits available if you want to take a specific dive into any element of your digital marketing strategy. Audits are a helpful tool to understand how you compare to your competitors and what might need more attention. Available audits include:

  • Google AdWords Account Audit
  • Website Quality Audit for SEO
  • Competitive Analysis Report
  • Site Tuners Website Conversion Rate Optimization Expert Review
  • Website Conversion Audit

CIPR also offers a Digital Marketing Tune-up for companies that have a digital marketing strategy in place that is performing reasonably well but can use improvement. Rather than tackling every step of the digital marketing strategy, we take a deep dive into 1 or 2 elements of your digital strategy and help you tune it up. This bite-sized digital marketing audit can also be a great option for those on a tighter marketing budget.

Digital Marketing Audits

Digital Marketing Audits

You may be running Google ads or other digital marketing campaigns on your own or with another agency and wondering if the results you are seeing are optimized or whether you can do better. To help you answer these questions, we have developed comprehensive digital marketing audits that will give you deep insights into your current strategies and tactics, as well as the strategies and tactics of your competitors.

The great benefit of digital marketing is that everything is transparent and measurable – so stop wondering and start knowing with one of our digital marketing audits. Digital audits are useful if you are coming up with a new digital marketing strategy or if you already have one in place. Marketing is a space where we can keep getting better – even if a campaign is already live. Digital research and audits can be a great place to start.