Accelerate Your Digital Growth Strategies in Vancouver With an FCMO

Vancouver is booming with opportunities for businesses to capitalize on the digital space, and it’s time for your business to do the same! A detailed digital strategy will be your best friend throughout this journey. A fractional CMO in Vancouver is an important piece of this puzzle.

Continue reading the guide below to learn more about digital growth strategies in Vancouver and how a fractional CMO brings you closer to your goals.

Here’s Jason with more information on why you should hire a Vancouver fractional CMO.

Why Work With a Vancouver Fractional Chief Marketing Officer (FCMO)?

Everyone needs a good coach or mentor to guide them throughout their career. In the case of marketing, a fractional CMO is a great fit for that role. These marketing professionals work part-time or per project to help companies meet their marketing needs — and meet their shareholders’ expectations.

One of the other benefits of hiring an FCMO is affordability. You get access to a whole spectrum of marketing resources and services without the additional cost or commitment of hiring full-time.

Vancouver fractional CMOs have years of experience working in multiple niche industries. Their area of expertise isn’t limited to just one aspect of marketing — they have access to the full suite of marketing services. 

Whether you want to increase qualified leads or boost organic traffic to your website, an FCMO can help make it all happen. Their specialties include, but aren't limited to:

• Brand management
• Competitor analysis
• Customer research
• Search engine optimization
• Content marketing 
• Email marketing
• Pay-per-click advertising
• Website design and development
• Marketing compliance

What FCMOs in Vancouver Are Tracking

Fractional CMOs have a lot to keep track of. These factors are crucial in ensuring a company’s digital growth and success.

Local Consumer Behavior Insights

The Canadian eCommerce market is estimated to reach 32.95 million users by 2029, which speaks volumes about its buying potential. With so many purchasing/shopping habits, understanding consumer behavior is essential.

A fractional CMO starts by researching your customers’ purchasing behaviors and nuances. Through audience segmentation, brands can narrow down their customer base to more specific demographics. This is how companies create the ideal marketing campaign that answers their consumers’ particular needs.

FCMOs also look at various digital platforms to gather more information about consumer behavior. This information is invaluable for lead generation and retargeting (it ensures that the right message comes across to the right person). Some behaviors they look at may include:

• Website visits
• Social media engagement
• Digital content
• Purchase history
• Previous interactions with the brand

Social Listening

Social listening is the process of understanding and analyzing social media activity, such as conversations and trends. FCMOs take what they find through social media and piece it together to form conclusions about brand sentiment, emerging patterns, audience reactions, and more. 

When conducting social listening, the FCMO also asks questions that help them learn more about the audience, such as:

• What topics are being discussed online?
• How does the audience feel about the brand’s products or services?
• What are their thoughts about their competitors?
• What are some common challenges faced by the audience?

Regulatory Compliance Changes

New rules and regulations continue to emerge in the legal space that influences marketing. The fractional CMO stays informed about these compliance updates to prevent regulatory compliance issues, keeping practices legal and ethical, and protecting their clients from fines or other legal actions.

Staying on top of these regulatory changes builds trust and transparency with consumers, especially when it comes to legislation on consumer data privacy and safety.

How Does Digital Strategy Work?

A digital strategy is a company’s outline or roadmap for reaching one’s digital goals. Think of it as a manual that includes steps to combining marketing and technology to meet your sales goals.

A digital strategy ensures that all tech utilization is meaningful and contributes to your company’s overall goals. This is key to helping companies stay afloat in a crowded market and maintain customer satisfaction.

Businesses may approach digital strategy in different ways, but these four tips tend to pop up quite a bit:

• Set SMART goals: SMART goals allow you to see the bigger picture of what you’re trying to achieve with your digital strategy.
• Know your target audience: Understanding your customers’ unique needs and preferences is critical in creating an effective digital strategy.
• Choose the best channels: Different channels (email, social media, SEO, etc.) create different results; find what’s most appropriate depending on your objectives.
• Keep up with the latest trends and patterns: Markets and customers change constantly, so it’s important to stay adaptable to these changes.

Questions on marketing in Vancouver? Jason’s here with a review:

What Are Different Digital Growth Strategies in Vancouver?

Here are a few common growth strategies behind some of the biggest Vancouver companies:

Web Design and Development

Web design and development are non-negotiables. An FCMO can lead the charge on creating a new website, redesigning a current one, or making small but powerful changes on existing sites that need a bit of TLC. Their checklist includes ensuring sites are mobile-friendly, easy to navigate, and quick to load. Clear call-to-actions and well-built forms help convert users and bring in qualified leads. 

You can integrate your website with other platforms such as social media and email to reach a wider audience and create multiple touchpoints.

If you’re running an eCommerce store in Vancouver, you can use online store-building tools like Magento. (We compare Magento extensions versus custom development in this guide.)

Content Marketing and Search Engine Optimization (SEO)

Content marketing and local SEO work hand in hand to increase traffic and awareness of your website. It's an effective way to outrank your competitors and show users that you're a credible and trustworthy resource.

Mastering SEO starts with targeting the most relevant keywords and understanding the user's search intent. You can use a handful of keyword research tools like Ahrefs and Semrush to find high-volume, low-competition keywords. 

Once you have your list of keywords, it's time to start writing content. Be sure to naturally incorporate these keywords into your content as well as your title, headings, and meta description. This gives the search engine a clear idea of what your content is all about (aka increases your rankings).

Several types of content can be part of your Vancouver SEO strategy, including: 

• Blog articles
• Case studies
• Newsletters
• White papers
• Infographics
• User-generated content (UGC)

It’s not only written pieces to add to your content calendar — videos can be equally as powerful. 

A variety of video marketing strategies relay information in a convenient and easy-to-consume way.

Regardless of which content is currently next on your to-do list, it should be able to answer your users’ questions and provide relevant and valuable information. This is how you can earn your audience’s trust and position yourself as a key figure in the industry.

Social Media

Social media rules the world, and it's no secret that it's one of the best avenues to grow your business. With millions of daily active users, social media has evolved into a place where brands gain new audiences and form strong connections with them. 

Social media ads (i.e. Facebook, Instagram, or LinkedIn ads) give you a big boost of traffic and visibility. Each social media platform offers the chance to appeal to different audiences and demographics. 

Additionally, because of its convenient and informal nature, brands can personally interact with customers and solidify connections. Consistent, on-brand engagement builds loyalty and puts you one step ahead of your competitors. 

Email Marketing

There’s no better way to reach wider audiences than with a good ol’ fashioned email. It’s one of the oldest forms of online communication, yet still one of the most used.

Email is an incredibly versatile tool: From branding, boosting engagement, creating networking opportunities, and scheduling appointments, the list goes on.

To keep emails from sounding robotic or generic, personalization comes in clutch. It makes a big difference in how emails come across to recipients. It can mean the difference between an email going straight to the trash and a shopper clicking “add to cart.”

Personalization involves addressing recipients by name, writing carefully crafted and relevant messages, and presenting readers with something valuable. Another crucial element is segmenting your email list according to specific categories. Audience segmentation ensures you send the right email to the right person at the right time.

Paid Ads (PPC)

If you need speedy results on the first page of Google’s search results, pay-per-click is the way to go. PPC advertising gives you a quick traffic boost for a little extra investment. How PPC works is the advertiser (that’s you) pays a certain amount every time someone clicks on your ad.

Paid ads are a solid investment, as you're paying for clicks from genuinely interested users. A PPC agency creates ads that improve brand awareness and generate high-value leads.

Paid Google Ads show your advertisement on two networks — the display network and the search network. 

• The display network shows your ad on various websites, ensuring its visibility to a majority of internet users. 
• The search network brings your website to the very top of Google’s Search Engine Results Page (SERP). These ads appear above organic results so they’re the very first thing people see.

Backlinks

Backlinks are links on other websites that link back to a page on your website, commonly in the form of guest blogs. This is fundamental in increasing SEO rankings and building credibility and authority.

Be selective when reaching out to backlink partners: It’s crucial to build backlinks from relevant websites or sites with high domain authority. The stronger a backlink profile is, the higher it’ll rank. Remember that quality always beats quantity in link building. Keep your links to a minimum (and make them high quality) to avoid penalties for spammy practices or link farming.

Digital Marketing Services and Why They Matter

Without digital marketing, it’s difficult for your business to reach its desired audience. Here are some common digital marketing services and why our Vancouver team loves them:

Data Analytics

When you post something online, come back now and then to see how many likes, comments, or shares it boasts.

The same principle applies to all kinds of marketing; data analytics helps teams understand how effective their marketing efforts are.

This is where the expertise of a fractional CMO in Vancouver comes in handy. Data analytics helps us make decisions and adjustments based on objective statistics. Critical metrics to analyze can include:

• Return on investment (ROI)
• Click-through rate (CTR)
• Conversion rate
• Website traffic
• Return on ad spend (ROAS)
• Customer engagement
• Churn rate

Brand Management

It (usually) pays off to be different, especially when so many brands overlap. This is where brand management plays a major role in achieving digital growth. Fractional CMOs use their expertise in brand management to craft a unique identity and message that resonates with your audience.

One way to achieve this is by determining and communicating your unique selling proposition (USP). What does your company have to offer that others can’t? How can you solve customers’ needs better than others? Questions like these help your brand stand out and incline customers to choose you over others.

An FCMO helps maintain a consistent brand across all touchpoints. FCMOs use brand style guidelines to ensure that all aspects of a company align, including the tone of voice, visual elements, core values, and more.

Lead Generation

It goes without saying, but we’re going to say it anyway: A business can’t grow without customers. Acquiring customers starts with mastering lead generation. A fractional CMO is a lead generation expert who helps brands target high-value leads and guides these leads along the sales pipeline.

Lead generation also focuses on creating personalized offers and messages based on your leads’ needs and preferences. Once again, personalization is a significant part of securing customers and their loyalty.

Every lead is like a plant that needs constant care and attention; this is what lead nurturing is all about. Lead nurturing is key to increasing retention and brand loyalty. Nurture those leads by maintaining open communication and providing consistent value throughout the buyer’s journey.

What Industries Benefit From Digital Growth Strategies in Vancouver?

A digital strategy is an invaluable asset that could make a difference in any company, regardless of industry. Listed below are some industries that benefit from digital growth strategies.

Healthcare

Thanks to digital strategies, the healthcare industry continues to utilize new technologies to serve patients. Technological breakthroughs continue to emerge in the field, such as wearable medical devices, telehealth, automation tools, and healthcare apps.

These technological advancements have allowed healthcare companies to perform more efficient services and increase patient satisfaction. These have also led to greater convenience and real-time health monitoring opportunities for patients. Canada has far stricter rules for marketing medicine than the United States, making it essential to work with an expert in Canada's Food and Drugs Act.

Finance

Digital strategies help financial companies navigate complex systems, remove or update outdated processes, and minimize risk. For example, digital wallets and mobile banking have given users added convenience, faster transactions, and easier money management.

In addition, financial institutions have integrated advanced digital solutions like real-time analytics monitoring, cloud-based infrastructure, and advanced data protection systems. These contribute to greater efficiency while maintaining the customers’ safety.

eCommerce

eCommerce, whether you’re selling in Vancouver, B.C., North America, or globally, presents unique opportunities — and unique challenges. Building a website is hardly the only step: Managing inventory and logistics, integrating payment systems, and protecting customer data, are other must-haves.

Customers expect to get online orders faster than ever before. The average wait time from the check-out button to arriving at the destination is just over four days. There is no room for error. Automating tasks like labeling, tracking, and data gathering can help — ask your Vancouver marketing expert for more. Then, check out how Vancouver FCMOs optimize E-Commerce stores’ conversion rates to see how to get leads to convert.

Case Studies: Successful Digital Growth Strategies in Vancouver

Digital Authority Partners has an impressive track record of successfully implementing digital strategies. Read about some of our success stories below.

Table XI

Table XI is a software development company that wanted to improve the quality and quantity of their leads and improve their SEO and website performance.

After conducting a thorough site audit, DAP made significant improvements to Table XI’s:

• Landing pages
• Link building
• Titles
• Meta descriptions
• SEO rankings

Additionally, DAP improved Table XI’s Google Business Profile (GBP) and optimized pages for locally relevant keywords to gain more leads.

All this resulted in better local search visibility, a 20% increase in traffic, and a 14% increase in page views. Table XI’s leads increased as well, with 6% more sessions per user.

Look at our process in the Table XI case study. 

Frommer’s

Frommer’s is a travel brand that sought DAP’s help in devising a new approach to monetizing its website traffic. The company also looked to improve its email marketing campaigns, where it found missed opportunities for boosting conversions.

DAP conducted a series of A/B tests, which revealed that longer, listicle-style articles were better for retention. They also applied necessary changes to the site’s slideshows, which proved to be effective in increasing engagement and ad revenue.

Additionally, with a newly optimized email campaign, Frommer’s received a whopping 200k new subscribers receiving updated emails. They also gained a 5.2x increase in time spent on the site and a 39% increase in Effective Cost Per Thousand Impressions (eCPM) revenue.

Look at our process in the Frommer’s case study.

Talk to a Vancouver FCMO About Digital Growth Strategies Today!

Digital growth may be tricky at first, but with the right strategies in place and a fractional CMO by your side, you can grow your brand beyond your wildest expectations.

Digital Authority Partners is a Vancouver digital marketing agency that specializes in all things digital. Our fractional marketers are of the highest caliber, each with years of industry experience and a wide range of skills to boot.

Your goals are our goals as well, and we are committed to helping you achieve your desired results plus more!

Send us a message today to get started!