Calgary Digital Marketing Services

Steps to starting a digital marketing campaign

October 15, 2020

Below is an email I just sent to a Calgary client who wants to start a digital marketing campaign to increase market share of one of his services.

Hi Calgary Business Owner,

Did you have some time to think about how you want your digital marketing campaign to operate?

Here are 10 questions to get things started. To run an effective campaign, this is the necessary information needed. We can skip parts but each part skipped will decrease the quality of the campaign. I’ll call you tomorrow to review these items.

  1. What is the goal of the campaign? Please be specific with numbers such as (website visits, phone calls, number of new clients, total sales volume, etc.) if the goal is, “increase service-x market share” then from what percent to what percent?
  2. What is the start and end date of the campaign?
  3. Will the campaign be run in phases as discussed? Eg:
    1. Phase 1: Promote Brand and Company
    2. Phase 2: Case study relevant to audience
    3. Phase 3: Here’s a solution (for audience)
    4. Phase 4: We should meet to do a [product/service demo]
      (each step we run a 2 week sub campaign?)
  4. In each of the 4 Phases above, what is the start and end date?
  5. What is the Google Ad budget and the Facebook budget for each phase?
  6. What Geographic targeting do we use for Google and Facebook?
  7. What search targeting do we use for Google? and What kinds of people do we target on Facebook (President, operations manager, vp operations, general manager, etc) ?
  8. What message are we promoting in each phase? This is about the ad design and message: For Google (limited to 90 characters in 3 sets of 30 characters) For Facebook, one main image, one title, about 300 characters.
  9. What pages on your website are the ads linking to? Do we set up a special landing page? If we set up a landing page, what is the content?
  10. What are we measuring at the end of the campaign (see back to goals in step 1).


Tel: 403-991-8863

At Matterhorn, we have been running digital marketing campaigns since 2008. We setup and operate marketing campaigns for small businesses with one employee to multi-billion-dollar corporations; the fundamentals of these campaigns are all the same.

Call us if you would like to see how cost effective digital marketing can be for your business.

D.I.Y. Digital Marketing Tips

Assuming you’ve read everything on this website, you liked everything you’ve read but, $2000 a month isn’t in your budget to have us help you with your marketing – then, here are some thoughts to get you headed in the right direction on your own. Digital marketing is an essential part of any company’s marketing strategy. Businesses must find ways to stand out from their competitors and reach customers where they are most likely to notice them. Digital marketing is just one cost-effective way to do just that. If you’re still not sure how to use digital marketing to help your business grow, don’t worry — we have plenty of helpful tips to get you started. From SEO and video production, Google Ads to AMAs and blog posts, there are many different digital marketing strategies you can use.


Search Engine Optimization, or SEO, is the process of improving your website’s visibility on search engines like Google. With so many businesses using digital marketing to reach their audiences, the competition for a high ranking on search engine results pages (SERPs) can be tough. If you have an optimized website, you’ll have a much better chance of being seen by potential customers. What does this mean for you? It means you’ll have to put some effort into making sure your website is optimized. This includes things like making sure your website has a good URL structure, implementing appropriate keywords and content, and choosing the right site structure. If you’re struggling with how to optimize your website, don’t worry — there are lots of online resources you can use to help you out.

Video Production

Videos about you company (your people, products, and services) are a great way to build trust. Likewise, video ads are a great way to reach customers and promote your brand. When you’re creating a video ad, you want to make sure to include a clear call-to-action that encourages viewers to take some sort of next step after watching your video. You can also use the video ads to tell your company’s story. You can host your video ad on a platform like YouTube, Facebook, or Instagram. These are all great places to post video ads and get more views. You can even use Google’s display network to show your video ads across their network of partner websites. Video ads are a great way to engage potential customers and encourage them to take action. If you’re looking for a way to stand out from your competitors, this is a great way to do so. Video ads are also great for building your brand.


An AMA (Ask Me Anything) can be a great way to engage with customers and get your brand name out there. Keep in mind, if you go on a platform like Reddit, you open yourself up to criticism and nonsense. Worse, your venture in to AMA will likely end up a disappointment if no one joins because your business format doesn’t lend well to the AMA concept.  You can host an AMA on a site like Reddit and invite people to ask you anything they’d like, be it about your business or your industry. You can also participate in an existing AMA to add your two cents to the conversation. Hosting an AMA can also be a great way to drive traffic and engagement to your website. If you’re looking to host an AMA, there are a few things you should keep in mind. First, make sure the forum you choose is a good fit for your business. You don’t want to pick a forum that’s too out of your element. Second, make sure you have a set time frame for the AMA. You don’t want this to drag on for too long or people will get bored and move on. Third, have some fun with it! People are likely going to be curious about who you are and what your business does. Make sure to have a good time answering questions.

Blog Posts

Blogs can be an incredibly effective way to reach a large audience, drive inbound traffic to your website, and engage customers. You can use your blog to share helpful content and information on your industry, increase brand authority, and drive more traffic to your website. If you want to build a successful blog, you’ll want to make sure you’re posting regularly. Aim to post once every 1-2 weeks and maintain a consistent posting schedule so your readers know when they can expect new content. There are lots of different ways you can write blog posts. You can write an in-depth review of a product, create an expert guide, or even publish a listicle of sorts. The options are endless. Whatever type of content you write, make sure it’s high-quality and helpful to your readers.

Facebook Ads

Facebook ads can be a great way to promote your brand and get more eyes on your company. But be careful, the platform has become chaotic to say the least. In the past few years, Facebook overly complicated their system rendering it almost useless and highly overpriced. When creating your ad, make sure you have a clear call-to-action that encourages people to take some sort of next step once they’ve seen your ad. You can even use retargeting ads to show your ads to people who have visited your website in the past but didn’t make a purchase. You can target people based on their interests, demographics, and more when you create your Facebook ad. This allows you to show your ad to a very specific audience. If you’re looking for a cost-effective way to promote your brand, Facebook ads can be an excellent choice.