SEO: Your Key to Being Seen

You work hard on web development for your business so that your site is attractive for customers. You’d also like for it to convert. After all, the whole point of advertising anywhere, including the web, is to draw in more customers and let people know what you’re all about.

But, is anyone actually looking at your website?

In any solid online marketing plan for your website, SEO is included. This is the key to being seen online. How does it work?

SEO stands for Search Engine Optimization. Search engines, like Google, examine websites all over the internet to learn what they’re about. Then, when people type in search terms, the search engine pulls up the websites that seem most relevant. Google uses a complex algorithm to determine which Preview (opens in a new window)sites to list first. In addition to containing the words you typed into the search box, the sites Google lists are also often popular (meaning that they have a lot of page views) and are considered to include useful, high-quality content.

What does this mean for your website?

  • You need to do keyword research. Keywords are the words you type into a search box. You need to know what your potential customers are searching for. Some tools (like Google AdWords) exist to help you select the best keywords for your niche.
  • This means you design some of the content on your site to include the keywords. However, this doesn’t mean you should stuff your content with keywords. Focus on quality and including some of the necessary keywords. They should show up naturally.
  • Content marketing. By adding more quality content to your website in the form of a blog, for example, you’ll add value for your clients. In addition, you’ll boost your rankings on search engines by having more keywords linked to your site.

SEO involves quite a bit of planning and a great understanding of the topic. Need help? Contact BottomLine Marketing for help with your web development and SEO strategy. 

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Why Facebook ads are great for niche businesses

Facebook has come a long way since it was first launched ten years ago. Aside from changing how people communicate, it has become a powerful platform for businesses to reach their market.


Facebook has the BIGGEST user base among all social media platforms, boasting approximately 1.59 billion active users each month. No other platform has this much of an engaged user base! This is, as a marketing platform, a gold mine if you are running a niche business simply because the targeting is stellar. Imagine being able to put your business in front of the people that actually care about your products and services!

With Facebook Ads, you can create a very specific target market for your ads. You can determine the location of your target market, and the age demographic, their interests, their relationship status, and pages they like! See how targeted an ad can be?

By creating an ad that laser-focuses on a specific niche market, expect to have an increase in sales in no time!

But of course, just like any marketing campaign, you have to have a plan in place to ensure that your ad will be a success. Here are some ways you can increase sales through Facebook ads:

  1. Have a strategy. You have to make sure that the money you put into your Facebook ad will actually pay off. Determine how much you are willing to spend, how long you want to run your campaign, and what results you want to get.
  2. Know your target audience and create an ad for them. If you want a successful Facebook ad, then you have to get to know your market and ensure that the ad you create will target them specifically. It’s not as simple as choosing an age bracket or location, but more of an in-depth understanding of what their likes are, what their pain points are, what their needs are. By knowing all these things, you’ll know how better to serve your potential clients. If you know this, then you have better chances of getting them to buy your products.
  3. Write excellent copy. If you want your target market to click on your ad, then you have to make extra effort in designing an ad that stands out. Aside from its design, you have to write great copy. One that speaks to your target market!

Facebook Ads is are powerful when you do them right. If you’re not using them in your marketing yet, then you seriously have to consider starting very soon! If you need help on how to create the right Facebook Ads strategy for your niche business, give us a call so we can discuss on how BottomLine can help you!




How We Created a Brand New Stream of Recurring Revenue with Just Market Research

The Client:
The client was a medical supply company, servicing a variety of businesses locally and online. Their products included full medical kits of varying sizes, and the replacement supplies for each of their kits. The client came to us because they were struggling to bring consistent sales, and wanted to expand their market share. Further to that, they felt they were missing the mark in their business because they had hit a plateau. So they really needed help.

The Client’s Unique Edge:
Providing hands-on customer service, with superior quality medical kits and supplies for people and businesses of varying sizes.

The Goal:
To discover areas of new growth for the business.

Our Approach:
After a detailed interview with the client, we discovered that the owner had never done specific market research to define the target audience, so we knew we needed to start there. We analysed the current client base, and completed a competitor analysis, using both primary and secondary data, to see the broader picture of the market. We also initiated a full review of the pricing structure for the business before we made our recommendations.

Our Two Surprising Finds:
The first area of opportunity we uncovered for the business, was a stream of recurring revenue that was completely untapped. The client provided supplies only on demand, rather than setting up long-term contracts with automatically shipped refill orders. By signing refill contracts, our client would be able to create a steady and recurring stream of revenue, which would give a steadier income flow and consistent projections each month. Based on the competitor analysis we conducted, the second surprising find was that the client was extremely underpriced, as compared to other competitors in the market, and their product was vastly superior. An immediate increase in price for their products was warranted.

The Rest of the Research and Recommendations:
Our complete analysis of the client’s business revealed several areas of opportunity. The first, as we mentioned above, was to build a structure for recurring contracts. This would provide a recurring stream of income that the company lacked. We recommended setting up one year, three years and five-year contracts, with a pricing structure that rewarded long-term contracts with discounted pricing for kits and refill supplies.

In order to keep the reputation of the high-quality service they were known for, our client would continue to call or visit each customer on a regular basis to maintain the relationship, instead of doing so to place orders. Our client had very little turnover in the customer base, which was a testament to the excellence in customer service. We wanted to make sure all their customers still benefitted from the hands-on approach. The new long-term contracts actually offered an increase in the customer service options, because the customers could now choose to pay a smaller amount each month, rather than a larger invoice with the iron-demand orders, and they would be able to accurately predict each bill for their expenses.

Next, we discovered the client did not include the shipping costs of the products into the landed cost of goods, though they did charge shipping to the businesses they serviced. The charge was simply left as an expense for the business, and not recovered in the pricing strategy. We suggested they alter the landed costs for the products to include this charge and accurately reflect the actual cost for each product before the markup was calculated. This would increase the base cost of the product, and improve the profit margins for the company.

The third recommendation was to increase the pricing overall because they were well underpriced in the marketplace for the quality of products they provided, as compared to the competitors in their industry. We worked together to bring their pricing into proper alignment and still give them a competitive edge in the market.

Finally, we researched the types of businesses that required medical kits. The biggest untapped areas for the client were in educational facilities, corporations, and government agencies, with the latter providing the most opportunity.We recommended the client complete the certification that would allow them to sell to any government agency, and open up a highly underserviced region.

In order to reach out to these organizations, we developed an in-depth LinkedIn marketing plan for the client. This included case-studies and content creation educating their audience, a recommendation for LinkedIn ads and a tailored follow-up system with potential customers. We also suggested the client develop stronger ties with the Workplace Safety Boards in the company’s service areas, in order to develop a better referral rate.

About Bottom Line Marketing:

Our philosophy is: Your business is meant to stand out from the crowd.We are a boutique marketing firm that creates tailored strategies for businesses serious about growth and want a marketing plan to make it happen. By taking an innovative approach toward proper research, integrating it with the psychology of consumer behaviour, and collaborating fully with our clients, we effectively develop and implement customized and engaging strategies for each one. Whether it’s web design, internet marketing, traditional marketing, SEO expertise, or stunning print material, Bottom Line Marketing delivers results.

The Results:
As a result of our recommendations, our client has greatly expanded their customer base and continues to gain ground in new markets. The company is much more profitable with the new pricing structure that now includes proper cost reporting and higher margins, and the client is now enjoying the benefits of having a stable and recurring revenue source.

Drastically increase your leads, conversions and sales. Click below to contact us today!

How We Added $3.5M with This Marketing Strategy

We have found that many of the best campaigns encompass both Calgary internet marketing, but also traditional advertising as well. We were able to deliver huge results for one of our clients by using a strategy that included both digital and traditional media. Read below for some more information on how we did it!

The Client:
The client was a land development company in Calgary, Canada that had just opened the second phase of their community. They hired us for being one of the best advertising agencies in Calgary and we hoped we could deliver the same results for them, that we have for other clients.

The Client’s Unique Edge:
They worked with high-end builders to provide quality homes, built with green materials and environmental preservation in mind. The community offered picturesque views,preserved green areas, and the comfort of country living with all the amenities offered in the city.

The Goal:
To drive traffic to the website, and into the showhomes, to improve new home sales.

Our Approach:
The client’s current digital marketing strategy lacked specific targeting. They were getting no conversions from their landing pages, traffic to the site was poor, and they lacked an email marketing campaign.We would conduct primary and secondary research to fully define the target audience’s wants and needs, then build a full strategy to support it.

Our Two Surprising Finds:
Our primary market research revealed that most of the home owners already living in the community had families and dogs. Further, our interviews with potential clients also supported this demographic. We would focus our campaign specifically on these demographics.

By conducting surveys, we found that the prospective new home owners wanted to be able to download floor plans to review. We would use this knowledge to capture emails to support our email marketing campaign.

The Rest of the Research, Recommendations and Actions:
Based on the primary and secondary research findings, we clearly defined the target market. We would focus on growing families who were ready to upgrade their homes,and we would add in a dog element where possible in the creative materials.

The client’s underperforming landing pages, low traffic numbers to the website and into the showhomes, were the combined result of inappropriate targeting, and lacking a complementary marketing strategy, across a variety of platforms. While they had digital assets, as well as print and radio ads, they were treated as separate entities rather than complementary resources, and the poorly targeted copy created little to no interest in the community, as shown by the lack of performance in landing pages, and traffic into the show homes.

We proposed to create a combined strategy, with an eye to creating longevity for the fully integrated marketing campaign.

The first step was to revise all the creative initiatives, and focus them toward the newly defined target market. All creative designs would now include families, and some families featured with dogs. We also created designs that showed the assets of living in this community, based on what our primary and secondary research revealed as important to these growing families.

Next, we extended the marketing funnel to include initial ads, retargeting ads, email capture, social media, and an email and newsletter campaign.

The third step was to plan an event showcasing the new show homes. This would be supported with radio, local magazine ads, digital ads (with continual split testing), hand delivered invitations to the general area, social media, and an email campaign. Our campaign would launch two weeks before the event to support the Grand Open.

Finally, after the event we would continue to support their marketing with digital ads,print and radio ads, as well as email marketing.

The Results:
The new campaign had extremely positive results. Here is what happened within sixweeks of starting the campaign.

The event had a 400% increase in traffic, as compared to other events executed by the client. Many of the attendees even showed up to the event with their dogs! This specifically showed that the targeted marketing definitely hit an emotional cord with these prospective home buyers. After the event, the show homes continued to get above average traffic, as compared to other communities the client supports, because of the integrated campaign.

Traffic from the landing pages to the website saw a 600% increase in traffic.

Social media engagement improved 7000% and their reach increased 9900%.

Open rates on the emails and newsletters reached, and still maintain, viewing rates between 48.32-69.57%. Which is vastly greater than the average for this industry, which is 16.44%.

And the result that made the client extremely appreciative of our services – in the four weeks following the event, they sold 5 homes resulting in $3.5 million in sales. The client directly attributed these sales to our marketing initiatives.

How did we do it?
By combining both inbound and outbound marketing strategies we were able to deliver these kind of results. We have a handy little infographic that outlines some of the best ways to leverage inbound and outbound marketing together.

About BottomLine Marketing:

Our philosophy is: Your business is meant to stand out from the crowd.

We are a boutique marketing firm that creates tailored strategies for businesses serious about growth, and want a marketing plan to make it happen. By taking an innovative approach toward proper research, integrating it with the psychology of consumer behaviour, and collaborating fully with our clients, we effectively develop and implement customized and engaging strategies for each one. Whether it’s web design, internet marketing, traditional marketing, SEO expertise, or stunning print material, Bottom Line Marketing delivers results.

Drastically increase your leads, conversions and sales by using our tried and true inbound and outbound marketing techniques. Grab your copy of our infographic here.

The 20 point market research approach that uncovered $76k in revenue in two weeks. A downloadable checklist.

Our Market Research Checklist

When conducting market research, we don’t just look at one facet of the business and neither should you! The BottomLine approach to marketing is founded on the belief that marketing goals should align with your business goals – after all, that’s what marketing is supposed to support, right?

But in order to do this, research is critical – specifically good research.

Here’s how to do it.


✅ Client Business Analysis

Here, take a step back and examine your business from an objective point of view. What obstacles are you facing? What are you trying to change? Who is your customer and why do you matter to them? We spend at least 3 hours with our clients on this stage.

✅ Pricing Strategy Review

What is your pricing structure? How does this align with your customers and what they’re after?

✅ Target Market Analysis

✅ Demographics
✅ Psychographics
✅ In-Depth Avatar Creation

✅ Digital Marketing Report

Create a digital marketing report (bonus points if you already have one on-the-go!) that gives you a clear snapshot of how your digital marketing efforts are performing against industry benchmarks. The goal here is to understand engagement, conversion and business impact metrics.

✅ Competitor Analysis

Identify direct and indirect competitors and use social listening and research to reveal insights. Evaluate the overall size of the market, any key trends and projected industry growth.
Then, take a closer look at those competitor insights through the lens of…

✅ Pricing
✅ Digital Marketing Presence

✅ Conversion Rate Review

This stage of the content marketing analysis evaluates the goal conversions across inbound and outbound marketing efforts.

✅ Online Analytics Review

Google Analytics is our friend here. Using your dashboard, look for trends in analytics that could indicate areas of the user experience that work really well or really don’t work. Then review your social platform analytics and report on data trends there as well.


✅ Campaign Strategy

Here you allow your newfound insights to guide the strategy for your new campaign. Your strategy should be in direct service to one of the following objectives:

  • Promote a new product or service
  • Increase brand awareness
  • Gather customer feedback or content
  • Generate revenue
  • Boost user engagement
  • Advertise an upcoming event

✅ Outline the Top Challenge

Awareness is important here – in developing your campaign, what existing challenges are you trying to overcome? What might you need to plan for while you implement your strategy?

✅ Uncover the Big Idea

What overall idea, approach or theme will resonate with your audience given what you have to offer and what opportunities came out of your research.

✅ Message Strategy

With a general idea of your campaign idea, what messages about your brand and its offerings can support it? Just as importantly, what kind of content gets my audience’s attention? Do they respond to straightforward sales messages, or would they rather consume witty content? What cultural references would they understand?

✅ Select Marketing Tactics

What kind of content will you need to fuel the campaign? Here multiple content formats can exist in one campaign, such as video ads, blogs and email newsletters.

✅ Audience Recommendations

What stage of the buyer’s journey is your campaign targeting? What are your audience’s general interests, demographics and preferences as they relate to your brand’s market. The importance of this step can’t be understated!

✅ Measure of Success and Benchmarks

What’s the end goal of your campaign in quantifiable terms? The beauty of digital marketing is that there are clear ways to track key performance indicators, such as website traffic and conversions.

✅ Complete Overview

Wrap it all up together to present to leadership, but don’t forget to compile your findings and strategy in a way that’s actionable and easy to reference throughout the term of the campaign.

This approach to market research not only encompasses aspects of your business beyond that bounds of standard marketing efforts, it also encapsulates the 8 P’s of marketing – Product, Packaging, Price, Placement, Physical Evidence, People, Process and Promotion. In doing so, you can confidently manage your corner of the market, the customer’s buying journey, and, ultimately, work towards sustainable business growth through effective marketing efforts. Download a copy of the checklist by clicking here.

Curious to learn how market research can influence business revenue? Let’s talk.

P.S. you might also want to download a copy of our Customer Avatar Worksheet here.