Analysis + SEO, SEM & SMM strategy

- Acquisition and amplification strategy + analysis
- Data tracking tools
- Service or eCommerce website design
- Branding
- SEO and advertising content writing

- Google Advertising
- SEO
- Meta Advertising (Facebook and Instagram)
- LinkedIn Advertising
- Amazon Advertising
- Affiliate Marketing
- Ambassador programs & UGC
- Loyalty and reward programs
- Social media and content management
- Influencer marketing

- HubSpot CRM
- HubSpot Marketing
- HubSpot Sales
- HubSpot Service
- HubSpot Operations
- Automation & integration
- HubSpot Resources
- Interactive quizzes
- Data dashboards
- Automated emails (Klaviyo and HubSpot)

Our analysis includes an analysis of the business environment, a strategic diagnosis, an analysis of audiences and your personas, the overall strategy, the HubSpot mandate, the preparation of accounts and tools, the mandate, the budget allocation, the strategy advertising and the cost of services.

Business analysis & strategy eCommerce + B2B $7,500

Analysis & strategy for eCommerce or multi-service business $5,000

Service company analysis $2,500

Initial recovery, creation and synchronization of technological tools, dashboards and audiences $3,500

A marketing strategy is a structured plan that guides marketing actions to achieve specific goals. It allows you to maximize your efforts, optimize your resources, and ensure sustainable growth while remaining competitive.

The marketing strategy defines the vision and the broad long-term directions, while the marketing plan focuses on concrete actions in the short and medium term to achieve these objectives.

Having a plan is the best way to set and achieve your marketing and sales goals. It allows you to:

• Set clear goals
• Guide decision-making
• Understand your market and its competition
• Optimize the effectiveness of your efforts
• Measure performance
• Anticipate challenges and opportunities

A strategy should evolve to reflect changes in your market, emerging trends, and new technologies. Review it at least once a year or when significant changes occur.

No, marketing plans are not just for large companies.

The plan and analysis are equally important for small and medium businesses to know where to optimize marketing efforts and how to achieve goals effectively.

1. Estimate the value of keywords in the industry

Use Google Keyword Planner to identify important keywords in your industry, their search volume, and their cost per click (CPC). This helps prioritize which keywords to incorporate into your SEO and advertising strategies.

2. Analyze seasonal variation in online demand

Use Google Trends to track seasonal search fluctuations. Adjust your strategy to capitalize on periods of high demand.

3. Understand your unique value proposition (UVP) and positioning

Identify what sets your business apart from the competition. This may include competitive pricing, innovative products or services, or a superior customer experience.

4. Carry out a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

Analyze your internal strengths, identify your weaknesses, identify external opportunities (such as market trends), and assess potential threats (such as competition or regulatory changes).

5. Know the general trends of industries and sub-segments

Use tools like IBISWorld or Statista to get information on compound annual growth rates (CAGR), major trends and market forecasts.

6. Carry out constant competitive monitoring

Monitor your competitors to stay informed of their actions:

• Follow their advertising campaigns and content.

• Analyze their promotions, pricing, and social media strategies.

• Identify their innovative initiatives.

7. Analyze competitors' websites

Explore their service, product, collection, and blog post pages. With tools like SEMrush , identify:

• The pages generating the most traffic.

• The keywords for which their pages are well positioned.

• The content that performs best in terms of sharing and traffic.

If their site offers a “best sellers” ranking (e.g. in eCommerce), this can indicate which products or services are capturing the most attention.

8. Analyze competitors' SEO acquisition strategies

With tools like SEMrush , Ahrefs or Moz , you can:

• Discover the keywords on which your competitors are best positioned.

• Identify backlinks that contribute to their domain authority.

• Identify untapped opportunities, such as keywords with high demand but little competition.

• Understand the intentions behind keywords (informative, transactional, navigational).

These analyses allow us to:

• Replicate their successes on high-performance keywords.

• Fill gaps in their strategy by targeting underused or ignored keywords.

• Optimize your content to meet unmet needs in the market.

• Google Analytics : Analysis of the performance of your website.
• Google Trends : Identification of consumer trends and behaviors.
• Google Search Console : Assessment of organic visibility and technical issues.
• Google Advertising Transparency Center : Observe your competitors' advertising trends and get inspiration from other industries.
• Meta Advertising Library : Observe your competitors' advertising trends and draw inspiration from other industries.

For in-depth analysis, tools like SEMrush , Ahrefs , or HubSpot can provide more detailed data.

• Identify opportunities : Identify untargeted or underexploited keywords.

• Optimize your efforts : Focus on keywords that generate traffic and conversions for your competitors.

• Gain competitiveness : Adopt proven tactics and identify market segments where your competitors are less present.

• Short term : Target less competitive or long tail keywords to quickly generate SEO traffic and leads.

• Medium term : Strengthen your presence on intermediate keywords by working on the quality of your content and your internal linking.

• Long term : Focus your efforts on strategic keywords with high competition to maximize traffic and ROI over the long term.

This approach avoids going a year without SEO results because you only targeted difficult keywords from the start.

Adopting a short, medium and long term strategy allows you to maximize your return on investment while ensuring sustainable growth. Here’s why this approach is crucial:

• Maximize your return on investment : By balancing your efforts between quick wins and sustainable investments, you ensure immediate results while building a solid foundation for the future.

• Identify low-competition niches : By analyzing the market, you can spot low-competition or underutilized keywords, generating leads quickly without requiring significant upfront effort or budget.

• Build a solid long-term foundation : A well-thought-out strategy allows you to strengthen your presence on strategic keywords with high added value. Although they are more competitive, these keywords will guarantee qualified and recurring traffic in the long term.

• Adopt a sustainable strategy : A rigorous analysis allows you to focus your efforts on opportunities aligned with your long-term growth objectives. This includes the creation of evergreen content (sustainable over time), continuous optimization and adaptation to changes in the market and consumer behaviors.

By combining these elements, you can address immediate needs while building a sustainable and scalable strategy to capture market share over multiple horizons. This approach positions you competitively, while minimizing the risks of short-term SEO stagnation or failure.

To identify your segments, analyze your audience’s demographic, behavioral, and psychographic data. Use tools like Google Analytics to identify sub-segments (e.g., frequent customers, occasional buyers) and spot high-potential niches.

Create personas by combining data from surveys, purchasing behaviors, and CRM analytics. Include key information like their needs, challenges, motivations, and preferred channels. Tools like HubSpot or Klaviyo can help you segment your database effectively.

• Discovery (Awareness) : The customer discovers your brand via SEO, social networks or advertisements.

• Consideration : It compares your products/services to those of competitors through your product pages, case studies or customer reviews.

• Conversion (Decision) : It goes to purchase via promotions, well-optimized pages or email campaigns.

• Retention : After purchase, the customer interacts via follow-up emails, loyalty programs or exclusive offers.

• Ambassador (Advocacy) : Recommends your brand to others through reviews, testimonials or shares on social networks.

Market segments have different expectations and behaviors. Personalizing messages and visuals based on segments increases relevance and impact. For example, use dynamic ads or personalized emails tailored to each segment’s interests.

A multichannel strategy uses multiple platforms without integration, while an omnichannel strategy provides a seamless and consistent customer experience across all channels. Integrating tools like HubSpot helps centralize interactions for better personalization.

Personalization increases engagement and conversions. Adapt visuals (sizes and formats) by channel and use tools like Klaviyo to integrate dynamic variables (e.g., first name, purchase history) into your messages.

Regulations such as GDPR (Europe) and Bill 25 (Quebec) are profoundly changing data collection, segmentation and personalization practices by imposing strict requirements for user privacy. Here’s how these laws impact your strategies:

Impact on data collection

1. Mandatory explicit consent

• You must obtain clear and explicit consent from users before collecting their data. This means that cookie banners must offer a simple opt-out option and clearly inform about the data collected and its use.

• It limits unauthorized data collection, forcing companies to focus on transparent and ethical methods.

2. Third-party data reduction

• Restrictions on third-party cookies make it more difficult to track users across sites.

• Companies should prioritize first-party data (data collected directly through their website or customer interactions).

3. Tools to manage permissions

• Solutions like Google Tag Manager help manage cookie permissions and ensure that only compliant data is used in your campaigns.

Impact on segmentation

1. Focus on first-party data

• With the decrease in third-party data, segmentation must be based on data collected directly from customers:

• Forms completed on the site.

• Purchase history.

• Explicitly stated preferences (e.g. newsletter subscriptions).

• This approach promotes more precise and more relevant segmentation, although limited to the volume of available data.

2. Behavioral and contextual segmentation

• The restrictions imposed by the GDPR and Law 25 encourage the use of anonymized or contextual behavioral data. For example, targeting users based on their recent browsing behavior on your site, without necessarily collecting their personal data.

3. Limiting segment granularity

• Hyper-specific segments can become more difficult to build without access to third-party data, so companies must optimize their segments using qualitative insights and enriched customer data.

Impact on customization

1. Responsible and ethical customization

• Personalized campaigns should be privacy-friendly while remaining relevant. For example, use dynamic variables in emails or ads (such as first name or purchase history), but only if this data has been collected in a compliant manner.

2. First-party data-centric automation

• Tools like Klaviyo or HubSpot allow you to create automated workflows from declarative data (what the customer has voluntarily provided) and behavioral data (what they have done on your site).

3. Creation of added value to justify the collection

• Offer real value in exchange for the data provided:

• Premium content.

• Personalized offers.

• Improved customer experiences.

How to adapt your targeting and personalization strategies?

1. Total transparency

• Inform your customers about how their data will be used and highlight the benefits they will get from it (e.g. more relevant content, tailored offers).

2. Priority to quality over quantity

• Collect less data, but make sure it’s rich and actionable. This allows you to maintain quality personalization, even with restrictions.

3. Investing in compliant tools

• Adopt technological solutions that integrate regulatory compliance into their functionalities (e.g.: consent management, anonymized data).

1. SEO (Search Engine Optimization)

• Objective: Attract organic traffic by improving the visibility of your website on search engines.

• Actions: Technical optimization, creation of quality content (blog articles, guides), backlinks.

• Tools: Google Search Console, SEMrush, Ahrefs.

2. SEA (Search Engine Advertising)

• Objective: Generate paid traffic quickly through targeted campaigns on Google Ads or Bing Ads.

• Actions: Text ads, shopping campaigns for eCommerce, retargeting.

• Tools: Google Ads, Microsoft Advertising.

3. SMM (Social Media Marketing)

• Goal: Build a community, engage your audience and promote your products/services.

• Actions: Sponsored campaigns (Meta Ads, LinkedIn Ads, TikTok Ads), organic content management, influencer marketing.

• Tools: Meta Business Suite, Hootsuite, Sprout Social.

4. Content Marketing

• Objective: To educate, inspire and engage your potential customers by providing valuable content.

• Actions: Creation of blogs, videos, infographics, white papers, case studies.

• Tools: BuzzSumo, Canva, WordPress.

5. Email Marketing and Automation

• Objective: Maintain an ongoing relationship with your leads and customers, and encourage them to take action.

• Actions: Newsletters, cart abandonment campaigns, loyalty emails.

• Tools: Klaviyo, HubSpot, Mailchimp.

6. Native and programmatic advertising

• Objective: Reach qualified audiences through advertisements naturally integrated into online content.

• Actions: Sponsored articles, video ads, dynamic banners.

• Tools: Outbrain, Taboola, Atelier Direct from La Presse, Max by CBC, Quebecor platform and Le Devoir.

For a B2B audience

1. SEO and SEA for active searches

• Why: B2B buyers often use search engines to compare vendors, search for solutions or case studies.

• Actions: Prioritize SEO with keywords related to your services or solutions, and SEA for campaigns targeted at commercially-oriented queries (e.g. “team management software”).

2. LinkedIn and Professional Network Advertising

• Why: LinkedIn is a key network for reaching decision-makers and professionals in a B2B context.

• Actions: Use LinkedIn Ads to target by job title, industry, or company size.

3. Email Marketing and CRM

• Why: Retention and generation of qualified leads require regular and personalized interactions.

• Actions: Invest in tools like HubSpot or Klaviyo to manage leads and automate email campaigns tailored to the stages of the sales cycle.

4. Content Marketing

• Why: B2B buyers look for content that demonstrates expertise and provides value.

• Actions: Create white papers, case studies, or in-depth blog posts that address the specific needs of your audience.

For a B2C audience

1. SEO and SEA to reach consumers actively searching

• Why: Consumers often search for specific products or services with more transactional keywords (eg: “best vacuum cleaner 2024”).

• Actions: Promote your products through organic SEO and Google Ads Shopping campaigns to maximize conversions.

2. Visual social networks: Instagram, TikTok, Pinterest

• Why: These platforms help create an emotional connection with consumers through inspiring or entertaining visuals.

• Actions: Post short, engaging videos, use carousels to showcase multiple products, and leverage targeted ads to capture attention.

3. Facebook Ads and Meta Ads

• Why: Ideal for targeting audiences based on their interests, behaviors or demographics.

• Actions: Use dynamic ads to personalize product recommendations based on users’ browsing behavior.

4. Email marketing for loyalty

• Why: Maintaining an ongoing relationship with your customers drives repeat purchases.

• Actions: Send personalized promotions, abandoned cart reminder emails, or newsletters with tips or special offers.

Combining channels for an omnichannel strategy with retargeting

Whether you're B2B or B2C, an omnichannel strategy maximizes your impact by using multiple touchpoints and integrating retargeting campaigns to boost engagement and drive conversions.

• Re-engage prospects: Retargeting allows you to re-engage users who have shown interest without going as far as conversion.

• Maximize ROI: You capitalize on the efforts already made to attract visitors by offering them relevant reminders on the channels they use the most.

• Build awareness: By repeating your messages across multiple platforms, you stay top of mind for your prospects or customers.

An omnichannel strategy incorporating retargeting ensures a smooth and personalized user experience, whether for long sales cycles in B2B or to encourage quick decisions in B2C.

For an eCommerce business:

The goal is to maximize online sales while optimizing cost per acquisition.

• eCommerce conversion rate: Percentage of visitors who make a purchase.

• Average Basket Value (AOV): Average revenue per transaction.

• Cart abandonment rate: Measure of prospects lost at the time of purchase.

• ROAS (Return on Ad Spend): Profitability of advertising campaigns.

• Retention rate: Percentage of recurring customers.

• CPC (Cost per click) and CPA (Cost per acquisition): Cost of each visit or purchase generated by advertising.

For a service company:

The goal is to generate qualified leads and increase awareness.

• Lead conversion rate: Percentage of visitors converted into leads via forms or calls.

• Cost per lead (CPL): Cost of acquiring a prospect.

• Lead qualification rate: Proportion of leads meeting your criteria (e.g. budget, location).

• Social media engagement: Likes, shares, comments, clicks.

• Click-through rate (CTR): Effectiveness of advertisements or emails.

• Average session duration: Indicator of visitor interest in your content.

Types of conversions to distinguish:

• Direct conversions: Purchases (eCommerce) or appointments (services).

• Micro-conversions: Subscriptions to a newsletter, downloads of a guide, or clicks on strategic pages.

Micro-conversions, such as a click on a CTA, a download or a newsletter subscription, are precursor indicators of a final conversion. They allow you to:

• Identify the stages where prospects engage.

• Optimize the customer journey to reduce abandonment.

• Prioritize the channels and content that lead to these micro-conversions.

1. Centralize your customer data : Use a CRM like HubSpot to consolidate interactions across all channels.

2. Coordinate your messages : Make sure your emails, ads, and social media share a common voice and purpose.

3. Synchronize your tools : Use platforms like Klaviyo to integrate your marketing efforts across multiple channels (email, advertising, website).

4. Track overall performance : Analyze the impact of each channel on the customer journey with multi-touch attribution.

• ROI (Return on Investment) : Measures the overall profitability of your campaigns by comparing the revenue generated to the total costs.

• ROAS (Return on Ad Spend) : Indicates how much revenue each advertising dollar generates.

• CPA (Cost per Acquisition) : Calculates the average cost to acquire a customer or lead.

These metrics help you understand whether your campaigns are profitable and where to focus your efforts.

1. Analyze performance data in Google Analytics , HubSpot , or SEMrush to spot channels with low CTR, high CPA, or negative ROI.

2. Evaluate the messages, targeting and formats used.

3. Test new keywords, audiences or content to revitalize performance.

4. If one channel remains ineffective, reallocate your resources to those that perform better.

• KPI Tracking : Analyze metrics like CTR, CPA or conversion rate to measure effectiveness.

• Continuous optimization : Adjust your bids (SEA), improve your keywords (SEO) and adapt your creatives (SMM) based on the data collected.

If the budget allows:

• A/B Testing : Compare different versions of your ads, emails or landing pages to identify which ones perform best.

The marketing budget should be tailored to your business type, industry, goals, and several other factors. Here’s how to structure it effectively, taking into account strategic parameters:

1. Analyze your business type and industry

• B2B:

• Consider longer sales cycles and an ROI-driven approach.

• Marketing budgets for B2B companies typically represent 5-7% of annual revenue.

• B2C:

• Prioritize awareness, rapid acquisition and loyalty.

• B2C companies often allocate 7-10% of revenue to marketing, or even more in competitive industries like retail or consumer packaged goods.

2. Evaluate the average lifetime value of a customer (Customer Lifetime Value - CLV)

• Why it matters: The higher the CLV, the more profitable it is to invest in acquisition and retention.

• Example: If your CLV is $1,000, investing $200 to acquire a customer can be profitable.

• How to integrate it:

• Allocate a significant portion of your budget for targeted campaigns aimed at acquiring high-value customers (SEA, email marketing).

• Use tools like HubSpot or Klaviyo to maximize loyalty and increase CLV through automated workflows.

3. Identify your best-selling products or services and their margins

• Focus on high margin products:

• Invest in specific campaigns to promote your most profitable products or services.

• Example: For eCommerce, focus SEA campaigns on categories with high demand and high margins.

• Appeal products:

• If some products have low margins but attract new customers, invest in advertising campaigns to increase their visibility, then segment your efforts on complementary high-margin products.

4. Consider the length of the sales cycle

• Short sales cycles (B2C):

• Prioritize fast channels like SEA, social ads, and retargeting campaigns to accelerate purchasing decisions.

• Example: A clothing store will invest more in dynamic ads and flash promotions.

• Long sales cycles (B2B):

• Allocate resources to SEO and content marketing to educate and nurture your prospects over the long term.

• Example: A SaaS company will invest in white papers and demos for the MOFU and BOFU stages of the funnel.

5. Tailor your budget to the stage of the marketing funnel you are focusing on

• TOFU (Top of Funnel):

• Objective: Awareness and acquisition.

• Priority channels: SEO, SEA, social media campaigns, partnerships with influencers.

• Budget: 40-50% if your brand is little known or if you are launching a product.

• MOFU (Middle of Funnel):

• Objective: Engage and educate prospects.

• Priority channels: Content marketing (blogs, webinars), email marketing, retargeting campaigns.

• Budget: 30-40%, especially if your prospects require multiple interactions before converting.

• BOFU (Bottom of Funnel):

• Objective: Conversion and loyalty.

• Priority channels: Personalized email marketing, SEA on keywords with transactional intent, CRM for lead management.

• Budget: 20-30% if your priority is immediate conversion.

6. Adjust according to your business phase

• Startup or product launch:

• Invest more in TOFU to increase awareness quickly.

• Example: 60-70% of the budget for SEA, social media, and influence campaigns.

• Established company:

• Focus on conversion optimization and retention, with a balanced distribution across funnel stages.

Example of budget distribution:

For a B2C business with an average CLV of $500:

• 40%: SEA and social media campaigns to attract new customers.

• 30%: Content marketing and email marketing to engage prospects.

• 20%: Retargeting and promotions to convert leads into customers.

• 10%: Loyalty via CRM campaigns and personalized offers.

Tip: Continuously adjust your budget by measuring channel performance and real-world ROI. Tools like Google Analytics , SEMrush , and HubSpot will help you analyze the impact of your campaigns to optimize your allocations.

BOTH.

• Revenue-based: Suitable for established businesses looking to maintain stable growth.

• Goal-based: Ideal for startups or early-stage businesses with specific goals (e.g., reaching 10,000 qualified leads in one year).

• Competition: Saturated industries require higher budgets to stand out.

• Purchase cycle: Products/services with long cycles (e.g. real estate) require investments in nurturing (MOFU).

• Regulation: Some industries (pharmaceutical, finance) require additional expenses to comply with advertising laws

According to your objectives SALES VS LEADS

• Channels with high historical ROI: Keep a significant share for proven channels (SEO, email marketing).

• Strategic channels: Invest more in those aligned with your specific objectives (eg. SEA for quick conversions).

• New channels: Reserve a share to explore emerging opportunities.

• Performance tracking: Use analytical tools to identify underperforming channels.

• Dynamic Reallocation: Move funds from suboptimal channels to those offering better ROI.

• Quarterly adjustments: Review your budget every quarter to incorporate new data and opportunities.