Seven channels.
Clear briefs and useful content.

LinkedIn

Publish three company posts each week: a practical tip or document carousel on Tuesday, an expert viewpoint or short video on Wednesday, and a proof point, FAQ or service example on Thursday. Start by testing 8:30 am and midday in America/Edmonton time, then use actual account results. These times are hypotheses, not proven best times.

Each month should include a useful checklist, a consultant perspective, a process demonstration and an approved customer lesson. Give one clear next step. Use real delivery photographs or diagrams where approved. Use two to four relevant hashtags when helpful, such as #InformationGovernance, #SharePoint or #DocumentManagement; hashtags are not the keyword strategy.

Invite one executive or SME to write one original personal post per week. Supply prompts and approved facts, but retain their voice. Spend three short sessions weekly responding to questions and joining relevant industry discussions. Do not automate unsolicited sales messages or copy the same post across every employee account.

Facebook

Publish two posts weekly: a plain-language process or useful visual on Wednesday, and a people, community or behind-the-scenes story on Friday. Rewrite LinkedIn ideas for a broader audience. Keep employer-brand content separate from lead-generation results. Use captions on video and alternative text on images.

One example topic across both channels

LinkedIn hook: Before you scan a records room, agree how people will find the information afterwards. Explain document types, indexing, permissions and acceptance checks, then link to the planning worksheet. Facebook version: show a simple illustrated journey from a paper file to a searchable record and invite readers to the same resource.

Production and moderation

The weekly workbook supplies 156 LinkedIn and 104 Facebook post concepts. Marketing turns each into copy and artwork two weeks before use. The service SME checks technical statements within two business days. Marketing answers normal comments within one business day and routes service enquiries to sales. Never publish client documents, identifying metadata or invented results.

Publish two substantive articles each month. Aim for 1,000 to 1,400 useful words where the topic needs them, with a concise answer near the top, one worked example or diagram, practical steps, FAQs and a service-specific CTA. Length is an editorial guide, not a ranking requirement.

The workbook contains 96 candidate terms, including brand/comparison monitoring terms. These are derived from public service language and observed pages. They are not verified competitor ranking keywords. Search volume, CPC, bid ranges and SEO difficulty have not been measured. Validate Calgary and Alberta demand in Keyword Planner and review Search Console before launch. [S22]

Start paid search with a shortlist of roughly 10 to 15 exact/phrase keywords across scanning and governance. Keep the rest as an editorial and test backlog. The document-control category is especially prone to recruitment traffic. Add negatives such as jobs, salary, resume, internship, course, certification and home scanner where clearly irrelevant. Do not apply negatives that block a service Integra actually sells.

Website requirements

Use existing live service URLs where suitable. Create focused pages for governance, M365 information management, digitisation and energy information only when needed. Proposed paths in the workbook are placeholders. Each page should state who the service is for, the problem addressed, what the first engagement produces, relevant proof and a working enquiry form. Avoid many near-duplicate city pages.

Link each article to its relevant service and one related article. Check indexability, titles, mobile usability, canonical URLs and page speed. Refresh six existing articles or service pages during the year where evidence supports an improvement. Review product terminology and licensing before publishing Microsoft technical guidance. [S21]

Send two planned campaigns each month: a useful insight or newsletter around the second week, and one focused resource, service story or webinar invitation around the fourth week. Segment by M365 and IT, records and governance, energy and engineering, and existing clients. A recipient receives the relevant version rather than all segment variants.

In webinar months, move the invitation early enough to allow registration. Invite the relevant consented segment about two weeks before the event; replace that month's focused campaign rather than adding a third general blast. Send reminders only to registrants and separate requested event logistics from unrelated promotions.

Use a recognisable sender, one main CTA, descriptive links, readable mobile layout and a text alternative. Test subject clarity rather than clickbait. Use unique clicks, relevant replies, meetings and opportunities as primary measures. Opens are a secondary signal because privacy features and automation can distort them.

For Canadian commercial email, establish a valid consent basis, identify the sender and provide an unsubscribe mechanism. Record source, consent type, timestamp, applicable expiry and suppression. Do not assume a downloaded guide, public email address or webinar registration automatically authorises unrelated marketing. Have the responsible owner review the actual workflow against CRTC guidance. [S25]

Google Search receives CAD $800 every month and $9,600 annually, 40% of paid media. Start a narrow set of high-intent terms and relevant service pages. Do not spend beyond qualified demand.

Initial structure

Use one service-focused Search campaign with two tightly themed ad groups: document scanning and information governance. Start in Calgary using presence-based geography. Expand to Alberta only after delivery coverage and lead quality are confirmed. Keep service keywords without a city modifier within the same geographical targeting. [S23]

Use exact and phrase match initially. Keep Search Partners and display expansion off during the initial measurement period. Avoid competitor-name bidding, broad AI queries and Performance Max at this budget until evidence supports a controlled change. Swap weak terms for migration or energy terms before creating more always-on campaigns.

Creative and destination

Build two responsive search-ad variants per group, with several distinct headlines and descriptions. Examples include Document Scanning Calgary, Searchable Business Records and Information Governance. Use the matching service page and CTA. Do not promise savings, security certification, pricing or turnaround without verified evidence. The workbook includes draft ad copy and destination requirements.

Conversion and optimisation

Count a valid service enquiry or booked discovery as a primary conversion. Track downloads, video views and webinar registrations separately as secondary actions. Review search terms weekly and check actual lead quality with sales. Record spam, job seekers and vendors as rejected with reasons rather than treating every form as a qualified lead.

For the first month use a controlled bidding approach with a CPC ceiling based on account estimates. Evaluate conversion-based bidding only after the account has trustworthy conversion history. Set campaign pacing from the monthly allocation, monitor spend twice weekly and respect the CAD 2,000 cross-platform cap.

After 30 days, pause clearly irrelevant search terms and fix poor destination pages. After 60 to 90 days, compare qualified lead cost, opportunity creation and sales feedback by service. At small volumes, a single missed conversion or long sales cycle can distort the result; do not scale on click-through rate alone.

LinkedIn receives CAD $1,200 every month and $14,400 annually, 60% of paid media. Start with one focused professional audience and one principal offer. Keep creative tests small enough to learn within this budget. Review qualified enquiries monthly and accepted opportunities over 90 days. Lead quality remains a hypothesis until measured.

Facebook paid media is paused at CAD $0. Keep two organic Facebook posts per week. Review any future remarketing proposal against evidence, eligible audience size and the combined CAD $2,000 monthly cap.