Inbound Marketing Toronto

Inbound marketing is the most cost-effective way to get found, grow leads and sales and turn customers into advocates. These are resources to help Toronto marketers make the most of inbound marketing.

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Expand Your Inbound Marketing Toolbox With Multi-Channel Marketing

What channels of marketing are driving your inbound marketing efforts? Search engines are nearly guaranteed, and you’ll also need a foundation of content. You’re also probably engaged in social media if only to dip your toe in the water, so to speak.

In a sense, you’re already doing multi-channel marketing, albeit piecemeal and on a smaller scale. Multi-channel marketing can encompass a very complex and nuanced combination of marketing channels or paths, if we think about it in terms of the consumer journey. [Read more…]

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5 More SEO Myths That Needed Dismantling

Myth busters that’s us. At Fruition Interactive, we squash rumors and keep to the facts, particularly when there is constant, and, at times, dramatic, changes to SEO in Toronto.

When discussing best practices, it can be difficult to know what is good advice and what is pure myth.  And the absolute last thing you want to do is follow a course of action that could be detrimental to your SEO strategy in Toronto.

We already tackled 5 myths in 5 SEO Myths De-bunked, here are 5 more. [Read more…]

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7 MORE ‘Need to Know’ Inbound Marketing Terms

Photo courtesy of JohnSpencerEllis

Have you read our November post “10 Inbound Marketing Terms You Need to Know“? That’s where we list 10 inbound marketing terms to help you understand your marketing department’s lingo. We’re back this month, with 7 more. While that makes 17 marketing terms so far, it’s by no means an exhaustive list. We just thought it the terms would be easier to digest in groups. 

Let’s begin:  

1. Content vs Context

“Content” and “context” are intricately linked inbound marketing terms.

Content refers to all the information your company shares with readers, watchers, and listeners — blog posts, videos, podcasts, slideshows, social media updates, which is the basis for your inbound marketing efforts.

However, for your inbound marketing strategy to be truly successful, you need to release the right content at the right time and place using the right medium. This is where context comes in. Context ensures that content is relevant to your audience wherever they are in the buying cycle.

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Marketing X-Ray: Insights for the Canadian Institute’s internet marketing

This is the first in a series of posts where we take a deep look at one company’s online marketing. The intention is to deliver constructive, actionable insights – not just for the business in question, but for any business that may be facing similar challenges.

Canadian Institute Home Page

Overview of the business

For over 25 years the Canadian Institute has been a leading Canadian think tank. Today they produce over 200 events a year nationwide, serving decision-makers  in all major industry sectors, the law, and public policy, with a view to providing information on the leading edge. 

 The Canadian Institute’s Web site serves to promote the Canadian Institute’s events, allowing delegates to register online with eCommerce functionality, as well as offering conference materials for sale and download and offering live and on-demand streaming for select conference proceedings. 

 Commercial success of the Web site depends on four factors:

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10 Inbound Marketing Terms You Need to Know

Do you feel that some days your marketing department is speaking in a different language? Are they swapping terms that you’ve heard before but can’t remember what the heck they mean? We’re here to help, with our list of 10 inbound marketing terms and definitions to keep you in the conversation. Getting the lingo right is critical to making sure your marketing team are in-tune with your business objectives. 

1. Inbound Marketing

Above all, you need to understand what the term inbound marketing itself means. Those who are identifying themselves an inbound marketers are seeking or earning the attention of their customers. They are making the online business easy to find with engaging content that will draw their customer into the site. In contrast, outbound marketing is about pushing the message to the consumer out through traditional advertising, trade shows, commercials, cold calls and even email blasts. 

10 Inbound Marketing Terms You Need to Know | Fruition Interactive

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2. SEO

Search engine optimization, normally called SEO, is one of the most common terms you can expect to come across in inbound marketing. SEO is the practice of making changes or optimizing of your website or blog to improve rankings in search engines.

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How to get the most from your Inbound Marketing Agency

Agencies aren’t turnkey solutions — they need your input and cooperation. You’d be crazy to set and forget everything anyway: inbound marketing is all about increasing your bottom line. So, what do you need to get the ball rolling?

Honest, Transparent, and Complete Communication

In any organization, the communication between management and employees, between departments, and between companies and their hired agencies and firms is critical. Nothing happens without clear communications; in fact, things backfire without it.

Everyone needs to lay all their cards down on the table. The key is honest, transparent, and complete communication. You need a trifecta; nothing less.

Okay, so communication is an encompassing facet in your relationship with your inbound marketing agency. But what particular factors of your partnership should be established from the get-go?
[Read more…]

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Social Sharing Tips for the Advanced User

Social media is inexorably tied to your inbound marketing efforts, whether locally in Toronto or even in a global scale. It’s virtually inescapable that you harness the potential of leading networking sites Facebook, Twitter, and Google Plus for your business. After all, you go where your customers are, and between just those three, they have about 1.6 billion users.

Social Media Cartoon Comic - Social Media Overload

Photo courtesy of seanrnicholson(CC No Derivatives)

Sharing on social media for you inbound marketing efforts, however, shouldn’t be taken lightly. You probably know some of the basic best practices, but if you want to go deeper – as you should – what else should you know?

Beyond Just Sharing

Using images, posting links, even scheduling your updates and tracking your metrics – everyone knows that these are absolutely essential. Behind the scenes, however, the technical mechanics that make social sharing work can be pretty tricky – and if you know what you’re doing, you can make the most out of it.

Let’s run through a few of the advanced sharing tips you can use in your inbound marketing campaigns incorporating social media (using the top three social networks):

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ThinDesk boosts lead generation 400% with inbound marketing and AdWords

Toronto-based cloud computing company ThinDesk had a superior product but they weren’t reaching enough people with their message and their Web site wasn’t turning visitors into customers. Fruition Interactive revamped their online content marketing strategy and Web site design to turn their site into a lead generation machine  and then drove traffic to it with SEO services and Google AdWords PPC advertising.

Thindesk inbound marketing and AdWords lead generation results

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Why Doesn’t Anyone Use My Contact Form?

A contact form is a useful web tool because it allows current and potential customers to easily communicate with you. However, as any specialists dealing with inbound marketing in Toronto can tell you, it might be one of the worst ways to generate new leads.

As an inbound marketing tool: Do flashy contact pages work?

When potential customers are in the research phase of their buying proposition, it doesn’t necessarily mean they are also interested in speaking with you. They know that your goal is to sell them something, but they need to be able to find information without a sales pitch. In this case, your contact form is really secondary. Even if it’s the flashiest, most spectacular contact page, if your customer really don’t want to talk with you, they won’t. But don’t let the thought of an under-performing contact page weigh you down, instead focus on the really important inbound marketing issue - nurturing a buying mentality in the lead.

Photo courtesy of JQueryScript

Across the board, most contact forms are pretty basic. If you ask someone who specializes in inbound marketing in Toronto, they would tell you that providing real value will get contact information faster, while qualifying a lead.

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Content: Does It Really Need A TimeStamp?

You know that joke about beer expiration dates? Beer always gets consumed so time-stamping them with expiration dates is useless. But is it the same for content marketing?

At the core of any successful inbound strategy is content. Your content  is indispensable, be it local Toronto content marketing or country-wide, every detail of your content marketing counts. Even something as seemingly trivial as timestamping.

While timestamps aren’t quite the same expiry dates, they do share similar nuances.

Photo courtesy of jot.punkt(CC Attribution)

Time-stamping

Timestamps are the dates indicated in published content. It’s actually optional but most websites and company blogs add it as a default.  The argument for timestamps on websites with breaking news is obvious, but what about other sites and blog posts that are using a different approach to content marketing.

One of the hallmarks of great content is timeliness. However, while ‘timely’ news and content needs to be recent, evergreen content, on other hand, probably doesn’t.