Lead Generation | Toronto Internet Online Marketing Company

Are Email Addresses the Real Currency of the Web?

March 9, 2012 By Mitch Fanning Leave a Comment

I’ve been thinking about email a lot lately.

Partly, how I use it, but more about how it relates to building an audience.

But, first, a short story.

Over the years, I’ve become somewhat of an email nazi (see link for Seinfeld reference). When it comes to personal email habits, I’m a big believer in attempting to process your inbox to zero on a regular basis.

As a result, my inbox has become my own little save haven. These days, most of the emails I receive are not junk. (My @gmail account, which is a catch-all account is another story).

Okay, here’s my point. [Read more...]

Filed Under: All Tagged With: conversion, email, lead generation, online marketing toronto

Web site opt-in: generate converts; not just conversions

October 25, 2011 By Kent Wakely Leave a Comment

The music industry is well known, now, for riding the short bus to the digital future. But where the major labels have been failing, some independent artists have been excelling at online marketing, and often even seasoned digital marketers can learn a thing or two from them.

5 Common Misconceptions and Assumptions New Clients Have About Google Adwords

September 30, 2011 By Mitch Fanning 4 Comments

This blog post is long overdue.

Let me explain.

Recently, we’ve had a few situations with new clients who are working with us to get better results from Google AdWords. Specifically, after a month or so, they’ve voiced similar concerns about how their campaigns were performing.

This is a common occurrence with new clients unfamiliar with Google AdWords a.k.a Pay-Per-Click (PPC) search engine marketing. In fact, many of our Toronto-based clients who are familiar with AdWords often have the same concerns (or misconceptions) when they first start working with us to optimize existing online marketing campaigns. [Read more...]

Filed Under: All, How We Work, Pay Per Click (PPC) Advertising Tagged With: adwords, conversion, conversion strategies, cpc, Google Adwords, lead generation, online marketing, online marketing toronto, ppc, ROI, search marketing, sem, toronto digital marketing agency, toronto internet marketing, toronto online marketing, traffic generation

Why Web site usability matters

September 30, 2010 By Kent Wakely 1 Comment

At Fruition, we talk a lot about Web site usability and good online user experience. It’s kind of what we do around here. But as a business person, why should you care about whether your Web site is clean-looking and easy to navigate?

It’s about conversions

Increasing your site’s conversion rate is the easiest and most cost-effective way to generate new leads and new revenue from your site. Period. You don’t need to spend a dime on driving new traffic to your site to generate additional revenue if you can increase the number of your current visitors who become customers. And the payoffs can be huge.

Let’s take, for example, a site that gets 20,000 unique visitors in a month. There are a lot of sites that do this kind of traffic. If we can increase their conversion rate — the percentage of those visitors that become customers — by 1%, that’s 200 new customers a month.

What’s the lifetime value of a customer to your business? For a lot of our clients, that number is in the thousands or tens of thousands of dollars. And what would you spend to increase your sales by $200,000 a month?

So how does Web site usability factor into this math?

How Twitter Helps One Small Business Generate Sales

August 13, 2010 By Mitch Fanning 1 Comment

The receipt you see above is a direct result of this tweet (see below) by @eatingniagara, which included a picture of the pizza she had purchased from @BellaNoelaPizza in July (approx two months ago).

It looked really good. So I retweeted it. As a result, the following conversation ensued. I ended the conversation with @eatingniagara by asking @BellaNoelaPizza what kind of pizza I should try?

Three hours later I got the following response:

Big Mac version pizza? I was intrigued.

Over the last few months, I’ve been busy and kept putting off my promise to go and try their pizza. During that time, I received a few updates and #FollowFriday mentions from @BellaNoelaPizza. Not over doing it, but enough to re-focus my attention on the fact that I’ve got to at least give them a try.

Well, today, I’m happy to report that I went to Bella Noella’s for lunch and shared two slices with @treatqueendiva - the famous Triple X (it actually does taste like a Big Mac) and the Buffalo Chicken Wing pizza. They were good

The result. Bella Noella’s Pizza generated a sale ($12.00) and in the process has another loyal customer who is generating additional “word-of-mouth” marketing.

Why This Worked

As previously mentioned, I initially heard about Bella Noella’s Pizza from @eatingniagara who, when it comes to food in the Niagara Region, knows her stuff (i.e. she’s an influencer who I trust).

This generated “awareness” as well as “consideration” and “preference” over where I might get my next pizza slice from.

When I asked for a recommendation, Bella Noella engaged me almost immediately. This showed they were listening and here to help. This created the additional momentum for me to take “action” and “buy.”

Once I decided to act and tried their pizza, I was hooked. As a result, this created “loyalty.” In addition, I’ve now become an “influencer.” And the marketing process starts over again.

It really is that simple.

Mitch Fanning is VP of Strategy & Business Development for Fruition Interactive, an authorized member of Social Media Club, and one of four co-founding members of Social Media Club Niagara.

He’s spent 10 plus years working with businesses of all sizes, from global brands including NBC.com to Canada’s fastest growing Internet companies ranked in the 2009 PROFIT 100. You can also follow Mitch on his adventures in new media at mitchellfanning.com.

Filed Under: Social Media Marketing Tagged With: bella noella's pizza, lead generation, twitter, twitter outreach