Posts tagged: mesh12

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Understanding your WHOLE social media audience (#mesh12)

Andrew Reid (left) and Alexandra Samuel at mesh12

The Fruition team is live blogging from the mesh conference, May 23 and 24 at the Allstream Centre in Toronto. Here’s the latest installment.

Do you really know your social media audience? Social media monitoring can tell you about people who post and tweet. But how do you get to know the lurkers who aren’t tweeting, liking or sharing your content? Gain insights into your invisible online audience in this first look at the largest-ever survey of social media users. Drawing on a recent survey of social media users in Canada, the U.S. and the U.K., Andrew Reid and Alexandra Samuel tell us what’s different about lurkers, and what you need to know about reaching them.

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Live-blogging Canada’s premier digital conference (#mesh12)

The Fruition team will be attending the mesh conference in Toronto May 23 and 24th at the Allstream Centre on the CNE Grounds (visit conference Web site).

Team members will be live-blogging the event over the course of the two days, bringing you some of the latest insights and innovations from the worlds of digital marketing, citizen engagement, e-learning and online media. Just look for the #mesh12 hash tag on our blog posts.

You’ll also be able to connect with members of the Fruition team on-site during the conference, as well as hear from Fruition’s Mitch Fanning in his mesh workshop on content marketing on Thursday, May 24 at 1:05 pm.

See you there!

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Turning your Web site clicks into customers

Online Marketing Sales FunnelLast week, I wrote about how blogging – regularly creating unique and interesting content for your Web site –  helps your site’s SEO, increases site traffic and educates your clients and prospects.

But you can spend thousands of dollars and countless hours on SEO, blogging and other traffic-focussed online marketing without a dime of return on that investment if you don’t also think about and invest in what comes next. How do those site visitors become leads for your business?

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The business case for your blog

Blog Post Lead Generation Graph

A big part of our work as a digital marketing agency involves talking to clients and prospective clients about creating quality Web site content on a regular basis, or what a lot of the world calls “blogging.”

And we get challenged on it. A lot. “We don’t have time to write that stuff,” “I hate writing that stuff,” “nobody would  read our blog.” These are all common objections that we hear.

But you should make time – or hire someone who’s good at it who has the time – and people will read it if it’s done right. In fact, according to HubSpot, companies that blog generate 70% to 90% more leads than comparable companies that don’t blog. And I’m going to guess, although I don’t have hard statistically  valid data to back it up, that companies that blog convert those leads into sales at a higher rate, too.

Here’s why…

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5 ways to make your online marketing really work

Internet marketing word cloud box package

Last time, I wrote about how, as owner of an online marketing company, I get to see first hand how many agencies – and many a digital agency to boot – fail with their campaigns because they fail to understand how the Internet has changed the buying process. (You can read the article here).

Now I want to talk about a new model of marketing that wins by connecting with customers’ new ways of choosing and buying.

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Why most marketing fails

Belvedere Marketing FailAs the owner of an online marketing company, I get to sit in on a fair number of advertising agency pitches and briefings with our clients. And more often than not, the pitches are a variation on “clever creative spots” or “bold brand ideas”.

It’s not surprising – these things have been marketing agencies’ bread and butter since before Don Draper strapped on his first Brooks Brothers’ suit.

But it is less and less convincing.

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Catch Fruition’s Mitch Fanning at Toronto’s top digital media event

Mesh Logo

It’s my great pleasure to announce that Fruition Interactive’s Mitch Fanning will be presenting at this year’s Mesh Conference.

I don’t want to spoil the surprise (and, frankly, we’re still working out the details) but I can say that he’ll be talking about marketing strategies that work in the on-demand world. Now that potential buyers have more control than ever about what messages they consume when, sellers — agencies and their clients — have to think differently about how to reach them. Mitch will be sharing his insights about how to do that (hint: it’s about the content).

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Why Every Smart Startup and Business Should Act More Like a Digital Media Empire [In the Making]

Citizen Kane 1941 by Orson Welles

Sometimes I feel as though I sound like a broken record.

But I’m on a mission, so forgive me if you’ve heard this all before, but it’s worth repeating.

According to a recent study conducted at the University of Massachusetts Dartmouth, blogging is on the decline as social media tools [like Facebook] are on the rise among Inc. 500 companies.

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Content 2020: Dynamic Storytelling and the Future of Content Marketing [VIDEO]

I’m not crazy.

In fact, my instincts have been right all along.

Let me explain. A few months back, Coca Cola announced they were no longer going to rely on the “30-second TV spot” or even traditional ad agencies to build their business moving forward. According to Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, Coke is going to put their efforts (and money) into content marketing.

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