Buyer Personas: How They Can Help Your Business

You’ve heard this before, but it’s worth reiterating: buyer personas are essential to your inbound marketing efforts in Toronto and everywhere else. Let’s put it this way:

Southpark personna | Inbound Marketing Fruition

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You know those silhouette headshots of people used as blank avatar profile photos if you haven’t uploaded an actual picture yet? Imagine pitching a sale to one of those. You can’t see their face, you don’t know what they want or how you can help them – you don’t even know if they’re interested in whatever it is you’re marketing.

That’s what you’re doing when you do inbound marketing without buyer personas.

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

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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):

Keywords: Long Tail | Short Tail | Why Do They Matter for SEO?

Using keywords is the first step in the SEO strategy for your Toronto business. If you use keywords correctly, they will drive highly qualified traffic to your site, making a huge impact on your online success.  However, before you can start reaping the benefits of SEO in any Toronto business, you need to have a sound understanding of what keywords are and how to use them effectively.

What Are Keywords?

Keywords are the words and phrases prospects use to seek out content or information on search engines like Google. Some keywords are highly competitive and receive thousands of searches a day — if you chose only these keywords for your Toronto business SEO strategy, you would probably struggle to receive a high ranking on the search results page.
SEO Strategy: Lifestyle Keywords vs Product & Brand Keywords

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If you are looking to target specific demographics rather than your audience as a whole, consider turning to long tail keywords. By most standards, these are phrases of three words or more, although some authorities define them as phrases of at least two words, according to HubSpot – A software marketing platform.  These long tail keywords are more precise, they often less competitive than single keywords and can help businesses find customers at an exact time in the purchase cycle.

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 Web site design screen shots

Thindesk inbound marketing and AdWords lead generation results

Millions of businesses use Google AdWords, why shouldn’t yours?

How does Google AdWords help build your business?

1. Connects you with your customers – Your ad will appear as a sponsored link on Google search pages and other related websites including YouTube and Gmail. Most important, you’ll connect with your customer at the exact moment they are looking for your service.

Google Adwords Academy

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 2. Takes the guessing out of advertising – With Google AdWords, you’re in control from start to finish. And you can monitor your campaigns 24/7, to determine how well they are generating new leads.

3. Lets you advertise globally or right in your neighbourhood! – Google AdWords allows you to localize your advertising so you know that you’re reaching the people right in your neighbourhood.

4. Creates targeted mobile campaigns – Google AdWords will adapt your ads across all different types of online devices, or you can focus on just one type of advertising, such as mobile. 

…..And you pay ONLY when someone clicks on your ad. 

To qualify for a $300 Google AdWords coupon you must:

  • Be a new AdWords customer and have an account which is less than 14 days old
  • Have never previously used a coupon
  • Have a billing address in US or Canada

 As soon as you receive your $300 Google AdWords coupon, you can start collecting new leads!  Click here to complete our contact form and we’ll begin the process today 

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.

Contact Forms- Inbound Marketing - Fruition Interactive

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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.

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.

Content: Does it need a time stamp?

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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.  

3 Inbound Marketing Conferences in September

It’s back-to-school this September for anyone who wants to hone their inbound marketing skills. And there are a number of conferences that will simply knock your socks off. From learning boot camps, to shirt sleeve sessions to keynotes, attending a conference is a great way to meet new friends, share stories and pick up a tip or two.

Inbound Marketing Conferences in Toronto

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We found three  inbound marketing conferences that we wanted share.  If you need to protect your pocketbook and if your inbound marketing focus is local (Toronto) anyway, we found a one-day and one-half-day conferences to consider.

But let’s start with the BIG one — this involves a trip to the great city of Boston.

3 Tips for CASL-Compliant Email List Management

The Canadian Anti-Spam Legislation (CASL) – a definite step towards better consumer rights – shook small to mid-sized enterprises not only in Toronto but the entire country. After all, inbound marketing employs a number of channels that use commercial electronic messages (CEMs), which fall under the new CASL regulations.

One inbound marketing effort that will need to be kept CASL-compliant is your email marketing. Email list management, in particular, can now be trickier than you’re used to. Luckily, you can take practical steps to not only manage your local Toronto email list for better inbound marketing but also stay compliant to all of CASL’s rules.

Email Marketing - Inbound Marketing

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Never Purchase or Rent a List

Seriously, with the advent of spam, this was a shady thing to do even before CASL anyway. While it is true that the grey of renting or purchasing lists presented a lot of opportunities for small businesses in principle, it simply isn’t an inbound marketing best practice.

With CASL’s nuanced rules on consent and the renewal of consent, it’s imperative that if you still buy or rent email lists, you stop. Before you droop your shoulders and bow your head, however, know that this is in fact an opportunity to learn the actual best practices in email list building,  which are more sustainable and profitable in the long run anyway. If you haven’t already invested in a third party email management company such as HubSpotMailChimp or Constant Contact now is the time. 

CommerceLab.ca Sees 630% Increase in Unique Visitors with Inbound Marketing and Fruition Interactive

When the University of Waterloo Stratford Campus wanted a online publishing platform to share academic research with Canadian Business; they chose Fruition Interactive as their digital agency partner. The result was CommerceLab.ca. From initial concept to post-launch Inbound Marketing activities, Fruition Interactive was there every step of the way.

CommerceLab.ca page layouts

630% Increase in unique visitors Q3 vs. Q1 | 373% Increase in overall visits Q3 vs. Q1 | 35 of 50+ target keywords ranked in Top 10