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.
Are you ready and fully compliant for Canada’s Anti-Spam Legislation?
CASL was born in a bid to join the rest of the G8 in helping legislate how businesses and entities send commercial electronic messages (CEMs) throughout Canada. CASL covers all electronic communications between brands and receivers save for fax. But what does the new law mean for your inbound marketing efforts here in Toronto or throughout the country?
Good: Transparency & Global Initiative
Trust lies at the core of any relationship between brand and consumer, and spam is a huge detriment to trust. Spam can lead to the downfall of an inbound marketing strategy. And this means CASL is, at its core, good for business.
So we’ve covered on-page optimization for better SEO – what about off-page optimization?
Let’s keep our example: we’re trying to do local SEO for Toronto; what areas of off-page optimization should we tackle first? Let’s keep it simple and break it down into four particular foundations:
- business listings,
- and social media.
All Things Google
Google’s online services extend far beyond the search engine. Even if it only focused on the search engine, you’d still want to be on Google’s good side. To maximize the contributions of Google itself to your local SEO efforts (and thereby rank higher in Google local results), you need to leverage all things Google.
It’s common sense to prepare for anything big, like starting a business. That’s precisely how you should approach local inbound marketing and SEO. These are absolutely essential if you want to reach your local audiences.
Let’s say you want to setup local SEO in Toronto – you need to tweak all your on-page and off-page elements to full optimization. Let’s start with on-page optimization.
Meet Bob. Bob lives in Toronto, has a girlfriend whose birthday is coming up soon, but the catch is he’s too busy to go out and find her the perfect gift. This is where local inbound marketing saves Bob’s day.While on a break from work he can easily research what he needs to buy. For such a personal gift, however, he’ll need to really handpick the item. Luckily, using just his smartphone, he can search for local stores and shops throughout Toronto so he can drop by one on his way home. Any businesses or establishments that can offer Bob the best gift for his girlfriend BUT don’t implement good local inbound marketing for Toronto will miss out – they’ll never even reach their ideal target market.Local inbound marketing is huge for small to mid-sized businesses, as Bob’s story shows. It’s common sense to focus on your local market, but in the global, digital environment sometimes business owners fail to do so.You see, local inbound marketing leverages proximity, scale, and user experience to business owners’ advantage. [Read more...]
Inbound marketing is about making your business the most appealing to potential customers. By understanding your customer you can develop an inbound marketing strategy that will draw-in your consumer, build a relationship of trust with them so they will examine what you have to offer.
But what happens when your offerings are falling flat? It’s easy to blame the consumer, but in all likelihood it’s because of the offer. Here are four steps, to get your offerings back on track and moving forward.
Step 1: Set a Goal
Set specific and attainable goals. Goals can take many forms but, in the end, it boils down to generating more revenue. Examine your existing goals and consider:
- Refining your list – either expanding or reducing the people that you are reaching
- Limiting its restrictions,
- Opening up new sales channels,
- Or creating new partnerships to rehash your existing goal.
Content is king, but what if the king is aged? Fresh, high quality content is always a must, but should your old content never see the light of day again when their time in the spotlight is over?
Re-link for Relevant Link Juice
Internal cross-linking is a plus (well, unless you do it too much), so always keep an eye out for ways to link to your old, relevant, high quality content from new ones. This way, you help boost your own Pagerank by lending the old piece of content part of the link juice the new content will develop, which is a snowball process that helps bolster overall website visibility.
Repurpose for a Different Use
Old content can be recycled through repurposing: simply take the thesis message of an old piece of content and use it with a different marketing message, or in conjunction with a new, relevant subject matter. For instance, you have a blog post that talks about old events in inbound marketing Toronto conventions, you may want to repurpose them for new events. If you’ve covered Panda 3.0 before, you have a lot of chances to repurpose content for the Panda 4.0 update that’s currently trending, hitching on keyword ranking with comparatively little effort.
Ready to perform some A/B testing on your website?
The concept may be simple, but A/B testing’s role in inbound marketing is so significant that you should always know what you’re doing. Here’s a cheat sheet of “dos and don’ts” pointers:
Do: Start with the Goals, then Test
This might seem like trivial common sense, but it’s in fact a frequent mistake that derails the entire effort. Without direction, your A/B testing is meaningless; and your goals dictate your direction.
Don’t: Set Goals Not Aligned to Current Needs
Always align testing goals with inbound marketing improvement. Even if you have set goals, but they’re not aligned to desired improvements in your inbound marketing, then the results of your A/B testing efforts won’t be useful until such time as it can be employed to improve one facet of your marketing or design.
Just walking around Toronto, how many people can you see using some kind of mobile device?
It’s no secret that mobile use is becoming increasingly widespread. This also means that if you want your entire inbound marketing strategy to work, you need to ensure that your target market’s experience is not hampered by your website being incompatible to mobile devices.
In this arena, two competing formats can be considered: mobile versions or responsive design.
Mobile Vs. Responsive Design
Essentially, a mobile version of your website is a version specifically suited to mobile devices. When users access your website through desktop PCs, they’ll get the usual design. When they access it through mobile devices, they’ll get the mobile version.
That’s simple enough, but what about responsive design?
As one of the biggest (if not THE biggest) content repositories of your website, your business blog should be rife with posts that help you lead your readers to wherever you want them to be. Let’s say you’re calling readers to action to check out the many events in SEO and content marketing Toronto has to offer.
Using calls to action, one of the most effective tools in your marketing repertoire, you can do just that. But there’s a catch.
Awkward CTAs don’t work – they can even backfire.
You need to naturally and seamlessly weave the CTA into your blog post. Many business owners and webmasters, however, aren’t exactly artfully skilled writers or marketers. Luckily, there are ways to circumvent the dreaded awkward CTA and make everything sound (or in this case, read) natural.
First, let’s break your blog posts into two types.