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

CASL: The Good, The Bad, and The Ugly

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.

More SEO Wisdom: Off-Page Local Optimization

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:

  • Google, 
  • citations, 
  • business listings, 
  • and social media.

All Things Google

More SEO Wisdom: Off Page Optimization | Frutition Interactive

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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.

SEO Wisdom: 3 On-Page Local Optimization Tips

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

famous on google maps?

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The Story of Local Inbound Marketing

The Story of Local Inbound Marketing | Fruition Interactive

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...]

4 Steps to Get Your Offerings Back on Track

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.

4-Steps-to-Get-Your-Offerings-Back-on-Track-Fruition-Interactive

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.

[Read more...]