As part of your Internet marketing repertoire, your landing page plays a crucial role.
In the continuously evolving landscape of internet marketing not just in Toronto but the world over, landing pages have been consistently used to generate leads and increase conversion.
Internet marketing best practices on conversion optimization and landing pages have changed over the years, but today, more than ever, landing pages are valuable tools in anyone’s internet marketing repertoire — if they know what they’re doing. [Read more…]
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.
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.
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.
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.
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 HubSpot, MailChimp or Constant Contact now is the time.
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.
When you want your target audience to click a button, subscribe via email, or purchase an item, what do you do? You call them to action. In inbound marketing, what you use is a call to action (CTA) element. ‘Click Here’ is probably the most generic CTA.
CTAs are designed to drive traffic from one part of the web to another – usually a landing page. These elements are typically graphical: buttons, images, and other interactive links. The text within these graphical elements however are also part of the CTA. While CTAs lead to both mirco- and macro-conversions, the most effective CTAs are used for macro-conversions that impact the bottom-line, such as lead data capture or actual closed sales.
Ever wonder how effective digital agencies deliver quality leads? Smart inbound marketing companies get you the leads you’re looking for. But how do they do it?
Smart Inbound Marketing…
Lures Visitors into Your Sales Funnel
Smart inbound marketing companies know the value of premium content — they turn visitors into leads. They let visitors put their hand up to show they’re interested by:
That title may have been a bit misleading. You see, there’s one sure-fire way to optimize sales from inbound marketing leads — it’s to close the gap between your marketing and your sales in the first place.
There seems to be this unspoken but nonetheless prevalent inclination for large companies to have a sales team that is separate from their marketing team. In the real world, that might make sense. In the cyber realm, it’s a huge waste. It’s a 24% waste, according to SalesForce.com — that’s how much more revenue a company that has successfully merged marketing and sales together makes over a company that has not.
So, let’s talk about the real topic here: 4 ways to effectively streamline sales and marketing to make the most out of your inbound marketing leads. [Read more…]
Let’s talk about PIE.
No, not homemade apple pie — more like conversion-increasing inbound marketing PIE. This particular delicacy comes in three slices: potential, importance, and ease. With these three slices, PIE can give you arbitrary numerical values that allows you to see, at a glimpse, what you can work on immediately to improve the inbound marketing performance of a website.
When you compare the arbitrary scores of your webpages, you’ll see which low-lying fruits are easily within your reach, so you can work on them and impact your bottom-line ASAP.
Let’s take a look at the slices of our PIE: