It’s an old and incredibly effective marketing practice with a new name – it’s actually the third name we’ve seen it promoted as in our careers. First it was Pull Marketing vs. Push Marketing. Then Education-based marketing. Then Inbound Marketing (and is still called that) and now simply Content Marketing.
The model and practices are grounded in the fact that most consumers prefer being educated than being sold to, that they prefer to buy from someone they like and trust than being sold to buy someone slick and pushy with a good deal, and that they prefer to have some choice and control in their buying process, than being continuously interrupted by invasive promotional messages.
Content Marketing is a way of positioning yourself or your company in a way that you can be found by people interested in what you offer but are initially searching to learn, gain knowledge and understand things that will help them make effective purchasing decisions. Then providing valuable and helpful knowledge that establishes your credibility and fosters trust over time, making you the most likely person or company they will buy from.
How can you attract users without interrupting their user experience? Without annoying them? What if you could attract users to relevant information related to your product? You can with Content and Inbound Marketing! In the form of blogs, videos, podcasts, infographics, quizzes, ebooks or slidedeck presentations.
Here are the steps we usually follow:
Step 1 Educating and Adding Value is part of the initial stages of a consumer purchase journey. You created content to lure in consumers and they clicked on your relevant content.
Step 2 Lure Them in Further & ASK FOR THEIR EMAIL. They are already interested in the content you gave them. What about a free promo code for one of your products or additional guides or white papers that further educate them (while building trust in you)? Now all you need is to grab their email address and get them to subscribe to your email marketing or social media channel. Allow consumers to give you permission to add them to your mailing list to send out relevant content and once-in-a-while promotions. Let them know they can unsubscribe whenever they want to. (email marketing, inbound marketing, permission-based marketing).
Step 3 Regularly & Respectfully Engage with Your Email Subscribers- warm leads/ engaged audience/interested audience. You have a list of email subscribers in the palm of your hands. You can strategically craft emails catered to their needs and wants. Consider the first email you sent to them and why they were engaged in that initial piece of content. They wanted a solution to one of their problems and you provided that. Now, you can relay relevant information, content that educates and entertains, and carefully crafted promotional offers. They may not be in the buying mindset or stage, but they trust you, like you and feel you respect their “INBOX”, so they stay on your mailing list. Warmed, nurtured leads who know you, trust you and like you are 6 x more likely to become a paying customer than a brand new prospect.
Step 4 Be Social and Broadcast Content Everywhere. If you’ve created relevant content you want to share it everywhere. If it’s engaging and relevant users are likely to share it across social media channels. Even promote it as sponsored facebook posts or ads.
Broward Plumbing is not only seeing an impressive increase in lead generation but also in bookings and reviews. As a Google Guaranteed service, they’ve earned more exposure, brand awareness, and customer satisfaction than ever before.
Dr. Joey Shulman began her weight loss brand 'Shulman Weight Loss' in 2010. She developed an incredible weight loss program, but was experiencing difficulty marketing her service and generating consistent business from the web. Acknowledging the opportunity to develop a strong web presence for her brand, Dr. Joey came to Xi Digital seeking assistance with digital marketing strategy.
GNI came to XI Digital in 2014 with an average website that was dealing with multiple penalties from Google for duplicate content and backlink issues. They wanted a solution to these penalties as well as a mobile-friendly website that would convert more visitors into customers. We succeeded!
Fieldmasters came to Xi Digital seeking a more personalized and productive approach to their digital marketing strategy. Concerned with their brand awareness, they wanted an agency that would effectively increase traffic and generate qualified leads. The Xi team developed a comprehensive digital marketing plan that included a revamped custom website, calculated SEO and Social Media strategies, and robust Google Ads campaigns to produce quantifiable results. Since working with Xi Digital, Fieldmasters has grown their business exponentially as one of the most renowned artificial turf companies in the GTA.
Seaway Pools & Hot Tubs have trusted Xi Digital for many years. We have developed a well-rounded and aggressive digital marketing strategy for them which included a full website revamp that required migrating their SEO success to preserve and improve it, in order to increase their brand's image and exposure. We had to make sure that we protected their organic search rankings. This was a delicate procedure that had to be executed very carefully. Read about how we did it!
They didn't have a website or a digital marketing strategy in place. They had no online exposure or medium to generate leads online. They needed branding for their new their dental practice. They were a new clinic that needed many new patients. Xi Digital has assisted Mackenzie Dental Centre in growing their practice to become a top rated and thriving dental office in Vaughan.
In 2019, Smokin’ Bones was generating hundreds of monthly inquiries requesting their services on-site at events across the city. But in 2020, everything changed around the world, especially for businesses operating in the food service industry. The global COVID-19 pandemic introduced gathering limits and restrictions that kept changing. As concern about the state of public health grew, the way people approached events and dining changed, making it difficult for catering services like Smokin’ Bones to come cook and serve at events in offices, homes, and other venues throughout the city.
Rose Building Group is a high-end residential renovation and construction company operating in South Western Ontario that came to Xi Digital in the summer of 2019 concerned about the number of leads they were receiving as well as the quality of those leads. Upon approaching the Xi Digital team, Rose Building Group was leveraging some traditional marketing strategies and generating a significant portion of their new business from word-of-mouth marketing.
MoldTech partnered with Xi Digital to revamp its online presence and boost lead generation. Xi Digital replaced MoldTech’s outdated website with a custom-built platform on Juicebox, paired with targeted SEO and Google Ads strategies.
The results: a 2,400% increase in website traffic and an 1,100% surge in leads. Even during the COVID-19 pandemic, Xi Digital adapted strategies to maintain MoldTech’s top rankings and industry leadership.
SaunaFin came to Xi Digital in 2016 seeking a website upgrade that would allow them to manage their inventory and customer relationships with greater ease. With a high end product they wanted to reach a larger audience of potential customers to increase sales. With Xi Digital’s help, SaunaFin was able to transition to a new site that could function exactly the way they wanted and grow their business through ads, social media marketing, and search engine optimization (SEO). Since teaming up with Xi Digital, SaunaFin continues to grow their business.
The global pandemic followed by an uncertain economy proved troublesome for many businesses throughout Canada and the United States, but working with Xi Digital, The Window Hardware Company was able to curate a strong digital presence including high-performing ads, a easy-to-use website, and first-page organic rankings that boosted traffic and grew their bottom line.
Broward Plumbing is not only seeing an impressive increase in lead generation but also in bookings and reviews. As a Google Guaranteed service, they’ve earned more exposure, brand awareness, and customer satisfaction than ever before.
Dr. Joey Shulman began her weight loss brand 'Shulman Weight Loss' in 2010. She developed an incredible weight loss program, but was experiencing difficulty marketing her service and generating consistent business from the web. Acknowledging the opportunity to develop a strong web presence for her brand, Dr. Joey came to Xi Digital seeking assistance with digital marketing strategy.
GNI came to XI Digital in 2014 with an average website that was dealing with multiple penalties from Google for duplicate content and backlink issues. They wanted a solution to these penalties as well as a mobile-friendly website that would convert more visitors into customers. We succeeded!
Fieldmasters came to Xi Digital seeking a more personalized and productive approach to their digital marketing strategy. Concerned with their brand awareness, they wanted an agency that would effectively increase traffic and generate qualified leads. The Xi team developed a comprehensive digital marketing plan that included a revamped custom website, calculated SEO and Social Media strategies, and robust Google Ads campaigns to produce quantifiable results. Since working with Xi Digital, Fieldmasters has grown their business exponentially as one of the most renowned artificial turf companies in the GTA.
Seaway Pools & Hot Tubs have trusted Xi Digital for many years. We have developed a well-rounded and aggressive digital marketing strategy for them which included a full website revamp that required migrating their SEO success to preserve and improve it, in order to increase their brand's image and exposure. We had to make sure that we protected their organic search rankings. This was a delicate procedure that had to be executed very carefully. Read about how we did it!
They didn't have a website or a digital marketing strategy in place. They had no online exposure or medium to generate leads online. They needed branding for their new their dental practice. They were a new clinic that needed many new patients. Xi Digital has assisted Mackenzie Dental Centre in growing their practice to become a top rated and thriving dental office in Vaughan.
In 2019, Smokin’ Bones was generating hundreds of monthly inquiries requesting their services on-site at events across the city. But in 2020, everything changed around the world, especially for businesses operating in the food service industry. The global COVID-19 pandemic introduced gathering limits and restrictions that kept changing. As concern about the state of public health grew, the way people approached events and dining changed, making it difficult for catering services like Smokin’ Bones to come cook and serve at events in offices, homes, and other venues throughout the city.
Rose Building Group is a high-end residential renovation and construction company operating in South Western Ontario that came to Xi Digital in the summer of 2019 concerned about the number of leads they were receiving as well as the quality of those leads. Upon approaching the Xi Digital team, Rose Building Group was leveraging some traditional marketing strategies and generating a significant portion of their new business from word-of-mouth marketing.
MoldTech partnered with Xi Digital to revamp its online presence and boost lead generation. Xi Digital replaced MoldTech’s outdated website with a custom-built platform on Juicebox, paired with targeted SEO and Google Ads strategies.
The results: a 2,400% increase in website traffic and an 1,100% surge in leads. Even during the COVID-19 pandemic, Xi Digital adapted strategies to maintain MoldTech’s top rankings and industry leadership.
SaunaFin came to Xi Digital in 2016 seeking a website upgrade that would allow them to manage their inventory and customer relationships with greater ease. With a high end product they wanted to reach a larger audience of potential customers to increase sales. With Xi Digital’s help, SaunaFin was able to transition to a new site that could function exactly the way they wanted and grow their business through ads, social media marketing, and search engine optimization (SEO). Since teaming up with Xi Digital, SaunaFin continues to grow their business.
The global pandemic followed by an uncertain economy proved troublesome for many businesses throughout Canada and the United States, but working with Xi Digital, The Window Hardware Company was able to curate a strong digital presence including high-performing ads, a easy-to-use website, and first-page organic rankings that boosted traffic and grew their bottom line.
Broward Plumbing is not only seeing an impressive increase in lead generation but also in bookings and reviews. As a Google Guaranteed service, they’ve earned more exposure, brand awareness, and customer satisfaction than ever before.
Dr. Joey Shulman began her weight loss brand 'Shulman Weight Loss' in 2010. She developed an incredible weight loss program, but was experiencing difficulty marketing her service and generating consistent business from the web. Acknowledging the opportunity to develop a strong web presence for her brand, Dr. Joey came to Xi Digital seeking assistance with digital marketing strategy.
GNI came to XI Digital in 2014 with an average website that was dealing with multiple penalties from Google for duplicate content and backlink issues. They wanted a solution to these penalties as well as a mobile-friendly website that would convert more visitors into customers. We succeeded!
Fieldmasters came to Xi Digital seeking a more personalized and productive approach to their digital marketing strategy. Concerned with their brand awareness, they wanted an agency that would effectively increase traffic and generate qualified leads. The Xi team developed a comprehensive digital marketing plan that included a revamped custom website, calculated SEO and Social Media strategies, and robust Google Ads campaigns to produce quantifiable results. Since working with Xi Digital, Fieldmasters has grown their business exponentially as one of the most renowned artificial turf companies in the GTA.
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