Calm Down! Bounce Rate is Not That Important


Bounce rate is probably the most annoying metric we marketers have to deal with.

We keep exhausting our brain muscles on analyzing its impact (if there is any at all!), ways to decrease it, guessing the industry averages, and sometimes we get so carried away optimizing it that we forget to ask ourselves if it REALLY matters for OUR business website?

Please remember this — bounce rate is important, but it’s NOT the only or the most important metric you should be tracking. In fact, bounce rate (and a number of other metrics on your Google Analytics dashboard) should mainly be analyzed in correlation with a few other metrics like lead generation (or any other goal completion), average session duration, time on page, and so on. Let me tell you more ...

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Posted by Larisa Aslanyan on October 21, 2016 in Digital Marketing | 0 Comments

Why Your Company Failed at HubSpot And Inbound?


If you tried HubSpot and inbound marketing and failed miserably, your next step should be analyzing your experience to find out "What went wrong?" 

You can, of course, come to the quick conclusion that HubSpot just does NOT work, it's one big scam, but unless you can list me the exact reasons why it didn't work for YOUR company, I say "You know nothing, Jon Snow."

Right now, you are depriving yourself from insights that could otherwise improve your performance. Because, clearly, there are many companies that are satisfied with the marketing automation software in question, so why are They succeeding, while You are failing? Maybe, here's why ...

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Posted by Larisa Aslanyan on October 13, 2016 in Marketing Automation | 0 Comments

Does Pricing Matter? The Psychology of Luxury Marketing


So, you’re in the luxury living industry (or 'Luxe Life,' as we like to call it over here) helping your clients reward their hard work with a little investment in their lifestyle — that sounds awesome! You provide the quality, comfort, style, and charm that your buyer personas are looking for, but how do you begin to convey that to them?

You may think that a hefty price tag will convey how top-of-the-line your product or service is, but will ultimately scare people away who are looking for a deal. So how do you handle pricing? Of course there’s an estimated price range in your head based on your expenses and your industry average (or so we hope), but do the numbers you put together actually matter? Let’s try to find out if they do, and if not, what does?

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Posted by Larisa Aslanyan on September 30, 2016 in Digital Marketing | 0 Comments

The Importance of Having a Clean Business Website


Your business is an ever-evolving organism and so is the web: this is what you have to keep in mind when it comes to your company website and it's marketing. The online web grows, your business also grows and guess what? Your website should also be able to grow with it, riding the approaching current rather than drowning in it.

As a business, you do know the importance of having a website (do you?): very few businesses can actually survive without this virtual representation, but while having a website is important, eliminating the web waste hiding behind your beautiful interface and having it clean & tidy is even more crucial. A website can't survive on it's own; it's going to be a part of a much larger marketing strategy. So, let’s make sure it's built on 3 very important concepts:

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Posted by Larisa Aslanyan on September 29, 2016 in Web Design | 0 Comments

Web Design Doesn’t Matter: AIN’T NO MEAT IN A JELLYFISH


I cut my web design teeth in the age of skeuomorphism1 and flip phones. It’s OK if you don’t know what skeuomorphism means because no one is ever going to talk about it seriously again. In those days (this is 2003-2008) there was a culture of one-upmanship at work among web designers. We were pushing the boundaries to introduce more realism - more feeling and warmth - to the web. Your website was meant to feel like a room that was specifically yours - with your posters on the wall and your coffee rings on the desk. It’s no surprise that the actual content and function of the website was largely ignored. How many times did you have to wait for a painfully slow flash website to load just so the designer could literally add a flicker to the lightbulb that was inexplicably included in the design?

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Posted by Sam Gerdt on September 22, 2016 in Web Design, Inbound Marketing | 0 Comments

Page Load Time: Make Search Engines Love Your Website


Imagine you’ve been surfing the net for quite a while, and you came across this really cool advertisement for, say, corporate dinners. You’re interested, so you click on the ad waiting for the website to load. But it doesn’t ... how long are you ready to wait for the “magic” to happen? If you’re an average user, the waiting time will be just 3 seconds. Right?

Now let’s get back to your business. Your potential client types in your web address and hits enter. What you don’t want to do is leave them with enough time to grab a snack or a cup of coffee before the website loads.

We’ve all got to remember: users love quick sites, and so does Google!

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Posted by Larisa Aslanyan on September 20, 2016 in Search Engine Optimization | 0 Comments

Online Reputation Tips: Dealing with Negative Online Reviews


Do you ever conduct the “small search” for your own business online? Let’s confess it, it’s pleasant to see mentions of your company and enjoy a bit more exposure to the world around and excellent online reputation.

But what if one day this search yields results that are, ahem, less than flattering?

Imagine an angry Yelp rant about how horrible your service is appearing on that very first page of Google search results.

Many businesses actually dread this situation. The good news is, bad reviews don’t mean bad business. In fact, even the businesses with the highest quality of services don’t dwell in a magic “5-star-review” world and have their share of online “badmouthing”. The important thing about negative online reputation is how you handle it. For some it may be downright awful, while others may use it as a way to showcase how thoroughly they approach customer reviews and how much they care for each client!

Let’s make sure you belong to the second category by looking at some practical steps for dealing with negative online reputation.

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Posted by Larisa Aslanyan on September 15, 2016 in Online Reputation | 0 Comments

Web Design Tips: Better User Experience Boosts Conversion Rates


You'd think it's needless to talk about this in 2016, but the truth is that many B2B companies still dramatically underestimate the importance of impeccable user experience on their websites. A recent research from the Nielsen Norman Group showed that many B2B websites are “stuck in the 1990s," failing to provide the information that clients are looking for and offering an overall disastrous UX experience.

When was the last time you, as a regular user, went back to a website that provided you with a horrible user experience the first time? And, most importantly, why would your customers do that?

Obviously, this doesn't apply to everyone, there are fantastic UX designs out there that deserve a People's Choice award, but even if you are already one of them, take a couple minutes to review these UX tips B2B companies can use to increase their conversion rates.

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Posted by Larisa Aslanyan on September 13, 2016 in UX Design | 0 Comments

Where To Start With A Complex Digital Marketing Challenge


At Waypost, we are currently focusing primarily on 3 specific verticals:

  1. B2C: Home services
  2. B2C: High-end lifestyle products
  3. B2B: Industrial/commercial services

We write a lot of content targeted to these three types of industries, and for the most part, the marketing is fairly straightforward. We have a client that does a service or provides a product that most people know about, and for whatever reason our client is the best at what they do. Our biggest challenges are 1) to get their name out there ahead of their competitors and 2) to convince their target market that our client is the right choice of providers.

However, not all companies have products or services that are this straightforward. Maybe your business does something that most people are not familiar with. Maybe you are a new company, your product is intangible, or you are a reseller of some sort, and people just don’t know that they need what you’re offering. Your marketing challenges are more complex because they start farther back in the Awareness stage of the Buyer’s Journey—perhaps even before it.

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Posted by Erin Durham on September 8, 2016 in Digital Marketing | 0 Comments

5 Digital Marketing Tactics for IT Companies


Despite all the incredible innovations that the tech industry brings to us, B2B IT companies often have quite a hard time spotting the digital marketing tactics that actually work for them, unlike their B2C colleagues. 

So, before you mistakenly use a range of B2C marketing tactics and scare off a dozen potential clients with your "Snapchat creativity," let’s look at some of the best practices that will make your tech company’s digital marketing efforts work better ... much better!

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Posted by Larisa Aslanyan on September 6, 2016 in Content Marketing | 0 Comments