One of the best reasons to hire an inbound marketing team like Waypost for your business is how rapidly the online marketing landscape — and consumer expectations for engagement — keep changing. It seems like there are always new platforms popping up, keeping companies jumping trying to stay ahead of the game. To help you know where to focus your social media marketing efforts in 2016, we've put together four of the biggest upcoming trends you'll want to keep your eye on.
Recent Posts by Katherine Faulk
Instagram is increasingly becoming the marketing platform of choice for everyone from small lifestyle bloggers to huge companies like Target or Starbucks. Although Instagram’s user-friendly interface and easy accessibility provide great marketing opportunities, it can nonetheless be tricky to navigate effective Instagram marketing without going overboard. Instagram wasn’t originally developed with marketing or corporate use in mind, which means there’s no direct A-to-B-to-C path towards a customer’s Zero Moment of Truth and utilizing it for commercial reasons can occasionally be frustrating.
It's easy to find yourself overwhelmed with all the newest social media platforms when marketing your small business. After all, it seems like everyone these days is talking about the newest marketing tactics using Meerkat, Periscope or Instagram. While all of these are useful tools, none of them are built to provide the kind of basic information potential clients need in order to actually find your business. When you're looking up a business for the first time, think about the four biggest questions you need answered:
- What does this company do?
- Where are they located?
- When are they open? and
- Is this business any good?
Answering those four foundational questions is where Yelp comes in.
In today's marketplace, social media has become a basic building block of your Inbound Marketing strategy. Without a modern web presence and up-to-date social media, your business might get lost in the shuffle as consumers search for the solution to their needs and wants online.
While it seems like every company knows they need social media, not everyone is well versed in just how to use it. We've heard some truly terrible advice on social media marketing here at Waypost, and we're here to help you avoid going the wrong way when it comes to how you're using your social media.
Blogging is often overlooked. With all the buzz and flash of new social media platforms popping up seemingly every day, it's easy to forget about this basic part of your inbound marketing foundation. Unfortunately, blogging is an aspect of content marketing that doesn't come naturally, or easily, to everyone. A business owner or employee who doesn't enjoy writing or feels uncomfortable building their blog presence may feel like regular blogging is more difficult than useful. Not true! There are many common myths and misconceptions that have cropped up around blogging as a marketing tool. We're here to help you see through those misconceptions and make sure you're utilizing your company's blog to its absolute fullest potential.
You've spent days painstakingly writing the perfect marketing email or monthly newsletter for your company or client. Content is added, removed, added in again. Then, finally, it's ready. You've written the best marketing email the world has ever seen! You click 'send', sit back, and wait for the pile of positive feedback.
Is your click rate stubbornly staying in single-digits? Is no one even opening your emails? We have a few ideas on why you're not getting the engagement you deserve, and what you can do to make sure your next email doesn't lead to an empty inbox.
As I mentioned in my previous post, I spent most of my working life before Waypost doing just about everything but Inbound Marketing. I’m still relatively new to the industry, but I feel like I can give at least a few pieces of advice when it comes to your first digital marketing job that you other newbies might find helpful.
When I went from my previous job to working as an Inbound Marketing Producer at Waypost, it was a massive career shift. My interests had always been in blogging and social media, but to get paid for leveraging those interests and skills was a huge change. I had a lot to learn, and I needed to pick things up fast.
We’ve mentioned before the importance of buyer personas when building your inbound marketing plan. In short, a buyer persona is a semi-fictional construct of the type of buyer or buyers you’re marketing to. They’re easy to put together - you can find templates for building them on Hubspot for free - and will give you a much better and more focused way to look at marketing strategies from the ground up.
When the concept of large-scale advertising really took off in the 1950’s, it became increasingly impersonal. Businesses that advertised were no longer having a conversation with customers, but looking at a nationwide market of “potential consumers” and talking at them. Companies went from being businesses headed up by a real person in the eyes of buyers to being a series of logos, slogans, and smarmy commercials aimed at focus groups and not individuals.