Recent Posts by Michelle Phillips

Project Discovery Part 2: Analysis, Strategy, and Planning


Okay, so, we've sat down, we've heard all about your business, the products and services you offer, and who's buying them. Now it's time for us to turn all of that information into a marketing plan that will bring you the quality leads you've been hoping for. Usually all this happens behind closed doors, but because I like you I'm going to give you a "behind the curtain" peek at how Waypost handles post-project discovery analysis, strategy, and planning.

But first, allow me to set the scene:

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Posted by Michelle Phillips on April 20, 2017 in Discovery, Analysis, and Planning | 0 Comments

14 Digital Marketing Metrics You Should Be Keeping an Eye on


Last week we mentioned that in addition to tried-and-true consulting firms who truly have your best interest at heart, there are also less-than-savory consultants out there who send you bogus reports from cockamamie websites trying to prove to you that your website is on its last leg and you simply cannot go another day without their expertise.

Unfortunately, to the untrained eye, these dummy reports and smooth-talking salesmen can look pretty compelling. 

If you start looking into your own stats—from reputable sources like Google Analytics or your marketing automation software—you'll be familiar with your company's data, and therefore you should be a little better about being able to pick out the professional companies from the snake oil salesmen.

So, while this isn't necessarily a comprehensive list, looking at these metrics is sure to give you at least a high-level overview of how your marketing efforts are going:

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Posted by Michelle Phillips on March 30, 2017 in Discovery, Analysis, and Planning | 0 Comments

Managing Your Marketing Expectations with SMART Goals


It's good to set goals, right? Goals give you something to strive for, something to drive you to keep improving and moving forward, and something by which you can measure success. With that being said, we know that when you commit to a marketing plan, you're going to have some goals in mind that you want to achieve which is great but...

I hate to break it to you, but you aren't going to get a 200% increase in social media interaction on Facebook when you only have 10 followers and are only posting every once-in-a-whenever-you-remember. If you want to actually achieve the goals you set, it's not enough to just set a goal or two you think sound nice, you have to put some thought into your goals and turn them into S.M.A.R.T. goals.

"Hey, that looks like some kind of acronym!" you're probably thinking. That's because it is some kind of acronym! Check out what it stands for:

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Posted by Michelle Phillips on March 16, 2017 in Internet Marketing, Digital Marketing, Inbound Marketing | 0 Comments

Digital Marketing's 7 Deadly Sins


So your company wants to implement a digital marketing strategy... Congratulations, that's a really smart move AND you've come to the right place! You may already have an idea of what you'd like to accomplish with digital marketing and how, but once you get started, it can be easy to start wanting and expecting results that aren't realistic. Before that can happen, check out digital marketing's 7 "deadly" sins so you'll know what to expect, avoid, and how to react to situations you might experience when you start marketing online.

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Posted by Michelle Phillips on January 21, 2016 in Digital Marketing | 0 Comments

I Love My Job (and I'm Only Technically Being Paid to Say That Because I'm on the Clock Anyway)


Do you find yourself reading all of our blogs and social media posts and thinking to yourself, "Man, these people are so smart and great, I wonder what it's like to be a part of that #WaypostLife?" Well you're in luck my friend, because I'm here to tell you everything!

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Posted by Michelle Phillips on December 14, 2015 in Waypost Life | 0 Comments

No Lights. No Camera. Just Action.


We have talked about and showed you the importance of being there for consumers in the Zero Moment of Truth, but what's next? You put a lot of time and effort into crafting your content and perfecting your SEO so it can easily be found, but how do you get your potential customers to take the next step and become paying customers? It's easy — you tell them EXACTLY what you want them to do. Every piece of content you produce should include a call to action (CTA) that tells the consumer what it is they need to do next.

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Posted by Michelle Phillips on December 9, 2015 in Content Marketing | 0 Comments

Your Inbound Marketing Glossary


Inbound marketing? SEO? PPC? Are you trying to get your business out there, but just can't quite keep the lingo straight? Don't worry — we know it's a lot to keep track of and we want to help you. We've compiled a list of several terms you'll hear in the digital marketing world and what they mean so you can have everything you need to know all in one place... A marketing study guide, if you will!

Your One-Stop-Shop for Marketing Lingo

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Posted by Michelle Phillips on November 10, 2015 in Inbound Marketing | 0 Comments

The Pros and Cons of Social Media Platforms


I think by now we all know how to use different social media platforms in our own personal lives, but using them professionally is a whole different story — afterall, tweeting for yourself and tweeting for your business require two completely different styles of tweeting. 

Social media marketing provides an opportunity to build brand recognition regardless of where you're posting, but each platform offers its own unique experience... so should your business really be on every social media site? With more and more platforms becoming available every day, it can be hard to keep up with where you need to establish a presence. Here's a list of pros and cons for 6 of the biggest and most popular social media platforms that will help you start making profiles in the right places.

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Posted by Michelle Phillips on October 20, 2015 in Social Media | 0 Comments

Simple HTML Code You Should Know


When I first started at Waypost I was fresh out of college with a degree in Integrated Marketing Communication (IMC). I knew all of the theory behind different marketing tactics and was ready to start applying that knowledge to the real world. What I was not as ready to do was take on heavy content layout projects for redeveloped client websites. (My degree exposed me to a lot, but even the simplest code was not part of my curriculum.)

I have since mastered the very basics of HTML code which allow me to easily code and format simple things like website content or blog posts. So whether you're a young professional who is still learning every day like me, or you're a seasoned professional who'd like to have more control over the basic aspects of your own website, allow me to help you out! Here is a quick guide on how to create header tags, new paragraphs, bulleted lists, numbered lists, bolded text, italicized text, and linked text — code I use every single day.

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Posted by Michelle Phillips on October 5, 2015 in Digital Marketing | 0 Comments

Blogging: What You're REALLY Paying For


We recently examined what makes inbound marketing so "expensive." One of the price affecting factors we discussed was blogging (also called Content Marketing) and all of the time (a lot) and effort (even more) that go into successful blogging. If you're still wondering why you're paying "so much" for someone to research a topic then write up what they find, allow us to explain what you're really paying for. 

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Posted by Michelle Phillips on September 3, 2015 | 0 Comments