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

3 Questions To Ask Yourself When Working With A Consultant

 

If you’ve inherited the job of trying to figure out how to take your marketing to the digital space, you’re probably finding that there’s way more to it than you originally anticipated. Whether you’ve never done any sort of digital marketing, or if there have been a few starts and stops by other people along the way, you’ve probably discovered you have a mess to sort out… and you don’t quite know where to start.

How wonderful is it, then, that there are companies who will help you sort through the mess? Someone will take a look at your branding, your resources, your assets, and your current activities, and put that into some sort of framework for you. Then they will provide you with a roadmap to digital marketing success. How could you possibly pass this up?

Before you go trusting random strangers with the growth of your business, let’s run through a few things to be mindful of going in.

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Posted by Erin Durham on March 23, 2017 in Digital Marketing | 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

Blogging Regularly, but Page Views Keep Dropping?

 


One of the first pieces of advice you'll receive when trying to build up a good foundation for SEO in your business is to regularly create new pieces of content. Usually, blogging is the perfect answer for this problem — blogs can be short and sweet, keeping your website popping up in search results without having to revamp your basic content or constantly add new site pages, which can rapidly make your site tough to navigate for potential leads.

If you're blogging but your overall pageviews are still dropping — or they aren't budging an inch when you look over your monthly site performance — something's wrong. Regular blogs should be helping you out, not hurting you!

What can you do to perk things back up? We have a few ideas.

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Posted by Katherine Faulk on March 9, 2017 in Blogging | 0 Comments

Here for the Food: Our Favorite Restaurants in Greenville, SC

 

Greenville's been popping up in news and in magazines lately as the latest great place to visit or even to live. It's been pegged as perfect for families, couples, single people, retirees... basically, it's the Mary Poppins of cities — practically perfect in every way.

(Don't sue us, Disney.)

If you've thought about vacationing in our gorgeous city or even coming here to stay, you may be wondering what the best place is to eat! I took some time and asked our Waypost crew to give me their recommendations for their favorite restaurants in Greenville, SC. This is what they had to say:

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Posted by Katherine Faulk on March 2, 2017 in Life in Greenville, SC | 0 Comments

What To Do When Your CTA Just Isn't Working

 


An essential part of any business website is the Call-to-Action (CTA)—either an image or a single line of text directly asking the website visitor to act. CTAs are designed to encourage your website visitors to take the next step and contact you personally. While sometimes this involves filling out a form, it will just as often involve picking up the phone or even heading to your business in person. A successful CTA will help a website visitor take the next step and become a qualified lead.

What do you do if you've embraced the Call-to-Action but it just doesn't seem to convert? If your CTAs are getting lots of clicks but no leads, or they're just not getting any clicks at all, then they're just not working for you like they should.

We've put together a short list of what may be going wrong — and what you can do to fix things up.

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Posted by Katherine Faulk on February 23, 2017 in Content Marketing | 0 Comments

What is an SSL Certificate and Does My Website Need One?

 

SSL Certificates and You

Over 57% of all internet users use Google Chrome as their browser of choice. If you (like I) do, then you may have noticed a small change to the address bar this past January. Chrome has started labelling sites that have an SSL certificate (more on what that is later; stay tuned!) as “Secure.”

Isn’t that special? But chances are, you didn’t notice the change. Security claims have grown so commonplace as to become little more than white noise. But I’d bet good money you’d notice a change like this.

This is how Chrome will eventually display all sites that are not covered by an SSL certificate. Google has begun a steady process of identifying potential security risks for users. Pretty scary looking, huh? What’s even scarier is what that can mean for your and your users’ data. Without a certificate, your data could potentially be viewed by people of low moral fiber.

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Posted by Matt Cleveland on February 16, 2017 in Google | 0 Comments

VIDEO: Marketing to the Luxury Living Industry Part 2—Marketing Automation

 

Last week we talked about how to get inside the head of the Luxury Buyer by creating Buyer Personas and providing the information that this buyer needs in order to complete their research process. After all, they're going to complete that process whether or not you're involved... so you better be involved!

However, creating Buyer Personas for each segment of your market is a lot of work, and once you get done with that, you still have to create the content, send the emails, post the social messages, and so on—and make all of these tactics come together as part of a cohesive strategy.

Providing research material that speaks to all your potential buyers at all of the various stages of the buyer's journey in all of the platforms that those buyers tend to use… and then keeping yourself top of mind after they’ve initially found you… that’s tons of work. Tons.

If you have a marketing manager who is trying to do all this work in conjunction with your traditional marketing efforts (print, direct mailing, TV, radio, or God forbid—cold calling!), they are overwhelmed. They cannot possibly keep up with it all.

Nor can they keep up with what’s changing. Digital marketing is an incredibly fluid industry, with changes happening as fast as technology evolves. New channels and platforms emerge overnight and become vital pieces of content dissemination before you even realize they exist.

This Is Where Marketing Automation Comes In

 

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Posted by Erin Durham on February 9, 2017 in Digital Marketing, Marketing Automation | 0 Comments

VIDEO: Marketing to the Luxury Living Industry Part 1—Buyer Personas

 

The Luxury Living vertical is such a fun niche for us! This vertical encompasses industries like pools, outdoor kitchens, golf carts, or anything that, strictly speaking, is fun to buy.

The reason we enjoy this vertical so much is because we get to be a part of a customer celebrating their success. Buyers of these products have worked hard and smart, they’ve sacrificed, and they’ve reached a place where that hard work is paying off. Finally, they get to enjoy the financial rewards of their success and turn their dream lifestyle into a reality.

 

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Posted by Erin Durham on February 2, 2017 in Digital Marketing, Personas | 0 Comments

Better Late Than Never: Here are 12 Marketing Resolutions You Can Start TODAY!

 

It seems like we were just carving the turkey, unwrapping presents, and ringing in the new year, yet somehow it's already the last day of January—man, how time flies! 

If you haven't had a spare moment to sit down and define your goals for the coming year, we've put together this list of 12 marketing resolutions you can start on right now. We're highlighting these action items specifically because they'll help you maximize your time, increase your lead generation, and delight your customers. Let's get started:

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Posted by Larisa Aslanyan on January 31, 2017 in Social Media, Web Design, Email Marketing, Inbound Marketing, Content Marketing, Personas, Marketing Automation | 0 Comments