Web Analytics: Understanding Referral, Direct, and Email Website Traffic


So you want to increase traffic to your website. Don't we all! Getting traffic is the first step in the conversion process, but what you may not realize is that the type and quality of your traffic can determine if you will have a conversion process at all. This is why it is so important to understand the difference between all of your traffic channels before we can go any further. 

We covered Organic and Social channels in our previous article, so go back and read that if you want to attract customers from search engines and social media networks (go ahead and read that article, we'll wait!). Okay, now we can continue with Referral, Direct and Email channels: 

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Posted by Larisa Aslanyan on December 1, 2016 in data management | 0 Comments

Web Analytics: Organic & Social Traffic to Your Website


What is the next best thing to launching a brand new website? Seeing the first sign of new traffic! 

Traffic is the currency of digital marketing (that's where we're from!). You may be counting your success with visits or sessions...  every visitor in your web analytics is worth real money.

Before you ask your digital marketing agency for more traffic, let us get you ready to begin the conversation. Getting the traffic you deserve begins with knowing what kind of traffic your brand needs and how to get it.

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Posted by Larisa Aslanyan on November 22, 2016 in data management | 0 Comments

What Does "Content Marketing" Really Mean?


We do content marketing, and now you're probably thinking we write a "Pride & Prejudice" every single day. And while one "Pride & Prejudice" is nice to have, too many of those is definitely a bad idea (all the women out there, you know what I'm talking about). Jokes aside, you don't want to spend resources and energy creating THAT MUCH content; it's boring and we all have a limit of how much text we are willing to read every day. But does it mean that content marketing is boring and interests only sad librarians? Yeah .... no, not at all. 

Sorry to let you down, I am no Jane Austen and content is not just text. So, when you hear from us that you should be producing more content, here's what we mean. 

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Posted by Larisa Aslanyan on November 16, 2016 in Content Marketing | 0 Comments

The Skinny On Digital Marketing


When talking to business owners about what we do here at Waypost and how I can help them out, I find myself with exactly 45 seconds to successfully convey some pretty unfamiliar concepts. After a minute, I’ll see their eyes glaze over with all my marketing talk that distracts them from the very real 25 fires they are dealing with in that immediate moment.

Hey. I get it. You’re busy—swamped even. If your marketing issues are on your radar, they’re well behind all those fires you’re putting out.

What if I told you I can take a fire off your plate?

Skim through this article, grab the pieces you need, and file the rest of it away for when we talk later. I just want you to have an idea of what I can do for you. Because that slow-burning ember of 'no leads' will, at some point, move itself right onto your front burner, and then you’ll be glad you read this.

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Posted by Erin Durham on November 9, 2016 in Digital Marketing | 0 Comments

Landing Page Alternatives: Where Else Should You Generate Leads?


If you’re a business and you’re not constantly generating leads, you’re probably relying on personal contacts or, worse, cold-calling sales techniques. Both of these methods consume a lot of energy; while personal contacts are only limited, cold-calling can seriously damage your brand reputation. So you might actually be doing yourself an ill service.

What inbound marketers do to generate leads for business clients is create campaigns that are supported by landing pages, forms, distribution and promotion. But here’s a question, are landing pages the ONLY way you can generate leads?

If I'm writing an article about this, then the answer is obviously a big fluffy NO. Here are some of the alternative ways you can make friends with your visitors without having to create those landing pages.

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Posted by Larisa Aslanyan on November 1, 2016 in Landing Pages | 0 Comments

Are Your Leads Qualified? Strategize Your Lead Generation


You’re doing some level of marketing but it’s not generating the results you hoped for. Or maybe you’ve never done any marketing (not even a proper website!) but you’re sure it’s not going to work anyway. Or maybe you simply don’t trust those sneaky, dishonest, lazy marketing agencies that have already disappointed you before. In any of these cases, you’re not seeing the bigger picture.

The reality is not that marketing doesn’t work, but that you’ve done marketing that is not results-driven. But maybe you, too, had your fair share of blame in it. All this time, you’ve been counting the quantity of your leads over the quality, losing the game in the long-run.  

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Posted by Larisa Aslanyan on October 28, 2016 in Email Marketing | 0 Comments

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