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

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

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

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

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

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

Dark Social: Traffic That Your Web Analytics Can't Track

 

Data tracking and web analytics play a big role in the everyday life of data nerds like us. And while we should all base our marketing efforts on reliable data, it's worth talking about how reliable your analytics really is. I'd like to tell you about the dark monster hiding in it, a considerable flow of traffic that goes untracked, or simply Dark Social.

The term "Dark Social" was first coined by Alexis C. Madrigal in 2012 and denotes the URLs that have been copied and pasted. What does this have to do with your web traffic? Bear with us on this, it requires some explaining.

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Posted by Larisa Aslanyan on August 23, 2016 in Digital Marketing | 0 Comments

Marketing Tips: How to Sell an Expensive Product

 

If your product is not doing well on the market, price might be the first thing you look into. Interestingly, it's usually not the real reason why your products don't get off the store shelves. In fact, increasing the price in parallel with the quality has often been used to boost the marketing impact. Now, we don't suggest you do the same, but here are smart ways to market and sell an expensive product without giving up on the price:

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Posted by Larisa Aslanyan on August 16, 2016 in Digital Marketing | 0 Comments