Waypost Marketing | Blog

How Logo Design Can Make or Break Your Business

 

They say that first impressions are everything, and your logo provides the first 'face' to your company that many of your prospects see.

It should encompass just about everything—providing a concise reflection of the people, processes, products, and services involved in your business. 

To tell you that your logo matters is an understatement.

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Posted by Gabrielle Brayton on October 12, 2017 in Web Design, Logo Design | 0 Comments

5 Key Takeaways from INBOUND 2017

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1. Artificial Intelligence is going to revolutionize marketing.

I’ll be honest: I’m not much of a tech geek. I don’t often get excited about fancy features and functionality. However, listening to the folks at HubSpot talk about what they’re doing with AI right now, even I got excited about how we’re going to be able to reach our clients’ target market where they are. We’re going to be able to deliver the information they need in the way that they expect it — AI is going to open up completely new avenues of communication. It’s going to be really cool to see how things shake out over the next couple of years.

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Posted by Erin Durham on October 6, 2017 in Inbound Marketing, Hubspot | 0 Comments

You Can’t Dabble In Inbound Marketing

 

 

Waypost Marketing has been in our industry for almost 15 years, watching it grow from the all-you-need-is-a-website stage all the way to today's competitive-on-every-imaginable-platform phase.

We have a level of perspective and experience that many other digital marketing companies just don't have, giving us a unique ability to follow the current trajectory and see where digital marketing is headed from here.

If you've read our blogs in the past, you'll likely already be familiar with the ZMOT (if you're not, you should be!). You'll understand what we mean when we talk about the New Buyer Mentality, and the way that old-school sales tactics just don't work any longer.

Your strategy must be authentic, your selling process organic, and you must be participating in the Buyer's Journey from the beginning of the research process until long after your prospects have made their decision.

Inbound Marketing is the only option.

From time to time, we run across people who are skeptical of digital marketing, Inbound Marketing, and marketing automation. They feel like they tried all of that and it didn't work for them. They gave it a go, wrote a few blogs, tweeted a little, and they couldn’t point to any demonstrable success.

Maybe you feel the same. Maybe you’re reading this piece, and you’re asking yourself…

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Posted by Erin Durham on October 3, 2017 in Digital Marketing | 2 Comments

What Is A Sales Funnel And Why Do I Need It?

 

Whether you’re reading our content or having face-to-face meetings with us, you’ll hear us throw around the term “sales funnels” a lot. I’d like to take a minute to break this term down for you, in case it’s not something you’re familiar with already.

I look at websites all day every day, and one thing I run across fairly often when looking at small business sites built by local firms is that there is no discernible sales funnel.

Maybe this sounds nitpicky, like I’m looking for any little thing to criticize.

Sure, this is a subtle weakness. What many people don’t realize, though, is that the absence of a sales funnel can actually cripple your online presence and make your whole site a giant waste of money!

Even a great-looking site with the most modern functionality is severely handicapped without this important feature!

So what am I talking about? I am talking about your website’s ability to do its job.

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Posted by Erin Durham on September 29, 2017 in Discovery, Analysis, and Planning | 0 Comments

Tools of the Trade: Our Favorite Marketing, Productivity, and Organization Apps

 

It takes a lot to make Inbound Marketing work, and I'm not just talking about content creation and SEO. Success for our clients takes varying degrees of planning, meeting, scheduling, drafting, creation, publishing, and invoicing, and each of those tasks have their own info and processes, and of course it all varies from client to client as well.

In order to keep everything straight and keep chaos from ensuing, we have some incredible tools that help us excel in all that we do. What does it take to keep this engine running? Take a look into our toolbox:

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Posted by Michelle Phillips on September 28, 2017 in Discovery, Analysis, and Planning | 0 Comments

How to Convince Your Boss to Work with an Inbound Agency

 

So, you’ve heard about inbound, you’ve done your research, and you see how perfect it would be for your company. Inbound marketing is just the thing you need to really connect with new customers and build your company's brand. You understand the amount of work that is involved and the huge investment it would be to try inbound marketing on your own. You’ve decided the best way to implement an inbound marketing strategy is to hire an inbound agency... the only problem is that now you have to find a way to convince your CFO to go along with your plan.

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Posted by Ryan Potvin on September 25, 2017 in Inbound Marketing | 0 Comments

The Inbound Marketer's Guide to Lead Generation, Nurture, and Management

 

In today's business culture it's important to put a premium on generating leads. The level of difficulty for capturing, maintaining, and progressing leads is harder now than it has ever been. People don't trust their business to just anyone. They want to make sure the products and services they purchase are the best and coming from brands that speak to them. As marketers, we need to understand the needs and desires of our potential customers, and speak to them in exciting and relevant ways if we expect to win their business.

In order to generate leads and ultimately get those leads to buy from you, it is important to engage them with captivating content throughout their buyer's journey. The buyer's journey is a process that begins the moment an individual first sees your content and continues until they become a paying customer. The best businesses extend this journey beyond that point by producing content that convinces customers to come back for more.

Creating captivating marketing content for the buyer's journey is best done by splitting it into three phases: the lead generation phase, the lead nurturing phase, and the lead management phase.

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Posted by Ryan Potvin on September 22, 2017 in Inbound Marketing | 0 Comments

The 3 Worst Mistakes Marketing Agencies Make

 

Inbound Marketing is amazing — it forces you to constantly adapt to changing consumer behavior while still standing on the foundation of the timeless Buyer's Journey. There are nonstop opportunities to stretch your creative muscles and research skills!

Unfortunately, many digital marketing agencies stumble in a few key areas and find themselves totally overwhelmed and falling apart. We've put together a short list of three mistakes marketing agencies make and how to avoid them.

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Posted by Katherine Faulk on September 21, 2017 in Digital Marketing | 0 Comments

Why Blog Factories Are Bad For Inbound Marketing

 

We’ve all gotten those emails. The ones that say “Hello first.name, my name is Carol and I create SEO-optimized blog posts for companies just like YOURS!”

If you’ve been thinking that you need to get a company blog going, or you’ve tried to get one off the ground and you just can’t find the time, this might seem like a great option. These services are usually fairly inexpensive, and they seem like an easy way to check a big item off your to-do list.

If these thoughts sound familiar, I’d like to ask you to think about why you believe you need a blog in the first place. I’m not saying you don’t; in fact, the odds are good that you do. But what is your reason for needing one?

If your answer is “Well, don’t most companies do this sort of thing now?” or “I heard somewhere that keeping ‘fresh content on my website’ will help my site rank well on Google,” then go on ahead and respond to that blog factory’s email.

However, if you’re serious about wanting to use your online presence to generate serious, qualified leads and ultimately grow your business, then take a look at the following reasons why engaging a blog factory is not going to be in line with your goals.

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Posted by Erin Durham on September 19, 2017 in Content Marketing, Blogging | 0 Comments

How A Blog Article Saved Me $180 and a Lifetime of Embarrassment

 

Prospects and clients often ask if they really need to invest time, money, and effort into blogging. After all, what if no one reads the articles? And if no one is reading the articles, doesn't that just mean blogging is just a waste of resources?

We're always quick to reassure those who ask that blogging is a necessity: it improves your search engine rankings, helps bring authentic personality to your company and brand, establishes you as an expert, and allows you to directly address and engage with your audience. 

And to make sure you get readers, we often suggest publishing a mix of blogs that relate directly to your business and its product and service offerings, as well as a few that may not tie directly into your business, but are still relevant and informational, providing value to readers in the form of education.

I always knew it in theory, but I recently learned firsthand that that education is priceless. Or, in my case, it was valued at about $180 and my dignity. You see, if it were not for a blog article, I would have fallen victim to a Craigslist scam.

Thanks to that blog, I not only saved a couple hundred dollars... I managed to get out of the situation with my dignity intact.

If you've ever doubted the value of blogging, I hope my little fiasco here will change your mind.

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Posted by Michelle Phillips on September 14, 2017 in Content Marketing, Blogging | 0 Comments