Waypost Marketing | Blog

How To Leverage Remarketing and Retargeting To Keep On Winning the ZMOT

 

So you implemented a content marketing strategy and you’re starting to catch your prospects at the Zero Moment of Truth. The problem is, your product or service is a big purchase, and it almost always takes a prospect several months to choose a vendor… or even reach out for some information.

What can you be doing in the meantime to keep your brand top of mind with a prospect who is in the beginning stages of research? They’re not ready to be sold to, and they haven’t even downloaded any of your premium content. In fact, they may not have done anything more than visit your website and look around a little bit. 

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Posted by Doug Fowler on February 13, 2018 in Internet Marketing, PPC Advertising, Digital Marketing | 0 Comments

4 Mistakes To Avoid When Building Buyer Personas

 

We’ve mentioned before the importance of buyer personas when building your inbound marketing plan. In short, a buyer persona is a semi-fictional construct of the type of buyer or buyers you’re marketing to. They’re easy to put together — you can find templates for building them on Hubspot for free — and will give you a much better and more focused way to look at marketing strategies from the ground up.

Buyer Personas are fairly simple to put together and we've talked before about how to put them together, we've learned the hard way that it's easy to make some common mistakes that will end up wasting time in the long run. Here are a few common mistakes to avoid when building your buyer personas.

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Posted by Katherine Faulk on February 8, 2018 in Internet Marketing, Inbound Marketing | 0 Comments

5 Ways I Know Your Website Design Doesn't Do the Job for You

 

As a digital marketing company, we look at websites all day every day. Some websites are great, some are abysmal, and most are somewhere in between.

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Posted by Erin Durham on February 7, 2018 in Web Design | 0 Comments

Your Marketing Strategy Won't Work Without This Step

 

So you’ve started building your content marketing strategy, and you think you’ve got it all pulled together. You know what product or service you're hoping to sell, you've set up your story, and you know what social media platforms you're looking to use. You've set up your Instagram account, and you’ve brainstormed a list of blog topics based on keywords you need to target.  

You’re ready to start writing and watch the leads roll in!

Here’s the question I have for you:

Who are you talking to?

Oh I know — you’re talking to your readers. Your target market. The people who are interested in the solution you provide.

But who are they?

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Posted by Erin Durham on February 5, 2018 in Inbound Marketing | 0 Comments

The Business Owner's Guide to Reaching the Zero Moment of Truth

 

Many companies resist the idea that they should outsource their marketing department, believing that no one outside the company could possibly understand their business as well as they do. 

We totally get it - you're the expert on what you do! That expertise is, after all, why your company is the best option your prospects have for finding the product or service to solve their particular problem. 

Unfortunately, this "we stand alone" belief can get some businesses into hot water. The business owner may try to handle content production on their own, or hire a single marketing manager and expect them to handle all of the marketing initiatives for the whole company! That's three to five jobs rolled into one, and it can lead to substandard content production or employee burnout.

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Posted by Erin Durham on February 2, 2018 in Digital Marketing | 0 Comments

The Emergence Of The ZMOT

 

The Tale Of ZMOT, FMOT, and SMOT

Unfettered access to information has forever changed the way consumers make their buying decisions. This means that if they change the way they choose a product, the way you sell a product should also change.

According to Google research, 88% of US customers are researching online before actually buying the product. Instead of hoping to catch your buyers in the last phase of the buyer’s journey, you should now be a part of that journey from the very beginning, at the Zero Moment of Truth.

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Posted by Erin Durham on February 1, 2018 in Digital Marketing, Inbound Marketing, Storytelling, new buyer mentality | 0 Comments

Crafting a Content Strategy That's Smart

 

There are two ways to produce content — sporadically or strategically. While there's a lot of freedom in sporadically creating content based on whatever comes to mind in the moment, treating content this way is like planting a garden based on whatever seed packets your hands happen to grab. You're getting the job done by planting a garden, but you have no result predictions or goals.

There's a better, smarter way, and we want to help you find it. Planning and strategizing is what sets engaging content apart from aimless content. A plan helps you produce marketing material that makes sense in its timing, its placement, and to its audience. Ready to start getting smart? Let's go.

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Posted by Heidi Willard on January 30, 2018 | 0 Comments

What Is Premium Content And Why Does Your Content Marketing Strategy Need It?

 

We talk a lot about content marketing, that is, creating content to nurture prospective buyers through their research process in order to educate them about their problem, the available solutions, and the best providers of those solutions.

We also talk about creating lots of different types of content to market on multiple platforms. This makes sense, right? Different people absorb information in different ways, so having a good mix of web copy, video, etc. is a good idea.

People also go looking for information in different places, so it’s only logical to create content suitable for LinkedIn, which needs to be different from content suitable for Twitter, which is different from Instagram, which is different from your company blog, which is different from your website home page, and so on.

That’s a lot of different types of content, so you may be wondering, “What’s so special about Premium Content? What makes it ‘premium’?”

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Posted by Erin Durham on January 26, 2018 in Content Marketing | 0 Comments

Why is Your HubSpot Content Failing You?

 

So, you’ve gotten on the Inbound Marketing train, and you’re slowly but surely getting the giant machine rolling. You bought the HubSpot subscription and you’re getting familiar with the software. You’ve been pouring all of your blood, sweat, and tears into creating what you think is great content — content that you’re sure people can’t wait to engage with you about!

Then you look at your engagement data. *crickets*

What’s this about? Your content is amazing! Why is your HubSpot content failing you?

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Posted by Erin Durham on January 24, 2018 in Content Marketing | 0 Comments

Increase Revenue Without Spending More on Marketing

 

By now, you probably already have established plans to grow your revenue in 2018.  These plans likely include a mix of different initiatives aimed at attracting more leads and new business, and odds are good all these different initiatives cost money.

What if you could also generate an additional 10% in revenue without spending another dime on marketing?

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Posted by Doug Fowler on January 23, 2018 | 0 Comments