Recent Posts by Erin Durham

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

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

What To Expect During A Project Discovery Meeting

 

The project discovery phase is so much fun for me. This is where I sit down for the first time with a business owner and I listen to them talk about their business. Their business is something they love, it’s what they’ve put their life’s work into, and it fulfills them on a lot of levels. They are contributing to something greater than themselves; they’re building their legacy.

Their enthusiasm is contagious.

I learn so much in these meetings, and I get to learn about so many different industries. I am always fascinated.

My objective during the discovery phase of a new project is not simply to be dazzled by a passionate business owner, however. I’m there to discover the end goal. Does this seem like I’m putting the cart in front of the horse? Allow me to explain.

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Posted by Erin Durham on April 13, 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

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

Determining Your Differentiators: Why Should I Choose YOU?

 

One of my favorite things about my job is getting to listen to business owners talk about their businesses.

No, I’m not being cheesy.

When I sit and listen to business owners talk about the thing that they have made a successful living out of, I hear their passion for helping people. I see their faces light up. I feel their conviction that they are really doing something good in the world by providing this product or service to those who need it, and their determination to be the best at solving the problems of the people they help.

It’s contagious.

Usually, I am not brought in until it’s time to start planning the project and figuring out the strategy. During that initial meeting, I am there to learn about the business—what they do, how it all works, etc. Most clients have tons to say about their business, and I’m always happy to listen.

Once they get done with their initial spiel, it’s time for me to start filling in gaps.

The first—and my favorite—question I ask most clients when I sit down to parse out their business strategy is, “Why should I choose you?”

I can find out a lot of information from the responses I get to this question, but what I’m really asking you to do is to sell me on your company. Convince me that you are the right choice for me. How you do this helps me determine how I’m going to sell you online.

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Posted by Erin Durham on December 23, 2016 in Storytelling | 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