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.
Recent Posts by Erin Durham
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?
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.
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.
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’?”
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?
American Bedding Manufacturing is a family-owned company that manufactures and distributes high-quality bedding to camps, shelters, colleges, and other organizations on a national scale.
In 2014, Waypost Marketing officially became a HubSpot Partner. Last year, we achieved Gold-tier status, and we feel that we're pretty much safe in calling ourselves "HubSpot experts."
We've run across a few firms in our industry calling themselves HubSpot partners, but—and I mean this with all due respect—they're just not in the same league.
Often, they don't even utilize HubSpot's marketing automation software for themselves and haven't shown any demonstrable success in using the platform on behalf of their clients.
They simply haven't put in the investment of time needed to really dig in and both understand HubSpot's products and services, or utilize them effectively. Unfortunately, that means they definitely won't be able to get you the level of reward that you deserve.
While these companies can seem more affordable on the surface, there's a reason we charge what we do. We have learned first-hand that you cannot dabble in Inbound Marketing—it takes a lot of time, a lot of knowledge, and a lot of talent... and most of all, it takes learning how to achieve success through experience.
Here are 7 reasons why you want to work with a bona-fide, experienced HubSpot partner (and Waypost in particular).
We’ve talked a lot recently about all the work that goes into Inbound Marketing, from the initial research and strategy development to actually executing all the many, many moving pieces. One thing we’ve alluded to, but not really discussed yet, is analysis, reporting, and adjustment.
Inbound Marketing relies heavily on marketing automation, so it may seem a bit paradoxical to have to stay so hands-on throughout the entire process, but the reality of the situation is that Inbound Marketing is not a Crock-Pot—there is no set-it-and-forget-it option!
Reporting and analysis are vital parts of your marketing strategy—parts that are easy to overlook—and they are the corners that are the easiest to cut when your marketing manager is overwhelmed.
You can drive and drive all day long, but if you’re not following your map, you could have taken a wrong turn 6 hours ago and ended up somewhere completely different from your intended destination—and you’ve wasted a lot of time and gas.
Inbound Marketing works the same way. You can spend tons of time developing personas, identifying goals, and creating and executing a strategy, but if you’re not generating the leads, then all that time and effort is wasted.
To keep your marketing strategy rolling on the track that will accomplish your goals, you must stop and evaluate your progress at regular intervals, figure out what’s working and what isn’t, and adjust your strategy.
The following issues are signs that you need to correct your course before you go too far off track:
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.