Recent Posts by Katherine Faulk

5 Digital Marketing Best Practices for Law Firms


Few industries are as heavily-regulated when it comes to their words and actions online as law offices and law firms. Many lawyers hesitate to do anything online beyond a basic website and the occasional Facebook post, worried that being too active, casual, or even just too interesting could lead them to be subject to review or even potential punishment.

There are tons of opportunities out there attorneys to find new clients by utilizing Inbound Marketing! It just takes a bit of finesse and a lot of strategy.

We have 5 digital marketing best practices for law firms to help you get started. 

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Posted by Katherine Faulk on April 19, 2018 in Digital Marketing | 0 Comments

5 Bad Habits Your SEO Company Is Hiding From You


Digital marketing is always changing, rapidly adapting to shifting consumer trends and access to new technologies. This makes it exceptionally easy for those with... well, let's just call it less-than-altruistic intent to try to hop in and make a few bucks without actually providing any lasting value for business owners like you.

Wondering if there are any signs your SEO company is a scam that you should watch out for? There absolutely are, and we've put together a list of bad habits your SEO company might be hiding.

Protect yourself—and your business—by knowing what to look for.

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Posted by Katherine Faulk on April 17, 2018 in Search Engine Optimization | 0 Comments

VIDEO: Does Marketing Automation Work For Luxury Brands?


Previously, we looked at the importance of building Buyer Personas in luxury brand marketing. Buyer Personas set a solid foundation for your content marketing strategy by taking into account two of the biggest differences between the Luxury Living Buyer and other niche markets: a longer time needed for consideration and research, and a mindset that prioritizes value over price.

When your business depends on luxury buyers, you can't just sit back and wait for their money to come to you. The mission of your marketing team is to prove the value behind your pricing structure, using proven content marketing strategies that meet your prospective customers right where they are. 

These strategies often involve some serious time investment, and one cost-effective solution to that problem is marketing automation. How can using automation help you reach a buyer who is searching for very specific answers to their important questions?

Let's start with a (very) short video.

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Posted by Katherine Faulk on April 5, 2018 in Marketing Automation | 0 Comments

VIDEO: Buyer Personas And How to Sell Expensive Products


Most of the information you'll find online about Buyer Personas, Inbound Marketing techniques, and digital marketing strategy seems to focus primarily either on B2C industries like retail shopping and restaurants, or it's geared towards high-level B2B marketing like IT support for corporations.

There's one set of industry categories being totally left out in the cold: Inbound Marketing for luxury products.

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Posted by Katherine Faulk on March 29, 2018 in Inbound Marketing | 0 Comments

Marketing Tips for Luxury Living: How to Sell an Expensive Product


 Many companies that sell higher-priced products or services have felt increasing pressure to get involved in a "race to the bottom" when it comes to pricing. We're constantly hearing that customers just won't pay what a product is worth these days or that companies must try to compete with discount stores or they'll never sell anything at all.

We're here to tell you that, contrary to popular reasoning, the idea that you can't compete without in-the-gutter low pricing just. isn't. true.

Higher-priced and higher-valued products and services do sell, and companies can absolutely embrace prices that reflect the value of their products without compromising their bottom line. You'll just need to tweak a little bit of your digital marketing strategy to reflect the unique ways consumers interact with luxury brands and what they're really searching for.

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Posted by Katherine Faulk on March 27, 2018 in Digital Marketing | 0 Comments

Does Personalized Content Work for B2B Marketing?



Inbound Marketing sites often helpfully provide lots of advice on using personalized content for Business-to-Consumer industries—like retail shopping or restaurants—which is great for those businesses, but what about B2B?

There are big differences in what B2B prospects prioritize when it comes to their purchasing decisions, but that doesn't mean you should abandon the "personal touch!"

How can you successfully personalize B2B marketing? Let's take a look.

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Posted by Katherine Faulk on March 22, 2018 in b2b marketing | 0 Comments

3 Things You Didn't Know About Inbound Marketing for Luxury products



While the Inbound Methodology is invaluable for many products and services at just about every potential price point, Inbound marketing for luxury products definitely calls for a different frame of mind.

Luxury isn't required for meeting your basic needs. It's more of an investment in a person's lifestyle and happiness. Think of the difference between your average little charcoal grill and a fully-equipped outdoor kitchen. You might not require that outdoor kitchen area, but it allows you to entertain effortlessly in comfort and style.

While only 15% of customers would describe themselves as loyal to a specific brand or company, that small percentage of potential customers could be responsible for up to as much as 70% of your sales. When thinking about how to sell a luxury product through Inbound Marketing, there are a few facts you might find surprising:

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

How to Sell a Luxury Product Through Inbound Marketing


Trying to sell an expensive product or service, but you're having some trouble finding buyers? It might not be the price you're charging. In fact, research into Inbound Marketing for luxury products has shown that quality and value are the first things that consumers are looking for, and price increases alongside simultaneous improvements to quality have actually boosted marketing impact for brands in the past.

While we're not exactly suggesting you charge more right away, we are saying to take a closer look into the behavior and thought processes involved in the choice to purchase a luxury product or service, and tailor your digital marketing strategy to fit what works.

Here are four expert tips for marketing luxury products online:

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Posted by Katherine Faulk on February 27, 2018 in Inbound 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

Waypost's Favorite Places to Grab Lunch in Greenville, SC (With a Catch)



The team here at Waypost Marketing is always ready for food. There are days we're plotting where to head out for lunch before most workplaces have even finished the first pot of coffee, and we've been known to stand outside staring forlornly in while waiting for a restaurant to finally open up... at eleven.

Whether you're searching for the perfect cup of coffee in Greenville or for a bowl of Vietnamese pho for a rainy day, we've got you covered.

While Woodruff Road and Downtown Greenville tend to get all the press for new restaurants, some of our favorites are located off the beaten path or even out of town. Today, we're taking a look at everyone's favorite place to grab lunch in Greenville, but with a catch - it can't be on Woodruff Road, and it can't be downtown.

Let's see what everyone had to say.

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Posted by Katherine Faulk on November 22, 2017 in Life in Greenville, SC | 0 Comments