Recent Posts by Katherine Faulk

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

Do You Feel Like You're Failing at Hubspot?


Did you purchase HubSpot and it’s just not producing the qualified leads you’ve been hoping for? Do you feel like you tried HubSpot and failed?

Let us reassure you—you’re not a failure. Neither is HubSpot.

Sometimes we find that you and your software platform just aren't on the same page, and you need to bring your strengths into alignment. Analyzing what did work for you—and what didn’t—during your Hubspot experience could help you improve your performance and make HubSpot the software solution you need to help your business grow and succeed.

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Posted by Katherine Faulk on October 27, 2017 in Hubspot | 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

Do Digital Marketers Still Use Yelp?


There was once a time where every business wanted to ensure they had a listing on Yelp, and the website was considered an essential part of a strategy for getting your business noticed by the public.

Lately it feels like enthusiasm for the site has fallen by the wayside.

Do digital marketers still use Yelp for their clients? Is buying advertising on Yelp really worth the cost? 

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Posted by Katherine Faulk on September 7, 2017 in Digital Marketing | 0 Comments

Content Marketing for B2B Companies: What to Do When Your Client's Business Seems Boring


One of the unique challenges of content marketing for B2B companies is figuring out how to put together exciting digital marketing content on behalf of a client whose business maybe doesn't excite you.

Whether you're a digital marketer working within a large agency or you're a freelancer striking out on your own, you may be wondering, How can I market effectively on behalf of a client when thinking about their business feels like watching paint dry?

I'm going to stop you right there, marketing friend. There is no such thing as a boring client! It's all about your attitude and whether or not you're willing to put in the time and effort necessary to develop the enthusiasm you're currently lacking.

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Posted by Katherine Faulk on August 24, 2017 in Content Marketing, Storytelling | 0 Comments

3 Tips for Local Marketing When You're Not Exactly Local


If you work for an Inbound Marketing agency or do freelance work in digital marketing, you probably don't only work with clients in a single zip code, right?

When you maintain a client base that includes businesses located throughout the country like we do, it's essential to put the work in to be an expert in everything. That doesn't mean just knowing where to use industry words and terminology, but also how to sound like you're right on site with the client, crafting this exceptional content out of their office.

Otherwise, everything you write will seem stilted and unnatural, and it can undermine your client's position of authority in the minds of their potential leads.

We have three tips on how to ace local marketing, even when you're so far away... (cue the Carole King — it's that kind of day.)

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Posted by Katherine Faulk on August 4, 2017 in Content Marketing, Storytelling, Blogging | 0 Comments