Recent Posts by Michelle Phillips

Do You Want to GROW Your Business (Or Do You Just Want to Make More Money)?

 

I recently realized that there might be a disconnect when we ask our partners, "Do you want to grow your business?" Who is going to say no to that? A growing business means you're making money and staying busy—every business owner's dream!

When we talk about growth, we don't mean just making more money while going about business as usual. To us, true growth is so much more than that. Growth isn't always pretty, easy, straightforward, or obvious.

It's not a train ride, it's a roller coaster (and that means something different to everyone). 

Allow me to explain:

Read More

Posted by Michelle Phillips on May 15, 2018 in Growth | 0 Comments

Who Are You Trusting With Your Brand?

 

Your success as a small business owner is the result of years of hard work and trust-building within your community. You've worked day and night to make a name for yourself and to build a brand that's associated with quality products, trustworthy service, and overall reliability.

The people you hire should also have a deep-seated understanding of your business' core values, goals, and standards, as your team is a further reflection of your brand.

So, before you contract your sister's neighbor's son who makes websites in his basement after his shift at Pizza Hut, or hire your cousin who runs a foodie Instagram account that has a few thousand followers, take a moment to reflect on all the work you've put into crafting your business and your brand.

Ask yourself, "Are they the right fit for this position and this company? Do I trust them with my brand?"

Read More

Posted by Michelle Phillips on May 8, 2018 in Digital Marketing, Web Design | 0 Comments

With Web Design and Marketing Services, You Get What You Pay For

 

Let's say your company is looking for a new web design and digital marketing agency. You put out a request for proposals, and a few agencies respond back with their strategies and pricing. The strategies all look comparable, but pricing is all over the map—"Company 1" quoted the website at $3,000, their marketing services were only $800 dollars a month, and you can cancel at any time; meanwhile, "Company 2" priced the new site at $8,000 and went on to ask for a 12 month commitment for marketing activities that ran an additional $4,000 thousand dollars per month.

If both companies are offering roughly the same services (for the sake of this scenario, let's say both companies quoted you for blogging, social media, landing page creation, and email newsletters), why not go for the cheaper one? After all, if Company 2 can do it for that price, why can't Company 1?

Clearly they're just trying to price gouge you, right?

Not so much. As with virtually everything in life, you get what you pay for.

Let me show you what I mean:

Read More

Posted by Michelle Phillips on April 18, 2018 in Digital Marketing, Web Design | 0 Comments

We're Achieving Strong Ratings and Reviews on Clutch.co!

 

From time to time we like to talk about the products and services we use and the partnerships we maintain—Our Great HubSpot Experiment (Part 1 and Part 2), Tools of the Trade: Our Favorite Marketing, Productivity, and Organization Apps, and Why Work with a Certified Google Partner? for example. Well, the time has come for another one of those articles because we’ve recently joined Clutch.co: a ratings and reviews agency located in D.C.

For each firm on the site there is an intensive research process which takes into consideration over a dozen unique factors. Chief among these factors are Clutch’s direct conversations with our valued clients. In interview-style phone calls, clients delve into the services offered, results of our engagement, and our firm's project management skills.

Read More

Posted by Michelle Phillips on April 12, 2018 in Case Studies | 0 Comments

Tools of the Trade: Our Favorite Marketing, Productivity, and Organization Apps

 

It takes a lot to make Inbound Marketing work, and I'm not just talking about content creation and SEO. Success for our clients takes varying degrees of planning, meeting, scheduling, drafting, creation, publishing, and invoicing, and each of those tasks have their own info and processes, and of course it all varies from client to client as well.

In order to keep everything straight and keep chaos from ensuing, we have some incredible tools that help us excel in all that we do. What does it take to keep this engine running? Take a look into our toolbox:

Read More

Posted by Michelle Phillips on September 28, 2017 in Discovery, Analysis, and Planning | 0 Comments

How A Blog Article Saved Me $180 and a Lifetime of Embarrassment

 

Prospects and clients often ask if they really need to invest time, money, and effort into blogging. After all, what if no one reads the articles? And if no one is reading the articles, doesn't that just mean blogging is just a waste of resources?

We're always quick to reassure those who ask that blogging is a necessity: it improves your search engine rankings, helps bring authentic personality to your company and brand, establishes you as an expert, and allows you to directly address and engage with your audience. 

And to make sure you get readers, we often suggest publishing a mix of blogs that relate directly to your business and its product and service offerings, as well as a few that may not tie directly into your business, but are still relevant and informational, providing value to readers in the form of education.

I always knew it in theory, but I recently learned firsthand that that education is priceless. Or, in my case, it was valued at about $180 and my dignity. You see, if it were not for a blog article, I would have fallen victim to a Craigslist scam.

Thanks to that blog, I not only saved a couple hundred dollars... I managed to get out of the situation with my dignity intact.

If you've ever doubted the value of blogging, I hope my little fiasco here will change your mind.

Read More

Posted by Michelle Phillips on September 14, 2017 in Content Marketing, Blogging | 0 Comments

Introduction to Facebook Lead Ads

 

It seems like we haven't gone a day in the last month or so without being asked about Facebook Lead Ads.

With so much buzz surrounding this new paid advertising tactic, we thought we'd take this opportunity to explain what Facebook Lead Ads are, how they work, and why they're beneficial for both the advertiser and the consumer!

Read More

Posted by Michelle Phillips on July 27, 2017 in PPC Advertising | 0 Comments

Project Discovery Part 2: Analysis, Strategy, and Planning

 

Okay, so, we've sat down, we've heard all about your business, the products and services you offer, and who's buying them. Now it's time for us to turn all of that information into a marketing plan that will bring you the quality leads you've been hoping for. Usually all this happens behind closed doors, but because I like you I'm going to give you a "behind the curtain" peek at how Waypost handles post-project discovery analysis, strategy, and planning.

But first, allow me to set the scene:

Read More

Posted by Michelle Phillips on April 20, 2017 in Discovery, Analysis, and Planning | 0 Comments

14 Digital Marketing Metrics You Should Be Keeping an Eye on

 

Last week we mentioned that in addition to tried-and-true consulting firms who truly have your best interest at heart, there are also less-than-savory consultants out there who send you bogus reports from cockamamie websites trying to prove to you that your website is on its last leg and you simply cannot go another day without their expertise.

Unfortunately, to the untrained eye, these dummy reports and smooth-talking salesmen can look pretty compelling. 

If you start looking into your own stats—from reputable sources like Google Analytics or your marketing automation software—you'll be familiar with your company's data, and therefore you should be a little better about being able to pick out the professional companies from the snake oil salesmen.

So, while this isn't necessarily a comprehensive list, looking at these metrics is sure to give you at least a high-level overview of how your marketing efforts are going:

Read More

Posted by Michelle Phillips on March 30, 2017 in Discovery, Analysis, and Planning | 0 Comments

Managing Your Marketing Expectations with SMART Goals

 

It's good to set goals, right? Goals give you something to strive for, something to drive you to keep improving and moving forward, and something by which you can measure success. With that being said, we know that when you commit to a marketing plan, you're going to have some goals in mind that you want to achieve which is great but...

I hate to break it to you, but you aren't going to get a 200% increase in social media interaction on Facebook when you only have 10 followers and are only posting every once-in-a-whenever-you-remember. If you want to actually achieve the goals you set, it's not enough to just set a goal or two you think sound nice, you have to put some thought into your goals and turn them into S.M.A.R.T. goals.

"Hey, that looks like some kind of acronym!" you're probably thinking. That's because it is some kind of acronym! Check out what it stands for:

Read More

Posted by Michelle Phillips on March 16, 2017 in Internet Marketing, Digital Marketing, Inbound Marketing | 0 Comments