Recent Posts by Michelle Phillips

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:

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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.

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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!

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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:

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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:

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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:

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

Digital Marketing's 7 Deadly Sins

 

So your company wants to implement a digital marketing strategy... Congratulations, that's a really smart move AND you've come to the right place! You may already have an idea of what you'd like to accomplish with digital marketing and how, but once you get started, it can be easy to start wanting and expecting results that aren't realistic. Before that can happen, check out digital marketing's 7 "deadly" sins so you'll know what to expect, avoid, and how to react to situations you might experience when you start marketing online.

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Posted by Michelle Phillips on January 21, 2016 in Digital Marketing | 0 Comments

I Love My Job (and I'm Only Technically Being Paid to Say That Because I'm on the Clock Anyway)

 

Do you find yourself reading all of our blogs and social media posts and thinking to yourself, "Man, these people are so smart and great, I wonder what it's like to be a part of that #WaypostLife?" Well you're in luck my friend, because I'm here to tell you everything!

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Posted by Michelle Phillips on December 14, 2015 in Waypost Life | 0 Comments

No Lights. No Camera. Just Action.

 

We have talked about and showed you the importance of being there for consumers in the Zero Moment of Truth, but what's next? You put a lot of time and effort into crafting your content and perfecting your SEO so it can easily be found, but how do you get your potential customers to take the next step and become paying customers? It's easy — you tell them EXACTLY what you want them to do. Every piece of content you produce should include a call to action (CTA) that tells the consumer what it is they need to do next.

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Posted by Michelle Phillips on December 9, 2015 in Content Marketing | 0 Comments

Your Inbound Marketing Glossary

 

Inbound marketing? SEO? PPC? Are you trying to get your business out there, but just can't quite keep the lingo straight? Don't worry — we know it's a lot to keep track of and we want to help you. We've compiled a list of several terms you'll hear in the digital marketing world and what they mean so you can have everything you need to know all in one place... A marketing study guide, if you will!

Your One-Stop-Shop for Marketing Lingo

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Posted by Michelle Phillips on November 10, 2015 in Inbound Marketing | 0 Comments