Posts in digital-marketing

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

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:

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

Facebook's Privacy Blunders are going to Affect Your Business

 

In March 2018, the world learned that the private data of over 50 million Facebook users was secretly harvested by Cambridge Analytica and used on behalf of the Trump campaign to influence the 2016 presidential election. (We've since learned it was closer to 87 million users whose data was compromised.) For some, these revelations didn't come as a shock — Facebook, after all, is a business built around personal data collection — but for many, these revelations prompted a profound awakening. First, to the fact that Facebook and other social media platforms are collecting more data than we realize. Second, to the fact that Facebook isn't necessarily keeping that data a secret. And third, to the fact that our data may seem inconsequential, but can be used to do extraordinary things — like choose the next president (whether we vote for that candidate or not).

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Posted by Sam Gerdt on April 13, 2018 in Digital Marketing, Facebook, Hubspot | 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

How To Leverage Remarketing and Retargeting To Keep On Winning the ZMOT

 

So you implemented a content marketing strategy and you’re starting to catch your prospects at the Zero Moment of Truth. The problem is, your product or service is a big purchase, and it almost always takes a prospect several months to choose a vendor… or even reach out for some information.

What can you be doing in the meantime to keep your brand top of mind with a prospect who is in the beginning stages of research? They’re not ready to be sold to, and they haven’t even downloaded any of your premium content. In fact, they may not have done anything more than visit your website and look around a little bit. 

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Posted by Doug Fowler on February 13, 2018 in Internet Marketing, PPC Advertising, Digital Marketing | 0 Comments

The Business Owner's Guide to Reaching the Zero Moment of Truth

 

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.

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Posted by Erin Durham on February 2, 2018 in Digital Marketing | 0 Comments

The Emergence Of The ZMOT

 

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.

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Posted by Erin Durham on February 1, 2018 in Digital Marketing, Inbound Marketing, Storytelling, new buyer mentality | 0 Comments

4 Digital Marketing Tactics for Manufacturing Companies

 

Many manufacturing companies use traditional marketing, word of mouth, and trade shows to reach new prospects. These tactics may still work, but there's a problem: B2B buyers spend more than 70% of their time doing research online before ever contacting a company.

B2B buyers are more educated about options and solutions than ever before due to the vast amount of information at their fingertips via the internet. Plus, they can do all this research on their own schedule. What we're saying is they are in control of the sales process before you even know they exist.

Key Takeaway for B2B Manufacturing Companies: If you have a limited online presence, then you're missing out on a huge opportunity. You likely have no idea how much opportunity is passing you by. We see it time and again with manufacturing clients that we partner with.

So, let’s look at four best practices that allow companies to leverage the power of inbound marketing.

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Posted by Doug Fowler on November 16, 2017 in Digital Marketing, Inbound Marketing | 0 Comments

5 Must-Haves for an Effective Marketing Campaign

 

Putting together an effective marketing campaign takes a lot of work. There are a lot of moving pieces that all need to come together into one cohesive product that works flawlessly to accomplish your pre-planned goals.

In order to build a campaign that is synchronized and effective, you need some basic (although complex and well thought-out) components.

Here are 5 of the most important things you’ll need when crafting an effective marketing campaign.

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Posted by Ryan Potvin on November 9, 2017 in Digital Marketing, Integrated Marketing Communication, Content Marketing, Personas | 0 Comments

7 Reasons To Work With A REAL HubSpot Partner

 

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).

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Posted by Erin Durham on November 2, 2017 in Digital Marketing, Hubspot | 0 Comments