Posts in storytelling

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

Determining Your Differentiators: Why Should I Choose YOU?

 

One of my favorite things about my job is getting to listen to business owners talk about their businesses.

No, I’m not being cheesy.

When I sit and listen to business owners talk about the thing that they have made a successful living out of, I hear their passion for helping people. I see their faces light up. I feel their conviction that they are really doing something good in the world by providing this product or service to those who need it, and their determination to be the best at solving the problems of the people they help.

It’s contagious.

Usually, I am not brought in until it’s time to start planning the project and figuring out the strategy. During that initial meeting, I am there to learn about the business—what they do, how it all works, etc. Most clients have tons to say about their business, and I’m always happy to listen.

Once they get done with their initial spiel, it’s time for me to start filling in gaps.

The first—and my favorite—question I ask most clients when I sit down to parse out their business strategy is, “Why should I choose you?”

I can find out a lot of information from the responses I get to this question, but what I’m really asking you to do is to sell me on your company. Convince me that you are the right choice for me. How you do this helps me determine how I’m going to sell you online.

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Posted by Erin Durham on December 23, 2016 in Storytelling | 0 Comments

What is the New Buyer Mentality or The Tale of “ZMOT, FMOT & SMOT”

 

Information is power. Let’s agree to agree on this. Everything we do here at Waypost—every social media post, blog article or campaign—is based on information, data, statistics, or other informal sources of knowledge. But we, an inbound marketing agency, are not the only ones doing it.

Information … or rather access to information has forever changed the way consumers make their buying decisions. And, of course, if they change the way they choose a product, your sales and marketing processes should also change.

According to a Google research, 88% of US customers are researching online before actually buying the product. So, 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 Larisa Aslanyan on May 24, 2016 in Digital Marketing, Inbound Marketing, Storytelling, new buyer mentality | 0 Comments

Storytelling: Not Just For Children Before Bedtime

 

People spend the better part of their day staring at some type of electronic device – be it a computer, a tablet, a phone, or even a smart watch. All that time spent on electronic devices means exposure to countless brand messages per day, so it can be hard to really make your message stand out. One great way to try to break through the clutter is to stop trying to sell your products/services and instead tell stories about them that speak to the consumers’ emotions and needs. Now I don’t mean you should start telling tall tales — just be honest and show how your products/services fit into consumers’ lives.

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Posted by Michelle Phillips on July 13, 2015 in Inbound Marketing, Content Marketing, Personas, Storytelling | 0 Comments