How Waypost Marketing Got Me into Inbound … And Why Do I Love It?
Digital marketing is just one big fat scam, it’s spammy and fake.
So, do you lie for a living? You must be a marketer?
So, what is digital marketing, really? Isn’t that basic stuff I can do too?
… and my personal favorite
All marketers are liars (there is even an entire book by Seth Godin about this)
I can continue this list to eternity, if you have the time. And you probably already guessed, I’m a digital marketer who is about to convince you that digital marketing not only does work, but is also so ethical you should start investing your money in it right away.
You are right; I AM going to convince you that digital marketing works and that it can be ethical, but I’ll leave the decision on investment up to you and would advise you to conduct a thorough research before you commit to it.
First off, let’s agree to switch the term “digital marketing” to “inbound marketing.” Isn’t that the same thing, you might ask? Inbound marketing is a way of doing digital marketing, it’s a methodology, a kind of strategy. You will come across many marketers and agencies doing only outbound marketing (a more aggressive and short-term strategy) and companies, like Waypost Marketing, offering only inbound marketing.
In fact, in a matter of 3 months, Waypost Marketing convinced me that there is no better way of doing marketing for businesses than the inbound methodology. But, let’s start from the beginning.
How I Got into Waypost Marketing?
If you want a real picture of what happened a few months ago when I first entered their office, picture this.
Picture a very hungry (almost starving) digital marketer in search for the next challenge and a new learning process. That’s me.
During my stay in South Carolina, I started my quest of my next big challenge from a place where we all go when in trouble …. Google.
What’s ironic about my search is that I went through the same phases as you, a regular user, usually go after you’ve realized you need some help. You google, and then start picking at the first few pages of the search results, then get bored of the list, and google again, each time with a fresh new keyword in the search bar.
I found Waypost Marketing pretty quickly (nice SEO work, there) and, even more, stayed on their website longer than on the websites of other companies just because it was very human-friendly to browse (yes, we marketers are humans too). I ended up with an interview with the president of the company, Doug Fowler, and that’s also how I learned about inbound marketing.
Inbound Does Work
For all those who are new to internet marketing, inbound methodology is based on producing, distributing and promoting educational and helpful content for those who search for it (preferably, your buyer personas). It means that instead of going after buyers who may or may not need your service, you target users who are already aware of their problems or needs. There is no intrusive advertising, sales pitches, overly promotional copies involved. It all comes down to “We are here, producing awesome content that will help you solve your problem, and if you would like to know more, talk to us.”
It is that simple and effective.
And really, if you have a business, pause for a moment and think; if you’re offering the services you offer, people probably need it (otherwise you’d be out of business long ago). Why do you spend your resources trying to catch customers blindly, when you can spend the same resources on reaching out the people who are more likely to buy from you?
Another reason why inbound works much better than anything else is because of it’s long-lasting quality. Advertising lasts as long as you pay for it to last. Once it stops, the process also stops, and you are left with a few prospects and nothing else. In case of blogging (the centerpiece of the inbound), the content you develop keeps on attracting visitors to your website months and years after it goes live. The more content you publish, the more you increase the chances of being found.
To sum up, outbound marketing is all about short-term attacks on the online users. Inbound marketing is about building on the chances of being found. Want to see growth? Produce more content, and focus on quality rather than quantity.
Once you’ve been found and users are enjoying your blog posts, come up with other content-based offers to turn your visitors into leads, and then … you know the rest … leads into customers.
So, when business tell me they don’t want to focus on inbound marketing, there are three possible ways I can understand that:
- They have never done inbound before and they are not well familiar with the concept
- They have never done inbound properly before, i.e. they didn’t have the patience to wait at least 6 months to see tangible results in the form of sales
- Their outbound marketing company keeps insisting that better results are coming (Amen to that!)
In fact, when you think about it, inbound marketing does sound logical. We all have smartphones and Internet access today. The moment we have a question, we google it. Did our TV just turn black, you google … why your car won’t start, you google … what to wear tonight at the party, you … OK, you might pinterest that one. But the logic is simple, people are looking for information before they are ready to buy, and the best way to eventually sell your service and gain customers is simply giving them what they want: information.
That’s really all there is to it, doesn’t it sound …. well, ethical? Of course, it does!
How Does Waypost Manage to Stay Creative
Staying creative is easier done than said. Sometimes it is hard to escape the daily tasks and dive into the creative capabilities of your brain, but how Waypost handles the issue is another logical investment you should start considering. They employ marketing automation. A single platform, a kind of gateway for all their marketing efforts, so that their employees can tackle into strategy and creativity while the software performs the minor tasks like gathering analytics, email marketing and your content calendar.
Thanks to the marketing automation software, they are never late on their social media posts, the blog posting frequency, the monthly newsletters or an information request from a visitor, because timing can be a game-changer. Their campaigns run smoothly every single time, because after careful planning, every step has been automated.
You’d be surprised how creative a person can get if they are liberated from mundane and useless tasks a machine can carry out. Being the newcomer in the team, I am still enjoying the unique way of thinking their staff displays during meetings and brainstorm sessions. Believe me, there is some serious action and creativity in the air.
If you still doubt that digital marketing can be both efficient and ethical, I strongly suggest you read this free ebook on “Zero Moment of Truth.”
The Zero Moment of Truth is a concept introduced by Google and indicates the exact moment a user goes online to research their problem/need and get their questions answered. And we all do that, don’t we? Read how businesses can benefit from this process and extend their marketing a level further.
Download their new free ebook on “Zero Moment of Truth,” a guide for capturing the attention of your buyer in the earliest stage of the buyer’s journey. You’re welcome!