What was the scope of their involvement?
Prior to working with Waypost, our web presence was limited to a website. We had no social media presence or dynamic content on the website. Waypost analyzed our website and identified several improvements that could be made in order to generate relatively quick gains in our SEO. We needed to add some metatags, labels on images, etc. They also focused on developing dynamic content for the website, primarily in the form of blog posts to enhance our SEO traffic. We’ve also launched marketing initiatives on Facebook, LinkedIn, Twitter, Instagram, and Google Plus.
Once we had the first phase of our plan in place, we wanted to be more proactive in our marketing efforts. Waypost developed a dedicated Google AdWords campaign for our personal injury practice and general law practice. They also developed and implemented a display ad campaign that’s currently live. We experimented with a few targeted ad campaigns focused on local events in our area such as the Colonial Cup and Carolina football game. Waypost was 100% responsible for the keywords and AdWords program.
Is your target market local or national?
Most of our practice is focused in South Carolina. However, we have a veterans’ disability practice area team that represents clients across the United States and even overseas. This project focuses on South Carolina and our potential clients, but it indirectly affects our potential reach as far as nationwide clients.
What other features did they add to your site?
They added pages to cast a wider net as far as SEO returns. They were responsible for streamlining some of the navigation on the website. We collaborated with our graphic design team to get some additional landing images on the website that we can cycle through. They also created an email newsletter that we release every month to all of the clients in our database.
Were the blog posts created collaboratively?
The blog posts have been more collaborative. They write the posts, but because of our ethical rules and the nature of our business, all the content has to be approved by an attorney. I’m responsible for that, so I have to review and edit the content to ensure it’s consistent with South Carolina law, depending on the topic.
How did you come to work with Waypost Marketing?
I found them through a web search. I knew that I wanted a company that would enhance our web presence and open more leads. I figured if I could find a good company using a relatively basic web search, they must be taking care of their own business efficiently. I wanted to work with someone in South Carolina. Based on my search results, I reached out to 3 vendors and requested proposals. I was most impressed with Waypost’s proposal as far as the level of detail and professionalism that they offered. It was really customized to our business and our needs.
How much have you invested with Waypost Marketing?
In total, we’ve paid between $90,000 and $100,000. Our first contract was $40,000 for the first year, and then we moved to $50,000. Our annual cost for 2017 is $54,000. That includes our contract with Waypost as well as our digital marketing coordination platform, which was a key addition to the package. They connected all of our digital marketing efforts via HubSpot.
What is the status of this engagement?
We started working with them in January 2016, and the work is ongoing.