WayPoint Marketing Communications is a B2B strategic marketing agency that specializes in building customized, data-driven marketing programs tailored to the needs of its clients. It offers services such as digital marketing, content development, social media management, and public relations. Self-described as a trusted partner for manufacturers and B2B businesses.

WayPoint Marketing Communications

WayPoint Marketing Communications | 1,013 followers on LinkedIn. Experts in brand strategy, content creation &amp; digital marketing for B2B manufacturers, driving growth &amp; engagement. | WayPoint Marketing Communications is a marketing agency that partners with small- to medium-sized businesses to help them reach their goals through strategic marketing and communications programs. When strategy makes all the difference in your business, we focus on the processes that will make the biggest impact—business development, internal communications, digital marketing and human resources marketing. 

Our unique processes have helped many domestic and international manufacturers increase sales and improve their bottom line.

Communications and Marketing Expert | Helping Companies Build Business & Attract Talent | Making an Impact

Shelly Otenbaker

Digital Marketing Director at WayPoint Marketing Communications

Sara Melefsky

When times are tough, the instinct to tighten budgets often kicks in—but is cutting your SEO budget really the right move? 🤔 This Search Engine Journal article highlights why maintaining (or even increasing) your SEO investment during economic downturns can be a strategic advantage. While it’s focused on broader industries, the lessons apply directly to B2B and manufacturing companies looking to stay competitive in their markets. Here are some key takeaways: 🔑 SEO is a long-term investment: Unlike paid ads, SEO builds equity over time. The content and optimizations you implement today can yield results for years. 🔑 Less competition: Downtimes often mean fewer competitors investing in SEO, giving you an opportunity to rank higher and capture more attention. 🔑 Customer trust matters: In manufacturing, where decision-making cycles are long, high-ranking organic content helps build trust with potential clients. 🔑 Data-driven adjustments: Use SEO insights to understand what your audience is searching for and adapt your strategy to meet evolving needs. In manufacturing, staying visible means staying relevant—and SEO is a crucial piece of that puzzle, even during downturns. Learn more about why this approach works here: https://bit.ly/4fGeWO5 What’s your strategy for navigating uncertain times? Have you leaned into digital marketing, or pulled back? Let’s discuss! 👇

A small bump in your digital marketing metrics can make a big impact on overall performance. But how do you measure and improve your conversion rates effectively? While this article from WordStream by LocaliQ focuses on e-commerce companies, the insights are highly relevant for B2B and manufacturing businesses looking to optimize their digital marketing strategies. Here are some of the most impactful tips to elevate your conversion rates: ✅ Streamline navigation: Make your site intuitive and user-friendly. ✅ Speed it up: Improve page load times to keep visitors engaged. ✅ Go mobile: Ensure an exceptional mobile experience for on-the-go users. ✅ Prioritize visibility: Keep essential elements above the fold. ✅ Bold CTAs: Create clear and compelling calls-to-action. ✅ Personalization: Use visitor data to tailor site experiences. ✅ Targeted landing pages: Build dedicated pages for specific campaigns. ✅ Support matters: Make customer support easily accessible. ✅ High-quality visuals: Showcase your products and services with professional images. ✅ Social proof: Highlight testimonials, reviews and case studies. Looking for more ways to optimize your digital marketing efforts? Check out the full article: https://lnkd.in/guNwCuB4 What’s one change you’ve made that improved your conversion rates? Let us know in the comments! 👇

Are you looking to boost the efficiency of your marketing team? Here’s a quick tip: embrace marketing automation tools for repetitive tasks like email campaigns and social media scheduling. Doing so frees up time for your strategy planning and other high-value tasks that can lead to better outcomes. What’s one tool you can’t live without? Share your favorites below!

This milestone is more than a number—it’s a testament to the incredible community of B2B and manufacturing professionals who share our passion for growth, innovation and collaboration. As our President, Shelly Otenbaker , said: “Reaching 1,000 followers is a testament to the incredible community we’re building together! This milestone inspires us to keep navigating our followers towards successful marketing and sales programs.” Thank you to each and every one of you for your likes, comments and shares that help us drive meaningful conversations and create connections across the industry. Here’s to the next 1,000 followers—and beyond! 🍻 Christine Olszewski , Sara Melefsky and Maria Miller

30 days is a tiny window for B2B and manufacturing companies to capitalize on their website traffic, especially when sales cycles often stretch over a year. Our very own Sara Melefsky shares insightful strategies to ensure your website data works hard for you long after those cookies expire. From email retargeting to dynamic content, these tips can help you engage your audience, nurture leads, and keep your pipeline moving. 🔑 Our favorite takeaway: With the right approach, short-lived cookies can lead to long-term success. Read Sara’s full post below and let us know—what’s your go-to strategy for making the most of your website data?

Marketing isn’t just about creativity—it’s about results. 📊 But when it comes to measuring success, there’s no one-size-fits-all approach. So, here’s a question for you: What’s your go-to method for determining if your campaigns are delivering results? Here are a few methods we see work well for B2B and manufacturing companies: ✅ Tracking ROI: Are your campaigns driving revenue growth or measurable leads? ✅ Engagement Metrics: Are your audiences interacting with your content—clicks, comments, shares? ✅ Conversion Rates: How effective are your campaigns at turning prospects into customers? Every campaign has a story to tell—data is how we uncover it. What metrics or tools do you rely on to gauge success? Let’s spark a conversation—your insights might inspire others! Drop your thoughts below. 👇

💡 Why is crisis communication a game changer? Crisis communication planning often feels like preparing for the worst—but what if it’s actually one of the best moves your business can make? Here’s the truth: A solid plan isn’t just about managing chaos—it’s about protecting what you’ve worked so hard to build. From maintaining trust with your customers to fostering confidence within your team, being prepared turns challenges into opportunities to shine. Here’s how having a crisis communication plan benefits your business: ✅ Preserves Trust: Clear, timely communication reassures customers and stakeholders during uncertainty. ✅ Builds Resilience: Your team knows how to respond quickly and effectively. ✅ Enhances Reputation: Handling a crisis well strengthens your brand. ✅ Encourages Proactivity: Identifying risks early helps avoid major disruptions. Think of it not as crisis planning, but as future-proofing your success. Learn how to build a strong crisis communication plan for your manufacturing or B2B business in our latest article.

This Veteran's Day, we pause to honor the incredible individuals who have served our country with bravery and sacrifice. We recognize the significance of their sacrifices and dedication—whether on the battlefield or in within their homes. To our veterans: thank you for your service, courage and commitment. Join us in expressing your gratitude today by sharing the story of a veteran or thanking one in the comments below.

Happy Halloween from the WayPoint team! 🎃 While we may be remote, our B2B social media marketing strategies are as sharp as ever. Looking to boost your brand’s online presence? Here are some “fang-tastic” tips: 🎃 Capture attention: Use eye-catching visuals and short-form videos to engage your audience effectively. 🕸️ Keep your content fresh: Regular updates showcasing your brand’s unique voice help maintain visibility and connect with your audience (bonus points for featuring your team!). 👻 Stay ahead: Regularly analyze performance data to refine your strategy and outperform the competition. 👉 What social media tips do you swear by? Share your go-to strategies in the comments.

In today's digital landscape, data privacy has emerged as a paramount concern for businesses. With regulations stricter standards for data collection and usage, B2B and manufacturing companies are facing new challenges and opportunities in their marketing programs. The latest trends in marketing data privacy revolve around transparency, consent and accountability. Businesses are prioritizing transparent communication with buyers regarding data practices, obtaining explicit consent for data collection, and implementing robust security measures to safeguard sensitive information. Embracing data privacy in marketing programs enhances trust and credibility with customers by demonstrating a commitment to protecting their privacy rights. This fosters stronger relationships and brand loyalty, driving long-term customer retention and advocacy. Second, it mitigates the risk of costly fines and reputational damage associated with non-compliance with data privacy regulations. By proactively addressing data privacy concerns, manufacturers can avoid legal complications and maintain a positive brand image in the marketplace.

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