Monthly Archives

March 2019

Wayward Kind Content Strategist and Copywriter

Welcome Kelly Doran, Wayward Kind’s New Content Strategist and Copywriter

By | Team Wayward Kind

Meet Kelly Doran, Wayward Kind’s new Content Strategist and Copywriter.  

As a passionate communicator, Kelly is right at home with the Wayward Kind team, creating digital conversations that matter. While her experience runs the gamut from band photographer and florist, to certified yoga therapist, her heart has always been with the written word. Kelly’s belief in the power of telling a good story is at the heart of her work at Wayward Kind—and we’re pretty stoked about it.

Creative Yogi Writer Meets Strategy

There’s this great lyric from the band Lucius in their song “Dusty Trails” that says: “Dusty trails can lead you to a golden road.”

One could say that these lyrics are pretty representative of Kelly’s own journey. Never one to succumb to what’s typical or normal, Kelly’s woven a path through various careers, college majors, and hobbies, all of which have culminated in her anticipated arrival at Wayward Kind.

After getting married, dropping out of college, and having a baby, Kelly found her heart in yoga. She completed numerous yoga trainings and became a sought after source for mindful yoga instruction, workshops, and yoga therapy in the San Diego community. It wasn’t where Kelly expected to be, but it was exactly where she needed to be.

During her 10+ years in the yoga and wellness fields, Kelly learned Grace. She found her voice as a grounded, authentic, intentional guide who loved every opportunity to help others find their innate value. But, she never stopped writing, whether it was articles about yoga, or curriculum for yoga workshops—her mission was to use every life experience to connect with others.

Inspired by the young girls she met on a 2015 service trip to Malawi, Africa, Kelly decided to go back to school. At 37-years-old, she reentered academia as a Rhetoric and Writing Studies Major, determined to finish her bachelor’s degree, but also to show her daughter—and women everywhere—that it’s never too late to begin again.

As a student, Kelly worked as a writing fellow, helping young college students find their voice through their academic writing. She also completed an internship as a technical writer in the medical device industry, where she found a penchant for strategic writing that made confusing information more digestible.

In December 2018, Kelly’s goal became a reality: she graduated from college.

Taking her newfound degree out into the world, Kelly made a conscious decision to pursue work that blended her love for connecting people with her knack for writing clear, useful content. So, not a technical writer, or a tutor, or a yoga teacher, but something that allowed her to embrace all those things in one role.

She found it at Wayward Kind. As their Content Strategist and Copywriter, Kelly gets the opportunity to plan, research, and write for diverse clients and Wayward Kind. But most importantly, she gets to connect with those around her and tell stories that really matter. She wholeheartedly embraces Wayward Kind’s mission to engage in meaningful conversations, and to be bold, unapologetic, and kind along the way.

Lightening Round

Now you know Kelly is anything but typical, but here’s some of the reasons we love having her around:

Wayward Kind: What’s your favorite way to start the day?

Kelly: I’m one of those weird morning people…early, early mornings. It’s normal for me to be up before 5:30am. I love the quiet peace and new mercies of a fresh day ahead. My ideal morning would be yoga at 6am followed by some journaling, feeding the chickens, snuggling my kid, coffee with my husband, and walking our Golden Doodle, Lola. Yeah, those mornings don’t happen often, but when they do, I’m filled up completely.

Wayward Kind: What’s something on your bucket list that you plan to tackle this year?

Kelly: I want to finish making photo albums for my family, a project I’ve been putting off forever. I’m great at making them for others, and love taking pictures, but working on the motivation to do it for myself.

Wayward Kind: If your life was made into a movie, who would play you? Why?

Kelly: I don’t have to think more than 1 second about this: Tina Fey. Her character Liz Lemon—on 30 Rock—is basically me, right down to her disdain for Olive Garden and water parks, and her affection for baggy clothes. Tina’s uncanny ability to use humor and authenticity to speak to the common woman make her my #1 pick.

Please help us welcome Kelly to the team!

There’s no time like the present to begin developing an effective content marketing strategy for your small business. Schedule a free strategy review with our team so we can help you make 2019 the year that your content marketing strategy produces results!

Great content is your greatest tool to successful lead nurturing strategy.

Marketing Mystery Solved: Content as a Lead Nurturing Strategy

By | Lead Nurturing

Connecting with new prospective clients can be one of the biggest challenges for small business owners and salespeople. In order to really figure out your best lead nurturing strategy, it might be helpful to go back to an old childhood friend: Inspector Gadget.

Remember that show, where the Inspector had endless tools hidden in his jacket, shoes, and hat? Well, think of yourself as the Inspector ready to whip out just the right tool to generate more leads.

In the world of digital marketing, there are endless tools, but for today, we’re focusing on one the best ways to target your audience and generate leads through different content marketing channels. So, let’s grab our magnifying glass and investigate how to diversify your content and take it from average to awesome.

Video Content as a Lead Nurturing Strategy

Think of video as one of your go-to resources to help your potential clients see who you are and get to know your process.  

Your potential clients may already know what you do, but giving them video allows them to engage with your business—and according to HubSpot, they really want to engage. In fact, they say that “50% of consumers want to see video from brands…more than any other type of content.”

Video is one of the best tools to add to your box of lead nurturing strategies because it’s measureable, personable, and increases conversion rates. And, it’s a great way to share who you are with everyone from potential clients, to long-time partners with your small business.

Nurture Leads with Segmented Emails

Now, I’m pretty sure that Inspector Gadget didn’t have what we would consider modern day email, but if he did, it would probably look something like segmented emails: a highly organized, personalized way of categorizing your clients so that you can effectively engage and convert casual users to committed customers.

One of the biggest advantages of using segmented email as a lead nurturing strategy is that it allows you to connect with your audience in a personal way.

These lists are based on your subscribers’ demographics, interests, professions, purchase history, etc., so that you can target your message to exactly the right person. That’s some serious detective work and it’s all done with the help of email metrics, which lets you see click-through rates, who opened and when, and what content draws the most attention.

As a bonus, email marketing gives you the advantage of keeping your presence in your users’ inbox. Why? Because 61 percent of consumers prefer to be contacted by email, meaning that they’re more likely to stay on your list when they feel like you’re speaking directly to them and their needs. And when it comes to a successful lead nurturing strategy, you want to keep your name in the game for the long-term.

Nurture Leads with CRM

For our final lead nurturing strategy tool, we’re tapping the ultimate gadget for understanding your customers: CRM, aka customer relationship management.

You’ve got your social media, your ads, your segmented emails, videos, and website—but it can be overwhelming to figure out which of those is nurturing the most leads.

CRM helps you understand how individual users engage with your different campaigns. And, like segmented emails, once you understand your customer’s behavior, you can design each digital marketing channel so that it effectively reaches who you want, when you want.

With CRM, you get to build a relationship with consumers that leads to more engagement, which is key for nurturing leads over time. Through this relationship building process, consumers are more likely to develop a sense of trust with your brand, making it one of best lead nurturing strategies for any small business.

Tools have certainly changed since the Inspector Gadget days, offering small businesses endless ways to generate leads. So, if you’re looking to create a successful lead nurturing strategy, and need help navigating how to use all those tools effectively, contact Wayward Kind today.

After all, we’re basically the Inspector Gadget of digital marketing strategy and we can solve any marketing mystery you’ve got!

Generate more leads with targeted email marketing.

Unlock The Secret to Successful Lead Generation with Email Marketing

By | Lead Generation

There’s no doubt that social media and its subsequent marketing are alluring. Its shareability has made it an easy, essential way for small businesses to get the word out. But once everything has been retweeted, liked, and posted, then what? How do you have ongoing  conversations with your followers that actually matter? And what paves the way to greater customer retention?

Email Marketing.

Despite its strategic, less-than-sexy reputation, email marketing is still the best way to generate leads and take your audience beyond a tap on the ‘like’ button.

Why? Because email communication sparks a feeling of connection in consumers. They feel like you care about them, like you see them, and like you understand exactly what they need. Email marketing isn’t just about making your business look cool and garnering thousands of followers, it’s about taking the relationship to the next level (kinda like the difference between the first date and the fifth.

Your customers and subscribers truly want to know you and engage with you. And the proof is overwhelming–from ROI to click-through rates, email out performs social media in almost every way, which is why it’s become a tried and true method to unlocking the secret of generating and nurturing sales leads. Let’s take a look at why:

Let’s Get Personal

We all want to feel seen and heard. When we do, we’re more likely to listen and engage with the world around us. The digital world is no different. When your subscribers feel like you understand them, they’re more likely to purchase your product or service.

Email marketing gives you the opportunity to make sure your subscribers feel like you get them–what they like, what they need, and what their values are. They feel like they can trust you, and there’s nothing better than being a trustworthy business.

To get personal with your audience, try this:

Make Segmented Lists

These lists are based on your subscribers’ personas: demographics, interests, profession, purchase history, etc. Target your message and see a dramatic increase in click-through rates.

Say Their Name

Personalize the sender email and subscriber names to show your authenticity and elevate credibility.

Make Them an Offer

Include offers and coupons that are relevant to the specific group your emailing to, and maximize your business’ transactions by up to 6x.

Convert Your Followers

You may have 5,000 Facebook followers, but if they don’t click, they’re not getting to know your business. To grow your business, you need to convert your followers into committed customers and one way to accomplish that is with a successful email marketing campaign.

Reports have shown that click-through rates on emails hover around 3.57 percent, while rates for Facebook land at a miniscule 0.07 percent. Let’s go back to our 5,000 followers–that means that only 3.5 followers will click on your Facebook link and potentially transform into customers. On the flip side, if you send an email to 5,000 subscribers, your click-through rate jumps to 178.5! That’s 175 more chances to show how awesome you are and continue nurturing your leads.

Transactional Emails Can be Transformative Opportunities

As avid email users, we are trained to look at emails as transactions–something we need to do something with. Considering that, you can bank on your subscribers responding in some way. What’s key is to see that the transaction of sending and receiving emails is an opportunity to transform your subscribers into loyal customers, your marketing campaign into a meaningful conversation, and your business into a reputable, industry leader.

Measurability Matters

Measurability is one of the biggest benefits of email marketing. Email interactions allow you to:

  • See who opened it
  • What they clicked
  • What they viewed
  • What action they took

When you have detailed metrics like those above, you can tailor future email campaigns to enhance specific services, target offers and coupons to a certain group, and effectively format emails to get the most clicks. Basically, the more metrics you have, the more like you are to increase conversion rates–and that’s a good thin.

ROI

$44 for every $1 spent on email marketing–no matter how you slice it, that’s a remarkable return on investment for any marketing channel. There is no greater digital well to tap than email. Combine some killer emails with a stellar website and you’re sure to generate more leads and more business.

Email is Ubiquitous

I’ve got an email address, you’ve got an email address, heck even my grandma has an email address–and we’re really good at checking those emails all day long. In fact, we’ve become digital experts with the ubiquitous smart phone, which has placed our personal and professional interactions within immediate reach. So, why not be one of those all-important emails that lands in your users’ inbox?

To sweeten the deal, remember that 61 percent of consumers prefer to be contacted by email. No matter how cool your Instagram page is, the chances of getting more eyes on your business are exponentially better through email.

After all this, remember: consumers want to know who you are. The most valuable resource you have is your authenticity. So, don’t be afraid to share who you are through email marketing. The conversations that start around your email campaigns really do matter.

If you haven’t tapped into the wonderful world of email marketing, or if creating email marketing campaigns isn’t your jam, no worries. Wayward Kind is ready to partner with you.

Get in touch today so our stellar marketing pros can help you master your email marketing strategy and get you the leads you’ve been waiting for.