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May 2019

Try Bonjoro Video App to increase audience engagement

Meet Bonjoro! The Video App to Help Increase Audience Engagement

By | Lead Nurturing

What is it about video that people LOVE so much? Whether it’s YouTube sensations, memes, GIFs, or Instagram stories, we have become a culture of self-made video producers and consumers.

As small business owners, we’ve got to pay attention to that.

Regardless of whether you love the camera or not, are posting how-to’s, or daily stories, adding video to your digital marketing strategy is a quick way to increase audience engagement.

Don’t believe us? Check out some of these staggering facts:

We’ve explored all kinds of different tools to increase audience engagement with video, but recently, we’ve been loving Bonjoro, and we think you will, too.

Let’s get directing!

What is the Bonjoro App?

In a nutshell, Bonjoro allows you to integrate video with your existing CRM tools to send creative videos that target segments of your audience. You can add a message, customize calls-to-action (CTAs), and carry your brand voice through your video marketing.

And, because this is CRM friendly, you can track the results so you know how your audience responds.

You may be asking, “Why not just put a video on Instagram?” Good question.

Yes, post away on your social media. As we said above, those videos are gettin’ the hits and clicks, so keep ‘em coming. But, when you want to intentionally start conversations, and increase audience engagement, especially with certain segments of your audience, Bonjoro allows you to tailor your video. Think of it kind of like a targeted email campaign.

One of the best parts? Bonjoro videos are shareable. So, even if you send it to one segment of your audience, they have the ability to send and share with their audience, and so on. Pretty soon you’ll be the talk of the town.

Video Humanizes Your Small Business

While we’re all about the personal, face-to-face convos, the reality of our digital marketing world is that most communication is happening through a screen.

This presents an interesting challenge: how to humanize your small business and increase audience engagement without shaking their hand and seeing their face.

We think this is a huge reason why video is all the rage. People are craving some kind of connection. Pictures are nice. Words are nice. But sometimes they’re lacking that human quality. They can feel filtered or impersonal, whereas video is often more in-the-moment. People like real. They like vulnerable. They want to know YOU.

Also, videos are an efficient medium to tell your story. You may not think your story matters, but it does. People love hearing about who you are, how you got there, and where you’re going, in your own voice. You can swipe a few photos, or read a long caption, but most likely, people won’t take the time to do that. They will pause, though, to watch your lovely face for thirty seconds.

Basically, videos draw your audience into your world, rather than just throwing your brand into their world. Like Kelly here, sharing a bit about her new office-mate, Peggy the pegboard, using Bonjoro:

Bonjoro and Audience Engagement

You want to get people talking (cue Bonnie Raitt singing, “Let’s give ‘em something to talk about, a little mystery to figure out…”). Short-form videos (15 seconds to 2-minutes), like Bonjoro, are digital conversation starters.

But Bonjoro is unique in that it allows you to customize videos with added features that increase the likelihood of a response to keep the conversation going.

Some examples for small businesses might be:

  • Follow-up with clients or people from networking events
  • Connecting with prospective clients to help build trust and put a face and voice to a name
  • Show your gratitude to new clients
  • Celebrate! Personally tell your clients how great they are and how excited you are for their growth!

There’s 100 different ways you can approach it, but all are targeted at one thing: increase audience engagement.

One of our favorite things about Bonjoro is that it can be integrated with your email, social media, CRM tools, e-commerce, and more. You’re not limited to one platform, which makes it easy to share your video in a timely manner. Ya’ll know you could use a little more time, right?

Now that we’ve totally convinced you that video is important to increase audience engagement, we want to see your’s. We are all about conversations, aren’t we? Tell us who you are, what your business is, and why you love video, or why you’re skeptical of it. There’s no right or wrong answer here—we just want to know what you think.

Want to try out the Bonjoro mobile app?! Click here to download it now and start connecting with your audience!

Happy Filming!

We know video can feel…vulnerable. But we’re here to help. If you’re ready to dive into the world of video digital marketing, give Wayward Kind a holler. We think we’re reel swell at getting those digital conversations started.

Hashtags for Small Business

Hashtags for Small Business: Why You Should Be Using Them

By | Marketing Strategy

We’re gonna be real here: when we think of the word hashtag, we sometimes think of a hash brown—or our phone number from 1985.

But who would’ve guessed twenty years ago that so much of our information would be communicated by the pound sign?!

Small business digital marketing strategy can take a lot of forms. But something we’ve found is that many of our clients haven’t tapped into the amazing resource that is the hashtag for small business. You can use it to search for specific discussion topics, draw people to your business, and even brand yourself with a few simple characters. Ready to get started?!


We’re pretty sure that most of our audience is familiar with what a hashtag is. But in case you’re still wondering, it’s simply a symbol (the pound sign) added in front of a word or phrase that makes searching for content easier. Whether you’re trying to get your business found, or you’re searching for something super specific, hashtags for small business just “tag” the things that are of interest to audience groups.

So many people are searching for products and services on social media these days that it seems almost criminal for small businesses not to use hashtags. But like any digital marketing strategy, there’s more to it than just adding a symbol to a word.

When deciding how to tag your posts, you need clearly defined goals. Let’s whittle it down with a few questions:

  • Are you trying to start or participate in ongoing digital conversations?
  • Do you want your content to be more discoverable?
  • Do you want to “brand” a hashtag (make one synonmous with your business, like #teamwaywardkind)?
  • Are you creating a promotion or contest with your hashtag?

Of course, there are tons of other questions, but answering these essentials can help you decide how to strategize hashtags for small business.

If you’re creating a branded hashtag, you know that you need a phrase unique to your business, or just use your business name. If you want to get found, you’ll need to do some digital digging for what hashtags are associated with your offerings. Whatever the case, it’s important to know why you’re dropping hashtags.

Now that you’re all intentional about it, let’s get into the nuts and bolts of how to use them.

Research Matters

If you’re trying to get in the conversation and increase audience engagement using hashtags for small business, the first thing you need to do is research. Hootsuite says to start by looking at what hashtags influencers use. Influencers are people that already have a strong presence in your brand’s niche. Check out what hashtags they use and for what posts to get an idea of what your target audience is searching for and talking about.

After seeing what the cool kids are doing, you can get a bit more analytical. Like keyword research tools, there are hashtag research tools. They make it easier to plan your posts, narrow down the most relevant hashtags, receive suggestions for hashtags, and get all the juicy analytics. Yes, this whole hashtag thing can get as detailed and scientific as you want.

Remember, this isn’t about becoming #instafamous—it’s about getting found and having meaningful conversations. It’s about discovering what matters to your audience. And you don’t need to have a million followers to do that—you just need to be curious and diligent.

From a Hashtag to a Conversation

Obviously, we’re big fans of good digital conversations. So we’re all about finding creative ways to start those conversations. If you want to increase audience engagement on your social media platforms, look no further than the humble hashtag for small business.

Get Specific

Let’s say you’re a realtor and you want to start using hashtags on Instagram. Great! But, it’s not as simple as just putting #realtor #realestate #realestateagent. Just like using long-tail keywords for SEO, you need to be specific with your hashtags. Of course, there’s a balance—you still want it to be a hashtag that someone would search. So, maybe don’t use #mostawesomehouseeverforsaleincalifornia. Probably not going to get that one found.

For example, if you’re a realtor in La Jolla, CA, who wants to increase engagement, use #lajollarealtor instead of just #realtor. With this small change, someone searching will get 2,423 results instead of 10,126,099. The chances of someone finding your business among 10 million hashtags is almost zero.

What’s Trending

One way to really get the most bang for your hashtag-for-small-business buck is to stay on top of what’s trending. That could be a brand similar to yours, or it could be an event (think weather event, conference, concert, etc.).

If you find that a similar brand is using a hashtag a lot, get in the conversation and start adding it to your posts. Or, consider what’s going on in your neighborhood or region. In 2018, Dunkin’ Donuts tapped into hashtags being used to reference blizzards happening in the Northeast. They saw what was trending and then invited customers to tag Dunkin’ Donuts in their blizzard posts. All from simply noticing what was going on around social media.

By doing this, you show your audience that you’re listening and that you want to engage with them. This makes them feel seen and valued and like they’re a part of your brand—not just on the outside of it.

Get Branded

Not exactly like the letters on the butt of a cow, but similar. You want to tag what’s yours.

These days, many brands are getting the word out by creating their own branded hashtag. Branded hashtags for small business are something like our #letsgetwayward. While it could simply be your brand or business name, you can also make it more actionable while including a branded element (like “Wayward”). You may even have a few branded hashtags that can be used on any social media post.

Once you create your own branded hashtag, you can start adding it to comments, or invite your audience to tag your brand in their posts. Start the trend going, get your name out there, and get people talking about your business.

Not All Hashtags Are Created Equal

Hashtags for small business are useful on all social media platforms, but their efficacy changes from one platform to another.

For example, hashtags are most effective on Twitter and Facebook when limited to 1 or 2 hashtags. But on Instagram, it’s better to use around 10. This all comes down to engagement. Instagram engagement is better with more hashtags, and Twitter is better with fewer.

These are important factors to consider in strategizing hashtag use. On Instagram, you have more opportunities to include relevant hashtags. On Twitter and Facebook, you need to be more discerning and really hone in on the most important hashtags.

And don’t forget about LinkedIn! Hashtags are newer to LinkedIn, but their function is the same—users can search based on keywords and hashtags. But, since LinkedIn caters to a more professional market, you’ll want to create and use hashtags that are more straightforward. That means leaving behind silly nicknames and memes and opting for something a bit more buttoned up.

Not sure about you, but we somehow feel way cooler when we’ve got some hashtags to back up our digital marketing game. But as cool as they are, they also serve an important purpose in personalizing your digital marketing strategy and getting the right eyes on your business.

Setting out to find the proverbial hashtag needle in the haystack does take work, which is why it may be helpful to tap into some expert help, like our team at Wayward Kind. We specialize in the analyzing and strategizing so that you don’t have to. Want to get in the hashtag for small business game? Contact us today!

audience segmentation

Gettin’ Personal with Audience Segmentation

By | Lead Generation

It’s probably no surprise that Wayward Kind is really big on creating personal connections with people and the world around us, and we’re committed to bringing those connections into digital spaces. That’s why any conversation about how to personalize your digital marketing is so important to us.

We’re talking about audience segmentation.

It sounds kind of clinical, right? But it’s really just a fancy way of saying that because you understand your audience (who they are, how they search, what they purchase, what they like, they emotions they have), you know how to approach them—you know how to divide them into meaningful groups. Mastering audience segmentation makes it so much easier to connect with the right people at the right time.

We’re going to demystify this fancy term and give you a few ways to parlay your audience information into some pretty amazing nurturing tools. Let’s get segmenting!

Beyond Demographics

Before we launch any further into audience segmentation, we’ve go to have a good understanding of what goes into creating audience personas. Certainly, demographics are a piece of the pie—it can help to know where people are from, age, gender, etc.

But even more important, are their behaviors and attitudes. Why do clients or customers choose a particular product or service? What was it that finally sparked that moment of action? Susan Baier of Audience Audit calls this attitudinal segmentation and says that it “gives you everything you need to build accurate, easy-to-understand personas driven by motivations.”

Asking the right questions and doing good research goes beyond just knowing their demographic stats and helps you mine for the real audience gold. When you know the why behind the who, you can develop well-targeted digital strategies that are authentic, purposeful, and useful. And authenticity goes a long way when it comes to marketing.

Focusing simply on demographics can feel a bit more like someone is just talking at you, not creating content specifically for you. It limits your digital marketing strategy to, well, one avenue. That means that if someone doesn’t fit into your targeted marketing to 18-35 year old females, they’ll likely bounce.

Why? Because your audience, whether they know it or not, wants to have a conversation. They want to feel like you’re asking them questions, listening to them, and getting something valuable from your services.

Audience segmentation maximizes your business’ potential, whether that be lead generation, lead nurturing, or sales. It goes outside the box of age, gender, and geography to make your audience first. And this isn’t just good for your audience—it’s good for your business. You spend less time trying to chase down clients, and more time cultivating meaningful relationships. That’s where the gold truly is.

How Do I Use Audience Segmentation?

Let’s say you’ve got all the info, entered it into you CRM tools, and you’re ready for launch—now what? How do you apply all this valuable information to your digital presence? Here are a few ideas to get you started.

Email Marketing

As fervent believers in a fun, personalized email marketing strategy, this is a great place to start implementing audience segmentation. These days, email marketing platforms like Mailchimp offer tons of ways to easily segment your audience. You can categorize by what they bought, where and when they signed up, what they’ve clicked, and more. Remember, this is about the why behind their behavior, not just who they are.

You can take a step further by personalizing emails with recipients’ names, or offers that are tailored to a specific group. You may also consider developing newsletter campaigns that target your different audience segments. This is a way to show your audience you know them by integrating videos, images, and offers that speak directly to that group’s needs. Basically, you can make it as personal as you want.

Social Media

With all the platforms out there today, there are plenty of options to use audience segmentation in a social media strategy. Here are a few of our favorites:

  • Targeting: Paid ads are always an option on social media platforms, but you can also opt for a more budget-friendly, organic targeting by creating filters that you can tailor content towards.
  • Create groups: Having specific groups allows you to target posts to relevant audiences, engage in discussion, and connect with your audience. This is also a great way to receive feedback.
  • Lists: Some social media platforms allow you to create lists so that you can send quality content to the people who you want to receive it. You can even try posting to groups at different times of day to track engagement.


You probably won’t have separate blogs for each of your audience personas. But, employing some of your audience segmentation skills to your blog strategy can help you create better digital conversations with your audience. Combined with smart long-tail keyword research, you can develop a regular blog schedule that addresses common questions, concerns, and interests that different audience segments may have. This is also a great way to build up your digital content to include in forthcoming emails and social media posts.

Here’s the bottom line about audience segmentation: CONNECT. Understanding why your audience does what they do gives you the ability to tap into their needs before they even know they have them. You can accurately anticipate what they need, when they need it, and why. You’re basically a digital psychologist.

Ultimately, the more you know your audience, and show that you know them, the more credibility you have. We want to help you build that credibility. If you’re curious about how to use audience segmentation in your digital marketing, contact Wayward Kind. We love to get to know you and your audience!

San Diego digital marketing

Cribs, Wayward Kind Style: Video Tour of Our San Diego Digital Marketing HQ

By | Case Studies, Team Wayward Kind, Videos

Remember that show Cribs on MTV? Those were some pretty wild spaces.

We may not have 10 luxury cars and 20,000 sq. ft., but we do have a pretty sweet little office space that houses all the San Diego digital marketing magic.

Before we dive in, here’s a few things you’ve got to know about our new digs:

  • All humans are welcome. We’re big on inclusivity and embracing the uniqueness of all people. Whatever your story, our door is always open.
  • We 💓 dogs. Each member of our team has a dog and we take turns having them join us in the office. You may even meet one of our furry helpers today (hint, hint).
  • We take our music very seriously. Whether it’s Jaz busting out the 90’s hip hop, Jules channeling her inner pianist, or Kelly grooving to James Brown, rhythm is always a part of our daily routine.

Now you know the basics. Let’s get touring!

People Love a Good Video

First and foremost, we like to practice what we preach, and the importance of photo and video in digital marketing can’t be understated. Something about seeing real people do real stuff really helps people to connect with you. And as you know, we think connection is pretty important.

So, we’ve put together a short snippet of what a typical day looks like in the office:

It’s basically dogs, music, and digital dreaming all day long.

…But They Also Love to See Your Face!

Words are great (just ask Kelly), but putting a face to a name really personalizes your services. Photos remind people that there’s a human on the other side of the screen. They’re also an opportunity to show a consistent brand image (as you’ll see below with our team photos!).

Whether it’s the same filter, font, background, or even getting matchy matchy with your team, good branding shows a level of thoughtfulness that makes you stand out.

Ready to see the lovely faces of Wayward Kind? Here we are, with some extra goodies about our WK space:

San Diego Digital marketing

Jules Taggart

Wayward Kind’s fearless leader of our San Diego digital marketing  HQs is a master of creating a space that feels good and gets things done. Also, we like to chill on her comfy couch.

Favorite thing about your office: Windows. I love good light + people watching.

Desk-sserory: Plants

What you like to jam to: Bluegrass covers on Spotify


San Diego digital marketing

Tory Patterson

As our resident organizer of all the things, Tory keeps us laughing and on our toes all day. We love it!

Favorite thing about your space: The roses in the courtyard; our office window looks right out into the courtyard and it’s a very pretty view while I work.

Desk-sserory: My mouse + mousepad; oh, and coasters.

What you like to jam to: Whatever Jaz is curating that day. 😃


San Diego digital marketing

Jasmyne Adams

If anyone’s going to play DJ, it’s Jaz. Thank goodness for the daily digital marketing jams.

Favorite thing about your space: Definitelyyyy it being dog-friendly!

Desk-sserory: Probably the bluetooth speaker that sits on my desk. Runner up, my desk coffee mug for my daily, morning coffee that I would be absolutely hopeless without. 😃

What you like to jam to: Okay, so either super old school like Stevie Wonder, The Temptations, or Anita Baker. Or, 90s-early 2000s R&B & hip-hop. Sing-alongs during work hours. 🎵


San Diego digital marketing

Kelly Doran

Wayward Kind’s yogi meets writer with a flair for wanderlust. She always keeps us pondering.

Favorite thing about your space: The windows and how it’s like a little corner nook. I’ve always like cozy, curated spaces.

Desk-sserory: Photos of the people who inspire me.

What you like to jam to: When I’m writing, I listen to Boards of Canada: solid beats, no words, totally keeps me in the zone. Otherwise, I could be listening to anything from James Brown and Crosby, Stills & Nash (&Young!), to Kings of Convenience and Greta van Fleet. Or a baseball game, because I basically live for baseball.

All together now:

San Diego digital marketing

Alrighty—that’s the illustrious Wayward Kind San Diego digital marketing space and our team! We hope you enjoyed getting a look into our daily lives and who we are. We definitely enjoy getting to know you, so drop us a line and tell us what you think! Or, even better yet, learn more about what we do and what we’re into by signing up for our newsletter. We’ve always got some interesting digital marketing tips, tricks, and tidbits to share. 😃

Ready to take this digital conversation to the next level and work on your strategy? We are, too! Give San Diego digital marketing team Wayward Kind a shout out and we’ll start you on a path to digital greatness—great tunes included!