Monthly Archives

July 2019

buyers journey

Optimize the Buyer’s Journey with Calls-to-Actions

By | Lead Generation

Most of you are probably familiar with the ever-so-popular poem, The Road Not Taken by Robert Frost. You know, the one that says “Two roads diverged in a yellow wood, and I, I took the one less traveled by.” 

Why did he take the “road less traveled?” Something must have urged him along in his choice to take a different sort of journey. He must have heard the call, whether deep within, or perhaps a simple signpost. 

We may never know exactly what spurred his choice, but we know there was a nudge, a call. Or, as we like to call it, a call-to-action (CTA)—that ever-so-simple piece of microcopy that guides your audience on a delightful buyer’s journey

What is a Buyer’s Journey?

Think of the buyer’s journey as a natural progression someone takes as they get to know your brand, and eventually, make some kind of purchase decision. First they notice you, then they get to know you, and finally, they make a commitment to your brand.

Even though we’re saying “buyer’s,” it’s important to remember this is not just about making a sale. Yes, you’re a business and profitability is important. But we want you to look at this as a journey of getting to know your client, helping them along, and showing them the important details along the way.

Kind of like Robert Frost taking the less traveled road and noticing something different.

You want your audience to notice what makes you different, while showing them you understand who they are. 

Use CTAs as Signposts

Calls-to-action tell you where to go, whether it’s to a sign-up page, your blog, your website, or a shopping cart. And they usually do it with some flair. But not all CTAs are equal. They can be basic, like “Click Here,” but something about that doesn’t feel as inspired. So, how do you tell people where to go and what to do with pizazz?

What’s the Problem?

Your audience has a problem they want to solve. You want to help them solve it. But in order to keep them in the buyer’s journey and help them solve it, you have to show them that you hear them, understand them, and are a trustworthy source for helping them get solutions. 

Developing simple, actionable CTAs can help point your audience towards the information to help them solve the problem. Perhaps it’s towards your “About” page, or a “Services” page. 

The key here is actionable. Just saying “Learn More” may not inspire people to really learn about the solutions you offer. 

So, make it sound personal and relevant to their problem. If they’re looking for a doctor at your medical office, consider a CTA that says “FIND MY DOCTOR” instead of “FIND” OR “FIND A DOCTOR.” Make the CTA (in first-person) personal and tell them exactly what problems they can solve with that click. And of course, make sure you can help them solve it when they arrive!

Spark Emotion

First stop on the buyer’s journey is to consider their emotions. When they land on your website, what are they feeling?

Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing says this: “We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation.”

In layman’s terms, emotions make us do something. When we feel something, we want to take action. Think of it this way: if you’re suffering through the worst headache of your life, you’re probably feeling desperate for relief. You’re scouring the internet for solutions and are willing to try just about anything. Your pain and desperation lead you to make a decision. Perhaps it’s buying a certain medicine or contacting a particular doctor.

Regardless of what the decision was it was sparked by a feeling, and probably a fairly big emotion. As a business, understanding that feeling that leads people to you is key in developing language for your CTAs and copy in general. It’s also key for creating that initial interest in what your business does.

Brand Consistency

We’ve mentioned it many times, and CTAs are no exception: creating a consistent brand image and tone is SO important to helping your audience feel comfortable with, and trusting of your brand. 

Similar to branded hashtags, you can make branded CTAs that are used around your website and in email newsletters. Here at Wayward Kind, we have a phrase— “Let’s Get Wayward”—that we use for hashtags and buttons. It’s also an actionable, brand-specific CTA that would be a great segue to basic information about our business. Pair it with a brand color, and you’ve got yourself a fancy, branded CTA button.

Keep in mind that your CTA should align with what you want to guide people towards. If you’re trying to educate them about your team and your business, a CTA like “Let’s Get Wayward” can be great. It’s general, but still actionable and fun.

If your audience is further into the buyer’s journey, you’ll want to start guiding them towards some kind of decision, like making a purchase or signing up for a workshop. In that case, something like “Let’s Get Wayward” isn’t clearly communicating what they’re supposed to be doing. 

Let’s take the signup example: if you’re hosting a workshop and want to point your audience to the signup page, you could say “SIGN UP” or “CLICK HERE.” But they’re not really super exciting or inspiring. A simple shift in language, like “SIGN ME UP” takes your CTA from a generic command, to a personal action. Or, enhance the sense of urgency and importance: “SAVE MY SPOT!” 

Unlike Robert Frost, you want your buyers to know where to go and what to do. Don’t make them guess. They’re on a journey, but you want them to take that journey with you.

You already have a lot to think about when it comes to your digital marketing strategy. Let Wayward Kind help with the details, like awesome CTAs that move prospective customers deeper into the buyer’s journey. Contact us today to we can take your CTAs, and everything else, from ordinary to extraordinary!


Lead-Generating Opt-In Offers that Are Worth the Squeeze

By | Lead Generation

Your business is amazing. It’s worth the squeeze. But getting your audience to notice that can be an interesting and creative challenge. But one that can be fun!

Creating lead-generating opt-in offers—valuable, timely, easy-to-follow morsels of wisdom—is a way of gaining your audience’s attention while highlighting the value of your services. It’s a way to show people that you truly care about the things they care about and understand their needs.

Ready to make some juice?

Lead-Generating Opt-In Offers Solve One Problem

Yes, that’s right—just one problem. Why do we mention this? Because it’s SO easy to get long-winded and try to pack a million details into one offer, especially if you have similar services or products to offer.

We’ve got a few questions to ask yourself before launching your opt-in to maximize is juiciness:

What does your target audience need?

Consider not just what they want, but also the things they really need when they land on your web page. Often, people aren’t entirely sure what they need, but they’re definitely searching. Your job is to tap into what it is they’re looking for so that you can make your opt-in offer super juicy. 

Think of it this way: if you’re selling fitness services, you know that your audience needs help getting motivated to sign up for them. But they may not want to sign up for your lead-generating opt-in offers just because they want to get fit. So, what can your opt-in offer provide that’s too good not to click “subscribe?” What can you provide that’s different and valuable? What’s their biggest problem to be solved? 

Are You Being Long-Winded?

Remember, you’re creating a quickie guide to a super specific topic, not a lengthy white paper. Whether you’re writing a checklist, making a video, or developing a quiz, your opt-in offer should be long enough to provide value, but short enough to keep their attention. Consider what information is most important and applicable to your audience and the topic you’re discussing and build from there. 

Are You Being Consistent?

Consistency is always a winner, whether it’s with your visuals or your language. You develop credibility by showing that you know who you are. Consistency also lessens confusion about what you do by staying true to the things you do better than anyone else.

How does this apply to a lead-generating opt-in offer? When you know what you stand for, your values, your mission, writing an opt-in offer becomes much simpler. Your opt-in offer stands on the foundation of your brand’s mission and values.

Examples of Lead-Generating Opt-In Offers

One of the best things to help you build any opt-in offer is to have generous amounts of content. A great source for opt-ins are blog posts. You’ve spent time to craft those posts and they’re full of great information—why not compile that into something useful for your audience?


Simple, easy-to-follow, concise—guides help your audience solve a very specific problem. Throw in an infographic to enhance the visuals and you’ve got a great source of useful content that show the value of what your business does, without having to explicitly say, “We do _____.”


Take your guide, and expand it into an ebook. Just like any opt-in, pick a topic to develop and create short chapters that clearly address specific issues. 

This is a great opportunity to create a strong visual in the form of an ebook cover. What is consistent with your brand, but also speaks to the topic? With a simple, eye-popping ebook “cover,” you can create images for social media, blogs, and a landing page.


Video is all the rage. Videos generate more shares, more engagement, and more purchases than all other forms of content. So, it’s natural to create an opt-in offers from video content.

Remember: videos should be short—a couple minutes max. Make an outline before you start, collect your props (if you have them), and set yourself up to maximize sound and image quality. Book—you’re the star of your opt-in!


You are an expert in your field—show that! Whether you know it or not, you’ve got the chops to speak with confidence about what you do.

If you’ve done a paid webinar before, you can parlay that content into a future opt-in offer. Remember, concise is key. Opt-ins don’t give away EVERY service and product you offer—they solve a problem and meet a need. If you’ve already hosted a webinar, take different elements from it, and create a few opt-ins. 

Finally, when developing lead-generating opt-in offers, don’t be afraid to share your best advice. You want to show your audience that you know what you’re talking about, not tease them by withholding key information in hopes they’ll make a purchase. Trust and credibility come first, then the commitment. Just keep focusing on deepening your digital conversations and creating solid relationships with your opt-in offers, and committed clients and customers will follow.

Your business has goodness to share and is definitely worth a squeeze—and we want to help you get a few more squeezes from your digital marketing strategy. Whether it’s creating lead-generating opt-in offers, or building a comprehensive content strategy, Wayward Kind is a juice master and we know how to squeeze the most out of your digital assets. Get in touch today! 

email marketing best practices

Email Marketing Best Practices Anyone Can Follow

By | Content Development, Lead Nurturing

Have you ever received emails from a company over and over again, even after you hit “unsubscribe?” It’s frustrating and definitely does not fall into the email marketing best practices category. 

Here’s the deal: email marketing is important. Even in the age of social media and YouTube, email continues to provide a better ROI than many other forms of online marketing. You don’t want to stop using it. But you do want to use it responsibly so that you’re continuing to nurture leads, without alienating them. You don’t want to be on the other end of an angry unsubscribe click, right?

Let’s take a look at some easy ways to keep your email marketing strategies on the up-and-up.

Email Marketing Best Practices: Get Permission

This should be obvious. But in case you’ve considered renting or buying email lists, or adding people that you didn’t technically ask, we’d like to reiterate the importance of getting permission.

Consent is imperative when building your email lists, especially since the implementation of GDPR (General Data Protection Regulation), which aimed to provide more protection to people’s personal data and privacy.

How do you get permission? Here are a few easy ways to integrate that all-important ask into your digital strategy:

Use Opt-In Offers

Opt-in offers are a great way to not only build your email subscriber list, but to show the value of your products and services, and nurture your clients and customers. 

They can be a checklist, a guide, or a video, packaged for folks who “opt-in” to receive their free download in exchange for an email address. It’s a clear way to let them know they’re giving an email address, while you’re giving them something that can help them. And the more content development you do, the more opportunities you’ll have to develop quality opt-in offers

Sign-Up on Website

While this method may be more direct than an opt-in offer, there are people who love what you offer SO much, that they’re eager to hit that “Subscribe” button. But just putting a random button on your website probably won’t drive much traffic.

So, get strategic with your email marketing best practices. Enhance your calls-to-action (CTAs) with more direct, inspiring language that tells readers what to do. Place buttons higher on the page. Place CTAs for your newsletter in places that make sense, not just a random button in the middle of a page. Like, how we’re going to casually insert a link to our email newsletter signup, because it totally makes sense, and we think our emails are super fun and informative!

Social Media

Email marketing best practices aren’t just limited to email. Using social media as a part of your email list building strategy is totally OK. But like asking for subscribers on your website, just plastering a big “SUBSCRIBE” caption or link in your profile, isn’t likely to bring in throngs of people.

Social media does present an interesting opportunity to get a little more creative with content and provide value to what your business does. It’s a great way to give a little taste of your vibe to entice readers to ask for more—like an email newsletter.

Email Marketing Best Practices: Give it Some Flair

Do you remember the movie Office Space, where Jennifer Anniston has to wear 15 pieces of “flair” while serving at a local restaurant? That’s a classic movie, and while you may not need that much flair in your emails, you do want to add interest to your emails. Here’s a few ways to do that.

Make them Valuable

Your emails aren’t just a copy of your website. You need to give them a deeper look into what you do as a business or an industry. And it doesn’t have to be stuffy. 

Email marketing best practices can still be fun, interesting, visual, or even audible. Think clever video or funny photo. There are endless ways to customize emails these days so you don’t feel like a bunch of text that likely won’t get read. 

Keep it Short and Sweet

How do you provide value AND keep it succinct? It can be tricky business, but remember, you ultimately want to point email readers to what you do, and its value. Tell a short story, add a teaser of a blog post, and highlight a case study—but don’t give them the WHOLE thing. Remember, short and sweet. Just a taste can be enough to encourage a click through to more of your amazing content.

Don’t forget, readers’ attention spans are limited, and while there are some studies that show they’ve slightly increased, the reality is that you’ll have a few seconds to grab their attention before they go elsewhere.

Spice Up the Subject Line

Writing email subject lines is a delicate line to walk: get readers’ attention without pushing them away, and in just a few words. No easy task. But when it comes to email marketing best practices, understanding which audience your targeting, what they need, and who they are, will help you craft better subject lines that are sure to result in more “open” clicks.

One key thing to ask is, “What would make me open an email?” Most likely, it’s something interesting, not pushy, and less than five words. Maybe we need a little Wayward Kind subject line challenge to get our juices flowing!

So, there it is. The basics for to make your email marketing awesome AND compliant. We’re not going to lie—it takes time to write emails and strategize. That’s where Wayward Kind comes in. Contact us today and we’ll help you take your email marketing from drab to fab!

relationship marketing

Relationship Marketing: The Importance of Nurturing Leads

By | Lead Nurturing

Building relationships and growing take time, right? And if you want relationships to last and flourish, you know that you’ll need to invest some time into nurturing them.

Well, relationship marketing is no different. Showing the value of your products and services to customers and clients doesn’t just happen from a one-hit offer or popular social media post. Your loyal clients love you because you show them how valued they are.

There are hundreds of examples of brands cultivating loyalty with their customers, but the key is to remember that relationship marketing is long-term, like planting some seeds and then watching them grow. How do you do that? We’re going to show you how!

Relationship Marketing as Lead Nurturing

Lead generation and lead nurturing are both important to your business. Lead generation is like planting your seed—lead nurturing is the time to grow them. We love helping small businesses do both successfully. But when it comes to helping your clients and customers understand the value of what you do and offer, it can take time to develop that relationship from your initial introduction, to their first service experience with you. 

When you plant seeds, it takes water, sunlight, and perhaps some fertilizer.  And time. Yes, time is of the essence. 

When you have a lead, you can continue to grow it into a viable client or customer using an email series, blog posts, or offers that aren’t just about making a quick sale, but more about showing your potential clients and customers that you truly care about their needs.

When a client knows you care, you begin to see the fruit of your nurturing. They may ask more questions, share your brand with others, and purchase a product or service. The process begins to look more like a meaningful conversation than just a transaction. And that’s where the good stuff is!

How to Grow Customer Relationships

Your clients and customers want to feel like they have something exclusive in their partnership with you. They want to feel like they’re important and that you’re committed to helping them with whatever they need. But, how do you effectively use relationship marketing when you may not even see people face-to-face? How do you build a connection that provides deeper value and leads to them making a purchase or commitment to your company?

Show Appreciation

Who doesn’t like to feel appreciated? We all want to feel like we bring something to the table, which is why you can really connect with your clients and customers by showing them you appreciate their service.

Simple things like remembering their name or what products they like can go a long way. It can also be hard to remember that when your business is serving multiple clients at the same time. One way to show appreciation is by using CRM tools. By getting connected with CRM software, you can track all the important details you need to know to build up your relationship marketing prowess, like buyer behavior patterns, names, and customer personas.

You may even consider offering your valued customers a little something extra. Whether it’s a discount, an exclusive product, or an insider look into your business, these little notes of appreciation can really solidify the long-term relationship you want to grow. 

Add a Little Emotion

You don’t need to be over-the-top crazy with your emotions to build a great relationship marketing strategy, but it doesn’t hurt to show clients and customers that you are in fact human.

Consider what your clients and customers are feeling when they come to you. Are they nervous, desperate, scared, confused, or excited? Validate these emotions.

It may show up in your social media strategy, email marketing campaigns, or blogs. Whichever platform you use, acknowledging what people are feeling shows that you are human and you relate to them. It takes the conversation and connection beyond the screen and more to the heart. Think of it like a little digital fertilizer.

Say Thank You

One of the simplest tools in great customer service is saying “Thank You.” Of course, when purchases are made online, it’s a little harder to make that grateful connection, but thankfully, there’s plenty of ways to still say those magic words.

A quick and easy way to do that is with a follow-up email after they sign-up for an offer, or after they make a purchase. You may even go further by asking about their experience, showing that you’re open to their opinions and want them to know you care about them.

If you have a small business that allows you to make a phone call or send a card, then pick up the phone or send a note that lets them know you care enough to acknowledge how they’ve supported you. Customers and clients love getting a little personal attention and are far more likely to return to your business if they know you’re grateful for them.

Ask For Feedback

We get it—asking for feedback can be scary. There’s always a chance of getting a less-than-stellar review of your business. But feedback is invaluable to your relationship marketing strategy. 

Clients and customers want to a) know that you care enough to hear their opinion, and b) that you’re humble enough to listen. Receiving honest feedback is an opportunity to grow and learn, but also a golden opportunity to give your clients and customers a voice that they may feel uncomfortable using without being asked. 

So, don’t be shy. Send an email, ask on your website or social media, but find a way to invite your audience into the process of giving feedback, while you practice gracefully receiving it. 

Relationship marketing can sometimes feel like a lot of work, but we’re here to help you and your business grow. Wayward Kind specializes in creating digital marketing strategies that are all about growing your client relationships. Ready to grow? Contact us today!