Monthly Archives

August 2019

Convert Your Followers with these CRO Tips

By | Lead Generation

Action—that’s what you want people to take every time they land on one of your digital platforms. Getting them to take that action, whether it’s filling out a form, subscribing to a newsletter, or making a purchase is what conversion rate optimization (CRO) is all about: a systematic way of increasing the number of people that take action.

When we say “conversion,” it’s the idea of making a pivot in a new direction. Perhaps a lead is curious and poking around your website. You want to convert them into a more serious user, one that is engaging with your content. 

So, how do you do that? With some helpful CRO tips you can create content that really speaks the user’s language and leaves them excited to take action.

CRO Tips: Micro and Macro Conversions

Of course, we all want users to dive right in and make a purchase or retain services. But the reality is that it’s rare for someone to just impulsively make a big purchase without first walking through a few steps.

There is a difference between micro and macro conversions. Micro conversions are the baby steps taken to get to the overarching (macro conversion) goal of making that purchase. These steps are significant actions. Here are some examples of micro conversions:

  • Sharing a post about your brand
  • Signing up for a newsletter
  • Visiting a landing page numerous times
  • Watching a video
  • Download an Ebook

Micro-conversion users are an integral part of your lead nurturing strategy. Even if they haven’t made a purchase yet, they are on a buyer’s journey. 

The job for you and your digital marketing strategists is to thoughtfully lead them on that journey and let them know they have value, even if they don’t buy anything. Focus on developing the connection with your audience through micro conversions and there will be more opportunity to make that bigger conversion. 

Track Conversions

The importance of tracking conversions can’t be overstated. If you really want to know what part of your digital marketing strategies are working, and what’s not, you’ll need to keep track of how people are using your website.

Take this CRO tip to heart: If you haven’t started tracking them yet, start by checking out tools like Google Analytics that can be easily set up.

You’re probably investing a healthy amount of dollars into marketing and you deserve to know what the ROI is on those efforts. Why waste time putting money into a project that’s not producing, especially if there’s a method with better results? Working hard on your marketing strategy is like driving across the country without a roadmap. You need that map. 

So, what will these magical tracking tools do?

  • Determine where users are located
  • Learn which campaigns are getting the most traffic and conversions
  • Find out what people are searching for on your website
  • How long visitors stay on popular pages, or bounce

And there’s certainly a lot more that you can get into with analytics. Just starting with some of these basic metrics can really help you tailor your content and website architecture to speak to your target audience, connect with their needs, and work towards that macro goal of converting leads into actual customers. 

Bring the Value

We believe in the human connection with your audience, so when it comes to CRO tips, we always come back to that core value. Converting customers is about helping them solve a problem, not just about making them DO what you want them to do.

When you’re working on those micro conversions, it’s all about the value, the education, the information that you provide to help that audience feel comfortable with you. As they get closer to the bigger buyer conversion, you’ll focus more on a direct action, like a clear button that says “BUY NOW!” But you’re not going to lead with that CTA when you’re just getting to know someone. Just like you’re not going to ask someone to marry you on the first date. 

As you continue to build your digital content, remember these CRO tips. Consider your intentions as a business and the intentions of your potential customers. Dig a little deeper, perhaps with some help, and watch those conversions soar. 

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

branded playlists

The Sound of Music: Connect with Your Audience with Branded Playlists

By | Content Development

Who doesn’t love music? We all have some favorite artists and genres, and probably a few guilty pleasures. But have you ever thought about your business as a source for some great musical content? 

Maybe not, but we think it’s time to tap into your own rhythmic spirit and consider making a branded playlist.

What is that? Basically, they’re just curated playlists that are unique to your business. They could be curated by event, holiday, or even by your team members (as we’ve started doing here at Wayward Kind!). You could even create playlists that are targeted to certain segments of your audience. The options are limitless, but the point is, tapping into your musical side is just one more way to build relationships with your clients and customers, and show them a bit more of who your business is.

What Do I Do With Branded Playlists?

Your playlists are content. Learning where and when to use them is all about digital strategy. Thankfully, once you have a playlist or two under your belt, you can repurpose them in a number of fun, engaging ways.

Opt-In Offer

Something we’ve been talking about a lot is how to give our clients valuable content that really helps them or gives them something interesting to chew on, so to speak. One way to do that is by creating opt-in offers.

Your opt-ins are simple offers that give your audience something of value. When they sign up, their email gets added to your list so that you can continue to send them valuable content. With permission, of course!

Creating branded playlists are a great way to build quick and fun opt-in offers that can be featured as content across digital platforms. 

Newsletter Feature

You’ve probably already got a solid email list going (if not, then you’ve got to read this post!), so why not include your branded playlists in your newsletters? Remember, emails are all about educating, informing, and helping your readers. Sending some good tunes straight to their inbox shows that you care about more than just selling—you’re sharing something personal and creating a connection with readers. And who knows what fun feedback and conversations may start as a result of your playlists!

Social Media

If you’re looking to elevate your social media strategy, offering something beyond just a typical daily post could really intrigue your audience. Perhaps once a month you have a day where you give them a branded playlist, curated just for your social media segment. They’ll start to look forward to your posts and eagerly await every month when you have fresh tunes for them.

The Science Behind Music and Memory

We can talk all day about digital marketing strategy, but when it comes to music, strategy and science marry together to create a unique, memorable experience that makes your brand stand out. 

Think about it: your favorite song pops on the radio and suddenly you’re whisked away to a special moment from years ago. The scent in the air, the person you were with, and the place you were sitting all come flooding back. That’s because music and rhythm induce memory. Music is essentially an oral tradition that was invented to aid in memorizing stories before writing was even a thing. 

Now, we write more than ever, but tend to think less about music as it pertains to memory. The thing is, music is still a highly effective tool for helping people remember your brand. Just think about one of those annoyingly memorable jingles from a commercial. Hopefully, your branded playlists doesn’t annoy anyone. But the songs you choose can create positive associations with your brand, and we’re all about that!

We all want to be memorable, whether it’s for that special someone, or a potential client. Wayward Kind loves helping small businesses increase their digital presence with expert strategy and content development that can’t help but induce some positive memories. Want help with your branded playlists and strategy? Contact us today to get started!

email nurturing strategy

Must-Haves for Email Nurturing Strategy

By | Lead Generation, Lead Nurturing

Nature vs. Nurture. You’ve heard that term, right? It’s about whether our human behavior is inherited, or learned. While it may seem like a stretch to apply that to your email nurturing strategy or digital marketing strategy, there may be more of a connection that you initially thought.

Consider “nature” as the sources of leads. Did they come from an opt-in, a review, an ad, or a Google search? Of course, some leads are more successful than others, like a phone call versus a sign-up from your website. The conversion rate after a phone call with a lead is “30 to 50 percent, while web leads convert at 2 percent.

When it comes to “nurture” in digital marketing strategy, think of this as how you follow up. How do you keep the conversation going with your audience? And that’s what this post is all about: nurturing your leads through email. 

Email Nurturing Strategy Keeps the Audience in Mind

Here’s another “versus” for you: educate vs. sell. You are a business and your ultimate goal is, of course, to sell a service or product. There’s nothing wrong with that. But perhaps our conversation here is less of a “versus” and more of what your intentions are with email.

Most people don’t like in-your-face sales. They don’t like pushy. They want to feel like you care about what they need and want. So, if you make your email intentions about giving your audience something of value, they’re much more likely to take a second look.

This takes some marketing tenacity because you really want to get to know your audience in order to provide content that relates to them. Some CRM tools can be super helpful here, along with segmented email lists. Then you can tailor different email campaigns to suit a specific audience. 

Short and Sweet 

It can be very tempting to want to explain everything in an email. But here’s the reality: on average, readers spend about 11 seconds reading an email. If you’re lucky. If you send a long page of text, there’s a small chance they’ll make it to the bottom for your all-important call-to-action (CTA). 

So, it’s time to get crafty—get your creative juices flowing and come up with some killer subject lines and headlines that really target your intended audience and bring the intrigue. Something that alludes to the content of your email, without giving away the whole thing. 

Once you get into the email, keep paragraphs short, but direct. Each paragraph needs a specific purpose so it doesn’t seem long-winded. Give them something valuable to read (perhaps about a service you offer that could really help them), tell them an interesting fact, and then invite them to read more with a nice, actionable CTA.

What’s an Email Nurture Series?

Think of an email nurture series as a way to introduce your business, just over the course of numerous emails. Each series has a purpose. 

For example, you may have an email series that is triggered when someone signs up for your newsletter, or by someone who just made a purchase (this is the “nature” part of your strategy). Then, over the course of a few days, or even a few weeks, they’ll continue to receive valuable information about your business, cultivating a relationship, not just a sale (this is the “nurture” part).

When it comes to your email nurturing strategy, this is definitely a place to start focusing your energy. Newsletters are great, but they don’t always address the immediate needs of people who are fresh off of signing up for something. These people are excited. You want to catch them in the midst of their excitement!

As you’re pondering all this email strategy, and perhaps wondering if it’s worth it, then let us assure you: YES! It’s worth it! The number below says it all: $44 in ROI for every dollar spent on email marketing. Higher than any other form of marketing. So, what are you waiting for?!

email nurturing strategy

If creating an email nurturing strategy doesn’t feel natural, then let Wayward Kind help. Our expert strategists can craft emails to make your audience feel valued AND you to feel confident about your email campaigns. Contact us today to get started!

microcopy matters

Microcopy Matters: How to Motivate in a Few Words

By | Content Development

It’s the little things that count. Like a butterfly fluttering across your path, a child’s smile, or a snail-mail thank you note. Seriously though, don’t you just love a good old fashioned thank you?! In digital marketing, those little things can come in the form of tiny bits of copy. Which is why we’re here to tell you, microcopy matters

Microcopy is the little bits of copy that help users find what they need with ease. Yes, this copy may guide them towards a shopping cart or a signup page, but ultimately, microcopy is about the user, not a sales pitch. It’s about keeping the digital conversation going—taking it to the next level.

Your website copy, blogs, social content, and emails are all important. Don’t abandon those. But for this post, pull out your glasses, binoculars, and microscopes, and let’s explore the details.

So, What Are Examples of Microcopy?

We’re so glad you asked. Truth be told, it sounds like teeny-tiny letters, which it could be, but that would make the user experience (UX) more cumbersome. Think of microcopy like the opposite of long-form copy, like a blog post. It’s the short, concise bits of copy that are like signposts for readers. 

Calls-to-Action (CTAs)

It’s right there in the name: ACTION. You’re telling them to do something—like a director. A good CTA is like a strong, confident handshake. You’re not shying away from telling readers what to do because you know what you’ve got to offer is valuable. You can even make the CTA fun, playful, and engaging, just as long as it’s clearly pointing them in the right direction.

Check out our very own Wayward Kind “Story” page. We give readers snippet of what we do, with focus on cultivating digital conversations. So, what’s our CTA button? “Let’s Talk.” Our conversations aren’t just with existing clients, or their audience, they’re with everyone and we make that clear by telling them we want to talk to them.

Microcopy CTAOpt-In Forms

People are often a bit skeptical about signing up for things. So, if they’ve gotten to the point where they’re ready to sign-up for a newsletter, a service, or anything really, GREAT! Microcopy matters here—it’s used as a way to quickly explain something or direct users to further information. Essentially, it helps them feel more confident about the choice they’re making.

Check out the MailChimp sign-up form below. It tells you the benefits (“Find your people. Engage your customers…”), where to go if you already have a log-in, and clearly explains what your password needs to be valid. We’ve all had those frustrating moments where our passwords don’t work, right? It’s simple, yet informative, and it’s all because of some good microcopy. 

opt-in offer microcopy

Image: MailChimp

Helpful Reminders

Did you abandon your shopping cart? Forget to check out related products? Well, microcopy will remind you. These tidbits of copy can not only guide users to make their purchase, but also create a playful conversation that will make them feel encouraged, even excited to take action.

Knowing what your users like can also help to create microcopy that will guide them to other useful products and services. Remember, your helping them. You’re the tour guide through the website. Consider what’s going to help them do that with ease and interest. 

What Should Microcopy Do?

We touched on this above, but it’s worth diving a bit deeper into the intention of microcopy. So here’s a few key things to think about when getting your writing juices flowing.

Microcopy Should:

  • Set expectations: Where users are headed, what they should do and why
  • Speak the customer’s language: Align language and tone with your brand. If you’re fun, be fun in your microcopy. If your audience is made up of professionals seeking clear information, keep it simple and direct. You know your audience best.
  • Be Informative: It’s not just there to look good—it explains, very briefly, something that’s important to the user
  • Be Timely: This is huge. Consider when you want users to do something, and add the micropy in there. For example, on the homepage of your website. You probably want to get them to more of your services or “About” page quickly. So, put your CTA at the top, not the bottom. The chances of them getting to the bottom of the page and seeing the CTA button is minimal. Time it right, and you’ll probably give them more of what they need, when they need it. 

Big or small, your copy matters and tells a story—and we love telling the stories of our clients. If you’re ready to get your digital conversations going, contact us today. We can’t wait to talk to you!