Monthly Archives

September 2019

How to rank with Google Reviews to get found

Rise to the Top: How to Rank with Google Reviews

By | Marketing Strategy

There’s nothing quite like social proof to help boost your business. Just think about how popular a product gets when a super cool Instagram influencer promotes it. Or when a local restaurant gets rave reviews in the New York Times. Great reviews create a buzz around businesses and products that are hard to ignore.

Growing your company is no different and one way to get that buzz going is to understand how to rank with Google Reviews. While engaging with users through a variety of online review platforms is definitely worth your attention, Google Reviews is where you’ll get the most bang for your review bucks.

Why, you ask? Let’s take a look!

How to Rank With Google Reviews: Location, Location, Location!

Most likely, potential customers are searching for services near their location. Perhaps it’s a query like “small business accountant in San Diego.” Or, they may be even more specific and name a neighborhood. 

Either way, what pops up first is a map with popular listings directly below it. You see exactly where the accountants are located in relation to you, and you can quickly scroll through what Google has deemed as the cream of the crop for accountants. 

If your business isn’t showing up, the first thing to do is make sure you’ve started a Google My Business profile. Once it’s set up, you can connect with people searching in your area, add photos to your profile, and quickly elevate your Google presence. 

Being specific about your hours, address, and contact information gives your business credibility and shows people that you are accessible. It also makes it easier for potential customers to get in touch with the click of a button. 

Don’t Forget the Keywords

How to rank with Google Reviews? Don’t forget to add keywords. Search engine optimization (SEO) is pretty essential these days to help get quality eyeballs on your business. It drives traffic to your site and brings more exposure to your business in an organic way.  

Content on a Google My Business profile is definitely limited compared to your website, but there’s still opportunity to insert keywords that are directly related to your business. Here are a few tips to use keywords on Google My Business:

  • Do some quality keyword research to see what people are searching. Working with an experienced SEO strategist can be helpful in finding the best keywords and phrases to use. 
  • Write an introduction that clearly states your location and specific product or service that includes some of the keywords you researched.
  • Use descriptive words that enhance what you do. Think of this like an elevator speech that gets people excited to contact you!
  • The title should reflect your actual business name, not just keywords.

As you set up your profile, make sure that you’re following Google’s guidelines so that you don’t get flagged for violating their rules.

Build Credibility with Google Reviews

We’ve gone over how to make your business more relevant on Google by creating a stellar profile. But even if you have that profile going strong, Google looks at something else when determining ranking: prominence.

Prominence is created by a variety of factors, like how well known your business is on- and offline and where it pops up around the web. But it also takes into consideration the online reviews your business has received. 

Google will look at how recently reviews were given, how often they’re given, the sentiment of reviews, and the quantity. That means that you want to encourage all customers and clients to leave detailed reviews, do it quickly, and do it often.

The more quality reviews you have the more credible Google sees you—and the more credible you are to potential customers. In fact, 93 percent of consumers say that online reviews impact their purchase decisions. It’s social proof at its finest and the more people are talking about how great you are, the more likely potential customers are to trust you. 

How to Get Those 5 Star Reviews

You’ve got your Google My Business profile set up. You’ve got some strategy for building your profile and increasing your rankings. But now you need some reviews. Don’t be afraid to ask!

Yes, asking for someone to rave about you may feel a little odd. But if you’ve provided someone with quality services, they will likely be happy to share with the world. Here are some tips for the big ask:

  1. Timing: Approaching a customer when your service or product is fresh in their minds is best. If you wait too long, the details may be fuzzy and their excitement may have diminished. Play on the positive vibes they’re feeling to get the most out of their review.
  2. Let them know a request is coming: Let them know to be on the lookout for an invitation to review and why you appreciate their feedback. 
  3. Make it easy: Just telling them to go on Google and leave a review will probably not get you reviews. But, sending a follow-up email thanking them for their patronage with a direct link, takes out the guesswork. Depending on the nature of your business, you can even opt to send requests via text!
  4. Respond to reviews: When you receive a review, write back! Engaging with former/current customers is a great way to show potential customers that you’re connected with your audience and that you care. 


Let’s do a review of reviews! To start ranking make sure your Google My Business profile is up-to-date with location and a killer intro that uses industry keywords. Then, start reaching out to recent customers and clients to ask for reviews. Make it easy for them to leave reviews and never underestimate the power of an authentic THANK YOU! 

Reviews, rankings, responses—oh my! If you need help navigating all this Google Review talk, we’re here to help. Our strategists are experts at developing a plan to help your business get found and garner some stellar reviews. Contact Wayward Kind today to rise to the top!

Glaucia Midgett is new SEO Strategist

Welcome Glaucia Midgett, Wayward Kind’s New SEO Strategist

By | Team Wayward Kind

Wayward Kind has been on fire lately…in a great way! New clients, new partnerships, and new employees, like Glaucia Midgett, our new SEO Strategist!

As a digital marketing agency, Wayward Kind depends on search engine optimization (SEO) to help our clients develop amazing content that gets them found. And Glaucia is the woman for the job.

We’re excited to have Glaucia on our team and we can’t wait to learn from her expertise!

Brazil to SD—Glaucia Midgett’s Journey to the States

One of the things we love about our Wayward Kind team is the diversity. As a native of Brazil, Glaucia grew up in São Paolo, Brazil, the largest city in South America.

Glaucia always had an interest in helping small businesses so when she finished high school, she decided to study marketing and advertising. She enjoyed learning about creative marketing strategies that help businesses grow.

To deepen her knowledge, Glaucia attended the University Paulista and received her BA in Marketing and Advertising, and her MBA from B.I. International, with a focus on International Business and Innovation. 

This led her to working with one of the largest healthcare consulting firms in Brazil as a Marketing Manager. She also held the position of Senior Campaign Manager for the largest home decor e-commerce business in Brazil. 

While Glaucia found some professional success in Brazil, she sought opportunities to further her career by learning English. Thus began her journey to California. With the support of her cousin, Glaucia settled into Southern California and took a year to dedicate herself to learning English and familiarizing herself with the culture. 

During this time, she met her husband, Brandon, and also furthered her marketing studies, including an SEO Extensions program through UCSD. Learning SEO supported her earlier passion to help small businesses through effective strategy that could be implemented without spending too much money.

When she’s not strategizing, Glaucia enjoys riding her bike in Mission Bay, attending spin classes, seeking out the best happy hours in San Diego, and traveling with her husband. Her favorite travel destination is the Caribbean and she loves a good burger and fries! Glaucia is also passionate about volunteering at her church, offering her expertise as a Marketing Coordinator.

Lightning Round

We love sharing about our team and it’s become a tradition to do a little lightning round to learn the essentials about each person. So, here goes for Glaucia…

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

Glaucia: A prayer, black coffee, and LinkedIn newsfeed

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

Glaucia: I want to make meal prep a priority.

Wayward Kind: What is your favorite movie?

I love the movie The Pursuit of Happyness and Will Smith’s character. I like the way he refuses to give in to despair as he struggles to create a better life for himself and his son.

Welcome to Wayward Kind, Glaucia Midgett!

 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!

A tour of our Digital Marketing Basics

Tiny Desk Tour: Digital Marketing Basics

By | Team Wayward Kind

Wayward Kind has an amazing team. From copywriters to strategists, we’re passionate about helping our clients connect with their audience. To do that, we look to a variety of digital marketing tools to enhance our skills.

Lucky for you, we’re giving you an insider look into the digital marketing basics that help us get things done around Wayward Kind. Since each team member has a different role, their tools can vary. So, we’re starting with our Digital Marketing Strategist, Jaz Adams. 

Ready to see what’s in her digital marketing toolbox? 

Digital Marketing Basics: The Techie Stuff

When you’re a digital marketing strategist, it’s important to stay up on the latest trends. Whether it’s social media algorithms, trending hashtags, or apps to make scheduling posts easier, Jaz has her finger on the pulse of all things digital.

Jaz’s role gives her the opportunity to dive into each clients digital landscape by assessing what’s working, and what’s not. She then provides a comprehensive plan to enhance their digital presence. 

To aid in her assessments, she often consults Google Analytics to see metrics about how users are moving around a client’s website. With that information, she can develop a more detailed strategy for website content. 

Social Media

We like to think of Jaz as Wayward Kind’s social media expert. She is responsible for helping each client develop a solid strategy for what type of content to post, when to post, and how to use special features. 

Her digital marketing basics for social media are:

  • Hootsuite: Used by a number of clients, Jaz uses Hootsuite to plan and schedule posts and track metrics for social media engagement. She likes Hootsuite for planning LinkedIn posts, especially.
  • Later: Recently, Jaz has been loving Later, especially for planning and scheduling Instagram posts for clients. She can also access metrics for audience engagement, like when followers are online so she’s posting at the most opportune times.

Favorite Apps

We all have our own systems for staying organized around the office. Some of us love a good whiteboard. Some of us like good ‘ol fashioned pen and paper. Also, some love day planners. 

Jaz loves her iPad because it’s basically all of those things in one device. Oh, and she doesn’t go anywhere without her Apple Pencil. I don’t think we’ve ever seen Jaz in a meeting or on a call without her iPad and Pencil. 

digital marketing basics

Her favorite app is Notability. As a visual person, this app gives her the freedom to conceptualize ideas directly on her iPad in an instant without ever having to waste paper.

She can also take notes, mark-up PDFs, create documents, and easily organize each client’s information for later use. When it comes to digital marketing basics, this is an essential for Jaz.

The other app she swears by is Feedly. Jaz loves this app because it compiles resources from around the internet based on her interests. She adds in the topics that matter to her (like digital marketing strategy) and it populates her feed with what’s trending. 

Digital Marketing Around the Web

It’s safe to say that each Wayward Kind team member has a few go-to resources for information related to our specific roles. 

Being the digital wiz that Jaz is, she’s got a number of websites she visits daily, but here are a couple of her favorites..

  • Reddit: More specifically, Jaz follows the Digital Marketing community to learn about trends, troubleshoot common problems, learn about the ever-changing algorithms, and discuss digital marketing basics with like-minded users. 
  • YouTube: Who hasn’t searched YouTube for a how-to, or to watch cat videos? Ok, so we’re not watching cat videos during work hours, but YouTube is a great source to see what influencers are doing with video, troubleshooting, and what’s trending.


There you have it—our first installment of Digital Marketing Basics with Wayward Kind. Hopefully you got a nice glimpse at how we do what we do, and why we love it so much. Above all, we want to connect with and help our clients succeed. Thanks Jaz, for giving us a peek inside your digital marketing toolbox!

wayward kind

We believe that every business has value. But knowing how and where to share your value can be overwhelming. That’s why we start with the basics: getting to know you and your business so that we can build digital marketing strategies and value propositions that really work. Ready to start? Contact Wayward Kind today and we’ll get to strategizing!

Marketing Strategies for small business success

Marketing Strategies for Small Business: Value Propositions

By | Lead Nurturing

Your business is different. You are problem solvers. And it’s time you start telling the world about WHY you are a different breed of problem solver through some marketing strategies for small business.

Dig deep into the soul of your business and connect with why you wanted to start it in the first place. Because in there, lies something really important: your value propositions. 

It sounds like a fancy term, but really, a value proposition says, “We propose that our product/service will solve your problem because…” It’s a simple way of telling people you know what they need and you’ve got it.

Why are these so important? They are the backbone of your content and they are often the first words and images that your audience will see when they land on your webpage. Value propositions make an impact. In fact, Quicksprout found that they could boost conversion rates by over 10 percent!

Now that you know the what and why behind value propositions, it’s time to start building your own with a few useful tips to get the wheels turning!

Marketing Strategies for Small Business: Pain Points 

Ok, we know that pain isn’t something any of us enjoy. But pain is a catalyst for change. If we have a back ache, we may start stretching, or see a doctor, or change our daily habits. Similarly, if your potential clients and customers are feeling pain (aka, they have a problem), they’re going to start looking for a solution.

This is a great place to start creating some value proposition examples to use in your content. Pain points can also be a catalyst for your business’ marketing. Knowing what causes your target audience pain informs how you plan to solve their problem. Once you know the problem and solution, you’re well on your way to creating great content.

Pain points vary depending on your industry and business structure, but generally fall into one of these categories:

  • Financial: people are spending too much money and need a cost-effective solution
  • Productivity/Efficiency: people want to save time
  • Process: people need to streamline what’s happening internally
  • Support/Lead nurturing: prospects need more time and attention as they get to know you 

Take a moment and consider which pain point your target audience suffers from. Getting clear on that will lead you straight into the next part of creating value propositions.

Emotional Appeals

You’ve identified what’s causing your audience pain. You know they’re searching for a solution to get rid of that pain. But there’s one more layer to that: what emotions are associated with their pain?

Emotions deserve some extra time because understanding your potential clients’ feelings can help you craft superb value propositions.  

Marketing strategies for small business can take a cue from bigger companies when it comes to evoking emotions. An example that most of us are familiar with are Subaru commercials. 

Do you remember the Subaru commercial where the dad is waiting with his daughter at the bus stop on her first day of school? They’re both standing there, nervously waiting as the bus drives up. Then, he starts driving along side the bus to follow his daughter in his Subaru sedan, and says: “I’m over protective. That’s why I got a Subaru.”

First, his statement is a great value proposition example. But part of the proposition isn’t even in the words he says—it’s the emotions that all parents can relate to. They appeal to emotions, then to the problem (car safety), and then to what makes Subaru different: high safety ratings. 

So, emotions. You may not have to turn on the water works like Subaru does, but using emotional appeal can be a great way to show that you understand your audience on a deeper level. It helps establish your credibility as a brand that’s not just selling, but caring.

Why Your Business is the Best

The last part of the value proposition equation is what makes you and your business shine. You’re probably not alone in your industry, so you’ve got to clearly define why you’re unique—why should a customer choose you over a competitor?

To do that, it helps to know your own story. Go back to the basics, and ask yourself a few questions:

  • Why did you start your business?
  • What problem did you experience that you wanted to solve?
  • How did you feel when you started your business?
  • Who, specifically, do you want to help?
  • What are your internal processes and why are they successful?
  • What are your core values as a company?
  • What do people say they love about your product/service?

Simple questions, but within them lies the answers to why you’re different. Knowing these answers will help you to target specific aspects of your business in your content, rather than guessing. 

We can go back to the Subaru commercial one more time for an example. The very last line of the commercial says their well-known tagline: “Love. It’s what makes a Subaru, a Subaru.” The love they put into manufacturing their cars sets them apart. It informs their commitment to safety, which they also highlight as unique.


There are so many marketing strategies for small business, but creating some value propositions are a great place to start. Once you know them, it’s like having a roadmap for how to strategize the rest of your content. Just think of it kind of like an equation: Problem + emotions + what makes you different = value proposition. Tying it all together is what really makes your brand pop!

We believe that every business has value. But knowing how and where to share your value can be overwhelming. That’s why we start with the basics: getting to know you and your business so that we can build digital marketing strategies and value propositions that really work. Ready to start? Contact Wayward Kind today and we’ll get to strategizing!

Content Marketing Plan success

Get the Party Started with a Content Marketing Plan

By | Content Development

Have you ever planned a big party? One with catering, and rentals, and A/V, and games, and invitations, and…the list goes on. It can be overwhelming. You start with this big idea, but sometimes, it’s easy to get lost in the details and lose sight of what your goal was to begin with: to throw a fabulous party.

Your small business has many goals, too. Perhaps not to throw a party (although, that’s not a bad idea come the holidays!). But to increase leads, convert followers into engaged users and buyers, and grow your business. That last one is definitely a worthy goal, but trying to do that all without some kind of plan is going to get crazy fast.

Enter in a content marketing plan. While each plan will look and feel different, the point is that as you’re working to scale your business, you’re doing it with intention. You’re not just saying you want to generate more leads—you’re making a plan for how to get them. Same can be true of any digital marketing goal you have.

Whether you’re partnering with a digital marketing agency, or getting your marketing juices flowing in-house, we’re offering up some tried and true tips to develop a successful content marketing plan.

A Content Marketing Plan Starts with Your Audience

You’ve probably heard the phrase “read the room” from comedians. It’s the idea that you can immediately get a sense for the vibe of your audience and tailor your material and tone to them. The same can be true for digital marketing strategy.

Harkening back to our party analogy, if you’re planning a party for a teenager, but you offer them goody bags filled with kazoos and crayons, your audience of snarky teens may revolt. You’ve got to know your audience well enough to speak to their needs, pain points, and the value you bring. You may even shift your goal from making more sales or generating more leads to making better connections with your audience.

To develop those connections and build your content marketing plan, start by breaking your audience up into segments. There are many different ways to segment, but to keep it simple, consider demographics and psychographics.

Demographics are things like age, gender, location—the real tangible stuff of who your audience is. Psychographics are things like buying habits, values, and hobbies—the why behind your audience’s actions. Using only one of those segments can lead to a marketing campaign that’s too broad and never truly connects with any one audience. 

Getting all this information is a great place to start building your strategy. And how do you do that? Here are a few simple ways:

  • Get to know your current clients: Engage in some small talk and learn more about who they are and what they’re into. As the relationship develops, you’ll be able to get more information about why they chose your company and what they love about your services. Don’t be afraid to ask some questions and show you care.
  • Analytics: If you don’t already have some sort of metrics for what your audience is doing online, start with that. With tools like Google Analytics you can easily assess behavior and engagement.
  • CRM Tools: Organize, prioritize, and catalogue relationships with your audience using CRM software. CRM tools are a great way to build your audience segments, too. 

How Are You Talking to Your Audience?

Putting together a solid content marketing plan means that you’re going to be using a variety of channels to talk to your audience. Emails, blogs, website copy, social media, ads—they’re all ways of communicating. But how you communicate will change depending on which channel you’re using.

For instance, let’s say you’re setting up an email campaign: five emails that target an audience of brand new users who you want to introduce to your business. First off, can we just say how important these email nurture series can be to cultivating new relationships? SO important!

Each email in that series will share a bit of information about what you do, pointing back to your website blogs, services, or a guide of some kind. But you have to consider the intention of your communication channel (email): to point your audience back to your website so they can engage more. 

These emails aren’t blogs. You’re not trying to educate readers on one specific topic with lots of relevant information. Yes, you want to show your value and credibility, but you have to do it succinctly and with your target audience in mind. Once they click on a link in your email, they’ll get back to your website and clearly see how awesome and credible you are.

The bottom line is that when you’re creating a content marketing plan, you have to seriously consider the type of content you’re producing and how it’s being delivered. It’s a game-changer for connecting with your audience, but also for your marketing ROI

Show Your Value

Finally, don’t forget how great you are. People tend to be uncomfortable talking about themselves, but remember, you are an expert in your field. That’s why you’ve built an entire business around your zone-of-genius. Be confident in that.

Part of that confidence is understanding what problems your business solves. What are the pain points your audience has? Why are they searching things like, “Best screen repair in San Diego?” What are they feeling when they’re searching or sending you an email?

Answering those questions on a macro level can help to get your content marketing plan started by identifying general industry pain points. Answering them on a micro level can help you develop specific, targeted campaigns that address how your different products or services solve a user’s unique problem. 

So, there you have it—some content marketing essentials. Know your audience, assess your communication channels, and know and show your value. With this foundation, you’re sure to avoid a dud content party

Don’t get lost in the details of your content marketing party. Let Wayward Kind help you develop a strategic content marketing plan that takes the stress of trying to wrangle digital marketing off your plate, so you have more time to focus on growing a thriving business. Contact us today!