Monthly Archives

January 2020

Business Facebook Page

How To Set Up A Business Facebook Page for Success

By | Lead Generation

We all know that Facebook has over 2.41 billion monthly active users and that it’s a great social network for businesses. Despite how easy Facebook has made it for users to browse, discover, and interact with businesses, business owners find themselves putting a lot of their Facebook marketing budget into ads with low returns.

So, how do you make Facebook ads work for you? What’s the best way to leverage a Facebook Business page to grow a business?

How To Set Up A Business Facebook Page for Success

Let’s explore how small business owners can use Facebook to leverage their network, build relationships with their audience, and foster a sense of community that opens up sales opportunities.

The Importance of Understanding Your Target Audience

Your business exists for a reason: to offer solutions to specific groups of people. Your target audience consists of individuals your business wants to serve, that share similar needs and are the most likely to sign up for your service. Identifying a target audience, or target audience segments, is an important first step, as a business can only develop an effective Facebook marketing strategy when they understand their target audience.

So, the more that you know about your target audience, the better you can appeal and engage with them. Not to mention, content development will come easier.

Here are some ways to develop content that will transform your business’s Facebook profile page into a lead generation and nurturing resource:

Stop Promoting. Start Adding Value.

Beyond making sure that your business details, like your contact information and story, are filled out, businesses often miss a major opportunity: providing value to their audience, instead of asking people if you can work for them.

Just like in face-to-face networking at workshops and conferences, social network-ing should focus on sharing information and advice, and solving issues. What kind of questions is your audience asking? What kind of questions do you think they may have?

Here are some more questions to ask yourself as you develop your content: What kind of value do your posts provide your audience? Are they educational? Motivational? Pure entertainment?

Decide on the value that you want to offer your target audience, then stick to it. Because trying to sell people something in every post, comment, or message is a big turn off.

Quality Over Quantity

Social media is not a new frontier but the way that businesses are leveraging their content on it is.

We can shout however much we want into the news feed abyss of status updates, baby announcements, and happy birthday posts—not to mention all the Facebook ads users are served daily—but if your content isn’t good enough to engage your audience, then it’s a waste of time, effort, and money.

For every 153 ads the average consumer sees, only 12 ads actually engage them. And they see 5,000+ ads a day.

That’s where quality over quantity comes in. Posts that are targeted toward target audiences just perform better. Especially when they convey an important message.

What Goes Around, Comes Around: Engagement

Small business owners that want to leverage their Facebook Business Page to grow their business need to be interacting—that means commenting, sharing, and liking. Often.

When businesses engage within their niche, they develop relationships with their audience and other businesses. Plus, it helps put your business at the center of the conversation online and increases visibility.

A great way to think about engaging in your niche is the GaryVee $1.80 Strategy (originally developed for Instagram but applicable on Facebook, too): Leave your 2 cents on the top trending posts in your industry until your 2 cents adds up to $1.80. Then repeat this every day.

Don’t Forget Your Call to Action (CTA) Button

We’ve stressed the importance of creating quality content that’s focused on adding value to your target audience, as well as engaging with others in your industry, but your Facebook Business page should still be set up properly.

Whether your Facebook business page visitor comes to your page with intent, or because they saw one of your comments on another post, you can help guide them in the right direction by making sure that you have a call to action button set up on your page.

With the click of a button, you can encourage visitors to:
  • Visit your website
  • Book a consultation
  • Contact you
  • Shop your store
  • Sign up for your email newsletter

You’ve put in a lot of work to get visitors to your business’s Facebook profile! This CTA button is your opportunity to encourage visitors to move on to your website.

Want to learn other ways to optimize your business’s presence on social media to drive leads? Book a consultation with our digital marketing strategist today.

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!

Improve your SEO ranking with a rock solid online review strategy.

Improve Your SEO With a Rock Solid Online Review Strategy

By | Marketing Strategy

Whether you sell products online, provide services, or have a brick and mortar business your customers visit, your client and customer reviews play an important role in your company’s local SEO. A 2018 local consumer survey by BrightLocal found that 86 percent of potential customers read online reviews for local businesses, and of these reviews, they read about 10 before they start feeling trust. 

Want to learn more about local SEO? Check out our SEO Guide for Small Businesses now.

Why Online Review Strategies Matter

As we’re sure you know, it’s important to always keep refreshing your digital marketing strategy with new practices and techniques. One of the latest practices, especially for local SEO, is to use review sites like Yelp, Google Business, Facebook, and even testimonials on your own website to improve your visibility in search results. The more sites that your business shows up on, the better—for increasing your sales, improving your online rating scale, and establishing a cadence of positive reviews.

When people searching for specific services read positive reviews, their next step is often a website or business location visit, which puts the following statistic from Propecta into context:

81 percent of B2B purchase cycles start with a web search.

So, how do the search engines use reviews to help potential customers and clients find businesses? There are two main factors they consider.

The first factor is to weigh review quantity and sentiment. The quantity, or overall number of reviews used to be the most important factor, but as of 2017, sentiment now matters even more. 

The second factor is review cadence. Your business needs consistent online review activity over time, rather than a spike and dip in reviews. Keeping this in mind when developing your online review strategy will help you identify the best practices and most feasible tactics to implement for your company. 

Understanding Why People Leave Reviews and How to Prepare for Reputation Management

When it comes to leaving reviews, it’s the tale of two extremes: People leave reviews when they love a brand and want to celebrate it, or, when they hate a brand and want to warn others. In other words, people with strong emotions about a brand or company’s products and services will go out of their way to sing their praises or warn other customers about their experience. 

When executing your online review strategy, be prepared to take the good with the bad. We know that it takes about 10 positive reviews to nullify a single bad review, so keep that in mind when working to gain new reviews for your company and when setting your goals.

How Review Sites Affect SEO

When it comes to SEO, your primary focus should be on increasing the number of Google reviews. Your secondary focus should be on reviews platforms like Yelp, Facebook, TripAdvisor etc. 

If your online review strategy goal is to use reviews to improve your SEO, you should be focusing on attracting reviews to your business listing on Google. The question isn’t “what is the best platform,” it’s “what is the best platform for SEO?”

Oprah says, “You get five stars!”

How To Get More Reviews 

It’s simple: Ask for them. The old adage “the squeaky wheel gets the grease” rings especially true when it comes to receiving reviews. We’ve put together a couple of ways to ask for more reviews based on best practices below.

The beginnings of a strong online review strategy: 
  • Know when it’s appropriate to ask for a customer review. Which past and present clients have something positive to say about their experience working with you and your team?
  • Identify past and present colleagues and members of your professional network that would welcome the opportunity to leave a few kind words about your working relationship. 

Once you’ve worked your way through your clients and network, you may feel like you’ve exhausted all your options. However, as with many other things in life, an online review strategy is all about timing.

Consider the following:
  • Know when clients are most likely to respond and actually leave a review. For instance, after a big win, at a major company milestone, on their anniversary date, or after a big project is completed. 
  • Everyone’s always going to be busy. Don’t let that deter you from reaching out. Trying to identify a “slower time of year” never works, so don’t worry about reaching out to ask for their help with leaving an online review for your business. 
  • If it is a busier time of year, manage your expectations in terms of response time. The key to collecting more online reviews is continued follow up. 
  • Once you have identified the best time to reach out and which clients to reach out to, make note of this in your Customer Relationship Management system or internal timeline calendar so you don’t forget to reach out and/or follow up. 

Lastly, make it easy for customers to post a review. Provide a direct link for your customers and colleagues to easily post an online review about your business. 

Here is an easy step-by-step guide to simplifying this process: 

You can also include a CTA to this link in your email signature. Here’s a sample prompt you can simply copy and paste into your existing signature: 

“Have feedback for [YOUR COMPANY NAME]? Tell us how we’re doing by leaving a review on Google. [HYPERLINK TO YOUR COMPANY’S GOOGLE REVIEW PAGE]. 

Responding to Reviews

A review, whether it’s good, lukewarm, or bad, means that people are proactively interacting with your brand. Best practices suggest that all reviews are worth a response, especially your negative reviews. Your approach should be different, depending on the tonality of the review you’ve received.

If reviews are left on review sites or on social media, set up an alert for when they are posted. Then, get in touch with reviewers personally to thank them for leaving a review and ask them to copy/paste it to your Google Business reviews with a provided link. 

Tips for responding to positive reviews: 

  • Be quick with your response.
  • Be warm and personal.
  • Thank the reviewer for leaving a review.
  • Talk about “next time” and “in the future.”
  • Make it actionable on your part.

Tips for responding to bad reviews: 

  • Keep in mind that 57 percent of the time, bad ratings relate to customer service.
  • In your response, depersonalize the interaction. Remember, it’s not about you, it’s about the business.
  • Be empathetic and proactive.
  • Be actionable. Say what you are going to do to make it right.
  • Talk about “next time” and “in the future.”

Tips for responding to lukewarm reviews: 

  • Consider it like a negative review.
  • If you didn’t wow them, the service was disappointing in some way, so follow the same methodology in which you would respond to a bad review.
  • The upside is that they found it worth their time to leave a review, they are open to giving you a second chance.

Customer reviews have a direct impact on business’ search visibility, especially local businesses. Outlining a clear, consistent way to request and respond to reviews is a great way to improve your SEO. Have any questions about local SEO or want to see more results? Let us know!

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There’s no time like the present to begin developing an effective video content 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!

The Best Social Media Platforms for Small Business

The Best Social Media Platforms for Small Businesses

By | Marketing Strategy

Social media has played a big role in the transformation of business marketing. From making it easier to target prospective customers to meeting them on the platforms they spend their time on, social media helps us facilitate communication.

The Value of Social Media Platforms for Small Business

While it may sometimes seem like there are more important things to do in your business, social media makes it easier for businesses both large and small to find and connect with potential customers. Finding customers can be challenging! And keeping them, even more so.

However, social media also helps businesses nurture their relationships with their clients and target audiences, from offering solutions and support for poor customer experiences to making your customers feel like a part of your community.

And consumers are more likely to recommend brands to their friends and family after a positive experience with them on social media—in fact, 71 percent of them report that they would!

Our Top Social Media Platforms for Small Businesses

There are a lot of social media platforms out there. A lot. With so many options, it’s easy to get overwhelmed or feel like there’s a better platform out there.

So let’s break down our recommended social media platforms for small business marketing.


Facebook offers businesses a plethora of opportunities: from facebook pages to facebook ads, this social media platform has unparalleled reach. Its universal use makes it great for businesses that cater to other countries, making it an effective global lead source. Facebook also features paid ads that can target your exact audience (especially if your target audience is 55+ in a niche industry).

What you should share on Facebook: upcoming events, products, updates about sales or promotions, new services and products

How to boost your business engagement on Facebook: highlight your brand’s personality, as your posts will be mixed in with posts from your audience’s friends, family, and other interests


Visual-centric, Instagram is perfect for businesses looking to offer products or services geared toward millennials and teens. Businesses can utilize posts, stories, live, and paid ad options to reach users in a variety of different ways.

What you should share on Instagram: content that highlights your company culture, business accomplishments, client features

How to boost your business engagement on Instagram: consistently share high quality photos and videos and be authentic to your brand

For more tips on the kind of content you can share on Instagram and Facebook, check out our 2020 Social Media Holiday Calendar for B2B Businesses.


Perfect for niches and small B2B businesses, LinkedIn is great for building relationships with other businesses and professionals. While actual marketing campaigns are present on the platform, the biggest benefit small business owners see is when making text-based updates that position themselves as an industry expert, sharing videos, and connecting with others in their own industry or in their target audience.

What you should share on LinkedIn: recommendations, tips, your experience and core objectives, industry news

How to boost your business engagement on LinkedIn: position yourself as a valuable resource that provides insights your followers can learn from, go beyond “work” and use videos and photos that are fun to stand out from the norm


Popular among younger crowds, Twitter is great for businesses that could benefit from “going viral,” as users interact in real time and retweets can add up quickly. 

What you should share on Twitter: updates about your business, recent news, etc.

How to boost your business engagement on Twitter: be playful in the way you provide value

It’s Your Turn to Share

Hopefully you have a better understanding of what types of content work best on each platform now!

As you begin posting to social media sites from your business, remember to keep track of which types of your posts your audience responds best to on each platform.

Need help creating social media content or developing a marketing strategy? Have no fear, the Wayward Kind team is here! Learn more about our digital marketing solutions for B2B businesses focused on humans.

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!