Monthly Archives

May 2020

How to Develop a TikTok Marketing Strategy

How to Develop a TikTok Marketing Strategy

By | Marketing Strategy

Change is all around us. There are always new gadgets, technology, and social movements we have to stay attuned to.

It feels like just when we’ve caught up, a new way to connect and interact with our clients comes out, and we are yet again propelled to keep up with the times.

The best way to handle brand new things is to see if it is beneficial to your business and if so, to get on board before your competitors. Making sure you hop on the trend wagon with an intentional marketing plan gives you the ability to market your services in a modern, relevant, and interactive way.

Speaking of keeping up, it seems that TikTok no longer stands for the sound of a large clock ticking.

If you haven’t been under a rock for the last year or so, you’ve probably noticed that TikTok has disrupted the social media world. Today, we’re taking a look at simple ways to develop a TikTok Marketing strategy. 

If you’re ready to get noticed and strategically align your services on this new and fun social application, we’ve got you covered.

What is TikTok?

TikTok is a social network that allows its users to make short videos of any topic they want. The app combines a variety of songs, sounds, special effects, and filters to entertain its colossal amounts of social media dwellers.

TikTok is a video sharing application where its users put their creativity to the test, mostly in the form of challenges, dance moves, and comedic content.

Many celebrities have elevated it, boosting TikTok’s reach worldwide. Jimmy Fallon was one of the first celebrities to jump on the TikTok craze. He created the #tumbleweed challenge. This challenge required people to act like a tumbleweed by dropping to the ground and rolling out of the frame. This quirky and silly challenge sparked a massive viral response including over 8,000 submissions and more than 10.4 million forms of engagement including likes, shares and comments. This challenge promoted many celebs and influencers to follow suit and use TikTok to its fullest potential.

Eight hundred million users have an account world wide.

Because of its quick rise to stardom and tremendous reach across the world, many businesses are successfully using TikTok to promote their services and actively engage with their target audience. 

Where to Start

Since we know TikTok has some significant influence, it goes without saying that it may help businesses promote their services. So how do you even start?

To advertise your business services on TikTok, you need to open an advertising business account. Once you’ve created your account profile, you have to wait 48 hours for a representative to reach out to you. 

Yes. It is that serious. Don’t worry; there are massive rewards for your patience.

Once your business account is open, you can specialize your page to align with your overall marketing strategy—the choices including traffic, conversion, or app installation. Whether you aim to guide more people to your landing page, increase email subscriptions, or get users to download your businesses app, TikTok has you covered. Choose wisely to get optimal results.

After selecting your campaign goal, you can start diversifying your page toward your target audience. Audience segmentation includes age, gender, location, and more. You can also promote your business services on TikTok’s family companies, including Buzz Video and Vigo videos, to increase your viewership.

Consistently keep top of mind what your goals are and ensure that whichever platform you choose to promote your business on matches that objective. 

So you’ve got a TikTok business account, and you’ve specialized it to fit your marketing goals. Now what?

5 Tips on How to Develop a TikTok Marketing Strategy

1. Use the Discover Page

TikTok’s discover page helps you find out more about your target audience and their interests. The discovery page combines user hashtags and challenges onto one page, which gives you the insight you need to know how and if you can successfully market your services on TikTok.

Facebook is another huge social network you can use to boost your brand awareness. If you’re wondering how Facebook affects business, check out our blog for powerful tools to significant results.

2. Brand Take-Overs

Brand Takeovers are precisely what the name says. One brand a day per category takes over TikTok once a user opens the app. These categories include but are not limited to tech and electronics, education, financial services and apps. The ads will pop up and provide an external or internal link that will take your potential client to your website, another TikTok video, or another account. 

Brand takeover can be useful in tracking click rates and reach, which can help you see if your marketing strategy is driving results or needs some tweaking.

3. Connect with TikTok Influencers

Sometimes it isn’t about what you know, but who you know. Referral marketing is one of those times. 

Influencers refer their curated audience to your unique service. These influencers typically have a massive following of TikTok users and can be a great way to network and increase brand awareness. 

Start by finding a verified or regular influencer in your industry, get to know their content, and how they use it to influence the masses. You can either reach out to them to market your services or get creative and cultivate content that you see influencers using to drive your messaging.

Sometimes all it takes is the right influencer to make tax consulting appealing.

4. In-feed Native Ads

In-feed natives is another advertisement option that helps to trace engagement, click rates, and views. These are ads that are placed near the bottom of a TikTok ad. 

The in-feed native ads give the user more control over what they see because they can be skipped or clicked on. These clickable ads can take your target audience directly to your webpage and are more cost-effective than brand advertising. 

Part of your business’s marketing strategy should be to increase audience reach and engagement with potential leads. TikTok in-feed natives allow you to do both in a fun and captivating way.

5. Branded Hashtags

Branded hashtags generate quick results that can give you new leads and increase brand viewership. Include these hashtags in video challenges to promote service you want your audience to know about.

Guess did the #inmydenim campaign that allowed TikTok users to show off their fashion sense in their jeans to a hit pop song. The results were shocking:

There was a 14.5 percent rise in engagement, and the campaign got over 10.5 million views

This purposeful hashtag pushed for organic engagement by creating memorable content and using influencers to make users want to buy their jeans.

You can do this for your services as well. Your marketing strategy success lies in creating relevant content that aligns with the personality of TikTok. Your business can make consulting or clinical psychology fun by stepping outside the box and creating unforgettable snippets to a popular tune. 

Check out our blog on 3 effective ways to use video to create referral marketing that makes your clients feel connected.

Logging Off

To turn your marketing strategy into success on TikTok include these elements:

  • Be authentic
  • Give users a behind-the-scenes look
  • Be consistent with the TikTok community

Be effective in your marketing. Don’t just use TikTok because it’s popular. You want to do right by your business and make sure your brand messaging resonates with your audience.  

The overall objective of TikTok is to create engagement and spur creativity. Before you make a move to a TikTok account, ask yourself these questions:

  • Does TikTok directly align with your business goals?
  • How important is TikTok for your brand?
  • Are there influencers in your industry that can make a lasting impact?
  • Is TikTok the most cost-effective advertising tool for your business?

TikTok can be a useful tool for reaching your audience and getting them to interact with you and others surrounding your brand. As TikTok continues to rise in its usage and popularity, you can step outside of your element and see if it can be beneficial to your brand and target audience.

Wayward Kind revolves around creating our own path and we want to help you find your way. We create personalized marketing strategies that reflect your vision for your business in a human way. Connect with us and step out of your comfort zone. 

Let’s get you noticed.

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!

How to Speed Up a WordPress Site

How to Speed Up a WordPress Site

By | Marketing Strategy

We live in a “want it now” age, where fast food and overnight delivery is part of the new normal.

Time is money and the more time people wait around (or don’t wait) for your site to load, the more your beneficial services don’t get the face time they deserve.

Time and people wait for nothing nowadays There is no time to waste and slow connections happen on many websites including WordPress. In fact, a one-second delay in your page loading can decrease customer conversions by seven percent.

So because good services don’t stand a chance against a slow website, we divvied up some advice to get your website up and running again for the masses.

WordPress Does What Now?

Before we dive into WordPress, let’s explain what it is. 

Do you remember when the internet came out and it was free and you had access to a bunch of information and tools, so much that you didn’t know what to do with it? Well, that is what WordPress is for website creation and customization.

For starters it’s free. Well, one version of it is, and we’ll explain that shortly. But the free part sounds good already, right? 

It is a website building tool that gives users the flexibility to change the site to fit their desired needs. User needs are fulfilled thanks to the popularity of WordPress as a content management system or CMS, which gives you the freedom to create, edit, and publish your content. 

WordPress is designed for everyone from big-name brands to small-time bloggers. There are two different versions of WordPress as we mentioned earlier. One is WordPress.org and the other is WordPress.com

The WordPress.org version is for the experienced web development user who wants to fully customize their site. This one is free and involves a high learning curve because users will need to be able to access development files, and file managers to keep documents organized as well.

The latter version provides many pre-customized themes, WordPress hosting, and additional functions to cater to the look and feel the user wants it to have. Overall this version works best for users who don’t want to stress over the fundamentals of web development.

Oh, and did we mention it’s free?

Finding the Fastest Host Provider

Great content is important but you can’t reach your clients if your hosting site is spiraling out of control.

It’s like when you’re at the grocery store heading to the check-out lines. You peek down the lanes to see which cashier is the quickest and head that way. Why? Because you want a fast and efficient service so you can get back to the things you enjoy. That is the same mindset your clients have, so make sure your site is up and ready to engage at full speed.

One way to speed up your WordPress site is by optimizing images on your site. How so? Using jpg and png to format your images.

Overcome Slow Image Upload for WordPress

Image compression is the main reason why there are two options for ways to save your images. This is compressing an image without losing quality. 

To come up with good impressions you need to know which file format to use. This will help you make the smart decision that not only speeds up your site but makes your images clear and vibrant.

JPG Vs. PNG

JPG or jay-peg stands for Joint Photographic Experts Group. The JPG can conform to a smaller file size the PNG can. This is good news for your services site, because the smaller the file gets the faster the site loads. 

Because you control how small the file gets, it’s vital to ensure the quality doesn’t get compromised during the shrinking process. 

JPG brings out the best quality in photographs, different colored pictures, gradients, and textured files. The only downside is because JPG comes in smaller file sizes, unnecessary data can be deleted. Be sure to do a double-take when you save your next photo to increase your website velocity. 

Interested in other ways to boost your website’s impact? Check out our blog on the top website designs for the latest trends.

Here is an example of a JPG file vs a PNG from thrivethemes. Notice the difference?

PNG or ping stands for Portable Graphics Format. PNG is considered a lossless compression meaning all the data is kept in the file. This can be beneficial if you need to do further editing. 

PNG allows you to display a see-through background surrounding unique shaped objects, especially when dealing with complex images. PNG usually works well with linge drawing, text, sharp lines, and flat colors.

Here is an example of how a transparent file looks with PNG Vs. JPG.

It’s important to know the various images that PNG and JPG utilize best, as it will help you determine which one to use. When you make the right choice for file formats it prevents slow connection. Your business wants to avoid a slow connection because it increases bounce rates and lowers conversions.

 Make your job easier and choose a file format wisely.

Plugins for WordPress

Not only is WordPress able to speed up your site, but it also helps you get rid of plugins you don’t need anymore. Sometimes users find themselves with extra plugins and need guidance on only getting the ones that are helpful.

Why are plugins good for your WordPress site? These pieces of software not only allows you to personalize your computer programs, but they add functionality and new features to your WordPress site. The plugins can be beneficial for your business website by providing your audience with a good user experience using video, sound, and imagery.

How fast your WordPress site loads depends hugely on where the plugins are loaded. 

For instance if you log in to complete administrative tasks, it will not affect the speed of your site, but plugins added on the front end can put a damper in your site performance. 

In addition plugins that conduct background processes, including 404 monitoring and broken link check-ups can slow down website speed.

There is a silver lining to these slow plugins, and that is having cache plugins.

Cache Plugins to Increase Speed 

Some plugins that slow your site down are necessary to conduct essential processes like the ones mentioned above, making slow speed unavoidable. Cache plugins present relief in the midst of plugin overload.

Cache is an fusion of data that is temporarily stored on your computer, and can be accessed at your disposal. When information is requested computers go through multiple processes to retrieve the data since it is stored on a hard disk. Caching gets your business over the wait hump by utilizing the temporary storage file.

This helps your WordPress site to skip steps, like page generation every single time. It will make a copy of the initial process and use the cached version for additional users.

Long story short, cache speeds up your WordPress site by reducing the load on your hosting servers resulting in increased engagement and more time spent on your site.

Cache not only speeds up your site but it’s good for SEO too. See why on our blog about the 5 things to get on the first page of Google.

 

No Time To Waste

Don’t keep your clients waiting. Set your business website up for success by testing, learning, and taking advantage of all the perks that WordPress has to offer. People come to you looking for answers, so do them a favor and don’t make them wait.

Wayward Kind keeps human connections top of mind. We know how important an efficient and dependable website is for your business. Let’s bolt towards creating lasting results. 

I want to create fast and effective content.

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!

Types of Infographics and How to Use Them

Four Types of Infographics and How to Use Them

By | Marketing Strategy, SEO

Disconnect is a common hurdle between consumers and businesses. There is a saturation of information online, that causes people to feel overwhelmed. We look through piles and piles of information with no solution in sight.

Have you ever looked for a service, and come across a seemingly great company, yet when you go to their website you find yourself lost in a flood of incomprehensible text?

We thought so.

There is a way to simplify information and make it easier to find what you need.

Problems can be solved and services simplified through imagery. Yes, pictures solve problems.

Pages with pictures and images get 94 percent more views than competitors that have text only on their webpages. 

But what do visuals have to do with your B2B business?

Visuals make your services appealing and understandable to your audience. These images are called infographics, and their goal is to simplify your audience’s journey.

4 Types of Infographics

Visuals are everything. Or at least a massive component of everything related to effective business marketing. 

Infographics provide digestible and easy to understand talking points on various topics. They are data visualizations that use charts, images, and limited text to keep your reader engaged. 

If you want to provide quick and straightforward information to your audience, then you’ll want to incorporate some infographics on your website. 

Let’s dive in.

Interactive Infographics

Interactive infographics are an eye-catching and shareable way to display data. They give your audience the option to see if your services are for them or if it best fits someone else they know. Now that’s feeding two needs with one deed.

Interactive infographics feature clickable images, illustrations, and widgets so your audience can learn valuable information about your services at their own pace. They’re also a great way to keep your audience engaged, and to tell a compelling story that’s filled with detail.

Let’s say you’re in the wellness industry and you are having a hard time showing your clients how your services can better their quality of life. Using interactive infographics can visually map your clients progress. They can pinpoint areas your clients want to improve in and click through your services to see how each one directly applies to their problems. This kind of infographic gives your clients the power to personalize your services to suit their needs. Results will follow.

Google Chrome does a great job at using interactive infographic that allows users to explore the growth of the world wide web. This infographic brought to life, what would have been dry and overwhelming content.

Using interactive infographics on your business page helps your audience have a more in-depth user experience. Your audience will feel empowered to learn in a way that serves them best. People connect better with visuals, so help your audience imagine a better life with your services.

Process Infographics

Do you have a complicated service? 

Let’s say you are a law firm and you win cases all the time. Your website has a long list of lawyer jargon that shows you win cases and you have the expertise to help potential clients. That is fine and dandy for others in your industry to understand what you do, but the majority of your audience doesn’t understand lawyer lingo. Your audience wants to win, but they also want to feel confident that they should trust you with their case.

How can you demonstrate that to them? Not to worry. Process infographics come into play and make both your audience’s and your life easier.

Your firm can break down the complexities of law processes for your audience using process infographics. These visuals will simplify case handling processes in human terms. Your audience will then understand how the law works and feel confident that you are more than qualified to take on their case.

Process infographics are specifically designed to simplify complex ideas and concepts through visuals. 

This kind of infographic is also referred to as a flow chart, which takes advantage of the short attention span of the modern human. There are many types of process infographics available, but here is an overview of the three most effective ones. 

Circle Process Infographics

If you are a learning institute a circle process infographic would be a great illustration to show undergraduates, transfer or master’s students. This will effectively outline the steps necessary to flourish doing school and graduate on time. Below are other ways circle process infographics can be useful.

  • Assist people with visualizing steps to take and the order to execute them in
  • Support repetitive learning processes that track improvements
  • Guide your audience toward visualizing their final goal

Venngage does a great job of breaking down the complexities of product designs below.

3D Infographics

3D infographics can be applied in many different industries. This would be a great visual to use in the mental health industry. You can create a 3D infographic of the brain and feature 3D elements that show how trauma and depression affect brain activity. Your readers can observe how powerful negative events are on the brain. 3D infographics will breathe new life into an otherwise uneasy subject matter. Here are some other perks of 3D infographics.

  • Designed for multiple outcomes
  • Goes into greater detail through realistic images
  • Creates clarity and memorable imagery

Pyramid Infographics

Pyramid Infographics work well for companies that handle digital marketing strategies or consulting services. You can show your clients a simplistic way to their goals. 

Although it may be a lengthy journey, having a visual like the pyramid infographic will make your prospective clients’ objectives seem easily obtainable. Here are some other ways to apply pyramid infographics:

  • Contain a straightforward process to reach objectives
  • Simple yet effective
  • Can use colors to showcase critical stages

Color schemes are essential when using process infographics as they can hurt or compliment your brand messaging. You want to create a visual that is appealing and relays a concise message.

If you want to learn more about colors and their impact on websites, check out our blog on design website trends.

Comparison Infographics

Comparison infographics allow your audience to look at services side by side and identify essential elements quickly. They work great for your business by highlighting what makes your services unique and more useful than your competitors.

Here’s an example of a comparison infographic that shows the distinction between Do-It-Yourself (DIY) marketing, and hiring a digital marketing agency.

Comparison Infographic

Comparison infographics showcase the results of your services by sharing before and after visuals from clients. These provide your audience with credible images to make them confident that your services will work for them.

Any business with visible results can use a comparison infographic to showcase previous work to potential clients. These comparison charts can effectively demonstrate the results you bring to the table. People love to see before and after pictures because they show progression and help them envision themselves with a new brand image.

When you are creating a comparison infographic, ensure your messaging is consistent throughout the chart. It wouldn’t be useful to compare your consulting services to a financial services company because they are separate industries and messages to different audiences with unique needs.

Include the most important information in your comparison charts and don’t stray away from your core messaging. The goal is to create clear and organized information; anything more than what is necessary creates a messy and confusing visual frenzy for your audience.

Timeline Infographics

Timeline infographics combine extensive time periods and events into little nuggets of enjoyment. This infographic should take your audience on a captivating journey through your business history, milestones, and even your bio.

People invest in companies they trust. A financial services business can display their stability and expertise by including a timeline infographic on their webpage. This allows your audience to independently scroll through milestones and historical moments in your company’s history. The timeline infographic will assist them in trusting your company of all their banking needs.

It is essential to focus on the overall objective when creating your timeline. Start by creating an outline of events in chronological order. It can include a brief context of what you’d like to cover, add compelling images, and short pieces of text. 

Venngage does a great job of using brief statements that include dates and illustrations below.

Timeline infographics help with your content marketing by laying out what your services can do for your audience in a certain amount of time. These visuals spike their interest and, if used consistently, can aid in expanding your audience reach. 

Here are three layout formats you can try for your next timeline infographic:

Horizontal 

  • Suitable for short timelines such as milestones
  • A staple 

Snake

  • Useful when including a lot of key points, and limited text
  • Space efficient 

Vertical

  • Most popular and symmetrical
  • Flexible if additional information needs to be added, layouts are important 

Unforgettable Images

The purpose of using infographics is to turn drab content into exciting tidbits for your audience. These visual elements should always reflect your brand and be clear and straightforward. Remember, you want to create an infographic that highlights why your services are better than the next businesses. Show your clients you care by creating educational and interactive solutions.

At Wayward Kind, we are all about creating messaging that mirrors your authenticity and resonates with your audience. Let’s create images they won’t forget now.

I want to create memorable imagery.

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!

Copywriting Vs. Content Writer

Copywriter vs Content Writer: Which Do You Need?

By | Content Development

Copywriter, content writer—tomayto, tomahto. Same thing, right? 

Actually not at all. 

You wouldn’t go to the dentist when you have a stomach ache just because they are a doctor, right? You’d probably visit your primary care doctor, because you know they specialize in stomach aches and can make you feel better faster than a root canal expert can.

The same thing goes for content writers and copywriters. For B2B businesses, it’s important to know the difference between the two, because there are distinct goals and challenges for both types of writing. 

Let’s break down what makes a content writer different from a copywriter, and how each one serves businesses to increase audience engagement and action.

What is Copywriting?

Copywriting is a profession where people write sales promotions and other marketing materials in a persuasive tone to sell a service. Copy is plastered on hundreds of thousands of marketing materials 24/7, 7 days a week. Your business needs these skilled writers in some aspects when it comes to marketing. There are no days off when it comes to providing free and interesting material.

Whether you’re a law firm or a consulting firm the idea remains the same: you want people to know about your services. Copywriters relay your vision in a clear and interesting way that current and prospective clients will understand. 

In all, they perfect your brand and save you time so you can get back to running your business.

Copywriting is Unique

Copywriting also differs from content writing in where it can be found. Since copywriting is aimed at getting its reader to take action, it does best on sales pages, ads, direct mail, sales emails, and landing pages. 

Basecamp’s landing page does a great job of identifying their audience’s pain points right away, adding social proof, and of course, ending it with a strong call to action. This is what good copywriting looks like!

copywriter vs content writer

The writing on these types of marketing materials provides compelling content that uses the same language as your clients, depletes fear and objections, and reveals solutions.

Here is an example of content writing. Notice this is a social media page, and it is not guiding you to purchase an item. The post is simply informing you about some neat spring products in short bite-sized visuals.

copywriter vs content writer

Notice the difference between the two examples? Copywriting tends to be direct and to the point, focusing more on short term gains then prolonged relationship building. 

Overall, copywriting taps into your audience’s desires through persuasion and language that stirs up an emotional reaction. Good copywriting satisfies your audience’s needs and increases sales.

What Is Content Writing?

Content writing produces digestible content that creates engagement between businesses, clients, and prospective clients. If your business wants to build authentic relationships online, then you need a content writer. 

Content writing helps B2B businesses by sensationalizing otherwise boring topics like IRA’s and Trust Accounts. They inform the reader through stimulating text that keeps things fresh.

What sets content writing apart from copywriting is that it’s geared towards showing your audience why your services are better than your competitor without the sales tactics. The content writer focuses on strengthening relationships for future selling opportunities, not closing a sale on the spot. The content writer not only enhances your features and benefits but they also create impactful engagement, so over time your audience will trust your brand and pick your services. Storytelling is one way content writers create impactful engagement. It is filled with emotion and knowledge that pulls at your audience’s heartstrings and gives them messages they remember.

Content writing is applied to blogs, articles, social media posts, emails, white paper, and other clever pieces of marketing materials. 

Keep In Mind

You can have your cake and eat it too by combining content writing and copywriting, for the perfect blend of value and information. Good content comes in all different forms—what’s most important is the quality of content, its effectiveness, and its ability to reflect your brand at maximum capacity.

Wayward Kind specializes in shaping your brand to connect with your audience on a deeper level. Let’s work together to make sure your copy reflects your vision.

I want to improve my brand identity.

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!

Copywriting for services that sell

Copywriting For Services. Here’s how it’s done.

By | Content Development, Marketing Strategy

Copywriting is more than just fluff on a page to make a product sound nice. It’s when you create content that persuades and informs your reader through an in-depth and straightforward description of services in less than 1200 words or less; Give or take.

Copywriting for services is not an easy task as it strives to gain your attention, which we know is fleeting and breakdown sometimes complex services into words they can understand.

How is Selling Services Different from Selling Products?

Services Take Work

Let’s start with services. Now the textbook definition will tell you services are intangible, and here are a few other aspects of service.

  • They are built on trust and relationships
  • Typically don’t come in bulk
  • Can’t take a service back

Services require watering the grass. People tend to buy from someone who is credible or, who reflects the same values and beliefs they do, mainly because we love what is familiar.

To sell a service, you must take on your audience’s fears and make them feel comforted in their decision to come to you. No one person is the same, so, the service you provide may fluctuate depending on your audience. What works for Molly may need to be tweaked to fit the needs of Amy.

That ties into effectively gauging your audience. You aren’t here to appeal to everyone, but you are writing to a specific group of people. Be sure to use a universal language, and not jargon that your viewers won’t relate to. When you’re in an industry that is more diverse it can be a little tricky.

Some tips to conquering a diverse audience are to always keep it simple, avoid offensive language and comments, and focus on benefits more than demographics. Being an open-minded copywriter helps your content come across as genuine and understanding.

Be versatile and let that shine through in your copy. This will allow both types of audiences to know the services they want is readily available.

There typically is no refund line for a service, and the resell value is non-existent. Services are presented to your audience as is, and it’s challenging to redo that same service the second time around. This means that you need to be prepared to satisfy their needs from the very beginning.

When copywriting for services, understanding your audience, and marketing copy with care will make your services priceless. People will wait in long lines, sign up for email newsletters, and follow your social platforms, just to stay informed on what you have to offer. 

Why? Because you have what they want and show that to them constantly. Give them takeaways.

Nobody likes people selling to them, who don’t know why they are doing it. More than likely your audience expects you to know what they want before they look for it, so guide them to your services using your expertise, and that starts with a strong copy.

Be Mindful of Placement

Let’s move on to positioning. Making sure that you angle your copy correctly will help you to navigate the curvy pain points of your audience. How can you do that?

Start by seeing how you can be of service to your audience. Let that consume you and then get to writing. Your copy needs to be diligent and consistent while giving the minds of your audience a happy experience.

Another way to be mindful of placement is using descriptive and scannable copy will allow them to quickly pinpoint the benefits and drive that item into their cart.

Different Ways to Use Copy

Blogs Create Community

Blogs are pieces of copy where you can share your opinions on different subjects with others. These forms of copy can be used to sell services, but there are a few things you need to establish first. 

Write about something you’re passionate about, that not only lets your audience connect to your writing but it allows your content to be exciting. Your audience will likely be reading your copy because they share the same ideas or want to learn something different. Produce valuable content that is informative and flows so well they have to share it.

Establish who your audience is, and begin writing about something you love, and you will become a trusted expert in your industry. This is the perfect time to sell services in your copy. 

When selling services write copy that is relevant to the subjects in your blog posts. You don’t want to sell kitchenware if you are writing about fashion and makeup on your blogs. It just doesn’t make sense! Let your personality shine through your writing and the audience will do the rest.

Video Builds Trust

Video marketing is becoming one of the most sought out forms of delivering content and selling services. In fact, over half the people in the world 55 percent watch videos online every day.

Why is that? Because humans are visual beings and watching someone talk is far more interesting than reading words on a page. Start your videos with purpose and lead to a clear objective. 

Including copy in your video that will allow you to amuse and inform them. Strive to be the most informed person in your field. You can do this by creating several different videos on the same topic and putting them in a playlist. This will be easily accessible, build trust, and make you credible among your audience. 

When you sell services, show them how you can help them instead of talking about it. One way to do that is by creating “how-to” videos that reveal benefits. People love visual guidance and of course some social proof. So get some testimonials together and showcase your helpful talents to your audience 

Service Pages Lead to Value

The hint is in the name. This is the page where you show your audience what you can do for them, how awesome you are at your job, and that you are the answer to their problems.

Use that elevator speech you’ve been practicing for months now, and personalize your message to make your possibly diverse audience feel valued. This means uncovering your unique audience’s different needs. Your copy to sell services has to unhinge them from their pain points in a way that resonates with them.

For instance, if you are a gym, you’ll cater to athletes, who need little or no guidance, the elderly, and the newcomer who has never stepped foot in a gym, and needs assurance this is the right choice for them. Being detail-driven in your copy and not overloading information will strengthen your audience’s belief that your services are right for them. This covers all your bases and makes sure everyone feels comfortable and cared for.

Don’t Get Spammed

Emails are meant to be short and sweet, so it’s essential to create content that engages and guides them to something right away. This starts with a catchy headline. You won’t get far if your email doesn’t get opened, so get creative with your headline

Get personal. Most of the time your audience is feeling the same frustrations as you. Letting them know you have problems too helps personalize the email and make it interesting. Remember emails give you a short amount of time to create a conversation that sells. 

What else can you utilize in emails to sell services? Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Still unsure how to make your emails stand out? Read our blog on email marketing best practices for more insight.

Create Solutions They Crave

Whether it’s your website, email, blog, or other forms of copy your content needs to be simple. Audiences can explore your services more in-depth when it’s simplistic. Simplicity means less clutter and more facts.

Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Looks matter, especially with website layouts. You don’t want to have amazing content and a lackluster website. Check out our blog on the top website designs for 2020 to see how you can revamp your website so your copy can shine bright.

Be The Expert

Your audience is looking for someone who has all the answers to their questions. You can show them you have the service designed for them through your copy. To establish expertise without giving everything away takes patience and lots of teases. 

Keeping your audience on their toes, but still engaged takes skill. To keep them engaged, start by learning your writing style. Study how you can incorporate that into your service pages. Copywriting is a way to connect with the audience using their jargon and writing style.

Educate yourself on your services. You can not go into greater detail and entice the reader, knowing the bare minimum. Becoming an expert helps you highlight the benefit to the audience in a unique way, which is essential when copywriting for services.

In a Nutshell

Write with a sense of urgency. Be passionate and focus on the benefits. When you can uncover a need through copy, the audience doesn’t need a sales pitch because your writing confirmed how your service could enrich their lives.

Wayward Kind is consistent in our mission to write compelling and meaningful copy for humans by humans. Let’s uncover your audience’s needs together.  Tap in with us here.

We can help you master your digital marketing strategy with content marketing & copywriting 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!

Five things to do in 2020 to get on the first page of Google

5 Things to Do in 2020 to Get on the First Page of Google

By | Marketing Strategy

Now more than ever, people are finding themselves with more time to rest, read, and reevaluate the services that they actually need or want. 

Think about the last time you were looking to find a new gym. Where’s the first place you looked?

If you were thinking “Google,” you’re not alone.

In fact, 81 percent of people perform some method of online research before making a large purchase.

So what does this mean for your businesses?

It means that your audience can, and does, extensive research on services before selecting the business. When your audience is looking at your website, they’re comparing it to your competitors’.

Taking that statistic into consideration, businesses can use this opportunity to increase their visibility among their audience by following a few simple steps including using search engine optimization.

Search engine optimization, or SEO, is a huge component of how consumer behavior has and continues to evolve. SEO isn’t just about rankings—it’s about attracting the right target audience to your website.

Here Are the Five Things to Do in 2020 to Get on the First Page of Google 

1.  Use Long-Tail Keywords

What are long-tail keywords?

Long-tail keywords are specific keyword phrases that your audience uses when they surf the net on search engines like Google.

Yes, they are longer than the keywords people generally use, but that’s not where they get their name.

search demand curveSource: Moz.com

When we think of keywords and search volume statistics on a graph, there are popular keywords and the not so popular ones. The long-tail keywords fall under the keywords that aren’t used consistently and tend to fall along the long-tail side of a graph.

Chasing the long-tail keyword phrases can successfully target your audience.

Not only are long-tail keywords easier to keep tabs on, but they are less competitive than short-tail keywords, which allows them to be more suitable for your audience to find the service or items they want.

For example:

If someone is looking for a bed and they search for a king-size bed, they will get a large number of results that sometimes can be overwhelming. On the flip side, a person who searches “modern, wood, king-size bed”  will get results that are narrowed down to a few specifics, ultimately getting them closer to purchasing that huge and in-style bed they want.

While long-tail keywords have less search volume, they provide massive value to you if your business wants to rank because they’re less competitive and provide more targeted results; Which is a long way to say that using long-tail keywords can lead to higher conversion rates.

Not only are long-tail keywords how your audience searches for information but once you master them, you can find it easier to rank among more popular search terms, helping you to dominate the competition.

Want a deeper look?

Take a look at our blog on long-tail keywords for a more in-depth exploration of their meaning and advantages.

2. Make Content That Attracts

Everyone loves fresh content—Google included!

One way to do that is by updating your older and most relevant blog posts instead of spending time on making new content that doesn’t compel your audience to engage.

Updating old content doesn’t mean you have to start from scratch, as even adding a fresh image or video with a few new paragraphs can revamp that old blog. When updating old content, try to avoid changing the subheadings and blog structure because you’ll want to keep the content that is already ranking, well, ranking. The additional value that you’re adding to this content will make the post evergreen.

Changing the date doesn’t hurt either, as that can trigger your audience into thinking it’s information newly uncovered on the world wide web.

Content that is high quality will help you stand out from the competition because it’ll highlight what makes you different and how your services are more valuable. One of the ways this can be done is by writing in a conversational tone so your audience can actually understand what you’re talking about and trust you while interacting with your website.

Give your audience something worth sharing by producing content that is informative, funny, and insightful. Great content propels your audience into user-friendly experiences that exceed their expectations.

3. User Experience is Vital

User Experience, or UX, is about people. The idea behind it is to improve the overall experience of the users when they interact with your website. Ask yourself questions like:

  • Is your website easy to navigate? 
  • Is it mobile friendly? 
  • Does it load fast? 
  • Does your webpage have a call to action?

Your audience expects your homepage to feature clear and easy navigation. One of the ways to excel at UX is by focusing on what’s important on your site and making sure your site reflects this so you can expedite the search experience. Having a concise site that solves your audience’s needs shows them that you know what they want.

Another part of user experience is webpage loading time—a.k.a. page speed. Have you ever been on a website that took forever to load? It’s frustrating for users. It’s also a big deal for Google. Page speed is considered a ranking factor among Google experts, which means easy accessibility and load time should be important to not just to your users, but to you as well.

The last thing you want your audience to do is to leave your site out of frustration. Your audience does not have time to wait, and a site taking forever to load can be the deciding factor in them selecting your services or going elsewhere. 

Remember, part of your job is to guide your audience to the benefits of your services. While on that journey, ensuring that their interactions are easy can lead to customer retention, recommendations, and satisfaction. 

4. Use Backlinks

Backlinks are essential to SEO because they help build your website’s domain authority and are one of Google’s most powerful ranking signals. If used correctly, backlinks can help you rank in results at a higher level.

One of the ways you can use a backlink is by connecting hyperlinks from other sites to yours, allowing you to build trust with your audience through the quality content you outsource them to. Connecting hyperlinks is significant because the backlinks then allow your audience to discover new pages and additional content.

Two easy link building strategies with concise strategies are niche directories and unlinked brand mentions. Look for mentions of your business on published sites that do not provide a link back to your website, and request a connection. 

A really helpful tool to make your unlinked mention search easier is Google Alerts. You can track your name or business name so when a web page mentions your name, you’ll receive an email. Did we mention it’s free too? The more links you have from external sites, the better you look in Google’s eyes.

These backlinks give you credibility by helping users find extra information easier, and they allow you to find out how to make the information on your site relevant to your audience.

5. Schema markup

Users want value just as much as content. The content is what they’re looking for, and having a stable schema will help Google to see its usefulness.

So what’s schema markup? Schema markup is a code that tells search engines what your data means. It makes it easier for Google to crawl, organize, and display your content. 

Not only do schemas provide you with the best search results possible, but adding them to your HTML will allow your content to be read more effectively by search engine crawlers. 

Schemas assist in producing rich snippets, which is additional information between the URL and descriptions, to provide more informative results for users through search engines. 

For instance, if you are a law firm you can display on SERP (Search Engine Results Pages) your reviews, price range, and availability in between your URL and meta description. If you are using WordPress, you can add schema plugins so you don’t have to mess around with any codes.  

Get The Results You Want

Keep in mind that there’s no one size fits all decision when it comes to SEO. There is no quick solution for getting on the first page of Google. It takes work, effort, and time. 

Focusing on these five elements is beneficial to audience guidance and traffic growth. Your website should incorporate all of these things to be effective and useful. UX won’t prove successful if your site doesn’t give your audience what they are even looking for. 

Results don’t happen overnight, so be consistent and creative. Do quality research to come out on top.

If you want more tips like this, make sure you connect with us, because we love creative, meaningful content.

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!

How Facebook Affects Business

How Facebook Affects Business

By | Marketing Strategy

We all know someone who’s spent way too much money online. 

One minute you’re looking at a pair of shoes on your laptop, the next you switch to your phone to check your Facebook messages and are hit with an ad of those same shoes. Before you know it, you’ve entered in your credit card information and are deciding between express and standard delivery.

Sound familiar? 

Well, that is one sign of effective online marketing. 

What if we told you that Facebook can affect service-based businesses, too?

According to Bizjournals, smartphone users check their Facebook 13.8 times, on average, a day.

Beyond the birthday reminders and interesting posts from old friends, Facebook has a number of tools that affect the way that B2B businesses can do business. And now that we are not physically available to conduct business, social platforms like Facebook allow us to show how creative we can become when marketing and advertising our services online.

Facebook Marketing: A Tool for Growing Business

Sometimes posting on social media can feel a lot like throwing spaghetti to the wall to see if one will stick. But tools like Facebook’s Page Insights, can help you figure out what kind of content your audience enjoys beyond the “like” button.

Your Page Insights are like a magic 8 ball: If you’re wondering, “am I posting the right kind of content?,” they’ll tell you how many people saw your post, and if they interacted with it in any way. In addition to these details, your Page Insights will also show you your reach, the number of clicks your last five posts received, and the actions taken on your Business page. 

Your Facebook Business Page’s reach is the number of people who saw or received your content, and is presented as a graph. When compared to the engagement on each piece of content, you can start to analyze why a post received low engagement: was it just not seen, or does it need more TLC?

This is a great way to get a big picture look at how your Facebook page is working for you, and where you have opportunities for growth.

Understanding Your Audience Insights

Audience Insights is another powerful tool that breaks down your audience demographics and behaviors. Not only do Audience Insights show you these details for your own Facebook Page, but they also show you these details from your competitors’ pages. These details mean you can find out the gender, purchase activity, and overall interest of your potential customers within minutes, giving you a better understanding about who you’re reaching and how you can best add value to their lives.

The Audience Insights tool is crucial for small businesses, especially those who are temporarily away from their usual brick and mortar location, because social media will likely be the first interaction you have with many prospective clients.

In addition to making sure you’re reaching the people that you want to reach, your Audience Insights can also show you when they’re online. Knowing when your audience is online is vital to timing your posts.

For example, if you notice your target audience is rarely active Tuesday nights but overindulges on Sundays, then you know that Sundays are the best day to post new content to your Facebook page.

Using Facebook’s powerful analytics not only gears you toward success in content marketing but also shows your audience that you care about their needs.

Now that you get the gist of the insights that Facebook offers, we can dive deeper into how to make sure you’re taking the right steps on your Facebook page.

Go The Extra Mile

Once you’ve set your Facebook business page up for success and applied all the necessary touches to look official, it’s time to put in some work. 

Social media gives small business owners the opportunity to reach new people. This means that when some people visit your Facebook page, it may be the first time they’re hearing about you. Take this time to let them get to know you. 

One way you can do this is by keeping your content posting consistent. Consistency in the number and quality of your posts allows you to become a dependable resource for your audience. It can also increase your shares and help you grow your audience.

Speaking of sharing: strategic sharing of your posts (using the data from your Insights) can be used to promote your business. You can also invite existing clients to like and follow your page, since they already know and see the value in the work that you do.

Another option to encourage engagement on your page is to feed people’s freebie-and-money-saving sides. Offer a discount for liking for your page, or sharing a specific piece of content. 

Engagement Creates Connections

Aside from incentives, people also love engagement. As a business owner, you know how important word of mouth referrals are, so use this opportunity to create posts that are so compelling your audience wants to share them with everyone they know. 

Facebook’s algorithm is designed to strengthen the value of people’s time spent on their site, which means that Facebook favors posts and pages that people interact with. Plus, a big part of social media is being social! Engage and connect as much as you can.

Did you know you can also engage with other businesses on Facebook? Not only does it increase your network but it also makes your business appear friendly, which can make a difference in a decision-making process.

So, feel free to like and share posts from other businesses.

Cultivate Results You Can See

Facebook has proven to be a powerhouse for business growth, meaningful connections, and integrating businesses within online communities. Using this social media platform correctly is great for both generating and nurturing leads.

Wayward Kind’s approach to digital marketing is based on having conversations that actually matter. We show B2B business owners how to create meaningful content, and use it to build a community. Let’s tackle content marketing together.

I want to grow my business.

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!