Monthly Archives

January 2021

WANTED: DIGITAL MEDIA MAGICIAN

By | Content Development, Marketing Strategy, Team Wayward Kind

Wayward Kind is looking for a Digital Marketing Strategist to join our team of marketing experts. Is that you? Let’s find out:

We Want to Meet You If:

  • You love social media. Every day you update early and often. Your knowledge spans platforms, and you know how to grow an audience. And when something new comes along, your goal is to get out in front of the crowd and use it to connect.
  • You have some experience in digital marketing. (Or not.) Do you have a general way of reading people and audiences and understanding what they need? That’s key.
  • You are versatile. You enjoy working in a space that is different every day. Our clients are trying new things all the time, and we keep pace with them.
  • You’ve got receipts. You can show us how you’ve been developing your space in the digital world and how your channels influence the world around you.

You’ll Like Working Here If:

  • You want a workplace where you can show up as yourself every day. Black, Brown, queer, differently-abled—we know that a variety of voices brings a richness of perspectives, and we know that our work is better for it. Whoever you are, if you’ve got the skills for this job, we’ve got space for you to showcase them.
  • You want to flex your creativity every day. We work with social innovators, and their innovation pushes us to discover new methods to amplify the power of their work.
  • You like working with people who are changing the ways the world works. Our clients are pushing the envelope in areas of racial/gender equity, sustainable commerce, body positivity and many others. If you have been looking for a way for your day-to-day to create long-term impact, this is the place. 
  • You’re a flexible, resourceful problem solver. Digital marketing is at the heart of all we do, and your skills will touch every part of our agency. We need a person who knows how to ask questions and find answers, who is happy to try what’s never been done to see if it works. A willingness to not know but find out is vital.

What You’ll Be Doing:

  • Conceptualizing content pieces, including determining what platform and format will work best to reach a defined audience
  • Oversight of content from initial concept through publication
  • Gathering data, analyzing, and delivering the results of specific campaigns and initiatives to clients, including website metrics, social media metrics, and email marketing metrics
  • Strategy and direction for website development, including new websites, revamped sites, and ongoing website updates
  • Social media account setup, optimization, and content development, remaining in alignment with current best practices and algorithm changes 

  • Regular interaction with clients to ensure satisfaction with content and to continually refine and evolve strategy
  • Marketing plan development and facilitation
  • Referral marketing strategy development

What You Need:

  • 2-3 years of marketing strategy experience
  • 2-3 years of social media experience
  • Basic graphic design skills for social media (Canva, Photoshop, etc.)
  • Previous digital agency experience preferred, including direct communication with clients
  • Professional proficiency in English

Who We Are:

Wayward Kind is a digital marketing agency built on the belief that people buy from people, not from brands. We work with challenger brands that are making a significant impact in race, class, and gender equality. Our work is rooted in creating positive social change, and we partner with companies and organizations that are aligned with our purpose. More of our work can be found at waywardkind.com/work.

What We Believe In:

As a marketing firm, we are messengers. Our clients trust us to tell their stories and amplify their voices. We have the great pleasure, as well as the significant responsibility, of helping organizations communicate what they believe in.

We approach our work through a social justice lens, and we choose clients, collaborators, and partners who share these core values.

A Few More Details:

  • Location: This position is remote though our home office is located in San Diego, CA.
  • Job type: Full time
  • Job Title: Digital Marketing Strategist
  • Salary Range: $45,000-50,000/year
  • Benefits: Paid Holidays, Paid Vacation Time, Health Insurance
  • Business Hours: 8 am-5 pm, Monday through Friday

 

To apply, please send a cover letter, resume, and any samples of previous work to jaz@waywardkind.com

Welcome Omar Morales, Wayward Kind’s Creative Director

Welcome Omar Morales, Wayward Kind’s Creative Director

By | Team Wayward Kind, Uncategorized

2020 brought us so many exciting new additions to our team, and we are thrilled to introduce you to our Creative Director, Omar Morales! 

As a designer, Omar has held a wide variety of roles, and his work has been influenced by interactions with researchers, designers, engineers, printers, stakeholders, and executives. At the heart of his experience and creative approach is collaboration and empathy.  

Check out our Founder Jules Taggart’s interview with him! 

____________________________________________________________________________

Jules: Who has influenced your body of work? What did you learn from them? 

Omar: The cliche design leader is Jony Ive of Apple. Most designers would probably find incredible inspiration from his design aesthetic but what draws me to him is his career trajectory. 

He moved from designer, to creative director, to entrepreneur. He manifested change in his life, envisioned this push and pull of form and function. His very life is the embodiment of his design inspiration, the Bauhaus tradition. 

Secondly, I admire his amassment of knowledge and his ability to work so fluidly with the fast paced nature of technology. Over the course of his career he has molded the idea of ‘beauty’ to fit the most prominent spaces of modern life: web design, household items, workplace aesthetics. 

Jules: As Creative Director at Wayward Kind, what opportunities do you see for our company’s growth? 

Omar: I want to cultivate a pool of talent that elevates our team not just with their well established skills, but with their capacity to generate ideas, innovative forms, and new processes. Design moves so quickly with the incredible pace of technological development, so we are in constant demand for new ideas. 

The pool of talent I want to bring to Wayward Kind must have diversity: in experience, in education, in life. And because design is a fast-paced element of our industry, this team has to be collaborative, and open to learning from, and teaching one another. 

Jules: What are you nerding out on right now? 

Omar: Oh, trying to find that balance of the best operational, leadership, and management frameworks that honor both time constraints and creative needs. How can we set the capacity and measure the work that needs to be done for each client creatively while establishing an iterative process? 

Jules: How are your personal values aligned with Wayward Kind’s core values? How does this impact your work?

Omar: I come from a multicultural, nuclear family. A very diverse and inclusive family. And that experience informs my designs, my approach to user experience, my leadership style. But I reached a point in my career where I wanted and needed my work to have impact. I love helping organizations convey the change they are seeking to make in a visual medium. 

Jules: One of the things I love about your work thus far, is your ability to build culture, and to build a team that loves what they do, feels challenged, and is constantly learning. How do you go about doing that and what do you love about the team you’re building? 

Omar: Empowerment. I strive to make sure my team feels they have the ability to go outside of their discipline and feels secure in knowing that curiosity is a core strength. I am constantly asking myself how I can feed and nurture my team’s curiosity. How I can help my team members get to where they need to go, both in their present work and their professional lives. 

Jules: What are you excited about in 2021? 

Omar: Cultural iconography is changing. Groundbreaking icons become trends, and for so long the cultural images have been too narrow. In 2020, a Pandora’s box of new forms was unleashed in which we can see ourselves, and it widened the horizon of perspectives from which we can see and empathize with the world.

Design will follow that democratization of perspective and knowledge. And because of the response the majority of the world had revelations brought to light, we have made space for marginalized perspectives to become trends, which then become normalized. 

We are living in a space of infinite opportunities to design for the diverse world with which we live in. 

Lightning Round: 

Jules: Do you have any rituals? 

Omar: Practicing mindfulness and presence. Focus is important for me to cultivate during the work day and in my personal life. The apps I use for this are Headspace and Calm. 

Jules: What is your favorite way to start the morning? 

Omar: I like to set my intentions for the day. I clear my head and set an agenda and goals for each day. I like the feeling of completion. 

Jules: What is your favorite way to end the day? 

Omar: Holding my wife’s hand. 

Welcome to Wayward Kind Omar, we are so happy you’re here. 

Looking to re-brand? A website update? Get in touch with us to see how Omar’s creative vision can take your ideas and turn them into reality.

How to generate leads for the impact economy

How to Generate Leads in the Impact Economy

By | Lead Generation

As an organization, your business is committed to providing some social impact by virtue of your product or service. With a growing number of businesses adopting a form of social good or addressing social problems in their business, how do you stand out

This requires a solid understanding of your potential customers and reaching them through targeted marketing strategies

A marketing strategy is your business’ approach to reaching your desired customers. Before you embark on formulating that strategy, we have a couple of questions you should ask yourself.

  • Who is your customer? 
  • Who could be your customer? 
  • How can you serve their needs with your product or brand? 
  • What are some periphery needs that your product or service also solves? 

The answers to these questions will help you align your target audience with the right platforms. And from these answers you can begin to ask a few additional questions: 

  • How can you reach potential customers? 
  • What platforms might these customers be on? 
  • What content could supplement your product or service? 

The digital mediums you pursue, connect you to your target audience. We will cover four marketing mediums that will help you generate leads for your business.

How to generate leads for companies committed to social impact 

There are four areas that will help your company generate leads. 

  • A strong traditional digital marketing strategy, your email marketing, your blogging, your paid ads. 
  • A robust social media presence, and utilizing all that it offers. 
  • Trying out newer digital mediums like videos, podcasts, and webinars. 
  • Collaborative marketing 

Traditional marketing 

The traditional digital marketing outlets are still as important as ever. They are some of the most cost effective lead garnering methods out there. 

Blogging

Blogging is an opportunity to demonstrate your expertise, and capacity to solve your readers problems. Content that answers your customers’ questions and provides solutions will build trust with your brand and product. Moreover, your expertise becomes an added value to your product. 

Because blogs can be widely distributed on social media platforms, there is opportunity to reach wider audiences than just your targeted audience that you have already engaged with. Social media distribution can bring new traffic to your website and new engagements with your social accounts. It’s an amazing tool for building your brand, enhancing your visibility and leads. 

But you have to blog consistently. Google loves new content, so the more content you generate, the more your website will be crawled. And visitors that become your regular readers will spend more time on your content and coming back to your site. That increased time spent on your page and low bounce rate will improve your search engine ranking. All of this is important because it will help your business reach the top of the Google search results, therefore becoming more accessible to more people. 

Moreover, you are blogging to be an authority figure in your sector and to create a base of followers. Authority and loyalty are built. And inconsistency in your blogging stymies your ability to build either. If you have a blog but cannot make it a habit, partner with Wayward Kind! We will help you generate content ideas, a blogging strategy, and write and schedule your content. 

Email Newsletter 

Email marketing is one of the most effective conversion tools in the books. It’s comparatively inexpensive and can be very personal if done thoughtfully. Through email you can distribute your content, build brand awareness and community, and establish a relationship with your customer. 

One advantage email has over other digital marketing forms is personalization. Your emails can be personalized to a specific person’s desires and needs, promoting relevant content based on the data you have collected from their interactions with your website, media, and product.  

The nature of an email also is great for business. We are programmed to do something with the email, click on the link, reply, forward. So email can be a great way to drive traffic back to your website.

And best of all, data shows that every $1 spent on email marketing typically generates about $38 in return on investment (ROI). This can be a budget saver for small businesses. You can reach your entire audience with one email! 

Paid Ads

Paid ads are based on keywords. When you know your potential customer, you can use what they are searching for to position your ads to them. Knowing your customers means you can target them in a more direct way.

Paid ads allow you more control. You are placing the ads in certain demographics, geographical areas based on behavioral data. The benefits of paid advertising are that you have immediate visibility to your targeted audience and measured in real time. If an ad isn’t working in a specific area, retarget it. 

Utilize social media 

Social media is a visual representation of your brand and your product, and a space to interact with clients. The medium is a great opportunity to expand your reach. Almost half the world is on social media, of all ages and demographics, so it can help you build brand community with your established audience, and position yourself to those on the outer edges of your targeted audience. 

Moreover, social media isn’t just Instagram or Facebook, there are thousands of social media platforms, all for different purposes and audiences. So do research about the platforms your clients are regularly spending time on.

Optimize your profile 

Make sure everything is in order for leads to contact your place of business, online, in-store, socially. And match your call to action buttons with what you want them to do. Do you want them to email you? Call you? DM you? Like? Follow? 

Lastly, position links wherever you can. Provide various opportunities to direct traffic where you want traffic to be directed. 

Incentivize the share feature

Allow your existing customer base to share your social content to their audience. By incentivizing the share feature on social media, you can reach audiences that you may not have associated with your brand. Moreover, it’s free! 

And in reverse, share your customers’ images of your product! Social media is a way for potential customers to see themselves in or with your product. If they can identify themselves with it, you can convert a potential customer into a customer. Plus sharing your customers’ content is a free means of content creation! 

Use hashtags effectively 

Using hashtags allows customers to see your content without searching for it organically. Use your keywords as hashtags and when people are searching those keywords, your hashtag will pool your content with others using that hashtag. 

Another great use of the hashtag feature is to create a brand hashtag, maybe a memorable saying to associate with your brand or your business’ name (we like #kindcrew when talking about our team). 

People can use that hashtag on their posts of your product, and build a pool of images associated with your hashtag. From that pool, people can see your products’ popularity and brand community. People want to be a part of something, want what others have. A branded hashtag can create that sense of desire for potential customers. 

Explore newer digital mediums

Part of lead generation is finding the digital mediums your potential customers are using. Billions of people have email and social media, but where are the niche spots your customers are tuning into for content? The newer digital mediums we list below are some great spaces to start researching and generating content for. 

Podcasts 

Podcasts are regularly scheduled programming, and usually have a following. Going on an established podcast in your market can help you reach new audiences that already have some attraction to your product or service. It is space for you to communicate your business to others, and will then lead to some conversions in website traffic and social following. 

If you want to start your own podcast, you’ll have to build that following but they offer an awesome opportunity to repurpose content and bring in guests that can share your podcast and your brand. 

Webinars and Workshops 

If your business excels at something, holds special knowledge or useful knowledge, host a workshop or webinar! Choose topics that are relevant to your audience and advertise what attendees will gain from your teachings. During the webinar, position your product or service as a means to build on what they learned. 

You can host this on Instagram or Facebook live, over Zoom, in-person. And then make it into video content. 

Sharing knowledge is a way to attract potential customers, build community and trust with your brand. Moreover, having attendees register for the event with an email, provides continual access to a potential lead. 

Videos

Videos forge stronger bonds with consumers because they are spending more time with your brand and product, which, in turn, makes them more likely to purchase a product. 

The best videos you can create are how-to videos. ‘How to’ is one of the most evergreen sources of content. People will always need to know how to do something. Other video content you can produce is tutorials, client testimonials, sneak-peaks, behind the scenes, interviews. 

Video is also an opportunity to repurpose your existing content. Take a blog post and make it visual, or demonstrate in real time how to use your product or service

Collaborative marketing 

There are brands that are similar to yours, brands that also work on your social cause or local small businesses that would make great collaborators! 

Team up

With brands that are similar to yours, create opportunities to work together. Teaming up with organizations that work on your chosen social cause can help create awareness in your community, and get them involved in your social cause. If you are part of a local community, collaborate with other local stores! Other ideas include creating a group together, offering a joint opt-in piece to join both your mailing lists, discounts at one another’s businesses. 

This works best if whom you pair up with will run a collaborative marketing campaign. Highlighting your business on their social media, on their website, whatever platforms they use. 

You will reach more people and build long term relationships with enterprises which can lead to more events and cross pollination in the future! 

Form strategic partnerships

Find an adjacent business, someone with the same clientele but different services than you and form a partnership. Your clients need both services, so when the opportunity arises you both would present one another’s business as the solution to those services. 

By forming strategic and strong partnerships, you create an opportunity for collaborative success and consistent lead generation. Your partner will market your services and vice versa, and your work will help you, your partner, and your clients get the results they need! 

Get started! 

This was a lot of information! We know, but the best thing you can do for your business is allow for it to be seen. A marketing strategy is creating opportunities to be seen by potential customers. If you need help organizing the right marketing strategy for your business, reach out to us and we can get you started! 

Connect with us today.

 

How to Respond to Political Moments

How to Respond to Political Moments

By | Content Development, Marketing Strategy

On Wednesday, January 6th, 2021, Black and Brown organizers secured the victory for two historic Democratic candidates in Georgia, essentially saving American democracy once again from itself. Mere hours after this, in the midst of certifying the Electoral College vote, white, domestic terrorists descended onto the Capitol and attempted an insurrection. 

Just last year, in the same spot, the National Guard awaited people protesting the state-sponsored violence of police brutality against Black, Brown, and marginalized communities. Where was the National Guard or the police when white insurrectionists seized the Capitol building? 

We know why the police were not there. We know why insurrectionists’ bodies were not brutalized. White supremacy. 

What happened on January 6th isn’t the first time our collective consciousness has been activated. Not the first time we witnessed two Americas. Nor will it be the last time we both bear witness to the white supremacy that underpins our nation and, celebrate the communities of color that are, continuously, the beacons of progressivism and democracy in America. 

The question is: how do we respond as business owners? 

As business owners, you’ve probably been told to stay silent on political matters. But silence is contributing to the dominant forces of violence that we see play out in politics and society. 

And those forces of violence aren’t that far removed from our work. They live within us and show up in our workplaces. 

Responding in the moment

If you are new to this conversation, pause here and watch this video. Wayward Kind’s Director of Strategy, Jaz and Marketing Coordinator, Keishonda had a candid conversation about inclusivity in the workplace, being Black, working in marketing, and some steps businesses can take to back up their posts and hashtags with tangible action.

Then come back to this question: when events are unfolding what can I do as a business to respond and make space for them? 

Pause or stop your scheduled content

Every time something awful happens, companies that are relying too heavily on automated marketing efforts (like scheduled social media and email content) show how disconnected they are from their community. If you do nothing else, stop your scheduled content.

Show up, in real time, with a point of view. 

Don’t wait for things to blow over or hope that you don’t need to address it. If it’s impacting the people you serve, it’s the only thing on their mind. You are catering to your market, and by staying silent, you could lose your audience. 

Take a genuine position as a brand on those issues, and the issues that matter to you. The “issues” don’t need to be aligned with your work. 

As an example, accounting firms should be showing up and speaking up about BLM just as much as they are talking about PPP loans.

People want to align themselves with brands, especially ones about livelihood, that they trust. Trust is built by the alignment of a brand with a customer’s personal values.

What does showing up look like? 

There are a few unspoken rules to speaking up

  1. Timeliness matters. If you have a POV on a current event and it’s not shared in the moment when it matters, then it’s too little too late.
  2. Do not show up with hollow and disingenuous statements. Your comment on events should not only indicate a position but a subsequent action, an affirmation, a renewed commitment, an education. 
  3. These moments of civil unrest are not a “marketing moment”. It is not an opportune time to market your services unless you are a Diversity Equity and Inclusion consultant. 

These moments of civil unrest are not about what you do, it’s about who you are. Just because this is not a marketing moment, does not mean you do not show up. You absolutely need to show up with a message that centers people, the event, and action. 

In the wake of George Floyd’s murder, large corporations and small businesses alike raised money for local and large civil society organizations. Businesses pledged to have a certain percentage of their inventory made by BIPOC producers. After the attempted insurrection, companies took action and disassociated themselves with the factions that tried to stage a coup. Shopify and Amazon took down affiliated shops. Banks are suspending political contributions. The Professional Golf Association, Ben and Jerry’s, the National Beer Association, all made statements.  

Racism, white supremacy, violence, sexism don’t happen in a singular event, these are everyday realities for people, so your response to an event should be bolstered by an action that demonstrates a sustained commitment to actionable change. 

These are tips for the immediate reaction to a crisis, and following are some long term actions to start making a difference in your organization. 

Being crisis ready

Responding to a crisis isn’t just something you do for your customers. Responding to a crisis is something you do for your employees and the longevity of your work and culture. But preparing for a crisis when the world is in the middle of a fire is the worst time to respond. You need to invest in becoming crisis-ready. 

Create space for your employees

National events show up in your workplace in how they personally impact employees. Your employees may be tired, may be worried, may be reckoning for the first time with their power in the world, may be dealing with the loss of a loved one. As we know, events, like January 6th, like the murder of Breonna Taylor, are happening in the midst of a once-in-a-century pandemic. 

You employees are human before, during, and after work, and cannot and should not disassociate with their humanity during work hours. 

The way to prepare for these events with your employees in mind is to create safe space.

Collaborate on decision making, on matters like what does care look like especially for BIPOC employees? What are the automatic solutions that will be in place during times of crisis? What are the daily practices of well-being that you want to cultivate for your staff? Empower your employees to ask for what they need, and create a culture of accommodating those needs. 

Something we practice at Wayward Kind is debriefing an event. Ask people at the first meeting of the day, how they feel about the event and or how they feel about approaching their work that day, what headspace they are in. We follow up with assessing the capabilities of our team for that day, what needs to be done in that moment, what can wait, and how we can be of assistance to our other team members. 

If you are a leader of a team, you are responsible for modeling good practices, all the time, not just in moments of crisis. 

An idea Jennifer McClanahan-Flint, Founder of Leverage to Lead had, is having automatic responses to emails during crisis. On Wednesday and for subsequent days of that week, Jennifer and her team activated their automatic response to emails to provide space to recuperate and care for themselves. Furthermore, creating boundaries for themselves with their clients. 

This automatic response email can be formatted similarly to this: 

  1. Acknowledge their email,
  2. Tell them the duration you will be out of the office or when you will be checking your email again, 
  3. Assert the practice you are creating for yourself or the entire team, 
  4. And if you so are inclined, offer a secondary resource if it is incredibly important. That could be someone in the office that has offered to be a resource or a point of contact. 

Your approach to creating space for your employees should be based on accommodation, creativity, and well-being. Emergency preparedness is not a one size fits all matter, and not every emergency will require the same measures. The most important aspect of emergency preparedness is meeting the wellbeing needs of your employees; your goal is to take care of them.

Create Core Values 

Every company has a set of values, whether or not they are articulated. Articulating those values will create a strong company culture, a team foundation, and be your roadmap for how you respond to a crisis. 

Your values should be tenets you, your employees, and your work embody every single day. And the value itself should be paired with actions that manifest the value. 

One of our values at Wayward Kind is “liberation.” 

We recognize all types of diversity including ethnicity, race, sexual orientation, gender identity, age, religion and abilities. We actively seek out ways to use our platform as a tool for liberation because we know that’s what makes our work exceptional. And we carefully select clients, collaborators and partners who share this belief. 

The actions necessary to manifest liberation require socio-political consciousness of the employees and clients, and, moreover, honest introspection and evaluation of our work. 

Values are practices. They need to be well defined to include what it looks like when practiced, what if feels like, what it should yield. It serves as a blueprint for action. And if you live your values, it will make responding to a crisis instinctual because your values have allowed you to be proactive. 

If you are having some trouble developing a set of values, check out our blog post on how to develop your company’s core values

Do I have to do it alone? 

We’ve given you a lot to work with and a lot to think about. We know it can be hard to get started. There are so many incredible resources available to start this process, and there are excellent Diversity Equity and Inclusion consultants that can help you navigate this. Some that immediately come to mind are:

Equity in the Center

Every Level Leadership 

Inclusive Life

Leverage to Lead 

Molly Gordon 

Nicole Lee Consulting

The Adaway Group 

This work is important. Don’t get deterred by its difficulty. There are people inside your organization, and businesses to call in, to help you get started. 

If your business has questions about how to make your messaging consistent and authentic or make sure your messaging and marketing are aligned with your core values, we are here to help. Tell us your story, so we can go from here together.