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Jaz Adams

Brand Voice Guidelines

Brand Voice Guidelines: Your Messaging is Key

By | Content Development

In the same way that people speak in their own way, so do brands.

And brands desperately need a unique voice. Why is that? Mostly because in order for a brand to be memorable enough to stand out from its competitors, and recognizable in the sea of other businesses, that brand needs to resonate with its audience.

The Importance of Brand Voice for Small Businesses

When it comes to communicating with clients and promoting your services, it may seem like the last thing you have time for is a brand voice. But developing a brand voice can aid business growth by making sure all the content you share is consistent with your brand and easily recognizable by your audience.

Brand Voice Guidelines

Statistic source

Developing a consistent brand voice helps businesses and organizations build connections with their audience and improve reach across channels, from social media to email newsletters to messaging on the website.

How to Create Brand Voice Guidelines

In order to create your brand voice, the two most important areas to focus on are your values and your audience.

Focus on Your Values

By crafting your voice to be consistent with your values, you’re ensuring that your messaging remains consistent and has purpose. So before you decide how to message your brand, you should focus on why you’re communicating in the first place.

Enter core values. Identifying these values is important to the way your brand is shaped because they create a consistent reference point that helps to communicate messages effectively.

A Quick Brand Voice Quiz

A great starting point to defining your core values is to ask yourself questions like:

  • “What does my business believe in?”
  • “Why did I start my business?”
  • “What frustrates me about my industry?” 
  • “What kind of impact do I want to have on my industry?”

Understand Your Audience

In order to create messaging that’s relevant to your audience, you need to research their personas properly. A persona is a fictional character that represents a segment of your target audience; personas are created from data and market research as a way to create better content.

Hopefully, if you’re already outlining your brand messaging, your audience research has been completed. If not, check out this post we wrote on why psychographics are the new demographics, and how they help businesses get inside the heads of their target audience. 

Understanding your audience will help inform the way you communicate with them. What do they respond best to? What’s most important to them?

The Top Three Elements of a Brand Voice

When it comes to brand voice, there are a few things at play. While you don’t have to be a copywriter to define your business’ voice, you should keep the following in mind:


Your brand voice’s character is how the appearance and personality of your brand come together. This character is usually conceptual, or personified as an individual or a spokesperson. 

For example, businesses that focus on financial services tend to select a character that is a representation of themselves because it makes the most sense for their audience to interact directly with the advisor’s public persona.


Think of the tone of your brand voice as the tone of one of your friends in different situations. For example, your friend will speak differently in a movie theatre or at brunch than they would speak at work. 

Your brand should do the same, mainly because different parts of your audience follow you on each platform. Your audience on LinkedIn will be more likely to engage with different content than your audience on Instagram.


Language helps to describe your purpose and illustrate the character that makes up your brand voice’s tone.

  • How formal is your tone? For example, financial advisors and law firms will lean toward more formal language, which can be expressed with longer and more complex sentences, including more industry terms and buzzwords, and using higher-level vocabulary.
  • Are you humorous? If so, is it subtle or eccentric? Smart? Work that in!
  • What about straightforward? Do you use metaphors or appeal to emotions?

Combining it All

Hopefully, you’ve got a better understanding of the main areas to consider when starting to build out your brand voice. We could go on and on about the nuances of messaging, audience, and strategy, but we’re strong believers in turning information into action. If you’re curious about what your messaging could look like, give us a shout!

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!

The Ultimate Social Media Holiday Calendar for 2020

The Ultimate Social Media Holiday Calendar for B2B Small Businesses in 2020

By | Marketing Strategy

We all love a good reason to celebrate! National Pizza Day to Dentist’s Day, each day of the year presents itself with a new opportunity for small businesses to share trending “holiday” content. Even for small businesses that are B2B.

Although this list of holidays may seem random, that’s part of the fun. And it makes for great social media content! Small business owners and social media marketers can pick and choose from these random national and international holidays to share relevant content, generate awareness, and interact with their audience.

Now is a great time to start planning your 2020 content calendar. Be sure to add some of these holidays to your calendar if you need inspiration or want to stay relevant when you post on social media platforms like Facebook, Twitter, Instagram—or even your blog.

The Ultimate Social Media Holiday Calendar for 2020

Some of the holidays on this list are bank holidays, others are history-related, and some of them were just made up.

Whether you’re in the dentistry, hospitality, or law industry, there’s a fun national holiday for you to share on your social media.

Check out the below random holidays to celebrate (and don’t forget about the monthly holidays for each month, too!):


January 1: New Year’s Day

January 4: National Trivia Day

January 8: Clean Off Your Desk Day

January 13: National Sticker Day

January 17: Get To Know Your Customer’s Day

January 21: Martin Luther King, Jr. Day

January 25: Opposite Day

January 28: Fun at Work Day

January 30: Inane Answering Message Day

January’s month-long holidays: National Blood Donor Month, National Braille Literacy Month, National Hobby Month, Hot Tea Month


February 2: Groundhog Day

February 7: Give Kids a Smile Day

February 9: National Pizza Day

February 11: Make a Friend Day

February 12: Lincoln’s Birthday

February 14: Valentine’s Day

February 17: Random Acts of Kindness Day

February 17: Presidents Day

February 20: Love Your Pet Day

February 20: World Day of Social Justice

February 25: Mardi Gras Carnival

February 28: Digital Learning Day

February’s month-long holidays: American Heart Month, Black History Month, Canned Food Month, National Children’s Dental Health Month, National Grapefruit Month, National Weddings Month


March 1: Employee Appreciation Day

March 1: Peanut Butter Lover’s Day

March 2: National Read Across America Day (Dr. Seuss Day)

March 3: Day of Unplugging

March 6: Dentist’s Day

March 7: National Be Heard Day

March 8: International Women’s Day

March 8: Daylight Savings

March 16: World Sleep Day

March 17: St. Patrick’s Day

March 18: Awkward Moments Day

March 19: First Day of Spring

March 21: International Day for the Elimination of Racial Discrimination

March 23: Puppy Day

March 26: Make Up Your Own Holiday Day

March 29: Mom & Pop Business Owners Day

March 30: National Doctor’s Day

March 30: Earth Hour Day

March’s month-long holidays: National Craft Month, National Nutrition Month, National Women’s History Month, Red Cross Month, Social Workers Month

National Make Up Your Own Holiday Day? Yes, it’s real. And it’ll work great for your content strategy. Want to know how? Send us a message.


April 1: April Fool’s Day

April 2: World Autism Awareness Day

April 2: National Peanut Butter and Jelly Day

April 3: Don’t Go To Work Unless it’s Fun Day

April 3: Find a Rainbow Day

April 3: National Walking Day

April 4: School Librarian Day

April 6-12: Masters Tournament PGA

April 7: World Health Day

April 7: National Beer Day

April 9: Equal Pay Day

April 10: Good Friday

April 11: National Pet Day

April 12: Easter Sunday

April 12: National Grilled Cheese Day

April 14: National Equal Pay Day

April 15: Tax Day

April 15: National High-Five Day

April 20: Lookalike Day

April 22: Earth Day

April 22: Administrative Professionals Day

April 23: Take Your Daughter and/or Son to Work Day

April 24: Denim Day

April 28: National Superhero Day

April 30: National Honesty Day

April’s month-long holidays: National Humor Month, Keep America Beautiful Month, National Pecan Month, Stress Awareness Month, Records and Information Management Month


May 1: International Workers’ Day

May 2: World Password Day

May 2: Thank A Teacher Day

May 3: World Press Freedom Day

May 4: Star Wars Day

May 4: International Firefighters Day

May 5: Cinco De Mayo

May 6: National Nurses Day

May 8: World Red Cross Day

May 8: National Teacher’s Day

May 8: Receptionists Day

May 9: National Receptionists Day

May 10: Mother’s Day

May 15: National Chocolate Chip Day

May 15: International Day of Families

May 16: Love a Tree Day

May 16: Armed Forces Day

May 18: National Bike to Work Day

May 18: NASCAR Day

May 20: Be a Millionaire Day

May 25: Memorial Day

May 25: Geek Pride Day

May 25: National Wine Day

May 31: World No-Tobacco Day

May’s month-long holidays: Foster Care Month, National Photograph Month, National Recommitment Month


June 1: National Donut Day

June 2: National Rocky Road Day

June 4: Hug Your Cat Day

June 4: National Cheese Day

June 5: World Environment Day

June 7: National Chocolate Ice Cream Day

June 8: World Oceans Day

June 8: National Best Friends Day

June 10: Iced Tea Day

June 13: National Weed Your Garden Day

June 14: Flag Day

June 14: World Blood Donor Day

June 16: World Juggler’s Day

June 17: National Eat Your Vegetables Day

June 18: National Splurge Day

June 19: National Kissing Day

June 20: First Day of Summer (Summer Solstice)

June 21: National Selfie Day

June 21: Father’s Day

June 22: National Take a Dog to Work Day

June 22: Positive Media Day

June 27: National Handshake Day

June 29: National Camera Day

June 30: Social Media Day

June’s month-long holidays: Gay Pride Month, National Fresh Fruit and Vegetables Month, Candy Month, Dairy Month, Rose Month

Need help integrating these holidays into your social media strategy? Let us know!


July 1: National Postal Worker Day

July 1: International Joke Day

July 2: World UFO Day

July 4: Independence Day

July 7: Chocolate Day

July 8: Video Games Day

July 11: National 7-Eleven Day

July 12: Pecan Pie Day

July 13: French Fry Day

July 15: National Ice Cream Day

July 16: World Snake Day

July 16-19: Summer X Games

July 17: World Emoji Day

July 18: World Hepatitis Day

July 18: Hot Dog Day

July 18: Amazon Prime Day

July 19: National Daiquiri Day

July 20: National Moon Day

July 21: #NoMakeUp Day

July 24: Amelia Earhart Day

July 26: Aunt and Uncle Day

July 26: Parents’ Day

July 30: Father-in-Law Day

July 30: International Day of Friendship

July’s month-long holidays: Dog Days of Summer, National Anti-Boredom Month, National Cell Phone Courtesy Month, National Picnic Month


August 1: National Girlfriends Day

August 2: International Beer Day

August 2: National Ice Cream Sandwich Day

August 5: International Friendship Day

August 6: National Fresh Breath Day

August 8: International Cat Day

August 9: Book Lover’s Day

August 10: National S’mores Day

August 12: Middle Child’s Day

August 13: Left-hander’s Day

August 16: National Tell a Joke Day

August 18: Bad Poetry Day

August 19: World Photo Day

August 19: World Humanitarian Day

August 20: National Lemonade Day

August 21: Senior Citizens Day

August 26: National Dog Day

August 26: Women’s Equality Day

August 30: Frankenstein Day

August 31: National Trail Mix Day

August’s month-long holidays: Admit You’re Happy Month, Family Fun Month, National Eye Exam Month, Water Quality Month, National Golf Month


September 1: International Bacon Day

September 2: Labor Day

September 5: International Day of Charity

September 6: Read a Book Day

September 7: Labor Day

September 11: 9/11 (Patriot’s Day)

September 12: National Video Games Day

September 13: Grandparents Day

September 15: Greenpeace Day

September 16: Wife Appreciation Day

September 15: Boys’ and Girls’ Club Day for Kids

September 16: Stepfamily Day

September 17: Constitution Day

September 17: Citizenship Day

September 18: Rosh Hashanah

September 19: International Talk Like a Pirate Day

September 21: International Day of Peace

September 22: First Day of Fall

September 22: Car-free Day

September 23: Checkers Day

September 25: National Voter Registration Day

September 25: Native American Day

September 27: World Tourism Day

September 27-28: Yom Kippur

September 28: World Rabies Day

September 28: National Good Neighbor Day

September 29: Coffee Day

September 29: World Heart Day

September 30: International Podcast Day

September’s month-long holidays: Baby Safety Month, Better Breakfast Month, Classical Music Month, Hispanic Heritage Month, Honey Month, Self Improvement Month, National Courtesy Month

For more post inspiration, check out our blog.


October 1: World Vegetarian Day

October 2: Name Your Car Day

October 2: Brow Day

October 3: National Techies Day

October 3: National Boyfriends Day

October 4: National Taco Day

October 4: National Kale Day

October 5: World Teacher’s Day

October 6: World Smile Day

October 9: Columbus Day

October 9: Leif Erikson Day

October 10: World Mental Health Day

October 11: It’s My Party Day

October 12: Indigenous People’s Day (Columbus Day)

October 13: World Egg Day

October 17: Sweetest Day

October 16: World Food Day

October 16: Boss’s Day

October 18: Spirit/anti-bullying Day 

October 19: Sweetest Day

October 24: United Nations Day

October 27: Make a Difference Day

October 30: Mischief Night

October 30: Checklist Day

October 31: Day of the Dead Begins

October 31: Halloween

October’s month-long holidays: American Pharmacist Month, Breast Cancer Awareness Month, Computer Learning Month, Domestic Violence Awareness Month, National Diabetes Month, National Pizza Month, National Vegetarian Month, National Popcorn Popping Month, Sarcastic Month


November 1: All Saint’s Day

November 1: Daylight Savings Time ends

November 1: World Vegan Day

November 2: Day of the Dead Ends

November 3: Sandwich Day

November 8: Cappuccino Day

November 8: Science, Technology, Engineering, and Medicine (STEM) Day

November 11: Veterans Day

November 12: Chicken Soup for the Soul Day

November 13: World Kindness Day

November 13: Sadie Hawkins Day

November 14: World Diabetes Day

November 15: America Recycles Day

November 16: International Tolerance Day

November 17: Homemade Bread Day

November 19: National Entrepreneurs Day

November 26: Thanksgiving Day

November 27: Black Friday

November 28: Small Business Saturday

November 30: Cyber Monday

November’s month-long holidays: Child Safety Protection Month, National Adoption Awareness Month, National Caregivers Appreciation Month, Peanut Butter Lovers Month, National Sleep Comfort Month


December 1: World AIDS Day

December 1: Rosa Parks Day

December 1: Giving Tuesday

December 3: International Day of Persons with Disabilities

December 4: Cookie Day

December 6: St. Nicholas Day

December 7: Pearl Harbor Remembrance Day

December 9: Christmas Card Day

December 10: Nobel Prize Day

December 12: Poinsettia Day

December 14: Roast Chestnuts Day

December 15: Bill of Rights Day

December 15: Free Shipping Day

December 18: Bake Cookies Day

December 19: National Ugly Christmas Sweater Day

December 20: Go Caroling Day

December 21: First Day of Winter / Winter Solstice

December 23-30: Chanukah/Hanukkah begins

December 23: Festivus

December 24: Christmas Eve

December 25: Christmas Day

December 26: Kwanzaa

December 26: Boxing Day

December 27: National Fruitcake Day

December 31: New Year’s Eve

December’s month-long holidays: Write a Friend Month, Bingo Month

Don’t see a holiday idea you think could work for your small business? Well then, start your own! If enough people share it, you may see your holiday on next year’s list.

For example, we’re officially pitching today as “plan your social media day.” Today being, well, whatever day you read this post. And we’re ready to help you if you need it.

Which holiday are you most excited about?

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!

Learn everything you need to know about SEO, including the top tools, tips, and tricks, from this SEO Guide for Small Businesses.

SEO Guide for Small Businesses

By | SEO

You don’t need to be a developer to help your business rank well—it certainly doesn’t hurt to be one, but there’s a lot of things you can be doing right now, as a small business owner, to improve your website’s SEO.

SEO this, SEO that… what is SEO exactly? Let’s break it down.

SEO is short for search engine optimization. Websites with good SEO are easy for search engines to read, meaning that they rank higher on Google, Yahoo, Bing, and other search engines.

There are a few ways to improve, or “optimize,” your website for the search engines, and those are usually broken up into three different categories: on-page SEO, off-page SEO, and technical SEO.

This SEO Guide for Small Businesses features the top SEO tools, tricks, and tips for small business owners

Think of on- and off-page SEO as being on and off your website pages. Now let’s take a closer look at each category.

On-page SEO, AKA Content Optimization

On-page SEO covers anything you can do on the pages of your website, including:

  • Optimizing your content
  • Making sure your website architecture is easy to navigate
  • Updating your website’s metadata, meta descriptions, alt text, titles
  • Keyword research
  • Including internal and/or external links

This type of SEO ensures that the search engines can read your website; it essentially lets Google know what your page is about.

On-page SEO is about 50 percent of what you should be focusing your efforts on.

On-Page SEO is also the easiest area of SEO to get wins in, when done right. And it’s more than just keyword researching.

Anything on your website is fair game, but the main considerations to keep in mind when working on improving your site’s performance are making sure your website is visible to search engines, is not blocking search engines, and has keywords that the search engines can pick up.

Is Your Website Visible to Search Engines?

Increasing website visibility in search engines is one of the biggest goals in SEO, as visibility can increase your site traffic, brand awareness, your leads, and your sales. Here are three factors that play into website visibility.

Clean URLs

The first thing to take a look at is the URLs on your website. Cleaned up URLs are friendly to both your users and the search engines.

A complicated URL, like:

Versus a clean, or simplified URL, like:

Complicated URLs are much more confusing to people and robots who visit or try to index your website.

If you take a look at Google’s first page of search results, you’ll see that those top 10 results have clean and readable URLs, like the simplified version above. It’s much easier to understand, right?

Website Navigation

The second thing to look at is your website navigation. Where is your menu located? How easy is it to access your website once landing on your homepage?

Websites that require their users to watch a video before they can access anything on the website are cool in theory but can be confusing to users, as well as difficult for search engines to crawl and access.

The industry standard for site navigation provides users and search engines the easiest path: people are used to seeing a menu across the top of a website or running along the left-hand side.


Consistently posting valuable pieces of content lets the search engines know that your site is active and providing value. This helps the search engine crawlers know that they should be revisiting your website. And the more the search engines visit your website, the better it is for your organic search results

Need help with content? Get some more tips on content development.

Are the Search Engines Blocked from Your Website?

Continuing with website visibility, there are a few different files on the backend of your website—usually built into your content management system CMS —that impact the way the website crawlers view your website. Your content management system, or CMS, is an application that’s used to manage content creation and modification. A few popular CMS systems include WordPress, Drupal, and Magento.


A sitemap is basically a big map that outlines all of the pages on your website. Usually built into CMS systems like WordPress, sitemaps make it easy for search engines to discover your website pages and index them. Search engines are automatically looking for your sitemap when they visit your website, meaning that you should double-check that you have a sitemap and that your sitemap is updated.


The robots file sits in the same section of the backend of your website as your sitemap but has a different function. Robots were designed to tell Google the sections of your website that you don’t want to be indexed. Having a robots file is not as important as a sitemaps file—unless there are sections of your website you don’t want Google to visit, like if you have private data hosted on certain pages, or want to hide less valuable content.

If you’re noticing certain web pages that aren’t receiving traffic, or that you can’t find your site on Google, your robots file is a great place to start to check if your site has a noindex tag. If there is a noindex tag present, then that’s most likely the reason that your page isn’t receiving traffic as noindex tags are the tags that tell the search engines to exclude page(s) from search results.

This SEO Guide for Small Businesses features the top SEO tools, tricks, and tips for small business owners

Help the Search Engines Pick Up Your Keywords

Optimizing your content includes incorporating keywords into your website pages and blog. The easiest way to incorporate keywords into your content is to select a primary keyword to build your content around.

Good keyword researching is vital to a successful SEO project. Why? Because the wrong keywords can make your SEO efforts futile, and keywords that are too popular can make it difficult for small businesses to rank due to excess competition.

Our SEO Strategist’s Top Five Keyword Tools

Some of our favorite tools for discovering great keywords are:

Google AdWords Keyword Planner for discovering keywords and search volumes. To access Keyword Planner, your business must have an active AdWords campaigns running. We love the AdWords Keyword Planner, as it gets us keyword data directly from the source everyone cares about most—Google.

Four other alternatives to Google’s Keyword Planner, with free trials, include MOZ, SEMrush, KWfinder, and Ubersuggest.

For more tool suggestions from our SEO Strategist, check out the Tiny Desk Tour peek into our SEO Toolbox.

Off-Page SEO Matters

So, the first 50 percent of your non-technical efforts are On-Page SEO. The other 50 percent will be focused on Off-Page SEO. Off-page SEO includes techniques that affect the promotion of your website, rather than content that’s directly on your website. Most of off-page SEO revolves around promotion in posts on social media, the way that your website is linked on other sites, and guest posting.

This SEO Guide for Small Businesses features the top SEO tools, tricks, and tips for small business owners

The Basics of Backlinking and Link Building

Every time another website links to yours, your website gets points in the “value” column from Google. Think about it—if a page provides value, it will be linked to from other websites. There’s no best kind of link, however, links from websites that are considered authoritative, high-quality, and relevant to your subject matter and content are much stronger than links that were paid for on a random, unrelated website.

A good process for building links is to do so organically by creating content others in your field find valuable enough to share. For more assistance on where to start with linkbuilding, schedule a consultation with our SEO strategist.

The Value of Guest Posting

Guest posting is an effective way to garner quality, relevant links. Especially when your guest posts are well-written, researched, and cite sources. Quality is one of the most important components of guest posting.

A guest post is when you write and publish an article, or a blog post, on someone else’s website. To be useful for SEO, the website that’s hosting your article must include a link back to your site, somewhere in the post. Usually, the link is at the beginning or the end of the article.

Social Media and Its Impact on SEO

The way we link, share, and like content on the internet has transformed with the use of social media. Not only does social media help build social activity and increase overall SEO strength for small businesses, but it can also be used to create regular backlinks…that are easy and free to use.

Social media should be a part of every SEO project. A great way to incorporate social into your SEO strategy is to share links from your website onto your Facebook page, or your LinkedIn. There are other social media platforms that you can backlink to as well, depending on your industry, but Facebook and LinkedIn are our two most recommended social sites for clients that serve a B2B audience.

How does your social media strategy stack up? Check now.

Your Checklist for Easy Local SEO

Most people complete a search before visiting a business. For businesses targeting an audience in the local area, this means that your business must be visible so your audience can find you.

Working on local SEO helps businesses obtain a higher conversion rate, more brand visibility and awareness, and a higher return on investment. Basically, small businesses get a higher ROI from local searches.

Ranking high on local SEO creates more opportunities for small businesses because local search results for businesses show users business contact details directly on the Google search engine results page (SERP).

Here are five things you can do right now to make sure your business is optimized for local SEO:

  1. Create a business page on Google My Business
  2. Upload photos and videos to your Google My Business listing
  3. Build citations on local business directories by adding your name, address, and phone number to your Facebook business page, LinkedIn, Yelp, etc.
  4. Encourage your customers to leave reviews and share their experience at your business! Learn more about how Google Reviews can help you rank
  5. Make sure your business name and location are on your website…bonus points if you also add a google map of where you’re located

Working through this checklist will help you kickstart your local rankings and reach the 80 percent of consumers that use search engines to find local information.

Technical SEO

Technical SEO covers the action items website developers usually help with, like making sure your website is able to be crawled and indexed by the search engines. Technical SEO also helps small businesses create the ideal user experience for their audience by ensuring that their website functions properly, and that pages redirect and load within a reasonable amount of time. Remember earlier when we said you don’t have to be a developer to do SEO? Well, technical SEO is the exception—trust us.

Technical SEO includes the robots and sitemap issues noted above, and refers to changes made on your website and on your servers to improve the way that the search engine spiders crawl and index your website. As far as small business owners are concerned, implementing an SEO audit can aid in discovering if any technical adjustments need to be made by a developer. SEO audits are a great tool, as they generally look into competitor research, accessibility, link and keyword analysis, content evaluation, site structure, and more. If you’re curious about your current SEO standing, fill out our form below and we’ll send you a complimentary analysis.

Tools to Track Your Efforts

Are your SEO efforts paying off? Is there an area your target audience loves, compared to others?

Web analytics are a great way to track what’s been working for your business, and what hasn’t. They have completely changed the way companies do business in the digital age. Get insights into how your audience found your website, their interests, behaviors, and more.

This SEO Guide for Small Businesses features the top SEO tools, tricks, and tips for small business owners

Google Analytics is a web analytics tool that helps you understand your site traffic—and, unlike AdWords Keyword Planner, it’s free! Get insightful awareness on trends in your data, your website’s most visited pages, and monitor your business’ performance.

Another useful tool, especially for businesses whose goal is to get potential customers to call you for more information, is CallRail. CallRail gives you analytics and tracking for phone calls, search, and marketing campaigns. 


There are a lot of factors that go into SEO, from how you use and interact on your social media, to the way your website is designed, how your website development is structured, and the quality and consistency of your content. And at this point, it may seem like every factor mentioned is important.

The way that consumers search and use the internet to find businesses has transformed the steps that small businesses must take to increase their visibility. 

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!


Welcome Stephen Sung, Wayward Kind’s New Web Developer

By | Team Wayward Kind

2019 has been a huge year for Wayward Kind. We’ve been building out our in-house team and have recently welcomed our newest team member, Stephen—woohoo!

At Wayward Kind, so much of what we do is centered around people. Which is part of the reason why we’re excited to welcome Stephen to the team as our newest Web Developer (the other part is because he’s an all-around great person!). Stephen’s background involves studying the way the human mind works, and how to replicate that digitally.

Let’s learn more about Stephen.

Bridging the Gap Between Humans and Computers

Stephen hasn’t always been San Diego-based (which seems to be a common theme with more recent team members!). After living in two other countries, he was first welcomed to the states in Orange County.

Stephen has always been interested in people and what attracts them to specific things. So when he started university at UCSD, he decided to study psychology. He loved learning about the human mind and how to inspire desire.

His background in human consciousness and unconsciousness, along with a fascination for the show Mad Men, naturally led him to marketing. Then, his curiosity and love of learning led him to web development courses—one online boot camp led to an in-person course, then to working as a Full-Stack Web Developer, and the rest was history.

For Stephen, web development bridges the gap between people and computers. And he loves creating user experiences and interfaces that give end-users a transformative experience. He finds writing code to be full of possibility and personality.

When not practicing code or learning, Stephen enjoys going to music concerts and events. He tends to lean more toward creative music, like electronic, but has fun regardless of genre. This openness to music translates into Stephen’s other hobbies, which all revolve around trying new things and appreciating different cultures—whether that’s food, people, or experiences in general!

Lightning Round

We already knew this part was coming…let’s get to know a little more about Stephen!

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

Stephen: With brunch (ideally eggs benedict), some coffee, a good playlist or audiobook, and anything mentally stimulating

Wayward Kind: What’s something on your bucket list that you plan to tackle this year (or next year, since it’s already November!)?

Stephen: I want to really nail down data structure and algorithms. And go to Hawaii!

Wayward Kind: If your life was made into a movie, who would play you? Why?

Stephen: Despite the differences in our appearances, I love Denzel Washington’s attitude. He’s also humorous at times and has a commanding presence.

Welcome to Wayward Kind, Stephen! We’re excited to have you!

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!

Wayward Kind has moved to a new office!

We Moved Offices! Wayward Kind is Growing.

By | Team Wayward Kind

Over the last year, Wayward Kind has been through a lot of changes!

Earlier in 2019, we shared our sweet little office in this post (and did a cribs-style tour).

But now, we’ve moved again!

While we were happy with our old space, one of the biggest deciding factors for moving was our growing team! We’ve gone from one in-house employee to six this year, meaning we need more space for desks, team and client meetings, and breaks. Our new office is much bigger than the previous one—and we’ve got a brand new conference room!

Don’t worry, though, we haven’t moved that far away! Our new space is less than 100 steps away from the last, in the same business park. 

Meaning that the only change to our physical address is changing “Suite G” to “Suite A.”

And if you get lost, you can always find us by our rainbow welcome mat.

So what’s new? Let’s get into it.

The New Wayward Kind Space

New space, same rules.

  1. Humans? Welcome.
  2. Dogs, too!
  3. Music…always.

Moving is no small task, especially when moving offices. Cardboard boxes pushed aside, here are some pictures from our first few days in the bigger digs:

2019 has been a year of growth for the Wayward Kind team. Check out our new digs!

Check out our open floor plan, featuring Natasha and Stephen hard at work! Mural pending…

2019 has been a year of growth for the Wayward Kind team. Check out our new digs!

Our shiny new conference room! It’s safe to say that everyone on the team was the most excited about this space. We can’t wait to meet with and video conference our clients, as well as hold our weekly team meetings here.

Wayward Kind has moved to a new office!

Speaking of team meetings, here’s a quick snap of our first meeting in the new conference room (Stolen from our Instagram—thanks for being behind the camera, Jaz!)

2019 has been a year of growth for the Wayward Kind team. Check out our new digs!
Peep our sofa, welcome to employees and guests (it’s also one of Stephen’s favorite places to get his code-readin’ on).

Wayward Kind has moved to a new office!

Our coffee and cleaning station. Any snack recommendations?

But more important than our space, is our people. We’ve got a great team of creative thinkers and strategizers. Learn more about our team, while we continue unpacking.

It’s been an exciting year for Wayward Kind and we look forward to starting a new chapter in this space. We’re still settling in and putting stuff up on the walls (our barn door was recently installed!) but we’re so excited to be in our new space.

If you’re in the area, feel free to stop by and say hello!

And if you need help refreshing your digital locations (AKA your website or social media), you know where to find us.

Thank you for your support, both over the years and during our move.

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!

Holiday Marketing Tips for Small Businesses

Holiday Marketing Tips for Small Businesses

By | Content Development

It’s the noisiest time of the year…

The last two months of the year can be overwhelming for small businesses that are trying to stand out from all the white noise that happens in marketing.

Rather than adding to the noise, smart businesses create campaigns centered around a different kind of purpose: delighting clients and customers.

Clients and customers can be delighted in a variety of ways, but during the holidays it’s important to focus more on the emotions of connection and sharing, and the spirit of giving. The best way to develop a great strategy for your holiday marketing is to determine which strategies fit most naturally with your business.

Let’s take a look at three different ways to make a positive impact on your target audience this holiday season.

Three Holiday Marketing Tips to Delight Your Target Audience

Appreciate Your Existing Clients

One way small business owners can encourage clients to return is to make them feel appreciated. Thank your clients for their business this year!

A great opportunity to show them your appreciation is through an eCard, special email newsletter, or a holiday video. If you really want to go the extra mile, a holiday card sent via snail mail makes a great impression.

This marketing tip works well because it shows your existing clients that instead of trying to sell them something, you’re taking the time to thank them. Not only does it make them feel appreciated, but it also gives them a breather and in turn, they appreciate you!

Make An Exclusive Offer

Small bonuses, like exclusive downloads, work well for B2B businesses who want to solidify themselves as value-providers during the holiday season.

Offering downloadables, like guides, worksheets, or any other kind of download you normally charge for, as a bonus when signing up with your company during this short period of time.

Tell Great Stories

An easy way to make your brand more relatable during the Holidays is to share the inner workings of your business with your audience.

There are a couple of different ways you can infuse your holiday marketing with storytelling, all great for your social media accounts or blog:

  • Celebrate your employees
  • Share your behind-the-scenes

While every nut and bolt of your business may not seem so exciting to an outsider, prospective and existing clients often appreciate the transparency and getting to know their service providers better.

That’s a Wrap!

The holiday season is your chance to show your existing clients that you appreciate them, and your prospective clients that you’re full of holiday cheer! Our list of holiday marketing tips could go on, and on, and on…so we stopped at three.

What’s your favorite way to show your clients appreciation?

While it may be too late to start marketing for November, you’ve still got plenty of opportunities in December and beyond! And we’re here for guidance, year-round.

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!


Psychographics Vs. Demographics

By | Marketing Strategy

Demographics have been a staple in consumer research but over the last few years, the popularity of psychographics has increased.

While demographics provide useful data, they don’t tell you what actually makes them buy or why they bought something from you. And this is why when segmenting audiences, enterprise-level companies often lean toward psychographics.

So, What Are Psychographics?

Psychographics, as the first part of the word implies, revolves around the psychology of your customers and clients.

It’s more than just what service consumers would buy, but why they would buy it.

Psychographics collect and analyze the intangible aspects of an audience to get a qualitative look at their data.

Psychographic segmentation includes:

  • Interests and Activities
  • Habits
  • Attitudes
  • Emotions
  • Preferences
  • Values
  • Motivations
  • Desires
  • Lifestyle
  • Personality Characteristics
  • Principles and Beliefs

This is important because these factors allow you to create a more robust customer profile than demographics do.

How Do Demographics Compare to Psychographics?

Think of demographics as an outline. They’re a quantitative approach to who your buyer is. 

Demographics look at:

  • Gender
  • Age
  • Income
  • Marital Status
  • Occupation
  • Ethnicity
  • Geolocation
  • Education Level
  • Religion

Essentially, demographics give you a closer look at your audience’s challenges but not where to find them, or what drives them to action.

When demographics and psychographics are used together, they form a full buyer persona. The more psychographic information you have, the more detailed your customer profiles become and the easier it is to get leverage in influencing your conversions.

For example, an eCommerce company can have a demographic that may be: single, 18-34, and with an annual income of less than $40,000. And their psychographics may be: cares about the environment, is willing to spend more on products that minimize environmental impact, and their favorite social network is Pinterest.

Individually, demographics and psychographics are useful. But together, they put together a comprehensive overview of your consumers.

How to Obtain Psychographic Information on Your Clients

There are a couple of ways to collect insightful data on your clients, and it depends on whether you’d like to collect data directly, or indirectly.

A great method for collecting your psychographic information directly is to interview your current clients. This direct method is effective because you can discover information straight from your client’s mouth—and you can compare insights from your best client (who you want more from) and other clients to see if there are any differences in their background.

If you don’t have that kind of relationship with your clients, or would rather collect your psychographic information indirectly, another option is to analyze your existing website analytics. What have people clicked on, called for, and bought in the past? Analytics on your existing site content, or even discount codes and special offers, can also be insightful at seeing what has successfully converted your clients and customers.

One of the issues with learning psychographics is making assumptions based on demographics, and the above methods, and below tools, are a great way to skip past assumptions.

What if you don’t already have clients or analytics to look into? For businesses that are still in the research phase, or for businesses that want to target other consumers, there are two psychographic tools:

  • Surveys or questionnaires (from sites like SurveyMonkey)
  • Focus groups

How to Apply Psychographics

What happens after you collect psychographic information on your ideal clients?

Psychographics can be applied to tailor your marketing material and content to your ideal client: targeted newsletters, emails, social media posts, keywords, and more. If you need more help applying your psychographics to your website’s content, design, and development, then let us know—oh, and we do social too.

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!

The biggest step in connecting with your audience is fully embracing your brand voice

The Key to a Strong Brand Identity: Living Your Brand

By | Marketing Strategy

Your brand identity is one of the most important parts of your business. Going beyond your mission statement and logos, the best way to present your audience with a strong brand identity is to show them how you live your core values.

Here in San Diego, we have some local companies that have really embraced their brand—on a similar level to the way Disneyland employees play into their magic, too.

Whether you’re thinking about it or not, every interaction that your audience has with your company, employees, and even yourself is an extension of your brand. 

So how do you develop an authentic brand platform that your audience can resonate with?

Remember Your Why… and Your How, Too

When you first developed your brand identity, you focused on your “why.”

Now is a great time to return to that why—to how you want your audience to feel when they interact with your brand, when they see your social media posts, when they visit your website. And how you can make it real.

For example, if one of your company’s strong suits is transparency, then you need to offer your clients clarity into your process—what are the specific steps you take? How do you ensure that your clients can trust you? Do you have any additional measures you take to screen the vendors that you work with?

Making your brand real also depends a lot on your clients’ customer service experience. What kind of tone do your emails send? How do you and your staff answer the phone?

A local brand that does this well is the boutique design, flora, and furniture store, Pigment.

Pigment’s owner began by selling her own art at a monthly local art event in her studio that was once a couple doors down from where their existing store is now. They continue to celebrate their start by holding extended store hours on the nights that the recurring local art event occurs.

Their background in art and design is translated into the types of products they carry, workshops they hold, and in their social media, showcasing highly curated products with a selective color palette that extends into lifestyle-inspired imagery.

A great place to start when thinking about how to get your employees on brand is to cultivate a culture that promotes your core values. 

If Content Is King, Consistency Is the Crown

Content matters; it helps communicate, educate and persuade.

The consistency of your content is arguably one of the first things your audience will notice. Living your brand consistently includes thinking about the way you interact with your clients, customers, and employees.

Let’s take a look at a local San Diego brand that sets a great example of living their core values consistently. From the types of events that they hold and their employee-owned culture, right down to their product descriptions, Modern Times Beer is the epitome of cohesion.

Take this pint glass description, for example:

By assuming that their audience recycles, they’re paying homage to the “perfect society” concept that they celebrate in their about. Also mentioned on their about page is their fascination of “colorful, ambitious little pockets of history,” which is reflected by both the style and designs of their merch, consumable products, logo, and even the way they set up their brewery locations.

This consistency that Modern Times provides lets their audience know that they are serious about their values—and for their customers that share the same values, they feel more trust toward the brand.

Ensuring that your brand voice translates well both online and offline is a surefire way to build authority and set expectations for your audience.

Get Selective About Social

Social media is where your customers and clients are. SnapChat, Twitter, Instagram, Tumblr, Pinterest, LinkedIn, Facebook, and Youtube… there’s a lot of different social media platforms for small businesses to use.

The good news? You won’t need to use all of these social media platforms for your business, because not all of them are used by your audience. For example, small businesses that focus on financial services won’t see as much of a return on SnapChat advertising as they would on Facebook or LinkedIn. In a similar vein, real estate businesses will also see benefits from Instagram and Facebook.

An easy way to start learning about which social media platforms are best for your business to use is to take a look at the platforms you’re already using and determine which ones give you the most engagement and return. Then use them to communicate with your audience.

From visual to written, every extension of your brand tells a story. Being intentional with your messaging, keeping content consistent, and managing social platforms are some of the biggest factors that impact your audience’s perception of your brand. It can be a lot of work—but that’s what we’re here for. Need help connecting with your audience or living your brand fully? Contact us 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!

Having a trustworthy SEO Toolbox is vital for ranking

Tiny Desk Tour: Inside Our SEO Toolbox

By | Marketing Strategy

We’ve got a lot of specialists on our Wayward Kind team: from designers to copywriters and digital marketers, we’ve got years of experience and insight into the latest marketing trends.

One of the biggest (and arguably hardest to completely grasp) buzzwords in 2019 has been “SEO,” or search engine optimization. Luckily, we’ve got a strong SEO Specialist on our team. Remember learning about Glaucia when she first joined our team? Well today she’s going to tell us more—specifically about which SEO tools are worth your time!

Our Goal = White Hat SEO

When it comes to SEO, there are two kinds: black hat and white hat. Black hat SEO is the kind you don’t want to practice—think keyword stuffing, hiding text, and paying a bunch of websites for loooaaads of backlinks. Not only is black hat SEO scammy, but it’s penalized by Google. White hat SEO is the type that we use here at Wayward Kind: it’s focused on humans rather than search engines, but is still compliant with all search engine rules and policies.

The main goal of SEO, and a major part of Glaucia’s role, is to make sure our clients’ websites are optimized for search engines. She analyzes, reviews, implements changes, and tests different techniques—things are always moving around when it comes to how SEO is applied to different industries, so that’s why we’re always making changes. 

Her process starts with a site audit of each client’s existing website that analyzes any error that would limit search engine visibility. Our goal is to help increase website visibility and get websites to rank on Google’s first page of organic search results

She starts by performing a Baseline SEO Report that gives clients an overall picture of their traffic, organic research, backlinking, SEO ranking, and suggested keywords. Glaucia’s favorite tools to help her run audits are a combination of SEMrush, Google Analytics, and Google Search Console.

Let’s talk SEO tools.

Glaucia’s SEO Toolbox

When you’re working with white hat SEO, it’s important to have actionable insights. 

  • Google: Most of the tools offered by Google are free—and her favorites, since they come straight from the search engine itself. She likes using Google Analytics to get insight into website metrics, Google Trends for tracking what people are searching, Google PageSpeed Insights for error alerts, and Google Search Console for a closer look at how people land on specific sites.
  • Ubersuggest: Glaucia has been really enjoying Ubersuggest for keyword researching lately. She can also get a closer look at the working strategies of any website.

Breaking News on Algorithm Updates

Every one of our team members has a different set of sources they either subscribe to, follow, or read daily to stay up-to-date on the latest in their specific role. Glaucia has a couple of favorite sources for getting the latest on SEO.

Because the search engine algorithm changes so much, she likes to focus on having multiple sources of information. For daily updates, the latest news, tips and tricks, and reviews on the newest SEO tools, she loves reading Search Engine Journal and The MOZ Blog. She also enjoys their email newsletters!


Can we give Glaucia a round of applause for sharing her SEO toolbox with us? It’s hard to stay on top of the daily algorithm changes but she loves how it keeps her on her feet! Hopefully you were able to find a new tool that helps you improve the traffic to your website. 

If you’re looking for quicker results (or for our team’s expertise), we’re here to help you succeed!

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!

Natasha Bell is new Copywriter

Welcome Natasha Bell, Wayward Kind’s New Copywriter

By | Team Wayward Kind

Meet Natasha Bell, Wayward Kind’s new Copywriter.

As a digital marketing agency focused on starting meaningful digital conversations, Wayward Kind is ecstatic to welcome Natasha to our growing team! Natasha’s background in creative and technical writing has her fitting in with our clients, and her draw to liberation makes her a stellar addition to Wayward Kind.

Let’s learn more about Natasha.

Storytelling Gets Strategic

Natasha is a storyteller. Intrinsically interested in how humans interact and connect with one another, she’s taken a variety of approaches to storytelling: acting in improv troupes, writing poetry, getting involved with our local art community, and editing a diversity-focused literary magazine.

Before joining the Wayward Kind team, Natasha was already used to the agency pace — she’s worked as an in-house Marketing Coordinator, a Creative Director for a startup, and as an SEO Copywriter for a few different agencies. She has experience crafting copy, clarifying brand messaging, and strategizing content for B2B and B2C companies in the SaaS, e-Commerce, hospitality, home decor, apparel, and industrial industries. She’s excited to be a part of the Wayward Kind team, especially since she immediately connected with our human-centered approach and diversity-driven mission!

Natasha is originally from Rio de Janeiro, Brazil but grew up just outside San Francisco, California. She moved to San Diego to study at California State University, San Marcos, where she got her BA in Literature & Writing Studies.

When she’s not helping brands define their stories, Natasha enjoys writing poetry, printmaking, trying new coffee shops, and playing tourist in the city with her husband.

Lightning Round

It’s time for our favorite tradition…lightning round questions!

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

Natasha: With an oat milk latte… and a boop on the nose from my kitty, Benjy (no earlier than 5, though — please!)

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

Natasha: I’d like to work on incorporating a few minutes of meditation into my morning and night routines.

Wayward Kind: If your life was made into a movie, who would play you? Why?

Natasha: My initial reaction to this question was, “I’m not sure I’d like to see another person play myself! I really don’t want to revisit the “blue hair” phase I went through in middle school… some things are better left to memory.” My second reaction was… Esther Povitsky. She’s also under 5’5, shares a similar sense of humor, and feels weird about her life being turned into movies, too.

Please help us welcome Natasha to the team!

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!