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Jaz Adams

3 Ways to Use Video for Referral Driven Marketing During COVID-19

Referral Marketing For Small Businesses: 3 Effective Ways To Use Video

By | Marketing Strategy

More now than ever, small business owners can attest to the phrase “change is inevitable.” While we didn’t anticipate a full-fledged pandemic, our reactions as small business owners during this time will guide the way business is conducted moving forward.

The fear and panic you may be feeling right now needs to be acknowledged but your business’ social media isn’t the best place for that. Instead of focusing on what your competitors have been posting recently, let’s take a quick look at your clients: if you’re a B2B business then your clients are also experiencing similar feelings (behind every business is a human, after all!), meaning that they are looking to you as a source for easing their fears, and for continuing to provide them with value.

New practices of social distancing create hurdles out of our tried-and-true face-to-face meetings, but there are still ways to nurture and generate leads digitally—it just requires taking a step back and analyzing the processes in your business that have been in place forever to see where your next opportunity lies.

The companies that will emerge from this pandemic in a stronger position than they entered it will be those that find ways to create deep human connection using digital tools. Small businesses still have the opportunity to make clients feel connected. One great way to continue to incorporate that human element into your processes is through video.

Referral Marketing For Small Businesses

Let’s dive deeper into the ways that small business owners should be using video right now.

Video 101: Getting creative with your connections

Your responses to the curve balls are an essential part of referral marketing, and one that you don’t have to lose when going digital. Video allows small business owners to continue to be a resilient, dependable resource for clients and employees. 

Many people around the globe have been placed on quarantine, meaning that time spent online has easily increased:

Italy has an increase of over 70 percent in internet traffic.

People, including your clients and prospective clients, are showing up online. Creating intentional, personal videos and putting your face out there will ensure that they stay connected with you and your business.

Video is among one of the most cost-effective marketing strategies out there to reach clients on a deeply personal, human level

Here are some simple and interactive ways to make your audience feel reassured and valued—no big production or set needed.

Video Conferencing

You may have heard the term “video conferencing” going around on LinkedIn lately (or maybe you’ve even tried dialing in to a meeting or two). Now that everyone is remote, video conferencing tools like Zoom present an effective solution for virtual business development.

There are two different ways to use video conferencing: to talk with people, and to listen.

Think of video conferencing like an impromptu coffee meeting. You’re still making time for small talk, strengthening loyal client relationships, and asking the same questions you would ask someone if you met them in person right now: How are you doing? How’s this impacting your business? How can I help? 

Video conferencing works well for more than clients too: it’s a great way to stay connected with your team while working remote. For example, here’s a Brady Bunch-style screenshot from our team meeting the other morning.

Use Video for Small Business Referral Marketing

Hello from the team at Wayward Kind!

Personal Outreach Videos 

There’s a fine line between providing guidance to your audience in times of need and providing commentary on situations just to stay in the loop. Rather than creating overly produced content that feels inauthentic, try to focus on building deeper connections with your audience by experimenting with new ways to share content.

Our phones are almost always at our fingertips, making them a cost-effective and engaging source for connection. Keep it simple by sending a short and genuine message using what you already have!

Not only do personalized videos add that human connection and a sense of guidance, but your word choices also create an extra opportunity to be impactful and informative.

One great example of personal outreach videos done right are Drew Auker’s IGTV video posts. Drew, from The Auker Group, does an excellent job of creating a useful and engaging conversation during this time by presenting his audience with tips that are relevant to their concerns; his videos are filled with cost-effective and trustworthy advice that friends and family can’t help but share.

With just the click of a button, your video can go a long way in comforting and building trust with existing and prospective clients, which is key for successful referral marketing during times of crisis.

Here are some ways you can encourage sharing:
  • Include a call to action
  • Tag someone you know who will benefit from your tips
  • Post your video to your social media platforms and encourage sharing

Now is the time to be relatable, straight-forward, and forward-thinking, in order to provide your clients with the tangible solutions they need to confidently tackle the conflicts that lie ahead.

Social Media Video

Speaking of social media: these platforms are great for creating more in-depth conversation with your audience.

Humans are social by nature and social media gives us the opportunity to feel more connected, especially during times of physical isolation. Not only do social media posts allow clients to directly interact and be more involved but they enforce the sense of community.

Sharing video to your feeds is a great way to keep your audience engaged, and scheduling Facebook or Instagram live videos presents the perfect opportunity to connect with your clients in the moment.

“Ask me anything” webinars or teaming up with another expert on video are just a few different ways to keep your videos low production and in the moment.

Focus on connection

As a small business owner, you’ve been unknowingly preparing for years: you’re nimble and resilient. Now is the time to utilize the digital tools available to come out stronger than when you started. 

At Wayward Kind, we value human connection above all else. If you need help creating more meaningful digital conversations with current or prospective clients, we’re here to listen.

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 Best Social Media Platforms for Small Business

The Best Social Media Platforms for Small Businesses

By | Marketing Strategy

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

The Value of Social Media Platforms for Small Business

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

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

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

Our Top Social Media Platforms for Small Businesses

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

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


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

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

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


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

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

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

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


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

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

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


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

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

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

It’s Your Turn to Share

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

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

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

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

The top three 2019 marketing trends

The Top Three 2019 Marketing Trends

By | Marketing Strategy

Remember bell bottoms, leg warmers, and mullets? Well, there’s more to trends than friendship-forming fashions and hairstyles: marketing strategies also follow trends.

The history of marketing trends is interesting to observe because of the insights they provide about society; they show us what consumers are interested in, and technological advances.

So what do the marketing trends of 2019 tell us? Let’s find out.

2019 Marketing Trend #1: The Content-Centric Approach

This year, marketing strategies throughout industries shifted their focus toward content. More results-driven than the previous year—and much more personable—companies have been interacting with their audiences in more “real” ways over social media and through the use of chatbot AI.

Not only does this focus on a personal and conversational type of tone make consumers feel more like they are talking with friends and families, but it also helps companies learn more about their audience, naturally. This year, these conversations have provided companies with insights about their clients’ specific needs, goals, and personas.

2019 Marketing Trend #2: Multichannel Marketing

What is multichannel marketing? 

Multichannel marketing is when businesses and companies market across multiple separate and independent channels like:

  • Social
  • Email
  • Search
  • Video
  • Voice

Each of the above channels is independent of one another because they each have their own strategy and goals, which transform the more that these platforms are developed. Companies have discovered, especially in 2019, that the most solid marketing strategy involves a combination of channels.

Similar, and often confused with multichannel marketing, omnichannel marketing focuses on a variety of channels but has a heavier focus on converting consumers with a consistent, personalized experience.

2019 Marketing Trend #3: A Larger Focus on Privacy

Due to the heightened media coverage of data breaches and misuse over the last couple of years, consumers are paying attention to privacy policies and concerns. According to a study on cyber safety by The Harris Poll

83 percent of worldwide internet users said
they are concerned about their privacy.

In addition to addressing consumers’ privacy concerns, companies have been preparing for the upcoming European General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) by taking another look at the way they incorporate third parties and cookies into their marketing plans. 

What Do These Trends Mean for 2020?

While trends are more complex than just “good” and “bad,” we can agree that the world of B2B marketing has seen a switch toward strategy that is more audience-focused: in the way that target audiences use the internet, and in how they want their data used.

As we go into the new year, we project that B2B strategy will continue to move in this direction. What’s been your favorite trend this year?

Wayward Kind is a digital marketing agency built on the belief that effective marketing is centered on human connection. B2B businesses don’t have to be extraordinary to have an extraordinary impact on their clients. Learn how to strengthen your marketing strategy with conversations that matter. 

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!

Jeff Vires is our new Project Manager!

Welcome Jeff Vires, Wayward Kind’s New Project Manager

By | Team Wayward Kind

Another new team member—can you believe it?!

As many of you know, our current Director of Operations, Tory Patterson, just went on maternity leave (like, one day ago). We’ve been lucky enough to find a talented project manager and all-around great guy, Jeff Vires, to fill in for her while she’s out!

Anyone working on projects with our team will be seeing Jeff’s name in their inbox, so let’s introduce you to one another!

When the Right Brain Meets the Left

Jeff originally comes from the East Coast and is a massive Tigers fan. Slowly making their way West from Michigan, he and his family came to San Diego just in time for his first year of high school.

He’s always leaned toward creative subjects: he studied Music Composition and Guitar Studies at the Musicians Institute, Graphic Design at the Art Institute, and Business Administration with a Marketing minor at the University of San Diego.

This creative, business-focused background led Jeff to take a step back and put on his thinking cap. In 2011, he launched a startup company that allowed him to combine his formal study skills with his graphic and web design skills. This experience allowed him to explore, build, and cultivate his business experience.

For Jeff, project management is a combination of envisioning projects and seeing them through.

Jeff sometimes extends his creative time management skills to his music—in his free time, he plays as much guitar as possible (did you know he has 15 guitars?!). When not keeping projects on track or exercising the creative part of his brain, he also enjoys hanging out with his 4 dogs, wife, and twin babies. Jeff also believes in reading whenever he can, 5 minutes here, 30 minutes there…it all adds up. One of the books he recently finished that he recommends is Zen And The Art Of Motorcycle Maintenance by Robert Pirsig.


We love celebrating our team! Here are a few things we already love about Jeff.

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

Jeff: With green tea, push-ups, and pull-ups.

Wayward Kind: What’s something on your bucket list that you plan to tackle in 2020?

Jeff: I actually do not have a bucket list…which sounds weird because doesn’t everyone have a bucket list? I’ll get on that! I’d consider visiting Japan a definite start to my bucket list (maybe not for 2020 but at some point in my lifetime).

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

Jeff: The main character in the movie Rock Star portrayed my early life pretty well, so I feel that Mark Wahlberg would be a great actor to play me when my life was at its most interesting.

Welcome to Wayward Kind, Jeff! 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!

The Right Way to Repurpose Content

The Right Way to Repurpose Content

By | Content Development

We know what you’re thinking: carving out time to create content for blog posts is already difficult enough, but now I also have to create new content to put that content other places, too?

Yes. While a lot of people like to learn through reading blog posts, not every one of your target audience consumes content that way. That’s why B2B businesses have started repurposing content from their blogs into other mediums, like podcasts and social media posts. Some of your audience may prefer a downloadable guide or whitepaper that they can share with their colleagues, or simply an easier way to catch up on your content.

The Benefits of Repurposing Content

There are two major reasons why businesses repurpose their content: to reach a new audience and to target new keywords for an SEO boost.

Repurposed content helps businesses continue to reap the benefits of incoming traffic by expanding the reach of their blog posts. It also helps eliminate the need for continually creating new content and coming up with an endless stream of ideas, and instead expands traffic sources; The goal of repurposed content is to get your content into more hands.

Another big benefit that businesses discover when repurposing content is that they can target new keywords that give them a boost from search engines. Rather than focusing solely on primary keywords, these long-tail keywords help search engines understand that your content provides a lot of information.

How to Repurpose Content from Blog Posts

The thing about repurposing blog posts is that blog posts can be recycled into whatever type of content best resonates with your audience, depending on their needs.

Discover Which Content Is the Best to Share

To develop a solid action plan, we recommend reviewing your insights:

  • Which posts get the most traffic?
  • Which get the most comments or questions?
  • Which have the best tips?

Asking yourself questions like these ensures that your audience will find value and be interested in your repurposed content.

Decide on the Best Platform for That Content

Once you know what kind of content you want to repurpose, this next step will be easier.

There are a variety of platforms and ways to repurpose content: here are our five favorites.

LinkedIn Pulse

LinkedIn Pulse is a newer feature on LinkedIn that allows thought leaders and experts to share content. The majority of our clients address decision makers or other small business owners directly as one of their audience segments, making LinkedIn Pulse a great platform for them to use. Republishing content to LinkedIn also puts your content in front of 364 million potential clients and connections—that’s a lot of potential traffic!


Medium is a popular place for businesses and content creators to share content that they’ve created because of its large viewership. With 60 million monthly readers, Medium’s established audience offers companies the opportunity to increase exposure for their brand.

Email Newsletters or Series

Email newsletters or series are great for addressing any questions and comments you’ve received in response to your blog posts, or even re-sharing the best tips out of old blog posts. Questions and comments can also be added into existing email newsletters to provide your audience with more value.


Typically speaking, a whitepaper is a document that walks readers through common complex issues or problems that they may be having. Offer your audience solutions to their pain points, increase your brand awareness, and improve your SEO with a whitepaper.


Infographics are an easy way to directly transform blog posts into visually digestible pieces of content. The busier that people get, the more they lean toward the use of infographics, making this kind of repurposed content the easiest to share.


Podcasts have become increasingly popular among a variety of niches, as people can listen to them while commuting, working, and doing other things. Your existing blog content can be used to generate episode ideas, as well as help structure podcast themes.

Work Smarter, Not Harder.

Reach a new audience and provide value to your existing audience at the same time. When you can extend the use of your existing content, you’re working smarter instead of harder.

What’s your favorite piece of content on your website? Do you have any ideas for repurposing it?

Wayward Kind is a digital marketing agency built on the belief that effective marketing is rooted in human connection. We specialize in content development and strategy, social media, website design and development, and SEO. Need help repurposing your content? Let’s chat.

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!

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!