All Posts By

Jaz Adams


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!

Glaucia Midgett is new SEO Strategist

Welcome Glaucia Midgett, Wayward Kind’s New SEO Strategist

By | Team Wayward Kind

Wayward Kind has been on fire lately…in a great way! New clients, new partnerships, and new employees, like Glaucia Midgett, our new SEO Strategist!

As a digital marketing agency, Wayward Kind depends on search engine optimization (SEO) to help our clients develop amazing content that gets them found. And Glaucia is the woman for the job.

We’re excited to have Glaucia on our team and we can’t wait to learn from her expertise!

Brazil to SD—Glaucia Midgett’s Journey to the States

One of the things we love about our Wayward Kind team is the diversity. As a native of Brazil, Glaucia grew up in São Paolo, Brazil, the largest city in South America.

Glaucia always had an interest in helping small businesses so when she finished high school, she decided to study marketing and advertising. She enjoyed learning about creative marketing strategies that help businesses grow.

To deepen her knowledge, Glaucia attended the University Paulista and received her BA in Marketing and Advertising, and her MBA from B.I. International, with a focus on International Business and Innovation. 

This led her to working with one of the largest healthcare consulting firms in Brazil as a Marketing Manager. She also held the position of Senior Campaign Manager for the largest home decor e-commerce business in Brazil. 

While Glaucia found some professional success in Brazil, she sought opportunities to further her career by learning English. Thus began her journey to California. With the support of her cousin, Glaucia settled into Southern California and took a year to dedicate herself to learning English and familiarizing herself with the culture. 

During this time, she met her husband, Brandon, and also furthered her marketing studies, including an SEO Extensions program through UCSD. Learning SEO supported her earlier passion to help small businesses through effective strategy that could be implemented without spending too much money.

When she’s not strategizing, Glaucia enjoys riding her bike in Mission Bay, attending spin classes, seeking out the best happy hours in San Diego, and traveling with her husband. Her favorite travel destination is the Caribbean and she loves a good burger and fries! Glaucia is also passionate about volunteering at her church, offering her expertise as a Marketing Coordinator.

Lightning Round

We love sharing about our team and it’s become a tradition to do a little lightning round to learn the essentials about each person. So, here goes for Glaucia…

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

Glaucia: A prayer, black coffee, and LinkedIn newsfeed

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

Glaucia: I want to make meal prep a priority.

Wayward Kind: What is your favorite movie?

I love the movie The Pursuit of Happyness and Will Smith’s character. I like the way he refuses to give in to despair as he struggles to create a better life for himself and his son.

Welcome to Wayward Kind, Glaucia Midgett!

 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!