All Posts By

Kelly Doran

audience segmentation

Gettin’ Personal with Audience Segmentation

By | Lead Generation

It’s probably no surprise that Wayward Kind is really big on creating personal connections with people and the world around us, and we’re committed to bringing those connections into digital spaces. That’s why any conversation about how to personalize your digital marketing is so important to us.

We’re talking about audience segmentation.

It sounds kind of clinical, right? But it’s really just a fancy way of saying that because you understand your audience (who they are, how they search, what they purchase, what they like, they emotions they have), you know how to approach them—you know how to divide them into meaningful groups. Mastering audience segmentation makes it so much easier to connect with the right people at the right time.

We’re going to demystify this fancy term and give you a few ways to parlay your audience information into some pretty amazing nurturing tools. Let’s get segmenting!

Beyond Demographics

Before we launch any further into audience segmentation, we’ve go to have a good understanding of what goes into creating audience personas. Certainly, demographics are a piece of the pie—it can help to know where people are from, age, gender, etc.

But even more important, are their behaviors and attitudes. Why do clients or customers choose a particular product or service? What was it that finally sparked that moment of action? Susan Baier of Audience Audit calls this attitudinal segmentation and says that it “gives you everything you need to build accurate, easy-to-understand personas driven by motivations.”

Asking the right questions and doing good research goes beyond just knowing their demographic stats and helps you mine for the real audience gold. When you know the why behind the who, you can develop well-targeted digital strategies that are authentic, purposeful, and useful. And authenticity goes a long way when it comes to marketing.

Focusing simply on demographics can feel a bit more like someone is just talking at you, not creating content specifically for you. It limits your digital marketing strategy to, well, one avenue. That means that if someone doesn’t fit into your targeted marketing to 18-35 year old females, they’ll likely bounce.

Why? Because your audience, whether they know it or not, wants to have a conversation. They want to feel like you’re asking them questions, listening to them, and getting something valuable from your services.

Audience segmentation maximizes your business’ potential, whether that be lead generation, lead nurturing, or sales. It goes outside the box of age, gender, and geography to make your audience first. And this isn’t just good for your audience—it’s good for your business. You spend less time trying to chase down clients, and more time cultivating meaningful relationships. That’s where the gold truly is.

How Do I Use Audience Segmentation?

Let’s say you’ve got all the info, entered it into you CRM tools, and you’re ready for launch—now what? How do you apply all this valuable information to your digital presence? Here are a few ideas to get you started.

Email Marketing

As fervent believers in a fun, personalized email marketing strategy, this is a great place to start implementing audience segmentation. These days, email marketing platforms like Mailchimp offer tons of ways to easily segment your audience. You can categorize by what they bought, where and when they signed up, what they’ve clicked, and more. Remember, this is about the why behind their behavior, not just who they are.

You can take a step further by personalizing emails with recipients’ names, or offers that are tailored to a specific group. You may also consider developing newsletter campaigns that target your different audience segments. This is a way to show your audience you know them by integrating videos, images, and offers that speak directly to that group’s needs. Basically, you can make it as personal as you want.

Social Media

With all the platforms out there today, there are plenty of options to use audience segmentation in a social media strategy. Here are a few of our favorites:

  • Targeting: Paid ads are always an option on social media platforms, but you can also opt for a more budget-friendly, organic targeting by creating filters that you can tailor content towards.
  • Create groups: Having specific groups allows you to target posts to relevant audiences, engage in discussion, and connect with your audience. This is also a great way to receive feedback.
  • Lists: Some social media platforms allow you to create lists so that you can send quality content to the people who you want to receive it. You can even try posting to groups at different times of day to track engagement.

Blogging

You probably won’t have separate blogs for each of your audience personas. But, employing some of your audience segmentation skills to your blog strategy can help you create better digital conversations with your audience. Combined with smart long-tail keyword research, you can develop a regular blog schedule that addresses common questions, concerns, and interests that different audience segments may have. This is also a great way to build up your digital content to include in forthcoming emails and social media posts.

Here’s the bottom line about audience segmentation: CONNECT. Understanding why your audience does what they do gives you the ability to tap into their needs before they even know they have them. You can accurately anticipate what they need, when they need it, and why. You’re basically a digital psychologist.

Ultimately, the more you know your audience, and show that you know them, the more credibility you have. We want to help you build that credibility. If you’re curious about how to use audience segmentation in your digital marketing, contact Wayward Kind. We love to get to know you and your audience!

San Diego digital marketing

Cribs, Wayward Kind Style: Video Tour of Our San Diego Digital Marketing HQ

By | Team Wayward Kind

Remember that show Cribs on MTV? Those were some pretty wild spaces.

We may not have 10 luxury cars and 20,000 sq. ft., but we do have a pretty sweet little office space that houses all the San Diego digital marketing magic.

Before we dive in, here’s a few things you’ve got to know about our new digs:

  • All humans are welcome. We’re big on inclusivity and embracing the uniqueness of all people. Whatever your story, our door is always open.
  • We 💓 dogs. Each member of our team has a dog and we take turns having them join us in the office. You may even meet one of our furry helpers today (hint, hint).
  • We take our music very seriously. Whether it’s Jaz busting out the 90’s hip hop, Jules channeling her inner pianist, or Kelly grooving to James Brown, rhythm is always a part of our daily routine.

Now you know the basics. Let’s get touring!

People Love a Good Video

First and foremost, we like to practice what we preach, and the importance of photo and video in digital marketing can’t be understated. Something about seeing real people do real stuff really helps people to connect with you. And as you know, we think connection is pretty important.

So, we’ve put together a short snippet of what a typical day looks like in the office:

It’s basically dogs, music, and digital dreaming all day long.

…But They Also Love to See Your Face!

Words are great (just ask Kelly), but putting a face to a name really personalizes your services. Photos remind people that there’s a human on the other side of the screen. They’re also an opportunity to show a consistent brand image (as you’ll see below with our team photos!).

Whether it’s the same filter, font, background, or even getting matchy matchy with your team, good branding shows a level of thoughtfulness that makes you stand out.

Ready to see the lovely faces of Wayward Kind? Here we are, with some extra goodies about our WK space:

San Diego Digital marketing

Jules Taggart

Wayward Kind’s fearless leader of our San Diego digital marketing  HQs is a master of creating a space that feels good and gets things done. Also, we like to chill on her comfy couch.

Favorite thing about your office: Windows. I love good light + people watching.

Desk-sserory: Plants

What you like to jam to: Bluegrass covers on Spotify

 

San Diego digital marketing

Tory Patterson

As our resident organizer of all the things, Tory keeps us laughing and on our toes all day. We love it!

Favorite thing about your space: The roses in the courtyard; our office window looks right out into the courtyard and it’s a very pretty view while I work.

Desk-sserory: My mouse + mousepad; oh, and coasters.

What you like to jam to: Whatever Jaz is curating that day. 😃

 

San Diego digital marketing

Jasmyne Adams

If anyone’s going to play DJ, it’s Jaz. Thank goodness for the daily digital marketing jams.

Favorite thing about your space: Definitelyyyy it being dog-friendly!

Desk-sserory: Probably the bluetooth speaker that sits on my desk. Runner up, my desk coffee mug for my daily, morning coffee that I would be absolutely hopeless without. 😃

What you like to jam to: Okay, so either super old school like Stevie Wonder, The Temptations, or Anita Baker. Or, 90s-early 2000s R&B & hip-hop. Sing-alongs during work hours. 🎵

 

San Diego digital marketing

Kelly Doran

Wayward Kind’s yogi meets writer with a flair for wanderlust. She always keeps us pondering.

Favorite thing about your space: The windows and how it’s like a little corner nook. I’ve always like cozy, curated spaces.

Desk-sserory: Photos of the people who inspire me.

What you like to jam to: When I’m writing, I listen to Boards of Canada: solid beats, no words, totally keeps me in the zone. Otherwise, I could be listening to anything from James Brown and Crosby, Stills & Nash (&Young!), to Kings of Convenience and Greta van Fleet. Or a baseball game, because I basically live for baseball.

All together now:

San Diego digital marketing

Alrighty—that’s the illustrious Wayward Kind San Diego digital marketing space and our team! We hope you enjoyed getting a look into our daily lives and who we are. We definitely enjoy getting to know you, so drop us a line and tell us what you think! Or, even better yet, learn more about what we do and what we’re into by signing up for our newsletter. We’ve always got some interesting digital marketing tips, tricks, and tidbits to share. 😃

Ready to take this digital conversation to the next level and work on your strategy? We are, too! Give San Diego digital marketing team Wayward Kind a shout out and we’ll start you on a path to digital greatness—great tunes included!

Content Plan

Content Plan Balancing Act: Tension vs. Hesitation

By | Content Development

When things are going easy, it can be nice, but you can also start to get a little stagnant without something pushing you along. If things are crazy hard, you sometimes back off and get hesitant to keep moving forward.

But moving forward is essential for growth.

Consider the anticipation of waiting for your garden to grow. You plant a seed, water it, make sure it gets light, pick off the bugs, and check everyday to see if a new leaf has emerged. It can feel a little tense, but it’s that tension that drives you to keep nurturing it, and maybe even planting again.

This is the kind of tension you want your audience to feel—something that propels them to keep going.

In digital marketing, you need a great content plan that does that same thing. You want to show people the possibilities your services offer (those fledgling little leaves) to encourage action, without making them so frustrated they just call it quits.  

So, how do you walk the line between tension and hesitation? With a little digital psychology, we’ve got some answers.

Tension in Your Content Plan Inspires Action

When there is a problem present, humans will embark on their own little hero’s journey to try and solve it, no matter how trivial it may seem. Humans have this need to confront challenges and overcome them. We get creative. We get innovative. We may even get excited as we step out in search of a solution.

That’s where you come in. You want to present a solution in your content plan, but you’ve got to grab people’s attention first. You’ve got to inspire them to take action. You do that by tapping into their emotions.

It may help to think of tension as conflict. When your audience is looking for a solution to their problem, and they’re scouring the internet for answers, they’re feeling something. Understanding their search and all the feelings that come with it, is key to your content plan.

If your audience feels confused, they want clarity. If they feel slighted, they want to be valued. If they feel insecure, they want reassurance. Each of their challenging emotions leads to a search for solutions. You want to be a part of that solution.

To translate that into an effective, engaging content plan, you need to tell a story that piques their interest. You can do that by using keywords and phrases that emphasize the tension of what’s possible, what can change (for the better), and between their problem and a solution.

Stories are a great way to amplify tension because, as Seth Godin says, “stories work because we’re not sure.” They induce a healthy bit of tension that makes your audience go, “Hmmmm.”  Your audience may not realize you’re telling a story, but they will feel like you understand them and see them as a real live person with genuine feelings and needs.

What Does Tension Look Like

The most relevant tension points to your audience will vary, but essentially, tension refers to the limbo space that exists between one thing and another. Some examples:

  • Good vs. evil
  • Status quo vs. potential
  • Stale vs. lively
  • Old vs. new
  • Scared vs. brave

You get the idea. You can run with this in a million different ways, but what’s most important is that you do the research to understand what tension points matter to your business’ content plan.

Let’s take the status quo vs. potential example. We recently helped a local corporate wellness business called Workday Warrior elevate their digital presence with a new website. Their mission is “to turn every desk in the world into a place of energy, movement, and health.”

Workday Warriors needed to highlight an important point of tension: exercising after work vs. wellness in your cubicle, and everywhere else.

Now we’re interested.

Companies, or employees have plenty of access to exercise, but Workday Warrior offers the potential for health and wellness plans that extend into every aspect of daily life. They believe in taking the current state of corporate wellness to the next level to create a better state-of-being. That means nutrition education, workshops, yoga, and training—a holistic answer to feeling stagnant at your desk all day.

Understanding that tension between what is and what could be gave them a road map for how to move forward with their content plan and future digital marketing efforts.

How Much is Too Much

We’ve all seen them, those ads or marketing that feel kind of…not right. Or maybe it’s social media that feels a little too polished and trite. When that happens, we feel hesitation. We start to question our choices. We wonder if that brand we heard of is what they say they are. Instead of hitting that confirmation button, we’re hitting the pause button.

Not the reaction you want.

It can be hard to gauge how much tension is too much in your content plan. But there is a fine line to walk between cultivating committed customers and losing your audience. When you’re brainstorming your strategy, make sure to avoid these few things:

Shock for the sake of shock

Sure, there may be a few people that love the shock and awe tactic, but those few aren’t worth the many who may feel alienated and dirty. Shocking your audience is a super quick way to provoke hesitation in your audience.

Repeating the same old message

Part of what creates healthy, actionable tension is introducing something new—even if the product or service isn’t new. A good content plan amplifies innovation. A bad content plan will use the same language, same images, or same strategy over and over. It’s stale. You’re not stale. You’re awesome—so show it!

Speaking to everyone

Here’s the bottom line: you can’t be everything to everyone. If you try to develop your content plan to suit everyone, you will get very tired and very frustrated. You deserve to work with clients who align with your values and services.

That’s why you need to do the work of getting to know exactly who you audience is before you start building a digital marketing strategy. Knowing them will help you to clearly define which tension points are more important to them.

Tension vs. hesitation is a delicate push-pull that can’t be quantified. It takes skill to identify the pain points in your industry and form a content plan that works and stands out from the rest. Understanding and embracing what makes you special is a winning strategy no matter what you do.

Our name—Wayward Kind—says it all. We do things differently and help those who want to shake-up their industry. We live to find those tension points. So, give us a holler today and let us show you the value of having a great content plan for your small biz.

what are long tail keywords

What Are Long-Tail Keywords? Your Guide to Winning the SEO Race

By | Lead Generation

We get questions like these A LOT: How do I get my website found? How do I show up on the first page of a Google search? How do I get more eyes on my business?

While there are tons of great answers to those questions, today we’ll focus on one specific answer: use long-tail keywords.

Now, you may be wondering, “What are long-tail keywords?”

In short, they are keyword phrases related to your business that people often search. You may have noticed longer phrases populating your search box, almost as if they know what you’re going to say. And that’s because they kind of do. Believe it or not, you probably aren’t the first person to search “Why do dogs mimic siren sounds?”

So, what does this mean for your small business? It means that it’s time to start paying attention to more than just the words that describe your business and start focusing on the phrases. ‘Cause this race moves fast, but you can definitely start winning it.

The Tale of the Tail

Confession time: the term “long-tail” is kind of elusive. Does it refer to an animal tail? And why is it long?

If you’re wondering what are long-tail keywords, here’s the answer straight from the source, author Chris Anderson:

“The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.”

Simplified, that means that only a few of the big businesses and popular websites will appear when you search for single keywords. But when you get into the nitty-gritty with long-tail key phrases, you’ll see results that are more likely to answer your specific query.

For example, let’s say you manage a bookkeeping business. A potential client in Houston is looking for bookkeeping services in a Google search. If they just search “bookkeeper,” their search results will likely turn up an abundance of bookkeeping services everywhere. That means they’re highly unlikely to find your small business in the sea of other businesses.

But, if they enter “small business bookkeeping service for salons in Houston, Texas,” the search will return results more relevant to your business. Instead of getting every bookkeeper around the country, they’ll see those focused on salon businesses in Houston. Like you.

If you’re visual like us, this graph can help. At the very left, you see major searches of specific keywords. The more searches for the top keywords, the fewer smaller businesses appear in search results.

At the bottom, are the long-tail phrases. Long-tail searches receive 70 percent of search traffic compared to only 18.5 percent of sites at the top. It pays to know what your potential clients are looking for.

what are long-tail keywords

Source: Moz.com

Winning the SEO Race

If you’re asking what are long-tail keywords, you’re already trying to figure out how to compete for the attention of potential clients. Y’all want to be on that first page of results, so you can win the lead generation race.

To do that, you need great content that uses well-researched keywords and phrases. Remember, content isn’t just the words you see on a page—it’s also videos, images, links, and emails. Basically, anything contained on your digital platforms.

Integrating long-tail keywords into content can take the form of using the phrases in your website copy, but it could also be applying tags to photos and videos, and adding meta descriptions to your pages. Having content that reflects who you are and speaks to who your clients are is a great way to generate leads and get more eyes on your small business.

Finding the right keywords and phrases is an important part of SEO. Keyphrases change as trends come and go. It’s important to have a solid digital marketing strategy to ensure that you’re winning the SEO race for the long-term.

One way to ensure you’re getting the best ROI and winning that SEO race, is to partner with an experienced digital marketing agency. They will have the tools to do keyword research, review your current strategy, and create a plan for how to increase your digital presence and connect with your target audience. I know we’re all about the connection over here.

Natural & Organic Aren’t Just Food Terms

These days, with the ubiquitous use of voice technology, people are searching in an entirely different way than even five years ago. Instead of a single word, searches look and sound more like the way people think and talk in everyday life. They’re natural; organic.

When considering what your long-tail keywords are, remember that organic search results are those not produced by ads. There’s nothing wrong with using ads, but to get the best ROI, you’re better off being mindful of your content and usage of long-tail keywords. Some simple tweaks in your content can net huge results, especially over the long-term.

If you’re not sure how people search for businesses like yours, try going to message boards, online reviews, and comments. Those are all great places to see how people talk about your business, or others like yours. Once you have a better idea of how people are talking, you or your digital marketing strategist can develop long-tail keywords that target niche markets.

The whole SEO and keyword stuff can get pretty overwhelming. We don’t want you to feel overwhelmed—we want you to feel empowered and successful in your business goals. If you need help getting your long-tail keyword strategy on track, then contact Wayward Kind. We’re totally ready to be your digital cross-country coach!

Integrate CRM tools

Beyond the Screen: Adding a Personal Touch with CRM Tools

By | Marketing Strategy

You see it everywhere. You hear everyone talking about it—but what exactly do CRM tools do for you?

CRM tools, aka Customer Relationship Management tools, enable you to manage and understand your customer’s online behavior so that you can better tailor your conversations with customers. Think of CRM like a digital crystal ball—an essential part of your digital marketing toolbox.

Are you ready to become a CRM master? Cool, ‘cause today, we’re going to give you a few ways to put this valuable tool to use.

CRM Helps You Get Personal

One of the best ways to connect with your audience is to understand them. When people feel understood, they’re more likely to listen and engage with your business. That’s huge.

Integrating CRM tools into your digital marketing strategy makes it easier to know who your customers are, and aren’t. You probably even have a couple of different types of customers, and knowing that allows you to market to those specific groups.

Here are a few smart ways to utilize CRM and personalize user experience.

Email Marketing

Creating segmented lists, using a customer’s name, and targeting offers to specific groups shows that you know who you’re talking to.

To do that, CRM tools will collect data and organize it an easily digestible way. You get insights on their needs, interests, and habits all from the way they interact with an email. Once you know your customer, you can engage with them more effectively and show them they truly matter. We’re all about that.

All of this data can be segmented into demographic and geographic information, but more importantly, into psychographic information. Susan Baier of Audience Axis says that “demographic and behavioral information only give marketers part of the story they need to effectively segment a customer base.” But psychographic information gets to the root of why customers do what they do.

Once you have solid data, you can start personalizing emails, which can help you increase conversion rates and nurture prospective clients with content they care about.

Customized Buying Experience

During the sales journey, your customers may want more information. This is where CRM tools become your best friend. Just like a fortune teller sees into the future, CRM tools track patterns in customer behavior to offer more of what they want, or what they didn’t even know they needed.

What does this mean for your digital marketing strategy? It’s one more way to connect with your clients. Whether it’s a sales team member reaching out, email responses, or suggestions, CRM helps you demonstrate to your customers that you’re willing to go the extra mile for them.

It’s All About Timing

When you have a business that provides repeat services, or is looking to enhance their digital marketing strategy, CRM is a great way to go.

Let’s say you’re an accountant and you have a new client. Surely you’ll need to collect a bunch of information pertaining to their lives. But instead of just stuffing that information into a file cabinet, you can input that information into their CRM profile. With that information, you’re able to improve customer experience by sending them timely reminders, special offers, or exciting news about your business.

Most importantly, timely information builds loyalty with your customers. It shows that you value and recognize their business and who they are, beyond just a number on a screen. And we could all use a bit more recognition.

Get Your Online Reviews on Track With CRM

If you’re a small business, online review sites like Google My Business can be crucial to your business. Receiving positive reviews can help with reducing customer hesitation. On the flip side, negative reviews can be a real thorn in your side—and your sales.

But using CRM tools in your digital marketing strategy goes beyond a good or bad review.

By integrating CRM software with online review platforms you can get a wealth of unbiased information. You can see trending conversations, how customers feel about your product quality, service, and value, and compare reviews across platforms.

Using this valuable data gives you insights necessary to make changes to your advertising, products, service, or digital marketing strategy. Or, continue with the strategies that are already working.

This all comes down to one huge factor: ROI. Accessing data from review sites gives you the most honest information you can get—and once you have that, you can make sure your marketing dollars are going to the right place.

CRM Goes Social

No matter what your business does, social media is one way to elevate your digital marketing strategy. CRM tools are easy to integrate with social media platforms to give you an abundance of information about your followers.

Using CRM tools on social media can help you:

  • Create ads for very specific sub-segments of your target market
  • Respond to comments and questions in a timely manner
  • Analyze hashtags to identify potential connections and relevant conversations
  • Build relationships with your audience

Remember, even though social media is digital, people still want to feel connected across the screen. CRM tools are a great way to discover who your followers are so that you can tailor your digital marketing strategy to reach them.

We know that it can be easy for marketing to feel robotic, but we’re all about adding that bit of human touch. If you want to know more about how to get your digital marketing strategy on track and connect with your customers using CRM tools, contact Wayward Kind. Relationships matter, even in the digital world.

How long a blog post should be

Stop Worrying About How Long a Blog Post Should Be

By | Content Development

Blogging can be daunting. What should I write about? How often should I post? And the all-important question: How long should a blog post be?

So often small businesses are under the impression that they need to share LOTS of information. But that can get confusing for you and your audience. And that’s on top of feeling intimidated by the whole writing process to begin with.

Fear not. When it comes to blogging, the truth is, you don’t need to write a novel every time you blog. In fact, it’s better to keep it short, sweet, and consistent.

We’re going to dispel the mystery around blog length and explain what to focus on so your content gets seen, heard, and those leads start to flow.

How Long a Blog Post Should Be: Long enough to get in those keywords

In blogging, it’s all about the keywords and phrases, also known as long-tail keywords. Instead of wondering how long a blog post should be, consider what keywords can get your blog post on the map.

Focusing on keywords alleviates the stress of trying to cram tons of information into one post. A list of keywords and phrases takes the guesswork out of coming up with blog topics and gives clear direction on what to write about.

This is not only important for the writer but also your audience. Most readers are not going to spend much time sifting through a super long blog post. That means that you have a matter of minutes to capture their attention and give them what they came for.

Consider a blog about plumbing—a post could cover plumbing as a whole, but most readers are probably trying to get answers about a specific problem. Perhaps they want to fix a leaky toilet or a broken sprinkler.

So, focusing on one targeted issue at a time makes it easier for readers to find what they’re looking for and get to solving their problem. And in the meantime, they get to know about your services.

Good Content Always Wins

Having keywords and phrases is, well, key. But so is having good content. Just plugging in a few words like it’s a formula won’t necessarily bring 1,000 followers. Telling a good story and giving people valuable information that’s presented in a clear, concise manner, will.

Understandably, this can get tricky. You’re like, “Hey, you just told me to focus on keywords, but now you’re telling me to tell a story?” Yes.

Think of an effective blog post like a parable: a short story to help teach a lesson. Parables don’t need to be long-winded. In fact, the longer they are, the more likely people are to check out.

Blog posts can be the same way. Instead of worrying about how long a blog post should be, give them more bang for their buck by using simple language, easy-to-follow headings, shorter paragraphs, and something interesting to chew on so your readers feel like they learned something and got to know you a little better.

Consistency Matters

Blogging consistency can be thought of a little like dating. When you’re dating someone, and they pay attention, send texts, call you, meet up with you, you feel the love. You’re more interested. You want to engage back, right?

But when they send a text once every couple weeks, or even less, you’re less inclined to reciprocate. The same goes for the blogging relationship.

Your readers want to know who you are and they value what you have to say. But if you’re not taking the time to share with them, they’ll lose interest. Not to mention, the less content you have out there, the fewer opportunities there are for people to find you.

Consistency shows that your content is fresh and alive. It shows that you’re interested in what’s current and who your readers are. It shows that you take time—and we all know quality time is a hallmark of a good relationship.

Don’t forget the visuals

Writing is great and all, but if your readers are greeted with a wall of text every time they check your blog, chances are good they’re less likely to engage.

When asking how long a blog post should be, remember the importance of visuals like videos, images, or even an occasional animated GIF. Not only do visuals make your post look more interesting, but they can also help guide your reader through the written content. Think of visuals like bookmarks that bring attention to the information you really want readers to see.

How long a blog post should be

Images also serve as one more way to layer in keywords and phrases. Choosing a relevant file name that replicates the post’s keyword is one more way to make your post discoverable.

Let’s say someone is searching for an image of a giraffe at the San Diego Zoo. If the file name is 1234.jpg, it won’t show up in a search. But, if the image file name is giraffe_san_diego_zoo.jpg, that image is more likely to pop up in a search. Making sure that every layer of content is searchable is key to driving traffic to your blog and your business.

We’re not going to lie—blogging takes time. But partnering with Wayward Kind gives you a break from worrying about how long a blog post should be so you can focus on building your business. Let us know if we can help!

Humor in digital marketing

April Fool’s! Give Your Digital Marketing Strategy a Chuckle

By | Lead Generation, Marketing Strategy

How do SEO experts celebrate improved search rankings? SERP-rise parties.

OK, OK—so maybe we’re not going to appear in a Netflix comedy special anytime soon. But as the great Tina Fey once said, “You can tell how smart people are by what they laugh at.”

And we’re betting that your audience is pretty smart. That’s why we’re celebrating this April Fool’s day by honing in to humor as a useful digital marketing tool.

Using industry-friendly humor can be a great way to spark interest, nurture your leads, and inject a humanized approach to your digital marketing strategy. And we’re all about being human.

Captivate with Witty, Digital Marketing Banter

Sometimes the hardest part of marketing is directing more eyeballs to your business content-?. You want people to see your business, the services you provide, and why you’re the best. Then, convert them (we’ll get to how in a bit). Humor can be a strong way to generate that attention.

Whether it’s a catchy email subject, a one-liner to lead off a blog post, or a social media wisecrack, audiences often love to see a brand’s sense of humor.

To amplify the effect, target your digital marketing humor to a specific audience. Show them that you understand who they are by cracking jokes only they can understand. You can use specific keywords or phrases, or maybe even a funny story.

Besides getting a good laugh, humor can aid in recall. So, when you have a casual user who is looking for, let’s say, a new accountant, they’re more likely to remember your post or ad because it was funny. They’re also more likely to share it—and in these days of lightning-fast information sharing, that can warrant a huge response beyond your initial joke.

Digital Marketing Humor, Beyond the Punchline

You got them hooked, but how now you’ve got to keep them interested. Especially if your service is, well, a little on the dry side, your continued playfulness can make your message stand out.

Weaving your witty, playful side throughout digital marketing content can be a great way to nurture your leads. It shows that you’re willing to stay engaged rather than just grab ‘em and then launch into formulaic, business-speak.

Using humor can pique interest and draw attention to the valuable services you offer. It can be a launch pad for sharing the nuts and bolts of what you offer without the important parts getting lost in a sea of words. Think of your humor like little comedic speed bumps, directing your users to exactly what you want them to know.

The Long-Game: Consistent Digital Marketing

Being consistent in your content strategy builds brand credibility. You want your audience to know that you’re approachable all the time, not just in an occasional Facebook post. And when you’re consistent, you’re more likely to convert your giggling followers into serious customers.

Your voice is important, and not just that audible one, but the vibe you’re setting every time you send an email, post a photo or write a blog entry. If you want your audience to know your lighthearted side, make sure to add in a flair for the funny across all digital marketing platforms.

Perhaps you post a hilarious photo every week, send out a witty monthly newsletter. Whatever you decide, let your personality shine through the screen.

Digital marketing doesn’t have to be dry. If you’re looking to liven up your marketing strategy with some humor, contact Wayward Kind for a strategy consultation. You may even get to hear a few of our bad jokes.

Wayward Kind Content Strategist and Copywriter

Welcome Kelly Doran, Wayward Kind’s New Content Strategist and Copywriter

By | Team Wayward Kind

Meet Kelly Doran, Wayward Kind’s new Content Strategist and Copywriter.  

As a passionate communicator, Kelly is right at home with the Wayward Kind team, creating digital conversations that matter. While her experience runs the gamut from band photographer and florist, to certified yoga therapist, her heart has always been with the written word. Kelly’s belief in the power of telling a good story is at the heart of her work at Wayward Kind—and we’re pretty stoked about it.

Creative Yogi Writer Meets Strategy

There’s this great lyric from the band Lucius in their song “Dusty Trails” that says: “Dusty trails can lead you to a golden road.”

One could say that these lyrics are pretty representative of Kelly’s own journey. Never one to succumb to what’s typical or normal, Kelly’s woven a path through various careers, college majors, and hobbies, all of which have culminated in her anticipated arrival at Wayward Kind.

After getting married, dropping out of college, and having a baby, Kelly found her heart in yoga. She completed numerous yoga trainings and became a sought after source for mindful yoga instruction, workshops, and yoga therapy in the San Diego community. It wasn’t where Kelly expected to be, but it was exactly where she needed to be.

During her 10+ years in the yoga and wellness fields, Kelly learned Grace. She found her voice as a grounded, authentic, intentional guide who loved every opportunity to help others find their innate value. But, she never stopped writing, whether it was articles about yoga, or curriculum for yoga workshops—her mission was to use every life experience to connect with others.

Inspired by the young girls she met on a 2015 service trip to Malawi, Africa, Kelly decided to go back to school. At 37-years-old, she reentered academia as a Rhetoric and Writing Studies Major, determined to finish her bachelor’s degree, but also to show her daughter—and women everywhere—that it’s never too late to begin again.

As a student, Kelly worked as a writing fellow, helping young college students find their voice through their academic writing. She also completed an internship as a technical writer in the medical device industry, where she found a penchant for strategic writing that made confusing information more digestible.

In December 2018, Kelly’s goal became a reality: she graduated from college.

Taking her newfound degree out into the world, Kelly made a conscious decision to pursue work that blended her love for connecting people with her knack for writing clear, useful content. So, not a technical writer, or a tutor, or a yoga teacher, but something that allowed her to embrace all those things in one role.

She found it at Wayward Kind. As their Content Strategist and Copywriter, Kelly gets the opportunity to plan, research, and write for diverse clients and Wayward Kind. But most importantly, she gets to connect with those around her and tell stories that really matter. She wholeheartedly embraces Wayward Kind’s mission to engage in meaningful conversations, and to be bold, unapologetic, and kind along the way.

Lightening Round

Now you know Kelly is anything but typical, but here’s some of the reasons we love having her around:

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

Kelly: I’m one of those weird morning people…early, early mornings. It’s normal for me to be up before 5:30am. I love the quiet peace and new mercies of a fresh day ahead. My ideal morning would be yoga at 6am followed by some journaling, feeding the chickens, snuggling my kid, coffee with my husband, and walking our Golden Doodle, Lola. Yeah, those mornings don’t happen often, but when they do, I’m filled up completely.

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

Kelly: I want to finish making photo albums for my family, a project I’ve been putting off forever. I’m great at making them for others, and love taking pictures, but working on the motivation to do it for myself.

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

Kelly: I don’t have to think more than 1 second about this: Tina Fey. Her character Liz Lemon—on 30 Rock—is basically me, right down to her disdain for Olive Garden and water parks, and her affection for baggy clothes. Tina’s uncanny ability to use humor and authenticity to speak to the common woman make her my #1 pick.

Please help us welcome Kelly to the team!

There’s no time like the present to begin developing an effective content marketing strategy for your small business. Schedule a free strategy review with our team so we can help you make 2019 the year that your content marketing strategy produces results!

Generate more leads with targeted email marketing.

Unlock The Secret to Successful Lead Generation with Email Marketing

By | Lead Generation

There’s no doubt that social media and its subsequent marketing are alluring. Its shareability has made it an easy, essential way for small businesses to get the word out. But once everything has been retweeted, liked, and posted, then what? How do you have ongoing  conversations with your followers that actually matter? And what paves the way to greater customer retention?

Email Marketing.

Despite its strategic, less-than-sexy reputation, email marketing is still the best way to generate leads and take your audience beyond a tap on the ‘like’ button.

Why? Because email communication sparks a feeling of connection in consumers. They feel like you care about them, like you see them, and like you understand exactly what they need. Email marketing isn’t just about making your business look cool and garnering thousands of followers, it’s about taking the relationship to the next level (kinda like the difference between the first date and the fifth.

Your customers and subscribers truly want to know you and engage with you. And the proof is overwhelming–from ROI to click-through rates, email out performs social media in almost every way, which is why it’s become a tried and true method to unlocking the secret of generating and nurturing sales leads. Let’s take a look at why:

Let’s Get Personal

We all want to feel seen and heard. When we do, we’re more likely to listen and engage with the world around us. The digital world is no different. When your subscribers feel like you understand them, they’re more likely to purchase your product or service.

Email marketing gives you the opportunity to make sure your subscribers feel like you get them–what they like, what they need, and what their values are. They feel like they can trust you, and there’s nothing better than being a trustworthy business.

To get personal with your audience, try this:

Make Segmented Lists

These lists are based on your subscribers’ personas: demographics, interests, profession, purchase history, etc. Target your message and see a dramatic increase in click-through rates.

Say Their Name

Personalize the sender email and subscriber names to show your authenticity and elevate credibility.

Make Them an Offer

Include offers and coupons that are relevant to the specific group your emailing to, and maximize your business’ transactions by up to 6x.

Convert Your Followers

You may have 5,000 Facebook followers, but if they don’t click, they’re not getting to know your business. To grow your business, you need to convert your followers into committed customers and one way to accomplish that is with a successful email marketing campaign.

Reports have shown that click-through rates on emails hover around 3.57 percent, while rates for Facebook land at a miniscule 0.07 percent. Let’s go back to our 5,000 followers–that means that only 3.5 followers will click on your Facebook link and potentially transform into customers. On the flip side, if you send an email to 5,000 subscribers, your click-through rate jumps to 178.5! That’s 175 more chances to show how awesome you are and continue nurturing your leads.

Transactional Emails Can be Transformative Opportunities

As avid email users, we are trained to look at emails as transactions–something we need to do something with. Considering that, you can bank on your subscribers responding in some way. What’s key is to see that the transaction of sending and receiving emails is an opportunity to transform your subscribers into loyal customers, your marketing campaign into a meaningful conversation, and your business into a reputable, industry leader.

Measurability Matters

Measurability is one of the biggest benefits of email marketing. Email interactions allow you to:

  • See who opened it
  • What they clicked
  • What they viewed
  • What action they took

When you have detailed metrics like those above, you can tailor future email campaigns to enhance specific services, target offers and coupons to a certain group, and effectively format emails to get the most clicks. Basically, the more metrics you have, the more like you are to increase conversion rates–and that’s a good thin.

ROI

$44 for every $1 spent on email marketing–no matter how you slice it, that’s a remarkable return on investment for any marketing channel. There is no greater digital well to tap than email. Combine some killer emails with a stellar website and you’re sure to generate more leads and more business.

Email is Ubiquitous

I’ve got an email address, you’ve got an email address, heck even my grandma has an email address–and we’re really good at checking those emails all day long. In fact, we’ve become digital experts with the ubiquitous smart phone, which has placed our personal and professional interactions within immediate reach. So, why not be one of those all-important emails that lands in your users’ inbox?

To sweeten the deal, remember that 61 percent of consumers prefer to be contacted by email. No matter how cool your Instagram page is, the chances of getting more eyes on your business are exponentially better through email.

After all this, remember: consumers want to know who you are. The most valuable resource you have is your authenticity. So, don’t be afraid to share who you are through email marketing. The conversations that start around your email campaigns really do matter.

If you haven’t tapped into the wonderful world of email marketing, or if creating email marketing campaigns isn’t your jam, no worries. Wayward Kind is ready to partner with you.

Get in touch today so our stellar marketing pros can help you master your email marketing strategy and get you the leads you’ve been waiting for.