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Great content is your greatest tool to successful lead nurturing strategy.

Marketing Mystery Solved: Content as a Lead Nurturing Strategy

By | Lead Nurturing

Connecting with new prospective clients can be one of the biggest challenges for small business owners and salespeople. In order to really figure out your best lead nurturing strategy, it might be helpful to go back to an old childhood friend: Inspector Gadget.

Remember that show, where the Inspector had endless tools hidden in his jacket, shoes, and hat? Well, think of yourself as the Inspector ready to whip out just the right tool to generate more leads.

In the world of digital marketing, there are endless tools, but for today, we’re focusing on one the best ways to target your audience and generate leads through different content marketing channels. So, let’s grab our magnifying glass and investigate how to diversify your content and take it from average to awesome.

Video Content as a Lead Nurturing Strategy

Think of video as one of your go-to resources to help your potential clients see who you are and get to know your process.  

Your potential clients may already know what you do, but giving them video allows them to engage with your business—and according to HubSpot, they really want to engage. In fact, they say that “50% of consumers want to see video from brands…more than any other type of content.”

Video is one of the best tools to add to your box of lead nurturing strategies because it’s measureable, personable, and increases conversion rates. And, it’s a great way to share who you are with everyone from potential clients, to long-time partners with your small business.

Nurture Leads with Segmented Emails

Now, I’m pretty sure that Inspector Gadget didn’t have what we would consider modern day email, but if he did, it would probably look something like segmented emails: a highly organized, personalized way of categorizing your clients so that you can effectively engage and convert casual users to committed customers.

One of the biggest advantages of using segmented email as a lead nurturing strategy is that it allows you to connect with your audience in a personal way.

These lists are based on your subscribers’ demographics, interests, professions, purchase history, etc., so that you can target your message to exactly the right person. That’s some serious detective work and it’s all done with the help of email metrics, which lets you see click-through rates, who opened and when, and what content draws the most attention.

As a bonus, email marketing gives you the advantage of keeping your presence in your users’ inbox. Why? Because 61 percent of consumers prefer to be contacted by email, meaning that they’re more likely to stay on your list when they feel like you’re speaking directly to them and their needs. And when it comes to a successful lead nurturing strategy, you want to keep your name in the game for the long-term.

Nurture Leads with CRM

For our final lead nurturing strategy tool, we’re tapping the ultimate gadget for understanding your customers: CRM, aka customer relationship management.

You’ve got your social media, your ads, your segmented emails, videos, and website—but it can be overwhelming to figure out which of those is nurturing the most leads.

CRM helps you understand how individual users engage with your different campaigns. And, like segmented emails, once you understand your customer’s behavior, you can design each digital marketing channel so that it effectively reaches who you want, when you want.

With CRM, you get to build a relationship with consumers that leads to more engagement, which is key for nurturing leads over time. Through this relationship building process, consumers are more likely to develop a sense of trust with your brand, making it one of best lead nurturing strategies for any small business.

Tools have certainly changed since the Inspector Gadget days, offering small businesses endless ways to generate leads. So, if you’re looking to create a successful lead nurturing strategy, and need help navigating how to use all those tools effectively, contact Wayward Kind today.

After all, we’re basically the Inspector Gadget of digital marketing strategy and we can solve any marketing mystery you’ve got!

Generate more qualified leads through a personalized content marketing strategy.

Personalized Content Marketing Strategy for Greater ROI

By | Content Development, Marketing Strategy

Consumers in the United States spend about as much time sleeping––about 7.8 hours––every day as they do engaging with online content. (Source: Adobe) The time you spend on content marketing strategy is well worth it.

2019 is officially here, bringing opportunities for new beginnings and a fresh start for your content marketing strategy. With email, search, and social continuing to dominate the content landscape, it’s easy to get scattered and try to do a little bit of everything to connect with your clients online. Before you dip a toe in too many digital channels, start with a solid plan.

The bulk of your marketing budget should not be spent on ad campaigns and promotional marketing. Instead, spend that time creating meaningful, customized content that helps your clients solve a challenge. They will thank you for your efforts with their trust.  

The most effective content is tailored for the industry your business is in, as well as with a specific person––and a specific challenge–– in mind. The content should offer your audience a solution to their problem. For instance, a cost analysis tool might help customers understand how you help them save money. A white paper or infographic could explain how your services will help streamline a potential client’s business operations.

Here are a few of the most important steps that should be taken when developing a content marketing strategy for your business.

Personalize your content marketing strategy

Content personalization will continue to be a major content marketing trend in 2019. This not only means that your content needs to be customized for each target audience, but you also need to develop the right strategy for each platform you use to distribute your content.

In a survey of 190 marketing influencers worldwide conducted by Ascend2, 63 percent of respondents said that developing personalized content is a difficult tactic to execute. Instead of thinking of it as if you need to create custom content for each person who interacts with your brand, approach personalization as an opportunity to create relevant and useful information and understanding your clients’ core challenges.

Valuable content is a powerful element to your content marketing strategy. Your clients can tell the difference between meaningful content and content that was developed just to fill space or provide click-bait.

If you spend the time developing meaningful content, you’re likely to generate more qualified leads. As you build out your content schedule for 2019, identify what your audience wants to learn about, not what you want to sell. That will help to eliminate content ideas that are just space-fillers, or overly self-serving without providing real value.

Distribute content effectively

The way your content reaches your audience is crucial for a small business’s content marketing strategy.

Social media is one way to distribute your personalized, segmented content, but your efforts shouldn’t stop there. A segmented email marketing strategy will also be helpful. When you really know who your audience is and what they’re most interested in, you will be able to create even more valuable content––videos, infographics, webinars, gifs, blog posts, etc.––and know exactly where to share it to get the right message in front of the right audience at the right time.

Once you have a handle on which content should be distributed through email marketing and social media, you can extend this knowledge to your website and personalize content for the traffic you drive from other channels.

Power in numbers

Prospective clients rarely make a purchase decision based on one piece of content. It takes time and repetition to build trust. Rather than putting all of your time and effort into creating one piece of content, plan to develop a series of content that will provide ongoing value over time. This will help your audience understand your expertise and how you can help them solve their challenges.

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!

Social proof can give your clients the information they need.

What Is Social Proof in Marketing? And Why Does It Matter?

By | Content Development, Lead Nurturing, Marketing Strategy

Social proof—it’s all over the news these days. But what is social proof exactly?

Social proof is when you like things because other people or brands like those things. They influence your opinion.

For example, think about the last novel you bought, it probably had raving reviews from big-name authors on the cover, right? That’s an example of the principle of social proof.

If Stephen King had great things to say about this book, then it must be good and you have to buy it. Otherwise, you’re missing out.

And social proof doesn’t only come from celebrities. Those around us every day are also an important source of social proof.

Have you ever bought something based on the recommendation of a friend? If so, you aren’t alone! About 77 percent of consumers found this to be the most persuasive way to learn about new products and businesses.

So how can you leverage this in your marketing?

Testimonials and other social proof examples may seem like small items, but in the big picture, they play a significant role in moving potential clients toward a sale.

Social proof is the hook that helps sell consumers on a product or service. Including some form of social proof in your marketing strategy will help give your potential clients the right information they need to consider doing business with you.

First Things First: Consumers Are Looking at Your Social Media

Your social media profiles say more about your brand than you might think. Consumers tend to look at your profiles to see the content you’re producing and if it’s worth their time.

Don’t worry about how many followers you have, how many likes you’ve gotten, or how many comments were left on your posts. At the end of the day, that doesn’t matter.

Your clients aren’t looking at that—what does matter is the quality of what you’re posting.

Utilizing social proof on your social media is a great content idea. For example, you can post part of a testimonial that someone left you or a link to case studies you have.

Whether you want to showcase a new client or a stellar testimonial you received, this kind of content is great for your social media.

Think of social media as a place to showcase your social proof and bring out your brand’s voice in a more casual setting.

Testimonials & Reviews Are More Important Than Ever for Social Proof

If your company’s page on different review sites like Yelp and Google looks like a ghost town, this isn’t a good sign for your business. But it doesn’t take a ton of reviews to make a difference.

Having just one review can encourage someone to do business with you. For example, every star increase you have on Yelp can increase revenue by 5 to 9 percent.

Before making a purchase, trying a new restaurant, or seeking a spontaneous haircut, most people today will look at a business’ reviews. Studies have shown that the average consumer checks two to three reviews sites before making a decision. If there are no reviews, they will be less likely to choose your business.

The same goes for testimonials on your website. By simply including attributed quotes from your happy clients in an easily accessible spot on your website, you can increase conversion rates.

This is word-of-mouth marketing in the digital age.

Don’t Forget About Case Studies for Social Proof

Although reviews and testimonials provide solid social proof, case studies prove why the reviews and testimonials can be trusted. Ultimately, clients want to know that you can solve the problem they’re facing.

If a client is interested in your product or service and you have case studies that show you’ve solved a problem similar to the one the person has, this helps build trust in what you’re offering.

Case studies allow you to build this personal connection with potential clients—which can help them move one step closer to becoming your next client.

Social Proof Should Showcase Your Clients

If you work with notable clients, show them off! Somewhere on your website, cite some of the businesses you’re working with.

If you’re working with other businesses, drop their logo onto your site—that alone has been shown as a viable source of social proof that pushes people to buy.

This will make you more credible to potential clients. One of those notable clients might be one they connect with or admire, which only makes them want to connect with you more.

Create a Conversation With Social Proof

So why does social proof matter?

Social proof offers your potential clients a mental shortcut to get from “Should I care about this?” to “tell me more.”

Create a conversation with your clients by giving them the information they need to care and want to learn more about your business and services you offer.

Social proof plays an important role in marketing. Are you using it to your advantage? Schedule a consultation with one of our experts to start putting social proof into action for your business.

Take a look at what’s new in digital marketing.

Keep Your Eye on the Ball: What’s New in Digital Marketing?

By | Marketing Strategy

What are you doing to stay relevant with your clients when it comes to your digital marketing strategy? You need to keep your eye on the ball to make sure your digital marketing strategy is a success.

With so many different trends in digital marketing, you should know that not all are worth following. But there are a few we think are likely to stick around.

The needs of your customers and clients evolve over time, which is why digital marketing strategies have to evolve, too. By staying on top of the latest trends and your clients needs, you can ensure that your future and current customers will stay happy.

See which digital marketing trends you should know about:

What’s New in Digital Marketing: Mobile Marketing

Unless you’ve been living under a rock these past few years, you most likely know how important it is for your business to be mobile-friendly. Why? According to Statista, in 2018, 52.2 percent of all website traffic around the world was from mobile phones—and it’s only going up from there.

With most people are glued to their phones for an average of five hours per day, it only makes sense to integrate mobile marketing into your digital marketing strategy.

You should start with a mobile-friendly website. You want a responsive website that allows users to easily navigate through your website regardless of what device they’re viewing it on.

When a website is not mobile-friendly, this can cause users to become easily frustrated and leave your site sooner than you want them to.

When it comes to mobile marketing, your email marketing should also be designed to look great when opened on phones as well on computers. This is because consumers are more likely to open an email on their mobile device than their desktop.

When you’re brainstorming your next marketing campaign, think about how you can integrate your mobile phone into the mix.

What’s New in Digital Marketing: Quality Content

OK, so quality content itself isn’t new. But putting a huge emphasis on creating and curating quality content for readers is.

There are two key factors at play here—first, it’s important to create and publish content on a regular schedule that your audience can depend on. And second, it’s important to make that content useful, helpful, and relevant for your clients and potential clients.

Sure, having tons of blogs and Facebook posts looks great, but if nobody is reading them or connecting with them, do they really matter?

Provide your customers with authentic and helpful content they’ll want to read, engage with, and share. You should stick with a consistent schedule and keep an overall goal in mind.

What’s New in Digital Marketing: A Focus on Reviews

There are a lot of different factors that go into organic traffic to your website, but one of the most overlooked is reviews. Google would rather rank a business with hundreds of five-star reviews over a business with one five-star review or a business with one star. This means your Google, Facebook, Yelp, and other review profiles are considered.

Before customers purchase an item or visit a business, about 50 percent of adults under age 50 will check reviews online first.

This is why you should make sure to include a plan of action for acquiring more reviews in your digital marketing strategy.

Reach out to your customers personally to ask them to leave you a review, leave reminders in email marketing, or even create social media posts asking for reviews. It’s better to ask for reviews than to expect them to happen without a little nudge.

If your digital marketing strategy isn’t meeting customers where they are, it’s time to rethink it. Wayward Kind is here to help you stay ahead of your competition and give you a marketing strategy that works! Connect with us today to find out how we can help.