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A tour of our Digital Marketing Basics

Tiny Desk Tour: Digital Marketing Basics

By | Team Wayward Kind

Wayward Kind has an amazing team. From copywriters to strategists, we’re passionate about helping our clients connect with their audience. To do that, we look to a variety of digital marketing tools to enhance our skills.

Lucky for you, we’re giving you an insider look into the digital marketing basics that help us get things done around Wayward Kind. Since each team member has a different role, their tools can vary. So, we’re starting with our Digital Marketing Strategist, Jaz Adams. 

Ready to see what’s in her digital marketing toolbox? 

Digital Marketing Basics: The Techie Stuff

When you’re a digital marketing strategist, it’s important to stay up on the latest trends. Whether it’s social media algorithms, trending hashtags, or apps to make scheduling posts easier, Jaz has her finger on the pulse of all things digital.

Jaz’s role gives her the opportunity to dive into each clients digital landscape by assessing what’s working, and what’s not. She then provides a comprehensive plan to enhance their digital presence. 

To aid in her assessments, she often consults Google Analytics to see metrics about how users are moving around a client’s website. With that information, she can develop a more detailed strategy for website content. 

Social Media

We like to think of Jaz as Wayward Kind’s social media expert. She is responsible for helping each client develop a solid strategy for what type of content to post, when to post, and how to use special features. 

Her digital marketing basics for social media are:

  • Hootsuite: Used by a number of clients, Jaz uses Hootsuite to plan and schedule posts and track metrics for social media engagement. She likes Hootsuite for planning LinkedIn posts, especially.
  • Later: Recently, Jaz has been loving Later, especially for planning and scheduling Instagram posts for clients. She can also access metrics for audience engagement, like when followers are online so she’s posting at the most opportune times.

Favorite Apps

We all have our own systems for staying organized around the office. Some of us love a good whiteboard. Some of us like good ‘ol fashioned pen and paper. Some love day planners. 

Jaz loves her iPad because it’s basically all of those things in one device. Oh, and she doesn’t go anywhere without her Apple Pencil. I don’t think we’ve ever seen Jaz in a meeting or on a call without her iPad and Pencil. 

digital marketing basics

Her favorite app is Notability. As a visual person, this app gives her the freedom to conceptualize ideas directly on her iPad in an instant without ever having to waste paper.

She can also take notes, mark-up PDFs, create documents, and easily organize each client’s information for later use. When it comes to digital marketing basics, this is an essential for Jaz.

The other app she swears by is Feedly. Jaz loves this app because it compiles resources from around the internet based on her interests. She adds in the topics that matter to her (like digital marketing strategy) and it populates her feed with what’s trending. 

Digital Marketing Around the Web

It’s safe to say that each Wayward Kind team member has a few go-to resources for information related to our specific roles. 

Being the digital wiz that Jaz is, she’s got a number of websites she visits daily, but here are a couple of her favorites..

  • Reddit: More specifically, Jaz follows the Digital Marketing community to learn about trends, troubleshoot common problems, learn about the ever-changing algorithms, and discuss digital marketing basics with like-minded users. 
  • YouTube: Who hasn’t searched YouTube for a how-to, or to watch cat videos? Ok, so we’re not watching cat videos during work hours, but YouTube is a great source to see what influencers are doing with video, troubleshooting, and what’s trending.

Conclusion

There you have it—our first installment of Digital Marketing Basics with Wayward Kind. Hopefully you got a nice glimpse at how we do what we do, and why we love it so much. Above all, we want to connect with and help our clients succeed. Thanks Jaz, for giving us a peek inside your digital marketing toolbox!

We believe that every business has value. But knowing how and where to share your value can be overwhelming. That’s why we start with the basics: getting to know you and your business so that we can build digital marketing strategies and value propositions that really work. Ready to start? Contact Wayward Kind today and we’ll get to strategizing!

Marketing Strategies for small business success

Marketing Strategies for Small Business: Value Propositions

By | Lead Nurturing

Your business is different. You are problem solvers. And it’s time you start telling the world about WHY you are a different breed of problem solver through some marketing strategies for small business.

Dig deep into the soul of your business and connect with why you wanted to start it in the first place. Because in there, lies something really important: your value propositions. 

It sounds like a fancy term, but really, a value proposition says, “We propose that our product/service will solve your problem because…” It’s a simple way of telling people you know what they need and you’ve got it.

Why are these so important? They are the backbone of your content and they are often the first words and images that your audience will see when they land on your webpage. Value propositions make an impact. In fact, Quicksprout found that they could boost conversion rates by over 10 percent!

Now that you know the what and why behind value propositions, it’s time to start building your own with a few useful tips to get the wheels turning!

Marketing Strategies for Small Business: Pain Points 

Ok, we know that pain isn’t something any of us enjoy. But pain is a catalyst for change. If we have a back ache, we may start stretching, or see a doctor, or change our daily habits. Similarly, if your potential clients and customers are feeling pain (aka, they have a problem), they’re going to start looking for a solution.

This is a great place to start creating some value proposition examples to use in your content. Pain points can also be a catalyst for your business’ marketing. Knowing what causes your target audience pain informs how you plan to solve their problem. Once you know the problem and solution, you’re well on your way to creating great content.

Pain points vary depending on your industry and business structure, but generally fall into one of these categories:

  • Financial: people are spending too much money and need a cost-effective solution
  • Productivity/Efficiency: people want to save time
  • Process: people need to streamline what’s happening internally
  • Support/Lead nurturing: prospects need more time and attention as they get to know you 

Take a moment and consider which pain point your target audience suffers from. Getting clear on that will lead you straight into the next part of creating value propositions.

Emotional Appeals

You’ve identified what’s causing your audience pain. You know they’re searching for a solution to get rid of that pain. But there’s one more layer to that: what emotions are associated with their pain?

Emotions deserve some extra time because understanding your potential clients’ feelings can help you craft superb value propositions.  

Marketing strategies for small business can take a cue from bigger companies when it comes to evoking emotions. An example that most of us are familiar with are Subaru commercials. 

Do you remember the Subaru commercial where the dad is waiting with his daughter at the bus stop on her first day of school? They’re both standing there, nervously waiting as the bus drives up. Then, he starts driving along side the bus to follow his daughter in his Subaru sedan, and says: “I’m over protective. That’s why I got a Subaru.”

First, his statement is a great value proposition example. But part of the proposition isn’t even in the words he says—it’s the emotions that all parents can relate to. They appeal to emotions, then to the problem (car safety), and then to what makes Subaru different: high safety ratings. 

So, emotions. You may not have to turn on the water works like Subaru does, but using emotional appeal can be a great way to show that you understand your audience on a deeper level. It helps establish your credibility as a brand that’s not just selling, but caring.

Why Your Business is the Best

The last part of the value proposition equation is what makes you and your business shine. You’re probably not alone in your industry, so you’ve got to clearly define why you’re unique—why should a customer choose you over a competitor?

To do that, it helps to know your own story. Go back to the basics, and ask yourself a few questions:

  • Why did you start your business?
  • What problem did you experience that you wanted to solve?
  • How did you feel when you started your business?
  • Who, specifically, do you want to help?
  • What are your internal processes and why are they successful?
  • What are your core values as a company?
  • What do people say they love about your product/service?

Simple questions, but within them lies the answers to why you’re different. Knowing these answers will help you to target specific aspects of your business in your content, rather than guessing. 

We can go back to the Subaru commercial one more time for an example. The very last line of the commercial says their well-known tagline: “Love. It’s what makes a Subaru, a Subaru.” The love they put into manufacturing their cars sets them apart. It informs their commitment to safety, which they also highlight as unique.

Conclusion

There are so many marketing strategies for small business, but creating some value propositions are a great place to start. Once you know them, it’s like having a roadmap for how to strategize the rest of your content. Just think of it kind of like an equation: Problem + emotions + what makes you different = value proposition. Tying it all together is what really makes your brand pop!

We believe that every business has value. But knowing how and where to share your value can be overwhelming. That’s why we start with the basics: getting to know you and your business so that we can build digital marketing strategies and value propositions that really work. Ready to start? Contact Wayward Kind today and we’ll get to strategizing!

Content Marketing Plan success

Get the Party Started with a Content Marketing Plan

By | Content Development

Have you ever planned a big party? One with catering, and rentals, and A/V, and games, and invitations, and…the list goes on. It can be overwhelming. You start with this big idea, but sometimes, it’s easy to get lost in the details and lose sight of what your goal was to begin with: to throw a fabulous party.

Your small business has many goals, too. Perhaps not to throw a party (although, that’s not a bad idea come the holidays!). But to increase leads, convert followers into engaged users and buyers, and grow your business. That last one is definitely a worthy goal, but trying to do that all without some kind of plan is going to get crazy fast.

Enter in a content marketing plan. While each plan will look and feel different, the point is that as you’re working to scale your business, you’re doing it with intention. You’re not just saying you want to generate more leads—you’re making a plan for how to get them. Same can be true of any digital marketing goal you have.

Whether you’re partnering with a digital marketing agency, or getting your marketing juices flowing in-house, we’re offering up some tried and true tips to develop a successful content marketing plan.

A Content Marketing Plan Starts with Your Audience

You’ve probably heard the phrase “read the room” from comedians. It’s the idea that you can immediately get a sense for the vibe of your audience and tailor your material and tone to them. The same can be true for digital marketing strategy.

Harkening back to our party analogy, if you’re planning a party for a teenager, but you offer them goody bags filled with kazoos and crayons, your audience of snarky teens may revolt. You’ve got to know your audience well enough to speak to their needs, pain points, and the value you bring. You may even shift your goal from making more sales or generating more leads to making better connections with your audience.

To develop those connections and build your content marketing plan, start by breaking your audience up into segments. There are many different ways to segment, but to keep it simple, consider demographics and psychographics.

Demographics are things like age, gender, location—the real tangible stuff of who your audience is. Psychographics are things like buying habits, values, and hobbies—the why behind your audience’s actions. Using only one of those segments can lead to a marketing campaign that’s too broad and never truly connects with any one audience. 

Getting all this information is a great place to start building your strategy. And how do you do that? Here are a few simple ways:

  • Get to know your current clients: Engage in some small talk and learn more about who they are and what they’re into. As the relationship develops, you’ll be able to get more information about why they chose your company and what they love about your services. Don’t be afraid to ask some questions and show you care.
  • Analytics: If you don’t already have some sort of metrics for what your audience is doing online, start with that. With tools like Google Analytics you can easily assess behavior and engagement.
  • CRM Tools: Organize, prioritize, and catalogue relationships with your audience using CRM software. CRM tools are a great way to build your audience segments, too. 

How Are You Talking to Your Audience?

Putting together a solid content marketing plan means that you’re going to be using a variety of channels to talk to your audience. Emails, blogs, website copy, social media, ads—they’re all ways of communicating. But how you communicate will change depending on which channel you’re using.

For instance, let’s say you’re setting up an email campaign: five emails that target an audience of brand new users who you want to introduce to your business. First off, can we just say how important these email nurture series can be to cultivating new relationships? SO important!

Each email in that series will share a bit of information about what you do, pointing back to your website blogs, services, or a guide of some kind. But you have to consider the intention of your communication channel (email): to point your audience back to your website so they can engage more. 

These emails aren’t blogs. You’re not trying to educate readers on one specific topic with lots of relevant information. Yes, you want to show your value and credibility, but you have to do it succinctly and with your target audience in mind. Once they click on a link in your email, they’ll get back to your website and clearly see how awesome and credible you are.

The bottom line is that when you’re creating a content marketing plan, you have to seriously consider the type of content you’re producing and how it’s being delivered. It’s a game-changer for connecting with your audience, but also for your marketing ROI

Show Your Value

Finally, don’t forget how great you are. People tend to be uncomfortable talking about themselves, but remember, you are an expert in your field. That’s why you’ve built an entire business around your zone-of-genius. Be confident in that.

Part of that confidence is understanding what problems your business solves. What are the pain points your audience has? Why are they searching things like, “Best screen repair in San Diego?” What are they feeling when they’re searching or sending you an email?

Answering those questions on a macro level can help to get your content marketing plan started by identifying general industry pain points. Answering them on a micro level can help you develop specific, targeted campaigns that address how your different products or services solve a user’s unique problem. 

So, there you have it—some content marketing essentials. Know your audience, assess your communication channels, and know and show your value. With this foundation, you’re sure to avoid a dud content party

Don’t get lost in the details of your content marketing party. Let Wayward Kind help you develop a strategic content marketing plan that takes the stress of trying to wrangle digital marketing off your plate, so you have more time to focus on growing a thriving business. Contact us today!

hiring an experienced copywriter

We’re Hiring: Get Your Copy On

By | Team Wayward Kind

Wayward Kind is looking for an experienced copywriter to join our team of marketing experts. Is that you? Let’s find out.

We want to meet you if:

  • You love to write. Like, LOVE love it. We’re looking for a copywriter who thinks about puns in the shower and watches the Superbowl exclusively for the ads. 
  • You dig research. We work with companies in the B2B services space, which means unless you’re an expert in insurance, financial services, transportation or a number of other semi-boring industries, you’re going to have to know how to dig for details on the interwebs.
  • You are persuasive. You know that the right words can help people make decisions, mitigate hesitation, and share ideas with others. You know how to find and test words until you get the right combination.
  • You understand how humans find information. Knowing the basics of SEO ensures your writing gets read––and you want to get read.
  • You are versatile. You like to write website copy, blog content, email marketing copy, video storyboards, and social media content. 
  • You’ve got receipts. You’ve got examples of your work and you’re proud to show off what you’ve been working on. 

You’ll like working here if:

  • You like to lead. We’ll be looking to you to bring your best ideas and know how to execute them. 
  • You thrive on variety. We manage about 15-20 clients at a time. If you like writing about a bunch of topics and learning about several industries at a time, you’ll like working with us.
  • You’re ready to learn. If you see feedback as an opportunity to grow and improve, you’ll fit right in. 
  • You want to play a bigger role. We are small and mighty team. At a bigger agency, you’d be stuck in a cube, churning out copy all day. Here, you’ll be in a leadership role. We’ll look to you to guide best practices in content strategy and execution. 
  • You like people. We want to work with you if you have a knack for building healthy and mutually beneficial client and team relationships.

What You’ll Be Doing

  • Crafting punchy copy for websites and landing pages that drives action.
  • Writing engaging blog content for clients across various industries
  • Developing email marketing strategies and execute them with effective drip content and newsletters. 
  • Editing copy with an eye on the details. 
  • Building out content based on SEO strategy. 
  • Working with our web designers and developers to develop conversion-driven copy that makes visitors click.  

What You Need

  • A Bachelor’s degree
  • 2-3 years of copywriting experience
  • Written samples of your work
  • Agency experience (preferred)
  • Professional proficiency in the English language (required)

Who We Are

Wayward Kind is an ambitious group of expert marketing consultants focused on helping small businesses grow. We develop digital marketing strategies that are an extension of our clients’ strongest relationships. Our approach is purposeful, goal-oriented, and customized for each client with whom we work.  More of our work can be found at waywardkind.com/work

What We Stand For

As a marketing firm, we are messengers. Our clients trust us to tell their stories and amplify their voices. We have the great pleasure––as well as the significant responsibility––of helping our clients communicate what they stand for. 

Our work is more creative and far more effective by being inclusive of different viewpoints, backgrounds and cultures. We choose clients, collaborators and partners who share this core value. 

A few more details

  • Location: In our offices located in San Diego, CA – Mission Gorge area. This is NOT a remote position. Relocation assistance is not provided. 
  • Job Type: Full time
  • Job Title: Copywriter
  • Salary Range: Commensurate with skills/experience
  • Benefits: Paid Holidays, Paid Vacation Time
  • Business Hours: 8:00 am to 5:00 pm, Monday through Friday

To apply, please send a cover letter, resume and two writing samples to hello@waywardkind.com.

Convert Your Followers with these CRO Tips

By | Lead Generation

Action—that’s what you want people to take every time they land on one of your digital platforms. Getting them to take that action, whether it’s filling out a form, subscribing to a newsletter, or making a purchase is what conversion rate optimization (CRO) is all about: a systematic way of increasing the number of people that take action.

When we say “conversion,” it’s the idea of making a pivot in a new direction. Perhaps a lead is curious and poking around your website. You want to convert them into a more serious user, one that is engaging with your content. 

So, how do you do that? With some helpful CRO tips you can create content that really speaks the user’s language and leaves them excited to take action.

CRO Tips: Micro and Macro Conversions

Of course, we all want users to dive right in and make a purchase or retain services. But the reality is that it’s rare for someone to just impulsively make a big purchase without first walking through a few steps.

There is a difference between micro and macro conversions. Micro conversions are the baby steps taken to get to the overarching (macro conversion) goal of making that purchase. These steps are significant actions. Here are some examples of micro conversions:

  • Sharing a post about your brand
  • Signing up for a newsletter
  • Visiting a landing page numerous times
  • Watching a video
  • Download an Ebook

Micro-conversion users are an integral part of your lead nurturing strategy. Even if they haven’t made a purchase yet, they are on a buyer’s journey. 

The job for you and your digital marketing strategists is to thoughtfully lead them on that journey and let them know they have value, even if they don’t buy anything. Focus on developing the connection with your audience through micro conversions and there will be more opportunity to make that bigger conversion. 

Track Conversions

The importance of tracking conversions can’t be overstated. If you really want to know what part of your digital marketing strategies are working, and what’s not, you’ll need to keep track of how people are using your website.

Take this CRO tip to heart: If you haven’t started tracking them yet, start by checking out tools like Google Analytics that can be easily set up.

You’re probably investing a healthy amount of dollars into marketing and you deserve to know what the ROI is on those efforts. Why waste time putting money into a project that’s not producing, especially if there’s a method with better results? Working hard on your marketing strategy is like driving across the country without a roadmap. You need that map. 

So, what will these magical tracking tools do?

  • Determine where users are located
  • Learn which campaigns are getting the most traffic and conversions
  • Find out what people are searching for on your website
  • How long visitors stay on popular pages, or bounce

And there’s certainly a lot more that you can get into with analytics. Just starting with some of these basic metrics can really help you tailor your content and website architecture to speak to your target audience, connect with their needs, and work towards that macro goal of converting leads into actual customers. 

Bring the Value

We believe in the human connection with your audience, so when it comes to CRO tips, we always come back to that core value. Converting customers is about helping them solve a problem, not just about making them DO what you want them to do.

When you’re working on those micro conversions, it’s all about the value, the education, the information that you provide to help that audience feel comfortable with you. As they get closer to the bigger buyer conversion, you’ll focus more on a direct action, like a clear button that says “BUY NOW!” But you’re not going to lead with that CTA when you’re just getting to know someone. Just like you’re not going to ask someone to marry you on the first date. 

As you continue to build your digital content, remember these CRO tips. Consider your intentions as a business and the intentions of your potential customers. Dig a little deeper, perhaps with some help, and watch those conversions soar. 

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!

branded playlists

The Sound of Music: Connect with Your Audience with Branded Playlists

By | Content Development

Who doesn’t love music? We all have some favorite artists and genres, and probably a few guilty pleasures. But have you ever thought about your business as a source for some great musical content? 

Maybe not, but we think it’s time to tap into your own rhythmic spirit and consider making a branded playlist.

What is that? Basically, they’re just curated playlists that are unique to your business. They could be curated by event, holiday, or even by your team members (as we’ve started doing here at Wayward Kind!). You could even create playlists that are targeted to certain segments of your audience. The options are limitless, but the point is, tapping into your musical side is just one more way to build relationships with your clients and customers, and show them a bit more of who your business is.

What Do I Do With Branded Playlists?

Your playlists are content. Learning where and when to use them is all about digital strategy. Thankfully, once you have a playlist or two under your belt, you can repurpose them in a number of fun, engaging ways.

Opt-In Offer

Something we’ve been talking about a lot is how to give our clients valuable content that really helps them or gives them something interesting to chew on, so to speak. One way to do that is by creating opt-in offers.

Your opt-ins are simple offers that give your audience something of value. When they sign up, their email gets added to your list so that you can continue to send them valuable content. With permission, of course!

Creating branded playlists are a great way to build quick and fun opt-in offers that can be featured as content across digital platforms. 

Newsletter Feature

You’ve probably already got a solid email list going (if not, then you’ve got to read this post!), so why not include your branded playlists in your newsletters? Remember, emails are all about educating, informing, and helping your readers. Sending some good tunes straight to their inbox shows that you care about more than just selling—you’re sharing something personal and creating a connection with readers. And who knows what fun feedback and conversations may start as a result of your playlists!

Social Media

If you’re looking to elevate your social media strategy, offering something beyond just a typical daily post could really intrigue your audience. Perhaps once a month you have a day where you give them a branded playlist, curated just for your social media segment. They’ll start to look forward to your posts and eagerly await every month when you have fresh tunes for them.

The Science Behind Music and Memory

We can talk all day about digital marketing strategy, but when it comes to music, strategy and science marry together to create a unique, memorable experience that makes your brand stand out. 

Think about it: your favorite song pops on the radio and suddenly you’re whisked away to a special moment from years ago. The scent in the air, the person you were with, and the place you were sitting all come flooding back. That’s because music and rhythm induce memory. Music is essentially an oral tradition that was invented to aid in memorizing stories before writing was even a thing. 

Now, we write more than ever, but tend to think less about music as it pertains to memory. The thing is, music is still a highly effective tool for helping people remember your brand. Just think about one of those annoyingly memorable jingles from a commercial. Hopefully, your branded playlists doesn’t annoy anyone. But the songs you choose can create positive associations with your brand, and we’re all about that!

We all want to be memorable, whether it’s for that special someone, or a potential client. Wayward Kind loves helping small businesses increase their digital presence with expert strategy and content development that can’t help but induce some positive memories. Want help with your branded playlists and strategy? Contact us today to get started!

email nurturing strategy

Must-Haves for Email Nurturing Strategy

By | Lead Generation, Lead Nurturing

Nature vs. Nurture. You’ve heard that term, right? It’s about whether our human behavior is inherited, or learned. While it may seem like a stretch to apply that to your email nurturing strategy or digital marketing strategy, there may be more of a connection that you initially thought.

Consider “nature” as the sources of leads. Did they come from an opt-in, a review, an ad, or a Google search? Of course, some leads are more successful than others, like a phone call versus a sign-up from your website. The conversion rate after a phone call with a lead is “30 to 50 percent, while web leads convert at 2 percent.

When it comes to “nurture” in digital marketing strategy, think of this as how you follow up. How do you keep the conversation going with your audience? And that’s what this post is all about: nurturing your leads through email. 

Email Nurturing Strategy Keeps the Audience in Mind

Here’s another “versus” for you: educate vs. sell. You are a business and your ultimate goal is, of course, to sell a service or product. There’s nothing wrong with that. But perhaps our conversation here is less of a “versus” and more of what your intentions are with email.

Most people don’t like in-your-face sales. They don’t like pushy. They want to feel like you care about what they need and want. So, if you make your email intentions about giving your audience something of value, they’re much more likely to take a second look.

This takes some marketing tenacity because you really want to get to know your audience in order to provide content that relates to them. Some CRM tools can be super helpful here, along with segmented email lists. Then you can tailor different email campaigns to suit a specific audience. 

Short and Sweet 

It can be very tempting to want to explain everything in an email. But here’s the reality: on average, readers spend about 11 seconds reading an email. If you’re lucky. If you send a long page of text, there’s a small chance they’ll make it to the bottom for your all-important call-to-action (CTA). 

So, it’s time to get crafty—get your creative juices flowing and come up with some killer subject lines and headlines that really target your intended audience and bring the intrigue. Something that alludes to the content of your email, without giving away the whole thing. 

Once you get into the email, keep paragraphs short, but direct. Each paragraph needs a specific purpose so it doesn’t seem long-winded. Give them something valuable to read (perhaps about a service you offer that could really help them), tell them an interesting fact, and then invite them to read more with a nice, actionable CTA.

What’s an Email Nurture Series?

Think of an email nurture series as a way to introduce your business, just over the course of numerous emails. Each series has a purpose. 

For example, you may have an email series that is triggered when someone signs up for your newsletter, or by someone who just made a purchase (this is the “nature” part of your strategy). Then, over the course of a few days, or even a few weeks, they’ll continue to receive valuable information about your business, cultivating a relationship, not just a sale (this is the “nurture” part).

When it comes to your email nurturing strategy, this is definitely a place to start focusing your energy. Newsletters are great, but they don’t always address the immediate needs of people who are fresh off of signing up for something. These people are excited. You want to catch them in the midst of their excitement!

As you’re pondering all this email strategy, and perhaps wondering if it’s worth it, then let us assure you: YES! It’s worth it! The number below says it all: $44 in ROI for every dollar spent on email marketing. Higher than any other form of marketing. So, what are you waiting for?!

email nurturing strategy

If creating an email nurturing strategy doesn’t feel natural, then let Wayward Kind help. Our expert strategists can craft emails to make your audience feel valued AND you to feel confident about your email campaigns. Contact us today to get started!

microcopy matters

Microcopy Matters: How to Motivate in a Few Words

By | Content Development

It’s the little things that count. Like a butterfly fluttering across your path, a child’s smile, or a snail-mail thank you note. Seriously though, don’t you just love a good old fashioned thank you?! In digital marketing, those little things can come in the form of tiny bits of copy. Which is why we’re here to tell you, microcopy matters

Microcopy is the little bits of copy that help users find what they need with ease. Yes, this copy may guide them towards a shopping cart or a signup page, but ultimately, microcopy is about the user, not a sales pitch. It’s about keeping the digital conversation going—taking it to the next level.

Your website copy, blogs, social content, and emails are all important. Don’t abandon those. But for this post, pull out your glasses, binoculars, and microscopes, and let’s explore the details.

So, What Are Examples of Microcopy?

We’re so glad you asked. Truth be told, it sounds like teeny-tiny letters, which it could be, but that would make the user experience (UX) more cumbersome. Think of microcopy like the opposite of long-form copy, like a blog post. It’s the short, concise bits of copy that are like signposts for readers. 

Calls-to-Action (CTAs)

It’s right there in the name: ACTION. You’re telling them to do something—like a director. A good CTA is like a strong, confident handshake. You’re not shying away from telling readers what to do because you know what you’ve got to offer is valuable. You can even make the CTA fun, playful, and engaging, just as long as it’s clearly pointing them in the right direction.

Check out our very own Wayward Kind “Story” page. We give readers snippet of what we do, with focus on cultivating digital conversations. So, what’s our CTA button? “Let’s Talk.” Our conversations aren’t just with existing clients, or their audience, they’re with everyone and we make that clear by telling them we want to talk to them.

Microcopy CTAOpt-In Forms

People are often a bit skeptical about signing up for things. So, if they’ve gotten to the point where they’re ready to sign-up for a newsletter, a service, or anything really, GREAT! Microcopy matters here—it’s used as a way to quickly explain something or direct users to further information. Essentially, it helps them feel more confident about the choice they’re making.

Check out the MailChimp sign-up form below. It tells you the benefits (“Find your people. Engage your customers…”), where to go if you already have a log-in, and clearly explains what your password needs to be valid. We’ve all had those frustrating moments where our passwords don’t work, right? It’s simple, yet informative, and it’s all because of some good microcopy. 

opt-in offer microcopy

Image: MailChimp

Helpful Reminders

Did you abandon your shopping cart? Forget to check out related products? Well, microcopy will remind you. These tidbits of copy can not only guide users to make their purchase, but also create a playful conversation that will make them feel encouraged, even excited to take action.

Knowing what your users like can also help to create microcopy that will guide them to other useful products and services. Remember, your helping them. You’re the tour guide through the website. Consider what’s going to help them do that with ease and interest. 

What Should Microcopy Do?

We touched on this above, but it’s worth diving a bit deeper into the intention of microcopy. So here’s a few key things to think about when getting your writing juices flowing.

Microcopy Should:

  • Set expectations: Where users are headed, what they should do and why
  • Speak the customer’s language: Align language and tone with your brand. If you’re fun, be fun in your microcopy. If your audience is made up of professionals seeking clear information, keep it simple and direct. You know your audience best.
  • Be Informative: It’s not just there to look good—it explains, very briefly, something that’s important to the user
  • Be Timely: This is huge. Consider when you want users to do something, and add the micropy in there. For example, on the homepage of your website. You probably want to get them to more of your services or “About” page quickly. So, put your CTA at the top, not the bottom. The chances of them getting to the bottom of the page and seeing the CTA button is minimal. Time it right, and you’ll probably give them more of what they need, when they need it. 

Big or small, your copy matters and tells a story—and we love telling the stories of our clients. If you’re ready to get your digital conversations going, contact us today. We can’t wait to talk to you!

buyers journey

Optimize the Buyer’s Journey with Calls-to-Actions

By | Lead Generation

Most of you are probably familiar with the ever-so-popular poem, The Road Not Taken by Robert Frost. You know, the one that says “Two roads diverged in a yellow wood, and I, I took the one less traveled by.” 

Why did he take the “road less traveled?” Something must have urged him along in his choice to take a different sort of journey. He must have heard the call, whether deep within, or perhaps a simple signpost. 

We may never know exactly what spurred his choice, but we know there was a nudge, a call. Or, as we like to call it, a call-to-action (CTA)—that ever-so-simple piece of microcopy that guides your audience on a delightful buyer’s journey

What is a Buyer’s Journey?

Think of the buyer’s journey as a natural progression someone takes as they get to know your brand, and eventually, make some kind of purchase decision. First they notice you, then they get to know you, and finally, they make a commitment to your brand.

Even though we’re saying “buyer’s,” it’s important to remember this is not just about making a sale. Yes, you’re a business and profitability is important. But we want you to look at this as a journey of getting to know your client, helping them along, and showing them the important details along the way.

Kind of like Robert Frost taking the less traveled road and noticing something different.

You want your audience to notice what makes you different, while showing them you understand who they are. 

Use CTAs as Signposts

Calls-to-action tell you where to go, whether it’s to a sign-up page, your blog, your website, or a shopping cart. And they usually do it with some flair. But not all CTAs are equal. They can be basic, like “Click Here,” but something about that doesn’t feel as inspired. So, how do you tell people where to go and what to do with pizazz?

What’s the Problem?

Your audience has a problem they want to solve. You want to help them solve it. But in order to keep them in the buyer’s journey and help them solve it, you have to show them that you hear them, understand them, and are a trustworthy source for helping them get solutions. 

Developing simple, actionable CTAs can help point your audience towards the information to help them solve the problem. Perhaps it’s towards your “About” page, or a “Services” page. 

The key here is actionable. Just saying “Learn More” may not inspire people to really learn about the solutions you offer. 

So, make it sound personal and relevant to their problem. If they’re looking for a doctor at your medical office, consider a CTA that says “FIND MY DOCTOR” instead of “FIND” OR “FIND A DOCTOR.” Make the CTA (in first-person) personal and tell them exactly what problems they can solve with that click. And of course, make sure you can help them solve it when they arrive!

Spark Emotion

First stop on the buyer’s journey is to consider their emotions. When they land on your website, what are they feeling?

Douglas Van Praet, author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing says this: “We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation.”

In layman’s terms, emotions make us do something. When we feel something, we want to take action. Think of it this way: if you’re suffering through the worst headache of your life, you’re probably feeling desperate for relief. You’re scouring the internet for solutions and are willing to try just about anything. Your pain and desperation lead you to make a decision. Perhaps it’s buying a certain medicine or contacting a particular doctor.

Regardless of what the decision was it was sparked by a feeling, and probably a fairly big emotion. As a business, understanding that feeling that leads people to you is key in developing language for your CTAs and copy in general. It’s also key for creating that initial interest in what your business does.

Brand Consistency

We’ve mentioned it many times, and CTAs are no exception: creating a consistent brand image and tone is SO important to helping your audience feel comfortable with, and trusting of your brand. 

Similar to branded hashtags, you can make branded CTAs that are used around your website and in email newsletters. Here at Wayward Kind, we have a phrase— “Let’s Get Wayward”—that we use for hashtags and buttons. It’s also an actionable, brand-specific CTA that would be a great segue to basic information about our business. Pair it with a brand color, and you’ve got yourself a fancy, branded CTA button.

Keep in mind that your CTA should align with what you want to guide people towards. If you’re trying to educate them about your team and your business, a CTA like “Let’s Get Wayward” can be great. It’s general, but still actionable and fun.

If your audience is further into the buyer’s journey, you’ll want to start guiding them towards some kind of decision, like making a purchase or signing up for a workshop. In that case, something like “Let’s Get Wayward” isn’t clearly communicating what they’re supposed to be doing. 

Let’s take the signup example: if you’re hosting a workshop and want to point your audience to the signup page, you could say “SIGN UP” or “CLICK HERE.” But they’re not really super exciting or inspiring. A simple shift in language, like “SIGN ME UP” takes your CTA from a generic command, to a personal action. Or, enhance the sense of urgency and importance: “SAVE MY SPOT!” 

Unlike Robert Frost, you want your buyers to know where to go and what to do. Don’t make them guess. They’re on a journey, but you want them to take that journey with you.

You already have a lot to think about when it comes to your digital marketing strategy. Let Wayward Kind help with the details, like awesome CTAs that move prospective customers deeper into the buyer’s journey. Contact us today to we can take your CTAs, and everything else, from ordinary to extraordinary!

lead-generating-opt-in-offers

Lead-Generating Opt-In Offers that Are Worth the Squeeze

By | Lead Generation

Your business is amazing. It’s worth the squeeze. But getting your audience to notice that can be an interesting and creative challenge. But one that can be fun!

Creating lead-generating opt-in offers—valuable, timely, easy-to-follow morsels of wisdom—is a way of gaining your audience’s attention while highlighting the value of your services. It’s a way to show people that you truly care about the things they care about and understand their needs.

Ready to make some juice?

Lead-Generating Opt-In Offers Solve One Problem

Yes, that’s right—just one problem. Why do we mention this? Because it’s SO easy to get long-winded and try to pack a million details into one offer, especially if you have similar services or products to offer.

We’ve got a few questions to ask yourself before launching your opt-in to maximize is juiciness:

What does your target audience need?

Consider not just what they want, but also the things they really need when they land on your web page. Often, people aren’t entirely sure what they need, but they’re definitely searching. Your job is to tap into what it is they’re looking for so that you can make your opt-in offer super juicy. 

Think of it this way: if you’re selling fitness services, you know that your audience needs help getting motivated to sign up for them. But they may not want to sign up for your lead-generating opt-in offers just because they want to get fit. So, what can your opt-in offer provide that’s too good not to click “subscribe?” What can you provide that’s different and valuable? What’s their biggest problem to be solved? 

Are You Being Long-Winded?

Remember, you’re creating a quickie guide to a super specific topic, not a lengthy white paper. Whether you’re writing a checklist, making a video, or developing a quiz, your opt-in offer should be long enough to provide value, but short enough to keep their attention. Consider what information is most important and applicable to your audience and the topic you’re discussing and build from there. 

Are You Being Consistent?

Consistency is always a winner, whether it’s with your visuals or your language. You develop credibility by showing that you know who you are. Consistency also lessens confusion about what you do by staying true to the things you do better than anyone else.

How does this apply to a lead-generating opt-in offer? When you know what you stand for, your values, your mission, writing an opt-in offer becomes much simpler. Your opt-in offer stands on the foundation of your brand’s mission and values.

Examples of Lead-Generating Opt-In Offers

One of the best things to help you build any opt-in offer is to have generous amounts of content. A great source for opt-ins are blog posts. You’ve spent time to craft those posts and they’re full of great information—why not compile that into something useful for your audience?

Guides

Simple, easy-to-follow, concise—guides help your audience solve a very specific problem. Throw in an infographic to enhance the visuals and you’ve got a great source of useful content that show the value of what your business does, without having to explicitly say, “We do _____.”

Ebook

Take your guide, and expand it into an ebook. Just like any opt-in, pick a topic to develop and create short chapters that clearly address specific issues. 

This is a great opportunity to create a strong visual in the form of an ebook cover. What is consistent with your brand, but also speaks to the topic? With a simple, eye-popping ebook “cover,” you can create images for social media, blogs, and a landing page.

Videos

Video is all the rage. Videos generate more shares, more engagement, and more purchases than all other forms of content. So, it’s natural to create an opt-in offers from video content.

Remember: videos should be short—a couple minutes max. Make an outline before you start, collect your props (if you have them), and set yourself up to maximize sound and image quality. Book—you’re the star of your opt-in!

Webinars

You are an expert in your field—show that! Whether you know it or not, you’ve got the chops to speak with confidence about what you do.

If you’ve done a paid webinar before, you can parlay that content into a future opt-in offer. Remember, concise is key. Opt-ins don’t give away EVERY service and product you offer—they solve a problem and meet a need. If you’ve already hosted a webinar, take different elements from it, and create a few opt-ins. 

Finally, when developing lead-generating opt-in offers, don’t be afraid to share your best advice. You want to show your audience that you know what you’re talking about, not tease them by withholding key information in hopes they’ll make a purchase. Trust and credibility come first, then the commitment. Just keep focusing on deepening your digital conversations and creating solid relationships with your opt-in offers, and committed clients and customers will follow.

Your business has goodness to share and is definitely worth a squeeze—and we want to help you get a few more squeezes from your digital marketing strategy. Whether it’s creating lead-generating opt-in offers, or building a comprehensive content strategy, Wayward Kind is a juice master and we know how to squeeze the most out of your digital assets. Get in touch today!