All Posts By

waywardkind

ow-to-develop-your-company’s-core-values.jpg

How To Develop Your Company’s Core Values

By | Content Development, Marketing Strategy

Every company has a set of values, whether or not they are codified or articulated. Having an expressed set of core values though creates a strong company culture, a team foundation, and sets your company apart from your competitors.

Coming up with a strong set of values and then living them out takes determination and commitment. If you are having trouble articulating your values, don’t worry, we have some fundamental questions to ask yourself to help you, and follow up with key ways to start living out your values. 

How to develop your company’s core values

 

Identify your values

To begin identifying your company’s core values, ask some of these foundational questions:

  • Why do you do what you do? 
  • Why does your company exist? What is your purpose? 
  • How is the world different with your company in it? What legacy are you leaving behind with your work?
  • Who does your company serve? 
  • What does your brand believe in? What are you willing to go to the mat for?
  • Are there certain fundamentals that are not up for compromise? What is non-negotiable for you?

These questions ask you to think critically about your foundations and aspirations. Both of which are bedrocks to values. The next set of questions asks you to think about what you presently have in terms of values, ideals, characters, ethics, in your team members: 

  • What do you admire about your team? What do you want more of from your team? 
  • What drives your decision making? 
  • What are key qualities that every person a part of your company must possess and demonstrate? 
  • What behaviors and attributes do you think best demonstrate your company? 

These questions are intended to see where you are working from and working with––and what is missing. That balance of what you have and don’t have will be a determining factor in what kind of training and transformation your company has to do to begin living out your values and your purpose. 

This next set of questions ask you to look outside of your organization for inspiration: 

  • What are some sources of inspiration for your company?
  • Who are exemplars of values, ethics, and purpose you wish to embody and emulate? 
  • What do you have at your company that a competitor does not? 

A notable set of core values will differentiate your company from others in your marketplace. And looking outward at other organizations, companies, workplaces, can help you identify what you like about your existing work environment and present skills, what don’t you want to incorporate into your workplace, and or what you’d like to see in your company’s values. 

Your core values should explain these five points: 

  1. Why does your company exist? 
  2. Who you strive to be and what do you strive to do? 
  3. How will you do that? 
  4. What is so important to you, your organization, your employees there is no sacrificing this element? 
  5. What makes your work valuable? 

You’ll probably have a lot of values that come from this exercise. So you’ll want to prioritize, condense, and eliminate. After you have narrowed down your core values into a few words, phrases, or statements, it’s time to define them. 

Define your values 

Your core values should be more than just words, they have to be a way of life in your office. Defining your core values with clear definitions will help your organization carry them out. 

Katie Douthwaite Wolf was working at a startup company and helped develop a process to articulate a set of core values. One of their core values was “ownership mentality.” But what that meant and how that was implemented, they found to be varied and difficult. At face value, ownership mentality, like most values, is vague. 

Defining what it meant and what it looked like in practice provided clarity on how employees should incorporate this value into their work and what it should feel like when practiced:

“We’re not just employees—we’re truly invested in the company. Our ideas are heard; moreover, they are taken into serious consideration, and often, implemented company-wide. Because we know that we are a vital part of the company, we consistently act with the company’s best interest in mind. We confidently make quick decisions on the job because we’re completely in line with the company’s mission and purpose. As employees, we have the authority to make decisions that are in the best interest of the company and the power to improve the way we run our business.”

What makes this definition great is that it gives employees a precise understanding of what it means and entails. It not only is a function of their work but a function of feeling by being an employee with this company. Definitions should serve as a blueprint for behavior and mentality.

Values only work if they are attainable in every day work, and are going to serve as a push towards your form of excellence. What you’ve set out as your core values has to work for you and have to be lived. 

Live your values 

You can have beautifully crafted value statements, but values are practices, they have to be lived. If you have strong values, they will present themselves in every dimension of your company’s day to day operation. Here are three ways to exemplify your company’s values. 

Hire the right people

One of Ajay Pattani’s, of Perfect Search Media, go-to interview questions is: “describe an experience in your last role where you took initiative and created or implemented a process.” The answer to this type of question is an indicator of their alignment with your company’s values. Do they actively practice your values in their work? 

Teach your values 

It’s unreasonable to think people can just read a document with expressed values and start implementing them. People learn by seeing cause and effect, and consistent and formal training will help your team learn how to utilize your company’s values in their work and understand how much you value your values. 

Leverage your company values in company communications by shouting out a team member that demonstrated a core value with tremendous success or talk about how a problem can be addressed by a behavior implicit in a core value. 

Offer consistent training on core values. There may be new ways to operationalize your core values, or better ways to act out a core value. Training allows your values to evolve and deepen within your company’s workplace. 

Make values a conversation

It’s vital that your values have checks and balances to ensure they are being lived and are not just statements. A feedback loop allows your company to listen, address missteps or lackluster application of values, and celebrate values when they are lived. 

This requires that at every level of your organization, there are regular conversations about the execution of values. Is the work behavior emblematic of your values? Are your clients best representing your values? Who in your company is exemplifying your values? Shout them out in your company wide meetings. 

Because your values are so integral to your organization’s core, they should grow with you as your company inevitably evolves. This can look like an annual conversation about the nature of your company culture or the evolution of your work, your clients, the marketplace you operate in. 

Messaging your values 

Being intentional with your chosen values and how you demonstrate them externally, interacting with clients, the work you produce for them are all factors of why clients choose your brand and not another. People buy with their values, so how you message your values is an incredibly important part of marketing yourself. 

We know you’re busy running a company and living your values, so if you need help articulating how your values align with your brand– that’s what we’re here for. Contact us today. 

Wayward Kind is Hiring an SEM & PPC Specialist

By | Team Wayward Kind

Wayward Kind is looking for an outstanding SEM & PPC Specialist to join our team of marketing experts. 

The right person will assist in planning, implementation, QA, and optimization of paid search campaigns for the best results possible. The person in this role will support advertising efforts for our clients that are primarily B2B brands. 

Are you who we are looking for? Let’s find out!

We want to meet you if:

  • You’re fascinated by figuring out why people buy. You are curious about what makes people hover, read, click and buy. You love that you have the power to ethically shape buyer behavior through your work. 
  • You have an analysis on social justice issues. We work with companies who are making significant changes in race, class and gender equity. You share this commitment and enjoy working in the equity space. 
  • You’re proactive. You are always monitoring performance and are quick to recommend changes and improvements whenever you uncover them. You know that when it comes to ads, time is money and you’re a very good steward of clients’ resources. 
  • You test and iterate in a calculated way. You love to test new ideas to see how you can improve outcomes for clients, but it never feels like trial and error. You have run enough ads in your day and managed enough budgets that when you try new things, you’ve got a pretty good idea of the outcome before you dive in.
  • You’ve got receipts. This ain’t your first rodeo. You’ve got a lot of campaigns under your belt and you know what works. You make smart recommendations to clients and the rest of the team by drawing on past experience. You’ve got examples of your work and you’re proud to show off what you’ve accomplished. 

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 40 clients at a time. If you like creating strategies related to several industries and working with lots of great humans, 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’re a “details” person. You’re meticulously organized and like to go into meetings over-prepared. People tell you that you set the bar high for getting the details juuuuuuust right. 
  • 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

  • Researching and defining keyword strategy for paid search initiatives
  • Writing optimized ad copy
  • Setting up and launching campaigns in platforms including but not limited to Google AdWords (including Google Display Network), Facebook, Instagram, LinkedIn and Twitter. 
  • Monitoring and optimizing campaigns to maximize results, ensuring budgets and timelines are met.
  • Compiling, analyzing and presenting paid advertising reports
  • Managing timelines and expectations, and delivering effective results
  • Working well under pressure; meeting multiple, and sometimes competing, deadlines
  • Staying up to date on industry news and trends
  • Identifying opportunities to test new strategies that will help our clients grow. 

What You Need

  • A Bachelor’s degree (preferred)
  • 1-2 years of demonstrated, hands on SEM & PPC experience (required)
  • Google Ads certification (required)
  • Samples of campaigns you’ve run and the results you’ve achieved for clients
  • Previous digital agency experience is very much preferred, including direct communication with clients
  • Professional proficiency in the English language (required)
  • Strong knowledge of Google Suite
  • High level of integrity, autonomy, and self-motivation

Who We Are

Wayward Kind is a digital marketing agency that works with challenger brands who are creating forward thinking and necessary social change, particularly in the areas of race, class and gender equity. 

What We Believe In

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 believe in.

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: We are working remotely temporarily. Once it’s safe, we’ll be back in our offices located in San Diego, CA, at least a portion of the week. 
  • Job Type: Full time, Exempt
  • Job Title: SEM & PPC Specialist
  • Manager: SEO Strategist
  • Salary Range: $50,000-$55,000 per year, commensurate with skills and experience
  • Benefits: We provide comprehensive benefits including health insurance, flexible paid time off, a continuing education stipend, paid maternity/paternity leave, and a family friendly workplace. 
  • Business Hours: Our office is open 8:00 am to 5:00 pm, Monday through Friday. Working hours are flexible, but generally during office hours. 

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

 

Wayward Kind hires Content Strategist

Wanted: Badass Content Strategist

By | Team Wayward Kind

Our team Wayward Kind is looking for a Content Strategist to join our crew! Is it you?

Let’s find out.

We want to meet you if:

  • You’re fascinated by figuring out why people buy. You are curious about what makes people hover, read, click and buy. You love that you have the power to ethically shape buyer behavior through your work. 
  • You have an analysis on social justice issues. We work with companies who are making significant changes in race, class and gender equity. You share this commitment and enjoy working in the equity space. 
  • You are persuasive. You know that the right campaign can help people make decisions, mitigate hesitation, and share ideas with others. You know how to find and test concepts until you get the right combination.
  • You understand how humans find information. If SEO, PPC and CX design are some of your favorite acronyms (and marketing tools), you will love this role. 
  • You are versatile. You have experience creating content strategies that include a variety of touch points––social, SEO, email marketing, copywriting, landing page and website content, and video. 
  • You’ve got receipts. You’ve got examples of your work and you’re proud to show off what you’ve accomplished. 

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 40 clients at a time. If you like creating strategies related to several industries and working with lots of great humans, 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’re ready to teach. You’ll be leading a team of 3 copywriters and 2 SEO strategists and a big part of your role will be helping with their career development. 
  • 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

  • The primary emphasis of this role is to guide content strategy and coordinate the work of our content and SEO teams. The right person will be comfortable with content strategy, copywriting, search engine optimization, and ads. 
  • Plan and execute content strategy for a variety of clients that drives high engagement
  • Serve as editor-in-chief for all content to ensure quality, clarity and consistency. Editing copy with an eye on the details. 
  • Collect, monitor and analyze social and website metrics, and make improvements accordingly
  • Stay updated on industry trends and adjust the content strategy as needed
  • Collaborate with digital marketing strategists, creative team and account managers to develop effective campaigns
  • Manage the distribution of content across all channels
  • Building out content based on SEO strategy. 
  • Developing email marketing strategies and execute them with effective drip content and newsletters. 

What You Need

  • A Bachelor’s degree
  • 5+ years of content marketing experience
  • Samples of both your writing and your strategic work
  • Previous digital agency experience preferred, including direct communication with clients
  • Professional proficiency in the English language (required)

Who We Are

Wayward Kind is a digital marketing agency that works with challenger brands who are creating forward thinking and necessary social change, particularly in the areas of race, class and gender equity. 

What We Believe In

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 believe in.

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: We are working remotely temporarily. Once it’s safe, we’ll be back in our offices located in San Diego, CA, at least a portion of the week. 
  • Job Type: Full time, Exempt
  • Job Title: Content Strategist
  • Salary Range: $65,000 – $75,000 per year, commensurate with skills/experience
  • Benefits: We provide comprehensive benefits including health insurance, flexible paid time off, a continuing education stipend, paid maternity/paternity leave, and a family friendly workplace. 
  • Business Hours: Our office is open 8:00 am to 5:00 pm, Monday through Friday. Working hours are flexible, but generally during office hours. 

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

hiring an experienced copywriter

We’re Hiring: Get Your Copy On

By | Team Wayward Kind

Wayward Kind is looking for an experienced copywriter (or two) 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 have an analysis on social justice issues. We work with companies who are making significant changes in race, class and gender equity. We want to partner with a copywriter who has a interest in these subjects and a solid understanding of them.
  • 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. Our copywriter manage about 10-15 clients at a time. If you like writing about a bunch of topics and learning about several industries, you’ll like working with us.
  • You’re ready to learn. If you see feedback as an opportunity to grow and improve, and not as a threat.
  • 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 relationships with our team and clients.

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 executing 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

  • 2-3 years of copywriting experience
  • Written samples of your work
  • Professional proficiency in the English language
  • Agency experience (preferred)
  • A Bachelor’s degree (preferred, but not required)

Who We Are

Wayward Kind is a digital marketing agency built on the belief people buy from people, not brands. We work with challenger brands who are making a significant impact in race, class, and gender equity. Our work is rooted in creating positive social change and we partner with companies and organizations that are aligned with our purpose. More of our work can be found at waywardkind.com/work

What We Believe In

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 organizations communicate what they believe in.

We approach our work through a social justice lens and we choose clients, collaborators and partners who share these core values.

A few more details

  • Location: This position will be remote temporarily during COVID, but will be on site at our offices located in San Diego, CA (Mission Gorge area) as soon as it’s safe to return. Relocation assistance is not provided. 
  • Job Type: Full time
  • Job Title: Copywriter
  • Salary Range: $22-$25/hour.
  • Benefits: Paid Holidays, Paid Vacation Time, Health Insurance
  • Business Hours: 8:00 am to 5:00 pm, Monday through Friday

To apply, please send a cover letter, resume and two writing samples (one landing page and one blog post) to hello@waywardkind.com.

Social Media Comments engage customers

Rules of Engagement: Social Media Comments

By | Lead Generation

Radio silence is rarely a good thing. In business and relationships, people want to know that someone is on the other end of the line (or other side of the screen). Social media comments are no different. Followers love to feel acknowledged, even if it’s a simple thumbs up emoji in response to their comments.

This is called engagement. Followers engage with your posts by commenting or liking, and you reciprocate. This develops into a digital conversation that can lead to engagement outside of social media, too. Perhaps a follower signs up for your emails, visits your blog, or even purchases a product. But all of that starts with a simple response.

Responding well does take time and practice, so we’re giving you some simple tips on how to make the most of social media comments!

Timing is Everything with Social Media Comments

Managing social media comments can be an art, but one that you or someone on your team can and should master. If you have followers commenting, they want to chat. They want a response, and when you never give a response, it can send an unspoken message that your business doesn’t care. 

A common question is how soon should we respond to a social media comment? While there isn’t one hard and fast rule, generally, it’s helpful to respond within an hour of a comment. It not only creates an opportunity to get to know your followers, but it encourages them to share your business. 

In fact, a Twitter Customer Insight Survey found that 81 percent of consumers don’t recommend a company to a friend if they never get a response on social media. Those are some powerful numbers!

social media comments

If you have a strong social media following, you may find it challenging to manage all the comments and likes you receive. It’s great that you have so much engagement, but how do you respond?

If your business is growing rapidly, it may be helpful to designate someone as your social media specialist. Whether they’re scheduling posts, or responding to comments, it can be helpful to have someone with their finger on the pulse of what conversations are happening around your brand.

If you’re still building your following, it’s a great time to get ahead of the curve and develop a social media strategy. We’ve recently launched a Social Media Package that helps small businesses learn the ins and outs of social media to maximize its unlimited potential. Once you have a good plan in place, engagement will increase and you’ll be able to use all these great tips for responding to comments!

Be Consistent

Consistency matters for social media comments. First, it’s important to respond regularly. If you just respond randomly, with long droughts in between, it’s going to appear that you’re not paying attention to your potential customers. So, start making it a regular part of your routine to respond on a regular basis, to different followers at different times to show that you care. 

Second, stay true to your brand voice. What’s a brand voice? It’s the tone you want your business to communicate across all digital media. That may include your core values, your services, specific words, phrases, and brand identity (logos, fonts, images)

When you or someone from your team comments, make sure there is a consistent message being communicated. It may be confusing if one person responds in your normal brand tone, and another responds with something completely different. Consistency builds credibility and trust no matter what platform you’re using.

Be Human 

Whether you have standardized responses that your team is writing, or unique responses for each comment, it should feel like there is a human on the other end, not a robot.

This is particularly true when it comes to negative comments on social media. We’ve talked before about responding to negative online reviews, but negative comments can happen on social media, too.

Try these tips to show your followers you’re listening to their concerns:

  • Acknowledge their comments and feelings: Try to see from their point-of-view rather than respond defensively.
  • Offer to continue the conversation offline: Resolving challenges is best left for a more personal interaction. It also takes any of the negative reactions out of the public forum.
  • Be sincere and apologize when your product or service falls short: Nothing softens someone like a genuine apology. It will also build trust for future transactions.
  • Watch out for trolls: If you know someone is just trying to stir the pot, it may help to simply ignore their comments. If they persist, addressing them with a simple comment that links to the facts of your business can help prevent negative reactions from other followers.

Conclusion

In our current digital climate, social media comments are a thing, an important thing. You may even consider them a part of your content development, especially when it comes to your responses. So, keep your responses timely, consistent, and human, and you’ve got the makings for a great social media commenting strategy!

Social media comments, online reviews, and even fielding feedback through emails can present opportunities to engage with your audience. We want to help you do that so you can cultivate digital conversations that matter. Contact Wayward Kind and we’ll get you started on turning all your comments into golden opportunities!

How to rank with Google Reviews to get found

Rise to the Top: How to Rank with Google Reviews

By | Marketing Strategy

There’s nothing quite like social proof to help boost your business. Just think about how popular a product gets when a super cool Instagram influencer promotes it. Or when a local restaurant gets rave reviews in the New York Times. Great reviews create a buzz around businesses and products that are hard to ignore.

Growing your company is no different and one way to get that buzz going is to understand how to rank with Google Reviews. While engaging with users through a variety of online review platforms is definitely worth your attention, Google Reviews is where you’ll get the most bang for your review bucks.

Why, you ask? Let’s take a look!

How to Rank With Google Reviews: Location, Location, Location!

Most likely, potential customers are searching for services near their location. Perhaps it’s a query like “small business accountant in San Diego.” Or, they may be even more specific and name a neighborhood. 

Either way, what pops up first is a map with popular listings directly below it. You see exactly where the accountants are located in relation to you, and you can quickly scroll through what Google has deemed as the cream of the crop for accountants. 

If your business isn’t showing up, the first thing to do is make sure you’ve started a Google My Business profile. Once it’s set up, you can connect with people searching in your area, add photos to your profile, and quickly elevate your Google presence. 

Being specific about your hours, address, and contact information gives your business credibility and shows people that you are accessible. It also makes it easier for potential customers to get in touch with the click of a button. 

Don’t Forget the Keywords

How to rank with Google Reviews? Don’t forget to add keywords. Search engine optimization (SEO) is pretty essential these days to help get quality eyeballs on your business. It drives traffic to your site and brings more exposure to your business in an organic way.  

Content on a Google My Business profile is definitely limited compared to your website, but there’s still opportunity to insert keywords that are directly related to your business. Here are a few tips to use keywords on Google My Business:

  • Do some quality keyword research to see what people are searching. Working with an experienced SEO strategist can be helpful in finding the best keywords and phrases to use. 
  • Write an introduction that clearly states your location and specific product or service that includes some of the keywords you researched.
  • Use descriptive words that enhance what you do. Think of this like an elevator speech that gets people excited to contact you!
  • The title should reflect your actual business name, not just keywords.

As you set up your profile, make sure that you’re following Google’s guidelines so that you don’t get flagged for violating their rules.

Build Credibility with Google Reviews

We’ve gone over how to make your business more relevant on Google by creating a stellar profile. But even if you have that profile going strong, Google looks at something else when determining ranking: prominence.

Prominence is created by a variety of factors, like how well known your business is on- and offline and where it pops up around the web. But it also takes into consideration the online reviews your business has received. 

Google will look at how recently reviews were given, how often they’re given, the sentiment of reviews, and the quantity. That means that you want to encourage all customers and clients to leave detailed reviews, do it quickly, and do it often.

The more quality reviews you have the more credible Google sees you—and the more credible you are to potential customers. In fact, 93 percent of consumers say that online reviews impact their purchase decisions. It’s social proof at its finest and the more people are talking about how great you are, the more likely potential customers are to trust you. 

How to Get Those 5 Star Reviews

You’ve got your Google My Business profile set up. You’ve got some strategy for building your profile and increasing your rankings. But now you need some reviews. Don’t be afraid to ask!

Yes, asking for someone to rave about you may feel a little odd. But if you’ve provided someone with quality services, they will likely be happy to share with the world. Here are some tips for the big ask:

  1. Timing: Approaching a customer when your service or product is fresh in their minds is best. If you wait too long, the details may be fuzzy and their excitement may have diminished. Play on the positive vibes they’re feeling to get the most out of their review.
  2. Let them know a request is coming: Let them know to be on the lookout for an invitation to review and why you appreciate their feedback. 
  3. Make it easy: Just telling them to go on Google and leave a review will probably not get you reviews. But, sending a follow-up email thanking them for their patronage with a direct link, takes out the guesswork. Depending on the nature of your business, you can even opt to send requests via text!
  4. Respond to reviews: When you receive a review, write back! Engaging with former/current customers is a great way to show potential customers that you’re connected with your audience and that you care. 

Conclusion

Let’s do a review of reviews! To start ranking make sure your Google My Business profile is up-to-date with location and a killer intro that uses industry keywords. Then, start reaching out to recent customers and clients to ask for reviews. Make it easy for them to leave reviews and never underestimate the power of an authentic THANK YOU! 

Reviews, rankings, responses—oh my! If you need help navigating all this Google Review talk, we’re here to help. Our strategists are experts at developing a plan to help your business get found and garner some stellar reviews. Contact Wayward Kind today to rise to the top!

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. Also, 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!

wayward kind

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!

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!