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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 copywriters 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 team. 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: $60,000 – $70,000 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. 

Implicit bias in marketing

Why Does Implicit Bias Matter for Marketing?

By | Marketing Strategy

Our job at Wayward Kind is to create images, write copy, develop websites, promote our client’s products and services. Underlying how we create these products, is our lived experiences, our conceptions, our ideologies. Inherent in choice is explicit bias, but so often our work is more an expression of our implicit biases.

Implicit bias is preferential treatment, attitudes on associations we have and make, and perpetuation of stereotypes. It’s our unconscious, biased, conception of people, places, objects and what they communicate externally through associations formed by society. These associations are formed and solidified when we see images of, or read of, people and places, and the context of their placement.

Marketing is storytelling. A process by which we help articulate and express the stories of our clients. It is important to us through our brand strategies, content marketing, and more that the commentary of your service reflects the heterogeneity of our clients and consumers. Our liberating content is produced in conversation with our implicit biases, with serious consideration from our entire team, and tangible oversight mechanisms to keep our implicit biases in check.

Why does implicit bias matter for marketers?

You’ve chosen this image to display on your family law center client’s website.

A couple laying down in bed with white sheets embracing a small child.

It’s of a heteronormative couple, the “traditional,” the nuclear, family for their homepage. Of course, this is a family. But family looks like this: 

Same same female couple crouched down near a lake with grass in the background. They each have a young boy and are giving them a kiss

This too:

Black father with Black children one Black boy and one Black toddler girl laughing and smiling with a grass background

Who are we to determine the notion of family? It’s just an image! 

Let’s start with this: it’s not just an image. Images are symbols. And images affect our understanding of the world. 

The intention of a photo choice may not have been exclusionary, but the image visually exemplifies and defines family. These unconscious choices are affirmations of, and solidifications of the lifetime of exposure of what is and isn’t accepted in cultural attitudes on gender, race, age, ethnicity, religion, economic class, sexuality, disability, nationality. 

There are a plethora of examples like this across digital and print media. Media plays an imperative role in the visualization of norms, in the visual representation of ideas. Yielded to it, is an immense power and responsibility to either affirm or erase negative attitudes and stereotypes in society. 

As a business, the choices your marketing team makes as to the visual and written expression of your company, your products, and your services are imperative to enticing potential clientele. Research has shown that selective images and language may reduce accessibility of services. The image choice of the family law center may deter couples in a wide array of family arrangements, from seeking this family’s law center because they couldn’t see themselves included in the service. 

Anne Miles, the managing director of International Creative Services, spoke on this to CMO and said the “marketing and advertising creative is such a big part of what consumers see every day. Reflecting society and shaping is both happening, but we have control over it and if we take charge we can impact society in a positive way.”

It’s important that who you hire, fundamentally understands this phenomenon. At Wayward Kind, we’ve been working on actionable means to help us confront our implicit biases in order to create more inclusive and better content. 

Four steps to creating more equitable content

Hiring

If you want your content to be inclusive, the sociocultural depth of the message, image, website, advertisement, social media post begins with who is in the room. 

Who is at the table and whose voices are being heard are two of the most important facets of generating more inclusive content. Building a more inclusive team is a start, but what voices are amplified by the variety of power structures in your workplace need to be examined too. Diversity is only meaningful when a diversity of perspectives are equitably represented. 

Oversight mechanisms 

Desiree Adaway says, “transparency allows you to build trust.” By instituting oversight mechanisms in our content creation process such as an inclusive content checklist or bias check, we have daily discussions about the nature of our content. 

An inclusive content checklist or bias check takes the form in questions to consider about an image or copy produced. Such as, “is the copy free from gendered language” or “in my SEO terms, what vernacular am I assuming the reader possesses?” or “what does this image overtly include and overtly exclude?” It’s imperative that you have a content partner like Wayward Kind to address this in their work, to help you navigate your audience. 

To begin cultivating a more inclusive workspace and content, your company could institute communication guidelines on inclusive language around ability and gender; another communication practice could be thinking before speaking. Implicit bias thrives in an unconscious manner, therefore consciousness exercises before speaking and publishing could help weed your content of implicit biases.

The goal with oversight mechanisms is to institute checks and balances to the development process to ensure content isn’t just created in an unconscious manner, and published without consideration of inclusivity. 

Education

Before we endeavor on some form of diversity and inclusion training, we have to know where we each are in understanding what diversity and inclusion are. 

One activity to measure your implicit biases is through self-assessment. Harvard has implicit association testing about a vast array of topics. Love Has No Labels provides you with questions to examine and reflect on your implicit biases. As an organization, Love Has No Labels also provides questions to connect as a team on this topic. 

You could subscribe yourself and or the whole team to Anti-Racism Daily. As a company, you would have access to daily newsletters with commentary and analysis on what is happening in the world that is upholding systemic oppression, a weekly discussion guide on reflection questions for your team, and a monthly report with anonymized feedback on your team’s participation – including a summary of open rates and actions taken. 

There are so many wonderful people of color and LGBTQ+ creative social media accounts that address prejudice, anti-racism, inclusivity, and much more. As creatives, maybe part of your team meetings is sharing these social media pages with one another, or make it part of your marketing to amplify marginalized voices. 

Internal Audits and Training

A great medium to create accountability in addressing the problems implicit bias has on your marketing, is for companies to incorporate unconscious bias training into the workplace. Maybe what is right for your company is hiring an external consultant. We have the immense privilege of working with so many experts in this space. Check out the Adaway Group, Every Level Leadership, and Nicole Lee for how their services can serve you. 

A consultant can help audit your content creation process, address gaps in oversight and decision-making, provide strategic advice on amplifying marginalized voices in leadership roles. An outside perspective could better help you and your team understand the actions and decisions needed specific to your company, to yield the inclusive content you are striving for. 

Impact Starts With You

There is no singular solution for creating more inclusive content. Wayward Kind is here to help you on your journey to reshaping your marketing, to align with liberation and inclusivity. We can help with your content marketing, brand strategy, and more. Let us know how we can support you. 

Let’s create inclusive content.   

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.

How to Build an Audience for Your Business

How to Build an Audience for Your Business That Supports Your Values

By | Marketing Strategy

Most digital marketing advice starts by saying, “distinguish yourself from the competition.”

But what if you’re a nonprofit or consultant working in social justice that sees everyone in your industry as working together toward a common goal? What if you just want to make it easier for prospective clients to find you, learn from you, and grow with you?

You’re not alone.

And that’s not how we recommend doing marketing around here.

Because basing your marketing efforts on what others in your space are doing often leads to an inauthentic brand, messaging that doesn’t resonate, and difficulty in finding an audience with shared beliefs.

So, how do you position yourself using your own unique voice? How can you stand out to serve your dream clients?

Let’s get into it.

How to Build an Audience for Your Business

Define Your Core Values

The first step in reaching people with shared beliefs is to define your own. Your core values are important because they show your audience what you care about.

Here’s some questions to ask yourself:

  1. What inspired you to start your business?
  2. What drives you to get up every morning?
  3. What do you believe in?
  4. Who do you want to serve?
  5. What do you love about your work?

Once you’ve got these answers, take a look to see if there are any common threads that stand out. These will become your core values.

Keep these values in mind as we move on to the next section: understanding your ideal clients.

Understand Your Audience

Understanding your audience is about more than just knowing who they are—it’s figuring out what keeps them up at night.

The understanding that you build during this stage makes it easier for you to create content and messaging that makes your target audience feel understood.

There are a few different ways to determine your target audience:

Explore Demographics & Psychographics

Demographics give us a surface-level look at the details of a target audience, from age and location to income level. Knowing your audience’s demographics is helpful because it gives you the ability to segment your audience on ads on Google or your Facebook page.

For example, demographics can tell you that your audience is composed of women in their mid-thirties that manage small teams and make an average of $65,000 a year.

While demographics are useful as a starting point for developing your messaging, they don’t tell you how your audience actually feels.

Psychographics focuses on the psychology of audience behavior; Not what they would buy, but why they buy it. Psychographics takes a look at factors like attitudes, principles and beliefs, and preferences.

A psychographic approach to the above example may tell you that your audience struggles with negotiating salary, has a heavy workload, and likes podcasts.

As you can see, psychographics gives you context on what your audience likes, their struggles, and even possible marketing strategies.

Read Your Analytics

Already have an idea of who your organization serves and you know your core values are authentic?  Then analytics can show you where you have opportunities to reach people.

Social media platforms, your website, and even email marketing platforms are a great place to start looking at analytics.

This data can show you:

  • How your audience engages with your website, landing pages, social media, and email newsletters
  • What people do on your website
  • Which pages led them to fill out a form or contact you

By comparing data from platforms and website pages, you can determine whether your audience prefers Instagram or Twitter, and if they react better to longer or shorter emails, or maybe even emails on one particular topic. 

When using a tool like Google Analytics, which is free to set up on your website, you can also get a big picture view of how your audience moves through your website. This data can then be used to infer which kinds of content and messaging your audience wants to hear from you.

Listen to Your Audience

When determining how to reach your target audience, there’s no better solution than to listen to those in your existing audience who already align with that definition.

Of course, demographics are great for larger companies and organizations but for many brands that are solving complex issues in the areas of racial justice, climate action, gender equity, and other social justice work, this work often directly interacts with your audience.

What we mean is, you’re not just posting and logging off, or passing the Instagram log-in to a colleague—you’re directly invested in making a difference.

Because of this, you know that the best way to truly understand your clients’ needs and wants is to listen.

There’s no comparing numbers or reading between the lines if you’re hearing directly from your target audience.

And the best way to start the conversation is to just ask.

Try asking close clients what they think about your website or social media, reading the comments on your posts, or even just hopping on Instagram Live and asking them.

Live Your Core Values

Now that you’ve taken the time to map out your values and your audience has shown you theirs, we can focus on tying these values into your business.

One place to start is with your services: do they solve your clients’ needs? Is there something your audience asked for, like an online course, that can be incorporated into your service offerings?

If you’re a consulting firm that values community and inclusivity, you must do the work to back it up. Don’t just post a tweet—continually align your messaging to address these topics. Create webinars on how communities can be inclusive of people from different backgrounds and cultures.

To keep your messaging aligned with your values, here are a few different ways you can hold yourself and your team accountable:

  • Reinforce your values in both internal and external meetings
  • Hire people that share the same values
  • Check in regularly with your team and clients
  • Keep your internal and external messaging aligned
  • Pay attention to internal and external feedback
Do the Work. Live the Work.

Setting core values shows your audience who you are, reminds your team of your vision, and attracts like-minded people to you.

This collective passion and inspiration have a positive impact on your employees and current and prospective clients.

It’s time to do the work and put these core values into action. Let’s embrace them.

Need another eye on your core values, want a like-minded partner to segment out your audience, or maybe you need support in creating great content that resonates?

Wayward Kind is a digital marketing agency devoted to low ego, high impact liberation. We work with challenger brands that solve complex issues. Let’s rework your messaging.

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!

Cara Crotty

Welcome Cara Crotty, Wayward Kind’s New Website Developer

By | Team Wayward Kind

Wayward Kind has experienced some extraordinary things this year, including another expansion to our in-house team. We’re thrilled to welcome Cara Crotty as our new Website Developer!

Cara’s story is unique and intriguing. She brings a multitude of talents to Wayward Kind, from engineering to coding and more.

Let’s take a look at her fascinating background and get to know her better.

Budding Educator Turned Tech Master

Born and raised in the vibrant Manila, Philippines, Cara is familiar with the sunny weather and beach life that San Diego offers. She and her husband relocated to Virginia in December 2017. They were only there for six months before they took a 15-day motorcycle ride across the country to San Diego—and they haven’t looked back since.

Talk about adventure! 

Cara has always had an inquisitive mind and initially wanted to become a teacher. She’s always had a knack for teaching and used to tutor college students in general education. She also likes numbers and considered majoring in accounting or education.

However, at Cara’s University, classes in her major were at full capacity and she didn’t want to stay stagnant for too long. She loved electronics and knew that programming was going to grow rapidly. Cara changed majors and was not disappointed. She graduated with a Bachelor’s in Computer Engineering from Polytechnic University of the Philippines.

Cara is a perfect fit for Wayward Kind because we love helping other humans and she does too. In Manila, she volunteered at a local orphanage on the weekends and still loves to help people in need when she can.

Cara strives to become an industry expert in coding and development. She has completed a coding Bootcamp at UCSD and is part of the San Diego Women Who Code community group. She believes that in order to meet client expectations, you must keep learning and networking. She loves to meet new people in her field because it helps her pick up on technology and algorithm updates.

For Cara, Web Design and Development means bringing people’s visions to life and revealing benefits they may not have realized before working with her. 

Cara believes in having a strong work ethic and the highest level of integrity. Her top values are kindness, persistence, and loyalty. In her spare time, she enjoys watercolor painting, playing the ukulele (going on three years now), cooking, and off-road hiking. She also has a wide palette when it comes to food. Her favorite dishes include lumpia, sinigang, pancit, and Indian and Nepalese cuisines.

Lighting Round

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

Cara:  I start the day with a shower to wake me up and energize me.  Breakfast and a cup of coffee are very important for me in the morning.

Wayward Kind: What’s on your bucket list that you want to do sooner than later?

Cara: As an adventure seeker, I’ve always wanted to bungee jump or skydive. I want certifications in web development and design, and have been thinking about pursuing a Master’s in Computer Science too! 

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

Cara: The real talk show host Jenny Mai. She has a very cool and friendly personality. I love that she’s outspoken and so knowledgeable as well!

Welcome to Wayward Kind, Cara! We’re happy to have you!

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!

How COVID-19 is Impacting Marketing for Small Businesses

How COVID-19 is Impacting Marketing for Small Businesses

By | Marketing Strategy

Change has officially arrived, in more ways than one.

Gathered around the television, you may notice a shift in the way larger businesses are now marketing their services.

With companies competing for attention from the general public, which is increasingly distracted, commercials no longer have the same tone or feel.

From warm ads with soft, comforting music and text on the screen, to ads that attempt to humorize the situations we’re finding ourselves in—like Progressive’s ad that hits on our frustrations with video calls.

But what does this mean for small businesses?

Unfortunately, some of our favorite small businesses will never open their doors again. 

B2B businesses can still come out on top with the same tactics that got us to where we are today: staying nimble, pivoting, and using our resources wisely.

Let’s touch on some of the disparities that the coronavirus outbreak has led to today and how small businesses are curbing the effects with unmatched resilience. 

And, most importantly, let’s figure out how we can come together to support the small businesses in our local communities.

How COVID-19 Impacts Small Business Budgets

Businesses owned by women, Black folks and other people of color are the most vulnerable right now. 

Why is that, exactly? 

While large companies are set to receive bailouts from the government, small businesses are scrambling to stay afloat. 

According to the U.S. Census Bureau, only about 38 percent of small businesses that actually applied for loans will receive one. Minority-owned small businesses struggle even more, with only 12 percent getting the loans they need.

Let’s pause for a moment.

We’re all facing a lot of hard truths, and the truths being faced by marginalized business owners are even harder. 

How are Women-Owned Businesses Affected?

With women-owned businesses accounting for 40 percent of all business in the United States, it’s safe to say women play a major role boosting the U.S. economy. 

Yet experts say that 90 percent of minority and women-owned businesses will be denied Paycheck Protection Program loans during the national shutdown.

There are two reasons behind this massive financial gap:

  1. Many small businesses may not have significant capital to begin with, or 
  2. the banks they’re requesting the loans through have lending caps that require minimum asking amounts.

But it doesn’t stop with gender: the average white family makes 10 times the amount of a Black family. 

Right out the gate, Black-owned businesses are already in last place. The Small Business Administration has found that many banks are giving priority to people who already have loans with them, while some banks won’t even look at your business if you ask for anything less than $30,000.

Don’t forget to take into payroll, applying for government funding, and watching small children into account since daycares and schools are shut down for an indeterminate amount of time.

Disparity is rampant. Minorities in every sense of the word are not being dealt a fair hand here. With money being shucked in different directions, they are having to pick and choose what is most important for their business right now. 

And one of the first things to go in most businesses is marketing—which could aid small businesses in generating new leads.

Minority-Owned Businesses that are Making Marketing Work—on a Budget

Some companies are pulling or tweaking their ads to be sensitive to the current climate. These businesses are thinking of ways to adjust pricing and marketing in order to make a profit.

Shontay Lundy, Owner of Black Girl Sunscreen, is a small business owner who is not allowing the economic downfall of COVID-19 to affect her business. Shontay is well aware that businesses run by women of color rarely receive funding, so she decided to revamp her strategy to make sure her company thrives now and in the long term.

Shontay and her team decided to focus their efforts on their business’s social media presence, and since has seen a huge bump in online sales. By focusing their marketing efforts on a platform that has given them results in the past, and through collaboration, they were able to come together with a plan that got them results.

Other small, women and minority-owned businesses can use this same tactic. Try taking a step back to brainstorm on past tactics that have generated results.

Reworking Strategies to Improve Results 

You know your clients the best, so you know what their main worries are right now. And you also know what’s worked to attract prospective clients in the past.

One way to rework your marketing strategy is to revisit the way you’re speaking to your existing and prospective clients. 

Instead of spending on Facebook ads, hop on to Instagram Live to answer questions you’ve been receiving from clients. 

Another way to rework your strategy is to make sure your business accounts, website pages, and landing pages are up-to-date, optimized, and are still addressing your target audience’s problems.

Adding incentives for referrals, like free consultations, can also make your clients feel valued and nurtured, too.

Women Business Owners Prove Resilient

Despite the odds stacked against us, we’re still showing up to the table. Many types of businesses have found themselves looking into e-Commerce all of a sudden.

Brown Beauty Co-op is a woman- and Black-owned business that thrives off the in-store client experience. The boutique is lavish and feminine in all aspects. They literally call themselves a “playground for black beauty.” With states putting stay-at-home orders in place, Brown Beauty Co-op quickly pivoted.

Keeping the lush, ladylike feel, Brown Beauty Co-op updated their website’s layout to mirror a standard e-commerce website, with high-quality designs, easily scannable content, and a simple navigation bar.

How You Can Support Other Women and BIPOC Owned Businesses

Now it’s time for local communities to support small businesses as we continue to work from home. Here are a few things you can do to express gratitude and support.

Step 1. Buy From Them!

Instead of ordering from a large corporation, order from the small Samoan-owned deli down the street. Put your dollars back into your community by buying Black, Latinx, and women-owned. 

Black and Latinx buying power is set to increase to the trillions between 2020-2023, which will help set up communities and support those who have lost their jobs search for employment opportunities. 

In a nutshell, it’s essential for consumers to support BIPOC, especially when they need it most. 

Step 2. Using Social Media When It Matters

Social media is a beacon for sharing and finding information on small businesses in our communities. Build a Facebook page filled with your favorite Black-owned food spots or share a female-owned apparel store on your IG story. 

Step 3. Support #ThankYouSmallBusiness

Keep an eye out for local organizations, clothing stores, and restaurants that put money back into the small business community. 

For example, BodyGuardz is a screen protector company that is giving ten percent of proceeds to the Relief Haven Foundation (an organization that supports small businesses and hospitals). 

You have control over where your dollars are spent, so make sure your money makes an impact when you purchase.

We Do Better Together

At times it seems like the odds are stacked up against small businesses. Especially now. Yet small businesses are made of people who have a vision, set goals, and don’t give up. 

Our team at Wayward Kind believes in making a way even when the way doesn’t seem clear. We specialize in bringing your business’s vision to life in a creative, human way. 

Let’s go forward together. 

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!

Social Media Vs. Social Networking; What's the Difference?

Social Media Vs. Social Networking: What’s The Difference?

By | Marketing Strategy

This is not a trick question, and yes these are two separate entities.

You may have thought you could use social media and social networking interchangeably, however they are two different animals.

Think of it as a parent-child relationship.  

They have different personalities, likes, and even opinions. The child was raised by the parent so they pick up many of their traits. Eventually, the child grows up and becomes their own person. As they detach from each other, you have to understand each one distinctively in order to communicate successfully. If you don’t it could cause ineffective communication and disengagement from others.

Social media and social networking are similar in that they both have unique challenges and approaches and may get mixed up from time to time. Before you can know how to properly use these for your business let’s define them and establish their differences.

What is Social Media?

Social media is composed of websites and applications that help individuals stay in contact with loved ones or helps businesses market their services and interact with their audience. Social media creates connections quickly through different applications such as Twitter, Reddit, Pinterest, Facebook, and many more.

These platforms are used to facilitate shared content including pictures, video, and copy. They’re also where businesses can promote their services, start new projects, and interact with their online community.

What is Social Networking?

Social Networking is the act of creating and nourishing online relationships where people with similar viewpoints connect with each other to generate, develop, and nurture relationships online, sometimes for a long period of time.

Businesses and individuals alike can expand connections using Snapchat, Instagram, and Facebook. Social networking can grow with a simple click of the “like” button or creating a vegan Facebook group where you can share recipes and content related to the vegan life.

Social Media Vs. Social Networking: Communication Styles 

Social media takes a different approach to communication. You do all the work including writing blogs and creating emails. You want to create engagement with your audience that leads to an action or interaction with your brand or services.

Social networking is a two-way street. You do some work then you listen to others, meaning everyone writes blogs, sends messages, and actively engages in creating insightful conversations. Sometimes others can share content with you and other times you can create a post that resonates with others. Because there are so many opportunities within social networking you do not want to yap yourself away from opportunities to connect or enhance your brand connections.

Social Media Vs. Social Networking: Goals Distinctions

Social media strives to create excitement and interaction in order to achieve a goal mainly related to sales.

Social networking’s goals are completely opposite. The goal behind social networking is to cultivate more followers and friends and nourish those relationships continually.

For your B2B company, it may be confusing to figure out which one would work best for your business.

 Online social networking wouldn’t exist without social media, that’s why it is important to have both. Social media is your lead generation and social networking is your lead nurturing. You start by building your clientele with social media and use social networking to maintain those loyal and intimate connections with clients.

Social Media Vs. Social Networking: Content Differences

Content for social media is aimed at driving engagement. It isn’t as simple as posting a short tweet or adding hashtags. To optimize connections and actions, you need to share videos, infographics, blogs, and images that will compel your audience to act.

Did you frump your eyebrows at infographics? No worries, read our blog on infographics to familiarize yourself with its meaning and benefits.

Social networking, on the other hand, uses rich and profound conversations to connect with others. 

This could look like asking your connections what they think about your post, or reposting a comment from a follower and leaving a genuine comment underneath the photo. It‘s small actions like these that create profound discussions and deepen online relationships.

Can Different Things Mix?

Social media and social networking can, of course, intertwine with each other. It is important to use them differently as they both “make” their own results. Social media caters to short term results and social networking is like a marathon. It takes a little bit of time.

Wayward Kind specializes in taking our time in cultivating human connections that create organic conversations and engagement.

Let’s create purposeful relationships.

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!

Black Lives Matter; Inclusivity in the workplace

Black Lives Matter; Inclusivity in the Workplace

By | Team Wayward Kind

Can you hear the cries of the oppressed if you’re out of range?

The answer is no. But that doesn’t stop them from crying out for help. For their mothers. For their lives. For the lives of their children. They can’t breathe. Black people can’t breathe.

There is a shift happening right now in all 50 states and three continents around the world, to end racism. Black Lives Matter is more than a statement. It is a movement.

During this uprising some businesses remain silent, most are rushing to push out content while others are on the fence about making a statement.

Let’s be clear: Diversity, equity, and inclusion are not up for debate. This is a time for businesses to take a step back and see how significant their role is in what is going on in our world right now. 

If your company hasn’t already been doing the work to backup your BLM tweets there is a HUGE problem. 

So how can you walk the talk? Start by having a conversation.

Wayward Kind’s Director of Strategy Jaz and Copywriter Keishonda had a candid conversation about being Black, working in marketing, and some steps businesses can take to back up their posts and hashtags with tangible action.

Join us here.

Transparency Starts With Uncomfortable Conversations

00:00:14

Jaz: We just thought today would be a good day to have an open dialogue and conversation with everything that is going on, especially as two Black women that work in marketing and work very closely with so many small businesses of different industries, sizes, and regions. We were very much affected by what is going on so we thought we’d have a conversation with each other and share it. I think a lot of people are concerned with how their Black employees are feeling or what they should be doing to support their Black employees. We can’t answer all the questions. We know how we feel of course, but we hope to hopefully kind of guide everyone in the right direction to have some of these conversations to support their team through everything that is going on right now.

00:02:45

Keishonda: Right now the Black community and Black people in the United States and around the world need support and we just want to talk about how we can get there. What is your take on that?

Jaz: I think it starts with a conversation. So the unfortunate part about this is, I understand it’s that it is very uncomfortable to feel called out for not being as inclusive or accepting people of different walks of life. I know it’s very uncomfortable to feel like “I’m someone who…I’m not prejudiced. I don’t have any biases.” So I’m sure it doesn’t feel great, but that is just a part of it. It’s part of what comes with, you know the privilege of being in certain positions of being white, or in a position of power or authority.

00:04:12

I’m saying this as a Black woman that does the work that we can’t say we support Black Lives Matter and Black people, and these people from marginalized groups and then not give them voices or allow them in the room to have these conversations or to make these decisions. I think that is part of what’s so great about working here at Wayward Kind. When you look at our team—everyone on our team comes from a different walk of life. We all have different lived experiences and as a result of that we look for that in the work we do and we encourage our clients to do the same.

How Can Companies Push for Diversity, Equity and Inclusion?

00:05:02

Jaz: Make sure that everyone feels welcome and affirmed and comfortable. You know being proactive about putting people in these positions; hiring Black creators and Black professionals and supporting these organizations, giving our time and our funds if we can, signing petitions, making phone calls. All of these things are helpful. Basically, silence isn’t working. It’s never worked. It doesn’t serve us.

00:11:36

Looking at your content strategy, looking at your audience, and acknowledging any of your own implicit biases. Business owners and marketers set the tone, and we don’t realize we are coming into it with our own biases and our own judgments against people or groups of people and we can’t make effective change that way. 

00:13:00

People that are creating you know diversity and inclusion committees with Black people on their teams investing in training for leaders because it always starts at the top. It starts from the way you interview to…I’m sorry before they even interview— the questions you ask before the interview. People’s biases with regards to professionalism and respectability are rooted in white supremacy and prejudice. You just have to do the work. Your team can’t do it for you. Now is the time to dig in.

Look Around Your Table

00:07:58

Keishonda: So it’s important to have those people “Black people non-Black people of color” at the table?

Jaz: Yeah that really is the start. You kinda gotta start from the ground up. Before we look at you know, the messaging that we’re putting out and the copy on our websites and our email marketing and things like that, let’s look at our core values. So that’s talking to your team, the Black members of your team. If you don’t have any Black members on your team, if you don’t have any other person of color, any disabled persons to have these conversations you’re already in bad shape.

00:11:11

People will continue to call out companies that post Black Lives Matter hashtags and they’ve never hired Black employees or stock photos featuring Black families. I think this isn’t going away anytime soon. 

00:10:21

Ask those questions, but not to the point where we are placing the burden or the onus on them, it is not your Black employee’s responsibility to educate you or connect you with resources. We have a lot already on our plates, you know existing in our skin.

00:08:21

Jaz: I love the work that I do because I get to…advocate for people that normally don’t have a voice in the room. We get to kind of control the messaging and make sure we aren’t excluding anyone in the copy, website, emails, and print materials we create.

00:17:09

As two Black women that are in positions where our voices can be heard, we thought it was important to have this conversation and share it with others. This is tough for everyone so right now it’s all about compassion. Walk the walk and talk the talk.

End Dialogue

You Don’t Have To Do It Alone

Wayward Kind strives every day to align the work we do with our core values. Change is not a one day, one month, or one-year occurrence. It takes economic and social justice, empathy and so much more. We all play a part in promoting liberation and inclusion.

Black lives Matter so let’s show that in the work we do every day.

If your business has questions about how to make your messaging consistent and authentic or make sure your core values feel right for you, we are here to help. Tell us your story so we can go from here together.

Below are a few resources to help your business head in the right direction to support and uplift Black Lives Matter and your Black and Non-Black POC Employees.

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!

Wayward Kind is Hiring an SEM & PPC Specialist

By | Team Wayward Kind

Wayward Kind is a digital marketing agency that works with challenger brands who are solving complex social justice issues. Our role is to bring visibility to important issues around race, class and gender equity, and create sustainable growth opportunities for organizations that are doing good.

We are looking for an SEO & SEM Specialist to join our team of marketing experts. Is that 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’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 isn’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 want to show up as yourself, every day. Black, Brown, queer, differently-abled—we believe a variety of voices and lived experiences brings a richness to our work, and we know that our results are better for it. 
  • 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

Desired Mindset:

  • Committed to anti-oppression work, both personally and professionally
  • Interested in learning about race, class and gender equity as it relates to marketing
  • High integrity and a personal commitment to liberatory practices
  • Ability to balance task-oriented work without compromising relationship building and engaging with diverse people as whole humans

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, team members, collaborators, and partners who share our core values.

A Few More Details:

  • Black, Latinx, Indigenous, and others who identify as nonwhite, people with disabilities, members of the LGBTQIA+ community, are encouraged to apply for this role.
  • Location: Fully remote. We’ll see you on Zoom! If you’re in San Diego and want to work out of the office from time to time, you’re welcome to but it’s not required.
  • Job Type: Full Time, Exempt
  • Job Title: SEO Specialist
  • 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: We generally work from 8:00 am to 5:00 pm PST, Monday through Friday, but these times may fluctuate slightly based on your time zone.

How To Apply:

Does this sound like you? Send your resume and a cover letter to hello@waywardkind.com. In your cover letter, we’d love to hear how you align with our core values.

 

Body Language in Business Communication

Body Language in Business Communication

By | Marketing Strategy

It’s Monday morning, and you are headed into your home office for yet another online meeting. 

As the boss, you are very perceptive to the body language of all your employees. Jim is continually glancing at his phone, Meredith has hunched posture, Stanley has poor eye contact and there it is—Pam is actively engaged and leaning in to listen, making great eye contact.

If all these people were equally good at what they do, which one would you want to work with? The one who acts interested and engaged, right?

Body language is increasingly important in business communication. Networking events and seminars have moved to Zoom and we’re using FaceTime for everything from client meetings to pitches for new work. 

When the tools we use to communicate change, our approach needs to change, too. We’re starting to use body language as a way to understand each other and it is increasingly becoming a tool we use to guide business decisions.

Curious about what your body indulge says about you? Or what type of body language works best? We’ll explain five nonverbal communication cues that show how engaged you are in the conversation.

5 Nonverbal Cues You Can Use as a Marketing Tool

When you want to make an impact in your communication, body language and tone of voice say a lot more than your words do.

Messaging in sales meetings is 55 percent body language and non-verbal cues, 38 percent tone and inflection of voice, and a minuscule 7 percent of the words you use. 

As humans, we pick up on the subconscious emotions, feelings, and perceptions of others with a simple glance. Being able to read body language can prove effective for businesses that want to find out more information about their audience or how to convey a certain message.

 #1. Eye Contact 

Practicing eye contact in your daily conversations can be an effective form of communication. Eyes have the potential to tell your audience you are interested in what they have to say.

Imagine you are conducting a video chat with a potential client, and while you are explaining how your services fit into their lifestyles you notice your audience peering at their phone every so often.

This eye movement can have you thinking either this is a waste of your time or that your elevator speech needs some work. 

Now visualize if you were meeting with that same prospective client and they are looking at you the entire time and appearing actively engaged. They don’t glance at their phone and their eyes light up when you touch on potential conversion rates. This small, but critical, tweak will navigate the conversation down a positive route. You now feel your client is sincerely interested and you’re confident your services will fulfill all their needs.

The next time your eyes start to wander, think about how you’re going to be perceived by the person on the other side of the video camera. Adjust your computer screen to their eye view and intentionally enhance your eye contact to show your audience you care about what they are saying.

#2. Facial Expressions

Eyes aren’t the only important part of the nonverbal cues. Your entire face tells a story. Brows, mouth, and eyes all plan an intricate role in developing facial expressions.

Smiling is contagious; you smile at someone and most of the time they’ll smile back. The same can be said of frowning and other glum facial expressions. There is a ripple effect involved and when we look at each other we are feeding off one another’s mood no matter how far apart we are.

Imagine your meeting with prospective business partners that can help company sales tremendously. You proceed to talk and suddenly become nervous and stare at your portfolio nearly the entire meeting. 

You feel like the meeting went well, but don’t receive a callback. You do a courtesy followup for a second meeting. Surprisingly your potential business partners say they don’t think your company is the right fit for the work they want to do. After further probing, you find that they felt you were uninviting and underconfident. The company felt the work you did for them would be reflective of that first encounter they experienced, which was lackluster.

Bottom line: your face can make or break the impression you make on your team, clients, and collaborators. 

#3. Posture 

Did your teachers ever tell you to sit up straight in class? 

It seems obvious now why they always told us to do that. Your posture also determines how lively you look in conversations but also how stressed or nervous you are as well.

Let’s say you are meeting with a very high-profile client to discuss how your services can make their lives easier when all of a sudden you notice your arms are folded and your shoulders are up to your ears in anxiety. The client tells you one thing. 

Breathe. 

You breathe and let out the wound-up emotions you were carrying in your shoulders.

Be aware of how you are holding yourself in front of others. If you are nervous, find a way to combat that by folding your hands in front of you or gently holding on to your trusty pen. Lean forward into your speaker to indicate your interest in the topic at hand, and don’t cross your arms which appear closed off and guarded.

This silent but strong body posture of placing your shoulders back and holding your head high will help you feel confident and transfer that power in your back to your clients. 

So when in doubt, don’t slouch it out.

#4. Backchanneling

Backchanneling is the part of the conversation where you let your audience know they are being understood. This doesn’t mean you are in agreement with what they say, but that you are intentionally following the conversation.

If you follow backchanneling during the conversation, you can better understand if the message is getting lost or not having the intended impact. When this happens follow-up with your audience to see if you need to rework your messaging or repeat what you said.

Backchanneling usually involves mmhs and uh huhs, or even a subtle head nod every few words. This helps whoever you’re meeting to know you are not confused and they can carry on with the discussion.

This tactic can be used for any part of the marketing for your business. Whether it’s meeting with clients, sponsors or your audience during a webinar, backchanneling motivates the speaker to get speaking and shows great listening skills. 

Great communication skills and supportive listening opens the door to new ideas, understanding needs of those around you and increased human connection. 

#5. Tone of Voice

Your voice matters…or at least the pitch does. It is important to find the right balance between a low octave and a high tone of voice to make an impact.

Let’s say you are a consulting company and you are sending a video message to all prospective and current clients, your tone will dictate the receptiveness of your message. If your tone is too monotone your audience will drift off or not take any action. If you aren’t excited about your services why should they be?

If you are energetic, your message comes to life and your audience will be encouraged to take a look at your services.

Your tone is a guide to the validity of your services and the effectiveness of your brand messaging. Don’t want a boring brand? Use a vibrant voice to get the results you want.

Have you ever heard the phrase “It’s not what you say, but how you say it”? Your team and clients pick up on sarcasm, anger, or downright boredom instantly. Before you speak be sure to think about how you want your audience to feel and follow through on it with the appropriate tone of voice. 

Takeaways About Nonverbal Roles of Communication

Words are just a small piece of communication, and if you don’t excel at understanding the power of body language you will miss the big picture. This can negatively impact employee and client relationships.

Words matter, but knowing that is a small piece to the big puzzle.

Now you’ll know how to recognize the conversations where a dominant personality is controlling the dialogue and you can step in and redirect it to the quieter individuals on the chat. 

You will be able to pick up on the disinterest of others and even your own lack of excitement. 

Being aware of these signals allows everyone to have a voice, stay engaged, and contribute to a healthy online or face to face environment.

Pick up on the cues and get results.

Here at Wayward Kind, we are all about creating concrete strategies that help you communicate effectively with your clients. Our team is ready to help you get results that matter.

Let’s get to work.

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!