Lead Generation

Business Facebook Page

How To Set Up A Business Facebook Page for Success

By | Lead Generation

We all know that Facebook has over 2.41 billion monthly active users and that it’s a great social network for businesses. Despite how easy Facebook has made it for users to browse, discover, and interact with businesses, business owners find themselves putting a lot of their Facebook marketing budget into ads with low returns.

So, how do you make Facebook ads work for you? What’s the best way to leverage a Facebook Business page to grow a business?

How To Set Up A Business Facebook Page for Success

Let’s explore how small business owners can use Facebook to leverage their network, build relationships with their audience, and foster a sense of community that opens up sales opportunities.

The Importance of Understanding Your Target Audience

Your business exists for a reason: to offer solutions to specific groups of people. Your target audience consists of individuals your business wants to serve, that share similar needs and are the most likely to sign up for your service. Identifying a target audience, or target audience segments, is an important first step, as a business can only develop an effective Facebook marketing strategy when they understand their target audience.

So, the more that you know about your target audience, the better you can appeal and engage with them. Not to mention, content development will come easier.

Here are some ways to develop content that will transform your business’s Facebook profile page into a lead generation and nurturing resource:

Stop Promoting. Start Adding Value.

Beyond making sure that your business details, like your contact information and story, are filled out, businesses often miss a major opportunity: providing value to their audience, instead of asking people if you can work for them.

Just like in face-to-face networking at workshops and conferences, social network-ing should focus on sharing information and advice, and solving issues. What kind of questions is your audience asking? What kind of questions do you think they may have?

Here are some more questions to ask yourself as you develop your content: What kind of value do your posts provide your audience? Are they educational? Motivational? Pure entertainment?

Decide on the value that you want to offer your target audience, then stick to it. Because trying to sell people something in every post, comment, or message is a big turn off.

Quality Over Quantity

Social media is not a new frontier but the way that businesses are leveraging their content on it is.

We can shout however much we want into the news feed abyss of status updates, baby announcements, and happy birthday posts—not to mention all the Facebook ads users are served daily—but if your content isn’t good enough to engage your audience, then it’s a waste of time, effort, and money.

For every 153 ads the average consumer sees, only 12 ads actually engage them. And they see 5,000+ ads a day.

That’s where quality over quantity comes in. Posts that are targeted toward target audiences just perform better. Especially when they convey an important message.

What Goes Around, Comes Around: Engagement

Small business owners that want to leverage their Facebook Business Page to grow their business need to be interacting—that means commenting, sharing, and liking. Often.

When businesses engage within their niche, they develop relationships with their audience and other businesses. Plus, it helps put your business at the center of the conversation online and increases visibility.

A great way to think about engaging in your niche is the GaryVee $1.80 Strategy (originally developed for Instagram but applicable on Facebook, too): Leave your 2 cents on the top trending posts in your industry until your 2 cents adds up to $1.80. Then repeat this every day.

Don’t Forget Your Call to Action (CTA) Button

We’ve stressed the importance of creating quality content that’s focused on adding value to your target audience, as well as engaging with others in your industry, but your Facebook Business page should still be set up properly.

Whether your Facebook business page visitor comes to your page with intent, or because they saw one of your comments on another post, you can help guide them in the right direction by making sure that you have a call to action button set up on your page.

With the click of a button, you can encourage visitors to:
  • Visit your website
  • Book a consultation
  • Contact you
  • Shop your store
  • Sign up for your email newsletter

You’ve put in a lot of work to get visitors to your business’s Facebook profile! This CTA button is your opportunity to encourage visitors to move on to your website.

Want to learn other ways to optimize your business’s presence on social media to drive leads? Book a consultation with our digital marketing strategist today.

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 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.


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!

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!

email nurturing strategy

Must-Haves for Email Nurturing Strategy

By | Lead Generation, Lead Nurturing

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

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

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

Email Nurturing Strategy Keeps the Audience in Mind

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

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

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

Short and Sweet 

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

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

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

What’s an Email Nurture Series?

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

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

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

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

email nurturing strategy

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

buyers journey

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

By | Lead Generation

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

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

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

What is a Buyer’s Journey?

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

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

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

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

Use CTAs as Signposts

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

What’s the Problem?

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

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

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

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

Spark Emotion

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

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

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

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

Brand Consistency

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

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

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

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

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

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

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


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

By | Lead Generation

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

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

Ready to make some juice?

Lead-Generating Opt-In Offers Solve One Problem

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

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

What does your target audience need?

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

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

Are You Being Long-Winded?

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

Are You Being Consistent?

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

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

Examples of Lead-Generating Opt-In Offers

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


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


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

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


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

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


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

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

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

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

How to engage an audience with digital marketing

Connection vs. Conversation: How to Engage an Audience with Digital Marketing

By | Lead Generation, Lead Nurturing

We talk a lot about connection and conversation at Wayward Kind. There probably isn’t a post that goes by without at least one mention of the importance of connecting with your audience and engaging in conversations with them. And we still stand 100% behind that. But, there’s also a need to clarify the difference between the two.

Connection is that first spark. Conversation is what grows from that first spark.

So many small businesses want to know how to engage an audience with digital marketing. The truth is, they need to incorporate both connection and conversation. It’s great to make that first connection, but if the conversation ends right there, so does audience engagement. And you want that conversation to keep rolling on for a long while.

Taking the First Step

Sometimes it’s really hard to take the first step in marketing. Where do you start to build your audience, get eyes on your business, and sustain growth. All great questions. But really, they boil down to one question that really matters: how to engage an audience with digital marketing.

It starts with a spark. Kind of like Marie Kondo asking if something you own sparks joy!

Ultimately, when we talk about connection, you want to spark your audience enough to challenge them to do something. It may be commenting, opting into a campaign, or simply hitting the ‘like’ button. Whatever it is, that connection, that spark, is the segue to a good conversation.

So, how do you light that spark?

This is where the good stuff is—that spark comes from understanding your audience. What do they want? What is their biggest pain point? What makes them happy? What do they love? Basically, who are the people you want to start conversations with?

Once you know more about who they are, you can tailor digital marketing to speak to those needs and desires. That way, when they scroll across your post, or your blog turns up in a search query, they immediately feel that spark of “AHA! They know what I’m talking about!”

Audience segmentation can be a useful thing to do to make the most of your connection efforts. You can break down the different personas so that you’re not just throwing things at the wall trying to connect. Rather, you’re intentionally creating content that matters to the people it needs to matter to. That way, when you’re up late wondering how to engage an audience with digital marketing, you know who the audience is first.

Let’s Chat

You’ve got the connection. You lit the spark. Now what?

It’s time to get that two-way conversation going. One of the great things about digital marketing is that it really is about a conversation. Traditional media, like a newspaper or magazine ad, is typically a bold statement about a product. It may spark connection, but rarely does it start a conversation.

With the ubiquitous use of social media, email, and blogging, small businesses have the opportunity to respond directly to people. That may be in the form of a personal response to a blog comment, or an automated email campaign. Either way, there is a response that continues the conversation.

So much of our work at Wayward Kind is about how to engage an audience with digital marketing through meaningful conversations. Here are some of our favorite ways to take that initial connection to next-level conversations:

Ask Questions

People love to talk about themselves and their experiences. It makes them feel valued. When you ask a question and respond with validation, you are sure to open the door for further conversation. It’s also a great opportunity to learn more about your audience and what they need. It’s a win-win.

Nurture Campaigns

This is a fancy way of saying to send a series of helpful emails. Have you ever signed up for a newsletter or product information and received a handful of emails? Well, that’s a nurture campaign.

The idea is that a business keeps the conversation going by nurturing the relationship through education, offers, and awareness. Sending one big email blast doesn’t typically show that a business cares about their customers. But continual check-ins that truly speak an audience’s language can lead to a dramatic increase in engagement, and eventually, action.


Relationships are a process of give and take. Question and response. That’s a conversation, right? So, if you send and email, post a photo, write a blog post, or Tweet a video, and DON’T respond to anyone, your audience will likely feel like you don’t really care.

Keeping that all important conversation going really is about putting in the effort to show you care less about self-promotion, and more about fulfilling the needs of your audience. And don’t forget to respond to reviews. People love to know that their opinions matter!

Remember, that when it comes to engaging your audience through digital marketing, it’s going to be a combination of connection and conversation. You really can’t have a conversation without a connection, and you can’t keep the connection going without a conversation.

Be sure to focus on both, but also to differentiate between when you’re trying to connect, and when you’re trying to converse. When you find the balance, you’re sure to engage your audience and create sustainable lead generation and growth!

Connection is like planting a seed. Conversation is watering it. We love to do both. Wayward Kind loves to connect and get people talking, and we want to help you! Contact us today to learn more about creating a plan to engage and nurture your audience for the long-term.

audience segmentation

Gettin’ Personal with Audience Segmentation

By | Lead Generation

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

We’re talking about audience segmentation.

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

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

Beyond Demographics

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

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

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

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

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

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

How Do I Use Audience Segmentation?

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

Email Marketing

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

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

Social Media

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

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


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

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

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

what are long tail keywords

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

By | Lead Generation

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

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

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

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

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

The Tale of the Tail

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

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

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

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

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

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

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

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

what are long-tail keywords


Winning the SEO Race

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

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

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

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

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

Natural & Organic Aren’t Just Food Terms

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

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

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

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

Humor in digital marketing

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

By | Lead Generation, Marketing Strategy

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

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

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

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

Captivate with Witty, Digital Marketing Banter

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

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

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

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

Digital Marketing Humor, Beyond the Punchline

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

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

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

The Long-Game: Consistent Digital Marketing

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

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

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

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