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Marketing Strategy

Improve your SEO ranking with a rock solid online review strategy.

Improve Your SEO With a Rock Solid Online Review Strategy

By | Marketing Strategy

Whether you sell products online, provide services, or have a brick and mortar business your customers visit, your client and customer reviews play an important role in your company’s local SEO. A 2018 local consumer survey by BrightLocal found that 86 percent of potential customers read online reviews for local businesses, and of these reviews, they read about 10 before they start feeling trust. 

Want to learn more about local SEO? Check out our SEO Guide for Small Businesses now.

Why Online Review Strategies Matter

As we’re sure you know, it’s important to always keep refreshing your digital marketing strategy with new practices and techniques. One of the latest practices, especially for local SEO, is to use review sites like Yelp, Google Business, Facebook, and even testimonials on your own website to improve your visibility in search results. The more sites that your business shows up on, the better—for increasing your sales, improving your online rating scale, and establishing a cadence of positive reviews.

When people searching for specific services read positive reviews, their next step is often a website or business location visit, which puts the following statistic from Propecta into context:

81 percent of B2B purchase cycles start with a web search.

So, how do the search engines use reviews to help potential customers and clients find businesses? There are two main factors they consider.

The first factor is to weigh review quantity and sentiment. The quantity, or overall number of reviews used to be the most important factor, but as of 2017, sentiment now matters even more. 

The second factor is review cadence. Your business needs consistent online review activity over time, rather than a spike and dip in reviews. Keeping this in mind when developing your online review strategy will help you identify the best practices and most feasible tactics to implement for your company. 

Understanding Why People Leave Reviews and How to Prepare for Reputation Management

When it comes to leaving reviews, it’s the tale of two extremes: People leave reviews when they love a brand and want to celebrate it, or, when they hate a brand and want to warn others. In other words, people with strong emotions about a brand or company’s products and services will go out of their way to sing their praises or warn other customers about their experience. 

When executing your online review strategy, be prepared to take the good with the bad. We know that it takes about 10 positive reviews to nullify a single bad review, so keep that in mind when working to gain new reviews for your company and when setting your goals.

How Review Sites Affect SEO

When it comes to SEO, your primary focus should be on increasing the number of Google reviews. Your secondary focus should be on reviews platforms like Yelp, Facebook, TripAdvisor etc. 

If your online review strategy goal is to use reviews to improve your SEO, you should be focusing on attracting reviews to your business listing on Google. The question isn’t “what is the best platform,” it’s “what is the best platform for SEO?”

Oprah says, “You get five stars!”

How To Get More Reviews 

It’s simple: Ask for them. The old adage “the squeaky wheel gets the grease” rings especially true when it comes to receiving reviews. We’ve put together a couple of ways to ask for more reviews based on best practices below.

The beginnings of a strong online review strategy

  • Know when it’s appropriate to ask for a customer review. Which past and present clients have something positive to say about their experience working with you and your team?
  • Identify past and present colleagues and members of your professional network that would welcome the opportunity to leave a few kind words about your working relationship. 

Once you’ve worked your way through your clients and network, you may feel like you’ve exhausted all your options. However, as with many other things in life, an online review strategy is all about timing. Consider the following:

  • Know when clients are most likely to respond and actually leave a review. For instance, after a big win, at a major company milestone, on their anniversary date, or after a big project is completed. 
  • Everyone’s always going to be busy. Don’t let that deter you from reaching out. Trying to identify a “slower time of year” never works, so don’t worry about reaching out to ask for their help with leaving an online review for your business. 
  • If it is a busier time of year, manage your expectations in terms of response time. The key to collecting more online reviews is continued follow up. 
  • Once you have identified the best time to reach out and which clients to reach out to, make note of this in your Customer Relationship Management system or internal timeline calendar so you don’t forget to reach out and/or follow up. 

Lastly, make it easy for customers to post a review. Provide a direct link for your customers and colleagues to easily post an online review about your business. 

Here is an easy step-by-step guide to simplifying this process: 

You can also include a CTA to this link in your email signature. Here’s a sample prompt you can simply copy and paste into your existing signature: 

“Have feedback for [YOUR COMPANY NAME]? Tell us how we’re doing by leaving a review on Google. [HYPERLINK TO YOUR COMPANY’S GOOGLE REVIEW PAGE]. 

Responding to Reviews

A review, whether it’s good, lukewarm, or bad, means that people are proactively interacting with your brand. Best practices suggest that all reviews are worth a response, especially your negative reviews. Your approach should be different, depending on the tonality of the review you’ve received.

If reviews are left on review sites or on social media, set up an alert for when they are posted. Then, get in touch with reviewers personally to thank them for leaving a review and ask them to copy/paste it to your Google Business reviews with a provided link. 

Tips for responding to positive reviews

  • Be quick with your response.
  • Be warm and personal.
  • Thank the reviewer for leaving a review.
  • Talk about “next time” and “in the future.”
  • Make it actionable on your part.

Tips for responding to bad reviews

  • Keep in mind that 57 percent of the time, bad ratings relate to customer service.
  • In your response, depersonalize the interaction. Remember, it’s not about you, it’s about the business.
  • Be empathetic and proactive.
  • Be actionable. Say what you are going to do to make it right.
  • Talk about “next time” and “in the future.”

Tips for responding to lukewarm reviews

  • Consider it like a negative review.
  • If you didn’t wow them, the service was disappointing in some way, so follow the same methodology in which you would respond to a bad review.
  • The upside is that they found it worth their time to leave a review, they are open to giving you a second chance.

Customer reviews have a direct impact on business’ search visibility, especially local businesses. Outlining a clear, consistent way to request and respond to reviews is a great way to improve your SEO. Have any questions about local SEO or want to see more results? Let us know!

There’s no time like the present to begin developing an effective video content strategy for your small business. Schedule a free strategy review with our team so we can help you make 2019 the year that your content marketing strategy produces results!

The Best Social Media Platforms for Small Business

The Best Social Media Platforms for Small Businesses

By | Marketing Strategy

Social media has played a big role in the transformation of business marketing. From making it easier to target prospective customers to meeting them on the platforms they spend their time on, social media helps us facilitate communication.

The Value of Social Media Platforms for Small Business

While it may sometimes seem like there are more important things to do in your business, social media makes it easier for businesses both large and small to find and connect with potential customers. Finding customers can be challenging! And keeping them, even more so.

However, social media also helps businesses nurture their relationships with their clients and target audiences, from offering solutions and support for poor customer experiences to making your customers feel like a part of your community.

And consumers are more likely to recommend brands to their friends and family after a positive experience with them on social media—in fact, 71 percent of them report that they would!

Our Top Social Media Platforms for Small Businesses

There are a lot of social media platforms out there. A lot. With so many options, it’s easy to get overwhelmed or feel like there’s a better platform out there.

So let’s break down our recommended social media platforms for small business marketing.

Facebook

Facebook offers businesses a plethora of opportunities: from facebook pages to facebook ads, this social media platform has unparalleled reach. Its universal use makes it great for businesses that cater to other countries, making it an effective global lead source. Facebook also features paid ads that can target your exact audience (especially if your target audience is 55+ in a niche industry).

What you should share on Facebook: upcoming events, products, updates about sales or promotions, new services and products

How to boost your business engagement on Facebook: highlight your brand’s personality, as your posts will be mixed in with posts from your audience’s friends, family, and other interests

Instagram

Visual-centric, Instagram is perfect for businesses looking to offer products or services geared toward millennials and teens. Businesses can utilize posts, stories, live, and paid ad options to reach users in a variety of different ways.

What you should share on Instagram: content that highlights your company culture, business accomplishments, client features

How to boost your business engagement on Instagram: consistently share high quality photos and videos and be authentic to your brand

For more tips on the kind of content you can share on Instagram and Facebook, check out our 2020 Social Media Holiday Calendar for B2B Businesses.

LinkedIn

Perfect for niches and small B2B businesses, LinkedIn is great for building relationships with other businesses and professionals. While actual marketing campaigns are present on the platform, the biggest benefit small business owners see is when making text-based updates that position themselves as an industry expert, sharing videos, and connecting with others in their own industry or in their target audience.

What you should share on LinkedIn: recommendations, tips, your experience and core objectives, industry news

How to boost your business engagement on LinkedIn: position yourself as a valuable resource that provides insights your followers can learn from, go beyond “work” and use videos and photos that are fun to stand out from the norm

Twitter

Popular among younger crowds, Twitter is great for businesses that could benefit from “going viral,” as users interact in real time and retweets can add up quickly. 

What you should share on Twitter: updates about your business, recent news, etc.

How to boost your business engagement on Twitter: be playful in the way you provide value

It’s Your Turn to Share

Hopefully you have a better understanding of what types of content work best on each platform now!

As you begin posting to social media sites from your business, remember to keep track of which types of your posts your audience responds best to on each platform.

Need help creating social media content or developing a marketing strategy? Have no fear, the Wayward Kind team is here! Learn more about our digital marketing solutions for B2B businesses focused on humans.

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!

The top three 2019 marketing trends

The Top Three 2019 Marketing Trends

By | Marketing Strategy

Remember bell bottoms, leg warmers, and mullets? Well, there’s more to trends than friendship-forming fashions and hairstyles: marketing strategies also follow trends.

The history of marketing trends is interesting to observe because of the insights they provide about society; they show us what consumers are interested in, and technological advances.

So what do the marketing trends of 2019 tell us? Let’s find out.

2019 Marketing Trend #1: The Content-Centric Approach

This year, marketing strategies throughout industries shifted their focus toward content. More results-driven than the previous year—and much more personable—companies have been interacting with their audiences in more “real” ways over social media and through the use of chatbot AI.

Not only does this focus on a personal and conversational type of tone make consumers feel more like they are talking with friends and families, but it also helps companies learn more about their audience, naturally. This year, these conversations have provided companies with insights about their clients’ specific needs, goals, and personas.

2019 Marketing Trend #2: Multichannel Marketing

What is multichannel marketing? 

Multichannel marketing is when businesses and companies market across multiple separate and independent channels like:

  • Social
  • Email
  • Search
  • Video
  • Voice

Each of the above channels is independent of one another because they each have their own strategy and goals, which transform the more that these platforms are developed. Companies have discovered, especially in 2019, that the most solid marketing strategy involves a combination of channels.

Similar, and often confused with multichannel marketing, omnichannel marketing focuses on a variety of channels but has a heavier focus on converting consumers with a consistent, personalized experience.

2019 Marketing Trend #3: A Larger Focus on Privacy

Due to the heightened media coverage of data breaches and misuse over the last couple of years, consumers are paying attention to privacy policies and concerns. According to a study on cyber safety by The Harris Poll

83 percent of worldwide internet users said
they are concerned about their privacy.

In addition to addressing consumers’ privacy concerns, companies have been preparing for the upcoming European General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA) by taking another look at the way they incorporate third parties and cookies into their marketing plans. 

What Do These Trends Mean for 2020?

While trends are more complex than just “good” and “bad,” we can agree that the world of B2B marketing has seen a switch toward strategy that is more audience-focused: in the way that target audiences use the internet, and in how they want their data used.

As we go into the new year, we project that B2B strategy will continue to move in this direction. What’s been your favorite trend this year?

Wayward Kind is a digital marketing agency built on the belief that effective marketing is centered on human connection. B2B businesses don’t have to be extraordinary to have an extraordinary impact on their clients. Learn how to strengthen your marketing strategy with conversations that matter. 

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!

The Ultimate Social Media Holiday Calendar for 2020

The Ultimate Social Media Holiday Calendar for B2B Small Businesses in 2020

By | Marketing Strategy

We all love a good reason to celebrate! National Pizza Day to Dentist’s Day, each day of the year presents itself with a new opportunity for small businesses to share trending “holiday” content. Even for small businesses that are B2B.

Although this list of holidays may seem random, that’s part of the fun. And it makes for great social media content! Small business owners and social media marketers can pick and choose from these random national and international holidays to share relevant content, generate awareness, and interact with their audience.

Now is a great time to start planning your 2020 content calendar. Be sure to add some of these holidays to your calendar if you need inspiration or want to stay relevant when you post on social media platforms like Facebook, Twitter, Instagram—or even your blog.

The Ultimate Social Media Holiday Calendar for 2020

Some of the holidays on this list are bank holidays, others are history-related, and some of them were just made up.

Whether you’re in the dentistry, hospitality, or law industry, there’s a fun national holiday for you to share on your social media.

Check out the below random holidays to celebrate (and don’t forget about the monthly holidays for each month, too!):

January

January 1: New Year’s Day

January 4: National Trivia Day

January 8: Clean Off Your Desk Day

January 13: National Sticker Day

January 17: Get To Know Your Customer’s Day

January 21: Martin Luther King, Jr. Day

January 25: Opposite Day

January 28: Fun at Work Day

January 30: Inane Answering Message Day

January’s month-long holidays: National Blood Donor Month, National Braille Literacy Month, National Hobby Month, Hot Tea Month

February

February 2: Groundhog Day

February 7: Give Kids a Smile Day

February 9: National Pizza Day

February 11: Make a Friend Day

February 12: Lincoln’s Birthday

February 14: Valentine’s Day

February 17: Random Acts of Kindness Day

February 17: Presidents Day

February 20: Love Your Pet Day

February 20: World Day of Social Justice

February 25: Mardi Gras Carnival

February 28: Digital Learning Day

February’s month-long holidays: American Heart Month, Black History Month, Canned Food Month, National Children’s Dental Health Month, National Grapefruit Month, National Weddings Month

March

March 1: Employee Appreciation Day

March 1: Peanut Butter Lover’s Day

March 2: National Read Across America Day (Dr. Seuss Day)

March 3: Day of Unplugging

March 6: Dentist’s Day

March 7: National Be Heard Day

March 8: International Women’s Day

March 8: Daylight Savings

March 16: World Sleep Day

March 17: St. Patrick’s Day

March 18: Awkward Moments Day

March 19: First Day of Spring

March 21: International Day for the Elimination of Racial Discrimination

March 23: Puppy Day

March 26: Make Up Your Own Holiday Day

March 29: Mom & Pop Business Owners Day

March 30: National Doctor’s Day

March 30: Earth Hour Day

March’s month-long holidays: National Craft Month, National Nutrition Month, National Women’s History Month, Red Cross Month, Social Workers Month

National Make Up Your Own Holiday Day? Yes, it’s real. And it’ll work great for your content strategy. Want to know how? Send us a message.

April

April 1: April Fool’s Day

April 2: World Autism Awareness Day

April 2: National Peanut Butter and Jelly Day

April 3: Don’t Go To Work Unless it’s Fun Day

April 3: Find a Rainbow Day

April 3: National Walking Day

April 4: School Librarian Day

April 6-12: Masters Tournament PGA

April 7: World Health Day

April 7: National Beer Day

April 9: Equal Pay Day

April 10: Good Friday

April 11: National Pet Day

April 12: Easter Sunday

April 12: National Grilled Cheese Day

April 14: National Equal Pay Day

April 15: Tax Day

April 15: National High-Five Day

April 20: Lookalike Day

April 22: Earth Day

April 22: Administrative Professionals Day

April 23: Take Your Daughter and/or Son to Work Day

April 24: Denim Day

April 28: National Superhero Day

April 30: National Honesty Day

April’s month-long holidays: National Humor Month, Keep America Beautiful Month, National Pecan Month, Stress Awareness Month, Records and Information Management Month

May

May 1: International Workers’ Day

May 2: World Password Day

May 2: Thank A Teacher Day

May 3: World Press Freedom Day

May 4: Star Wars Day

May 4: International Firefighters Day

May 5: Cinco De Mayo

May 6: National Nurses Day

May 8: World Red Cross Day

May 8: National Teacher’s Day

May 8: Receptionists Day

May 9: National Receptionists Day

May 10: Mother’s Day

May 15: National Chocolate Chip Day

May 15: International Day of Families

May 16: Love a Tree Day

May 16: Armed Forces Day

May 18: National Bike to Work Day

May 18: NASCAR Day

May 20: Be a Millionaire Day

May 25: Memorial Day

May 25: Geek Pride Day

May 25: National Wine Day

May 31: World No-Tobacco Day

May’s month-long holidays: Foster Care Month, National Photograph Month, National Recommitment Month

June

June 1: National Donut Day

June 2: National Rocky Road Day

June 4: Hug Your Cat Day

June 4: National Cheese Day

June 5: World Environment Day

June 7: National Chocolate Ice Cream Day

June 8: World Oceans Day

June 8: National Best Friends Day

June 10: Iced Tea Day

June 13: National Weed Your Garden Day

June 14: Flag Day

June 14: World Blood Donor Day

June 16: World Juggler’s Day

June 17: National Eat Your Vegetables Day

June 18: National Splurge Day

June 19: National Kissing Day

June 20: First Day of Summer (Summer Solstice)

June 21: National Selfie Day

June 21: Father’s Day

June 22: National Take a Dog to Work Day

June 22: Positive Media Day

June 27: National Handshake Day

June 29: National Camera Day

June 30: Social Media Day

June’s month-long holidays: Gay Pride Month, National Fresh Fruit and Vegetables Month, Candy Month, Dairy Month, Rose Month

Need help integrating these holidays into your social media strategy? Let us know!

July

July 1: National Postal Worker Day

July 1: International Joke Day

July 2: World UFO Day

July 4: Independence Day

July 7: Chocolate Day

July 8: Video Games Day

July 11: National 7-Eleven Day

July 12: Pecan Pie Day

July 13: French Fry Day

July 15: National Ice Cream Day

July 16: World Snake Day

July 16-19: Summer X Games

July 17: World Emoji Day

July 18: World Hepatitis Day

July 18: Hot Dog Day

July 18: Amazon Prime Day

July 19: National Daiquiri Day

July 20: National Moon Day

July 21: #NoMakeUp Day

July 24: Amelia Earhart Day

July 26: Aunt and Uncle Day

July 26: Parents’ Day

July 30: Father-in-Law Day

July 30: International Day of Friendship

July’s month-long holidays: Dog Days of Summer, National Anti-Boredom Month, National Cell Phone Courtesy Month, National Picnic Month

August

August 1: National Girlfriends Day

August 2: International Beer Day

August 2: National Ice Cream Sandwich Day

August 5: International Friendship Day

August 6: National Fresh Breath Day

August 8: International Cat Day

August 9: Book Lover’s Day

August 10: National S’mores Day

August 12: Middle Child’s Day

August 13: Left-hander’s Day

August 16: National Tell a Joke Day

August 18: Bad Poetry Day

August 19: World Photo Day

August 19: World Humanitarian Day

August 20: National Lemonade Day

August 21: Senior Citizens Day

August 26: National Dog Day

August 26: Women’s Equality Day

August 30: Frankenstein Day

August 31: National Trail Mix Day

August’s month-long holidays: Admit You’re Happy Month, Family Fun Month, National Eye Exam Month, Water Quality Month, National Golf Month

September

September 1: International Bacon Day

September 2: Labor Day

September 5: International Day of Charity

September 6: Read a Book Day

September 7: Labor Day

September 11: 9/11 (Patriot’s Day)

September 12: National Video Games Day

September 13: Grandparents Day

September 15: Greenpeace Day

September 16: Wife Appreciation Day

September 15: Boys’ and Girls’ Club Day for Kids

September 16: Stepfamily Day

September 17: Constitution Day

September 17: Citizenship Day

September 18: Rosh Hashanah

September 19: International Talk Like a Pirate Day

September 21: International Day of Peace

September 22: First Day of Fall

September 22: Car-free Day

September 23: Checkers Day

September 25: National Voter Registration Day

September 25: Native American Day

September 27: World Tourism Day

September 27-28: Yom Kippur

September 28: World Rabies Day

September 28: National Good Neighbor Day

September 29: Coffee Day

September 29: World Heart Day

September 30: International Podcast Day

September’s month-long holidays: Baby Safety Month, Better Breakfast Month, Classical Music Month, Hispanic Heritage Month, Honey Month, Self Improvement Month, National Courtesy Month

For more post inspiration, check out our blog.

October

October 1: World Vegetarian Day

October 2: Name Your Car Day

October 2: Brow Day

October 3: National Techies Day

October 3: National Boyfriends Day

October 4: National Taco Day

October 4: National Kale Day

October 5: World Teacher’s Day

October 6: World Smile Day

October 9: Columbus Day

October 9: Leif Erikson Day

October 10: World Mental Health Day

October 11: It’s My Party Day

October 12: Indigenous People’s Day (Columbus Day)

October 13: World Egg Day

October 17: Sweetest Day

October 16: World Food Day

October 16: Boss’s Day

October 18: Spirit/anti-bullying Day 

October 19: Sweetest Day

October 24: United Nations Day

October 27: Make a Difference Day

October 30: Mischief Night

October 30: Checklist Day

October 31: Day of the Dead Begins

October 31: Halloween

October’s month-long holidays: American Pharmacist Month, Breast Cancer Awareness Month, Computer Learning Month, Domestic Violence Awareness Month, National Diabetes Month, National Pizza Month, National Vegetarian Month, National Popcorn Popping Month, Sarcastic Month

November

November 1: All Saint’s Day

November 1: Daylight Savings Time ends

November 1: World Vegan Day

November 2: Day of the Dead Ends

November 3: Sandwich Day

November 8: Cappuccino Day

November 8: Science, Technology, Engineering, and Medicine (STEM) Day

November 11: Veterans Day

November 12: Chicken Soup for the Soul Day

November 13: World Kindness Day

November 13: Sadie Hawkins Day

November 14: World Diabetes Day

November 15: America Recycles Day

November 16: International Tolerance Day

November 17: Homemade Bread Day

November 19: National Entrepreneurs Day

November 26: Thanksgiving Day

November 27: Black Friday

November 28: Small Business Saturday

November 30: Cyber Monday

November’s month-long holidays: Child Safety Protection Month, National Adoption Awareness Month, National Caregivers Appreciation Month, Peanut Butter Lovers Month, National Sleep Comfort Month

December

December 1: World AIDS Day

December 1: Rosa Parks Day

December 1: Giving Tuesday

December 3: International Day of Persons with Disabilities

December 4: Cookie Day

December 6: St. Nicholas Day

December 7: Pearl Harbor Remembrance Day

December 9: Christmas Card Day

December 10: Nobel Prize Day

December 12: Poinsettia Day

December 14: Roast Chestnuts Day

December 15: Bill of Rights Day

December 15: Free Shipping Day

December 18: Bake Cookies Day

December 19: National Ugly Christmas Sweater Day

December 20: Go Caroling Day

December 21: First Day of Winter / Winter Solstice

December 23-30: Chanukah/Hanukkah begins

December 23: Festivus

December 24: Christmas Eve

December 25: Christmas Day

December 26: Kwanzaa

December 26: Boxing Day

December 27: National Fruitcake Day

December 31: New Year’s Eve

December’s month-long holidays: Write a Friend Month, Bingo Month

Don’t see a holiday idea you think could work for your small business? Well then, start your own! If enough people share it, you may see your holiday on next year’s list.

For example, we’re officially pitching today as “plan your social media day.” Today being, well, whatever day you read this post. And we’re ready to help you if you need it.

Which holiday are you most excited about?

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!

psychographics-versus-demographics

Psychographics Vs. Demographics

By | Marketing Strategy

Demographics have been a staple in consumer research but over the last few years, the popularity of psychographics has increased.

While demographics provide useful data, they don’t tell you what actually makes them buy or why they bought something from you. And this is why when segmenting audiences, enterprise-level companies often lean toward psychographics.

So, What Are Psychographics?

Psychographics, as the first part of the word implies, revolves around the psychology of your customers and clients.

It’s more than just what service consumers would buy, but why they would buy it.

Psychographics collect and analyze the intangible aspects of an audience to get a qualitative look at their data.

Psychographic segmentation includes:

  • Interests and Activities
  • Habits
  • Attitudes
  • Emotions
  • Preferences
  • Values
  • Motivations
  • Desires
  • Lifestyle
  • Personality Characteristics
  • Principles and Beliefs

This is important because these factors allow you to create a more robust customer profile than demographics do.

How Do Demographics Compare to Psychographics?

Think of demographics as an outline. They’re a quantitative approach to who your buyer is. 

Demographics look at:

  • Gender
  • Age
  • Income
  • Marital Status
  • Occupation
  • Ethnicity
  • Geolocation
  • Education Level
  • Religion

Essentially, demographics give you a closer look at your audience’s challenges but not where to find them, or what drives them to action.

When demographics and psychographics are used together, they form a full buyer persona. The more psychographic information you have, the more detailed your customer profiles become and the easier it is to get leverage in influencing your conversions.

For example, an eCommerce company can have a demographic that may be: single, 18-34, and with an annual income of less than $40,000. And their psychographics may be: cares about the environment, is willing to spend more on products that minimize environmental impact, and their favorite social network is Pinterest.

Individually, demographics and psychographics are useful. But together, they put together a comprehensive overview of your consumers.

How to Obtain Psychographic Information on Your Clients

There are a couple of ways to collect insightful data on your clients, and it depends on whether you’d like to collect data directly, or indirectly.

A great method for collecting your psychographic information directly is to interview your current clients. This direct method is effective because you can discover information straight from your client’s mouth—and you can compare insights from your best client (who you want more from) and other clients to see if there are any differences in their background.

If you don’t have that kind of relationship with your clients, or would rather collect your psychographic information indirectly, another option is to analyze your existing website analytics. What have people clicked on, called for, and bought in the past? Analytics on your existing site content, or even discount codes and special offers, can also be insightful at seeing what has successfully converted your clients and customers.

One of the issues with learning psychographics is making assumptions based on demographics, and the above methods, and below tools, are a great way to skip past assumptions.

What if you don’t already have clients or analytics to look into? For businesses that are still in the research phase, or for businesses that want to target other consumers, there are two psychographic tools:

  • Surveys or questionnaires (from sites like SurveyMonkey)
  • Focus groups

How to Apply Psychographics

What happens after you collect psychographic information on your ideal clients?

Psychographics can be applied to tailor your marketing material and content to your ideal client: targeted newsletters, emails, social media posts, keywords, and more. If you need more help applying your psychographics to your website’s content, design, and development, then let us know—oh, and we do social too.

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!

The biggest step in connecting with your audience is fully embracing your brand voice

The Key to a Strong Brand Identity: Living Your Brand

By | Marketing Strategy

Your brand identity is one of the most important parts of your business. Going beyond your mission statement and logos, the best way to present your audience with a strong brand identity is to show them how you live your core values.

Here in San Diego, we have some local companies that have really embraced their brand—on a similar level to the way Disneyland employees play into their magic, too.

Whether you’re thinking about it or not, every interaction that your audience has with your company, employees, and even yourself is an extension of your brand. 

So how do you develop an authentic brand platform that your audience can resonate with?

Remember Your Why… and Your How, Too

When you first developed your brand identity, you focused on your “why.”

Now is a great time to return to that why—to how you want your audience to feel when they interact with your brand, when they see your social media posts, when they visit your website. And how you can make it real.

For example, if one of your company’s strong suits is transparency, then you need to offer your clients clarity into your process—what are the specific steps you take? How do you ensure that your clients can trust you? Do you have any additional measures you take to screen the vendors that you work with?

Making your brand real also depends a lot on your clients’ customer service experience. What kind of tone do your emails send? How do you and your staff answer the phone?

A local brand that does this well is the boutique design, flora, and furniture store, Pigment.

Pigment’s owner began by selling her own art at a monthly local art event in her studio that was once a couple doors down from where their existing store is now. They continue to celebrate their start by holding extended store hours on the nights that the recurring local art event occurs.

Their background in art and design is translated into the types of products they carry, workshops they hold, and in their social media, showcasing highly curated products with a selective color palette that extends into lifestyle-inspired imagery.

A great place to start when thinking about how to get your employees on brand is to cultivate a culture that promotes your core values. 

If Content Is King, Consistency Is the Crown

Content matters; it helps communicate, educate and persuade.

The consistency of your content is arguably one of the first things your audience will notice. Living your brand consistently includes thinking about the way you interact with your clients, customers, and employees.

Let’s take a look at a local San Diego brand that sets a great example of living their core values consistently. From the types of events that they hold and their employee-owned culture, right down to their product descriptions, Modern Times Beer is the epitome of cohesion.

Take this pint glass description, for example:

By assuming that their audience recycles, they’re paying homage to the “perfect society” concept that they celebrate in their about. Also mentioned on their about page is their fascination of “colorful, ambitious little pockets of history,” which is reflected by both the style and designs of their merch, consumable products, logo, and even the way they set up their brewery locations.

This consistency that Modern Times provides lets their audience know that they are serious about their values—and for their customers that share the same values, they feel more trust toward the brand.

Ensuring that your brand voice translates well both online and offline is a surefire way to build authority and set expectations for your audience.

Get Selective About Social

Social media is where your customers and clients are. SnapChat, Twitter, Instagram, Tumblr, Pinterest, LinkedIn, Facebook, and Youtube… there’s a lot of different social media platforms for small businesses to use.

The good news? You won’t need to use all of these social media platforms for your business, because not all of them are used by your audience. For example, small businesses that focus on financial services won’t see as much of a return on SnapChat advertising as they would on Facebook or LinkedIn. In a similar vein, real estate businesses will also see benefits from Instagram and Facebook.

An easy way to start learning about which social media platforms are best for your business to use is to take a look at the platforms you’re already using and determine which ones give you the most engagement and return. Then use them to communicate with your audience.

From visual to written, every extension of your brand tells a story. Being intentional with your messaging, keeping content consistent, and managing social platforms are some of the biggest factors that impact your audience’s perception of your brand. It can be a lot of work—but that’s what we’re here for. Need help connecting with your audience or living your brand fully? Contact us 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!

Having a trustworthy SEO Toolbox is vital for ranking

Tiny Desk Tour: Inside Our SEO Toolbox

By | Marketing Strategy

We’ve got a lot of specialists on our Wayward Kind team: from designers to copywriters and digital marketers, we’ve got years of experience and insight into the latest marketing trends.

One of the biggest (and arguably hardest to completely grasp) buzzwords in 2019 has been “SEO,” or search engine optimization. Luckily, we’ve got a strong SEO Specialist on our team. Remember learning about Glaucia when she first joined our team? Well today she’s going to tell us more—specifically about which SEO tools are worth your time!

Our Goal = White Hat SEO

When it comes to SEO, there are two kinds: black hat and white hat. Black hat SEO is the kind you don’t want to practice—think keyword stuffing, hiding text, and paying a bunch of websites for loooaaads of backlinks. Not only is black hat SEO scammy, but it’s penalized by Google. White hat SEO is the type that we use here at Wayward Kind: it’s focused on humans rather than search engines, but is still compliant with all search engine rules and policies.

The main goal of SEO, and a major part of Glaucia’s role, is to make sure our clients’ websites are optimized for search engines. She analyzes, reviews, implements changes, and tests different techniques—things are always moving around when it comes to how SEO is applied to different industries, so that’s why we’re always making changes. 

Her process starts with a site audit of each client’s existing website that analyzes any error that would limit search engine visibility. Our goal is to help increase website visibility and get websites to rank on Google’s first page of organic search results

She starts by performing a Baseline SEO Report that gives clients an overall picture of their traffic, organic research, backlinking, SEO ranking, and suggested keywords. Glaucia’s favorite tools to help her run audits are a combination of SEMrush, Google Analytics, and Google Search Console.

Let’s talk SEO tools.

Glaucia’s SEO Toolbox

When you’re working with white hat SEO, it’s important to have actionable insights. 

  • Google: Most of the tools offered by Google are free—and her favorites, since they come straight from the search engine itself. She likes using Google Analytics to get insight into website metrics, Google Trends for tracking what people are searching, Google PageSpeed Insights for error alerts, and Google Search Console for a closer look at how people land on specific sites.
  • Ubersuggest: Glaucia has been really enjoying Ubersuggest for keyword researching lately. She can also get a closer look at the working strategies of any website.

Breaking News on Algorithm Updates

Every one of our team members has a different set of sources they either subscribe to, follow, or read daily to stay up-to-date on the latest in their specific role. Glaucia has a couple of favorite sources for getting the latest on SEO.

Because the search engine algorithm changes so much, she likes to focus on having multiple sources of information. For daily updates, the latest news, tips and tricks, and reviews on the newest SEO tools, she loves reading Search Engine Journal and The MOZ Blog. She also enjoys their email newsletters!

Conclusion

Can we give Glaucia a round of applause for sharing her SEO toolbox with us? It’s hard to stay on top of the daily algorithm changes but she loves how it keeps her on her feet! Hopefully you were able to find a new tool that helps you improve the traffic to your website. 

If you’re looking for quicker results (or for our team’s expertise), we’re here to help you succeed!

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 to rank with Google Reviews to get found

Rise to the Top: How to Rank with Google Reviews

By | Marketing Strategy

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

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

Why, you ask? Let’s take a look!

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

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

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

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

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

Don’t Forget the Keywords

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

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

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

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

Build Credibility with Google Reviews

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

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

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

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

How to Get Those 5 Star Reviews

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

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

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

Conclusion

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

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

storytelling in digital marketing strategy

Why to Focus on Storytelling in Digital Marketing Strategy

By | Marketing Strategy

Once upon a time, a Midwest girl had a dream to up-end the marketing world by cultivating the kinds of meaningful conversations we have in real life, but on digital platforms.

She wanted people to feel seen and heard. And through her work, she began to see the benefits of approaching digital marketing with a different lens. She saw that it was truly possible for personable, human-centered digital marketing to support thriving, sustainable small businesses.

Even her own.

Today, Wayward Kind is its own thriving small business with a team of 5 amazing people, serving a diverse client base. And it all started with that spark of connection.

It may be just a snippet of our story, but understanding where we came from and where we want to go is a valuable part of our digital marketing strategy. And it’s a valuable part of your strategy, too.

We may sound like a broken record over here, but we really do love a good story. Especially good storytelling in digital marketing strategy.

But we don’t just love stories because they’re awesome. The effectiveness of storytelling is scientific. Stories make you feel connected, seen, and heard. They help us remember things. And it’s all because of the sweet release of oxytocin that accompanies hearing a good story.

If you’ve been crunching the numbers and presenting a lot of data, waiting for the connections to happen, this is the post for you. Let’s learn more about why you need to start telling the story of your small business!

Be Relatable

One of the keys to telling a good story is making yourself, or your business, relatable to your audience. Consider our brief story above—have you ever felt a spark of inspiration and wanted to run with it? Or felt the challenge of growing a business? Then you can relate to Wayward Kind’s story.

It’s a core part of our belief that people buy from people, not brands. So, being human in your storytelling can help to cultivate that relatability.

That’s not to mean that you don’t have to develop elements of your brand voice and style. But your story should be an integral part of that, not an afterthought.

So, how do you bring relatability to storytelling in your digital marketing strategy?

Know Who You Are

You can’t expect to tell a good story about your business if you know your own narrative. And that’s not just what you sell. Consider some of these questions:

  • What are your values and why?
  • Why did you start your business?
  • What are you passionate about and why?
  • What problem are you trying to solve?
  • Why do you love what you do?
  • What obstacles have you overcome to get to where you are?

Knowing these answers, and even taking the time to write them down and ponder them, can really help you communicate clearly about your business. And these are the things people want to know—they want to see the struggle, and the triumph. They want to know the why behind what you do.

Know Your Audience

There’s tons of details and segmentation that can happen on the strategy side of this. But, for simplicity, who are you talking to? Who do you want to attract to your business? What do they need?

Consider what they’re feeling when they’re starting a search query. Are they hopeful, desperate, anxious, excited? Remember, it’s not just about their demographics, but about getting inside the minds of your potential clients.

Be Honest

You won’t be relatable if you’re not authentic. Storytelling in digital marketing strategy will only work if the story is real. Jules really is from the midwest. She really does value connection. That doesn’t mean that you don’t use great copy and content to enhance your story. But, whatever your story is, make sure it’s yours.

Slow Your Roll on the Data

One of the challenges for storytelling in digital marketing strategy is how to balance numbers and figures with the emotional appeals. You need both, but too much at the wrong time, or you could alienate your audience.

It’s possible to tell some kind of story in numbers, but it can be pretty complicated and dry. Unless you’re speaking to a highly-educated group of scientists doing research, you can probably air on the side of less data. And even then, make it interesting.

That doesn’t mean you never use data. Those figures are important logical evidence of what you do. They build credibility. But, tell a story with that data. Spice it up with how your company’s values contributed to those numbers, or how you helped your client achieve a big goal, or discuss the pain points in your industry. Give your audience something they can relate to in the numbers.

If you’re not sure about how much data to include, ask yourself: “Would I want to read this or listen to this?” If your answer is no, then that’s probably your audience’s answer, too. You are a pretty good bellwether for what your audience wants to hear—trust that inner voice.

All of this boils down to some pretty simple principles: be in touch with the heart of your business and the heart of your audience. The more you know, and the more connected you feel, the more likely it is for the inner storyteller to emerge as a digital marketing force!

One of our favorite things to do is tell the story of businesses. We’re passionate about getting to know everyone of our clients so that they can have all the digital marketing tools they need to tell their story. If you need a little help defining your own story, contact Wayward Kind. Let’s get the next chapter of your story written!

how to use images in content marketing strategy

Looks Matter: Using Images in Content Marketing Strategy

By | Marketing Strategy

Before we wade into the pool of using images in content marketing strategy, let’s first chat about what content is. Basically, content is everything that shows up on your digital platforms. That includes images, copy, reviews, comments, testimonials videos and more. It’s the stuff that fills your pages and feeds—and it’s super important.

Now that we have that brief, and oh so scientific definition out of the way, we’ll get to the good stuff: Images.

The way things look on your website, social, and elsewhere matters. They are a visual representation of your brand, just as copy is the written representation of your brand.

So, why should you care so much about how things look? We’ll tell you why…

People are Visual

There’s no way around it—we humans are visual. Even the writerly types. The success of Instagram is a testament to the power of images and creating user engagement. And these days, video is leading the charge of visual branding.

This is why just writing a bunch of copy won’t do the job. Yes, information is good, but you have to get people hooked first.

Images in a content marketing strategy are the hook.

They not only give people something to look at, they’re like signposts that help direct users where they need to go. Whether it’s a transition in a blog, or a scroll of images on social media—images give direction.

They also induce action.

Consider a business, or nonprofit, like ASPCA. Of course, we’re all familiar with the infamous commercial where Sarah McLachlin sings her heart wrenching song, “Angel.” But, do you know why that commercial was so impactful? Those images.

The dogs, the cats, the big eyes, the cages. Ack. Gonna tear up just thinking about it. But, the images work. They appeal to our emotions and we can’t look away. We must do something for the animals, right?

Furthermore, images induce memory. We associate those puppy-dog eyes with ASPCA. When we think of donating to a because or adopting a pet, we remember that ad. And maybe even head on over to the ASPCA website to take a look. Because we are visual.

Consistency = Credibility

When it comes to building your brand and marketing, consistency is key. The more consistent you are with images in your content marketing strategy, the more credible you seem. Those images also help to establish a tone for your brand, which helps your audience feel like they know you better.

They want that connection—they want to identify with something that seems cool, or important, or fun, depending on your brand’s vibe.

Here a few ways to establish consistency:

  • Decide what emotions you want to evoke: excited, playful, joyous, serious, professional?
  • What makes you different than competitors? Highlight that in the visuals.
  • Use the same font. Whether on social, website, or email, what font do you want associated with your business?
  • Choose a color palette/filter. Once you know your brand colors/filters, you can apply them across all digital platforms to make your brand more cohesive. Basically, it looks like you care.

how to use images in content marketing

(Image courtesy of Canva)

One way to gather all this important information for images in your content marketing strategy is to create a brand style guide. A style guide will tell anyone working on your marketing how to use your brand elements, from wording to images. That way, consistency remains and your brand is identified the way you want it to be. Here’s a great example of branded imagery from our friends at Four Fin Creative:

Tell a Story

Ultimately, your images should tell the story of your brand. That doesn’t mean that every photo has to have the exact same color or content. But they should contain elements that point back to your brand’s core values and services.

If you own an accounting business, money will obviously be a topic of conversation, and probably show up in images in your content marketing strategy. But you don’t need every photo to have dollar signs and papers in it.

Consider what you love about your business, what makes you different, what your brand voice is, and what your value. If you’re marketing to other small businesses, perhaps include images that somehow represent that. Or, if integrity is a core value, use images that communicate honesty and trust.

Remember, this is just as much about connecting with your audience as it is about developing and nurturing leads. Try shifting your perspective from just selling, to telling. People are far more interested in hearing and seeing who you are before they commit to your service or product.

Your brand deserves a good visual story. And we’d love to tell it. If you need a little help getting your brand image in line with your voice, contact Wayward Kind and we’ll get you on track!