Marketing Strategy


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!


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. 


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!

Hashtags for Small Business

Hashtags for Small Business: Why You Should Be Using Them

By | Marketing Strategy

We’re gonna be real here: when we think of the word hashtag, we sometimes think of a hash brown—or our phone number from 1985.

But who would’ve guessed twenty years ago that so much of our information would be communicated by the pound sign?!

Small business digital marketing strategy can take a lot of forms. But something we’ve found is that many of our clients haven’t tapped into the amazing resource that is the hashtag for small business. You can use it to search for specific discussion topics, draw people to your business, and even brand yourself with a few simple characters. Ready to get started?!


We’re pretty sure that most of our audience is familiar with what a hashtag is. But in case you’re still wondering, it’s simply a symbol (the pound sign) added in front of a word or phrase that makes searching for content easier. Whether you’re trying to get your business found, or you’re searching for something super specific, hashtags for small business just “tag” the things that are of interest to audience groups.

So many people are searching for products and services on social media these days that it seems almost criminal for small businesses not to use hashtags. But like any digital marketing strategy, there’s more to it than just adding a symbol to a word.

When deciding how to tag your posts, you need clearly defined goals. Let’s whittle it down with a few questions:

  • Are you trying to start or participate in ongoing digital conversations?
  • Do you want your content to be more discoverable?
  • Do you want to “brand” a hashtag (make one synonmous with your business, like #teamwaywardkind)?
  • Are you creating a promotion or contest with your hashtag?

Of course, there are tons of other questions, but answering these essentials can help you decide how to strategize hashtags for small business.

If you’re creating a branded hashtag, you know that you need a phrase unique to your business, or just use your business name. If you want to get found, you’ll need to do some digital digging for what hashtags are associated with your offerings. Whatever the case, it’s important to know why you’re dropping hashtags.

Now that you’re all intentional about it, let’s get into the nuts and bolts of how to use them.

Research Matters

If you’re trying to get in the conversation and increase audience engagement using hashtags for small business, the first thing you need to do is research. Hootsuite says to start by looking at what hashtags influencers use. Influencers are people that already have a strong presence in your brand’s niche. Check out what hashtags they use and for what posts to get an idea of what your target audience is searching for and talking about.

After seeing what the cool kids are doing, you can get a bit more analytical. Like keyword research tools, there are hashtag research tools. They make it easier to plan your posts, narrow down the most relevant hashtags, receive suggestions for hashtags, and get all the juicy analytics. Yes, this whole hashtag thing can get as detailed and scientific as you want.

Remember, this isn’t about becoming #instafamous—it’s about getting found and having meaningful conversations. It’s about discovering what matters to your audience. And you don’t need to have a million followers to do that—you just need to be curious and diligent.

From a Hashtag to a Conversation

Obviously, we’re big fans of good digital conversations. So we’re all about finding creative ways to start those conversations. If you want to increase audience engagement on your social media platforms, look no further than the humble hashtag for small business.

Get Specific

Let’s say you’re a realtor and you want to start using hashtags on Instagram. Great! But, it’s not as simple as just putting #realtor #realestate #realestateagent. Just like using long-tail keywords for SEO, you need to be specific with your hashtags. Of course, there’s a balance—you still want it to be a hashtag that someone would search. So, maybe don’t use #mostawesomehouseeverforsaleincalifornia. Probably not going to get that one found.

For example, if you’re a realtor in La Jolla, CA, who wants to increase engagement, use #lajollarealtor instead of just #realtor. With this small change, someone searching will get 2,423 results instead of 10,126,099. The chances of someone finding your business among 10 million hashtags is almost zero.

What’s Trending

One way to really get the most bang for your hashtag-for-small-business buck is to stay on top of what’s trending. That could be a brand similar to yours, or it could be an event (think weather event, conference, concert, etc.).

If you find that a similar brand is using a hashtag a lot, get in the conversation and start adding it to your posts. Or, consider what’s going on in your neighborhood or region. In 2018, Dunkin’ Donuts tapped into hashtags being used to reference blizzards happening in the Northeast. They saw what was trending and then invited customers to tag Dunkin’ Donuts in their blizzard posts. All from simply noticing what was going on around social media.

By doing this, you show your audience that you’re listening and that you want to engage with them. This makes them feel seen and valued and like they’re a part of your brand—not just on the outside of it.

Get Branded

Not exactly like the letters on the butt of a cow, but similar. You want to tag what’s yours.

These days, many brands are getting the word out by creating their own branded hashtag. Branded hashtags for small business are something like our #letsgetwayward. While it could simply be your brand or business name, you can also make it more actionable while including a branded element (like “Wayward”). You may even have a few branded hashtags that can be used on any social media post.

Once you create your own branded hashtag, you can start adding it to comments, or invite your audience to tag your brand in their posts. Start the trend going, get your name out there, and get people talking about your business.

Not All Hashtags Are Created Equal

Hashtags for small business are useful on all social media platforms, but their efficacy changes from one platform to another.

For example, hashtags are most effective on Twitter and Facebook when limited to 1 or 2 hashtags. But on Instagram, it’s better to use around 10. This all comes down to engagement. Instagram engagement is better with more hashtags, and Twitter is better with fewer.

These are important factors to consider in strategizing hashtag use. On Instagram, you have more opportunities to include relevant hashtags. On Twitter and Facebook, you need to be more discerning and really hone in on the most important hashtags.

And don’t forget about LinkedIn! Hashtags are newer to LinkedIn, but their function is the same—users can search based on keywords and hashtags. But, since LinkedIn caters to a more professional market, you’ll want to create and use hashtags that are more straightforward. That means leaving behind silly nicknames and memes and opting for something a bit more buttoned up.

Not sure about you, but we somehow feel way cooler when we’ve got some hashtags to back up our digital marketing game. But as cool as they are, they also serve an important purpose in personalizing your digital marketing strategy and getting the right eyes on your business.

Setting out to find the proverbial hashtag needle in the haystack does take work, which is why it may be helpful to tap into some expert help, like our team at Wayward Kind. We specialize in the analyzing and strategizing so that you don’t have to. Want to get in the hashtag for small business game? Contact us today!

Integrate CRM tools

Beyond the Screen: Adding a Personal Touch with CRM Tools

By | Marketing Strategy

You see it everywhere. You hear everyone talking about it—but what exactly do CRM tools do for you?

CRM tools, aka Customer Relationship Management tools, enable you to manage and understand your customer’s online behavior so that you can better tailor your conversations with customers. Think of CRM like a digital crystal ball—an essential part of your digital marketing toolbox.

Are you ready to become a CRM master? Cool, ‘cause today, we’re going to give you a few ways to put this valuable tool to use.

CRM Helps You Get Personal

One of the best ways to connect with your audience is to understand them. When people feel understood, they’re more likely to listen and engage with your business. That’s huge.

Integrating CRM tools into your digital marketing strategy makes it easier to know who your customers are, and aren’t. You probably even have a couple of different types of customers, and knowing that allows you to market to those specific groups.

Here are a few smart ways to utilize CRM and personalize user experience.

Email Marketing

Creating segmented lists, using a customer’s name, and targeting offers to specific groups shows that you know who you’re talking to.

To do that, CRM tools will collect data and organize it an easily digestible way. You get insights on their needs, interests, and habits all from the way they interact with an email. Once you know your customer, you can engage with them more effectively and show them they truly matter. We’re all about that.

All of this data can be segmented into demographic and geographic information, but more importantly, into psychographic information. Susan Baier of Audience Axis says that “demographic and behavioral information only give marketers part of the story they need to effectively segment a customer base.” But psychographic information gets to the root of why customers do what they do.

Once you have solid data, you can start personalizing emails, which can help you increase conversion rates and nurture prospective clients with content they care about.

Customized Buying Experience

During the sales journey, your customers may want more information. This is where CRM tools become your best friend. Just like a fortune teller sees into the future, CRM tools track patterns in customer behavior to offer more of what they want, or what they didn’t even know they needed.

What does this mean for your digital marketing strategy? It’s one more way to connect with your clients. Whether it’s a sales team member reaching out, email responses, or suggestions, CRM helps you demonstrate to your customers that you’re willing to go the extra mile for them.

It’s All About Timing

When you have a business that provides repeat services, or is looking to enhance their digital marketing strategy, CRM is a great way to go.

Let’s say you’re an accountant and you have a new client. Surely you’ll need to collect a bunch of information pertaining to their lives. But instead of just stuffing that information into a file cabinet, you can input that information into their CRM profile. With that information, you’re able to improve customer experience by sending them timely reminders, special offers, or exciting news about your business.

Most importantly, timely information builds loyalty with your customers. It shows that you value and recognize their business and who they are, beyond just a number on a screen. And we could all use a bit more recognition.

Get Your Online Reviews on Track With CRM

If you’re a small business, online review sites like Google My Business can be crucial to your business. Receiving positive reviews can help with reducing customer hesitation. On the flip side, negative reviews can be a real thorn in your side—and your sales.

But using CRM tools in your digital marketing strategy goes beyond a good or bad review.

By integrating CRM software with online review platforms you can get a wealth of unbiased information. You can see trending conversations, how customers feel about your product quality, service, and value, and compare reviews across platforms.

Using this valuable data gives you insights necessary to make changes to your advertising, products, service, or digital marketing strategy. Or, continue with the strategies that are already working.

This all comes down to one huge factor: ROI. Accessing data from review sites gives you the most honest information you can get—and once you have that, you can make sure your marketing dollars are going to the right place.

CRM Goes Social

No matter what your business does, social media is one way to elevate your digital marketing strategy. CRM tools are easy to integrate with social media platforms to give you an abundance of information about your followers.

Using CRM tools on social media can help you:

  • Create ads for very specific sub-segments of your target market
  • Respond to comments and questions in a timely manner
  • Analyze hashtags to identify potential connections and relevant conversations
  • Build relationships with your audience

Remember, even though social media is digital, people still want to feel connected across the screen. CRM tools are a great way to discover who your followers are so that you can tailor your digital marketing strategy to reach them.

We know that it can be easy for marketing to feel robotic, but we’re all about adding that bit of human touch. If you want to know more about how to get your digital marketing strategy on track and connect with your customers using CRM tools, contact Wayward Kind. Relationships matter, even in the digital world.

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.


Why Content is Your Secret Weapon for a Successful Lead Nurturing Strategy

By | Lead Nurturing, Marketing Strategy

“We spend so much time on content marketing. When is it going to start having an impact on sales?”

I overheard an exasperated business owner having this conversation with a colleague at a networking event and it took everything I had not to pop into the conversation and tell them that maybe it wasn’t content marketing’s fault. Maybe it was their approach.

Now, do I know for sure that their approach needed some work? No. I’d need to ask a few more questions to better understand their lead nurturing strategy. But I do know this––if content marketing isn’t producing results for you (yet), it’s not because it doesn’t work. And it’s not because you need to spend more time and money on it.

Ultimately, content marketing can improve your lead nurturing strategy by building trust with potential clients and providing insights on how people are interacting with your brand. Here’s what we mean:

Using Content to Build Trust with Leads

Trust is important in any relationship. Building trust with potential clients is crucial in order to gain and hold their attention. When potential clients trust your brand, they will feel more confident in buying your services.

Building trust isn’t a one-and-done effort. This is something that is built over time. Use these tips to develop trust through your content.

  • Be consistent in your brand story – Make sure all of your content is aligned. If your services are described as cutting-edge, you should have a great website experience. If you claim to offer competitive prices, make sure you’ve done your research to back that up.
  • Resolve customer complaints – Everyone, including prospects, does the obligatory online scan of a business they’re considering to work with. Online reviews play a big role in how people perceive a company and have a huge impact on their decision to do business with them. Check out our guide from last week that outlines how to develop a rock solid online review strategy.
  • Introduce social proof into your lead nurturing strategySocial proof may seem like one of the easiest marketing tactics, but it’s definitely one of the most important. Show potential clients just how you can solve their problem. Examples of social proof include testimonials, reviews, and case studies from your clients. As a result, this can influence them that it’s finally time to make a change.

Learn How Leads Are Interacting with Your Content

You can leverage digital marketing to better understand how potential clients are interacting with your content and inform your lead nurturing strategy.

First, take a look at your website. Google Analytics can show how prospective clients are interacting with your website. This tool gives insight to user behavior on your website like where users click, how long they spend on each page, and at what point they bounce from your website. Knowing where they hesitate is the first step in determining how to help them step past that.

You can do the same with email marketing. What subject lines are people opening, and which links are they clicking on? People interact with content most when it’s relevant and helpful to them.

Finally, explore your social media analytics. What types of posts are gaining impressions and engagement? This may provide insight into what your prospective clients need from you in order to take a leap of faith and make a change.

Content marketing doesn’t just help promote your business; it can also provide crucial information into how your prospective clients’ minds are working and what you need to do to help them consider your services as a solution.

Do you have clients stuck in the middle of the decision cycle? You might need to adjust your lead nurturing strategy to help them decide it’s time to make a move. Let the Wayward Kind team help.

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!