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Marketing Strategy

Implicit bias in marketing

Why Does Implicit Bias Matter for Marketing?

By | Marketing Strategy

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

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

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

Why does implicit bias matter for marketers?

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

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

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

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

This too:

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

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

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

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

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

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

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

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

Four steps to creating more equitable content

Hiring

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

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

Oversight mechanisms 

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

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

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

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

Education

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

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

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

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

Internal Audits and Training

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

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

Impact Starts With You

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

Let’s create inclusive content.   

How to Build an Audience for Your Business

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

By | Marketing Strategy

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

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

You’re not alone.

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

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

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

Let’s get into it.

How to Build an Audience for Your Business

Define Your Core Values

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

Here’s some questions to ask yourself:

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

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

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

Understand Your Audience

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

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

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

Explore Demographics & Psychographics

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

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

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

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

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

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

Read Your Analytics

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

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

This data can show you:

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

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

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

Listen to Your Audience

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

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

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

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

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

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

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

Live Your Core Values

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

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

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

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

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

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

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

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

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

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

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

How COVID-19 is Impacting Marketing for Small Businesses

How COVID-19 is Impacting Marketing for Small Businesses

By | Marketing Strategy

Change has officially arrived, in more ways than one.

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

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

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

But what does this mean for small businesses?

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

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

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

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

How COVID-19 Impacts Small Business Budgets

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

Why is that, exactly? 

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

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

Let’s pause for a moment.

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

How are Women-Owned Businesses Affected?

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

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

There are two reasons behind this massive financial gap:

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

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

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

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

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

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

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

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

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

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

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

Reworking Strategies to Improve Results 

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

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

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

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

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

Women Business Owners Prove Resilient

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

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

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

How You Can Support Other Women and BIPOC Owned Businesses

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

Step 1. Buy From Them!

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

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

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

Step 2. Using Social Media When It Matters

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

Step 3. Support #ThankYouSmallBusiness

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

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

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

We Do Better Together

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

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

Let’s go forward together. 

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

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

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

By | Marketing Strategy

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

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

Think of it as a parent-child relationship.  

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

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

What is Social Media?

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

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

What is Social Networking?

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

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

Social Media Vs. Social Networking: Communication Styles 

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

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

Social Media Vs. Social Networking: Goals Distinctions

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

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

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

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

Social Media Vs. Social Networking: Content Differences

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

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

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

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

Can Different Things Mix?

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

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

Let’s create purposeful relationships.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

Body Language in Business Communication

Body Language in Business Communication

By | Marketing Strategy

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

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

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

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

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

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

5 Nonverbal Cues You Can Use as a Marketing Tool

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

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

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

 #1. Eye Contact 

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

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

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

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

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

#2. Facial Expressions

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

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

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

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

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

#3. Posture 

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

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

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

Breathe. 

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

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

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

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

#4. Backchanneling

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

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

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

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

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

#5. Tone of Voice

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

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

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

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

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

Takeaways About Nonverbal Roles of Communication

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

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

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

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

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

Pick up on the cues and get results.

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

Let’s get to work.

We can help you master your digital marketing strategy with CRO tips. Our team of strategists are experts at understanding you and your audience. Whether it’s setting up Google Analytics, or creating great landing pages, Wayward Kind is all about action. Ready to convert to a mindful marketing strategy? Contact us today!

How to Develop a TikTok Marketing Strategy

How to Develop a TikTok Marketing Strategy

By | Marketing Strategy

Change is all around us. There are always new gadgets, technology, and social movements we have to stay attuned to.

It feels like just when we’ve caught up, a new way to connect and interact with our clients comes out, and we are yet again propelled to keep up with the times.

The best way to handle brand new things is to see if it is beneficial to your business and if so, to get on board before your competitors. Making sure you hop on the trend wagon with an intentional marketing plan gives you the ability to market your services in a modern, relevant, and interactive way.

Speaking of keeping up, it seems that TikTok no longer stands for the sound of a large clock ticking.

If you haven’t been under a rock for the last year or so, you’ve probably noticed that TikTok has disrupted the social media world. Today, we’re taking a look at simple ways to develop a TikTok Marketing strategy. 

If you’re ready to get noticed and strategically align your services on this new and fun social application, we’ve got you covered.

What is TikTok?

TikTok is a social network that allows its users to make short videos of any topic they want. The app combines a variety of songs, sounds, special effects, and filters to entertain its colossal amounts of social media dwellers.

TikTok is a video sharing application where its users put their creativity to the test, mostly in the form of challenges, dance moves, and comedic content.

Many celebrities have elevated it, boosting TikTok’s reach worldwide. Jimmy Fallon was one of the first celebrities to jump on the TikTok craze. He created the #tumbleweed challenge. This challenge required people to act like a tumbleweed by dropping to the ground and rolling out of the frame. This quirky and silly challenge sparked a massive viral response including over 8,000 submissions and more than 10.4 million forms of engagement including likes, shares and comments. This challenge promoted many celebs and influencers to follow suit and use TikTok to its fullest potential.

Eight hundred million users have an account world wide.

Because of its quick rise to stardom and tremendous reach across the world, many businesses are successfully using TikTok to promote their services and actively engage with their target audience. 

Where to Start

Since we know TikTok has some significant influence, it goes without saying that it may help businesses promote their services. So how do you even start?

To advertise your business services on TikTok, you need to open an advertising business account. Once you’ve created your account profile, you have to wait 48 hours for a representative to reach out to you. 

Yes. It is that serious. Don’t worry; there are massive rewards for your patience.

Once your business account is open, you can specialize your page to align with your overall marketing strategy—the choices including traffic, conversion, or app installation. Whether you aim to guide more people to your landing page, increase email subscriptions, or get users to download your businesses app, TikTok has you covered. Choose wisely to get optimal results.

After selecting your campaign goal, you can start diversifying your page toward your target audience. Audience segmentation includes age, gender, location, and more. You can also promote your business services on TikTok’s family companies, including Buzz Video and Vigo videos, to increase your viewership.

Consistently keep top of mind what your goals are and ensure that whichever platform you choose to promote your business on matches that objective. 

So you’ve got a TikTok business account, and you’ve specialized it to fit your marketing goals. Now what?

5 Tips on How to Develop a TikTok Marketing Strategy

1. Use the Discover Page

TikTok’s discover page helps you find out more about your target audience and their interests. The discovery page combines user hashtags and challenges onto one page, which gives you the insight you need to know how and if you can successfully market your services on TikTok.

Facebook is another huge social network you can use to boost your brand awareness. If you’re wondering how Facebook affects business, check out our blog for powerful tools to significant results.

2. Brand Take-Overs

Brand Takeovers are precisely what the name says. One brand a day per category takes over TikTok once a user opens the app. These categories include but are not limited to tech and electronics, education, financial services and apps. The ads will pop up and provide an external or internal link that will take your potential client to your website, another TikTok video, or another account. 

Brand takeover can be useful in tracking click rates and reach, which can help you see if your marketing strategy is driving results or needs some tweaking.

3. Connect with TikTok Influencers

Sometimes it isn’t about what you know, but who you know. Referral marketing is one of those times. 

Influencers refer their curated audience to your unique service. These influencers typically have a massive following of TikTok users and can be a great way to network and increase brand awareness. 

Start by finding a verified or regular influencer in your industry, get to know their content, and how they use it to influence the masses. You can either reach out to them to market your services or get creative and cultivate content that you see influencers using to drive your messaging.

Sometimes all it takes is the right influencer to make tax consulting appealing.

4. In-feed Native Ads

In-feed natives is another advertisement option that helps to trace engagement, click rates, and views. These are ads that are placed near the bottom of a TikTok ad. 

The in-feed native ads give the user more control over what they see because they can be skipped or clicked on. These clickable ads can take your target audience directly to your webpage and are more cost-effective than brand advertising. 

Part of your business’s marketing strategy should be to increase audience reach and engagement with potential leads. TikTok in-feed natives allow you to do both in a fun and captivating way.

5. Branded Hashtags

Branded hashtags generate quick results that can give you new leads and increase brand viewership. Include these hashtags in video challenges to promote service you want your audience to know about.

Guess did the #inmydenim campaign that allowed TikTok users to show off their fashion sense in their jeans to a hit pop song. The results were shocking:

There was a 14.5 percent rise in engagement, and the campaign got over 10.5 million views

This purposeful hashtag pushed for organic engagement by creating memorable content and using influencers to make users want to buy their jeans.

You can do this for your services as well. Your marketing strategy success lies in creating relevant content that aligns with the personality of TikTok. Your business can make consulting or clinical psychology fun by stepping outside the box and creating unforgettable snippets to a popular tune. 

Check out our blog on 3 effective ways to use video to create referral marketing that makes your clients feel connected.

Logging Off

To turn your marketing strategy into success on TikTok include these elements:

  • Be authentic
  • Give users a behind-the-scenes look
  • Be consistent with the TikTok community

Be effective in your marketing. Don’t just use TikTok because it’s popular. You want to do right by your business and make sure your brand messaging resonates with your audience.  

The overall objective of TikTok is to create engagement and spur creativity. Before you make a move to a TikTok account, ask yourself these questions:

  • Does TikTok directly align with your business goals?
  • How important is TikTok for your brand?
  • Are there influencers in your industry that can make a lasting impact?
  • Is TikTok the most cost-effective advertising tool for your business?

TikTok can be a useful tool for reaching your audience and getting them to interact with you and others surrounding your brand. As TikTok continues to rise in its usage and popularity, you can step outside of your element and see if it can be beneficial to your brand and target audience.

Wayward Kind revolves around creating our own path and we want to help you find your way. We create personalized marketing strategies that reflect your vision for your business in a human way. Connect with us and step out of your comfort zone. 

Let’s get you noticed.

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 Speed Up a WordPress Site

How to Speed Up a WordPress Site

By | Marketing Strategy

We live in a “want it now” age, where fast food and overnight delivery is part of the new normal.

Time is money and the more time people wait around (or don’t wait) for your site to load, the more your beneficial services don’t get the face time they deserve.

Time and people wait for nothing nowadays There is no time to waste and slow connections happen on many websites including WordPress. In fact, a one-second delay in your page loading can decrease customer conversions by seven percent.

So because good services don’t stand a chance against a slow website, we divvied up some advice to get your website up and running again for the masses.

WordPress Does What Now?

Before we dive into WordPress, let’s explain what it is. 

Do you remember when the internet came out and it was free and you had access to a bunch of information and tools, so much that you didn’t know what to do with it? Well, that is what WordPress is for website creation and customization.

For starters it’s free. Well, one version of it is, and we’ll explain that shortly. But the free part sounds good already, right? 

It is a website building tool that gives users the flexibility to change the site to fit their desired needs. User needs are fulfilled thanks to the popularity of WordPress as a content management system or CMS, which gives you the freedom to create, edit, and publish your content. 

WordPress is designed for everyone from big-name brands to small-time bloggers. There are two different versions of WordPress as we mentioned earlier. One is WordPress.org and the other is WordPress.com

The WordPress.org version is for the experienced web development user who wants to fully customize their site. This one is free and involves a high learning curve because users will need to be able to access development files, and file managers to keep documents organized as well.

The latter version provides many pre-customized themes, WordPress hosting, and additional functions to cater to the look and feel the user wants it to have. Overall this version works best for users who don’t want to stress over the fundamentals of web development.

Oh, and did we mention it’s free?

Finding the Fastest Host Provider

Great content is important but you can’t reach your clients if your hosting site is spiraling out of control.

It’s like when you’re at the grocery store heading to the check-out lines. You peek down the lanes to see which cashier is the quickest and head that way. Why? Because you want a fast and efficient service so you can get back to the things you enjoy. That is the same mindset your clients have, so make sure your site is up and ready to engage at full speed.

One way to speed up your WordPress site is by optimizing images on your site. How so? Using jpg and png to format your images.

Overcome Slow Image Upload for WordPress

Image compression is the main reason why there are two options for ways to save your images. This is compressing an image without losing quality. 

To come up with good impressions you need to know which file format to use. This will help you make the smart decision that not only speeds up your site but makes your images clear and vibrant.

JPG Vs. PNG

JPG or jay-peg stands for Joint Photographic Experts Group. The JPG can conform to a smaller file size the PNG can. This is good news for your services site, because the smaller the file gets the faster the site loads. 

Because you control how small the file gets, it’s vital to ensure the quality doesn’t get compromised during the shrinking process. 

JPG brings out the best quality in photographs, different colored pictures, gradients, and textured files. The only downside is because JPG comes in smaller file sizes, unnecessary data can be deleted. Be sure to do a double-take when you save your next photo to increase your website velocity. 

Interested in other ways to boost your website’s impact? Check out our blog on the top website designs for the latest trends.

Here is an example of a JPG file vs a PNG from thrivethemes. Notice the difference?

PNG or ping stands for Portable Graphics Format. PNG is considered a lossless compression meaning all the data is kept in the file. This can be beneficial if you need to do further editing. 

PNG allows you to display a see-through background surrounding unique shaped objects, especially when dealing with complex images. PNG usually works well with linge drawing, text, sharp lines, and flat colors.

Here is an example of how a transparent file looks with PNG Vs. JPG.

It’s important to know the various images that PNG and JPG utilize best, as it will help you determine which one to use. When you make the right choice for file formats it prevents slow connection. Your business wants to avoid a slow connection because it increases bounce rates and lowers conversions.

 Make your job easier and choose a file format wisely.

Plugins for WordPress

Not only is WordPress able to speed up your site, but it also helps you get rid of plugins you don’t need anymore. Sometimes users find themselves with extra plugins and need guidance on only getting the ones that are helpful.

Why are plugins good for your WordPress site? These pieces of software not only allows you to personalize your computer programs, but they add functionality and new features to your WordPress site. The plugins can be beneficial for your business website by providing your audience with a good user experience using video, sound, and imagery.

How fast your WordPress site loads depends hugely on where the plugins are loaded. 

For instance if you log in to complete administrative tasks, it will not affect the speed of your site, but plugins added on the front end can put a damper in your site performance. 

In addition plugins that conduct background processes, including 404 monitoring and broken link check-ups can slow down website speed.

There is a silver lining to these slow plugins, and that is having cache plugins.

Cache Plugins to Increase Speed 

Some plugins that slow your site down are necessary to conduct essential processes like the ones mentioned above, making slow speed unavoidable. Cache plugins present relief in the midst of plugin overload.

Cache is an fusion of data that is temporarily stored on your computer, and can be accessed at your disposal. When information is requested computers go through multiple processes to retrieve the data since it is stored on a hard disk. Caching gets your business over the wait hump by utilizing the temporary storage file.

This helps your WordPress site to skip steps, like page generation every single time. It will make a copy of the initial process and use the cached version for additional users.

Long story short, cache speeds up your WordPress site by reducing the load on your hosting servers resulting in increased engagement and more time spent on your site.

Cache not only speeds up your site but it’s good for SEO too. See why on our blog about the 5 things to get on the first page of Google.

 

No Time To Waste

Don’t keep your clients waiting. Set your business website up for success by testing, learning, and taking advantage of all the perks that WordPress has to offer. People come to you looking for answers, so do them a favor and don’t make them wait.

Wayward Kind keeps human connections top of mind. We know how important an efficient and dependable website is for your business. Let’s bolt towards creating lasting results. 

I want to create fast and effective content.

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!

Types of Infographics and How to Use Them

Four Types of Infographics and How to Use Them

By | Marketing Strategy, SEO

Disconnect is a common hurdle between consumers and businesses. There is a saturation of information online, that causes people to feel overwhelmed. We look through piles and piles of information with no solution in sight.

Have you ever looked for a service, and come across a seemingly great company, yet when you go to their website you find yourself lost in a flood of incomprehensible text?

We thought so.

There is a way to simplify information and make it easier to find what you need.

Problems can be solved and services simplified through imagery. Yes, pictures solve problems.

Pages with pictures and images get 94 percent more views than competitors that have text only on their webpages. 

But what do visuals have to do with your B2B business?

Visuals make your services appealing and understandable to your audience. These images are called infographics, and their goal is to simplify your audience’s journey.

4 Types of Infographics

Visuals are everything. Or at least a massive component of everything related to effective business marketing. 

Infographics provide digestible and easy to understand talking points on various topics. They are data visualizations that use charts, images, and limited text to keep your reader engaged. 

If you want to provide quick and straightforward information to your audience, then you’ll want to incorporate some infographics on your website. 

Let’s dive in.

Interactive Infographics

Interactive infographics are an eye-catching and shareable way to display data. They give your audience the option to see if your services are for them or if it best fits someone else they know. Now that’s feeding two needs with one deed.

Interactive infographics feature clickable images, illustrations, and widgets so your audience can learn valuable information about your services at their own pace. They’re also a great way to keep your audience engaged, and to tell a compelling story that’s filled with detail.

Let’s say you’re in the wellness industry and you are having a hard time showing your clients how your services can better their quality of life. Using interactive infographics can visually map your clients progress. They can pinpoint areas your clients want to improve in and click through your services to see how each one directly applies to their problems. This kind of infographic gives your clients the power to personalize your services to suit their needs. Results will follow.

Google Chrome does a great job at using interactive infographic that allows users to explore the growth of the world wide web. This infographic brought to life, what would have been dry and overwhelming content.

Using interactive infographics on your business page helps your audience have a more in-depth user experience. Your audience will feel empowered to learn in a way that serves them best. People connect better with visuals, so help your audience imagine a better life with your services.

Process Infographics

Do you have a complicated service? 

Let’s say you are a law firm and you win cases all the time. Your website has a long list of lawyer jargon that shows you win cases and you have the expertise to help potential clients. That is fine and dandy for others in your industry to understand what you do, but the majority of your audience doesn’t understand lawyer lingo. Your audience wants to win, but they also want to feel confident that they should trust you with their case.

How can you demonstrate that to them? Not to worry. Process infographics come into play and make both your audience’s and your life easier.

Your firm can break down the complexities of law processes for your audience using process infographics. These visuals will simplify case handling processes in human terms. Your audience will then understand how the law works and feel confident that you are more than qualified to take on their case.

Process infographics are specifically designed to simplify complex ideas and concepts through visuals. 

This kind of infographic is also referred to as a flow chart, which takes advantage of the short attention span of the modern human. There are many types of process infographics available, but here is an overview of the three most effective ones. 

Circle Process Infographics

If you are a learning institute a circle process infographic would be a great illustration to show undergraduates, transfer or master’s students. This will effectively outline the steps necessary to flourish doing school and graduate on time. Below are other ways circle process infographics can be useful.

  • Assist people with visualizing steps to take and the order to execute them in
  • Support repetitive learning processes that track improvements
  • Guide your audience toward visualizing their final goal

Venngage does a great job of breaking down the complexities of product designs below.

3D Infographics

3D infographics can be applied in many different industries. This would be a great visual to use in the mental health industry. You can create a 3D infographic of the brain and feature 3D elements that show how trauma and depression affect brain activity. Your readers can observe how powerful negative events are on the brain. 3D infographics will breathe new life into an otherwise uneasy subject matter. Here are some other perks of 3D infographics.

  • Designed for multiple outcomes
  • Goes into greater detail through realistic images
  • Creates clarity and memorable imagery

Pyramid Infographics

Pyramid Infographics work well for companies that handle digital marketing strategies or consulting services. You can show your clients a simplistic way to their goals. 

Although it may be a lengthy journey, having a visual like the pyramid infographic will make your prospective clients’ objectives seem easily obtainable. Here are some other ways to apply pyramid infographics:

  • Contain a straightforward process to reach objectives
  • Simple yet effective
  • Can use colors to showcase critical stages

Color schemes are essential when using process infographics as they can hurt or compliment your brand messaging. You want to create a visual that is appealing and relays a concise message.

If you want to learn more about colors and their impact on websites, check out our blog on design website trends.

Comparison Infographics

Comparison infographics allow your audience to look at services side by side and identify essential elements quickly. They work great for your business by highlighting what makes your services unique and more useful than your competitors.

Here’s an example of a comparison infographic that shows the distinction between Do-It-Yourself (DIY) marketing, and hiring a digital marketing agency.

Comparison Infographic

Comparison infographics showcase the results of your services by sharing before and after visuals from clients. These provide your audience with credible images to make them confident that your services will work for them.

Any business with visible results can use a comparison infographic to showcase previous work to potential clients. These comparison charts can effectively demonstrate the results you bring to the table. People love to see before and after pictures because they show progression and help them envision themselves with a new brand image.

When you are creating a comparison infographic, ensure your messaging is consistent throughout the chart. It wouldn’t be useful to compare your consulting services to a financial services company because they are separate industries and messages to different audiences with unique needs.

Include the most important information in your comparison charts and don’t stray away from your core messaging. The goal is to create clear and organized information; anything more than what is necessary creates a messy and confusing visual frenzy for your audience.

Timeline Infographics

Timeline infographics combine extensive time periods and events into little nuggets of enjoyment. This infographic should take your audience on a captivating journey through your business history, milestones, and even your bio.

People invest in companies they trust. A financial services business can display their stability and expertise by including a timeline infographic on their webpage. This allows your audience to independently scroll through milestones and historical moments in your company’s history. The timeline infographic will assist them in trusting your company of all their banking needs.

It is essential to focus on the overall objective when creating your timeline. Start by creating an outline of events in chronological order. It can include a brief context of what you’d like to cover, add compelling images, and short pieces of text. 

Venngage does a great job of using brief statements that include dates and illustrations below.

Timeline infographics help with your content marketing by laying out what your services can do for your audience in a certain amount of time. These visuals spike their interest and, if used consistently, can aid in expanding your audience reach. 

Here are three layout formats you can try for your next timeline infographic:

Horizontal 

  • Suitable for short timelines such as milestones
  • A staple 

Snake

  • Useful when including a lot of key points, and limited text
  • Space efficient 

Vertical

  • Most popular and symmetrical
  • Flexible if additional information needs to be added, layouts are important 

Unforgettable Images

The purpose of using infographics is to turn drab content into exciting tidbits for your audience. These visual elements should always reflect your brand and be clear and straightforward. Remember, you want to create an infographic that highlights why your services are better than the next businesses. Show your clients you care by creating educational and interactive solutions.

At Wayward Kind, we are all about creating messaging that mirrors your authenticity and resonates with your audience. Let’s create images they won’t forget now.

I want to create memorable imagery.

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!

Copywriting for services that sell

Copywriting For Services. Here’s how it’s done.

By | Content Development, Marketing Strategy

Copywriting is more than just fluff on a page to make a product sound nice. It’s when you create content that persuades and informs your reader through an in-depth and straightforward description of services in less than 1200 words or less; Give or take.

Copywriting for services is not an easy task as it strives to gain your attention, which we know is fleeting and breakdown sometimes complex services into words they can understand.

How is Selling Services Different from Selling Products?

Services Take Work

Let’s start with services. Now the textbook definition will tell you services are intangible, and here are a few other aspects of service.

  • They are built on trust and relationships
  • Typically don’t come in bulk
  • Can’t take a service back

Services require watering the grass. People tend to buy from someone who is credible or, who reflects the same values and beliefs they do, mainly because we love what is familiar.

To sell a service, you must take on your audience’s fears and make them feel comforted in their decision to come to you. No one person is the same, so, the service you provide may fluctuate depending on your audience. What works for Molly may need to be tweaked to fit the needs of Amy.

That ties into effectively gauging your audience. You aren’t here to appeal to everyone, but you are writing to a specific group of people. Be sure to use a universal language, and not jargon that your viewers won’t relate to. When you’re in an industry that is more diverse it can be a little tricky.

Some tips to conquering a diverse audience are to always keep it simple, avoid offensive language and comments, and focus on benefits more than demographics. Being an open-minded copywriter helps your content come across as genuine and understanding.

Be versatile and let that shine through in your copy. This will allow both types of audiences to know the services they want is readily available.

There typically is no refund line for a service, and the resell value is non-existent. Services are presented to your audience as is, and it’s challenging to redo that same service the second time around. This means that you need to be prepared to satisfy their needs from the very beginning.

When copywriting for services, understanding your audience, and marketing copy with care will make your services priceless. People will wait in long lines, sign up for email newsletters, and follow your social platforms, just to stay informed on what you have to offer. 

Why? Because you have what they want and show that to them constantly. Give them takeaways.

Nobody likes people selling to them, who don’t know why they are doing it. More than likely your audience expects you to know what they want before they look for it, so guide them to your services using your expertise, and that starts with a strong copy.

Be Mindful of Placement

Let’s move on to positioning. Making sure that you angle your copy correctly will help you to navigate the curvy pain points of your audience. How can you do that?

Start by seeing how you can be of service to your audience. Let that consume you and then get to writing. Your copy needs to be diligent and consistent while giving the minds of your audience a happy experience.

Another way to be mindful of placement is using descriptive and scannable copy will allow them to quickly pinpoint the benefits and drive that item into their cart.

Different Ways to Use Copy

Blogs Create Community

Blogs are pieces of copy where you can share your opinions on different subjects with others. These forms of copy can be used to sell services, but there are a few things you need to establish first. 

Write about something you’re passionate about, that not only lets your audience connect to your writing but it allows your content to be exciting. Your audience will likely be reading your copy because they share the same ideas or want to learn something different. Produce valuable content that is informative and flows so well they have to share it.

Establish who your audience is, and begin writing about something you love, and you will become a trusted expert in your industry. This is the perfect time to sell services in your copy. 

When selling services write copy that is relevant to the subjects in your blog posts. You don’t want to sell kitchenware if you are writing about fashion and makeup on your blogs. It just doesn’t make sense! Let your personality shine through your writing and the audience will do the rest.

Video Builds Trust

Video marketing is becoming one of the most sought out forms of delivering content and selling services. In fact, over half the people in the world 55 percent watch videos online every day.

Why is that? Because humans are visual beings and watching someone talk is far more interesting than reading words on a page. Start your videos with purpose and lead to a clear objective. 

Including copy in your video that will allow you to amuse and inform them. Strive to be the most informed person in your field. You can do this by creating several different videos on the same topic and putting them in a playlist. This will be easily accessible, build trust, and make you credible among your audience. 

When you sell services, show them how you can help them instead of talking about it. One way to do that is by creating “how-to” videos that reveal benefits. People love visual guidance and of course some social proof. So get some testimonials together and showcase your helpful talents to your audience 

Service Pages Lead to Value

The hint is in the name. This is the page where you show your audience what you can do for them, how awesome you are at your job, and that you are the answer to their problems.

Use that elevator speech you’ve been practicing for months now, and personalize your message to make your possibly diverse audience feel valued. This means uncovering your unique audience’s different needs. Your copy to sell services has to unhinge them from their pain points in a way that resonates with them.

For instance, if you are a gym, you’ll cater to athletes, who need little or no guidance, the elderly, and the newcomer who has never stepped foot in a gym, and needs assurance this is the right choice for them. Being detail-driven in your copy and not overloading information will strengthen your audience’s belief that your services are right for them. This covers all your bases and makes sure everyone feels comfortable and cared for.

Don’t Get Spammed

Emails are meant to be short and sweet, so it’s essential to create content that engages and guides them to something right away. This starts with a catchy headline. You won’t get far if your email doesn’t get opened, so get creative with your headline

Get personal. Most of the time your audience is feeling the same frustrations as you. Letting them know you have problems too helps personalize the email and make it interesting. Remember emails give you a short amount of time to create a conversation that sells. 

What else can you utilize in emails to sell services? Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Still unsure how to make your emails stand out? Read our blog on email marketing best practices for more insight.

Create Solutions They Crave

Whether it’s your website, email, blog, or other forms of copy your content needs to be simple. Audiences can explore your services more in-depth when it’s simplistic. Simplicity means less clutter and more facts.

Give them takeaways. 

What will they remember when they leave your site? Will it be the service, the copy, or the prices?

Clarify it. If the copy is too wordy, your audience will lose interest and leave the page before they get to the good stuff. Go for short and punchy but don’t shout, use your inside voice.

Be conclusive. Don’t leave your audience confused. Utilize the last portion to reiterate the benefit and, of course, have a fantastic call to action. Let your copy sell your service for you.

Looks matter, especially with website layouts. You don’t want to have amazing content and a lackluster website. Check out our blog on the top website designs for 2020 to see how you can revamp your website so your copy can shine bright.

Be The Expert

Your audience is looking for someone who has all the answers to their questions. You can show them you have the service designed for them through your copy. To establish expertise without giving everything away takes patience and lots of teases. 

Keeping your audience on their toes, but still engaged takes skill. To keep them engaged, start by learning your writing style. Study how you can incorporate that into your service pages. Copywriting is a way to connect with the audience using their jargon and writing style.

Educate yourself on your services. You can not go into greater detail and entice the reader, knowing the bare minimum. Becoming an expert helps you highlight the benefit to the audience in a unique way, which is essential when copywriting for services.

In a Nutshell

Write with a sense of urgency. Be passionate and focus on the benefits. When you can uncover a need through copy, the audience doesn’t need a sales pitch because your writing confirmed how your service could enrich their lives.

Wayward Kind is consistent in our mission to write compelling and meaningful copy for humans by humans. Let’s uncover your audience’s needs together.  Tap in with us here.

We can help you master your digital marketing strategy with content marketing & copywriting 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!

Five things to do in 2020 to get on the first page of Google

5 Things to Do in 2020 to Get on the First Page of Google

By | Marketing Strategy

Now more than ever, people are finding themselves with more time to rest, read, and reevaluate the services that they actually need or want. 

Think about the last time you were looking to find a new gym. Where’s the first place you looked?

If you were thinking “Google,” you’re not alone.

In fact, 81 percent of people perform some method of online research before making a large purchase.

So what does this mean for your businesses?

It means that your audience can, and does, extensive research on services before selecting the business. When your audience is looking at your website, they’re comparing it to your competitors’.

Taking that statistic into consideration, businesses can use this opportunity to increase their visibility among their audience by following a few simple steps including using search engine optimization.

Search engine optimization, or SEO, is a huge component of how consumer behavior has and continues to evolve. SEO isn’t just about rankings—it’s about attracting the right target audience to your website.

Here Are the Five Things to Do in 2020 to Get on the First Page of Google 

1.  Use Long-Tail Keywords

What are long-tail keywords?

Long-tail keywords are specific keyword phrases that your audience uses when they surf the net on search engines like Google.

Yes, they are longer than the keywords people generally use, but that’s not where they get their name.

search demand curveSource: Moz.com

When we think of keywords and search volume statistics on a graph, there are popular keywords and the not so popular ones. The long-tail keywords fall under the keywords that aren’t used consistently and tend to fall along the long-tail side of a graph.

Chasing the long-tail keyword phrases can successfully target your audience.

Not only are long-tail keywords easier to keep tabs on, but they are less competitive than short-tail keywords, which allows them to be more suitable for your audience to find the service or items they want.

For example:

If someone is looking for a bed and they search for a king-size bed, they will get a large number of results that sometimes can be overwhelming. On the flip side, a person who searches “modern, wood, king-size bed”  will get results that are narrowed down to a few specifics, ultimately getting them closer to purchasing that huge and in-style bed they want.

While long-tail keywords have less search volume, they provide massive value to you if your business wants to rank because they’re less competitive and provide more targeted results; Which is a long way to say that using long-tail keywords can lead to higher conversion rates.

Not only are long-tail keywords how your audience searches for information but once you master them, you can find it easier to rank among more popular search terms, helping you to dominate the competition.

Want a deeper look?

Take a look at our blog on long-tail keywords for a more in-depth exploration of their meaning and advantages.

2. Make Content That Attracts

Everyone loves fresh content—Google included!

One way to do that is by updating your older and most relevant blog posts instead of spending time on making new content that doesn’t compel your audience to engage.

Updating old content doesn’t mean you have to start from scratch, as even adding a fresh image or video with a few new paragraphs can revamp that old blog. When updating old content, try to avoid changing the subheadings and blog structure because you’ll want to keep the content that is already ranking, well, ranking. The additional value that you’re adding to this content will make the post evergreen.

Changing the date doesn’t hurt either, as that can trigger your audience into thinking it’s information newly uncovered on the world wide web.

Content that is high quality will help you stand out from the competition because it’ll highlight what makes you different and how your services are more valuable. One of the ways this can be done is by writing in a conversational tone so your audience can actually understand what you’re talking about and trust you while interacting with your website.

Give your audience something worth sharing by producing content that is informative, funny, and insightful. Great content propels your audience into user-friendly experiences that exceed their expectations.

3. User Experience is Vital

User Experience, or UX, is about people. The idea behind it is to improve the overall experience of the users when they interact with your website. Ask yourself questions like:

  • Is your website easy to navigate? 
  • Is it mobile friendly? 
  • Does it load fast? 
  • Does your webpage have a call to action?

Your audience expects your homepage to feature clear and easy navigation. One of the ways to excel at UX is by focusing on what’s important on your site and making sure your site reflects this so you can expedite the search experience. Having a concise site that solves your audience’s needs shows them that you know what they want.

Another part of user experience is webpage loading time—a.k.a. page speed. Have you ever been on a website that took forever to load? It’s frustrating for users. It’s also a big deal for Google. Page speed is considered a ranking factor among Google experts, which means easy accessibility and load time should be important to not just to your users, but to you as well.

The last thing you want your audience to do is to leave your site out of frustration. Your audience does not have time to wait, and a site taking forever to load can be the deciding factor in them selecting your services or going elsewhere. 

Remember, part of your job is to guide your audience to the benefits of your services. While on that journey, ensuring that their interactions are easy can lead to customer retention, recommendations, and satisfaction. 

4. Use Backlinks

Backlinks are essential to SEO because they help build your website’s domain authority and are one of Google’s most powerful ranking signals. If used correctly, backlinks can help you rank in results at a higher level.

One of the ways you can use a backlink is by connecting hyperlinks from other sites to yours, allowing you to build trust with your audience through the quality content you outsource them to. Connecting hyperlinks is significant because the backlinks then allow your audience to discover new pages and additional content.

Two easy link building strategies with concise strategies are niche directories and unlinked brand mentions. Look for mentions of your business on published sites that do not provide a link back to your website, and request a connection. 

A really helpful tool to make your unlinked mention search easier is Google Alerts. You can track your name or business name so when a web page mentions your name, you’ll receive an email. Did we mention it’s free too? The more links you have from external sites, the better you look in Google’s eyes.

These backlinks give you credibility by helping users find extra information easier, and they allow you to find out how to make the information on your site relevant to your audience.

5. Schema markup

Users want value just as much as content. The content is what they’re looking for, and having a stable schema will help Google to see its usefulness.

So what’s schema markup? Schema markup is a code that tells search engines what your data means. It makes it easier for Google to crawl, organize, and display your content. 

Not only do schemas provide you with the best search results possible, but adding them to your HTML will allow your content to be read more effectively by search engine crawlers. 

Schemas assist in producing rich snippets, which is additional information between the URL and descriptions, to provide more informative results for users through search engines. 

For instance, if you are a law firm you can display on SERP (Search Engine Results Pages) your reviews, price range, and availability in between your URL and meta description. If you are using WordPress, you can add schema plugins so you don’t have to mess around with any codes.  

Get The Results You Want

Keep in mind that there’s no one size fits all decision when it comes to SEO. There is no quick solution for getting on the first page of Google. It takes work, effort, and time. 

Focusing on these five elements is beneficial to audience guidance and traffic growth. Your website should incorporate all of these things to be effective and useful. UX won’t prove successful if your site doesn’t give your audience what they are even looking for. 

Results don’t happen overnight, so be consistent and creative. Do quality research to come out on top.

If you want more tips like this, make sure you connect with us, because we love creative, meaningful content.

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!