As I was pondering what to share in this month’s newsletter, an email about books hit my inbox. It was my daily New York Times digest. And, one of the stories featured was the 100 Best Books of the 21st Century. To be honest, I only scrolled through the first 50. And, gosh, I haven’t read any of them. But, of course, now I am excited to have a new “to read” list.
How to Vacation: Read Books
On our annual July Fourth vacation to Gulf Shores, Alabama, not only do I cherish time with my kiddos, and the family tradition we have built. I enjoy reading, as I don’t have the opportunity to do it enough during the work week. On this vacation, I have a goal of reading a book a day. I know that sounds impossible, right? But I am a speedy reader when I’m engaged in a good book.
Reading to me is relaxation. It is an escape. Also, reading fills my head with new perspectives and ideas — even if I am reading romance or mystery novels. I do try to sharpen my parenting skills and throw in a parenting book now and then as well. In addition, adding business or professional development books to my library is important to me.
Books I’ve Been Reading This Summer
This year’s Fourth of July consumption, “dearest gentle reader,” did not disappoint. Highlights included:
James Patterson by James Patterson — My first audio book ever. Yes, stating this makes me feel like a dinosaur. I had no idea Patterson worked at J Walter Thompson. And was an executive there. He also produced some of the most iconic tag lines and creative concepts of all time! From this, I took away much. In addition to this one, I am adding two other books to my reading list: One by him and a book he gifts to others.
Five Principles of Parenting by Dr. Aliza Pressman — I have a 23-year-old son. Yet, parenting today and all the wise people and new learnings out there are still a benefit to me when I’m parenting my 11-year-old daughter. This book is a true treasure trove of wisdom.
Eruption by Michael Crichton and James Patterson — Wowsa. There were many unexpected turns and twists. Also, mind blown regarding new learnings on the science of volcanoes and other things. A must read y’all.
This Summer Will Be Different by Carley Fortune — This is one of the top easy-to-read and escape-into books of the summer.
Need More Insights on These Books?
Want to share why you read and what your favorites are? I’m happy to have a call or Teams chat. Or leave a comment here. Summer reading and time away from work are so important for the soul, don’t you think?
Of course, if we can help you with your marketing and branding needs, book discussion or not, email, call or text us.
Here on the Porch, we create a lot of specialized content for our clients. Websites, social media, newsletters, videos and the like. As their marketing partner, we operate as an extension of their marketing department. We think through their branding, their voice, their business goals and more to make sure that their content is right — every single day. In other words, we work hard to make it rock! And we love what we do.
Our clients trust us to use our expertise to help them grow their businesses. They know that a smart business owner doesn’t try to do everything themselves — instead they surround themselves with other experts who can help them achieve their goals.
How Can You Best Utilize Your Marketing Partner to Make Your Content Rock?
Say you’re a business owner who doesn’t know how to — and honestly doesn’t have the time to — create your own marketing. So you do the smart thing and hire a marketing partner to help grow your business. First, realize that your marketing partner is an expert at creating smart, on-target content for your business and is also in it for the long haul like you are. They want you to succeed.
Helpful Tips for Businesses Utilizing a Marketing Partner
Remember: You are not your audience. What is spoken and written internally in your company, doesn’t necessarily make sense to your client or customer. Trust your marketing partner’s recommendations on brand voice, relevancy of message and content
Your time is a valuable asset so use it wisely. Provide big-picture counsel. Spending your valuable time giving big picture direction up front on content initiatives vs. spending your time editing every post, is time well-spent. Let your marketing partner help you focus on other important parts of running your business by taking the daily detail of marketing content off your plate.
Digital content lasts nanoseconds. Today’s post is forgotten by tomorrow and replaced with another one. This process builds your brand’s personality over time. Each social media post is not precious, it is simply the next stepping stone on your brand’s path.
Trust your content creators. The copywriters and designers on your marketing partner’s team do this day-in and day-out for multiple clients. They are experts. They know your channels better than you do and are creating content using best practices for their industry. Just like you use best practices in your industry.
Work ON your business, not IN your business. You can’t be everywhere at once. Surrounding yourself with experts who know how to do things that you don’t know how to do is the smart move. Marketing, copywriting, and design professionals on your marketing partner team all have expertise and knowledge that can help you grow your business in ways you couldn’t have imagined. Let them do their job, so that you can do yours better.
Our Overall Advice? Trust Your Partners.
Digital content creation is a marathon with no finish line. It is a day-in and day-out process that builds your brand, and your audience, over time. Digital content like social media, blog posts, newsletters, and websites are crafted with your audience in mind. And they’re crafted to build your brand long-term. So don’t over-think every single post. Don’t over-edit every single piece of content. Whether it’s social media, blogging, email marketing, video scripting or any piece of your digital content universe, it all works together to build your brand and make your business a success in the eyes of your audience and potential customers.
On the Porch, May is “grad …” month. Believe it or not, it’s not just graduates and graduating. “Grad” definitely has to do with branding and marketing. Overall, it’s about great celebrations for our Porch team, family and clients.
Grad Is For Graduation Graduates
We have two kiddos graduating from kindergarten. Rock on, twins! And one team mate has an accomplished high school graduate going on to do great things in business school and in golf. Our intern, Lillian, is planning to be an August MBA grad. Plus, I have a college graduate — go on with your bad self, son. I couldn’t be prouder.
Grades Start With Grad
All those with school age children feel me here. That final grade card is coming to a mailbox near you. We see how hard you worked! And, oh yeah, the standardized test results. How’d we all do on those AP tests and finals? Whew! What a feeling! (It’s over. At least for now.)
Gradual Branding and Marketing Changes
It’s rad to be grad! Gradual, that is. Taking a measured approach on marketing pays off. Our clients are embracing incremental changes in strategy and tactics this year. This deliberate and consistent path to progress allows our clients’ brands and teams to experience sustainable enhancement. It is a more stable approach to marketing resulting in visible, continuous improvement. Slow and steady wins the race I always say.
Grad … okay … GraTitude, But It Works!
We are so grateful for our team, clients and advocates, here at the Porch. Amidst all the grad chaos that May brings, we are celebrating those who value that we continue to do what we love, with those we love, for those we love, while taking care of our loves. May was something else and we enjoyed every chaotic moment of it. Congrats Grads!
Have you created a unified brand voice for your company? If so, kudos to you. Have you done an audit to make sure you are communicating it consistently across all internal and external channels? Your brand voice matters. In your business category, and to your customers and future customers, brand voice sits at the core of your relationships. It fosters connection, community and confidence in a brand.
What Is Your Company’s Brand Voice?
Your brand voice is the tone in which your business speaks to its audience. It’s the unique personality behind a business. Have you defined that for your company? You can get started on that process by asking yourself a few questions.
What are the four or five adjectives that are unique to your company’s voice?
What human traits set your brand apart?
What other brands inside and outside your industry do you admire?
Why did your clients and customers choose your services or products over others?
How to bring a brand voice to life and maintain it across all channels
Strong brands use their voice wisely. They include these elements in their branding and marketing toolbox when they are maintaining their brand voice across all their marketing channels.
Brand Vision: A clear and concise articulation of the brand’s purpose, mission and values. A strong brand vision can guide a brand in everything they do, and customers recognize this. It helps guide a brands activities, messaging, associations, partnerships and all marketing efforts.
Target Audience: A detailed understanding your target audience, including your demographics, interests and pain points can really help a brand focus their efforts efficiently and effectively to grow a brand with people who are active, engaged and already predisposed to your brand’s message.
A Message Map: The core messages that the brand wants to convey to its audience. For the most effective branding and marketing, brands use a message map to make sure they are hitting all the most effective benefit points that their business is trying to convey.
Tone Of Voice: This is consistent and appropriate tone of voice that aligns with the brand’s personality. The tone can be like a parent, a trusted friend, or even a peer. Maintaining consistency here means customers can recognize your brand even without your logo or name just by how the brand talks.
Messaging Guidelines: Specific guidance on how to express the brand’s messages in a consistent and engaging manner, whether that’s in ads, social media, print materials, broadcast, or editorial.
Strong Brands Build Business
Front Porch Marketing specialized in helping brands and companies create and maintain strong brand voice to build business and ultimately, the bottom line. Let us know if we can help your business grow with clear, concise brand voice.
This is anniversary number 13 and it is sweet and humbling. And I am forever grateful for our team, clients and advocates.
13 is a lucky number.
It represents fearlessness. And, although at times fearlessness is hard amidst all that is going on with our business, clients, family, and in the world, for our business and me it is a guidepost.
Today I’m sharing 13 branding and marketing truths that still ring true, to celebrate our 13th year of doing what we love.
Branding – Start-ups and small to midsize businesses who have defined and live their brand architecture achieve their business goals.
Conviction – Successful businesses and business leaders articulate their brand. They know it stands for a specific and meaningful promise. These business leaders champion it internally as well.
Consistency – Our clients deliver on their brand at every point of contact, internally and externally. They understand if they don’t it will dilute the competency of the organization.
Connection – The relevancy and persuasiveness of a brand must be realized by the business’ target. Emotional connections make target audiences more predisposed to your company and its products or services.
Knowing you are not your customer.
Yet, knowing who your key client or customer targets are key.
Defining and monitoring the competitive landscape.
Creating and integrating key messages into all communications.
Being grateful for your relationships. Give back to those who support you. Encouraging them and providing help to them professionally or their businesses along the way.
Networking – This doesn’t have to be large groups, weekly or monthly meetings. But those help. Always be open to meeting new people and trying to help or connect with them.
Email marketing is the bomb. Don’t underestimate its power.
Having and trusting strong account managers, creative directors and content specialists. They make magic happen.
Work with people who you love, for those you love, creating and executing work you love, whilst taking care of your loves.
LinkedIn continues to be a powerful sales and marketing tool. With other social networks manipulating algorithms, LinkedIn ranks in the top two where organic social media marketing is still effective.
And the user demographics for LinkedIn are a proof point for brands and business leaders to utilize this tool now to engage their audience and grow their business.
What Works on LinkedIn
Strategy and other things are critical to maximize results for brands and personal pages on LinkedIn.
Provide value. Heavy, brand only content isn’t effective. Audiences want value. Be engaging. Tell stories. Share advice. Use testimonials. Give perspective on industry trends. Be a storyteller. Share what your team is passionate about at work and personally.
Posting cadence. Have a content calendar and be committed to posting frequency.
Message and visual consistency. Make sure you are following your message map, content buckets, brand style guide and visual guidelines.
Encourage team members to interact with your brand page. As we always say, you can’t market externally if your team isn’t educated and engaged internally. Turn each team member into a brand champion. Provide them with the knowledge on how they can market the brand. Make sure content shared on LinkedIn is engaging to them. They should want to like and share the brand’s posts.
Where to Start On LinkedIn
At a minimum, business leaders on LinkedIn should:
Have an updated headshot.
Upload a branded timeline cover.
Log into LinkedIn three times a week.
Like team members’ and brand’s post.
Accept relevant and meaningful connections.
Reach out and ask for connections to team members, clients and other contacts you meet at conferences, conventions, etc.
Monitor competition’s brand pages to get a snapshot of the competitive landscape.
Interested in assistance utilizing LinkedIn for your business? For you as a business leader? The time is now. Front Porch Marketing is here to help you succeed on this important business platform.
Our wish is that everyone’s marketing initiatives are rockin’ in 2024. As we step into the new year, the marketing landscape continues to evolve at a rapid pace, with businesses across industries embracing innovative strategies to drive growth and engagement. Right now we are seeing marketing initiatives already producing tangible results for our clients in 2024.
From leveraging emerging technologies to refining content strategies, these initiatives underscore the importance of staying agile and adaptable in today’s dynamic market. Consistently re-evaluating and evolving your marketing approach is paramount for staying ahead of the curve and maximizing long-term success in an ever-changing business environment.
Strategies that are shaping success as marketing initiatives this year
Back to Brand Basics — Brand strategies remain paramount. And getting back to those brand strategies resonates with clients and consumers. Stay true to your brand!
Team Members as Brand Influencers — This marketing initiative is marketing from the inside out. Again, tried and true brand strategies like this work. Team members share real stories, and this gains client and consumer trust.
Working the Marketing Plan — Focus on consistency with your marketing plan. Staying on budget is a huge plus. Overall, being proactive versus reactive wins. These are a few of the benefits our clients have shared. Recently, one client said our marketing plan not only helped with these things but helped them stay away from new opportunities that would drain resources — namely time and money.
LinkedIn Organic Reach Rules — With consistent posting frequency, engaging content and strong creative graphics, our clients’ LinkedIn organic reach is increasing in 2024. This contradicts overall trends found in marketing benchmark surveys.
Retention Rate vs. Engagement — With so many shiny objects, social media engagement is waning. So if you are retaining followers, you are winning with this marketing initiative.
Blogging — Our clients benefit in search by utilizing consistent blog posting. This is a bonus for B2B, as clients and consumers are also engaged. Conversion rates continue to increase as well with consistent blogging.
Video — Whether short-form or long-form, our clients are partnering with us to create video content. These videos result in deeper client and consumer connections. Time spent on websites has increased. And signups for newsletters and blogs have increased.
Paid Digital — Strategic paid social and Google search and display ads rock our clients’ topline. Equally important, a minimum three-month campaign is needed to build momentum and demonstrate consistency of message.
Adapting and Being Consistent: The Key to Successful Marketing
Overall, we’ve witnessed different initiatives our clients are implementing with success so far in 2024. Strategies like working the marketing plan, harnessing LinkedIn organic reach, investing in strategic blogging, and leveraging paid digital channels all work. In this ever-evolving landscape of marketing, one thing remains constant though: the need for businesses to stay agile yet consistent in their approach.
Adaptability is key to staying ahead of the curve. However, this adaptability must be balanced with consistency, as maintaining a cohesive brand presence across various channels is essential for building trust and credibility with your audience. By consistently re-evaluating and evolving your marketing strategies but staying true to your brand, you can not only capitalize on emerging trends and technologies but also ensure that your efforts remain aligned with your overarching business goals.
As we continue to navigate the complexities of the marketing landscape this year, we remember that success lies in our ability to innovate, iterate, and adapt to the ever-changing needs and preferences of our clients’ audiences. Let’s rock 2024 together!
Ah, reflecting on 2023. It always amazes me this team finds commonality in their reflections each year despite not seeing each other’s until this blog is published. This year is no exception.
2022 was all about rocking steady in the calm of a year which allowed us to catch our breath a bit following several years of big events, big changes and big milestones both individually and in the world.
Boy, are we grateful for that quiet(ish) 2022. 2023 was a year full of learning to embrace change, accept challenges, give ourselves (and others) grace, honor the lessons we learn in difficulty and to find light in the darkness. Reflecting on 2023 brought some tears, some smiles and big hugs all around.
Julie Porter – Chief Rocker
Reminiscing on a year of learning, leadership and service, I am reminded of the old saying, “you don’t know what you don’t know.”
On the Porch, we operated with the same great gang of seasoned professionals and added six interns throughout the year. Interns always make us better.
My daughter and I continue to find joy in volunteering together at Dallas Animal Services (DAS). I was honored to continue my Volunteer Chair gig for the 30th Annual JWA Christmas Bazaar, board work with Faith Family Education Foundation, and host committee duties for the Grant Halliburton Foundation. There is no better challenge to accept than being able to serve others.
Proud of my boy who finished his undergrad degree in December and started his master’s program this month. He had quite a year and met it head on.
Reflecting on 2023 and looking forward for this year, I will continue to lean into difficulty. I’ll take calculated risks, focus on my own well-being and understand that growth can’t happen without resistance. All the while, celebrating working with this rockin’ team and our amazing clients.
Lillian Cloud – Intern
In 2023, I’ve experienced significant change. I completed my undergraduate education, relocated to a different city, started graduate school, and began a new job. This year has instilled in me the importance of embracing change and finding solace in the unknown. I’ve learned not to compare my post-graduation journey with that of others.
My internship has reinforced the need to trust myself and my decisions. The team I have the privilege to work with has been exceptionally supportive, and I relish the opportunity to learn from each of them. I often wonder, “Why should I be trusted with this responsibility?” or “how could my work be good enough?” This experience has shown me I’ve earned these chances to believe in myself, and has taught me to take pride in my work.
Christine Finnegan – Media Rocker
This past year, I aspired to live a more purposeful life by discovering my passions and values and using them to create a fulfilling and meaningful existence. I did this by implementing the following:
Continual Learning: Embracing a Lifetime of Growth. …
After reflecting on 2023, and as we are at the dawn of a new year I will continue to live in the moment, marvel at the world around me, and nurture the relationships that define who I am.
Alison Moreno – Rock Collector
2023 was filled with its ups and downs. My husband unexpectedly lost his job in August, and even though I was still working, I wasn’t working enough to provide much for our family. That pushed me out of my comfort zone and made me realize there is much more I can do while still being the best wife and mother I can be.
There were many rough days, but we were able to recognize the good things we had and to stay positive until he ultimately found an amazing job. The downs in 2023 sparked my ambition and brought to life many hopes and plans. Moving into 2024 I’m excited to set my goals in motion and to see what the new year has in store for me professionally, and for my family.
Natalie Rosga – Rock Enthusiast
2023 has been a year of change. My littles are officially kindergarteners. While it is exciting to watch them grow and learn, my momma heart is a little sad as they start to gain more independence. It has also meant more “me” time during the week for work or the personal things that bring me joy. <Insert happy dance.>
It’s also been a year of becoming more faithful including finding a new church home that has welcomed my family with open arms. In 2024, I am excited to continue making the conscious effort to be joyful and find the positive in each and every situation.
Lea Ann Allen – Swiss Army Rock
2023 snuck in softly and then caused a loud ruckus! My youngest kid is finishing high school and furiously applying for colleges while playing in umpteen golf tournaments that I spent much of the year driving him to. I’m grateful he passed the test and now has his license! The brutal summer that cooked my tomato plants is making me rethink gardening. A couple rounds of COVID at my house brought everything to a grinding halt. And the birth of our first grandbaby made me feel very mortal. I felt I could never catch my breath so if I am being honest, reflecting on 2023, I am grateful that it is over. Whew! But, through it all, my sweet supportive friends and teammates at Front Porch helped me persevere.
Vicky Gouge – Design Rockczar
This year was a series of highs and lows. I turned 50 in August, had a 4th grader with a recent ADHD diagnosis (not surprised) and dyslexia (very surprised) and was finding a new norm post-divorce. I thought everything was moving in the usual ups and downs of life; until it wasn’t. I suffered a heart attack in early October. Suddenly I wasn’t invincible. Coming to terms with having a heart attack at age 50 has been heartbreaking, enlightening, eye-opening, depressing … all the above and much more. I’m still coming to terms with it. But the people I choose to surround myself with keep me focused, engaged and happy.
I appreciate the engagement, the knowledge I gain and continue to pursue, and the support of this team. Julie has been a quiet, supportive and thoughtful ear and a steadfast leader of our team. There’s a reason we accept people to come into our lives at certain times, and I’m thankful for my “givers gain” Front Porch family. I, Charlie and family are doing well thanks to the continued love and outreach of our friends and family. Here’s to a fabulous 2024 and much success to all. With many, we can succeed.
Reflecting on 2023 to build a better 2024
From all of us on the Porch, may 2024 be filled with health, happiness, love and learning for you and yours. Cherish working with people who make you better. Celebrate wins along the way. Find the light, be there for others and rock challenges with grit and grace. Happy New Year!
There are blessings aplenty to be grateful for this year. We are coming in hot from several days of a very successful video and photo shoot with an amazing client. Hard work, yes. But we have joy and gratitude for the opportunity to work with smart, collaborative partners. As a bonus, the client’s entire team flew in from Arizona, California, Colorado and Florida. And others drove in from North Texas and Houston.
We worked hard, didn’t play enough. But we are grateful for the positive energy, in-person conversations and teamwork. These people, and the work we are doing together, were inspiring and will get us through the holiday hustle.
In addition, over the past several weeks, our network introduced us to amazing new connections. As well as, we have onboarded rocking’ new clients.
We Are Grateful For Our Team
Moreover, the team is shining. The rock stars are taking on new responsibilities. Jumping in when and where needed. And I won’t get started about our interns. Besides their energy, hard work and great contributions, one is now a master teleprompter engineer.
In addition to blogging about expressing gratitude to your internal team, clients and advocates, here are a few other things to consider. Not rocket surgery or brain science, but we all need refreshers from time to time, right?!?!
How To Show Gratitude To Those You Work With
Determine your key audiences and the best way to communicate gratitude with them using some of the following tactics:
Phone calls — As the great Stevie Wonder sang, “I just called to say …” Pick up the phone. Express gratitude to your team, clients and advocates.
Emails — A quick thank you with a custom expression of why you are grateful for colleagues, peers, networks and clients.
Old fashioned greeting cards — These are a fav of mine. Make sure to include a handwritten, message.
Custom holiday cards — Design a branded card or note card. We can help you with that.
Handwritten thank you note — Use your branded company stationery to send a few sentences to those who you are grateful for.
Zoom or Teams — For those busy folks or those not near, schedule a 15-minute video conference to tell them what they mean to you and your company.
Coffee or lunch — Some still prefer face to face meetings. Schedule a few. Make it happen. For introverts like me, this is hard. But they are necessary.
If you want to chat further about how to express gratitude in business, contact us. We would love to help. Cheers to rolling into the hectic holiday season with a thankful heart. We are grateful for you, our readers.
On the Porch, we are honored to market brands at different stages, from marketing plan to exit plan. We partner with businesses in start-up, growth, established and exit stages. Our team recently celebrated a business owner whose brand we evolved. This business owner sold the business to a larger company. When this happens, we take great pride in the role we had on the journey. We tangibly helped that owner and business reach their end game.
So how does marketing change at the different stages of a business? Just like a person growing from a baby to an adult, your business has different needs at every age to thrive.
Start-up Stage Marketing
Branding is paramount in this phase. Brand architecture and identity development are critical out of the gate. Once that is complete, the rest flows from there. The foundational collateral, like business cards, letterhead, and the like are developed. After that, website development and digital strategy follow.
Growth Stage Marketing
Businesses in the growth stage come to us as they are looking to target a new demographic or geography. They may expand their product or service offerings. Or the business owner wants to grow existing business. Typically, a new marketing strategy and execution are developed. This involves increasing existing marketing spend. Sometimes, rebranding is needed.
Established Stage Marketing
Your brand is established. But growth is still a desired outcome. How can you market differently at this stage to stay relevant? Updated market research and consistent data analysis are critical. Now may be the time to take risks. What haven’t you done? How can you push the envelope on creative or campaigns? Are your current marketing initiatives consistent? Do you need a brand audit?
Exit Stage Marketing
Ready to position your brand for living on its own, without you at the helm? Although it may seem counterintuitive, now is the time to invest in your brand. First, revamp your marketing strategy. Next, follow industry best practices. It is critical to be the brand authority. Then, increase brand awareness, all the while increase sales. Finally, audit marketing content. How is your website UX/UI? Do you have technical gaps? Make sure sales and marketing are aligned.
What stage is your business in?
Don’t know which one of the different stages your business is in? Let us help. However, if you do know, we can also be your branding and marketing partner. We take pride in our relationships with brands. And we are honored to work with smart, innovative business owners and leaders. So let us help you reach your end game however you define it.
