There are countless benefits to automating your social media efforts. But who is best served by these services and what are best practices when it comes to using them?
Automating your social media processes reduces the time your team spends on repetitive tasks, decreases response times to customers, optimizes your posting schedule, and boosts engagement. It’s important to note, however, that social media automation is not the same thing as a social media strategy. In fact, automating your social media channels without a robust strategy in place can actually hurt you in the long run.
Be sure your content sounds “human,” even if it’s automated.
First, you’ll also need to be prepared to edit, cancel, or change planned posts. If events or trends warrant a response from your brand, be flexible. Next, make sure your posts are platform specific. In addition to different image display ratios and word count allowances, your audience’s expectations will also vary from platform to platform. Finally, you’ll need to customize your content or work with an automation tool that does it for you.
If you have a strategy in place and you’re aware of the potential pitfalls of automation, it’s time to decide what features will best serve you. Do you manage multiple accounts or produce a lot of content? It might be worth investing in a scheduling and publishing platform that will identify the best times for you to post make the publishing process more efficient.
Automating your basic customer service features
If you often interact with your customers and clients over social media, consider automating your basic customer service features. You can provide automated responses to questions. Automate “What are your hours?” Then, standardize your “welcome” message when you gain new followers.
There are an ever-increasing number of automation services and platforms out there. How can you find the right one for your business? Start with three basic questions:
What social platforms do you use most often?
Which automation features are you most interested in?
What is your budget for automation?
Your answers to these questions will help structure your search for the right automation platform. So start by looking at the large platforms, like Hootsuite and Buffer, and then seek out smaller service providers as necessary based on your needs. Got questions? Give us a shout!
Welcome Lauren, our newest “Rock Climber” is a welcome addition!
It’s time to welcome a new team member — Lauren Allen — to the Porch. She’s a graphic designer and photographer. We love adding members (and their fun rock-based titles) to our team, and we’re so excited to introduce you to Lauren Allen. You can read about her on our team page, and today, we’ve asked her a few questions about her perspective on graphic design, so you can get to know her better. And then you can send her a big “howdy!”
What is the biggest misconception about design today?
That anyone can label themselves as a graphic designer because they can make a graphic with canva.
What advice would you give your younger self, Lauren?
Love yourself, and be kind to people. You are beautiful.
What is one of the biggest lessons you’ve learned so far in your career?
Not everyone will like your style of design but as long as you are proud of your work, you will excel.
What does good design look like?
Good design is making something that the client can be happy with and proud to show off.
If you could be anywhere in the world right now where would it be?
I’d love to go to Japan to experience the culture and have great food!
If you could go to dinner with one person living or dead who would it be?
My grandma on my dad’s side. I never met her but apparently, we are very similar and I’d love to see if that’s true.
Describe Lauren Allen in 3 words:
Kind, Funny, Honest
Tell us about a major milestone in your life?
I finished my cleft lip journey 4 years ago. It took about 20 years from multiple surgeries and a lot of dental work, to complete it.
How would you describe the culture at Front Porch Marketing?
The culture seems very inviting and warm. Seems like a cool group of people!
From your perspective, how does Front Porch Marketing differentiate itself from other marketing companies?
Front Porch differentiates itself by making the working environment super collaborative and easy. Everyone is always open to help or giving an opinion which is hard to find in other marketing companies.
What is a fun fact about you?
I used to do Japanese theatre in middle school called kabuki.
In honor of Valentine’s Day today, we wanted to share some of the things that we absolutely LOVE about marketing. We cover many aspects of marketing in our day-to-day business with clients. We use tried-and-true marketing strategies and tactics that are the bedrock of a solid marketing plan. And there are also trends that we love, so we take advantage of those for our clients as well.
These Marketing Things Are Both Tried-and-True and Also On-Trend
Incorporating these marketing things (strategies, tactics, platforms, approaches) in your business of marketing for a client, is a win-win. First, your clients see results. Then, you look smart. And finally, you’re both successful at growing the business.
Email Marketing
Clients are reaping results from email marketing campaigns. So having the right content and creative are critical. Companies can build a relationship with their customers when email marketing is executed with the reader in mind. Be informative and helpful vs. direct selling, and see an impact on business.
Strategic Paid Traditional and Digital Media Campaigns
Linking these two strategies (traditional and digital) is more effective. First and foremost, invest to meet the target where they are. Approach them in the right mediums. Earn more quality customers by thoughtfully targeting your messaging to impact sales more effectively.
Marketing Leaders Asking the Right Questions
We love this marketing thing: smart leaders. Our clients are smart marketing leaders who are thoughtful in their approach. To start with, we see them asking the right questions. But then we’re asking them the right questions too. This collaboration pays off for both businesses. They want a plan over time, not a one-off initiative. Thus, they are in it to win it for the long haul, and so are we.
Re-evaluate the sales funnel
The sales team might be engaged in selling one-on-one. But it might not be utilizing technology, processes and other tools to continue to engage and grow the engagement. Successful customer engagement and retention includes tactics at every point in the sales funnel. And utilizing powerful tools to scale and automate in conjunction with smart, thoughtful strategies make sense.
Think deeper in 2023. Really focus your attention on your customers. Ultimately, create a marketing ecosystem that keeps them informed. Give them insider information. And make their lives easier. This approach is a sure way to see your business grow this coming year. And we would love that for you!
As a graphic designer, you are always focused on making brands for someone else. Listening to clients describe the vision and personality of their company, you then make a cohesive new brand that fits what the client described. It’s the same routine every graphic designer has experienced day in and day out.
But why do people say it is important to create a personal brand? Even though you are focused on creating and designing brands for someone else, you have to step back and focus on who is selling that work: you are. Your personal brand can demonstrate your strategic thinking and creativity to potential new clients. So what is your personal brand currently saying about you? Maybe its time to take it to the next level.
Break the process for yourself down into simple steps
Here are 5 ways to help you brand yourself better as a graphic designer, and benefit by standing out from the crowd this year.
1. Define who you are
One of the hardest things about creating your personal brand is defining who you are. But if you ask yourself some questions it could help you define it and put it into words.
Out of all of your work, which is your favorite design that you have done?
As a graphic designer, what motivates you?
Where do you excel?
What do you want your clients to feel when they first discover you as a graphic designer?
How do you present yourself every day?
2. Establish your audience
Who do you want your future clients to be? Try to build a personal brand that reflects the audience you want to work with. Look up fellow designers and see how they handle this themselves and market to their target audience (clients, agencies, etc).
3. Study brands you like
Just like you would research a company for a new project, take a look at other designers and creative agencies that you like. See what they are doing regarding their brand and take notes on how to enhance your own brand.
4. Image is everything
Start creating social media updates that reflect your enhanced brand. Make a website where you can showcase all of your past designs in a personal branded format using such platforms as Behance and Dribble. Be judicious when you choose work to show off. You’ll want to highlight work that most reflects the work you want to do in the future.
5. Interaction on social media
Posting regularly about clients’ work or your personal work will give you a presence on social media. This way you can keep up with the audience’s reaction and trends in the design world. Keeping up to date with coworkers or potential clients gets your name out there. Building those connections can help you get future work opportunities.
Your new better brand will get you further
Once you brand yourself more effectively, you will have created a strong impression and help future clients know who you are. It can persuade their decision to work with you. Branding yourself as effectively as you brand your clients is a way to help plus-up your career and focus not only on the work you do now, but the work you want to do in the future.
Ready to skill up this year by attending a great conference for marketers like you?
Why are conferences for marketers important? They’re a tool for growth in your marketing career! First, you are learning new skills. Next, you’re exposed to best practices from peers and mentors. Then, you’re growing your network for future collaborations and opportunities. And most importantly, any work experiences outside of the office give you a fresh perspective and renewed enthusiasm for your job. It’s a win-win-win-win.
Attend one of these conferences for marketers this year:
Adweek: Outlook: You can join AdWeek for a value-heavy program to talk about the benefits of monetization strategies. Explore new tools disrupting the industry. Speakers in attendance include top names in media, marketing, and tech. This program aims to figure out how to use these innovations to supercharge growth and revenue. Over three days, you’ll learn how to connect with customers. Plus, you’ll tackle talent and transformation topics.
Content World Marketing: Content Marketing World stands out among brand marketing conferences. First, it provides a space for you to improve your content creation skills. Second, it helps you connect with other creators. At this conference, you will meet important professionals in the industry, meet potential hires, and gain knowledge to improve your marketing systems.
INBOUND: INBOUND’s key goal is to connect professionals in the marketing industry. Every year, this marketing conference is one of the biggest marketing events. In fact, it attracts thousands of world-class professionals. At INBOUND, you will meet some of the best and brightest minds in sales and revenue operations. You also get to network with leaders in marketing and customer success.
SXSW: Advertising & Brand Experience: SXSW is not your typical marketing conference. But their Advertising and Brand Experience track is a great way to expand your mind and your perspective. This SXSW track is designed for agencies and organizations. Find forward-thinking strategies to connect with communities.
SEO
MOZCON: MozCon is like a summer camp for marketers. This conference brings together digital marketers from all over the world for three days. During the program, marketers learn to overcome all the common and specific obstacles in the current marketing world. The speakers range from leaders in performance marketing, SEO, conversion optimization, local search, digital marketing strategy and conversion optimization.
Social Media
Social Media Marketing World: Social marketing is changing more and more each day. If this industry has taught us anything, it’s that you’ve got to embrace change to get ahead. Join thousands of the world’s smartest marketers and influencers — brought to you by Social Media Examiner. Walk away with real business-building ideas. And then put them to work for your business or clients right away.
Regional Traveling Conference for Marketers
Digital Summit Series: Digital Summit Series happens across the United States in more than 15 cities, including Chicago, Minneapolis, Los Angeles and Washington, DC. The summit includes sessions covering digital marketing best tactics and practices, SEO, content, social media, analytics and strategy. Plus, you can choose either a virtual event or attend in person.
Virtual Conference
AMA Conferences: As the global leader in marketing knowledge, the AMA provides a broad range of opportunities to collaborate, network, learn, and grow professionally. Here you’ll virtually learn from industry and academic leaders, speakers, and training instructors that you will encounter in the AMA community.
The benefits you’ll receive from a conference pay off all year long.
By attending a conference for marketers this year, you’ll be able to see the results in your work. Start applying what you learned to your everyday tasks. Then, begin a new project that will take your marketing department to the next level. You might meet your future boss. Overall, you’ll be inspired to try new innovations. And finally, you’ll feel a sense of accomplishment for having invested in yourself and your future career.
Attend marketing conferences to learn, grow and connect with other leaders.
Attending a branding or marketing conference can not only expand your knowledge, it can expand your network. It can also broaden your opportunities and your outlook! To begin with, when you go to a conference, you’re hanging out with people who do a job like yours. These are people who face the same leadership challenges that you do. You have similar interests, as far as work goes, so you can all learn from each other. At a marketing conference, you can share experiences and gain best practice knowledge from others who do your job.
Improving your knowledge is another reason to attend branding and marketing conferences. For instance, you might learn new cutting edge information about your profession. Or you can learn how to enhance the work you are already doing. The impact on your upskilled performance is worth the price of admission.
Gain valuable insight into your industry, profession, or specific job.
First of all, attending conferences gives you the opportunity to meet people who do what you do now. And secondly, you’ll get a chance to network with people who do what you’ll do next. Meeting people you admire in person gives you the chance to ask questions, have a chat with them, and get to know them and how they think. The best leaders surround themselves with other experts.
Marketing conferences to attend as a senior professional:
Senior Leadership
CES: CES is the most influential tech event in the world — the proving ground for breakthrough technologies and global innovators.
This is where the world’s biggest brands do business and meet new partners, and the sharpest innovators hit the stage.
World Business Forum: Organized and curated by WOBI each year in cities across the Americas, Europe and Asia, World Business Forum is a two-day event that brings together thousands of restless minds united by their passion for business.
Learn from and be inspired by some of the world’s most renowned figures from business and beyond. It’s a blend of content comprised of CEOs, entrepreneurs, innovators, thinkers, artists and sportspeople.
The conference focuses on the issues most relevant to today’s businesspeople, stimulating new thinking and inspiring action.
It provides a unique networking environment to connect with like-minded professionals.
CMO/Senior Level
B2B Forum by MarketingProfs: The B2B Forum is a great space for B2B executives to meet and share advice on the best digital marketing tactics and technology.
While at the conference, you will get the chance to network. And you can connect with other driven marketing and business professionals. The sessions cover authenticity, logic, empathy, and building trust with your potential and existing clients. Overall, the program gives insights into your marketing style and what could be missing.
B2B Marketing Exchange: This is a core event for B2B marketing, covering the current issues in B2B, including Demand Generation, Messaging Frameworks, AI and Audience Centricity. Is there yoga in the morning? You bet.
Meet amazing B2B marketers and stay in touch with everything B2B.
BrandSmart: BrandSmart 2023 will be structured as 10+ TED Talk-style presentations. They’ll feature leaders from all over the world. They will be talking about the cornerstones of brand resilience. They’ll discuss the most recent trends and innovations, and give out the BrandSmart Awards. This conference lets professionals network in a uniquely styled format. Featured speakers include executives from Edelman, American Dental Association and SiriusXM & Pandora.
Strategic Marketing 2023: A Reuters Event, Strategic Marketing 2023 brings together leaders from the world’s most recognizable brands to define the future of marketing. This is the global platform to inspire and empower marketing leaders. Map the digital DNA of your consumer, foster brand loyalty and community, and unlock innovation.
Hyper-digitalization is driving an overload of online content. So marketers must stay ahead of industry trends and champion creativity as we look towards 2023.
Join CMOs, trailblazers and experts at SM23 for the most crucial learning and networking opportunity of the year.
Take a step toward growth and learning this year at a marketing conference.
Make a commitment in 2023 to grow as a senior professional by attending one of these valuable conferences. Start finding your peer group. Then learn best practices. Maybe discover a new vendor. There are many benefits to including attending a senior level conference in your growth plan this year.
Why Staying on Top of Public Relations Trends is Valuable
Public relations professionals play an integral role in a client’s online reputation. Part of a PR professional’s job is to stay atop the latest public relations industry trends. Trends can play an important role in managing a client’s account.
What was important to consumers in the past might look different today. PR is all about cultivating an image in the minds of consumers. So certain tactics and strategies may resonate with an audience at any given time.
According to the online media monitoring company Meltwater, the five top PR trends that should pilot brand strategy in 2023 are:
Data and Analytics:
In 2023, tracking the impact of a client’s public relations efforts will be key. PR teams need, at a minimum, basic KPIs like brand awareness and favorability, social media engagement, and quality web traffic. With today’s analytics and PR reporting technology, data will play an increasingly essential role in PR strategies. It is an important public relations trend to stay on top of during the year.
Diversity and Inclusion:
More companies are doubling down on diversity, equity, and inclusion (DEI) initiatives, and for good reason. When employees can show up in a workplace where they can be their true selves they are more engaged. Employees are productive, and satisfied in their jobs. It is more than a public relations trend. It’s a shift in the way business will be done. As more consumers and employees raise their expectations of brands to embrace DEI at work, PR teams can expect it to be a recurring theme in their PR campaigns.
Influencer Marketing:
In 2023, focus on maintaining good relationships with existing influencers and connecting with new influencers. To fully leverage influencer marketing, PR teams need a good understanding of the influencer’s audience, niche, and content. These aspects go several layers deep and are full of nuances that can vary from one influencer to the next.
Without learning about these nuances, a company could end up doing more harm than good to its online reputation. One way to avoid potentially damaging influencer experiences is to add dedicated influencer resources to a PR team.
Personalized PR Pitch:
Tailoring PR pitches to individual journalists or influencers helps create messages that speak directly to their interests. It steers away from one-size-fits-none pitches. Instead it presents an eye-catching idea that’s hard to miss, even in an unpredictable news cycle. This helps to create instant trust and credibility. When pitching new sources you deepen the trust with media outlets and professionals. Keep this public relations trend top-of-mind when you practice media relations this year.
Authenticity:
As more marketers and PR professionals are using technology to develop custom experiences, it’s essential to maintain the human element. This makes personalization authentic. Consumers have increased their expectations of the companies with whom they do business. They expect brands to be transparent about ethics and values. Go beyond “marketing speak.” Authenticity is the intersection of these things. It’s no longer enough to spew generic phrases like “We’re in this together,” but back up your statements with actions. The bottom line: people have had many months to re-evaluate what’s important to them. They’re more discerning over how they use their time, which brands they engage with, and how they’re spending money.
Utilizing Public Relations Trends Helps Build Brands
Paying attention to PR trends can assist brands know the who, how, and when in addressing challenges and opportunities. This helps companies recognize and then embrace PR opportunities.
I enjoy seeing where the commonality lies each year between each of the Rockers as we all offer our reflections on our individual lives. This year, slow and steady was the name of the game. We need the steady years in life – years without major personal and/or professional events or milestones. They are the rebuilding years. They allow us to identify areas we’d like to see change, to set goals upon a solid foundation, and to take a breather for those years that catch us by surprise.
We hope you had the 2022 you wished for, and that our reflections foster a connection to your own.
Alison Moreno – Rock Collector
I feel 2022 was finally “back to normal” following the height of Covid in 2020-2021. My son began learning how to drive, my daughter began the decision process for which high school to go to, my husband moved up in his company, and we added a new dog to the family. My family was making advances and I kept things steady. Professionally, I felt comfortably steady, but not did not experience any growth. Some years are meant for a “steady pace wins the race” mentality and this was one of those years. With the freedom from being my kids’ chauffeur, I am excited to set and focus on my own professional and personal goals moving into 2023.
Vanessa Hickman – Rock Star
Recently, someone mentioned a “covid blessing”. A covid blessing could be a lot of things. For me, it became a positive outcome from the unusual and unprecedented circumstances everyone weathered during the previous two years. The 2020-2021 timeframe created a lot of change for my family. My now teenage boys started at a new school. We attended a new church. Also, we found new ways of working. And, we are grateful for the people those changes have brought to our lives, but I am also thankful for 2022 which allowed us to focus on restoring something old to make it new for our family.
At the end of 2021, we acquired a lake property. So the beginning of 2022 was spent renovating that property. We rebuilt from the ground up, floor to ceiling. We even raised the roof (which still brings me much joy to say)! I draw similarity between the lake house renovation and the year. Reflections on 2022? It was a year of setting new foundations, rebuilding, reinforcing, redesigning, and raising the roof!
Natalie Rosga – Rock Enthusiast
Thinking about 2022, I’ve tried to make a conscious effort every day to remember to slow down! One step at a time, one task at a time, one breath at a time. It’s ok if not every task is checked off the list at the end of the day. It’s more important to call it a night and wake up feeling happy and rested and ready to tackle the new day.
This year has also been about carving out time for myself. As a mom, taking care of yourself typically falls to the bottom of the list. I’m learning that making time for myself is ok. Whether it’s a run on the treadmill, a pedicure, drinks with girlfriends, or a night out with my husband…it’s important to focus on myself.
Slow and steady wins the race! Let’s also not forget that the house is happier when mom is happy!
Lea Ann Allen – Swiss Army Rock
2022 has been a year where I definitely felt the notion of “the older you get the more you become yourself” take hold. I was more able to focus on important things and simply drop everything that I didn’t need in my life any longer: the naysayers, the time sucks, the unnecessary complications. I felt able to experience some of the joy of my early career in the work that I do, and constantly surprised myself when I found more patience, more stamina or more appreciation that I thought I had in me.
Last spring, my family replaced all the siding on our house which made it stronger and more able to withstand whatever the Texas weather plans to throw at us. At the same time, I honed self-care, exercise, and nutrition to make myself stronger and more able to withstand whatever life plans to throw at me next. Reflections on 2022 make me look forward to 2023 as a better version of my 2022 self!
Christine Finnegan – Media Rocker
In 2022, I practiced gratitude more than any other time in my life. It truly allowed me to view life through a positive lens. My thought process became increasingly optimistic and focused on solutions rather than problems. In the new year I am going to continue on this track by noticing simple pleasures and acknowledging everything that I have and having an awareness on a continuous basis of how I have been given.
Julie Porter – Chief Rocker
Speaking of gratitude; in our 11th year, I continued to be humbled by the amazing, talented, genuine folks I get to work with, those who entrust us with their branding and marketing, as well as the leaders who refer us to their contacts. Thank you to each of you.
This year my son, while also venturing into leadership roles in college, was able to intern on the Porch, where he too, received the gift of working with the Front Porch Marketing team, clients, and advocates.
I had the pleasure of once-again managing amazing volunteers, assisting with event coordination, and working with an amazing committee so the Jesuit Women’s Auxiliary Christmas Bazaar can steadily grow bigger and better each year. I have had the honor of regularly spending time with my daughter in her quest to volunteer helping animals. Our experience at Dallas Animal Services (DAS) has enriched our lives and relationship.
I am also grateful for the opportunity to take on a physical building project this year. The beach is my happy place. It is a consistent vacation choice for my family because it allows me to rest and reset. In January we purchased a beach condo. We envisioned saving money on trips to the coast and creating a revenue generating rental experience. As these endeavors often do, the condo process has not gone as quickly, as smoothly, or as cost-effectively as I hoped. However, I cannot help but be grateful for reflections on the lessons I’ve learned and the people I’ve met along the way. I have also been able to view first-hand the awe-inspiring tenacity and resilience from the people of Florida as they rebuild following a catastrophic hurricane season.
On a Steady Path: Reflections On Gratitude
Some seasons are awash with major developments, milestones, or life-altering events. Some are meant to keep us on a steady path. I have learned there is a lesson in all of them and to find gratitude in each.
We hope that you had a relaxing 2022 holiday season with family, friends, and we wish you steady growth in 2023.
Do You Have a Plan For Your Business for Next Year?
At Front Porch Marketing, we live and breathe small business marketing success. We love to see our clients grow and thrive, so we’re always sharing our small business marketing tips and tricks! Every week on our blog this year (and past years) we’ve shared some of our insider knowledge on websites, PR, design, content, social media, email marketing and all things marketing to help our readers build their business through marketing done right.
Rock Your Business With These Marketing Tips
Having worked with so many small and medium-sized businesses, in just about every industry, we’ve got quite a bit of knowledge to share. Maybe it might help you set your business up for success in 2023 too! Since it’s the year-end, we’ve gathered up the best marketing tips and tricks for you in the list below. So bookmark this page, and you’ll be building your marketing practice in no time. Need help implementing any of these marketing strategies or tactics? We’ve got you covered, just ask!
As we close out the year, we want to thank each and every one of you for reading our weekly blog, and newsletter. Let us know what you’d like to know more about, and we’ll try answering your questions in a blog post in 2023. We wish your business endeavors much success next year.
The recent elections completely dominated the news. And will continue to do so in the days that follow. An unpredictable news cycle can occur at any time. This presents a challenge for businesses looking to align their PR in the news.
5 Tips to Draw Out Content in an Unpredictable News Cycle
Erratic news cycles negate the valuable time that is put forth to pitches. These cycles prevent your client’s story from gaining traction. Try one of these techniques for engaging with journalists to get the best results:
1. Flexibility
A client usually has a set date for an announcement or event. It’s absolutely necessary to pivot the strategy if a major news story breaks. If a date cannot be moved, then the plan has to rely on post coverage. Always make sure that ample photos and videos are banked and submitted once the heady headline of the unpredictable news cycle has ebbed.
2. Response
Response time is important! Become the person that a journalist can depend upon. When a news story breaks, reporters are on tight deadlines. Respond immediately to requests for images or quotes from a client that you represent. Always provide links to hi-res photos, a press release with a quote, a product or person overview and a company boiler plate.
3. Newsjacking
David Meerman Scott coined this term in his book, “Newsjacking.” According to Scott, Newsjacking is the process of adding your client’s thoughts and opinions into breaking news stories. Newsjacking is a piggyback onto trending news topics. Clients can still get noticed during unpredictable news cycles using this technique.
4. Evergreen
Evergreen content has virtually no expiration date. So ideally it will retain its value over the long-term — just like trees that never lose their leaves. In terms of value, this content never loses significance. It even continues to gain traction. With the right strategy, evergreen content will consistently generate interest over time. People will reference it for years to come, regardless of the news cycles.
5. Media Downtimes
Generally media downtimes take place during the holidays. During this period, journalists are more receptive to evergreen content, byline articles and feature stories. Incorporate this timeframe into your client’s editorial calendars. Pitch ready stories in mid-November to use at any during the holiday season. This strategy is effective for the obvious fact that the client is getting media coverage. The bonus is that it will run when most people have the time to watch or read the content.
Don’t Fret — This News Cycle Will End
Unpredictable news cycles do end. So in the meantime instead of panicking, try one of these techniques to keep your client’s brand top-of-mind. Preventative or proactive PR and media relations can be a very successful approach to use to keep your client from defaulting to reactive solutions.
