Finding joy is the overarching theme at my daughter’s school.

It is perfect as children are good at finding joy in the simplest of things. It is also a reminder to find joy throughout the day. Yet, in the busyness of our professional lives, practicing gratitude often takes a backseat. As enter the Thanksgiving season, what if we took the time to find joy in the most miniscule of things each day?

Practicing gratefulness is particularly important for business leaders in challenging times.  Research shows that an attitude of gratitude can mean fewer sick days and higher job satisfaction rates. It is easy to appreciate that both of those things help the bottom line.

Start by finding the positives.

Was that presentation you’ve worked on for a month canceled at the last minute? Great! Now you have time to connect with a coworker or to make the call you have been putting off.  Was a meeting called unexpectedly?  No problem.  Now you can grab that extra cup of coffee while you listen to a presentation.  

Uplift yourself. Each day give thanks for one very small thing or accomplishment. Start daily and increase from there, consistently giving thanks for things that may seem miniscule.

Show simple appreciation.  We all like to know our time is valued. Give thanks to your team for simple things. This can include changing the copy paper or hopping on a call at the last-minute.  Pay attention.  Check in with your team often to let them know you care. Celebrate any and all successes, no matter how small. If they are out of sorts one day, drop them a quick note to let them know you appreciate their work.  Circle back often.

Soon, you’ll notice the culture of your business is more positive.

Why wait for Thanksgiving? What is one small thing you can find joy in today? 

Using Text Messaging Marketing in your Marketing Plan

Is your brand using text messaging to connect with customers? Consumer preference to shop and connect with brands continues to increase steadily. Because of the pandemic, the mobile ecommerce growth that was expected to occur over the next 2 to 3 years, happened in mere months in 2020.

In addition to email marketing and social media marketing, text message marketing is an opportunity to speak with your customers in real-time. As a result, you can have real conversations with them throughout their customer journey. And, build brand loyalty. Use the space where they spend the most time – on their phone – to reach them.

Start with your business goals.

First, define your business goals before you incorporate a new marketing strategy. Next, select key performance indicators (KPIs) that will support those goals. These can be simple quantifiable measurements like subscriber growth or they can be revenue driven. Then with a clear plan for your text marketing program, you can set your company up for success.

Brands who text message can engage customers, increase loyalty and even drive revenue. Now more than ever, as consumers and brands are both feeling the effects of COVID-19, it’s important to be able to connect with your customer directly.

Last holiday season, 61% of all ecommerce sales were made on a smartphone. That represents a 27% increase from 2018. Mobile ecommerce will continue to hold a top spot as a customer preferred method of shopping. Capitalize on this shopping trend with text messaging.

Simple reasons to think about using text messaging.

Texting could be a helpful addition to your marketing mix depending on your type of business. With texting you can build the type of relationships with customers that they crave. There are many different ways to use SMS. So, here are a few ideas to get you started.

Welcome new customers

• Create a welcome offer to new subscribers. Then, build a drip campaign (a series of texts) for these new subscribers. This welcomes them to the brand and give them a reason to stick around.

• Offer your text message subscribers extra perks for being a subscriber. Make offers ones that aren’t given in your other digital venues. Share early access to shop new items, access to a member’s only special sale or VIP access to products.

Share new products or sales

• Excite your customers about a new service. Send them a text with a link to your website. Then they can easily sign up for your company’s newest yoga class or hot stone massage.

• Encourage quick action. Share limited-time deals in your shop, best-selling items running out of stock and Buy One Get One Free offers. Texting helps you highlight the time-sensitive nature of an offer.

Alert and remind

• Keep your customers up-to-date about steps in a service process. Don’t make them guess or wait or have to track you down. Text them when their tax return is ready. Show them pictures of their new kitchen being built. Keep them aware of when your serviceman is coming to repair their refrigerator.

• Remind your subscribers about their abandoned shopping carts with a link directly to their cart to finish their shopping journey. As a result, it’s easy for them to finish checking out. Thank them for their purchase. Reward them with a bounceback offer after the completion of their purchase.

• Share important or timely information to your text message subscribers. If you’re a restaurant, share news like COVID-19 safety precautions, new menu items or dining options.

Your customers rely heavily on their smartphones to connect to the outside world right now. Reach out to them using text messaging. Having real-time conversation with your customers lets them know that you hear them, you understand their needs and you are ready to add value to their lives.

At the beginning of the pandemic, I was not worried about my mental health or how I would cope with lockdown. As an introvert, I genuinely thought this will not be a big deal for me. I am a young-ish person in reasonably good health, so I was not worried about getting sick. This will be my Olympics, my time to shine.

I was wrong.

It’s one thing to stay inside all day because you want to, it’s quite another because you have to. Add to that doomscrolling and my tendency toward rumination, I found myself falling into what I call, a Covid Hole. Everyday started to feel like it had the same flavor. It was like each day was a sad, sad Groundhog Day.

I can’t really explain why exactly, but I started crawling my way out of this dark pit in September. Maybe it was the realization that I needed to cut myself some slack. Maybe it was the timing – I love fall. Whatever the reason, here are a few things I’ve done that have helped my mental health.

Get Out There

Get out where? Anywhere. The “where” doesn’t matter, just change your environment and ideally, see people and hang out with friends if you can. At some point, I decided to put my mask on and just go outside.

Meeting friends for coffee and was such a breath of fresh air to talk and enjoy their company. I became used to seeing masked faces and returned to my pre-Covid retail habits. I spent hours at Barnes & Noble and Target, my happy places. Even professional networking made me feel better. The chance to socialize lifted my did wonders for my mental health.

Human beings are social creatures, even the introverted ones. I realized I need more social interaction than I thought. Just call me a “talkative” introvert.

Accept the Transience of Life

I heard a tip once that helps my mental health: when you find yourself in a stressful situation, add “for now” to the end of that sentence. Work is so busy and stressful, for now. Fighting with my computer is driving me crazy, for now.

Everything comes and goes, the good and the bad. Wishing for bad things to stop happening is like trying to stop the ocean with your bare hands. The ocean, life, is going to do what it wants to do. Accept that waves come and go.

Ask for Help

I’m not saying I am great at delegating, but asking for help, is … well, helpful. You are not alone in this, so ask for help – from your family and your co-workers.

Look Forward to Something

Whether that something is big or small, it’s a joy to have something to look forward to. For me, I’ve been looking forward to coffee with friends and on a much bigger front, the impending birth of my brother’s first child. Her name is Elise but I like to call her Baby Gregorio. Thinking about my impending role as “Fun Aunt” lightens my mood and helps my mental health.

I hope these ideas, while not groundbreaking, were helpful for you. As someone whose everyday life always has a small hum of nervousness around it, I know it’s hard sometimes to pull yourself out of rut. But it can be done. You can find the joy and you can ask for help. The main thing is believing that you can feel better.

Go build yourself a sturdy raft and find some excellent first mates. It may feel awkward. It might even make you feel nervous – trying new things can do that sometimes. But that feeling will go away and I can almost guarantee you that you will feel better.  

Fundraising for causes near to our hearts is in the Front Porch Marketing team’s fabric of being.

Last year marked my last of three being involved in Jesuit Preparatory School of Dallas Mum sales.

The new Mum Moms found a new solution to Mum sales in the COVID19 world. No Homecoming Dance or other celebrations. So why spend the time or energy?

Reasons Not to Cancel Your Fundraising Efforts

1. It is tradition. Everyone wants to continue traditions and celebrations. Even if they look differently. Students want to celebrate Homecoming. Donors want to continue annual giving and / or event attendance. They look forward to it. We are thirsting for normalcy.
2. Fundraising for Mums helps the school. Our school communities need more funds to operate at their best. Now more than ever.
3. Volunteers for Mums builds school community. Volunteers help make the work happen. They come together. Celebrate tradition. Share stories. Ask advice. Coming together to make this happen.

Tips for Fundraising During the COVID

1. Adjust communication tone. Be authentic and empathetic.
2. Adapt communication vehicles and their frequency. Email, text and phone are preferred. Make sure they are quick and to the point. Adjust frequency. More emails and texts are needed to break through the clutter. But they must be on point and useful.
3. Reinvent your event. Socially distant or online. Engage experts if needed. Events can still happen. It takes extra time. More investment of dollars is needed. Keeping the conversation going is immeasurable.
4. Make involvement easy. SignUpGenius is a great vehicle. Make sure volunteers know where and when to meet. Maximize their time spent. Create opportunities to volunteer from home.
5. Make donating simple. Eliminate all the barriers to donation. Make sure the donate button or page is front and center. Optimize the speed and ease of use.
6. Pick up the phone or schedule a video conference. Check in with your donors. Reach out. Show them you care. You do.

My Mum Mom fundraising era has (maybe temporarily?) ended. The relationships I made with all communities and the students are priceless. Make sure your efforts create the same.

A branded Facebook page has the power to be a gathering place, a showcase or a conversation starter for your company. As a part of your social media marketing, a Facebook Business page is a very good addition to your digital asset family to connect with your customers and build a following for your business.

Why should your brand be on Facebook?

Here are five good reasons why your brand should consider being on Facebook, and a few suggestions on how to use this social media channel and it’s features to build your business.

1. Your next customer is looking for a local business just like yours

Potential customers are using Facebook to find a new favorite neighborhood restaurant, plant store, realtor or dentist. You might not think of it this way, but Facebook is a search tool just like Google. People use Facebook to ask their friends about their experiences with businesses all the time…in front of all their other friends. They use Facebook to look up your business to see what your food looks like, what your office interior looks like, what people say about you, and more.

Facebook organically suggests brand pages to people who are located nearby. Facebook also suggests brand pages to people whose friends already like that page and engage with that business. If your brand is not on Facebook, you’re not benefitting from this simple suggestion.

If your business is on Facebook, friends can recommend you easily, give you good reviews and chat about you with their circles. Facebook is a good way to be a part of the conversations that are already happening between friends all over the country…but especially in your local trade area. By having a page, you can present your brand to your community and host those conversations.

Local customers are also looking for events in their area, and Facebook Events – another great Facebook feature – helps you easily create and post an event page with its own URL and mechanism for inviting people right on Facebook. Have a fun outdoor pop-up event next month? Build an Event page and share it. Need volunteers for a non-profit help day? Facebook Events can rally neighbors to help.

2. Engage Your Employees Digitally to Show the Human Side of Your Company

You want people to think of your business as a person that they like. They need to connect to faces, names, voices and personality. Showing the human side of your business endears your brand to your customers, and creates loyalty. You already accomplish these things in your place of business with your own employees, so extend this personality and corporate culture onto your page, giving your employees a digital way to connect with the company. This both gives them the emotional reward of connectivity and shows their friends publicly what a great company you are.

Your employees are your ambassadors. Highlight their accomplishments and their awards on your company’s page, and their networks will see that engagement as well. Value your employees publicly to build positive company culture not just among your current employees, but with your future employees.

3. Your Future Employees Are Keeping Tabs on Your Company

When you use Facebook to showcase your company, you are speaking directly to not just your own employees, but to their communities containing your future employees. Convey the personality of your company and attract new employees who are already a good culture fit.

Facebook also has another helpful feature called Facebook Jobs. Companies with a Facebook Business page can build a job post easily and immediately post it into the Facebook Jobs bank. Your followers will be the first to see your job posting – which also resides as a post on your business page. Who better to be your next employee than someone who already knows all about your brand? Facebook jobs also appear in Google search and display job local to the searcher.

4. Your target demographic is on Facebook

Do you know who your customers are? Facebook Insights can help you discover the demographics of your customers, to better market to them. When people like, visit and comment on your page, you can gather information from their Facebook profiles that is helpful for your business. Using this information, you can pivot what your business does to meet your customers’ needs.

For example, if you are a CPA and your Facebook followers continue to ask you what seems like the same tax question over and over – that might be a cue to write a blog post on your website that addresses that very topic. Then, share that page on Facebook so that your followers get the information they need. And voila, you are the voice of authority and their hero.

5. Build Your Digital Presence with Facebook Traffic

On Facebook you can present information and tell stories about your company a little bit at a time; much like you would become good friends with a person over a period of time by sharing little stories about yourself. These stories give weight to your SEO and give your company better Google Search Ranking.

You can drive traffic to your website from your page. Sign up new email list subscribers. Build your authority in your field by curating and sharing relevant and useful articles. In addition, offer special sales to customers, incentives for activity on your page and hold contests or promotions.

Facebook Business pages are one of the important tools many small businesses use in their digital marketing plan. In conclusion, with 2.4 Billion active Facebook users, more and more small businesses are utilizing a Business page to connect with their customers – and future customers – through daily conversations and brand story telling.

How is your 2020 marketing plan holding up?

If you’re like a lot of businesses this year, you threw out your 2020 marketing plan and have been in triage mode for six months. Q4 is the perfect time to re-evaluate your company’s marketing plan to include a good marketing planning outline and process, messaging, strategies and brand.

This year’s best laid marketing plans were most likely laid to waste in the second quarter. It’s now Q4 of a very weird year – speaking from, well, every point of view – and everyone is working under the guise of not knowing what is coming next or when. Some businesses are continuing to just execute 2020 marketing strategies with messaging that is not currently relevant to growing their top line or their bottom line. Stop reacting and get proactive with your brand.

Typically, clients reflect and plan ahead this time of year, and this Q4 should be no exception.

In fact, we recommend doubling down on the planning. This year though, planning may look a lot like pivoting for most businesses. There is very little business-as-usual going on, and your company’s business plan should reflect that fact.

We are working with clients that are facing different year end results – from more than 75% decline in sales, to flat, to having the best year ever. We have clients who’s marketing plan has them pivoting completely and launching new brands, born of the new normal or a long-held dream. But the one thing all of our clients have in common right now is that they are planning in order to be able to continue to pivot if need be. They are ensuring that their future strategies will be on-brand even if the content has to change.

Now is the perfect time to step back from your business plan and take an objective perspective on your company’s state of affairs.

Is your brand’s marketing plan going in the right direction? Do you need a more focused or broader message? Are your communication strategies getting you in front of the right customers on the right social media channel? Is your brand voice in tune with the state of the world? Know who you are, what you stand for and how to communicate that mission to your customers. What is your highest and best use? When you have a plan, this is how you can frame all of your future content – even if it keeps changing.

Plan ahead to pivot.

Planning a marketing infrastructure to put in place now and building on it through Q1 and Q2 of next year can help pivot your brand toward a new goal, refine your mission and elevate your relevancy. Have a plan in place to be able to address the unknown needs of your customers as they arise in 2021. You don’t necessarily need the answers now, but you need to have a plan to be able to answer the questions your customers will have. Your marketing plan for next year should include key messages, strategies, a budget, timeline and content calendar through Q2 of 2021 to carry your company into Q3. Spend your marketing time wisely this quarter to build the brand you’ve always wanted to become next quarter and beyond.

A popular phrase in the marketing world states, “always be one step ahead of your competition.” But, how do you accomplish that? Develop a competitive analysis.

Why are your competitors outranking you? What are their strengths and weaknesses? What are their marketing strategies? All of these questions are answered through a competitor analysis.

What is a competitive analysis?

A competitive analysis identifies and evaluates your competitors in comparison to your business. More specifically, your analysis should include the following:

• Identifying your competitors and highlighting those that pose the biggest challenge
• Researching information about your competitors
  • i.e. pricing, financials, marketing campaigns and social media, company history, their marketed demographic, and locations they cover
• Evaluating their strategies
  • Determine their strengths and weaknesses to your brand’s

Why do competitive analysis?

Competitive research is crucial to your success as a business because it helps you create better marketing strategies. Moreover, it allows you to make educated decisions about your strategy and guarantees you can create competitive advantages. A competitive analysis gives you the ability to quickly identify industry trends and adapt to other marketing campaigns. As a result, all of these enable you to stay ahead of your competitors.

Conclusion

It cannot be a one-time thing. In short, frequently completing a competitor analysis gives your business the advantage to outsmart the competition. 

A tracking pixel is a little HTML code that tracks behavior from your customers – it records for instance when a user visits your website or opens an email from you, or interacts with a banner ad that your brand has created. It essentially fills the same role as a cookie but tracking pixels cannot be blocked by normal browsers like cookies, so they offer an alternative information tracking process.

A tracking pixel is also a tiny graphic with the dimension of 1 pixel by 1 pixel. Because it is this tiny, no one notices when it is included on a website or in an email because it is usually designed to blend into the graphics.

Brands can use a tracking pixel to gather this behavior data and then analyze it to make better decisions on what to put on their website, in their emails, on their social channels. Where are most of your customers located so you can market to them at a local level? Are most of your customers are on-line late at night, so it would make more sense to schedule your emails or social media when they are on-line looking for answers? Maybe a tracking pixel could give you more insight into answering questions like these.

How Does a Tracking Pixel Work, and What’s in it for You?

By adding this little snippet of code to a website or email, the brand links a piece of content – like a web page, an email, or a banner – to the pixel’s server. Then when a user, let’s say visits the brand’s website (where the tiny pixel is) the code gets processed by the browser being used and is then registered and noted in the server’s log files.

When this process occurs, several different pieces of information can be transferred in regard to the content that a user is interacting with. Brands can find out answers to questions like:

• What is the screen resolution of this device?
• Is this content being viewed on a mobile device or desktop?
• What is the OS of device the customer is using?
• Is the customer looking at your content in a browser or in an email program?
• What is the IP address and location of the viewer?
• When was the content was viewed?
• What types of ads does the customer like clicking on?

One of the most common use of tracking pixels is for retargeting. Did you just look at a pair of shoes yesterday and now you’re seeing those shoes in Instagram? Do you feel like you were just talking about a specific thing and BOOM there it is in Facebook? That is a tracking pixel doing its job. That little guy is trying to be helpful!

Tracking pixels are also used to measure a marketing campaign’s performance or track conversions. They can be used to build an audience base for a new product or service.

How to Insert a Tracking Pixel

Web and social analytics tools such as Google Analytics and the analytics available within Facebook for Business, for instance, give brands thorough explanations and tutorials on implementing tracking pixels. There are two ways to include a tracking pixel in your website:

• Through your CMS dashboard.
• In the hardcode of your website. If this is the case, you will need to get your web developer involved.

What’s in it for your customers?

Tracking pixels can benefit customers over time, as the data garnered can be used to make offers more relevant, questions answered more readily, and overall make the user’s experience better. Privacy advocates argue that pixels violate user privacy and allow spammers access to personal data more readily. User consent must be secured first and GDPR rules require the choice of opting-out of being tracked.

Many of the data points tracked and logged by a tracking pixel can be helpful information to brands when they decide what to highlight on their website – which part of the website is the most popular and gets the most traffic? One could infer that this particular content is valuable and sought after and therefore create more like it to be more helpful to their customers in the future.

Use tracking pixels wisely and carefully by being a responsible brand – answer their questions, be helpful, get them the information they need. In this way, the tiny tracking pixels can yield big results for both you and your customers.

What do customer experience and gestures have in common? They both speak volumes about your brand as a company and your brand as a person.

From giving a smile to a customer to going the extra mile for a coworker, the art of showing a kind gesture to others has been lost in the haze of living in an individualistic generation. We live from day-to-day with a driven focus of going to the next best thing as soon as we have finished a task. Although this is a productive use of time it strips away the opportunities to foster a healthy and interactive workspace or home space.

Whether it’s a work-related task or a personal task, there is beauty in slowing down once in a while and appreciating the little things and people in your life. This beauty can be seen in the relationship-building that occurs with customers or partnered companies or even neighbors. Although there should be a focus on the task at hand there should also be a focus on the art of gestures. For example, buying a customer dinner before a meeting, finding out a partner is confused about a contract and offering your help, or even sending flowers to a neighbor who is having a hard week.

Regardless of the line of work you do, gestures go a long way. Today, I want to help you improve your customer’s experiences through the art of gestures with three easy steps.

First Step:

Become in tune with your surroundings. You’d be surprised at how much you miss when your eyes are locked on a screen or on a task at hand. There are relationships you could be building with a potential customer you may have never noticed or with a passing stranger who may need help bringing their groceries into the car. With a simple smile or extra hand – your gesture has great power to turn someone’s day around.

Second Step:

Put yourself in the shoes of others. Imagine this: you have a hard day at work and feel so overwhelmed because everything seems to be going wrong. From being late to a meeting to finding out your computer didn’t save the work you had spent hours working on the night before – you feel defeated.

With low spirits, you head back to your desk. Only to find that someone has left you a cup of your favorite coffee and an encouragement note! The note acknowledges the hard work you’ve been putting in all day. Suddenly, the day seems to be not as bad as you thought. You smile and get a surge of motivation to finish the end of the day on a sweeter note.

Something so small can be so big for someone who may not realize they needed that gesture. From a cup of joe to an encouragement note, think about what you may need if you were in another person’s shoes. It may be the start of a beautiful friendship or a fantastic customer experience!

Third Step:

Incorporate words of affirmation into your everyday conversations. Take the time to give a shout out on someone’s hard work or encourage a client who is feeling overwhelmed. It takes only seconds to brighten someone’s day.

Conclusion

No matter where you are, a gesture has the capability to mean the world to someone. You have the power to make a positive difference in someone’s life. Challenge yourself to make that difference and pursue an art that can be found through you.

How can I write about September 11 – an event that I did not witness in person and yet simultaneously affected everyone?

Here on the Porch, I am known as an excellent writer. But, for this assignment, the words were not flowing like they usually do. I stared at a blank page for a while.

Everything I thought of writing sounded like empty platitudes. So, when words fail me, sometime lyrics come to mind. Maybe because songwriters are geniuses and that is what songs are supposed to do – stick in your mind forever and describe a moment in time perfectly.

New York Minute

New York Minute is a song by Don Henley and came from the album (aptly enough) The End of Innocence. To me, the song’s chorus describes the events of September 11, as well as its aftermath. One minute, I was getting ready for work at my on-campus job. The next minute my mom was talking to me on the phone, through tears, half a world away, telling me to be careful.

On the morning of September 11, my oldest friend in the world – Bella – was going to meet her friends for breakfast at the World Trade Center. The next minute she was running for her life. We have been friends for 20 years now. If she did meet her friends that day, Bella would have been a cool girl I used to know.

Later that fall, in one of my history classes, we had to talk as a group about a landmark event that touched everyone’s lives. For a previous generation, that discussion could have been about the Kennedy assassination or the Moon landing. For us, it was September 11.

A classmate shared an especially poignant story. His dad was a pilot. He was supposed to fly one of the planes that hit the Twin Towers that day. He switched flights with a colleague so he could attend his youngest son’s soccer game that morning.  

Left or Right

What is my point in sharing all these anecdotes? I’m not sure to be honest. I keep thinking about all these seemingly small moments in our everyday that when we look back on them, turn about to be a big fulcrum in the story of our lives. Points in time where the axis of our lives turns in a dramatic way. Running late, running early. Take the day off or go to work. Left, right.

I guess, my point is, we don’t know where these dramatic turns will be. We think its going to be the next big promotion or a move to a new city. And usually, its nothing like that. It is the small things that can alter the trajectory of our lives.

Turning Points

A chance encounter with a co-worker in the break room who could turn out to be the love of your life (my brother and his wife).

My dad getting juuuuuust a high enough score to pass the Armed Service Vocational Aptitude Battery test and join the U.S. Navy. His was one of only 150 spots reserved for Filipino citizens each year.

One night during my sophomore year, I took a call from a boy I “sorta kinda” knew in high school. A mutual friend said we should talk to each other. So we did. That one call turned into calls nearly everyday. He turned into my boyfriend. And then my husband. That was almost 20 years ago.

Of course, not every chance encounter or small movement is going to turn into something big. You simply don’t know. But, maybe, especially right now, we all should hold each other a little closer, a little tighter. Because everything can change.

In a New York minute.