Client-Agency partnerships don’t happen instantly. Do you ever wonder what makes a strong working relationship between a client and an advertising agency? I’ve walked in the shoes of both and know first-hand the frustration that can ensue if there isn’t a solid relationship.
A successful partnership begins before the ink is dry on a formal agreement and is nurtured throughout the relationship. While there are many traits of a successful relationship, focusing on the following will help start a genuine connection from day one.
Drive Home That You Are Partners It is critical from day one that both the client and the agency view each other as partners in a client-agency partnership. Both bring unique knowledge and skills to the table. The client knows their customers better than anyone and brings the overall goals, while the strategy and execution come from the agency. Everyone must work together purposefully and respectfully to make the vision come to life.
Open and Honest Communication It’s ok for both sides to push back. Successful client-agency partners don’t always agree. Being open to honest feedback and seeing different perspectives provides a better result. Set boundaries when giving feedback. And remember, it should never be derogatory or condescending.
Set Expectations and Define Success When establishing a new client-agency partnership, the client and agency must understand each other’s processes. Schedule an onboarding meeting to share best practices, processes and procedures, timelines, etc. It is also imperative to define success together. Everyone needs to understand the agreed-upon goals, that objectives are easily measurable, and KPIs are defined.
Team Client-Agency For the Win!
It is important to remember at the end of the day, the client and the agency are working toward the same goal. You’re a team. Yes, there will be disagreements at times. But a solid partnership built on mutual respect, trust, and open and honest communication is a winning recipe for a long-lasting and successful relationship.
Looking For More Than a Beach Read? Try One of These Marketing Books.
Building a StoryBrand: Clarify Your Messages So Customers Will Listen
Written by Donald Miller, this book is the perfect guide to strengthen your relationships and loyalty to your consumers. This book draws on the seven universal powers of storytelling. It teaches you how to craft a brand story to gain a competitive advantage in a crowded marketplace.
Building a StoryBrand is the marketing book that will transfigure the way you sell your brand. And the value it brings. It is for leaders who are wondering how to create a clear and consistent brand message. This book is the perfect read for helping you reach your audiences.
Contagious, Why Things Catch On
This book written by Jonah Berger explains the science behind how word-of-mouth and social transmission work. Berger reveals six principles of how ideas and products catch on, appealing to business leaders, politicians, health officials, and anyone trying to sell an idea or product. The book was a New York Times bestseller. It was also awarded the best marketing book in 2014 by the American Marketing Association.
For scientific and analytical thinkers, this is the best marketing book to help you understand the science behind the human brain and natural human tendencies when marketing your brand.
Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success
Looking to rapidly grow your brand? Hacking Growth by Sean Ellis and Morgan Brown is perfect for you. This read touches on the marketing strategy called Growth Hacking. It originated in Silicon Valley and refers to the rapid growth of a company. This book provides you with all the necessities and tools. Your teams can use it to maximize growth, customer base, and market share in a reasoned and deliberate way.
Positioning: The Battle For Your Mind
Are you overwhelming your customers with information? Are they skeptical of the over-consumption of media? Then this marketing book written by Al Ries and Jack Trout is perfect for you. The goal of this book is to keep your brand’s strengths and weaknesses in mind, and use this information to strategically position your company in the customer’s minds.
Whether you are new to the market or seasoned, this book provides you with the information to put yourself in your customer’s shoes. Make an educated approach to align your brand with your customer’s needs.
Permission Marketing: Turning Strangers Into Friends and Friends Into Customers
Seth Godin reveals his alternative marketing strategy of advertising goods and services only after getting advance consent. People do not respond positively when their lives are “interrupted” by unwanted advertisements.
This book shows brands how to effectively use permission marketing and the wide success it has had on various companies. If you are looking for a way to passively market your brand in a manner that consumers will find subtle and professional, this is the perfect book to read.
Good question! You’ve heard about “Lead Generation” but aren’t sure what that is, how to do it, or if it can help you build your business, right? As a marketing firm that works on lead generation strategies and programs all the time, we’re here to answer your questions. So ask yourself these questions next:
Interested in investing in the expertise of what a strategic, seasoned marketing partner can provide for your overall brand? Good. Read further.
Ready to invest the resources, time, money, etc. to get there? Better.
Know that the fundamentals of a brand architecture, brand strategy, message map, creative brief are key? Your competition and target customer are defined? Best.
Over the past two weeks, we have had new prospects reach out to us regarding lead generation. So, let’s rap about that specifically.
Let’s Get Started
What is it? Lead generation is the process of attracting and engaging your target audience. And then, converting them to customers. Engage your prospects. Build relationships. Turn leads into loyal customers. And loyal customers translate into sales.
Lead Generation Winning Strategies
There are lots. There is no silver bullet, one size fits all. Once all documents are reviewed and goals and target are considered, we recommend the right strategy for each business we work with at Front Porch Marketing.
Let’s name a few:
Content Marketing. This really should be part of any of the processes below. It hits many buckets: social media, website, SEO and inbound marketing. Providing consistent, relevant content of value and establishing cred and authority with your prospects.
Conversion Rate Optimization (CRO) and on page. This has to do with your website. Think forms, widgets and pop-ups to attract website visitors and produce leads by collecting information like email addresses for follow-up, or addition to a monthly newsletter.
Customer Relationship Management (CRM). Platforms and tools — i.e. LinkedIn Sales Navigator, PipeDrive, Salesforce, ZoomInfo — can help identify and reach the optimal target audience for your business. Once you reach your audience these tools also help you nurture them. Turn them into loyal customers via email, SMS and other one-on-one relationship building communications.
What’s Your Next Step?
Our clients reap success using these strategies and tools. We can share success stories related to any of the bullets above. And, we are here to help you. Let us implement a repeatable process of lead generation and then scale it with strategies and tactics to grow your topline.
Welcome our new intern Ryan Barton. Front Porch Marketing supports Ursuline High School by providing an internship or two for their students every summer. We have had the pleasure of introducing marketing and advertising to these rising seniors for several years now, and have enjoyed their enthusiasm and sparkle every summer.
This summer our Ursuline High School intern is rising senior Ryan Barton. Ryan is excited to utilize her strong communication and writing skills this summer and learn more about what we do at Front Porch. And we are excited to add her to the Front Porch team. Ryan is the captain of the girls’ basketball team, and president of school club Helping Hands, which she founded. We asked Ryan a few questions about herself to get to know her better!
What makes you want to have a career in marketing?
I took a class this year at Ursuline where you have to create a business model and work out the finances, marketing, and product. It made me interested in the marketing aspect of a business and what that entails.
What is one of the biggest lessons you’ve learned so far in your life?
I have learned that every person is different and has an unique skill set. It taught me that comparing myself to others is not helpful or productive.
If you could describe Ryan Barton in three words what would they be?
In 3 words, I would describe myself as determined, thoughtful, generous.
What are your goals for your time at Front Porch Marketing, Ryan?
My main goals are to get experience in marketing and seeing if it is something that I would be interested in pursuing in the future.
If you could go to dinner with one person living or dead who would it be?
I would go to dinner with my Taylor Swift. I grew up with older sisters so her music was constantly on and she has become a huge inspiration in my life!
What is a fun fact about you, Ryan?
One of my favorite foods is Caesar salad! I had one in New York when I was 10 and have loved them ever since!
We’re So Happy You’re Here, Ryan Barton!
Of course this summer we had to have a #swiftie as an intern. Of course! We are looking forward to seeing how your future develops, Ryan, and hope that your time at Front Porch Marketing is valuable to your career path. Welcome!
AI influencers are virtual personalities managed by brands or agencies. They are created using computer graphics and machine-learning algorithms to appeal to a brand’s audience. These influencers serve the same purpose as other real influencers. But they are designed to reinforce a brand’s particular marketing objectives. AI Influencers can wear a retailer’s clothing or visit their store — all virtually. They can express their thoughts about the benefits of products. They can help elevate a brand’s social media.
AI influencers have already worked for brands from Red Bull to Tinder, since 2016. They interact with consumers using conversation, photos and videos. Often hyper-realistic, they create attention-getting, stylish interactions with the products they represent.
What are some benefits of AI Influencers?
AI influencers work 24/7, whereas real humans cannot keep up this pace. This keeps active engagement rates high, and is beneficial to consumers engaging globally in multiple time zones. With round-the-clock content creation, these spokespeople can quickly build a large global following.
Often, they can create content specifically tailored to answer their audiences’ questions. Further, they can engage with thousands of consumers in a personalized way — without the conventional challenges of doing all of this as a real person. AI influencers, and their accompanying data, can also guide brands to find new or specific audiences. They can introduce new products, create more engaging content, and help optimize campaigns.
How do they help brands specifically?
Everything listed above is incredibly beneficial to growing a brand. But did you know AI influencers can also track consumer engagement so you don’t have to? These influencers can sum up analytical data from a brand’s work with them. That’s influencer and data are rolled into one. This makes it easy to view analytics and make decisions going forward.
From social media engagement to sales reports, an AI influencer can become an important part of helping brands build business. This data is valuable in offering ideas on which demographic to reach. It is valuable to know when to reach them, and how to reach them as well. Brands like Calvin Klein, Samsung, and Prada have all worked with AI influencers. These brands have incorporated influencers on social media platforms with success.
In the future, look for innovative new uses as AI influencers evolve. They’ll continue to talk with consumers and build value for brands in platforms beyond social media.
Small businesses are the heart of America, but what would it look like to start a small business in the post-pandemic world of today? Life in corporate America has changed drastically since the start COVID-19 pandemic. Turnover rates have skyrocketed and a growing sense of burnout has people looking for flexible, fulfilling enterprises. So, when the 9-5 isn’t cutting it anymore, why not become your own boss?
Turn a passion into a money making machine that pays the bills and gets you out of the office. My personal friend, MJ, did just that. She created Ambrosia and Honey, an online art shop specializing in fantasy novel merchandise. I got the inside scoop on how MJ turned her drawings into a successful, growing company, as well as the hardships and victories she encountered along the way.
1. What made you want to start your small business?
I started to read again after graduating college. I loved reading as a kid but school took up too much of my time and that passion got put on the back burner. A few months after graduation I got a job as a concept artist and was living with my parents. I had tons of free time after work and was burning through several books every week.
After 6 months working I realized that I really don’t like working for a company. No matter how cool the assignment was, I found that I could never bring as much passion to my job as I did to my personal work. I got into a bit of a bad place where I wasn’t sure what I truly wanted anymore. My goal was always to become a concept artist so why wasn’t I happy?
That was when I discovered the bookish community on TikTok and Instagram. I found so many other people that loved to read as much as I did, as well as other artists who created amazing bookish shops. I thought to myself “well I could do that.” And so I did!
2. How have your priorities changed from when you first started?
I don’t think my priorities have changed as much as my goals have. Originally I started the shop with the goal to share my art and maybe make a few extra bucks on the side to pay for gas, seeing as I drove 45 minutes to and from work every day. I was already creating fanart for myself, I figured other people might like to see it too.
Well as it turns out a lot of people like to see it and the shop is now my full time job! My current goals are more in the realm of expanding the company so I can keep up with the demand and creating even better products. My small business priority has always been quality over quantity.
3. Knowing what you know now, is there anything you would have done differently when you were first starting out in your small business?
I would have done preorders from the start. I didn’t realize that social media engagement didn’t equal actual sales so I ordered way more product than I actually needed.
4. What has been the hardest thing about starting your own business?
The hardest thing has probably been the accounting and business side of things. The art comes easy but the legal things you have to take care of are incredibly frustrating and time-consuming.
5. What is unique about your small business?
I think the fact I make art based on books is pretty unique. Most fan artists make work based on tv shows, films, or anime but the bookish community is relatively niche. My work itself is another thing that separates me from other bookish shops. The majority sell apparel, candles, or jewelry while I sell decor.
I combine digital painting with 3D elements to create something that’s never been done before. Of course this isn’t to say those shops are bad — on the contrary! My fellow bookish shop owners have become some of my dearest friends. I just mean to say mine is slightly different from the rest.
6. What do you look into when making a new product for your business?
I have an entire notebook full of ideas I can’t wait to show everyone! Often times they come to me while I’m driving or when I’m about to fall asleep. That’s the easy part; scheduling is the main problem.
Due to how time-consuming each launch is, I’m only able to do one every few months so I have to be very strategic when they’re placed throughout the year. Seasons, holidays, book release dates, etc. all play in to what I choose to design and when. I definitely get inspired by my fellow bookish shops but my work is different enough from them that I generally just to my own thing.
7. How do you market your business? What is the most useful/successful?
Social media is essential to my small business! I personally use both TikTok and Instagram. Understanding how the algorithm works is the best skill you can learn in terms of marketing. Good lighting, engaging captions, and posting at the right times will take you far. If you don’t know where to start, look at other accounts to get inspiration.
8. Any advice to someone starting a small business?
My biggest piece of advice is to be approachable! Let your followers get to know you and create a community. Post relatable content with insights into your personal life. Pull back the curtain and show what’s behind the scenes. People want to follow people, not brands.
Are you ready to start your own small business?
Starting a small business is no easy task, but it might be just what you need if you’re feeling bogged down by the corporate machine. They say if you’re good at something you should never do it for free, and if you’ve got passion and determination it can take you where you need to go. We’ve even got more tips for marketing your small business to help you get started.
Hopefully these tips can help you or someone you know who is looking to start their own small business! Huge thanks to my friend MJ. Remember to check out her shop Ambrosia and Honey online, and don’t forget to shop small!
It is probably safe to assume your company has a marketing plan. That’s document detailing the strategies to market your products and services to the defined target audience. However, do you find your company falls short in executing the plan? That’s where the Content Calendar comes in!
Let’s face it, priorities change, and problems come up. Next thing you know, it is six months down the road, and you have forgotten what was in the original plan, let alone followed through with implementation. And this lack of follow-through can negatively impact your business.
Follow Through on your Plan with a Content Calendar
One way to eliminate this situation is by developing a content marketing calendar. By definition, it’s a tool that helps you plan and execute your marketing strategy. It turns your plan into actionable deliverables.
Creating a marketing content calendar may seem daunting at first, but in its simplest form, consider it a living, breathing document used to plan your content. The amount of detail and layout can vary according to your organization’s preferences. At a minimum, it should contain a separate column or tab for your platform(s), content to be published, and the publishing date.
How to Create a Marketing Content Calendar
It may seem overwhelming but consider these key pieces of information as you start to plan your content calendar.
What marketing platforms do you use? Social media, email marketing, blog posting. No matter what platforms you utilize, it’s most efficient to keep track of your content in one document.
Determine how often you publish content. Do you post to your social media channels three times a week? Do you send a monthly email or maybe a weekly communication? How often do you write blog articles? Twice a month?
Create your content calendar. It’s recommended to plan your content at least one month in advance using either an excel spreadsheet or a Google Sheet. Create a separate tab for each marketing platform (social media, email marketing, blog articles, etc.). For social media, create a new tab for each month of content.
Plan your content. Consider key dates to promote your product or service. Do you have an upcoming product launch or event? Are there specific holidays or national days you want to highlight?
Build out your calendar. After you’ve answered all the questions above, add those items to your content calendar. Plug your content into the assigned content tab for each month or week.
Next Step: Executing Your Content
The next step is to add additional levels of detail. Consider the supporting images and content needed for each social post, email, blog article, on your content calendar. Assign ownership and build out timelines. Who is responsible for image creation, content development, social media posting and building and launching emails?
Now it’s time to see the benefits of your hard work pay off. Publish your content and monitor your results using analytics. Find out what content and images generate the greatest response and what fell short. Test your messages and images. Change your content accordingly. Be creative and…HAVE FUN!!! It all starts with a good content calendar.
Welcome Thomas Bahash, our new summer intern, to the Porch!
It’s time to welcome a new team member — Thomas Bahash — to the Porch. He’s an Advertising and Brand Strategy major at Texas Tech, and a golfer (in case you didn’t notice). We love our summer interns, and we’re so excited to introduce you to Thomas. You can read about him on our team page, and today, we’ve asked him a few questions about his perspective on advertising, so you can get to know him better. And then you can send him a big “howdy!”
What is the biggest misconception about advertising today?
aI believe the biggest misconception about advertising is it’s easy and simple. Many people don’t understand the research and work that has to be done before you release an ad.
What advice would you give to your younger self?
A piece of advice I would give my younger self is to not sweat the small things so much, learn from them, but don’t dwell on them.
What is one of the biggest lessons you’ve learned so far at school?
The biggest lesson I learned from college is to stay organized, it is hard to juggle school work, extracurricular activities, and live on your own for the first time. Staying organized makes everything a little bit easier.
What does good brand strategy look like?
A good brand strategy effectively conveys its mission to the appropriate audience.
If you could go to dinner with one person living or dead who would it be?
If I could attend dinner with anyone in the world, it would be Justin Thomas. Justin is a great person and role model to all ages, hopefully he can help me work on my swing as well.
If you could describe yourself in three words what would they be?
Three words to describe me are personable, determined, and energetic.
Tell us about a major milestone in your life?
A major milestone in my life was being elected captain of my high school lacrosse team. At that moment, I realized people looked up to me, and I wanted to do everything to become a great leader. I still use things I have learned from being captain in my everyday life!
From your perspective, how does Front Porch Marketing differentiate itself from other marketing companies?
Front Porch Marketing differentiates itself from other companies by establishing close relationships with its clients. I have not met a company as friendly and welcoming as theirs!
What is a fun fact about you?
A fun fact about me is I am from the Jersey Shore.
Marketing your small business can be an overwhelming task if you’re starting from scratch. Where do you start? What’s the most important thing? What are the marketing steps to take to get to success?
Over the years, Front Porch Marketing has written a ton of articles to help small businesses succeed — on everything from social media to marketing plans. Today we’ll gather those up in a helpful list that you can use to start marketing your small business. Even if you’re starting from scratch.
Start Your Marketing With a Plan
Before you start doing anything, you need to have a big, bad marketing plan. Why? This steering document will help you know who your audience is and what your goals are. It will help you develop strategies to succeed, and tactics to reach those people.
As months pass, though, don’t forget you’ll need to continue to cultivate your marketing plan to make it grow, much like weeding and feeding a garden. Weed out what’s not working, and do more of what is working. A Marketing Plan is a living document.
Make Your Business Look Like It Means Business
To present the best face of your business to the world, you’ll need a logo. This visual symbol of your business’ legitimacy will be a reminder everywhere — your email, your website, your invoices, your staff’s golf shirts. Designing a strong logo and implementing it is key to a strong brand voice.
Can Your Customers Find You as You Are Marketing Your Small Business?
Most businesses have a website, as their home-base on the internet. This is the first place customers will go to find you and learn more about your business. Is yours up-to-date? Or do you need to build your first website? Maybe you just need to expand your presence by adding a social media channel or two after a social media audit. Depending on who your customer is, you might choose Facebook or LinkedIn, Twitter or TikTok, to reach them.
You might also want to consider email marketing to reach your customers. Engage and connect with customers. Make their lives easier by helping them solve problems. Email marketing has power, and building your email marketing list can build your business.
Grow Your Audience With Advertising!
Reaching your consumers wherever they may be is important. So your marketing plan might likely include some form of advertising. Do you need digital advertising to reach new customers on the internet? Maybe text message marketing and advertising (SMS) to build loyalty with your existing customers. Would testimonials on your website convince others to try your company?
Establish Your Authority With Media Relations.
Some businesses benefit from having the news media write about them in editorials, reviews and interviews. Effective media relations can get great results for your business goals when done properly. Customizing your news to each publication can benefit both parties.
Start Your Small Business Marketing from Scratch By Taking the First Step
Read through some of our articles to help you get started on the journey of marketing your small business. Remember that it’s a marathon, and that you can continuously improve your approach to get better and better results. Need help with any part of your journey? We’re here to help.
“Business Lessons” Are Not Your Typical Mother’s Day Tribute
This past weekend, we all celebrated Mother’s Day. Some of us celebrated by remembering their mothers who are no longer with us. One of the things I remember the most about my mom is her sensibility. She had a philosophy for life that was kind, inclusive, smart and at the same time funny. That’s why I can remember some of the bits of wisdom she both repeated and modeled to me as a child, and have used them as business lessons in my career.
While most of these were not given to me in the business context, I have been able to apply these 5 life lessons as 5 business lessons. Moms sometimes have a very clear vision for what makes a successful brand, company, or business. And now I can say that my mom was my first business consultant. So I’m going to share some of her wisdom with you in honor of Mother’s Day.
Close enough for government work.
We might all just stop trying to be perfect. You are good enough just the way you are! My mom would always say “close enough for government work” when something didn’t come out exactly as I expected it would. And instead of being upset, we’d all laugh. And we’d move on. And we’d try again.
Because heck, if a giant business like the government doesn’t do it perfectly the first time, then how can we be expected to do so? Do your best and that will be good enough. It’s our effort and perseverance that counts.
Not what I would have done, but just as good.
As a business leader, recognizing that your colleagues or direct reports might not solve a problem exactly as you would have, evaluate others’ work through fresh eyes. Weigh their solutions against the brief or the client ask, and if it works (even if its not what you would have done) then it’s good.
This simple and valuable business lesson will go a long way toward building trust and loyalty within your team. After all, you hired these people and they are experts at what they do, so treat them as such.
Take care of everyone smaller than you.
When I was very small, this meant if a friend falls down on the playground go help them up and make them feel better. Or if a kid younger than you seems like they need a friend, be one. Share your snack with kids who don’t have one. That sort of thing.
As I got older, the meaning became less literal and more figurative. “Smaller” could mean less access, fewer resources, more burden. Anything that made someone’s life smaller than yours.
So now as an adult, if you have access to something that others don’t, share your access. Hire a non-traditional intern who might never have had the opportunity. Bring a younger colleague to an industry event or dinner. Give public kudos and rewards to your team. Create and support programs in your company that create a more equal, diverse and inclusive environment for everyone.
Practice what you preach.
If you say one thing, but do the opposite, what message are you sending about yourself? You’re damaging your credibility said my mom. When you demonstrate this business lesson — that you know what you’re talking about — then people will believe that you are an expert.
For example, if you are a digital marketing agency that handles social media for your clients, but your own agency doesn’t have social media channels, how can potential clients know that you’re an expert?
If you need help, ask.
This was one of the most important lessons that I learned from my mom, that I’ve applied to my entire career as a business lesson. It’s ok to not know how to do everything. It’s ok to say in a meeting “Well, I don’t know the answer, but I will go find out.”
Leaders, surround yourself with people who are better at things than you are, and ask them when you need help, and you’ll always be successful. We are all over the “fake it til you make it” mantra. Be vulnerable, ask for help. In the process, you’ll be giving someone else a compliment by asking for their expertise. And you’ll probably be learning something new.
My Business Lessons From Mom Made Me a Successful Business Person
I hope you’ve enjoyed some of the wisdom that my mother shared with me. She always said that if you can do something that might help someone, take that opportunity. I’ve tried to follow that advice my entire career. And I would consider myself successful in that regard…and to me that’s the aspect of business acumen that matters the most.
