Dear business owners and leaders we feel you — it’s almost the end of the year. You might feel like you are running out of runway to do all the things before 2024 closes. But don’t panic! Here are a few pointers to help you prioritize and set your business up for success next year.
Marketing Planning at the End of the Year
Need a short list of what to do to start your next year in marketing off right? From a marketing perspective, check these off the list:
First, set your marketing goals.
Then, define strategies to align with those goals.
Next, define or redefine your target client or customer. Remember, you are probably not your target audience, and your business cannot be all things to all people. Focus is key.
Make sure content strategy for January is defined. Outline your content calendar to get a jump on organizing and posting when the holidays end and work begins again.
For social media and blogging, develop your copy and create the visuals for your posts now, and get them queued up and ready to go January 1.
Email marketing for January means developing your content now, and the creative that is aligned with the content so you’re ahead of the calendar and know what to focus on for January content.
Overall, other marketing initiatives are worth considering. What worked this year and what other new ideas do you have for 2025? Think about where you need to be marketing-wise in the coming year.
Set your marketing budget. Initiatives you have planned for 2025 will be determined by this. Remember, don’t waste anyone’s time on the next big idea or initiative if you are not willing to invest what it takes to accomplish that idea. Budget for your marketing as accurately as you can now.
Rev Up for Beginning-of-the-Year Business at the End of the Year
From a business perspective, have you done these things? Getting your business ready for 2025 involves your whole team. First, get them onboard with your business plan and then show them how it relates to them with these three tips:
Share your Q1 priorities for the business and calendar them with your team.
Set a team kickoff meeting in Q1 to set the tone for the new year.
Focus on strengthening company culture with this kick off meeting and other types of team touchpoints, activities and communications.
Now Look Forward to A Great New Year of Success
The new year will be bright. Strap in and get things done. But you can do it. The Front Porch Marketing team is here to help. Let us make 2025 the best year yet for your brand and business.
Gratitude is so important to me. Thanksgiving is one of my favorite holidays for many reasons including celebrating all in which I have to be grateful. The Porter house plans for the day are football, family and of course food. My son is home which fills my heart. Daughter has signed on as the cruise director for the day, planning fun activities, as well as helping create the tablescape.
My kids always roll their eyes or sigh when I remind them to say please and thank you. These days it seems underrated. To me, gratitude is of the utmost importance.
Gratitude Should Be Expressed Every Day
Recently, a member of my new networking group was celebrating his birthday. He stood up and thanked everyone for the birthday wishes. Then, he proceeded to pass out dessert to everyone in the room. He shared for his birthday that he gives presents to those who have impacted his life. I was stunned. I also was moved at such a selfless gesture and one that I have yet to experience in my life.
Noted, and will be practiced by me annually from now on. Beyond that, I am so thankful for that experience. And I feel very blessed to have that person in my life now. I will be better learning from such a genuine, thoughtful and selfless leader.
Counting My Many Blessings and Giving Gratitude to Them
Personally, I am grateful for my children who wow and challenge me in a good and interesting way almost every day. Plus I have so many Texas and Florida people that lift my family. Thank you to y’all.
In addition, my friends are the best. First, they continue to put up with me. Second, they support me when needed as well as continue to show up whether in the background or foreground.
The Front Porch Team rocks. I don’t know what I did to work with brilliant, collaborative, kind and thoughtful people every day.
I am grateful for our rockin’ clients. Front Porch is only as good as our clients. And ours are outstanding. We have so much gratitude for them as they continue to collaborate with us and allow us to do our best work.
And, then there are our former team members and clients, who continue to engage with us. They keep sending us referrals. Also, they lend support in more ways than one.
Also, don’t know what we would do without our mental health peeps. Wow. I know my kids and I have the best. So thank you for taking care of us.
Last but not least, nonprofits in our community are making a true impact on many fronts. So much gratitude goes out to them. Most recently, for the magic that is The Hope Party benefiting the Grant Halliburton Foundation. The foundation’s work is a critical solution to the mental health for North Texas’ youth.
There are so many things I could drone on about that I am thankful for, but alas I am keeping in mind, dear reader, that your time is limited.
This and Every Thanksgiving, What Are You Thankful For?
We would love for you to share where your gratitude lies this Thanksgiving holiday. I am grateful for so much including those of you reading this blog post. Thank you to each one of you. And Happy Thanksgiving!
Here are some marketing questions for business owners and leaders to ponder to truly rock 2025. Start the year off right. First, ask and answer these questions to help your team succeed by aligning your collective efforts. Then, optimize your team’s performance with clarity, collaboration, conviction, consistency and connection — and 2025 will be your year. And finally, don’t forget to regularly track your progress.
Ask Yourself These Marketing Questions
What are my business goals?
To focus efforts and increase success rates, make sure your goals are SMART. SMART goals are specific, measurable, actionable, relevant and time bound. Areas in which to set goals are around your financial target, growth, operations and your team. In addition, set goals for yourself as a business leader. These goals can be around leadership, development, your role, work life balance, fitness, mental wellness, etc.
Does my brand and messaging reflect what my business is today?
Is your brand resonating with your team and your best target? Think about this. You have great clients or customers, a strong, best-of-class team, and a differentiating product or service. So is your brand a garage band? Or have you evolved your brand and messaging to reflect what your business has become?
What is my marketing budget?
Set your marketing budget for next year. This is one of the most important marketing questions for several reasons. Most companies’ marketing budget for 2025 is between 7–10% of revenue. Then you can align your activities and expectations once your number determined.
Who are my best customers/clients?
If you have data gathered, this will be easier. If not, you still need to answer this marketing question. Key metrics to consider include purchase frequency and recency. Also review the total revenue generated by that client or customer for the year. Further, consider customer loyalty — your net promoter score (NPS). In other words, how likely are they to recommend your brand to others?
How am I going to achieve set goals targeted at my best prospects in 2025?
Now you’re asking yourself one of the key marketing questions. From here you can develop your marketing road map. With your ideal customers identified, you can then tailor your marketing efforts to their preferences and needs. In addition, the budget you developed is also in play here, as marketing initiatives must be within that budget.
Do I have the right marketing team in place to rock my business in the new year?
For the most part, successful business leaders realize marketing should be done by professionals. They themselves should not be the marketers. Thus, evaluate your team and identify who is qualified to lead and execute your marketing team efforts to reach your goals. Most small businesses do not have that team internally. And most small business leaders know that an office manager isn’t their Chief Marketing Officer — that position should not be leading or executing marketing strategies and initiatives.
These Answers Will Start Your New Year Off Right
Cheers to a new year. Going forward, we are wishing you even greater business success in 2025. In addition, our wish for you and your team is to achieve optimal mental and physical health and happiness.
It is not Marketing/Sales, it is Marketing and Sales. In one week, two things happened that spurred me into sharing that marketing and sales are in fact two separate functions. That work together.
Marketing and Sales, Thing One
A former client who is a successful business owner shared at a recent weekly team meeting, that his team discussed the need for a marketing strategy and a stronger brand presence. The salesperson on the team was pushing hard for additional marketing resources. And he wanted to lead the charge. They “went back and forth about the where, how and the value of a stronger brand presence.”
The business owner was skeptical because he had grown his business traditionally from word of mouth. (Clearly too much time had passed since we worked together.)
He continued his story to me, “Front Porch Marketing was the first marketing resource I thought of to visit with and have a clearer picture of what needs to be done and in which priority.” For that, we are honored.
Marketing and Sales, Thing Two.
I attended a networking group event. The speaker was a small business consultant who shared ways for business owners to increase revenue and improve profitability, among other things. The presentation was great until we got to the slide that included the line, “Marketing/Sales.”
I thought “It is not Marketing/Sales.” They are not the same thing. They are not to be lumped together. These are two very distinct functions that both contribute to growing a business.
Why You Need Marketing
Marketing is no longer just an option for small businesses and nonprofits who want to grow. I am happy to share one-on-one my experiences over the last two years on this. Occasional marketing effort does not make your business grow. A marketing foundation must be built, strategized and utilized. You need consistency, conviction, and connection for marketing to succeed. These three things are must-haves when you’re marketing your business in the year 2024.
How Sales is Different From Marketing
Sales people and departments are responsible for generating new leads, converting those leads and closing deals. Sales leaders look at the ideal target customer or client and the product or service they are selling, and make a match.
First, there are inside sales: looking at existing customers and how they can grow their business. These sales people are also converting inbound calls and emails to direct business.
Then there are outside sales. This team’s approach focuses on face-to-face interaction with potential customers. They do this by attending targeted conferences and events. Building their network and relationships is the goal.
How Marketing and Sales Teams Can Work Together
At Front Porch Marketing, we sometimes work directly with sales leaders. Again, for that we are honored and grateful. Sales people overall have a defined pipeline, and may rely on the marketing people to feed that pipeline. These sales leaders know they need marketing. They do suggest initiatives to support their agendas. But most share what they are trying to achieve and trust that we will strategize and implement what is right for business growth.
We also work with smart, small business owners and nonprofit leaders, who believe they need to elevate their brand and grow brand awareness to grow their toplines. That’s marketing. Few of these types of companies have an in-house marketing team though. They may have a person or two in marketing, but even this small crew cannot manage or specialize in all the marketing things they might need. And that’s where we typically come in.
I could go on and on about the difference in marketing and sales functions. But alas, I must get up bright and early to French braid an 11-year old’s hair for school. So cheers to all of you marketing people and sales people growing the top and bottom lines, working with those you love, for those you love. All the while, taking care of your loves. Like we do.
What’s your business growth opportunity for next year? Identify it. Now is the time. Q4 is upon us. Before we know it, it will be January 2025. So take the time now to really contemplate where you want to take your business next. Once you have that nailed down, you’ll have a clear place to steer yourself in Q1.
Your Growth Opportunity Is Not Swayed by Circumstances
Your business growth opportunity for next should be based on YOUR business. Not so much on outside forces happening in the world. Despite the economy. Or the uncertainty due to the election. Strong brands will survive and thrive in 2025. What makes you a strong brand?
Uncover Opportunities With Probing Questions
Ask yourself some of these questions when you review your business in Q4. These questions will help you determine your success for 2025 based on your successes in 2024.
1. Review your 2024 key clients or customers’ successes. Where have you seen the most business growth this past year?
Make a list. This will give you insight into where your business growth opportunity might be for next year. Looks for patterns and trends in your business’ success. You might just be getting started in some area of your business that will continue to pay off.
2. Is your team convicted that the brand is important?
Review your brand’s foundation. Is your brand strong? Does your leadership team articulate your brand clearly at every internal touchpoint? Your audience needs to be able to recognize you and count on you. They want to see you as the voice of authority, every time they turn to you for answers.
3. Are you communicating consistently?
Consistent communication is key to having a strong brand, and a strong presence in the marketplace. If you are not communicating clearly and consistently about your brand, you are diluting your brand and the competency of your organization.
4. Does your target care about what your brand stands for?
The stronger the emotional connection to your brand, the more likely the target will be predisposed to your organization. What were your successes with your audience this past year? Plan to do more of whatever that was.
Other questions to ask yourself about your business, looking for your business growth opportunities in 2025:
Are you leveraging your senior team’s strengths?
What are your strategies? Define these and then everything else should fall under that.
What are your holes in marketing resources? What do you need help with?
Pro-Tips For Growth
Identifying your business growth opportunities is just your first step to a successful 2024. Reviewing 2024, there are areas where we see success for small to midsize businesses and nonprofits in 2025. Make sure you have this Pro-Tip list covered in Q4 this year, and follow the path to uncover your own insights and build your business in 2025. If you need help along the way, Front Porch has your back.
Identify your growth opportunity.
Make sure you have the team needed to realize your goals for your clients.
Have a plan. Be focused. A marketing plan is important to maximize resources and reduce unneeded spend.
Sharpen messaging. Review your message map. Make edits where necessary.
Be strategic. Define strategies and then tactics that will help you accomplish the strategies.
On the Porch, May is “grad …” month. Believe it or not, it’s not just graduates and graduating. “Grad” definitely has to do with branding and marketing. Overall, it’s about great celebrations for our Porch team, family and clients.
Grad Is For Graduation Graduates
We have two kiddos graduating from kindergarten. Rock on, twins! And one team mate has an accomplished high school graduate going on to do great things in business school and in golf. Our intern, Lillian, is planning to be an August MBA grad. Plus, I have a college graduate — go on with your bad self, son. I couldn’t be prouder.
Grades Start With Grad
All those with school age children feel me here. That final grade card is coming to a mailbox near you. We see how hard you worked! And, oh yeah, the standardized test results. How’d we all do on those AP tests and finals? Whew! What a feeling! (It’s over. At least for now.)
Gradual Branding and Marketing Changes
It’s rad to be grad! Gradual, that is. Taking a measured approach on marketing pays off. Our clients are embracing incremental changes in strategy and tactics this year. This deliberate and consistent path to progress allows our clients’ brands and teams to experience sustainable enhancement. It is a more stable approach to marketing resulting in visible, continuous improvement. Slow and steady wins the race I always say.
Grad … okay … GraTitude, But It Works!
We are so grateful for our team, clients and advocates, here at the Porch. Amidst all the grad chaos that May brings, we are celebrating those who value that we continue to do what we love, with those we love, for those we love, while taking care of our loves. May was something else and we enjoyed every chaotic moment of it. Congrats Grads!
In the dynamic world of business-to-business interactions, forging strong B2B partnerships is essential for long-term success and growth. These strategic alliances not only expand market reach but also foster innovation and mutual support. However, building strong B2B partnerships requires careful planning, effective communication, and a commitment to shared goals. Here are some key strategies that businesses can implement to cultivate meaningful and enduring partnerships in the B2B landscape.
Establish Clear Objectives and Alignment in B2B Partnerships
At the core of any successful partnership lies a shared understanding of objectives and alignment of goals. Before embarking on a collaboration, take the time to define what success looks like for both parties. Clarify mutual expectations, identify common challenges, and outline how each partner can contribute to achieving shared objectives. For example, a technology company seeking to enhance its cybersecurity offerings may form a strategic alliance with a cybersecurity firm to jointly develop integrated solutions that address both data analysis and security concerns.
Foster Open and Transparent Communication
Effective communication is the cornerstone of any successful relationship, and B2B partnerships are no exception. Cultivate an environment of open dialogue and transparency, where both parties feel comfortable expressing their needs, concerns, and ideas. Regular check-ins, status updates, and feedback sessions help ensure that everyone remains on the same page throughout the partnership journey. For instance, a manufacturing company building strong relationships with suppliers ensures a steady supply of raw materials or components, fostering reliability and efficiency in the production process.
Prioritize Mutual Benefit and Value Creation for B2B Partnerships
Successful B2B partnerships are ones where both parties derive tangible value from the collaboration. Focus on identifying areas of mutual benefit and value creation, where each partner can leverage their strengths to achieve shared goals. Whether it’s access to new markets, innovative technologies, or complementary expertise, seek opportunities to create win-win scenarios that drive mutual growth and success. For example, a software company may partner with a network of resellers to distribute its products to different geographic regions or industries, expanding its market reach while providing the resellers with a lucrative revenue stream.
Invest in Relationship-Building and Trust
Building strong partnerships takes time and effort, and investing in relationship-building is essential for long-term success. Take the time to get to know your partner’s business, culture, and values, and foster personal connections with key stakeholders. Building trust is paramount, so be reliable, transparent, and honest in your interactions. Demonstrate a commitment to the partnership by following through on promises, addressing concerns promptly, and actively seeking ways to add value to your partner’s business. For instance, marketing and co-marketing partnerships allow businesses to collaborate on initiatives that amplify both parties’ reach and visibility, such as co-creating content or launching co-branded campaigns.
Embrace Collaboration and Adaptability in Your B2B Partnerships
Flexibility and adaptability are essential qualities for successful B2B partnerships. Embrace a spirit of collaboration and be open to exploring new ideas, strategies, and opportunities together. Remain agile in responding to changing market dynamics, evolving customer needs, and emerging industry trends. By fostering a culture of innovation and continuous improvement, you position your partnership for long-term relevance and resilience in the face of uncertainty. For example, companies often form partnerships to enhance their product offerings or expand into new markets, leveraging each other’s expertise to develop innovative solutions that address evolving customer demands.
Leverage Expertise Through Strategic Partnerships
Leveraging expertise through strategic partnerships can provide B2B companies with specialized skills and knowledge to enhance their offerings and market presence. Collaborating with a marketing firm, for example, can offer significant benefits for businesses looking to elevate their brand visibility, generate leads, and drive revenue growth. A B2B partnership with a marketing firm can provide access to a range of marketing services, including strategic planning, digital marketing, content creation, and campaign management. By tapping into the expertise of marketing professionals, B2B companies can develop tailored marketing strategies and tactics that resonate with their target audience and align with their business objectives.
For instance, a professional services company seeking to expand its market reach may partner with a marketing firm specializing in B2B lead generation and digital marketing. Through this partnership, the services company gains access to a team of marketing experts who can develop targeted campaigns, optimize online presence including SEO, and leverage data analytics to identify and nurture leads effectively. By outsourcing marketing efforts to a trusted partner, the services company can focus on core business operations while benefiting from the marketing firm’s industry knowledge, resources, and experience.
Cultivating Strong B2B Partnerships is a Win-Win
In the interconnected world of B2B commerce, building strong B2B partnerships is not just advantageous — it’s imperative for sustainable growth and competitiveness. By following these strategies and incorporating examples of specific partnership types, including collaborations with marketing firms, businesses can cultivate meaningful and enduring partnerships that drive mutual success. As you navigate the intricacies of B2B relationships, remember that the strength of your partnerships lies in your ability to collaborate, communicate, and innovate together.
Networking is perhaps an undervalued, but critically important aspect of marketing. In the world of marketing, staying ahead of trends, understanding emerging technologies, and leveraging innovative strategies are immensely important. However, amidst the whirlwind of digital campaigns, content creation, and market analysis, one fundamental aspect remains critically vital: networking. This week, as some of our team is attending the Marketing 2.0 Conference, let’s delve into the significance of networking within our industry, particularly through conferences and conventions.
Networking is a Gateway to Opportunities
Networking serves as a gateway to a multitude of opportunities; including partnerships, client leads, mentorship, and the exchange of ideas. More often than not, who you know can be as important as what you know. Creating meaningful connections can catapult your career and business to new heights.
The Value of Face-to-Face Interactions
While social media and digital platforms offer convenient ways to connect, they cannot always replicate the value of face-to-face interactions. Conferences and conventions provide a unique environment for marketers to engage in real-time conversations, offering a depth of communication that virtual encounters cannot match. The exchange of ideas, the use of body language and the immediate feedback of in-person discussions enrich the networking experience and can foster stronger, more meaningful connections.
Networking Means Learning from the Best
Attending conferences and conventions exposes you to impressive leaders and innovators in the marketing world. Keynote speeches, classes, and panel discussions provide exceptional insights and knowledge, highlighting cutting-edge trends that have yet to become mainstream. These learning opportunities not only inspire but also equip you with fresh ideas and approaches that can be applied to your own business.
A Platform for Visibility
Participating in these events offers an invaluable platform to raise your personal or brand’s visibility within the industry. Presenting a paper, leading a workshop, or simply engaging in discussions can position you as a thought leader. In turn this can open doors to media coverage, speaking opportunities, and collaborations. The exposure gained can significantly enhance your reputation and credibility among peers and potential clients.
The Ripple Effect of Sharing
One of the most underrated aspects of networking at conferences is the ripple effect it creates. Sharing your own experiences, challenges, and success stories not only contributes to the collective knowledge but also helps in creating meaningful connections. This mutual exchange fosters a sense of community and support within the industry.
Looking Ahead
As our team prepares to immerse ourselves in the upcoming Marketing 2.0 Conference, the focus extends beyond just attending. It’s about actively participating, engaging with new faces, and absorbing every bit of knowledge and insight available. The importance of networking in marketing cannot be overstated, and conferences and conventions represent a place for nurturing connections that could shape the future of your business.
This is anniversary number 13 and it is sweet and humbling. And I am forever grateful for our team, clients and advocates.
13 is a lucky number.
It represents fearlessness. And, although at times fearlessness is hard amidst all that is going on with our business, clients, family, and in the world, for our business and me it is a guidepost.
Today I’m sharing 13 branding and marketing truths that still ring true, to celebrate our 13th year of doing what we love.
Branding – Start-ups and small to midsize businesses who have defined and live their brand architecture achieve their business goals.
Conviction – Successful businesses and business leaders articulate their brand. They know it stands for a specific and meaningful promise. These business leaders champion it internally as well.
Consistency – Our clients deliver on their brand at every point of contact, internally and externally. They understand if they don’t it will dilute the competency of the organization.
Connection – The relevancy and persuasiveness of a brand must be realized by the business’ target. Emotional connections make target audiences more predisposed to your company and its products or services.
Knowing you are not your customer.
Yet, knowing who your key client or customer targets are key.
Defining and monitoring the competitive landscape.
Creating and integrating key messages into all communications.
Being grateful for your relationships. Give back to those who support you. Encouraging them and providing help to them professionally or their businesses along the way.
Networking – This doesn’t have to be large groups, weekly or monthly meetings. But those help. Always be open to meeting new people and trying to help or connect with them.
Email marketing is the bomb. Don’t underestimate its power.
Having and trusting strong account managers, creative directors and content specialists. They make magic happen.
Work with people who you love, for those you love, creating and executing work you love, whilst taking care of your loves.
LinkedIn continues to be a powerful sales and marketing tool. With other social networks manipulating algorithms, LinkedIn ranks in the top two where organic social media marketing is still effective.
And the user demographics for LinkedIn are a proof point for brands and business leaders to utilize this tool now to engage their audience and grow their business.
What Works on LinkedIn
Strategy and other things are critical to maximize results for brands and personal pages on LinkedIn.
Provide value. Heavy, brand only content isn’t effective. Audiences want value. Be engaging. Tell stories. Share advice. Use testimonials. Give perspective on industry trends. Be a storyteller. Share what your team is passionate about at work and personally.
Posting cadence. Have a content calendar and be committed to posting frequency.
Message and visual consistency. Make sure you are following your message map, content buckets, brand style guide and visual guidelines.
Encourage team members to interact with your brand page. As we always say, you can’t market externally if your team isn’t educated and engaged internally. Turn each team member into a brand champion. Provide them with the knowledge on how they can market the brand. Make sure content shared on LinkedIn is engaging to them. They should want to like and share the brand’s posts.
Where to Start On LinkedIn
At a minimum, business leaders on LinkedIn should:
Have an updated headshot.
Upload a branded timeline cover.
Log into LinkedIn three times a week.
Like team members’ and brand’s post.
Accept relevant and meaningful connections.
Reach out and ask for connections to team members, clients and other contacts you meet at conferences, conventions, etc.
Monitor competition’s brand pages to get a snapshot of the competitive landscape.
Interested in assistance utilizing LinkedIn for your business? For you as a business leader? The time is now. Front Porch Marketing is here to help you succeed on this important business platform.
