Do You Have a Plan For Your Business for Next Year?
At Front Porch Marketing, we live and breathe small business marketing success. We love to see our clients grow and thrive, so we’re always sharing our small business marketing tips and tricks! Every week on our blog this year (and past years) we’ve shared some of our insider knowledge on websites, PR, design, content, social media, email marketing and all things marketing to help our readers build their business through marketing done right.
Rock Your Business With These Marketing Tips
Having worked with so many small and medium-sized businesses, in just about every industry, we’ve got quite a bit of knowledge to share. Maybe it might help you set your business up for success in 2023 too! Since it’s the year-end, we’ve gathered up the best marketing tips and tricks for you in the list below. So bookmark this page, and you’ll be building your marketing practice in no time. Need help implementing any of these marketing strategies or tactics? We’ve got you covered, just ask!
As we close out the year, we want to thank each and every one of you for reading our weekly blog, and newsletter. Let us know what you’d like to know more about, and we’ll try answering your questions in a blog post in 2023. We wish your business endeavors much success next year.
Are you ready to tackle your company’s marketing must-have plans for next year? You’re in luck! We’ve simplified that list for you, to get you started. Your business success can be mapped out ahead of time with these five guideposts put in place to execute against.
Having a plan means you know what to do to build your business according to seasons, holidays, business cycles, trends and more. And, if you need help formulating any of these must-haves — or executing them, please ask us!
The Marketing Must-Haves:
1. Marketing Plan
What are your 2023 business and marketing goals? Define them now. Make a marketing plan. Then add in audiences, competition, SWOT, strategies and tactics. Know who you are and what you’re doing. Know what makes your company unique, and what your brand’s biggest benefit is.
2. Content Calendar
This important calendar includes social media and blogging as marketing initiatives. Know what you’re going to talk about every month and every week using this calendar. Take advantage of social media trends. Every content strategy needs a roadmap with dates, and this calendar is super helpful for engaging your consumer on a regular basis.
3. Marketing Timeline
Calendarize key events pertinent to your business, down to the day. Know what events to capitalize on for business success. Plan out when you will carry out campaigns for advertising, digital or print, as well as event pushes, PR and media relations, holiday and event marketing and more.
4. Marketing operations — including people, technology and analytics
Do you have the right team in place? Do you have enough team to get the job done next year? What tech and analytics tools do you need to execute and then evaluate the effectiveness of your strategies against your goals?
5. Marketing Budget
Once the four above have been defined, put numbers to each of them. Create a marketing budget that maximizes your impact. Plan for this budget quarterly, and then, manage to it monthly. Staying on track will pay off.
No matter the size of your business, start on your marketing must-haves now.
Take the guesswork out of what to do next week, next month, or just next with these five marketing must-haves for planning your next business year! We’ve seen our clients grow year over year when we help them set these must-have marketing goals in place. Then, we work together diligently all year to execute against them for business growth and success. It can work for you too.
Here we are. End of a season and that means a sports blog is imminent. I am a sports mom of two boy athletes. This fall season was extra special because we got a double dose of football with one on varsity and one on middle school. Here’s what we learned.
Our freshman is a football enthusiast, works hard and leaves it all on the field. However, we had little expectations for varsity field time because he’s a freshman. At the beginning an upperclassman parent asked: what position does your son play? Stumbling a bit, “we don’t really know yet” the response (in jest) was: “C’mon sports mom, you don’t know what position your kid plays?”
Well, yes, we knew what he wanted to play, but we didn’t know where he was going to fit in the team. He was a newcomer, learning a new system and building relationships. The first game on special teams he got a five-yard penalty on the FIRST play because of a major rookie mistake. He got his first sack in game four. His first strip and recovery in game eight.
He has had equal moments of failure and success on the field, he learned a lot about being a teammate, work ethic, leadership and most important to us — he had a TON of fun.
Sports Mom Takeaway: Be open to new roles and positions. Adopt the “put me in coach” mentality and learn as much as you can as quickly as you can to make a positive impact on your team.
Our middle schooler does dual sports in the fall. Watching him balance two sports with ease and grace brings us joy. In baseball he is a catcher, pitcher, and infielder. He didn’t pitch the first two tournaments. When he inquired with his new coach, he didn’t even know he was a pitcher, because our kid never told him! Faceplant moment here, friends.
At the next tournament we had two game injuries that took the other two catchers out for the season. We thought our kid would be behind the plate the rest of the season, because that was where he was needed. The next tournament he pitched two games. How? His coach knew it was important to him and found a catcher to help us so he could have his shot. He did well.
Takeaway: Respectfully communicate how you want to contribute and back it up with performance.
The dichotomy of having a freshman (who is watching the upperclassman) and an upperclassman – the 8th grader has been fascinating! Both are leading in their own ways. We have noticed student athletes (peers and opponents, underclassman and upperclassman) get wrapped up in titles, positions, and stats. A kid that is so wrapped up in their performance can became unrecognizable by his friends and family.
So, as a sports mom, tap the breaks if the stats are the drive. It’s a game. A game that can teach valuable life lessons, but it is still just a game. Here on The Porch we don’t take our titles too seriously; I have never sung or played an instrument in front of crowd but do try to deliver rockstar results on every project.
Final Sports Mom Takeaway: Don’t let titles (positions) and stats be your drive. Instead focus on learning and improving your craft.
Modern marketing is inherently a team sport. No one can win the game (or grow their business) alone. Different “players” with different skills must work together to produce results. So on to the next season. In the winter we play basketball, so the sports mom in me will no doubt discover more life lessons to share in the spring. Let’s play ball!
How do you define a testimonial? Put simply, a testimonial conveys an individual’s thoughts or feelings toward a product or service.
In marketing, praise from a happy customer is one of the most important tools a company can use to show potential customers the value of its products and services. Not only that, they help your business build trust with customers, which ultimately leads to increased sales. And it goes without saying, a satisfied customer is your brands best advocate.
Testimonials are powerful marketing tools
Leveraging testimonials is a powerful tool you can use in your marketing efforts and there are many ways you can implement them in your strategy. Let’s spend a few minutes highlighting three ways to take advantage of them.
1. Display testimonials on your website.
Think about your favorite websites? Now go visit a couple of them. Chances are you’ll find a customer comment or two prominently displayed on the homepage of the site (or sprinkled throughout the site.) Your website is your front door for customers to learn about and purchase your product or service. So it makes sense you use this valuable real estate to tout what your loyal customers are saying.
2. Use testimonials in your social media efforts.
Do you ever find yourself at a loss for fresh social content? Testimonials are a great way to engage customers. They are usually short in content making them perfect for sharing across your social channels. If you want to take it a step further, try video testimonials. Start by asking your customers to submit a short video reviewing your product or service and their user experience. Conclusion? A customer providing insight into how your company positively impacted them can be very powerful.
3. Incorporate them in your email marketing.
Email marketing is yet another way you can incorporate customer praise. First, tie it into your email content. For example, if you’re promoting your top-selling coat for the winter season ahead, include two or three customer testimonials all raving about varying benefits (value, warmth, style, etc.). Second, email is a great way to collect customer testimonials. So, try to include a link to a feedback form and ask customers to submit a testimonial for potential use in upcoming marketing initiatives.
Overall, I think you’ll agree it’s easy to see why testimonials are a popular strategy in advertising your business products or services. If you haven’t considered implementing them into your marketing initiatives, what are you waiting for?
How can your company create better social media content and increase engagement? A cost-effective marketing strategy that is often overlooked today is employee — we prefer “team”— activation. Not only can employee activation, hence forth, team activation, benefit brands externally but internally as well.
What is Team Activation?
Team activation provides team members with social media guardrails. This approach allows them to share content and ideas on social media that align to their interests and professional goals.
More than 10 years ago, employee advocacy was popular. Team activation is similar but more engaging and collaborative. Employee advocacy forces team members to blast boilerplate messages and brand content to their social networks. The generic approach and efforts of employee advocacy fizzled out over time.
But team activation encourages employees to authentically create and share content that aligns with their company, on their own channels. If done properly, team activation benefits brands from employee engagement and communication to marketing and sales. As well as much more.
How does this work on different social channels?
Team activation works across all the social networks, Facebook, Instagram, LinkedIn, Pinterest, TikTok, Twitter, YouTube, etc. Over the past few years, according to our clients’ successful team activation campaigns, we have found:
Team members grow to consistently like brand posts on Facebook, Instagram and Pinterest.
Whereas they like LinkedIn posts and tweets, they also reshare or RT the information to their personal accounts.
How does this help the brand internally?
When team members are socially engaged, they are more likely:
Stay at their company
Optimistic about the company’s future
To believe the brand is more competitive
How does this approach help the brand externally?
Here’s a fact: sales reps using social media as part of their sales strategies outsell 78% of their peers. According to Social Media Today, content shared by employees receives 8x more engagement than organic content shared by brand channels. More and more, social algorithms bury a company’s page posts, tweets, pins, etc. And, people believe individuals’ social media posts and engagement are more authentic and creditable than a brands’.
Done well and right, your team becomes real brand advocates. Think less expensive form on influencer marketing. We can help. Front Porch Marketing holds collaborative in person or virtual team workshops. Also, we do one-on-one team member training.
Successful email marketing can be a cost-effective way to market your business. When done right, you’ll be keeping your brand top-of-mind and become a trusted resource for your customers. They’ll look forward to your emails because you’ll be sharing your knowledge and solving their challenges.
Keeping your audience engaged with email marketing, as a part of your overall marketing strategy, is an excellent way to introduce new products, solve an on-going pain-point for customers, give a tutorial, keep your customers up-to-date about the industry, and more.
How Do You Do Successful Email Marketing?
There is a lot to designing an effective and efficient email campaign to be successful. The most important question to ask yourself: Are you leading with the audience in mind? Everything you do should be from THEIR perspective. It’s for them. Help them. Guide them. Solve their problems.
Then ask yourself: Are you overselling? Your brand and your products do not always need to be the hero in email marketing. Afterall, this is an on-going dialogue you’re having with your customers. Establishing a relationship is a longer-term proposition. Don’t oversell. Again, be helpful. Put yourself in their shoes and ask yourself: What do I need? What will make my life easier or better?
Getting Started With Email Marketing: Do This Not That
Your email marketing is a fail if it doesn’t contain these four elements. Set yourself up for success by making sure these four things are included thoughtfully in each email you send:
Look professional — Make sure the email platform template is set for your brand fonts and colors. Design is key to successful email marketing as well — design a nice header and footer. Link to your social channels in your footer. Stay consistent from month to month with this template and your customers will start to recognize your email and your brand, and look forward to your next email.
Have a call to action — What can readers do to learn more? Use a button in your email that links back to your website where the reader will read more, download something, watch a video, contact you for more information or order a product. For instance, if you are linking to a blog post, tease them in the email, but don’t reveal the real scoop…ask them to “Read More” and click the button to go to your website for the rest of the insight.
Date and time — When do users want to engage and not unsubscribe? Many email programs like Mailchimp will tell you when the best time is to send emails to be successful. Statistically, Tuesday mornings are the day most people open their emails.
Don’t try too hard to sell — Engage your audience and don’t make the email be all your company. Again, be helpful: share hints, tips, tricks. Give away your knowledge and they’ll see you as the industry leader and come to you to solve their problems (with your products or your service.
Most Importantly: Be consistent.
Successful email marketing campaigns provide content to make readers’ lives better. They are informative, not sales-y. Email marketing campaigns provide value, real value, to customers’ lives consistently. Create a schedule using Google Sheets and plan each month’s topic, date, and assign responsibilities. After a while, it becomes easier and easier to stick to your schedule and create smart, thoughtful, nicely designed emails that make your brand the one that customers turn to again and again.
Approximately 52 million people visit Walt Disney World each year and its annual profit comes to about $12.6 billion. How did Walt Disney transform his amusement park into a bucket list vacation destination for families from all over the world? The simple answer… marketing.
Disney has revolutionized the vacation industry as it broadens its marketing strategies to include almost any activity you can imagine. Disney has magical amusement parks, thrilling water rides, gourmet restaurants, five-star hotels, luxurious cruise lines, private islands, collectible merchandise, and so much more. Whether it is the walking foods-of-the-world tour in Epcot, opportunities to meet your favorite Disney characters, or thrilling rollercoasters that will have people shouting: “We HAVE to do that again!”, there is surely something for everyone at the parks. Most importantly, Disney gives the assurance of a trip filled with memories that are sure to last a lifetime.
Disney acknowledges that the amusement park experience might not be for everyone, so they have introduced a variety of activities that attract a more diverse customer base using a myriad of marketing strategies. Some people love all the fanciful facades and creative foods. However, others prefer a nice massage or relaxing by the hotel pools. My family is up at the crack of dawn to beat the crowd to the gates when the park opens. We are the first in line for the Seven Dwarfs Mine Train, and we stay until the park closes. We go every year and find an experience that keeps each trip interesting and unique.
Marketing Disney Plus
With the recently increased popularity of streaming services, Disney entered the game strong with Disney Plus. In addition to the plethora of nostalgic movies and shows aimed at younger audiences, they also market their platform to a variety of demographics utilizing some of the most popular movie franchises in history like Marvel, Star Wars, and Pirates of the Caribbean. Using these marketing strategies, Disney Plus has become one of the most successful streaming service as people looking to escape the stress of the pandemic can find relief in uplifting films and tv series.
Online Marketing Strategies
Disney has been at the forefront of online marketing which has enabled them to subliminally reach the 16-24-year-old crowd that, on average, spends 3+ hours a day online. Disney has over 72 million followers on Facebook, Instagram, and Twitter combined. That’s a lot of potential customers who might not regularly watch TV or read print that Disney can influence daily. Through magical commercials, Disney is able to interact with starry-eyed children without access to social media who beg their parents for the trips they see on TV.
Targeting the interests of Children
Disney’s marketing strategies were also revolutionary as they began to target the interests of children as well as adults. Children make up 22% of the US population and have an increased impact on family decisions than previously recognized. Through movies, TV shows, stuffed animals, and apparel, Disney has built brand loyalty starting with infants and continuing through adulthood.
Chief Rocker Julie and her Disney family.
“The Happiest Place on Earth”
The Happiest Place on Earth” is Disney’s well-known slogan which basically encapsulates everything that Disney is and tries to be. Who doesn’t want to go to the happiest place on earth? Disney evokes this happiness through nostalgia, happy stories with happy endings, and wholesome characters. Marketing “happiness” is what keeps visitors flooding through their gates every year. Including my family, and Julie’s family!
Marketing items to high schoolers is very different than other age groups. High school means freedom. This includes the ability to get a job, drive, and buy things without asking parents.
Social Media
As the first generation born into technology, Gen Z has grown up with the internet. For high school students in particular, social media surrounds our daily lives, making it easy to access new products and reviews faster. When targeting a high school audience, the first thing you will want to do is create a social media presence, especially on Instagram and Tik Tok.
Marketing to High Schoolers with Trends
For products such as clothing or make up, it is important to follow trends. Stay up to date on the latest styles and aesthetics. In typical high school manner, everyone wants to fit in, this means providing products similar to the current high school style. In regard to social media, creating content that follows popular trends will increase the chances of your product being seen. For Tik Tok, use popular sounds with a unique idea, making the Tik Tok more likely to get on the for you page.
Accessibility and Inclusivity
High schoolers are cheap! Most income comes from a minimum wage job or allowance from parents. The price of a product can immediately deter consumers, especially if is not a well-known name brand. Make sure the price is reasonable for the product. It is also important to make products inclusive to all ethnicities, body types, and genders. Exclusion can create bad reviews and overall dislike for a company.
Visuals
Once the consumer has clicked on the website, visual organization is a key part of reliability and user attention span. As someone who frequently purchases products from Instagram or Tik Tok, the first thing I notice is the website’s aesthetic. If a website looks low quality, chances are the product is also low quality. By using attention grabbing visuals and colors, while also maintaining the clean look, users will trust the product more. Secondly, in a world of 15 second Tik Toks, the average attention span is much shorter. When websites are difficult to navigate, most users will simply give up. By making products easy to find through a search bar or navigation tabs, people are more likely to stay on the site.
When Marketing to High Schoolers, Think Like One
Overall, when marketing to a younger audience, it is important to think like a high schooler. What you may like or dislike, could be completely different because high school is its own world. One of my biggest pet peeves is when I see a product that would be amazing if one little thing was changed, such as a childish image or an older print. Step outside of your world and think like you are 17 again!
Our new high school interns Abby and Anna will be joining us on the Porch this summer.
Everybody say hello to our interns from Ursuline Academy of Dallas. Every summer we host interns from this high school, and give them a little taste of what a professional marketing career might look like. They’ll be visiting clients, creating content, researching topics, preparing branding documents, learning some analytics and PR skills, and we’ll even have them write a blog post here on our blog. We are proud to support and mentor the next generation of Ursuline Academy students, as we have for the past seven years.
We asked our Ursuline interns Abby Sanders and Anna Wilson a few “get to know you” questions, so y’all could learn more about their GenZ perspective.
Ursuline Intern Abby Sanders
1. What makes you want to have a career in marketing? I have always been really creative and have a playful sense of humor. I believe that marketing may be a good way for me to be able to express these traits while pursuing a career I enjoy.
2. What is one of the biggest lessons you have learned so far in your life? During the pandemic, I learned the value of not stressing out over the small things and how much I should value the time I have with others.
3. If you could describe yourself in three words what would they be? Friendly, Optimistic, and Hard-Working
4. What are your goals for your time at Front Porch Marketing? I am really excited to learn about what a profession in marketing would look like and develop skills that will be helpful throughout my life.
5. If you could go to dinner with one person living or dead, who would it be? I would choose Walt Disney because he followed his dreams and pursued his passions to become immensely successful doing what he loves. My family and I love to go to Disney World, so I would love to meet the man that made those bonding experiences possible.
6. What is a fun fact about you? I love to travel with my family and I have been able to visit 7 different countries!
Ursuline Intern Anna Wilson
1. What makes you want to have a career in marketing? I want to have a career in marketing because I love social media and understanding people. Marketing is always growing, especially with the influence of social media. It allows people to gain so much information all in one place. I also find it fascinating the way people consume information and how one Tik Tok can immediately make someone buy a product.
2. What is one of the biggest lessons you have learned so far in your life? One of the biggest lessons I’ve learned is that balance is a necessity is all aspects of my life. Whether that be between school and my social life, or making time for myself, I feel the best, and do the best work when I do not overwhelm myself with one thing.
3. If you could describe yourself in three words what would they be? In three words, I would say I am enthusiastic, caring, and determined.
4. What are your goals for your time at Front Porch Marketing? My main goal at FPM is getting exposure to the marketing world. Seeing as marketing is not a class in high school, I want to learn as much as possible through real world experiences.
5. If you could go to dinner with one person living or dead, who would it be? I would go to dinner with my grandma to hear her advice and understand her life from my current, older perspective.
6. What is a fun fact about you? One fun fact about me is that I love cows and think they are really funny!
If there’s anything we learned from the pandemic it’s that going digital is the ultimate way to survive as a business. No one expected an event like this to disrupt the world as fast as it did, but we adapted. Lots of corporations switched to being remote or hybrid; and Zoom became a household name. With the world going digital many of us started to realize the importance of marketing ourselves online and there’s no better place than LinkedIn. Membership has climbed to reach over 780 million since the pandemic hit. So there’s no better time than now to upgrade your LinkedIn!
Personal branding is a topic we’re all familiar with. We all know it’s important, but many of us don’t give it the attention it really deserves. Most of the time were just too busy to give it any real time or thought. We think “I know there’s more I could be doing to improve my LinkedIn.” However, in this day and age its crucial to have your personal brand looking clean and professional. Here are a couple of tips and tricks to improve your LinkedIn profile.
Upgrade Your Profile Picture
Your picture is the first thing people see when they click on your LinkedIn profile. It’s important that you get this right. First make sure the picture is a recent photo of you, then make sure your face takes up about 60% of the frame. No long distance shots, and smile with your eyes!
Choose a Background Photo
Choose a background photo that represents either what you do, or your interest in visually interesting way. If you don’t have your own photos to work with, I recommend using a free hd stock image site called Unsplash. Also try to stick with a photo that fits within 1584 (w) x 396 (h) pixels for the best quality.
Linkedin has amazing networking opportunities and has made it very easy to expand your network. One helpful tip is to link your profile with your email address book. LinkedIn will then suggest people you should connect with. Once you start connecting with people you may even notice that you have connections working at companies that you are currently applying for. I strongly suggest if you are in college that you connect with those who go to your school in your major. You never know when that connection may come in handy.
Take Skill Assessments
These are free tests that LinkedIn has created to help you stand out amongst the crowd. According to Linkedin candidates who have certified skills are 30% more likely to get hired. I recommend to getting certified in the Microsoft Excel assessment. It’s a universal skillset that will always help you standout. Obviously the more certified skills you have the better.
Publish Your Own Content
The best way to get noticed on LinkedIn is to publish engaging, long content. You should start pumping these out to start conversations. Make sure it’s interesting. A good tip is to look at the trending articles on LinkedIn News on the right hand side of your account. Look at the trending topics on the platform and share your thoughts or experiences on the topic. If you can don’t be afraid to sprinkle in a little emojis. It may sound stupid but it actually increases reader engagement. Just don’t over do it. Also try to steer away from politics on LinkedIn. This is a platform for professional networking, it’s not Facebook or Twitter.
A Brighter Future Awaits
Upgrading your LinkedIn doesn’t have to be done all in one day. Try to take it in small chunks. These steps may seem trivial at first, but I promise if you knock these out when you have your lunch break, or when find yourself with extra fee time you won’t regret it. Allow LinkedIn to work for you by taking the first step!
