Are you ready to spring clean your brand for 2022?

Spring is in the air! As much as we need to enjoy this time and “smell the roses” it’s time to go through your media channels and update them. Use the idea of spring cleaning on your brand and your company’s media assets to help you stay relevant with what’s going on in terms of design, copy, content, PR and media to be competitive in today’s marketplace. Maybe its time for a marketing audit?

Could your logo use updating?

Let’s first start with your logo. Is it still relevant? Does it convey what your company stands for and the products/services you provide? Maybe it doesn’t necessarily need to change, it just might need an update. Use these questions as more of a checklist, and think about your logo against the backdrop of your company’s competitors’ logos. Sometimes business have had the same logo for decades and it works, but sometimes it does not. What these companies often do is simplify their logo, and clean up the look of it to make it feel more modern.

Is your social media talking to the right people in the right way?

Try a spring cleaning social audit:

It’s time to get your hands dirty and do some data analysis – spring clean your social media. Take a look at the insights/analytics offered on each of your social media platforms to find out better times to post. See what content you have posted in the past that got the most likes and comments, and then do more of that. Long-term, you can record your followers and likes in an excel sheet or Google sheet, to track changes from month to month. Or you can subscribe to a scheduling app like Buffer or Hootsuite to post your social media. Those types of platforms have great analytics to track your engagement over time.

Then do a competitive analysis:

Hello Neighbor! Your social media be doing well and be on track, but it’s important that you see what your competitors are up to as well. Pablo Picasso once said “good artists copy, great artist steal.” Now don’t take this advice literally, but don’t be afraid to adopt similar strategies that other companies in your industry are doing. It’s a great place to start. Work smarter not harder. Start with something that works in your industry, make it your own, and then improve on it.

Brush the cobwebs off your website.

Your website is your company’s home. This is probably the most important place to focus your spring cleaning because this where you want your clients to go – again and again. Since this is your brand’s home, how good is your homepage? Make sure you have quality imagery, an engaging font, and text that flows well when read.

It’s important to consider not only how your website looks, but also how it works. Is it easy to navigate your website? Does your website answer the questions that people would ask about your product or service? You might also consider adding Google Analytics code to your website so that you can study your site visits. Where do visitors come from? What pages do they read? How long are they staying on your site? This information can help you continue to build a better and better website over time.

Conclusion:

It’s important to stay up to date with your brand’s image online and this spring is the perfect time to do it. Get your spring cleaning done sooner than later, and welcome your customers and fans into your remodeled “house” the rest of the year!

How to communicate corporate social responsibility for your brand

Corporate social responsibility (CSR) is a business’ commitment to philanthropic endeavors and environmentally friendly practices. It is essential for businesses in 2022. Why? Sure, today’s successful businesses are “responsible” organizations committed to profits. But in today’s world they are also responsible for other higher callings. Their consumers now demand it.

Gen Z is all in with brands who demonstrate corporate social responsibility. First, younger generations thirst for buying these products. Next, they want to work for these companies. So CSR gives businesses an opportunity to engage with not only their consumers and their employees, but with the communities in which they live and work in a meaningful way.

Yes, deeper client and customer connections will follow.

CSR efforts benefit the economy, society and environment. They demonstrate how the organization uses its resources in broadly beneficial and ethical ways. Showing that your company or brand is a responsible partner, employer and neighbor will be key to business success going forward.

How does a brand communicate CSR activities?

Talk about your company’s corporate social responsibility with a CSR report. A CSR report highlights your organization’s achievements. It builds social responsibility into your brand’s identity. This report makes the organization accountable to its stakeholders. And it shows progress year over year. Then highlight how your company has saved energy or fuel, renewed land, or reduced their carbon footprint. Finally, showcase better employees work environments with safety initiatives. Also implement DE & I programs that promote equity in hiring and promoting employees.

Your CSR report’s content can then be repurposed all year long as social media assets. Highlight individual specific goals your company has met with this effort. Statistics and data can be turned into compelling visuals and narratives that speak to your customers, your client partners, your employees and your community. Communicate your social responsibility efforts in these ways:

• Email Marketing – create an eblast once a month or quarterly to key stakeholders
• Social Media – create content and consistently communicate, once a week or month
• Internal Communication – utilize existing intranet or internal emails to communicate CSR activities

What size business needs to show Corporate Social Responsibility?

A CSR report may be easier for larger businesses to execute. But, small to midsize businesses can do it too. These businesses are exercising the same values albeit in smaller, yet still remarkable ways. And that is worth talking about. CSR activities can separate your business from the competition in a truly meaningful way. So consider incorporating this important effort into your business.

Experience trends have changed for clients and customers. Its no longer just about owning your product or using your service – its about your customer’s experience with your brand. Over the last 21 months, our clients evolved themselves into digital and data enterprises. Now, all experiences for our clients and their customers involve technology to some extent. First, they use data to determine next steps in marketing and business. Then, digital insights can drive customer experiences for the better.

Re-evaluate what’s important – your consumer is doing it too.

2022 is not the year to chase all the shiny new things and add unneeded technology. It’s the year to re-evaluate what is important, and do JUST THAT. Digital is not just optional now, its what’s required for business. There is an endless sea of new digital tools, platforms and apps to use for your marketing strategy. But as clients and customers rethink business models and customer journeys, know that 50% of global consumers are re-evaluating what is important to them. They’re doing a little streamlining and optimizing in their own lives, as well as kicking what’s not working to the curb. Be the brand they keep.

Fewer tools; deeper connections.

Focusing on customers can help companies choose fewer, more precise tools that will help them garner deeper knowledge, and create a deeper connection. Getting rid of the digital tools that are not fully focused on getting to valuable customer insight will free up brand’s brain space to focus on what works. Keep an agile mindset as you continue to evaluate and streamline your marketing. This customer experience trend has brands enhancing existing tools that work based on data and analytics. They glean insights to increase customer and prospective customer engagement, loyalty and share of wallet.

Service companies like Super Inspector mine their customer reviews in real time. When the company receives the occasional 3-star rating (instead of a 5-star), the head of customer service immediately calls the customer to ask how they can right the wrong and improve in the future. Using data to improve customer experience is a very valuable practice to them. This simple process helps them form a deeper connection with their customers, inspiring repeat business. 2022 is an experience economy. It’s not just about a product or a service. Think about adding classes, educational videos, white papers to explain complex concepts. Help your customer experience your product or service and incorporate it into their lives.

Lessen the noise; increase focus.

Companies are using data and analytics to cut through all the clutter and noise and really speak to the consumer about what is important to THEM. When companies align their mission with their customers’ mission, relationships are built. Do your customers want meaning? Do they want convenience, speed, knowledge or maybe recognition? Use data to discover what it is that drives them to – or away from – your brand.

For example, our client Diamond Brand Gear is going deeper on its sustainability pillar this year, after reviewing their data. Their customers care deeply about sustainability. In fact, 91% of consumers expect companies to be socially and environmentally responsible. They’re weaving messaging and examples of their sustainability practices into their digital strategies, on social, email and website. One of their goals is committing to becoming a zero-waste factory by the end of 2022. So they’re conveying this messaging and tangible examples of their sustainability practices into their digital strategies. All to connect with their consumer, and show that they care about the same things.

Make digital and data work for you.

2022 isn’t the year to slow down when it comes to digital and data. It’s time to examine some of these customer experience trends, streamline and optimize what’s working for your brand, and get rid of the unnecessary. From using chat bots on SMS to help your company with customer service. From adding the most effective social channel, to building a monthly email newsletter. Adding a blog to adding a layer of transparency to your website regarding the way your company does business. Digital tools and analytic data from your customers can help you be a better company to them. Apply this valuable knowledge to client and customer experiences across the board in your company, and build a deeper connection with your customers this year.

Trey Harrup – our newest intern rocker joins us on the Porch to kick off the new year! Trey has recently graduated and we’re getting his marketing career off to a start on the Porch. We’re so excited to have him on board to help with all the things. We asked him a few questions last week, so you can get to know him a little better.

What do you think is the biggest misconception about marketing today?

That marketing and advertising are the same forms of business.

What advice would you give to someone just starting out in marketing, like yourself?

The advice I would give would be to be versatile when you start to learn. There are many small components to marketing and they all help each other. Learn them all!

What is one of the biggest lessons you’ve learned so far in your career path?

I’ve learned that all things take time. Take your time while you grow to retain information and experiences. Missing the small details of life because you are trying to move fast ruins the outcome.

What does good marketing look like to you?

Good marketing starts with the relationship built with the customer. I think good marketing now is understanding what your customer needs from you. This business world is becoming more customer-centric and placing an emphasis on how the customer is treated is a great way to start.

If you could describe yourself in three words what would they be?

Trey Harrup is Loyal, Personable, Flexible

Trey Harrup, what was your favorite thing about college?

My favorite thing in college was all the new people and faces I met every day. Making friendships with people I never thought I would, and having them in my everyday life has been a blessing.

Tell us about a major milestone in your life?

A major milestone in my life was finishing school! I never thought it would end and when it finally did, it was such a great feeling!

What are your goals for your time at Front Porch Marketing?

My goals at FPM are centered around learning. I want to take my time at FPM to learn as much as I can. I pride myself on being versatile when it comes to my skillset, so I want to learn about the many different facets that make up marketing.

If you could go to dinner with one person living or dead who would it be?

I would love to go to dinner with Will Smith. He is my all-time favorite actor and I think that dinner would be filled with some great stories.

What is a fun fact about you, Trey Harrup?

Hockey is my favorite sport!

Well, we love Trey’s insights and perspectives, and can’t wait to get him all geared up for 2022 marketing. Welcome to the Porch, Trey, we’re so glad you’re here.

Our 2021 Christmas cards arrived early this year … shocking friends and family and prompting messages like “first card received” “winning” “overachiever” – well-intended messages that gave me a good chuckle. Holiday cards are a highlight of the season for me. The responses of being first, winning and overachieving, prompted thinking about how the concept of winning is engrained in our daily lives. It has become a measurement tool of our success. Whether it’s in athletics, business, or life, we want to win. What does winning mean to you? To your business?

I have two young athletes in my house, they are competitive, they like to get medals, but they also know how to lose. In athletics it is easy to define. You come out on top, or you learn and grow.

Defining what winning means in business.

It is not as clearly defined in business. How do we define winning professionally? Is it getting trophy, certificates, nominations, or promotions? Is it having the highest sales? Beating a competitor? Selling the most widgets? Making it to market first? Or could it be something different?

“Winning is fun … sure. But winning is not the point. Wanting to win is the point. Not giving up is the point. Never letting up is the point. Never being satisfied with what you’ve done is the point.”

— Pat Summitt

Being the best version of you.

It’s not about performing better than others, rather it is performing to our highest abilities. You can be great without being first, and you can lose coming out on top. In this framing how do you win? You do this by performing to the best of your abilities.

“Competing at the highest level is not about winning. It’s about preparation, courage, understanding and nurturing your people, and heart. Winning is the result.”

— Joe Torre

Back to the holiday cards, absolutely was not going for the gold by sending a piece of paper to my family and friends, however, being the best professionally and personally in Pat Summitt’s context would be a great ’22 accomplishment.

As we march toward a new year how will you resolve to win and how can we help you?

Starting a business in 2021 is hard. You have to have the right product, shown at the right time, to the right people, and have everything executed properly. Not to mention you have to compete in an ever-growing marketplace. It’s a tough world and you have to have real mental grit to be successful. Startups have a 90% failure rate according to Investopedia.com. One of the main reasons as to why these startups failed was due to poor marketing. We’re going to go over some of the top marketing strategies that will aid your start up, to get you going in the right direction. 

1. Make a Marketing Plan

You can’t have successful marketing strategies for a start up business without a marketing plan. This means coming together with metric-driven marketing goals, creating user personas, coming up with a budget that supports how you will achieve these goals, and researching your competitors, for starters.

2. Post on Social Media

Posting on social media is crucial to gaining exposure for your business. Around 2.4 billion people use social media. It’s important for you to be seen and heard, and for people to know who you are. Not to mention this helps reach a younger generation. Make sure you’re posting engaging quality content consistently.

3. Make an Email List

Email marketing can attract customers if done correctly. One way to build a list is by having a subscribe page on your website. Make sure when you send these emails out that they aren’t too advertising based – answer questions, be helpful. Help potential customers solve their problems. For example, you can post guides, infographics, or videos. 

4. Don’t be Afraid to Try Some New Marketing Strategies

Don’t be afraid to voice your ideas! If you never try something new you won’t grow as a company. You never know who could benefit from an idea you might have. You don’t have to always stay inside what everyone is comfortable with. Innovations come from questioning the status quo.

5. Use More Than One Channel for Promotion

This builds off of tip #2. Once you have your social media set up, it’s important to diversify your brand. Instagram, Facebook, Twitter, LinkedIn, YouTube, and even TikTok can be a channel for you to connect with your audience. These are amazing tools to get your brand out there. They each hit different audiences and you should change your approach depending on the socials you use, and who your audience is. 

6. Know Your Audience

You must find your target audience. Find what age group is going to be interested in your product. What type of topics are they into? Don’t try to be too broad and play to your strengths. Once you’ve identified your target market make sure you cater to them.

7. Create and Maintain a Blog

Blogs are important to driving traffic your brand. They make you a source for information. Did you know that businesses with blogs generate 126% more leads than those who do not have one? Make sure you’re publishing blogs that you know your audience would read. Quality over quantity.

8. Sponsor an Event

Sponsoring events can gain massive exposure for your business. It’s a great way to get the right people looking at your company (investors). All you have to do is pay a fee to the event organizer and then you market your business with marketing materials like signs, stickers, etc. Try and sponsor events that are related to your business. For example, if you sell comic books maybe you can sponsor a comic book convention.

9. Give Away Small Things as a Marketing Strategy

Everybody loves free stuff. What do I mean by free stuff? Stickers, t-shirts, merchandise, or gift cards. These help people have a positive association with your business. It makes your company look very friendly and is great PR.

10. Use Paid Search Advertising

Paid search is a way to purchase focused traffic on popular search engines like Google. They use a system called cost-per-click. Which means you pay when someone types a specific word you have listed in your ad. You only have to pay for when people click on the ad. This can be a great traffic driver to your website.

Marketing Strategies for Start Up Businesses Can Take Many Forms

Don’t fall behind when running your startup business. It’s very competitive out there and if you aren’t doing everything you can to stay ahead of the game you may fall behind your competitors. However, if you follow at least half of these strategies your startup will be headed in the right direction.

Meet our new favorite Fellow

Romania Johnson comes to us from Dallas College this semester, and is part of the inaugural cohort of the Goldman Sachs 10,000 Small Businesses Fellows Program. Julie, our Chief Rocker, has been a part of the 10K for awhile now often shares what she learns with us, so she couldn’t wait to be part of this next endeavor of theirs, the 10,000 Small Business Fellows Program. We asked Romania a few questions (like we do) so y’all can be as excited as we are that she’s part of the Front Porch!

What do you think the biggest misconception about marketing today is?

That it’s a commercial with a jingle.

What advice would you give your younger self?

Be patient, everything’s a process.

What is one of the biggest lessons you’ve learned so far in your career path?

Write, write and write. Write things down. They help you learn and remember.

If you could be anywhere in the world right now where would it be?

Somewhere warm and tropical but not Texas hot.

If you could go to dinner with one person living or dead who would it be?

My mother. I have so many questions.

If you could describe Romania Johnson in three words what would they be?

Silly, dependable and tenacious.

What is your favorite thing about college?

Learning! I’m glad I’m older because I now appreciate the value in education.

Tell me about a major milestone in your life?

Going back to school after 40 years.

What is a fun fact about you?

I’m a great grandmother of two.

What’s in store for Romania Johnson on the Porch?

We hope she likes it here! We’ll take a cue from her and set her to writing, writing, writing straight away. Look for a blog post or two from her this fall. Welcome to the Porch, Romania!

Working for a Woman-Owned Business is a Career Changer and a Life Changer

To quote Bob Dylan, “The Times They Are a-Changin’.” Specifically, the business industry has been changing and that’s a good thing. We aren’t in the 1950’s anymore. Women are achieving and climbing the corporate ladder like they never have before. However, sexism is still a prevalent problem in America’s workplace and economy. According to Business Insider, women were paid 17.7% less than men in 2019. From pay gaps to glass ceilings, women continue to be withheld from their full potential. We, as men, need to help bridge these gaps and break these ceilings for women worldwide.   

Every man should work for a woman-owned business at some point in their life. It will help you be more comfortable with the growing and changing workplace environment. Sometimes men have a specific mental picture of what it’s like to work for a business in the corporate world, i.e. lots of men in black suits barking orders at each other while submitting to their superiors without question. This is what I thought.

But now, working for Front Porch Marketing, a certified woman-owned business, has proven the opposite. Everyone I’ve worked with has shown me nothing but compassion, patience, and respect. Along with these values, I’ve learned how to become more detail-oriented, collaborative, and inquisitive. In summary, working for a woman-owned business has helped me grow personally as well as professionally.   

Woman-Owned Business: A Better Work Environment 

Front Porch Marketing treats me as an equal and makes me feel valued. One of the key aspects I’ve admired the most about a woman-owned business is the empathy they share. They care about how you’re doing and your well-being not only professionally but personally. As an example – on my first day of school as a junior in college, Front Porch Marketing sent me a box of cookies just to thank me for my work this summer. It put a huge smile on my face and made me proud to work for the firm.  

In regards to patience, I can tell you from personal experience that Front Porch Marketing has been very forgiving with me as I learn the ropes. They are very persistent in pushing me to reach my full potential and make it clear that I can always ask for help whenever I’m struggling. This learning atmosphere is rare to find in a business, especially one owned by men. In my experience, most of the time in a man-owned business they want you to figure things out quick and expect you to handle it yourself. 

Empathy, patience and understanding are not just the right things to do, they pay off. Not only are woman-owned businesses more understanding but they statistically tend to make more than those run by men. According to Sable International, women led companies “generated 10% more in cumulative revenue over a five-year period,” compared to men. Even when facing bias, woman-owned companies are still rising above men.   

Another bonus for me of working for a woman-owned business is the smoothness of the internship process. They gradually increase my work load once they think I’m ready for the next assignment, which is highly encouraging. They set me up to succeed. Additionally, I love having the opportunity to take on projects that make me feel like I’m making an impact. Lucky for me, Front Porch Marketing isn’t afraid to hand those out!  

This is an Experience That I Would Recommend to All Men

Overall, as a young man entering the workforce, where diversity and inclusivity is growing, working for a woman-owned business has helped me grow as an individual. It’s given me perspective on what it takes to be a marketer in today’s industry. For example I am learning multiple marketing strategies and tactics: how to write blogs, how to put together reports, how to conduct project research, and I am designing retail line cards. Working with the amazing staff here at Front Porch Marketing has opened my eyes on how a successful remote business is run and operated. From the emails, the coaching, zoom meetings, and most importantly meeting deadlines – a business works best when the team works together. 

Front Porch Marketing has been very kind in letting me join their team and held no judgement to the fact that I’m a man in a women’s business. It’s humbled me and made me proud to work for a group of strong, talented, independent women.  It’s an experience I’d recommend to all young men.

If 2020 was the year of the pivot, 2021 is the year of branding and marketing agility. As we work with clients in multiple sectors, we are seeing this bubble to the top as a necessity. With constantly changing standards of operations and guidelines, the ability to move quickly and easily is equally yoked with the pivot this year. So there are several strategies that your organization can implement to ensure agility in all operations. Here’s the Porch’s top three for marketing and branding agility.

#1 Be Data Driven

Branding and marketing agility requires you to harness as much data as possible. Thus, it is important to focus not only on your potential customers, but also the competition, industry trends, and even in-house developments. We believe that marketing plans are an excellent tool for capturing and monitoring this data.

#2 Have Assets at the Ready

Your marketing team, and branding and marketing partners will be agile with viable marketing solutions if they have access to your marketing assets. Brand, style, and logo guides as well as asset hubs are good tools to have in place. Result? Easily accessible assets make everyone ready to rock quickly and easily.

#3 Be a Learning Organization

An important component of branding and marketing agility is the expertise of your employees and organization. Promote creative thinking, demonstrate the value of formal training and be sure to reward the expertise. The only way your business will be able to provide an answer to marketing challenges, is if itself becomes equally as agile in all of it is operations.

Take an agility self-assessment, if you need some help, we are a click or call away. Three cheers to a rockin’ agile end of the year.

What are social selling and social commerce, and how do they differ? Would your business benefit from adding one of these practices to your sales efforts? If you’re like most small businesses, then you may have started with a storefront. Next you built a website. And after last year, your website became a much larger part of your sales strategy, as most of the world turned to ecommerce over in-person shopping.

As you plan your marketing strategy for the rest of the year and beyond, recognize that your social media can also be a part of your ecommerce strategy. In addition to being a personification of your branding, your social channels now have the functionality to make sales directly on each platform.

Expanding your brand conversations into making sales on social media is the goal of these tools. Social Selling refers to cultivating a relationship with your customers on social media with the goal of eventually making a sale. While Social Commerce means your customer is buying your product or service directly from the social media app. There are many ways to execute a social selling strategy on social media platforms. But currently, Facebook, Instagram and Pinterest offer Social Commerce, and Twitter is testing this functionality. Here’s an overview of what sales tools are available on some of your social channels.

Facebook Social Selling and Social Commerce Tools

By 2017, a quarter of the world’s population was using Facebook monthly. As a small business thinking about expanding your customer base, it makes the most sense to start on this platform. With tools like Messenger, Groups, Insights, Shop and Marketplace many small businesses can leverage their local fanbase into larger audiences and make sales with social selling. In addition, brands can create active product catalogs right on Facebook with Facebook Shop for social commerce direct sales.

Facebook’s potential customer base combined with specific targeting tools makes this platform an easy place to start. A retailer or restaurant could post a limited time offer for instance, and then boost that content for a nominal charge, getting it seen by more people. Posts can even include a button to take an action.

Companies can sell products and services – including things like webinars and online classes – in the marketplace or in their Facebook Shop. And with insights and targeting tools available, brands can create ads as well, tailoring the audience for each ad deployment.

Instagram Social Selling and Social Commerce Tools

Instagram upgraded their social selling and social commerce tools in 2019 (look for the shopping bag icon in the nav bar of a business profile). Audiences like GenZ now rely on this platform to find and purchase new products right in the app. And, brands with a business page enjoy sales functionality that regular Instagram users don’t have including follower insights.

Selling on Instagram can be as simple as posting beautiful images of product, with an offer, and steering customers to a specific website link to purchase. Or companies can employ ad types like Carousels and Stories. Tools like LinkInBio or LInkInProfile enable Instagram accounts to post a specific website link for each post. (Otherwise there is only the one link in the bio for the entire account).

Using hashtags on Instagram is key. Small businesses can create their own hashtag, and then encourage customers to use it when they photograph and share pictures of the company’s product, place of business or service. Brands can then use that hashtag to find new customers – reposting their user generated content (with permission), engaging with that user’s followers, and tagging the customer. These activities increase the reach of the post.

Next, businesses can set up an Instagram Shop, just like on Facebook. The in-app checkout means customers can buy directly from a brand from their Instagram account. Once a business account reaches 10,000 followers, even more social selling and social commerce tools are unlocked to use, for instance, in Stories.

Pinterest Social Selling and Social Commerce Tools

Pinterest is always a place to collect and save favorite ideas and bookmark things for later. It also has social selling tools – beyond just bookmarking. Three types of “Rich Pins” (pins with extra content) are available to set up your social selling system: Recipes, Articles and Products.

As with all social channels, set up your business Pinterest account with a combination of pins of your own products as well as pins of brand-representative images that are not sales-oriented. To be part of the Pinterest community it is a best practice to pin other people’s images as well. Then leave comments and like others’ content while on the platform. Pinterest business accounts also feature analytics to glean insights into your top pins, impressions, and other KPIs.

In April 2021, Pinterest and Shopify expanded their partnership to make social commerce easier on the platform. And Pinterest also features functionality called Catalogues, allowing businesses to basically set up a virtual version of their stores complete with collections, aisle browsing and even price comparisons. 27 countries worldwide currently have all of this new functionality.

Twitter Social Selling and Up-And-Coming Social Commerce Tools

According to TechCrunch, Twitter is now testing ecommerce features for tweets. In the Twitter “card” system, the product card will link to a shop’s website and feature the product as well as a “SHOP” button. This type of Twitter post could be used not just as an ad, but also as an organic social commerce post.

Twitter is definitely a place for brands to gain insights and engage with their followers. Using practices like social listening and tools like Buffer, Brands can discover how customers talk about their brand. Brands can also use hashtags for locating information, and lists for grouping like-customers together and marketing to them.

Adding Social to Your eCommerce Strategy Can Pay Off

Social commerce is an $89.4 billion market right now. It is projected to grow 8x that over the next few years. Start small, test often and grow your business with social media using social selling and social commerce!