Around this time each year on the Porch, we take time for reflections. Reflections on the year – significant events and experiences, lessons learned, and what changes we hope for the next year.

The concept of time was a popular theme among the Rockers’ reflections this year. Perhaps this is because not only is another year ending, but another decade, as well. Perhaps it is because time holds such value in our lives. It is a constant reminder to embrace the here and now with an eye toward the future.

2019 Reflections from the Porch

For me, 2019 has been all about soaking up the memories made while marking milestones in my children’s lives. My son is a senior in high school. My daughter is in kindergarten. So, the passing of time, in our family, is marked by their “last firsts.” It is time that seems to pass so quickly you blink, and it is over. Yet, a tragic loss of someone dear to my family in May has made me realize how painstakingly slow time can pass when grief is involved.

There have been some fabulous surprises, as well. My son’s football team made it to the state semi-final game, a first in his school’s history, which ended his football career on a high note. Go Rangers! Our fabulous client, Faith Family Academy, took it even further and brought home their first State Championship Title in Boys Basketball.

Whether in the happiest of moments or the saddest, this year has provided so much opportunity. Opportunity to be grateful for the time spent with family, friends, co-workers and clients. It has taught me to be present in each moment, to give and receive grace, and to spend my time doing things that make me a better person, wife, mother and business leader.

For lil’ rock, Maria Gregorio, the time is now. “I tend to get caught up in ruminating about the past and worrying about the future. I do this so much that I forget that these days are ‘the good old days.’ In the movie Kung Fu Panda, Master Oogway says, ‘You are too concerned with what was and what will be. There is a saying: Yesterday is history, tomorrow is a mystery, but today is a gift. That is why it is called the present.’ So, here’s to moving into 2020 more mindful to live in the present.”

Soak in the Power of Relationships and Reinvention

Part of living in the present is spending time with people and things that fulfill you. Rock Star, Vanessa Hickman: “I am thankful for relationships and community. Love is one of the most profound emotions known to human beings. I spent 2019 soaking in the love of the people around me and doing life with my family.”

Classic Rocker Greg Asher took this advice to heart. He is still reflecting on his reflection for the year.

Often, being present in the moment allows you to see a future need or desire more clearly. This year, we added All-Around Rocker, Lori Rahlfs, to the Porch: “Lately, I find myself thinking about the power of reinvention. The blessings and challenges that come with each stage and phase of life. Each, personally or professionally, calls for us to re-imagine or reinvent the life we are living. Then, we can satisfy new or future needs.”

The Rock, Tara Engelland: “I came across this quote earlier this year, and it has stuck with me. ‘Don’t fear failure. Fear being in the exact same place next year as you are today.’ It’s important to remember when working with clients to grow or start their business. It is a reminder that you must take risks to get to where you want to be personally and professionally.”

Our Goals for 2020

As you look to 2020, set realistic and thoughtful goals to define or reinvent any part of your life that needs a change. Seek to find something that allows you to really focus. Are you considering re-entering the job market? Try these tips from Corps Team Dallas. Has it been a while since you’ve enjoyed an evening out with a friend or loved one? Go see a Ballet Frontier performance.

Whether your 2020 goals are to live in the moment, or to re-imagine, or (re)define your mission or your brand, there’s no time like the present. Like the beautiful jewelry from our treasured client Ellen Hoffman Designs, time is intricate and precious. May you spend it wisely and wrapped up in moments with those you love. We wish you a joyous holiday season and a Happy New Year (and New Decade!), Friends!

Practicing gratitude as a business leader can be challenging at times. Sometimes it is hard for business leaders to know what to be grateful for because of the many hats we wear, and the myriad of opportunities thrown our way each day. The big stuff often overshadows the tiny pieces of our everyday lives for which we should be grateful.

However, science has shown that regularly practicing gratitude makes you happier. Doing so makes you a better leader, which makes your team happier.

Want to be thankful at a time when it seems impossible?

Consider these things to find an attitude of gratitude:

1. Focus on the here and now. Ask yourself what you are grateful for this very minute. Perhaps it is that you made it safely to work or appreciating your computer didn’t choose this instant to crash.
2. Actively listen to a team member. Take time to truly listen to people when they talk to you, even though your mind is going a million different directions.
3. Each time you talk to a team member, thank them for something. It doesn’t have to be a big something. Acknowledge a nicety they did for a teammate or client. Say a simple thanks for sharing their thoughts with you. Let them know when they brighten your day.
4. Remember your “why.” Consider how the work you do benefits the people for whom you do it. Be thankful you have the opportunity to lead.
   

As a leader, go beyond. Go beyond yourself. Focus on showing thanks to others. Take it beyond Thanksgiving. Focus on practicing gratitude beyond this season of Thanksgiving.. Strive to live a life of gratitude, not just a season.

Julie Porter, Chief Rocker, is grateful for her precious family and their health, Texas high school football and the fabulous Front Porch Marketing team, clients and advocates. She tries to focus on showing gratitude to others daily as often as possible.

On the Porch, we believe grace happens.

We preach the importance of being authentic – personally and in branding.

Part of being truly authentic means not pretending that life is sunshine and roses when it isn’t. Last week on the blog, Jacqui (aka The Back Porch Rocker) offered her thoughts on recovering from life’s unexpected storms.

One of her suggestions is another familiar refrain on the Porch – to have and give grace.

In the spirit of authenticity, her post hit me hard. We often encourage our followers to have grace, but I realized that in my forty-something years, I have never, not once, asked for grace – personally or professionally.

That doesn’t mean I haven’t experienced it. There have been times I received grace without having to ask for it. And there have been times I extended it to others. But I can see that there have been times I probably should have asked for grace. There are times I should have extended it to others without them having to ask.

Admittedly, I was born with the “suck it up, buttercup” mentality. I have always considered my ability to keep things together, for myself and for others, one of my great strengths.

That all changed for me a little more than four and a half weeks ago when a personal tragedy shook me to the core.

A “suck it up, buttercup” mentality would not have shown grace – which was desperately needed – to my family, my friends or myself.

Something had to give professionally. I had to take a step back. I had to ask for grace at work.

The entire Front Porch Marketing team responded without hesitation. Our clients and business partners who knew what had happened did the same.

I was extended grace in many, many ways. And I am thankful for it.

So the next time grace is called for, try doing these thing to show grace to a team member, client, partner, or even a boss:

1. Anticipate and delegate needs. If you are aware of a project or deadline, consider how you or others may be helpful to get it completed or postponed. Communicate and/or delegate those needs accordingly.
2. Forgive mistakes. Forgiveness is always important. Mistakes during this time are understandable.
3. Don’t take things personally. During a time of crises, jovial people may become short-tempered or normally talkative people may go radio silent. It is not about you or their feelings toward you. Don’t take it personally. See number two, above – it applies!
4. Provide a “free” zone. Offer a listening ear. Make it known you are a judgment-free. When a team member needs grace, give it freely without questions, expectations, or conditions.

Life has a way of rocking us unexpectedly.

Strive to build work environments that allow every member of your professional tribe to feel safe in asking for grace at work when they need it.

As the leader of your brand, it is up to you to determine the vision for your business, you are also the business leader. You are mission-control to successfully making that vision materialize. Be responsible for recognizing – and deciding how best to overcome – the barriers to your brand’s success.

One of the most powerful (and responsible) things you can do as a business leader is to get out of your own way.

The business leader and/or business owner holds a tremendous amount of power. You can be your brand’s greatest asset and its biggest backer. Critical to your mission, however, is not to become a barrier yourself.

During a conversation with a business owner and CEO of a $50M+ company, the CEO relayed that his largest client could not implement the programs offered to them because the necessary departments were not communicating with each other.

To overcome this hurdle, the CEO stepped in to facilitate meetings and interactions between his client’s departments. However, he was not getting paid for that time and taking on that role took him away from his own responsibilities.

When asked to provide my advice to this dilemma, my answer was simple: Don’t attend the meetings. If he did not attend the meetings, others would be forced to take on rightful ownership of their responsibilities, freeing the CEO to focus on his own responsibilities.

Here are four things to consider as a business leader in order to get (or stay!) out of your own way:

1. Build boundaries and bridges. Don’t put yourself in situations to be the point person when it is not your role. If you consistently play a role not meant for you lines become blurry and you increase your risk of burnout. You also risk not having the time and/or resources you need to be successful. Build a good team – in-house and/or through outsourcing. Then take a step back and let them fulfill their own roles.
2. Do it, delegate it or delete it. Does your to-do list continue to have the same thing on it week after week? Yes? Figure out why. If it is something that requires YOUR attention, do it. If it needs to get done but someone can or should complete it, delegate it. Maybe circumstances make completing a task unrealistic, undesirable or unnecessary – then, delete it. Procrastination is a barrier to productivity and to creativity.
3. Find your joy. Focus on the good contributions. Perhaps you work with a client who is abrasive. Understanding that he or she has a difficult job can help you avoid taking things personally. Look at the good things you are doing in your own role and the positive things the company is doing. If you focus only on the negative or get upset over the same things on a weekly basis, you prevent yourself from seeing the positives of your own – and others’ – contributions.
4. Celebrate success and forget failure. Failure is a necessary part of the process. Expect it. Embrace it. Learn from it. As a leader, failure should be empowering. Don’t let it get you down. Stop and acknowledge when you overcome it.
   

If you can get out of your own way, you may be your brand’s greatest asset. We have built a strong team and could be a powerful ally. Give us a call.

Digital marketing continues to win this marketing season as digital marketing spending continues to rise. This is not new. In 2016, eMarketer.com projected digital spend would exceed television by as much as 36% by 2020. 

According to WebStrategies, the following are earning their spots on marketing budget rosters:

• Email marketing – Email marketing continues to be the best player to generate ROI.
• Social media marketing – A solid first-round pick. In that category, Facebook continues to hold the top spot and Instagram comes in 2nd.
• Search and display marketing – Search and display marketing still earns the largest share of digital marketing budgets. In 2018, 78% of those surveyed indicated a plan to increase their Google Ads budget. Online display (banner ads, online video, etc.) takes the second share.
• Live events – This is another competitor making a comeback. Two thirds of marketers plan to increase spending on live events in 2019. This is not a surprise as the digital world faces fierce competition and privacy challenges.
• Video Marketing – The MVP for growth in digital marketing budgets goes to online video. Investment in this category is expected to more than double 2016 numbers by 2021.

With the rise of Facebook Live, live events and video are teaming up (think megachurches with pastors appearing on screens, political candidates announcing intentions via live video and the use of video as part of the in-home sales trend in the beauty and cosmetic categories).

Regardless of your industry, here are 4 tips for video marketing:

1. Mind your audience. Take care to advertise to your target, not yourself.
2. Don’t complain just for the sake of complaining. You can sell your brand without negativity.
3. Keep it short and simple. The clock starts running as soon as your audience clicks on your link. Don’t fumble around. Have a solid plan and stick to it.
4. Be clear in your play-calling. You are the quarterback for your brand. Run or pass, assist your audience by clearly telling them what you want them to do and how they can do it.

To score with any marketing campaign begin with the end in mind to increase your opportunity for success. There are still significant advantages to veteran players such as traditional media (now referred to as “offline”) in terms of building awareness, extending reach and driving your brand message.

It is important to find the right balance between online vs. offline spending. That ratio will vary from brand to brand. Let us be your marketing coach and manager. We can help you find that balance and manage that content.

In 2019, social media marketing is an essential tool for developing a connection with your audience. In some ways, social media marketing is similar to online dating. You are courting your audience with social media, and a connection won’t develop by being overly promotional with your posts.

Successful social media marketing requires an investment of significant time (and resources). Your investment can pay dividends, but it requires planning. Developing strategies with clearly-identified goals and target audiences is key. But avoiding common faux pas is equally as important.

Seven of the (many!) dos and don’ts for social media marketing

1. Be social. You have to put yourself out there, so don’t be nonexistent on social media. You can’t influence anyone if you have no profile.
2. Be interesting. Know Your Audience. You want to pique and maintain viewers’ interest, so post varied content they will find interesting and valuable. Don’t make it all about you by only posting promotional content.
3. Be genuine. If your brand is all about fun, your audience expects a certain playfulness to your social media. Don’t send mixed messages by being inconsistent in your marketing.
4. Be available. Social media marketing is a 24/7 customer service opportunity, so engage often and consistently. Don’t ignore posted questions or concerns.
5. Be a good listener. Always pay attention -and respond gratefully- to consumer feedback. Don’t ignore the negative feedback, because you can’t develop relationships by ignoring (or deleting) criticisms.
6. Be Aware. Use hashtags and handles to attract interest, but don’t appear desperate by using too many. Keep it effective and efficient.

Be smart. Check your content for spelling, grammar and phrasing, and correct mistakes as soon as they’re caught. Don’t be insensitive in your phrasing or messaging.

We cannot say it enough – strategy is critical.

Content is key. Consistency is key.

Social media management is customer service and poor customer service will hurt your brand’s reputation.

Unlike in dating, it is a good idea to outsource social media duties. Those of us with the experience and knowledge can create and implement social media marketing strategies that follow all the rules.

Give us a call to help influence your audience to swipe right on your brand’s social media marketing!

Frequently, we ask a potential client what their marketing budget is in an effort to better understand what resources we will use to meet branding and marketing goals.

And regularly, we hear, “What should our marketing budget be?”

We are already two weeks into Q1, so let’s talk about your marketing budget. Total marketing budgets are on the rise (yay!) and are at 7 – 12% of total gross revenue. If one of your resolutions this year is to grow your small to mid-size business, let’s rock.

Here are four things to remember when formulating your marketing budget:

1. Small businesses should budget 7 – 8% of gross revenues for marketing in order to compete against larger companies.

2. Track your marketing budget and results monthly – at a minimum. If you consistently track your results you will be better able to adjust your marketing spending over time to spend smarter, not harder.

3. Increase the budget for new product launches. Keep track of what you make on the product and tweak as needed to cover the marketing costs and increase profit from sales.

4. One size does not fit all. While the latest Forrester Research report projects that digital marketing spending will make up 44% of all ad spend, this number can vary depending on a variety of factors including industry, growth plans and local market.

As you create your marketing budget this year, don’t start with the tactics. Develop a defined marketing budget to support a marketing plan with measurable goals and a sound strategy.

As planning for 2019 kicks into high gear, now is a good time to take a look at what’s “en vogue” in the marketing world. Is your marketing plan ready to strike a pose?

Some things are classics, and your go-to, wear everyday piece is CONTENT. Quality, engaging content is the cornerstone of any successful marketing plan. Beyond that, the following trends are simply accessories to be mixed in when they fit a brand’s individual style. Much like the latest  fashion fads, not every trend is the right stylistic fit for every brand.

With that caveat out of the way, here are five things walking the marketing runway:

Marketing Automation

ROI has been realized in 75% of companies in just one year of marketing automation use. Companies using marketing automation have reported a substantial 34% increase to their sales revenue, regardless of company size or industry.  In addition, 91% of users say it is “very important” to their overall marketing success. It’s all the rage – which puts marketing automation at the very top of the 2019 trendsetters’ list.

Chatbots

Chatbots can quickly recognize and respond to data … in real time. This gives both consumers and brands a virtual assistant to do anything handling customer queries to ordering a pizza! This saves time, money and human effort. We need look no further than the hugely popular Alexa to understand why the use of chatbots is taking over automated web communications.

Video Marketing

The growth of video will continue. Facebook Live was rolled out in April 2016, and in just two years, the average number of broadcasts doubled, earning more than 150 billion reactions. Video ads are still going strong as well. In August 2018, 65% of ad impressions on Instagram were the result of video content. If those stats aren’t enough to convince you that the video marketing craze will continue, consider this: When customers watch a video on a website, Google pushes that site up in its search results … ideal for any brand.

Native Advertising

Native advertising is on the rise over the use of banner ads, because it doesn’t disrupt the user experience. This increases consumers’ willingness to share it, which generates more sales leads.

Inbound Marketing

Because it’s simple, versatile and 61% cheaper than traditional marketing, inbound marketing remains a cost-effective method of connecting with your audience. Keeping inbound marketing hip is:

• Blogging. Statistically, blogging is three times more effective than traditional marketing in its ability to generate sales leads. It also allows you to include a variety of content that isn’t strictly direct product advertisement.
• Social Media. While AI and Chatbots create a life-like assistant, a strong social media presence creates an opportunity for consumers to engage with real people – making your brand appear more relatable. It also makes it quick and easy to provide exclusive offers or coupon codes to generate customers. To allow for a more seamless experience for consumers, you can also expect to see the continued integration of services into third-party apps by social media companies.
• Email-marketing. Companies that choose e-mail marketing can double their number of generated leads over those that do not. Adding automation can then double that amount. With numbers like those, e-mail marketing continues to be the top model of effective inbound marketing.

Here on the Porch we would love to design a marketing plan for you to premiere in 2019 (perfectly coordinated to your brand’s individual style, of course).

You are a small business owner or a business leader who knows their business inside and out – no one will know your business like you do. And in terms of marketing to your ideal customer, that is the problem.

When you are trying to sell to your target customer, it’s tempting to imagine their wants and needs. But, there are limits to what you can imagine your customer wants, and what their lived experience is. Remember: you are not your customer.

Unless you are …

A middle-aged dad with two volleyball playing daughters and a penchant for craft beer … you are not Greg.

An entrepreneur with a Division 6A football playing son and a daughter who is ready to take over the world at the age of five … you are not me.

A thirty-something woman with a deep and unabiding love for bulldogs who has never lived in one place for more than four years … you are not Maria.

What does any of this have to do with marketing to your target customer? I have no idea, but unless you take a hard look at customer research and insights, you might miss something important that has a bearing on whether your customer chooses you over a competitor.

Marketing is not one size fits all

Each customer is unique and has different needs.

Does your customer value convenience over cost or vice versa? Do they care about how their product is made and its impact on local communities? Are they early adopters of new technology? Do they want a Swiss Army knife or one product that does a few things well? Do they like to try new things spontaneously or are their purchasing decisions based on thorough research? How do they find out about new products and services – social media, word-of-mouth, content creators and influencers? All these factors affect how you market to your customer.

Let’s look at a product that many of us on the Porch are about to take on soon – college. It’s easy to think that with this digital generation, all that matters are engaging with them on an online, social media level. But you would be wrong. Students have a ton of options – what makes one school stand out over another? If you look at the experience of our summer interns, their answers might surprise you. Go here and here to find out.

Reaching different customer audiences can seem overwhelming. The solution? Your friends from the Porch. We love a good marketing challenge and we want to help businesses reach their customers through the channels that make sense for that target market.

We are a company comprised of people with very different skillsets, backgrounds and experiences. We are moms, dads, fur parents, former corporate folks, nonprofit fans, football lovers and football nubes, big thinkers and specialized experts.

We are different. Just like your customer.

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Continuing in the pattern of marketing and travel metaphors, let’s look at the itinerary for your marketing efforts: your brand.

Is your brand getting you to where you want to go? If its not, maybe its time for a brand audit.

“Businesses don’t own their own brand, they are custodians of it.” – Small Business Marketing Expert Dee Blick.

A brand audit looks at:

• Current brand identity – This includes your logo, tagline, key messages, style guidebook, features/benefits, and color palette.
• Digital/social presence – Is your website easy to navigate? If your company has an ecommerce component, is it easy to purchase items from your site? Is your site optimized for SEO and is it mobile responsive?
• Electronic marketing – This includes your company blog, email marketing, and e-newsletters. (Email marketing gets a bad reputation these days but remains one of the most effective ways to reach your customer and increase your business.)

And the list goes on. Everything is a touchpoint: your collateral, your website, the way the receptionist answers the phone.

Ask yourself, “Does this resonate with our current customer? Does it resonate with new customers we want to pursue? Are these efforts in alignment with one another?”

A few years ago, Front Porch did a brand audit for The Remac Group, the parent company of four shoe and women’s apparel brands: J. Renee, Kay Unger, Phoebe and L’Amour Des Pieds. We looked at all four labels from top-to-bottom, looking for cohesion, consistency and alignment with business goals.

Want to know the results? Give us a call and we love to share more.

Even if you know you need to overhaul your brand, it would still benefit your company to conduct an audit. After all, if you don’t know where you’ve been, how do you know where you’re going?