Recent readings over Spring and Easter Breaks provided four great reminders for me as a business leader. And I hope they do the same for y’all too.

For those of you who do not know, one half of my heart – my son – attends Rollins College in Winter Park, Florida, right outside Orlando.

We stayed at one of my favorite beaches over Easter, New Smyrna Beach, which is a hour drive from my “son~shine.” And, where I purchased a beach condo, aka short-term rental investment property, earlier this year. It is affectionately deemed the “money pit.” But that is a blog for another day. I digress.

Reminder One: Be a GD Cheetah

A beach read was Glennon Doyle’s Untamed. She shares a visit to the zoo and the Cheetah Run. The cheetah, Tabitha, is tamed. She performs on queue.

A little girl asked, “Doesn’t she miss the wild?”

Zookeeper comes back with a BS answer.

Doyle writes that Tabitha would sigh and say, “I should be grateful. I have a good enough life here. It is crazy to long for what does not even exist.”

“I’d say: Tabitha. You are not crazy. You are a GD cheetah.”

That had such a profound effect on me. I later cried as I read the excerpt aloud to my daughter. Without the GD, of course. And I asked her to promise me to always be herself. To be a cheetah.

Reminder Two: Finding Leverage

Not as an emotional experience for me, but profound none the less. Reading the latest issue of Entrepreneur Magazine.

Time is our inventory.

An article by Adam Bornstein explores business growth by not necessarily adding more people. Rather, exploring this. “Smart growth is not about spending more time, nor is it about maxing out your time. It is about finding leverage.”

Reminder Three: Damn the Sycophants

I cannot remember what the article was about. It was the word. The word I had to look up.

I was reminded, although sometimes painful, I treasure those around me who are not this.

Surround yourself with talented people. Those who are smarter than you. Formidable team members push back. They may not think like you. But they make the organization better. These folks fill in for your short falls.

Reminder Four: Being Too Efficient

In a past life, I was ultra-organized. I am a Franklin Covey Planner Training Course graduate for heaven’s sake. Organized all the things in my office and life.

Then, I started Front Porch Marketing. And, had my second child at an “advanced maternal age.”

Words quoted from Edward Tenner in another Entrepreneur Magazine article spoke to me. In summary, big business always has the advantage. However, entrepreneurs combine technology with connection to people. Something big companies cannot do.

Jason Feifer, author of the article, cited Blockbuster and Netflix as an example. Early in my career collaborating with folks at Blockbuster and Viacom shaped me into who I am today. And I am eternally grateful for those experiences. I saw how they tried to evolve. As well as saw what was attempted and did not happen. These learnings were invaluable.

So I hope these four reminders for business that I learned this spring will resonate with you too!

How to make working together easier.

When you’re working together, the key to a successful partner relationship between an agency and an in-house marketing client is articulating goals on both sides. What does the in-house marketing director want out of the partnership? What role(s) will the agency fill? And for those on the agency side: what is the expertise that you are offering and how will it fit into the work and process of the in-house marketing department. Ultimately, what common goal is everyone working toward?

3 traits of a successful in-house marketing director (when working with an agency):

1. Treat the agency like a partner. Be available. Share the wins and the losses. Exchange information and best practices. Work united toward a common goal.
2. Let people do their job. It has been said many times – surround yourself with smart people and let them do their jobs. This is very true when working with an agency. You, as the in-house marketing director, know your brand better than anyone. But the agency will have deep knowledge in how to market your brand to the right people, at the right time, and in the right place. Take advantage of this expertise.
3. Be clear, concise and direct. Communication is key to a great in-house/agency working relationship. Having clear goals and being able give good feedback will make the process of creating great work run smoother.

3 traits of a successful agency (when working with an in-house client):

1. Be transparent. Give real world examples with data and KPI results to show that you know how to do this work successfully. Show and tell your successes that relate to your new client’s business to increase their confidence in your expertise.
2. Flatten your organization when it comes to direct contact. Allow clients to be able to communicate directly with different members of your team if they need an opinion on a specific matter. Shielding most of your agency from the client and running everything through gate-keeping account service people prevents deeper brand knowledge and deeper connections.
3. Prepare to collaborate. Including your client in the creative process will not only make the working relationship work better, the client will have the opportunity to “own” the idea with you. Then, you’ll have no better champion for your idea than your client as it moves up the C-Suite approval chain.

Growing your partnership and working together – in-house and agency – requires determination. First, be determined to recognize the value of the people that you are working with. And then, be steadfast in your determination to succeed together.

Inquiring minds want to know!

TikTok is in the top six social media networks for 2022. Does that mean that your brand should have a presence? Maybe. Maybe not. To find out if your brand should be on TikTok, take a deep look at the components of your brand: your mission, your audience, your goals, your assets before you just jump right in. Having a plan for any endeavor translates into better success. This includes your brand being on TikTok – no matter how shiny it seems to you this moment.

The social media landscape is continuously evolving.

Social media can be scary to some people and some brands, but exciting for others. And, being aware of new channels and finding the next one for your brand is what a smart marketing leader does. Examine your brand before deciding.

Let us help you answer the TikTok question by asking a few questions.

Brands on TikTok?

1. Who is your target audience?
2. What are your marketing goals?
3. What are your marketing strategies?
4. How much potential does TikTok have for lead generation or driving potential website traffic among your target?
5. Do you have additional resources to support another social media network consistently?
6. Do your internal personnel have the bandwidth or do you have the budget to add incremental dollars to your agency partner’s fees to manage it for you?

There’s not a one-size-fits-all solution to your brand on TikTok.

There are many brands who choose to be on TikTok because it is advantageous for them to do so in some way. But there are also many brands for whom TikTok is not a good marketing channel fit, and their needs are better met by other social media channels more appropriate to their audience, their product, and their goals.

Don’t get shiny object syndrome. Focus on the big picture that fuels the growth of your brand. If TikTok will be a part of that, it will be. You’ll make it happen, but maybe not this year. And that’s ok. It’s a marathon, not a sprint. Plan for your future success first, on this and every possible marketing channel, and you can make the most of the social media channels that are right for you.

3 Lessons I Learned Working for Amazon

For as long as I can remember life has always been fast-paced. Going to school was always about keeping up and trying to stay ahead 24/7. Sports were always about learning while on the go. Even life, in general, was always about how little time we had to accomplish the tasks at hand, and once again I was able to experience this lifestyle working for Amazon, a company that only knows one speed, fast pace.

One of the biggest adjustments coming into the job of working for Amazon was how much responsibility you get right off the bat. With little time to adjust, I was thrown into my job and expected to keep up like the rest of our company. Just like life, I was expected to take the little I knew and find a way to succeed.

How to Adjust to a Fast-Paced Environment

Luckily I’ve had some great lessons about how to adjust to fast-paced environments, and I used these to help me succeed.

1. Stay as organized as possible. It is so easy to become overwhelmed with all the components of your job. It is important to find a system that helps you excel when you organize for the day. Take the time to keep all your ducks in a row, it helps you so much in the long run. Also, don’t be afraid to take extra time to get this right, slow and steady wins the race even in a fast-paced environment.
2. Be as flexible and adaptable as possible. This one I cannot stress enough, because it is easy to just stick to the things you know. Whether that is knowledge or process, it is easy to not want to adapt to new things and change. At Amazon, there were so many processes, in the beginning, I refused to learn because I didn’t want to change my method. When I finally decided to give them a try my entire workday changed for the better. Sometimes a little change can be beneficial, so embrace it!
3. Use all the tools given to you. This practice backpacks on being flexible and adaptable, and is so important. One of the first things I failed to do when I started at Amazon was use all of the different tools that were provided to me. Doing this made my work more difficult and made my day seem like it was so slow. When I decided to utilize my tools I was finally keeping pace and enjoying the process at work.

Working for Amazon Forced Me Out of My Comfort Zone

Amazon was truly an eye-opening experience for me as it forced me out of my comfort zone. It made me realize that working doesn’t have to be this thing you can’t stand every day. Instead by using different tactics and finding ways to work more efficiently, I was able to conquer my days and feel like I won. I think the biggest takeaway from working at Amazon was that when you decide to get past the working part and truly apply yourself, any job can be enjoyable.

Getting marketing and sales on the same page is critical to your brand’s success.

This month, we were honored to attend a client’s 2022 sales kick off meeting in Orlando to see this practice of harmonizing marketing and sales in action. Being with our client in this setting reminded us that cross-functional teams are one of the keys to maximize growth for business success. Smart business leaders and collaborative relationships fuel us, so we wanted to share our top tips for helping marketing and sales work together for greater results.

Sales teams typically focus on talking directly to the customer. The sales process might take a very long time, but the sales team will discover useful information like solving a particular problem, or what pain points a potential customer runs into. These insights can be valuable, especially to the marketing team.

The marketing team approaches the customer in a somewhat different way – focusing on the brand. Increasing awareness of the brand and these brand conversations typically take the form of websites, content marketing, social media and email marketing and advertising.

Often sales and marketing groups seem to have different goals: but in reality their goal is the same – grow the business. They just approach it in different ways. When you harmonize marketing and sales strategies you reap the benefits of shared data on targets and prospects, shared communication, shared processes, and working together to solve challenges that arise.

Four ways to start bringing your sales, marketing and even finance teams together.

1. Discuss with sales what marketing strategies and tools moved the needle in the previous year. Was it messaging, tactics and delivery? Something else? What did potential customers and clients respond to?
2. Planning is key. Make sure that marketing is supporting sales strategies. The marketing team should review annual sales plans and have a meaningful discussion on how they can support the sales efforts.
3. Agree on goals. Not just numbers and target customers, but the terminology. Are you speaking the same language? Using the same metrics and processes?
4. Make sure the finance team is not developing forecasts in a silo. Communicate with them. Just because they can access the CRM does not mean they can create real projections.

Marketing is only as successful as sales; and sales is only as successful as marketing. Harmonize marketing and sales to work together to success. Working together is more important in 2022 than ever before. It is by working together in harmony, that the greater good can be achieved.

As an account manager, I love the beginning of a new year.

In account management, a new year means a fresh start, not just personally but professionally! It’s an opportunity to put the struggles of 2021 in the rearview mirror and focus on what you want to accomplish in the year ahead. Maybe you’re committed to getting healthy or decluttering. Or, did you a pick a word that you want to embody in 2022? Like “Present”. Or maybe “Accountable”. Perhaps, “Grateful”.   

The start of a new year at work means a chance to re-energize yourself and get better at doing your job. If you work in the agency world managing accounts like me, maybe you want to focus on a few core skills that will make 2022 your best year yet as a successful account manager.  

Recommitting to excellence.

Where do you start? Well, we know the traits of a successful account manager are many. But I think we can all agree that no matter your career level or personal management style, there are skills that every effective account manager should possess.  So what are they?

1. Excellent Communicator. And Excellent Communication. Plus, Excellent Communicating. Saying it once isn’t enough. First, we are responsible for balancing the needs of clients with the resources of agency partners. Next, we communicate in every aspect of our job whether it’s through writing creative briefs, submitting change orders, or managing timelines and budgets. And most importantly, we understand our clients’ needs by actively listening and asking the right questions. Clear and consistent communication is invaluable in every aspect of our job.  
2. Organized. If you’re in this field, chances are high that you love a to-do list. I know I do! You’re always equipped with your favorite note-taking tools. You jot down important pieces of information all day long. You will undoubtedly glean insights others miss, with your excellent notes. In addition, you’re simultaneously juggling multiple clients. And your projects move forward while you make sure you keep everything on-brand, on-time, and on-budget. Whatever method of organization you prefer, exercising organizational skills is critical.  
3. Resourceful Problem Solver. It goes without saying that marketing is fast-paced and change is inevitable. So you’re not afraid to address problems head on. And you don’t leave any stone unturned to resolve a situation. Better yet, you’re always thinking ahead and proactively working with your clients to head off any roadblocks before they even occur.  

Get started on your account management reset!

Whether you choose to focus on all of the skills above or one or two, chances are if you stay committed and focused the possibilities are endless for a successful 2022 as an account manager. What are you waiting for? Get out there and ‘Rock Your Relationships.’  

This week, we welcome Natalie Rosga, our newest marketing rocker, to the team! As a mom of twins, we know she’s very practiced at patience, problem-solving and making peace.

Natalie Rosga takes a moment on the porch:

1. What is the biggest misconception about marketing today? 

Marketing is easy and can be done by anyone. This can’t be further from the truth!  

2. What advice would you give to your younger self? 

Don’t be afraid to take chances.  

3. What is one of the biggest lessons you’ve learned in your career? 

Always keep learning and growing!  

4. What does good marketing look like? 

Good marketing is thoughtful. It speaks to your customer and makes them want to learn more about your brand or your product/service.  

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

Rocking on the porch swing on my parents back porch. (Narrator: This here is why we hired her, y’all.)

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

My paternal grandfather who passed away when I was in grade school. We were very close and shared the same birthday. 

7. If you could describe Natalie Rosga in three words what would they be?

Determined. Loyal. Tired (The result of two little munchkins always ending up in my bed.) 

8. Tell me about a major milestone in your life?

Becoming a mom to my two little monkeys – Hudson & Emerson!  

9. What is a fun fact about you?

I grew up in northwest Oklahoma in a small farming and ranching community. My family has lived there for generations. Cows outnumber people by FAR and my graduating class was 34!  

What’s next for Natalie?

We are so excited to have our new rocker Natalie on the team as we continue to grow!

The secret to business success for 2022 is to start planning for it now. Many of our clients are reviewing their business plans, marketing plans and strategies for achieving their goals. Planning ahead for next year is a valuable way to invest in your business. You can know ahead of time what to do next and be proactive – not reactive. Making and having plans helps you guide your actions with efficiency and effectiveness.

Planning Ahead for Next Year, Now

Rounding the corner on Q3 2021, now is the time to plan for business success in 2022. So dust off your business plan. Does it still resonate with your goals for success? First, take the time to review the foundation of why you started this business in the first place. Make sure it still makes sense for you, for your time and energy, and for the market. Update it if you need to.

Next it is time to draft your marketing plan for 2022. Where to start? Look at your business revenue goals for the year. That number helps guide your marketing spend. Companies in 2021 spent 8.6% of topline revenue on marketing. Whatever your percentage is, don’t let this number be subjective. It is black and white.

Once you have your number, create a marketing plan. Without a roadmap, the squirrels and shiny objects will be your focus. Don’t let that happen. Staying on track to business success is much easier with a plan. Build your plan around repeating and expanding around prior success points, and adding new tactics that make sense. The plan you create can be annual or quarterly, but it can encompass many things: creative campaigns, paid advertising, PR, content or a new product or services launch. A solid marketing plan will create focus and executional excellence around several tactics working together toward a common goal. This approach will ultimately save you money, by getting you more bang for your buck.

Invest in Your Business Success

Invest in your business the smart way – and we don’t just mean monetarily. Your focused thoughtfulness and the time spent on your plan will be repaid. First, focus on your business successes by continuously improving your plan and your execution of the plan. How did your tactics for a specific campaign fare? Track and measure your results each quarter, and implement your findings into the next quarter’s plan to continue success and build momentum. Invest in the things that work. Pivot toward the successful strategies. Experimentation within the framework of your marketing plan can help you home in on insights that will get you to your revenue number for 2022.

Define Your Goals So You Can Reach Them

Define messages, targeted audiences, goals, strategies, tactics, timeline and budget. How can you reach your goal if it is not clearly defined? How detailed you are is up to you. What we have found on the Porch is that the partners that have defined their marketing budgets and plans have been successful. Being thoughtful upfront about your goals in all areas of marketing your business can set you up for business success in 2022 and beyond.

A popular phrase in the marketing world states, “always be one step ahead of your competition.” But, how do you accomplish that? Develop a competitive analysis.

Why are your competitors outranking you? What are their strengths and weaknesses? What are their marketing strategies? All of these questions are answered through a competitor analysis.

What is a competitive analysis?

A competitive analysis identifies and evaluates your competitors in comparison to your business. More specifically, your analysis should include the following:

• Identifying your competitors and highlighting those that pose the biggest challenge
• Researching information about your competitors
  • i.e. pricing, financials, marketing campaigns and social media, company history, their marketed demographic, and locations they cover
• Evaluating their strategies
  • Determine their strengths and weaknesses to your brand’s

Why do competitive analysis?

Competitive research is crucial to your success as a business because it helps you create better marketing strategies. Moreover, it allows you to make educated decisions about your strategy and guarantees you can create competitive advantages. A competitive analysis gives you the ability to quickly identify industry trends and adapt to other marketing campaigns. As a result, all of these enable you to stay ahead of your competitors.

Conclusion

It cannot be a one-time thing. In short, frequently completing a competitor analysis gives your business the advantage to outsmart the competition. 

Cost-Efficient

Flyers are one of the most cost-effective ways to promote your business. Rather than renovating your website or paying for advertising space, flyers can be mass-produced on a modest budget.

Tangible

Customers like having something they can put their hands on. With today’s internet flooded with online advertising, coming across a high quality and printed flyer is a delightful surprise. The flyers’ extra thickness allows the flyer to be placed into any mailbox neatly. Even when falling to the floor, a flyer remains solid and presentable to pick up.

Because flyers are palpable and tangible, they have a significant effect on the audience just upon the first initial glance. Customers are more likely to read an advertisement that can be held and touched than an online one. This makes your choice of marketing stand out from the rest.

Eye-catching

In addition to flyers being cost-efficient and tangible, the design of your flyers makes all the difference. There are very few limitations to flyer advertising. They enable you to get creative. Therefore, you can employ unique designs while ensuring your intended message expresses clearly.

Imagine walking into your favorite coffee shop and seeing a colorful, stunning flyer posted right at eye level while waiting for your drink. You’d probably notice it. Visualize shopping at an outdoor mall and seeing a stunning flyer as you walk to the next store. You might stop and have a brief look.

Creates face-to-face connections

The biggest reason why flyers are effective in marketing is that you are creating face-to-face connections with your potential customers. This is especially important when distributing flyers by hand. Having in-person interactions make people feel valuable and much more likely to take an interest in what you have to say. Unlike advertisement emails, people are not in a hurry to trash it, which automatically ups the chances of your flyer being read.

Conclusion

Flyers might appear to be an old and ancient way to promote a business, but they always have proven effective in marketing. They are one of the most affordable ways to market your business. They are tangible, causing more people to give your advertisement a second thought. Through its limitless design, they catch your eye when you’re out and about and going to your everyday locations. And lastly, flyers create face-to-face connections adding a personal touch to your message. Businesses still rely on flyers for these reasons and more, proving that they do work and are likely to stay for many years in the future.