We’re hard at work on The Porch — even though its summer — and we wanted to share some of our proven digital strategies so far this year. The summer has flown by, and our team, business and clients have enjoyed many successes balanced with time with family and friends. As we roll into back to school whether it is elementary school, first year of college or next term of an MBA program, we have big goals on our mind at home and work.

With that being said, we are sharing digital strategies and tactics resulting in business success. Here’s what is working for our clients.

We Use These Proven Digital Strategies and Tactics for Our Clients

There are a handful of proven digital strategies that we are using to help build our clients’ brands. Often these strategies work together, and build upon each other. Sometimes they even share assets, which helps marketing budgets go further.

Email Marketing

Consistent communication whether it be weekly or monthly is paramount. Open and click rates for our clients’ email marketing exceed their peers’ average performance. And, their unsubscribe rates are lower than benchmark.

Keys to email marketing success include consistent communication, compelling content and professional creative and visuals.

The results include business growth by referral from existing clients and customers as well as inquiries from prospects and connections.

Digital Advertising

Our clients are spending their ad dollars on digital advertising strategies and tactics this year. The results continue to exceed the norm. LinkedIn and Google ads, geotargeting and retargeting continue to result in business growth.

Social Media

Content calendars are king. Client connections and reach on social media for the companies we work with have been strong — above industry averages. Social continues to be a proven digital strategy YoY.

LinkedIn continues to lead on the business-to-business front. Our clients’ senior leadership are embracing the power of LinkedIn. They are consistently active. This is resulting in broader brand awareness and increased employee engagement among other things.

Hashtag strategies continue to evolve. Less is more is proving successful for our clients. Protip: Utilize free tools to evaluate the relevance of the hashtags you use. We are happy to share our go-to tools. Email us!

Blogging

At least two blog posts per month continue to engage our Clients’ key audiences, their existing customers and new prospects. Google Analytics confirms this on the monthly reports we provide to clients. In addition to this, our clients’ websites’ SEO is benefiting from this proven digital strategy.

Video

Short and long form video marketing is increasing our clients’ SEO. Videos are a proven digital marketing tactic that also provides compelling, engaging content for social media. Repurposing these videos for digital advertising has also been a hit.

Website Refresh

Continuing to add content whether it be through blogging or keeping the look and feel of your company’s website updated has been a win this year as a proven digital strategy in 2024. Have you looked at your website lately? Is it working hard for your business? If not, we can help. If you don’t know how to figure out if it is effective, we can help with that too.

Implement These Proven Digital Strategies and Tactics for Success in 2024 and Beyond

The fall time period is the perfect time to re-assess your marketing plan and add some of these proven digital strategies to your brand mix. Reach new customers. Broaden your brand’s horizons. Share new products. Build loyalty. It’s all possible by starting now, and sticking with it.

Oh, Marketing. How Do We Love Thee?

In honor of Valentine’s Day today, we wanted to share some of the things that we absolutely LOVE about marketing. We cover many aspects of marketing in our day-to-day business with clients. We use tried-and-true marketing strategies and tactics that are the bedrock of a solid marketing plan. And there are also trends that we love, so we take advantage of those for our clients as well.

These Marketing Things Are Both Tried-and-True and Also On-Trend

Incorporating these marketing things (strategies, tactics, platforms, approaches) in your business of marketing for a client, is a win-win. First, your clients see results. Then, you look smart. And finally, you’re both successful at growing the business.

Email Marketing

Clients are reaping results from email marketing campaigns. So having the right content and creative are critical. Companies can build a relationship with their customers when email marketing is executed with the reader in mind. Be informative and helpful vs. direct selling, and see an impact on business.

Strategic Paid Traditional and Digital Media Campaigns

Linking these two strategies (traditional and digital) is more effective. First and foremost, invest to meet the target where they are. Approach them in the right mediums. Earn more quality customers by thoughtfully targeting your messaging to impact sales more effectively.

Marketing Leaders Asking the Right Questions

We love this marketing thing: smart leaders. Our clients are smart marketing leaders who are thoughtful in their approach. To start with, we see them asking the right questions. But then we’re asking them the right questions too. This collaboration pays off for both businesses. They want a plan over time, not a one-off initiative. Thus, they are in it to win it for the long haul, and so are we.

Re-evaluate the sales funnel

The sales team might be engaged in selling one-on-one. But it might not be utilizing technology, processes and other tools to continue to engage and grow the engagement. Successful customer engagement and retention includes tactics at every point in the sales funnel. And utilizing powerful tools to scale and automate in conjunction with smart, thoughtful strategies make sense.

Client Loyalty and Retention

It is easier to grow existing business than gain new business. Enter the customer loyalty program. The trend in loyalty and customer retention programs will continue, blurring the lines between physical and digital as 2023 progresses, making customer retention a seamless experience. Loyalty programs incorporate email, text messages, and even print. Clients can grow their infrequent shoppers into brand fanatics using loyalty programs.

Ready to Love Your Company’s Marketing Things?

Think deeper in 2023. Really focus your attention on your customers. Ultimately, create a marketing ecosystem that keeps them informed. Give them insider information. And make their lives easier. This approach is a sure way to see your business grow this coming year. And we would love that for you!

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:

1. 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.
2. 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.
3. 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.
4. 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.

Sales and selling never stops. What you are doing today impacts future sales the next quarter and beyond. Recently, we have heard of companies and non-profits pulling back on their marketing based on success to date, cash flow, lack of resources and/or business leader fatigue, among other things.

We know it is the end of another very long year, and you may be tired and lacking in energy and resources. But going dark isn’t the answer. There are ways to continue marketing efforts with less cash, less effort or less time. Build momentum and keep it going.

Be smart about what you’re doing today – impact future sales tomorrow.

Get the most out of your marketing efforts in a consistent, strategic way.

For instance, if your busy season is Q1, use Q4 to set your strategies, and get your ideas and materials ready so all you must do is hit “go” when you’re at the peak of utilizing your manpower in other areas throughout Q1. Have your plan for next quarter all ready to work for you.

As an example, we have already approved plans and strategies, are securing paid media schedules, and developing creative assets for Girl Scouts Texas Oklahoma Plains’ (GSTOP) Q1 initiatives. Doing this now means they can simply hit send when they are at their busiest time in January – gearing up for Girl Scout Cookie Sales time!

Here are six other ways to market now and help yourself later:

1. Run a brand campaign. You can keep it simple or gear up for a big push. Just make sure you do something to get and keep your name out there. Always remember that new clients or customers take time to make a decision and do research before buying.
2. Make a list so you can check it twice. First, create a list of prospective audiences to whom you can market. Then, build on this base list. This can include:
   a. Past customers / clients
   b. Prospects or past website visitors
3. Check Google trends. Find out what main keywords may be trending that relate to your business. Spend now to get noticed and included in these trends.
4. Develop or redesign your website. Do not wait for Q1 to jump back on this task. Get it done now so it is ready to launch in Q1. 4th Quarter is the perfect time to refresh and update the content on your website.
5. Send those emails. E-mail marketing is cheap and easy but halting your monthly communication will affect results when you start back up. Don’t lose momentum. Don’t rest and count on past success to continue. If you’re not consistent, your sales won’t be, either.
6. Stay active on social media. Your audience is listening, even if passively. Be consistent and engaged. Build your audience now, so they’re with you when all your big news hits next year.

So, when is a “safe’ time to put the brakes on marketing your brand? Around a quarter to … never.

Building and maintaining a successful brand requires continuity. Consistent marketing creates and sustains trust with your audience. Don’t stop marketing your brand when cash and/or resources are low. Don’t stop marketing your brand based upon success to date.

Your brand doesn’t wait while you’re tired. Your brand deserves continuous marketing effort, in some way, to make an impact both now and in your future sales. Don’t ever stop.

Stop and start marketing is not an option for successful brands.

Get out there and keep rocking your brand. Call us to help. The Porch is always ready to roll.

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.

We are in Q4 of 2021. Whaaattttt? Don’t panic-spend the rest of your marketing budget! Maximize your your remaining 2021 marketing budget through the end of the year by thinking smart and acting smarter. This isn’t our first rodeo, so we see this every year. And we get it: marketing is one of the first line items asked to be cut for next year. How do you combat that mindset? Spend wisely with what’s left in your remaining 2021 marketing budget because budgets are being scrutinized before being renewed. So if you’ve spent your marketing budget wisely this year – showing brand impact and growth – you’ll have a better case to make for 2022’s marketing budget numbers. How can you maximize your remaining 2021 marketing budget and get more done? First, start with the help of your marketing partner.

Where can business leaders find real value in the fourth quarter 2021?

Marketing partners. Small or large, your team can help you plan and carry out the most efficient and effective way to get the most bang for your buck when it comes to Q4 spending. Partners can help you in these 7 ways to maximize your remaining 2021 marketing budget:

First Maximize Your Remaining 2021 Marketing Budget by Using it to Set Up Your 2022 Plans and Budgets

• Forge marketing budgets and marketing plans for 2022. As objective professionals with your business’s success in mind, marketing partners will research, employ best practices and take great care in detailing your path to success. Not just for Q4 2021, but next year as well. Marketing partners tend to think both short-term gains AND long-term momentum, which ultimately means growth and sustainability for your business.

Then build a winning team

• Next, build a marketing team that is set up to succeed. From your marketing plan for next year, and your budget, identify the gaps you have needed to execute your plan. Provide resources for finding the talent and tools to fill those gaps. Whether you’ll need new team members, new tech or new skills, make sure you’ll have it covered ahead of time. Being reactive about getting things done at the last minute because of poor planning benefits no one.

Seize Opportunities for Brand Impact

• Then, capitalize on existing opportunities to shine. Q4 is full of events, inherently built into the holiday calendar. And fall is often trade-show season. And, your marketing calendar can include multiple opportunities for touch-points with your audience around the holiday season
  • Sponsor events at trade shows for exposure to a broader audience
  • Community events around the holidays are great local, grassroots places to connect with your audience
  • Partnering with a charity is a tangible way for your business to give back to the community
• Also, give direction but stay out of the weeds when it comes to social media. Maximize your time, by providing social marketing content in the form of access to your asset library (photos, graphics, brand guidelines), as well as any messaging documents, previous collateral and press releases. Your team can build successful, impactful social media and “speak as the brand”. If you are wordsmithing copy and micromanaging design from your team, you’re wasting resources, not maximizing them. One big time suck that every business owner and leader needs to take off their list – editing social media content before it is posted. As a business leader, is this the best way to spend your valuable time? Ask your marketing partner to handle this for you.

Adopt a Continuous Improvement Mindset

• Most importantly, fine tune your website. Q4 is the perfect time to assess the strength of your website. Ask your marketing partner to help you:
  • Assess your digital situation. Prune your content, evaluate and fix underperforming pages and links
  • Fine tune your SEO (search engine optimization) so that your content answers the questions that people are asking. Draw customers to you with smart, precise content
  • Update the look and feel of your website to reflect modern times and modern UX behavior (user experience). Your site should be responsive (able to change to fit desktop, mobile, ipad, etc) and use common structures to guide site visitors along their customer journeys.
  • Start content marketing. This means setting up a blog on your site, if you haven’t already. and get your marketing partner to ghost-write weekly content – which can then also be promoted on your social media channels. Content marketing, as this is called, is one of the most important ways to keep your site fresh and “indexing” higher on Google. The more you establish your voice of authority in your business space, the more your site is recognized by Google and recommended to others for that knowledge.
• Don’t forget to reward your loyal clients/customers. It’s not always about finding new customers. In Q4, make it about retaining your strong client base for 2022. Remind them why they’re with you.
  • Identify your top email subscribers, top social media followers, etc. and create a marketing campaign that is created for and target to them on the channels where they interact with you.
  • Create direct mail holiday messaging and snail mail a heartfelt message and perhaps a reward (like a gift, discount, or plus-up) just for being loyal members, subscribers, clients.

Maximize Your Remaining 2021 Marketing Budget When it Counts – The Holidays

• What is your holiday plan? Counsel with your marketing partner and then execute on holiday season activity via direct mail, email marketing, text campaigns and social media. Create a sale, a promotion, or an experiential event for your customers and invite them to experience your brand during the holidays. Introduce a simple as a holiday discount, or hold a fun a pop-up brand experience as part of a neighborhood or even city-wide event. Your marketing partner can help you discern what opportunities are best-suited for your company.

Maximize your remaining 2021 marketing budget to win, yes even in Q4

Smart marketing leaders can continue business growth during this time by working with smart marketing partners to maximize remaining 2021 marketing budgets. How do they do it? They don’t waste valuable resources – the most valuable being THEIR TIME. Spend your valuable time wisely on the big things that will grow your business for next year – and your marketing partners can handle the details for you. As we like to say “spend time ON your business not IN your business” to maximize your impact as a leader.

Now that school is around the corner, it’s time to refresh your digital marketing strategy for your school, academy, or university. From experiencing a pandemic to entirely transforming a new academic environment for students and staff, the marketing and communications strategies that used to work for your district “pre-covid” may not work in this ever-changing 2021 environment. It is now the time to be pro-active, adaptive, and present to meet the increasing expectations of today’s families. 

Practice #1: Start a School Blog 

A school blog is a wonderful way to display the activities that students participate in and around the school. It’s also a great place to distribute advice and share the community’s voice. The blog will give outsiders an inside look on the programs and events that the students participate in. Connecting with the school’s community will emphasize how much the directors care about the students and faculty, while promoting conversation. It will also let more people organically find your school when searching for their children’s next academic steps. Overall, creating a blog will strengthen your school’s brand identity.  

Practice #2: Enhance the School’s Website 

Times are changing, and so should your website! Making an inadequately designed website and not thinking about the user’s experience will produce site traffic and static action. Like the director of Front Porch Marketing, Julie Porter states, “create a clean, user-friendly website.” This will increase the school’s reputation and lead to more engagement. Just remember to keep it simple to navigate and creative. An easy way to accomplish this is to rebrand logos, create a color scheme that seamlessly translates throughout all pages, and habitually update the navigation tabs.  

Practice #3: Make Social Media Accounts 

Posting on social media platforms, like Facebook and Instagram, create opportunities for parents and guardians to find your school organically. People can easily share, like, or comment on your posts to help create more popularity quickly. As your account grows, the more recognition and traffic your school develops. You can achieve this by devoting time into capturing professional videos and photos of events and activities.

A great example of this is with one of our clients, Faith Family Academy. As Christine Finnegan, our media relations director states, “be consistent will all messaging throughout your platforms.”  In addition, you can connect with your audience by responding to their comments and other members can add reviews.

Practice #4: Begin an Email Drip Campaign 

Emails are increasing in popularity due to people relying on the digital-sphere to stay in the loop. This upward trend in email reliability is the result of them being tailored to user preferences and behaviors. This personalization helps users see information related to their interests rather that unfavored topics that are being pushed upon them through advertising.

By asking current families and interested families for contact information via a survey or sign-up sheet, users can subscribe to an email list and look at automated content daily or weekly. This proves to be an easy strategy for reminding and promoting members of future academic and recreational events. Email workflows truly provide a personal touch to electronically reach each community member. 

Practice #5: Promote School Events 

Events, such as an open house, are a great way for newcomers to meet the faculty and staff. It also helps families understand if their values align with the school’s and if the school fits their expectations. Parents and guardians will also be given the opportunity to explore the campus for the first time.  

Additionally, back-to-school kickoffs are a wonderful way to understand what people personally look for in a school and its curriculum. Having organized school events with informational pamphlets to give out aids prospective families to secure their decision of coming to your school. Whether you share the events via social media or on the website, the end result allows you to increase engagement and nurture relationships with newly inquiring families.   

Conclusion 

The expectations of parents are higher than ever. It’s crucial that your school’s digital marketing strategy adapt alongside them. As the fall semester comes right around the corner, use these best practices to ensure that your digital marketing strategy is future-proofed.  

What is Content Marketing, and how do you win at doing it? How do you know what steps you need to take? Last month, we talked about doubling down on your brand – envisioning what your brand stands for, evolving your brand to meet your company’s needs today and emerging stronger in 2021.

This month, we’ll give you some pointers on taking your shiny new branding out into the world – with Content Marketing – for the win. What are the places that consumers will see your brand and interact with it? You’ll want to read thru to the end, because we’re going to tell you exactly what steps to take in this month’s extension of our Marketing 101.

Once your company has been thru a branding exercise, you’ll leave with your game plan and you’ll know what to do next. You’ll have your target nailed down, your brand’s personality defined and know exactly what category of business you can excel within. The first step once you’ve done this important branding work is your visual identity.

Ready, Set, Marketing – Your Brand’s New Logo

Commission an easy-to-use logo that works in many places. Your logo will be on your website, your social channels, your advertising and even on print work like business cards and brochures. Your logo should be simple, look good large or small. It should be easily used in black, white, and any brand colors you designate.

We’ve designed half a dozen new logo systems this past year, and while they are all quite unique to the company they’re designed for, they all have one thing in common – flexibility.

Your Brand’s New Website

If your company has a website, is it responsive, meaning does it work first and best on mobile but also on tablet and desktop devices? Modern websites need to be built with functionality for users top-of-mind.

This is called User Experience, or UX. How your customer goes thru their journey on your website should be carefully considered to make their experience as simple and rewarding as possible.

Next, your website should incorporate other important factors like Search Engine Optimization (SEO), which helps search engines like Google find your website easily. Google can then present it as a choice when consumers are searching for a business like yours. Using keywords and key phrases can help search engines determine how helpful your site is answering their questions.

Location is also a very highly weighted factor for search engines as well. If you are, for instance, a local restaurant trying to attract customers in the surrounding area, then this type of information should be of utmost importance when designing your new site.

Your Brand’s New Blog – the Starting Line of Your Content Marketing

Once you’ve built your website, keep your site content fresh. One of the most important parts of a new website is the blog. This is the place where the Content Marketing race starts. Regularly updating your blog means Google will keep revisiting your site to catalog the new helpful information you are sharing to “index” it for customers to find in search.

Blog posts are like a regular newspaper column for readers. They can subscribe to receive your news. They can make comments on your article at the end of the article. We write blog posts on topics relevant to our customers’ businesses for their website. This helps them to both build relationships with current customers as well as attract new potential customers.

Help solve people’s problems. Make this key in your blog content. Also, posting on a regular basis is equally important.

Your Brand’s Content Marketing Outreach

Think of your new site as your business’ virtual storefront. It’s your home base. Your social channels – like Facebook, Twitter, Instagram and LinkedIn – and other tactics like email marketing, Text Message Marketing are in essence, not just your advertising, but your chance to talk to your customers 1-on-1. An opportunity to develop a relationship with them. Each of these tactics has a specific use for a small business – every channel is not appropriate for every small business.

Winning in Email Marketing

Content marketing’s main ingredient is email. First, email marketing shares insider information with your best customers. After all, they opted in to receive this email newsletter from you. For instance, retail stores could offer special discounts, special not-on-the-website items, and special gifts-with-purchase to their favorite customers – which in the digital world would be their email subscribers.

For a restaurant, email marketing can announce a dining event, or a big menu change. Or a business service could announce open jobs, industry news that would affect their customers or tips and tricks to get the most out of their service.

Winning in Social Media

Social media, as a content marketing winning tactic, promotes blog posts, events, promotions, products or simply build conversation and relationships with different customers.

Our restaurant example, for instance, would want to rely heavily on Facebook, as that is the place to grow a local community – interacting with actual people who rely on their business, garnering reviews from customers, and posting events that their businesses is hosting.

But, an interior designer however, would focus on Instagram, as their clients might be all over the country, and consumers on Instagram are interested in all things beautiful. Hashtags #likethisone at the end of an Instagram post help customers find your business, much like the old card catalog at the library could help you find books on a specific topic.

Use Twitter for getting and sharing news with industry peers to establish your voice of authority. Are you an expert real estate broker? Then, share industry news in your category and give your take on any particular article. Follow reporters who work on your segment of business and interact with them when appropriate to demonstrate your expertise, making you a viable option for quotes in articles in the future.

Further, on LinkedIn, a non-profit foundation could share their quarterly goals, fundraising efforts and events, and results to a business audience of potential donors and board members.

Your Brand’s Content Marketing Win

Start with your brand. Establish a strategy for your content marketing for the win. Implement your tactics. Understand that marketing, and especially digital marketing, is a marathon with no finish line. How you run that marathon matters. Keep at it, perfecting the steps you take a little at a time. But start by taking that first step in content marketing for the win.

Communicating with your target audience is always important. Using the right tone to do so is paramount, particularly in the current climate.

There are several examples we can use from the last few months. Similarly, some have already popped in your head.

Here are three tips to avoid the wrong tone in communications:

• Stay connected. Social media and email communications play a crucial role in our interactions with clients, consumers and co-workers. Engage with each of them consistently across platforms.

• Build relationships. Don’t focus only on sales. Work to build relationships by sharing content meaningful to your audience, not simply advertising your products and services.

• Strike the right chord. It is important to acknowledge, in a genuine manner, the challenges facing the world. Changing your email greeting or signature is one simple solution. However, don’t simply throw an email together full of overused phrases such as “in these uncertain times” or “our new normal.” Use rhetoric and language relevant to your audience, but do not pander.

Clients have asked us if they should communicate about certain issues. We are always happy to provide our feedback. If you have worked with us before, you know we have opinions. We are not afraid to share them either.

But, above all, we want what is best for our clients personally and professionally and what is best for their businesses or organizations.

If you are going to participate in a conversation about sensitive issues, here are three additional tips:

• Choose wisely. If you are going to engage regarding sensitive subjects, make sure you add value to the conversation.

• Explain your position clearly and succinctly.

• Commit to specific actions. Share those commitments with your audience and be accountable to them.

How you communicate is as important as what you communicate. The tone is equally as important. Do not be tone-deaf.

In conclusion, no matter the topic, always be genuine. As a result, say what you mean and mean what you say.

Continuing on in our Rocker Spotlight series is Front Porch Lil’ Rock Maria Gregorio, who will share her insights on her own career and her experience on the Porch.

What is the biggest misconception about marketing today?

People want quality marketing for very little money. Cheap and great quality don’t really go together.

What advice would you give to someone struggling with creating a brand identity? 

Sit down, talk with customers, friends and colleagues. Have lots of post-its and pens around. Branding can be a tedious process but worth it in the end when you know who you are as a company and what you stand for.

One of the biggest lessons you’ve learned throughout your career?

Keep learning and growing. If it looks like you can’t grow or learn in your position, its time to look elsewhere.

What does good marketing look like?

Responsive, meets the customer where they are, makes you smile.

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

My parents’ house in the Philippines.

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

My grandpa (deceased).

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

As the Front Porch Lil’ Rock nickname hints, I am short, funny, and quirky.

What is your favorite thing about FPM?

No commute! Seriously though, that we get to do interesting, creative work for great clients.

Tell me about a major milestone in your life?

When my husband visited me in college, Memorial Day Weekend 2001. We have been together ever since.

In what ways does the team at FPM have aligned values?

I think we’re all straight shooters who want to do great work and do right by people.

Your goals for FPM?

Grow the business and continue helping small businesses achieve their dreams.

How would you describe the culture at FPM?

We are a fun group who work very hard and genuinely like being around each other. That’s not something you see every day in other workplaces.

How does FPM differentiate itself from other marketing companies?

I think that judging from our quirky titles and the name of our company, people can tell that we like to do things a little differently. It does sound a little “folk-sy” but we just want to do great work for companies we believe in.   

Fun fact?

I have never lived in one place for more than four years. (military brat/railroader wife) And I used to do acting competitions in high school. I liked playing the villain 😈