Marketing insights are ever changing in the year 2020. Front Porch Marketing is nine this month! To open our celebration, we thought it would be fitting to look at nine marketing insights to help grow your brand and top line. Are you on track for steady, long-term growth?

Nine Marketing Insights to Grow the Top Line

1. Brand architecture is paramount. Think of your brand like a pyramid and focus first and foremost on the base level. You can alter the other pieces and levels as needed, but the base must remain solid and stable. Need help designing that base? Start with a branding exercise.
2. Referrals are fabulous, but how do you grow them? According to a TrueSpace and Gallup study titled the Five Conditions Assessment, slow and steady (and a tight focus on your market), wins the race. “The project’s data shows that the tighter a company’s focus on its market, the stronger its revenue will be,” according to Charles Fred, TrueSpace chairman and chief executive.
3. Be consistent with your marketing. Shift your time frame and focus on long-term ROI, not just the instant gratification that comes with getting a flier or social media post out right now. For your brand’s long-term growth potential, consistency – in colors, words, logos, etc.- is key. Along those same lines, one single marketing campaign isn’t your silver bullet.
4. Blogging is alive and well. Choose your Medium (pun intended!) based upon your target audience’s preferences and vary your content to avoid direct product advertisement only, and blogging is still a huge piece of the inbound marketing trifecta.
5. Don’t underestimate the power of email marketing. Period. As the second piece of the trifecta, personalized email marketing is a direct, inexpensive and easy way to generate leads. Want to double down and double your leads? Of course, add automation.
6. Social media rounds out the trifecta. Social media’s influence has grown so much over the past nine years. With its ability to connect brand and audience through real-time interaction, social media is a hugely successful marketing tool. In other words, it is another avenue through which consistent, organic content can “give you wings” without exclusively hacking your own product. For instance, ask Red Bull.
7. The printed piece is not archaic. Direct mail, business cards, handouts and personalized birthday and holiday cards work. There is something timeless about printed pieces, particularly if your target audience tends towards paper over electronics.
8. No matter the size of your marketing budget, you can make your mark. For instance, social media, blogging and e-mail marketing mean anyone with a dream and a solid plan can connect with others quickly, easily, and cost-effectively. Don’t let minimal marketing dollars hold you back. Therefore, use the budget you do have effectively by building the right partnerships to execute solid marketing plans.
9. Teamwork makes the dream work. On the porch, we don’t take this lightly. In other words, we truly believe that to whom much is given, much is required. Giving back to our communities and supporting each other is a cornerstone of our personal and professional lives. Of course, make it a priority to connect with those around you.
   

Thanks for NINE FINE years!

Above all, we are only able to celebrate nine years on the Porch because of our clients, advocates, friends, family and team. A heartfelt thank you to each of you – past, present and future. Of course, we love what we do and are ready to rock with you this year!

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.

“One of the greatest rock songs ever written is ‘Stairway to Heaven’ [by Led Zeppelin]. ‘Yes, there are two paths you can go by, but in the long run, there’s still time to change the road you’re on.’ So, whatever’s wrong, whatever’s not working out, whatever you’re not happy with – in yourself or a situation – take the initiative and fix it.” – Shaun Breidbart, comedian and executive director, The Ivy League of Comedy

As you choreograph your brand’s 2019 marketing plans, press pause if the same old song and dance is on repeat – particularly in the following four areas. A remix (and the addition of instrumental help) may be your brand’s ticket to achieving rock star status.

1. “Let it Go.” Turn Over Control of Social Media.

Time is money. Social media marketing isn’t just about increasing sales. It is storytelling. It is about consistent connection with your target audience. For social media to truly boost your brand, dedicated time to engage with your audience regularly – in real time – is crucial. You can’t press pause for vacations, trade shows or weekends.

Mistakes are costly. Social media management is customer service. In the absence of a solid social media strategy – and someone experienced to execute it – mistakes are likely. Poor customer service leads consumers to give brands the freeze-out.

The person/company managing your brand’s social media is its agent, tour manager and promoter all rolled into one. Outsourcing those managerial duties gains you an experienced professional who knows the ins and outs of social media.  This frees you up to focus on other areas of your performance.

2. “What are You Waiting For?” Take the marketing plan off the back burner.

Leaders must understand the importance of brand marketing. As we’ve said before, we love partnering with business leaders on single release initiatives. But to avoid being a one-hit wonder, a brand needs a solid marketing plan to complement their strategic plan.

If the creation or implementation of a marketing plan is left “Standing Outside the Fire” you will have no plan. If you have no plan, you will have no direction. Without direction you won’t have consistency – leaving your brand running “Against the Wind” to build consumer trust.

3. “Breakaway.” Transform garage band marketing to unique, memorable content.

Having a website is great, but customers believe “What You Get Is What You See.” Are you getting the veto vote because your marketing is lacking? How do you look when going up against competition? Are potential clients trying unsuccessfully to validate you?

Bands wanting to become famous must promote themselves to make the right connections to boost their profile. Likewise, your marketing must make meaningful connections to your brand. You can bang those drums “All Night Long” but that alone won’t help you advance. You must have someone in your corner to successfully influence the interest of others.

4. “Shake It Off.” Say Goodbye to Gmail.

Excellent email communication is now a required piece of good customer service. Here are 3 reasons you should say goodbye to Gmail:

• Your email address and content represent ‘how you look’ in the online world. Having a business email address with your company’s domain name is judged as professional. Business emails sent through Gmail raise doubts about your credibility.
• An email account contains confidential business information. Using Gmail does not afford you the luxury of controlling whether employees utilize that information appropriately.
• Gmail does not allow you to integrate your brand’s logo and colors to your email messages to make them more consistent and memorable. This renders it ineffective as a marketing tool.

You are “The Leader of the Band.” No one knows your brand better than you. It is ultimately up to you to determine your vision and whether your current track is helping that vision materialize. We are here to help you rock!

Everything is bigger in Texas! This includes the opportunities for small business owners and entrepreneurs to network and learn from each other. One of these opportunities – the Governor’s Small Business Women’s Forum – was recently held locally in partnership with the National Association of Women Business Owners, Arlington Chamber of Commerce and Workforce Solutions for Tarrant County.

There, as part of a digital marketing panel alongside other local business owners (including Kalyn Asher, president of our fabulous client Asher Media, Inc.), I had the honor of presenting tips from the Porch on integrating your digital marketing with your brand strategy. Now, I get to share them with you rockin’ readers, too!

Brand Identity

1. First, build a strong brand identity. The foundation of your brand strategy is your brand architecture.

Brand architecture is built on the following pillars:

• Vision – Determine who you are and who/what you aspire to be as a company.
• Personality – The human personality traits that describe how you want to be known.
• Positioning – The place your brand occupies in the mind of your target audience.
• Affiliation – What you want other people to think of and associate with your company.

Strong brands have three main attributes. We like to call them “The Three C’s”:

• Connection – Brands that cultivate loyalty connect with their target audiences. Consumers care about what your brand stands for.
• Conviction – Everyone in the company needs to believe that the brand is important.  They need to know that the company brand stands for a specific and important promise. Company leaders need to understand the brand, articulate it clearly and champion it internally.
• Consistency – Brand consistency equals earning consistency. Be consistent with your look and message. Deliver on your brand promise at every touch point.

Content is Key

2. Create quality, engaging digital content. The foundation of your digital marketing strategy is having content you can utilize consistently as part of your overall brand strategy.

Another key thing to remember are the three “C’s” of content. Your digital marketing content should be:

• Customized. According to The Content Council, 61% of consumers say they feel better about a company that delivers custom online content.  Also, they are more likely to buy from companies that deliver customized content. Nielsen’s 2018 Total Audience Report shows American adults spend nearly half of their day online looking at content. Most consumers liked custom content for brand engagement. Know your audience. Use the power of personalization to your advantage.
• Creative. Create customized content. Keep your content consistent in your brand guidelines but try to push the boundaries of your brand and voice.
• Cohesive. The customized content you create should be repurposed across platforms and networks.  But remember, repurposed does not mean identical.  Your content should not look the same or say the same thing across different channels.

Don’t Forget Email Marketing

3. Finally, do not underestimate the power of email marketing. It is cost-effective and allows you to easily create different journeys for different groups content-wise.

Customize your email content so that it is personal.  This goes beyond simply including users’ names.

Make your marketing emails skim-friendly. Emails should have a clear call to action and purpose. The less effort and time required for interaction, the better.

In conclusion, if you want to rock a bigger, better brand, start with a strong foundation. Integrate your customized, creative and cohesive digital marketing to connect with your audience.  Remember: Consistency is key.

Fall is a season full of new engagement and reconnection. There are new coworkers in our offices. Our children are reconnecting with friends at school. Also, its a good time to look at tactics and strategies to increase your marketing ROI. After all, it is the last quarter of 2018. Enter the power of email marketing.

Certainly, social media is important.  (We love connecting on Instagram and Facebook!) Yes, influencer marketing campaigns are on the rise. But, email marketing is still known for higher ROI percentages for new and repeat consumer engagement.

Why?  Email allows for a more “conversational tone.” As a result, email communication can create a genuine feel for the consumer. Remember, “a small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.”

Email marketing has higher ROI percentages for new and repeat consumer engagement.

Here are some tips for successful email marketing communications:

Make it personal: Know your audience. Personalization goes beyond including users’ names. This is an expected practice and off-putting if not done.

Email marketing allows you to “create different journeys for different groups,” says Forbes contributor Seamas Egan in his article, Netflix Is Winning At Email Marketing. Use the power of personalization to your advantage.

Make it interactive. Egan suggests using GIFs to animate emails. This is a great way to create relevant and interactive content. Check out this collection of animated marketing emails for inspiration.

Make it quick and easy. The less effort and time required for interaction, the better. Make emails skim-friendly. As a result, readers can quickly find the call to action and the main purpose of the email.

Sometimes a single email triggers a response that reconnects us. But, sometimes a single email is all it takes to land new business.

Research, branding and reboots … The latest version of our own Pick Six (for six glorious years in business, natch …) finds us walking our own proverbial yellow brick road in search of marketing nirvana.

We always say (but it bears repeating), marketing is more art than science. Finding the perfect mix of marketing strategy and tactics that will deliver the biggest impact for clients is never a one size fits all exercise – it’s a bit of a journey! And we have to admit … we absolutely love the journey.

Research, branding and reboots, oh my!

Enjoy these exciting and fulfilling stops along the way:

1. Research and Branding – The research and brand architecture exercise that we are undergoing with Mister Sweeper gives us serious back to basics euphoria! We live for this stuff, friends.
2. Newsletter Refresh and Reboot – We love giving a long-standing client a refresh, and the end result is fantastic! Check out the latest Corps Team Client newsletter. Phenomenal!
3. Blogging – We can’t say enough about blogging and the importance of it in your content strategy. Blogs we love include, but aren’t limited to, The GEM, TodoModo Group, PeopleResults and Feizy.
4. Learning – The Chief Rocker’s association with Vistage continues to be an invaluable one. Lots of great ideas were shared recently by Communications Specialist Michael Allosso, who was the guest speaker at a business owner’s event.
5. Team Straight Talk – Even when our Rockers aren’t delivering the skinny ON the Porch, they are telling it like it is OFF the Porch. Check out Tara (aka The Rock) in The Dallas Morning News.
6. New Connections – We love that our clients and friends spread the word on our behalf! Meeting with new people and prospects to see if we can help is always a charge.

Thanks for walking our yellow brick road with us, friends! We continue to be thankful for each and every one of you.

Join us elsewhere if you want jams: Twitter, Facebook, Instagram and LinkedIn!

Today, social media is a huge part of people’s daily lives. It is used as a way to communicate, keep up with family and friends, see what’s happening around the world and network virtually with business connections that we may not have the opportunity to meet in person.

Social media is such a major component of people’s personal lives. It should be a sure sign for small businesses that a social media presence is an absolute must to build and grow. It is a way for businesses to interact directly with current customers. It is also a way to reach potential customers.

These days, consumers and clients want to engage with businesses through social media and expect businesses to be present on multiple networks. The key to using it successfully is choosing the right networks and consistently updating content. With all the platforms that exist today, the big question for small businesses is, “Which networks are right for my business?”

At Front Porch Marketing, we are big proponents of social media. It is the foundation of almost every marketing plan we create.

Some of our favorite social media networks on the Porch:

• Instagram – for sharing visual content
• LinkedIn – for B2B companies
• Facebook – presents a huge opportunity for consumer engagement
• Twitter – allows businesses to keep on top of what is being said about their industry and stay ahead of the competition

What small businesses have to do is figure out which networks are the right fit for their company based on their target audience. Each reaches a different set of demographics. Once the right networks are defined, it’s critical to share content and interact with customers in a timely and consistent manner. This creates an awesome experience for the customer and any potential customers who may be watching.

If you are looking to establish, expand or evaluate your social media presence, we can help!

Trade show marketing rocks. I sometimes forget how much until we get in the throes of one with a client, which is happening for us at the pace of about four to five a year.

This is something I have been honored to do since I was right out college, and I have definitely learned a lesson or two along the way. Thankfully, however, we at Front Porch Marketing have a team of people who can do trade show marketing better than me.

And, a few things have changed over a few, okay, over the (cough cough) years. There’s now an app for this and a portable device for that, all of which enhance trade show marketing, sales initiatives, and the visitor experience, which is fab.

Typically, we have months to plan and execute on our clients’ trade show marketing fun … but recently we may have just pulled off a holiday marketing miracle on The Porch over the last seven days (hence the bags under my eyes). Story about the 2016 POWER-GEN International in Orlando, Florida, happening now, is for another bloggity-blog day.

Key Trade Show Marketing Takeaways

So, what can you learn from our Flashdance that has happened over the last week? Here are four things:

Market early and often. The earlier you can develop your strategy, plan and campaigns and start rockin’ and rollin’, the better. There are many other exhibitors, etc., vying for the attention of the speakers and attendees.

If you can’t market early, it can still happen. We have proved almost anything can happen with a rockin’ marketing partner alongside you, but getting there isn’t the prettiest and sure isn’t the cheapest.

Use multiple channels. Send emails. Advertise. Maximize the show’s online and traditional opportunities. Develop a micro-site, website banners and collateral materials. Write blogs. Develop press releases and put them on the wire. Send MORE emails.

Keep it light. Keep it bright. Especially during this time of year and on this of all years, keep it light and bright. Inside and out. We all want a break from seriousness. Holidays can be a stressful time, and moving at light speed may cause a few, tiny bumps along the way.

If you need to get your trade show marketing or any other branding or marketing on the go, holla! We are here and happy to get your strategies, plans and campaigns into high gear and pay attention to how your target responds.

Asta pastas! Going to check in with the folks in the Sunshine state on today’s POWER-GEN International happs.

That’s all she wrote.

Have you heard? This year marks our five year anniversary of doing business on the Porch! And in honor of this milestone, we are keeping the “Five Train” rolling! So hop on board, we’re sharing five things we LOVE to do each and every day! 

So how DO we love to spend our time?

1. Branding – And more branding. It’s the cornerstone for every bit of marketing we do, branding is everything. We love taking clients through our thoughtful brand architecture development process, just as we did recently for Spa in the City. Getting clients started off on the right foot, with the right message, is a great passion of ours!
2. Marketing Plans – After the branding process has been completed, development of a creative and thorough marketing plan follows. Front Porch Marketing’s most recent plan development for The Younity Group was a completely rewarding exercise.
3. Email Marketing – Helping our clients reach their customer base with content-rich, targeted email marketing is critical to their success. Our client partnership with PeopleResults has yielded a highly successful email marketing program. See their latest email blast.
4. Social Media – An integral part of any marketing plan, social media is where we truly rock. Maximizing our client’s presence across multiple social media channels is downright fun. Take a look at The GEM‘s Facebook page for proof of our social media love affair!
5. Mentoring Future Marketing Rock Stars – Such as Sarah Kreuger, our Kid Rocker. Sarah spent the summer as one of our interns, and we loved having her on board. Check out her absolutely brilliant blog, “The Presentation: Marketing to the College-Bound Generation” – this girl just gets it!

We LOVE branding. We LOVE marketing plans. We LOVE our clients. We LOVE our business. We LOVE rocking’ it! Thanks for taking the ride with us!

And last, but not least, we would love for you to join us on Facebook, Instagram, LinkedIn and Twitter.

We. Are. So. Feeling. It.

Our five year business anniversary of making branding and marketing rock for our amazing clients has made us totally mad about the number five. FIVE. 5. Cinco.

And so, in keeping with our five obsession, we present Five Rockin’ Things We are Doing for Clients:

1. Development of the Todomodo Website: TodoModo is a consulting and investment firm. We were able to get in on the ground floor with them – we started with the branding process, defined their brand strategies and then translated it to this site. We loved working with them on this and are continuing to be the company’s marketing partner! We wrote and ran this release on the wire for them among other things.
2. Ellen Hoffman Designs at the Accessories Circuit: Ellen, the doyenne of Ellen Hoffman Designs, is a wildly talented jeweler that we are privileged to work with. We promoted her at the Accessories Circuit at the Javitz Center in New York.
3. The Gem Yelp Event: The GEM welcomed elite Yelpers to a mini “Day in the Life” event. Yelp promoted the program as an educational “how to” series.
4. Feizy Rugs Shows at High Point Market: At a champagne brunch at High Point Market, Feizy Rugs and the finalists in its Haute Trends^TM design competition revealed the initial designs for the collection. Each designer’s initial Haute Trends designs are featured on the Feizy website.
5. Vistage: For the past year and a half, our Chief Rocker has been a member of Vistage, which is a fantastic organization that brings together successful CEOs, executives and business owners and groups them into private peer advisory groups guided by expert executive coaches. These peer groups and coaching sessions help members solve their most pressing business opportunities.

We love our clients. We live for our clients. And there’s nothing more gratifying than helping clients rock their businesses!