From day one of my FPM internship, I quickly realized the importance of active learning and most importantly active application. The world of marketing thrums on the excitement of people bringing new ideas to life and sharing them with others. It’s only natural that this excitement creates a lively and dynamic environment where you learn lessons as quickly as you apply them.

Along this journey of active learning and active application, I was able to stretch myself in new ways. From trying to figure out how to prioritize your tasks to navigating uncharted waters, I give you – the ultimate list of lessons.

Top 5 Ultimate Lessons Learned

Ultimate Lesson #1

Don’t be afraid to ask questions! Whether you get a job in the business world or take your neighbor’s dog on a walk, everything is a learning journey. When you don’t know what a certain word or task means, ask for example pieces. Once you see examples, you’ll be able to tweak your work as you go. By being open about your confusion, you’ll be able to get more clarity and open the channel of communication with your team.

Ultimate Lesson #2

Embrace your mistakes! No one is perfect – we are all human. Although we strive for perfection, the only way to get better is to learn from your mistakes. Aim for a more efficient and effective thought process the next time you get a task you have trouble with. Undoubtedly, practice makes perfect!

Ultimate Lesson #3

Communication is key! A million and one things happen throughout the day and you can’t expect everyone to know what you are doing, nor can you assume that once you are done with your task that there isn’t more to be done. When you effectively communicate throughout the day with your team members, everyone is able to be on the same page. As a result, better teamwork is able to unfold.

Ultimate Lesson #4

Time management is KEY! When you are delegated multiple tasks with multiple deadlines, it’s imperative to write down a to-do list. Write the list from most important to least important and work your way down to increase efficiency. By creating this list, you’ll be able to track your progress throughout the day and create a drafted timesheet. At the end of the day, a completed list can give you the best feeling of accomplishment.

Ultimate Lesson #5

If you’re on time you’re 10 minutes late! When there is a time set for a meeting, client call, or even deadline, always aim to be present, poised, and punctual. Show initiative by being early. You’ll need those extra minutes for a bathroom break that would have overwise left your client awkwardly waiting for you at the front or needed when you attempt to submit a project right on the deadline but then your computer dies. Without a doubt, you never know what may happen so it is always best to be prepared with a pocket of time.

Conclusion

From being a senior at Baylor University to being an intern at Front Porch Marketing, I’ve used these pockets of wisdom in many facets of my life. These lessons have served me in more ways than one and now my hope is that they will serve you. May you flourish in all of your future endeavors!

Next up in the Rocker Spotlight series is Front Porch Spring Intern Sarah Kiburz! A recent grad from the University of Arkansas, Sarah gives us the scoop on her internship and all things marketing.

What is the biggest misconception about marketing today?

That it is pushy and unwanted. People think marketing is all about selling something, which is partly true, but it is more so about meeting people’s needs.

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

Be confident and assertive! It is okay to highlight your accomplishments in order to get noticed. Hard work goes a long way, but you can’t expect people to note every good thing you do. Speak up and be your own advocate!

What does good marketing look like?

Good marketing meets the customer where they are. It connects on a deeper level, is expertly timed, and highlights the purpose behind the business.

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

Either on a beach in Maui or watching a Broadway musical in NYC.

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

Loving, thoughtful, driven.

What is your favorite thing about FPM?

As Front Porch’s Spring Intern, I am able to work diligently on projects with minimal supervision. It is a great feeling when your boss trusts you and your work!

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

The team at FPM has aligned values in that they truly believe in the clients they work with. They establish deep relationships and are therefore able to create meaningful, high-quality work that resonates with customers.

Your goals for FPM?

I hope Julie and the team can continue to grow the business by adding clients and potentially expanding the team to take on a whole host of new clients. They are some of the busiest people I know, and they love a challenge!

How would you describe the culture at FPM?

I would describe the culture as incredibly inclusive. The team is a tight-knit group that likes to have fun, but everyone gets down to business whenever necessary. It is a fast-paced work environment where there is always something that needs to be done.

How does FPM differentiate itself from other marketing companies?

FPM has an incredibly experienced team that acts as a powerhouse when it comes to meeting clients needs. They differentiate themselves with a casual and humorous approach to marketing but are no strangers to hard work.

Fun fact?

I am musically inclined! I danced(mostly ballet) for 12 years and played the violin for 6 years, which I have been wanting to pick back up. 😊

Experts including Mark Zuckerberg say 2020 is the year social media becomes less social and more private. What are these social media trends and channels for 2020, and how will they affect business?

 A Hootsuite study highlighted these five trends:

1. Social media networks are doubling down on one-to-one channels. This means marketers are personalizing and customizing their efforts by truly getting to know their customers. An excellent example of this is a “Suggestions for you” message on an online website. Amazon does this exceedingly well with the “Customers Also Bought” pop-up suggestion.

2. Employers must use social media to amplify employee trust & pass it along to consumers.

3. New trends show that TikTok growth may be declining, so marketers should approach new apps with caution.

4. Marketers feel threatened by a decrease in organic reach (which is the number of eyes that have seen a post without using paid social). As a result, they must juggle short-term sales and long-term brand building.  

5. There is a gap between tools existing to meet the demand of social and the skills of marketers. In other words, the tools are there but people may not possess the knowledge on how to use them.

Social Media Trends with Fast Company:

Hootsuite CEO Ryan Holmes predicts there will be more private messaging and one-to-one platforms this year. He also notes how companies are speaking out on social media channels.  This is an important change because people are now more interested in companies that support their values; therefore, silence is no longer a viable option.  Holmes also notes the recent trend that “encourage(s) users to engage with videos and photos on their own merits, rather than simply following the herd.” To conclude he brings to attention how ads may reach a breaking point. Users are overloaded by apps and 86 million users now use ad-blocking software, which is used on $20 billion worth of ads in the U.S. annually.

Social Media Channels:

It is important to have a presence on all or most channels to diversify your repertoire and reach various groups. However, what works for one channel may not work for another. Here are some of our suggestions, with help from Search Engine Journal.

• Facebook- tried and true. No matter what industry you are in, you should have a FB account.
• Twitter- it is a nonstop conversation! This article from Search Engine Journal encourages your business to get to tweeting if you are in marketing, entertainment, sports, or politics.
• LinkedIn- useful if you are looking for professionals to hire, partner with, etc.
• Instagram- especially beneficial for product-based businesses, influencers, and coaches. The shoppable posts feature added in 2018 has increased product-based business most notably. FYI- 63% of users are between the ages of 18 to 34, so take this into consideration when forming your audience.
• Snapchat- definitely a go if you have a much younger target audience. Best for behind-the scenes, user-generated content.
• Pinterest- if your audience is predominantly female and/or if you utilize lots of visual interest.
• Reddit- has forums dedicated to a vast array of topics. Here it is all about finding the niches where your potential customer is active.

What now?

The Porch encourages you to first solidify your presence on channels and then decide what works best for your business. If you are flourishing on a particular channel, you may want to consider doubling down on your socials for that channel.

This provides more value to the consumer and helps you expand your reach. As business becomes more customer-focused, it is vital to stay up to date on the latest social media trends and channels for 2020. As marketers, we will never cease to stay ahead of the curve, putting all efforts towards meeting our customers when and where they need us.

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.

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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.

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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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