If your business has an online presence, it is vital that you understand the essential practice of Search Engine Optimization (SEO) strategy as a part of your overall marketing plan. Because of all the technical jargon involved, it’s easy to forget that SEO is actually something very simple: the art and science of optimizing your online presence to rank higher on search engine results pages (SERPs). To help you further navigate the SEO landscape, we’re here to explain what SEO is more fully and guide you through the process of creating an SEO strategy.

What is SEO?

Optimizing your website — whether it’s an online shop, a blog, or a simple landing page — is the strategic process of enhancing your website’s visibility in search engines like Google, Bing, and Yahoo. Essentially, it’s all about making your website more attractive to these search engines so they rank it higher when users search for related keywords.

Search engines use complex algorithms to determine rankings, considering factors like keyword relevance, website quality, and user experience. When you optimize these elements of your site, you can increase your chances of appearing higher up in the SERP rankings.

Creating an SEO Strategy

The days when you could simply stuff your website full of keywords and hope for the best are gone. Like any part of your marketing plan, it pays to have an intentional, focused strategy in place for SEO. Here’s how to create one in six simple steps.

1. Set Clear Objectives and Goals
   Ask yourself why you want to optimize your site. Do you want to increase organic traffic, boost online sales, or enhance general brand awareness?
2. Conduct Keyword Research
   In order to reach your target audience, you need to know the words they use to search for businesses or products like yours. Tools like Google Keyword Planner can help you identify these words and terms so you can incorporate them into your site’s architecture.
3. On-Page Optimization
   Now it’s time to optimize your website’s content, including its backend structure (title tags, meta descriptions, headings, etc.). Create high-quality, valuable content that addresses user needs.
4. Off-Page Optimization
   This step requires a bit more effort. You’ll want to build up high-quality “backlinks” from authoritative websites. Also, engage in content marketing, and leverage social media platforms to expand your online presence. Basically, let the search engines know that you exist on the internet in places other than your website.
5. Technical SEO
   Ensure your website is fast and mobile-friendly. Remember, search engines take user experience into consideration. This helps determine rankings, so make your site as appealing and easy to use as possible.
6. Monitoring and Analytics
   Once you have a strategy in place, it’s time to use tools like Google Analytics to track your SEO performance. Analyze the data you gather and adjust your strategy based on the insights it offers.

How Can Lead Generation Benefit Your Business?

Good question! You’ve heard about “Lead Generation” but aren’t sure what that is, how to do it, or if it can help you build your business, right? As a marketing firm that works on lead generation strategies and programs all the time, we’re here to answer your questions. So ask yourself these questions next:

1. Interested in investing in the expertise of what a strategic, seasoned marketing partner can provide for your overall brand? Good. Read further.
2. Ready to invest the resources, time, money, etc. to get there? Better.
3. Know that the fundamentals of a brand architecture, brand strategy, message map, creative brief are key? Your competition and target customer are defined? Best.

Over the past two weeks, we have had new prospects reach out to us regarding lead generation. So, let’s rap about that specifically.

Let’s Get Started

What is it? Lead generation is the process of attracting and engaging your target audience. And then, converting them to customers. Engage your prospects. Build relationships. Turn leads into loyal customers. And loyal customers translate into sales.

Lead Generation Winning Strategies

There are lots. There is no silver bullet, one size fits all. Once all documents are reviewed and goals and target are considered, we recommend the right strategy for each business we work with at Front Porch Marketing.

Let’s name a few:

• Content Marketing. This really should be part of any of the processes below. It hits many buckets: social media, website, SEO and inbound marketing. Providing consistent, relevant content of value and establishing cred and authority with your prospects.
• Conversion Rate Optimization (CRO) and on page. This has to do with your website. Think forms, widgets and pop-ups to attract website visitors and produce leads by collecting information like email addresses for follow-up, or addition to a monthly newsletter.
• Customer Relationship Management (CRM). Platforms and tools — i.e. LinkedIn Sales Navigator, PipeDrive, Salesforce, ZoomInfo — can help identify and reach the optimal target audience for your business. Once you reach your audience these tools also help you nurture them. Turn them into loyal customers via email, SMS and other one-on-one relationship building communications.

What’s Your Next Step?

Our clients reap success using these strategies and tools. We can share success stories related to any of the bullets above. And, we are here to help you. Let us implement a repeatable process of lead generation and then scale it with strategies and tactics to grow your topline.

Blogging for Business Benefits in 2022

Is your business blogging? Blogging for business benefits is a cost-effective way to establish your thought leadership and more. One of our new clients asked us last week why they should be blogging. Working towards being the expert in your industry means sharing your expertise.  Blogging is a simple, clear, cost-effective way to do this. When done properly and consistently, blogging brings benefits to your business. And this translates into more visibility, more customers and customer loyalty.

What are the Benefits of Business Blogging?

Business blogging contributes to your marketing strategy. This particular practice of marketing is called Content Marketing. When you consistently write about topics that are important to your audience, you’ll enjoy these three business benefits:

1. Creating new branded content to share. Are you always trying to come up with something to share on LinkedIn, Facebook, Twitter, or Instagram that supports your branding? Write a blog! This blog post can then become branded content. Share on your social channels, like our client The Slay Diaz Group does.
2. When you offer a behind-the-scenes look into your product, your process, or your industry, you are building loyalty with your customers. Share insider information — like our client Diamond Brand Gear does — and it will help you build a relationship with your existing customers and attract new ones.
3. You can also instruct people on how to do something specific. Help them achieve a goal or get an answer to a question, like our client Spot On Talent does. Here, you are establishing your authority and building organic SEO (search engine optimization) with Google. Putting keywords that speak to a topic in your headers and copy about that subject in your blog post makes you more likely to be the one that Google sends people to on search results when they ask Google a question.

Sharing Your Business Knowledge Makes You a Leader

If you’re a long-time reader of the Front Porch marketing newsletter and blog, you’ll see that we put these content marketing strategies into practice not only for our clients, but for ourselves. We want everyone to succeed, and we want you to be able to benefit from our business experience. So we share it openly. We want you to be able to optimize your LinkedIn profile, practice successful PR, and know what’s important in marketing if you’re a start-up business.

If you’re ready to level up your marketing and demonstrate to your industry that you’re a leader by adding Content Marketing to your mix, let us know. We can guide you through the process and help you set up an easily-executable calendar, schedule and topics. We can even ghost write your blog posts for you, share your content to your social channels, and optimize your content for better SEO.

There are 5 business needs that we see happen about this time every year. Smart business leaders and owners know strategic branding and proactive marketing grows the top line. This is especially important in the 4th quarter of the year, when planning for next year comes into play. That’s why our clients raise their hand and ask Front Porch Marketing for help. They keep up with what their customers want and then they stay ahead of the competition by delivering it. And we joyfully help them. This past month of October, we’ve executed quite a range of marketing projects.

1. Full service marketing help for their 5 business needs.

C-suite executives looked to us to guide marketing strategy and execute pretty much everything on this list, because of empty seats on their team. We operate as “the marketing department” for several of our clients who have small teams and big needs.

2. Targeted, paid digital strategy.

From SEO and SEM to paid search, through display, shopping and gmail ads, our clients know how important search is for customer and client acquisition. We set up quite a big of this type of digital marketing in October.

3. Website refresh.

Q4 is the perfect time to refresh your website and quite a few of our clients are in the middle of a site refresh. Keeping branding fresh and relevant. Making sure that sites are optimized for content. Maximizing and streamlining customer journeys.

4. Paid email marketing.

From platforms like eTarget, MailChimp, HereFish, Zoho and ActiveTarget. List acquisition, cleaning and segmenting. Creating emails is the part you see…but list preparation and optimization is the key to more targeting customer acquisition. Email marketing is not slowing down anytime soon from what we’ve seen in October.

5. 2022 planning for next year’s 5 business needs.

Accessing 2021 marketing activities to date, and with phone and online client and customer surveys, we’re right now developing strategies, messaging, timelines and budgets for 2022. October has been busy getting our clients prepared for growth and smooth sailing the next year. This is absolutely one of our favorite things to do – setting the stage to help our clients’ business grow.

We also love sharing client happiness. This week, when delivering a final logo design, brand guidelines and collateral materials, a client emailed us, “Those goodies are like Christmas, seriously a sense of joy just washed over me.” And that brings us joy too. The season of joy doesn’t come just once a year for us, it’s all year long because we get to work with business owners who love what they do as much as we do.

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.

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 😈

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.

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

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

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

Marketing Automation

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

Chatbots

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

Video Marketing

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

Native Advertising

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

Inbound Marketing

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

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

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

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!