Next up in the Rocker Spotlight series is Front Porch Rock Star Vanessa Hickman, where she shares her experience on the porch and things she has learned throughout her career.
Biggest Misconception about Marketing
The biggest misconception about marketing today is that there is one solution to advance brands in their marketing goals.
Advice You Would Give To Someone Struggling With Brand Identity
As a marketing maven and Front Porch Rock Star, one of the biggest lessons I’ve learned is “your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do”- Steve Jobs.
What is Good Marketing?
Above all, good marketing is intentional, consistent and precise.
Dinner With 1 Person Living Or Dead
If I could go to dinner with one person living or dead I would choose Jesus.
Describe Yourself in 3 Words
I describe myself as loyal, inclusive and loving.
Favorite Thing About FPM
My favorite thing about FPM is delivering results for a variety of clients. Above all, I would describe the culture at FPM as collaborative, caring and dedicated. Furthermore, FPM differentiates itself with its sound strategy, excellent execution and tenured team members.
Fun Fact
My fun fact is I graduated with a Bachelor of Science and Bachelor of Arts when I was 20 years old.
The Rocker Spotlight Series interviews each rocker on the porch. To begin, Chief Rocker Julie Porter shares marketing insights. Let’s dive in and learn more about this incredible business leader.
Favorite Thing About Front Porch
My favorite thing about FPM is being my own boss and doing what I love for clients I love while taking care of my loves.
Misconceptions and Lessons Learned
The biggest misconception about marketing today is that it is cheap and fast. Furthermore, there are three key points: good, fast and cheap. Your marketing can be any two of these but never all three.
One of the biggest lessons I’ve learned is don’t be the biggest barrier to your own success- get out of your way and get stuff done. However, if you can’t get something done, delegate it to the smart people around you.
What is Good Marketing?
Good marketing is elevating the customer experience, building personalized connections, adapting to technology evolution, attracting customers using inbound and outbound marketing, and more.
Culture On the Porch
Our culture is one of straight talk, true partnership and aligned values. Therefore, the team at FPM all regards their families as their highest priority, and we are servant leaders who believe in service to ourselves, team, families, clients, and the communities in which we live and work.
Julie’s Characteristics
I would describes myself as quirky, competitive, and anxious. If I could be anywhere in the world it would be in my living room playing a game with my family since Andrew leaves for college this fall.
Fun Fact about Julie
I got to work with Renee Russo inside the NYSE to celebrate a client’s IPO. I’ve also worked with the Flying Elvi, the skydiving team from the movie “Honeymoon in Vegas,” all over the country to celebrate a promotion for an international sunglass manufacturer.
Thank you for reading! We hope you enjoyed Julie Porter sharing her marketing insights!
Over the last four weeks, strategic business leaders and
owners have come to us to go back to their branding and marketing foundations.
They are focused first on their team’s safety and well-being. Most talk of the
“return to normal” and taking it “day by day.”
They use this time to re-evaluate and plan. The COVID-19 crisis is causing business leaders to be strong and agile. One of our favorite client quotes over the last several weeks is, “With drive, passion and desperation, we will RISE!”
David McCormick, the C.E.O. of the hedge fund Bridgewater, was a Treasury Under Secretary during the 2008 crisis. At that time, he said, “America must step up to retain its economic might.” This rings true today.
Step up we must.
Another business leader told us recently, they feel like everything is, “Ready. Aim. Fire.”
Define or re-evaluate brand architecture. Think of this as the foundation of your brand. It has four pillars: brand vision, brand personality, positioning and affiliation. Our branding process is collaborative. It builds conviction. The process is built upon perceptions and goals held internally by key stakeholders. Using all points of view, we ensure brands are both differentiating and emotionally relevant.
Build or revisit your marketing plan. Every business should have one. Marketing drives new business development. Without those sales, you do not have the resources required for your business’s long-term stability and success. Therefore, as important as these plans are, most business owners and leaders do not devote enough time and resources to them. We tell our clients use a rifle vs. shotgun approach. Your services and/or products are not for everyone. The plan focuses on key targets who are most likely buyers. Think fewer, deeper. As a result, more meaningful strategic initiatives on a consistent basis develop connections and broaden awareness.
Re-evaluate or enhance your website. Is your website true to your brand? Its personality? Is the navigation user friendly? For instance, lucrative website loads fast and is mobile friendly. In other words, make your site work hard for your brand. Don’t get the veto vote because it doesn’t.
Successful business owners and leaders take the time to develop their brand architecture. Then, they develop marketing strategies and plan to build a company with a purpose. Above all, remember, “With drive, passion and desperation we will RISE!”
As we are staying-at-home, trying to flatten the curve, how should businesses and non-profits adjust their marketing strategies?
Double down on digital.
There is substantial evidence to suggest that the next new normal will look very different. Much as 9/11 changed how we fly, this pandemic will change much of how we live our everyday lives.
Tap the Breaks
A business leader’s first reaction may be to slam on the breaks on marketing. Knee-jerk reactions are not helpful. Decisions made from fear are not helpful.
Let’s gently tap the breaks.
Yes, overall spending on digital ads is down 33% and spending on traditional media is down 39% from what companies had expected to lay out. But Nielsen data shows that when people are forced to stay inside, they watch about 60% more content than usual.
And, there is more good news. Home goods saw a 51% sales increase in Q1.
Don’t stop all your marketing and advertising. If your company or organization stops marketing all together, when shelter-in-place ends, you will have to start all over again introducing your company to consumers and clients.
Double Down on Digital
Advertising is most effective when it is consistent. Shift your advertising spend instead of just stopping suddenly.
While everyone else is pulling back, you may be able to maximize your ad spend. Because there has been such a steep drop ad spending, your company can take advantage of cheaper rates and lower bids on pay-per-click advertising.
“The best time to double down is when others are not. You may not see the biggest return right away, but in the long term, you will.”
Email is a crucial part of your marketing mix. Remind your customers through email that although storefronts may be closed, they can still purchase your products and services online. Don’t go in for the hard sell, just be reassuring and compassionate. Remind them that you are here for them, in whatever capacity that may be, no matter what.
Your company is on the metaphorical Ark right now. Unlike the housing crisis and other events before it, we can see land (relief) in sight.
We are pleased to see companies coming to us to re-fresh their brands. Companies are asking us to update their collateral materials. And, some are asking us to help them double down on digital.
At some point, we will be able to go back to our everyday lives, with new and different habits to practice. Prepare now for that moment when you reach land. And in case we must get back on the Ark again, you’ll know what to do.
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.
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.
TikTok:
based in China, in 2017 this $75 billion company made its way to the U.S. TikTok
uses in-depth AI capabilities that track user data from the source (i.e. each
user) via clicks, likes, and watches. What sets it apart? Its ability to use
this data to predict what you will enjoy watching and then show you!
Snapchat: Popularized in 2011, Snapchat is a more informal way for users to communicate with their audience by posting “stories” that disappear after 24 hours.
You care because there is great potential for businesses to capitalize on these apps! The average user spends 45 minutes a day on TikTok, and it is the 3rd most downloaded app as of January 2020. Snapchat is also a gold mine, since the app has more than 100 million users who spend more than half an hour on the app daily.
How can I utilize them?
TikTok is appropriate for both large and small firms because it is used for its “you gotta see this” content. Maybe you have a jokester at your firm, or someone who is good at making people laugh. Posting funny videos of office happenings allows consumers to connect and get to know you. TikTok is often utilized for meme-level comedy and relatable content, so companies big or small have an opportunity to show a different side of themselves on this app.
While the audience for Snapchat is geared more towards millennials, at least 14% of its audience is over 35. The app tends to be casual rather than focused on aesthetics (i.e, the opposite of Instagram). If your company travels or is robust in its day-to-day activities, you might want to consider adding Snapchat to your repertoire and share your story with a younger audience. Even if it is something as simple as your firm hosting an event or someone bringing their dog to work, these small things add value because they give people an inside look at your company.
What about older platforms?
This is not to say companies should abandon older platforms such as Facebook, but instead add to them. If your audience is older, you may want to hold off on TikTok and Snapchat as the users are younger than Facebook and Instagram.
Digital and creative agencies especially have to be on the cutting edge of new technologies, but who is to say any company can’t try something new? Whether you are promoting car insurance or the latest Apple watch, these fresh apps could potentially replace the hard sell with a lighter, more personalized approach to marketing.
Nonprofits work hard for little money and recognition. With few resources, you’re doing the best you can. But don’t think for a second that just because your organization is a nonprofit that you can’t have great marketing.
Remember, nonprofit is a tax status, not a case for support. Being a nonprofit alone is not a reason for anyone to give. Nonprofits must tell the public about the good they are doing and how people can help.
Here are 5 common nonprofit marketing mistakes and how to fix them:
Mistake #1: Not Participating in Social Media
The point of social media is to be social. Too many nonprofits post only about themselves, follow only a few accounts, do not respond to comments, and ask without giving in return.
This is the equivalent of meeting someone at a party who only talks about themselves, talks your ear off for 20 minutes, and then asks for $50.
Don’t be that guy.
Here is a good rule of thumb to remember when it comes to social content:
A third of your social content should promote your organization, converts readers and generates donations.
Devote a third of your social content to sharing ideas and stories from thought leaders in your industry or like-minded organizations.
A third of your social content should be fun stuff to show that there are human beings behind your social media handles.
Mistake #2: Forgetting Who Your Audience Is
Too often, organizations market to themselves. They only consider what appeals to them and not their supporters. Step outside of your perspective and think long and hard about your audience.
Are your supporters older, younger, parents, young professionals? Are they more likely to respond to digital appeals or direct mail? What do they care about the most – saving time, professional development, kids, the environment, education, social issues? Put yourself in your supporters’ shoes.
Stretched logos, incorrect brand colors, spelling errors, pixelated photos – if they happen once or twice, it’s a simple mistake. If they happen all the time, it makes your organization look homespun at best, or unprofessional worst. And that can erode trust.
Mistake #4: Too Much Text
As they say, a picture is worth a thousand words. And a thousand words alone is, well, not something anyone wants to read.
Your supporters lead busy lives. Take a closer look at your content and figure out where you can tighten your copy.
Mistake #5: Boring Photography
Scott Kirkwood, former editor-in-chief at the National Parks Conservation Association magazine, put it best in a HOW Magazine article:
“…if you helped the nearest national park receive money for a new building, don’t show a photo of that building – it’s a building. Think about how that building will change the life of a visitor. Will the park be able to offer more bird-watching programs as a result? Great. Show a photo of a bird.”
Don’t think that just because your organization is a nonprofit that you can’t afford great photography. The latest smart phones can take great pictures and with a few tutorials, you could be well on your way to taking great photos.
Show photos of the people, animals, environments, etc. helped by your programs.
Show, don’t tell.
You’re trying to do good on a shoestring budget and a skeleton staff. We get it. Its understandable if this seems overwhelming. Great marketing is a constantly moving target that poses a challenge for many organizations.
If you want to talk about your organization’s marketing challenges, give us a call.
If I were to google you right now, what would I find? What impressions would I form after viewing your professional history, your social media presence (or lack thereof), and your photos? Would I want to do business with you? Hire you? Befriend you?
Wakeup call, people … you’re being watched. It’s time to take control of your personal brand.
Say what?
Whether or not you identify it as such, you have a personal brand. Branding used to be reserved for businesses, but with the mushrooming social media landscape and the growing gig economy, the time has come to embrace personal branding.
A personal brand is how you present yourself to the world. It’s what you want people to know — who you are, what you think, what you stand for, and what makes you unique. Oftentimes, it’s the first impression someone will make of you.
So … yeah, it’s important. A strong personal brand establishes you as a thought leader in your industry, promotes your company (and your career), differentiates you from those who share your space, and allows you to build trust with those who seek you out.
Know thyself
Developing your personal brand starts with taking an objective look in the mirror. How would you describe yourself personally? Professionally? How would others describe you? Identify a handful of adjectives that feel like spirit words and make them your litmus test for everything you publish, post, share, comment on, and participate in.
Find your niche. Solidify what sets you apart. And then run with it. It won’t happen overnight. It requires communicating your mission to your audience, in a genuine way, consistently and for the long-term.
Speaking practically
Focus your branding. Share only what rings true. Posting just for the sake of posting is just noise.
Deliver value to your audience. Make sure what you’re sharing is relevant to those you are talking to.
Put the “social” in social media. Interact on the platforms where you live. Comment when you have something to say. Like when something rings true to you. Start a conversation.
Share yourself with your audience. Give them a glimpse into your life and your soul. People want to know what makes you tick.
Don’t live and die by your numbers. Having a gaggle of followers is fantastic, but are they your people? Are they engaging with you and furthering your brand?
Lastly, and most importantly, make sure the on-line version of you matches the in-person version of you. Nobody likes a stepford wife. Don’t get caught up in what you think you should be – be authentic.
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:
Don’t complain just for the sake of complaining. You can sell your brand without negativity.
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.
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.
In 2019, social media marketing is an essential tool for developing a connection with your audience. In some ways, social media marketing is similar to online dating. You are courting your audience with social media, and a connection won’t develop by being overly promotional with your posts.
Successful social media marketing requires an investment of significant time (and resources). Your investment can pay dividends, but it requires planning. Developing strategies with clearly-identified goals and target audiences is key. But avoiding common faux pas is equally as important.
Seven of the (many!) dos and don’ts for social media marketing
Be social. You have to put yourself out there, so don’t be nonexistent on social media. You can’t influence anyone if you have no profile.
Be interesting. Know Your Audience. You want to pique and maintain viewers’ interest, so post varied content they will find interesting and valuable. Don’t make it all about you by only posting promotional content.
Be genuine. If your brand is all about fun, your audience expects a certain playfulness to your social media. Don’t send mixed messages by being inconsistent in your marketing.
Be available. Social media marketing is a 24/7 customer service opportunity, so engage often and consistently. Don’t ignore posted questions or concerns.
Be a good listener. Always pay attention -and respond gratefully- to consumer feedback. Don’t ignore the negative feedback, because you can’t develop relationships by ignoring (or deleting) criticisms.
Be Aware. Use hashtags and handles to attract interest, but don’t appear desperate by using too many. Keep it effective and efficient.
Be smart. Check your content for spelling, grammar and phrasing, and correct mistakes as soon as they’re caught. Don’t be insensitive in your phrasing or messaging.
We cannot say it enough – strategy is critical.
Content is key. Consistency is key.
Social media management is customer service and poor customer service will hurt your brand’s reputation.
Unlike in dating, it is a good idea to outsource social media duties. Those of us with the experience and knowledge can create and implement social media marketing strategies that follow all the rules.
Give us a call to help influence your audience to swipe right on your brand’s social media marketing!
