You are trying to save resources and graphic design seems like something you, a team member or a marketing / communications professional can do.
You’ve worked hard to make your dream a reality. Of course, you want to ensure it is recognizable. The first rule of thumb? Build trust in your brand.
Building that trust requires a connection with your target audience. To achieve it, your creative execution must be constantly consistent. It is crucial to get it right.
Here are four tips:
Know what you need before you begin. Define your brand pillars to create a strong foundation. What is your brand vision, personality, positioning and affiliation?
Next, have a creative professional define brand colors, fonts and creative execution guidelines. Mind the brand.
Don’t settle. There are many programs that allow anyone to try their hand at graphic design. Use caution. Layout, font and colors are just a few of the key elements of graphic design.
Take your time. If you choose to DIY your brand creation, understand it will be a time-consuming process to get it right. Take the time necessary to not only learn what you want, but what you need. Learn the art of design.
Experience pays. In the end, it will save you time and money to hire a professional graphic designer. They have the programs and experience to communicate your brand. They will give you the exact guidelines to follow to easily remain consistent and help distinguish your brand from the competition.
Own it. Once you have chosen your brand architecture and standards, own them. Use them religiously. Don’t use your logo in one color scheme on one social media post, then alter it for another. Instead of a random mixture of colors, know and use complementary colors. Keep all of your design elements consistent – Every. Single. Time.
There is value in creative and graphic design. Be consistent and follow brand guidelines. If you don’t have consistency, you won’t build connection. Without them, you may as well do nothing at all.
In conclusion, have a partner or team with the experience and know-how to help you stay consistent. We’re ready to rock when you are.
What is Content Marketing, and how do you win at doing it? How do you know what steps you need to take? Last month, we talked about doubling down on your brand – envisioning what your brand stands for, evolving your brand to meet your company’s needs today and emerging stronger in 2021.
This month, we’ll give you some pointers on taking your shiny new branding out into the world – with Content Marketing – for the win. What are the places that consumers will see your brand and interact with it? You’ll want to read thru to the end, because we’re going to tell you exactly what steps to take in this month’s extension of our Marketing 101.
Once your company has been thru a branding exercise, you’ll leave with your game plan and you’ll know what to do next. You’ll have your target nailed down, your brand’s personality defined and know exactly what category of business you can excel within. The first step once you’ve done this important branding work is your visual identity.
Ready, Set, Marketing – Your Brand’s New Logo
Commission an easy-to-use logo that works in many places. Your logo will be on your website, your social channels, your advertising and even on print work like business cards and brochures. Your logo should be simple, look good large or small. It should be easily used in black, white, and any brand colors you designate.
We’ve designed half a dozen new logo systems this past year, and while they are all quite unique to the company they’re designed for, they all have one thing in common – flexibility.
Your Brand’s New Website
If your company has a website, is it responsive, meaning does it work first and best on mobile but also on tablet and desktop devices? Modern websites need to be built with functionality for users top-of-mind.
This is called User Experience, or UX. How your customer goes thru their journey on your website should be carefully considered to make their experience as simple and rewarding as possible.
Next, your website should incorporate other important factors like Search Engine Optimization (SEO), which helps search engines like Google find your website easily. Google can then present it as a choice when consumers are searching for a business like yours. Using keywords and key phrases can help search engines determine how helpful your site is answering their questions.
Location is also a very highly weighted factor for search engines as well. If you are, for instance, a local restaurant trying to attract customers in the surrounding area, then this type of information should be of utmost importance when designing your new site.
Your Brand’s New Blog – the Starting Line of Your Content Marketing
Once you’ve built your website, keep your site content fresh. One of the most important parts of a new website is the blog. This is the place where the Content Marketing race starts. Regularly updating your blog means Google will keep revisiting your site to catalog the new helpful information you are sharing to “index” it for customers to find in search.
Blog posts are like a regular newspaper column for readers. They can subscribe to receive your news. They can make comments on your article at the end of the article. We write blog posts on topics relevant to our customers’ businesses for their website. This helps them to both build relationships with current customers as well as attract new potential customers.
Help solve people’s problems. Make this key in your blog content. Also, posting on a regular basis is equally important.
Your Brand’s Content Marketing Outreach
Think of your new site as your business’ virtual storefront. It’s your home base. Your social channels – like Facebook, Twitter, Instagram and LinkedIn – and other tactics like email marketing, Text Message Marketing are in essence, not just your advertising, but your chance to talk to your customers 1-on-1. An opportunity to develop a relationship with them. Each of these tactics has a specific use for a small business – every channel is not appropriate for every small business.
Winning in Email Marketing
Content marketing’s main ingredient is email. First, email marketing shares insider information with your best customers. After all, they opted in to receive this email newsletter from you. For instance, retail stores could offer special discounts, special not-on-the-website items, and special gifts-with-purchase to their favorite customers – which in the digital world would be their email subscribers.
For a restaurant, email marketing can announce a dining event, or a big menu change. Or a business service could announce open jobs, industry news that would affect their customers or tips and tricks to get the most out of their service.
Winning in Social Media
Social media, as a content marketing winning tactic, promotes blog posts, events, promotions, products or simply build conversation and relationships with different customers.
Our restaurant example, for instance, would want to rely heavily on Facebook, as that is the place to grow a local community – interacting with actual people who rely on their business, garnering reviews from customers, and posting events that their businesses is hosting.
But, an interior designer however, would focus on Instagram, as their clients might be all over the country, and consumers on Instagram are interested in all things beautiful. Hashtags #likethisone at the end of an Instagram post help customers find your business, much like the old card catalog at the library could help you find books on a specific topic.
Use Twitter for getting and sharing news with industry peers to establish your voice of authority. Are you an expert real estate broker? Then, share industry news in your category and give your take on any particular article. Follow reporters who work on your segment of business and interact with them when appropriate to demonstrate your expertise, making you a viable option for quotes in articles in the future.
Further, on LinkedIn, a non-profit foundation could share their quarterly goals, fundraising efforts and events, and results to a business audience of potential donors and board members.
Your Brand’s Content Marketing Win
Start with your brand. Establish a strategy for your content marketing for the win. Implement your tactics. Understand that marketing, and especially digital marketing, is a marathon with no finish line. How you run that marathon matters. Keep at it, perfecting the steps you take a little at a time. But start by taking that first step in content marketing for the win.
Most business leaders know successful marketers when they meet them. These marketers are focused on the same things they are. Building enterprise and customer or client value.
Marketers must mobilize all the people inside and outside the organization. They are focused on return. Do less, more consistently and effectively.
Therefore, hate to tell you, just because your bestie is on Instagram, doesn’t mean she is a marketer. Newsflash. Sorry to disappoint.
Moreover, our team is filled with seasoned marketers. We have fabulous, cream of the crop interns. They keep up with multiple clients, projects, deadlines, industries and trends. These folks are skilled enough to have conversations with CEOs. Front Porch Marketing is not a teaching hospital. For instance, we are triage surgeons on most days.
Technology and consumer attitudes have and will continue to change drastically. Marketing professionals must stay flexible. Know a bit of everything that is going on in the company. Some days are filled with customer service and distribution. Meanwhile, other are sales management and internal communication.
However, despite the varying roles, these qualities are at these professionals’ core. Super powers they have in common.
The Super Powers of Successful Marketers
Adaptable. In other words, with all technology changing at light speed, know how to evolve with it.
Analytical. Marketing is data driven. Some don’t know what to do with all the data being generated. Therefore, if you can sort through it, and find the relevant. You will be indispensable part of any organization.
Collaboration. Must be an extraordinary team player. Seek input. Solve issues. Foster cooperation. Similarly, often the CMO is the company’s glue. The entire team rallies around the company’s vision because of this person. Illustrate how collaboration creates more value.
Excellent communicators. Words have power. The right words break down barriers and rally the troops. Inside and outside the organization.
Creative. Marketers value innovation. Take risks to facilitate it. They vigorously seek solutions. Explore new approaches. In conclusion, continuously.
Inquisitive. The best marketers are a cross between a detective and a scientist. Therefore, they ask the questions.
Strategic. Start with why. Strategy is the key to successful businesses. Obsessed is a strategic thinker. Constant eye on the market. Diligently studying consumer behavior. In addition, watch the competitors’ every move.
In conclusion, marketing is a marathon not a sprint. Have the right people on your team. Boulders move up the hill with smart people pushing them. Above all, right now, everyone could use a few less boulders. Therefore, pick the marketers that demonstrate super powers.
Have an internal marketing team? Outsourced function? Freelance consultant?
It doesn’t matter what your marketing team looks like. Or what the project looks like. If you’re B2B or B2C. Ask the questions.
It is the last week of the first month of a new year. Therefore, one third the way through first quarter.
Our world looks different than it did even a month ago. With the constant changes, it is critical to focus on the “why.” Make sure the entire organization is aligned. After that, measure initiatives and report results and data.
Business leaders and their marketing team share the responsibility for growth. In other words, work together to achieve collective outcomes to improve enterprise value. Reframe conversations. Arrive at common language. In conclusion, ask and answer the questions.
Marketing Team: Ask These Questions
Do we remember why we are here? The first step to create alignment, excitement and positive team energy cross-functionally.
Have our business goals, objectives and strategies changed? Similarly, need to be tweaked?
Who are our customers / clients? Are the same as last year? How have our existing clients’ mindsets, decision drivers, perceptions changed in the last month?
Are we doing enough to add value and fully leverage our relationship with them?
Where are we falling down? A positive discussion with constructive criticism and actable outputs.
What could limit or impact our strategy, direction or execution?
What has been our biggest marketing success this month?
Are there new key relationships and milestones or events coming up we should be aware of?
Marketing contributes more than 50% of firm value when brand, customer and digital assets are properly valued. And, the impact of marketing performance, collaboration and perceptions are measured. Marketing is an asset, rather than a cost center or risk mitigator.
We are grateful to work as a marketing team for our clients. Front Porch Marketing asks the questions. We can work as fractional CMOs and outsourced marketing department. In addition, we help write marketing plans and execute marketing initiatives on a retainer or project basis.
Your Brand in 2021: Front Porch Marketing has seen an interesting client trend this past year, especially in the second half. Many entrepreneurial brand companies have decided that 2020 – and indeed 2021 – is a good time to double down their brand. They want to really dig in, define their brand and differentiate themselves from their competition. Even big corporate companies, like Burger King, have rebranded, seeking to better define their mission and vision going forward.
If you step back and take a look at your brand with the fresh eyes of 2021, does it look like the company you envisioned when you started? Likely, your brand has evolved and so have you. Does your current branding reflect where you want to be in 5 years with your company or even where you are now, or is it trapped in the past? Maybe it’s time to graduate your branding.
Your Brand in 2021: Envision, Evolve, Emerge
Are you adequately featuring your new products or services? Are you communicating your most compelling benefit? Does your brand look legit, grown-up, like a serious brand that does serious business? Don’t get the veto vote from a customer or a partner business because your brand is not getting taken seriously. You know you can do the job…make sure your branding speaks that truth this year.
Branding – and the digital marketing that embodies branding – has become more important than ever. Your customers and clients are getting bombarded with texts and emails from business service providers to retailers. Ask yourself “why should they read mine?”
What do you stand for?
Do you know what your company’s biggest benefit to your customer is? Do you know how each of your products or services add value to their lives, make their lives easier or answer their questions? Does the tone of voice you use resonate with your customer, and instill loyalty to your brand?
If you don’t know the answers to some of these questions, 2021 might be the year you think about doubling down on your brand. What DO you stand for? What is your mission? As part of your Marketing for 2021, branding can help you answer all of these questions and more, leaving you with a clear map of where to take your business next and how to get there. Branding gives you the platform and parameters to deliver tangible solutions to your customer. We’ve seen the excitement and commitment of more than half a dozen of our own clients rebranding for the future, in just the past six months.
Don’t just work IN your business, work ON your business.
Branding is not just about looks though, it is also about strategy and tactics. What are you going to say, and where are you going to say it are key. You need to be cohesive and coherent in your messaging, as well as look professional. Small businesses often fall down thinking they can “do it themselves” with marketing but without a marketing background – from logo design to social media to PR. Often, they are holding themselves back because they are too busy working IN their business and to work ON their business.
So double down on your brand this year – strengthen your commitment to your particular strategy or course of action. Become more tenacious and resolute in your bringing your brand vision into 2021 and beyond.
Reflecting on the past year, we are so grateful for courageous, fearless business leaders. We continue to be inspired by those who bravely carried on in 2020. Grit and gumption.
Cheers to those leaders who showed up. Those who made the most out homeschool, while working or not, closures, pivots, business opportunities and personal and professional loss.
Earlier in the year, I watched no TV. I read only the daily work related briefs and blogs.
However, in the later part of the year, I read a good chunk of mindless trash. This is how I escape. Reading fiction, mostly murder mysteries and romance novels.
The two personal and professional development books I did read were life changing for me. Leaders must read. One was this. The other was Brene Brown’s Braving the Wilderness. I read it twice in the past two months.
Leaders will brave the new year.
How?
Do you. Brown talks about praying and cussing. Those who know me will not be surprised I love this. She talks about not being moved. Doing work in an honest way that is true to yourself. Leaders, time to truly support each other. I let others “do you.” And, I do me. Belong to yourself. ” … brave the wilderness of uncertainty, vulnerability and criticism.”
Speak truth to bullshit. Do not shut down. In other words, that is the easy road. Leaders do not avoid communication. Learn more about others. Even if we still disagree, at least we engaged in meaningful conversation. We have a deepened mutual understanding. However, at all costs, be civil.
Strong back. Soft front. The latter is most challenging for me. No more armored front. I will stay open. Leaders are comfortable with vulnerability. “A soft and open front is not being weak; it’s being brave, it’s being the wilderness.” Eeeek … here goes. I can do it.
Be fearless. I am a Goldman Sachs 10,000 Small Businesses program alum. The experience was life changing. My co-hort continues to inspire me. My growth group was named, “The Fearless Five.” Coincidence? “Fear is how we got here.” Fear and blame. Own your pain. Do not inflict pain on others. Be fucking fearless.
Read the book. It is worth your time.
And, in conclusion, I am driven to make this my best year, for me and my family, business, team, clients, community, country and world.
And here we are at the end of 2020. Last year’s reflections focused on time and community. At the end of 2019, we encouraged you to spend the first year of this new decade in community with others and in the company of those you love. Little did we know how life-altering 2020 would prove to be.
This is the year of the letter “I.” 2020 has not been idyllic, but it has been, for better or worse, impactful. First, it has been isolating. But, 2020 has illuminated how important people and community are, and how much we take for granted in our modernized world.
2020 highlighted the fact that we are all imperfect people who could use a little extra kindness and grace extended toward us.
It’s been a year of incredible innovation and imagination to say the least. How did this happen? Industrious people were required to slow down and indulge in the company of those closest to them while requiring others to be indefatigable in their care of others.
So we hope these reflections lift your spirits and provide hope and inspiration for a brighter 2021.
Chief Rocker Julie Porter
For me, 2020 was always going to be a monumental year. I anticipated significant changes in my personal life. But I never would have imagined how quickly and continuously my family would have to adjust our plans and expectations.
From a personal perspective:
My son graduated from high school during COVID. Bands of angels are singing that it happened. Then, his school, as did most others, adjusted their plans to provide a wonderful graduation celebration.
Yes, he also left the nest and began his freshman year of college. Now, he’s more than 1,000 miles away. No amount of planning could have prepared me for this. So I simply miss him. My heart yearns for his presence every single day. Yet, I am so proud of him. Of course, he has acclimated brilliantly to his school in a different state, even without the usual opportunities to build new relationships.
Next, I quickly learned I should not quit my day job in favor of becoming an elementary school teacher. Actually, I would be awful (and miserable!) at it. My daughter, an extrovert, began learning online after Spring Break 2020. Homeschooling isn’t for either of us. As a result, I could never be more thankful for those blessed with the ability and passion for teaching.
And finally, my husband, employed with the same company for 19 years, left his job. That could be a whole blog post itself.
From a business perspective:
This year, I have marveled at the Front Porch Marketing team. Their talent, attitude, dedication, collaboration, innovation and work ethic are unmatched.
Honestly I don’t know what I have done to receive them as one of my many blessings. They are the best.
So 2020 was a reminder we need to let people do their thing. I often said to our team members, “You do you. I will do me. There is no judgment.”
Inspiration has come from business owners and leaders who pivoted, rebranded and/or valiantly stayed the course. Hence, I am grateful many have realized the power of branding and marketing in growing and saving their businesses.
Mid-March, I wasn’t sure what would happen to Front Porch Marketing. What would happen to our clients’ businesses? Where would new business come from?
Every year brings new lessons. 2019 was hard for my family because of a personal loss. It made us stronger ~ my family, my business and me. Thus, I am grateful for the strength I gained and could rely upon this year. Looking forward, I am hopeful for the opportunity 2021 holds. May we continue to be the light. Always find the joy.
Media Rock Christine Finnegan
2020 was a pivotal year in my life. To start, I had to take hold of my family’s well-being like never before. This was more about a mindset than physical acts, particularly with college-aged sons. Their emotional framework was dictated by how I was reacting to our world, as we knew it, changing seemingly overnight.
Consequently, my sons and I operated as a unit and, as such, our already strong bond increased to a new level. So 2020 made me more resilient. I hold the ones I love closer and tighter. In some ways, I am going to miss the closeness the quarantine afforded my sons and me.
Rock Star Vanessa Hickman
One special outcome from the year is gratitude for all the things! Big things, small things and everything in-between. Bigger and better appreciation for simple creature comforts (toilet paper), ability to provide for our kids, travel and go to school.
Separation intensifies love, so my case-study of one validates absence makes the heart grow fonder. This year brought great appreciation for missed events, gatherings and people. It really put a spotlight on our priorities and was a reset on how and where we spend our time.
We are more grateful for our family, friends, community, healthcare providers, food suppliers, teachers, delivery drivers, and leaders than ever before.
We continue to be amazed by our community’s resilience, resourcefulness and ability to keep going with a positive attitude. It is always good when your blessings are bigger than your bummers and that is how we are wrapping up the year and to that we give thanks!
Rock Collector Alison Moreno
In such a turbulent year, I have found that being grateful for the small things helped me find more moments of peace. First, making a concerted effort to find joy in the everyday helped me to recognize I was able to spend extra time with family. I could learn new skills, enjoy being outside on a beautiful day and work with wonderful people. In these things I have found healing in gratitude and I am going into the new year knowing there is always good around us – we just have to look for it.
Intern Allison Corona Del Cid
2020 has been filled with challenges. But it has also been a true blessing to spend this year growing closer to my family, friends and faith. And I am truly appreciative of my FPM family and the joy they get from our clients’ successes. So here is to a new year! My biggest wish is for health, happiness and hope for all.
Swiss Army Rock Lea Ann Allen
2020 – the year that seems to have taken away so much from so many. On paper, it meant job loss, isolation, breast cancer and a pandemic. But I choose to acknowledge that this is the year I have realized a lifelong dream I never thought was possible. After a 30+ year career as a female creative, I am finally doing work that I am good at doing. And it is work that I love doing – for and with kind people who value me.
Now I work exclusively with women-owned businesses like Front Porch Marketing. Women have always been strong. This year, for the benefit those around them, women across the world have had to take on additional roles and shoulder heavier burdens. It surprises me not at all that women are persevering and creating work for others: recommending each other, lifting each other up and keeping each other afloat. In short, 2020 has been a year of incredible strength and resilience on everyone’s part.
Lil’ Rock Maria Gregorio
This year did not go according to plan. But, as Julie always says, “Be the light.” I choose to shine a light on the good things:
My niece, Elise, was born in November. She’s a few weeks old and doing great.
I have a job that I like and that I’m good at doing. (If someone told me as a kid that I would make a living with my creativity, I’m not sure I would have believed them.)
I have great friends and family. They are all people with whom I can share the good stuff and the bad stuff.
I am grateful for what I have because it’s a lot. It’s a lot.
From All of Us on the Porch: Let Your Light Shine, Friends
2021 is your chance to start fresh in marketing your business – so here’s your Marketing 101 for 2021
In the sea of marketing possibilities: programs, platforms, practices, what is the best course of action? It can be overwhelming. And with the promising new year of 2021 approaching, how do you decide what to focus or re-focus on? Marketing 101. Back to basics.
We are finding that many of our clients are spending this quarter reflecting and refocusing. They are homing in on what makes their business better, and then doing more of that for their Marketing 101. They are taking this opportunity – when much of the world is operating under an umbrella of The Great Unknown – to really get to know themselves, and know themselves well. And then take the necessary steps to take their company to the next level.
How did we get here? Pandemic. Panic. And from both of these we are seeing a renewed sense of Purpose. How has that manifested itself? We have all gotten more digitally focused, learning new platforms that keep work working when we can’t be together. We have all learned how to be more efficient with our precious time – doing more with less because we have to. We’ve all become experts at continuing to reach our customers with fewer resources. We have all learned how to focus on what’s important in our daily lives. So we propose Marketing 101: focusing on doing fewer important things for your business in 2021 – and doing them better.
Be the brand of your dreams.
Your brand is the foundation of your business and everything else builds up and out from there. So this is where we recommend starting. Right now is the best time to step back and reflect. Do you know what your mission is? Do you know exactly what kind of people find value in your company’s product or service? Is your brand working as hard as it could for you? Your branding should really represent and reflect your business as it stands now – because like it or not mostly everyone’s business has pivoted to an extent in the past three quarters.
We’ve rebranded a good number of our clients in the past 6 months – helping them really understand who they are, what they stand for, who their core audience is, and how they want to do business going forward. With a detailed Brand Elaborative in hand, business owners can easily discern where to focus their efforts and how to effectively market to their audience. It’s a map that leads them in the right direction for marketing in 2021.
Visual Marketing 101: Refresh your logo to reflect your brand’s mission.
A logo refresh is honestly a great place to start the new year as a Marketing 101 first step. New Year’s resolutions shouldn’t just be limited to a new diet, exercise routine or haircut. Your business can experience the same shot-in-the-arm – with a new logo – that a new haircut gives you. Armed with a strong visual presence, a lively color palette and versatile modern typefaces your brand now has new tools and a new voice to build community with your customers.
When you update your logo, you’ve created a reason to talk about your business, just as you would personally with a new haircut or new exercise routine. Keep your customers excited about the future. People want to hear good news, and celebrate success – since it seems in short supply recently – and with your new look and confident voice you can connect with them and bring them along to share in the journey.
If your brand was a person, would people want to hang out with them?
With your new branding and logo in hand, extend your voice and visuals to your social media and your website with a powerful Content Marketing plan. Make your customers feel like a community. Make them feel valued and a sense of belonging by helping them, educating them, solving their problems and being there when they need you. Your brand can have a definite personality and power. And your brand can use those powers for good. That’s a brand that people want to hang around with – the one that makes them feel important and smart.
Got limited resources? Marketing 101 says use what you have.
We hear you. One super efficient thing that brands can do is repurpose their existing content across channels. One way we maximize our client’s effectiveness is to take a look at what they have already done well and double down.
A great company brochure can be turned into 20 Facebook social media posts and most likely a blog post or two, with relevant bits of information and helpful graphics. Every company’s website is a treasure trove of social media content that’s already been written, just waiting to be broken into little pieces and shared as social media. Sometimes just having a fresh outside eye look at your company’s assets can help you see that you have more than you thought you did!
Be the best version of yourself for 2021.
Overall, when we’re looking at what to recommend to our small and medium-sized businesses for 2021, we keep coming back to these important things. Remind yourself of who you are and why you do what you do (branding), show your audience you mean it (logo) and bring them into your brand’s community (website, social, content marketing). A brand is a promise, and 2021 can be the year your brand makes a promise to be the best version of themselves.
Finding joy is the overarching theme at my daughter’s school.
It is perfect as children are good at finding joy in the simplest of things. It is also a reminder to find joy throughout the day. Yet, in the busyness of our professional lives, practicing gratitude often takes a backseat. As enter the Thanksgiving season, what if we took the time to find joy in the most miniscule of things each day?
Practicing gratefulness is particularly important for business leaders in challenging times. Research shows that an attitude of gratitude can mean fewer sick days and higher job satisfaction rates. It is easy to appreciate that both of those things help the bottom line.
“Great things are done by a series of small things brought together.”
~Vincent Van Gogh
Start by finding the positives.
Was that presentation you’ve worked on for a month canceled at the last minute? Great! Now you have time to connect with a coworker or to make the call you have been putting off. Was a meeting called unexpectedly? No problem. Now you can grab that extra cup of coffee while you listen to a presentation.
Uplift yourself. Each day give thanks for one very small thing or accomplishment. Start daily and increase from there, consistently giving thanks for things that may seem miniscule.
Show simple appreciation. We all like to know our time is valued. Give thanks to your team for simple things. This can include changing the copy paper or hopping on a call at the last-minute. Pay attention. Check in with your team often to let them know you care. Celebrate any and all successes, no matter how small. If they are out of sorts one day, drop them a quick note to let them know you appreciate their work. Circle back often.
Using Text Messaging Marketing in your Marketing Plan
Is your brand using text messaging to connect with customers? Consumer preference to shop and connect with brands continues to increase steadily. Because of the pandemic, the mobile ecommerce growth that was expected to occur over the next 2 to 3 years, happened in mere months in 2020.
In addition to email marketing and social media marketing, text message marketing is an opportunity to speak with your customers in real-time. As a result, you can have real conversations with them throughout their customer journey. And, build brand loyalty. Use the space where they spend the most time – on their phone – to reach them.
Start with your business goals.
First, define your business goals before you incorporate a new marketing strategy. Next, select key performance indicators (KPIs) that will support those goals. These can be simple quantifiable measurements like subscriber growth or they can be revenue driven. Then with a clear plan for your text marketing program, you can set your company up for success.
Brands who text message can engage customers, increase loyalty and even drive revenue. Now more than ever, as consumers and brands are both feeling the effects of COVID-19, it’s important to be able to connect with your customer directly.
Simple reasons to think about using text messaging.
Texting could be a helpful addition to your marketing mix depending on your type of business. With texting you can build the type of relationships with customers that they crave. There are many different ways to use SMS. So, here are a few ideas to get you started.
Welcome new customers
Create a welcome offer to new subscribers. Then, build a drip campaign (a series of texts) for these new subscribers. This welcomes them to the brand and give them a reason to stick around.
Offer your text message subscribers extra perks for being a subscriber. Make offers ones that aren’t given in your other digital venues. Share early access to shop new items, access to a member’s only special sale or VIP access to products.
Share new products or sales
Excite your customers about a new service. Send them a text with a link to your website. Then they can easily sign up for your company’s newest yoga class or hot stone massage.
Encourage quick action. Share limited-time deals in your shop, best-selling items running out of stock and Buy One Get One Free offers. Texting helps you highlight the time-sensitive nature of an offer.
Alert and remind
Keep your customers up-to-date about steps in a service process. Don’t make them guess or wait or have to track you down. Text them when their tax return is ready. Show them pictures of their new kitchen being built. Keep them aware of when your serviceman is coming to repair their refrigerator.
Remind your subscribers about their abandoned shopping carts with a link directly to their cart to finish their shopping journey. As a result, it’s easy for them to finish checking out. Thank them for their purchase. Reward them with a bounceback offer after the completion of their purchase.
Share important or timely information to your text message subscribers. If you’re a restaurant, share news like COVID-19 safety precautions, new menu items or dining options.
Your customers rely heavily on their smartphones to connect to the outside world right now. Reach out to them using text messaging. Having real-time conversation with your customers lets them know that you hear them, you understand their needs and you are ready to add value to their lives.
