Our wish is that everyone’s marketing initiatives are rockin’ in 2024. As we step into the new year, the marketing landscape continues to evolve at a rapid pace, with businesses across industries embracing innovative strategies to drive growth and engagement. Right now we are seeing marketing initiatives already producing tangible results for our clients in 2024.

From leveraging emerging technologies to refining content strategies, these initiatives underscore the importance of staying agile and adaptable in today’s dynamic market. Consistently re-evaluating and evolving your marketing approach is paramount for staying ahead of the curve and maximizing long-term success in an ever-changing business environment.

Strategies that are shaping success as marketing initiatives this year

1. Back to Brand Basics — Brand strategies remain paramount. And getting back to those brand strategies resonates with clients and consumers. Stay true to your brand!
2. Team Members as Brand Influencers — This marketing initiative is marketing from the inside out. Again, tried and true brand strategies like this work. Team members share real stories,  and this gains client and consumer trust.
3. Working the Marketing Plan — Focus on consistency with your marketing plan. Staying on budget is a huge plus. Overall, being proactive versus reactive wins. These are a few of the benefits our clients have shared. Recently, one client said our marketing plan not only helped with these things but helped them stay away from new opportunities that would drain resources — namely time and money.
4. LinkedIn Organic Reach Rules — With consistent posting frequency, engaging content and strong creative graphics, our clients’ LinkedIn organic reach is increasing in 2024. This contradicts overall trends found in marketing benchmark surveys.
5. Retention Rate vs. Engagement — With so many shiny objects, social media engagement is waning. So if you are retaining followers, you are winning with this marketing initiative.
6. Blogging — Our clients benefit in search by utilizing consistent blog posting. This is a bonus for B2B, as clients and consumers are also engaged. Conversion rates continue to increase as well with consistent blogging.
7. Video — Whether short-form or long-form, our clients are partnering with us to create video content. These videos result in deeper client and consumer connections. Time spent on websites has increased. And signups for newsletters and blogs have increased.
8. Paid Digital — Strategic paid social and Google search and display ads rock our clients’ topline. Equally important, a minimum three-month campaign is needed to build momentum and demonstrate consistency of message.

Adapting and Being Consistent: The Key to Successful Marketing

Overall, we’ve witnessed different initiatives our clients are implementing with success so far in 2024. Strategies like working the marketing plan, harnessing LinkedIn organic reach, investing in strategic blogging, and leveraging paid digital channels all work. In this ever-evolving landscape of marketing, one thing remains constant though: the need for businesses to stay agile yet consistent in their approach.

Adaptability is key to staying ahead of the curve. However, this adaptability must be balanced with consistency, as maintaining a cohesive brand presence across various channels is essential for building trust and credibility with your audience. By consistently re-evaluating and evolving your marketing strategies but staying true to your brand, you can not only capitalize on emerging trends and technologies but also ensure that your efforts remain aligned with your overarching business goals.

As we continue to navigate the complexities of the marketing landscape this year, we remember that success lies in our ability to innovate, iterate, and adapt to the ever-changing needs and preferences of our clients’ audiences. Let’s rock 2024 together!

2023 was full of digital marketing trends. So as the digital landscape continues to rapidly change, staying ahead of the curve is crucial for marketers. Trends come and go, and this year features trends that are tech-based and evolving. Overall, 2024 will bring new innovations and strategies for digital marketing. Here are some of the top emerging digital marketing trends for 2024. These trends will redefine the way brands interact with their audiences. 

AI-Driven Personalized Advertising 

First, one of the biggest trends shaping the future of digital marketing is artificial intelligence. It will deliver hyper-personalized experiences. Personalization is key to growing an audience. AI algorithms are becoming increasingly adept at analyzing consumer data to identify potential consumers. This enables marketers to create highly targeted ad campaigns that resonate with these individual consumers and bring them into the brand. 

Voice Search Optimization 

Next, with the growing popularity of smart speakers and voice assistants, optimizing for voice search is no longer an option. It is a must-have. Thus in 2024, expect to see more brands adapting their SEO strategies to include voice. Brands can include keywords and phrases, making their content more accessible via voice search. In other words, this represents yet another unique way to get consumers to the brand.

Virtual Reality in Digital Marketing Trends

Virtual Reality is changing from a novelty to a practical marketing tool. Brands are beginning to use VR to create experiences for their customers. These experiences will engage consumers in a more memorable way this year. From virtual store tours to interactive product demonstrations, VR is opening up new possibilities for engagement. 

Influencer Marketing 

Influencer marketing continues to evolve, with a shift towards micro and nano influencers. These individuals often have smaller, more loyal followers. Brands can create a stronger connection with their audiences. For example, brands might work with several different influencers for different products. In 2024, expect to see brands working with influencers for more authentic and effective partnerships. 

Green Marketing 

Sustainability is becoming a priority for consumers. Consumers are looking to brands to be more responsible toward their people and the planet. So brands are responding with green marketing initiatives. For instance, look for eco-friendly packaging and more sustainable business practices. So green marketing is not just good for the planet, it’s good for business. 

The Integration of Augmented Reality in Digital Marketing Trends

To begin with, augmented reality usage in marketing offers unique ways to interest customers. Augmented reality creates a new way of showcasing at a product or service. Also look for uses like virtual try-ons or AR-enabled ads. As this technology becomes more accessible, we anticipate a rise in AR campaigns in 2024. 

Data Privacy and Ethical Marketing 

Lastly, with increasing concerns about data privacy, ethical marketing practices are an important part of brand trust. In 2024, transparent data practices and respect for consumer privacy will be more than just legal requirements. They’ll be essential for building customer loyalty. Consumers want to trust the brands they do business with.

The landscape of digital marketing trends is dynamic and ever-changing. Overall in 2024, successful marketers will adapt to these emerging trends while staying true to their brand’s core values. Again, brands can embrace these innovations and succeed. Finally, they’ll be able to create more engaging, personalized and meaningful experiences for their consumers. Using these digital marketing trends they’ll build business in new ways.

On the Porch, we are honored to market brands at different stages, from marketing plan to exit plan. We partner with businesses in start-up, growth, established and exit stages. Our team recently celebrated a business owner whose brand we evolved. This business owner sold the business to a larger company. When this happens, we take great pride in the role we had on the journey. We tangibly helped that owner and business reach their end game.

So how does marketing change at the different stages of a business? Just like a person growing from a baby to an adult, your business has different needs at every age to thrive.

Start-up Stage Marketing

Branding is paramount in this phase. Brand architecture and identity development are critical out of the gate. Once that is complete, the rest flows from there. The foundational collateral, like business cards, letterhead, and the like are developed. After that, website development and digital strategy follow.

Growth Stage Marketing

Businesses in the growth stage come to us as they are looking to target a new demographic or geography. They may expand their product or service offerings. Or the business owner wants to grow existing business. Typically, a new marketing strategy and execution are developed. This involves increasing existing marketing spend. Sometimes, rebranding is needed.

Established Stage Marketing

Your brand is established. But growth is still a desired outcome. How can you market differently at this stage to stay relevant? Updated market research and consistent data analysis are critical. Now may be the time to take risks. What haven’t you done? How can you push the envelope on creative or campaigns? Are your current marketing initiatives consistent? Do you need a brand audit?

Exit Stage Marketing

Ready to position your brand for living on its own, without you at the helm? Although it may seem counterintuitive, now is the time to invest in your brand. First, revamp your marketing strategy. Next, follow industry best practices. It is critical to be the brand authority. Then, increase brand awareness, all the while increase sales. Finally, audit marketing content. How is your website UX/UI? Do you have technical gaps? Make sure sales and marketing are aligned.

What stage is your business in?

Don’t know which one of the different stages your business is in? Let us help. However, if you do know, we can also be your branding and marketing partner. We take pride in our relationships with brands. And we are honored to work with smart, innovative business owners and leaders. So let us help you reach your end game however you define it.

In a world oversaturated with ads, promotional content, and branded messages, consumers are seeking something more than just a product or service. They’re looking for genuine connections and authentic experiences. As marketers, we’ve learned that understanding our audience’s emotions and motivations in order to connect with them, is of greatest importance. This is where the power of empathy in modern marketing comes into play.

What is Empathy in Marketing?

Empathy in marketing is genuinely understanding and addressing the feelings, needs, and concerns of consumers. It’s about stepping into their shoes, seeing the world from their perspective, and tailoring our message to resonate with them emotionally.

Why is Empathy So Important in Marketing?

In today’s world, empathy in marketing is essential. Consumers are increasingly wary of brands that come across as insincere or that seem disengaged from their genuine needs. When a brand employs empathetic marketing, it not only fosters trust but also lays the groundwork for long lasting relationships. This approach emphasizes telling stories that deeply resonate with consumers.

Empathetic marketing has the ability to tug at the heartstrings or address the real world challenges that consumers face. Beyond storytelling, empathy in marketing makes customers feel valued. When a brand consistently recognizes and addresses their emotions and needs, it leads to increased loyalty and advocacy.

How Can Brands Integrate Empathy into Their Marketing Strategies?

For brands aiming to make a genuine connection with their audience, integrating empathy into marketing strategies is pivotal. To start, it’s important to listen to consumers by using tools such as social listening platforms, surveys, and feedback mechanisms. This allows brands to truly understand their audience’s sentiments, pain points, and desires.

In addition to this, brands should address the real issues their audience faces, showcasing how their products or services offer meaningful solutions instead of just highlighting their product features. Finally, humanizing the brand is key. By spotlighting real people, stories, and values behind a brand, businesses can foster a deeper sense of authenticity and relatability.

Real-World Examples of Empathetic Marketing

By focusing on genuine understanding and emotional connection, brands can navigate the saturated market and create lasting relationships with consumers. The fashion and beauty industries have seen numerous campaigns that have employed empathy to resonate with their audiences.

For example, Rihanna’s makeup line, Fenty Beauty, made waves when it launched with a groundbreaking range of 40 foundation shades, catering to a diverse range of skin tones often overlooked in the beauty industry. The brand’s emphasis on inclusivity earned it both acclaim and commercial success.

Another example is Dove’s Project #ShowUs. Dove partnered with Getty Images and Girlgaze to create the project #ShowUs — the world’s largest stock photo library created by women to shatter beauty stereotypes. This initiative was a response to the fact that 70% of women still don’t feel represented in media and advertising. By providing images that genuinely reflected women’s diverse appearances and experiences, Dove took another step in pushing the boundaries of beauty standards in advertising.

These examples highlight the ways in which fashion and beauty brands, through empathetic understanding of their consumers, can create campaigns that resonate on a deeper, more emotional level.

Establish the 2024 Marketing Plan for Your Business

The fourth quarter is 2024 marketing plan time. And there is still time to accomplish this important business exercise to cultivate growth in your business. Are you ready for 2024? On the Porch, marketing plan meetings are set with clients through early December to get ‘er done. It keeps the business and team focused. Save valuable resources — time and money — by creating yours now. Holler if Front Porch Marketing can help!

Marketing Plans 101

So, where to start? We would be happy to help, of course. But, if you want to tackle it on your own, let us help entertain you.

1. Start by asking yourself the question “What are your 2024 business goals?” Marketing plans should align with what your business is trying to achieve.
2. Then, based on projected 2024 revenue, budget a percentage of that revenue for marketing to meet growth targets. Research shows that on average companies are budgeting 9–10% for this purpose, for the second year in a row, for a variety of marketing activities. Protip: companies trying to gain market share are allocating more even in these uncertain times.
3. Once the marketing budget has been inked, set your marketing goals. Goals should always be measurable and be able to be tracked on a monthly or quarterly basis. Measuring your progress is important! Define how success will be measured.
4. Next, analyze your company’s situation and create or update the SWOT analysis. And then, analyze where competitors sit within the space. Then, define or redefine the target clients or customers.

Bring Your Marketing Plan to Life

Now that you have the start of a marketing plan written, think about how you will fulfill it. Set your marketing strategies. Strategies are long-term and create the pathway through to the business’s mission. They drive all of the marketing activities.

Next, define your marketing tactics. Will you be using advertising? Social media? Media relations? How will you execute against your strategy? Tactics are more detailed and have a shorter time frame. And tactics are action oriented. Think of tactics as the answer to how strategies will come to life. Are there tools in place for reporting on your company’s tactical success? Who is responsible for reporting and measurement? Set your structure in place for next year.

Finally, create a marketing timeline for all these activities. What needs to be completed and when? Make notes on who is responsible for tactical execution and when.

Review What Worked and What Didn’t in 2023 to Make 2024 Better

Make sure to revisit the marketing plan from time to time. Audit last year’s efforts, and this year’s efforts to gain insight on what to do better next year. Some folks do it quarterly, some more frequently. And cheers to your business success through strategic, thoughtful branding, marketing, advertising and marketing communication in 2024!

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.

It is probably safe to assume your company has a marketing plan. That’s document detailing the strategies to market your products and services to the defined target audience. However, do you find your company falls short in executing the plan? That’s where the Content Calendar comes in!

Let’s face it, priorities change, and problems come up. Next thing you know, it is six months down the road, and you have forgotten what was in the original plan, let alone followed through with implementation. And this lack of follow-through can negatively impact your business.

Follow Through on your Plan with a Content Calendar

One way to eliminate this situation is by developing a content marketing calendar. By definition, it’s a tool that helps you plan and execute your marketing strategy. It turns your plan into actionable deliverables.

Creating a marketing content calendar may seem daunting at first, but in its simplest form, consider it a living, breathing document used to plan your content. The amount of detail and layout can vary according to your organization’s preferences. At a minimum, it should contain a separate column or tab for your platform(s), content to be published, and the publishing date.

How to Create a Marketing Content Calendar

It may seem overwhelming but consider these key pieces of information as you start to plan your content calendar.

• What marketing platforms do you use? Social media, email marketing, blog posting. No matter what platforms you utilize, it’s most efficient to keep track of your content in one document.
• Determine how often you publish content. Do you post to your social media channels three times a week? Do you send a monthly email or maybe a weekly communication? How often do you write blog articles? Twice a month?
• Create your content calendar. It’s recommended to plan your content at least one month in advance using either an excel spreadsheet or a Google Sheet. Create a separate tab for each marketing platform (social media, email marketing, blog articles, etc.). For social media, create a new tab for each month of content.
• Plan your content. Consider key dates to promote your product or service. Do you have an upcoming product launch or event? Are there specific holidays or national days you want to highlight?
• Build out your calendar. After you’ve answered all the questions above, add those items to your content calendar. Plug your content into the assigned content tab for each month or week.

Next Step: Executing Your Content

The next step is to add additional levels of detail. Consider the supporting images and content needed for each social post, email, blog article, on your content calendar. Assign ownership and build out timelines. Who is responsible for image creation, content development, social media posting and building and launching emails?

Now it’s time to see the benefits of your hard work pay off. Publish your content and monitor your results using analytics. Find out what content and images generate the greatest response and what fell short. Test your messages and images. Change your content accordingly. Be creative and…HAVE FUN!!! It all starts with a good content calendar.

How Do You START Marketing Your Small Business?

Marketing your small business can be an overwhelming task if you’re starting from scratch. Where do you start? What’s the most important thing? What are the marketing steps to take to get to success?

Over the years, Front Porch Marketing has written a ton of articles to help small businesses succeed — on everything from social media to marketing plans. Today we’ll gather those up in a helpful list that you can use to start marketing your small business. Even if you’re starting from scratch.

Start Your Marketing With a Plan

Before you start doing anything, you need to have a big, bad marketing plan. Why? This steering document will help you know who your audience is and what your goals are. It will help you develop strategies to succeed, and tactics to reach those people.

As months pass, though, don’t forget you’ll need to continue to cultivate your marketing plan to make it grow, much like weeding and feeding a garden. Weed out what’s not working, and do more of what is working. A Marketing Plan is a living document.

Make Your Business Look Like It Means Business

To present the best face of your business to the world, you’ll need a logo. This visual symbol of your business’ legitimacy will be a reminder everywhere — your email, your website, your invoices, your staff’s golf shirts. Designing a strong logo and implementing it is key to a strong brand voice.

Can Your Customers Find You as You Are Marketing Your Small Business?

Most businesses have a website, as their home-base on the internet. This is the first place customers will go to find you and learn more about your business. Is yours up-to-date? Or do you need to build your first website? Maybe you just need to expand your presence by adding a social media channel or two after a social media audit. Depending on who your customer is, you might choose Facebook or LinkedIn, Twitter or TikTok, to reach them.

You might also want to consider email marketing to reach your customers. Engage and connect with customers. Make their lives easier by helping them solve problems. Email marketing has power, and building your email marketing list can build your business.

Grow Your Audience With Advertising!

Reaching your consumers wherever they may be is important. So your marketing plan might likely include some form of advertising. Do you need digital advertising to reach new customers on the internet? Maybe text message marketing and advertising (SMS) to build loyalty with your existing customers. Would testimonials on your website convince others to try your company?

Establish Your Authority With Media Relations.

Some businesses benefit from having the news media write about them in editorials, reviews and interviews. Effective media relations can get great results for your business goals when done properly. Customizing your news to each publication can benefit both parties.

Start Your Small Business Marketing from Scratch By Taking the First Step

Read through some of our articles to help you get started on the journey of marketing your small business. Remember that it’s a marathon, and that you can continuously improve your approach to get better and better results. Need help with any part of your journey? We’re here to help.

Programmatic Advertising is Driving Results.

After Q1, clients historically shift focus based on marketing, advertising and communications results so far in the year. The Front Porch team than also ebbs and flows to make sure our efforts are successfully driving topline revenue for our clients.

One of the tactics working for our clients right now? Programmatic advertising. As we start Q2 and continue into 2023, this advertising approach is driving results.

What is Programmatic Advertising?

It is a bit different than digital advertising. Programmatic advertising utilizes automation and algorithms to achieve success. Too far in the weeds: but it is about the process of ads purchased and sold. But it is different than traditional media-buying techniques. Programmatic advertising meets the potential customer when and where they are. This approach optimizes the efforts of the advertising, hyper targeting the most interested, most matched customers with the brand.

What is the Difference Between Display Advertising and Programmatic Advertising?

Clients often ask us what the difference is between display advertising and programmatic advertising, since in many cases they can look the same. The answer is that programmatic levels up:

• Display advertising refers to how ads are bought
• Programmatic advertising goes beyond simply placing a digital display ad on a website, and is more about how ads appear and in what format — serving the right ad to the right person in the right place at the right time

How to Get Started with Programmatic

Before you dive in, your team or your marketing partner needs to do the due diligence to understand your target market. With more in-depth information, programmatic advertising can work harder for your client and find the customers that are looking for your client’s brand.

Then, as you implement your plan, these are the things to look for and monitor in order to continuously improve and optimize your advertising, maximize your budget and reach the best customers for you:

• Cost per Click (CPC)
• Click-through Rate (CTR)
• Cost per Completed View (CPCV)

Want to Know More About Programmatic?

How can we help? The marketing and advertising landscape is evolving at the speed of light. And the Front Porch team is keeping up and leading the way to better outcomes for our clients. There are many benefits to choosing programmatic advertising such as efficiency and low-cost awareness. So please ask, as we love sharing our client successes, expertise and fodder. Sometimes the fodder isn’t relevant, but it sure creates great conversations and we’d love to have one with you.

Oh, Marketing. How Do We Love Thee?

In honor of Valentine’s Day today, we wanted to share some of the things that we absolutely LOVE about marketing. We cover many aspects of marketing in our day-to-day business with clients. We use tried-and-true marketing strategies and tactics that are the bedrock of a solid marketing plan. And there are also trends that we love, so we take advantage of those for our clients as well.

These Marketing Things Are Both Tried-and-True and Also On-Trend

Incorporating these marketing things (strategies, tactics, platforms, approaches) in your business of marketing for a client, is a win-win. First, your clients see results. Then, you look smart. And finally, you’re both successful at growing the business.

Email Marketing

Clients are reaping results from email marketing campaigns. So having the right content and creative are critical. Companies can build a relationship with their customers when email marketing is executed with the reader in mind. Be informative and helpful vs. direct selling, and see an impact on business.

Strategic Paid Traditional and Digital Media Campaigns

Linking these two strategies (traditional and digital) is more effective. First and foremost, invest to meet the target where they are. Approach them in the right mediums. Earn more quality customers by thoughtfully targeting your messaging to impact sales more effectively.

Marketing Leaders Asking the Right Questions

We love this marketing thing: smart leaders. Our clients are smart marketing leaders who are thoughtful in their approach. To start with, we see them asking the right questions. But then we’re asking them the right questions too. This collaboration pays off for both businesses. They want a plan over time, not a one-off initiative. Thus, they are in it to win it for the long haul, and so are we.

Re-evaluate the sales funnel

The sales team might be engaged in selling one-on-one. But it might not be utilizing technology, processes and other tools to continue to engage and grow the engagement. Successful customer engagement and retention includes tactics at every point in the sales funnel. And utilizing powerful tools to scale and automate in conjunction with smart, thoughtful strategies make sense.

Client Loyalty and Retention

It is easier to grow existing business than gain new business. Enter the customer loyalty program. The trend in loyalty and customer retention programs will continue, blurring the lines between physical and digital as 2023 progresses, making customer retention a seamless experience. Loyalty programs incorporate email, text messages, and even print. Clients can grow their infrequent shoppers into brand fanatics using loyalty programs.

Ready to Love Your Company’s Marketing Things?

Think deeper in 2023. Really focus your attention on your customers. Ultimately, create a marketing ecosystem that keeps them informed. Give them insider information. And make their lives easier. This approach is a sure way to see your business grow this coming year. And we would love that for you!