Put Your Marketing Must-Have Plan in Place Now.

Are you ready to tackle your company’s marketing must-have plans for next year? You’re in luck! We’ve simplified that list for you, to get you started. Your business success can be mapped out ahead of time with these five guideposts put in place to execute against.

Having a plan means you know what to do to build your business according to seasons, holidays, business cycles, trends and more. And, if you need help formulating any of these must-haves — or executing them, please ask us!

The Marketing Must-Haves:

1. Marketing Plan

What are your 2023 business and marketing goals? Define them now. Make a marketing plan. Then add in audiences, competition, SWOT, strategies and tactics. Know who you are and what you’re doing. Know what makes your company unique, and what your brand’s biggest benefit is.

2. Content Calendar

This important calendar includes social media and blogging as marketing initiatives. Know what you’re going to talk about every month and every week using this calendar. Take advantage of social media trends. Every content strategy needs a roadmap with dates, and this calendar is super helpful for engaging your consumer on a regular basis.

3. Marketing Timeline

Calendarize key events pertinent to your business, down to the day. Know what events to capitalize on for business success. Plan out when you will carry out campaigns for advertising, digital or print, as well as event pushes, PR and media relations, holiday and event marketing and more.

4. Marketing operations — including people, technology and analytics

Do you have the right team in place? Do you have enough team to get the job done next year? What tech and analytics tools do you need to execute and then evaluate the effectiveness of your strategies against your goals?

5. Marketing Budget

Once the four above have been defined, put numbers to each of them. Create a marketing budget that maximizes your impact. Plan for this budget quarterly, and then, manage to it monthly. Staying on track will pay off.

No matter the size of your business, start on your marketing must-haves now.

Take the guesswork out of what to do next week, next month, or just next with these five marketing must-haves for planning your next business year! We’ve seen our clients grow year over year when we help them set these must-have marketing goals in place. Then, we work together diligently all year to execute against them for business growth and success. It can work for you too.

Successful email marketing can be a cost-effective way to market your business. When done right, you’ll be keeping your brand top-of-mind and become a trusted resource for your customers. They’ll look forward to your emails because you’ll be sharing your knowledge and solving their challenges.

Keeping your audience engaged with email marketing, as a part of your overall marketing strategy, is an excellent way to introduce new products, solve an on-going pain-point for customers, give a tutorial, keep your customers up-to-date about the industry, and more.

How Do You Do Successful Email Marketing?

There is a lot to designing an effective and efficient email campaign to be successful. The most important question to ask yourself: Are you leading with the audience in mind? Everything you do should be from THEIR perspective. It’s for them. Help them. Guide them. Solve their problems.

Then ask yourself: Are you overselling? Your brand and your products do not always need to be the hero in email marketing. Afterall, this is an on-going dialogue you’re having with your customers. Establishing a relationship is a longer-term proposition. Don’t oversell. Again, be helpful. Put yourself in their shoes and ask yourself: What do I need? What will make my life easier or better?

Getting Started With Email Marketing: Do This Not That

Your email marketing is a fail if it doesn’t contain these four elements. Set yourself up for success by making sure these four things are included thoughtfully in each email you send:

1. Look professional — Make sure the email platform template is set for your brand fonts and colors. Design is key to successful email marketing as well — design a nice header and footer. Link to your social channels in your footer. Stay consistent from month to month with this template and your customers will start to recognize your email and your brand, and look forward to your next email.
2. Have a call to action — What can readers do to learn more? Use a button in your email that links back to your website where the reader will read more, download something, watch a video, contact you for more information or order a product. For instance, if you are linking to a blog post, tease them in the email, but don’t reveal the real scoop…ask them to “Read More” and click the button to go to your website for the rest of the insight.
3. Date and time — When do users want to engage and not unsubscribe? Many email programs like Mailchimp will tell you when the best time is to send emails to be successful. Statistically, Tuesday mornings are the day most people open their emails.
4. Don’t try too hard to sell — Engage your audience and don’t make the email be all your company. Again, be helpful: share hints, tips, tricks. Give away your knowledge and they’ll see you as the industry leader and come to you to solve their problems (with your products or your service.

Most Importantly: Be consistent.

Successful email marketing campaigns provide content to make readers’ lives better. They are informative, not sales-y. Email marketing campaigns provide value, real value, to customers’ lives consistently. Create a schedule using Google Sheets and plan each month’s topic, date, and assign responsibilities. After a while, it becomes easier and easier to stick to your schedule and create smart, thoughtful, nicely designed emails that make your brand the one that customers turn to again and again.

Disney Revolutionizes the Vacation Industry

Approximately 52 million people visit Walt Disney World each year and its annual profit comes to about $12.6 billion. How did Walt Disney transform his amusement park into a bucket list vacation destination for families from all over the world? The simple answer… marketing.

Disney has revolutionized the vacation industry as it broadens its marketing strategies to include almost any activity you can imagine. Disney has magical amusement parks, thrilling water rides, gourmet restaurants, five-star hotels, luxurious cruise lines, private islands, collectible merchandise, and so much more. Whether it is the walking foods-of-the-world tour in Epcot, opportunities to meet your favorite Disney characters, or thrilling rollercoasters that will have people shouting: “We HAVE to do that again!”, there is surely something for everyone at the parks. Most importantly, Disney gives the assurance of a trip filled with memories that are sure to last a lifetime.

Disney acknowledges that the amusement park experience might not be for everyone, so they have introduced a variety of activities that attract a more diverse customer base using a myriad of marketing strategies. Some people love all the fanciful facades and creative foods. However, others prefer a nice massage or relaxing by the hotel pools. My family is up at the crack of dawn to beat the crowd to the gates when the park opens. We are the first in line for the Seven Dwarfs Mine Train, and we stay until the park closes. We go every year and find an experience that keeps each trip interesting and unique.

Marketing Disney Plus

With the recently increased popularity of streaming services, Disney entered the game strong with Disney Plus. In addition to the plethora of nostalgic movies and shows aimed at younger audiences, they also market their platform to a variety of demographics utilizing some of the most popular movie franchises in history like Marvel, Star Wars, and Pirates of the Caribbean. Using these marketing strategies, Disney Plus has become one of the most successful streaming service as people looking to escape the stress of the pandemic can find relief in uplifting films and tv series.

Online Marketing Strategies

Disney has been at the forefront of online marketing which has enabled them to subliminally reach the 16-24-year-old crowd that, on average, spends 3+ hours a day online. Disney has over 72 million followers on Facebook, Instagram, and Twitter combined. That’s a lot of potential customers who might not regularly watch TV or read print that Disney can influence daily. Through magical commercials, Disney is able to interact with starry-eyed children without access to social media who beg their parents for the trips they see on TV.

Targeting the interests of Children

Disney’s marketing strategies were also revolutionary as they began to target the interests of children as well as adults. Children make up 22% of the US population and have an increased impact on family decisions than previously recognized. Through movies, TV shows, stuffed animals, and apparel, Disney has built brand loyalty starting with infants and continuing through adulthood.

“The Happiest Place on Earth”

The Happiest Place on Earth” is Disney’s well-known slogan which basically encapsulates everything that Disney is and tries to be. Who doesn’t want to go to the happiest place on earth? Disney evokes this happiness through nostalgia, happy stories with happy endings, and wholesome characters. Marketing “happiness” is what keeps visitors flooding through their gates every year. Including my family, and Julie’s family!

Blogging for Business Benefits in 2022

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

What are the Benefits of Business Blogging?

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

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

Sharing Your Business Knowledge Makes You a Leader

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

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

When was the last time you took inventory of your company website?

Are you scratching your head trying to remember when you last took inventory of your company website? Chances are, this might very well be the case. We sometimes overlook the critical role our website plays in our marketing efforts. For marketing to be effective, every touch point needs to be in alignment – including our website. While you’re spring cleaning your brand, don’t forget your website!

Now that you’re thinking about your site, let’s spend a few minutes talking about some of the questions you’ll want to ask yourself to determine if your website passes the test or if it could use a refresh or maybe even a complete redesign. 

Company Website Inventory Questions:

• Does your website reflect your brand? What words have you heard your customer’s use to describe your website? Are they in alignment with how you want them to perceive your brand?
• How does your site stack up to current design trends? Is your design aesthetic simple and minimalistic?
• Is your content current? If not, why? Are you just not taking the time to update your content regularly? Or does your website platform make you rely on someone else to make changes?
• What website platform are you using? Is it using the latest technology and plugins? If not, your visitors may very well not have the best user experience on your site.
• Is your site getting a lot of bot traffic? If so, it may be time to improve your website security.

Steps to Take in an Inventory Process

These are just a handful of the questions you might ask yourself. Others can range from SEO to responsive design to supporting a content marketing strategy. Whatever the reason, if you answered a resounding “Yes” to one or more of these questions, it might be time to dig in your heels and get started. Which leads to the question, what steps are involved to launch a refreshed or new website?

• Audit your current site. Ask yourself. What is working? What isn’t?
• Research your competitors for best-in-class sites
• Develop your creative brief (define your target audience, brand guidelines, what are we communicating, goals, priorities, etc.)
• Establish a timeline
• Wireframe development
• Content development
• Design your site
• Develop and test your site
• Launch your new site

Why Your Site Needs to be Just Right

It may seem overwhelming at first, but when you breakdown the “Why” behind redesigning your site and the steps to implementation, you’ll realize that a new and improved site is right at your fingertips!

Marketing leaders, what are you doing to nurture relationships with your customers?

Consistency and connection nurture relationships. Sure, loyalty and points programs are tactics that bring brands and customers closer together.

But genuine allegiance is an outcome.

A recent conversation with a marketing leader provided inspiration. This marketing leader has had some challenges. But realized the value of marketing.

The company had cut the marketing budget. All the momentum that person built was put to a halt. And then the company brought in a consultant. First, he asked her what was happening on the marketing front. To which she replied, “Nothing.’ And, obviously he was shocked.

How to foster genuine relationships.

Business leaders do these four things:

1. Conviction – Know the brand. Marketing leaders walk the talk. And they demonstrate it every touchpoint. Then, clients and their customers can see it and feel it.
2. Consistency – Do you have a message map for your client? Share the value proposition of the brands you work on, on every platform, consistently.
3. Communication – Know your audience. Then recognize: how do they want to communicate? It isn’t about you. It is about what works for them. Marketing leaders will recognize this and pivot messaging to solve clients’ problems in a way that is meaningful and relevant to the client.
4. Connection – If there is consistency communicating the message, then the connection will happen. But as a marketing leader, how do you deepen the ties with your client and their customers?
   • Weekly meetings with clients
   • Weekly catch-up calls on both status of projects, and how pain points with consumers are being addressed
   • Notes on special days to recognize achievements
   • Boundaries set on both sides, so that both marketing and client are set up to succeed

Marketing leadership: Take inspiration. Deepen connections. Accelerate growth.

We love to partner with smart leaders who value marketing. And, if we can help, let’s talk about mutual partnership to grow top line sales.

Pinterest fails like these make me snort laugh.

It is terrible, I know, but they are so funny! Perhaps because they are relatable. You see something, you think you can do it, it turns out differently than you planned.

“The more the plans fail the more the planner’s plan.” Ronald Reagan

It’s time to evaluate your marketing strategy for the second half of the year. With Q1 in the rearview mirror, and Q2 well underway now is the time to plan what comes next.

We wax the marketing plan lyrical often, additional reading can be found by searching Marketing Plan right here on Off Your Rocker, because it is a topic we keep coming back to because it is that important. Running through your activities, business, leisure or really anything without a plan often leads to failure and even the best laid plans fail. When and if plans start failing it is time to dig and plan some more.

Planning 101: Be Proactive

For any project or initiative to succeed, it must be carefully thought out. One of the key qualities of any project manager is to be proactive. This comes because of good planning. Proactively address potential problems and prepare possible ways to fix them while they are still predictions. Challenges like inadequate funds and resources, low staffing, or poor time management – are likely to arise in any plan. Effective planning lets you see them and fix them before they hinder the desired outcomes. 

Pinterest Fail? Evaluate and Pivot

It is easier for teams to pivot from a plan versus starting from scratch. Existing plans guide and ground activity. Even if an initiative or project is failing or failed pivot and plan some more! In the pivot remember the importance of staying positive and true to your brand.

Now is the time to look at the 2022 plan and evaluate what stays in, what stops and what needs to be added. Let’s get ready for the second half and move forward with purpose and intention to thrive the rest of the year. If you need a marketing planning partner, give us a holler!

Are you assessing your brand right how? Recently I was invited to sit in on a brainstorming meeting about marketing and growth. Here I was able to pick up some powerful marketing tools needed for growth. These tools may be applied both for personal and business growth.

Assessing Your Brand: Assets

In growth, we learn powerful information. So look at and determine your growth, and the path you took to get there. Assess the road your brand has taken – whether it’s a personal or business brand. Revisit where you have been and decide where you’re headed. Assess your brand’s strengths and weaknesses by asking yourself these questions.

• Present your strengths and weakness so that you stand out, sell your brand.
• What is new with you? Determine what you have learned and how it matters.
• Why does your business exist?
• Who are previous clients and why did they hire you?
• Evaluate your goals: where do you see yourself long/short term?

Target Audience Evaluation

Your target audience are the people you want to work with, your customers and potential customers. The internet provides resources to reach your target via platforms such as blogs, newsletters, social media, and alumni groups. Use these resources to be present for your customers, and assess your brand’s voice on these platforms.

• Who are you targeting? Who’s the decision maker that could benefit from your expertise?
• What are the hot topics? What’s trending in your brand’s space?
• Protip: Subscribe to platforms that your target audience subscribes to.
• Listen to your customers. Assess what they are talking about, and their relevance to your brand.
• Protip: Participate on sites that interest you, this is a great networking tool for finding like-minds.
• Become like your target, interact with their “friends” socially to really get to know them.

The Social Media Impact

Social media is more than a picture sharing platform, it is great for networking. Use social media platforms such as LinkedIn to learn about and follow clients to implement current trends.

• Use social media to introduce your brand to your potential customers, potential employers, and to your peers.
• Seek out and become a “friend” to past clients as well as their friends, and network with them, sharing your expertise.
• Your LinkedIn page should mirror the career for which you are aiming. Find websites dedicated to that career and subscribe to them. This will allow you to network and stay on top of any current or future possibilities. Brag about yourself on your profile, be proud and loud.

Plan and Grow Your Brand

Planning is the most important step one can do to get to the next level. So, plan, plan and keep planning. Brainstorm with colleagues and staff about ways to grow your personal brand and/or your business’ brand. Gather, analyze and leverage data, creating a message map of the recurring themes that you see. Really think about: what is your end game – a job, a career, an entrepreneurship? Evaluate and understand what you will need to get there by assessing your brand. Update your skills, explore what’s new and current. Investing in yourself is important to your brand’s growth.

How to communicate corporate social responsibility for your brand

Corporate social responsibility (CSR) is a business’ commitment to philanthropic endeavors and environmentally friendly practices. It is essential for businesses in 2022. Why? Sure, today’s successful businesses are “responsible” organizations committed to profits. But in today’s world they are also responsible for other higher callings. Their consumers now demand it.

Gen Z is all in with brands who demonstrate corporate social responsibility. First, younger generations thirst for buying these products. Next, they want to work for these companies. So CSR gives businesses an opportunity to engage with not only their consumers and their employees, but with the communities in which they live and work in a meaningful way.

Yes, deeper client and customer connections will follow.

CSR efforts benefit the economy, society and environment. They demonstrate how the organization uses its resources in broadly beneficial and ethical ways. Showing that your company or brand is a responsible partner, employer and neighbor will be key to business success going forward.

How does a brand communicate CSR activities?

Talk about your company’s corporate social responsibility with a CSR report. A CSR report highlights your organization’s achievements. It builds social responsibility into your brand’s identity. This report makes the organization accountable to its stakeholders. And it shows progress year over year. Then highlight how your company has saved energy or fuel, renewed land, or reduced their carbon footprint. Finally, showcase better employees work environments with safety initiatives. Also implement DE & I programs that promote equity in hiring and promoting employees.

Your CSR report’s content can then be repurposed all year long as social media assets. Highlight individual specific goals your company has met with this effort. Statistics and data can be turned into compelling visuals and narratives that speak to your customers, your client partners, your employees and your community. Communicate your social responsibility efforts in these ways:

• Email Marketing – create an eblast once a month or quarterly to key stakeholders
• Social Media – create content and consistently communicate, once a week or month
• Internal Communication – utilize existing intranet or internal emails to communicate CSR activities

What size business needs to show Corporate Social Responsibility?

A CSR report may be easier for larger businesses to execute. But, small to midsize businesses can do it too. These businesses are exercising the same values albeit in smaller, yet still remarkable ways. And that is worth talking about. CSR activities can separate your business from the competition in a truly meaningful way. So consider incorporating this important effort into your business.

Inquiring minds want to know!

TikTok is in the top six social media networks for 2022. Does that mean that your brand should have a presence? Maybe. Maybe not. To find out if your brand should be on TikTok, take a deep look at the components of your brand: your mission, your audience, your goals, your assets before you just jump right in. Having a plan for any endeavor translates into better success. This includes your brand being on TikTok – no matter how shiny it seems to you this moment.

The social media landscape is continuously evolving.

Social media can be scary to some people and some brands, but exciting for others. And, being aware of new channels and finding the next one for your brand is what a smart marketing leader does. Examine your brand before deciding.

Let us help you answer the TikTok question by asking a few questions.

Brands on TikTok?

1. Who is your target audience?
2. What are your marketing goals?
3. What are your marketing strategies?
4. How much potential does TikTok have for lead generation or driving potential website traffic among your target?
5. Do you have additional resources to support another social media network consistently?
6. Do your internal personnel have the bandwidth or do you have the budget to add incremental dollars to your agency partner’s fees to manage it for you?

There’s not a one-size-fits-all solution to your brand on TikTok.

There are many brands who choose to be on TikTok because it is advantageous for them to do so in some way. But there are also many brands for whom TikTok is not a good marketing channel fit, and their needs are better met by other social media channels more appropriate to their audience, their product, and their goals.

Don’t get shiny object syndrome. Focus on the big picture that fuels the growth of your brand. If TikTok will be a part of that, it will be. You’ll make it happen, but maybe not this year. And that’s ok. It’s a marathon, not a sprint. Plan for your future success first, on this and every possible marketing channel, and you can make the most of the social media channels that are right for you.