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.
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.
Start by asking yourself the question “What are your 2024 business goals?” Marketing plans should align with what your business is trying to achieve.
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.
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!
As a marketing professional, the new season also has me thinking about how I can incorporate fall content into my content marketing strategy and content calendar. We all can agree that a good plan includes taking advantage of what is happening around you to develop content that inspires and is relatable.
If you’re anything like me, the triple-digit weather in DFW didn’t stop you from grabbing the bins of pumpkins from the attic weeks ago. Let’s hope you didn’t have a minor accident with the sheetrock like I did. (But that’s a story for another day!)
Fall Content Ideas to Help You Get Started
A few of my fall content favorites include cooler weather (I know it’s coming soon!), pumpkins, lighting candles, cozy sweatshirts and blankets, football, costumes and fall festivals. The list could literally go on and on.
Let’s spend a few minutes discussing how you can add a cozy autumn vibe into your fall content approach that will elicit a positive response from your followers.
Fall Inspired Blogs
Your audience loves getting a peak into the personal lives of the team. That could mean sharing an article highlighting your teams’ favorite fall activities. You can also consider featuring everyone’s favorites, from scary movies to fall date night ideas and Thanksgiving recipes. The options are endless.
Autumn Themed Pictures
A simple idea is to post a Happy Fall message with a picture of leaves changing colors! But consider taking it a step further. Do you have an office Halloween or Thanksgiving party? If so, take pictures at your events and share them on your social media platforms. Want to go even further? Create a poll and let your audience vote for the team member with the best Halloween costume.
Season Inspired Questions and Polls
Engage your audience with questions. Topics can range from favorite Halloween candy to favorite Fall travel destinations or what someone is thankful for. It doesn’t need to be overcomplicated; it just needs to be fun. You can also create a relevant hashtag for your post and encourage followers to use it when they comment.
Seasonal Discounts
If you have an ecommerce store, you don’t have to wait until after Thanksgiving to have a sale. Consider offering a 31% discount on Halloween or a coupon good for the month of October. It’s never too early to start shopping for the holidays.
Giving Back
Thanksgiving is about the act of giving and expressing gratitude. We all know of a story where someone has paid for the coffee or food of the person in line after them. How about incorporating an act of kindness in your social media strategy. Consider sending electronic gift cards to the first five people who comment on your post. You can also donate to the charity of your choice when you reach a set number of likes or shares on your post.
Fired Up For Fall Content!
I hope you found these fall content idea starters helpful. What other ideas can you share?
Where Do Marketing Agencies Fit into Your Business?
In today’s competitive business landscape, marketing plays a pivotal role in driving growth and success, and marketing agencies are at the forefront of this work. Good marketing can identify new customers, engage and grow a loyal audience, or launch new products and services. And while some business owners may contemplate handling their marketing efforts in-house, seeking the expertise of an agency can make a significant difference in achieving sustainable results.
Marketing agencies bring a wealth of knowledge, experience, and strategic insights that can add substantial value to a client’s business. There are many different ways that agencies can contribute to a client’s success and why opting for professional assistance is essential.
What You Get When You Choose A Marketing Agency Over Doing it Yourself
When you work with a marketing agency instead of trying to do everything yourself, you’ll enjoy many advantages like specialized expertise, a strategic approach, resource optimization, access to cutting-edge tools, and time efficiency.
1. Specialized Expertise
Marketing agencies equip their teams of skilled professionals with specialized knowledge and skills in various marketing disciplines. From SEO and content marketing to social media and paid advertising, agencies can bring a diverse skill set that can be tailored to meet the unique needs of each client.
These marketers focus on their disciplines day in and day out, and adding their knowledge base to building your business pays off. Their expertise ensures that marketing efforts are executed effectively, delivering measurable results that align with business goals. More bang for your buck.
2. Strategic Approach
Agencies work closely with clients to develop data-driven strategies that align with their overall business objectives. By conducting thorough market research and competitor analysis, agencies identify opportunities and then craft well-thought-out campaigns to stay ahead of the competition.
A strategic approach not only maximizes marketing ROI but also enables businesses to make informed decisions for future growth. These agencies objective perspectives on growing clients’ businesses means they can make solid, research-backed decisions to build business. And then they can implement these decisions in a streamlined manner.
3. Resource Optimization
Managing marketing efforts in-house can strain resources, especially for small to medium-sized businesses. Marketing agencies offer cost-effective solutions that allow clients to focus on core business activities while leaving marketing tasks in expert hands. This resource optimization ensures that businesses get the most out of their marketing budget and manpower.
Our small to medium-sized clients benefit from Front Porch Marketing’s ability to supplement their own efforts. We work hand-in-hand with them to build their business as if it were our own, while lending expertise that clients don’t typically have in-house like website design, social media content marketing, email marketing and large design-focused projects like brochures. This leaves small business owners to focus on what they do best.
4. Access to Cutting-Edge Tools
Marketing agencies invest in state-of-the-art marketing tools and technologies to gain a competitive edge. By leveraging these tools, agencies can track and analyze data effectively, allowing for data-driven decision-making and continuous optimization of marketing campaigns. Such insights are crucial in maintaining a strong market presence and adapting to changing consumer behaviors.
It wouldn’t be cost-effective for small businesses to invest in these tools, so marketing agencies can again supplement the efforts of a business with this access to tools and the expertise to optimize their use for the benefit of a client’s business.
5. Time Efficiency
Implementing a successful marketing strategy requires time, effort, and consistent monitoring. By delegating marketing responsibilities to an agency, clients can focus on core competencies and strategic business growth. This time efficiency enables businesses to operate seamlessly while their marketing needs are efficiently addressed by industry experts.
Taking all these tasks off a small business owner’s plate gives them time to see the big picture. Then they can focus on growing their business. And they won’t get buried in the weeds of all the marketing tasks necessary to get there.
6. Reassess What Your Time is Worth, and Let a Marketing Agency Help Make Your Business Better
In conclusion, marketing agencies bring invaluable expertise and depth of knowledge. This can significantly elevate a client’s business to new heights. From specialized skill sets and strategic insights to resource optimization and access to cutting-edge tools, agencies offer an all-encompassing solution to marketing challenges.
While some clients may consider DIY marketing, it’s crucial to recognize the value that marketing agencies bring to the table. By partnering with a reputable agency, businesses can enjoy efficient and effective marketing efforts that lead to long-term success. Remember, marketing is an investment in the future, and entrusting marketing professionals can lead to remarkable returns.
A press release is an official statement (written or recorded) that an organization issues to the news media and beyond. Whether we call it a “press release,” a “press statement,” a “news release,” or a “media release,” we’re always talking about the same basic thing.
Most are a page long — two pages max. The goal is to provide enough information so that news outlets have sufficient material to craft their own stories about whatever the release is detailing.
Press releases are delivered in a myriad of incarnations, from new restaurant openings to executive promotions, you’re feeding an unpredictable news cycle. PR professionals then make the ordinary extraordinary.
Here are a couple of tips to make your next one stand out.
Create a Simple Headline that Gives an Overview of the Content
Press release headlines frame the ensuring content. They should convey the central message of your story that is easy to understand.
Make Your Email Subject Line POP
News makers barrage new outlets with this type of information overload every hour of every day and in order to lift your clients’ news out of a sea of emails, it’s paramount to write a succinct message with an eye-catching subject line.
Less is More with Press Releases
Consider the last time you scrolled through social media or read the news. Your gaze probably gravitated towards the stories that had sensational headlines or graphics. Journalists are skimmers. It’s an art form for them. They are looking for information that interest them and their audience quickly.
Keeping your information concise is a great strategy to boost its impact. Putting the most important points at the top will give interested journalists an immediate entry way to find everything they need while removing anything that isn’t absolutely necessary to the story that they are developing.
Client-Agency partnerships don’t happen instantly. Do you ever wonder what makes a strong working relationship between a client and an advertising agency? I’ve walked in the shoes of both and know first-hand the frustration that can ensue if there isn’t a solid relationship.
A successful partnership begins before the ink is dry on a formal agreement and is nurtured throughout the relationship. While there are many traits of a successful relationship, focusing on the following will help start a genuine connection from day one.
Drive Home That You Are Partners It is critical from day one that both the client and the agency view each other as partners in a client-agency partnership. Both bring unique knowledge and skills to the table. The client knows their customers better than anyone and brings the overall goals, while the strategy and execution come from the agency. Everyone must work together purposefully and respectfully to make the vision come to life.
Open and Honest Communication It’s ok for both sides to push back. Successful client-agency partners don’t always agree. Being open to honest feedback and seeing different perspectives provides a better result. Set boundaries when giving feedback. And remember, it should never be derogatory or condescending.
Set Expectations and Define Success When establishing a new client-agency partnership, the client and agency must understand each other’s processes. Schedule an onboarding meeting to share best practices, processes and procedures, timelines, etc. It is also imperative to define success together. Everyone needs to understand the agreed-upon goals, that objectives are easily measurable, and KPIs are defined.
Team Client-Agency For the Win!
It is important to remember at the end of the day, the client and the agency are working toward the same goal. You’re a team. Yes, there will be disagreements at times. But a solid partnership built on mutual respect, trust, and open and honest communication is a winning recipe for a long-lasting and successful relationship.
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:
Interested in investing in the expertise of what a strategic, seasoned marketing partner can provide for your overall brand? Good. Read further.
Ready to invest the resources, time, money, etc. to get there? Better.
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.
Small businesses are the heart of America, but what would it look like to start a small business in the post-pandemic world of today? Life in corporate America has changed drastically since the start COVID-19 pandemic. Turnover rates have skyrocketed and a growing sense of burnout has people looking for flexible, fulfilling enterprises. So, when the 9-5 isn’t cutting it anymore, why not become your own boss?
Turn a passion into a money making machine that pays the bills and gets you out of the office. My personal friend, MJ, did just that. She created Ambrosia and Honey, an online art shop specializing in fantasy novel merchandise. I got the inside scoop on how MJ turned her drawings into a successful, growing company, as well as the hardships and victories she encountered along the way.
1. What made you want to start your small business?
I started to read again after graduating college. I loved reading as a kid but school took up too much of my time and that passion got put on the back burner. A few months after graduation I got a job as a concept artist and was living with my parents. I had tons of free time after work and was burning through several books every week.
After 6 months working I realized that I really don’t like working for a company. No matter how cool the assignment was, I found that I could never bring as much passion to my job as I did to my personal work. I got into a bit of a bad place where I wasn’t sure what I truly wanted anymore. My goal was always to become a concept artist so why wasn’t I happy?
That was when I discovered the bookish community on TikTok and Instagram. I found so many other people that loved to read as much as I did, as well as other artists who created amazing bookish shops. I thought to myself “well I could do that.” And so I did!
2. How have your priorities changed from when you first started?
I don’t think my priorities have changed as much as my goals have. Originally I started the shop with the goal to share my art and maybe make a few extra bucks on the side to pay for gas, seeing as I drove 45 minutes to and from work every day. I was already creating fanart for myself, I figured other people might like to see it too.
Well as it turns out a lot of people like to see it and the shop is now my full time job! My current goals are more in the realm of expanding the company so I can keep up with the demand and creating even better products. My small business priority has always been quality over quantity.
3. Knowing what you know now, is there anything you would have done differently when you were first starting out in your small business?
I would have done preorders from the start. I didn’t realize that social media engagement didn’t equal actual sales so I ordered way more product than I actually needed.
4. What has been the hardest thing about starting your own business?
The hardest thing has probably been the accounting and business side of things. The art comes easy but the legal things you have to take care of are incredibly frustrating and time-consuming.
5. What is unique about your small business?
I think the fact I make art based on books is pretty unique. Most fan artists make work based on tv shows, films, or anime but the bookish community is relatively niche. My work itself is another thing that separates me from other bookish shops. The majority sell apparel, candles, or jewelry while I sell decor.
I combine digital painting with 3D elements to create something that’s never been done before. Of course this isn’t to say those shops are bad — on the contrary! My fellow bookish shop owners have become some of my dearest friends. I just mean to say mine is slightly different from the rest.
6. What do you look into when making a new product for your business?
I have an entire notebook full of ideas I can’t wait to show everyone! Often times they come to me while I’m driving or when I’m about to fall asleep. That’s the easy part; scheduling is the main problem.
Due to how time-consuming each launch is, I’m only able to do one every few months so I have to be very strategic when they’re placed throughout the year. Seasons, holidays, book release dates, etc. all play in to what I choose to design and when. I definitely get inspired by my fellow bookish shops but my work is different enough from them that I generally just to my own thing.
7. How do you market your business? What is the most useful/successful?
Social media is essential to my small business! I personally use both TikTok and Instagram. Understanding how the algorithm works is the best skill you can learn in terms of marketing. Good lighting, engaging captions, and posting at the right times will take you far. If you don’t know where to start, look at other accounts to get inspiration.
8. Any advice to someone starting a small business?
My biggest piece of advice is to be approachable! Let your followers get to know you and create a community. Post relatable content with insights into your personal life. Pull back the curtain and show what’s behind the scenes. People want to follow people, not brands.
Are you ready to start your own small business?
Starting a small business is no easy task, but it might be just what you need if you’re feeling bogged down by the corporate machine. They say if you’re good at something you should never do it for free, and if you’ve got passion and determination it can take you where you need to go. We’ve even got more tips for marketing your small business to help you get started.
Hopefully these tips can help you or someone you know who is looking to start their own small business! Huge thanks to my friend MJ. Remember to check out her shop Ambrosia and Honey online, and don’t forget to shop small!
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.
LinkedIn mistakes can be avoided with careful branding and strategy.
LinkedIn continues to be a powerful tool for brands, B2B, B2C and nonprofits, as well as business leaders — and instead of LinkedIn mistakes your company can make LinkedIn a tool for driving your bottom line. Often, companies and nonprofits as well as business leaders approach us to partner with them on LinkedIn strategies and execution. But a few things need to be in place before we start.
When and How to Get Started With LinkedIn
Front Porch Marketing first looks at the brand architecture, target audiences, and competitive environment. For a LinkedIn strategy to be successful, there has to be a good marketing foundation. Therefore, if the branding and strategy isn’t right to begin with, we will not be able to help. We believe in being stewards of our Clients’ budgets and brands, so we consider a one-off LinkedIn initiative to be shooting money into the wind. And that LinkedIn mistake isn’t brand- or thought-leader building.
With that said, these are the five most common LinkedIn mistakes we are seeing companies make right now:
1. Brand pages reposting individuals’ content on its feed
Individuals should share brand content on their feed not the other way around. Content should lead back to the brand.
2. Brand pages posting once or maybe two times a month is a LinkedIn mistake
People cannot see the posts without regular consistency. Be consistent to create connections with your audience.
3. Brand pages only posting what is happening with the company
But what’s in it for your followers? To be truly successful on LinkedIn, provide value and insights no matter where they come from. It’s not what’s all about you you you.
4. Brand pages are not being social
LinkedIn members are commenting and liking your posts. Are you engaging them and doing the same in return? Talk to your followers and this will lead to insights that will inform future content.
5. Business leaders are not convicted about the network
They say that people are only trying to sell me things, or that social media is a waste of time. And the worst of all, *that* isn’t worth sharing. Your followers want to know more about your company, what it stands for, how it can help them, what it’s like to work there and more. LinkedIn is not a mistake — it’s a platform for engaging with your employees, your future employees, your peers and the larger business world.
Want to chat more about LinkedIn, and not make a LinkedIn mistake?
We are happy to do so, to help your company understand how LinkedIn can be a business-driving tool for their industry online. Let’s have a real conversation on the Porch.
