This week, we welcome Alison Moreno, our newest accounting rocker, to the team!

Alison Moreno’s Look on Life

1. What is the biggest misconception about accounting today?

Overall, I’m sure there are several misconceptions about accounting, however, for me, it was thinking I had to be a math wizard to be a bookkeeper. Before, I always struggled with higher math but keeping track of finances is basically just adding and subtracting.

2. What advice would you give to someone struggling with QuickBooks?

Take a class! They are easily available and it’s a very easy program to learn.

3. One of the biggest lessons you’ve learned throughout your career?

Love what you do and don’t be afraid of stepping out of your comfort zone. Surprisingly, you might just realize it’s the most wonderful thing!

4. What does good Accounting look like for a marketing firm?

What I love about accounting is its consistency no matter the company. There are slight changes depending on those that make financial decisions for the company, however, assets will always equal liabilities plus equity.

5. If you could be anywhere in the world right now where would it be?

At the beach. Hawaii has the best beaches in my opinion but that’s as exotic as my beach expertise gets. We were supposed to go on a cruise this year to celebrate our 15-year anniversary but that’s been postponed. After that, I’m sure I’ll have some more favorite beaches.

6. If you could go to dinner with one person living or dead who would it be?

My Grandpa. He was one of my favorite people, and he was a great example to me of a hard worker and kind honest man.

7. If you could describe Alison Moreno in three words what would they be?

Positive, adventurous, hungry

8. What is your favorite thing about FPM?

So far, the people are my favorite thing. Although I have only spoken with a few, I am really excited to work with everyone.

9. Tell me about a major milestone in your life?

Almost 4 years ago I hit my goal weight and had lost 70lbs. Previously, I struggled with weight and eating healthy and finding exercise I enjoy but somehow, I figured it out and it brought me to tears. Overall, it taught me a lot about myself and what I am capable of and I have been able to help friends as well.

10. In what ways does the team at FPM have aligned values?

They are unified in success and creativity. Watching them throw out ideas with great feedback to help each other is such an encouraging thing to see from the get go with a new company.

11. Your goals for FPM?

As a newly certified bookkeeper, I am excited to put my knowledge to practical use and to gain even more knowledge as I work with others and gain experience. Also, I want to be able to answer any question thrown at me or know exactly where to look to answer it.

12. How would you describe the culture at FPM?

So fun and inviting. Watching them discuss ideas and congratulate each other on successes for their clients confirms my opinion of what a great company this is.

13. How does FPM differentiate itself from other marketing companies?

Honestly, this is the first marketing company I’ve ever done business with so I’m starting from scratch. Nonetheless, I love the personal feel of the environment. It already feels like a family-type unit working together.

14. What is a fun fact about yourself?

I have been a photographer for the past 7 years. Undoubtedly, it is my creative outlet. Even though it is a part-time job, I would do it for free because it is one of my favorite things to do.

In Conclusion

Thank you for tuning in as this New Rocker shares her Porch insights. We are excited to have her on the team and watch her flourish. Feel free to comment below if you have any questions you’d like to ask Alison.

How is your 2020 marketing plan holding up?

If you’re like a lot of businesses this year, you threw out your 2020 marketing plan and have been in triage mode for six months. Q4 is the perfect time to re-evaluate your company’s marketing plan to include a good marketing planning outline and process, messaging, strategies and brand.

This year’s best laid marketing plans were most likely laid to waste in the second quarter. It’s now Q4 of a very weird year – speaking from, well, every point of view – and everyone is working under the guise of not knowing what is coming next or when. Some businesses are continuing to just execute 2020 marketing strategies with messaging that is not currently relevant to growing their top line or their bottom line. Stop reacting and get proactive with your brand.

Typically, clients reflect and plan ahead this time of year, and this Q4 should be no exception.

In fact, we recommend doubling down on the planning. This year though, planning may look a lot like pivoting for most businesses. There is very little business-as-usual going on, and your company’s business plan should reflect that fact.

We are working with clients that are facing different year end results – from more than 75% decline in sales, to flat, to having the best year ever. We have clients who’s marketing plan has them pivoting completely and launching new brands, born of the new normal or a long-held dream. But the one thing all of our clients have in common right now is that they are planning in order to be able to continue to pivot if need be. They are ensuring that their future strategies will be on-brand even if the content has to change.

Now is the perfect time to step back from your business plan and take an objective perspective on your company’s state of affairs.

Is your brand’s marketing plan going in the right direction? Do you need a more focused or broader message? Are your communication strategies getting you in front of the right customers on the right social media channel? Is your brand voice in tune with the state of the world? Know who you are, what you stand for and how to communicate that mission to your customers. What is your highest and best use? When you have a plan, this is how you can frame all of your future content – even if it keeps changing.

Plan ahead to pivot.

Planning a marketing infrastructure to put in place now and building on it through Q1 and Q2 of next year can help pivot your brand toward a new goal, refine your mission and elevate your relevancy. Have a plan in place to be able to address the unknown needs of your customers as they arise in 2021. You don’t necessarily need the answers now, but you need to have a plan to be able to answer the questions your customers will have. Your marketing plan for next year should include key messages, strategies, a budget, timeline and content calendar through Q2 of 2021 to carry your company into Q3. Spend your marketing time wisely this quarter to build the brand you’ve always wanted to become next quarter and beyond.

Fayetteville, AR, can sometimes feel like a bubble. The craziness of the COVID-19 pandemic still doesn’t seem real here!

I wanted to give you an insider’s look from Fayetteville in relation to the other states.

The Stats

There are 4,012 confirmed cases of the Coronavirus and 91 deaths as of May 10th. A shelter-in-place was never issued in Fayetteville.

Restaurants were allowed to reopen dining rooms starting Monday, May 11. Non-urgent dental services also opened Monday. Pools, water parks and beaches are set to open May 22, with restrictions.

Bars are still closed under Phase 1, which I think is a smart decision. Arkansas has 3 casinos, all of which will be open on May 18. Some stores in Fayetteville opened back up Monday, including thrift stores which I was able to visit.

Phase 1 of Fayetteville Perspective

Phase 1 of this new implementation allows restaurants to be at one third capacity, with seating six feet apart. Employees must wear a mask and gloves, and patrons should wear a mask. If patrons are not wearing masks the restaurant has the right to turn them away. Phase 1 also includes daily health screenings of employees, and groups cannot be larger than ten.

My Perspective from Fayetteville

I am located in an apartment complex near Dickson Street, the central hub for restaurants and bars for students at the U of A. While Dickson street has been mostly shut down, some restaurants offer curbside pickup.

From my perspective in Fayetteville, roughly 50% of people I have observed in the grocery store are wearing masks. It is possible to keep 6 feet apart but difficult, especially if the store is crowded.

Fast food restaurants are all open, and some dining rooms are available with limited seating. The Northwest Arkansas Mall remained open, but most of the stores inside were closed. I have stayed in Fayetteville thus far during the pandemic because I feel it is safer than Dallas, however I will be moving home soon.

What I’ve Learned Through My Perspective From Fayetteville

1. Be respectful. Wear a mask if you feel that is right for you. You are shielding both yourself and others from potential exposure.
2. Supporting local and small businesses is very important during this difficult time. Whether it be patronizing favorite local coffee shops with curbside pickup or stopping in to a new store, I have made efforts to express my appreciation.
3. Just because Fayetteville feels safe, does not necessarily mean it is. Since a shelter-in-place was never issued, people are still going about their days as if everything is normal here. In my perspective from Fayetteville, it is just as important that we preserve our health here as it is anywhere else.

We once again find ourselves, think agility, at a new threshold as our state and country reemerge from quarantine and businesses are making decisions on their next step. The initial rush of the digital pivot is fading … the next opportunity is stamina and easing back into the new normal, whatever that may be.

However, before we start running that ball, let’s just pause and celebrate the WINS over the past five weeks.

With collaboration of the students, parents, administration and teachers, Faith Family Academy was able to continue to serve their student body food, technology and knowledge. They did not miss a beat. Faith Family Academy, you rock!

To Mister Sweeper, who continues to hire when so many are looking for employment AND keeping streets, parking lots and garages clean, an especially important job right now! Mister Sweeper, you rock!

Agility Rules!

To Corps Team Dallas, who continue to support clients in their hiring, pipeline and talent continuity plans, plus the virtual edition of “What We Love about Dallas,” was a go-to guide for entertainment this month! Corp Team Dallas, you rock!

Despite Big Al’s business being significantly hindered during shelter in place every week they have continue to give big with 100+ meal donations to first responders and the underserved community partners, like Family Gateway, Ronald McDonald House, Genesis Women’s Shelter and UTSW first responders. Big Al’s, you rock!

Essential workers that found a new way to safely do business, you rock!

Entrepreneurs who continue to forge ahead despite many unknowns with business and marketing plans, you rock!

Non-profits that are using creative means to serve their clients, you rock!

Therefore, Stay-at-home parents that are navigating new schedules and systems, you rock!

To the kids (especially seniors) that are mourning traditions missed, but are finding creative alternatives, you rock! 

Above all, all accomplishments, are worth cheering. Find reasons to celebrate and promote good news and good deeds. Recognize all the daily, tiny actions and choices that are keeping our community moving. If we did not catch you in this wrap up, know that we think you rock!

Now that Julie has laid down some groundwork for a great marketing foundation, let’s look ahead. What is on the marketing horizon for 2020? Here are a few possibilities:

Social Media

Yes, organic reach isn’t what it used to be, and some businesses are even pulling out of Facebook altogether. But social media continues to be a driving trend and marketing tool going into 2020.

Social media engagement looks different than it used to even five years ago. Consumers are increasingly using social media to research products and services. And platforms are delivering ad options to take advantage of this trend. Are you?

on-SERP SEO

Did you know there was such a thing as a zero-click result? A zero-click result is a search result in which Google automatically provides the answer to the search query in the form of an automated snippet. See my “What’s the temperature in Dallas?” screenshot below.

Why is this important to marketers?

Because 61.8 percent of search results in Google are now zero-search results, according to data from Jumpshot. As a result, more and more keywords are becoming less profitable.

Alp Mimaroglu

The automatic snippet oftentimes come from a website that ranks somewhere on page 1 of the search engine results page (SERP). But companies do not know for sure how to optimize their content so that Google chooses them over anyone else.

Marketing Silver Bullets

There is no one marketing tool to rule them all.

According to marketing guru Neil Patel, we are all fighting for the margins now.

A lot of businesses were built off of one marketing channel… But you no longer can build a business through just one marketing channel. Good channels now get saturated extremely fast. Even if they work and cause explosive growth, it will only last for a short while before your competitors jump on board and make it harder. Marketing is now heading in the direction of being about “marginal gains”.

Neil Patel

I know this sounds a little daunting. But I think this is a good thing. At no other time in history have small businesses had so many tools and channels to choose from to market businesses and grow their sales. Back in the dark ages of media and marketing, you had three channels to choose from and the cost of production to create and place a 30-second spot was out of the realm of possibility for most small businesses.

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Now, we have a plethora of choices. Take some comfort in that. You have so many tools to choose from going into 2020. What will you choose?

Around this time each year on the Porch, we take time for reflections. Reflections on the year – significant events and experiences, lessons learned, and what changes we hope for the next year.

The concept of time was a popular theme among the Rockers’ reflections this year. Perhaps this is because not only is another year ending, but another decade, as well. Perhaps it is because time holds such value in our lives. It is a constant reminder to embrace the here and now with an eye toward the future.

2019 Reflections from the Porch

For me, 2019 has been all about soaking up the memories made while marking milestones in my children’s lives. My son is a senior in high school. My daughter is in kindergarten. So, the passing of time, in our family, is marked by their “last firsts.” It is time that seems to pass so quickly you blink, and it is over. Yet, a tragic loss of someone dear to my family in May has made me realize how painstakingly slow time can pass when grief is involved.

There have been some fabulous surprises, as well. My son’s football team made it to the state semi-final game, a first in his school’s history, which ended his football career on a high note. Go Rangers! Our fabulous client, Faith Family Academy, took it even further and brought home their first State Championship Title in Boys Basketball.

Whether in the happiest of moments or the saddest, this year has provided so much opportunity. Opportunity to be grateful for the time spent with family, friends, co-workers and clients. It has taught me to be present in each moment, to give and receive grace, and to spend my time doing things that make me a better person, wife, mother and business leader.

For lil’ rock, Maria Gregorio, the time is now. “I tend to get caught up in ruminating about the past and worrying about the future. I do this so much that I forget that these days are ‘the good old days.’ In the movie Kung Fu Panda, Master Oogway says, ‘You are too concerned with what was and what will be. There is a saying: Yesterday is history, tomorrow is a mystery, but today is a gift. That is why it is called the present.’ So, here’s to moving into 2020 more mindful to live in the present.”

Soak in the Power of Relationships and Reinvention

Part of living in the present is spending time with people and things that fulfill you. Rock Star, Vanessa Hickman: “I am thankful for relationships and community. Love is one of the most profound emotions known to human beings. I spent 2019 soaking in the love of the people around me and doing life with my family.”

Classic Rocker Greg Asher took this advice to heart. He is still reflecting on his reflection for the year.

Often, being present in the moment allows you to see a future need or desire more clearly. This year, we added All-Around Rocker, Lori Rahlfs, to the Porch: “Lately, I find myself thinking about the power of reinvention. The blessings and challenges that come with each stage and phase of life. Each, personally or professionally, calls for us to re-imagine or reinvent the life we are living. Then, we can satisfy new or future needs.”

The Rock, Tara Engelland: “I came across this quote earlier this year, and it has stuck with me. ‘Don’t fear failure. Fear being in the exact same place next year as you are today.’ It’s important to remember when working with clients to grow or start their business. It is a reminder that you must take risks to get to where you want to be personally and professionally.”

Our Goals for 2020

As you look to 2020, set realistic and thoughtful goals to define or reinvent any part of your life that needs a change. Seek to find something that allows you to really focus. Are you considering re-entering the job market? Try these tips from Corps Team Dallas. Has it been a while since you’ve enjoyed an evening out with a friend or loved one? Go see a Ballet Frontier performance.

Whether your 2020 goals are to live in the moment, or to re-imagine, or (re)define your mission or your brand, there’s no time like the present. Like the beautiful jewelry from our treasured client Ellen Hoffman Designs, time is intricate and precious. May you spend it wisely and wrapped up in moments with those you love. We wish you a joyous holiday season and a Happy New Year (and New Decade!), Friends!

Practicing gratitude as a business leader can be challenging at times. Sometimes it is hard for business leaders to know what to be grateful for because of the many hats we wear, and the myriad of opportunities thrown our way each day. The big stuff often overshadows the tiny pieces of our everyday lives for which we should be grateful.

However, science has shown that regularly practicing gratitude makes you happier. Doing so makes you a better leader, which makes your team happier.

Want to be thankful at a time when it seems impossible?

Consider these things to find an attitude of gratitude:

1. Focus on the here and now. Ask yourself what you are grateful for this very minute. Perhaps it is that you made it safely to work or appreciating your computer didn’t choose this instant to crash.
2. Actively listen to a team member. Take time to truly listen to people when they talk to you, even though your mind is going a million different directions.
3. Each time you talk to a team member, thank them for something. It doesn’t have to be a big something. Acknowledge a nicety they did for a teammate or client. Say a simple thanks for sharing their thoughts with you. Let them know when they brighten your day.
4. Remember your “why.” Consider how the work you do benefits the people for whom you do it. Be thankful you have the opportunity to lead.
   

As a leader, go beyond. Go beyond yourself. Focus on showing thanks to others. Take it beyond Thanksgiving. Focus on practicing gratitude beyond this season of Thanksgiving.. Strive to live a life of gratitude, not just a season.

Julie Porter, Chief Rocker, is grateful for her precious family and their health, Texas high school football and the fabulous Front Porch Marketing team, clients and advocates. She tries to focus on showing gratitude to others daily as often as possible.

A two-part series where we will explore 8 great ways you can market your company.

Marketing in many people’s minds conjures up glamorous images of flashy and expensive campaigns. The reality of effective marketing couldn’t be further from the truth.

Welcome to The Great 8 of Marketing Success! This is a two-part series where we will explore 8 great ways you can market your company.

And the best part? They are all extremely effective and low-cost.

Number One: Differentiation

What differentiates your offering from that of your competitors? If you don’t have a strong point of differentiation, the only option is to compete on price. That isn’t where you want to be.

Your point of differentiation is not customer service. We are all in the service business. It is a given.

Define what sets your company apart from the competition. Ask yourself:

• What is a superior performing aspect or expertise of your brand that has multiple customer benefits?
• What do your clients really appreciate about your service?
• Why are long term clients still with you?
• What was one of the nicest things a client ever said about how you conduct business?

Number 2: Brand Personality

Your brand must be both differentiating and emotionally relevant. Human beings buy based on their emotions and justify their decisions with logic later. How do you connect with your customers on a more human level? By infusing your brand with its own personality.

The purpose of brand personality is to capture the human characteristics that build and enhance a relationship between brands and consumers.

These characteristics, when executed consistently, make a brand likeable. This is particularly valuable for marketing because it determines whether the look and feel of the execution is right. If a communication does not pass our “personality test,” then the consumer should never see it.

Companies who invest in their brand enjoy the following benefits, to name a few:

• Higher price points and less pricing pressure
• Greater market value
• Reduced competition
• Increased business opportunities (partnerships, licensing deals, acquisitions)

Define your brand personality. What four to five adjectives define your brand?

Number 3: Marketing Plan

Marketing plans serve as a roadmap, with measurable goals and defined tactics outlining how you will reach those goals. A marketing plan also:

• Determines your marketing budget for the year
• Ensures that your company will be proactive and not reactive
• Keeps you focused on your target clients and customers. You can’t be relevant to everyone.
• Organizes your time and priorities

Components of a marketing plan include:

• Market research
• Target market
• Positioning
• Competitive analysis
• Metrics / Goals
• Strategies
• Tactics
• Budget

You need a roadmap, a marketing plan, to maximize your resources. Remember, hope is not a strategy. Having a sound marketing roadmap is.

Number 4: Business Card

Yes, even in today’s tech-savvy world, business cards are still relevant. We have all been in a place where the Wi-Fi connection was weak, or our cell service was spotty. It’s oftentimes easier and faster to hand someone your card.

Business cards create a quick first impression of your company. If they are different and/or cleverly designed, they can also set you apart from your competition.

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Stay tuned for the Great 8, Part II. We’ll explore four more effective, low-cost ways you can market your company.

The working world is changing, there’s no doubt about it. Remote work arrangements are on the rise as companies maneuver to keep overhead low, and more and more workers are prioritizing flexibility in their work schedules.  A recent Labor Report indicates that 23% of workers report doing some or all of their work at home, and this trend shows no signs of reversing.

Here on the Porch, we all work remotely. We gather when we need to, have robust dialogue via phone, text and email, and share work product and resources digitally.  The rest … the when, where and how we work … is entirely ours to manage.

For me, it’s ideal. Solitude and silence are welcome commodities. I can largely plan my work around my kids and my commitments. I can work anywhere, at any time. It’s a great combination. But it’s not always rainbows and unicorns, and unfortunately, it’s easy to succumb to the pitfalls.

Distractions

Office environments come with their own set of distractions, there’s no doubt about it – the ringing phones, the chatty co-worker, the people who pop into your office when you’re at your most productive. But when you work remotely, your entire life can be a distraction – the unwashed laundry, the food that needs prepping for dinner, the television, the phone calls from friends.

It’s ok to let yourself go there on occasion, the ability to multi-task when necessary is one of the perks of working from home. But don’t sabotage yourself. Identify your triggers and make a conscious effort to avoid them. Put the remote control away. Set aside a window to respond to personal texts and emails. Or make deals with yourself – work for a few hours straight and then allow yourself a 20 minute spin on the Peloton or 30 minutes with the Real Housewives.

Designated Work Space

If working remotely is a once in awhile situation, working from the kitchen table or having Kelly Ripa on in the background is fine. But if working from home is the norm, you need a designated work space.

Set up a space to work in and ensure that you can be productive there. A designated room in your home that can act as your office is an ideal situation. Ensure it is well lit and stock it with all that you need to work efficiently. Don’t have an entire room to spare? Then set up a desk in a quiet corner and Container Store the heck out of it. Staying organized and focused is a must.

Boundaries

The good thing about working remotely is that it gives you the flexibility to work whenever you need to. The bad thing about working remotely is that it gives you the flexibility to work whenever you need to. So boundaries are important.

You will be more likely to succeed if you set up a schedule for when you will work and stick to it. This will not only ensure that your work gets done, it will ensure that work doesn’t bleed over into your personal time with your family. Know when to work and when to put it away. It will keep you efficient and it will keep you sane.

Change It Up

Although working remotely can be rewarding, it can also be isolating. If you find yourself feeling disconnected, change things up. Take your laptop to Starbucks. Have lunch with a remote colleague instead of spending an hour on the phone. Connection is a human need – don’t create a life lived in a tunnel.

The ability to work remotely is a wonderful thing. If managed properly, it can give you the perfect combination of efficiency and flexibility. With a dash of Real Housewives.

If I were to google you right now, what would I find? What impressions would I form after viewing your professional history, your social media presence (or lack thereof), and your photos? Would I want to do business with you? Hire you? Befriend you?

Wakeup call, people … you’re being watched. It’s time to take control of your personal brand.

Say what?

Whether or not you identify it as such, you have a personal brand. Branding used to be reserved for businesses, but with the mushrooming social media landscape and the growing gig economy, the time has come to embrace personal branding.

A personal brand is how you present yourself to the world. It’s what you want people to know — who you are, what you think, what you stand for, and what makes you unique. Oftentimes, it’s the first impression someone will make of you.

So … yeah, it’s important. A strong personal brand establishes you as a thought leader in your industry, promotes your company (and your career), differentiates you from those who share your space, and allows you to build trust with those who seek you out.

Know thyself

Developing your personal brand starts with taking an objective look in the mirror. How would you describe yourself personally? Professionally? How would others describe you? Identify a handful of adjectives that feel like spirit words and make them your litmus test for everything you publish, post, share, comment on, and participate in. 

Find your niche. Solidify what sets you apart. And then run with it. It won’t happen overnight. It requires communicating your mission to your audience, in a genuine way, consistently and for the long-term.

Speaking practically

• Focus your branding. Share only what rings true. Posting just for the sake of posting is just noise.
• Deliver value to your audience. Make sure what you’re sharing is relevant to those you are talking to.
• Put the “social” in social media. Interact on the platforms where you live. Comment when you have something to say. Like when something rings true to you. Start a conversation.
• Share yourself with your audience. Give them a glimpse into your life and your soul. People want to know what makes you tick.
• Don’t live and die by your numbers. Having a gaggle of followers is fantastic, but are they your people? Are they engaging with you and furthering your brand?
• Lastly, and most importantly, make sure the on-line version of you matches the in-person version of you. Nobody likes a stepford wife. Don’t get caught up in what you think you should be – be authentic. 

If you’re not sure how to get there, give us a ring. We can help you hone your personal brand and show you how to rock it!