Content Marketing for Small Businesses

You’ve likely heard the term “content marketing” with increasing frequency, though you may or may not understand exactly what it means. We’re here to uncover exactly what it is. Why it has the potential to be a highly valuable part of your small business’s overall marketing strategy. And finally, what practical tips you should keep in mind as you begin to test the content waters. After all, content marketing builds trust with your consumers, and that leads to sales and growth.

What Exactly Is Content Marketing?

Joe Pulizzi, one of the godfathers of this modern marketing practice, offers this formal definition in his book Epic Content Marketing:

“The marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.”

~Joe Pulizzi

The main takeaway here should be the term valuable. Doing marketing this way is all about focusing less on communicating information about your business. It is more about the informational needs of your target audience — like solving their problems. It is also concerned with the means by which you share that information using tactics such as blogs, newsletters and social media.

Where traditional market relies on “renting” media — think print or digital ads — content marketing aims to own media, like newsletters and blogs. We have previously detailed the steps you can take to start content marketing next year, to build your business. Front Porch executes monthly newsletters, blogs and other content marketing tactics for several of our clients to help them build their customer base and grow their companies.

What Is The Value of This Type of Marketing?

At its core, Pulizzi conceives of this type of marketing as a “strategy focused on the creation of a valuable experience.” In this way it is the future of marketing. Consumers are becoming increasingly disillusioned with transactional interactions. They are instead opting to build relationships with brands they love. From a business perspective, it means attracting and retaining customers by creating a dialogue with your audience. Open up communication with your target audience in this way. Then you can continually refine your approach and product using first-party data.

Practical Tips

As you create a strategy it’s important to invest in writers and strategists. They can produce high-quality content that will resonate with your target audience. If building out a content team inside your company is not currently within your budget, don’t fret. You’ll need to create brand and content guidelines that can be shared with marketing firms like ours, to ensure consistency.

Front Porch acts as a supplement to many of our clients’ in-house marketing teams. Pro-tip: The majority of your website traffic resulting from content marketing like blogs and newsletters is likely to come from a mobile device. So be sure to make mobile your top channel strategy.

If we can help you set-up and maintain content marketing for you, just holler!

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.

Now that school is around the corner, it’s time to refresh your digital marketing strategy for your school, academy, or university. From experiencing a pandemic to entirely transforming a new academic environment for students and staff, the marketing and communications strategies that used to work for your district “pre-covid” may not work in this ever-changing 2021 environment. It is now the time to be pro-active, adaptive, and present to meet the increasing expectations of today’s families. 

Practice #1: Start a School Blog 

A school blog is a wonderful way to display the activities that students participate in and around the school. It’s also a great place to distribute advice and share the community’s voice. The blog will give outsiders an inside look on the programs and events that the students participate in. Connecting with the school’s community will emphasize how much the directors care about the students and faculty, while promoting conversation. It will also let more people organically find your school when searching for their children’s next academic steps. Overall, creating a blog will strengthen your school’s brand identity.  

Practice #2: Enhance the School’s Website 

Times are changing, and so should your website! Making an inadequately designed website and not thinking about the user’s experience will produce site traffic and static action. Like the director of Front Porch Marketing, Julie Porter states, “create a clean, user-friendly website.” This will increase the school’s reputation and lead to more engagement. Just remember to keep it simple to navigate and creative. An easy way to accomplish this is to rebrand logos, create a color scheme that seamlessly translates throughout all pages, and habitually update the navigation tabs.  

Practice #3: Make Social Media Accounts 

Posting on social media platforms, like Facebook and Instagram, create opportunities for parents and guardians to find your school organically. People can easily share, like, or comment on your posts to help create more popularity quickly. As your account grows, the more recognition and traffic your school develops. You can achieve this by devoting time into capturing professional videos and photos of events and activities.

A great example of this is with one of our clients, Faith Family Academy. As Christine Finnegan, our media relations director states, “be consistent will all messaging throughout your platforms.”  In addition, you can connect with your audience by responding to their comments and other members can add reviews.

Practice #4: Begin an Email Drip Campaign 

Emails are increasing in popularity due to people relying on the digital-sphere to stay in the loop. This upward trend in email reliability is the result of them being tailored to user preferences and behaviors. This personalization helps users see information related to their interests rather that unfavored topics that are being pushed upon them through advertising.

By asking current families and interested families for contact information via a survey or sign-up sheet, users can subscribe to an email list and look at automated content daily or weekly. This proves to be an easy strategy for reminding and promoting members of future academic and recreational events. Email workflows truly provide a personal touch to electronically reach each community member. 

Practice #5: Promote School Events 

Events, such as an open house, are a great way for newcomers to meet the faculty and staff. It also helps families understand if their values align with the school’s and if the school fits their expectations. Parents and guardians will also be given the opportunity to explore the campus for the first time.  

Additionally, back-to-school kickoffs are a wonderful way to understand what people personally look for in a school and its curriculum. Having organized school events with informational pamphlets to give out aids prospective families to secure their decision of coming to your school. Whether you share the events via social media or on the website, the end result allows you to increase engagement and nurture relationships with newly inquiring families.   

Conclusion 

The expectations of parents are higher than ever. It’s crucial that your school’s digital marketing strategy adapt alongside them. As the fall semester comes right around the corner, use these best practices to ensure that your digital marketing strategy is future-proofed.  

Recently added to the Front Porch team, New Rocker Allison shares Porch insights on good marketing, life lessons, and an inside view on The Porch.

What is the biggest misconception about marketing today?

Marketing is solely focused on gaining new customers. This is a common misconception because it omits the importance of retaining current customers and misconstrues customers as only a number instead of a respected client. Although getting new customers is important, it is just as important to make sure that current customers are being equally prompted by the benefits of the product/service.

What advice would you give to someone struggling with creating a brand identity?

Believe in your brand and find a way to guide your customers to see the brand through your eyes. Whether it’s a product or a service, show customers how your idea can change their life for the better.

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

Your uniqueness is not your weakness. Be proud of what you can bring to the table and always be willing to learn from your mistakes and others.

What does good marketing look like?

Good marketing requires creativity, persistence, and patience. Therefore, by taking the time to set a solid foundation and identify your core values as a company and as a team, you will reap the rewards of gaining loyal customers and positively impacting the world with your product/service.

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

I would be in Greece, traveling from coast to coast, with ABBA naturally playing in the background.

If you could describe yourself in three words what would they be?

Gregarious, Amiable, and Confident.

What is your favorite thing about FPM?

Working alongside a team of encouraging women who are always ready to take on a challenge.

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

We all believe in delivering the highest quality of our services and in the fruitfulness of investing in relationships with our clients and our teammates.

Your goals for FPM?

1. Pass on productive nuggets of wisdom to viewers who read my blogs.

2. Help a client’s goals become a reality.

3. Expand my professional network.

How would you describe the culture at FPM?

FPM is truly like a family. For example, no matter where I am working from or what I’m working on, I know I can always count on this team to have my back and help me achieve my goals.

How does FPM differentiate itself from other marketing companies?

The FPM team is committed to be a helping hand to all who ask. Most importantly, no matter the product or service being sold, FPM will make sure that you are well equipped with the knowledge and assistance you need. Above all, we are here to make your goals a tangible reality.

Fun fact?

I have been to the middle of the world!

Thank you for tuning in as this New Rocker shares her Porch insights!

Continuing on in our Rocker Spotlight series is Front Porch Lil’ Rock Maria Gregorio, who will share her insights on her own career and her experience on the Porch.

What is the biggest misconception about marketing today?

People want quality marketing for very little money. Cheap and great quality don’t really go together.

What advice would you give to someone struggling with creating a brand identity? 

Sit down, talk with customers, friends and colleagues. Have lots of post-its and pens around. Branding can be a tedious process but worth it in the end when you know who you are as a company and what you stand for.

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

Keep learning and growing. If it looks like you can’t grow or learn in your position, its time to look elsewhere.

What does good marketing look like?

Responsive, meets the customer where they are, makes you smile.

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

My parents’ house in the Philippines.

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

My grandpa (deceased).

If you could describe yourself in three words what would they be?

As the Front Porch Lil’ Rock nickname hints, I am short, funny, and quirky.

What is your favorite thing about FPM?

No commute! Seriously though, that we get to do interesting, creative work for great clients.

Tell me about a major milestone in your life?

When my husband visited me in college, Memorial Day Weekend 2001. We have been together ever since.

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

I think we’re all straight shooters who want to do great work and do right by people.

Your goals for FPM?

Grow the business and continue helping small businesses achieve their dreams.

How would you describe the culture at FPM?

We are a fun group who work very hard and genuinely like being around each other. That’s not something you see every day in other workplaces.

How does FPM differentiate itself from other marketing companies?

I think that judging from our quirky titles and the name of our company, people can tell that we like to do things a little differently. It does sound a little “folk-sy” but we just want to do great work for companies we believe in.   

Fun fact?

I have never lived in one place for more than four years. (military brat/railroader wife) And I used to do acting competitions in high school. I liked playing the villain 😈

Next up in the Rocker Spotlight series is Front Porch Rock Star Vanessa Hickman, where she shares her experience on the porch and things she has learned throughout her career.

Biggest Misconception about Marketing

The biggest misconception about marketing today is that there is one solution to advance brands in their marketing goals.

Advice You Would Give To Someone Struggling With Brand Identity

Seek  third-party experts to facilitate the process!

Lessons Learned

As a marketing maven and Front Porch Rock Star, one of the biggest lessons I’ve learned is “your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do”- Steve Jobs.

What is Good Marketing?

Above all, good marketing is intentional, consistent and precise.

Dinner With 1 Person Living Or Dead

If I could go to dinner with one person living or dead I would choose Jesus.

Describe Yourself in 3 Words

I describe myself as loyal, inclusive and loving.

Favorite Thing About FPM

My favorite thing about FPM is delivering results for a variety of clients. Above all, I would describe the culture at FPM as collaborative, caring and dedicated. Furthermore, FPM differentiates itself with its sound strategy, excellent execution and tenured team members.

Fun Fact

My fun fact is I graduated with a Bachelor of Science and Bachelor of Arts when I was 20 years old.

The Rocker Spotlight Series interviews each rocker on the porch. To begin, Chief Rocker Julie Porter shares marketing insights. Let’s dive in and learn more about this incredible business leader.

Favorite Thing About Front Porch

My favorite thing about FPM is being my own boss and doing what I love for clients I love while taking care of my loves.

Misconceptions and Lessons Learned

The biggest misconception about marketing today is that it is cheap and fast. Furthermore, there are three key points: good, fast and cheap. Your marketing can be any two of these but never all three.

One of the biggest lessons I’ve learned is don’t be the biggest barrier to your own success- get out of your way and get stuff done. However, if you can’t get something done, delegate it to the smart people around you.

What is Good Marketing?

Good marketing is elevating the customer experience, building personalized connections, adapting to technology evolution, attracting customers using inbound and outbound marketing, and more.

Culture On the Porch

Our culture is one of straight talk, true partnership and aligned values. Therefore, the team at FPM all regards their families as their highest priority, and we are servant leaders who believe in service to ourselves, team, families, clients, and the communities in which we live and work.

Julie’s Characteristics

I would describes myself as quirky, competitive, and anxious. If I could be anywhere in the world it would be in my living room playing a game with my family since Andrew leaves for college this fall.

Fun Fact about Julie

I got to work with Renee Russo inside the NYSE to celebrate a client’s IPO. I’ve also worked with the Flying Elvi, the skydiving team from the movie “Honeymoon in Vegas,” all over the country to celebrate a promotion for an international sunglass manufacturer.

Thank you for reading! We hope you enjoyed Julie Porter sharing her marketing insights!

Over the last four weeks, strategic business leaders and owners have come to us to go back to their branding and marketing foundations. They are focused first on their team’s safety and well-being. Most talk of the “return to normal” and taking it “day by day.”

They use this time to re-evaluate and plan. The COVID-19 crisis is causing business leaders to be strong and agile. One of our favorite client quotes over the last several weeks is, “With drive, passion and desperation, we will RISE!”

David McCormick, the C.E.O. of the hedge fund Bridgewater, was a Treasury Under Secretary during the 2008 crisis. At that time, he said, “America must step up to retain its economic might.” This rings true today.

Step up we must.

Another business leader told us recently, they feel like everything is, “Ready. Aim. Fire.”

This does not have to be.

Focus on your foundation first.

3 Strategic Branding & Marketing Fundamentals

• Define or re-evaluate brand architecture. Think of this as the foundation of your brand. It has four pillars: brand vision, brand personality, positioning and affiliation. Our branding process is collaborative. It builds conviction. The process is built upon perceptions and goals held internally by key stakeholders. Using all points of view, we ensure brands are both differentiating and emotionally relevant.
• Build or revisit your marketing plan. Every business should have one. Marketing drives new business development. Without those sales, you do not have the resources required for your business’s long-term stability and success. Therefore, as important as these plans are, most business owners and leaders do not devote enough time and resources to them. We tell our clients use a rifle vs. shotgun approach. Your services and/or products are not for everyone. The plan focuses on key targets who are most likely buyers. Think fewer, deeper. As a result, more meaningful strategic initiatives on a consistent basis develop connections and broaden awareness.
• Re-evaluate or enhance your website. Is your website true to your brand? Its personality? Is the navigation user friendly? For instance, lucrative website loads fast and is mobile friendly. In other words, make your site work hard for your brand. Don’t get the veto vote because it doesn’t.

Successful business owners and leaders take the time to develop their brand architecture. Then, they develop marketing strategies and plan to build a company with a purpose. Above all, remember, “With drive, passion and desperation we will RISE!”

As we are staying-at-home, trying to flatten the curve, how should businesses and non-profits adjust their marketing strategies?

Double down on digital.

There is substantial evidence to suggest that the next new normal will look very different. Much as 9/11 changed how we fly, this pandemic will change much of how we live our everyday lives.

Tap the Breaks

A business leader’s first reaction may be to slam on the breaks on marketing.  Knee-jerk reactions are not helpful. Decisions made from fear are not helpful.

Let’s gently tap the breaks.

Yes, overall spending on digital ads is down 33% and spending on traditional media is down 39% from what companies had expected to lay out. But Nielsen data shows that when people are forced to stay inside, they watch about 60% more content than usual.

And, there is more good news. Home goods saw a 51% sales increase in Q1.

Don’t stop all your marketing and advertising. If your company or organization stops marketing all together, when shelter-in-place ends, you will have to start all over again introducing your company to consumers and clients.

Double Down on Digital

Advertising is most effective when it is consistent. Shift your advertising spend instead of just stopping suddenly.

While everyone else is pulling back, you may be able to maximize your ad spend. Because there has been such a steep drop ad spending, your company can take advantage of cheaper rates and lower bids on pay-per-click advertising.

“The best time to double down is when others are not. You may not see the biggest return right away, but in the long term, you will.”

Neil Patel, Marketing Guru

The Return of Email

Email is a crucial part of your marketing mix. Remind your customers through email that although storefronts may be closed, they can still purchase your products and services online. Don’t go in for the hard sell, just be reassuring and compassionate. Remind them that you are here for them, in whatever capacity that may be, no matter what.

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Your company is on the metaphorical Ark right now. Unlike the housing crisis and other events before it, we can see land (relief) in sight.

We are pleased to see companies coming to us to re-fresh their brands. Companies are asking us to update their collateral materials. And, some are asking us to help them double down on digital.

At some point, we will be able to go back to our everyday lives, with new and different habits to practice. Prepare now for that moment when you reach land. And in case we must get back on the Ark again, you’ll know what to do.

Marketing insights are ever changing in the year 2020. Front Porch Marketing is nine this month! To open our celebration, we thought it would be fitting to look at nine marketing insights to help grow your brand and top line. Are you on track for steady, long-term growth?

Nine Marketing Insights to Grow the Top Line

1. Brand architecture is paramount. Think of your brand like a pyramid and focus first and foremost on the base level. You can alter the other pieces and levels as needed, but the base must remain solid and stable. Need help designing that base? Start with a branding exercise.
2. Referrals are fabulous, but how do you grow them? According to a TrueSpace and Gallup study titled the Five Conditions Assessment, slow and steady (and a tight focus on your market), wins the race. “The project’s data shows that the tighter a company’s focus on its market, the stronger its revenue will be,” according to Charles Fred, TrueSpace chairman and chief executive.
3. Be consistent with your marketing. Shift your time frame and focus on long-term ROI, not just the instant gratification that comes with getting a flier or social media post out right now. For your brand’s long-term growth potential, consistency – in colors, words, logos, etc.- is key. Along those same lines, one single marketing campaign isn’t your silver bullet.
4. Blogging is alive and well. Choose your Medium (pun intended!) based upon your target audience’s preferences and vary your content to avoid direct product advertisement only, and blogging is still a huge piece of the inbound marketing trifecta.
5. Don’t underestimate the power of email marketing. Period. As the second piece of the trifecta, personalized email marketing is a direct, inexpensive and easy way to generate leads. Want to double down and double your leads? Of course, add automation.
6. Social media rounds out the trifecta. Social media’s influence has grown so much over the past nine years. With its ability to connect brand and audience through real-time interaction, social media is a hugely successful marketing tool. In other words, it is another avenue through which consistent, organic content can “give you wings” without exclusively hacking your own product. For instance, ask Red Bull.
7. The printed piece is not archaic. Direct mail, business cards, handouts and personalized birthday and holiday cards work. There is something timeless about printed pieces, particularly if your target audience tends towards paper over electronics.
8. No matter the size of your marketing budget, you can make your mark. For instance, social media, blogging and e-mail marketing mean anyone with a dream and a solid plan can connect with others quickly, easily, and cost-effectively. Don’t let minimal marketing dollars hold you back. Therefore, use the budget you do have effectively by building the right partnerships to execute solid marketing plans.
9. Teamwork makes the dream work. On the porch, we don’t take this lightly. In other words, we truly believe that to whom much is given, much is required. Giving back to our communities and supporting each other is a cornerstone of our personal and professional lives. Of course, make it a priority to connect with those around you.
   

Thanks for NINE FINE years!

Above all, we are only able to celebrate nine years on the Porch because of our clients, advocates, friends, family and team. A heartfelt thank you to each of you – past, present and future. Of course, we love what we do and are ready to rock with you this year!