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.

How can your company create better social media content and increase engagement? A cost-effective marketing strategy that is often overlooked today is employee — we prefer “team”— activation. Not only can employee activation, hence forth, team activation, benefit brands externally but internally as well.

What is Team Activation?

Team activation provides team members with social media guardrails. This approach allows them to share content and ideas on social media that align to their interests and professional goals.

More than 10 years ago, employee advocacy was popular. Team activation is similar but more engaging and collaborative. Employee advocacy forces team members to blast boilerplate messages and brand content to their social networks. The generic approach and efforts of employee advocacy fizzled out over time.

But team activation encourages employees to authentically create and share content that aligns with their company, on their own channels. If done properly, team activation benefits brands from employee engagement and communication to marketing and sales. As well as much more.

How does this work on different social channels?

Team activation works across all the social networks, Facebook, Instagram, LinkedIn, Pinterest, TikTok, Twitter, YouTube, etc. Over the past few years, according to our clients’ successful team activation campaigns, we have found:

• Team members grow to consistently like brand posts on Facebook, Instagram and Pinterest.
• Whereas they like LinkedIn posts and tweets, they also reshare or RT the information to their personal accounts.

How does this help the brand internally?

When team members are socially engaged, they are more likely:

• Stay at their company
• Optimistic about the company’s future
• To believe the brand is more competitive

How does this approach help the brand externally?

Here’s a fact: sales reps using social media as part of their sales strategies outsell 78% of their peers. According to Social Media Today, content shared by employees receives 8x more engagement than organic content shared by brand channels. More and more, social algorithms bury a company’s page posts, tweets, pins, etc. And, people believe individuals’ social media posts and engagement are more authentic and creditable than a brands’.

Done well and right, your team becomes real brand advocates. Think less expensive form on influencer marketing. We can help. Front Porch Marketing holds collaborative in person or virtual team workshops. Also, we do one-on-one team member training.

Sustainability is top of mind with consumers. They have more choice than ever on where to spend their money. So more than ever, companies are focusing on sharing their sustainability efforts with their customers. Does sustainability affect consumer buying? The data says yes.

ESG (Environmental, social and Governance) are the criteria used by companies to build value. They organize business objectives around sustainability-focused risks and opportunities. Initiatives can include customers, supply chain, and even employees of a company. So get started! Basically, start by tracking your company’s impact on the environment. Then, measure your sustainability. Finally, share the results. This process can influence consumer interest in your company, your products, and your services.

Sustainability: What is ESG?

The environmental, social, and corporate governance framework highlights three areas where companies can track their sustainability. This can illustrate their impact on the environment.

• Environmental: Does your company strive to preserve the natural world? Chiefly, talk to your consumers about how you are addressing climate change, pollution, water management or greenhouse gas emissions. This information could take the form of a Sustainability Report at the end of the year. We do this for our client Acme Brick every year. You might apply content marketing on your website. Or use social media posts to highlight specific places where your company has excelled.
• Social: Does your company focus on including and supporting a diverse community? Referred to as DEI (Diversity, Equity, and Inclusion), this set of actions enhances employee engagement and retention. Firstly, this could look like employee spotlight blog posts. Or you can engage the public with PR. Additionally, you might establish and promote programs to broaden your talent pool. Or you could support employees by offering training programs, like our client Diamond Brand Gear does.
• Governance: This aspect of ESG covers topics like cybersecurity practices, corruption prevention and management structure. Indeed, talking about your company’s efforts in these areas reassures clients that your company is solid. It can highlight innovation. Generally, you can share posts on LinkedIn touting an advance your company has made in one of these areas, as an example.

Consumers Want to Buy From Companies That Support Sustainability

As 83% of consumers demand more ESG best practices from companies, 91% of business leaders now believe that their company has a responsibility to act on ESG issues. Conclusion? Obviously, consumers want to follow, buy from, and visit these companies more readily than ever before. And it’s not just consumers that want brands to take on these initiatives. 86% of employees say they’d prefer to work for companies that care about these issues. Sustainability has become one of the top issues that people care about.

Sustainability as a business goal is not a trend. Certainly, it is key to creating meaningful relationships with your customers and your employees. First, make sustainability your company’s business goal. Next, set up programs that support sustainability. Then, track and talk about your success. Therefore, this process is a fountain of content that you can share with your customers. Grow meaningful relationships with them centered on sustainability. And in turn, grow your sales based on your customers’ desire to make financial decisions tied to the social good your company is doing.

Is your brand looking dated or tired? Is it still representing your business the way it needs to? One of our new clients came to us for a social strategy and execution. That is what they thought they needed. But, upon initial discovery, we altogether realized that would be shooting money into the wind. What they needed was really a brand refresh.

How Do You Know When You Need a Brand Refresh?

Examine your brand! This is what we did as a team with this new client. First, we did a deep dive discovery process that included several steps:

• A brand audit laid out all the brand’s existing materials like their website, collateral and social, to see if their branding is still relevant and representative of their current business.
• Internal and external stakeholder interviews uncovered brand insights and allowed everyone to see the business through other’s eyes
• A competitive analysis was conducted of the industry that the brand operates in, and who their competitors are.

The Conclusion? The Brand Needed a Refresh.

There are specific and necessary steps to take in a brand refresh to be thorough. We like to follow this tried-and-true plan when we undertake a company’s very important branding!

1. Project timeline – Stick to it and hold each other accountable. This will keep moving things forward with all eyes on the prize.
2. Brand pillars – Define your vision plus three other very important things. Want to know what those things are? We are happy to share them with you! And our process as well. Just call us!
3. Solicit feedback beyond the leadership team – The more internal buy-in throughout the entire process the more successful an initiative and brand your company will become. Your greatest ambassadors are your employees, so make them part of your branding process.
4. Testing of concepts – Your refreshed brand should connect with both internal and external audiences. So testing the concepts is important to find the clear choice.
5. Roll out plan – A disciplined execution of the branding roll-out plan will make your new brand refresh a success. Whether it’s a new logo, tagline, website, collateral or PR, timing is everything and having a plan is key to making the big splash you want to make.

We look forward to sharing the results of three brand refreshes we are currently working on. Coming to you this fall, y’all.

Marketing items to high schoolers is very different than other age groups. High school means freedom. This includes the ability to get a job, drive, and buy things without asking parents.

Social Media

As the first generation born into technology, Gen Z has grown up with the internet. For high school students in particular, social media surrounds our daily lives, making it easy to access new products and reviews faster. When targeting a high school audience, the first thing you will want to do is create a social media presence, especially on Instagram and Tik Tok.

Marketing to High Schoolers with Trends

For products such as clothing or make up, it is important to follow trends. Stay up to date on the latest styles and aesthetics. In typical high school manner, everyone wants to fit in, this means providing products similar to the current high school style. In regard to social media, creating content that follows popular trends will increase the chances of your product being seen. For Tik Tok, use popular sounds with a unique idea, making the Tik Tok more likely to get on the for you page.

Accessibility and Inclusivity

High schoolers are cheap! Most income comes from a minimum wage job or allowance from parents. The price of a product can immediately deter consumers, especially if is not a well-known name brand. Make sure the price is reasonable for the product. It is also important to make products inclusive to all ethnicities, body types, and genders. Exclusion can create bad reviews and overall dislike for a company.

Visuals

Once the consumer has clicked on the website, visual organization is a key part of reliability and user attention span. As someone who frequently purchases products from Instagram or Tik Tok, the first thing I notice is the website’s aesthetic. If a website looks low quality, chances are the product is also low quality. By using attention grabbing visuals and colors, while also maintaining the clean look, users will trust the product more.  Secondly, in a world of 15 second Tik Toks, the average attention span is much shorter. When websites are difficult to navigate, most users will simply give up. By making products easy to find through a search bar or navigation tabs, people are more likely to stay on the site.

When Marketing to High Schoolers, Think Like One

Overall, when marketing to a younger audience, it is important to think like a high schooler. What you may like or dislike, could be completely different because high school is its own world. One of my biggest pet peeves is when I see a product that would be amazing if one little thing was changed, such as a childish image or an older print. Step outside of your world and think like you are 17 again!

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.

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.

Experience trends have changed for clients and customers. Its no longer just about owning your product or using your service – its about your customer’s experience with your brand. Over the last 21 months, our clients evolved themselves into digital and data enterprises. Now, all experiences for our clients and their customers involve technology to some extent. First, they use data to determine next steps in marketing and business. Then, digital insights can drive customer experiences for the better.

Re-evaluate what’s important – your consumer is doing it too.

2022 is not the year to chase all the shiny new things and add unneeded technology. It’s the year to re-evaluate what is important, and do JUST THAT. Digital is not just optional now, its what’s required for business. There is an endless sea of new digital tools, platforms and apps to use for your marketing strategy. But as clients and customers rethink business models and customer journeys, know that 50% of global consumers are re-evaluating what is important to them. They’re doing a little streamlining and optimizing in their own lives, as well as kicking what’s not working to the curb. Be the brand they keep.

Fewer tools; deeper connections.

Focusing on customers can help companies choose fewer, more precise tools that will help them garner deeper knowledge, and create a deeper connection. Getting rid of the digital tools that are not fully focused on getting to valuable customer insight will free up brand’s brain space to focus on what works. Keep an agile mindset as you continue to evaluate and streamline your marketing. This customer experience trend has brands enhancing existing tools that work based on data and analytics. They glean insights to increase customer and prospective customer engagement, loyalty and share of wallet.

Service companies like Super Inspector mine their customer reviews in real time. When the company receives the occasional 3-star rating (instead of a 5-star), the head of customer service immediately calls the customer to ask how they can right the wrong and improve in the future. Using data to improve customer experience is a very valuable practice to them. This simple process helps them form a deeper connection with their customers, inspiring repeat business. 2022 is an experience economy. It’s not just about a product or a service. Think about adding classes, educational videos, white papers to explain complex concepts. Help your customer experience your product or service and incorporate it into their lives.

Lessen the noise; increase focus.

Companies are using data and analytics to cut through all the clutter and noise and really speak to the consumer about what is important to THEM. When companies align their mission with their customers’ mission, relationships are built. Do your customers want meaning? Do they want convenience, speed, knowledge or maybe recognition? Use data to discover what it is that drives them to – or away from – your brand.

For example, our client Diamond Brand Gear is going deeper on its sustainability pillar this year, after reviewing their data. Their customers care deeply about sustainability. In fact, 91% of consumers expect companies to be socially and environmentally responsible. They’re weaving messaging and examples of their sustainability practices into their digital strategies, on social, email and website. One of their goals is committing to becoming a zero-waste factory by the end of 2022. So they’re conveying this messaging and tangible examples of their sustainability practices into their digital strategies. All to connect with their consumer, and show that they care about the same things.

Make digital and data work for you.

2022 isn’t the year to slow down when it comes to digital and data. It’s time to examine some of these customer experience trends, streamline and optimize what’s working for your brand, and get rid of the unnecessary. From using chat bots on SMS to help your company with customer service. From adding the most effective social channel, to building a monthly email newsletter. Adding a blog to adding a layer of transparency to your website regarding the way your company does business. Digital tools and analytic data from your customers can help you be a better company to them. Apply this valuable knowledge to client and customer experiences across the board in your company, and build a deeper connection with your customers this year.

Connections are everything. I take a moment each Thanksgiving to relay how grateful I am for those in my life. This year is no different in that regard. I am beyond thankful for my family, friends, colleagues, and clients. This year, I am also incredibly grateful for the connections and opportunities the Porch has created.

This business has always depended on connections. Regular readers of our blog know we preach the importance of authentic connections. Yet, like many others, I treated the multitude of opportunities to connect as a dependable part of daily life. It was something that just occurred naturally. Then, 2020 hit.

Connections became a carefully orchestrated medley of virtual meetings. We interacted online, on the phone, or via email. But, without the constant ability to see smiles. Opportunities for real connection had to be well-crafted and thought out.

Connections to New Opportunities

With new challenges come new opportunities, however. For that, I am also grateful. I have not previously put pen to paper and included being a certified Women’s Business Enterprise (WBE) and Historically Underutilized Business (HUB), through the Women’s Business Enterprise National Council, on my gratitude list.

So it is here to stay now! We have had these certifications for seven years. And I have always held this certification near and dear.

In preparation for Q1 2022 sales, I have been cranking on RFPs for significant business that I could not bid on without these certifications. Opportunities through connections that I made over the past several years through these certifications now have a very tangible benefit for the future of the Porch.

First, I am honored by the business opportunities these certifications have bestowed upon us, and the myriad of connections I’ve made through holding them. And second, I am thrilled to be a part of helping others construct and market their own brands.

This Thanksgiving, all of us on the Porch hope you and yours cherish the opportunities to connect. Connect with your loved ones, your business associates and your friends. We encourage you to look at the connections you’ve made to see what opportunities are out there – both to connect and to grow. We’re grateful to connect to you! Rock on this Thanksgiving!