As the leader of your brand, it is up to you to determine the vision for your business, you are also the business leader. You are mission-control to successfully making that vision materialize. Be responsible for recognizing – and deciding how best to overcome – the barriers to your brand’s success.

One of the most powerful (and responsible) things you can do as a business leader is to get out of your own way.

The business leader and/or business owner holds a tremendous amount of power. You can be your brand’s greatest asset and its biggest backer. Critical to your mission, however, is not to become a barrier yourself.

During a conversation with a business owner and CEO of a $50M+ company, the CEO relayed that his largest client could not implement the programs offered to them because the necessary departments were not communicating with each other.

To overcome this hurdle, the CEO stepped in to facilitate meetings and interactions between his client’s departments. However, he was not getting paid for that time and taking on that role took him away from his own responsibilities.

When asked to provide my advice to this dilemma, my answer was simple: Don’t attend the meetings. If he did not attend the meetings, others would be forced to take on rightful ownership of their responsibilities, freeing the CEO to focus on his own responsibilities.

Here are four things to consider as a business leader in order to get (or stay!) out of your own way:

1. Build boundaries and bridges. Don’t put yourself in situations to be the point person when it is not your role. If you consistently play a role not meant for you lines become blurry and you increase your risk of burnout. You also risk not having the time and/or resources you need to be successful. Build a good team – in-house and/or through outsourcing. Then take a step back and let them fulfill their own roles.
2. Do it, delegate it or delete it. Does your to-do list continue to have the same thing on it week after week? Yes? Figure out why. If it is something that requires YOUR attention, do it. If it needs to get done but someone can or should complete it, delegate it. Maybe circumstances make completing a task unrealistic, undesirable or unnecessary – then, delete it. Procrastination is a barrier to productivity and to creativity.
3. Find your joy. Focus on the good contributions. Perhaps you work with a client who is abrasive. Understanding that he or she has a difficult job can help you avoid taking things personally. Look at the good things you are doing in your own role and the positive things the company is doing. If you focus only on the negative or get upset over the same things on a weekly basis, you prevent yourself from seeing the positives of your own – and others’ – contributions.
4. Celebrate success and forget failure. Failure is a necessary part of the process. Expect it. Embrace it. Learn from it. As a leader, failure should be empowering. Don’t let it get you down. Stop and acknowledge when you overcome it.
   

If you can get out of your own way, you may be your brand’s greatest asset. We have built a strong team and could be a powerful ally. Give us a call.

Digital marketing continues to win this marketing season as digital marketing spending continues to rise. This is not new. In 2016, eMarketer.com projected digital spend would exceed television by as much as 36% by 2020. 

According to WebStrategies, the following are earning their spots on marketing budget rosters:

• Email marketing – Email marketing continues to be the best player to generate ROI.
• Social media marketing – A solid first-round pick. In that category, Facebook continues to hold the top spot and Instagram comes in 2nd.
• Search and display marketing – Search and display marketing still earns the largest share of digital marketing budgets. In 2018, 78% of those surveyed indicated a plan to increase their Google Ads budget. Online display (banner ads, online video, etc.) takes the second share.
• Live events – This is another competitor making a comeback. Two thirds of marketers plan to increase spending on live events in 2019. This is not a surprise as the digital world faces fierce competition and privacy challenges.
• Video Marketing – The MVP for growth in digital marketing budgets goes to online video. Investment in this category is expected to more than double 2016 numbers by 2021.

With the rise of Facebook Live, live events and video are teaming up (think megachurches with pastors appearing on screens, political candidates announcing intentions via live video and the use of video as part of the in-home sales trend in the beauty and cosmetic categories).

Regardless of your industry, here are 4 tips for video marketing:

1. Mind your audience. Take care to advertise to your target, not yourself.
2. Don’t complain just for the sake of complaining. You can sell your brand without negativity.
3. Keep it short and simple. The clock starts running as soon as your audience clicks on your link. Don’t fumble around. Have a solid plan and stick to it.
4. Be clear in your play-calling. You are the quarterback for your brand. Run or pass, assist your audience by clearly telling them what you want them to do and how they can do it.

To score with any marketing campaign begin with the end in mind to increase your opportunity for success. There are still significant advantages to veteran players such as traditional media (now referred to as “offline”) in terms of building awareness, extending reach and driving your brand message.

It is important to find the right balance between online vs. offline spending. That ratio will vary from brand to brand. Let us be your marketing coach and manager. We can help you find that balance and manage that content.

In 2019, social media marketing is an essential tool for developing a connection with your audience. In some ways, social media marketing is similar to online dating. You are courting your audience with social media, and a connection won’t develop by being overly promotional with your posts.

Successful social media marketing requires an investment of significant time (and resources). Your investment can pay dividends, but it requires planning. Developing strategies with clearly-identified goals and target audiences is key. But avoiding common faux pas is equally as important.

Seven of the (many!) dos and don’ts for social media marketing

1. Be social. You have to put yourself out there, so don’t be nonexistent on social media. You can’t influence anyone if you have no profile.
2. Be interesting. Know Your Audience. You want to pique and maintain viewers’ interest, so post varied content they will find interesting and valuable. Don’t make it all about you by only posting promotional content.
3. Be genuine. If your brand is all about fun, your audience expects a certain playfulness to your social media. Don’t send mixed messages by being inconsistent in your marketing.
4. Be available. Social media marketing is a 24/7 customer service opportunity, so engage often and consistently. Don’t ignore posted questions or concerns.
5. Be a good listener. Always pay attention -and respond gratefully- to consumer feedback. Don’t ignore the negative feedback, because you can’t develop relationships by ignoring (or deleting) criticisms.
6. Be Aware. Use hashtags and handles to attract interest, but don’t appear desperate by using too many. Keep it effective and efficient.

Be smart. Check your content for spelling, grammar and phrasing, and correct mistakes as soon as they’re caught. Don’t be insensitive in your phrasing or messaging.

We cannot say it enough – strategy is critical.

Content is key. Consistency is key.

Social media management is customer service and poor customer service will hurt your brand’s reputation.

Unlike in dating, it is a good idea to outsource social media duties. Those of us with the experience and knowledge can create and implement social media marketing strategies that follow all the rules.

Give us a call to help influence your audience to swipe right on your brand’s social media marketing!

Frequently, we ask a potential client what their marketing budget is in an effort to better understand what resources we will use to meet branding and marketing goals.

And regularly, we hear, “What should our marketing budget be?”

We are already two weeks into Q1, so let’s talk about your marketing budget. Total marketing budgets are on the rise (yay!) and are at 7 – 12% of total gross revenue. If one of your resolutions this year is to grow your small to mid-size business, let’s rock.

Here are four things to remember when formulating your marketing budget:

1. Small businesses should budget 7 – 8% of gross revenues for marketing in order to compete against larger companies.

2. Track your marketing budget and results monthly – at a minimum. If you consistently track your results you will be better able to adjust your marketing spending over time to spend smarter, not harder.

3. Increase the budget for new product launches. Keep track of what you make on the product and tweak as needed to cover the marketing costs and increase profit from sales.

4. One size does not fit all. While the latest Forrester Research report projects that digital marketing spending will make up 44% of all ad spend, this number can vary depending on a variety of factors including industry, growth plans and local market.

As you create your marketing budget this year, don’t start with the tactics. Develop a defined marketing budget to support a marketing plan with measurable goals and a sound strategy.

As planning for 2019 kicks into high gear, now is a good time to take a look at what’s “en vogue” in the marketing world. Is your marketing plan ready to strike a pose?

Some things are classics, and your go-to, wear everyday piece is CONTENT. Quality, engaging content is the cornerstone of any successful marketing plan. Beyond that, the following trends are simply accessories to be mixed in when they fit a brand’s individual style. Much like the latest  fashion fads, not every trend is the right stylistic fit for every brand.

With that caveat out of the way, here are five things walking the marketing runway:

Marketing Automation

ROI has been realized in 75% of companies in just one year of marketing automation use. Companies using marketing automation have reported a substantial 34% increase to their sales revenue, regardless of company size or industry.  In addition, 91% of users say it is “very important” to their overall marketing success. It’s all the rage – which puts marketing automation at the very top of the 2019 trendsetters’ list.

Chatbots

Chatbots can quickly recognize and respond to data … in real time. This gives both consumers and brands a virtual assistant to do anything handling customer queries to ordering a pizza! This saves time, money and human effort. We need look no further than the hugely popular Alexa to understand why the use of chatbots is taking over automated web communications.

Video Marketing

The growth of video will continue. Facebook Live was rolled out in April 2016, and in just two years, the average number of broadcasts doubled, earning more than 150 billion reactions. Video ads are still going strong as well. In August 2018, 65% of ad impressions on Instagram were the result of video content. If those stats aren’t enough to convince you that the video marketing craze will continue, consider this: When customers watch a video on a website, Google pushes that site up in its search results … ideal for any brand.

Native Advertising

Native advertising is on the rise over the use of banner ads, because it doesn’t disrupt the user experience. This increases consumers’ willingness to share it, which generates more sales leads.

Inbound Marketing

Because it’s simple, versatile and 61% cheaper than traditional marketing, inbound marketing remains a cost-effective method of connecting with your audience. Keeping inbound marketing hip is:

• Blogging. Statistically, blogging is three times more effective than traditional marketing in its ability to generate sales leads. It also allows you to include a variety of content that isn’t strictly direct product advertisement.
• Social Media. While AI and Chatbots create a life-like assistant, a strong social media presence creates an opportunity for consumers to engage with real people – making your brand appear more relatable. It also makes it quick and easy to provide exclusive offers or coupon codes to generate customers. To allow for a more seamless experience for consumers, you can also expect to see the continued integration of services into third-party apps by social media companies.
• Email-marketing. Companies that choose e-mail marketing can double their number of generated leads over those that do not. Adding automation can then double that amount. With numbers like those, e-mail marketing continues to be the top model of effective inbound marketing.

Here on the Porch we would love to design a marketing plan for you to premiere in 2019 (perfectly coordinated to your brand’s individual style, of course).

You are a small business owner or a business leader who knows their business inside and out – no one will know your business like you do. And in terms of marketing to your ideal customer, that is the problem.

When you are trying to sell to your target customer, it’s tempting to imagine their wants and needs. But, there are limits to what you can imagine your customer wants, and what their lived experience is. Remember: you are not your customer.

Unless you are …

A middle-aged dad with two volleyball playing daughters and a penchant for craft beer … you are not Greg.

An entrepreneur with a Division 6A football playing son and a daughter who is ready to take over the world at the age of five … you are not me.

A thirty-something woman with a deep and unabiding love for bulldogs who has never lived in one place for more than four years … you are not Maria.

What does any of this have to do with marketing to your target customer? I have no idea, but unless you take a hard look at customer research and insights, you might miss something important that has a bearing on whether your customer chooses you over a competitor.

Marketing is not one size fits all

Each customer is unique and has different needs.

Does your customer value convenience over cost or vice versa? Do they care about how their product is made and its impact on local communities? Are they early adopters of new technology? Do they want a Swiss Army knife or one product that does a few things well? Do they like to try new things spontaneously or are their purchasing decisions based on thorough research? How do they find out about new products and services – social media, word-of-mouth, content creators and influencers? All these factors affect how you market to your customer.

Let’s look at a product that many of us on the Porch are about to take on soon – college. It’s easy to think that with this digital generation, all that matters are engaging with them on an online, social media level. But you would be wrong. Students have a ton of options – what makes one school stand out over another? If you look at the experience of our summer interns, their answers might surprise you. Go here and here to find out.

Reaching different customer audiences can seem overwhelming. The solution? Your friends from the Porch. We love a good marketing challenge and we want to help businesses reach their customers through the channels that make sense for that target market.

We are a company comprised of people with very different skillsets, backgrounds and experiences. We are moms, dads, fur parents, former corporate folks, nonprofit fans, football lovers and football nubes, big thinkers and specialized experts.

We are different. Just like your customer.

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Continuing in the pattern of marketing and travel metaphors, let’s look at the itinerary for your marketing efforts: your brand.

Is your brand getting you to where you want to go? If its not, maybe its time for a brand audit.

“Businesses don’t own their own brand, they are custodians of it.” – Small Business Marketing Expert Dee Blick.

A brand audit looks at:

• Current brand identity – This includes your logo, tagline, key messages, style guidebook, features/benefits, and color palette.
• Digital/social presence – Is your website easy to navigate? If your company has an ecommerce component, is it easy to purchase items from your site? Is your site optimized for SEO and is it mobile responsive?
• Electronic marketing – This includes your company blog, email marketing, and e-newsletters. (Email marketing gets a bad reputation these days but remains one of the most effective ways to reach your customer and increase your business.)

And the list goes on. Everything is a touchpoint: your collateral, your website, the way the receptionist answers the phone.

Ask yourself, “Does this resonate with our current customer? Does it resonate with new customers we want to pursue? Are these efforts in alignment with one another?”

A few years ago, Front Porch did a brand audit for The Remac Group, the parent company of four shoe and women’s apparel brands: J. Renee, Kay Unger, Phoebe and L’Amour Des Pieds. We looked at all four labels from top-to-bottom, looking for cohesion, consistency and alignment with business goals.

Want to know the results? Give us a call and we love to share more.

Even if you know you need to overhaul your brand, it would still benefit your company to conduct an audit. After all, if you don’t know where you’ve been, how do you know where you’re going?

As I skim materials for my upcoming Goldman Sachs 10,000 Small Businesses Marketing and Sales class, my mind wanders (Hey, a squirrel! Or is it procrastination, perhaps?). I must blog. Now.

This post builds on my colleague Jacqui Chappell’s last blog on differentiating against competition. She is known as being the writer extraordinaire on the Porch, so I do not want to disappoint as I follow a post from her! So just read this blog for content and nuggets of marketing and sales knowledge. Puhleeeease!!

There is no one size fits all marketing and sales strategy. And this post does not suggest it, either. Period.

However, as I stare at a document asking me to define “current and aspirational competitors and their market share,” I realize Front Porch Marketing has a million and one competitors. I do not watch them daily, nor do I care if they are watching us.

I was asked recently by a client if they should list names of their clients on their website, collateral materials, etc. My answer: Heeeelllll, yes! If you are doing your job well, then no competitor can cold call your client list and take them away from you.

Doing your job well is obviously the first way to weed out your competitors.

Here are five more:

1. Define your brand. Know your pillars.
2. Communicate your brand consistently inside and out. If you look like every other company in your category, you are not doing this, nor is your brand defined.
3. Look outside your industry. Take key learnings from strong or unique brands in other spaces and consider how you can use them to help your brand.
4. Talk to your clients / customers. Ask them why they selected your company or product over others? What didn’t they get from their last partner or other product?
5. Ask yourself if who you consider your main competition is really that. Speaking to two business owners independently recently, they named each other as direct / primary competition. The more we learned about said businesses, the more we found them to be great complements to each other’s concepts and thought of more than a dozen ways they could leverage each other to grow their businesses. (Maybe if they use our ideas, they will let us blog about them specifically in the future.)

Identifying and evaluating your competition is an important exercise, there is no doubt. But it’s a delicate balance. Knowing they are there keeps you on your toes, pushes you to do your best work, and provides occasional inspiration. But ultimately, what will differentiate you from your competitors is your brand, the work that you do, and the way that you do it.

So rock your brand, rock your work and rock your competitors! TTFN!

Hey, business owners, have you ever thought about what the “American Dream” is? Have you ever thought about what it means to you?

Over the weekend, I was honored that my son selected me to interview for an English essay about the American Dream. I am certain that it had absolutely nothing to do with proximity, nor did it matter that I respond very nearly to his beck and call (I know that it comes as a shock to many who know me that I can be a beck and call girl, but I digress).

The interview humbled me, and I found it to be a very thought-provoking exercise. The questions he posed to me:

1. In your own words, what is the American Dream? What does it mean to you?
2. Do you see the American Dream in your own life? Has it motivated you, influenced your decisions?
3. Over the course of your life, have your own dreams changed? In what ways?
4. How would you define a “successful” life? What’s most important?
5. Which generation – yours or your parents’ – has had a better life?

My answers were as follows:

1. The American Dream is the right to freedom, choice, justice and prosperity. For me, the American Dream means living in a place where we are free and are treated fairly. It also means the right to have multiple, differing opinions; and those opinions are respected and acknowledged, and actually make us better and stronger as a nation. Having the opportunity to prosper and start my own business are also part of what the American Dream means to me.
2. I see the American Dream in my life every single day. I am married to the man I chose to be married to and have two healthy, happy, wonderful children who attend schools we selected for them. We practice the faith of our choice. I started and have owned Front Porch Marketing, my business, for almost seven years, which not only helps my family financially prosper, but also helps those that work with me contribute financially to their households. I am also extremely lucky to partner with clients that work for start-ups, small to mid-size businesses, organizations and franchisees who themselves are living the American Dream. Daily, I am inspired by my family, team and clients. Because I am mindful of the fact that in other countries, many people, especially women, are not allowed the opportunities I am, I honestly count my blessings every day.
3. Some of my dreams have not changed, like having a family, giving back to our communities, and being successful professionally. Over the course of my life, others dreams have changed. I dreamed of owning the first company in which I worked. That didn’t happen, because I was hired away from that marketing company by a client that I managed. My dream then became to climb the corporate ladder and become the Vice President of Marketing for that company. Ticked that box. Then, I pivoted and started Front Porch Marketing. And it has been the absolute best part of my professional journey to date.
4. A successful life to me is being happy, healthy, kind, empathetic, resilent and respectful; having a strong sense of self; raising responsible, happy, kind, humble, respectful, empathetic, resilent children; giving back to others in need, and providing for the needs of my family.
5. I really don’t think it is up to me to judge if my generation or my parents’ generation had a better life, because it’s like comparing apples to oranges. And, because our world since 9/11 changes at light speed, in addition to constant emerging technologies today, our generation is more complicated; but I think one could make an argument for either

So why did I ask business owners to answer these five questions?

A perspective check-in is always a good thing, and I hope this exercise inspires you as much as it inspired me. Be well, friends; and keep livin’ the dream.

P.S. We can help you keep livin’ the dream by growing your topline through strategic branding and marketing, so call, email or text us today!

I recently read a book entitled “Make Waves” that enlightened me to the perspective that an individual has the power to be a wave maker and spark change in the corporate world and their every day life.

Author Patti Johnson explains that people can make small “waves,” or changes, in their daily life that slowly disrupt the status quo. She breaks the book up into four easy to read sections that teach you how to think and act like a Wave Maker, and then introduces you to inspirational Wave Makers (including our very own Chief Rocker, Julie Porter).

I highlighted some of the key lessons I learned below, and I promise that by the end of the book you will be ready to get up and go chase your dreams.

• Finding your wave and accomplishing your goals always begins with asking questions of yourself. When you come home at the end of the day, how do you finish the statement, “If only I could…”? The answer is your wave. Any passion or inspiration, no matter how small, can start a wave of change that can impact more people than you ever imagined.
• According to Patti, every successful wave has these three qualities: impact, purpose, and credibility. Since a wave’s “goal is to make your organization, community, or market better with tangible results,” it makes sense that a Wave Maker must be knowledgeable about the subject and passionate about the results. So ask yourself, will my wave create “undeniable impact? Does it have a bigger purpose that engages others? And lastly, is my wave built upon knowledge and credibility?”
• After you have identified your wave, you must apply the most important chapter in the book, which addresses how to think like a Wave Maker. Just as every wave has certain qualities necessary to succeed, Patti notes that every successful Wave Maker she interviewed had very similar traits and thought processes. Going back to how important it is to always ask questions and be curious, Patti notes that Wave Makers typically “see the unseen, think progress not perfection, and most importantly ask ‘what can I do’ before they take action.”
• It’s important to note that being a creative and innovative thinker doesn’t necessarily come naturally. The most important thing is to foster your curiosity, because constantly asking , “why is it done that way?” or “what if…?” can lead you to a solution to a problem that you didn’t even realize existed before.

If learning how to become a disrupter and Wave Maker lights a fire inside you, then I highly suggest reading “Make Waves” in its entirety. I truly think this book is relevant and helpful for everyone; but I think it is particularly good reading for recent college graduates entering the corporate world, or those who may feel stuck or in a rut at their current job.

Always remember, “those crazy enough to think they can change the world are the ones who do.”