The secret to business success for 2022 is to start planning for it now. Many of our clients are reviewing their business plans, marketing plans and strategies for achieving their goals. Planning ahead for next year is a valuable way to invest in your business. You can know ahead of time what to do next and be proactive – not reactive. Making and having plans helps you guide your actions with efficiency and effectiveness.
Planning Ahead for Next Year, Now
Rounding the corner on Q3 2021, now is the time to plan for business success in 2022. So dust off your business plan. Does it still resonate with your goals for success? First, take the time to review the foundation of why you started this business in the first place. Make sure it still makes sense for you, for your time and energy, and for the market. Update it if you need to.
Next it is time to draft your marketing plan for 2022. Where to start? Look at your business revenue goals for the year. That number helps guide your marketing spend. Companies in 2021 spent 8.6% of topline revenue on marketing. Whatever your percentage is, don’t let this number be subjective. It is black and white.
Once you have your number, create a marketing plan. Without a roadmap, the squirrels and shiny objects will be your focus. Don’t let that happen. Staying on track to business success is much easier with a plan. Build your plan around repeating and expanding around prior success points, and adding new tactics that make sense. The plan you create can be annual or quarterly, but it can encompass many things: creative campaigns, paid advertising, PR, content or a new product or services launch. A solid marketing plan will create focus and executional excellence around several tactics working together toward a common goal. This approach will ultimately save you money, by getting you more bang for your buck.
Invest in Your Business Success
Invest in your business the smart way – and we don’t just mean monetarily. Your focused thoughtfulness and the time spent on your plan will be repaid. First, focus on your business successes by continuously improving your plan and your execution of the plan. How did your tactics for a specific campaign fare? Track and measure your results each quarter, and implement your findings into the next quarter’s plan to continue success and build momentum. Invest in the things that work. Pivot toward the successful strategies. Experimentation within the framework of your marketing plan can help you home in on insights that will get you to your revenue number for 2022.
Define Your Goals So You Can Reach Them
Define messages, targeted audiences, goals, strategies, tactics, timeline and budget. How can you reach your goal if it is not clearly defined? How detailed you are is up to you. What we have found on the Porch is that the partners that have defined their marketing budgets and plans have been successful. Being thoughtful upfront about your goals in all areas of marketing your business can set you up for business success in 2022 and beyond.
As your brand’s marketer, you have control over whether that voice builds your brand or not. A strong brand voice is the structure and tone of the copy and content that is created for a brand to speak from. You can hear this voice on its website, ads, social and in collateral. With consistency, a brand can feel like a person. And over time that person can become familiar and even recognizable. That’s when you know you’re doing it right.
Why does brand voice matter?
First, a part of your initial branding exercise, your brand might have completed something similar to what we call The Brand Elaborative. This branding document outlines the personality of the brand. This helps writers write in that voice when creating copy for digital and traditional marketing and advertising. One of the most important parts of The Brand Elaborative are the three personality words that describe the brand as if it were a person. For instance: honest, kind, quirky. So why does having a distinctive brand voice matter to your brand?
Brand voice drives consistency.
Our B2B client Agile Sourcing Partners specializes in helping gas and electric utilities and utility infrastructure companies improve operational efficiencies and performance. So, they speak in an authoritative voice with above average complexity of language. Given that their audience are decision-makers in engineering and other technical industries, it makes sense for them to speak the language of their peers. Thus, using this consistent voice in content sets them apart as insiders: educated and in-the-know.
Brand voice helps you discern what copy hits the mark – and what misses.
Our restaurant client Chocolate Angel Café & Bakery is a local favorite for cross-generational high teas, exquisite baked good and charming family recipes. They believe in serving one another and understand that relationships matter. Thus, their brand voice is connective, celebratory and conjures up memories of childhood. They express gratitude often, and make every day feel like a special occasion. So it’s no wonder they’re a favorite for bridal showers and family celebrations. If it sounds like your great aunt reminiscing about a casserole, then we’ve hit the mark.
Brand voice creates fans.
Our education client Faith Family Academy, a charter school in DFW believes in pushing public education beyond just the classroom. They speak in servant leader’s voice. FFA makes students the center of attention, celebrating wins and putting every effort possible into their individual and collective success. The social media channels for Faith Family Academy are a testament to this brand voice in creating fans. In both English and Spanish their fans celebrate right along with the students, staff and parents. The FFA community adds congratulatory comments and a plethora of emojis on a daily basis. So who wouldn’t want to be part of this kind of enthusiasm, joy and experience of being lifted up by your community?
Brand voice can make your brand the authority on subject matter.
Our real estate client The Slay Diaz Group is a woman-owned residential real estate team who regularly wins “best-in-class” awards for their work. As a result, their voice is very real, straightforward, easy-to-understand and ready to give helpful advice on everything home-related, even sharing their coveted list of service providers. This is who you ask when you don’t know if remodeling your bathroom is a good idea or not. And, this is who can tell you if now is a good time to sell your house, put in a pool or move to a new neighborhood. Their consistent brand voice has grown their business, their reach and their authority on the subject of residential real estate.
Some of the brand voices from Front Porch Marketing.
Brand voice lets people know what you stand for.
Our own brand voice here at Front Porch Marketing tells you that we will go the extra mile to help. That we share what we know without reservation. And that we will be your biggest cheerleader. We stand for lifting you up, making you laugh and creating opportunities for others to do the work they love while taking care of the people they love. If your brand has a mission, shouldn’t all of your content reflect that mission? We think that your brand voice can show your potential customers that you are like them – kind, helpful, positive – and they will want to hang around with people like that.
Need to define or redefine your brand voice for better consistency and stronger connections with your audience? Then get started with a branding exercise which results in the guidance documents you need to hone your tone and define your voice. Consumers actually prefer brands with strong, defined and unique personalities. And having a unique personality definitely helps in creating spot-on social content, email storytelling and website visuals for your brand – which results in stronger brand loyalty and repeat customers.
You can visit some of our Front Porch client brands to see different types of brand voice in action.
Business growth is always top of mind for me. Bringing it to the forefront is the fact that I am 2/3’s of the way through my Goldman Sachs 10,000 Small BusinessesBack to the Classroom program. Back to the Classroom is an opportunity for 10KSB alumni to reconnect with the lessons and concepts of the 10KSB program as we navigate the current economic situation and our next business opportunity.
Each week of the four part series addresses the key learnings from program modules. For each session, we are required to attend webinars and growth group meetings.
In between sessions, we have homework. We continue to refine our new business opportunity.
And, unlike my last 10KSB experience, this one is national. Every section of 10KSB Back to the Classroom includes alumni from across the country. I engage with small business owners from Alabama, Maryland, Missouri, New York, North Carolina, Ohio and Oklahoma every few weeks. This is probs my favorite part.
Key Takeaways Thus Far From Back to the Classroom
Networking, even virtual, is a good. Even though this group might not be my buyers, they are inspiration. They know people who may be buyers.
Brainstorming with other small business owners who work in other industries is priceless. This group is energized and excited to help each other. The ideas shared and problems solved big and small help refine and shed new light to the strategy and execution.
Run the numbers. Work the scenarios. It is painful, like stick a needle in my eye, torture for me. However, with help from my business advisor, the time spent doing this was invaluable. The financial exercises are proof of my concept. The numbers less daunting than I expected.
Keep reading. Even if you don’t have the time, make time. I have four new books on my desk suggested by this group. Three I have never heard of.
Lastly, don’t undervalue the power of collaboration. I collaborate with my team on the daily. And, for that, I am blessed. But, collaborating with this group reminds me how valuable that is.
For business growth, you need lifelong learning. You need motivation. Small business owners are equally interested in positive outcomes for other small business owners. Keep calm and collaborate on.
And here we are at the end of 2020. Last year’s reflections focused on time and community. At the end of 2019, we encouraged you to spend the first year of this new decade in community with others and in the company of those you love. Little did we know how life-altering 2020 would prove to be.
This is the year of the letter “I.” 2020 has not been idyllic, but it has been, for better or worse, impactful. First, it has been isolating. But, 2020 has illuminated how important people and community are, and how much we take for granted in our modernized world.
2020 highlighted the fact that we are all imperfect people who could use a little extra kindness and grace extended toward us.
It’s been a year of incredible innovation and imagination to say the least. How did this happen? Industrious people were required to slow down and indulge in the company of those closest to them while requiring others to be indefatigable in their care of others.
So we hope these reflections lift your spirits and provide hope and inspiration for a brighter 2021.
Chief Rocker Julie Porter
For me, 2020 was always going to be a monumental year. I anticipated significant changes in my personal life. But I never would have imagined how quickly and continuously my family would have to adjust our plans and expectations.
From a personal perspective:
My son graduated from high school during COVID. Bands of angels are singing that it happened. Then, his school, as did most others, adjusted their plans to provide a wonderful graduation celebration.
Yes, he also left the nest and began his freshman year of college. Now, he’s more than 1,000 miles away. No amount of planning could have prepared me for this. So I simply miss him. My heart yearns for his presence every single day. Yet, I am so proud of him. Of course, he has acclimated brilliantly to his school in a different state, even without the usual opportunities to build new relationships.
Next, I quickly learned I should not quit my day job in favor of becoming an elementary school teacher. Actually, I would be awful (and miserable!) at it. My daughter, an extrovert, began learning online after Spring Break 2020. Homeschooling isn’t for either of us. As a result, I could never be more thankful for those blessed with the ability and passion for teaching.
And finally, my husband, employed with the same company for 19 years, left his job. That could be a whole blog post itself.
From a business perspective:
This year, I have marveled at the Front Porch Marketing team. Their talent, attitude, dedication, collaboration, innovation and work ethic are unmatched.
Honestly I don’t know what I have done to receive them as one of my many blessings. They are the best.
So 2020 was a reminder we need to let people do their thing. I often said to our team members, “You do you. I will do me. There is no judgment.”
Inspiration has come from business owners and leaders who pivoted, rebranded and/or valiantly stayed the course. Hence, I am grateful many have realized the power of branding and marketing in growing and saving their businesses.
Mid-March, I wasn’t sure what would happen to Front Porch Marketing. What would happen to our clients’ businesses? Where would new business come from?
Every year brings new lessons. 2019 was hard for my family because of a personal loss. It made us stronger ~ my family, my business and me. Thus, I am grateful for the strength I gained and could rely upon this year. Looking forward, I am hopeful for the opportunity 2021 holds. May we continue to be the light. Always find the joy.
Media Rock Christine Finnegan
2020 was a pivotal year in my life. To start, I had to take hold of my family’s well-being like never before. This was more about a mindset than physical acts, particularly with college-aged sons. Their emotional framework was dictated by how I was reacting to our world, as we knew it, changing seemingly overnight.
Consequently, my sons and I operated as a unit and, as such, our already strong bond increased to a new level. So 2020 made me more resilient. I hold the ones I love closer and tighter. In some ways, I am going to miss the closeness the quarantine afforded my sons and me.
Rock Star Vanessa Hickman
One special outcome from the year is gratitude for all the things! Big things, small things and everything in-between. Bigger and better appreciation for simple creature comforts (toilet paper), ability to provide for our kids, travel and go to school.
Separation intensifies love, so my case-study of one validates absence makes the heart grow fonder. This year brought great appreciation for missed events, gatherings and people. It really put a spotlight on our priorities and was a reset on how and where we spend our time.
We are more grateful for our family, friends, community, healthcare providers, food suppliers, teachers, delivery drivers, and leaders than ever before.
We continue to be amazed by our community’s resilience, resourcefulness and ability to keep going with a positive attitude. It is always good when your blessings are bigger than your bummers and that is how we are wrapping up the year and to that we give thanks!
Rock Collector Alison Moreno
In such a turbulent year, I have found that being grateful for the small things helped me find more moments of peace. First, making a concerted effort to find joy in the everyday helped me to recognize I was able to spend extra time with family. I could learn new skills, enjoy being outside on a beautiful day and work with wonderful people. In these things I have found healing in gratitude and I am going into the new year knowing there is always good around us – we just have to look for it.
Intern Allison Corona Del Cid
2020 has been filled with challenges. But it has also been a true blessing to spend this year growing closer to my family, friends and faith. And I am truly appreciative of my FPM family and the joy they get from our clients’ successes. So here is to a new year! My biggest wish is for health, happiness and hope for all.
Swiss Army Rock Lea Ann Allen
2020 – the year that seems to have taken away so much from so many. On paper, it meant job loss, isolation, breast cancer and a pandemic. But I choose to acknowledge that this is the year I have realized a lifelong dream I never thought was possible. After a 30+ year career as a female creative, I am finally doing work that I am good at doing. And it is work that I love doing – for and with kind people who value me.
Now I work exclusively with women-owned businesses like Front Porch Marketing. Women have always been strong. This year, for the benefit those around them, women across the world have had to take on additional roles and shoulder heavier burdens. It surprises me not at all that women are persevering and creating work for others: recommending each other, lifting each other up and keeping each other afloat. In short, 2020 has been a year of incredible strength and resilience on everyone’s part.
Lil’ Rock Maria Gregorio
This year did not go according to plan. But, as Julie always says, “Be the light.” I choose to shine a light on the good things:
My niece, Elise, was born in November. She’s a few weeks old and doing great.
I have a job that I like and that I’m good at doing. (If someone told me as a kid that I would make a living with my creativity, I’m not sure I would have believed them.)
I have great friends and family. They are all people with whom I can share the good stuff and the bad stuff.
I am grateful for what I have because it’s a lot. It’s a lot.
From All of Us on the Porch: Let Your Light Shine, Friends
A popular phrase in the marketing world states, “always be one step ahead of your competition.” But, how do you accomplish that? Develop a competitive analysis.
Why are your competitors outranking you? What are their strengths and weaknesses? What are their marketing strategies? All of these questions are answered through a competitor analysis.
What is a competitive analysis?
A competitive analysis identifies and evaluates your competitors in comparison to your business. More specifically, your analysis should include the following:
Identifying your competitors and highlighting those that pose the biggest challenge
Researching information about your competitors
i.e. pricing, financials, marketing campaigns and social media, company history, their marketed demographic, and locations they cover
Evaluating their strategies
Determine their strengths and weaknesses to your brand’s
Why do competitive analysis?
Competitive research is crucial to your success as a business because it helps you create better marketing strategies. Moreover, it allows you to make educated decisions about your strategy and guarantees you can create competitive advantages. A competitive analysis gives you the ability to quickly identify industry trends and adapt to other marketing campaigns. As a result, all of these enable you to stay ahead of your competitors.
Conclusion
It cannot be a one-time thing. In short, frequently completing a competitor analysis gives your business the advantage to outsmart the competition.
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 😈
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
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.
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.
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.
Be available. Social media marketing is a 24/7 customer service opportunity, so engage often and consistently. Don’t ignore posted questions or concerns.
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.
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!
Over the past three months, I have been honored to spend a great deal of time with a group of brilliant small business owners. These leaders’ businesses run the gamut from engineering services to inventors, executive recruiters to restaurants, and everything in between. The Goldman Sachs 10,000 Small Businesses program has allowed me to learn about these amazing folks, as well as from them.
During our classes and breaks, my classmates asked me some marketing questions, and I noticed that many of the inquiries were similar. So it seems natural to share these insights in a more public way, in the hopes that they will be helpful to other small business owners and leaders.
There is no specific formula to calculate this. We typically recommend 5% – 15% plus, depending on the category you are in, competition, customer, client, timing, etc. The world we live in is constantly changing from day to day. The global economy changes. So make sure you have done your due diligency on product, place and price in addition to promotion. It makes a difference.
How much of my time should I spend on marketing?
Dear small business owners, you know your business better than anyone. No one is more passionate or determined to make your business a success than you. There is no cookie-cutter answer to this question. What we do know is that your time is best spent on marketing strategy and not execution. Your time is your inventory. Spend it working on your business not in it. Whether it is an internal or external resource, have someone help you. Your business will thank you.
How quickly should I see results of marketing efforts?
Marketing is a marathon, not a sprint. It is a long term commitment. We tell our clients we are not successful unless we are growing your topline sales but we need time to gain real results. You need to continuously put your business or product in the right places to reach your target market over an extended period of time. Make sure you have defined your ROI reasonably and that you are tracking it on a consistent basis.
Can you guarantee me a four to one ratio topline sales return on my marketing investment?
The answer is no. If an outside marketing partner, other than a media buying firm, is telling you otherwise, look for another partner.
I hope you found these questions and answers helpful. I could wax lyrical on branding and marketing all day long! If you have questions, don’t hesitate to contact me at julie@itsfrontporch.com or connect with me on LinkedIn.Happy marketing y’all!
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:
In your own words, what is the American Dream? What does it mean to you?
Do you see the American Dream in your own life? Has it motivated you, influenced your decisions?
Over the course of your life, have your own dreams changed? In what ways?
How would you define a “successful” life? What’s most important?
Which generation – yours or your parents’ – has had a better life?
My answers were as follows:
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.
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.
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.
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.
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.”
I recently read a book entitled