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.”
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.”
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.
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.
And now for the second installment of our two-part series on The Great 8 of Marketing Success. Numbers 5-7 are distinctly digital in nature and deal with how you can communicate and meet your customers where they are. Our last recommendation caps off our series with a decidedly human touch.
Number 5: Website
Prospects – both clients and candidates – are going to your website to validate your company and expertise. Make sure you are communicating your point of differentiation and your brand personality.
Most service sites look the same, sound the same and make
the same mistakes. Take a look at your website and see if you can take it to
the next level:
Eliminate the word “we.” Replace it with “you”, “your”, “our clients”, or “our candidates.” It seems like a small distinction, but you might be surprised by how much more customer-centric your copy will sound once you replace one word.
Include links to your social networks. And if you already have links to your social networks – great! Are they up-to-date? Or do you still have a link to your Google+ account? ( Hint: you might want to delete that one.)
Sell results and testimonials. Third party endorsements go a long way and potential customers want to see the value you can bring to their company.
Use minimal stock photos. We get it – when you were getting your website off the ground, you used whatever you had on hand to get it done. But stock photos can reduce the credibility of your company and take from the authenticity of your brand. Make the investment and book a professional photographer.
Optimize the site for mobile. No one likes to pinch and zoom on their phone when they are trying to view a website. And increasingly, Americans of all ages are likely to say that they mostly access the internet on their smartphone.
Make it easy for people to contact you with a form and make sure your phone number and email address are front and center.
Number 6: Social Media
Consumers are increasingly using social media to not only connect with friends and family, but also with brands. Social media is increasingly influencing consumers’ buying behavior:
When consumers follow a brand on social media, 67% of consumers are more likely to spend more with that brand.
Social media can drive retail foot traffic: 78% say they will visit that brand’s physical retail store.
These results become even more pronounced when you narrow in on millennials: 84% said they were more likely to buy from a brand they follow on social media.
But, don’t count out older folks – young people may have been early adopters of social media, but older adults using social media has increased as well.
It’s easy to be overwhelmed by social media. That’s why we
recommend narrowing your focus and pick two social networks to be active on
daily. Most social networks are monetizing their platforms so organic social
media, i.e. free, is becoming less effective, which is why you must be active consistently.
But which platforms should you choose? It depends. We recommend meeting your customers where they are. With almost a third of the world’s population using Facebook, the 500-lb. gorilla in the room might be a given. If you have an aspirational brand whose customers skew female and under the age of 49, Pinterest or Instagram may be a good fit. If you are more of a B2B company, look at joining YouTube, LinkedIn or Twitter.
Also, make sure you are connecting with the people you meet,
whether you are introduced virtually or in person. Utilize both your personal
timeline and create a company account if you don’t already have one.
Number 6.5: Social Media Content
As for content, have you ever been to a party and you were cornered by that one guy who talks about himself all night? Don’t be that guy.
Instead follow the rule of thirds: 1/3 of your content should be devoted to sharing content, 1/3 to engaging with others and 1/3 promoting yourself. Share open positions at your company, business successes and company news, just don’t let all your content be about you.
Number 7: Email Marketing
Email marketing doesn’t have to be crazy complicated or
expensive. Email marketing is inexpensive and effective. If done correctly, you
will be surprised at the results you see after every send.
Use a simple automated platform like MailChimp and send an
email to your audiences once a month, or if you are just starting out, once
every other month. Make sure you are updating your databases and are not
sending the same content to both your clients and candidates.
Target your content to the reader and use your email
marketing to establish yourself as a thought leader. Share information and
expertise. This is especially true for B2B businesses; email marketing is most
effective if you are sharing news people can use. At Front Porch, this is the
direction we choose to take with our email newsletter. We offer marketing advice
and highlight our clients.
Similarly to social media, do not use email marketing to talk 100% about your company or you. It will not work.
Number 8: Networking
We are very fortunate to have several places to network in
North Texas – industry associations, chambers of commerce, community
organizations and the list goes on.
In deciding which group is right for you, consider these things:
Can I learn and grow?
Are this group’s values aligned with mine?
Can I contribute my knowledge and skills?
Do we have common interests?
When you are at these meetings or events, remember:
Give to get. Focus on what you can do for others, not what they can do for you.
Make sure you have business cards. (I know that sounds obvious, but you’d be surprised.)
Ask questions and listen.
Follow up. Sometimes this is the hardest thing to do because we are all wearing so many hats, but it is important to connect on LinkedIn with people you met, send them an email and if the situation calls for it, send a handwritten thank you note.
As business owners, we need to network. We need to work “on”
our business as much as possible, not in our business.
Networking is a process. Remember that most business owners are looking for connections. Make time to network intentionally. Be bold and step forward into their world.
I urge you to not “go big or go home,” but as we tell our
small to mid-sized clients, “Fewer. Deeper.” Do a couple of things well and
knock it out of the park.
If you do your marketing well, then your target audience will come to trust your brand. Trusted relationships develop into emotional bonds that are hard to break. Consequently, loyalty to your brand means greater business success and reduced competitive threat.
Remember The Great
8. Engage your clients and candidates and turn them into customers and brand
ambassadors.
Blogs. Social media. Video. White papers. Infographics. All these things, and more, are content and can be used in content marketing. But what is the point of generating all this content?
The point is this: in an increasingly fractured media landscape, building an audience and a community around your company is one of the few ways to directly reach consumers. By giving them something of value, they will give you some of their attention.
Content marketing is about building trust. If consumers trust your company, they will be more likely to buy from your company.
Today’s consumer is used to doing their own research before they buy. According to a 2016 Demand Gen Report, 47% of buyers view 3-5 pieces of content before engaging with a sales rep. Wouldn’t you rather have one of those pieces of content be from you?
The Marketing Funnel is Changing Shape
The marketing funnel isn’t so much a funnel anymore as a flywheel. This Forbes article excerpt explains it best:
A change in mindset and a library of high-quality content will replace this traditional funnel with something more sustainable (and effective). The funnel is becoming more of an ongoing cycle that prioritizes continuous engagement over transactional relationships. This increased focus on nurturing, especially post-sale, makes customers more likely to stay with you or buy again — and more likely to give recommendations to friends and colleagues.
With content, you can transition your brand from vendor to partner. To be honest, someone else in your space can almost always come in and undercut you on price. But when you continuously engage your clients, build lasting trust, and form genuine partnerships, you’ll have much greater staying power.
The Oldest Content Marketer on the Block
Content marketing has been around for as long as there has been, well, content. One of the earliest, and in my opinion, one of the best content marketing examples is The Furrow magazine produced by John Deere.
What started out as an advertorial-driven publication turned into a beloved resource for generations of farmers. Today, The Furrow is a story-telling vehicle, with great photography and advice on how farmers can run their businesses.
And, there’s not much actual mention of John Deere. The Furrow is happy to be a trusted source for farmers, and in exchange, farmers let John Deere into their homes.
Fun With Fireworks
You don’t have to be the flashiest company on the block to use content marketing. Case-in-point, high-end cooler company Yeti. From the beginning, Yeti forged their own marketing path.
In addition to targeting “prosumers” with sponsored programming on hunting and fishing television stations, Yeti created a series of short video clips that put their product to the test. They pitted their coolers against a professional wrestler, a slingshot, and even fireworks.
Content marketing is usually educational. But it can be fun, too.
Canva is another great example of content marketing that takes care of the customer rather than pushing them through a funnel. Canva is a graphic design app that also publishes helpful content through their Design School blog and social media. They are a resource for their customers and earn their trust.
I used Canva when I was working in a job where I did not have access to Adobe products (the industry standard when it comes to graphic design.) I also tried out different software alternatives. Truthfully, if the Canva software didn’t work as well as it does, I might have gone with one of their competitors. But, Canva works well and it’s a great resource. So, I went with them.
Yes, eventually I moved on to Adobe products. But it certainly wasn’t because of price (graphic designers often call it the “Adobe Tax”). For a long time, I relied on Canva for graphic design basics and how-to information. And now, I tell anyone and everyone who needs graphic design software cheaply to try out Canva. I am no longer their customer, but I am an advocate for them.
Content marketing is a slow roll. It’s like leaving a bread crumb trail for consumers to follow. Spread those bread crumbs around, make them irresistible. Everyone wants to be remembered, so tell your story.
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:
Don’t complain just for the sake of complaining. You can sell your brand without negativity.
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.
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.
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).
There, as part of a digital marketing panel alongside other local business owners (including Kalyn Asher, president of our fabulous client Asher Media, Inc.), I had the honor of presenting tips from the Porch on integrating your digital marketing with your brand strategy. Now, I get to share them with you rockin’ readers, too!
Brand Identity
1. First, build a strong brand identity. The foundation of your brand strategy is your brand architecture.
Brand architecture is built on the following pillars:
Vision – Determine who you are and who/what you aspire to be as a company.
Positioning – The place your brand occupies in the mind of your target audience.
Affiliation – What you want other people to think of and associate with your company.
Strong brands have three main attributes. We like to call them “The Three C’s”:
Connection – Brands that cultivate loyalty connect with their target audiences. Consumers care about what your brand stands for.
Conviction – Everyone in the company needs to believe that the brand is important. They need to know that the company brand stands for a specific and important promise. Company leaders need to understand the brand, articulate it clearly and champion it internally.
2. Create quality, engaging digital content. The foundation of your digital marketing strategy is having content you can utilize consistently as part of your overall brand strategy.
Another key thing to remember are the three “C’s” of content. Your digital marketing content should be:
Creative. Create customized content. Keep your content consistent in your brand guidelines but try to push the boundaries of your brand and voice.
Cohesive. The customized content you create should be repurposed across platforms and networks. But remember, repurposed does not mean identical. Your content should not look the same or say the same thing across different channels.
Customize your email content so that it is personal. This goes beyond simply including users’ names.
Make your marketing emails skim-friendly. Emails should have a clear call to action and purpose. The less effort and time required for interaction, the better.
In conclusion, if you want to rock a bigger, better brand, start with a strong foundation. Integrate your customized, creative and cohesive digital marketing to connect with your audience. Remember: Consistency is key.
Now more than ever, the process of choosing a college is rooted in digital marketing. As a prospective student, I was blasted with recruitment emails, targeted Instagram posts, and even Pandora radio ads. The sheer amount of content was overwhelming. I was nowhere near a final decision on which school would be right for me.
A Critical Flaw
“The school will just feel right.” I heard this phrase over and over again throughout my college search. Frankly, I thought only parents believed this outdated saying. Digital marketing made my decision process more dynamic than theirs – right?
Today, I recognize a critical flaw in the reliance on social media and online content in one’s college decision process. Social media does an exceptional job of showing us the good: what people want us to see. However, it is impossible to get a holistic view, or “feel” of anything solely through the screen of a device.
Austin City Limits
I attended an event at the University of Texas at Austin called “Best of Texas” during my senior year of high school. Essentially, this was a massive marketing stunt – a weekend intended to persuade prospective students to accept their admission offers to UT. The Moody College of Communication held a luncheon in one of their buildings on campus. Here, the dean explained that we were eating in what was once the Austin City Limits Live studio, and that the school continues to work closely with the studio today. Sitting there opened my eyes to the opportunities that living in the city of Austin would provide. Here, I could envision a successful future for myself as a Texas Longhorn.
All One Could Truly Ask For
It is because of this experience that I stress the continued importance of traditional, in-person marketing in the college decision process. Visit a school that interests you. If you are still unsure, visit again – I did! Touring the campus and asking enrolled students about their experience first-hand allowed me to weigh pros and cons of the decision myself, not just with the help of an Instagram post. I am beyond satisfied with my decision. My school pushes me to be the best version of myself, and that is all one could truly ask for.
Dr. Stephen Covey taught us to, “Diagnose before you prescribe,” which is a simplified reason why you need internal research for your business. Also, the adage, “You don’t know what you don’t know.”
The internal research process in a branding or re-branding effort gives an honest evaluation via an outside, unbiased third party of your strengths and weaknesses so you can dig into your brand’s core.
After all, the worst thing you can do for your brand is to market a promise that can’t be delivered.
Is there another way for you to know that your brand strategy, promise, positioning and message are going to be on target?
Internal Research On Target
Internal research allows us the ability to monitor quantitative and qualitative results and provides a foundation for our decisions. It removes personal bias and places the focus on tangible data.
The internal research process also builds internal alignment and engagement. Folks take ownership of your brand’s progression. Your team becomes brand champions.
Here’s a glimpse into questions we ask during internal research:
Tell me about yourself and your specific role within the company?
How long have you been with INSERT BRAND?
What do you believe current customers/clients think of INSERT BRAND?
What does INSERT BRAND do for customers/clients that others do not?
Not rocket surgery or brain science? Now, why would we put that bit on our blog and share on social media?
We on the Porch know a thing or two about internal research. Our seasoned, experienced team has been in-house as corporate, regional and field marketing as well as been in leadership positions at global and local agencies.
Think of us as your marketing department. We can help with branding. Our team can develop marketing strategies and plans. Our experts also execute on an on-going or project basis – website updates, identity refreshes, collateral development, advertising campaigns, event and trade show management and execution, email marketing, social media and so on and so on.
“Cuz you know what they say:” Here in the South, we don’t hide crazy. We parade it around the front porch and give it a cocktail.
