Voice-search is increasingly becoming a way people find information online:

• Forty-one percent of adults use a voice- activated personal assistant at least once a day.
• Fifty percent of all searches will be voice searches by 2020.
• One-third of smartphone owners use their voice-activated personal assistants regularly.
• More than 35 million Americans use a smart speaker at least once a month.
• Moreover, the global market for smart speakers is expected to grow to $2 billion by 2020.

Voice-Search at Work

And before you assume that consumers do all of their voice search in private, consider that in a recent study, 50 percent of respondents said that they use voice search in the office. That must make for great cubicle relations.

Interestingly, voice searches indicate a greater intent to buy. This could be a good time to review the SEO strategies you have implemented on your website.

Be Natural & Direct

Here’s how you can optimize your web copy for voice-search:

• What problems does your company help consumers solve? Write content that answers these questions.
• Once you’ve figured out the best terms and questions, look these up in Google.
• Pay attention to the answers that Google spotlights in the answer box at the top of the page.
• Can you answer these questions in a more direct way? The answers that show up in the Google Answer Box are the answers that get read out loud, increasing your odds of customer action.
• Be Natural. When people use a virtual assistant to search for something, they’ll usually use words like “who,” “what,” “when,” “were” etc. Are you answering these questions on your website?  If not, you might need to take another look at your copy.

Throwing another search factor into the marketing mix can seem daunting. But, by taking some small steps, you can incorporate some thoughtful strategies and optimize your website for voice-search.

Today, social media is a huge part of people’s daily lives. It is used as a way to communicate, keep up with family and friends, see what’s happening around the world and network virtually with business connections that we may not have the opportunity to meet in person.

Social media is such a major component of people’s personal lives. It should be a sure sign for small businesses that a social media presence is an absolute must to build and grow. It is a way for businesses to interact directly with current customers. It is also a way to reach potential customers.

These days, consumers and clients want to engage with businesses through social media and expect businesses to be present on multiple networks. The key to using it successfully is choosing the right networks and consistently updating content. With all the platforms that exist today, the big question for small businesses is, “Which networks are right for my business?”

At Front Porch Marketing, we are big proponents of social media. It is the foundation of almost every marketing plan we create.

Some of our favorite social media networks on the Porch:

• Instagram – for sharing visual content
• LinkedIn – for B2B companies
• Facebook – presents a huge opportunity for consumer engagement
• Twitter – allows businesses to keep on top of what is being said about their industry and stay ahead of the competition

What small businesses have to do is figure out which networks are the right fit for their company based on their target audience. Each reaches a different set of demographics. Once the right networks are defined, it’s critical to share content and interact with customers in a timely and consistent manner. This creates an awesome experience for the customer and any potential customers who may be watching.

If you are looking to establish, expand or evaluate your social media presence, we can help!

Here on the Porch, social media marketing is king. A strong social media plan is key to a healthy, robust presence on-line – which in turn leads to increased brand recognition, increased brand loyalty, more traffic, and ultimately more customers.

Using social media to grow your business can seem like a daunting task. But it needn’t be! Here are our 6 top tips for developing a strong social media presence:

• Have A Social Media Plan for Each Channel. Please people, don’t just create one type of content and blast it across every social platform! Identify your audience and your goals for each platform – they are very different creatures. Ensure your posts are true to your brand and strike the tone you wish to convey. Develop a calendar and stick to it.

• Create Meaningful Content and Deliver it Consistently. Quality content that excites and engages is worth its weight in gold. Make sure everything you post is valuable, relevant to your audience, helpful, and/or entertaining. And get it out there consistently!

• The Key Word in Social Media is Social – Interact! Engaging with other users on a regular basis is key. Like people’s posts. When people comment, reply! Comment on other people’s posts. Retweet. Give people a shout out! Encourage communication and conversation.

• Optimize Your Content with Visuals and Links. Visuals grab people’s attention, so don’t neglect this important piece of the puzzle. Photos, infographics, memes, videos – all valuable tools. Mix it up. Then don’t forget to drive traffic back to your site! Always link back to your products and services.

• Blog, Blog, Blog. We can’t stress this enough. Develop blog posts that are easy to read,  highlighting ideas that are interesting and thought-provoking. Creating original content in the form of blogs is a win-win! Don’t become overwhelmed, blogs don’t have to be long. Just do it!

• Get Your Entire Team In On the Action. Everyone has a valuable point of view and cache of experience, so encourage everyone to help your marketing efforts. Get them to blog and share their expertise. At the bare mimimum, ask them to follow and comment on the social profiles of your company and your clients.

We always say, marketing is more of an art than a science, and that is true! Take the human approach when developing your social media strategy – it will pay dividends!

A few weeks back, our very own Rock Star, Vanessa Hickman, wrote a blog about how Photos Bring Your Brand to Life. She invoked the oft-used expression, “a picture is worth a thousand words.” And she’s right. So right. Images make us feel something. Want something. Want to be something.

We emotionally connect.

Powerful, relevant visual assets are hugely important in any marketing plan. Whatever the medium – photographs, videos, or infographics – compelling imagery makes people connect more, remember more, and engage more. Powerful images can stay with you for a lifetime.

It made me think, what imagery have I found most compelling throughout my life? What has moved me, stayed with me?

And so, drumroll please….here are my Top 5 Imagery Moments:

Farrah Fawcett’s Iconic Poster. It was the 70’s. I was just beginning to become aware of beauty and what that meant, and this Farrah Fawcett poster exemplified it for me. That hair. That smile. I wanted to look just like her. This poster was my first memory of being influenced by an image and all that it suggested.

Janet Jackson’s Pleasure Principle Video. It was the 80’s and this early video of Janet Jackson dancing alone in a warehouse struck such a chord with me, I watched it over and over and over again. She was strong and talented and beyond cool. Storytelling imagery in the form of video was taking over the world.

The 90’s Supermodels. You knew them so well you need only use their first names – Naomi. Linda. Tatjana. Christy. Cindy. They were impossibly beautiful, they ran in a pack, and they epitomized glamour in the 90’s. Everything they endorsed benefitted from the association. It was print media gone mad.

Carrie Bradshaw. I don’t know many women who don’t identify with the Sex & the City ladies, and for me, Carrie Bradshaw was my spirit animal. The styling was pure genius and every outfit told a story. The designers and brands that she wore on the show got tremendous exposure, and the world of product placement in film and television was exploding.

Misty Copeland’s Under Armour Commercial. A new decade and a new sensibility. Strength. Tenacity. Belief. And a seriously genius commercial with a tagline: “I will what I want.” I made my daughter watch it, I loved it so much. Watch it here. I defy you not to become inspired by this new breed of spokesman that is now becoming a brand ambassador.

It’s a whole new world of brand imagery.

So tell us, what imagery has spoken to you and why?

You’ve cultivated your own personal brand. You’ve pulled together an impressive resume, collected letters of recommendation, completed service hours, cleansed and monitored social media profiles. You are a model citizen waiting to hear the results of your application. Only, this isn’t a job application, or even a college application. This is the high school entrance process for magnet and private schools in Dallas. You heard me – high school.

These are 13 and 14-year-old students … and this is a typical experience for parents of middle schoolers this time of year.

I know I’m dating myself, but in my day, attending school was a relatively simple matter: application plus test and voila, you’re either in or you’re not. No big deal. In today’s uber competitive world, however, our young teens begin a grueling process that starts the year before. There are test prep classes, interview skills seminars, tutoring appointments, essay drafts, service hours and school tours. They begin building a resume that we never even dreamed of dealing with until college.

It is the crafting of what will become their personal brand.

In many ways it’s become a little too much. The transition from middle school to high school is fraught with plenty of landmines without this element of pressure added. But modeling the appropriate behaviors goes a long way in getting them through it. By reinforcing the process, not the outcome, it can become a learning experience. Along the way these children will learn resilience. Let’s face it, these are the years when teens face some of their first real rejection. It’s not easy.

Let me be clear, I am NO expert. We have one child and are muddling through with lots of good company in a wonderful environment filled with friends and other parents who are willing to share their experiences and offer tips. It’s an amazing village.

The good news is that there are plenty of options. With good counselors and faculty shepherding families through the process, the students will realize that the universe is watching out for them and whatever school they attend as freshman will be a good stepping stone for the next chapter of their academic experience. And the process teaches them that personal branding is an important part of their lives.

We love our business and are thrilled by the predictions for expected global growth in video content. Take this statistic, for instance:

• According to Cisco, video will account for 69% of all consumer Internet traffic by 2017 (and some sources take this figure as high as 74%).

Experts indicate that video is the future of content marketing, and that trend is already in full swing. Nielsen claims 64% of marketers expect video marketing to dominate their strategies in the near future.

Our role is to develop clear, concise and engaging video stories for our clients. We know that in this age of information overload people want a quick visual message so they can move on.

In fact, even using the word “video” in an email subject line boosts open rates by 19% and click-through rates by 65%, as reported by Syndacast.

The icing on the cake?

Axxon Research reports seven in 10 folks view brands in a more positive light after watching interesting video content from them.

Videos are a great way to create an emotional connection with your audience and leave a lasting impact long after the video is over. And we love client stories with happy endings!

John Doty, owner of InMotion Imagery, is an Emmy Award winning director and editor who has now worked in broadcast television and video production for more than 25 years. His work has been recognized by, among others, the Telly Awards and The Press Club of Dallas.

Not only is he expert at creating the perfect script-to-screen visual communications tools for clients, but he also directed the construction of InMotion’s sound stages from blueprint to finish. He has led teams of industry experts in producing television programs, live national broadcasts and corporate Webcasts. He’s a member of the Dallas Producers Association.

Like InMotion Imagery on Facebook and follow on Instagram, LinkedIn, Twitter and Vimeo as well.

After the long, cold winter, the arrival of spring is a welcome influx of new growth and new beginnings. Spring flowers, Easter and Passover celebrations and the kickoff of baseball season brings us happiness and warmth. We embrace this change.

Change is good.

In business and in life, the one thing we can be certain of is that change is around the corner.

Change is necessary. And change is rarely smooth.

Change can often be tumultuous – just google spring weather and take a look at the storms created by the replacement of cold air with warmth. But then think about the spectacular aftermath … after the spring storms depart, we are left with a rewarding burst of color.

Anything worth doing well comes at a price. Successful disruptors are revered, and for good reason. To have the vision for necessary change and the courage to enact the plan is not for the faint of heart. Patti Johnson notes in her book, Make Waves, “Even though each change is different, there are common patterns, habits and strategies that fuel those who start grassroots changes”

In order to grow, evolve and meet today’s rapid pace of change. It is vital that you and your organization are ready to meet the needs of the process of change and the new environment created:

• Have a vision.
• Have a strategy (identify the end goal and plan how to get there).
• Make sure the vision and plan are clearly communicated.
• Be prepared. You need the right team of like-mind folks.

Remember change is good, necessary and it is rarely smooth. As you begin to implement changes, be watchful of results and ready to adapt. Communicate those changes along the way. You will find the results well worth the pain and effort of getting there.

Never underestimate the power of simplicity in business. Simplicity in design. Simplicity in communication. Simplicity in life. Less will always be more.

In the art and design world it is known as Minimalism, referring to anything that is stripped to its essentials. In the fashion world simplicity is dubbed the Ultimate Sophistication. Heck, there is an entire magazine with monthly tips for achieving Real Simple. It is full of tips and ideas to help the common gal, “simplify, streamline, and beautifully edit her life, armed with calm, confidence – and the power of the right lipstick.”

Apple is a shining example of simplicity. Steve Jobs’ love of simplicity is the foundation of Apple’s success in design, marketing and customer retention. Jobs developed a product that resonated with consumers because of its intuitive and simple interface.

Nowhere is simplicity more important than communication. Unfortunately, in our never-ending quest to make things bigger, better, stronger and faster, we occasionally overthink and complicate our message, which leaves your customer confused and disengaged. In order to really have your message heard, keep it simple.

A few tips for simple and effective communication:

• Keep your message clear and concise. Avoid the need for interpretation.
• Use short sentences.
• Have a strategy for delivery. Make sure your target audience is engaged.
• Offer a call to action. Inspiration breeds action. Make it easy.
• Communicate in a timely manner.

Communication is critical to building relationships. To capture your audience’s attention and build a relationship, craft a clear message and and then deliver via the correct outlet.

Keep it simple!

Chances are your business is using content marketing as part of your overall marketing plan. The objective of content marketing is to deliver valuable information that will engage your audience. Consumers are tuning out the more intrusive marketing tactics. What they really want is great, customer-focused information that helps them make a decision or solve a problem. That’s what content marketing delivers.

I actually like The Content Marketing Institute’s definition of content marketing the best: “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

So when it comes to content marketing, as a marketing professional, your job is to create and share valuable, free content to attract and convert prospective buyers into customers and engage existing customers so they are repeat buyers. The content you create and share should be closely related to what you sell without selling.

The purpose is to build relationships, awareness, branding and overall establish your company as an expert in your industry. You want to educate people and gain their trust so they do business with you.

There are many types of content that form a content marketing strategy including:

• Blogging
• Guest blog posts
• Social media posts and sharing
• Email marketing
• Infographics
• PowerPoint presentations
• Podcasts
• Standard videos
• Micro-videos (i.e. Vine)
• Public Speaking
• Webinars
• Articles

It’s up to you to know what is the best way for your brand to reach those potential and current customers. Just remember the power of great content marketing can make a person stop, read, think and behave differently. The return on investment for content marketing can be huge if executed correctly. And, it really doesn’t take a significant investment!

We were excited to meet with a prospective client partner and learn more about their branding and marketing needs. The company is in the B2B space.

Well into the conversation, my pulse began to race, my leg started to shake and my voice rose an octave.

You see, they have been meeting with several potential marketing partners and being very thorough about their due diligence in selecting the right one. One agency told them that they could … wait for it … manage and execute all their email marketing for the entire year for an annual fee if they handed over all the email content in one meeting.

Whoa! Really?!?!

It sounded good to the prospective client. This was:

• Very cost effective
• Low effort on their part
• Efficient with their time
• Worry-free. They wouldn’t have to think about their email marketing for an entire year.

Yes, friends, but this is wrong in so. many. ways. Hence, me physically reacting to this idea.

Effective email marketing campaigns are, among other things:

• Useful. If you are sending content to your audience that is several months old, you are missing the boat. “We try to include something useful in every email,” says Ben Chestnut of MailChimp. “If the announcement was totally useless, let’s at least give the recipient a case study, or something educational (even if it points to some other resource).”
• Fresh. Our world is changing daily. What is relevant or newsworthy today is not going to be tonight or tomorrow, never mind months from now.
• Personal and relevant. Your current and potential customers’ needs and businesses are constantly evolving. What they want and is the crisis du jour changes hourly. You may learn something in a meeting or on a call with them that you have never thought of before that could be a new product or service offering for your company or a nugget of wisdom for your next company email. Sorry, too late, you can only submit your content once a year … Ugh …

The reality is email marketing takes experience, work and expertise. The good news is we’re here to make it easy, effective and right for your brand.