Consumers today are exposed to more advertising than ever before. From TikTok ads to influencer partnerships to sponsored search results, marketing is constant, and so is consumer awareness. Audiences are getting smarter. They can tell what values a brand genuinely believes in and when it’s simply hopping on a trend from it’s promotions.
Because of that, marketing cannot just be creative, it has to be rooted in non-negotiable values.
When values are treated as a strategy instead of a company foundation, inconsistency becomes noticeable.
Think about your favorite brands. If you perceive them to stand for inclusivity, inspiration, and connectedness, how would you feel if their newest campaign suddenly excluded entire communities? That disconnect doesn’t just feel off, it feels dishonest.
Trust is fragile. Once broken, it’s difficult to rebuild.
The Real Test of Values
Today’s consumers don’t just buy products, they buy products that feel like an extension of themself. They support brands that reflect their beliefs, identities, and aspirations.
The true test of a brand’s authenticity isn’t during a successful campaign. It’s during conflict. When faced with backlash or financial pressure companies often have a choice:
Make the decision that protects short-term profits
Or make the decision that aligns with their core values
The brands that choose alignment build long-term loyalty. When companies choose otherwise, consumers quickly realize that their “values” were simply PR statements.
Marketing that Stems from Values
Marketing should not exist separately from company values. It should be an extension of them.
When values are non-negotiable:
Messaging becomes consistent
Brand voice feels authentic
Loyalty becomes emotional
Emotional loyalty is far more sustainable than short-term conversions. In a world oversaturated with ads, authenticity is a competitive advantage. Brands that lead with what they believe in and stand by that when it’s difficult are the ones that gain customers long term trust.
Since the start of the new year, I have noticed business owners posting on LinkedIn daily or several times a week. Yay for being more active! Boo for the frequency and overall execution. Double boo for the AI-generated content and visuals. It is riff-raff. Please just stop making mistakes on LinkedIn — you can do better!
Instead, Connect With Other Business Owners and Leaders
Right now, LinkedIn is the only place to connect with like-minded professionals, business owners, industry leaders and potential leads. This is the only social network where you can get updates from your industry’s leaders on what’s happening in their career or company. In addition to that, it is a platform for professional development — hello LinkedIn Learning — and to get the heads-up on industry trends, emerging technologies, the state of the economy and more.
Personally, I love seeing updates from my connections on awards they have won, events they have attended, professional milestones and shout-outs about what is happening in their business or with their people. Please, get back to that.
LinkedIn Builds Professional Credibility
So hey, business owners and leaders: Let’s harken back to the three Cs of successful brands. Conviction, consistency and connection should be your guidance on how to use LinkedIn successfully.
Focusing on connection and the relevancy of your content are the things that matter. If your target doesn’t care about what you stand for and if it isn’t authentic and purposeful, no one will pay attention. The stronger the emotional connection, the more likely your target or your connections will be positively pre-disposed to your organization.
Business Owners and Leaders Build Connection on LinkedIn
Trusted relationships develop into emotional bonds. And this is true for LinkedIn. Loyalty to your brand or to you as a business leader means greater business success for you, and reduced competitive threat.
While you may think staged photography of you behind your computer or with a team member, belongs on your personal LinkedIn timeline, think again. It is not enough to just show yourself working. Let your followers know what you’re thinking. Don’t weaken connections with your professional network you spent decades to build. Keep connecting with your network in ways that help them.
Balance helpfulness, expertise and relatability to boost engagement on LinkedIn without excessive self-promotion. Please and thank you. Again, for the love of Pete, keep your audience interested by providing value. Establish your authority by sharing your expertise.
And above all, build connection.
Front Porch Marketing can help if you need additional thoughts on how to use LinkedIn, how to build and maintain connection with your network, or just some counsel on your LinkedIn brand or personal page. We know you can rock it in 2026!
Looking back at Q3, we feel very fortunate to have talked to more small to midsize businesses and nonprofits than in Q1 and Q2 combined — there have been a lot of marketing questions asked. However, some of it isn’t good news for them.
Some prospects are seeing a decline in revenue vs the first part of the year. Others are not seeing the return on their digital ad spend they saw in the first part of the year.
And, then there are some of our favorite conversations. We love meeting new entrepreneurs ready to rock their next business venture. This audience has a different set of questions.
For those that fall into the categories above, here are some insights of our conversations, that might help you, if you are experiencing similar opportunities. Even for those business owners and leaders who aren’t in the middle of one of these scenarios, there may be a nugget to learn or ponder here.
Marketing Questions for 2025
Why are my Google fill in the blank ads not performing?
Overwhelmingly, prospective clients are coming to us because of this and asking relevant marketing questions. Note to all: Business leaders and consumers alike are now starting their searches with AI platforms like ChatGPT. Generative AI is taking over the discovery phase.
Whereas consumers used to start with a keyword search on Google, 68% of shoppers across the world have used AI tools like ChatGPT to shop, according to a report published by creative agency VML. So, now the lines are blurred between search as a brand marketing function and a performance marketing one.
Also, if your Google Local Service Ads (LSA) are not working, why did you notice this and not your current agency? There are a myriad of reasons why they are not performing. And your agency should fix this problem. Not you. Ask them this marketing question.
Are your clients seeing a decline in revenue this year vs. last year?
This marketing questions is an important one. This is where you get the open, direct conversations that happen on the Front Porch. The U.S. economy has been in the s*&^ for quite a bit. Longer than most will admit. (Time to take off those orange-colored, not rose-colored glasses, which is a tip of the hat to Taylor and the release of The Life of a Showgirl.)
About a third of our clients have seen a decline. Of that third, the decline has been less than others in their industry. Why? Our clients market onward. These business owners and leaders haven’t cut the marketing budgets. And it’s showing!
Reality check, people. The spending on all the things: consumer goods, professional services, hospitality, travel, etc., after the pandemic was fabulous. But, as hopefully most of you have realized, it is time we normalize. And now, driven by macroeconomic uncertainty, tariffs and other factors, businesses and consumers are holding on to their cash.
How do I distinguish my business in an oversaturated category?
Recently, a prospect launching a business consultancy emailed this marketing question to us — after our initial meeting and several discovery calls.
My response, thank you for asking, was this: We take you through a branding process to ensure that your brand is both differentiating and emotionally relevant to your best target customer or client in this case.
As a famous person recently said, “I’m in the business of human emotion.”
All of us as business owners, leaders and champions of our brands are in the business of human emotion. Human connection, along with clarity and conviction of your brand will make you rise above. Even in an oversaturated category.
At the end of the day, automation and AI are happening whether you want them to or not. However, if your brand isn’t defined, your business is way behind the curve. And if it is and you are not delivering on it at every touchpoint, we can help you get there.
Want Your Own Answers to These Three Marketing Questions?
Whether your marketing questions are about ads, revenue or branding, or something else entirely, you deserve to have someone help you find the answers. Knowing is the first step down a new, more successful journey on your company’s marketing path.
We’re 14 this year. And I admit it. In addition to being an entrepreneur, business owner, mother, wife, volunteer, brander and marketer, I am a “Swiftie.” However, there are a few things I disagree with powerhouse entrepreneur and musical genius Taylor Swift on. One of those things is that indeed, “At 14 there is so much you CAN do.”
Front Porch Marketing Started Rockin’ 14 Years Ago
As I reflect on the years since founding Front Porch Marketing in March 2011, there is so much in which to give thanks. We have had and continue to have the support of many people, in business and life. Mentors, current and former clients and team members, advocates, friends, family members and I could go on and on. I am so grateful and humbled for each and every person who continues to rock our Porch.
Without further ado, to y’all who have been with us since the beginning, in the middle, jumped on the Porch recently and those to come, I share these things.
14 Branding, Marketing and Business Must-Haves and Guardrails for 2025
1 Branding
Know what your brand should be. How is it relevant to your target? Does everyone within your organization know what your brand stands for? Your internal team should be convicted. Your brand should be creating emotional connections. Consistently communicate your brand at every point of contact with all your audiences. This has been our foundational message to clients for 14 years.
2 Marketing Plan
“Failing to plan, is planning to fail,” said Benjamin Franklin. Have you created your marketing plan? Did you stick to it? Are you reviewing your goals, targets, strategies, tactics, budget, etc. quarterly? How is your ongoing measurement compared to your goals?
3 Client and Customer Insights
Talk to or have an agency partner your current clients. Identify strengths and weaknesses. Gather feedback. Discover new opportunities. Enhance customer experience. Validate marketing and sales strategies. All of this results in stronger relationships.
4 Website
Audit your current website. Is the creative on brand? Are you using SEO to make your site more visible in search? Does your content answer customer questions? Does it have a strong Call to Action (CTA)? Are you monitoring and measuring analytics?
5 Strong Creative
This sets you apart from competitors. When someone within your organization wants to drive creative ideas based on what they like and then another person wants to DIY creative, you are diluting your brand. Show you are established and have professionals working on your brand. This is not the area to bring in-house unless you have a creative director who has a graphic design designer or creative team. Hard stop.
6 Interesting and Personalized Content
Are you listening to your clients or customers? Is your copy concise? Is it compelling? If you have engaged your office manager, or person on your team with an English degree, etc., to write your content, how is that working for you?
How are you utilizing AI? What drives us crazy about it is when a client says just post this using AI to generate content. Nope. Not. Humans still matter. But there are ways to complement what you are doing and improve efficiencies by using AI.
9 Paid Strategy
How can you amplify your organic social? Want to engage potential clients or customers? With limited budgets over 14 years, we have found multiple ways to leverage paid digital advertising strategies to achieve goals.
10 Sustainability
For long term business success, people, profit and planet must be woven into your business and marketing strategies. Sustainability does matter. Your team cares about it. Your clients and customers will remain loyal to you because of it. How can we help with this?
11 Pivoting and Testing
Marketing isn’t a one size fits all. Try something. Make sure it is on strategy and on-brand. Analyze it. And if it is working, amplify it. Do more of that. This strategy of pivoting and testing has been working for our clients for 14 years.
12 Video
A simple video marketing strategy can cut through the clutter. Video doesn’t have to be over produced or over-thought. You don’t have to necessarily entertain. Be you do need to be helpful, on-brand and meaningful in your video messaging.
13 Sales Support
Sales and marketing go hand-in-hand. What are you or your sales support doing together to drive leads? We have some tried-and-true ideas here — that we’ve successfully deployed over the last 14 years — and would be happy to have a call with you to share.
14 CRM
A simple customer relationship management system (CRM) helps maximize interactions and engagements with all audiences. There are many more benefits. We would love to set up a call to wax further lyrical here. Call us.
14 Years is Just the Beginning
To all business and nonprofit leaders who have considered all these must-haves and guardrails for 2025, kudos to y’all. Let’s keep doing more of that! And, on this our 14th year, please know Front Porch Marketing folks, “You’re Still the One.”
Here are some marketing questions for business owners and leaders to ponder to truly rock 2025. Start the year off right. First, ask and answer these questions to help your team succeed by aligning your collective efforts. Then, optimize your team’s performance with clarity, collaboration, conviction, consistency and connection — and 2025 will be your year. And finally, don’t forget to regularly track your progress.
Ask Yourself These Marketing Questions
What are my business goals?
To focus efforts and increase success rates, make sure your goals are SMART. SMART goals are specific, measurable, actionable, relevant and time bound. Areas in which to set goals are around your financial target, growth, operations and your team. In addition, set goals for yourself as a business leader. These goals can be around leadership, development, your role, work life balance, fitness, mental wellness, etc.
Does my brand and messaging reflect what my business is today?
Is your brand resonating with your team and your best target? Think about this. You have great clients or customers, a strong, best-of-class team, and a differentiating product or service. So is your brand a garage band? Or have you evolved your brand and messaging to reflect what your business has become?
What is my marketing budget?
Set your marketing budget for next year. This is one of the most important marketing questions for several reasons. Most companies’ marketing budget for 2025 is between 7–10% of revenue. Then you can align your activities and expectations once your number determined.
Who are my best customers/clients?
If you have data gathered, this will be easier. If not, you still need to answer this marketing question. Key metrics to consider include purchase frequency and recency. Also review the total revenue generated by that client or customer for the year. Further, consider customer loyalty — your net promoter score (NPS). In other words, how likely are they to recommend your brand to others?
How am I going to achieve set goals targeted at my best prospects in 2025?
Now you’re asking yourself one of the key marketing questions. From here you can develop your marketing road map. With your ideal customers identified, you can then tailor your marketing efforts to their preferences and needs. In addition, the budget you developed is also in play here, as marketing initiatives must be within that budget.
Do I have the right marketing team in place to rock my business in the new year?
For the most part, successful business leaders realize marketing should be done by professionals. They themselves should not be the marketers. Thus, evaluate your team and identify who is qualified to lead and execute your marketing team efforts to reach your goals. Most small businesses do not have that team internally. And most small business leaders know that an office manager isn’t their Chief Marketing Officer — that position should not be leading or executing marketing strategies and initiatives.
These Answers Will Start Your New Year Off Right
Cheers to a new year. Going forward, we are wishing you even greater business success in 2025. In addition, our wish for you and your team is to achieve optimal mental and physical health and happiness.
It is not Marketing/Sales, it is Marketing and Sales. In one week, two things happened that spurred me into sharing that marketing and sales are in fact two separate functions. That work together.
Marketing and Sales, Thing One
A former client who is a successful business owner shared at a recent weekly team meeting, that his team discussed the need for a marketing strategy and a stronger brand presence. The salesperson on the team was pushing hard for additional marketing resources. And he wanted to lead the charge. They “went back and forth about the where, how and the value of a stronger brand presence.”
The business owner was skeptical because he had grown his business traditionally from word of mouth. (Clearly too much time had passed since we worked together.)
He continued his story to me, “Front Porch Marketing was the first marketing resource I thought of to visit with and have a clearer picture of what needs to be done and in which priority.” For that, we are honored.
Marketing and Sales, Thing Two.
I attended a networking group event. The speaker was a small business consultant who shared ways for business owners to increase revenue and improve profitability, among other things. The presentation was great until we got to the slide that included the line, “Marketing/Sales.”
I thought “It is not Marketing/Sales.” They are not the same thing. They are not to be lumped together. These are two very distinct functions that both contribute to growing a business.
Why You Need Marketing
Marketing is no longer just an option for small businesses and nonprofits who want to grow. I am happy to share one-on-one my experiences over the last two years on this. Occasional marketing effort does not make your business grow. A marketing foundation must be built, strategized and utilized. You need consistency, conviction, and connection for marketing to succeed. These three things are must-haves when you’re marketing your business in the year 2024.
How Sales is Different From Marketing
Sales people and departments are responsible for generating new leads, converting those leads and closing deals. Sales leaders look at the ideal target customer or client and the product or service they are selling, and make a match.
First, there are inside sales: looking at existing customers and how they can grow their business. These sales people are also converting inbound calls and emails to direct business.
Then there are outside sales. This team’s approach focuses on face-to-face interaction with potential customers. They do this by attending targeted conferences and events. Building their network and relationships is the goal.
How Marketing and Sales Teams Can Work Together
At Front Porch Marketing, we sometimes work directly with sales leaders. Again, for that we are honored and grateful. Sales people overall have a defined pipeline, and may rely on the marketing people to feed that pipeline. These sales leaders know they need marketing. They do suggest initiatives to support their agendas. But most share what they are trying to achieve and trust that we will strategize and implement what is right for business growth.
We also work with smart, small business owners and nonprofit leaders, who believe they need to elevate their brand and grow brand awareness to grow their toplines. That’s marketing. Few of these types of companies have an in-house marketing team though. They may have a person or two in marketing, but even this small crew cannot manage or specialize in all the marketing things they might need. And that’s where we typically come in.
I could go on and on about the difference in marketing and sales functions. But alas, I must get up bright and early to French braid an 11-year old’s hair for school. So cheers to all of you marketing people and sales people growing the top and bottom lines, working with those you love, for those you love. All the while, taking care of your loves. Like we do.
What’s your business growth opportunity for next year? Identify it. Now is the time. Q4 is upon us. Before we know it, it will be January 2025. So take the time now to really contemplate where you want to take your business next. Once you have that nailed down, you’ll have a clear place to steer yourself in Q1.
Your Growth Opportunity Is Not Swayed by Circumstances
Your business growth opportunity for next should be based on YOUR business. Not so much on outside forces happening in the world. Despite the economy. Or the uncertainty due to the election. Strong brands will survive and thrive in 2025. What makes you a strong brand?
Uncover Opportunities With Probing Questions
Ask yourself some of these questions when you review your business in Q4. These questions will help you determine your success for 2025 based on your successes in 2024.
1. Review your 2024 key clients or customers’ successes. Where have you seen the most business growth this past year?
Make a list. This will give you insight into where your business growth opportunity might be for next year. Looks for patterns and trends in your business’ success. You might just be getting started in some area of your business that will continue to pay off.
2. Is your team convicted that the brand is important?
Review your brand’s foundation. Is your brand strong? Does your leadership team articulate your brand clearly at every internal touchpoint? Your audience needs to be able to recognize you and count on you. They want to see you as the voice of authority, every time they turn to you for answers.
3. Are you communicating consistently?
Consistent communication is key to having a strong brand, and a strong presence in the marketplace. If you are not communicating clearly and consistently about your brand, you are diluting your brand and the competency of your organization.
4. Does your target care about what your brand stands for?
The stronger the emotional connection to your brand, the more likely the target will be predisposed to your organization. What were your successes with your audience this past year? Plan to do more of whatever that was.
Other questions to ask yourself about your business, looking for your business growth opportunities in 2025:
Are you leveraging your senior team’s strengths?
What are your strategies? Define these and then everything else should fall under that.
What are your holes in marketing resources? What do you need help with?
Pro-Tips For Growth
Identifying your business growth opportunities is just your first step to a successful 2024. Reviewing 2024, there are areas where we see success for small to midsize businesses and nonprofits in 2025. Make sure you have this Pro-Tip list covered in Q4 this year, and follow the path to uncover your own insights and build your business in 2025. If you need help along the way, Front Porch has your back.
Identify your growth opportunity.
Make sure you have the team needed to realize your goals for your clients.
Have a plan. Be focused. A marketing plan is important to maximize resources and reduce unneeded spend.
Sharpen messaging. Review your message map. Make edits where necessary.
Be strategic. Define strategies and then tactics that will help you accomplish the strategies.
Networking is perhaps an undervalued, but critically important aspect of marketing. In the world of marketing, staying ahead of trends, understanding emerging technologies, and leveraging innovative strategies are immensely important. However, amidst the whirlwind of digital campaigns, content creation, and market analysis, one fundamental aspect remains critically vital: networking. This week, as some of our team is attending the Marketing 2.0 Conference, let’s delve into the significance of networking within our industry, particularly through conferences and conventions.
Networking is a Gateway to Opportunities
Networking serves as a gateway to a multitude of opportunities; including partnerships, client leads, mentorship, and the exchange of ideas. More often than not, who you know can be as important as what you know. Creating meaningful connections can catapult your career and business to new heights.
The Value of Face-to-Face Interactions
While social media and digital platforms offer convenient ways to connect, they cannot always replicate the value of face-to-face interactions. Conferences and conventions provide a unique environment for marketers to engage in real-time conversations, offering a depth of communication that virtual encounters cannot match. The exchange of ideas, the use of body language and the immediate feedback of in-person discussions enrich the networking experience and can foster stronger, more meaningful connections.
Networking Means Learning from the Best
Attending conferences and conventions exposes you to impressive leaders and innovators in the marketing world. Keynote speeches, classes, and panel discussions provide exceptional insights and knowledge, highlighting cutting-edge trends that have yet to become mainstream. These learning opportunities not only inspire but also equip you with fresh ideas and approaches that can be applied to your own business.
A Platform for Visibility
Participating in these events offers an invaluable platform to raise your personal or brand’s visibility within the industry. Presenting a paper, leading a workshop, or simply engaging in discussions can position you as a thought leader. In turn this can open doors to media coverage, speaking opportunities, and collaborations. The exposure gained can significantly enhance your reputation and credibility among peers and potential clients.
The Ripple Effect of Sharing
One of the most underrated aspects of networking at conferences is the ripple effect it creates. Sharing your own experiences, challenges, and success stories not only contributes to the collective knowledge but also helps in creating meaningful connections. This mutual exchange fosters a sense of community and support within the industry.
Looking Ahead
As our team prepares to immerse ourselves in the upcoming Marketing 2.0 Conference, the focus extends beyond just attending. It’s about actively participating, engaging with new faces, and absorbing every bit of knowledge and insight available. The importance of networking in marketing cannot be overstated, and conferences and conventions represent a place for nurturing connections that could shape the future of your business.
This is anniversary number 13 and it is sweet and humbling. And I am forever grateful for our team, clients and advocates.
13 is a lucky number.
It represents fearlessness. And, although at times fearlessness is hard amidst all that is going on with our business, clients, family, and in the world, for our business and me it is a guidepost.
Today I’m sharing 13 branding and marketing truths that still ring true, to celebrate our 13th year of doing what we love.
Branding – Start-ups and small to midsize businesses who have defined and live their brand architecture achieve their business goals.
Conviction – Successful businesses and business leaders articulate their brand. They know it stands for a specific and meaningful promise. These business leaders champion it internally as well.
Consistency – Our clients deliver on their brand at every point of contact, internally and externally. They understand if they don’t it will dilute the competency of the organization.
Connection – The relevancy and persuasiveness of a brand must be realized by the business’ target. Emotional connections make target audiences more predisposed to your company and its products or services.
Knowing you are not your customer.
Yet, knowing who your key client or customer targets are key.
Defining and monitoring the competitive landscape.
Creating and integrating key messages into all communications.
Being grateful for your relationships. Give back to those who support you. Encouraging them and providing help to them professionally or their businesses along the way.
Networking – This doesn’t have to be large groups, weekly or monthly meetings. But those help. Always be open to meeting new people and trying to help or connect with them.
Email marketing is the bomb. Don’t underestimate its power.
Having and trusting strong account managers, creative directors and content specialists. They make magic happen.
Work with people who you love, for those you love, creating and executing work you love, whilst taking care of your loves.
LinkedIn continues to be a powerful sales and marketing tool. With other social networks manipulating algorithms, LinkedIn ranks in the top two where organic social media marketing is still effective.
And the user demographics for LinkedIn are a proof point for brands and business leaders to utilize this tool now to engage their audience and grow their business.
What Works on LinkedIn
Strategy and other things are critical to maximize results for brands and personal pages on LinkedIn.
Provide value. Heavy, brand only content isn’t effective. Audiences want value. Be engaging. Tell stories. Share advice. Use testimonials. Give perspective on industry trends. Be a storyteller. Share what your team is passionate about at work and personally.
Posting cadence. Have a content calendar and be committed to posting frequency.
Message and visual consistency. Make sure you are following your message map, content buckets, brand style guide and visual guidelines.
Encourage team members to interact with your brand page. As we always say, you can’t market externally if your team isn’t educated and engaged internally. Turn each team member into a brand champion. Provide them with the knowledge on how they can market the brand. Make sure content shared on LinkedIn is engaging to them. They should want to like and share the brand’s posts.
Where to Start On LinkedIn
At a minimum, business leaders on LinkedIn should:
Have an updated headshot.
Upload a branded timeline cover.
Log into LinkedIn three times a week.
Like team members’ and brand’s post.
Accept relevant and meaningful connections.
Reach out and ask for connections to team members, clients and other contacts you meet at conferences, conventions, etc.
Monitor competition’s brand pages to get a snapshot of the competitive landscape.
Interested in assistance utilizing LinkedIn for your business? For you as a business leader? The time is now. Front Porch Marketing is here to help you succeed on this important business platform.
