Over the last few weeks, business owners and leaders have contacted us to assist with search engine optimization (SEO) initiatives. Two companies were working with agencies and noticed their results month over month were decreasing. They asked us to do an audit of activities and give a recommendation.

Two businesses were looking for a SEO partner. The leaders of these companies were brilliant business leaders running successful companies. However, upon further discovery, their budgets didn’t meet their expected outcomes.

Success Can Be Realized With SEO and Paid Digital

Be aware that there is a minimum threshold for advertising spend as well as agency management of campaigns, campaign creative and content development. We found that there was little understanding of this by business leaders. Education is needed.

A quote from a recent prospect that floored us for many reasons, “We were blindsided by our agency shutting down. We have had the last five companies end up like this agency, a 3–6 month ramp up and either the company evaporates or the person that was with the company quits.”

And the last bit that was most alarming, “The agency said if they ever closed their doors their plan and progress will be easy to transfer.” If this is ever in any contract with an agency partner, y’all, please don’t sign. Walk away. Walk away fast.

SEO Initiatives Are More Complex Now For Several Reasons

SEO is constantly changing, so approaches need to pivot too. Here are some of the more recent developments in SEO:

• AI-driven search:
  • Google’s AI Overview (AIO) and other AI-powered answer engines provide direct answers and summaries. This means users do not have to click through to websites. And click-through rates (CTR) have declined. Expertise and Quality: Expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) are now king. AI-driven search engines prioritize high-quality, authoritative content that demonstrates.
• Voice search: This is increasing as well as visual search means new strategies and skills that some agency teams are lacking.
• Saturation of content: There is no lack of content on the internet. Unique content that aligns with user intent is critical.
• Established brands: These companies have massive advertising budgets. They dominate search.

At Front Porch, we start with your brand architecture. A brand is shaped by three primary factors: who you are, who you aspire to be, and how your audience perceives you.

We Believe in These Pillars For Successful SEO Marketing

Consistency: Consistency and clarity across every touchpoint strengthen brand equity.

Collaboration: Collaboration with our clients is paramount. We are at our best when we work alongside you in your business and understand what is happening in the day-to-day business.

Communication: Timely communication and turnaround will be important to make our partnership successful.

We Recommend Fewer, Deeper Strategic Tactics

You have limited resources — time, money, etc. We understand that. That is why less is more. Deeper focus on fewer marketing initiatives results in business success. This is a proven, tried and true methodology that ensures success in the long term. But with limited budgets and fewer initiatives, the momentum could take longer.

However, if you provide us with a budget and that budget won’t result in success in the initiative you are proposing, we will tell you. We won’t invest your money knowing there will not be the return expected.

Be Prepared for SEO of the Future, Now

The SEO industry is experiencing significant transformation. Find a partner who is embracing AI. Also, make sure they provide the highest quality and unique UX experiences and content. Last but not least, don’t invest in this strategy if you don’t have the budget to compete.

During the summertime months, everything tends to slow down, creating a more relaxed atmosphere in both our personal lives and the business world. For businesses, major announcements and initiatives are often introduced at a slower pace, as both target audiences and journalists are likely to be on vacation.

Is summer a time to reduce media outreach? The answer is a firm no! While others head to the beach, summertime is the ideal opportunity to capitalize on less crowded reporter inboxes.

Plan for Fall and Winter in the Summertime

Although fall and winter may seem distant, long lead publications are already preparing their end-of-year stories. Since these publications typically have a lead time of 3 to 6 months, summer is the perfect opportunity to pitch your ideas. Many of them provide editorial calendars in their media kits, which can help you align your pitches with their planned content.

As fall approaches, reporters often experience an increased workload. Many short-lead reporters take advantage of the slower summer months to prepare important stories. In the summer, reporters have more time to review pitches. publications such as daily newspapers, broadcast outlets, and online platforms may not be actively seeking pitches, providing you with an opportunity to distinguish yourself.

 Establish Summertime Connections That Will Last All Year

If your organization is having a slow summer, use this chance to strengthen connections with reporters. Summertime is a great time to research key journalists and understand their beats by reviewing their article portfolios.

Engage with them on social media by sharing relevant links, joining their conversations, and offering your unique insights. By establishing your thought leadership, you can become one of their preferred experts for future stories.

Augment Your Online Presence

Take advantage of the summertime months to enhance your online presence. Focus on building relationships with reporters and directing them to your website or other content channels where they can discover your unique voice and expertise.

Regularly update your content with fresh additions, such as blog posts and vlogs, while staying active on social media. Although summer may seem slow, it is an excellent time to strengthen media relationships and tailor your content to align with reporters’ interests.

As a marketer, I cannot remember the last time we blogged about ourselves. That is not the purpose of this communication or our usual MO all the way around. But this topic should be shared for learning, as well as I could really use some feedback from this trusted community on being a marketer.

Networking as a Marketer

I joined a new networking group in October of last year. One of our amazing partners who jumps in on graphic and website designs had been gently nudging me to just go to a lunch to learn more. When learning this group meets weekly, a two-hour commitment, I was unsure. How could this fit into all the current professional and personal things on my weekly to-do list?

And I finally attended a meeting. I loved the energy and people in the room. The structure of the meeting was impressive. I was all in after auditing one or two more meetings. Being focused on paying it forward and referring business leaders and owners to like-minded business leaders and owners has always been inherently at my core. And come to find out, this is what this group was all about. What?!?!

Focusing on Relationships as a Marketer

This new networking group of mine is laser-focused on relationships. Plus, there is an abundance of accountability. And accountability is a great thing as well. Home service providers, commercial and residential realtors and mortgage professionals and marketing folks who provide singular services like graphic design, promotional materials and video production have found this group to be of great benefit.

So again, I find myself in a group that I love. I have provided many referrals. And a few folks have provided referrals to me, but I have heard time and time again, “I am not sure what Front Porch Marketing does.”

I had the opportunity to present to this group last week. My team was amazing and created an information sheet — which you can download here — for me to pass out at the presentation. We also produced note pads as swag, as well as cookies. Food is one of my love languages, as you may know.

Continuous Improvement as a Marketer

During the meeting, I was at home and at ease presenting. Talking about my family, and how previous work experience led me to start Front Porch Marketing. I spent time discussing what makes us different, our services and shared two client examples. The majority of the audience was engaged. However, two or three business owners were frowning and bored. I did something wrong. I didn’t practice what I preach.

At Front Porch Marketing, we partner with business leaders and owners who want to build strong brands. They recognize a full-service branding and marketing partner provides them value and focus to working on their business instead of in their business. But these leaders know marketing isn’t a one-size-fits-all. And all marketers are not the same.

This leads me to how you can help. Please comment on this blog post, or email or text me and let me know what makes Front Porch Marketing rock for you. Let me know how I can communicate our value proposition in a more meaningful way. Thanks in advance, y’all!

For many service-based businesses, summer can bring a noticeable shift in pace. Clients take vacations. Projects slow down. Inboxes are a little quieter. While that can be stressful for some, it’s also a golden opportunity to set the stage for the kind of brand-building and relationship marketing that pays off in the fall.

Here are five smart, low-pressure ways to keep your business visible and valuable during the summer months.

Show Up With Service-Based Seasonal Relevance

Your service-based clients are in summer mode so your marketing should reflect that. Swap out your usual tone and visuals for something lighter and more seasonal. Even a service business can have seasonal flair, it just takes thoughtful execution.

• Update your website or social headers with a bright, seasonal refresh.
• Share content that acknowledges where your audience’s head is right now (travel, rest, planning ahead).
• Keep calls to action warm and casual. Think: “Let’s chat before fall,” instead of “Book now!”

Reconnect Without Selling

Summer is a great time for a service-based business to nurture their relationships, not push offers. People remember how you made them feel, not how hard you pushed.

• Send a short “checking in” email to past clients or prospects with something personal or helpful.
• Share a light, engaging newsletter featuring tips, updates or even your team’s summer reading list.
• Send a handwritten thank-you note, summer themed postcard or small branded summer item to key contacts.

Package a Service-Based Seasonal Offer

Create a limited-time service bundle or mini offer that’s easier to say “yes” to. Position it as a chance to get ready for Q4 while things are still quiet, to end the year strong.

• A quick strategy session, audit, or consultation for a set price.
• A “summer tune-up” for their current account.
• A short-term retainer designed to bridge the gap until fall for a special project.

Go Behind-the-Scenes at Your Service-Based Business

Summer is perfect for showing the human side of your brand. People like to work with people. Let them see the personality behind the service you provide.

• Share behind-the-scenes moments of your team working (or vacationing).
• Post photos or reels that give clients a peek into how you operate.
• Use Stories, Reels, or LinkedIn posts to spotlight summer client wins or simple day-in-the-life moments.

Plant Seeds for Fall

If you’re slower in summer, use that time to get ahead. Marketing doesn’t always have to be public-facing to be powerful. Quiet progress now  in the summer, can lead to loud momentum later in the fall and winter months.

• Batch fall content now to get ahead (blogs, newsletters, email sequences).
• Refresh your onboarding materials or website copy during downtime.
• Build a campaign now around something launching in September or October.

Stay Warm, Not Silent

Summer isn’t the time to go radio silent for a service-based business, it’s the time to stay present, helpful, and human. Because when fall hits and decision-makers are back in gear, you’ll be top of mind, not just because you marketed well, but because you showed up with intention when others disappeared.

So go ahead. First slow your pace, then warm your tone, and finally let your service-based summer marketing do the quiet, steady work of building trust with your customer that will last all year long.

Rework old work this summer, and fine tune it to maximize impact. Not every marketing campaign soars on the first try: some fizzle out quietly, lost in the noise of busy inboxes or drowned by shifting algorithms. But summer isn’t just for new campaigns, it’s the perfect time to revisit what didn’t work, rework it, and give it a second chance to shine.

Just like TV networks used to air “summer reruns” to capture fresh audiences, you can reimagine underperforming campaigns with new timing, angles and energy. Because sometimes, the idea was good — just maybe not the execution, the context or the season.

Summer is Primetime for a Reboot Rework

Summer marketing tends to feel lighter, looser and a little more experimental. Audiences are mentally shifting gears, slowing down, traveling, spending time outdoors. Engagement might dip in some channels but spike in others. It’s also when your team might have more breathing room to reflect, regroup, and rework ideas without the Q4 pressure.

Plus, summer is a metaphor-rich season. Think: growth, energy, movement and play. All perfect themes for breathing life into a campaign that maybe didn’t stick the first time.

Review and Rework Without Judgment

Before anything can be reimagined, it needs to be understood. Ask yourself these questions about the campaign.

• What was the goal? Did the campaign aim for awareness, engagement, conversions?
• What worked well? Maybe the visuals were strong, but the CTA was weak. Maybe the story was good, but the audience was wrong.
• What failed and why? Timing? Message mismatch? Channel choice? Lack of clarity?

This isn’t about beating up on your old work. It’s about auditing the content with curiosity and clarity.

Refresh the Angle

Ask yourself what new spin would make this idea more relevant now?

• Update the context? Can you rework the content to connect it to current summer trends, events, or cultural moments?
• Shift the focus? Try telling the same story from a different POV like customer-first, behind-the-scenes or values-driven.
• Simplify it? Strip it down to the strongest insight or benefit and rebuild from there.

Summer is a season when audiences crave ease and emotion. Lean into storytelling that feels breezy, relatable, or joyfully unexpected.

Rework it and Change the Channel

Sometimes, the idea isn’t the problem but the platform is. So a campaign that fell flat as a static Instagram post might thrive as a short-form video. Or, an overlooked blog post might shine as a podcast segment or live Q&A.

Consider a form change-up to maximize your content impact:

• Repackaging email content as a summer-themed downloadable checklist.
• Turning case studies into Instagram carousel “client journeys.”
• Repurposing old webinars into bite-sized reels or quote graphics.

Embrace the Remix

You don’t need to start from scratch in a rework of an old campaign, just remix it. In fact, some of the most iconic campaigns are iterations of past ideas.

• Nike’s Just Do It has been reframed a dozen ways.
• Spotify Wrapped is a reinvention of year-in-review content.
• Coca-Cola constantly reuses its “share” message in seasonal formats.

Take what worked like language, design or sentiment and remix it to fit your audience better this summer.

Failure Isn’t Final, Keep Reworking

Just because something didn’t work the first time doesn’t mean it’s a bad idea. It might’ve just been early. Or undercooked. Or misaligned with the moment.

This summer, take a little time to look back, not to dwell but to rediscover. Great campaigns, like great summers, often come from second chances and a willingness to try something again, only just a little differently this time. So, you got a campaign graveyard? Dig it up. Rework it. You might just find your next big summer win buried there, waiting for its moment.

Spring is the season of growth and renewal — a perfect time to take a fresh look at your marketing strategy and the channel mix you’re using. Just like you’d diversify a garden to ensure a healthy harvest, your marketing strategy needs a mix of channels to thrive. If you’re pouring all your time, budget, or energy into one platform or tactic, you might be missing out on bigger opportunities — and leaving yourself vulnerable.

Channel diversification matters. So learn how to spot overdependence on one channel and what you can do to grow a more balanced, resilient marketing mix.

The Risks of a One-Channel Strategy

Putting all your golden marketing eggs in one basket can feel safe — especially when that channel is performing well. But algorithms change, audience behaviors shift, and platforms rise and fall. If your business relies heavily on a single social media platform, email list, or ad network, you’re one update away from a major disruption.

Common signs of over-reliance:

• Most of your website traffic or new business leads come from one source
• Your engagement drops significantly if one channel underperforms
• You haven’t experimented with new platforms or tactics in over 6 months

The Benefits of Channel Diversification

1. Reach new audiences: Different platforms attract different demographics. Expanding your reach across channels means reaching more potential customers.

2. Mitigate risk: If one channel takes a hit — due to algorithm changes, ad costs, or even a platform outage — you’ve got others to lean on.

3. Learn what works best: Diversification allows for better testing and experimentation. You might discover that your audience responds better to email storytelling than paid search, or that blog posts drive more qualified leads than Instagram.

4. Strengthen your brand: A presence across multiple touchpoints increases brand recognition and builds trust. It adds depth to your brand’s personality. Your brand becomes more than just “that company on LinkedIn.”

Alternative Channels to Consider

• Email Marketing: Email marketing is still one of the most effective and underutilized channels for direct communication.
• Podcast Interviews, Sponsorships or Advertising: Reach niche B2B or B2C audiences where they spend uninterrupted time.
• SMS/Text Campaigns: SMS marketing is quick, direct, and surprisingly effective when used with consent, consistency and care.
• Community Platforms: Slack groups, Discord, or industry-specific forums where conversations already happen about your industry, product, or brand.
• Content Syndication: Republish or distribute your best blog content to new audiences through third-party sites.
• Offline Tactics: Direct mail, branded events, or pop-up experiences still create memorable brand impressions.
• Media Relations: Establishing your brand as a voice of authority in industry newspapers and magazines with a solid media pitch

How to Start Diversifying

1. Audit your current mix: Where is your traffic and engagement actually coming from? What channels are underperforming or neglected?
2. Choose one new channel to explore: You don’t need to launch everywhere all at once. Pick a channel that aligns with your audience and test it intentionally.
3. Repurpose smartly: You don’t need to create new content for every channel. Repurpose blog posts into videos, webinar snippets into social posts, or long-form reports into email series.
4. Measure, refine, repeat: Set clear KPIs for each new channel and compare results. Continue to refine your mix as you gain new insights.

Make Your Brand Channel Resilient

The more varied and strategic your marketing approach, the more resilient your brand becomes. So this spring, take a cue from the season: plant new seeds, test new soil, and watch your marketing bloom in unexpected places. Just remember: marketing, like gardening, rewards those who think ahead and stay adaptable.

Have you tried a new channel recently that surprised you with results? We’d love to hear about it on The Porch!

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?

7 Organic Social Media

Organic social content is more relatable and real. Consistency on social media is paramount. We know a consistent organic social media strategy drives results.

8 AI

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 14^th year, please know Front Porch Marketing folks, “You’re Still the One.”

Crafting an effective media pitch is both an art and a science. Whether you’re a seasoned PR professional or just starting to build media relationships, your pitch can be the difference between securing valuable coverage or getting lost in the shuffle of a journalist’s inbox. Below, we break down the essential steps for writing a media pitch that captures attention and gets results.

Step 1: Verify the Newsworthiness and Accuracy of the Media Pitch

Before you even begin writing, take a step back and ask yourself: Why is this news important right now? Media professionals receive hundreds of pitches daily, and the ones they choose to cover must be timely, relevant, and impactful.

• Make it newsworthy: Review current trends and hot topics in the news cycle. Your pitch should connect to something relevant—whether it’s an emerging trend, industry shift, or a human-interest angle.
• Back it up with facts: Every claim you make in your pitch should be verifiable. Always attribute statistics, quotes, or data to credible sources. This not only builds trust but also saves the journalist time fact-checking.

Step 2: Write a Concise and Compelling Subject Line for Your Pitch

Think of your subject line as the headline of a news article. It needs to grab attention immediately or risk being ignored.

• Be brief: Keep it under 60 characters to avoid being cut off, especially on mobile devices. Journalists scan their inboxes quickly, so clarity is key.
• Avoid jargon: Use simple, clear language that anyone can understand, even if the topic is technical.
• Highlight news value: What’s in it for the journalist and their audience? Make that clear upfront.

Example:
“New Study Reveals 60% of Consumers Prefer Eco-Friendly Packaging”

Step 3: Capture the Journalist’s Interest in the First Line

Once your subject line convinces them to open the email, the first line of your pitch needs to keep their attention.

• Get to the point: You only have about 9 seconds on average before the reader moves on. Hook them with a compelling statement or question that piques their curiosity.
• Preview the story: Offer a quick snapshot of why this media pitch is relevant and why it matters to their audience.

Example:
“Imagine reducing your company’s carbon footprint by 50% — without increasing costs. Our new report shows how businesses are doing just that.”

Step 4: Identify and Target the Right Media Contacts

Even the best pitch will fall flat if it lands in the wrong inbox. Targeting is crucial.

• Do your homework: Build a media list of journalists, bloggers, podcast hosts, and influencers who cover your industry or niche. Look for people who have previously written about topics similar to your pitch.
• Personalize your outreach: Address the journalist by name and reference their recent work when appropriate. A tailored media pitch shows respect for their time and increases your chances of a response.
• Avoid general email addresses: Sending pitches to info@ or editor@ email addresses is rarely effective. Find the specific contact who covers your subject area.

Final Thoughts on Crafting a Winning Media Pitch

Writing an effective media pitch requires a blend of strategy, empathy, and precision. By ensuring your story is newsworthy, crafting a sharp subject line, engaging your reader right away, and sending it to the right person, you set the stage for successful media coverage.

Remember: Journalists are looking for stories that will engage their audiences. The more value and relevance you offer them, the more likely they are to say “yes.”

Most people associate direct-to-consumer (DTC) marketing with eye-catching branding, emotional storytelling, and engaging social media tactics. Meanwhile, B2B marketing often leans on logical arguments, technical details, and dry case studies. But what if B2B brands borrowed some of the best tactics from DTC companies?

By applying DTC strategies, B2B brands can create more engaging, memorable, and impactful marketing. Here’s how.

Build a Brand, Not Just a Business

DTC brands focus on identity and emotion. Many B2B brands focus too much on their product and not enough on their brand identity.

Example: Just think of how some of these companies — like Chewy, Hims & Hers, and Warby Parker — have cultivated strong brand personalities.

Key takeaway: Develop a strong, recognizable brand voice, mission, and aesthetic  — something that resonates beyond just your product or service. B2B customers want to buy from brands they trust and connect with, not just vendors.

Humanize Your Messaging Like a DTC Brand

DTC brands speak to customers, not at them, using casual, relatable language. In contrast, B2B marketing often defaults to corporate jargon and overly complex messaging.

Example: Instead of saying, “Our enterprise solutions optimize workflow efficiency,” say, “We help teams work faster and smarter — without the headaches.”

Key takeaway: Write like a human, not a business textbook. Buyers are still people, even in B2B.

Prioritize Customer Experience, Not Just Sales

DTC brands thrive on seamless, enjoyable experiences—from website UX to packaging to post-purchase engagement. B2B buyers also expect ease and efficiency, yet they often deal with clunky websites, slow response times, and uninspired content.

Example: Slack disrupted the enterprise communication space not just with a great product but with an intuitive design and customer-first mindset.

Key takeaway: Treat every touchpoint like an experience, not just a transaction.

Leverage Social Media Beyond Just LinkedIn, Like a DTC Brand

DTC brands dominate Instagram and TikTok — not just for selling, but for building a community. B2B brands often limit themselves to LinkedIn and corporate blog posts.

Example: Shopify’s playful and engaging social media presence on multiple channels, which makes business content feel accessible and fun.

Key takeaway: Don’t be afraid to show personality and engage where your audience spends time.

Focus on Storytelling Over Features

DTC brands make their customers the hero of the story (e.g., Nike’s “Just Do It” campaigns). B2B brands, on the other hand, tend to list features instead of crafting a compelling narrative.

Example: Instead of “Our CRM software has AI-driven analytics,” say, “Imagine cutting your admin time in half so you can focus on growth.” For our B2B client Integrated Advisors Network, we create on-going stories featuring IAN advisors. These stories are relatable and demonstrate the passion and drive that their advisors have for their own businesses that IAN helps support.

Key takeaway: Lead with the impact your product has, not just its specs. What’s in it for your customer? How are you making their lives better?

DTC Brands Embrace Video and Interactive Content

DTC brands lean heavily on short-form videos, influencer collaborations, and interactive content to capture attention. B2B brands still rely too much on static PDFs and lengthy white papers. Can that information pivot into a more entertaining, relatable format?

Example: HubSpot creates bite-sized, engaging video content for YouTube and social media rather than relying solely on long-form blog posts.

Key takeaway: Experiment with video, interactive quizzes, and engaging formats to make your content more dynamic.

Win Like a DTC Brand

B2B marketing doesn’t have to be dull, robotic, or overly complicated. The best DTC brands win because they connect emotionally, simplify messaging, and create unforgettable customer experiences. By borrowing these tactics, B2B brands can stand out, engage their audience, and drive long-term loyalty. This year, think about: What’s one DTC marketing tactic you think could work for your B2B brand?

First of all, a strong logo is a crucial part of branding, but it’s not the full picture of your marketing communications. Many businesses stop after getting a logo designed, thinking they’re set for success. In reality, a logo is just the foundation of your brand home — it’s what you build up around it that creates a memorable and effective brand.

So, what marketing communications do you actually need to support your brand and ensure consistency across all touchpoints as well?

Key Elements Beyond a Logo

1. Brand Messaging & Brand Voice Guidelines

Your visual identity is important, but your brand voice is what gives your business personality. In reality, a well-defined brand voice ensures consistency and a cohesive message across all platforms, from social media posts to email campaigns. Overall key elements include:

• Mission statement: why does your brand exist?
• Core values: what principles guide your business?
• Tagline or brand promise: a short, memorable phrase that sums up your brand.
• Tone of voice: should your brand sound professional, playful, authoritative, or conversational?

2. Website & Digital Presence

Your website is often the first impression people have of your brand. After all, it’s your digital office. Therefore, welcome people in! A well-branded website might include:

• Consistent typography and color palette: match and support your logo.
• Clear, compelling copy: speak to your audience’s needs.
• A strategic homepage: immediately communicates what you do and why it matters.
• SEO-optimized content: help people find your brand online when they type into a search engine.

3. Social Media Branding

Every social platform is an opportunity to reinforce your brand identity with digital marketing communication. Beyond using your logo as a profile picture (avatar), you could create:

• Branded cover images & templates: for posts and stories.
• A defined content style: are your posts inspirational, educational, or entertaining? Are you using video marketing?
• Consistent brand voice: build recognition and trust over time with captions and responses.
• Content calendar: plan your posts in advance to leverage business milestones.

4. Business & Marketing Collateral

Next, your brand needs to be cohesive across every touchpoint, including physical and digital marketing materials. Even small details like branded invoices or packaging inserts help reinforce your identity. In this category, some must-haves include:

• Business cards: still a powerful networking tool.
• Brochures or one-pagers: great for in-person meetings and events.
• Pitch decks or presentations: professionally designed slides make an impact.
• Email signatures: a small but powerful branding opportunity.

5. Email & Advertising Templates

Every ad or email you send is a chance to build brand recognition. Therefore, consider:

• Branded digital templates: for newsletters, and sales promotions.
• Consistent print and digital ad creative: again, match your brand colors and tone.
• Landing pages: continue the look and feel of your website, but for special events, promotions or initiatives.

6. Customer Experience Touchpoints

Looking past marketing materials, your brand should next be reflected in every customer interaction — even how you greet customers in-store or on calls. So in addition, consider branding elements:

• Customer service responses: Branded email templates and a consistent tone.
• Packaging design: Unboxing experiences create lasting impressions.
• Automated messages: Order confirmations, appointment reminders, and follow-ups.

7. Unconventional Marketing Communication Touchpoints

Finally, beyond the usual marketing materials, some of the most memorable brand moments happen in unexpected places. Sometimes, the smallest details leave the biggest impression. In short, the more your brand feels alive across all touchpoints, the stronger the connection with your audience. Hence, here are some unique ways to reinforce your brand identity:

• Branded Wi-Fi Network Name: If you have a physical location, renaming your guest Wi-Fi to something fun and on-brand (e.g., “Caffeinated_WiFi” for a coffee shop) adds a small but clever touch.
• Custom Hold Music or Voicemail: Instead of generic hold music, why not reinforce your brand’s personality with a custom message or a carefully chosen playlist?
• Unique Job Titles: Instead of “Customer Service Rep,” what about “Customer Happiness Hero”? Use titles to reinforce brand personality. Indeed, just ask Julie, our Chief Rocker.
• Branded Auto-Responses: Even automated out-of-office emails or chatbots can carry your brand’s tone. So instead of “We’ll get back to you soon,” we might say something fun, like, “We’re out on the Porch—expect a reply in 24 hours!”
• Surprise & Delight Moments: Send an unexpected thank-you note, add a quirky Easter egg to your website, or include a handwritten note in a shipped package to make your brand feel more personal.

Marketing Communications Can Help Build a Cohesive Brand

A logo is just the start of your brand’s identity. So overall, to build recognition and trust, you need a fully developed marketing communications strategy that extends across every platform and touchpoint. By creating consistency in visuals, messaging, and customer interactions, you ensure that your brand isn’t just seen — it’s remembered.