Recently, I heard a successful business entrepreneur speak. His audience of almost 100 business owners was comprised of some who were familiar with his business and others who were not.

This business leader owns a Construction General Contractor business. He described that his company’s role as General Contractor is to project manage a construction job. From start to finish, his company project manages jobs big and small, so the owner does not have to do so.

How a Construction General Contractor Business Parallels an Ad Agency

I noticed right away that the job components included in managing projects as a Construction General Contractor mirror ours as a branding and marketing partner. In order to execute a successful project, these four components must be happen for us at Front Porch marketing:

1. Create and manage the timeline — Along the way, make sure all tasks are on time and timelines are updated.
2. Develop the budget — Estimate all costs, agency fees and out-of-pocket expenses, to ensure no surprises during the course of the project.
3. Hire the crew — The right crew is critical. With us, our crew is already on board. We engage them as needed and they deploy their expertise and skills for each part of “the job.”
4. Manage communication — Front Porch Marketing account managers are the primary liaison with the Client. They manage the team executing the work, so our Clients don’t have to do so.

The Right People for the Job

This is where the rubber meets the road for Construction General Contractors as well as Advertising Agencies. They both require the right people to do the job who are focused on results. The cost for both construction and advertising is higher sometimes, because we both want to get the right, skilled experienced experts to execute the work. We also want to be able to hold them accountable for executing at the highest level. By doing this, the results meet or exceed clients’ expectations.

As a business or nonprofit leader or owner, if you have time and team members to manage the above. rock on.

Managing Your Time Effectively as a Business Leader

Think about whether the way you’re doing it now is the right way to spend your time.  Are you managing or executing your own marketing? For me, I create the annual plan for Front Porch. I review it. Our team weighs in and embraces their roles. I check in with team members along the way.

However, for me, I know my business and the team benefits when I work ON our business not IN our business. Does yours?

Manufacturers are a sweet spot for us. In addition, we love business owners and leaders who share their expertise and learnings with other. Hence, that is where the inspiration for this blog came from for me after seeing this business owner speak. Connecting the parallels of agency business and Construction General Contractor business reinforced for me that we are driven when we work with like-minded business leaders. Let me know what you think.

Cheers to business success!

This fall, we are welcoming Sophie Leos, our newest intern rocker, to the team. So as we always do, we asked her a few questions to get to know her better! She’s a student at The University of Arkansas studying marketing and management. Sophie is eager to further build her skills and learn more about marketing, client relations and strategic writing on the Porch.

What is the biggest misconception about marketing today?

That the only goal of marketing is to sell a product or service. Marketing is so much more than that, it’s about building a personality, message and values for a company that resonate with its audience and foster real connections.

What advice would Sophie Leos give to her younger self?

I would tell her to always trust her gut. This is something I try to live by in life, making decisions that feel right for me rather than relying on the approval of others.

What is one of the biggest lessons you’ve learned so far at school?

That communication is one of the most valuable skills a person can have in every aspect of life. It is the foundation for understanding and for building meaningful connections with the people around us.

What does good brand strategy look like?

Good brand strategy focuses on differentiating your brand from competitors while creating a strong brand identity. A successful strategy ensures people recognize your brand while also connecting with its values, message and personality.

If you could be anywhere in the world right now where would it be?

Venice, Italy. I had the opportunity to study abroad in Paderno del Grappa last summer, just an hour outside of Venice. My time in Italy was one of the most enriching experiences of my life. I loved immersing myself in a new culture, exploring beautiful cities and gaining new perspectives.

If you could go to dinner with one person living or dead who would it be?

I’d choose Selena Gomez. I think she is such an inspiration for women around the world. She comes from a humble background and became incredibly successful from acting and singing to having her own beauty brand.

If you could describe Sophie Leos in three words what would they be?

I would describe myself as curious, motivated and creative.

Tell us about a major milestone in your life?

A major milestone in my life was coming to college at the University of Arkansas. Being from St. Louis, I moved five hours away from home and did not know many people at the school. It has been an incredible period of growth for me and I’ve learned so much about myself as well as the world around me!

From your perspective, how does Front Porch Marketing differentiate itself from other marketing companies?

Front Porch stands out from other marketing companies by emphasizing story-telling and building long-term relationships. Front Porch takes the time to understand their client’s specific needs and then implements marketing strategies that drive results and form meaningful connections.

What is a fun fact about you?

I grew up doing competitive dance my whole life!

Are you an online researcher like me? One of the first things I do when considering a new purchase is read what other people have to say. Real people, real experiences. For full transparency, before 8 AM the day I wrote this post, I’d already read customer reviews for an eye cream, a dog groomer, and an activity for my kids… priorities! 

What people say about your small business matters. Before buying, booking, or signing a contract, most customers look for proof they’re making the right choice. That external validation is where client testimonials shine — and why they’re such a powerful marketing tool for small business growth. 

Testimonials Build Trust and Credibility 

Polished marketing materials, slick content, beautiful photography — all great. But none of it carries the same weight as a real customer sharing their experience. When potential clients see others speaking positively about your small business, it builds trust. For your existing customers, it reinforces their decision to work with you again. 

Bringing Your Brand to Life 

Client stories give your business a face. They help people connect to your mission and vision by showing how your work impacts real people. It makes your brand feel approachable and relatable – qualities that help your small business stand out from the competition. 

Encouraging Client Engagement

Often, customers who’ve had a great experience are happy to share it — they just need to be asked. Testimonials give your clients a chance to engage with your brand and feel like part of your success story. In turn, you strengthen those relationships by showing their feedback matters. 

Social Proof in Action 

Testimonials are firsthand accounts from people who have nothing to gain by recommending you. That outside perspective holds weight with potential customers and validates their own decisions. We all like feeling confident that we chose the right CPA, dentist, real estate broker or dog groomer. Client testimonials help deliver that reassurance.

Testimonials Grow Online Visibility 

Positive interactions with your brand across the web boost search engine marketing rankings and make it easier for people to find you. Incorporating client testimonials into your online marketing presence — website, social media, directories — expands your digital marketing footprint and strengthens your credibility. 

Fueling Content Creation 

Client testimonials are ready-made content. They can be shared in so many ways — on your website, social media, in proposals, case studies, videos, presentations — adding authentic, relatable proof of the work your small business does.

Boosting Internal Morale

Lastly, testimonials aren’t just good for marketing — they’re good for your team. Positive feedback reminds everyone their hard work is appreciated. It’s easy to focus on challenging projects or the occasional hiccup; hearing directly from happy customers can be the boost everyone on your team needs. 

At home and at work, we’re making decisions every day about where to spend our money — and we’re influenced by what others say. Client testimonials give your small business the chance to showcase those positive experiences, build trust and strengthen your brand. 

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.

This week, we welcome Nancy Scott to our team as our newest marketing rocker! She says she is excited to rock on the Porch because she loves the idea of building business through real conversations and trusted relationships. The Porch approach — keeping it real, collaborative, and client-focused — is the kind of environment where Nancy really thrives.

Nancy sat down with us on the Porch for a chat:

1. What drove your decision to be a marketer?

What drew me to marketing is the perfect combination of creativity and problem-solving. I love understanding people — their needs, their motivations, and behaviors and creating strategies to connect brands and people. The problem-solving part of me loves to crunch numbers, comb through data for insights and make charts! 

2. What is the biggest misconception about marketing today?

That great marketing isn’t about social media — viral content, influencers, likes, and flashy ads. It’s about attracting and retaining customers by delivering value, building trust, and creating meaningful connections that lead to long-term brand loyalty.

3. What advice would you give to younger Nancy Scott?

Trust your instincts — and don’t be afraid to make bold moves.

4. What is one of the biggest lessons you’ve learned in your career?

Things shift — campaigns stumble, tools change, projects get delayed, teams restructure — but strong relationships, collaboration, and foundational marketing skills endure.

5. What does good marketing strategy look like?

I love this question! Good strategy is intentional, based in data, and focused on building relationships over time. It’s about knowing your audience and delivering the right message with purpose and consistency.

6. If you could be anywhere in the world right now, where would it be?

Italy — hands down. It’s on my bucket list, and I can’t wait to explore it someday. Plus, I’m Italian… so it just feels right.

7. If you could go to dinner with one person, living or dead, who would it be?

My Italian grandmother, affectionately called “Little Nana.” She spent countless hours in the kitchen creating incredible Italian meals. I’d love to sit at her table again and get all her recipes.

8. If you could describe Nancy Scott in three words, what would they be?

Loyal. Honest. Mom.

9. Tell me about a major milestone in your life.

Likely a common answer but becoming a mother to my three daughters is truly the most extraordinary milestone in my life.

10. What is a fun fact about you?

I make the best chocolate chip cookies. Seriously — ask anyone who’s had one.

What’s coming up for Nancy Scott on The Porch?

Well, we sure hope it’s sharing some of those famous chocolate chip cookies, for sure! We’re super excited to have Nancy Scott’s expertise on our team, as our client roster continues to grow and we take on more and more challenging assignments. Welcome Nancy!

While I still find it hard to believe, I have reached the end of my college experience. With all of the emotions and changes that come with senior year of college, my internship with Front Porch has been a constant that I could always depend on. As I approach my one-year anniversary with the team, I want to reflect on the value that internships bring to college students. 

Real-World Experience 

As overused as the term may seem, internships are without a doubt one of the best ways for students to immerse themselves into the professional space. Although our coursework helps give us an idea of the responsibilities expected from our potential career, nothing beats the real thing. No matter the industry, interns are excited to jump into the professional space with you – there’s no better way to learn than by doing! 

Project Management and Multi-Tasking 

Between my internship, schoolwork, on-campus job and social life, this past year has been anything but boring. Students have spent years juggling their commitments, such as classes, extracurriculars and hobbies. We understand the importance of time management and want to help carry the weight of your company’s day-to-day operations. By getting the opportunity to simultaneously work on multiple client accounts, Front Porch helped me strengthen my multi-tasking skills and feel confident in my abilities. 

Collaboration and Fresh Perspectives 

Like with any partnership, interns develop a sort of symbiotic relationship with the company they work for. Learning from professionals helped me not only start developing my own relevant insights but altered my way of thinking to reflect a more sophisticated and focused approach. Front Porch has always encouraged me to think critically and creatively, welcoming my ideas and asking questions to help me strengthen them. By giving your interns the chance to share their thoughts without fear of judgment, new and unique perspectives can be brought to the table. 

Increased Confidence 

My internship has helped me in many personal areas, especially with promoting myself and networking. I feel more secure in my creative work, as I found myself approaching my educational tasks with a mindset geared toward what a client or other target audience would be looking for. Front Porch gave me many opportunities to engage in client relations and present my work to our partners, which significantly increased my confidence in public speaking. The skills and lessons I’ve learned in my internship have shaped me as a creative professional, and their impact will carry with me into my future endeavors.  

So, with all of that to be said, companies should consider adding an intern or two to their team. Students are happy to gain any experience they can and will be passionate to push your company’s professional goals. Remember that everyone has to start somewhere, so consider being the helping hand who kickstarts someone’s professional experiences — just like Front Porch has been for me. 

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!