Now more than ever, the process of choosing a college is rooted in digital marketing. As a prospective student, I was blasted with recruitment emails, targeted Instagram posts, and even Pandora radio ads. The sheer amount of content was overwhelming.  I was nowhere near a final decision on which school would be right for me.

A Critical Flaw

“The school will just feel right.”  I heard this phrase over and over again throughout my college search. Frankly, I thought only parents believed this outdated saying. Digital marketing made my decision process more dynamic than theirs – right?

Today, I recognize a critical flaw in the reliance on social media and online content in one’s college decision process. Social media does an exceptional job of showing us the good: what people want us to see. However, it is impossible to get a holistic view, or “feel” of anything solely through the screen of a device.

Austin City Limits

I attended an event at the University of Texas at Austin called “Best of Texas” during my senior year of high school.  Essentially, this was a massive marketing stunt – a weekend intended to persuade prospective students to accept their admission offers to UT. The Moody College of Communication held a luncheon in one of their buildings on campus. Here, the dean explained that we were eating in what was once the Austin City Limits Live studio, and that the school continues to work closely with the studio today. Sitting there opened my eyes to the opportunities that living in the city of Austin would provide. Here, I could envision a successful future for myself as a Texas Longhorn.

All One Could Truly Ask For

It is because of this experience that I stress the continued importance of traditional, in-person marketing in the college decision process. Visit a school that interests you. If you are still unsure, visit again – I did! Touring the campus and asking enrolled students about their experience first-hand allowed me to weigh pros and cons of the decision myself, not just with the help of an Instagram post.  I am beyond satisfied with my decision. My school pushes me to be the best version of myself, and that is all one could truly ask for.

Outside of a dog, a book is a man’s best friend. Inside of a dog, it’s too dark to read. – Groucho Marx

One of my favorite authors, Gretchen Rubin, once wrote that if a person enjoys reading about their industry in their off-duty hours, they are on the right career path. I actually enjoy reading about marketing – I love learning about how companies promote themselves, new marketing tools I can use, and the pitfalls of unsuccessful marketing.

Here are a few of my favorite titles:

The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness  by Vanessa Chase Lockshin

Before reading The Storytelling Nonprofit, I was a big fan of Lockshin’s blog. It took me a while to buy her book (my parents call me cheap, I prefer the word frugal). I’m glad that I did.

Every nonprofit has a story to tell and I fervently believe that nonprofits can, and should, use storytelling to market themselves and raise funds. Part guide, part workbook, The Storytelling Nonprofit takes the reader step-by-step through a storytelling process that will reach audiences and donors.

The Crowdsourceress: Get Smart, Get Funded, and Kickstart Your Next Big Idea  by Alex Daly

I like the The Crowdsourceress for a few different reasons: 1) I love learning about people who took a circuitous route to the work that they do now, 2) it’s full of fun stories about successful (and not so successful) crowdsourcing campaigns, and 3) the book gets down to the nitty-gritty of marketing.

In the beginning of the book, Daly was working for a documentary film production company, writing grant applications, when one day a colleague asked her what turned out to be a fateful question: “What do you know about Kickstarter?” From there, the book takes a deep-dive into marketing for crowdsourcing campaigns. Even if you never crowdsource funding, this book is applicable to the marketing of any business or product.

The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott

Now in its 6th edition, David Meerman Scott’s The New Rules of Marketing and PR is a great introduction to digital media that enables two-way communication between businesses and their customers. At the time that the first edition came out, I knew that social media could be used to build relationships with prospective audiences, but I wasn’t sure how. This book was a great introduction. Scott updates the book every year with fresh, new content.

Scott outlines case study after case study of businesses that used social media, video, and blogs to create an open dialog and build relationships with their customers. If you are unsure about the seemingly Wild West that is the social, online world, The New Rules of Marketing and PR is a great primer.

“You want weapons? We’re in a library! Books! The best weapons in the world! This room’s the greatest arsenal we could have – arm yourselves!” – Doctor Who, Episode: Tooth and Claw

If you love reading about marketing as much as I do, I hope you enjoyed this list. If you don’t, you can always call us, and we would be more than happy to help guide your next campaign.

Happy 2018, friends! March is underway – which marks our 7th in business! We have a rockin’ team and the most amazing, difference-making clients around. We couldn’t be happier to be where we are today. Bringing you our love and passion for marketing and branding is our mission!

So let’s get to it!

The marketing landscape is a dynamic animal, and in this competitive climate, staying on top of it is imperative. So far, this year we are seeing some definite shifts in the world of social media marketing, so without further ado, here’s the skinny:

7 Things to Know About Social Media Marketing in 2018

1. Free reach on social media is dwindling.

There is no doubt about it, organic free reach is in decline. Algorithms have shifted consumer reach and increased content competition has made break-through infinitely harder. Bottom line? Your social media efforts aren’t reaching as many people as before. Time to pivot. This shift will require you to be more thoughtful, create unique and curated content for each platform, and monitor your audience more than ever before.

2. There will be more focus on influencers.

Did you see our very own Tara Engelland’s blog about influencer marketing? If you missed it, you may not know that this word-of-mouth advertising is taking off. We know that consumers are increasingly making purchasing choices based on recommendations. Users with large followings on social media have the power to influence their online friends and followers, therefore, more and more businesses are forming strategic partnerships with these influencers to lead them in their direction.

3. Marketing is gearing towards millennials.

Most social media users are millennials (technically those born between 1980 and 2000). This generation relies heavily on social media to form and maintain relationships, get news and information, and research brands and products. Right now, this generation is coming of age – leaving home, graduating college, getting jobs, and earning their money and independence. Appealing to this demographic will be key going forward.

4. Mobile ready content is a must-have. 

Here are the numbers: more than 2½ billion people around the world are using smartphones, and 80% of social media users use them to access their platform of choice. So you do the math! The majority of online traffic now comes from mobile devices, so your social media marketing content has to be mobile ready.

5. Algorithms are making decisions. 

We. Are. Being. Watched. Online behavior is constantly being scrutinized and analyzed, and social media platforms are increasingly using algorithms to determine what content is most relevant to the end user. So how do we work alongside this technology? Study the algorithms closely and understand how they work.

6. Consumer data restrictions are getting tighter. 

Legislation such as the CAN-SPAM Act and the European Union’s General Data Protection Regulation (GDPR) leave marketers no choice but to offer transparency in their data collection. Use this opportunity to build trust in your brand: Ask consumers for relevant data with clear language addressing opting in.

7. Video marketing is here to stay.

Social media platforms are heavily focused on a video-first strategy, and it won’t be slowing down anytime soon. So jump on the video bandwagon!

Overwhelmed? Don’t be. This business is our business and we are here to help! Give us a call.

All year we’ve been talking Pick Six to celebrate six years of Rockin’ the Front Porch! So, for our sixth and final newsletter of 2017 we have Six Things You Must Do Before 2018 – and each of them should only take you about six minutes. 

Friends, can you spare 36 minutes to finish the year strong?

Pick Six

1. WRITE a quick thank you message to a special client that made a difference for you in 2017. Here’s ours:

Thank you, Faith Family Academy, for trusting us to solidify your brand and your messaging and lead you in spreading the word about your fantastic school! You inspire us daily and we love being your marketing partner.

2. SCHEDULE a breakfast or lunch with someone you consider to be an important counselor or mentor. Pick up the phone and call that person right now!

Patti Johnson, be expecting my call!

3. DOWNLOAD an app that enriches your personal or professional life. We love the concept of beginning the year with meditation as a means for focus.

Headspace is our meditation app of choice. Their tagline, “A few minutes could change your whole day” sums it all up!

4. FOLLOW a new social media site to learn something new. Resolve to use your time wisely in 2018! Here is a marketing expert we love to follow on twitter:

We love Robert Caruso’s twitter @fondalo – he is the real deal!

5. DONATE online to a worthy charity with a quick visit to their website and a final tax-deduction for you in 2017.

Catch Up & Read is a great choice in the Dallas community!

6. CALL a small business. Enlist their help in refreshing that website, learning about SEO, writing a blog, or updating your social media … and we just happen to know a really great choice for this!

Front Porch Marketing can help!

Write. Schedule. Download. Follow. Donate. Call.

Pick six.

Rock your holiday, friends! We’ll be back in January with seven ways to seriously improve your online presence in 2018.

Social media marketing is constantly changing and evolving, which is both good and bad. Keeping up with social media marketing trends is practically a full-time job! And so is figuring out the best social media marketing strategies for your brand.

As businesses are planning for the new year, there are several social media trends that appear to be here to stay (at least for now). You should consider these when putting together a strategy for 2018:

Influencer Marketing

Influencer marketing has exploded over the past few years and there is no sign of it slowing in the near future. Using social media influencers is an excellent way to expand the reach of your brand messaging when you choose the right partners to work with.

Studies show that 74% of people look to their networks on social media for advice on buying decisions. In addition, 40% of people have bought something because they have seen it being promoted by an influencer on Instagram or Twitter.

Finding the right influencer marketing partnerships can seriously get your brand noticed!

Social Media Advertising Costs

Gone are the days of social media posting generating free organic reach. In order to gain new followers and grow your brand via social media, you must have a social advertising budget. Unfortunately, as the number of advertisers on social media increases, so will the cost of social ads.

As people realize that social media marketing provides an extremely cost-effective way to reach a targeted group of consumers, the competition for social advertising results increases. Therefore, to keep up with the competition, a social media advertising budget is a must for 2018.

You Gotta Have Video

Did you know that social videos generate 1,200% more shares than text and images combined? In addition, viewers retain 95% of a message when they watch it in a video compared to 10% when they read it in text. It’s estimated that by 2019, video will account for 80% of all consumer internet traffic.

Need I say more? It’s time to take video seriously! Social media video marketing needs to be an integral part of your social content strategy in 2018.

Social media marketing is constantly evolving. You won’t know if something is going to work for your business unless you test it. If you need help navigating the trends and reaching your audience, we on the Porch are here to help!

It’s almost the 4th Quarter, and here on the Porch, it’s all about cooler weather, football, holidays and … 2018 plans. The time is NOW to schedule your 2018 winning game plan. We can help you Play. To. Win.

Here are 6 Things to Think About as we head into Q4:

1. Volunteering.

   Folks, the need for volunteers is going into overtime to help hurricane victims. Our fellow Texans will persevere, but still need our help in Q4 and beyond. Over the last five weeks, the Front Porch Marketing team has donated some serious rocker time to help our clients whose teams were affected and to raise awareness for their fundraising and donation efforts. If you are looking to support hurricane victims in Texas and elsewhere, check out TrustedWorld.org. This fantastic organization based in North Texas helps us all keep on helping.

2. Supporting Women.

   Does your playbook include doing business with and promoting women-owned businesses? Look for WBE certified businesses by visiting Women’s Business Council-Southwest. Consider joining this great organization, and if eligible, get certified. Front Porch is proudly certified WBE, HUB, SBE and WOSB and recently attended the WBCS Business Works Expo in Arlington, Texas. We will gladly answer your questions!

3. Working Social Media.

   Are your fans crazy about your brand? Are they visiting your sites, watching you play and win the social media game, reading your blogs and newsletters and wanting more? It just takes one good quarter to make some great plays. Start now.

4. Celebrations.

   4th Q wouldn’t be 4th Q without events that celebrate family, friends and don’t forget – your team. We love it when our clients such as Mister Sweeper celebrate the team and let us help them plan it. Hint: Cinemark. Star Wars. Private Screenings. Make sure you have plans in place now to thank your team for 2017.

5. New Clients.

   Now that the Back to School huddle is over and everyone is settled into the new routine, we want to take a moment to shout out to two new clients who spend every day helping teachers do a great job of educating the children in our communities. Faith Family Academy and Catch Up & Read are North Texas organizations that demonstrate it’s all about having a passion for what you do.

6. and lastly …

   Friends, if you have to pick one of six things to do in the 4th quarter, pick this – Find. Your. Purpose. Like this one.

Our purpose at Front Porch is to rock your world and help you play to win. See you on the field.

I’m always looking for parallels in my life. A single thought that can be applied across all situations is something that resonates with me. These days, I am recognizing the importance of consistency.

Coaching Consistency

My youngest son is a tennis player. Although he is only 10 years old, he is serious about it and quite good. He can hit amazing serves, screaming forehand winners, and beautiful touch volleys that are something to behold. But his coach is stressing the need for consistency on the court. Those screaming forehand winners are beautiful, but can you hit them consistently? Are you putting in the work to get them there?

Last night, I had a bit of a parenting meltdown. After an extremely long day, I walked into my children’s den and found an absolute mess. It was the straw that broke the camel’s back and I lost it. But after I settled down, I realized that there have been little things that had been wearing on me all summer, but I hadn’t been consistent in my enforcement of the rules. I’d been letting things slide.

It’s not always easy to be consistent. It’s a mindful, daily commitment to doing what is best for the long term, even if it makes the short term difficult.

Marketing is largely about consistency as well

Establishing your brand voice and ensuring that you are consistently using that voice, across all channels, at every customer touch point, all day, every day, is absolutely key in marketing.

• A good brand is built over time by establishing trust. Consumers want to know your brand, trust your brand, and depend on your brand to deliver quality time and again. This involves consistency of product and experience.
• You must communicate your brand promise consistently. In your marketing materials. On your website. Across social media channels. Everything  you put out into the world should accurately reflect your brand.
• Your employees have to buy into the need for consistency. In their interaction with customers, in the service they provide on your behalf, they need to be looped into your branding so that they are also consistently reflecting the core values of your company in all that they do.
• Your marketing program requires consistent attention. Social media posting should happen at consistent intervals, on brand and on message. Consistent blogging is key. Your customers want to see you, hear you, and recognize you on a regular basis.

Are you being consistent in your marketing? Are you consistently applying your brand promise, day in and day out, at every touch point? If you’re not sure, give us a call. We are passionate about branding here on the Porch and we will set you straight!

As my senior year of high school approaches, college applications are about to make the cut for my to do list. My summer internship at Front Porch Marketing has given me an alternate perspective on presenting myself to colleges – I must market myself to them. So I have compiled a list of marketing tips that I have learned and will use in my interactions with colleges that are easily applicable to any business and audience:

Tip #1: Social Media – USE IT! USE IT! USE IT!

I have learned that social media is one of the best ways to establish your brand identity and spread your message. Posting regularly keeps your audience’s interest and positions yourself (or your company) the way you want to be perceived by others. Remember, this is the only time that you get to control how other people see something, so use it to your advantage!

Tip #2: Think About Your Collateral 

The collateral we use to market ourselves is an extremely important component. Personal stationary, business cards, and supporting marketing materials should be thoughtfully chosen to represent the image you choose to convey. Color, typography, and material all factor into the emotional connection you will make with your audience.

Tip #3: Foster Relationships

Creating personal connections and fostering relationships in the college admissions process is essential. This is also true in the business world – customers value personal connections to the businesses they frequent. Provide exemplary customer service. Foster relationships. Go above and beyond to make sure your customer is satisfied. This demonstrates your company’s passion for your customers and shows them that you care about them. This will infinitely benefit you and your business.

Marketing yourself may seem like it is mainly about image. And although that is a big part of it, marketing is used to invoke excitement. Think about the way you market yourself and your business and make sure it truly represents the way you want to be seen.

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

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

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

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

Some of our favorite social media networks on the Porch:

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

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

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

Ah … summer approaches with new business happenings and the sounds of the beach in our ears. We love this time of year on the Porch. The days are long, the sound of little Porch Rockers fills the air and we feel a summer six pack is in order!

Friends, are you ready for summer?

Pull up a chair, will you?

Our Summer Six Pack of New Business Happenings: