yellow post it note on top of red post it note with text what is your why

Stop Hiding Behind “Because”: How Understanding Your WHY Can Unlock Business Growth

by BlogEdmiston Group

As a business owner, it’s easy to get caught in the whirlwind of daily tasks, customer requests, and endless to-do lists. We make decisions quickly—because we have to. We keep doing things a certain way—because it’s how we’ve always done them. We avoid big changes—because we’re too busy, too tired, or unsure.

Sound familiar?

Here’s the truth: “Because” might be the word that’s holding you back.
And rediscovering your WHY could be the key to moving forward.

“Because” Is a Convenient Excuse

“I can’t raise my prices because people won’t pay more.”
“I haven’t hired help because no one can do it like me.”
“I don’t post online consistently because I’m not good at social media.”
“I haven’t launched that idea because now’s not the right time.”

Here’s what all of those statements have in common:
They are decisions rooted in fear, habit, or scarcity—not strategy.

“Because” gives us a way out. It justifies staying small.
But real growth doesn’t come from comfort zones. It comes from clarity.

Reconnect With Your WHY

Your WHY is the reason your business exists beyond just making money. It’s your driving purpose. It’s what keeps you going when things get hard—and what sets you apart from every other business offering the same product or service.

When you lead with your WHY, you make decisions based on vision and intention—not fear or excuses.

Questions to Help You Find or Revisit Your WHY

  • Why did you start this business in the first place?
  • What problem are you trying to solve for your customers?
  • What change do you want to make in your industry or community?
  • What values do you want your business to represent?
  • How do you want people to feel after interacting with your brand?

Take time to journal your answers. Talk it through with a coach or mentor. Reconnecting with your purpose can reignite your passion—and reveal where you’ve been holding yourself back.

How “Because” Blocks Growth

Let’s look at how “because” shows up and how to replace it with purpose:

Limiting Belief (Because…)Growth-Oriented Shift (Why…)
I haven’t hired help because I can’t afford it.I hire help because I want to grow beyond solo limits.
I don’t market consistently because I don’t know what to say.I share my story because it connects with the people I want to serve.
I’m afraid to raise prices because I’ll lose customers.I increase value because my expertise and time matter.
I don’t try new strategies because they might fail.I experiment because innovation helps me evolve.

See the difference? One mindset keeps you stuck. The other moves you forward.

When You Know Your WHY, You Lead with Purpose

When you’re clear on your WHY:

  • You speak with confidence and attract ideal customers.
  • You make decisions based on long-term vision—not short-term fear.
  • You build a brand that people feel connected to and want to support.

Most importantly, you stop defaulting to “because” and start choosing actions that align with your greater purpose.

Your WHY isn’t fluff—it’s the fuel that drives growth.
Don’t let “because” be the reason you stay stuck. Let your WHY be the reason you rise.

Need help getting clear on your business purpose or aligning your marketing with your WHY? Let’s talk. Because you deserve to grow with intention.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

bell shaped graph in green orange and red with a hand holding a pen representing breaking a cycle

Breaking the Cycle: How to Recognize and Grow Beyond Your Business’s Natural Rhythms

by BlogEdmiston Group

Every small business has a rhythm. There are seasons of high demand and slow periods, moments of creative momentum and times of plateau. These cycles are normal and can even be helpful for planning—but if left unexamined, they can become ruts that limit your growth.

Whether it’s the same annual sales dip every July, a predictable burnout after the holidays, or getting stuck offering the same products or services year after year, business cycles are telling you something: it’s time to grow.

In this blog, we’ll explore:

  • The natural cycles of a small business
  • How to recognize when you’re stuck
  • Actionable ways to move beyond a cycle and grow strategically

Understanding the Cycles in Your Business

Most businesses move through predictable cycles—seasonal trends, product life spans, and even customer behavior patterns. Common business cycles include:

  • Seasonal Sales Trends: Retailers and service providers often see predictable peaks (e.g., holidays, back-to-school) and valleys (e.g., mid-summer lulls).
  • Content or Marketing Routines: You may default to the same posts, promotions, or email sequences each quarter.
  • Revenue Plateaus: Sales level off after a period of growth, even with consistent marketing.
  • Operational Fatigue: The owner or team starts to feel stretched thin or uninspired, especially after intense periods.

Recognizing these cycles is the first step toward managing them intentionally.

Signs You’re Stuck in a Cycle

  • You’re repeating the same promotions or events with decreasing returns
  • Your customer base isn’t growing (or is shrinking)
  • You’re not launching anything new, just maintaining
  • You’re working harder but not seeing bigger results
  • You feel reactive, not proactive, in your marketing and operations

These are red flags that you’re stuck in a loop. It’s not a failure—it’s an opportunity to evolve.

Moving Beyond the Cycle

Here are five strategies to help you break through and grow:

1. Audit and Analyze

Take a step back and look at your numbers—monthly revenue, client inquiries, engagement rates, and more. Are there patterns? If summer is always slow, what causes it? If you sell out every December, how can you scale that success?

Action Step: Create a simple spreadsheet or dashboard that shows month-by-month data from the past two years. Identify your peaks and valleys.

2. Innovate Your Offerings

If you’re offering the same services or products year after year, your customers may lose interest—or your market may evolve beyond what you offer.

Action Step: Survey your customers. Ask what they need now, what they wish you offered, or what problems they’re currently facing.

3. Invest in New Marketing Approaches

Repetitive content or promotions will eventually lose impact. Introduce fresh content, experiment with video, try a new platform, or run a limited-time campaign that aligns with customer needs during slow seasons.

Action Step: Choose one new marketing tactic to try next quarter (e.g., influencer collaboration, behind-the-scenes content, loyalty program).

4. Build Capacity Before Growth

Sometimes the cycle is a result of you (or your team) being stretched too thin. Growth requires systems.

Action Step: Document your core processes and explore tools or automation to handle repetitive tasks. Hire help—freelancers, virtual assistants, or consultants—if needed.

5. Set a Bold, Short-Term Goal

Create energy in your business by setting a short, specific growth goal. It could be increasing revenue by 15% over the next 90 days, launching a new service, or expanding into a new market.

Action Step: Write the goal, give it a deadline, and map the weekly steps needed to achieve it. Track progress and adjust quickly.

Your business’s cycles aren’t barriers—they’re signposts. They show you where the comfort zones are and where the opportunities for growth lie. By observing these patterns and making intentional changes, you can break free of the rut and set your business on a stronger, more strategic path forward.

Growth doesn’t come from doing more of the same. It comes from doing something different—smarter, braver, and with your future goals in mind.

Need help analyzing your business cycles or building a marketing strategy that breaks the pattern? Reach out today for a consultation. Let’s grow smarter—together.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Handwriting text writing Time For A Check Up. Concept meaning a Thorough Examination have a Look on something someone - representing a mid-year marketing checkup

Mid-Year Marketing Checkup: Are You on Track to Meet Your 2025 Goals?

by BlogEdmiston Group

As we move into July, we’re officially halfway through 2025—a perfect moment to pause and evaluate your marketing strategy. The first six months often fly by in a blur of campaigns, social posts, and client meetings, but stepping back now can save time, money, and effort in the months ahead.

Here’s how to conduct a practical mid-year marketing checkup to ensure your business stays on track to meet its goals by year’s end.

1. Revisit Your 2025 Marketing Goals

Start by pulling out the marketing plan you set back in January (or whenever you outlined your goals).

  • Are your goals still relevant?
  • Have there been market shifts, staffing changes, or new competitors that require adjustments?
  • Are there any goals you’ve already achieved—or ones that now seem unrealistic?

Being honest about where things stand is the first step to finishing the year strong.

2. Review Key Metrics and Data

Next, look at the numbers. Focus on the metrics tied directly to your goals, such as:

  • Website traffic and lead conversions
  • Social media engagement and follower growth
  • Email open and click-through rates
  • ROI on paid advertising
  • Sales numbers from marketing campaigns

Identify what’s working, what isn’t, and where there are unexplored opportunities.

3. Evaluate Your Content Strategy

Content is at the heart of most marketing efforts. Ask yourself:

  • Are you consistently publishing fresh, relevant content?
  • Which blog posts, videos, or social media content have performed best?
  • Do you need to update older content to keep it relevant and SEO-friendly?

If your content calendar feels stale, now’s the time to brainstorm seasonal themes or new formats for the fall.

4. Audit Your Budget

Compare your actual marketing spend to your budget:

  • Have you overspent in certain areas?
  • Are there underused funds that could be redirected to campaigns with higher ROI?
  • Is it time to invest in tools or platforms that could automate processes or improve results?

A mid-year adjustment can help you maximize your investment rather than waiting until the end of the year.

5. Gather Feedback

Customer and team feedback can offer insights data alone might miss.

  • Ask your team: What do they hear most from customers? What marketing materials help them sell more effectively?
  • Survey your customers: What topics interest them? Where do they engage most with your brand?

Real-world feedback can help refine messaging and guide your strategy for the rest of the year.

6. Refocus and Set Next Steps

Based on your checkup:

  • Adjust or re-prioritize your marketing goals
  • Plan campaigns around upcoming seasonal opportunities, like back-to-school or holiday promotions
  • Consider new tactics, such as influencer collaborations, local partnerships, or short-form videos

Don’t forget to document these updates so you can revisit them in the fall.

In summary: A mid-year marketing checkup isn’t just about finding flaws—it’s about identifying strengths, pivoting where needed, and ensuring your marketing stays aligned with your business goals. By taking the time now, you’ll be better prepared to finish 2025 on a high note.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

A woman's hand holding a computer tablet with a 4 star rating representing The Power of User-Generated Content.

The Power of User-Generated Content: How to Encourage Fans to Share

by BlogEdmiston Group

In today’s crowded digital landscape, one of the most authentic and effective ways to market your small business doesn’t come from your team at all—it comes from your customers.

User-generated content (UGC) is any content created by your customers, followers, or community that showcases your brand: photos, reviews, videos, unboxings, testimonials, and more. Why is it so powerful? Because people trust other people more than they trust advertising. A genuine post from a real customer can be more persuasive than even the slickest campaign.

Here’s why UGC matters—and how you can inspire your audience to create and share it.

Why User-Generated Content Works

1. Builds Trust and Credibility
When potential customers see real people using and loving your products or services, it feels authentic. Reviews, tagged photos, and testimonials act as modern word-of-mouth recommendations.

2. Expands Your Reach
Every time a customer posts about your business and tags you, they’re introducing your brand to their network. This can organically grow your audience, often without spending a dime on advertising.

3. Strengthens Community
Highlighting customer stories makes your followers feel valued and part of something bigger. It turns casual customers into loyal brand advocates.

4. Provides Authentic Content
UGC helps fill your content calendar with fresh, relatable material that resonates better than stock photos or generic ads.

How to Encourage Fans to Share

1. Make It Easy
Let customers know exactly how to share their experience:

  • Create a branded hashtag they can use
  • Encourage them to tag your business profile
  • Add reminders on your website, in email footers, and in-store signage

The simpler the process, the more likely they’ll participate.

2. Celebrate and Share Their Posts
When someone tags you or uses your hashtag, feature their content on your social media, website, or email newsletter. Seeing others get recognition motivates more people to join in.

3. Run UGC Campaigns or Contests
Host a themed contest: ask customers to share photos of how they use your product, decorate their space, or enjoy your service. Offer small prizes or discounts to winners. Even a simple “feature of the week” can drive participation.

4. Ask for Reviews
Encourage customers to leave reviews on Google, Facebook, Yelp, or industry-specific sites. Respond to those reviews—good or bad—to show you value customer feedback. Make sure to thank customers for their reviews and address the not so good reviews.

5. Offer Incentives
A discount on a future purchase, exclusive content, or entry into a giveaway can motivate customers to share.

6. Use Calls-to-Action (CTA)
Don’t be afraid to directly ask your audience to post photos, tag you, or tell their stories. Clear CTAs can turn passive fans into active contributors.

User-generated content isn’t just a trend—it’s a strategic, authentic way to deepen customer relationships and build brand credibility. By making sharing easy, recognizing your fans, and giving gentle encouragement, you’ll unlock a steady stream of content that keeps your marketing fresh, relatable, and trustworthy.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

various binders on a desk on top of an open binder with the title productivity representing Tips on Using AI to Boost Productivity in Your Small Business

Tips on Using AI to Boost Productivity in Your Small Business

by BlogEdmiston Group

Artificial Intelligence (AI) is no longer just for big tech companies. Today, even the smallest businesses can harness AI to save time, reduce costs, and work smarter—not harder. Whether you’re managing a team or running things solo, AI tools can handle repetitive tasks, improve decision-making, and free you up to focus on growing your business.

Here are some practical tips on how to use AI to boost productivity in your small business—starting today.

Automate Routine Tasks

Repetitive admin tasks like scheduling meetings, sending invoices, and answering FAQs eat up valuable time. AI can handle many of these with ease.

Tools to try:

  • Calendly + AI assistants for scheduling
  • QuickBooks with AI invoicing suggestions
  • Chatbots like Tidio or Intercom to answer common customer questions

Tip: Start with one repetitive task and test an AI tool to automate it.

Streamline Content Creation

From blogs to social media posts, AI can help generate ideas, create drafts, and even write full pieces based on your input.

Tools to try:

  • ChatGPT – for brainstorming, blog writing, or social media captions
  • Grammarly – for AI-powered writing improvement
  • Copy.ai or Jasper – for website copy, ad headlines, and email templates

Tip: Use AI to generate the first draft, then add your voice and brand tone for the final version.

Enhance Customer Insights

AI tools can analyze customer behavior, reviews, and purchase history to give you actionable insights—without the need for a data science degree.

Tools to try:

  • Google Analytics with AI-powered insights
  • Zoho CRM or HubSpot Free CRM – use AI to track and predict customer interactions

Tip: Use AI-generated insights to personalize follow-ups and improve the customer experience.

Use AI Chatbots for Instant Support

Customers expect fast answers—AI chatbots can handle basic inquiries 24/7, freeing you up for more complex tasks.

Tools to try:

  • Tidio, Drift, or Zendesk AI Chat
  • Meta’s AI for Instagram/Facebook Business Messenger

Tip: Customize the chatbot to sound like your brand and connect it to live support when needed.

Organize and Manage Your Workflows

AI productivity tools help you stay organized by prioritizing tasks, managing documents, and even summarizing meeting notes.

Tools to try:

  • Notion AI – for organizing content, creating task lists, and generating summaries
  • Otter.ai – for transcribing and summarizing meetings
  • Trello + Butler (AI automation) – for managing projects with smart automations

Tip: Integrate these tools with your current apps (Google Workspace, Slack, etc.) for smoother workflows.

Get Smarter Marketing with AI

From audience targeting to content scheduling, AI makes marketing more efficient and data-driven.

Tools to try:

  • Constant Contact– for AI-powered email campaign optimization
  • Lumen5 – turn blog posts into videos automatically
  • Surfer SEO – AI-assisted blog optimization for better search rankings

Tip: Use AI to analyze your best-performing posts and repurpose them across platforms.

Final Tips: Use AI Wisely

  • Start small – Don’t try to automate everything at once.
  • Stay human – AI is a tool, not a replacement. Your personality and customer relationships still matter.

Review regularly – Track what’s working, and don’t be afraid to pivot or try new tools.

AI isn’t just a trend—it’s a game-changer for small businesses. Whether it’s creating content, organizing your day, or connecting with customers, AI can help you do more with less. Start simple, stay curious, and let technology lighten your load so you can focus on what you do best.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

a graphic with a toolbox full of office supplies representing free tools to boost your business marketing

Free Tools to Boost Your Business Marketing Today

by BlogEdmiston Group

Marketing your business doesn’t have to break the bank. In fact, some of the best tools available to grow your brand, reach new customers, and stay organized come at no cost. Whether you’re a solo entrepreneur or running a small team, these 10 free tools can give your marketing efforts a powerful boost—starting today.

The key is to avoid overwhelming yourself. Instead of trying to use everything at once, pick two or three tools that align with your immediate goals—maybe that’s improving your social media presence, launching an email newsletter, or understanding your audience better. Focus on learning how to use those tools well, integrate them into your weekly routine, and build habits that support growth.

Once you’ve got the hang of those, you’ll not only notice increased efficiency, you’ll likely see more engagement, stronger branding, and clearer data to guide your decisions. Best of all? You’ll be doing it all without spending a dime.

10 Free Tools to Boost Your Business Marketing

Canva – Design Anything in Minutes

Need graphics for social media, flyers, or emails? Canva’s free version gives you access to thousands of templates and drag-and-drop design tools. No design experience required.

  • Great for: Instagram posts, event flyers, business cards, presentations

Mailchimp – Email Marketing Made Simple

Build and manage email lists, automate follow-ups, and track engagement. Mailchimp’s free plan supports up to 500 contacts and basic email automation.

  • Great for: Newsletters, promotions, customer retention

Buffer – Easy Social Media Scheduling

Schedule posts for multiple platforms in advance and analyze performance from one dashboard. The free plan lets you manage 3 accounts and schedule up to 10 posts per platform.

  • Great for: Time-saving social media management

Google Analytics – Understand Your Website Visitors

Want to know who’s visiting your website, how they found you, and what they’re doing there? Google Analytics gives you those insights for free.

  • Great for: Tracking marketing ROI, improving your website

Google Business Profile – Show Up in Local Searches

Make sure your business appears on Google Maps and in local search results with a verified Google Business Profile. It’s essential for local marketing.

  • Great for: Local service providers, shops, and restaurants

Trello – Organize Your Marketing Projects

Keep your content ideas, social posts, and marketing calendar organized with Trello’s drag-and-drop boards. You can collaborate with team members or stay on top of solo projects.

  • Great for: Content planning, campaign tracking

Answer the Public – Know What People Are Asking

Type in a keyword and see what real questions people are asking online. It’s a great way to generate blog ideas, FAQs, and content that meets your customers’ needs.

  • Great for: SEO, content inspiration

CapCut – Free Video Editing for Reels and TikToks

Want to create short, snappy videos for social media? CapCut makes video editing super easy, with built-in templates, effects, and music.

  • Great for: Instagram Reels, TikToks, YouTube Shorts

SurveyMonkey (Free Plan) – Learn From Your Audience

Run customer satisfaction surveys or market research quickly with SurveyMonkey’s basic plan. It’s a great way to gather feedback and adjust your strategy.

  • Great for: Customer feedback, product research

ChatGPT – Brainstorm Content & Get Writing Help

Need help writing captions, blogs, or brainstorming campaign ideas? Tools like ChatGPT can help you generate content, refine messaging, or simplify complex topics.

  • Great for: Content creation, brainstorming, ad copy

You don’t need a big budget to make a big impact—what you need is strategy, consistency, and the right tools. Each of the free resources mentioned above is designed to help small business owners like you streamline your efforts, connect with your audience, and showcase your brand more effectively. Whether you’re creating engaging graphics, scheduling content, managing customer relationships, or analyzing your website traffic, these tools put powerful capabilities right at your fingertips—without draining your wallet.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Green and black QR Codes

QR Codes with a Twist: The Secret Weapon for Small Business Marketing in 2025

by BlogEdmiston Group

Remember when QR codes first popped up and everyone was like, “Wait, what do I do with this?” Fast forward to 2025—and they’ve made a massive comeback. Personally, I believe COVID played a role in this as paper menus with QR codes and drink lists were some of the things changing consumer behavior that brought back a surge.

But this time, they’re smarter, faster, and way more fun. If you’re a small business owner looking for a low-cost, high-impact marketing tool, QR codes might just be your new best friend.

Why QR Codes Still Matter

In a world where people expect instant access to information, QR codes deliver. They’re scannable by any smartphone camera, easy to generate, and super versatile. But the real magic happens when you go beyond the basics—when you give your QR codes a twist.

Here’s how to turn these little black-and-white squares into powerful marketing machines:

Lead to Exclusive Video Content

Imagine a customer scanning a QR code on your coffee cup and landing on a 30-second video of how the beans were roasted—or a message from your team about what makes your blend special. Video builds connection, and QR codes are your shortcut to storytelling.

People love to connect with brands. Here are some use case ideas:

  • Behind-the-scenes product videos
  • Personal thank-you messages
  • Tutorials or “how it’s made” clips

Unlock Coupons & Loyalty Rewards

Why make customers dig through emails or apps for a promo code? A QR code on your receipts, flyers, or signage can lead directly to a special offer or loyalty program signup page.

Pro tip: Add some urgency with a countdown timer or “limited to first 100 uses” language.

Augmented Reality (AR) Experiences

Welcome to the future. Pair a QR code with an AR filter or experience to bring your brand to life. Maybe your product packaging launches an AR animation when scanned. Or a mural outside your shop turns into a 3D art piece.

Industries this strategy works great for:

  • Retail
  • Art & design
  • Food & beverage
  • Tourism

Smart Packaging That Sells

QR codes on packaging don’t have to be boring. Add personality by linking to:

  • A playlist curated for your product
  • Care instructions in a fun, visual format
  • Customer reviews or testimonials

This turns your packaging into an interactive, value-adding experience.

Tips for Making QR Codes Work for You

Customize your codes: Use colors, logos, and branded frames so they match your brand.

  • Test before printing: Always test your QR code to make sure it leads to the right page.
  • Use a dynamic QR code generator: These let you change the destination later—even after it’s printed. QR Code Dynamic is what I used for this blog.
  • Track performance: Use QR code platforms that offer analytics so you can measure what’s working.

QR codes aren’t just a shortcut—they’re a connection point. In 2025, the businesses that win are the ones that create memorable, shareable moments. By giving your QR codes a twist, you’re not just giving people a link—you’re inviting them into your world.

So go ahead—slap that code on a sticker, a sandwich wrapper, or your storefront window—and let it do the heavy lifting. Share what’s worked best for you!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

buyer's journey represented by game board with acquire customers satisfy customer Retain customer serve customers

From Stranger to Superfan: Mastering the Buyer’s Journey for Small Business Growth

by BlogEdmiston Group

Marketing isn’t just about selling a product—it’s about guiding someone from “Who are you?” to “I can’t live without your brand.” That transformation doesn’t happen by accident. It follows a path called the buyer’s journey, and understanding it is key to turning curious browsers into loyal customers.

According to SEM Rush, perhaps the most important impact customer retention can have on a business involves its profits. Some 84% of companies that work to improve customer experience notice an uplift in revenue (Dimension Data). Customer retention is vital for the 61% of small businesses that say over half their revenue comes from repeat customers (BIA Advisory Services)

Let’s break it down stage by stage—and explore how your small business can meet customers exactly where they are.

Awareness: The “I Have a Problem” Stage

At this point, your potential customer doesn’t know you exist. They’re simply trying to solve a problem or meet a need.

Example: Someone wakes up with dry eyes every morning. They start Googling “why are my eyes dry when I wake up?”

Your role: Be helpful. Don’t pitch—educate. Create content that answers their questions and builds trust.

Tactics that that support consumer education:

  • Blog posts (like this one)
  • Social media tips
  • YouTube explainer videos
  • SEO-optimized content

Consideration: The “What Are My Options?” Stage

Now they know what their problem is—and they’re looking for solutions. Potential consumers compare brands, services, or products.

Example: Our dry-eyed friend is now researching eye drops, sleep habits, and optometrists nearby.

Your role: Show how you’re different. Highlight the value you bring and why your solution fits best.

Tactics that provide the potential customer with additional resources:

  • Case studies and testimonials
  • Comparison guides
  • Product videos or demos
  • Free trials or samples

Decision: The “Let’s Do This” Stage

This is the moment they’re ready to buy—but they might need a final push.

Example: They’ve narrowed it down to two optometry offices. Your website has online booking, glowing reviews, and a special for new patients.

Your role: Make it easy to say yes. Eliminate friction and reinforce their confidence.

Tactics that lead to the next step in a customer’s journey:

  • Clear call-to-action buttons
  • Easy checkout or booking
  • Limited-time offers
  • Money-back guarantees

Retention: The “I’m a Fan” Stage

You got the sale—awesome! But the journey’s not over. Now you need to keep them coming back.

Your role: Deliver a standout experience and stay in touch.

Tactics that show your customers that you care:

  • Follow-up emails
  • Loyalty programs
  • Personalized thank-you notes
  • Helpful post-purchase content

Advocacy: The “You Gotta Try This!” Stage

Happy customers are your best marketers. When people love you, they’ll tell their friends, leave reviews, and post on social media.

Your role: Make it easy for them to share the love.

Tactics that encourage your customers to become raving fans:

  • Referral programs
  • Review requests
  • User-generated content campaigns
  • Feature customer shoutouts on social

Build Marketing Strategy That Maps to the Buyer’s Journey

If you only market to people who are ready to buy, you’re missing out on a huge audience. But if you create content and offers for every step of the journey, you guide people naturally from awareness to loyalty.

Look at your current marketing strategy and customer’s journey. Are you meeting your customers where they are—or only where you want them to be? Understanding the buyer’s journey isn’t just marketing theory—it’s the foundation of smart, sustainable growth.

Want help mapping your content or social strategy to each stage of the journey? Drop me a message and let’s brainstorm!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Big Clock with Time for Review where the hours should display and the hour hand pointing to review - reflecting on Qa

Reflecting on Q1: How Has Your Business Grown & What’s Next for Q2?

by BlogEdmiston Group

As the first quarter of the year comes to a close, now is the perfect time for small business owners to reflect on their progress and plan ahead for Q2. Have you met your customer acquisition goals? What marketing strategies have worked best? Evaluating your efforts now will help you refine your approach for continued success in the next quarter.

Reviewing Your Q1 Successes & Challenges

Before looking ahead, take a moment to assess your Q1 performance:

  • Which marketing campaigns attracted the most new customers?
  • Did you maximize social media, email marketing, or paid advertising?
  • Have you built strong customer relationships through loyalty programs or engagement?
  • What areas could use improvement in terms of outreach and conversions?

Analyzing these factors will provide valuable insights into what’s working and what needs to be adjusted.

Planning for Q2: Fresh Strategies for Growth

With Q2 comes new opportunities, seasonal changes, and upcoming holidays that businesses can leverage to attract more customers. Here’s how you can make the most of it:

Spring into New Marketing Initiatives

  • Refresh your branding with spring-themed visuals and messaging.
  • Promote spring cleaning or renewal-related services for businesses in home improvement, fitness, wellness, or organization.
  • Highlight new products or limited-time seasonal offers.
  • The Pittsburg Home Show has just ended. As you look at upcoming spring events do you have a follow-up plan in place?

Leverage Upcoming Holidays & Events

  • Easter (March 31st): Offer holiday promotions, themed giveaways, or family-friendly events.
  • Earth Day (April 22nd): Showcase eco-friendly initiatives, sustainable products, or green business practices.
  • Mother’s Day (May 12th): Run special sales, gift bundles, or service packages tailored to celebrate moms.

Enhance Customer Engagement & Retention

  • Revamp your email marketing strategy to nurture new leads from Q1.
  • Create customer loyalty incentives or referral programs to encourage repeat business.
  • Engage your audience through interactive content like live Q&As, behind-the-scenes content, or contests.

Optimize for Seasonal Shopping Trends

  • Adjust product offerings and promotions to align with seasonal demand.
  • Plan ahead for summer marketing by preparing campaigns in late Q2.
  • Use local events, markets, and fairs to connect with new customers in person. Prepare a give-a-way or offer some way to obtain emails and nurture new customers through email marketing as well as other efforts.

Setting Goals for a Strong Q2

To ensure continued growth, set measurable goals for the next quarter:

  • Increase website traffic by X% through enhanced content marketing.
  • Grow your email list by offering exclusive Q2 discounts.
  • Boost customer engagement on social media through regular posting and interactive content.

Q1 has laid the foundation for growing your business now it’s time to refine, adapt, and increase sales and customers in Q2. By analyzing your past efforts, leveraging seasonal opportunities, and setting strategic goals, your business can continue attracting new customers and strengthening relationships with existing ones.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Grey deskmat background with pen and note pad and the message the power of storytelling

The Power of Storytelling: How to Use Your Brand’s Story to Attract Customers

by BlogEdmiston Group

Every small business has a unique story to tell. Whether it’s the inspiration behind your brand, the challenges you’ve overcome, or the passion that drives you, storytelling is a powerful way to connect with customers on a deeper level. A compelling brand narrative makes your business more relatable, builds trust, and ultimately drives sales. Here’s how to craft an engaging story that resonates with your audience.

Why Storytelling Matters in Marketing

Consumers today don’t just buy products or services—they invest in brands they connect with. A well-told story can:

  • Differentiate your business from competitors.
  • Create emotional connections that foster customer loyalty.
  • Make your brand more memorable and shareable.
  • Build trust and authenticity in an increasingly skeptical marketplace.

Tips for Crafting an Engaging Brand Narrative

  • Define Your “Why”
  • What inspired you to start your business?
  • What problem are you solving for your customers?
  • How do your values and mission shape your brand?

Make It Personal

  • Share real experiences, struggles, and triumphs that led to your success.
  • Use personal anecdotes to make your brand more human and relatable.
  • Feature key team members or customers who have played a role in your journey.

Keep It Authentic

  • Avoid over-polishing your story—customers appreciate honesty and transparency.
  • Don’t be afraid to highlight challenges and setbacks, as they make your success more inspiring.

Stay true to your brand’s voice and values.

  • Engage with Visuals
  • Use high-quality photos, videos, or behind-the-scenes content to bring your story to life.
  • Create short-form videos for social media that showcase your journey, process, or impact.
  • Feature before-and-after images if applicable to your business (e.g., a bakery showing cake transformations or a contractor showing home renovations).

Incorporate Storytelling Across Marketing Channels

  • Website: Have an “About Us” page that tells your brand’s story in an engaging way.
  • Social Media: Share customer testimonials, behind-the-scenes moments, and founder stories.
  • Email Marketing: Send storytelling-driven emails that highlight your journey, special milestones, or customer success stories.
  • Blog Content: Write detailed blog posts about how your business started, challenges you’ve overcome, or the impact you’re making.

Encourage Customers to Share Their Stories

  • Feature user-generated content and testimonials from happy customers.
  • Ask for and share customer success stories that align with your brand’s mission.
  • Run a social media campaign encouraging customers to share how your product or service has impacted them.

Storytelling isn’t just about marketing—it’s about creating meaningful connections with your audience. A well-crafted brand story can attract loyal customers, inspire engagement, and set your business apart. Start sharing your journey today, and watch how storytelling transforms your brand’s impact.

How do you use storytelling in your business?

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.