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3 Tips to Enhance Your Blog Writing with AI Generation

by BlogEdmiston Group

In an era where automation is becoming dominant in almost all aspects of our lives, it’s tempting to believe that artificial intelligence (AI) can handle every task perfectly – especially with your business. The reality is that AI has many potential advantages AND some disadvantages. 

When it comes to the art of crafting engaging and authentic content for your blogs, relying solely on AI for blog writing without adding your voice and tone can lead to drawbacks. And these drawbacks can damage your relationship with your customers. 

Here are 3 drawbacks of using AI generation in your blog writing without adding your spin on the information presented: 

1. Lack of Creativity

Creativity is the ability to use your brain and your thoughts to create writing that goes outside the boundaries of what’s expected. A common and often overused phrase for this creativity is thinking “outside of the box.” 

Creative writing tends to be more unique when it comes from a personal place. Every individual has their own level of creativity that combines their own thoughts and views on different things. AI essentially makes predictions based on algorithms and the data input it has been fed. 

Although a machine’s algorithms can help it learn and adjust over time, it doesn’t have the capacity you have for creativity, inspiration, and an individual way of thinking. Most often, content crafted by AI will be generic and uninspired. Your creativity will help capture your audience’s interest and engage them to read more.

Solution: If you choose to use AI to craft any part of your content, be sure to then incorporate your personal experiences, thoughts, and perspectives in a way that honors and engages your audience. 

2. Absence of Empathy

When a reader feels an emotional connection with the writer or a writer’s content, they are more likely to engage with the content. Incorporating empathy is key. Empathy is the ability to emotionally understand what other people feel, to see things from their point of view, and to imagine yourself in their place. 

Empathy requires the ability to experience the world through our senses: sight, smell, sound, taste, and touch. It is also driven by powerful biological impulses and personal needs that AI applications cannot reproduce or experience. 

A machine using AI applications cannot empathize and lacks the ability to feel, whereas you can. 

Solution: As a writer, integrate these feelings and emotions into your blog writing and establish a genuine sense of connection with your audience.

3. Disinformation

When you are writing from a place of creativity and using empathy to connect with your audience, your content will be original and authentic. AI generates content from the questions and parameters you feed it and then assembles and presents the answers from the data available on the internet.

With unregulated tools that are freely available, anyone can release false information and “fake news” on the web. Additionally, many perspectives might not align with yours, even if they prove true for another.

Originality is of the greatest importance in blogging, and relying on AI increases the likelihood of unintentional disinformation and duplication. So, how do you know if the content AI presents is accurate and presented in an original manner? Without research, you do not. Without actually fact-checking the content, your company poses a risk of plagiarism and disinformation.

Solution: Be sure to fact-check any content originated by AI and incorporate your own set of facts that you genuinely believe in and can back up.

In conclusion, while AI offers efficiency and scalability, it falls short of delivering the authenticity, creativity, and emotional intelligence required for original and effective blog writing. Incorporating a mixture that combines AI assistance with human creativity can yield the best results, ensuring your blog resonates with your audience while maintaining your brand’s integrity.

If you need help creating original blog content that connects with your audience, give me a call at (724)612-0755. 

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.

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Crafting Marketing Content With Accuracy

by BlogEdmiston Group

In the rapidly changing landscape of digital marketing, accurate marketing content is very important. Not only does accurate content build trust and credibility among your audience, but it also ensures that your message is conveyed concisely and effectively. 

“Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.” -Michael Brenner.

Crafting marketing content requires a strategic approach, attention to detail, and knowing your audience inside out. Content marketing is about creating content that resonates with your audience, engages with them at a deep level, and sparks a connection that drives them to take action. 

Here are 3 actionable ways to better understand your audience and help you produce accurate marketing content:

1. Surveys and Interviews.

When you create a survey with a series of well-thought-out questions, you are able to collect valuable customer data to help you draw important conclusions. The most popular surveys are online and can be extremely cost-effective with minimal effort. Surveys may help you learn more about your audience so you can produce better products and tailor your marketing messages specifically to their needs. 

Similarly, when you talk or ‘interview’ your audience via a series of questions geared at helping you gather information, you collect valuable and can also ask more detailed questions depending on the respondents’ replies to dig deeper. Interviews are normally one-on-one verbal conversations and are more time-intensive than surveys. Focus groups are a great way to interview your prospects. However, you can also incorporate aspects of the interview approach into conversations at trade shows and during any point of the selling and buying process. 

Surveys allow you to collect data from a wider audience and likely at a lower cost while interviews allow you to dig deeper into particular topics of interest and more accurately target your message to that need.

2. Social Media Chatter.

The social media universe offers a data-rich array of touchpoints (engagement, likes, loves, comments, DMs, shares) with consumers and offers your company a way to gauge how people feel about your brand, company, product experience, and customer service. These perceptions and engagement from your audience can travel around the world via the internet in mere seconds. You can monitor and learn from this data in real time for instant feedback.

3. Website Analytics

Website analytics is the process of tracking and understanding how people use your website. These analytics can help you understand user demographics, goals, and behavior. Understanding these metrics and then tailoring your website’s content and product offerings will improve your audience’s experience and help you achieve your business goals.

By reviewing your analytics, you can help you and your team create marketing content that better captures your audience’s attention and also delivers accurate information that builds trust and credibility for your brand. Accuracy should always be a priority in your content creation process to maintain integrity and foster long-term relationships with your audience.

If you need assistance with delivering marketing content with better accuracy, give the Edmiston Group a call at (724)612-0755. We will keep you on target!
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.

strategic tune-up - closeup of keyboard with small tool box on enter key with the words Tune up

Four Ways a Strategic Tune-Up Can Help Drive Your Business to New Heights of Success

by BlogEdmiston Group

In today’s competitive business landscape, small business owners must constantly seek ways to optimize their operations and stay ahead of the curve. A strategic tune-up can provide valuable insights and guidance, helping you identify areas for improvement and develop a roadmap for success.

Here are four key ways a strategic tune-up can drive your business to new heights:

1. Strategic Evaluation of Current Operations and Processes

A thorough evaluation of your current operations and processes is crucial for identifying inefficiencies and areas for optimization. By analyzing your business from a holistic perspective, you can gain a clear understanding of your strengths and weaknesses, allowing you to make informed decisions about where to focus your efforts.

  • For example, a brick-and-mortar merchant might discover that their website does not provide a way for customers to easily place an order for pickup, and realize they are losing potential sales.  

2. Identify Gaps or Areas for Improvement

Once you have a clear understanding of your current operations and processes, you can identify specific gaps or areas where improvements can be made. These gaps may relate to customer service, product offerings, marketing strategies, or operational inefficiencies. Identifying these gaps is essential for developing targeted strategies to address them.

  • For instance, a retail store might realize that they are not effectively targeting its online audience, resulting in missed sales opportunities.

3. Tailored Recommendations to Optimize Operations and Enhance Services

Based on the evaluation and gap analysis, a strategic tune-up will provide tailored recommendations to optimize your operations and enhance your services. These recommendations may include streamlining processes, implementing new technologies, adjusting marketing strategies, or improving customer experiences. By implementing these recommendations, you can drive efficiency, increase productivity, and improve customer satisfaction.

  • For example, a manufacturing company might be advised to invest in automation to reduce production costs and increase output.

4. Collaborative Implementation Plan to Streamline Your Business Approach

A successful strategic tune-up requires a collaborative implementation plan that outlines the steps required to make the necessary changes. This plan should include clear timelines, responsibilities, and performance metrics to ensure that the recommendations are implemented effectively and in a timely manner. By working together with a team of experts, you can ensure a smooth transition and maximize the benefits of your strategic tune-up.

  • For example, an accounting firm might work with a consultant to develop a plan for implementing a new sales and outreach system to improve client communications and increase brand loyalty.

Embrace the power of a strategic tune-up and unlock the full potential of your business. Contact Autumn today to schedule a strategic tune-up and get started on optimizing your business strategy. Don’t let inefficiencies and missed opportunities hold you back.

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.

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Optimize Your Business with Your Branding, Marketing, Strategy and Digital Presence

by BlogEdmiston Group

In today’s competitive business landscape, it’s important that you take action to optimize your business for success. You can take action by building a strong brand, developing an aligned marketing strategy, and executing an effective online and social presence. Taking these steps is crucial to achieving your goals and ultimately your success.

In this blog, we share four key areas that create a comprehensive approach that empowers you to establish a powerful brand identity, reach your target audience, and achieve your growth goals.

Four Core Areas You Must Align to Optimize Your Business

Branding – Do Your Customers Know Your Brand?

Your brand is more than just a logo and a name; it’s the personality and perception of your business. In building a strong brand, you help establish recognition and trust with your target audience, which in turn can drive customer loyalty. The following are important aspects in building a consistent brand:

  • Logo Design: Create a memorable and impactful logo that reflects your company’s values.
  • Branding Guide: Ensure consistency in all your marketing materials, from brochures to social media posts.
  • Stationary and Signage Solutions: Design eye-catching and professional stationary and signage that establishes your presence in the physical world.

Marketing – Spark Creative Thinking to Fuel Growth!

Marketing is the lifeblood of any business. Effective marketing is crucial for reaching your ideal audience and driving results. You must have targeted marketing strategies that promote your products or services, engage with potential customers, and ultimately increase sales. Your marketing assets and strategies can include: 

  • Marketing Collateral: Create compelling collateral such as brochures, flyers, and other materials that communicate your message effectively.
  • Tradeshow Toolbox: Have the right tools in place to generate pre-tradeshow buzz that aligns with an expertly designed booth.
  • Event Execution and Business Launches: Plan and execute successful events and launches with targeted and proven processes that generate leads and build relationships with potential customers.

Strategic Planning – Strategic Vision, Tactical Execution

A clear strategic plan is essential for guiding your business toward success. By strategically focusing on your networking and marketing, and strategical planning how to achieve your goals, you optimize your success via strategic growth. Here are three specific areas to focus on: 

  • Define Goals and Vision that support Growth and Expansion: Set clear and achievable goals to drive your business forward.
  • Identify Opportunities: Analyze market trends and identify opportunities for growth and expansion, such as tradeshow opportunities.
  • Business Coaching: Leverage the expertise of business coaches to enhance your strategic thinking and decision-making. Doing so can be transformational to your business. 

Digital Presence – Amplify Your Brand Through Digital Channels

In today’s business landscape, a strong online presence is indispensable. Your online presence is important in both showcasing your products and services and in engaging with your audience. A well-optimized website and active social media presence can also help you reach a wider audience, generate leads, and drive sales. Your digital presence can include: 

  • Website: Make sure your website showcases your products and services and is responsive and user-friendly for your readers.  
  • Social Media & Digital Newsletter: Utilize social media and newsletters to reach your customers, engage with your audience, build relationships, and generate leads.
  • Video Production: Create compelling videos that tell your company’s story and captivate your audience.

By implementing these strategies, you can optimize your business for success. Contact us today to schedule a consultation and take your business to the next level.

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.

new blog content ideas - word abstract in vintage new blog content ideas - letterpress wood type blocks with a cup of coffee

5 Ways To Generate New Blog Content Ideas

by BlogEdmiston Group

Have you ever calendared the time to sit down and write your new blog content and as soon as you sit down your mind goes blank? Suddenly, you panic and your mind spins about what topics to talk about or what kind of content you create. If so, you’re not alone. Utilizing tools like ChatGPT or Answer the Public can help in blog writing efficiency.  When used effectively these software tools can provide a variety of topic ideas and blog titles on a given subject and can take the headache of finding new topics.  

Setting up Google alerts on a type of industry such as “Marketing Tips for Small Business” can keep fresh ideas coming into your inbox.  You can set the frequency as to how often you’d like to see news but these types of stories can be utilized for inspiration or reshared on your social media channels with comments and engagement.

Here are 5 ideas for creating new blog content:

new blog content ideas - word abstract in vintage new blog content ideas - letterpress wood type blocks with a cup of coffee

1. Mind Mapping

Mind mapping is a way to “brainstorm” a topic. You usually start in the middle of the page with the central theme or one of your core business concepts, and from that point, you work outward in all directions (like the spokes of a bicycle tire) to create a growing diagram composed of keywords, phrases, concepts, facts, and figures. All of these spokes or ideas can be used to generate new blog content that reinforces your business’s core values and resonates with your audience.  

2. Look at Your Competitors’ Content Strategies

Who better to learn from than someone else who also knows your audience? Examining your competitors’ content lets you know where there are gaps in your content marketing plan. These gaps can create more opportunities for your business to reach out to the audience that you have missed or overlooked.

By reviewing their blogs on their website, you can see the different content they are using and how effective that method of delivery is working. For example: If you see a certain topic is driving a lot of traffic or comments, you may want to also cover that topic and share it with your audience.

The main objective is to understand what interests your target audience and how you can fill in the gaps in your marketing content without replicating your competitor’s content. Think about how you can bring in your core advantage and offer your unique perspective through your business voice while keeping your core values intact.

3. Join Social Media Conversations

If you are not active on Social Media, you might be missing out on opportunities to recognize topics of interest to your audience. Social Media is a way for your audience to express their thoughts, interests, and preferences. By participating in these conversations, you will gain valuable information that you may not have thought of or been aware of. Also, by joining the conversation, you and your company will gain exposure to share your expertise and increase your brand awareness by being seen and heard by a wider audience. In a nutshell, thoughtful participation allows you to show your audience that you care about them by listening to what they have to say.

4. Explore Google Search Suggestions

Google Search suggestions are a quick way to identify what people are searching for in real time. Here is how it works: When someone starts to enter a question into the search box, Google Search automatically looks at common and trending queries that match what someone else has already been searching for. Google Search then gives you several choices for completing the question. Writing to these search queries is a smart way to brainstorm ideas around highly targeted content.

5. Ask Your Audience

It’s so simple that we often overlook the obvious. Ask your audience what they want. This boosts engagement, gives your audience a voice, and shows that you care about what they want. You can use your social media channels, email newsletters, or even a simple survey on your website to gather their opinions. Remember to always ask open-ended questions so your audience can indicate their choices and elaborate on them. Engaging your audience this way can provide you with targeted content ideas as well as letting the audience know they have a choice in the content you create.

There are endless ways to come up with new blog content ideas and these are just a few. Hopefully, by implementing any or all of the 5 ideas above, you will be well on your way to creating new blog content that resonates with your audience, shows you value them, and establishes you and your business as an industry leader.

If you need help putting your blog content together, give the Edmiston Group a call at 724.612.0755. We can create the blog content for you or help create a blog content calendar for the continued success of 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.

Refresh Your Business 2 - printed paper on blue background with text Finding Original Creative Unique Solutions

3 Ways to Refresh Your Business

by BlogEdmiston Group
Refresh Your Business 2 - printed paper on blue background with text Finding Original Creative Unique Solutions

You’ve worked hard to build your business. But as with life, there are ups and downs. If sales have been slowing and you feel like you are losing touch with your customer base, now is the perfect time for a change! It’s time to “Refresh” your company brand, messaging, and/or product. Small changes can go a long way. To successfully refresh your brand, you need to rethink your approach to your product, story, marketing materials, and your messaging to your customers.

1. Refresh Your Brand

When a brand sells products, it’s selling a story. When consumers buy products, they are buying into this story. It is important to ensure your story stays current and relevant to the current marketplace. Keeping up with the latest trends will help you keep an edge over your competitors and show that your brand has the flexibility to better relate to your customers’ changing demands. For example, if your brand looks outdated, it is essential to review your marketing materials. 

Review your logo, graphics, fonts, flyers, and brochures. How do they look? Are they appealing in today’s business environment? Do they represent excitement or boredom? Is your messaging consistent throughout all of your branded material? (see point 2 below). You want all these items to inspire your customers while still staying loyal to your branding story.

2. Refresh Your Messaging

Your messaging is the direct connection between you and your audience. Over time, your messaging has built trust with your customers. In return, the customer will thank you by purchasing your product. It is essential to nurture your customers. By making them feel important and showing you understand their wants, needs, or expectations with your products. you strengthen your message with your audience. 

How do you do this? Ask yourself, “What are your customers or clients thinking? What are they feeling? What are they experiencing? What are they focused on right now?” 

By refreshing your messaging with the answers to these questions in mind, you can reinforce this relationship and help avoid losing a customer if your customer resonates more with your competitor.

3. Refresh your Product or Service

Do your current product offerings still solve the needs of your customers? If not, you are not fully serving your customer base. Your products need to provide solutions and customer satisfaction for where they are today. In this ever-changing business environment, your existing products might have fulfilled a niche for your company and customers for years. However, now might be the time for a new product to create additional value for your existing customers. Introducing new products is a way to bring new life to your business and allows your audience to decide which product is right for them. Introducing a new or updated product can also result in increasing your market share and your revenue streams. 

Refreshing your business is a way to show your customers that you care about them, are inspired by them, and that your company has their best interests at heart. 

If you are considering refreshing your business this spring, call the Edmiston Group at 724.612.0755. The Edmiston Group will help your business update or create a new voice and vision!

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.

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3 Advantages of Traditional Advertising

by BlogEdmiston Group
a-mural-of-different -forms-of-traditional-advertising-media-on-a-pastel-background.

Social media and digital marketing have been the focus of many marketing plans for over ten years. And while many companies continued to use traditional advertising, many looked to the cost-saving convenience of online marketing and advertising.

However, over the years, the digital landscape changed. Each platform became more complicated. Online advertising became very expensive. Suddenly, we realized that we needed to hire teams or know how to manage copy, create graphic assets, use social media schedulers, and read analytics. That’s just the tip of the iceberg of all the work, time, and resources that can go into a digital-only presence. 

As the landscape changed, privacy laws instituted new technological requirements, different audiences leaned towards different social platforms, and the amount of noise skyrocketed. That’s why it’s all the more important to know and connect with your audience as discussed in our blog How to Connect Authentically with Your Audience. It’s critical to target your message to cut through the noise.

It’s also smart to have a two-fold approach. What does this mean? It means having both digital marketing and traditional advertising in your marketing plan.

So, what is traditional advertising? Traditional advertising is any form of marketing that does not use online media to reach an audience. Basic examples of traditional advertising include newspaper ads and print ads, billboards, direct mail, TV and radio advertisements.  There has recently been a shift to direct mail.  My client has had good success with the right letter by drilling down to a target audience to include not only demographics but FICO scores as well.  

Although traditional advertising has taken a back seat to online digital marketing, it remains an effective avenue for boosting your brand. Traditional advertising creates opportunities to reach a large audience in ways that digital marketing cannot. The emotional impact of traditional advertising should not be underestimated. Television and radio, in particular, offer the opportunity to engage audiences on a visceral level through storytelling, music, and visuals. These emotional connections can leave a lasting impression, making your brand more memorable in the minds of consumers.

3 Advantages Of Traditional Advertising

1. Connection With Your Local Audience

Building a connection with your local audience can create a bond that makes them feel appreciated and know that you have a genuine interest in their wants, needs, well-being, and lives. This connection will help them feel they are understood… and who doesn’t like to feel understood and appreciated? 

Today’s consumers rely on relationships more than ever when deciding on how to spend their money. So, why not create the best relationship you can with your audience?

With traditional advertising tactics such as marketing collateral, newspaper ads, local TV commercials or billboards, your company will be seen in the heart of your community and your efforts to reach your target audience will feel more organic and less business-like.

2. Sustainable Promotional Materials

Have you noticed that when you are online, you are constantly receiving promotional materials? Sometimes, a company may post online two or three times a day to keep in front of you and garner your attention. However, this can be a bit overwhelming and even annoying.

Traditional methods of marketing are more sustainable and leave a longer impression on your audience. They also can reach a diverse audience across all demographics. You can also achieve more efficiency by using the same TV commercial, flyers, business cards, or brochures over and over again. You design them once, use them, and update them when needed. Therefore, you don’t have to constantly produce new material and promote your product or service with a frequency that is difficult to manage.

3. Traditional Advertising Establishes Credibility

Consumers are spending a lot of their time online and it seems they are becoming increasingly frustrated with the chaos of digital advertising. With so much digital advertising, consumers are forming a negative association with the company’s brand, service, or product. Digital advertising oftentimes can create a barrier and prevent the consumer from reading an article, watching a video, or browsing a website. According to a Hubspot survey, 57% of participants disliked ads that played before a video and 43% didn’t even watch them. As a result, companies are looking for ways to set themselves apart and cut through the noise and clutter.

While digital channels are susceptible to the perception of fake news and online scams, traditional mediums, such as print and television, often carry a sense of more legitimacy and authority. Printed material and ads are typically viewed as more trustworthy. Why? A company that can place ads in print media such as a magazine or newspaper, or in a commercial on television and radio, is perceived to have the financial means to do so. So, the consumer’s perception is that if the company has the money to do so, the company is growing, successful, and stable.

“With the rise of digital advertising and social media, there was an assumption of the demise of traditional advertising. However, traditional advertising is alive and well!”

Traditional and digital advertising, when used together, can broaden your reach, build more credibility, resonate brand presence, and motivate buying from consumers who otherwise might not watch or listen to digital marketing messages.

Every company uses advertising in one form or another to help promote their business. Are you targeting the right publications? Do your ads contain strong calls to action? If you need help putting your advertising strategy in place, give the Edmiston Group a call at 724.612.0755. We can measure the effectiveness of your advertising plan and make adjustments to drive more success for 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.

Business woman and man having a meeting at a table.

How to Connect Authentically with Your Audience

by BlogEdmiston Group
Business woman and man having a meeting at a table.

To best connect with your audience, it is essential to develop an authentic voice that accurately communicates your brand. By having a deep understanding of your audience’s needs, wants, and preferences, you can create tailored campaigns that resonate with them and create a connection.

This connection with your target audience is vital for your business. It will help you determine how your audience reacts to different events, items, and situations. Your ability to establish an emotional connection supports building trust, determines your credibility, and can make the difference between being evaluated positively or negatively and even being believed or doubted. When done well, the emotional connection can result in increased brand loyalty and sales. So, how do you connect with your audience?

Tell Stories

The key to telling stories is to give the audience an emotional experience. Storytelling connects people. Storytelling can lead to a better understanding of your content and longer retention of your messages. People remember stories because they can relate to them. 

Meet Your Audience

There is no better way to connect with your audience than to get outside and meet them. So, take some time out of the office, leave those distractions behind, and strike up conversations with your audience. You can truly discover what they like, what don’t they like, and what their challenges are. You can then take this information back to the office and specifically tailor your messaging to their responses from your conversation with them.

Be Passionate

Be passionate and enthusiastic. Your enthusiasm and passion for your brand can be contagious and help to engage your audience. If you show your genuine interest and excitement for your product or service, your audience will be more excited and more likely to listen… and act upon what you have to say.

Businesses that prioritize this connection over just seeking sales transactions create a loyal customer base that is more resistant to competitive pressures and re-enforces their brand loyalty.

The key to connecting with your audience is to respond to your audience’s needs authentically. Take the time to find out who they are, and what’s important to them, and listen closely to their needs, pains, and expectations. Then take action in your marketing and messaging to create an effective, data-backed marketing campaign that tells a story, speaks to your audience, and creates a solution in their lives.

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.

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7 Marketing Steps to a Successful Product Launch

by BlogEdmiston Group
A-blue-background-with-multiple-words-of marketing-tools-and-a-finger-pointied-to-the-words-Product-Launch.

Launching a new product demands strategic planning, creativity, and an understanding of the ever-changing marketing landscape. The success of your product launch depends on more than the quality of the product; it also depends on having a strong brand with a supporting marketing plan that captivates the target audience and propels the brand into the spotlight. In this blog, learn about the 7 essential marketing steps to help you create a successful product launch.

STEP 1: Build a solid brand foundation

A strong company starts with a solid foundation from which to build the brand. In other words: 

  • Ensure there is not a name conflict with your business name.
  • Create a strong identity with your logo and consistently utilize it in the same fashion.
  • If appropriate, create a corporate identity with divisional names and logos for each product line.
  • What is the strategy for business growth? Is your strategy based on market research?

STEP 2: Create signage to share your message

Carry your brand across all markets via your signage clearly and consistently.

  • If you utilize branded vehicles as a moving billboard – are they conveying the right message? Do they meet the appropriate size specifications? 
  • Your products present real estate for showcasing your company brand. Are you smartly utilizing that space?
  • Your social media cover images and email headers also offer real estate for consistently presenting your brand.

STEP 3: Bring your story to life

To bring your story to life, incorporate photos that professionally showcase your company. You’ll want to identify key areas of your business.

  • Create a storyboard that outlines the story to easily enlist the help of your staff and your marketing support to ensure no key points are missed.
  • A professional photo shoot allows you to showcase your products or services in a professional manner.
  • Consider the use of a professional voiceover for commercial purposes.

STEP 4: Build your online presence

It’s important to consistently integrate your company brand online, both visually and in your content messaging.

  • Ensure your website is mobile-responsive.
  • Apply your brand to each social media channel you are integrating into your marketing efforts.
  • Have a plan for updating your site on an ongoing basis.

STEP 5: Create marketing collateral 

Ensure your marketing materials and advertising describe your services and help your sales staff tell your story.

  • Ensure your materials are professionally produced, both online and in print. These materials might be a potential client’s first impression of your business. Make it a good one!
  • Determine what type of communication you will use to sell your product. Will you integrate a system for business letters of introduction and stay in touch with digital marketing?
  • Do your print and/or online ads have appropriate calls to action?
  • Incorporate QR codes into your marketing collateral for increased engagement from your audience.

STEP 6: Put together your tradeshow toolbox.

You’ve invested time and money into developing your booth space and now the show is quickly approaching. Are you ready?

  • Does your booth portray your brand and look professional?
  • How are you going to drive traffic to your booth?
  • Do you have a strategy for a giveaway?
  • Are you prepared to ask open-ended questions that lead to warm leads?
  • What will your next step be after the trade show? Do those leads go into a draw, or do you have a process in place to follow up and close business?

STEP 7: Make the most of your brand.

After all your hard work investing in your brand and brand exposure, it’s important to plan strategically for your business growth. Here are several actions to keep in mind:

  • Form aligned strategic partnerships.
  • Reflect any service or product changes in your marketing.
  • Develop your advertising message, including a strong call to action.
  • Determine which advertising channels are appropriate for your company.
  • What is the role of social media and digital marketing in your business growth?
  • Determine what trade shows you will participate in. 

Our clients often ask us how to plan for their business growth. As part of a strategic marketing plan, we work with small businesses to analyze the state of current business and goals for growth. You can view a case study representing the work of Edmiston Group for a product launch for MEI Cybercorp here.

These seven steps are guidelines for a successful product launch. If you need help with honing your brand or crafting your marketing plan for your new product launch, the Edmiston Group can help. Call me at (724)612-0755. Part of being successful is knowing where you want to go and how to get there. Together, we can make that happen.

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.

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Using QR Codes to Engage Your Audience

by BlogEdmiston Group
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It’s 2024 and an ‘old’ tool has made a BIG comeback and offers a solution to increase engagement with your audience! QR codes are an excellent and affordable way to build direct connections with your customers by inviting them to engage with different aspects of your business immediately, thus enhancing their engagement. 

History of the comeback of the QR code

QR codes (Quick Response codes), whose origins date back to 1994 as a way to track automobile parts during assembly, have emerged as an indispensable marketing tool no matter your industry or the type of business you own. We can even track the inspiration for QR codes back to the early 1950s when a spinoff of the UPC code was first patented. 

As technology developed, IBM restructured this original bullseye UPC barcode into what you recognize today. However, as the new millennium ushered in, shortcomings were revealed. UPC barcodes were limited in how much information they could hold and the price of scanning equipment was inconvenient. This paved the way for QR codes.

Over the years, QR codes continued to be developed but were not widely accepted. That began to change in 2002 when the development of the smartphone allowed for a QR Code reading feature. In 2012, the QR code began gaining momentum and marketers saw this as an opportunity to label all marketing materials to direct people to their website. However, it was a fad that fizzled out quickly.

Why are QR codes so popular now… and are they here to stay?  

With the start of the 2020 COVID-19 pandemic, there was a desire and need for more contactless transactions. QR codes were the perfect solution. For example, buyers could scan a QR code with their phone, read a menu on their phone, and then pay without handling cash or using a card reader.

Beyond the pandemic, business owners have now realized the benefits. A menu, product page or website page — you name it — can be updated digitally without having the additional expense of printing new marketing or display materials. 

Because of the changes in structures, culture, and personal preferences that occurred during this pivotal time in history, a large portion of the population became trained and eager to use QR codes. Research shared by Statistica estimates that the usage of mobile QR codes is projected to reach over 100 million users in the US by 2025. Based on a survey of US shoppers in 2021, 45% of respondents used QR codes within the past 3 months to access marketing or promotional offers.

Benefits of using QR codes on your marketing materials

Once you add the QR code or codes to your printed materials, you have the benefit of only updating the digital product. This gives business owners more flexibility, adaptability, and lower expenses. 

Here are 3 additional benefits of using QR codes

  1. Drive engagement. When users scan the QR Code, they can be instantly transported to a social media page, an online shop, or a coupon link, allowing them to respond and interact in the moment!  
  2. Support contact-free interaction, any time 24/7. Many individuals still prefer to limit contact and appreciate the ease of viewing menus, product information, and more right on their phones with the quick scan of a QR code.
  3. Offer an easy and cost-effective solution. QR codes are simple to generate and require minimal investment. Many online tools and mobile apps are available to create your unique QR codes. From here, you can incorporate them into your existing marketing materials, product packaging, and signage without exhausting your budget.

Ideas on where to use your next QR Code

Before creating QR codes for the sake of creating codes, consider your business strategy. Where will your prospects and buyers see your QR code and how will a QR code benefit your buyer and your business?

Printed materials: Download a menu, share a lead magnet, brochure, or product information. Or provide a link to set an appointment.

Business card: Choose an action that aligns with your goals! A link to your website, LinkedIn profile, or to your contact information. 

Tradeshow Booth: Learn about your products or sign up for your newsletter.

Signs: View a restaurant menu, a list of services, detailed product information, or even an audio tour. 

Events: View a registration page for easy registration, learn about an event, or stay up to date with the event agenda and guest speakers.

Make purchases: Quick links that take the individual directly to learn more or to purchase books, music, and products or services. 

How to Use QR Codes

QR codes are versatile and their use is largely limited to your imagination. How will you use QR codes in your marketing strategy? To help you get started, here are 2 free QR code generators you can begin using today. 

ForQRCode: Uses an easy four-step process for creating custom QR codes with logos that will never expire. It is one of the most popular free QR code generator tools available.

QRCodemonkey: Generates print-quality codes with high resolutions that will be fit for print purposes. It is great for running more than one marketing campaign at the same time as it offers bulk creation and campaign folder features as well as scan statistics.

Ready to get started?

QR codes can help you, as a business owner and marketer, drive brand awareness, increase engagement with your audience, and foster meaningful connections. As they also offer a versatile means to deliver information, market promotions. and provide a more immersive experience — right in the palm of your buyers’ hands — they also offer a way to support increased revenue and business growth.

If you want to incorporate QR codes into your 2024 Marketing Strategy, give me a call at (724)612-0755. Let’s take advantage of this trend while the fire is still hot.

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.