A partially opened grey toolbox with variety of different items in it

What’s In Your Marketing Toolbox?

by BlogCommunicationsEdmiston Group
A partially opened grey toolbox with variety of different items in it

A great marketing toolbox can make your business stand out from the competition! The key is using tools and materials that uniquely identify both your company’s brand, product or service and differentiates you from every other business providing the same or similar product or service as you do. 

But where do you start? The first step is to conduct a thorough inventory of what’s in your current marketing toolbox to see if all the tools you have in place are working efficiently and resonating with your target audience. If you do not have a marketing toolbox, here are a few tools to help you get started:

Branding

Branding usually consists of logos, letterhead, signage and promo materials. These marketing materials need to be accessible both online and in print and connect with your audience. It is important to consistently brand your marketing materials to show the public, clients and even employees a level of stability and a standardization in your company’s representation. The more times people see your brand on promo materials, the more likely they will remember your company … and when it’s time to buy, then your business will be top of mind.

Website Maintenance/Appeal

Website maintenance requires that you keep your website up-to-date, running smoothly and performing optimally. Your website needs to offer prospects the easiest way of learning about your company and your offerings. Routinely check your website for speed, broken links, domain and hosting certificates, as well as your SSL certificate. 

You may be asking yourself how? One way is to incorporate an Analytics and performance tool such as Semrush. This tool allows you to identify errors, warnings, and issues with your website, and then provides recommendations to fix them promptly, thereby improving your website’s overall SEO health.

Another valuable tool to add to your marketing toolbox is a metric monitoring tool. This type of tool lets you see where you’re getting traffic on your website, where you’re missing opportunities, and where you can focus your marketing spending to see the biggest ROI.

Search Engine Optimization (SEO)

SEO is the process of optimizing websites so that they rank well on search engines through organic (non-paid) searches. This is one of the most crucial marketing strategies for any business and it entails many pieces, such as:

  1. Keyword research: The process of finding the most relevant words to use on your web pages. Keyword research helps you understand the phrases that are most searched for and relevant to your business. This in turn, helps you create pages that can be optimized for those particular searches.
  2. Metadata: Metadata is the information that you provide to describe what your webpage contains. Metadata gives you control over the text that searchers see when they first encounter your website or a webpage. By making text that clearly answers the searcher’s query, it may lead to more clicks to your website. 
  3. Alt text: Alt text, or alternative text, is the small description that you give to the images on your site. It is also important to include alt text so that people who cannot see the images will be able to understand what the images contain.
  4. Links: Including links is an important factor for SEO. When one page links to another it helps Google navigate your site and build a network of connections between pages and their content. This can be either internal or external links. 

Including the above four aspects into your SEO activities will help ensure your site is optimized for web searches. 

Data Management: 

Data Management tools help organize, process, and analyze an organization’s data. These tools are designed to arrange data, and should provide a high degree of efficiency and effectiveness. Data management tools may include online payment portals, auto-schedulers or calendars. They may also include tools that support privacy, security, and the elimination of data redundancy such as a Contact Relationship Management (CRM) System. CRM software can provide several benefits to any business, from organizing contacts to automating key tasks. It can also be a centralized hub that enables consistent communication between you and the customer or within the organization. This is especially important as more organizations shift to remote work. 

Email Marketing 

Email marketing is one of the most cost-effective forms of digital marketing today. For every $1 you spend on email marketing, you can expect an average return of $40.  Email marketing allows you to develop relations with current customers, reach out to potential customers through digital channels, and build relationships. You can control the customer’s experience without having to worry about competing messages disrupting the email space like Facebook, LinkedIn or Twitter. Email marketing allows you to keep your customers informed, and to customize your marketing messages accordingly.

Social Media

One of the best reasons for your small business to be marketing on social media is that your customers are spending time on social media channels. By being active and establishing a presence on social media, consumers may be more receptive to your brand. This allows your company to be more conversational and show a different side of your brand and allows you to make authentic connections rather than just delivering direct marketing messages. Consumers are generally more responsive to social media and this can increase traffic to your website, leading to more sales.

In summary, by taking inventory of what’s in your marketing toolbox, you are well on your way to building a successful foundation for marketing efficiency. When built right, all your marketing tools work together, strengthening your company’s reputation as a leader and reinforcing the brand recognition of your products and services. If you need help building your marketing toolbox, I would love to help. You can call me 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.

Young-business-woman-working-on-computer-at-desk-in office

Refresh Your LinkedIn Profile In 2023

by BlogCommunicationsEdmiston Group
Young-business-woman-working-on-computer-at-desk-in office

LinkedIn is one of the largest platforms that challenges professionals to build strong networks, hire new employees, find new job opportunities and stay current with industry news and trends. It can also be used to network with peers, prospects and others, to help set yourself apart as a thought leader, and to build strong connections which can take your career and business to the next level. The question is: Is your LinkedIn profile strong enough and up-to-date to handle this challenge?

When done right, your LinkedIn profile tells everyone who you are and represents your personal brand in a way that differentiates you from others. Does your LinkedIn profile reflect where you are on both a personal and business level? If not, it’s time to give it a fresh, new update! 

Though the following sections by no means reflect all the opportunities available to you for your profile, these 5 areas reflect the key areas to focus on first when refreshing your profile for 2023.

Profile Picture

LinkedIn is a person-to-person networking platform, so it makes sense that people want to see what you look like. If you haven’t updated your profile picture in a while (or in years!), now is a good time to update your profile picture. Be sure your profile picture conveys professionalism appropriate to your profession, but that still reflects what makes you uniquely you.

Background Image

When designing your background image, use fonts and colors that match your brand guidelines. Remember that a plain background can immediately attract attention simply because it’s not distracting. It’s often best to avoid busy backgrounds unless you are in the business of creating pictures or illustrations that depict your own creative work.

Headline

Your headline needs to say who you are, what you do, and in a language your target audience understands and resonates with. It’s important to spend time on this one-liner! Choose keywords and descriptive words that show your exact skill set, your current or most recent job title and/or how you’re a good match for new opportunities. For extra credence, run your headline by peers, existing clients and others in your audience to ensure it resonates.

Skills

It’s likely that your skills have shifted and that you’ve perhaps expanded some while focusing less on others. Update your skills to accurately reflect where you are now. Be sure to validate that this section also represents those relevant skills that you have acquired throughout your career. Your skills section helps to demonstrate your commitment to growing and evolving as a business owner.  

Experience

Link your job to the company you work for. If it’s your own company, and you don’t yet have a business page, consider creating a branded business page to not only link in your experience section, but to also share your company updates, blogs and experiences. Doing so gives credibility to both you as a business owner and to your business. When you share your company updates, your logo will show on your profile and you will show up as the owner or as an employee who works, giving your work experience more credibility. Be sure to also link to past positions with prior organizations.

In summary, you want your LinkedIn profile to be up-to-date, professional and unique to you. By implementing the above tips, you will be able to Refresh Your LinkedIn Profile For 2023 and boost your presence for professional growth!


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.

Happy-businesswoman-relaxing-with-hands-behind-head-at-office-desk

Rejuvenating Your Business For The 4th Quarter

by BlogCommunicationsEdmiston Group
Happy-businesswoman-relaxing-with-hands-behind-head-at-office-desk

You just got back from the family summer vacation, the kids are back to school and you should be relaxed and ready to dive back into your work! But what if you are not?

As small business owners, you have many responsibilities including attracting and retaining clients, hiring and managing employees, and so much more… and that can be a bit overwhelming. It can be easy for small business owners to lose their creativity and vision which can affect their business’s growth and profitability. Working harder is not always the answer. That’s why rejuvenating yourself will help you recharge your business. Here are three tips to help you do just that!

1. Find Inspiration from a Community.

Running a small business often involves long hours and can increase feelings of loneliness and burnout. Your family may not fully understand your work situation and therefore cannot always give you the input you are looking for. Socializing face-to-face with other entrepreneurs and professionals always motivates me, especially when energy and enthusiasm are truly contagious. By finding a community of like-minded people, you can get the support and compassion you need, fueling what you need most: Inspiration.

2. Serve Others.

As a small business owner, you likely started your business because you were passionate about an idea, product or service. In other words, you wanted to serve people in some way. But how can you serve them outside of your business? You can make contributions such as donating to a homeless shelter or volunteer your time at a community event. These acts of kindness will give you a sense of meaning, fill you with a sense of pride, and create a positive energy. Helping others is a crucial quality if you want to be a successful entrepreneur.

3. Remind Yourself of the Positives.

Small business owners have many perks. Make a list of some of the perks you love most. Your list might look something like: greater control of my schedule, the ability to select the people and clients you work with, and limitless opportunities for professional development. By choosing to look at your business as a positive, the negatives seem less important.

Remember, recharging your business does not need to be complicated. By focusing and rejuvenating yourself, you are the key to unlocking your business success in the 4th quarter and beyond.

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.

Masterclass – How to Be a Great Podcast Guest to Grow Your Business (or Brand)

by BlogCommunicationsEdmiston Group

My good friend Mj Callaway, CSP, CVP, Author, Professional Speaker, Trainer and 2-time cancer survivor will present an online Masterclass program on what it takes to be a Podcast Guest on Wednesday, July 28, 2021 from 1:00 – 4:00 pm.

Content marketing strategies are expanding a multi-media approach is being used to grow brand awareness and engage audiences. Have you considered a podcast for your business? According to Wista, more people are listening to podcasts than ever before. From 2019 to 2020, the percentage of Americans who listened to podcasts monthly went up 5%, from 32% to 37%. In that same timeframe, the percentage of Americans familiar with podcasting as a content medium also rose by 5%, from 70% to 75%. After hitting record listenership in 2020, it’s likely that even more listeners will hop on the podcast train in 2021.

Like any aspect of marketing, learning how to make a podcast is something you have to invest time and effort in, to get good at. You need to design your podcast artwork and create the intro and outro. But through podcasting you can accelerate your business growth and fast-track your marketing efforts as a podcast guest.

You won’t want to miss this event. As a valued resource partner Mj has graciously offered my guests an additional bonus recording of the class. Use this link to register and receive the recording for the class.

Register Now For This Online Interactive Masterclass

Here are some highlights:

Are you ready to expand your audience, increase your client base, and grow your business? As a GREAT PODCAST GUEST, you CAN increase your reach while multiplying your marketing efforts.

Don’t miss out on this opportunity to boost your online presence, gain brand awareness and so much more.

Say yes, if you want to:

  • Build brand awareness.
  • Boost credibility.
  • Gain media exposure.
  • Increase your client base.
  • Reach new audiences.
  • Multiply marketing efforts.
  • Share your message.

In this online MASTERCLASS, you will:

  • Discover the three must-haves that make hosts invite you to be a gu
  • Know the five top mistakes you need to avoid.
  • Find out the key elements you need to be a great guest who rocks his/her interview.
    Get insider secrets. Shh!
  • Create a repeatable podcast marketing plan.
  • Plus, you’ll get the templates you need!

So, if you want to gain more exposure, build your business (or brand), increase your credibility, and expand your audience/client base, you can do it and more.

  • During this jam-packed Masterclass, you’ll discover how to create “sound bite phrases” that resonate with hosts and audiences. Sound bite phrases that have people repeating them. This Masterclass is all content, no filler.
  • You’ll find out the three core must-haves to be a great interviewee.
  • You’ll learn how to weave in your business so that people care without being sales-y.
  • And so much more that will make you look and sound more professional!

You won’t want to miss this event. Space is limited. Register Now For This Online Interactive Masterclass and receive your free bonus recording.

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.

focus red word and conceptual target

FOCUSED THINKING BRINGS ABOUT BREAKTHROUGH

by BlogCommunicationsEdmiston Group

The past few months have been challenging for business owners, yet some are thriving while others have given up.  What takes a business to a new level or a pivot in a business operation?  FOCUS and the ability to PIVOT your thinking to a new way of doing business.

Many businesses and organizations have shifted to virtual meetings, working remotely, and bringing about operational changes.  While one vertical line of business may not be as strong right now, other product lines are flourishing.

Manufacturing companies that have shifted to make protective equipment, are working multiple shifts to meet demand.  Distilleries and breweries that have pivoted their thought process to online sales and curbside pickups are busy.  Construction product suppliers that have picked up a PPE product line have an additional product to sell.  Clothing companies that shifted to making masks and fashion masks have developed new product lines.  The list goes on.

What do these types of businesses have in common?  They are open to new ideas and ways to grow.  By FOCUSING on the assets they have and PIVOTING their operations to utilize those assets to expand their services.   Those business owners are moving forward with renewed energy and resolve.

This challenging time has been compared to the Great Depression.  According to the Advertising Specialty Institute, those companies that continue to advertise when everyone else stops marketing are more likely to be noticed.  WHY?  Because there are fewer ads in the market.  “Firms that advertised during the recession increased in value and got more marketing bang for their buck…in some cases for up to three years after the recession had ended”.

Pulling financial support for your company’s brand can undermine revenue goals.  The better strategy is to go all in to understand customer needs and respond accordingly with tailored messaging across channels.  How do you do that?

Here are 5 tips to keep business growing:

  1. ASK

Layer these insights and information gained with the human element to get a deeper understanding of how target audiences will respond.  What is the value your company brings to the table to alleviate the pain point?  Do you even know where those pain points are?

  1. REDISCOVER YOUR BRAND

How are you different than the competition?  What new services can you offer or how can you shift your message based on the information you learn from your customers?  How can you position your brand to provide a sense of community while offering reassuring messages that demonstrate empathy?

  1. DEVELOP LOYALTY PROGRAMS

Reward consumers who purchase frequently and send targeted messaging to thank them for being a loyal customer.

  1. CONTINUE TO SHIFT AND INNOVATE

Embrace technology and commit to working ON your business instead of IN your business.  At a recent class I took, I was challenged to commit the first 30 minutes to 1 hour a day working on strategies to grow my business instead of working on other people’s businesses in their growth.  By blocking the time, I’m fresh in the morning to focus on how to grow my own business.

  1. MEASURE YOUR OUTCOMES

If you’re not measuring, you’re not marketing.  Know how people find you.  Advertise and be present where your potential customers are.  Be vigilant in your metrics tracking and reporting. Stay agile so you can adapt plans to reflect what you’re seeing. From there, brands can make messaging personal.

Keep a level head and commit to a long-term marketing strategy can help you flourish in the down cycle and be fully prepared to capitalize on the upswing.  Give people good things to talk about by continuing to have good products and great communication.

To quote Henry Ford…“A man who stops advertising to save money is like a man who stops a clock to save time.”

Let the Edmiston Group help you strategize how you can PIVOT and GROW your business.  Call 724-612-0755 or email Autumn Edmiston for a complimentary 30-minute phone consultation.

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.

Creative power and Powerful ideas business innovation concept with a red glowing boxing glove shaped as a light bulb representing strong innovative new thinking and competitive imagination.

ARE YOU PREPARING FOR A BUSINESS COMEBACK?

by BlogCommunicationsEdmiston Group

Creative power and Powerful ideas – new thinking and competitive imagination.

When there is a business halt, are you preparing for a strong comeback or sitting paralyzed in the silence? Because business owners are fearful of what is to come next, we often will sit back and do nothing. A business may never return to the way it was and just like the businesses that failed to embrace social media, those that choose to stand still and do nothing will lose.

Savvy business owners are taking this time to think of the future and what new lines of business or target clients they want to reach out to. Should their sales pitch change and if so what would that look like? Will the presentation desk, social media channels or website need updating? How will these changes impact their sales staff and will they need retraining? Could staff training be done remotely while the sales force team is working at home?

Try to work down the line deals. Now is the time to negotiate. If your conference has been canceled, negotiate rates on a tentative date to rebook the conference in the future. Pass along the savings to your customers to relaunch a successful event. Instead of doing nothing, you’ve become a problem solver.

If your fundraiser was postponed, can you create a go-fund-me campaign or an online event? There is so much need, you want to be certain your mission stays top of mind.

Meet your customers where they are. Yoga studios and gyms are providing online classes with instructors via Zoom and staying connected to their tribe through private Facebook groups. Chambers of Commerce are offering free classes on how to use Zoom. Restaurants have shifted from dine-in to take out and brick and mortar stores have opened on-line stores. Think about it. They have provided a solution to our present-day situation that could result in an additional revenue stream in the month’s ahead post COVID-19.

Barbara Corcoran, self-made millionaire, real estate mogul, and ‘Shark Tank’ star believes there is great opportunity in every crisis. She has survived 9/11 as well as other critical times in her business. “But here’s what I’ve learned on all these crises through all the years, Corcoran recently shared on her Business Unusual podcast. When things go south, they come back like gangbusters.”

Are you ready to breathe in and move forward to polish up your business? Let’s chat – give me a call at 724-612-0755 or email [email protected].

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.

Businessman thinks of a new creative idea

NOT BUSINESS AS USUAL – COPING WITH COVID-19

by BlogCommunications

New Ways to Do Business Post COVID-19

The recent COVID-19 pandemic has changed the face of business. For retail establishments, many doors are closed to customers. Restaurants have shifted to take out. Essential businesses are operating in an adjusted work environment. Business operations have shifted online and business development personnel are reaching out through phone, LinkedIn, video and voice conferencing, and email. Health care personnel and first responders are on the front lines of the pandemic and are stretched beyond belief.

What does all of this boil down to? Do you wonder if life ever goes back to the way it was? Fear of what is happening and what may be yet to come fills your mind. Will you be able to pay your bills? Will your family be safe? Will kids ever go back to school? Will you have a job? The changes all amount to loss and the grief you feel about things lost.

I have also read positive things with social distancing. Families are once again gathering around the table, life is existing at a slower pace, families are hiking, businesses are helping each other by supporting one another through online gift cards, and manufacturers are shifting operations to provide health-related products and sanitizer.

Many business owners are pivoting and thinking outside the box to stay top of mind or to prepare for opening their doors again when the time is right. They are part of a solution to a problem. A supply company instituted an online order system that not only will work during this challenging time but can also be utilized as a sales tool for their salesforce moving forward. A consulting company set up call times for monthly lead exchange meetings. A construction company is leveraging this time to update records and connect via LinkedIn. A construction labor force company is taking this opportunity to update their website and set up processes for a newsletter.

These businesses and many others are looking at the situation as an opportunity to continue to reach out, or prepare for a major push once we are able to be “open for business” again.

As you look at your current situation, is the glass half empty or half full. Here are some tips to make the most of your new norm.

  • Review your goals – we’re still in the first quarter of 2020. Did you set goals for the New Year such as developing a vision board, writing a blog, or taking a class? If you haven’t set goals with target dates, perhaps now is the time to do so.
  • Learn something new – a new platform for online meetings such as Zoom or how to create branded images using Canva.
  • Read – books, online publications, and a little fiction just for fun. The most successful entrepreneurs are avid readers.
  • Listen – to podcasts from thought leaders and business coaches.
  • Join – Ted Recommends and receive TED programs and initiatives sent to your inbox.

I challenge you to step up and try something new. If your business has been stuck for a while, perhaps a business strategy session is in order. Maybe your website needs a refresh or marketing materials that need updating. Pick up the phone and 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.

Human Effect

How Human Is Your Business?

by BlogCommunications

Human EffectAre you depending on technology or the human approach to marketing your business?  Content, particularly in the B2B market is often clinical, crammed with facts and technical words.  Although it’s important to share your knowledge, are you connecting with your customers on a human level?

For B2C, it’s just as important to have that human interaction.  Don’t get me wrong – technology has its place in notifying you of upcoming appointments and flash sales, but it’s the human experience that converts to referrals.

Are you giving your customers that personalized experience or are they just a nameless, faceless purchaser?  Your job is to figure out how to differentiate yourself from your competition.  Why do people want to work with you or buy from you?

Givers Gain is the underlying philosophy of BNI. Be open to helping without expecting anything in return. Think about this: A prospect or a business colleague contacts you with a problem they can’t solve. You freely offer advice, which they implement. Soon, they begin to see positive results. They now have proof that your service is worth investing in, so they purchase it, and hopefully recommend it to a friend or give a positive review which others can see.

When meeting with a potential client for the first time, do you ask questions to understand their problem?  Do you take the time to get to know them and their story, or are you already steps ahead “selling them” your solution?  By investing time on the front end, it allows both parties to see if they are a fit for one another.

An integral element of human-to-human H2H marketing is the art of conversation.  The dialog can uncover potential business opportunities you may not have realized existed.  Conversations lead to conversions.  Conversions lead to business growth.

Here is a personal example of H2H experience.

Our long-time insurance agent, as well as his in house support person both retired at the same time.  I always told my agent that he was the only reason we remained with the company.  We had his cell phone and when I needed him – he answered.  Our son also had him for his agent and when he needed someone in his corner for a house claim the agent responded resulting in a positive outcome.  Great H2H experience right?

The agent personally called me and told me of his upcoming retirement.  What we have received since the agent’s retirement was a letter stating whom we were assigned to.  Not a phone call of introduction, only a letter.  We don’t feel special anymore and guess what?  We’ll be shopping our insurance.

At the end of the day, people will forget what you said, people will forget what you did, but people will never forget how you made them feel.  In business, as well as your personal life are you striving to raise others up to make them feel special?  I challenge you as we begin a new year to spend the time to develop and nurture relationships with your employees and your customers.  Technology has its place, but the humanness of these efforts will shine through.

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.

Editorial Calendar

Utilizing Editorial Calendars to Help Guide Your Marketing Strategy

by BlogCommunications

Editorial CalendarIt’s a new year and often business owners take this time to reflect and set new marketing strategy goals for the upcoming year.  An often overlooked tool in business growth is an editorial calendar.  Not only can it set the path for blogging, but it can also be the guide for social media as well as other marketing activities.

Editorial calendars mean a couple of things to a business owner.  But first, you must identify exactly who your ideal customer is.  Why is this important?  Because it also determines where to put advertising dollars.

The owner of a construction company I work with asked about advertising in a high-end community magazine.  The magazine went into an upscale neighborhood, but this client doesn’t build high-end homes, rather they build manufacturing facilities, strip malls and office complexes.  Although someone in the neighborhood might hold a decision making position, we determined it wasn’t the best use of his advertising dollars.   However, advertising in a different publication that targets property managers, land developers and commercial real estate professionals was a good fit.

Another client is a B to C.  We advertise in a digital publication that also allows us to publish monthly articles along with our advertising.  This publication is sent to thousands of potential customers that are his target market.  By utilizing an editorial calendar, we know when certain things happen during the year and target ads, as well as articles to that topic.

Monthly magazines and business publications have an editorial focus such as Real Estate, Summer Camps, Women in Business, Weddings, etc.  Knowing what is being published helps to plan your advertising budget and/or pitch a story to the editor.  It’s important to note that these publications work 4-8 weeks ahead, particularly for feature stores.   For example, as of this writing, all ads for February have already been submitted.

There are certain appreciation days and awareness months throughout the year.  Understanding when these times occur allows you to plan special events around those times.  Did you know that May 4 – May 8, 2020, is Teacher Appreciation Week?  If your business served teachers, what could you plan special for them?  Perhaps if they come to your business they receive a free gift or a percent off their service.  This works particularly well in the B to C market.

There are National Fun Days throughout the month.  Having a calendar with those days noted will enable you to plan and preschedule some of your social media posts.

What if you are a B to B business?  You still can partner with a cause.  The Southwestern Pennsylvania United Way sponsors a Day of Caring on September 13, 2020.  Can your businesses partner with that cause?  Perhaps you can participate in a build with Habitat for Humanity.  Consider a care box drive for the troops.  There are over 4,000 nonprofit organizations in Pittsburgh.  Be a business that gives back.

What does this all boil down to?  PLANNING.  If you’d like a copy of our 2020 planning calendar email Autumn Edmiston or call 724-612-0755.  Don’t know where to start?  The Edmiston Group can customize a yearly calendar specific to 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.

How To Attract New Customers

HOW TO GET MORE CUSTOMERS

by BlogCommunications

How To Attract New Customers

I hear time and time again – “How do I get more customers?” My question is…”Who is your ideal customer?” Can you respond in specifics – type of business, revenue, male, female, household income? Without knowing who your ideal customer is, you are unable to attract more of them.

Now that you have identified WHO your ideal customer is, WHAT does your product or service offer that meets those needs? WHY do customers buy from you over the competition? WHERE do your customers hang out? Are there specific Meetup groups, Facebook groups, or LinkedIn groups where your ideal customers are? That’s where you want to be engaging in conversations and activity.

Have you reached out to your current customers to thank them for being a customer?  Do you ask for referrals or testimonials? How often do you receive an automated review request built into a business CRM? You visit the dentist and receive a request to review us on Google or have your carpets cleaned and receive an email about your experience.

Outsourced services can be utilized to interview and draft ta customer’s experience in working with you. People often won’t take the time to write praises, but if they can chat with someone and be provided a draft for them to copy and post – that takes away the process of looking at a blank screen. This process works great when you’re updating testimonials on your website. We have helped many clients update their testimonials section on their websites.

Blogging is a highly recommended acquisition method for businesses of all sizes, industries, and audience types. Running a blog allows you to explore different topics, flex your knowledge in your industry, and build authority among your readers. Blogging also continually gives you new opportunities to engage with your audience, whether through a graphic they can bookmark for later, a question they can answer in the comments, or an enticing call-to-action they can click.

Blogging can also add to your SEO. When I start working with someone one of the first things I look at is if they have a blog and the last time it was updated. Tying the blog to a newsletter will allow you to reach out to the contacts on your list. By effectively segmenting customer lists, you can see who might be interested in a given topic.

A client we have worked with segmented their list to businesses, government, nonprofits. Yet another client’s list is segmented, architects, engineers, and business. A third client has their list segmented by office locations.

Planning monthly blogs to various times of the year, community events and national awareness months allow customers to receive timely information. For example, an insurance company may talk about winter driving tips in January, but shift to drunk driving awareness near prom time.

What does all this boil down to? Planning. As we move into the last couple of months of the year, businesses are budgeting and planning for 2020. Want to grow your business, but aren’t sure how. Let the Edmiston Group help you plan for 2020. Email us or call 724-612-0755 to learn more.

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.