3-D-image-of-a-circle-with-Business-Plan-printed-in-green-surrounded-by-other-words-printed-in-black

5 Key Elements For Preparing Your 2023 Marketing Plan

by BlogEdmiston Group

The purpose of a marketing plan is to ensure that marketing activities are relevant and timely to achieve your company’s objectives. All marketing plans should have a strategy for marketing your products and services, that both attracts and builds relationships with customers while staying within the company’s budget.

A question I am often asked is “Is it too late to start a marketing plan in January?” The answer is “NO.” Though many companies complete their marketing plan before the end of the year, it is much better to begin your marketing plan when you are ready, rather than basing it on a calendar date when you are not yet ready yourself.

Marketing plans vary in format, but by including the following 5 elements, you are setting yourself and your business up for greater success. 

Marketing Goals and Objectives 

When you have a clear idea about where you want to go with your business, it’s easier to get there. A good strategy always starts with goals. Goals are statements you make about the future of your business – they are forward-thinking. Objectives are the steps you’ll take to reach those goals. Goals are Specific, Measurable, Assignable and Realistic and often referred to as SMART goals. SMART goals give us a foundation for holding ourselves accountable, and knowing when we’ve succeeded (or failed) and they need to be aligned with your marketing activities.

If you’re not sure where to start, you might find it helpful to first complete a business year-in-review audit of your 2022 business performance. 

Defining Your Target Market

Good marketing does not attempt to reach all people, rather it’s targeted to connect with a few specific and defined audiences. Your marketing strategy starts with your customers and understanding their needs, wants, and problems. Once you’ve identified those needs, you can develop a message to speak to them in a clear and consistent voice throughout all your media channels.

Performing Research Marketing

Research and identify consumer buying habits in your industry, the industry market size, whether the market is in growth or decline, and any other current trends. Your business plan strategies should communicate to your target market the value, benefits and features of your company’s products or services.

Planning Your Marketing Tactics

Develop compelling branding and marketing messages that clearly communicate how you want to be perceived. Messaging is the heartbeat of marketing. Creating educational content helps you build a solid relationship with your prospects, and can help turn your prospects into happy customers. 

Here are 3 types of marketing avenues to keep in mind when crafting your marketing strategies:

  1. Traditional marketing: Print, speaking engagement and networking
  2. Digital marketing: Website, social media, SEO and email marketing
  3. Content Marketing: Blogging, newsletters and writing guest posts

Developing Your Timeline and Budget

Determine how much money you need to allocate for the year to achieve your marketing goals. Break it down further by developing a monthly, quarterly, semi-annual or annual schedule of what percentage of the allocated funds you plan to spend on each marketing strategy during that time. To stay on target, for each marketing activity, establish a metric that tells you to stop if it’s not generating a sufficient return on investment (ROI). This will be your warning sign to reevaluate that activity.

There is no right or wrong way to write a marketing plan. Each business’s plan will be different from others. However, if you take the time and do your research, a good business plan will help you guide you and chart the success of your business. Both of which are vital to your business success!

If you are interested in creating a new marketing plan or reviewing your existing business plan strategy, send me an email so we can plan your next steps.

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.

Group of business people having coffee break during seminar to expand your network.

Three Ways to Expand Your Network this Holiday Season

by BlogEdmiston Group
Group of business people having coffee break during seminar to expand your network.

The holidays are upon us and one of the most striking benefits of the holiday season are the opportunities to connect. There will be more networking opportunities, and alongside these opportunities, you’ll find that individuals tend to be more open and more engaged. This is what makes the holiday season a great time of the year to build new connections, strengthen and reconnect with colleagues.

Networking is critical to your personal growth and business development. So though your days are likely busy, you’ll benefit greatly by taking the time to strengthen and maximize your network this holiday season. 

3 Segments of Your Audience to Connect with to Expand & Strengthen Your Network:

  1. Connect with new people. You never know who might become strategic partners, prospects, clients, or peers. The more people you meet, the more people there will be to get to know and remember both you and your business. If you make a great impression, you and your business stand out and it may lead to new referrals. On the same token, sometimes relationships that begin slower become some of the best long-term relationships. Remember that a solid business is built on connection.
  2. Reconnect with partners and colleagues. You didn’t mean to fall out of touch with old partners and colleagues, it just happened… you get busy, you change jobs, you move on. There was once a time when you both shared common interests or had common goals. It’s never too late to catch up on things and reestablish that connection. They can provide fresh, new perspectives from meeting different people and learning different things in the time you were apart. It can be awkward at first to reach out to them, but reconnecting can energize you and bring unexpected business opportunities that your current network may not be providing.
  3. Appreciate your current clients. There is an old saying that “customers are the lifeblood of every business”. This means that maintaining customer loyalty should be a top priority for every business. It is the loyal customers who will show up, buy from you time and time again, and refer to your product and services. Consider offering special discounts or incentives to let you know you appreciate them.

We talked about the three segments of your audience above. Now let’s talk about how to partake in activities that could expand your network with each of these segments, leading to stronger sales and more business opportunities.

3 Actions to Support Expanding Your Network:

  1. Attend community networking events. Whether it is a Happy Hour format, an industry-specific seminar, a luncheon, or a conference/trade show setup, the goal is the same… Attending a networking event is the first step toward meeting other professionals and/or customers. These events can help you increase the chances of mingling with your ideal prospects who should know about your business and brand.
  2. Set up individual one-to-one meetings in person or virtually. One-on-one meetings create a personal connection, build trust, and furnish immediate feedback on the topics at hand. These meetings also create an environment where individuals can discuss their thoughts in person and collaboration occurs more naturally. When networking one-to-one, be sure to ask how you can support the individual you are meeting with.
  3. Host your own event. Hosting an event is a fantastic way for you and your business to get immediate exposure within the community and to connect people together. Small Business Saturday is a great event to participate in. In last month’s blog “How To Prepare Your Business For Small Business Saturday“, I shared 5 ways to help you prepare for this special event.

By taking the time and incorporating these steps to strengthen and expand your network, you are well on your way to ending this year strong and starting the new year with a stronger network for both you and 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.

Strategy analysis business goals diagram to help with your business year in review.

Your Business Year In Review – Preparing for the New Year

by BlogEdmiston Group
Strategy Analysis Business Goals Diagram to help with your business year in review.

Running a small business involves keeping track of a lot. With the 2022 year-end fast approaching, now is a good time for small business owners to review strategies and marketing campaigns, along with a review as to which products and services worked and didn’t work.

Taking the time to review your business results will help to ensure you are off and running in the New Year with a solid strategy based on prior performance. Here are three areas of your business to review to assess how your performance stacked up to your goals.

Goals Versus Results

Your business goals are important and drive the overall operations of your business. List your top 3-5 goals for the year along with your current progress towards those goals. If your company is not meeting those goals, identify one or more reasons for each goal as to why there is a gap. What adjustments can you make for the new year? How might you approach each goal differently?

Revenue

Is your business generating the income you had expected through your products or services? If not, first establish why you are not meeting the income you were expecting. Take a look at your pricing strategy. Is your product or service priced higher or lower than other similar products on the market? Are your products and services relevant, or do they need to be updated? Are you in the market you want to serve and attracting the right customers and clients? Once you identify the causes behind the gap, what can you do differently going forward?

Client Base

Your clients are important. They drive your revenue and quite frankly, without them, your business cannot survive. If your year-end review does not show an uptick in customers, study your client’s profiles and adjust your marketing strategies to cater to their needs. “Building a good customer experience does not happen by accident. It happens by design.” – Clare Muscutt.

A good marketing strategy will play a big role in filling the gaps exposed by your year-end review. If conducting a strategic annual review on your own seems like an overwhelming task, please feel free to email me. I would love to help.

Lastly, remember that solid reviews can help uncover shortcomings to help get you back on track and to ensure both the well-being and profitability of your company. It can also help create a more effective Marketing Strategy for 2023. In next month’s newsletter, look for our newest blog with the key elements to include when you are preparing and strategizing for your 2023 Marketing Plan.

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.

Red blurred backrground with Blue Small Business Saturday

How to Prepare Your Business For Small Business Saturday

by BlogEdmiston Group
Red blurred backrground with Blue Small Business Saturday

Small Business Saturday is just around the corner! It falls on Saturday, November 26, 2022. As a small business owner, this event represents a significant opportunity to highlight your business’s importance in the local community, showcase what makes your products or services unique, and increase sales during the critical holiday shopping season. So where do you start?

Here are 5 ways to help you prepare for this special event.

1. Create special sales events to encourage spending on Small Business Saturday with food, drinks, music, contests, or promotional items to draw shoppers in. Consider special discounts or free offerings for loyal customers and set up an in-store activity that demonstrates your products or services. Promote gift cards. Many holiday shoppers buy gift cards or gift certificates for family and friends, representing a huge opportunity for new customers to try your products or services.

2. Have a meeting with your employees. Remind them to greet each shopper when they enter and exit your business to show how much you appreciate them for supporting your business. Making Small Business Saturday a success for your business is a total team effort!

3. Partner with other small businesses to raise awareness surrounding Small Business Saturday. See how you can team up to provide special offers or discounts with complementary products or services to create the ultimate shopping experience. Consider highlighting a local charity at your business. It’s a great way to embrace the spirit of the season and give back to the community.

4. Stay open longer. Small Business Saturday might be one of your busiest days of the year. Extending your hours by opening earlier and closing later could have a big impact on sales. Longer hours could draw in new customers that normally could not shop there during your normal business hours.

5. Get social on social media. Promote Small Business Saturday deals and share how you’re preparing your store. Focus on what you offer, where you’re located, and how customers can contact you. Use #ShopSmall on your social media posts to join the overall conversation and encourage shoppers to snap a selfie and tag your business. This can increase the engagement of your posts, potentially reaching new customers.

The Small Business Saturday concept was first introduced by American Express in 2010 to showcase the importance and value of small businesses. You can go to the American Express website to easily create customizable marketing materials for your business such as downloadable flyers, website badges, social posts, blog posts, and digital banners to help promote your business during this exciting event. 

According to US Chamber.com, consumers have been eager to support their local small business community. Last year, the U.S. Small Business Administration reported Americans spent nearly $20 billion on Small Business Saturday. So, on Saturday, November 26, be prepared, have fun, stay safe, and promote Shop Small!

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.

Support Small Business! Encourages shopping at local, neighborhood stores, brick and mortar, mom and pop merchants, community and main street entrepreneurs. Shop locl, buy local! Blue background. Support Small Business

3 Ways to Support Small Businesses In Your Community

by BlogEdmiston Group
Support Small Business! Encourages shopping at local, neighborhood stores, brick and mortar, mom and pop merchants, community and main street entrepreneurs. Shop locl, buy local! Blue background. Support Small Business

Why are small businesses so important? They provide opportunities for entrepreneurs and often create meaningful jobs with greater job satisfaction than positions with larger and more traditional companies. They also help cultivate local economies by keeping money close to home and supporting neighborhoods and communities.

In honor of Small Businesses, American Express launched Shop Small in 2010 to help small businesses recover from the recession. It was an immediate success, leading to the Senate passing a resolution in 2011 to recognize the shopping holiday and to celebrate it on the Saturday after Thanksgiving. This year Small Business Saturday is November 26, 2022.

When we support small businesses, it makes a huge impact! Here are some ideas to get you started in supporting the small business you love!

1. Shop Local

Retail: A local small business brings jobs to the area, and the money it earns usually stays in the community, which helps the local economy. Small businesses can also offer unique products and services you won’t find elsewhere else, and that can make great gifts. If you’re shopping for a gift and can’t decide which specialty item to select, ask if they have any gift cards or gift certificates for sale.

Food Establishments: If you like to dine out, order local takeout or have your food delivered. Restaurants were some of the hardest hit businesses in the last couple of years, due to COVID restrictions on how they could do business safely. Many establishments have implemented contactless dropoff or curbside pickup in order to reduce contact and safely provide you with your favorite foods.

For any small business, a single purchase is a good start, but if you want to make a real difference, make shopping small a lifestyle. Local brick-and-mortar businesses in your community are a great place to start but don’t forget, you can also find plenty of small businesses operating online and support them too.

2. Leave a Positive Review:

Word of mouth remains one of the best and most affordable forms of advertising, as it can generate new customers for small businesses. Word of mouth can also create a buzz and have a ripple effect if your friends also tell their friends about the company.

Spread the Word Using Social Media. This one is completely free, only takes a couple of minutes, and can be done from the comfort of your own home. Follow the accounts of your favorite small businesses. Like a few of their posts or leave kind comments. This will increase the company’s engagement metrics. Then, use your own social media accounts, like Facebook and Instagram, to post a review. Share photos and videos of yourself at the business, the store layout, or of a purchase you just made. Tag the company in the caption or tag yourself at their physical location and share it with your followers. This will add more value to your review. Even if you don’t have a large following, posting and sharing this content will help the business reach a new and wider audience.

3. Engage with small businesses in new ways

Be a loyal customer. A lot of businesses added new options such as virtual classes, to provide for their customers’ safety during the coronavirus lockdowns. These options actually helped them to evolve their business and reach people in new ways. Also, check to see if a local business has a customer loyalty and rewards program. If so, sign up for it – not only will you be supporting a local business, but you’ll get discounts and rewards for it, too.

It’s more important than ever that we continue to support small businesses! By Shopping Small, you are saying “thank you” to local businesses and letting them know you appreciate the time and effort they put into making your life better.


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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5 Tips For Networking at Trade Shows

by BlogEdmiston Group
woman-standing-in-trade-show-exhibition-hall

Networking at Trade Shows doesn’t have to be hard. Trade show events are organized for people to engage, connect, and learn from one another. Did you know 92% of attendees visit a trade show to learn about new and exciting products and services? 

There are a variety of trade show formats such as in-person, virtual, and hybrid. Each has its own benefit. Regardless of which types of trade shows you decide to attend, the key to making the event successful is connection.

Here are 5 tips to help you connect with other professionals, learn about new opportunities, and grow your business.

1. Attend your next trade show alone. Bring your confidence and you’ll not only appear more approachable, you’ll be free to approach others who catch your attention. 

2. Do your homework. Know who is going to be at the show and who you want to target for a quick hello or short conversation. You should have a good idea of what speakers and vendors will be as the date nears. You can even schedule meet and greets beforehand. In-person events might be a great opportunity to meet virtual connections live.  

3. Perfect your elevator pitch. Practice with peers or colleagues to make sure you’ve got the main points down. You should be able to do this quickly and your listener should walk away knowing what you do and with a desire to know more. But remember, your elevator pitch is not all about you. Be sure to listen and ask questions. This demonstrates a genuine interest in the person you just met, as well as valuable insights into how you can improve your introduction.

4. Be Authentic and tell your story. In the above point, I talked about your pitch. This does not mean sharing it like a worn-out business card. Focus on being yourself and sharing a bit of your personality. Trade show attendees are inundated with canned sales pitches. Make yours fresh, be authentic, and stand out from the crowd.

5. Have a lead capture system in place. Whether you are in a virtual chat room or face-to-face, inputting your contacts into some sort of database will make reviewing your connections much easier. You’ll also be able to follow up more easily and you’ll have a digital backup in the event you misplace any cards. 

Be confident, have fun and enjoy yourself at your next trade show. By incorporating these 5 tips, networking at trade shows can lead to new customers, great conversations and industry friends.

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.

email-marketing

Should Email Marketing Be Part of My Marketing Strategy?

by BlogEdmiston Group
email-marketing

A strong marketing strategy helps you connect with prospective consumers and turn them into customers. Your messaging needs to be personalized and help increase sales. As a small business owner, getting the most value for your marketing efforts is crucial! Email marketing is one of the best ways to reach your audience in a cost-effective manner. 

So to answer the question: Should Email Marketing be an important part of my marketing strategy? The answer is YES!

Just as other media and social platforms have changed and made it easier and easier to reach and engage with your audience, so has email marketing. Emails have the ability to keep your customers informed about your product or services, drive people to your website, and invite them for a phone call, a zoom call, or any other call to action. In fact, 60 percent of consumers say they’ve made a purchase as the result of a marketing email they received.

Targeted Messaging: Email marketing allows you to send targeted messaging. Segmenting customers into appropriate email marketing lists helps businesses target various groups more effectively. 

Customers need information to move to the next stage in the buying cycle. Providing the right content at the right time can do just that. Other channels, such as social media, are also important tools for growing your business, but when it comes to increasing sales, email marketing is more time effective and results-oriented.

Here are 3 more reasons why email marketing is important:

The final takeaway: Email is a fast and effective way to reach your audience. With email marketing tools, you can track delivery rates, bounce rates, unsubscribe rates, click-through rates, and open rates after you send out your email campaign, so you can quickly measure the effectiveness and success of your campaign.

If you want to incorporate email marketing into your business strategy, 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.

effective-email-newsletter

5 Tips for a More Effective Email Newsletter

by BlogEdmiston Group
effective-email-newsletter

Email newsletters can be used for various purposes and delivered in many different forms. They are a very powerful tool for communicating directly with your potential customers and customers in a personalized way while delivering valuable content straight to their inboxes.

An effective newsletter increases trust. Trust is necessary to generate conversions and conversations that lead to sales. Oftentimes, we over-complicate things and our messaging can be unclear. Keep in mind that an effective email newsletter campaign needs to be simple. Otherwise, you risk overwhelming your audience and then they start looking for the unsubscribe button.

Here are 5 tips to create a more effective email newsletter and increase engagement with your audience:

1. Incorporate your logo at the top of your newsletter or in another noticeable location. The recipients will know exactly who is sending the message and will start to readily recognize your business. This establishes trust with your readers and increases the credibility of your message.

2. Highlight colors that support your company branding. A company’s colors cultivate strong emotional connections with your customers and can help your readers recognize your company, product, and services.

3. Add Images that support your message. Images are a great way to grab a reader’s attention and help break up blocks of text within your newsletter.  

4. Make sure your design looks great on mobile. Incorporate a one-column email design. It looks great on desktop, and won’t compress images on a mobile device. This is extremely important since more than half of emails are opened on mobile devices.

5. Don’t forget a call-to-action. A call-to-action serves as a map that directs your readers to take a certain action. By the time people finish reading your emails, they should know exactly what you want them to do next.

A newsletter can be a valuable and powerful tool. Incorporating these 5 tips will help you create a more effective newsletter while building trust with your readers. The more your audience trusts that you understand their needs, the happier they’ll be to do business with you.

Edmiston Group offers email marketing services to help you reach your target audience. If you would like to learn more, call me at (724)612-0755 to see how we can help. 

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.