Add Some Fun to Your Marketing Efforts

by BlogEdmiston Group

It’s safe to say that during the course of 2020, businesses had to adapt and learn how to do things differently. While some were able to step outside the box and pivot, other businesses closed their doors. One thing that was consistent across the board is the fact that business as usual took on a whole new meaning.

Through my relationship with Bridgeway Capital, I work with several new business owners who are reaching for the stars in their quest for business ownership. One of the lessons learned is that growing your business requires PATIENCE!

Building your tribe can be done through a variety of methods. Social media is a great way to develop a following and share news, events and sales, but it requires consistency and planning. One of the keys to success is to find out where your customers hang out and become active in that space. Written content, videos, podcasting, print ads, google ads, billboards and more leaves one to wonder where to spend their advertising dollars.

When business owners take the time to identify holidays, sale timeframes, class offerings and customer appreciation events and open houses, to develop a marketing plan for the year, it helps guide not only the messaging, but also ad focuses. For example, many publications are running back to school focuses for August. If your business sells to that market, you will already be planning your ads and social media content. September is Healthy Aging month targeting seniors and by the first of August you will be planning out that strategy.

Some ideas for inspiration for B2C businesses.

  • Host a grand opening party or a customer appreciation event.
  • Become part of a community scavenger hunt.
  • Create a customer loyalty program.
  • Offer a Back-to-School sale.
  • Partner with a nonprofit organization to support a cause.

Although these types of activities require planning, by partnering with others you can share in advertising costs and increase exposure through cross promotion of each other’s customer lists.

For B-to-B businesses, hosting educational events, networking and partnering with complimenting businesses to expand your brand and create awareness are good marketing strategies. People want to do business with those they know, like and trust. For some of the clients we work with sharing “get to know our staff posts” have resulted in high social media engagement.

If you haven’t already done so, I challenge you to list the remaining months of 2021 on paper and identify each month your marketing focus, activities and outreach that you will execute to grow 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.

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.

positive-social-media-messaging

The Value of Positive Social Media Messaging

by BlogEdmiston Group

positive-social-media-messagingDoes your social media reflect positive and uplifting messaging? How many times do you get on social media and see positive messaging? Social media has become such an integral part of people’s daily lives. The effects of the pandemic have driven people to social media channels to search of news, see that their friends are up to, and connect with others. The platforms have provided a vehicle for people to say what they want without repercussions and we’ve seen backlash from that as well.

How are you positioning your company’s message? Are you trying to sell something with every post or are you incorporating the 80/20 rule? By engaging, entertaining, or presenting thought provoking messages, it helps to establish you as a credible business.

According to Oberlo, an increasing number of consumers view authenticity as an important factor in determining which brands they like and support. Statistics show that 90 percent of consumers today prioritize authenticity in brands, up from 86 percent in 2017 (Stackla, 2019).

However, there appears to be a gap between the type of content consumers enjoy and what brands publish. Though more than 90 percent of marketers believe that they are creating authentic content that consumers can relate to, 51 percent of all consumers think that fewer than half of all brands are creating truly authentic content.

We recently began working with Swift Audiology. Since I am a customer and wear hearing aids myself, I speak from personal experience. As part of our social media marketing strategy, we are positioning the practice around positivity in the use of hearing aids or hearing protection products.

By incorporating what is gained by using a hearing aid product vs the stigma of wearing a hearing aid – we can show how customers can benefit and experience things that over time they don’t know they’ve been missing. Too many people, including myself, have to reach a tipping point to take the step toward a better quality of life. For me, it was my niece speaking to me from behind and I didn’t answer her because I didn’t hear her. She asked her mom if I was mad at her that I didn’t respond.

So often we drive family away because we don’t want to take steps to hear. Once you experience the ability to improve your hearing, to me, it’s just like putting on a pair of glasses you need to drive your car. The independence and improved quality of life leads to better family interaction and connection.

Here are two examples of positive messaging on their social media page:

HEARING PROTECTION

The Pens are heading to the playoffs and it’s going to be a full house with lots of noise! Michelle is taking glitz and glamor to a new level while protecting her hearing! Did you know that Swift Audiology can provide custom earplugs? Let’s bring home a WIN! Go Pittsburgh Penguins and Swift Audiology! #swiftaudiology #hearingprotection

HEARING DEVICES

There is nothing like mornings on the river! The water is moving, birds are chirping, and wind chimes are playing. This Swift Audiology patient is HEARING it all with the Medical Class Hearing Devices he received at Swift Audiology. Don’t miss out on some of the best things in life! #swiftaudiology #hearingaidsinpittsburgh #HearingAwareness #hearingloss

Positive customer reviews validate third-party validation. How often do you see, “Do you know a good…”? It’s important to thank people for their reviews and address concerns. Remember the better the customer service experience, the more likely people may sing praises.

How is your social media strategy shaping up? Let’s chat… email or call 724-612-0755 to learn more.

 

 

Website-Development-Strategy-for-small-business

Website Development Strategy for Small Business

by BlogEdmiston Group

Website-Development-Strategy-for-small-businessStrategy is a key component in the development of a new website. Often business owners will determine they need an updated site or don’t have a website at all. Perhaps new products or product lines have been developed and without the marketing strategy, the website lacks the ability to demonstrate your message and have an effective call to action.

When the Edmiston Group works with a client on a new website, we first determine what the GOAL of the website will be. We ask questions such as “What are your product lines or service offerings? Will you bundle services for a higher price point? How will you utilize social media and third-party testimonials? Why do you do what you do? How does that solve a problem for YOUR customers? Answers to these and many other questions during our initial strategy session will help us design and develop the sitemap and framework for the new website. We ask thought provoking questions that help a business owner determine their unique selling proposition.

Our team recently worked with ATK Design Studios to help them create a new look and tell their story utilizing video and other forms of imagery. Small unique ATK branded design elements were incorporated into the various photos and images and the imagery was locked to help in the prevention of others from copying their photos.

We reviewed website content and assisted in wordsmithing their messaging to provide a better client experience. Linking to their social media sites, particularly YouTube which is owned by Google will also help in their search results.

TESTIMONIAL

“We place emphasis on designing each commercial kitchen with its’ own unique identity. The Edmiston Group grasped that immediately. They saw our passion for communicating each project’s story. We wanted something distinct that reflected our brand. Edmiston Group did a fantastic job of bringing our vision to life. Sincerely a great team to work with.” Terri Kidwell, President – ATK Design Studios.

If your website is in need of a makeover or perhaps you’ve recently changed your product offerings and the website doesn’t reflect the new services, email us or call 724-612-0755 to learn more.

communication-crisis-planning

Communication Crisis Planning

by BlogEdmiston Group

During 2020, businesses were thrust into pandemic mode in communicating with staff, clients, vendors, and their customers. The fluid changes in operations were dictated by the government’s mandates of the current pandemic situation.

According to HubSpot, when a business goes into crisis, it generally falls into one of five categories:
  • Financial – Financial loss such as announcing a bankruptcy or store closures.
  • Personnel – Changes to staff that may affect operations or reputation such as employee furloughs or layoffs.
  • Organizational – An apology for misconduct or wrongdoing as a result of organizational practices.
  • Technological – Technological failure that results in outages causing reduced functionality or functionality loss.
  • Natural – Natural crisis that necessitates an announcement or change of procedure. For example, defining safety precautions in the midst of a health crisis.

By preparing to address how each of these areas will affect your business operations, business owners will be able to quickly to execute a crisis communication plan. Lack of planning for a given situation will leave a business owner trying to figure out in those first critical moments who to notify, what information is needed, how the business will rebound and what long-term effects the crisis has.

For example, because of the pandemic, Christopher & Banks decided to close their brick-and-mortar stores and shift to online operations. Many big box chains reacted similarly. They notified customers via email and other sources of store closings.

Personnel crisis communication occurs when a person affiliated with the company makes statements or takes actions that don’t align with the company’s brand. An organizational crisis occurs when operational procedures aren’t followed. Ellen DeGeneres faced crisis from both personnel and operational fronts in 2020 amidst revelations of a toxic workplace culture and sexual harassment issues regarding senior executives.

How many times does technology and ransomware attacks hit the news? Most recently Microsoft faced backlash for its lack of transparency in a recent hack into their exchange networks exposing millions of businesses to hackers.

We have seen countless news reports over the past year on COVID-related policy changes.

What does this have to do with your business? You may think you’re a small business and these major things won’t happen to you, but in some form or another, they can and often do. As a business owner, preparing for these types of situations will give you the framework to structure your efforts and prepare your contingency plans accordingly. Building a plan that includes communicating with stakeholders, informing employees, and creating adaptive solutions once the crisis has happened will enable you to react quickly.

Being prepared today will enable you to react to adapt and remain open for business tomorrow.

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-planning-sessions

Q2 Spring Planning

by BlogEdmiston Group
strategy-planning-sessions

The first quarter of 2021 is over, and many businesses are recovering from 2020 one of the most challenging years in business. Some business owners were devastated and were not able to shift thoughts and processes to stay open or adjust to a new way of doing business. They closed their doors for good.

Not all is lost. These businesses and many more have gone outside the box to create opportunities to grow by creating new ways of thinking and delivering business. As businesses start to return to some sense of normal, some of these business strategies will continue. These new services will increase revenue and market share.

Event planners, keynote speakers, and conference centers no longer had events that drew in crowds. Some keynote speakers became certified virtual speakers and conference planners figured out how to how to prepare for virtual and hybrid events. Conference centers adjusted their space planning and technology to host hybrid events featuring in-person and virtual opportunities.

Restaurants pivoted and began offering curbside pickup, bundled meals for special occasions and more. A local winery increased its wholesale business by expanding its reach into multiple Giant Eagle and Walmart locations. This action allowed them to stay afloat during mandated restaurant closure.

A furniture company created an office in a box as many people shifted to home offices. They developed products that shipped easily keeping in mind what someone would need for a home office setup.

Regular networking groups offered zoom and hybrid meeting options to keep members engaged and referrals flowing. As a result of more remote office work, people are picking up the phone more to make a connection.

National Small Business Week is May 2-8, 2021. Are you planning to highlight the event through customer loyalty programs, special sales, employee recognition, aligning with other small businesses and more?

Perhaps you’re stuck in a rut and need a strategy session to get you going strong again. As you move into the 2nd quarter of 2021, how is your business positioned to continue to recover, adapt and be innovated to grow in 2021?

Need some inspiration? Our strategy sessions are designed to guide you to new ways of thinking and business growth. Email us to schedule your session today.

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.

person using computer and phone to view social media

How Social Are You?

by BlogEdmiston Group
person using computer and phone to view social media

The key to growing your business is understanding your audience and who your prospective customers are.  With the recent workplace changes, zoom meetings, and virtual cups of coffee how are you connecting with that audience?  Are you reaching out via a newsletter to stay top of mind?  Do you regularly post on social media channels where your customers are?  Are you using postcards and/or snail mail to stay in touch?

Sharing relevant content on your social channels is a great way to keep your audience abreast of industry updates, new products, and/or accomplishments.  This type of information can come directly to your inbox by way of Google Alerts.  If you are unfamiliar with the term or the process to set up an alert, here is a quick how to link. 

Look for your customer’s pain points.   For example, if a prospect mentions a problem they’re having that you can address, a Google Alert can enable you to quickly get involved in the conversation with a helpful piece of content or insight. If a potential buyer’s company hires a new CEO, key personnel, or expands their business, you should comment on the alert’s trigger event as soon as possible to get on their radar.  Based on your need, these alerts can easily be adjusted.

As it pertains to LinkedIn, make sure your LinkedIn profile is optimized.  Identify the groups where your potential customers are members, follow and participate in discussions.  These discussions can often reveal the current pain points a customer is experiencing.

NURTURE DON’T SELL

When developing online relationships avoid the hard closing tactic and nurture your leads.  Understanding who your leads are is key to your sales process.  Social selling is the process of researching, connecting, and interacting with prospects and customers on social media networks — notably Twitter and LinkedIn, but others certainly fit the bill. Through commenting on, liking, and sharing prospects’ and customers’ posts, salespeople create relationships with buyers and boost their credibility by taking an interest in what they’re discussing.

As you share success stories from current customers, third party validation helps build your credibility with potential buyers and allows prospects to relate to your customers’ experiences.   If you have provided a solution to a problem a potential prospect may be more likely to envision the same solution solving their issue as well.

Likewise, are you monitoring customer satisfaction within your company’s service delivery and addressing any unresolved problems and issues?  How often before hiring a company or service, going to a restaurant, booking travel, etc. do you look at customer reviews?  As a consumer, do you have a better image of the company if they acknowledge the issue and make amends?  Let’s face it, we’re not going to please everyone 100% of the time, but if your company consistently has 2 or 3-star reviews it may be time to look internally.

IF YOU’RE NOT MEASURING YOU’RE NOT MARKETING

Measure your engagement in the form of likes, comments, and shares.  The higher the engagement the more likely the content resonated with your audience. By paying attention to what content gets the most engagement with your audience, you can see what content or conversation topics are of interest to your prospects.   This is a good indication that you should seek out and share more about that topic.

It boils down to this…

  • Know your target market
  • Provide relevant information and nurture prospective leads
  • Track your engagement and provide more like content
  • Develop social relationships that allow you to close the sale

If you are unsure of your audience, their pain points, or how to engage and track performance, contact the Edmiston Group or call 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.  Contact the Edmiston Group today to learn how we can bring fresh ideas to help grow your business.

Man with eight arms holding business tools

How Much Are You Willing to Invest?

by BlogEdmiston Group

You don’t always need to make huge changes in your business to grow. Sometimes, small pivots can be just as effective. Here are some tips to help you understand what it takes to adapt and make incremental adjustments.

Let your personality shine through.  As a business owner, are you involved with the local community or a nonprofit organization?  Have you created a company culture where employees enjoy coming to work and feel valued?  For years, many business owners have kept their personal and company brands separate. But your personal brand could be an asset to your business.

Build your management team.  As your business grows, a business owner can reach capacity.  We start off in business wearing all the hats, but there are only so many hours in a day.  As a business matures, owners must decide if they will begin to invest in key personnel – a good attorney, accountant, marketing support, IT staff, and HR.   Lack of this commitment to move forward will leave a business stuck.  Savvy business owners realize there may not be the budget to bring on senior staff as they outgrow the ability to do it all.  However, a fractional manager brought on as an outside consultant can be most effective. The fractional manager is laser-focused on their skill area and can quickly assess the situation while delivering results.

Invest in marketing. Building a brand requires investing time and resources into creating awareness.  I often hear “I’ve been in business for 4 years and people don’t know we’re here.”  To gain customer awareness, you have to invest in a website that becomes your business’s digital front door and in traditional and social media to communicate with potential customers where they get their information. Not having an internet presence is as bad as a retailer having a bad location and no outdoor signage. No one knows you are there to meet their needs.

Know your customer.  It is not enough to be out there in cyberspace, you have to be able to reach the right people. Being where they are is integral to pushing them along the buying continuum so they understand who you are, believe what you offer, and then try your product or services. Marketing is not a cost to a business, it is an investment. Without it, you have no chance to connect with those who you want to buy from you.

Review Your Email Marketing Strategy to be giving valuable information that people want to read.   Make sure to utilize a mobile-friendly template.  “Email marketing should address how you can make [the recipient’s] life better today, even if it is in a small way,” Dave Charest, director of content marketing at Constant Contact. “You can demonstrate urgency by positioning your products and services in a way that addresses new and changing customer needs, not by pushing discounts and products down their throat. Email marketing is all about sharing the information [the recipient] needs in the way they prefer it, which includes tone, length, and time of day.”

Are you ready to invest in your business?  To learn more about these and other marketing strategies, contact the Edmiston Group, or call 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.  Contact the Edmiston Group today to learn how we can bring fresh ideas to help grow your business.