Opened suitcase with clothes and different accessories for travelling on light wooden floor

3 Reasons Why Every Business Owner Needs A Vacation

by BlogEdmiston Group
Opened suitcase with clothes and different accessories for travelling on light wooden floor

It’s the start of summertime –  most people start thinking about taking a vacation and spending quality time with their families. Yet, small business owners often feel like they cannot take a vacation. Why? They think they are too busy or that their business will fall apart in their absence. However, It’s important to recognize the benefits of taking a vacation.

Here are 3 reasons why every business owner needs to take a vacation:

1. You need it. 

If you are a  small business owner, you are likely overworked. Being overworked can cause irritability, resentment, burnout and magnify mistakes on the job. The reason? It goes back to the importance of rest. Our minds and bodies need rest. We need a break from the stress of running a business. When our bodies and minds are rested, we are more refreshed. By stepping away from our work and resetting the body and mind, it allows us to perform at our highest potential. When we perform at our highest potential, we often feel more motivated and energized when returning back to the office. Taking a vacation is good for you!

2. Your business needs it.

If you want to continue to grow your business, then you need to take the time to take a vacation. Taking a vacation might seem counterproductive when you’re trying to run a successful business, but it might be exactly what your business needs. 

By being away from the business, you can refocus. Without the day-to-day pressures of the office, you can use the time and surroundings of a calming and relaxing environment to see problems more clearly and from a fresh perspective. This fresh perspective brings new ideas for things “to do” for your business as well as things “not to do”. Think of your vacation as a compass that can point you in the right direction, and right you if you are heading in the wrong direction. 

Vacations can also help uncover issues with employees or outdated business practices while you are away. The time away will allow you to fix these issues if you didn’t know existed, ultimately, making your business more enjoyable to work at, more valuable and more efficient. Taking a vacation is good for your business!

3. Your Family Needs it.

As a business owner, you are not the only one feeling the repercussions of stress. Your family has their own stress too. Taking a vacation allows you and your family to leave behind the stress of their normal routines and allows you to connect and bond with them in a less stressful environment. Vacations will give everybody the opportunity to relax and enjoy themselves. This will help create stronger connections, create lasting memories, and foster stronger relationships.

Vacations help keep life in perspective. Your business is likely one of the most important aspects of your life. But, it’s important to remember that it is just a business. It shouldn’t be the only thing that defines you. Your family, friends and incorporating a work-life balance will help both you and your business to be more productive.

So if you’re tempted to say that you just don’t have time to go on vacation right now, keep in mind that not taking a vacation could be a huge disservice to yourself, your business, and your relationships. 

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.

Hand writing sign Newsletter Marketing, Conceptual photo act of sending a commercial messages to customer

What Email Newsletter Style is Best for You?

by BlogEdmiston Group
Hand writing sign Newsletter Marketing, Conceptual photo act of sending a commercial messages to customer

One of the primary benefits of an email newsletter is connecting with prospective and previous buyers. Just as you have a certain style for your brand, the type of newsletter you share should match your brand style. Your email newsletter should complement other communications from your organization, including your logo, your brand colors and the design of your website. The voice used in your newsletter also needs to share your company’s brand tone as well. 

Here are 3 Types of Email Marketing Styles you can use for your newsletter to reflect your brand and serve your audience:

1. Informational/Educational

Create an informational or educational newsletter by sharing useful information with your readers about your products or services as well as giving behind-the-scenes details about your business. You can also provide educational content to subscribers by providing innovative ways they can use your products through tutorials, videos or a series of images. You can also share industry-specific information that will help your audience stay informed and/or take action around a specific issue.

For Example: If you are a specialty mattress manufacturer, you can share specifications on your mattress options such as available sizes and models. You can also include a video detailing the workmanship and the use of quality materials during the manufacturing process. If you provide tech support services to small businesses, you can share information on the latest security concerns around cloud backup systems.

2. Sales

Using your email marketing newsletter to directly sell your products and services is another style you can use. You can feature new products or best-selling items, along with customer testimonials. Or you can provide subscriber-only limited-time discounts, coupons or promotional pricing. You can also drive your readers directly to your website to increase sales.

3. Inspirational

Knowing your subscribers and what motivates them is very important. Using examples or stories of inspiration can trigger readers to do something about their life or the problems they have at hand using the solutions you provide. Your newsletter content should cultivate empathy, deliver the struggle positively and deliver a message of hope. It should be used to motivate and assist your readers in helping themselves in reaching their goals, be happy, be successful, and most importantly, feel good about themselves.

Choosing the right style of email and content for your audience will help keep your readers looking forward to your next newsletter.

Tip: The goal is not to incorporate all your topics of content at once. Spread it out. Sometimes less is more. It’s helpful to develop an email content calendar where you plan out your content in advance to help keep your readers looking forward to your next newsletter. If you need assistance in planning your content calendar, email me at [email protected]. The Edmiston Group would love to 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.

Spring Cleaning - Businesswoman hand pressing button on touch screen interface. Business, technology, internet concept.

3 Areas to Refresh Your Business This Spring for Greater Productivity

by BlogEdmiston Group
Spring Cleaning - Businesswoman hand pressing button on touch screen interface. Business, technology, internet concept.

The first quarter is just about over and Spring is quickly approaching! Establishing an effective spring cleaning tradition just doesn’t mean tidying up the office. For a business, spring cleaning goes a lot deeper than that. By refreshing your business, it is a time to clean house, get rid of the clutter, and make room for new opportunities. Spring cleaning your business can show you what processes need improvement, help you streamline everyday operations, and give your company a renewed outlook, which is like a breath of fresh air.

Are you ready to spring clean your small business? Here are three areas where you can freshen things up at your company.

Update Your Website & Conduct a Digital Audit

Your website needs to be a reliable source of information about your business, so make sure it’s up-to-date. Are all of your links working properly? If not, it can send people to page-not-found messages or 404 errors. Spring is a good time to fix all the little details that can make a big impact. You want to find these errors before your customer does. You want your target audience to stay engaged on your website and reinforce your company’s reputation as the go-to source for information.  Bonus Website Exercise: Custom brand your 404 error page so that if a reader is sent there, you can share a message you can be proud of. View sample custom 404 pages.

If you’re like most business owners, the content on your hard drive and other storage locations can get away from you! Here are five ways you can free up space on your computer’s hard drive and help your business run more efficiently:

  • Delete unnecessary files or documents “downloads” folder. Oftentimes we download files but never go back and delete them once they are used. If you do need to save a file or document in your download folder, save them to folders that are specifically assigned to them.
  • Purge your email inbox and folders of messages you’ve already responded to or that are no longer relevant. And don’t forget to empty your trash folder!
  • Consider backing up all of your files with an automated cloud-based file storage solution. When you store your files in the cloud, you can access and update files from anywhere on any device and this also frees up more storage on your computer’s hard drive.
  • Clear your browsing data, and cache and even review your bookmarks. Remember, simpler is better!
  • After validating that files are not needed, delete accumulated files from your recycle bin.

Eliminate Unnecessary Business Expenses

The main objective of any business is to earn a profit. Often, we focus only on the earning side of the equation. But that is not the full picture. In order to increase profit, you can generate more income, but you can also cut down on unnecessary expenses. Springtime is the perfect time to review your expenses. For example, are there training, internet or other monthly subscriptions you no longer need? If you are not actively using them, why pay for something you do not use? This money could be used in other areas which could help you generate more profit.  

Another simple way to eliminate waste is to go paperless. Technology now offers cheaper and better alternatives to using paper. Besides reducing waste and helping the environment, going paperless can make your business more efficient. There will be less paperwork to push, documents to physically store, and important records that could get lost. Look through your vendor list to identify any bills you can switch to paperless.

Clean, Organize and Personalize Your Workspace

Productivity is the heart and soul of a business. Cleaning or organizing your workspace can help you be more successful in achieving goals. Think how nice it is to walk into your workspace when it’s fresh and clean versus covered in chaos! You’re likely much more productive. 

You can also personalize your space with colors, plants and other personal touches and encourage your employees to do the same. This personalization supports individual creativity and expression, which in turn supports productivity. And that impacts your bottom line!

Another place you can refresh is around your old paper files. Most of us unnecessarily hold on to old files longer than needed. It is a good practice to set a time limit for how long to hold these files (unless it is paperwork that is required to be held due to regulatory, tax, or government requirements). At a certain point after a project’s completion, dispose of any files related to that project. If you absolutely need them, see if you can store old files in the cloud or in an off-site location. This is a good business practice, and it helps free up room for new accounts and projects.

Incorporating the above tips will help you spring-clean your small business and head into summer feeling more refreshed and organized. Your workplace will look better, and you will maintain focus on managing your business more effectively throughout the year.

So, how are you going to refresh your business this spring?

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.

Finger touching tablet with charts and BUSINESS GROWTH inscription, business concept

4 Tactics For Business Growth

by BlogEdmiston Group
Finger touching tablet with charts and BUSINESS GROWTH inscription, business concept

Running a small business is not easy! As a business owner, you are responsible for many things, including payroll, accounting, sales, customer servicing, and marketing, not to mention your actual work. It can be a bit overwhelming especially when things aren’t going according to your business and marketing plan. You want to achieve more business growth, yet you just can’t seem to make it happen. What do you do?

This is a time to review and strategize around business growth tactics that many companies have used time and time again.

Know Your Audience

Defining your target audience will go a long way to help you better understand your clients and help you position your products or services accordingly. Let’s face it, it is impossible to reach and appeal to all consumers at once. By identifying your target audience, it allows your business to focus its marketing efforts and dollars on the groups that are most likely to buy from you while doing it in an efficient and affordable manner. If it’s been a while since you’ve reviewed your description of your target audience, this is a perfect time to consider changes within your company and within the business landscape and refresh your customer avatar(s) accordingly.

Practice Proactive Marketing

What is proactive marketing? First, let’s talk about what it is not. Does your business implement marketing campaigns through the same channels and then analyze the data and metrics to see if the campaign was a success or failure? If so, this is referred to as reactive marketing. In other words, you are reacting to your customers’ feedback to determine if there is a demand for your new product or service. Instead, you may want to consider implementing the proactive marketing approach. The proactive marketing approach involves anticipating customer needs and taking steps to meet their needs before they arise. It involves marketing your products or services through new channels of distribution where people are not already looking for your products or services. By taking a proactive approach, you might be able to create customer demand, opening the door for your business to grow.

Know What Your Competitors Are Doing

To stay relevant in the marketplace, keeping track of your competition is essential. You can do this by creating a competitive analysis. Competitive analysis helps you to understand the strengths and weaknesses of your competitors in relation to your own products and services. This analysis can help you develop and implement stronger business strategies, uncover market trends, as well as help you capture more market share. It will also support designing a proactive marketing strategy as defined above.

Offer Referral Programs

A referral program is a great way to grow your business. A referral program is a strategy used to encourage customers to promote your products or services. Simply put, a referral program lets your customers share their experience and satisfaction with your products or services with partners, colleagues, and friends at little or no cost to you. You may have heard the old adage, the best form of advertising is through word-of-mouth. According to Semrush, Word-of-mouth marketing is even more effective than paid ads, resulting in five times more sales.

Growth is the key to a successful business! What tactics are you using to help grow your business this year? If you need fresh ideas for growing your business, 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.

Wide angle view of business people talking and getting to know each other while having a lunch break from the conference.

The Benefits of Participating in Professional Business Events

by BlogEdmiston Group
Wide angle view of business people talking and getting to know each other while having a lunch break from the conference.

The success of your business depends on many factors. Your business skills, knowledge in your area of expertise, your ability to connect with others, and your network. And this is where professional business events come into play.

Events in your local area provide a wonderful backdrop upon which to build these skills and connect with other entrepreneurs in your area. As many of us have learned, whether you love or hate networking over Zoom, it’s hard to beat the connection that can happen in real-life, face-to-face events. If it’s been a while since you’ve attended a professional business event, here are 5 tips to help you feel and show up confident.

Three Benefits of Participating In Professional Business Events

Building Relationships: Networking at events is a very valuable way for attendees to share experiences, exchange ideas, discuss successes and failures, and exchange information. When you’re inspired and motivated through these conversations, it naturally draws others to want to meet with you. 

Learning New Skills: Besides learning about the topic of the event itself, you’ll also have the opportunity to learn through interacting with other business owners. Attending professional business events is a great way to practice communicating more efficiently and to stay in touch with current trends.

New Opportunities: Connecting with others, and allowing your knowledge to be seen, may open the door for potential speaking engagements, leading workshops, or even sponsoring a booth at the next professional business event. Attend with an open mind and see what opportunities present themselves.

“Networking is an investment in your business. It takes time and when done correctly can yield great results for years to come” – Diane Helbig

In the Pittsburgh area, there are many great organizations to help you with your business as well as offering business events you can attend.

Here are a few organizations that can help you expand your personal and business growth:

Pittsburgh Technology Council: Pittsburgh Technology Council (PTC) offers a busy calendar of events, including Networking events, Women’s Focused events, Huntington Bank CEO Series, and various Member events.

Their main focuses for their members are visibility, talent, business development, and public policy for companies in or supporting technology businesses.

Chatham University Center For Women’s Entrepreneurship: CWE offers everything from content-specific training series for different areas of your business to various workshops and seminars. Their events offer a wonderful way to meet and connect with other women entrepreneurs in the Pittsburgh area. 

Duquesne University Small Business Development Center (SBDC): In addition to offering no-cost, confidential consulting services, The Duquesne University Small Business Development Center (SBDC) offers a variety of events and training workshops that will help you to launch, grow, or exit your small business. 

The Digital Foundry in New Kensington in partnership with manufacturers, educators and the workforce. Their mission is to accelerate economic growth and competitiveness using digital technologies and data-driven decision-making.

Training classes Levels 1-3 take someone who seeks upskilling or reskilling to work in the manufacturing sector through level 3 programs that are for technical managers and engineers who are responsible for advancing product and service development.  Coming Spring 2023 is a NEW Industrial Robotics & Automation Training with FANUC Certified Trainers. 

These are just four opportunities in the Pittsburgh area. No matter where you are on your path, attending professional business events and furthering your career skills will help you improve your communication skills and have a positive impact on your career.

If you need help with marketing materials for attending your next business event, Edmiston Group would love to help. Call us 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.

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.

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.

woman-standing-in-trade-show-exhibition-hall

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.