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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.

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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.

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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.

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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.

The Value of Blogging for Your Small Business

by BlogEdmiston Group

Blogging has grown exponentially over the years. What is the value of blogging that is driving so much volume? According to Hubspot, consumers want to learn more about brands from content rather than traditional ads. So, let’s talk about why blogging specifically is so valuable.

Blogging is a medium that gives you control as to what information you share about your business and services. Blogging also allows you to share your thoughts, demonstrate your expertise and express your insights and opinions to engage with your audience on just about any topic you wish to cover. Of course, you’ll want to blog about topics relevant to your business and your audience, but as you can see, you have lots of opportunity for various kinds of content. Blogging doesn’t have to be overly hard, and you don’t have to be perfect when writing it. Remember, “Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” – Brian Clark.

Here are 3 ways blogging can add value to your business.

Build Trust

Writing blogs with valuable content will help educate your readers and customers. By educating your audience, the value of your products or services will become more evident, and therefore more desirable. By staying consistent with your messaging and being reliable with your blog content, your audience will learn to trust what you say and see you as an expert and industry leader. In turn, your audience will be more engaged with your products and services, sharing their feedback with their friends and family which will help increase brand awareness.

Residual Content

Now you see it, now you don’t! When you write a blog, that blog will be distributed on the internet for all to see. The content doesn’t just disappear once you write it. Overtime, your content will continue to be seen by new viewers. This content, when not time sensitive, is often referred to as evergreen content. Evergreen content will be available to all your readers on the web with search traffic growing continuously over time. The value is that your content will be fresh to the new readers searching for this content even though the content was written long before. This will help drive traffic to your website and help attract potential new readers and customers. The more frequently your blog, the more power behind exponential growth.

Lead generation

Leads are extremely important to the success and growth of your business. Are you struggling to get qualified leads for your products or services? Blogging may be just the answer you are looking for! One tool to incorporate into your blog is a lead magnet. A lead magnet is a term for a free item or service that is given away for the purpose of gathering contact details such as their  email, address, zip code, and other details in exchange for something of value you’re providing. If the reader is willing to exchange their information for your free item or service, there is a good chance the reader will convert and buy your products or services. 

Blogging is a very valuable and powerful tool. If you want to incorporate blogging in your marketing strategy but are not sure how to get started, send me an email to discuss 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.

Why Taking A Vacation from Work is So Important!

by BlogEdmiston Group

Are you having a stressful day? If so, take a moment and think about a place you enjoy… perhaps it’s at the beach with your toes in the sand and the rhythmic sound of the rolling waves. Perhaps, it’s at a cabin deep in the woods with just the sound of mother nature. Ahhhh, sounds great doesn’t it? Now back to reality. Let’s talk about why vacations are so important. 

According to this Inc. article by Ted Callahan, “small business owners work at least 50 hours per week, according to a recent poll — far more than the national average of 33.8 hours per week reported by the Bureau of Labor Statistics.”

Working those kinds of hours will take its toll on your health, your relationships and your business. And this is why it is truly important that you take the time to take a vacation. Don’t hold off on scheduling your next vacation. Go ahead and schedule it today.

Here are 3 steps to focus on while away:

1. Focus on Your Well-Being

Well-being encompasses so many things, so let’s focus on your body first. Working excessively puts an enormous amount of stress on your body which could cause health problems over time. Your body needs to relax, unwind, and unstress, so it can recover and feel energized again. Let your body do just that. Relax and unwind.

2. Spend Time With Your Family, Friends, or Loved Ones

How often, when you get home after a long day of work, sit down with your family or loved ones to eat, you receive a phone call, text or email? This is much too common in the business world today and is a distraction to your personal life. When you take a vacation, turn your cell phone off or only check it during certain hours that you and your loved ones agree upon. Remember, this is personal time. It is a time to reconnect, rebond, and just be you. Have fun and enjoy this uninterrupted time. Perhaps this time will even make you appreciate why you have been working so hard. 

3. New Perspectives, New Directions

Let’s face it, most business owners are afraid to leave their business unattended. If you are fortunate enough to have someone stepping in to fill your role, this affords you the opportunity to see them shine. If you don’t have someone to step in, consider hiring a virtual assistant or temporary employee to attend to the urgent daily needs in your absence, only reaching out to you for true emergencies. Knowing that your business communications are covered will help take the day-to-day operating decisions off of your mind so you can be open to new ideas, new perspectives and perhaps even a new direction for your business. How excited would you be to just let your mind be open to any and/or all possibilities?

Taking a vacation isn’t meant to be stressful. It is a chance for you to refresh your mind and body, regroup with your family or loved ones, and energize your business with fresh thoughts and ideas. The less you think about work, the more benefits your vacation will bring!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh-based marketing consulting firm providing senior-level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development strategies, website creation and management, social media management, marketing, strategic planning, and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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3 Ways to Boost Your Next Marketing Campaign

by BlogEdmiston Group

Marketing is one of the most important things for the growth of any business. It helps to build brand awareness, increase sales, and engage current and potential customers. Underneath the umbrella of marketing, you have Marketing Campaigns. Marketing campaigns center around a certain new idea or product you are promoting with a new message that you have not yet shared with your audience. 

In order to give your business the best chance of success and to distinguish itself amongst your competitors, you will want to put together a marketing campaign that effectively communicates all the necessary information. With the right planning and concept, you can create a campaign that will stay with your target audience for years to come. A marketing campaign takes some work, but can pay off in increased brand awareness and revenue.

Are you ready for the 3 key points to keep in mind when launching your next marketing campaign?

1. Keep The Message Simple

The most successful marketing campaigns are often the simplest. Your marketing campaign will benefit greatly from being as focused as possible, otherwise consumers can’t easily identify who you are and what you do. Let’s take Nike for example. If you look at Nike’s marketing campaigns, many of their campaigns are vague but create curiosity and interest with consumers. It is the simplicity of their messaging that attracts their audience. As the largest seller of athletic apparel and footwear, most businesses do not have the brand recognition that Nike has, so it is important to keep the campaign message for your product or service as simple and direct as possible. The audience will only be exposed to your marketing materials for a short amount of time and in turn, they need to be able to process information and your messaging as quickly as possible. Ideally, you want your audience to resonate with your message and react with an “aha” moment.

2. Know Your Audience

Ask yourself, “Who are my customers?” What are their personality traits, their interests, and values? When creating a marketing campaign, keep these 3 traits in mind. A major marketing mistake is thinking that everyone is a potential customer. Don’t waste time trying to convert people who you think may be interested in your product/service.

Instead, focus your efforts on the people you know for a fact are already interested in your product or service and who fit your audience criteria. You have to speak the language of your audience. Here’s an obvious example to demonstrate the point. If you created a marketing campaign around a portable music playing device (some of you are old enough to remember “The Walkman”… and yes I am showing my age!) to the Generation Z crowd, you may not be very successful. “The Walkman” was long ago replaced by digital MP3 Players, IPods and now, today’s mobile phones. If you relate to your audience and speak their language, you would have known not to market your current product. They would not be interested. By listening to your customer wants and needs, your products will be much better received and your campaign can be a success!

3. Give Your Campaign a Call to Action

Marketing campaigns are about getting people to buy your product or service or to take some other action. Your Call to Action needs to be clear and concise. By using emotionally charged or enthusiastic words in your Call to Action, you will initiate the same response from your audience. Fear of missing out, otherwise known as FOMO, is an extremely effective motivator. When people think they might lose out on an opportunity that might not come around again, they’ll be quicker to purchase your product or services.  

Creating a successful marketing campaign is vital for the success of any business. By using these 3 tips, you are well on your way to boosting your next Marketing Campaign!

If you are interested in discussing a strategy for your next marketing campaign, send me an email to discuss 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.