Scan-QR-code-for-contactless-menu.-Set-of-different-delicious-appetizers-on-black-table.

Using QR Codes to Engage Your Audience

by BlogEdmiston Group
Scan-QR-code-for-contactless-menu.-Set-of-different-delicious-appetizers-on-black-table.

It’s 2024 and an ‘old’ tool has made a BIG comeback and offers a solution to increase engagement with your audience! QR codes are an excellent and affordable way to build direct connections with your customers by inviting them to engage with different aspects of your business immediately, thus enhancing their engagement. 

History of the comeback of the QR code

QR codes (Quick Response codes), whose origins date back to 1994 as a way to track automobile parts during assembly, have emerged as an indispensable marketing tool no matter your industry or the type of business you own. We can even track the inspiration for QR codes back to the early 1950s when a spinoff of the UPC code was first patented. 

As technology developed, IBM restructured this original bullseye UPC barcode into what you recognize today. However, as the new millennium ushered in, shortcomings were revealed. UPC barcodes were limited in how much information they could hold and the price of scanning equipment was inconvenient. This paved the way for QR codes.

Over the years, QR codes continued to be developed but were not widely accepted. That began to change in 2002 when the development of the smartphone allowed for a QR Code reading feature. In 2012, the QR code began gaining momentum and marketers saw this as an opportunity to label all marketing materials to direct people to their website. However, it was a fad that fizzled out quickly.

Why are QR codes so popular now… and are they here to stay?  

With the start of the 2020 COVID-19 pandemic, there was a desire and need for more contactless transactions. QR codes were the perfect solution. For example, buyers could scan a QR code with their phone, read a menu on their phone, and then pay without handling cash or using a card reader.

Beyond the pandemic, business owners have now realized the benefits. A menu, product page or website page — you name it — can be updated digitally without having the additional expense of printing new marketing or display materials. 

Because of the changes in structures, culture, and personal preferences that occurred during this pivotal time in history, a large portion of the population became trained and eager to use QR codes. Research shared by Statistica estimates that the usage of mobile QR codes is projected to reach over 100 million users in the US by 2025. Based on a survey of US shoppers in 2021, 45% of respondents used QR codes within the past 3 months to access marketing or promotional offers.

Benefits of using QR codes on your marketing materials

Once you add the QR code or codes to your printed materials, you have the benefit of only updating the digital product. This gives business owners more flexibility, adaptability, and lower expenses. 

Here are 3 additional benefits of using QR codes

  1. Drive engagement. When users scan the QR Code, they can be instantly transported to a social media page, an online shop, or a coupon link, allowing them to respond and interact in the moment!  
  2. Support contact-free interaction, any time 24/7. Many individuals still prefer to limit contact and appreciate the ease of viewing menus, product information, and more right on their phones with the quick scan of a QR code.
  3. Offer an easy and cost-effective solution. QR codes are simple to generate and require minimal investment. Many online tools and mobile apps are available to create your unique QR codes. From here, you can incorporate them into your existing marketing materials, product packaging, and signage without exhausting your budget.

Ideas on where to use your next QR Code

Before creating QR codes for the sake of creating codes, consider your business strategy. Where will your prospects and buyers see your QR code and how will a QR code benefit your buyer and your business?

Printed materials: Download a menu, share a lead magnet, brochure, or product information. Or provide a link to set an appointment.

Business card: Choose an action that aligns with your goals! A link to your website, LinkedIn profile, or to your contact information. 

Tradeshow Booth: Learn about your products or sign up for your newsletter.

Signs: View a restaurant menu, a list of services, detailed product information, or even an audio tour. 

Events: View a registration page for easy registration, learn about an event, or stay up to date with the event agenda and guest speakers.

Make purchases: Quick links that take the individual directly to learn more or to purchase books, music, and products or services. 

How to Use QR Codes

QR codes are versatile and their use is largely limited to your imagination. How will you use QR codes in your marketing strategy? To help you get started, here are 2 free QR code generators you can begin using today. 

ForQRCode: Uses an easy four-step process for creating custom QR codes with logos that will never expire. It is one of the most popular free QR code generator tools available.

QRCodemonkey: Generates print-quality codes with high resolutions that will be fit for print purposes. It is great for running more than one marketing campaign at the same time as it offers bulk creation and campaign folder features as well as scan statistics.

Ready to get started?

QR codes can help you, as a business owner and marketer, drive brand awareness, increase engagement with your audience, and foster meaningful connections. As they also offer a versatile means to deliver information, market promotions. and provide a more immersive experience — right in the palm of your buyers’ hands — they also offer a way to support increased revenue and business growth.

If you want to incorporate QR codes into your 2024 Marketing Strategy, give me a call at (724)612-0755. Let’s take advantage of this trend while the fire is still hot.

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.

A caption image outlined in grey with the words thank you.

5 Creative Ways to Thank Your Customers on Small Business Saturday

by BlogEdmiston Group
A caption image outlined in grey with the words thank you.

The Small Business Saturday event was created to celebrate and support small businesses for all they do for their communities while encouraging customers to shop local. This event is not just a shopping event… It’s a celebration of community and support!

And now is the time to decide how YOU will thank your customers!

Often, the focus of Small Business Saturday is on supporting small businesses with little mention of the role the customers play in making this event a success. That’s why this month, in honor of the upcoming Small Business Saturday, I want to take this opportunity to thank all who have supported the Edmiston Group throughout the year. 

I would also like to remind all of my audience that you play a significant role in helping all small businesses in your neighborhood thrive!

As a small business owner, expressing your gratitude to your customers goes a long way in fostering loyalty and building lasting relationships.

Here are 5 creative ways to say “Thank You” for their support on this special day:

  1. Personalized Thank You Notes: Craft handwritten notes expressing your sincere gratitude for their patronage. Personalization shows that you value their individual support and presence.
  2. Surprise Gifts with Purchase: Include a small, thoughtful gift with their purchases as a delightful surprise. It adds an element of surprise and gratitude, enhancing the shopping experience and making them want to come back again.
  3. Social Media Shoutouts: Showcase your customers on your social media platforms. Share their purchases, tag them, and acknowledge their role in supporting your business.
  4. Customer Appreciation Events: Host a post-Small Business Saturday event to celebrate your customers. offer refreshments, entertainment, and exclusive deals as a way of saying thank you.
  5. Highlight Customer Stories: Share stories of how your customers’ support impacts your business. Feature their testimonials in your newsletters or social media to showcase their role in your journey.

Small Business Saturday is an opportunity not only to boost sales but to strengthen the bond with your customers. Expressing your heartfelt gratitude doesn’t need to be extravagant. It’s all about showing that you genuinely value their support. By implementing these creative ways to say “Thank You,” you can transform customer relationships into enduring partnerships, fostering a sense of belonging and loyalty that will extend far beyond a single day of shopping.

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.

strong fourth quarter: Business people in office holding a conference and discussing strategies.

Planning for a Strong 4th Quarter and Beyond

by BlogEdmiston Group
strong fourth quarter: Business people in office holding a conference and discussing strategies.

We are just about to start the fourth quarter of the year… are you prepared? The fourth quarter is the most important business growth quarter of the year. You have about 12 weeks left and want to end this year strong and prepare for whatever is coming in 2024. This period often holds immense potential for revenue growth and can establish a strong finish to the year. To make the most of these final months, strategic planning is essential.

Follow these key points to help plan for a robust 4th quarter in business:

1. Make a Plan

Reflect on the year so far. Analyze the performance of the first three quarters, then work with your team to determine which customers you are going to call on… more specifically, when and how you are going to call on them. Set clear objectives about what goals you are going to accomplish, how you are going to accomplish them, and who from your team will be involved. These goals should align with the company’s overall annual objectives. Be prepared to use the holidays to your advantage and determine where you want your sales to come from during the 4th quarter and in the new year. Once you implement your plan, review it every three weeks or so and take the time to adjust based on real-time data and market shifts.  

2. Reach Out

Networking and connection are key. There are many ways to reach out to your customers and open the door for opportunity. You can invite your customers to parties, take them an end-of-the-year gift (just be sure to comply with any regulations around gift-giving), or just stop by and wish them a happy holiday. 

The holidays and the relaxed party atmosphere provide a good reason for you to get out of the office and visit with your current customers and stay in touch with those all-important prospects you have been nurturing all year long. You can also invite them to a fall trade show you are taking part in. This is a great way to reconnect with your current customer base and attract new prospects. You can learn more about the benefits of networking and attending fall trade shows here.

3. Set the Stage

With the next year’s budgeting being reviewed, the fourth quarter may not always be the right time to ask your client for their business. However, it is the perfect time to set the stage to ask in the coming weeks or months. By setting the stage, you can plant a seed for the new products or services you will begin offering. Knowing and catering to your customer’s needs will help differentiate you from your competitors. So when you give them a call the first week of January, they are not only expecting your call, but they are open and ready for the conversation to purchase your new products or services.

4. Strategize

While pushing for a sale can be the wrong strategy during the holiday season, it is a great time to add value and position yourself for success for the first quarter of the following year. When all your competitors are using December to celebrate the holidays, you can meet with your team. Having team meetings will help clarify which customers you called, what you discussed with them, what gifts you delivered to them, and how they enjoyed your holiday visit. More importantly, having discussions on what decisive actions to take for each customer can help turn the holiday visit into a sale, thereby creating more revenue. Strategizing with your team during these slowest weeks of the year (the week before Christmas and New Year’s) can help you create a very clear and precise action plan. You and your team will know exactly what to do when you walk in your customer’s door and close those deals before your competition even know what hit them.

By planning for a strong 4th quarter, businesses can capitalize on the unique opportunities that arise during the holiday season. Taking proactive steps to align strategies with changing consumer behaviors and market trends will position your business for success and set the stage for a prosperous year. Remember, the 4th quarter isn’t just an ending — it’s an opportunity for a remarkable new beginning. Are you ready to get started?

If you need help planning for your fourth quarter strategy, please give me a call at 724-612-0755. Together we can help your business end this year strong!

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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Boost Your Trade Show Success: Harness Automation for Efficient Selling and Lead Generation

by BlogEdmiston Group
Contact Us. Creative Collage Of Smartphone With New Messages Notification And Communication Tools Icons Flying Around

Trade shows present a valuable opportunity for small business owners to showcase your products and connect with potential buyers. However, managing the selling process and collecting vital buyer information can be a time-consuming process. 

Fortunately, automation can improve your trade show experience by streamlining sales and lead generation. In this blog, we explore how small business owners can leverage automation to enhance your trade show success and maximize your return on investment.

Streamline the Sales Process

When sponsoring a trade show booth, streamlining the sales process is crucial for maximizing your revenue and customer satisfaction. To achieve this, consider implementing a mobile point-of-sale (mPOS) system such as Square. This kind of App allows you to process transactions on the go, ensuring a seamless and efficient buying experience for your customers.

You can also incorporate barcodes or QR code scanning technologies for more accurate transaction processing and to expedite purchases while minimizing the risk of human error. Integrating your inventory management system with your sales platform can ensure visibility of real-time product availability, and eliminate the risk of overselling and disappointing potential buyers. By embracing these strategies, you can enhance your sales process, boost customer satisfaction, and ultimately drive greater success at trade shows.

Capture Lead Information Efficiently

Efficiently capturing lead information is essential when sponsoring a trade show booth so you can nurture potential buyers and convert them into loyal customers. To achieve this, consider investing in a lead capture app, such as iCapture. iCapture can help streamline the process, allowing you to seamlessly collect valuable buyer information such as contact details and product interests, right on the spot. 

Furthermore, by taking advantage of badge scanning technology, you can quickly capture attendee information from trade show badges, saving time and ensuring accuracy. By implementing these strategies, you can efficiently capture lead information, establish meaningful connections with prospects, and enhance your chances of post-trade show success.

Automate Follow-up Communication

Automating your follow-up communication is a key strategy for maximizing the impact of your trade show booth sponsorship. Begin by setting up automated email marketing campaigns that nurture leads and provide personalized product recommendations. This will ensure that potential buyers feel engaged and valued. 

And, don’t forget to send timely follow-up emails that provide relevant information, exclusive trade show discounts, or special offers. This will keep your brand top of mind! By automating your follow-up communication, you can build stronger relationships, increase customer engagement, and ultimately drive higher post-trade show conversions.

I like to use Constant Contact. If you would like to grow your audience for your small business with an all-in-one digital marketing platform, use this link to sign up or give me a call at (724)612-0755… I would love to help!

Leverage Social Media Automation

Leveraging social media automation can significantly enhance your trade show booth sponsorship by amplifying your brand’s reach and engaging with potential buyers. Start by scheduling and automating social media posts before, during, and after the trade show to generate buzz, create excitement, and attract attendees to your booth. Additionally, utilize chatbots on social media platforms to proactively engage with potential buyers, answer their queries, and collect contact information. This will ensure a seamless and interactive experience for interested prospects. 

Analyze and Optimize Performance

Analyzing and optimizing performance is crucial when sponsoring a trade show booth to ensure maximum return on your investment. Utilize analytics tools to measure the effectiveness of your trade show efforts, tracking key metrics such as booth traffic, engagement, and conversion rates. These measurements will enable you to make data-driven decisions for improvement. 

You can also collect and analyze data on buyer preferences, demographics, and purchase behavior to gain insights into your target audience – allowing you to refine your marketing strategies and tailor your offerings to their needs. By adopting a proactive approach to performance analysis and optimization, you can continuously improve your trade show outcomes and drive long-term growth for your small business

Are you ready to take your trade show success to the next level? Start implementing automation techniques and tools today to enhance your selling process and generate valuable leads. Embrace automation, and let it help boost your trade show success!

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.

A badge and lanyard reading Trade Show for attendees to wear as a pass to get into a conference, convention or other large event

Tips For Preparing For Your Fall Trade Show

by BlogEdmiston Group
A badge and lanyard reading Trade Show for attendees to wear as a pass to get into a conference, convention or other large event

Summer is just about to begin and there is no better time than now to start preparing for a fall trade show. These events provide an opportunity to share your products or services with other vendors and build connections with potential customers. Trade shows require significant planning and preparation to ensure that the event runs smoothly. If you haven’t started planning for a fall trade show, now is the time. Here are a few tips to help you get started:

1. Determine your goals.

What results do you want to achieve for your business by participating in the tradeshow? Establishing goals early in your trade show preparation process can help you and your team take a more focused approach. These goals should be specific and measurable objectives for your team to achieve and be based on factors such as lead generation, brand awareness, or sales.

2. Develop a budget.

There are many factors to consider when creating a budget for a tradeshow. These costs help control your expenses to meet your goals and objectives. After establishing your goals, it’s time to break down the costs associated with reaching them. Some of the expenses are comprised of the following items:

  • Booth Space and Location.
  • Exhibition stand design: building and transportation costs.
  • Logistics: shipping of marketing materials and products. 
  • Marketing: creation of advertisements, brochures, and gifts.
  • Staff: wages, training, attire, and accommodations.
  • Show Services: utilities, carpet rentals, WiFi, etc.

If you are unable to determine your costs at certain events, you can always search for an online trade show calculator to help you estimate the costs. 

3. Design your booth and presentation.

Location, location, location. Setting up a booth in the right location is key. If possible, consider choosing a location close to the entrance of the trade show, around the food area and bathrooms or close to major attractions or show sponsors to take advantage of high-traffic areas. The more foot traffic around you, the more visibility your booth will have. The more visibility you have, the greater the potential for sales.

When designing your booth, blend in visual brand elements, such as colors or logos, to increase awareness and recognition. You also want to ensure that your booth or display communicates clearly what your product or service offerings are to the attendees. Clear messaging helps people understand your business immediately and invites them to stop and talk to you. 

Pro Tip: Include a presentation to promote your brand that represents the value you can provide and how you differ from competitors. It can vary widely in length, content and style, but generally run 3-5 minutes. If you are not comfortable personally doing the presentation, try using presentation software such as PowerPoint, Prezi, or Google Slides. You have a captive audience at a tradeshow with only a short amount of time to impress them. So, be clear, concise and to the point. Make sure they walk away knowing what your products or services are and how those can be of benefit to them.

If designed properly, a well-designed booth and well-executed presentation will attract, engage, and inform your target audience. By adding interactive content, it can help increase your leads, add to your brand message, and jumpstart your sales. 

4. Explore the opportunity to present at a breakout session.

If you’re comfortable in presenting programming on a given topic explore the opportunity to present information at a breakout session or participate in a panel discussion. By identifying the conference theme and reaching out to the trade show organizers, you can pitch a breakout session to fit the conference theme for their consideration. This should be done early in the planning stage in order for your breakout to be considered for the available program slots. Being a presenter can lead to additional exposure for you and your business as your program and business name will be highlighted in marketing of the trade show.

5. Utilize social media.

With so many consumers relying on social media in their lives, social media is a cost-effective way to promote your presence and brand at a trade show. How? By posting content relevant to the tradeshow and your organization using the tradeshow hashtag and handle. You can also extend invitations to connect by reaching out to existing clients and potential clients with personalized invitations. Lastly, try live-tweeting throughout the event, or publishing videos on Facebook or Instagram from the tradeshow. Identify the hashtags used for the tradeshow and use them in your posts.  This will inform clients on what the trade show is about and peak their interest to attend. 

If you don’t know where to begin or have run into challenges planning for your next trade show, let’s connect. Give the Edmiston Group 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.

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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.

Email Tips Online Postal Solution 3d Rendering Shows Suggestions And Tricks For Marketing Using Electronic Mail

3 Actionable Email Marketing Tips To Boost Open Rates

by BlogEdmiston Group
Email Tips Online Postal Solution 3d Rendering Shows Suggestions And Tricks For Marketing Using Electronic Mail

Email marketing campaigns are only effective if they are being opened by your audience. Remember, email marketing is not a game of chance. You need to put specific strategies in place in order to see a good ROI. In this blog, we share 3 tips to help you stay current with email marketing best practices and increase your open rates.

1. Get Personal 

Personalizing email campaigns is often misinterpreted as only addressing a subscriber by name. Although this is an important step, personalizing email campaigns also include information and offers that are relevant, timely and anticipating your subscribers’ needs. 

According to this Oberlo article 10 Email Marketing Statistics, “emails with personalized subject lines generate 50% higher open rates.” Personalization helps guide your customer’s journey by addressing their pain points, building trust, and delivering excellent customer service.

2. Promotions aren’t everything.

While the ultimate goal of email marketing is to grow your business, it’s important to realize that promotions are not the core of email marketing. The main purpose of email marketing is to establish and nurture healthy relationships with your customers and potential customers. 

Email marketing can be used as a vehicle to keep your readers informed about new products or services. It can also be used to turn potential customers into loyal customers by keeping your business top-of-mind. Lastly, email marketing can be used to guide and channel visitors to your website. 

3. Segment for the best results.

Segmentation is the process of grouping together customers who have certain attributes in common. The more relevant your email communication, the more likely your audience will continue to engage with it. This allows you to design customer journeys that are unique to each group and therefore increasing the efficiency of your email marketing strategy. It also creates more personalized content to influence your customers into taking decisive action.

Email segmentation improves engagement rates, increases open and click-through rates and helps reduce bounce rates. One of the goals of your email program is to drive revenue. By implementing email list segmentation, you progress your audience down the sales funnel.

By incorporating these tips, you are well on your way to building healthy relationships that will provide your customers and future customers with a lifetime of value and act as the driving force for your business growth. 

If you would like to discuss “fresh ideas for growing your business” or want to start incorporating 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.

Wheelchair Disabled Person Symbol Disability Laptop Computer Software 3d Illustration

The Value of ADA-Compliant Websites

by BlogEdmiston Group
Wheelchair Disabled Person Symbol Disability Laptop Computer Software 3d Illustration

Websites have become an essential component of our daily lives in the digital age. Almost everything is now available with just a click of a mouse, from placing an online grocery purchase to scheduling an appointment with a doctor. However, many websites disregard the significance of handicap accessibility. For those with disabilities who depend on the internet to get crucial information or finish everyday duties might have repercussions.

There are moral and ethical justifications, as well as legal responsibilities, for ensuring accessibility for the disabled. Websites must be accessible to people with impairments in the United States under the Americans with Disabilities Act (ADA). By failing to adhere to these regulations your business may be subject to legal action, fines, and reputational harm.

Mitigate the risk of legal action. Not only is accessibility good for business, but since the recent DOJ affirmation, websites are considered places of public accommodations and must be accessible for people with disabilities. Request a website audit today.

Your business may suffer if your website is inaccessible to people with disabilities. People with disabilities may look for alternative businesses that provide comparable goods or services if they find your website challenging to use or navigate. This may lead to decreased sales and revenue as well as harm to the reputation of your business.

Website accessibility for people with disabilities can apply to people who are blind or visually handicapped, hard of hearing or deaf, or who have mobility issues. Giving people with disabilities access to your website can make it simpler for them to use it and engage with it, giving them an equal chance to access your content and services.

The promotion of inclusivity is among the most fundamental reasons why disabled accessibility is essential.

You may show that your business values every person, regardless of their ability, by making your website accessible to all users. Additionally, this may aid in growing your clientele and enhancing your company’s standing as a socially responsible one.

There are various actions you can take to make sure your website is handicap accessible. These include making sure your site is accessible with screen readers and other assistive devices, including closed captioning for audio and video material, utilizing descriptive headings and links, and adding alt tags to photos and videos. Regular accessibility audits should be conducted to find any problems and implement any necessary modifications.

In conclusion, any modern website must include handicapped accessibility. It encourages diversity, complies with regulatory obligations, and aids in preserving the reputation and financial health of your business. You can demonstrate that your business appreciates diversity and is committed to granting everyone access by taking the necessary steps to make sure that your website is handicapped accessible. For questions regarding this feature email me or learn more about the ADA compliance accessible software – AccessiBe.

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 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.