tiktok-marketing

TikTok and Your Small Business

by BlogEdmiston Group
tiktok-marketing

In the past couple of years, social media has become an essential avenue for promoting one’s business. While services from Facebook to LinkedIn can be useful in growing your business, a newer tool to tap into is TikTok. With over a billion users across the globe, this video-based social media app has already allowed countless small business owners to greatly increase their brand awareness and grow their customer base.

Be Attractive and Consistent

With visual apps like TikTok, it is important to create attractive content. Because TikTok’s user base has also grown so large in recent years, it is also important to regularly create content. Frequently posting gives you a greater chance for large exposure. But, don’t overdo it. While the app has recently expanded time constraints on videos, sometimes a burst of short videos with appeals visuals and audio will be most effective!

TikTok offers users various tools to create engaging, eye-catching content. You can choose to include emojis, stickers, trending audios or filters in order to enhance your videos, and gain attention. Be creative. You can craft your own marketing concepts on this platform, as well as work within trending concepts.

Working With Trends

The TikTok platform features a “For You” page, which tailors videos shown to each individual user based on their preferences and viewing behaviors. Similar to hashtags in Instagram, there are predominant trends that take off across the platform. By monitoring trends and hashtags, your business can tap into strategies for expansion to have your content display on users’ “For You” pages. Exploring this page yourself will allow you to find and understand trending content and see where your business can fit in. Tapping into these trends can also be very cost-effective, as creating this content does not require much of a budget or production time.

Business Tools

In addition to gaining viewership from following “For You” page trends, TikTok also offers content creators editing and advertising tools perfect for small businesses. For instance, TikTok offers advertising in the form of infeed native content, brand takeovers, hashtag challenges, and branded lenses. Many of these features are additionally convenient in that they allow direct website links and downloads. Utilizing TikTok’s targeting features will allow you to capture your desired audience and potentially greatly increase your sales, regardless of your product or service.

While working with trends and hashtags is important, you should also remember to be authentic. Allow TikTok viewers to get to know the story of your small business. Rather than simply trying to force your business into existing memes that don’t fit your brand, get to know the platform and its users before deciding what niche to try breaking into. When done right, TikTok will allow you to not only raise awareness of your small business and increase your sales but also really engage with your audience.

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.

Public Relations and Your Business

by BlogEdmiston Group

Building and maintaining a relationship with customers is essential for every business. To benefit your business and get the word out about certain products being offered, you may often utilize advertising. While both advertising and public relations are valuable, in the small business world, it can be more important to invest in public relations (PR).

Advertising vs Public Relations

Though the goal of both advertising and public relations is to drive attention to your business, the key difference between these two is that in advertising, businesses must pay for advertising space, such as online banners or billboards. In the case of public relations, results are earned by way of pitching to the media. The two also differ in target audience, objectives, control, strategy, and credibility.

While advertising focuses primarily on potential customers, the focus of public relations is to reach a wider audience that can be internal and external and include employees, customers, investors, and influencers. Advertisements are also often aimed to promote a single product, while PR can cultivate larger brand awareness. On the other hand, businesses can have more control over advertisements, as success largely depends on what you spend. In comparison, PR means less control, as the media will influence how your information is presented. However, advertising has mainly short-term goals, while public relations is geared toward the bigger picture. Consumers are also generally more skeptical of advertisements, as they know information comes from whomever is paying. PR is more likely to be trusted, as information comes from the media, a trusted third party.

Why is PR Important for Small Businesses?

Brand awareness is important for the success of any small business. Being smart with your marketing and considering the most cost-effective choice is essential to maintain your success. Public relations offers you that cost-effective strategy, as advertising can quickly become pricey. In comparison, an initial investment in public relations through press releases can grow in value over time!

Public relations is also essential for effectively growing your client base and brand awareness. By aiming at a broader audience and building connections with those inside and outside your industry through PR, your small business has a greater potential to grow in success. This larger awareness of your business also helps cultivate your reputation, which can lead current customers to trust your business and encourage others to patronize you, too!

How to Create a PR Pitch

When crafting a public relations pitch, it is first essential to consider who to send your pitch to. Finding the appropriate reporter can be the difference between a high and low level of success. Rather than pitching to several contacts, invest your time in researching outlets or contacts that best fit your information. You may also consider sending it to a paid wire service for added exposure.

You message should be clear and concise by the time you make your pitch. Spend time crafting an angle that would hook not only the reporters you’re pitching to, but also their readership. Making the reporter’s job easier, sometimes by also offering a complete press kit or additional information post-pitch, will benefit you and can help drive the story.

Another strategy in creating a PR pitch is by thinking long-term about reporters. By first introducing yourself and building relationships, you can identify yourself as a future resource and increase your chance of success. You can use this later when considering who best to send a pitch to, or when selling to each reporter individually to give them a reason to develop your pitch into an article.

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.

fall business strategies

Fall into a New Season of Business

by BlogEdmiston Group

Moving into Autumn means the leaves are changing – and your business may be too! As we enter the fourth quarter of this fiscal year, it is essential to consider what you may need to do differently so that your business finishes strong and is prepared for 2022.

As business owners, we must remain relentless and determined. If you find your business is not achieving what you want, you must be willing to adjust and try out new strategies. Rather than getting wrapped up in how you may have performed in the past three quarters, make this fourth quarter your opportunity to get innovative and try out something different to finish the year strong.

Is your business reaching a new cycle of growth?

According to the National Bureau of Economic Research, we are currently in longest business cycle on record. While this has meant consistent growth for many, it also indicates that we may be nearing the peak of this growth and an upcoming downtick. According to Harvard Business Review, applying a market-creating strategy, focused on generating new markets, will allow your business to maintain its growth even as the business cycle changes.
Rather than relying on strategies that focus solely on outperforming existing rivals, a combination of strategies can allow you to enter a new cycle of growth and maintain that growth in the future. Growing your business requires patience, but it also requires determination and focus. By strategizing and planning for the future, you can grow your business and keep it steady even in the face of an economic downturn.

Are your strategies for reaching potential customers working?

As business owners, we often must think of new ways to reach potential customers that allow our businesses to continue to grow and thrive. But we also cannot forget to maintain our relationships with our current customers.

According to the Small Business Association, you can reach potential new customers, while still nurturing your current customers by applying these 10 strategies:

  • Ask for referrals in active ways when following up with customers
  • Network through organizations and events in your industry and relevant to your customers
  • Offer discounts and incentives for new customers only and track those who redeem the offer to target with future marketing
  • Re-contact old customers, who haven’t recently purchased from you, on a regular basis
  • Improve your website to ensure it is up to date and attractive to new customers
  • Partner with complementary businesses and strategize ways to benefit each other
  • Promote your expertise through industry panels or online workshops
  • Use online reviews to your advantage, such as by linking to them on your website
  • Participate in community events to raise your profile and get your name out
  • Offer “bring a friend” deals to allow regulars to introduce potential new customers

By implementing different strategies, you can allow your business to reach a wider customer base and grow your success. These can allow you to also grow on a consistent basis and maintain a strong loyalty with your current customers. As you enter the 4th quarter and work to finish strong, keep these strategies, and us, in mind!

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 Solution to the Problem

by BlogEdmiston Group

Did you ever have someone always come to you with a problem? This could be a friend, a business associate, or a fellow employee. They present a problem or in a conversation say “the problem is” … but what is the missing piece? It is a suggested solution.

I recently spoke with a nurse that was set to meet with her supervisor to discuss issues that related to patient care. Prior to her meeting, our conversation started with – the problem is when they bring the trays up, the coffee spills on the sugar and it’s gross. It bothers me to give this to the patient. Not only are we providing patient care but because meals are cold, we are having to heat them one at a time. This is affecting our capability to provide quality care and impacting the patient’s ability to heal because of unsatisfactory nourishment. She had a laundry list of issues and as I listened, I asked, “What’s the solution?”

The nurse thought about my question and proceeded to offer ways that could improve a patient’s experience and provide solutions to her concerns. Before her meeting with the supervisor, she put a wet condiment packet from a food tray where coffee had spilled in a baggie took it with her to the meeting. The supervisor was unaware of many of her concerns, but what helped her cause was the fact that she provided an example of why it bothered her to serve a patient a try with a condiment that “looked gross” as well as offered solutions. The outcome…. some of her suggestions have been implemented.

An engineering colleague spoke of an entirely different situation where a junior engineer is choosing to not step up to the plate with solutions to work situations. After a number of years of working for him, the junior engineer still comes to him wanting answers to problems he is qualified to solve. The junior engineer has been asked to get his PE, but he says he doesn’t want that responsibility. The lack of drive and the ability to want to problem solve will eventually hurt his career. The senior engineer indicated the junior engineer has the right answer, but doesn’t want to offer the solution. He would rather allow someone else make that decision for him. Many senior engineers will be retiring soon and he told the young engineer that in the not-too-distant future, he would HAVE to make decisions because they wouldn’t be there to ask.

Problems and solutions in two different industries… but very different outcomes.

What steps should you take to become a problem solver?

  • Identify and define the problem. Break apart the situation and identify a root cause of the problem. Document how the process currently flows and identify how the problem is impacting your ability to effectively perform your job.
  • Look at various software tools, operational shifts, and changes in policy that would impact the situation.
  • Offer multiple alternatives that could be modified to determine a best outcome.
  • Evaluate alternatives. Include affected parties to garner feedback and buy in for the solution.
  • Sell your solution to leadership or if you are the business owner affected staff.
  • Implement and reevaluate proposed solutions allowing for feedback and/or modification.

At the end of the day are you going to be a problem solver or a person who doesn’t want to take the responsibility to improve customer service, operations and ultimately help a business be better? I challenge you to evaluate your conversations to see if you can shift your mindset to offer solutions to today’s problems.

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.

Website-Development-Strategy-for-small-business

Website Development Strategy for Small Business

by BlogEdmiston Group

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

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

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

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

TESTIMONIAL

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

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

communication-crisis-planning

Communication Crisis Planning

by BlogEdmiston Group

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

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

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

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

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

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

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

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

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

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

person using computer and phone to view social media

How Social Are You?

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

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

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

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

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

NURTURE DON’T SELL

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

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

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

IF YOU’RE NOT MEASURING YOU’RE NOT MARKETING

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

It boils down to this…

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

If you are unsure of your audience, their pain points, or how to engage and track performance, contact the Edmiston Group or call 724-612-0755.

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

Man with eight arms holding business tools

How Much Are You Willing to Invest?

by BlogEdmiston Group

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

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

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

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

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

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

Are you ready to invest in your business?  To learn more about these and other marketing strategies, contact the Edmiston Group, or call 724-612-0755.

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