How To Attract New Customers

HOW TO GET MORE CUSTOMERS

by BlogCommunications
How To Attract New Customers

I hear time and time again – “How do I get more customers?” My question is…”Who is your ideal customer?” Can you respond in specifics – type of business, revenue, male, female, household income? Without knowing who your ideal customer is, you are unable to attract more of them.

Now that you have identified WHO your ideal customer is, WHAT does your product or service offer that meets those needs? WHY do customers buy from you over the competition? WHERE do your customers hang out? Are there specific Meetup groups, Facebook groups, or LinkedIn groups where your ideal customers are? That’s where you want to be engaging in conversations and activity.

Have you reached out to your current customers to thank them for being a customer?  Do you ask for referrals or testimonials? How often do you receive an automated review request built into a business CRM? You visit the dentist and receive a request to review us on Google or have your carpets cleaned and receive an email about your experience.

Outsourced services can be utilized to interview and draft ta customer’s experience in working with you. People often won’t take the time to write praises, but if they can chat with someone and be provided a draft for them to copy and post – that takes away the process of looking at a blank screen. This process works great when you’re updating testimonials on your website. We have helped many clients update their testimonials section on their websites.

Blogging is a highly recommended acquisition method for businesses of all sizes, industries, and audience types. Running a blog allows you to explore different topics, flex your knowledge in your industry, and build authority among your readers. Blogging also continually gives you new opportunities to engage with your audience, whether through a graphic they can bookmark for later, a question they can answer in the comments, or an enticing call-to-action they can click.

Blogging can also add to your SEO. When I start working with someone one of the first things I look at is if they have a blog and the last time it was updated. Tying the blog to a newsletter will allow you to reach out to the contacts on your list. By effectively segmenting customer lists, you can see who might be interested in a given topic.

A client we have worked with segmented their list to businesses, government, nonprofits. Yet another client’s list is segmented, architects, engineers, and business. A third client has their list segmented by office locations.

Planning monthly blogs to various times of the year, community events and national awareness months allow customers to receive timely information. For example, an insurance company may talk about winter driving tips in January, but shift to drunk driving awareness near prom time.

What does all this boil down to? Planning. As we move into the last couple of months of the year, businesses are budgeting and planning for 2020. Want to grow your business, but aren’t sure how. Let the Edmiston Group help you plan for 2020. Email us or call 724-612-0755 to learn more.

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.

Man turning knob with different stages of sales process to convert strangers into promoters. Successful inbound marketing campaign concept.

ARE YOU WINNING THE 4TH QUARTER

by ArticlesCommunications
Winning Customers

The Christmas creep is once again upon us and Pumpkin everything is being taken over by early Black Friday sales. Businesses are keying in on how to drive sales, increase consumer interest and create limited-time offers. Where in the mix is Thanksgiving?

If your company is looking to take advantage of seasonal marketing ideas, it’s best to look at some of the biggest brands in your space to see what they do to drive sales and pique consumer interest in your own business. Small businesses can compete by delivering unique products, outstanding customer service and using hashtags in posts that will pop up in social media when consumers are searching.

1. Look for easy seasonal hype
One of the easiest ways to jump into seasonal sales around the holidays is to prepare for and participate in Black Friday sales and holiday shopping days such as Small Business Saturday, which encourages people to shop locally. These days are already ingrained into people’s minds as shopping events, so it’s an easy way to jump on the bandwagon. When plugging into the seasonal sales events be sure to hashtag your social media postings.

We recently worked with a hair salon to help them plan the remainder of the 4th quarter. This included a food drive collection, special pricing on gift cards, bundling of unique products for sale on Small Business Saturday, and posting holiday hours well in advance to ensure clients were able to get their services done. Branded social media images can help increase awareness days and prescheduling posts can save time and eliminate the pressure of last-minute planning.

2. Develop an annual marketing plan
How are you incorporating monthly awareness events and fun days into your social media plan? For example, we worked with a mobile dog groomer and in her social media plan, incorporated “National Cat Day”. Restaurants have “National Taco Day”, “Chocolate Day”, etc. Think about how you can align your business. Did you know in November that it’s Military Family Appreciation Month, Men’s Health Awareness, National Hospice Month, National Literacy Month to name a few? December brings about Cat lovers month, Write a Business Plan Month.

If you are a B to B or a B to C – aligning with some of these causes and adding hashtags will help to increase your brand awareness.

3. Capture Emails and Go from Seasonal to Subscription or stay in touch with news updates
By increasing your email list, you can touch your “fan base” with news, offers, and discounts. Use the list to create a subscription service. For example, restaurants may have a VIP wine club that members pay a fee to belong. What does that get them?  Perhaps access to specialty wines nonmembers can’t experience, wine pairing events, as well as other perks.

If you are a B to B, we utilize a given process to increase your newsletter subscribers. Why is that important? It keeps your company top of mind to supporters and people who you want to do business with. For our construction clients, we share news on new projects, project updates and community involvement.

4. Plan your own seasonal sale
It’s planning ahead to take advantage of one-off discount days. Where I see businesses fall short is they lack the advanced time to promote and plan. Think about your celebration and consider offering this on an annual or quarterly basis.

We work with an eye doctor and they have an annual back to school sale. Every year in August and September they promote this sale. Their customers know it is coming and they are booked solid. They don’t discount prices throughout the year, only at this event.

The holidays may be right around the corner, but by planning ahead, your business can create its unique holiday promotions that will help you increase sales, grow brand awareness and connect with customers. Need help in pulling a plan together? Email us or call 724-612-0755 and ask about our Business Marketing Planning Package.

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.

Difficult-Clients

IS IT TIME TO FIRE A DIFFICULT CLIENT?

by BlogCommunications

Difficult-Clients

Difficult clients cannot only rattle you in the moment but also cause long term stress and strain on your business. When a client is upset, you’re going to want to solve the problem, not only for your current situation but also to prevent any in the future. To do this, get feedback on potential solutions from the client. Together, you can work out a solution that fits both of you.

Have you ever had a client that caused your stomach to go in knots when the phone rang? Nothing ever seemed right and no matter how hard you tried, they were never satisfied. Some people just aren’t a fit. Long-term stress can cause you and your employees to experience a variety of symptoms that can all translate into business downfalls, such as:

  • Decreased morale
  • Decreased motivation
  • Reduced productivity
  • Strained relationships with clients and employees
  • Decreased business and financial performance

Working with clients isn’t always easy. To handle an unexpected client blow up, consider these tips:

Stay calm

You don’t want to respond to your angry client in an emotional way – this only escalates the situation. Instead, use a calm and understanding tone when you respond. Always stay neutral and keep a calm facial expression.
When responding to an online complaint– acknowledge the situation and apologize – then take the conversation offline.

Actively listen to what they’re saying

This means stopping and really hearing what they’re saying. Consider the validity of their complaints.

  • Make eye contact
  • Ask questions when you don’t understand something
  • Express positive body language. Open your posture while you’re either sitting or standing. Closed positions such as folded arms may communicate that you’re not interested in what they’re saying
  • Repeat back to the client your understanding of the problem

Show concern and sympathy for the situation

Certain phrases that help you do this include:

  • “I hear what you’re saying…”
  • “I see your point…”
  • Always ask questions

Ask key questions

Asking key questions to bring focus and discover important details that can help you solve the problem. Some questions to consider include:

  • “What could we have done differently?”
  • “What would you consider to be a reasonable solution?”
  • “How can we make it up to you?”

Apologize

This is an important step when dealing with an upset or difficult client. You want the client to leave feeling understood, feeling heard, and knowing the problem is going to get fixed. Apologizing can help retain the client.

Sometimes, no matter how you respond to a client, they still won’t calm down. Clients who are out of hand typically:

  • Won’t stop saying personal insults to you or your employees
  • Won’t stop yelling or screaming at you or your employees
  • Won’t listen to any logic you present
  • Make threats to you or your employees

In a situation where a client is demonstrating the behaviors outlined above, your first step should be to warn them in the nicest way possible. At this point, you must take control and defuse the situation or ask the client to leave your business. In the event you have a virtual business, you may decide that you just aren’t the best provider for them.

Learn to take difficult clients in stride

Difficult clients don’t have to bring you or your business down. With proper client management strategies, you can effectively de-escalate situations in no time. From there, you can strategize with your team ways to meet even the toughest client’s requests. If all else fails – perhaps they aren’t the right fit and will be happier with another provider.

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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Online-Reputation

MANAGING YOUR ONLINE REPUTATION

by BlogCommunications

Online-ReputationAre you helping your customers or selling? When you remember what your customers’ needs are and offer a solution to those needs, you’ll stand apart from the competition. By helping through offering insights and resources you take on a more humanistic approach in how you’re assisting your customers.

As you create content, identify how you can bring in the human element. Outline a case study of how a customer benefited or highlight how a customer can benefit from using your product or services. Your content should find a way to spark friendly conversations between your business and customers.

Social media can play a role in the humanness of your business. Encourage discussion about content on social media, reply to comments, use customers and staff members in your content, and create content about the issues that are most important to your customers. They may be consuming it through a screen, but you can still make them feel something in their hearts with your content. That’s part of the connection they have with you.

When asking people to review you online, you open yourself up to bad reviews, too – and that’s okay. Just remember to respond to every review, in a calm, helpful fashion and seek to turn any poor review into a positive experience. What’s important is that you shouldn’t respond just to acknowledge negative reviews; you should respond to positive reviews, as well. Replying to your reviews will show other future customers that you’re active in your online communications.

Social media has played a role in helping to level the playing field for small business. Most consumers look at online reviews before purchasing a service or product. The Edmiston Group has recently been involved with two separate situations where online reviews were not as favorable. The companies had totally different customer situations that cause the less than favorable review. Here’s the difference in their response:

  • One company didn’t respond to any reviews – a thank you, acknowledgment that they were happy the reviewer liked the service, etc.
  • The 2nd company wrote something for each review they received. Upon receipt of a negative review, they contacted the reviewer via phone, explained the situation as to why something couldn’t happen due to regulations and wrote a response.

So, if your potential customers are coming across your small business online and running away in the opposite direction once they see your lack of endorsements or your lack of engagement, what can you do to turn that around? Online reviews are here to stay. Ask your customers to become raving fans by taking a couple minutes to write a review. Be sure you are monitoring your social media channels and engage.

Set yourself apart from the crowd. Be different by saying “please” and “thank you,” sending a personalized thank you note in their online order, giving a small discount to apologize for a customer service issue and so on. Be customer service focused. Your customers will remember your kindness and may return the favor by leaving you a positive review.

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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Hosting-a-business-event

Why Should My Business Host an Event?

by BlogCommunications

hosting-a-business-eventAmanda Becker our guest blogger, shares how businesses can benefit from hosting events. Events can be part of your business strategy, overall marketing plan, and social media execution.

Why Should My Business Host an Event?

Oftentimes when I tell people that I am an event planner, they kind of give me this look and then ask me a question related to weddings, like “Is it difficult for you to deal with bridezillas?” Yes, I’m sure it is, but I decided that my company would not plan weddings, but events for businesses and charities instead. I enjoy helping organizations to reach their goals. After I give that response, the majority of business people tell me, “Oh, that’s nice. My business doesn’t host events.”

My response to that — “Why not?!”

There are so many reasons why events can be a fantastic business opportunity!

One of those reasons is to increase your foot traffic, or your web and social media traffic. Now, there are lots of ways to market your business, which I realize, but hosting an event is definitely something that you should consider. I am working with a client right now that has doubled their foot traffic since we announced their event! The event has not happened yet, but just since we announced it, they have had twice as many people come through their doors than they normally would have at this time of year. These people are coming in and making it clear that the event intrigued them. They’re saying things like, “Hey, I saw your sign, what’s that event all about?” or “Hi, I saw something on Facebook and I’m interested in being involved.”

Customers are coming in and purchasing things, getting to know the employees, and learning more about what the company does. They are leaving their contact information and are asking to be added to the company’s email list so that they can learn more about the event. The event that we are producing at their business is going to bring in at least 50 people that have never been there before, but that doesn’t necessarily include all of this foot traffic leading up to the event. Their web traffic has increased, as people are going to their site to learn more about the event, and their social media has reached thousands more than it had in the past. This is all because of their upcoming event! It’s a new event and they are already planning to make this an annual thing because of the obvious benefits to their business.

This same event for this same business has provided an opportunity for the company to reach out to its current list of customers at least four times via email, and at least one time each with a personal phone call. The customers are then thanking them for calling! When is the last time your customer thanked you for calling? They’re saying things like “I’m so glad you told me about this upcoming event,” and “thanks so much for inviting me”.

Some other reasons you should consider hosting an event:

  • Educate about your industry and provide value
  • Generate leads for new potential customers
  • Celebrate a milestone like a grand opening, anniversary, or new product
  • Employee engagement or team building. Did you know employees who are engaged make 2.5 times more for the company than employees who are not engaged?
  • Employee appreciation
  • Support a charity or cause
  • Customer appreciation

Let me know if you’d like to talk more about making an event or multiple events a part of your business strategy. I’d much rather work with you and your business than a bridezilla, and I’m sure at least one of the things on the above list could benefit your business!

About the Author: Amanda Becker is the owner of Appleseed Events. With years of experience in hosting events, both corporately and in the nonprofit sector, Amanda is fluent in handling all the details. She enjoys working with people and is exceptional at executing to provide a positive event for both the organization as well as the attendees. Named the 2015 Young Professional of the Year by the Pittsburgh North Regional Chamber of Commerce, Amanda has an extensive network of local contacts, and excels at connecting people to others to help them reach their goals.