Marketing services that define opportunities for innovation in products and services while driving business growth.
When it comes to your customers do you know where their struggles are? Understanding what keeps them up at night will provide insight into how you can offer assistance by way of personal introductions, what content you write, and determine how your product or service will help with their situation.
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…
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.
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.
Email marketing is an effective, interactive, and measurable communications tool that allows businesses to reach a large number of customers efficiently. With specific links to areas on the website, calls to action, you can measure your results. By looking at reports within the email platform, a business owner has effectively developed warm leads and knows who is interested in their company.
Yet, most small business owners and managers who have the best intentions to handle email marketing on their own fail to execute it consistently. They are missing opportunities to increase sales, remain top of mind for their customers, show a human side to the business, and announce new products or services.
List segmentation allows companies to target messaging to a particular area of their list, or reach out to all lists with general newsletter information. It’s much easier to strategize who your target market is and create the segmented lists when developing a newsletter. Although labor-intensive on the front end, by taking the time to step through this piece during setup, the email program will yield better results moving forward.
For example, we work with an eye doctor that has multiple offices. His lists are segmented by office in the event we have a particular message for a given office. A contractor segments his lists by business, engineering, land developers, and government. A nonprofit organization has their lists segmented by sponsors, business, and donors. Think about how your business touches others and the types of clients you serve.
Many companies choose to lean on the Edmiston Group, a company that provides a full suite of marketing services to include: content creation, professional email marketing as a service, strategic marketing guidance, advertising guidance, social media management, and website development services.
Email newsletters are shareable and measurable. People can forward them to friends and family who might need the information. Savvy business owners and managers will take advantage of this communication tool. But they don’t need to do it alone; they can turn to the Edmiston Group for a myriad of marketing services. To learn more and email us 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.
No matter if you are a B2B or B2C, email marketing is a great way to stay in touch with current customers and business colleagues. There are numerous ways you can provide value to your recipients. They can receive special deals or coupons as part of a VIP program, or tips and education as a trusted resource provider.
Engagement makes all the difference with those who receive your email. Often I’m asked by clients, “Why can’t I just buy an email list and send it?” Businesses must stay compliant with the CAN-SPAM Act which was created to protect consumers from unsolicited email. This allows subscribers to opt-in from a signup form or text message program and a way to opt-out from your email. By not abiding by the CAN-SPAM Act, you run the risk of having your email blacklisted by the service delivery providers.
The value of information in your newsletter is key. We write content for our clients and it is important to research relevant topics and create content that’s personalized and relevant. For example, in our marketing calendar, we offer the first of the year we share monthly awareness events and marketing activities. By taking the time to plan out your strategy you know what you will focus on in the months ahead.
Subject Lines Count
Emails start with a strong subject line. Be specific on what the email is about and use a familiar sender name. Actionable subject lines inspire recipients to click on the email by instilling urgency. Make the subject line short and to the point. Shorter is better, and if the message is about an upcoming sale, delineate the specifics in the subject line. If it’s about something else, be specific once again. Bad subject lines are one of the main reasons why emails don’t get opened, so don’t be among that group.
Be Concise And End Strong
As an entrepreneur who does a fair amount of email marketing, I’ve learned that being concise and brief are the keys to success. Breaking up long pieces of information into short paragraphs and bullets help the reader scan the email and read and interpret the most important points.
Email marketing shouldn’t just be a bunch of words. Graphics, pictures and video help to increase click rates.
Include A Single Ask
The reader should know exactly what it is that you want them to do. Some actionable items may include
The goal of your email is to prompt the reader to perform some follow-up action.
If You Aren’t Measuring You Aren’t Marketing – Track Engagement
Look at your reports. If you’re tracking engagement on your email marketing, you will typically be able to send the right amount of information to the people who are engaged the most. Lack of response to a potential customer signing up to learn more and the potential customer receiving a response weeks later, doesn’t leave a good first impression. If a valued client’s email starts bouncing as non-existent – it’s a good time to reach out to see who the new contact would be.
Solve A Problem
What is your customer looking for? Where are their pain points? Offering advice on solutions to problems faced by your customers or colleagues will provide valuable content to those who receive your email.
If your email campaigns are lacking luster, or you struggle with content ideas, we offer marketing strategy programs to help you get started. Want to learn more – give us 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.
First impressions count and with 4th quarter fast approaching businesses want to make the most out of their customer contacts and how they view your brand. What processes to stay in touch do you have in place when you meet someone at a networking event, they walk into your office, or enter your brick and mortar store?
As part of your overall marketing plan, email marketing programs are very effective with many of the clients we work with. However, we have a process and customized Welcome letter when adding people to our newsletter list. But how about the first impression a customer has with your brand’s email marketing?
Have you put any thought into the type of experience you’re giving your customers or supporters when they receive an email from you for the first time? More often than not, those expectations will come from the initial experience that the reader had with your business or cause.
Welcome emails are the automated messages subscribers receive when they sign up for your email newsletter. These signups can be by way of text messaging or from a sign-up form on your website. When done correctly, business development people create a “pleasure to meet you” letter to add people they meet at educational or networking events. We typically like to include a headshot photo with the letter. How many times do you return from an event with a pocket full of business cards, yet can’t remember what the person looked like?
Because the welcome emails are automated, most email services provide stock content for businesses to put into them, but this isn’t reflective of your business or brand. Unless you take steps to change the content and brand, many business owners don’t even know what the first experience they’re providing their readers looks like.
With the average open rate for a welcome email is between 50-60 percent, it sets the stage for low expectations for upcoming emails. Make sure your Welcome Email delivers a fantastic first impression, is written in your words so you can establish strong relationships. It’s your opportunity to introduce your email marketing and reintroduce your business or nonprofit to your target audience. Make sure it’s written in your words and that it reflects the personal experience you plan to provide your readers.
By avoiding static and un-engaging messaging, you’ll be providing an experience that will shape the way customers and supporters think of your brand.
Don’t miss out on the value of First Impressions in your Welcome Email. Have questions, email or give us 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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.
Do you ever look at those large businesses… those with seemingly unlimited budgets who spend thousands upon thousands of dollars each month on marketing activities? Do you wish you had that kind of budget? The kind of budget that allows you to take more risk in your marketing efforts without the concern that it could bankrupt their company?
As a small business owner, things are likely very different when it comes to spending on marketing. You may not have multiple departments to review analytics, create landing pages for certain products, execute multiple social media ads and pay per click advertising. It is important that your business receives the biggest bang for your buck. There are a few steps that you can take to maximize your return in investment.
One of the wonderful things about social media, such as Facebook or LinkedIn, is that they can boost your reach with little investment. Social media helps to level the playing field for small businesses. When leveraging connections that regularly share your content, you reach a broader audience with minimal investment.
A $10 investment to boost a Facebook post can land it in front of several hundred more people who may be interested in your business. These are new people who could possibly share your post or like it, displaying it to their friends and family. For Business-to-Business businesses, advertising on LinkedIn can help reach decision makers.
Market research is a very important aspect of marketing. It also happens to be free, that is if you choose to do it yourself. Part of market research is learning what your customers like, where they like to hang out, and what they want.
If you do your homework, whether it is through surveys, questioners, or simply listening to what they are saying, you stand a better chance of being able to deliver what they want. Know where their pain points are and offer a solution. This will allow you to engage on chat groups where your customers frequent. When engagement is done a certain way, you can ask for help and pose a question. These answers may be your next product or service you offer.
Have you ever seen a new email pop into your inbox and became excited to see a promotion being run on your favorite product? At some point you decided that you wanted to opt in for the promotions that company was offering.
As a Business-to-Consumer business owner, you need to do the same with your customers. Once you acquire your customer’s email address, you gain the ability to entice them to come back to your store or online website and shop. Effective email programs target shoppers and provide appropriate information and/or discounts for the products they are most interested in. These programs are customizable and can offer your customers the ability to take advantage of any sales or discounts you might be offering.
If you offer a Business-to-Business service, you can use email to engage your audience through insightful blogs, video, or white papers. The key to any program is to regularly execute and then utilize the email platform tools to cross share through your social media channels. You want to set yourself apart as an expert in the field.
Just because you have a small business does not mean you cannot market in a big way. Improving your brand marketing through relatively inexpensive avenues can help to boost sales and generate larger profit, all while operating on a smaller budget. Listen to your customers wants and needs. Provide them an avenue to receive your latest sales and incentives. This will help you to market while staying within your budget. Want to learn more…email us or give us 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, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.