buyer's journey represented by game board with acquire customers satisfy customer Retain customer serve customers

From Stranger to Superfan: Mastering the Buyer’s Journey for Small Business Growth

by BlogEdmiston Group

Marketing isn’t just about selling a product—it’s about guiding someone from “Who are you?” to “I can’t live without your brand.” That transformation doesn’t happen by accident. It follows a path called the buyer’s journey, and understanding it is key to turning curious browsers into loyal customers.

According to SEM Rush, perhaps the most important impact customer retention can have on a business involves its profits. Some 84% of companies that work to improve customer experience notice an uplift in revenue (Dimension Data). Customer retention is vital for the 61% of small businesses that say over half their revenue comes from repeat customers (BIA Advisory Services)

Let’s break it down stage by stage—and explore how your small business can meet customers exactly where they are.

Awareness: The “I Have a Problem” Stage

At this point, your potential customer doesn’t know you exist. They’re simply trying to solve a problem or meet a need.

Example: Someone wakes up with dry eyes every morning. They start Googling “why are my eyes dry when I wake up?”

Your role: Be helpful. Don’t pitch—educate. Create content that answers their questions and builds trust.

Tactics that that support consumer education:

  • Blog posts (like this one)
  • Social media tips
  • YouTube explainer videos
  • SEO-optimized content

Consideration: The “What Are My Options?” Stage

Now they know what their problem is—and they’re looking for solutions. Potential consumers compare brands, services, or products.

Example: Our dry-eyed friend is now researching eye drops, sleep habits, and optometrists nearby.

Your role: Show how you’re different. Highlight the value you bring and why your solution fits best.

Tactics that provide the potential customer with additional resources:

  • Case studies and testimonials
  • Comparison guides
  • Product videos or demos
  • Free trials or samples

Decision: The “Let’s Do This” Stage

This is the moment they’re ready to buy—but they might need a final push.

Example: They’ve narrowed it down to two optometry offices. Your website has online booking, glowing reviews, and a special for new patients.

Your role: Make it easy to say yes. Eliminate friction and reinforce their confidence.

Tactics that lead to the next step in a customer’s journey:

  • Clear call-to-action buttons
  • Easy checkout or booking
  • Limited-time offers
  • Money-back guarantees

Retention: The “I’m a Fan” Stage

You got the sale—awesome! But the journey’s not over. Now you need to keep them coming back.

Your role: Deliver a standout experience and stay in touch.

Tactics that show your customers that you care:

  • Follow-up emails
  • Loyalty programs
  • Personalized thank-you notes
  • Helpful post-purchase content

Advocacy: The “You Gotta Try This!” Stage

Happy customers are your best marketers. When people love you, they’ll tell their friends, leave reviews, and post on social media.

Your role: Make it easy for them to share the love.

Tactics that encourage your customers to become raving fans:

  • Referral programs
  • Review requests
  • User-generated content campaigns
  • Feature customer shoutouts on social

Build Marketing Strategy That Maps to the Buyer’s Journey

If you only market to people who are ready to buy, you’re missing out on a huge audience. But if you create content and offers for every step of the journey, you guide people naturally from awareness to loyalty.

Look at your current marketing strategy and customer’s journey. Are you meeting your customers where they are—or only where you want them to be? Understanding the buyer’s journey isn’t just marketing theory—it’s the foundation of smart, sustainable growth.

Want help mapping your content or social strategy to each stage of the journey? Drop me a message and let’s brainstorm!

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.

Big green text New Year on white background with checkboxes for Goal plan and result representing smart marketing

Kick Off the New Year with Fresh Goals: SMART Marketing for 2025

by BlogEdmiston Group

The start of a new year is the perfect time to reassess, refocus, and recharge your small business marketing strategy. By setting clear, actionable goals and staying ahead of emerging trends, you can position your business for success in 2025. Here’s how to kick off the year with a marketing game plan that delivers results.

Setting SMART Marketing Goals for the Year

Effective goals are more than vague aspirations. They need to be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Here’s how to apply this framework to your marketing strategy:

  1. Specific: Define clear, focused objectives. For example, instead of saying, “I want more website traffic,” aim for “I want to increase website traffic by 25% in the first quarter.”
  2. Measurable: Attach metrics to your goals. Tools like Google Analytics or social media insights can help track progress. For instance, you might set a goal to grow Instagram followers by 1,000 or achieve a 5% email open rate increase.
  3. Achievable: Be ambitious but realistic. Consider your resources, team capacity, and budget when setting targets.
  4. Relevant: Align your goals with your broader business objectives. If your priority is customer retention, focus on strategies like loyalty programs or personalized email campaigns.
  5. Time-bound: Assign deadlines to keep yourself accountable. Break larger goals into quarterly or monthly milestones to stay on track.

Trends to Watch in Small Business Marketing for 2025

Staying ahead of trends is crucial in the ever-evolving marketing landscape. Here are some key developments to watch and incorporate into your strategy this year:

  1. AI-Powered Marketing: Leverage AI tools for personalized email campaigns, chatbots for customer service, and predictive analytics to refine targeting.
  2. Short-Form Video Content: Platforms like TikTok (as of this writing is still a viable option), Instagram Reels, and YouTube Shorts continue to dominate. Showcase your brand with engaging, bite-sized videos. YouTube Shorts is owned by Google so playing with the platform that also controls your website’s searchability is not a bad thing.
  3. Interactive Content: Quizzes, polls, and augmented reality experiences are excellent for boosting engagement and capturing customer data.
  4. Sustainability and Purpose-Driven Messaging: Consumers increasingly prefer brands that demonstrate environmental and social responsibility. Highlight your sustainability efforts authentically.
  5. Hyper-Local Marketing: Focus on connecting with your immediate community through local SEO, partnerships with nearby businesses, and participation in events.

Audit Your 2024 Performance and Adapt

Before diving into new strategies, take time to reflect on your 2024 performance. A thorough audit will help you identify what worked, what didn’t, and where to improve. Here’s how to do it:

  1. Review Key Metrics: Analyze your website traffic, social media engagement, email campaign performance, and sales conversions. Identify trends and patterns.
  2. Evaluate ROI: Assess the return on investment (ROI) of your marketing efforts. Which channels and campaigns delivered the best results?
  3. Identify Weak Spots: Look for areas where your efforts fell short. Was your content consistent? Did you struggle to reach a specific audience?
  4. Gather Customer Feedback: Use surveys, reviews, or one-on-one conversations to understand what your customers value and where you can improve.
  5. Set Actionable Changes: Based on your findings, adjust your strategy. For example, if your email open rates were low, experiment with subject lines or segmentation.

Start Strong in 2025

January is the perfect time to lay the groundwork for a successful year. With SMART goals, awareness of emerging trends, and insights from your 2024 audit, you’ll be well-equipped to make 2025 your best year yet. Whether it’s leveraging new technology, engaging your audience with creative content, or fine-tuning your strategy, the key is to stay proactive and adaptable.

What are your business’s marketing goals for 2025? Share them in the comments, and let’s inspire each other to achieve great things!

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.

artistic rendering of a group of small business owners in an audience looking at a projector screen with Small Business

Small Business Saturday: A Celebration of Local Commerce… Are You Prepared?

by BlogEdmiston Group

This issue is all about planning ahead for fourth quarter and beyond. Small Business Saturday continues to celebrate and uplift small businesses, helping you discover and support the entrepreneurs in your community. Launched in 2010 by American Express, the Shop Small® movement has grown each year, becoming a pivotal part of the holiday shopping experience for both consumers and small business owners. As a small business owner American Express makes it easy to promote your small business by providing marketing assets such as social media posts.

Saturday, November 30, 2024, is Small Business Saturday – a day to celebrate and support small businesses and all they do for their communities. This year, we know that small businesses need our support now more than ever as they navigate, retool and pivot from the effects of the pandemic and multiple natural disasters. According to the 2023 Small Business Saturday Consumer Insights Survey conducted by American Express and the National Federation of Independent Businesses, an estimated 72 million Americans participated in Small Business Saturday last year, spending approximately $17.8 billion at local, independently-owned businesses. This significant boost highlights the growing commitment to shopping small and supporting local economies.

As the initiative gains momentum, Small Business Saturday has transformed from a mere shopping event into a broader community celebration. In 2023, more than 8,000 neighborhood champions took the lead in organizing Shop Small® events, bringing together small business owners to create unique, localized experiences. These champions are instrumental in encouraging communities to rally behind small businesses, spreading the word, and drawing new customers to local shops. Are you one of those champions or is it time to step up and act?

How Can You Leverage Small Business Saturday?

If you’re an independent business owner, now is the time to start planning for Small Business Saturday 2024! This year’s event falls on November 30, and by joining forces with other small business owners, you can make a bigger impact. Here are some cost-effective ways to maximize your reach:

  • Collaborative Advertising: Partner with other local businesses to share the costs of print ads, leading to larger and more prominent placements at a fraction of the price.
  • Shared Marketing Materials: Create a branded marketing piece that highlights event details and share the production costs among participating businesses. This ensures a unified message across the board.
  • Coordinated Social Media Campaigns: Develop a shared social media calendar with consistent imagery and messaging. By sharing the same posts, you can amplify your reach and create a stronger impact.
  • Leverage Newsletters and Email Lists: Spread the word through your email lists and newsletters. Each business involved in the event can cross-promote, helping to reach new audiences and drive more foot traffic.

What if You’re a Service Business?

Even if you don’t operate a traditional brick-and-mortar store, you can still benefit from Small Business Saturday. Consider these options:

  • Partner with Local Shops: Align with other small businesses for joint promotions, giveaways, or sponsorships.
  • Sponsor an Event: Sponsor breakfast or beverages at an event, offering you a chance to collect contact information and follow up later.
  • Organize a Giveaway: Contribute to a grand prize drawing to attract attention and gather leads for future marketing efforts.

Square POS software states, “In 2023, some great events highlighted the holiday’s success. Some notable events included the West Chester, PA, Small Business Weekend, which featured live music and food trucks, creating a lively shopping atmosphere. On the other side of the state, near Pittsburgh, they held a shop and taste community event where you could get your small business map stamped to enter a raffle contest”. By planning ahead and using the right marketing strategies, small business owners can compete with larger companies. Social media has become a great equalizer, allowing small businesses to create excitement around their events and showcase what makes them special.

Now is the time to plan and download your Small Business Saturday marketing assets today! If you need help planning or executing your strategy, reach out to us at 724-612-0755.

This holiday season, take advantage of the collective power of the #ShopSmall movement and make this Small Business Saturday your best one yet!

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.

Woman with pen and colorful light bulb - representing thought leadership strategy

Thought Leadership: A Blueprint for Small Business Success

by BlogEdmiston Group

In today’s competitive market, simply offering a great product or service isn’t always enough. To truly stand out and attract a loyal customer base, small businesses must cultivate a reputation as trusted professionals in their field. This is where thought leadership comes in.

What is Thought Leadership?

A thought leader can be an individual or an organization who is recognized for their deep understanding and unique perspectives within their specific industry or niche. Thought leaders do more than follow trends. They actively shape the conversation by offering valuable insights, innovative ideas, and data-driven analysis.

There are Many Benefits of Thought Leadership

There are two key benefits of becoming a thought leader. 

Your company benefits from increased brand awareness and credibility. This can lead to increased lead generation and sales, stronger customer relationships, more mentions in the media, and a competitive advantage over your peers.

You benefit as an individual. As an individual sharing your thought leadership, you gain the benefits of personal branding. Your thought leadership content positions you as a trusted expert in your field, and this increases your professional credibility and visibility, which can open doors to speaking engagements and media opportunities. This impact on your personal branding will follow you from role to role.

How to Craft Your Thought Leadership Strategy

Follow these seven steps to develop and execute a successful thought leadership strategy:

  1. Know Your Audience: Deeply understand your target audience’s challenges, motivations, and pain points. Develop detailed buyer personas that inform your content strategy.
  2. Start with Research: Conduct original research or leverage existing data to provide valuable insights and support your viewpoints. This could involve surveys, data analysis, or compiling expert opinions.
  3. Develop a Unique Perspective: While not every piece of content needs to be entirely unique, strive to offer fresh perspectives, data-backed opinions, and actionable advice rooted in your expertise. If you’re not sure where to begin, identify a pressing issue or challenge within your industry that you have unique insights into. This can be the foundation for your first piece of thought leadership content.
  4. Embrace Multi-Platform Storytelling: Share your insights through a variety of formats, including blog posts, articles, webinars, podcasts, videos, and social media content. Tailor your messaging to each platform.
  5. Be Consistent: Regularly publish high-quality content to stay top-of-mind and demonstrate your commitment to providing value. Consistency builds trust and establishes your authority over time.
  6. Engage with Your Audience: Respond to comments, participate in industry discussions, and foster a sense of community around your brand. Thought leadership is not a one-way street; it thrives on interaction.
  7. Track Your Progress: Analyze the performance of your content to understand what resonates with your audience using social media and website metrics. This data will help you refine your strategy and focus on the most effective formats.

There is One Common Pitfall to Avoid

The number one pitfall to avoid is creating overly self-promotional content. Thought leadership is about providing genuine value to your audience, not pushing your products or services. Focus on addressing their needs and establishing yourself as a trusted advisor, not a salesperson.

What You Can Expect in 6-12 Months

With consistent effort and a well-defined strategy, within 6-12 months of focusing on thought leadership content, your business can expect to see results such as increased website traffic and engagement and an increased social media following. You might also have more qualified leads come your way and an increase in sales opportunities. And with consistency, you can expect increased brand awareness. With a little luck and some hard work, don’t be surprised if you’re also garnering invites for speaking engagements and media appearances.

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.

AIST Conference - Trade Show Tips - indiviudal in front of tradshow booth

Trade Show Success Tips: Strategies for Small Business Owners

by BlogEdmiston Group

Trade shows are an invaluable resource for small business owners looking to expand their network, showcase their products and services, and gain a competitive edge. Whether you are planning on sponsoring a booth or participating as an attendee, this article has trade show success tips and strategies to help you make the most of your experience.

Sponsoring a Booth: Sponsoring a booth at a trade show offers a unique opportunity to make a big impact on potential clients. You can control the narrative and immerse potential customers in a captivating brand experience. When you engage face-to-face, you begin to build a relationship with the prospect. This face-to-face contact enhances credibility, fosters trust, and allows you to form lasting relationships that can lead to increased sales and brand loyalty.

Attending as a Participant: Participating as an attendee at a trade show can be just as beneficial. It is an efficient way to research industry trends, evaluate competitors, and discover new innovations. It’s also a chance to network with peers, industry leaders, potential partners, and suppliers. These connections can lead to valuable partnerships and collaborations.

How Trade Shows Enhance Your Marketing Strategy

Trade shows are an integral part of a successful marketing strategy, offering a unique blend of direct interaction and brand building. It allows you as a business owner to create a memorable experience around your brand, to generate leads, and build relationships, all while staying abreast of industry trends. This marketing approach blends seamlessly into an overall strategy by providing opportunities for content and valuable insights in your industry for future marketing efforts.

Trade Show Success Tips for the Big Day! 

How to Make the Most of Sponsoring a Booth

  • Create an Interactive Experience: Instead of simply showcasing your products, create an engaging environment that draws attendees to your booth. Think touchscreens showcasing product demos, virtual tours of your facilities, or interactive games related to your industry. 
  • Have a Plan for Capturing Leads: If feasible, integrate technology to efficiently gather attendee information. Badge scanners expedite the process, minimizing manual data entry. If you don’t have a scanner, have printed email signup sheets readily available. Or you can also have a QR code for attendees to scan and signup digitally.
  • Plan Your Follow-Up: After the show, act promptly. Send personalized emails within a week, expressing gratitude for their visit. Segment your leads based on their interests and tailor your follow-up communications accordingly. Pro Tip: Keep notes during the show so you can quickly customize the emails.
  • Project Your Best Self: Get a good night’s sleep the night before and then do your best to show up alert, enthusiastic, and well-rested. This is essential to making a positive impression. Remember, as a representative of your company, your demeanor and energy reflect directly on your brand.

How to Make the Most of Attending a Trade Show

  • Define Your Objectives: Outline specific goals you want to achieve before you get to the show, such as identifying potential suppliers, networking with industry leaders, or researching competitor offerings. 
  • Schedule Strategic Meetings: Don’t leave networking to chance. Schedule meetings in advance with key individuals from companies you’d like to connect with. Leverage the show’s mobile app or website to identify potential leads and plan your itinerary to maximize your time on the floor. 
  • Don’t Limit Networking Opportunities: Engage in conversations with attendees during breaks, in line for coffee, or at networking events. Be open to unexpected conversations—they often lead to valuable connections. 
  • Follow Up Promptly: After the show, follow up with new contacts within 72 hours. Connect on LinkedIn, send a personalized email, and suggest a follow-up call to continue the conversation.

Trade shows offer a unique avenue to share your brand message, build lasting connections, and gain a competitive edge. Whether you’re sponsoring a booth or attending as a participant, strategic planning, an engaging presence, and timely follow-up can make all the difference in your trade show success. The connections you make and the insights you gain can have a lasting impact, propelling your business toward greater visibility and 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.

Young children with backpacks runningon sidewalk for back-to-school sales

Back-to-School Boost: Why Back-to-School Sales Matter

by BlogEdmiston Group

As summer rolls on, smart small business owners are already thinking ahead to the back-to-school rush. This annual shopping spree is a prime opportunity to boost your revenue, attract new customers, and engage with your community. It’s not too late to plan and kick off your back-to-school sale!

Make the decision right now to dedicate time during these summer months to strategic planning and preparation. The groundwork you lay now in connecting with and growing your audience will serve you again in just a few months when it’s time to launch holiday promotions.

Why Back-to-School Sales Matter

Back-to-school shopping is more than just pencils and notebooks; it’s a seasonal ritual ingrained in consumer behavior and applies to so much more than school supplies. As the summer heat wanes and the fall briskness begins to fill the air, the energy of consumers shifts as well. This surge in spending presents a significant opportunity for businesses, small and large, to capitalize on increased foot traffic and online activity.

3 Long-Term Benefits of a Back-to-School Sale

A well-executed back-to-school sale offers benefits beyond the immediate revenue boost. Your hard work also results in:

Expand Your Customer Base: You’ll attract new customers who are seeking deals, and this will introduce them to your brand. You can even encourage your existing customers to bring a friend.

Increase Brand Awareness and Engagement: The buzz you’ll generate around your brand will encourage interaction with your brand and products or services through exclusive offers and promotions.

Build Customer Loyalty: Your sale has the potential to convert first-time buyers into loyal customers through excellent service and targeted promotions. And it goes without saying that this is an excellent opportunity to increase loyalty for existing customers as well.

If these benefits resonate with you and you’re ready to plan and prepare your sale now, here is our last blog with 6 steps on how to prepare for your back-to-school sale.

4 Strategies for Back-to-School Success

Early Planning: Don’t wait until the last minute! Begin planning your sale well in advance, determining the dates, duration, discounts, and marketing strategies.

Attractive Discounts: Entice customers with compelling discounts not only on school-related merchandise, such as supplies, clothing, and accessories, but also on ‘gifts for mom.’ Be creative in how you can apply a back-to-school sale to a wide range of products and services. Consider bundle deals and “buy one, get one” offers to attract attention and increase sales.

Themed Marketing: Capture the spirit of the season with engaging marketing materials designed around a back-to-school theme. Visuals resonating with students, parents, and educators, and even those reminiscing about their school days can significantly enhance your campaign’s impact.

Multichannel Promotion: Utilize multiple channels to spread the word about your sale. This can include your website, social media platforms, email newsletters, and digital ads. Also be sure to incorporate print assets such as flyers, mailers, in-store signage, and local advertising.

Partner for Even More Success

Back-to-school sales are a great way to showcase your business, attract new customers, and cultivate loyalty. Consider who you might be able to partner with for cross-promotion. This can be another merchant, a non-profit organization that serves children, or a local business that provides services to families, teachers, or children.

By offering well-branded promotional deals and a positive shopping experience, you create a lasting impression that translates into repeat business throughout the year. And that includes new opportunities that are just around the corner, such as Small Business Saturday, Cyber Monday in November, and holiday sales and promotions in December. Are you interested in assistance with your next campaign? With our expertise in business development strategies, website creation, social media management, and marketing, we can help you develop a tailored approach to maximize your back-to-school success. Contact Autumn at Edmiston Group today to discuss your needs.

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.

Marketing concept for Back to School Sale Design with Alarm Clock, Colorful Pencil, Brush and other Learning Items on Square Grid and

6 Steps to Prepare for Your Back-to-School Sale

by BlogEdmiston Group

Summer is here, but for savvy small business owners, now is the best time to start thinking about the back-to-school season. Back-to-school season is often a wonderful opportunity for small business owners to boost revenue and engage with your community. Don’t let the “lazy days of summer” fool you. It’s so important to plan during the summer months for a successful back-to-school sale.

Why Back-to-School Sales Are Essential for Small Businesses

Parents, guardians, and children in the United States spent an estimated total of $41.5 billion during the back-to-school shopping season last year. This translates to roughly $890 per American household. Therefore, hosting a back-to-school sale is likely a prime opportunity to boost your bottom line following summer vacations and perhaps lackluster sales.

The benefits of a back-to-school sale reach beyond the potential for an immediate revenue boost. Your business will also benefit from increased foot and/or online traffic and increased brand awareness and engagement around your brand. Both of which support growing your loyal customer base. 

When to Start Planning

Begin your planning in early summer to allow ample time for strategizing, implementation, and promotion. Doing so will support you in maximizing the brand awareness and revenue potential of the shopping season.

How to Create a Successful Back-to-School Sale

If running a back-to-school sale is new to you, it might feel overwhelming. Follow these six steps and you’ll be well on your way to hosting your first (or next) back-to-school sale!

1. Define Your Target Audience

When you think of the current audience(s) you serve, which segment is most likely to positively respond to a back-to-school sale? Before continuing to the next step, fully describe who you are targeting.

2. Offer Compelling Discounts and Promotions

Now that you have defined your audience, what discounts or promotions will resonate with this audience the most? Below are a few ideas to consider. You might also ask a few of your favorite clients or fans to share their favorite promotions.

  • Attractive Discounts: Entice customers with significant markdowns on popular back-to-school items or services.  
  • Bundle Deals: Encourage larger purchases by offering discounts on combined items. 
  • Buy One, Get One (BOGO) Offers: Increase your sales volume with BOGO deals. Decide ahead if you will honor one item at fifty percent off. Include these details on any coupons or marketing materials. 
  • Doorbuster Deals: For fast sales in a limited time, offer a few limited-time, deeply discounted items to attract customers to your store or website.

3. Create a Back-to-School Atmosphere for Your Campaign Assets

When preparing your marketing concept, consider the tone you want to set for your audience. Be creative in how you can incorporate the back-to-school concept into your online and print marketing materials, email sales flyers, and if you have a brick-and-mortar store, your sales area.

Once you have your concept, design marketing collateral using visuals that appeal to your target audience and carry this into your social media campaigns, print ads, and relevant website pages.

This is a great opportunity to collaborate with influencers who might promote your products or services to their engaged audience.

4. Extend Your Reach

Now that you have your campaign assets, be sure to utilize your website, social media, and email newsletters to promote your sale. To reach an even wider audience, also consider flyers, in-store signage, and local advertising.

To extend your reach further, get creative! Take time and consider who you can partner with. Are there local schools or non-profits that benefit school-age children to whom you could donate a portion of your sales? Are there exclusive discounts you can offer to students or staff of a specific school? Are there other business owners you could cross-promote with?  Could your business be a backpack collection point for less fortunate families that need a little help?  

5. Consider Unique Approaches

Because back-to-school sales are known to have success, they are also common. How can you make your business sale stand out? Again, put on your creative hat and have some fun! Here are two ideas to get you started.

  • Organize a fun event at your store with special discounts, activities, and refreshments to create excitement and attract families. Include fun giveaways to entice more of your audience into your store.
  • Collaborate with another business to bring your goods and services to their location. This can be a win-win for you, the businesses you partner with, and your audience.

6. Evaluate Your Resources

Back-to-school season is a busy time for both parents and small businesses. Before your big sale, review your staffing, inventory, and marketing resources to ensure your business is ready to handle increased demand.

For expert guidance on developing and executing a winning back-to-school strategy, contact Autumn Edmiston at Edmiston Group. With expertise in marketing, strategic planning, and business development, we can help you navigate this back-to-school season.

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.

Optimize Your Business - light bulb made of social icons on blue background

Optimize Your Business with Your Branding, Marketing, Strategy and Digital Presence

by BlogEdmiston Group

In today’s competitive business landscape, it’s important that you take action to optimize your business for success. You can take action by building a strong brand, developing an aligned marketing strategy, and executing an effective online and social presence. Taking these steps is crucial to achieving your goals and ultimately your success.

In this blog, we share four key areas that create a comprehensive approach that empowers you to establish a powerful brand identity, reach your target audience, and achieve your growth goals.

Four Core Areas You Must Align to Optimize Your Business

Branding – Do Your Customers Know Your Brand?

Your brand is more than just a logo and a name; it’s the personality and perception of your business. In building a strong brand, you help establish recognition and trust with your target audience, which in turn can drive customer loyalty. The following are important aspects in building a consistent brand:

  • Logo Design: Create a memorable and impactful logo that reflects your company’s values.
  • Branding Guide: Ensure consistency in all your marketing materials, from brochures to social media posts.
  • Stationary and Signage Solutions: Design eye-catching and professional stationary and signage that establishes your presence in the physical world.

Marketing – Spark Creative Thinking to Fuel Growth!

Marketing is the lifeblood of any business. Effective marketing is crucial for reaching your ideal audience and driving results. You must have targeted marketing strategies that promote your products or services, engage with potential customers, and ultimately increase sales. Your marketing assets and strategies can include: 

  • Marketing Collateral: Create compelling collateral such as brochures, flyers, and other materials that communicate your message effectively.
  • Tradeshow Toolbox: Have the right tools in place to generate pre-tradeshow buzz that aligns with an expertly designed booth.
  • Event Execution and Business Launches: Plan and execute successful events and launches with targeted and proven processes that generate leads and build relationships with potential customers.

Strategic Planning – Strategic Vision, Tactical Execution

A clear strategic plan is essential for guiding your business toward success. By strategically focusing on your networking and marketing, and strategical planning how to achieve your goals, you optimize your success via strategic growth. Here are three specific areas to focus on: 

  • Define Goals and Vision that support Growth and Expansion: Set clear and achievable goals to drive your business forward.
  • Identify Opportunities: Analyze market trends and identify opportunities for growth and expansion, such as tradeshow opportunities.
  • Business Coaching: Leverage the expertise of business coaches to enhance your strategic thinking and decision-making. Doing so can be transformational to your business. 

Digital Presence – Amplify Your Brand Through Digital Channels

In today’s business landscape, a strong online presence is indispensable. Your online presence is important in both showcasing your products and services and in engaging with your audience. A well-optimized website and active social media presence can also help you reach a wider audience, generate leads, and drive sales. Your digital presence can include: 

  • Website: Make sure your website showcases your products and services and is responsive and user-friendly for your readers.  
  • Social Media & Digital Newsletter: Utilize social media and newsletters to reach your customers, engage with your audience, build relationships, and generate leads.
  • Video Production: Create compelling videos that tell your company’s story and captivate your audience.

By implementing these strategies, you can optimize your business for success. Contact us today to schedule a consultation and take your business to the next level.

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.

Business woman and man having a meeting at a table.

How to Connect Authentically with Your Audience

by BlogEdmiston Group
Business woman and man having a meeting at a table.

To best connect with your audience, it is essential to develop an authentic voice that accurately communicates your brand. By having a deep understanding of your audience’s needs, wants, and preferences, you can create tailored campaigns that resonate with them and create a connection.

This connection with your target audience is vital for your business. It will help you determine how your audience reacts to different events, items, and situations. Your ability to establish an emotional connection supports building trust, determines your credibility, and can make the difference between being evaluated positively or negatively and even being believed or doubted. When done well, the emotional connection can result in increased brand loyalty and sales. So, how do you connect with your audience?

Tell Stories

The key to telling stories is to give the audience an emotional experience. Storytelling connects people. Storytelling can lead to a better understanding of your content and longer retention of your messages. People remember stories because they can relate to them. 

Meet Your Audience

There is no better way to connect with your audience than to get outside and meet them. So, take some time out of the office, leave those distractions behind, and strike up conversations with your audience. You can truly discover what they like, what don’t they like, and what their challenges are. You can then take this information back to the office and specifically tailor your messaging to their responses from your conversation with them.

Be Passionate

Be passionate and enthusiastic. Your enthusiasm and passion for your brand can be contagious and help to engage your audience. If you show your genuine interest and excitement for your product or service, your audience will be more excited and more likely to listen… and act upon what you have to say.

Businesses that prioritize this connection over just seeking sales transactions create a loyal customer base that is more resistant to competitive pressures and re-enforces their brand loyalty.

The key to connecting with your audience is to respond to your audience’s needs authentically. Take the time to find out who they are, and what’s important to them, and listen closely to their needs, pains, and expectations. Then take action in your marketing and messaging to create an effective, data-backed marketing campaign that tells a story, speaks to your audience, and creates a solution in their lives.

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-blue-background-with-multiple-words-of marketing-tools-and-a-finger-pointied-to-the-words-Product-Launch.

7 Marketing Steps to a Successful Product Launch

by BlogEdmiston Group
A-blue-background-with-multiple-words-of marketing-tools-and-a-finger-pointied-to-the-words-Product-Launch.

Launching a new product demands strategic planning, creativity, and an understanding of the ever-changing marketing landscape. The success of your product launch depends on more than the quality of the product; it also depends on having a strong brand with a supporting marketing plan that captivates the target audience and propels the brand into the spotlight. In this blog, learn about the 7 essential marketing steps to help you create a successful product launch.

STEP 1: Build a solid brand foundation

A strong company starts with a solid foundation from which to build the brand. In other words: 

  • Ensure there is not a name conflict with your business name.
  • Create a strong identity with your logo and consistently utilize it in the same fashion.
  • If appropriate, create a corporate identity with divisional names and logos for each product line.
  • What is the strategy for business growth? Is your strategy based on market research?

STEP 2: Create signage to share your message

Carry your brand across all markets via your signage clearly and consistently.

  • If you utilize branded vehicles as a moving billboard – are they conveying the right message? Do they meet the appropriate size specifications? 
  • Your products present real estate for showcasing your company brand. Are you smartly utilizing that space?
  • Your social media cover images and email headers also offer real estate for consistently presenting your brand.

STEP 3: Bring your story to life

To bring your story to life, incorporate photos that professionally showcase your company. You’ll want to identify key areas of your business.

  • Create a storyboard that outlines the story to easily enlist the help of your staff and your marketing support to ensure no key points are missed.
  • A professional photo shoot allows you to showcase your products or services in a professional manner.
  • Consider the use of a professional voiceover for commercial purposes.

STEP 4: Build your online presence

It’s important to consistently integrate your company brand online, both visually and in your content messaging.

  • Ensure your website is mobile-responsive.
  • Apply your brand to each social media channel you are integrating into your marketing efforts.
  • Have a plan for updating your site on an ongoing basis.

STEP 5: Create marketing collateral 

Ensure your marketing materials and advertising describe your services and help your sales staff tell your story.

  • Ensure your materials are professionally produced, both online and in print. These materials might be a potential client’s first impression of your business. Make it a good one!
  • Determine what type of communication you will use to sell your product. Will you integrate a system for business letters of introduction and stay in touch with digital marketing?
  • Do your print and/or online ads have appropriate calls to action?
  • Incorporate QR codes into your marketing collateral for increased engagement from your audience.

STEP 6: Put together your tradeshow toolbox.

You’ve invested time and money into developing your booth space and now the show is quickly approaching. Are you ready?

  • Does your booth portray your brand and look professional?
  • How are you going to drive traffic to your booth?
  • Do you have a strategy for a giveaway?
  • Are you prepared to ask open-ended questions that lead to warm leads?
  • What will your next step be after the trade show? Do those leads go into a draw, or do you have a process in place to follow up and close business?

STEP 7: Make the most of your brand.

After all your hard work investing in your brand and brand exposure, it’s important to plan strategically for your business growth. Here are several actions to keep in mind:

  • Form aligned strategic partnerships.
  • Reflect any service or product changes in your marketing.
  • Develop your advertising message, including a strong call to action.
  • Determine which advertising channels are appropriate for your company.
  • What is the role of social media and digital marketing in your business growth?
  • Determine what trade shows you will participate in. 

Our clients often ask us how to plan for their business growth. As part of a strategic marketing plan, we work with small businesses to analyze the state of current business and goals for growth. You can view a case study representing the work of Edmiston Group for a product launch for MEI Cybercorp here.

These seven steps are guidelines for a successful product launch. If you need help with honing your brand or crafting your marketing plan for your new product launch, the Edmiston Group can help. Call me at (724)612-0755. Part of being successful is knowing where you want to go and how to get there. Together, we can make that happen.

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.