small business Archives - Page 3 of 3

FIRST IMPRESSIONS COUNT

September 20, 2018

by edmiston Blog Communications

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.

What is most often done wrong?

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.

Here are four things Your Welcome Email must do:

Reaffirm they made the right decision – thank them for subscribing or tell them it was a pleasure meeting them. Assure them that you will protect their information.
Inform subscribers what to expect in the future. Our message for the Edmiston Group is:
- We will send you information to help you brand and grow your business, with a focus on:
  - Marketing
  - Business Development
  - Strategic Planning
  - Public Relations
Make sure future emails get through. Ask to be white-listed and add your business to their trusted contact list.
Personalizing your Welcome Email will not only improve the first impression you’re able to make on your readers, but it will also help set you apart from your competition.

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.

The Strike Zone

February 1, 2018

by edmiston Blog Communications

The baseball season is fast approaching. Batters know when the ball comes into the strike zone and they take a swing. Home runs happen when there is a connection between the bat and ball. The strike zone never changes – it remains constant. What does change is the pitch. Does it hit the corner of the plate, slide to the outside or come right down the middle.

You may be wondering… what does that have to do with business? When applied in the business application, the strike zone is what causes your customers to open their wallets and purchase. What has changed is how you pitch your services that causes them to take action. Buyers have changed their habits. Look at online shopping versus going to a brick and mortar store.

With the market shifting from more brick and mortar to more of an online presence, it may be time to rethink your pitch. Consumers are becoming more educated than ever when it comes to purchasing new goods or services. Part of your new pitch should include a strong online presence that could also include blogging.

As new generations emerge and the baby boomers become outnumbered in the workforce, it may be time to change your approach as to how you sell business. In today’s economy, many consumers look to the web.

They do this for multiple reasons:

Feedback/Reviews. They are looking to see how people have responded to your goods or services. Did they like what they purchased from you or do they feel shortchanged? It’s important to address any negative feedback and attempt to satisfy the customer’s expectations. Acknowledge the issue, show empathy, apologize and then take the problem off-line to provide the customer with a solution.
Price Comparison. Many consumers in today’s market will use the internet to price compare. They are looking for product and service reviews along with pricing. Your company may or may not have the lowest price, but you won’t even be in the running if you don’t show up to the race.
Convenience. More people are doing the majority of their shopping, even grocery shopping, on sites like Amazon. Many grocery chains now offer online ordering that all a customer needs to do is show up to pick up their goods.

How the game was played a few years ago is different than it is now. If you ask any millennial, they will tell you that they heard about a product, or purchased something online in the last month. As new generations emerge as buyers, in order to stay in the game, it is important to be sure that you are throwing the right pitch to land in their strike zone.

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.

Create a Positive Customer Service Experience

April 25, 2017

by edmiston Communications

Your employees are the conduit between your customers and the cash register. Customers choose where they spend their money. To make your small business as productive as possible, you need a great team behind you and that includes your employees.

How do you find and keep the right team of employees? Below are some tips for getting the most out of your team.

Boost Happiness Among Hourly Employees

If you want to get the most out of your team, it helps to keep them happy. Even hourly workers tend to get more done and stick around longer if you can provide some little things that make them happier at work. Expressing appreciation and a simple thank you means a lot. It shows employees you truly value them. An employee of the month recognition and a gift card every once in a while doesn’t break the bank and goes a long way toward employee morale.

Learn How to Hire Consultants

Adding to your small business team doesn’t necessarily have to mean hiring hourly employees. You can potentially grow your business by utilizing the help of consultants. These are experts in their field that can help with such things as marketing, social media, bookkeeping and human resource issues. You may not need a full-time employee. Independent consultants are focused and disciplined in their given areas of expertise and hiring the right consultant can help you strategize and grow your business.

Avoid Distractions and Consistently Hit Your Targets

It’s easy to say that you want to get more done in your business. But there are tons of distractions out there that can keep you from reaching your goals and targets. Make sure employees and consultants alike are aware of your goals. Celebrate the small victories when targets are hit.

Create a Sales Page for Your Online Course or Product

If you want your online customers to be able to complete their purchases easily, you need a great sales page. Inform your team of ongoing promotions. For instore promos – create a sales calendar outline the next quarter’s promotion so they know what’s coming up. Your staff will feel empowered and customers will appreciate a “heads up” on a future sale that starts in a few days.

Use Social Listening for Your Business

Social media isn’t just for promoting your business. You can also use it to learn from your customers and followers using social listening. Ask for reviews, monitor your online reputation and respond to any concerns listed by your customers.

Your customers and their purchasing power help to keep your lights on. Create a WOW experience through stellar customer service. Empower your employees with knowledge and training. Give praise and appreciation for a job well done.

Plan Ahead to Make the Most of Your Tradeshow (Part 2)

February 19, 2013

by edmiston Articles Communications

Getting ready for a trade show can be overwhelming, but with the appropriate direction, pulling off the perfect trade show can be as easy as 1 * 2 * 3. In part 2 of this 3-part series we focus on creating the perfect Display for your Booth. Part 1 (Marketing Materials) Part 3 (Promotional Products)

Step 2: Prepare Your Booth with the Perfect Display

“3 Seconds! That’s how long you have to capture the attention of a potential customer. Grab it with an eye-catching display”

We talked with Lynne Arrington of Speedpro Imaging in Cranberry Township regarding best practices for selecting trade show display items. Here’s what Lynne had to say.

Q: How far in advance should exhibitors contact you for new displays? Lynne: The ideal answer is the sooner the better. 6 – 8 weeks gives time to think about options and get feedback on proofs. Even when updating graphics on an existing display, time is needed to order replacement hardware.

Q: What budgeting tips can you provide for deciding which display items to purchase? Lynne: Before selecting a display product, think about how long you will be using the display and for what purposes. Do you want the display to be used repeatedly? Can you repurpose the display and use it in your store, at a chamber event, at presentations? Should the display be portable, should it have changeable graphics? As an example, retractable banners stands can used to promote your brand or can be made for use with additional graphic cartridges that will promote a rotating theme or promotion. Your expected usage will help to determine which display will best fit your needs.

Q: What is your #1 tip for creating the perfect display? Lynne: Hone your message. Your message should be simple, your graphics clean. You have 3 seconds to grab someone’s attention, so you don’t want to overload information. You DO want to pique interest. Once your display has caught your potential customer’s attention, your trade show rep can get to work determining the best way to be helpful.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group ~ The Edmiston Group provides 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.

Plan Ahead to Make the Most of Your Tradeshow (Part 1)

February 19, 2013

by edmiston Articles Communications

Getting ready for a trade show can be overwhelming, but with the appropriate direction, pulling off the perfect trade show can be as easy as 1 * 2 * 3. In this 3-part series we cover tips from local industry experts on how creating marketing materials, putting together a display, and selecting promotional products will help you make the most of your tradeshow. Part 2 (Display Booths) Part 3 (Promotional Products)

Step 1: Create your Marketing Materials

Have your more expensive brochures on hand, and use them if engaged with a potential customer, but don’t put them out for the masses. Chocolate candy is always a draw!

Autumn Edmiston of Edmiston Group discusses best practices for creating marketing materials for trade shows.

Q: How far in advance should one begin developing their marketing materials? Autumn: If possible, begin planning two to three months prior to the trade show. It will also allow time to order any promotional products prior to the show. This will also allow time to create particular show offers, obtain targeted marketing materials as well as notify others that you will be attending the particular show. The show exhibit announcement can be sent out in your monthly newsletter or as an electronic “Come See Us” invitation.

Q: What budgeting tips should one keep in mind when creating marketing materials? Autumn: Create high quality colored flyers – they are more cost effective than a multi-page brochure or in some cases print take away flyers on bright colored paper. Line cards (sometimes called rack cards) can be cost effective in highlighting your core service offerings without breaking the bank. A nice door prize with a well thought out registration slip is a sure draw to capture names, addresses, e-mail addresses and ask some pertinent questions pertaining to your business. i.e. would you like to receive our electronic newsletter, are you interested in learning more about marketing services. Have your more expensive brochures on hand, and use them if engaged with a potential customer, but don’t put them out for the masses. Chocolate candy is always a draw!

Q: What #1 tip should organizations keep in mind when creating marketing materials? Autumn: Make sure you have a clear message – explain who you are, who you help and how you do it. Utilize display units such as display holders to put information at eye level creating a dimension to your table. Perhaps put a client testimonial on display. A professional pull up display can be a cost effective way of setting you apart from the competition. Make sure the display follows your brand. If creating a show offer, put an expiration date on the offer to create a sense of urgency to take action. Have extra business cards. Be sure to have an extras bag for incidentals, scissors, tape, extra pens, extension cords, candy.

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