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Customer research is not just another box to tick—it drives business profitability and long-term success. Yet, many companies fail to view it as a priority. Even though most businesses claim to be "customer first," they are not actually taking steps to be "customer first." A shocking 42% of businesses do not collect customer data. Those who ignore or underfund customer research often suffer from misaligned brand perceptions and waning customer loyalty. The data does not lie—80% of customers admit they're more likely to switch brands after just one bad experience. Conversely, companies that take a customer-centric approach—relying on research and real-time data to guide their strategies—are 60% more profitable than their competitors. How does customer research bridge the gap between user experience (UX) and profitability? The Unmatched Value of a Customer-Centric Approach User experience (UX) is more than a trendy buzzword—it's the foundation of a business's success. It's the secret behind high-performing products, superior customer satisfaction, and improved retention. UX is not just about ease of use; it's about delivering intuitive, seamless experiences at every touchpoint of the user journey. Businesses that understand their customers and prioritize their needs see tangible benefits, such as: 1. Stronger brand loyalty: Customers who feel heard and valued stick around. Positive experiences foster long-term relationships. 2. Improved retention and adoption: A product or service designed with user feedback at its core eliminates unnecessary friction, making the decision to stay or switch easy for customers. 3. Higher ROI: Optimizing products based on actual user behavior allows businesses to focus on what matters most, enhancing satisfaction and boosting profitability. The question isn't "Should I invest in customer research?" It's "Can my business succeed without it?" The Cost of Neglecting Customer Research Without adequate customer research, businesses operate blindly. They rely on guesswork rather than data, a costly mistake in today's competitive marketplace. Misaligned Brand Perception Failing to align offerings with customer needs results in a disconnect that can tarnish your brand reputation. Customers no longer tolerate subpar experiences, and brands that miss the mark quickly lose their standing. Decreased Customer Loyalty One negative experience is often enough for customers to switch to a competitor. Without robust research to predict and prevent pain points in the user experience, even small hurdles can have a significant impact. Slower Growth Businesses that ignore research lack the agility to pivot and solve the most pressing issues. By leveraging customer insights, teams can identify innovative opportunities, address problems preemptively, and even explore new growth pathways. The ROI of UX Research Investing in UX research isn't just a "nice-to-have." It's measurable. Here's how customer research maximizes ROI for businesses. Optimized Engagement Tracking user interactions provides valuable insight into engagement patterns. By leveraging this data, you can optimize experiences, ensuring your offerings stay relevant and valuable to your audience. Enhanced Profitability Every friction point eliminated through research improves satisfaction and streamlines the user experience. The result? Higher product adoption and fewer customer attrition rates, leading directly to increased revenue. Real-Time Adjustments Agile businesses prioritizing customer feedback react faster, keeping their strategies ahead of the curve and minimizing missteps. The Future is Customer-Driven Organizations that put their customers at the center of their strategies are better equipped to adapt, innovate, and succeed in today's fast-changing environment. Focusing on user experience through consistent research is no longer optional—it's the new baseline for businesses that want to survive and thrive. The good news? Implementing customer research doesn't have to be complicated. With the right tools and mindset, any business can reap the rewards of a customer-centric approach. Start small. Start today. But most importantly, start using customer research to unlock the potential for profitability that you've yet to discover. Looking to enhance your user experience? Follow proven strategies for data-driven decision-making and empower your business to make the bold, informed moves your customers deserve. Need Help? Are you not sure you have the right strategy or have questions? The team at Edit Media is here to help. We offer a FREE consultation that could be the most valuable hour spent on your business. We build strategies for winning brands. Before investing in ads or making uncertain expenditures, talk to us. Visit Edit Media Consulting: https://www.editmediaconsulting.com/ or call our local office at (769) 300-1460. __________________________________________________________________________________________________________________________________ About the Author Adam Horlock has over 15 years of experience in media relations and operational leadership. Horlock has served in management and executive capacities, opening new offices for both the commercial foodservice and coworking office space industries. Additionally, Horlock has worked with FOX and Gordon Ramsay Productions and has multiple national television appearances with Ramsay on FOX and Ramsay's series "24 Hours to Hell and Back". Horlock has also worked with Food Network and celebrity chef Robert Irvine in the "Kitchen Impossible" series. In 2021, Horlock was named a contributing writer for Entrepreneur Magazine and is featured in national media such as USA Today, Yahoo! Finance, San Francisco Examiner, and TechTimes. Horlock launched Pinnacle Public Relations in 2022, working with brands in tech, fin-tech, healthcare, financial services, and startups. In 2023, Horlock co-founded and launched the Bourbon and Business Podcast©, available on Spotify, Apple Podcasts, iHeartRadio, Amazon Music, and multiple additional platforms. Horlock is also writing his first book, "The Lies Brands Tell Themselves, and the Truths That Set Them Free©." ___________________________________________________________________________________________________________________________________ Edit Media Consulting launched in early 2022, and founder Alexandra Shockey has grown the agency with locations in Memphis, Nashville, Oxford, and now Jackson. Since the agency's formation, Shockey has grown the operation to serve clients across the US, primarily focusing on helping small- and medium-sized businesses succeed. Shockey launched Edit Media after nearly ten years of experience at FedEx, where she managed the Global Social Media and Media Relations teams. Her extensive storytelling experience has garnered national awards and recognition in the social media industry, with story coverage in the Financial Times, Wall Street Journal, The New York Times, Bloomberg, Forbes, Wired, and all major broadcast networks. Shockey has more than two decades of media experience in which she has led marketing campaigns from business launches to product launches to global marketing initiatives. Adam Horlock and Alexandra Shockey officially merged Pinnacle Public Relations into Edit Media in January 2024.

Gluckstadt Madison Business Alliance Now Accepting Nominations for "Rising Stars: Top 10 Under 40" Awards

It's the Most Wonderful Time of the Year - Small Business Season

Unfortunately, too many businesses believe they have no budget for marketing, don't believe it would help, or assume that having a good location or the right employees is a better option than marketing. Furthermore, too many think marketing and advertising are the same thing. This thinking contains multiple mistakes that will snowball into terrible outcomes for their revenue. True marketing is built through a comprehensive strategy encompassing various aspects, including messaging, market research, customer relationship management, sales strategy, and brand management. Built by the right strategy, a true campaign of messaging and a sales-funnel marketing approach is always a better, more sustainable, and most proven path to growth. Unlike other business investments that may yield immediate returns but fizzle out over time, a well-executed marketing strategy can continue to bring in new customers and revenue for years to come. Simply put, turnover rates have never been higher. Good locations can change after a few years. However, a solid strategy that develops a true go-to-market plan will continuously lead new and existing customers into your business. The Real Cost of Doing Nothing Many businesses fall into the trap of either assuming they have no budget at all for marketing, don't know where to make the right spends, or have too much of their revenue tied up in inventory, payroll, receivables, ads, or a lease. Businesses that spend money on advertising mistakenly believe that is a strategy. They invest in social media ads, school sponsorships, and even billboards without understanding whether these decisions are effective or if they resonate with their target audience. This approach leads to wasted resources and missed growth opportunities. Why is this the wrong approach? First, overhead. When monthly revenue is spent on a pricey lease, too much inventory, or payroll, there is no room for investment in the business. Like your retirement accounts, your business needs constant investment. Without a clear plan to continuously build customer awareness, people will drive by your location, not purchase your overstocked inventory, or add enough to the bottom line to justify a hefty payroll. Too many fall into this trap of buying or hiring more, thinking that is the solution for growth. In reality, it prohibits growth. Second, being unsure of what it takes to build awareness, make the business unique, and continuously funnel new and existing customers into the business. This is the most critical part of opening and maintaining a business, even before hiring a CPA or attorney, picking a location, or hiring. Without a true plan to build awareness for the business, sales and profit cannot be sustained, and plenty of competitors will step in front of you, taking the attention away from your business. Without any mechanism for driving awareness and no unique differentiator for your business, your potential audience will go where they always have gone for similar products and services and not consider your offerings. Third, not taking awareness and building it into consideration, purchase, and continued loyalty. Your customer base should be your best sales force, not just your current or future employees. Without a process to ensure your customer base is your advocate and sales force, customers may overlook your business for other options. Investing in this process correctly is the most important decision you will ever make for your business, and it shows your customers that they are not just buyers, but integral to the success of your business. Stop Thinking It Is Spending - It is Investing With True, Measurable ROI If any of the points outlined above sound like your business's current approach, it's time for a change. Instead of viewing marketing as 'mere spending on ads,' start seeing it as an investment in a comprehensive, strategic marketing approach. This involves analyzing the cost-effectiveness of various channels, understanding your audience deeply, and continuously adapting to new shifts. This strategic approach will give you the confidence that your marketing efforts are not just expenses, but investments with a measurable return. Stop thinking you don't have a marketing budget. Instead, think about allocating your resources better to yield higher returns. Strategic investment in a true go-to-market plan is not just an option but a necessity for sustainable growth. Need Help? Are you not sure you have the right strategy or have questions? The team at Edit Media is here to help. We offer a FREE consultation that could be the most valuable hour spent on your business. We build strategies for winning brands. Before investing in ads or making uncertain expenditures, talk to us. Visit Edit Media Consulting: https://www.editmediaconsulting.com/ or call our local office at (769) 300-1460. About the Author Adam Horlock has over 15 years of experience in media relations and operational leadership. Horlock has served in management and executive capacities, opening new offices for both the commercial foodservice and coworking office space industries. Additionally, Horlock has worked with FOX and Gordon Ramsay Productions and has multiple national television appearances with Ramsay on FOX and Ramsay's series "24 Hours to Hell and Back". Horlock has also worked with Food Network and celebrity chef Robert Irvine in the "Kitchen Impossible" series. In 2021, Horlock was named a contributing writer for Entrepreneur Magazine and is featured in national media such as USA Today, Yahoo! Finance, San Francisco Examiner, and TechTimes. Horlock launched Pinnacle Public Relations in 2022, working with brands in tech, fin-tech, healthcare, financial services, and startups. In 2023, Horlock co-founded and launched the Bourbon and Business Podcast©, available on Spotify, Apple Podcasts, iHeartRadio, Amazon Music, and multiple additional platforms. Horlock is also writing his first book, "The Lies Brands Tell Themselves, and the Truths That Set Them Free©." About Edit Media Consulting Edit Media Consulting launched in early 2022, and founder Alexandra Shockey has grown the agency with locations in Memphis, Nashville, Oxford, and now Jackson. Since the agency's formation, Shockey has grown the operation to serve clients across the US, primarily focusing on helping small- and medium-sized businesses succeed. Shockey launched Edit Media after nearly ten years of experience at FedEx, where she managed the Global Social Media and Media Relations teams. Her extensive storytelling experience has garnered national awards and recognition in the social media industry, with story coverage in the Financial Times, Wall Street Journal, The New York Times, Bloomberg, Forbes, Wired, and all major broadcast networks. Shockey has more than two decades of media experience in which she has led marketing campaigns from business launches to product launches to global marketing initiatives. Adam Horlock and Alexandra Shockey officially merged Pinnacle Public Relations into Edit Media in January 2024.

In a recent EDGE group meeting (if you have not tried an EDGE group with the Alliance, you are missing out!), our conversation led to how the Alliance helps businesses throughout Gluckstadt and Madison and how many free opportunities for business owners to promote their businesses are missed. Unfortunately, too many business owners in our area do not take advantage of even free opportunities, from ribbon cuttings to networking events to online and social media promos for their businesses. What's worse, we continue to hear about and speak with business owners who do not have a strategy for their business. Sure, some have a business plan (mostly to secure a loan), but not much after that. For instance, they have no real go-to-market strategy, zero funnel strategy, no thoughts on how to market their business effectively, and zero plans to use any existing customer base to build loyalty for attracting new customers. This perception that we all need a good location, a good website (sometimes), and some posts on social media will be enough to bring people to us. Unfortunately, this belief is a dangerous illusion that too many in our area have embraced. The notion that simply opening a business in a prime location—be it Gluckstadt Road, Highway 463, or Highland Colony Parkway—is enough to guarantee success is a significant oversight. The reality is that traffic count alone does not translate to revenue and profit. The Location Myth Many new business owners mistakenly believe that a high-traffic location will automatically lead to a profitable venture. However, the assumption that visibility alone will drive customers through the door is flawed. While location is important, it is not a substitute for a well-planned go-to-market strategy. Traffic ≠ Revenue Why is this a problem? The belief that location equals success often leads to complacency. Without a proactive approach to marketing and customer engagement, even the busiest locations can become quiet spots. Customers have more choices than ever before and need a compelling reason to choose your business over the competition. Even if your business does not rely on a public-facing storefront, such as a law office, CPA firm, or other professional services, location alone still does not solve the problem. A good website does not solve the problem. If there is no strategy, you have no idea what problems your core customer base has and how you can best be a solution. From a coffee shop to a lobbying firm to a medical clinic, we have all watched as many have opened and closed, most for these reasons. The Importance of a Real Plan Starting a business often involves creating a business plan to secure funding. While this plan may include a marketing strategy, it is usually not comprehensive enough to sustain long-term success. A complete marketing plan, which goes beyond mere advertising, is essential. Another common misperception is that marketing is advertising or buying ads that solves the problem. How do you know an ad will work if you have no strategy? Starting Components of a Comprehensive Strategy Communications and Messaging : ● Define your brand voice and key messages. ● Establish consistent and engaging communication with your audience. Marketing : ● Identify your target market and build a go-to-market strategy ● Develop campaigns that resonate with your audience's needs and problems. Advertising : ● Select the proper channels for your ads. ● Monitor and adjust campaigns for maximum ROI. The Reluctance to Be the Public Face Another prevalent issue is that many business owners do not want to be the public face of their business. Avoiding public engagement can be detrimental, whether it's shyness or a lack of confidence. Participating in free events, like ribbon cuttings, is an easy way to gain visibility and build community connections. The Red Flag of Missed Opportunities Failing to take advantage of free promotional opportunities indicates either a lack of strategy or the neglect of an existing one. You don't have to be the face of your business, but your brand must be visible. Competitors with well-developed brands are more likely to be top-of-mind when customers make purchasing decisions. A strong brand presence can set you apart in a crowded market. Need Help? Are you not sure you have the right strategy or have questions? The team at Edit Media is here to help. We offer a FREE consultation that could be the most valuable hour spent on your business. We build strategies for winning brands. Before investing in ads or making uncertain expenditures, talk to us. Visit Edit Media Consulting: https://www.editmediaconsulting.com/ or call our local office at (769) 300-1460. _________________________________________________________________________________________________________________________________________ About the Author Adam Horlock has over 15 years of experience in media relations and operational leadership. Horlock has served in management and executive capacities, opening new offices for both the commercial foodservice and coworking office space industries. Additionally, Horlock has worked with FOX and Gordon Ramsay Productions and has multiple national television appearances with Ramsay on FOX and Ramsay's series "24 Hours to Hell and Back". Horlock has also worked with Food Network and celebrity chef Robert Irvine in the "Kitchen Impossible" series. In 2021, Horlock was named a contributing writer for Entrepreneur Magazine and is featured in national media such as USA Today, Yahoo! Finance, San Francisco Examiner, and TechTimes. Horlock launched Pinnacle Public Relations in 2022, working with brands in tech, fin-tech, healthcare, financial services, and startups. In 2023, Horlock co-founded and launched the Bourbon and Business Podcast©, available on Spotify, Apple Podcasts, iHeartRadio, Amazon Music, and multiple additional platforms. Horlock is also writing his first book, "The Lies Brands Tell Themselves, and the Truths That Set Them Free©." ____________________________________________________________________________________________________________________________________________  Edit Media Consulting launched in early 2022, and founder Alexandra Shockey has grown the agency with locations in Memphis, Nashville, Oxford, and now Jackson. Since the agency's formation, Shockey has grown the operation to serve clients across the US, primarily focusing on helping small- and medium-sized businesses succeed. Shockey launched Edit Media after nearly ten years of experience at FedEx, where she managed the Global Social Media and Media Relations teams. Her extensive storytelling experience has garnered national awards and recognition in the social media industry, with story coverage in the Financial Times, Wall Street Journal, The New York Times, Bloomberg, Forbes, Wired, and all major broadcast networks. Shockey has more than two decades of media experience in which she has led marketing campaigns from business launches to product launches to global marketing initiatives. Adam Horlock and Alexandra Shockey officially merged Pinnacle Public Relations into Edit Media in January 2024.