Small Towns: The Heartbeat of America

Small Towns: The Heartbeat of America

While big cities typically steal the spotlight, there’s a quiet magic to small towns, especially those sprinkled across the golden plains of Iowa. These communities are more than just places on a map; they’re vibrant locations where everyone plays a role. Here’s why small towns, like those in Iowa, are the unsung heroes of American life.

The Power of Neighbors Helping Neighbors:

In small towns, volunteers are the foundation. From coaches cheering on little league teams to helping hands at a local church or food pantry, these acts of kindness keep communities running. Residents come together for park clean-up days, ensuring beautiful green spaces for everyone to enjoy. This kind of hands-on involvement fosters a sense of shared responsibility and pride in where you live.

Local Businesses: The Pillars of Community

Small-town businesses are more than just storefronts; they’re community partners. By financially supporting local organizations and initiatives, they ensure there are engaging activities for all ages. This creates a sense of belonging and provides essential services for residents. Think movie nights in the park sponsored by the local bank, or art supplies for the school funded by the hardware store. It’s this kind of local investment that keeps the heart of the community beating.

Looking Out for Each Other: A Tight-Knit Community

Small towns offer a unique sense of community. Neighbors know each other, and when someone is facing adversity, the whole town rallies. A casserole appears on the doorstep for a family going through a health crisis, or a fundraiser is organized to help someone experiencing financial hardship. This genuine concern for one another strengthens the social fabric and creates a safety net for those in need.

Wearing Many Hats: A Diverse Range of Activities

One of the hidden advantages of small towns is the sheer variety of activities available. Students and adults alike can be involved in a multitude of organizations. From sports leagues and theater productions to historical societies and book clubs, there’s something for everyone. This allows individuals to explore their interests, develop new skills, and connect with others who share their passions.

In a world that often feels impersonal, small towns offer a refreshing alternative. They’re a testament to the power of community, where neighbors become friends, and everyone contributes to a shared sense of well-being. So next time you drive through a charming Iowa town, take a moment to appreciate the small-town spirit that makes these places so special.

Why We Created ‘Evolution of the Heartland’

While the magic of small towns is undeniable to those who experience it firsthand, capturing that essence and conveying it to outsiders can be a challenge. That’s why we created ‘Evolution of the Heartland’. We know there’s a misconception that there’s “nothing to do” in small towns. Evolution of the Heartland aims to disprove that stereotype by showcasing the unique assets that set these communities apart.

Here’s what makes small towns in Iowa, and the Evolution of the Heartland initiative, so special:

  • Experiences You Can’t Find Anywhere Else: Evolution of the Heartland isn’t about cookie-cutter experiences you can find anywhere. It’s about immersing yourself in the unique character of each community. Imagine touring a cutting-edge agricultural operation, and then sampling delicious local cuisine made with farm-to-table ingredients. Or picture yourself volunteering alongside friendly residents at a community park clean-up day, followed by an evening stroll through a community farmer’s market that features many locally-owned businesses. These are the kinds of authentic experiences offered by Evolution of the Heartland.
  • A Celebration of Innovation and Entrepreneurship: Small towns in Iowa aren’t stuck in the past. Evolution of the Heartland highlights the dynamism and innovation happening in these communities. From sustainable farming practices to thriving small businesses, there’s a spirit of progress that fuels the local economy and creates a vibrant environment.
  • Strong Agricultural Roots, High Quality of Life: The rich agricultural heritage of Iowa is a cornerstone of its small towns. Evolution of the Heartland connects you to these roots, showcasing the dedication to producing high-quality food, fuel, and fiber, while fostering a strong sense of community. The focus on quality of life and the pursuit of a balanced and healthy lifestyle is often envied by city dwellers.

Evolution of the Heartland goes beyond showcasing attractions; it’s about capturing the essence of small-town life. It’s about the feeling of belonging, the chance to get involved, and the opportunity to experience a unique way of life. If you’re curious to discover the heartland’s hidden potential, head to https://www.evolutionoftheheartland.com/ and see for yourself why small towns in Iowa are anything but ordinary.

Maximizing Sales: Understanding the Customer Journey

When it comes to business, success hinges on more than just having a great product or service. Understanding where your customers and prospects stand in the sales pipeline and tailoring your marketing efforts accordingly is crucial for sustainable growth. Today we dive into why this understanding is essential for business and explore a few effective strategies for each stage of the sales pipeline.

Awareness

At this stage, potential customers may not even realize they have a problem that your product or service can solve. Marketing efforts should focus on raising brand awareness and capturing attention. Examples include:

  • Social media advertising campaigns to reach a broader audience.
  • Content marketing through blogs, videos, or infographics to educate and engage.

Knowledge

Once aware, customers seek information to understand their options better. Provide valuable content to educate them about your offerings. Strategies could include:

  • Hosting webinars or workshops to showcase expertise and product features.
  • Creating detailed product guides or comparison sheets to assist in decision-making.

Consideration

Prospects are weighing their options and comparing different solutions. It’s essential to stand out and showcase the unique value your business provides. Examples of targeted marketing efforts include:

  • Offering free trials or demos to allow prospects to experience the product firsthand.
  • Sending personalized email campaigns with case studies or testimonials highlighting success stories.

Selection

At this critical juncture, prospects are ready to make a decision and purchase. Ensure your marketing efforts reinforce confidence in choosing your product or service. Strategies may involve:

  • Providing limited-time discounts or exclusive offers to incentivize purchase.
  • Offering flexible payment options or guarantees to reduce perceived risk.

Loyalty

After the sale, focus shifts to retaining customers and fostering loyalty. Engage with them to encourage repeat business and advocacy. Effective strategies include:

  • Implementing a customer loyalty program with rewards or discounts for repeat purchases.
  • Sending personalized thank-you emails or follow-up surveys to gather feedback and show appreciation.

Advocacy

Satisfied customers can become your brand ambassadors, driving new business through referrals and positive reviews. Nurture these relationships to harness their advocacy. Tactics could include:

  • Encouraging user-generated content through social media contests or hashtags.
  • Implementing a referral program offering rewards for successful referrals.

Understanding where your customers and prospects are in the sales pipeline empowers you to tailor your marketing efforts effectively. While social media can be an easy way to engage people inexpensively, it might not be hitting your customers in the most effective way. By developing a targeted marketing plan aligned with each stage of the customer journey, you can maximize engagement, conversions, and long-term success for your business.

 

Business Plans: What’s the RIGHT way to do it

business plan

We have worked with many entrepreneurs who have fantastic ideas and truly want to solve a problem or pursue an opportunity in the marketplace, but many people get stuck when it’s time to create and follow a dreaded business plan! Why can’t we just create a product or service and just start doing business? Well…the answer is…you can.  You don’t have to have a written business plan to be successful, but it sure helps if you want your business to succeed long term and beyond your initial ownership.

I can tell you that by getting it down on paper (computer, napkin, legal pad, notes app on your phone, anywhere) it holds you more accountable and allows you to track progress year over year. For some, that business plan might be in your head, but I encourage you to write it down, no matter how simple it might be at first.

The Bureau of Labor Statistics reports that approximately 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first ten years. Only a mere 25% of new businesses make it to 15 years or more. So, what is it about these businesses that set them apart from the others?

I believe it’s about having a vision, setting a plan with goals, checking in frequently on that plan, and making difficult decisions to pivot when goals aren’t being met.

Where We Started

I’m only in year seven of my business, but here’s what I’ve seen and experienced.  If you don’t begin somewhere, you may never get off the starting line!

When I first started my business plan in 2015, it was more of a place to get my ideas out of my head and on to paper. I didn’t exactly know when/where I was going to start that business, but I had a firm conviction of what I wanted to accomplish in life. I started by setting goals for myself as an entrepreneur without necessarily determining WHAT my business would actually be. To this day, these goals still guide my daily actions:

  • Flexible work schedule that supports my family.
  • Assist multiple clients to achieve their potential.
  • Market Iowa to be more attractive to businesses, individuals, and families.
  • Work from home.
  • Continue to be challenged daily.
  • Increase earning potential.

I then established a vision for the impact I wanted to have with this endeavor: to promote local businesses and organizations so they can contribute to thriving small towns and assist businesses, organizations, and communities (especially in small town Iowa) realize their potential and guide them in making decisions to develop and implement strategic marketing plans to achieve their goals. Today that vision is simplified to: Revitalizing Rural Iowa. As I began to think about how I might go about accomplishing that vision, I set my mission: to provide strategic marketing, communication, and branding support to the business and nonprofit communities. Today that mission remains very close to what it started as: inspire communities, businesses, and organizations to emerge from their shell and strategically explore opportunities to achieve success and longevity.

Next Steps

Then what? I know there are many other organizations doing similar things. What makes me different? Who would my ideal clients be? And why would anyone choose me?

To determine this, I looked at who my target audience would be: Iowa-based, small-to-medium sized businesses with 1-100 employees. Then I identified what types of services I could offer based on my past experiences.

  • Marketing Strategy
  • Marketing Consulting
  • Marketing Training
  • Marketing Plan Development & Execution
  • Branding
  • Graphic Design
  • Publications
  • Strategic Promotions (unified messaging)
  • Photography
  • Event Planning
  • Fundraising
  • Non-Profit Work

From there, I looked at who my prospective customers could be. Those whom I had connections with (the business owners or community leaders I already knew who could either use my services or have had a personal experience with and could help with word-of-mouth support) as I was moving to a completely new area of the state where I had fewer connections.

I also needed to keep in mind that I likely wouldn’t be able to do it all, so I thought of all the smart and creative people I had worked with in the past and how I would love for them (or people like them) to be my advisors, colleagues, and coworkers in the future.

I then began to look at the financial side of the business. What were the start-up costs? How about the income potential? What would I need to be financially stable and successful?

When I began to consider my business model, especially as it related to my goals of entrepreneurship, I realized quickly that I didn’t want to reinvent the wheel. There were already super successful entrepreneurs who offered similar marketing services, had been in business, and learned the ropes of being successful in this industry.

This process would take another year before I got up the courage to actively pursue this conversation because that meant I actually had to share my ideas with others. I hadn’t even really told my husband about my plans for the future! Read about that story here!

It wasn’t until June of 2016 that I finally reached out to my good friend and business owner Samantha Grove who gave me exceptional insight into her business model and was open about her path of owning a small business. Having a mentor who is willing to help guide you, share their challenges, help you learn from their mistakes, and listen when life gets rough is the most valuable investment I think there is in business. It’s these types of people who are needed most when the road gets lonely and weary because they will remind you why you’re here and reignite that passion you may have lost. It was my initial meeting with Samantha, a pursued conviction in my mind, and my ability to ‘emerge‘ from the comfort of my own shell that put all the wheels into action to set this business plan ablaze!

Where We Are Today

Our business plan today is much more than it started as. It’s actually a strategic plan that gets reviewed/referenced quarterly and updated annually. (If the word “strategic” scares you, don’t let it!! It just means that you’re being purposeful in developing the actions you want to pursue to be successful).

My point in all of this is to encourage you to:

1. Start SOMEWHERE! You don’t need to have ‘all the right things’ to get started.

2. Put it in writing! I can’t tell you how grateful I am to be able to look at those first ‘ideas’ that I put together in what I thought was a business plan and see how our journey has evolved, yet how we’ve never veered too far from our vision.

3. Celebrate Progress and Success. As we look at our business plan every year, we now evaluate year-over-year:

  • Internal celebrations and top successes from the year
  • Client celebrations from the past year
  • SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats)
  • Goals/Accomplishments from the various perspectives of our business: customer, internal business, financial, and learning & growth
  • Financial review
  • Upcoming year outlook
  • Establish a guiding word/theme for the new year
  • Individual and team goal setting for the year

For those of you who have been in business for a while and haven’t taken these steps, I encourage you to start! It’s NEVER too late, especially if you’re feeling stuck.

I pursued this business to help entrepreneurs and business/community leaders emerge from the comfort of their own space and pursue their life’s calling with passion, planning, and purpose. If you need help getting un-stuck our team is here to help! Let us know if we can help you ’emerge’!

elements of a business plan

How Emerge was Started

how emerge was started

My whole life I always knew that I wanted to start my own business. I have always had a ‘can do’, ‘figure it out’, ‘jump at the right opportunity’ kind of spirit. While I never really pressured myself to go after it, I knew that when the time was right it would happen. As I look back, each experience I’ve had throughout my life has been a stepping stone designed to build upon one another. At the time some of them seemed misplaced, out of line, or definitely NOT part of MY intended path. But as I look back, I see that every step in the journey was meant for an intentional purpose that would prepare me for success. I’ll skip past the details for now and jump to how Emerge was started.

In June of 2015, my family and I were living in DeWitt, Iowa, and I was working for a successful agriculture company. One day, my husband delivered the news that he had been recruited to western Iowa and that our family would be moving, but not right away.  It would be a year and a half from then that we would actually be moving.

This was devastating to me as I had just started to find my groove. I was part of the community and I had made incredible friends. I served on our home & school board for our school. I was involved in the chamber and economic development organization. And I was part of a fundraising effort to impact the county fairgrounds and had made significant strides in my career.

Have you ever felt like the rug has just pulled out from underneath you? Or that your life is about to come crashing down? That was me. how emerge was started

While I couldn’t talk about this impending change with anyone, my inner-being took over and I wrestled with a fight or flight response for the next year. I couldn’t decide whether I would just follow my own path ­- choose my own destiny, be selfish and take control of my own life – or whether I would fight, as I knew I could adapt and do anything I put my mind to. Within the next month I wrote a business plan for the business I’d always dreamed of starting. And to this day, is STILL the foundation of our business. But that wasn’t enough. I had that glimmer of hope and vision for a future, but self-doubt won over every day.

Trusting in God

So, as I have been taught my whole life, I did the only thing I knew how…I leaned on my faith. I trusted God that it would all work out. I asked Him to show me the way, to protect me when I would fall, and to be with me every step of the way, showing me the light and path to a better future.

Now, as I look back on the past six years of being in business, I can’t help but think that God had better plans for me than I could have ever imagined at that low point in my life.

As the time for us to move neared, I had an enlightenment. Something switched in my mind. Or more realistically, the Holy Spirit finally found a way deep into my heart. I decided that from that day forward I would NEVER look back. I decided with conviction that I would start my own business, pursue my dreams, and seize the opportunity to make a difference in this world.

On August 26, 2016, I formed Emerge Marketing Solutions and had six dedicated clients. At the time I was still working full-time, supporting my family, wrapping up loose ends in DeWitt, preparing to move to Manning, and renovating an old farmhouse that hadn’t been lived in for years.

On December 31, 2016, we made the trek across Iowa and my life as an entrepreneur began. I knew that I would do whatever it took to run a successful business and be an inspiration to others, especially my children. And that I would share with others that no matter what life throws at you, it’s 90% attitude and 100% faith and trust in God that all will work out.