Communicate Effectively for Business Success
Good communication is essential to convince customers to try your products and services and then to build relationship, rapport and loyalty. The beginning of the year is a great time to plan your communication strategy. Your communication strategy should be clearly laid out and thought through to ensure it helps you to meet your goals for your business.
Before developing a new communications strategy take some time to review your communication with the general public from the year before. Answer the following questions: 1) What worked well? 2) What
could be improved? 3) What did not work at all?
This baseline data will help to ensure your current communication strategy is stronger. Here are some tips which can help you to maximise your communication with the general public.
1) Press Releases
Press releases are still a valuable way to communicate with persons outside of your company. It is a quick way to share consistent information across traditional and newer media platforms. Ensure you proof read your releases. Use press releases strategically throughout the year to share pertinent and interesting information. Be careful not to inundate customers with too many press releases as customers may simply tune out.
2)Social Media
Social Media is a great way to share information and should definitely be included in your communication strategy. Ensure you have at minimum an active Facebook page for your business.
Unlike press releases, social media is interactive so be sure to respond in a timely manner to queries posted on your page. Social Media messages should be crafted differently to those in a standard press release for maximum impact. Select key points from your press release and include an image. If you are comfortable with video or ‘live’ messages these are also options which could be valuable in your communication strategy.
3) Email
In addition to your telephone numbers, provide an email that customers can reach you on – and that you can use to share information about your products and services. Respond in a timely manner. Do not spam your customers with emails.
4) Website and Blog
An active and updated website is a key component of your communications strategy. Persons will come to your website looking for more detailed information about your products and services. Websites which are SEO optimised will also rank better when a search is made thus exposing more persons to your products and services. You can also host a blog on your website which can be used to share your
message in a reader-friendly way. Encourage customers to subscribe to your blog. Seek opportunities to share your messages through other blogs as well.
5) Use External agencies to get the word out
Take advantage of communication services offered through entities such as the Anguilla Chamber of Commerce and Industry (ACOCI). ACOCI can help you to share your message through their email mailing list, radio programme, ACOCO Corner in The Anguillian newspaper, their social media channels and through events such as Business after Hours. Contact ACOCI for more information.
For your communication strategy to be effective your message and medium must be in alignment. Pay attention to what types of messages work best for which medium. If you do not have the skills, in house,
to manage your communication strategy, this can be outsourced.
Get a head start on planning some of your key messages for the year. Grab a calendar and identify the most meaningful dates and time periods for your target market. You can start developing messages for each important date and time period now. This will help you to get the word out in a timely manner as you will be well prepared.
For example, Valentine’s Day is fast approaching. If this is an important date for your business, your communication strategy would have outlined the key messages, media and timelines that you would use to share information about your products and services. This would prepare you to be able to communicate a clearly thoughtout message or promotion for your customers – thus guaranteeing greater visibility.
You may not want to use all the tactics outlined above but whatever you choose be consistent. Wishing you and your business a successful year!
By Shellecia Brooks-Johnson
