COMMUNICATIONS & MARKETING
FEATURE
The power of communication in a post-lockdown world
Times are changing and they are changing fast. We can’t all carry on marketing our businesses in the same way and expect the same results. Claire Taylor (pictured), director of Nottingham-based Creationz Marketing, looks at ways businesses can make their communications effective.
social media posts, send email communications and engage in PR will find it easier to grow their client base. The contributing factor for this
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change is loyalty. We live in a 24/7 world where we all want things at the click of a button. There is very little loyalty if the same product or service is available faster elsewhere. Keeping customers updated and bringing them along with you on the journey will enhance loyalty and create brand ambassadors. How we communicate is crucial
going forward. Social media is getting busier, email inboxes are bursting at the seams and more traditional forms of marketing like direct mail are proving popular.
Our top tips for effective communication are:
1: BE CLEAR Businesses need to be clear about what they are communicating. With many businesses now either working from home or changing their offering, it is important that all messages are communicated clearly by: • Knowing your purpose – brand recognition, sales and sharing information
• Knowing how you are going to communicate – social media or email, for example.
• Being clear on what you want to achieve
2. KNOW YOUR AUDIENCE With any communication channel, it is vital that you understand your audience. This will help determine your tone of voice, length of communication and graphics required. By knowing your audience, you can easily segment and send targeted messages to different audiences at the same time. People are busy – so by being
direct, you can ensure that your marketing messages are received by the right person, at the right time and written for the right
We now expect results much faster
audience. Remember, the best communication piece talks to your customer and about them – it is not about you.
Be clear on: • Who are you sending the messages to?
• How they digest information • Where do they get their information from to make buying decision – such as social media or the press
• Do they prefer detailed content or short-form content?
3: BE HUMAN AND AUTHENTIC Human and authentic communications will always get a better response. People buy from people and when social media posts or emails are written so you can visualise the speaker, buy-in is increased.
Other things to consider: • Don’t use jargon • Write as if you are speaking to the reader
• Be helpful and supportive • Can you personalise communications?
4: COMMUNICATION CHANNELS It is essential that businesses look at each channel in a joined-up manner. Integrated communications will have a better response to standalone pieces. Customers will digest information better from a number of combined sources. While the way communication is
delivered varies, the messaging needs to be consistent. Have a clear plan of what you are going to use each channel for and regularly assess if it continues to be right for you.
business network November 2020 59
ovid-19 has made a real difference to how we communicate. Businesses that have continued to share
5: BE CONSISTENT The best advice I can pass on is to be consistent. If you are going to create a communication plan, make sure you are sending out messages in a timely and consistent manner. Your customers want to hear from you and by being consistent, you stay front of mind.
5: MONITORING THE ROI Over the next month, take time to actually monitor the return on investment with social media, email marketing, PR and direct mail campaigns. You can do this relatively easily
by monitoring the engagement you receive with social media, email marketing and any results and inquiries from direct mail and PR. By taking the time, you can actively
see what is working and what isn't.
It is important to monitor: • How many communications are you sending?
• How many responses and engagements are you getting?
• What is your current open rate and clicks?
• What sales are generated? • How many enquiries are made?
Finally, now is the perfect time to enhance your marketing communications and try new ways to reach your audience. By being present and keeping in front of your clients, it will be easier to build and develop new audiences. Review your communications today and see how you can adapt and adjust as your business finds in new path.
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