Communication is everything, but we all know that. The thing is when it comes to businesses communicating to clients there is now a myriad of channels; phone, email, newsletter, ezine, brochure, Twitter, Facebook, LinkedIn and whatever social media channel is going to spring up next. Can you get benefits from all of those, manage them all and still get some work done? You can if you plan it properly.
Expect over the next year to see even more web based and phone based apps that will enable you to better manage your communications, but first let's look briefly at how each channel should be best utilised.
Static, printed communications such as brochures and newsletters are a standard and predictable medium of consistently communicating a well thought out message. They are NOT reactive and by the same token they are not flexible. You have to reprint each time you want to change or update the messaging, or at least you need to have someone redesign the brochure if you use it as a downloadable file on your website. The latter should always be part of your plan, let people download and print at THEIR expense rather than yours, the only risk is that their printer might not do justice to your high quality graphics but that's not the end of the world.
Primary use: Permanent or semi-permanent company literature that rarely changes year to year or product brochures that support products that will be available for a long period of time.
E-zines or email newsletters are by their nature that much more frequent and can be altered and tailored to the proposed audience very easily. They require the sender to use some form of list management software so that people that choose to unsubscribe can do so easily and without annoyance and they will often require the sender to buy into a distribution programme, which can usually be paid for on a monthly basis. E-zines should rarely be sent more than twice each month, and once a monthly is usually about right.
Primary use: Monthly updates, news, special offers that will be available for a period of weeks, new developments, business wins or to introduce new members of staff.
Even the different social media channels have different uses and purposes. LinkedIn for example is a great way to create a company and individual professional profile, think of yourself being at a business networking get together, what would you say about yourself? Whatever the answer to that question is what you would put on LinkedIn. Facebook is slightly lighter hearted and less serious and can be used to create fan pages and groups of followers that like your company or its products. You can post photos of the company outing or a party but bear in mind you are still showing yourself off to the world so use restraint and try to avoid anyone posting anything controversial!
Primary use: An easily updated online medium that portrays the human side of your business, the people involved, events you've attended, maybe even customer installations if appropriate. Best of all it's free!
Twitter is not for everyone! Twitter is like a petulant child that loves you one minute and hates you the next. If you are adept at putting a sensible opinion, comment or piece of news into 140 characters, including spaces, then have a go but it really requires constant attention and you shouldn't start with it unless you can devote a cumulative 30 minutes per day. On the other hand, once you have a group of followers, you can send them details of immediate offers and deals and you can get traction and business. It takes effort and thought so don't jump in until you've thought it through.
Primary use: Immediate news, great last minute deals and links to new web pages or anything that is very 'Now'!
Get in touch if you want more detail or a consultation/opinion on how best to proceed...Good luck!
Expect over the next year to see even more web based and phone based apps that will enable you to better manage your communications, but first let's look briefly at how each channel should be best utilised.
Static, printed communications such as brochures and newsletters are a standard and predictable medium of consistently communicating a well thought out message. They are NOT reactive and by the same token they are not flexible. You have to reprint each time you want to change or update the messaging, or at least you need to have someone redesign the brochure if you use it as a downloadable file on your website. The latter should always be part of your plan, let people download and print at THEIR expense rather than yours, the only risk is that their printer might not do justice to your high quality graphics but that's not the end of the world.
Primary use: Permanent or semi-permanent company literature that rarely changes year to year or product brochures that support products that will be available for a long period of time.
E-zines or email newsletters are by their nature that much more frequent and can be altered and tailored to the proposed audience very easily. They require the sender to use some form of list management software so that people that choose to unsubscribe can do so easily and without annoyance and they will often require the sender to buy into a distribution programme, which can usually be paid for on a monthly basis. E-zines should rarely be sent more than twice each month, and once a monthly is usually about right.
Primary use: Monthly updates, news, special offers that will be available for a period of weeks, new developments, business wins or to introduce new members of staff.
Even the different social media channels have different uses and purposes. LinkedIn for example is a great way to create a company and individual professional profile, think of yourself being at a business networking get together, what would you say about yourself? Whatever the answer to that question is what you would put on LinkedIn. Facebook is slightly lighter hearted and less serious and can be used to create fan pages and groups of followers that like your company or its products. You can post photos of the company outing or a party but bear in mind you are still showing yourself off to the world so use restraint and try to avoid anyone posting anything controversial!
Primary use: An easily updated online medium that portrays the human side of your business, the people involved, events you've attended, maybe even customer installations if appropriate. Best of all it's free!
Twitter is not for everyone! Twitter is like a petulant child that loves you one minute and hates you the next. If you are adept at putting a sensible opinion, comment or piece of news into 140 characters, including spaces, then have a go but it really requires constant attention and you shouldn't start with it unless you can devote a cumulative 30 minutes per day. On the other hand, once you have a group of followers, you can send them details of immediate offers and deals and you can get traction and business. It takes effort and thought so don't jump in until you've thought it through.
Primary use: Immediate news, great last minute deals and links to new web pages or anything that is very 'Now'!
Get in touch if you want more detail or a consultation/opinion on how best to proceed...Good luck!
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