If Marketing is the Politician, Communications is the speech writer.
Every exchange is an opportunity to build goodwill or communicate your brand message. Each impression, including your estimate, sign, business card, social media post, text message, video call.. every single one is doing this for you consciously or not. That goes for internal as well as external communication. In marketing, to build a brand impression with a new customer, you need to hit them with at least 7 Touch Points. If you think of all the different possibilities for touch points with your clients, it won’t take long to get there if you are thoughtful and conscious of the language you use and the tone your brand uses to convey your message.
Communications is an area you cannot neglect if you wish to build a strong brand. You can present a great visual image, but once you’ve captivated your audience, what are you going to say? And how is that going to turn into more loyalty, engagement and ultimately revenue for you? What is the next step, or the next 5 steps?
Today, the speed and frequency of communications is greater than ever before. Think of it – Social media has trained us to be repeat publishers – how? By adding the words “follow” and “subscribe”. One-way advertising is still relevant, but now it has become more about growing an audience for multiple future interactions. This is a challenge for a company with limited resources, but it also explains why spend on digital marketing has been increasing around the globe, year over year.
Don’t say things that have already been said, speak directly to your target audience and be purposeful. It’s the only way to cut through clutter in today’s crowded market.