Is your communications strategy not living up to its promises?
I have been talking with a number business leaders lately who are frustrated that they are spending considerable amounts of time and money on their communications but are seeing no tangible returns.
Three key trends emerged from these conversations which I will share with you as it may help you get better results from the effort you are putting in.
1. The communications strategy is not a complete communications strategy.
The strategy is focused on generating media coverage but is not integrated to inform and serve the whole market.
I often ask people why they put such a priority on media when their customers and stakeholders are just as interested, if not more so, in hearing about what they are doing. Not only that, they have more skin in the game and a vested interest in seeing you succeed.
2. The strategy is too generic and hasn't been tailored to each audience.
Your staff will have different insights into your business to your customers and will therefore respond to different messages. It’s really important to cater to that.
Your staff – and more often than not, your customers – are your ambassadors. You need to enable them to play this critical role for you in the market.
Rolling out the same message to each audience isn't going to inspire them to take action.
3. There’s no ‘why’ and the market is not engaging in your story.
There is a vacuum of interesting stories in the market and it is such a missed opportunity.
To create engagement in your market and make your communications strategy fire on all cylinders you need to tell a story.
Work out why your business is exciting, interesting and different and weave that into every single piece of communications. You will be surprised at the difference.
There has never been a better time to step up and be present in the market and you need a cracking communications strategy to do this.
Don’t waste your time and money for another year with a communications strategy that is just going to keep you awake at night.
Hope this helps.