Let’s face it, growing your sales means adopting good business communication. Once you have managed to craft a product or a service, you now have to sell it. Therefore, you will need to communicate on the unique nature of the product or service. This is when communication tools are essential.
The best way to develop your business communication consists in adopting specific strategies to captivate the public’s attention. The objective of business communication consists in connecting exterior people with your business. Therefore, business communication includes tasks such as video content creation and producing product presentations.
In a world where businesses prosper thanks to efficient communication, we are going to analyze how to make your business communication more dynamic.
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THE DIFFERENCE BETWEEN INTERNAL AND EXTERNAL COMMUNICATION
Brands need efficient external communication to survive. In the business world, there are two main communication types: internal and external. In the last few years, with the use of social media, the difference between internal and external communication has become less apparent. The lines are blurred, which means that it is very important for businesses to adopt a solid communication strategy.
Although the aspects of communication overlap, both concepts are fundamentally different. For example, internal communication references tools that transmit information between different members of your organization.
This can be:
A NEWSCAST FOR EMPLOYEES:
Like an email marketing campaign, a newscast allows you to inform the different departments in your business of new things in the business.
AN INTRANET NETWORK
An intranet is an online portal which employees can access to find useful information on the company.
A TEAM COLLABORATION TOOL:
In a mostly numerical environment, numerous applications and tools allow you to improve communication between the employees in the business. There are multiple applications that favor project management such as Slack or Bitrix24
Internal communication is also an important part. It contributes to form a business culture and to build a harmonious work environment. On the other hand, external communication deals with connecting exterior people with your business. Although internal communication is important, most businesses tend to focus mainly on the external elements. External communication consists of sharing your mix marketing strategy with the entire world. This allows you to communicate the values of your brand to the public as well as your products and services. A communication agency can advise the following solutions:
ADVERTISEMENT:
One of the most important elements of your strategy consists in finding a way to communicate with your public. Publicity can be declined in several forms. For example, in an awareness phase, you can use a public announcement on social media. Then, go to marketing by email when you need to maintain your prospects.
PRESENTATIONS AND INFORMATION ON THE BRAND:
Business communication strategies are not only campaigns and marketing. They also include everything you can use to contact investors, suppliers and shareholders. The means that external communication tools can include videos, presentations, catalogues, etc..
NETWORKING
A business communication strategy can also include a networking campaign allowing you to establish a direct contact. Today in the digital world, numerous professional networks are available online. However, it is still important to develop your brand through events and seminaries.
COMMUNICATION CHANNELS
Now that you have a clear vision on what business communication is. That you know how to distinguish internal and external communication. You can now start to explore different ways to establish contact with your public target.
The strategies as well as communication tools that you will be using often depend on different factors. Hence, your positioning on the market and your marketing objectives can effect your communication channels. Even if each business is unique, the majority of strategies include the following elements:
WEBSITE CONTENT AND BLOG
The creation of a website isn’t only a way to promote your business. Even if it does contribute efficiently to the growth of your sales, it also offers a lot of important information concerning your business. It should be noted that the majority of consumers that want to buy a product, usually research the product on Google.
There is a good reason why marketing experts recommend maintaining a blog. In fact, businesses that have a blog generate up to 67% more leads. It is called a long-tail SEO strategy. When elaborating a business communication strategy, your website becomes the center of all other strategies. Each publication constitutes another landing page towards your main website. Therefore you’re increasing your visibility on internet searches and your clients will be able to find you more easily.
LIVE EVENTS AND CONFERENCES
When elaborating your communication strategy, you will need to take into account the fact that you will need to diversify. Even if you maintain your blog for your prospects in B2C, it is essential that you use other methods. The professional meetings (Conferences, seminaries) allow you boost your communication and interact with another type of person.
Even if there are multiple B2B channels like platforms such as LinkedIn, nothing is more efficient than a face to face meeting. This allows you to create a direct link and build a long term relationship.
EMAIL AND NEWSLETTERS
For the majority of businesses today, emailing is a form of very efficient marketing. The open rates for emails are getting higher. Furthermore, launching an email campaign is quite cheap. Which makes it one of the pillars to a good business communication strategy. The only rule to respect, is to send emails with a responsive design. More than half of smartphone users access their email on their mobile phone.
SOCIAL MEDIA
Today, community management strategies are becoming the most efficient and popular methods when it comes to business communication. In fact, it is so efficient that they have become an integral part of external communication. To make profit from social media, you have to determine which platform your audience is using (Facebook, Twitter, Instagram…). Once you have determined where your clients are, it is time to start elaborating your strategy. Don’t forget, when we talk about external communication, we’re not only talking about publicity. More than half of your potential clients will use social media to contact the customer support.
HOW TO RADICALLY IMPROVE YOUR BUSINESS COMMUNICATION STRATEGY?
At this level, you will have to be ready to build the base of your business communication strategy. A good story telling can have a significant impact on the brand growth. It will help you stimulate interest and attract attention.
If you’re ready to make the best part of your communication strategy, follow the following advice:
KNOW YOUR AUDIENCE
The best communication tools are useless if you are talking to the wrong audience. Before you can decide how you want to send your message, you need to know who you are talking to. Your message is likely to reach a handful of different audiences including:
– Shareholders and investors: external people from your business who help the business to keep growing
– Influencers and partners: People with whom you would like to work with in the future to develop your brand.
– Clients: People who buy your product or use your services.
Each one of these groups will have their own interactions with your brand.
CHOOSE THE RIGHT PLATFORMS
The more you know on your audience, the more you know where they spend their time. The better you will become at communicating with them. There are numerous channels to get your message across, such as radio, tv and social media. If you choose the right platform, you will give volume to your communications all while improving your return on investment.
DON’T JUST BRAG: PROVIDE A REAL VALUE
To stand out from your competition, you have to create content with high added value. The best results come from careful analysis of each segment of your audience so that you can deliver the right content.
Don’t just say how great your business or product is. Think about the interest of your customers and how you can show that you share their values.
USE ANIMATED VIDEOS TO COMMUNICATE MORE EFFICIENTLY
Everyone will agree that the digital age has significantly changed the outlook for the entrepreneurial world. Broadband internet and state-of-the-art gadgets help provide effective tools for industries to increase sales. Animated videos or explainer videos are part of these new communication tools.
The public loves animations. In addition to being cool and pleasant to watch, motion design animations are a unique way to easily interact with your prospects.
BUT WHAT IS EXPLAINER VIDEOS
For many people there may be some confusion regarding the exact format of motion design animations. Are these videos or cartoons? Motion design animations or explainer videos are short videos with animated characters and environments. These explainer videos help to condense complex ideas in seconds and to attract the attention of the viewer.
HOW TO TAKE ADVANTAGE OF EXPLAINER VIDEOS IN YOUR BUSINESS COMMUNICATION?
To maximize the impact of the video in your business communication, you must answer some questions before:
Which audience are you targeting?
What message do you want to communicate?
Which method will help you get your message to your audience?
Motion design is considered to be the most convincing method to communicate with internet users. Animated graphics help condense and simplify the information. More attractive than simple images, integrating animations in your communication will help attract more prospects.
