Getting your message across can be difficult when you’re a small business. Here are my top 5 tips for effective business communication.
1. Be bold with your brand
Your brand is crucial. It should include your core elements – vision, values, customer benefits and purpose. You know your business best, so make it bold. Stand out. Show the personality it has. It will help to establish your business and gives it a differentiation position in the market: helping you to attract the right customers. It’s essential to get your design and copy (text) right, so it works in harmony. Identity is huge. And it’s important to have one that works for you as a business which marries-up with what you’re selling as a product or service.
2. Make your website ping
Your website should be a visual representation of your business made up of your product(s), service(s), purpose, customer benefits, and of course your story. Think about each page of your website and make sure your customers understand it. Make it clear, simple and strategic. Strategic – in a way that it takes your customers on an enjoyable journey with a clear destination.
3. Know your ‘why’
It’s imperative that you know your ‘why’ before you take up any strategy work.
Meaning – why should people buy from you. Or why should they work with you?
Let’s say you’re launching a new organic cake shop. Rather than simply saying come and visit my new cake shop, you need to think about why people should choose to buy your cakes. Think of it from your customer’s point of view. Why would this matter to them? What’s the pull for them – whether emotional or financial – you need to know what your why is. It’s the foundation of what you do and should be included in all of your communications output.
4. Find your voice
As a business, you need to know what tone of voice works best for you. This will depend on what you do and how you want to communicate with your customers/audience.
For example, what type of language do you use? Is it business style, conversational, authoritative or chatty? And does this fit with your business/brand and the way you’re communicating? Or does it feel out of kilter? If so, start thinking about your brand as a person. How would you describe its personality? Would it be friendly, professional, fun, or straightforward business? Once you know your tone of voice it’s important to stick with it: keeping it consistent is a hallmark of effective business communication.
5. Sort your social media
Being active on social media is a must. Your business has a presence, so be strategic about it. Don’t just dive in without a plan but do get started. Engagement – talking to your customers, representing your business and brand, is more important than notching up the numbers. Don’t get me wrong, growing your social media accounts is necessary. But don’t make it your only goal, it will happen naturally depending on the quality of the information you’re putting out, and the value it holds for your audience /customers.