Communication planning can make or break your business.
Birds sing and mock; bees dance and jitter; plants bloom and release pheromones – from cave paintings to moving images and the Internet you’re reading this through, humans, along with all other living species, have evolved wonderful means of communication. In fact, humans have become so adept at expressing themselves, it’s easy for us to overlook its importance.
In business, as with most of our relations, poor communication is at the root of all too many problems. Ironically, the ease and diversity of communications in today’s world has turned its modern benefits back on themselves. Your customers are bombarded with messages – from billboards and SPAM, to text messages and talk-radio blabber-mouths. It’s become more and more difficult to attract and hold people’s attention, yet it’s never been more of an absolute must in any successful business strategy.
Communication planning demystified
So what is a communication plan anyway? It’s not as complicated as it might seem. Communication planning, in a nutshell, includes considering the whos, whats, whys, and hows of your communication needs. With so many tools at your disposal – emails, social media, blogs, direct mail, and more – you’ll need to determine which ones make for the best way to connect with your audience.
The following tips will help you and your team zero in on a plan that’s best for your goals.
Research, research, research. Analyze your customers’ behaviors – who are they? What motivates them to patronize your industry? How do they use your products? What prevents them from enlisting your services? Which methods of contact have worked well in the past? Effective communication depends on your ability to speak to the hearts of your audience, the more you understand them, the better you’ll be able to develop an effective strategy.
Outline your plan. The question of ‘who?’ will inform the ‘hows’ and ‘whens.’ For example, if you discover most of your target audience is active on social media, a Facebook campaign might be the best way to make contact. If you’re instituting a loyalty program, you may want to set up a recurring reward distribution process. At We Take The Cake, we encourge our clients to take advantage of our Cake of the Month Club so that sending rewards and acknowledgement is automatic. Again, the point of the plan is to identify the ‘hows’ and ‘whens’ based on your ‘whos.’
Establish an ‘open door’ policy. This doesn’t necessarily mean offering your customers an open line to your CEO – the point is to make it super easy for them to connect with you. Whether it means making the “contact us” button clear and visible, live chats, or social media links – if you want a relationship with your customers, don’t make them hunt down your contact information, or wait an unprofessional amount of time for a response.
Never stop evolving. Just because you have a plan in place doesn’t mean your research is over. Monitoring both customer behavior, and the effectiveness of your communication strategy is an ongoing and rewarding process that should continue to shape your plan as your company and customers grow.
The goal is customer loyalty
Solid communication is the basis of most, if not all, lasting relationships. The more you customers feel as if you know them, the stronger your communication with them will be, and that (along with a stellar product) is the recipe for a life-long customer base.
At We Take The Cake, our business is communication – through sites, smells, and joyful deliciousness. Our goal is to help you communicate through our universal love of cake. We understand cakes are more than just a culinary indulgence, they let people know you care. Whether it’s to say thanks, to acknowledge a special day or milestone, to introduce your business to a new audience, or reward your employees, a gift of cake breaks through the clutter of information and makes a real impact.
We take the time to make sure we understand every order to the precise specifications of our clients, because we know our cakes are speaking for you. If you’d like to find out more about how we can help your business, contact us today.