By Van Natter Consulting Group

3 Keys to Impactful Communication Message
Communication has always been one of the foundation pillars when it comes to business relations. However, the technological revolution and the birth of digital channels for marketing have made communication a far more diverse and dynamic factor like never before.
Whether you are a business owner or a marketer, and no matter which industry you belong to, you can use several communication channels such as:
Face-to-face interaction
Website
Social media
Blogs
Video content
Emails, etc.
The best part is whether it is a business relation or a customer relation, you can use myriads of ways to communicate your message for better understanding.
According to statistics, in 2020, 66 percent of the customers use at least three communication channels with a company. Therefore, it is imperative to refine the approach to communicate your message.
Customer experience has become a top priority for businesses; hence effective communication is not an option but a necessity.
Here are certain principles that apply to effective customer communication strategies for any business worldwide.

Be Focused

In today’s world, you have to be precise in your messaging; in short, less is more. It would be best if you mastered certain aspects to attract, entice, and engage the target audience with the highest potential to reach your communication goal.

Knowing your Audience

Communication is a way to implement your marketing strategy, and for that, you must first learn to identify the right audience.
Effective communication requires you to categorize your audience based on demographics such as their background, culture, age, language, personality, profession, gender, education, hobbies, interest, etc.
This exercise will help you customize a message for each customer group based on their needs and wants. The best part is, you do not have to deviate from the core message; you only have to say it the right way to the right customers to pique their interest.
This way, you will strike a connection with your potential customers when they feel your brand speaks their language.

Be Specific

This one is all about how you can make it possible to determine the right target audience. For that, you will have to clearly define the persona(s) of your target audience. It will help you create an appealing communication message and something that resonates in terms of tone and content.
Did you know that 90 percent of the companies creating customer personas better understand their customer’s needs?
Here are some first steps on how to get started.
Understand the basic demographics of the target audience you wish to attract, such as age group, gender, profession, location, income, lifestyle, etc.
You can then find out how and why your brand, products, and services will impact your target audience.
Use this data to create an effective communication strategy.
Do not stop here; learn from your experience, and adapt your strategy.
All of the steps mentioned above will help determine who your ideal customer is, what they do, and what they expect from you. All of this insight will enable you to design a relatable communication message.
According to statistics, 93 percent of businesses using customer persona exceed their lead and revenue generation goals.

Go Beyond Your Products/Services

To become a customer-centric business, it is essential to understand your customers beyond your industry.
For example, if you are selling a car, you must first try to determine what features your customers are looking for and why. Suppose your target customers are buying Volvo to feel responsible parents providing their kids’ safest driving experience.
You can use the Five Whys interrogative technique to determine the cause and effect relationship of why your customers prefer a product or service. This will allow for a broader view of the matter and think beyond your perception of your business.
Engage with your customers in person; ask for their feedback, and answering their questions online via emails, website, and social media pages. It will help you streamline your business objectives and communication strategy to accomplish overall goals.

Learning to Listen

One of the most effective principles of communication requires good listening skills. In simple terms, it is a two-way street where you work on establish understanding between your brand and the customers.
If you wish to excel at internal and external communication, you must learn to place your customers’ needs before your own.
That said, you do not have to shy away from speaking your mind; in fact, you can use a passive communication strategy. This is a new brand of communication that recently emerged with social media.
You can easily communicate with your business partners and customers via social media posts. This can help promote your brand, ideas, products, and services without sounding too salesy or actively participating in a conversation.
Moreover, this can help you test the idea, product, or service before deploying it. As you share the upcoming projects in the pipeline, social media communication can help you understand how your target audience perceives it. Helping you determine the rate of success or failure in advance.

Non-verbal Communication

Sometimes an image speaks louder than words and leaves a lasting impression on your customers. Therefore, just like vocal inflections and the right choice of words, non-verbal images and cues can help your organization communicate effectively.
That said, do not worry about getting all of the principles mentioned above right the first time. Keep on asking what, how, and why until you understand your customers’ fundamental needs as humans and not only as category users.
Finally, you can sum it all up in the following steps.
Know your audience
Know what you wish to say and why
How to say it
Listen to your customers
Aim for a mutual consensus
Learn from this exercise, adapt accordingly, and repeat

Let the Experts Help

If you are a business owner or a marketer of a company struggling to develop an apt communication strategy, seek professional help. A revenue growth consultancy can not only help you devise an effective communication strategy but use analytics and data to identify the right platforms and channels to target your potential customers.
To learn more about how we help clients create communication strategies or complete revenue growth strategies, please email us at growth@vannattercg.com

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