When it comes to communicating, content is stil key. File photo.

It’s Your Business: It’s all about communication

Despite all the new developments in technology — platforms and analytics to name just a few — the one thing that will not change in the world of marketing is how people will view your business.

While data make it easier to target customers, the sheer amount of information made available can make it difficult to discern what is important for your business. It is important is to stay focused and create conversations relevant to your products or services.

At the heart of any successful marketing program is creating a positive customer experience. With the move away from mass customization to a more personalized approach, it means that you must be able to touch your customers in a way that will keep them coming back for more — or at least promote the values of dealing with your business to others.

What you say and how you say it can make or break any future communication with your current or potential customers. The words, the tone, and your actions must convey that unique value that makes you stand out from the rest.

For example, every web page provides an opportunity for you to engage with a customer. But remember the copy on your website must satisfy two specific target groups, those being your customers and search engines. This means that your copy must be well thought out, not only in terms of content but in the words you choose. This can help move your website to the top of the results list. The same philosophy holds true for other social media that you use as part of your marketing mix.

Again, no matter if it is a print ad or a brochure, content is still king. Customers today want and need more than just facts and figures. You need to be able to empathize with them and show how your product or service can solve their specific need.

Crucial to this communication is the fact that you must speak and write in a style that resonates with your customers. In addition, as your product or service may appeal to different demographic segments, you may need to develop a variety of strategies that will be able to connect with each of these groups. In the world of marketing today, to paraphrase an old adage, one size does not fit all.

Making a sale or getting across an idea no matter how you look at it has always been about communication. And good communication is always about knowing your customers and keeping up with the times.

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca

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