Posts Tagged 'communication'

You’ve been working away tirelessly at your marketing strategy and found the perfect way to communicate your new/improved product or service, show the business as a market leader and pioneer of new and innovative approaches, all the while boosting you SEO efforts and keeping up regular communications with your audience. Yes you’ll create a corporate Blog.

So who will Blog? You’ll get the head of product innovation blog about why he came up with the latest solution and the MD to blog about how the business has emerged as Market leader due to its customer centric focus. You and the rest of the marketing team will then keep the blog ticking over with timely news and updates that will be of real interest to your customer base.

So what’s the problem? The problem is the experts in the business, the ones who know your product inside and out, help shape the business and its direction tell you they simply haven’t got the time to Blog.

I would argue they can’t afford not to have the time to blog. If there is an audience out there that want to hear from you and you have the people who have something meaningful to say then find the time.

Here are my top 5 reasons for creating a corporate blog:

1. Most Blog platforms are free, so the only real expenditure is time.
2. Blogs help improve your search marketing efforts. Fact.
3. Blogging helps create a community of loyal followers a.k.a brand advocates
4. Blogs help you understand your market. Look at the comments left on your blog, are they telling you something?
5. Publishing regular, useful, engaging content to your audience strengthens your credibility in your given industry

Now there’s no need for any excuses.

Q: What’s a brand without a personality?
A: Nothing

If you’re a new brand, or an old one for that matter. How do you let your customers and prospects know about your personality?

How you communicate with your audience says as much for your brand as the beautiful logo and pretty creative you wrap it up in.

Brand experience occurs every time a consumer comes into contact with your brand. This audience experience must communicate equally on all levels, if the brand fails to connect on any of these touch points – albeit offline or online -  it affects the way your brand personality is perceived.

A customers digital experience can make a huge difference to the quality of interactions individuals have with brands and their services, but the quality of these interactions are often mixed.

Understanding how digital communications and platforms are going to be received by your audience goes a long way beyond the most elaborate brand guidelines documentation. It’s more complex than pixel width, or where your logo sits on the page.

In the digital realm, usability, user experience, content, copy and tone of voice can have a huge influence on brand perception and all contribute to driving that all important consumer advocacy.