Promotion is a very broad concept that we will discuss in several parts. In this article, we will introduce 5 things about promotion in which it is very easy to make a mistake, and therefore you need to be very careful.
For some points, you may be wondering what they have to do with promotion, but the truth is that promotion is not just an advertisement and a newspaper article. Promotion begins at the core of your company and with the people who it’s made from.
There are currently countless communication and information channels that you can use as a company. It may sound tempting to use all the social networks you can think of, but in practice it will be difficult to keep them all up to date. And it’s not even about rewriting all the news 1: 1 on every platform. Social networks vary according to the target groups and the length of the content you meet there. Focus only on those that make sense for your business, and most importantly, don’t forget the content on your own website.
Inconsistencies in your business information give your custumers the impression of distrust in your company. However, it is not only about inconsistencies in the information available, for example, on the company’s website, social networks, maps and the alike. It is also about consistent communication. If you have poorly trained employees who provide misinformation to a potential customer, it is very likely that you will lose that customer. And where does a dissatisfied customer go to vent his frustration? Yes, back to your social networks.
So prepare a constantly updated document not only of what you will say, but also how. It will then be used by all your employees, and from there you will draw when updating your website or other public information.
Communication is again a concept so broad that we can include a large part of human life here. But what does it mean if we communicate poorly with the client? This may mean the following:
- We push the client somewhere, he doesn’t want to be by himself.
- We chose the wrong communication channel, which the client doesn’t know, doesn’t know how to use or does not want to use. Find out which communication channel suits the client, if this is not absolutely obvious.
- In general we don’t know how we interact with others if we’ve never received feedback. We may be too authoritative or embarrassed, but people seldom want to give you negative feedback. If you are not sure how others see you, try recording the sound or ideally recording a meeting with a client or a meeting with your team. You will be able to give feedback to yourself as soon as you see yourself.
Communication skills need to be constantly honed. Don’t be afraid to be nice and warm. With a smile on your face and a good mood, you can overcome a large number of mistakes in communication.
Be personal and human. A company should not be just a brand, the company is made up of people and people trust people. When a customer comes in person, they will also communicate with your employee, so don’t be afraid to show the human face of your company. A photo or video with a live person will give you more than 20 graphs and comparisons.
Find out how people imagine your company. What comes to mind first? What emotions do they associate with you? This will tell you if you are promoting the company properly and if the key information is clearly presented. Even if you do a complex and abstract activity, there is certainly a way to convey it concretely and clearly to the customer.
Be brief and concise. In today’s hectic times, no one has time to look for more. It is important to pass the information to the potential customer as soon as possible. It should take no more than 5 seconds for anyone to understand what your business is doing. This should be visible from the logo or the name of the company.
At the same time, think about the reasons why customers communicate with you. Why do they come to your website and what are they looking for? There will definitely not be only one reason. Some need to quickly find an address or phone, others want to carefully compare all the options they are considering. Are there passionate label readers in your field? Image analyzers? Billing information seekers? Each of these categories must know your communication and find what they are looking for within a few seconds.
This is a basic question that everyone should ask themselves at the beginning of their business. It will certainly not be difficult for you to answer what or how you do, but behind all this should be hidden why.
Why do you produce a product, why do you offer your services? Is there a higher meaning than keeping your business running? The answer to this question should be a compass that guides all your important decisions. It’s important for your customers to know that you trust your product, because if you don’t, then why should your customers?
©2020 ~ Viktor Hejna