This doesn’t mean business has always been successful. It also doesn’t negate there are new considerations, because of new technology and media. To that end, we should consider effective strategies when it comes to communicating with today’s tools.

Recognise platform differences, maintain the brand

The way we communicate on our websites will not be the same way we communicate on Twitter. Websites have unlimited character counts (that is, how much text and media we can have), while Twitter limits it to 140 characters, but there are other aspects to consider. For example, many experts think businesses that use each Tweet as an advert is doing themselves no favours. Instead, as the Telegraph reports, businesses should use their Twitter to engage customers and potential customers. Speaking to the Telegraph, one researcher noted, “Twitter users are becoming much more involved with brands through the use of hash tags and trending which means businesses need to be prepared to engage with their customers effectively and efficiently.”

Just as we don’t just use our websites to display products or sales, we shouldn’t limit what social media can do. Of course, Twitter is just one example. There are different rules and recommendations for others, like Facebook and LinkedIn. Business owners are advised to familiarise themselves with each one, learning which suits their business and, further, how to use these effectively. Throughout it all, however, businesses must maintain their brand: use the same colours, language, and signs and so on to firmly display a uniform approach to the business’ image.

Don’t drown, but water

There’s a reason every email service offers a spam folder. No one likes receiving endless messages about great savings for products they don’t care about – or don’t care about anymore. We must learn that sometimes effective communication means shorter, less frequent messages. Tailor messages for particular days and specific customers, learn birthdays or important days and market products accordingly.

If we drown our customers in marketing, they won’t be interested. Instead, we should be watering our relationship, with effective communication. This is why it might be wise to consider communication courses, which help highlight what matters in terms of what we convey with our words and phrasing.  

For more information, visit www.rogerwilco.co.za. Alternatively, connect with them on Facebook or on Twitter.