Earlier this week, I sent my client a draft digital communication strategy that laid out recommendations and best practices for their social media accounts, blog posts, podcasts, and more. Their member base is changing; traditionally it’s been middle-aged white men, and while that’s still a major component, it’s becoming younger and more diverse over time. They are making the smart decision to be proactive and invest resources in expanding their communication channels before they lose this prime opportunity to connect with their new audience.
The organization, as a whole, is not familiar with the specifics or mechanics of digital communication. They’ve been surprised at how frequently I’ve suggested they update their social media accounts and the speed at which they should react to trending news. It will take some time for them to get comfortable with my suggestions. But they understand that the recommendations are based not only on communication best practices, but also on their specific audience demographics, the creation of audience personas, and discussions about what the organization hopes to achieve.
Despite their unfamiliarity with the nuts and bolts, I have a lot of faith that they’ll be able to implement the majority of the strategy and successfully spread their message to a broader member base. They’re also ahead of the game in that they already produce content for their print publications that can be re-purposed for digital channels, have the resources to hire a full-time employee to focus solely on social media and digital communication, and that the senior leaders have bought into the concept that this is an effort the organization needs to support.
I appreciate working with a client that understands the importance of staying up to date with communication methods, audience preferences, and changing demographics. It’s also helpful when the organization acknowledges that they don’t necessarily know how to go about achieving, or even defining, their communication goals. It’s even better when they hire me to help them do so!
One thing I didn’t expect was how working on this organization’s communication strategy would make me realize how badly I am failing at implementing those same communication best practices for my own business. I’m a communication professional. I know how important it is to reach your current and desired audiences regularly, that building a brand and client base go hand in hand, and both need time and effort.
Yet I still struggle to communicate as regularly and effectively as I should be doing. I don’t update my blog and social media frequently enough with quality content, I haven’t yet established ongoing e-mail communication, created formal marketing and client acquisition plans, or pitched myself as a speaker for events and conferences. It’s easy to focus on the now – the client who needs work done (and is your source of income), rather than the daily maintenance that a strong business communication effort requires. I’ve fallen off, but I’m going to use this client and their dedication to meeting the changing needs of their member base as inspiration to step up my own efforts. After all, contracts end; but the reputation you build through consistently communicating with potential, current, and past clients is how you obtain long-term success.
