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Four Common Challenges and Best Practices in Digital Communications

Four Common Challenges and Best Practices in Digital Communications

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Digital communications are increasingly important for all types of businesses. Businesses that use digital communications to engage customers build stronger brands that perform better; however, it can be challenging. We’ve put together a list of challenges and the best practices to overcome those challenges so that your brand can skyrocket using digital communications.

Maintaining a Coherent Message

The biggest challenge involves maintaining a coherent message over a wide range of channels, such as social media, email and blogs. Focus on one coherent message to draw customers in, regardless of where they find it.

  • Consider your brand’s message before your campaign begins. By figuring out exactly what you want to communicate, you reduce the risk of sending different messages over different media.
  • Plan your digital communications. Think about how each channel fits into your plan and how you will convey the message using each one.

Sending the Right Message

Without non-verbal cues, customers must rely solely on your words you to figure out what you’re trying to say.

  • Use images and video. Supplement digital communications with images and video to help consumers understand your message. Videos are especially helpful because consumers see non-verbal cues in real time.
  • Take advantage of focus groups. Before starting a campaign, use focus group research to find out how your messages are being perceived and if they are understood.

Personalizing the Message

Be aware that you’re speaking to several audiences at once. Take your universal message and personalize it for every audience.

  • Learn as much as you can about each segment. Every segment of your audience has different needs and interests. Surveys and other market research can be helpful for segmentation.
  • Speak directly to each audience. Start email newsletters by greeting the subscriber by name (many email programs can automatically populate a name field) and write social media updates as if you’re talking directly to followers.

Making Each Message Unique

In an omni-channel campaign, it can be tempting to copy and paste messages from one place to another. Don’t! Some people subscribe to more than one channel, and they’ll lose interest if all of your messages are the same. Plus, search engines may penalize you for duplicate content, making it harder for new customers to find you online.
If you follow the tips for personalization, you can easily create unique messages for each digital channel. Never use copy/paste, and, if you have cross-posting enabled, disable it now.
Digital communications can be challenging, but mastering these strategies is well worth it. With more and more people using their mobile devices to access online content, it’s vital that you learn how to consistently reach all of your customers.