by Maria Tabish Chawla
Communicating the intricacies of your business to a small, closely knit, industry aware audience can be fairly straightforward. However, communicating business offerings to a large audience, which may be made up of listeners from diverse backgrounds and consist of both internal and external stakeholders, can present distinct challenges.
Here are a few effective ways in which you can communicate business language to a wider audience:
1. Create the right Digital Strategy
The first thing you need to do is create something known as a content spreadsheet or content calendar. At the root of this should be a content strategy that communicates the core position of your company to the key audience that you wish to reach. The challenge here is not to produce a document so basic that you patronise and alienate your audience, but also not too complicated that it only appeals to industry specialists. For the moment, forget about your audiences and concentrate on what you do best and what you want your brand to represent. This will be the root system for all your marketing messages to sprout from and support.
2. Listen to Your Audience
Step two is to really listen to your audiences. Through social media and market research, identify the topics and moods that resonate most with your separate audiences. A good way to do this is through testimonials and FAQs. Listening to and responding to these comments and questions from your client should be part of your overall communication strategy. This information can also be used to craft separate messages that appeal to your different audiences. Though the messages may be very different, they must remain compatible with each other and tie back to your root system.
3. Deliver Your Message
The next step would then be taking the messages to your audience. Here is where your message can be more direct. Different audiences tend to be more active along different media channels. This step may also be a good time to assess how you want to communicate with your individual clients through social media, using the many tools at your disposal. Your messages need to link back to different landing pages, each designed for that specific audience. A landing page can serve your website like neighbourhoods in a great city. Messages can be specific and relevant to each audience with content that guides them through to your sales page.
4. Let Your Audience Be the Boss
Give your audience the chance to self-select which group they belong to, which then allows them to listen to the messages that matter most to them. Also known as market segmentation, this process involves subdividing a large homogenous market into clearly identifiable segments. As long as the messages don’t contradict each other and all serve to support your brand positioning, you will be able to captivate as many audiences as you can serve.
Understanding how to craft your message to resonate with a large and diverse audience can boost your businesses appeal and relevance to the public sphere. By partnering with an experienced PR agency to deliver the right strategy, businesses can effectively deliver to their wider audience and create the brand image they wish to achieve.