Why communication is king
In our web-dominated world we often hear the phrase ‘content is king’ from people arguing against an obsession with SEO keywording, and quite rightly. But rarely do we hear people talk about the importance of good communication.
Content – be it the written word, photos, videos or podcasts is communication and as we all know the inherent value of good communication, shouldn’t we consider it to be king?
Since the beginning of time communication has helped civilisations develop and paved the way for modern economies. Yet it is constantly evolving – from cave paintings and early dialects to the printed word and multimedia platforms. But what we are seeing today is that the way people communicate ideas and share information is undergoing another revolution and it’s savvy companies that are engaging with them.
Today we’re more connected than ever before thanks to the increase in netbooks, iPads, smartphones and other mobile devices that keep us in touch wherever we are. Like it or not, this is giving rise to a whole new type of communication. But in a world where more and more things are competing for our attention it is increasingly hard for companies to get their message across.
Consumers aren’t necessarily any more demanding, but they are more aware of the many options available to them and they research your company and product online before getting in touch. So what will they find? A smart, well-presented and SEO-keyworded website? A lively and engaging blog? A community of happy customers and brand advocates engaged with your social media profiles? Or will they find a faceless company who’s strongest communications tool is a banner page advert?
Fact is people need to feel engaged with you and your product and word of mouth recommendations are proving more and more vital to businesses. According to Erik Qualman’s Socialnomics 78% of people trust reviews from their peers, but a mere 14% trust advertising. These stark figures illustrate the huge shift in our society and the way we seek information.
So there’s a clear need to interact with your customers – show the face behind the brand and build community to help customers understand your company and what makes you unique. Consumers don’t want spin, PR fluff or advertising, they want to form a relationship with your company and brand and good communications – be it features, blogs, photos, videos or podcasts is all important. So be natural, engage, and have fun in your online communication.
Whether your company has a website, or profiles on Facebook, Twitter etc. or not, people are researching and writing about you on the internet. So ask yourself, do you want to inform the world about your brand or product or let consumers make up your story – good or bad?