Relying on the Basics: Building Your Communications and Marketing Plans to Withstand Constant Change
We live in a different world now than we did six months ago. Businesses are shifting in real time to adapt to many constantly changing factors. While it has always been the role of a communications and marketing team to move quickly, adjust, be prepared for the worst, and even sometimes predict future trends, almost no one would have been able to foresee the exact compounding issues influencing business communications today. There is no doubt it feels better to be prepared than to be constantly in a state of reaction. It can also be tempting to make knee-jerk alterations to existing communications and marketing plans. Instead, I encourage you to lean on your constants and stick with the constants from the beginning to build a more agile plan around those ideas from the start.
Mission Statements
Think about your mission. What do you set out to do every day? Why does your product or service matter, especially in our current climate? Relating your messaging back to your product or service's mission and how it makes things better for people is key to getting buy-in for longer-term success. You know the value your company brings to the world right now, and you likely have some boilerplate language about it already. Center your messages around the value proposition first, and you can probably link that to any other issues that need to be addressed. Before you publish anything the first question you should ask yourself is, "how does this support our mission?" If you can't answer that question, you probably need to rethink what you are saying and why you are saying it.
Authenticity
Your company probably already has an established brand voice. Hopefully, that voice reflects the company's mission and relates to the products and services you provide. We know from empirical data that customers place a high value on authenticity and expertise. Authenticity is simply staying true to your voice and brand, showing vulnerability, and being open to the work needed to build trust. One of the most glaring trends I am seeing right now is companies who are releasing statements on diversity and inclusion with no corroborating evidence that the work has been done in the past. For example, if your business releases a statement claiming longtime support for equality and social justice initiatives, you better be able to back that up with written company policies, statements, philanthropy, and a diverse leadership team and board of directors. Otherwise, it is inauthentic, customers will see through the statements, and your well-intentioned words will cause you more problems down the road. Instead, you can be more authentic by acknowledging shortcomings and pledge actionable next steps to be more diverse and inclusive. Welcome the transparency and accountability and lean into the discomfort to make things better.
Organizational Leadership
If you are part of a successful and respected organization, you likely have experienced leaders. Leaning on the merits of your leadership team can do a lot for a business in uncertain times. At the very least it paints a picture of stability. However, by elevating the voice of your leadership and raising their profiles you draw more attention to your mission and vision, make your business's voice more authentic and relatable, and develop your executives as thought leaders. Telling the stories of your leadership is telling the story of your company. For example, booking your leadership on relevant panel discussions, pitching their profiles and articles to business publications and industry news organizations, and curating a catalog of writing and public speeches are some easy and standard ways to both build the profile of your leadership, but also to link their accomplishments to the business's successes. It is almost always a win-win scenario for everyone.
Focus on the Customer
Your company exists for a reason. You provide a product or a service that makes life better for your customers. Don't forget about your customers in times like these. Everything you are going through they are also experiencing. They are counting on you to be consistent and reliable right now. Minor glitches or inconveniences or a lack of communication can compound issues and be perceived as real disappointments in their times of need. If you can do one thing right for your business, now is the time to extend your customers grace when handling their problems and be as consistent in your service as possible. This is important in normal times but is supreme now. This helps deepen relationships with partners and customers in the moment and will pay off tenfold in retention and brand loyalty later.
We can’t know what the business climate will look like in three, six, or nine months from now. We are still learning and adapting at lightning speed, and we are constantly resetting the definition of a "new normal" for business marketing and communications. However, if you lean into the core assets of what makes your company special you will find the rest of the communications will fall in around them. Remind people why you still matter to them now, stay authentic, boost your leadership’s voice, and focus on the customer. The rest is just details.
About the Author: Eric Moss is an expert communications professional with a passion for creative storytelling to connect community, increase awareness, pique interests, and drive engagement. Find out more at www.ericraymoss.com.
Thumbnail photo of tiles spelling “CHANGE” provided free from https://www.freepik.com/photos/background.