Effective Communications Month: How Effective Messaging Can Increase Your Bottom Line

June is Effective Communications Month and, in light of the ongoing COVID-19 pandemic, now is the perfect time for companies to adapt their communications strategy to changing consumer attitudes. Research is the foundation of strong communication and data-driven insights will help you target your key customer base with marketing messages that convert to sales. Just remember that there are cost-effective strategies your small business can implement to effectively communicate with your customers and, in turn, increase your company’s bottom line. 

Bridging the Gap Between Digital Burnout and Sales Conversions

The average consumer sees anywhere from 4,000 to 10,000 ads per day. In addition to this barrage of advertisements, your customers are experiencing screen fatigue and digital burnout as a result of coronavirus-related quarantine restrictions. As 42% of the American workforce continues to work from home, many people rely on their computers and smartphones for work and entertainment. However, for all of technology’s marvelous convenience, people are beginning to grow weary of all that screen time. 

The average person now spends 7.5 hours each day in front of a phone or computer screen. Capturing your consumers’ attention during these times can be very difficult. In order to stand out from the competition, your business needs a marketing plan that combines effective digital and physical advertising strategies. Using research to drive design and messaging decisions will capture your customers’ attention, drive sales, and boost your bottom line. 

CRMs and ROIs

Customer relationship management, or CRM, is a growing priority for companies of all sizes. CRM software enables your business to build consumer relationships. There are many options to choose from that will help your business track sales, gather consumer data, build new business leads, and improve customer retention rates. 

Using CRM tools allows your business to put your customer at the forefront of your sales goals, marketing outreach, and business operations decisions. All of these insights have a positive impact on your return on investment. 

A Nucleus Research study revealed that 65% of companies that use CRM tools reach or exceed their sales quotas. CRM tools, like Salesforce, let you track the origin of new business leads so your company can determine which marketing avenues and promotional messaging is working and where the company can improve its advertising strategy and consumer experience to improve sales. 

Data-driven communication allows your company to target customer interactions that will convert to sales. In fact, businesses that use CRM improve their sales by 29%. These software tools help you effectively scale your business by providing insights you can use to tailor your marketing outreach initiatives based on consumer reporting. Given that customers favor personalized interactions with companies, these tools are necessary for your business to develop advertising techniques that convert to sales and turn new business leads into repeat customers.  

Multichannel Communication Is A Must 

Multichannel marketing refers to the ways businesses connect with customers across multiple platforms. Storefront advertising, company websites, email marketing, and social media engagement are some of the mediums companies can use to build new business relationships or interact with existing customers. Consumers love when companies use this approach to build connections. In fact, 72% of customers would prefer to interact with a brand across multichannel marketing platforms versus just one platform. 

CRM tools will allow your business to pinpoint the multichannel platforms your company should prioritize to increase consumer engagement. The data could reveal that your customers favor tactile promotional materials like flyers and brochures or show that many of your customers use social media platforms to research products before they purchase. Apply these insights to targeted promotional campaigns that engage your consumer base on the platforms they use most. This strategy will ensure that your marketing initiatives are cost-effective, allow you to engage your audience in ways they prefer, and improve the overall customer experience.

Looks Matter 

If you want to effectively communicate with your customers, you need to make sure your brand is cohesive across all of your marketing channels. Customers prefer consistency. Different colors, fonts, brand voice, or logos can confuse customers and make your small business miss out on new sales opportunities. In fact, 60% of Millennials expect cohesive brand experiences across all physical and digital platforms. Presenting your brand consistently across all of your promotional platforms could increase your revenue by 23%. Brand-appropriate design on your website, social media, tactile marketing materials, and brick and mortar signage will increase consumer brand recognition.

Maintaining a uniformed aesthetic and brand tone is imperative. Hiring a designer is a great way to make sure all of your physical and digital marketing channels are aligned. This attention to detail will cut down on confusion and make it easier for customers to remember your messaging.

Using Signage to Combat Screen Fatigue

Tried and true marketing materials play an important role in your communication strategy. According to a study conducted by FedEx, 67% of customers purchased a product or service because a sign caught their eye. As life begins to slowly return to normal, more customers want to return to in-store shopping. Enhance your in-store consumer experience with signage. 

If you’re feeling stuck trying to find ways to modernize your physical marketing materials, consider adding QR codes to your in-store signage and direct mail brochures. Including a smartphone component to your signage could increase your sales. Afterall, 82% of shoppers use their mobile device to assist with in-store shopping. 

If you have new items on the sales floor, let customers take product research into their own hands. Place a shelf sign with a QR code near new products with a call to action prompting them to “Scan Here to Learn More”. Allowing customers to look up product information and see customer reviews in real time is a great way to boost sales. 

Make sure your physical advertising messages are easy to read. Effective communication with signage relies on text legibility, clean and concise design layout, and quality signage materials that won’t easily rip or fray. Place storefront banners and in-store signs in easy to locate places with clear calls to action and scannable information. 

A bit of research, creativity, and attention to detail can elevate your customer experience and improve your marketing messaging. These simple strategies will help you effectively communicate with your customers and improve your company’s bottom line. 



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