Choosing the best marketing communication channels to reach your target audience depends on a variety of factors. Every communication channel has advantages, but how can you pick the best ones to pursue your objectives?
Let’s scroll down and read through the article to know the techniques to choose the right communication channels for your business
Levels Of Formality In Communication
When selecting the appropriate channel, it is important to take into account the various levels of formality employed in communication. Communication can be categorized into three formality levels: formal, informal, and unofficial.
Formal communication comprises sensitive information such as company strategy and policies. A business plan, yearly report, written strategy, contract, company-wide correspondence, safety regulations, presentations, and more are typical examples.
Informal communication channels are also utilized for corporate discussions, however, they are frequently presented in a more relaxed way.
Conversations with coworkers, requests for help with straightforward tasks or favors from coworkers, and continuing team collaboration are all examples of informal communication.
Unofficial communication is the outlier among the three since it occurs almost exclusively outside of the workplace, is completely casual, and has nothing to do with work-related subjects.
Unofficial communication examples include discussing your preferred sports teams while on break or going out for coffee to talk about your most recent vacation.
>>> Read more: 5 Popular Communication Channels For Businesses
How To Choose The Right Communication Channel For Your Business?
Design communication channels to fit your audiences
To determine where your gaps are, consider whether you need to strengthen internal, external, or both lines of communication. Is there room for improvement in the way your team collaborates? Are your consumers having trouble getting the help they need?
In deciding how to convey your message, take into account whether you're using new communication channels for teamwork, marketing, or customer service. Email marketing alone will still produce results, but leveraging more visible, static channels like your website or social media may be more effective in the long run.
Finally, take into account the type of your company. Video conferencing could be infrequently used if all of your meetings are in person. If your team is remote or hybrid, you should probably employ a mix of text- and video-based channels for collaboration and communication.
Determine your message type
To determine the best communication channels to employ, start by asking yourself a series of questions regarding the information you need to express.
- Is your message formal or informal?
- Do you require references for this information?
- Is this information time-sensitive or urgent?
- Are you communicating sensitive or confidential information?
- Is this data broad or particular?
- Are you speaking with a person or a group?
- Is the person a subordinate, a superior, or someone you supervise?
- Do you need to communicate with your team or the entire business?
- Is this two-way communication or one-way communication (that is, does it call for a response)?
Consider your company’s communication culture
According to the Slack Future of Work Study, teamwork, tools, and trust are crucial for increasing employee productivity. The study also discovered that 80% of employees want to learn more about how decisions are made in their company.
Delivering bad news face-to-face rather than via impersonal email may be necessary if your team strongly believes in face-to-face communication at work. And sending a direct message after midnight certainly isn't the greatest course of action if your organization takes pride in work-life balance.
Choose your delivery method for your audiences
The majority of communication at work is written. It can be professional or casual, quick and simple, and serves as documentation. It can be standard practice at your organization to respond to questions quickly by email or to send out an email blast when there is critical information that everyone needs to know.
Some companies may view texting with suspicion, while others have welcomed it wholeheartedly. Generally speaking, texting is more casual and is best used to establish a quick connection with someone. Instead of taking the chance that the email will remain in their inbox, a client may text a contractor to ask if they're available to jump on a call in an hour.
Then there are platforms for instant messaging. By using this delivery method, you can get a quick, in-the-moment response to your query without having to go to a coworker's desk. Additionally, it clears your email inbox of the clutter caused by emails with only one word or one sentence.
When communicating in person at work, you can express a wider variety of emotions, the dialogue must take place in the present, and information is has typically shared both ways.
To get everyone on the same page at the beginning of the week, many offices hold weekly meetings. The yearly tone is established at the company's annual meetings. Retreats can also be a good opportunity to engage with your team in a new environment. Depending on the goal, these in-person interactions may be professional or informal.
Delivering sensitive information, such as compensation packages or constructive feedback about job performance, is better done in-person at one-on-one sessions. They can also be utilized for less formal purposes like getting to know a new hire better or looking for an executive to mentor you.
Voice and Video
With the people we need to connect with, we can't always be present in person. When that occurs, we frequently use voice and video conversations to communicate. It is also simpler to record voice and video calls so that the information communicated can be referred to later.
Employees and workers can ask questions and offer feedback right away during calls with one another or with smaller groups. It becomes harder to encourage engagement for two-way communication at work the more people you have on a call or watching a live video feed. A pre-recorded video can be emailed out if there is absolutely no engagement needed.
Set KPIs and Goals
Once you've decided on new communication channels for your company, establish goals and KPIs to monitor their effectiveness and the changes brought about. If you discover that you frequently receive unfavorable feedback, monitor how the reviews change as you alter or enhance your customer service contact. Keep track of leads, teamwork progress, and other performance indicators that are influenced by your team's communication.
Steps To Implement Communication Channels Into Your Business
Step 1: Prepare your teams for new communication channels
The first step to success is preparing your team for the shift, whether that means teaching them how to use new task management software or directing them to the new social media accounts to follow and keep an eye on.
Step 2: Determine software requirements
Next, assess the hardware and software needs for any new integrations or features, such as modifying your chatbots or altering a live chat box's user interface to match your website's design.
Step 3: Give and receive feedback
Finally, let your staff know how the channels are functioning and take their feedback in return. Before going down a path that can obstruct engagement and success, check to see if your team and clients are open to using messaging applications or video conferencing more frequently.
Overall, using the right channels for communication can significantly change how people receive and respond to your messages. Determine what will work best for you using the instructions and information in our guide, and keep experimenting to perfect internal and external communication.