The way we consume information changes and evolves with each and every generation. Today, more than ever, successful communication, both internally within an organisation and externally with clients, hinges on adapting your message and delivery to follow current trends. This means building a communication strategy that is focused, explores different channels and communication styles to ensure your message reaches your audience where they are most active.
Read on to find out the fundamentals of an effective comms strategy, why it’s so important, and how service businesses like insurance brokers, underwriting agencies and NFPs can develop a robust communication strategy that keeps up with the evolving way in which people consume information.
Why your business needs a comms strategy
“A good communication strategy facilitates growth and expansion by effectively reaching and engaging both your internal and external audiences.” says Caroline Healy, CEO at We Are Savvy.
Effective communication is crucial for both internal and external stakeholders in any business. Employees need to understand their roles, support customers, and understand how they fit in with the company culture. Whilst potential clients need to know about your services. Not only why they should initially choose you but also why they should continue to choose you.
Communication, particularly storytelling, can significantly enhance your ability to convey what makes you unique. Not-for-profit organisations often use storytelling to engage volunteers and donors, encouraging them to commit to the cause by highlighting success stories and positive outcomes. This emotional connection inspires action and sustained involvement.
In crisis management, clear and responsive communication is essential. In the insurance sector, effective communication with employees and clients is crucial when managing large-scale weather events, ensuring people know what action to take. Timely updates and clear instructions build trust and ensure everyone is informed and prepared. Prioritising clear, consistent, and empathetic communication strengthens relationships, enhances reputation, and drives success.
The basics of a good comms strategy
“There are plenty of Communication Strategy templates available. Look for one that helps you to set clear objectives, profile your audiences, and narrow in on channels that truly reach your audience.” Caroline says.
- Set clear objectives. Whether it’s increasing brand awareness, improving customer retention, employee engagement or engaging volunteers, clear objectives are your guide for the activities to undertake.
- Identify your target audience. Understanding your audience’s needs and preferences allows you to tailor your messages effectively. For insurance companies, this might be SMEs looking for tailored insurance solutions. For NFPs, it could be potential volunteers or donors interested in supporting your cause.
- Craft strong messages. Make them clear, impactful, and informative. Cut out any confusion and get your point across in a straightforward and engaging way.
- Choose the right channels. Choose communication channels where your audience not only spends their time but also where they are open to receiving information from your type of business. For example, NFPs often find their audience on Instagram and Facebook, engaging with people interested in social causes.
A Strategy is Only as Good as the Implementation
“Remember, your strategy only comes to life through a solid action plan. Without one, even the best strategies will never move past the idea stage.” Caroline says. “It’s important to sit down and work out the logistics first.”
Two-way communication is crucial in delivery. Social media and workplace collaboration platforms are fantastic for this, with in-built features like polls, voting mechanisms, and Q&A style formats. Allowing employees or customers to provide feedback and submit new ideas creates a more engaged and responsive environment.
Investing in a well-crafted communication strategy ensures your message is heard, understood, and acted upon, driving overall business success. If you’re looking to develop a tailored communication strategy for your business, contact We Are Savvy today at hello@wearesavvy.com.au