Many SMEs and small businesses are looking forward to more momentum in 2021 as optimism around pandemic recovery starts to gain ground. We explore several communication trends specifically for SMEs to consider increasing capability in as we gear up to make 2021 work.
Many Asian countries have ramped up vaccine deployment alongside a larger interest in exploring means to restart economies, build travel bubbles with other countries, as well as figure out how to make the best use of the remainder of 2021.
Not surprisingly, many SMEs and small businesses are trying to do the same. And often without the range of activities, or buffer of a big bank account to do so. Small businesses can take the opportunity and power of agency to determine – through experimentation – what has been working well for them, and to double down on value creation and delivery of value to their customers. In many customer interactions, these businesses might find their size, nimbleness and flexibility provide a large advantage, disproportionate to their size.
We look at several communication trends for SMEs and smaller businesses to build capability around in order to get a kickstart to using up the remainder of 2021; and make it a good year.
Expanding the communications strategy and playbook
Customer behaviour has changed and adapted over the pandemic period with lockdowns. Despite many customers returning to the office over the next months, they will choose to keep engagement practices with businesses that are convenient for them.
For example, food and supermarket delivery services support the movement of group gatherings into private residences. These customers will continue to use contactless options whether through mobile apps, map tracking, chat functions and other tools.
This is an incremental evolution in terms of engagement methods with the service provider. Customer relationship management (CRM), and digital tools will become even more critical for small businesses to be aware of, and to utilise at scale. What does not change are the fundamentals.
Businesses still need to communicate and engage; however the delivery has evolved to include new channels such as social media platforms and mobile applications.
The customer is also expecting a two-way conversation, and no longer content to just accept ‘broadcasts’ i.e. one-way communication from the businesses they engage with. Businesses should remember their advantage (vs. larger organisations) is their ability to treat customers with empathy, behave as part of the community and share authentic human-led (vs. brand-led) stories.
Integrate messaging across channels
The previous trend was about engaging with customers across more channels. This trend is about making sure the messaging being used is consistent, and integrated across all the channels – whether it is the website, email, social media platform or advertising.
In the rush to adopt new channels, many businesses tend to use the “anchor” strategy. This sends customers from every channel to one main place, typically the website. The expectation is the customer looking for information can get it in one central location, and the emphasis is on keeping the anchor channel updated.
However, a disadvantage of this strategy is the assumption that new-to-your-business customers are sufficiently interested in your product or service to move away from one channel to another. While it is a simple interaction to click from social media to a website, many customers drop off at this critical moment.
Businesses should consider whether there is a ‘minimum viable level’ of information they can provide that is consistent across all channels that will provide sufficient value to the customer to drive action. This action can be to visit their anchor channel, or to ask for a return engagement from the business, for example, appointment setting or email with an information package.
Get comfortable with automating communications
SMEs and small businesses have a wide range of tools available to help with automation. This is no longer a ‘good to have’ and should be viewed and set-up to support the efficient use of limited resources by saving a team member’s time, or have the machine take on recurring, small level tasks.
A simple process to set-up is to use a CRM management tool to send a series of customer emails triggered by the customer’s individual behaviour as they interact through the channels. For example, a customer subscribing to your website for information with email and mobile number, can be provided a confirmation email as well as a chat app link to more resources.
Another example is the use of a chatbot on the website to obtain and build a customer profile, and follow-through with an email with the relevant content and information.
SMEs have to relook at their messaging and adapt it to fit the nature and parameters of the different tools. The communications plan should factor in more than just the customer engagement scenario but also the smaller details concerning message, tonality, frequency and objective.
We are Brand Utility is a business consultancy. We work with brands in the corporate, professional services, retail, travel and technology spaces.
Our principal founder is a registered management consultant, certified and recognised by the Institute of Management Consultants Singapore.
We offer strategy and tactics to support growth outcomes - revenue, scale, regional expansion and market entry – for our clients.
Areas of support include:
· Strategic communications: Approach to market, brand concept and map, positioning, messaging, story and narrative, thought leadership
· Marketing: Campaign/programme planning, story-based marketing execution, digital marketing, community amplification, content planning and production, go-to-market execution
· Lead generation: Digital advertising, social media advertising, social commerce, e-commerce
· Integration of marketing with business operations: We plan and execute as a seconded marketing and/or PR lead for your brand
Discover more about our services at our website or book an exploratory consultation through this link.
Photo by Isaac Smith on Unsplash
留言