As a company, you need to know how to communicate with your employees and customers. But in order to do that, you need to have the right tools. Whether this is something physical like a computer or a strategy, you to put the right tools in place. Think about it like this: you wouldn’t use a screwdriver to hammer in a nail. You want to give your employees the best communication tools it needs to succeed. By giving your company the communication tools that it needs, you will be sure to better communicate with your audience.

In this post, we share some communication tools that your company should consider putting in place.

Communication strategy

The first and by far the most important tool your company needs is a communication strategy. Your communication strategy is going to differ when it comes to customers and employees, as each party is communicated differently. Do an audit to see what the best way to communicate with each party is. Is it email, social media, or in-person communication? Being able to answer these questions will give you insight into the best form of communication with these parties. Another aspect to keep in mind is frequency; how often should you be communicating? Put yourself in their shoes—how often would you want to be communicated with? The most common choices are weekly, bi-weekly, or monthly. Much more than that will discourage participation, which could lead to an increase in your opt-out rate.

This communication isn’t only limited to informational or promotional efforts. A communication strategy can be put in place for the other content that your company produces. A comprehensive communication strategy also takes this into consideration, as if affects social media and public relations planning. You want to make sure all parties are on board with any scheduling to make sure there are no conflicts. Take this opportunity to see how else this content can be leveraged across the company. It might go a lot further than you think it will. None of these efforts would be possible without the implementation of a successful communication strategy.

Content

A powerful communication tool a company can utilize is content. Content comes in many forms, such as written, video, graphic design, photos, and more. It is the tool that companies use to promote and share their message with employees and customers. When creating content, you need to create it with your audience in mind. Think about how your audience would react to the content and if it would sway them in one way or another. Your content needs to resonate with your audience, personally connecting with them. This can be done by building trust, sharing details, and embracing emotion, all of which can be displayed in your content.

Your content is also going to be your main vehicle for storytelling; it’s going to be the best way to show your audience who you really are. Take the opportunity to tell your audience a story, whether it be about brand history, product history, or your position on a certain issue. Producing content is your best way to share where your company came from, where they are today, and where they want to go in the future. This gives both your employees and customers the context it needs to understand your company in a whole new way.

Education

Another successful communication tool that your company can leverage is education. This can come in the form of training or just providing employees and customers with the content to educate them about the company. A great example of this is product-specific videos or slide decks that employees can use to educate themselves internally. On the customer side, a short whiteboard video explaining a concept or a product will help them understand what the company does and how the company does it better. Knowledge is power, which is exactly what educating content gives your employees and customers.

The other route is formal training. For employees and customers alike, training can be beneficial. Employees can get a deep dive into the products, its use cases, and more to be able to communicate that to fellow employees and externally. Customers can use education training tools such as webinars to learn more about a concept and its application to bring it back to their own organization. The benefits of education for employees and customers are limitless, but what it can ensure is a greater breadth of knowledge on the company for both parties.

Giving your company the right tools doesn’t only benefit employees and customers; it impacts your ability to provide the right communication and the right place at the right time. Communication is key to growing and nurturing relationships. So, do yourself a favor and invest in communication tools; you won’t regret it.

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