Communicating without a plan is risky business.
When you throw up post after post to see what sticks you’re playing social media roulette. It’s an ever-changing game where the algorithms are always stacked against you.
Like a house, a strong foundation lays the groundwork for success. For a business or nonprofit, the foundation is their story.
A solid foundation is built by diving deep to excavate, craft and share the story behind the organization. Today, that story is trendily referred to as the ‘origin story’. Too often organizations want to launch a website, attract attention on social media and ask people to sign up before the foundation is built. This can do more harm than good because your first impression will be one of confusion and instability. A well-crafted story, shared on a website with valuable, relevant content, speaks volumes about you and your organization. At minimum, a good website needs to include:
• A Homepage that is inviting, uncluttered and showcases the purpose of your company
• An ‘ABOUT’ page that clearly communicates the story of your organization
• Bios of the Founders that read like a highlight reel of their life, not a regurgitation of a
resume or company commercial
• Services/Products page that clearly defines what you offer to whom and why you are
the right choice for the clients you want to attract
• Testimonials of satisfied customers and employees that showcase how you made them
feel, solved specific problems and what it’s like to work with you
Like a good story, a solid foundation is unable to support a weak structure. Having a good product or service is merely the price of entry. Ensure what you offer is backed by actions in alignment with core values, customer service and policies/procedures that reinforce your stories because actions speak louder than words.
Core values are your framework. They rise as an extension of the foundation to embrace your organization and serve as guideposts in all decision-making.
Policies and procedures provide the insulation to protect you inside and out while ensuring a comfortable atmosphere for all working in and doing business with your organization.
Core competencies are the walls. They house the talent and expertise that shape the structure of your organization, making room for products and services that reinforce your core competencies.
Once you’ve built a strong foundation and the structure is in place, you’re ready to put out the welcome mat and open the doors.
A strategic trail of stories, placed throughout the right social and traditional media neighborhoods, reinforced by consistent and congruent actions create the curb appeal needed to attract your ideal customers, employees, volunteers, donors and the community to your doorstep.
Constructing a house requires a plan and is done in phases. The same is true for creating a solid communication plan. Clear, consistent, strategically planned and placed communication is key to realizing your organization's goals. A well-designed communication plan can help you:
- Build your brand
- Position you as a leader in your industry and community
- Connect with clients, employees, volunteers donors and the community
- Create customer evangelists
- Communicate effectively through targeted media channels
- Provide clear direction in a crisis
- Establish you as a valuable and reliable resource for the media and your industry
Contact me today because communicating without a plan is risky business.