Much of this week, the theme of connection seems to have popped up where ever I went. Ways to stay connected online and face to face; the importance of connection in this crazy busy world; ways to communicate that don't remain ever unread or give us the ick.
This has got me really think about where we are in the world in terms of communicating with our audiences, our customers and each other as micro business owners. So many of us don't love social media in so many ways but I for one, have felt strangely at sea after losing my Facebook profile, despite feeling like 'I didn't really use Facebook personally'. On the other hand, others have said, and are getting, lots of interactions on socials that feel really valuable and are deepening connections and even relationships.
We're both in need of online communication, but exhausted by it. We both want to develop an email subscriber list that's fizzing with love, but are repelled by that process. We both love meeting up with fellow micros but then feel we can't fit it in.
This leaves us with a process to navigate. A process of livening up what we do, feeling into what is good for our audiences and those we want to communicate with and evolving communications plans that don't leave us, or our audience/potential/existing cutomers depleted and overwhelmed.
Here are some thoughts that might help liven up/add authenticity/better align your communication plan to better work for all:
What is the value. Given that all communication plans are just that, a plan for a two way communication between two humans (even if one of them heads a brand or the brand has a human feel), then we need to understand how our interactions are valuable. They're likely to be less valuable if they are simply marketing/broadcasting what you do most of the time, but perhaps more valuable if you're sharing insights, fun, advice, ideas, inspirations, background knowledge, thought leaderships, ways that help, anecdotes, how tos etc. So what is the real value in what you have to communicate? What valuable, added extra can you bring to your comms?
Deep dive into analysis. It's never been more important to really really really understand what makes your customer tick. If you're feeling overwhelmed by socials and ads and noise, then perhaps it's the same for your ideal audience? If you love and adore before and after videos or inspirational quotes, then perhaps this adds value for your audience. Get past just what they might need from you, and get to understand what they really want from you. Telling them about your business and what you have to sell can weave in and out naturally later.
The balance between look and substance. Especially in the Insta world, stunning, curated content has been 'it' for so long, but perhaps that isn't a good fit for your business? If you're a design led company making stunning products then perhaps curating the perfect look is key to your comms. However, for many audiences, substance is far more important. What are you or your brand really saying? How are you adding value and 'stuff' over the need for a perfect grid. I'm all for brand recognition, but I also find that communication that is more real, authentic, unpolished and 'connecting' works really well. If design perfection is needed in your brand, then think where the substance/background/insider communications come in. Perhaps you use emails, stories or Youtube video for that?
On or offline? Of course, online communication is fabulously flexible, useful and a cheap way to stay connected for a micro business. Online has its place. The Simply forum, socials, emails, video, pods etc are all brilliant, quick and allow us to comunicate at will. But is that everything or does it always need to happen the same way? Would your audience or customer value something more offline to ring the changes or help them not lose touch when they're overwhelmed? Do you want to ebb and flow between broadcast style online comms and intimate, live online comms? What about face to face or old school snail mail? Where could a personal message or a 121 fit in? Variety and balance might help cut through where a one dimensional approach has only created a one way conversation.
Avoid a comfort zone. This is tricky! I have been emerging more and more infront of the camera but I can't say that's been an easy process or that I always like the results but when I do, it does seems to gain a better two way communication. This is not a suggestion that it's selfies all the way, but consider point 1 around value and what your audience really values about their communication with you and your business. Is it getting to know you better? Does it feel like they resonate with your journey? Do they want to see how you make things to value your craft? Do they want more helpful ideas? One useful way to understand what that might be is to consider when in your life you create the best conversations or interactions. Can you make those situations happen in your business or replicate them online?
Be persistent. It's so easy to try something new or put some effort into an area of communication and for it not to take off and then move onto something else or give up. Communication, especially in this noisy world, take time and consistency. Of course, assess if your chosen comms plan is valuable enough for your audience and pivot or evolve where necessary. But...also remember that they are are as overwhelmed, busy, distracted etc as you might feel, so you're going to have to communicate quite a lot before your ideal audience starts to notice and communicate back. If you're sure that your comms plan is a good one, then give it plenty of time and consistently show up to deliver it before you throw it out as a bad job.
And on that note....how can we stay connected around this How To Guide? How can we turn this 'broadcast' into a two way conversation that livens, adds value and leaves us feeling fuller and not depleted?
My suggestion is to hop over to the forum and natter there. A few of you are regularly posting and interacting there and those that do, find the app an easy way to hang out with a couple of clicks. This space is algorithm free and entirely private and you can also set up private groups or 121 chats with other members. Click here to use the app.
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