When businesses are in a rush to launch services and get sales, having a communications strategy can seem like a luxury for a quiet offsite day some point down the line, but as the oft-quoted ancient Chinese general Sun Tzu said "Tactics without strategy are the noise before defeat".
In fact if your team is too busy to create a communications strategy, that is probably the time you need one the most. Why, probably because much of the activity keeping them busy is scatter gun and adding neither building your sales pipeline nor your reputation.
Common indicators we come across highlighting a lack of a successful communications strategy at tech businesses include:
Over-activity: New month, new priority. The end result: Everyone is confused, including your own team
Me-too messaging: messaging is key, but here all the communication has descended into a variation of “we are wonderful”
Lots of channels to feed, but no meat: email, PR, LinkedIn, blogs and Twitter all need fresh content and ideas to work well... but everyone is scratching their head about what to say
Feature-focus. Would you market Coca-Cola as a "sugary cola-flavoured carbonated beverage"? Many B2B and SaaS firms do the equivalent... is yours?
Tech-babble. We're not the only ones to have noted that far too many tech firms fill their website and marketing with techy jargon and Dilbert-style management speak. Does your's exhibit it? Ask someone impartial and unconnected with the business to review your website and see what they say.
"Everyone here knows what to say". In fact, they probably don't... get your team to write it down without conferring and see what comes back
Our forthcoming webinar will be covering what your communications strategy needs, how to create one and, most importantly, how to tell if it is a decent and distinctive one rather than simply the same as your competitors.
It is particularly for SME tech business directors and marketers. Do sign up to join in (or to get a recording if you can't make the date).