If you have a website, you need to have a comms strategy in place. A comms strategy simply means a focused way of disseminating information or communication that is important to your customers and prospects.
Most small businesses and even NGOs don’t have a communications department or even a communications person in charge. If they do have one, the person is usually dealing with writing marketing or sales materials, producing brochures or flyers or even coordinating with external parties such as customers and stakeholders.
Very rarely does that person have a specific role to disseminate timely and important information in a strategic manner.
What we’ve found is this – most small businesses and NGOs take to social media like Facebook to announce their events or promotions. This is all well and good until you realize that they have not even considered putting their announcements on their website first!
We see this happen all the time and it is truly sad not to mention frustrating as these businesses are happily creating more and more content for Facebook while neglecting their own website. No wonder no one visits their website – they’ve never updated any news or events right where their home base is!
This signals a true lack of understanding of the use of a business website. It signals laziness on the part of the business or NGO where they’re not smart enough to secure and announce their news on their website first.
You never know, most people may want to verify the news or announcement by visiting your website. But what do they find when they get there?
We’ve been repeating ourselves hoarse and sore since 1998.
Your comms strategy is to update your own website first with whatever new and fresh stuff you’re doing – it could be a new deal (well, 12.12 is coming so maybe a 12.12 promotion that you are running), a new business venture, a new partner in the pipeline, a new video, a new product.
Whatever it is, it needs to be on YOUR WEBSITE first. Once it is on your website, life’s so much easier. You can now copy and paste the link into all your social media pages.
When you do this, not only are you informing people what’s new, you are also clueing them in that you have a website!
Your comms person should be writing the announcement or article and updating this into your website. Only once this is done, does he or she take the link and paste it into Facebook. This also saves time as your one update now can be used far and wide! And when customers or prospects or partners need to verify if the announcement is true, all they need to do is visit your website!
So, tell me, do you have a comms strategy for your website?
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