Just like people learn differently, they also communicate differently.
Businesses must have various digital communication channels that cater to as many people in their target audience as possible.
Some people love reading white papers on a website. Others would rather watch a TikTok video in under 10 seconds.
Welcome to our guide for essential digital communication channels for small businesses.
A company’s website should be Grand Central Station for a brand’s digital communication channel.
A website should have several ways to communicate with a target audience, such as:
- Contact us page with a form
- Chatbot with automated features or a live person responding
- FAQ pages to answer common questions
- Landing pages describing products or services
- Blogs with educational knowledge
- Clickable phone numbers to call
- Videos explaining products or services
- Still imagery (not stock photos)
Websites should deploy best SEO practices while also employing conversion rate optimization (CRO) tactics.
Text messages represent ways companies can connect with their audience. They can include links, call-back numbers, deals, offers, and messages tailored to each person that receives them.
Using text messages is generally cheaper than apps, yet they are very effective.
Open rates for text messages can be as high as 98%, according to Many Chat. While emails have an open rate of just 20%. Texts are opened within 90 seconds versus 90 minutes for emails.
Getting a reply to the text is a challenge.
That’s where compelling copy and an engaging message that resonates with a target audience are vital. Marketers only have a certain number of letters (maybe 200 to 300) in a text message to reach someone.
Like emails, UTM codes, and advertising, marketers can track text message open rates and responses through metrics.
Businesses should never neglect emails, even though they are a bit “old school” by now with videos, texting, and apps all the rage.
Obtaining an email is considered a warm lead because it takes a bit of effort to get one and for someone to give out that information.
People send over 290 billion emails every day.
They’re basic, but they are inexpensive and easy to use.
And emails still form the backbone of digital communications.
Facebook leverages emails to help people run Facebook campaigns because of its vaunted metrics and analytics.
Emails can also create nurture campaigns, send people a newsletter every month, send contracts and quotes, and set appointments.
Each social media platform has its own uses.
Facebook is the king, with nearly 2 billion daily users. TikTok is rising. YouTube is still there. Twitter is, well, Twitter. LinkedIn is great for professionals, but its metrics aren’t as good as they should be.
Customers love social media because they offer quick ways to communicate with companies, particularly with short messages, queries, or easy-to-solve problems.
Companies can drive referral traffic to websites, offer deals and discounts, announce specials of the day and opening times, and improve customer relations through social media.
But because of text or video limitations, the messaging must be on point. People rarely watch a Facebook video past 15 seconds. The first few words of a social media post must get to the point quickly or the audience is lost.
If a business wants brevity in digital communication, social media is the way to go.
When customers want to reach out to a company, they want a response right away. Live chat modules (almost like chatbots that are a bit more robotic and AI-centric) offer a way for customers to talk to a person on the other end.
It’s faster than social media and more convenient for the customer. Live chat is particularly helpful for companies that ship products, have a high volume of customer interactions, and want to offer something that competitors don’t.
Telehealth is booming, and live chat is a relevant way for doctors, nurses, and any allied health company to reach out to patients. Live chat modules must follow HIPAA and other privacy rules, though.
Similar to live chat, video chats are enormously popular. Everyone has seen FaceTime on smartphones.
Companies can leverage video chat to offer personable, one-on-one communication with customers, clients, and prospects to add value to digital communication.
Video chats can go a long way to allaying someone’s concerns about a product or service because face-to-face communication is one of the best ways to gain someone’s trust.
This technology is fairly easy to deploy because the infrastructure is already there: Almost everyone has a smartphone and they can download any number of video apps for free.
Vervology can assess your digital communication and web presence before suggesting ways to take your brand to the next level.
Talk to us to see what we can do for your small business.
We’ll be your partner every step of the way.