How can you personalize communication channels for scalable relationship building?

💡 Personally, I believe that the strategic alignment of communication channels with business goals is pivotal. 🔍 Audience Preferences Different demographic groups often prefer different channels. Understanding these preferences ensures effective communication. 🌐 Channel Characteristics Each channel has unique features. Identifying these can optimize the delivery and reception of messages. 🔄 Feedback Mechanism Channels vary in their ability to provide immediate feedback, crucial for real-time engagement and relationship management. 📌 Selecting the right channel is about aligning audience preferences, channel characteristics, and feedback mechanisms with your communication objectives.

In opinion, channel selection related to the purpose of communication and the targeted stakeholders. And it is very much related to work culture we are belonging to. The selection related to how effective and favoured by receiving stakeholders. For example email communication is a must for corporate communication top down in Middle East but it is not necessary the same in Denmark.

From my experience, before deciding on which communication channels to use, you need to develop a stakeholder engagement action plan. Why? You need first to become clear in the problem or issue you are trying to solve and which stakeholders are involved. Once you are clear in the issues, and you have mapped your stakeholders accordingly to how they feel about the issue or what role they play, than in the communication section part you can identify your communication lines to take and how you are going to communicate to influence, persuade or engage them from point A to point B.

To ensure transparency, the selection of communication channels becomes important. For example, it is preferable to have a video call with key stakeholders to address their concerns and bring them together to sign off on a project, rather than sending an email that may be overlooked among numerous other emails.

Communication channels are important. However, it’s worth noting who your audience are and how to best engage with them. LinkedIn is a growing communication platform and works well for people with similar interests and has been effective for me in recent years.

One of the best ways to convey effective and relevant communication to a determined audience is through cross-channel communication efforts. Cross-channel utilization for important messaging is a way to redirect an audience's attention through different mediums back to the source of the message and the communication itself. If you are working in a multi-department organization, this can be effective in appealing to each department's main engagement platform while directing all departments to a single message. A pitch-deck with on-brand visuals invites each department's financial analysis of a future initiative. The initiative is the message but the contributive tactic allows each department active engagement through various channels.

From my point of view, creating messages that resonate with each group's interests and needs really come in handy. For instance, we work with farmer groups here at GBIACK, sharing success stories from local farmers for the farming community or volunteer testimonials for potential volunteers by employing different communication methods like phone calls, emails, and social media. For instance, sending personalized emails with relevant information or updates tailored to specific groups, like farmer training programs or volunteer opportunities really helps.

It is amazing to me that over 45% of organizations do not have an internal communications strategy (pulled from Axios HQ data). Communication channels should be documented in organization norms and employee policies. Employees should know what is expected of them to communicate, when and where. More channels does not equal better communication.

To personalize communication channels at scale, gather and analyze customer data to create profiles and understand preferences. Segment your audience, choose the right channels, and personalize content and messaging using dynamic content and automation. Embrace data analytics, A/B testing, and continuous adaptation, while prioritizing customer privacy.

Most humans needs to receive information seven times before retaining it fully. This includes different formats - written, verbal, visual. If something is important to the organization, ensure that the information is available and repeated in all of these formats. For example, on the organization intranet (SharePoint homepage), consistently shared on instant messaging platforms (maybe a weekly Friday reminder post or video post), and shared verbally when the team is together. Ask employees: "what is the channel that is most likely to be missing information or cause miscommunication?"

𝐌𝐲 𝐐𝐮𝐢𝐜𝐤 𝐓𝐢𝐩𝐬: Writers: Twitter/X: Share concise thoughts, updates, & engage in microblogging. LinkedIn: Craft articles & network with industry peers. Newsletters: Develop in-depth content for a dedicated audience. Email Marketing 📧: Create targeted campaigns Speakers: YouTube: Produce video, tutorials or vlogs. Podcasts: Host discussions, interviews, or share expertise. Videos: Develop short, engaging clips - all platforms. Conferences 🎙️: Participate as a speaker, share insights, & network. Art/Design: IG: Showcase visual content, behind-the-scenes, & stories. FB 🎨: Build a community and nurture TikTok: 60 sec or less Readers: LinkedIn 📖: Share articles, industry trends, & engage in discussions.

When evaluating the channel, do not forget your audience's needs. Is the channel available in their region? Does the audience have enough bandwidth to access high bandwidth required channels, etc.? For example, TikTok is currently banned in many companies. So, choose your channel wisely.

Más allá de todas las estadísticas e informes que cada canal que mantengamos nos pueda brindar para su evaluación, lo más importante siempre serán las personas y sus necesidades, en mi experiencia, el recibir comentarios y contribuciones para mejorar los gráficos, el contenido o cualquier tema relacionado a lo que se comunicaba, era de muchos más valor, que saber ¿Cuántos han abierto el correo o de menos lo han recibido? Pues una cosa es tener la información al alcance y otra muy distinta saber si lo leyeron y sobre todo si causo un impacto favorable en ellos.

Évaluez les canaux en analysant leur portée, leur pertinence pour le public cible et leur efficacité à transmettre votre message. Les modes de communications sont pertinents en fonction de la cible et de ses habitudes de communications. Si celle-ci est sensible au papier parce qu'il s'agit de son mode de communication, il ne sevira alors à rien de mettre en place une stratégie digitale.

After knowing a list of channels which your target group accesses, evaluate which ones are suitable for them and you. Assess factors such as the cost of using such channels, technical know-how of how to use such channels in your organisation, and other strengths and weaknesses of such channels. Using multiple channels is better than using one because most of the time, people change attitudes and think of trying and practising new behaviours when they get information from various sources. Of importance is interpersonal channels, too.

A mon sens, pour évaluer l'efficacité des canaux de communication, il faut considérer des critères tels que la portée, le coût, la rapidité, le feedback, le contrôle et la qualité. Choisir le bon canal dépend de l'objectif spécifique : pour une diffusion large et rapide, les réseaux sociaux et les e-mails sont idéaux, tandis que pour un contrôle plus précis du message et une qualité supérieure, les webinaires ou podcasts peuvent être plus appropriés.

Il y a une forme d'écologie et de responsabilité des communiquants. À la question : "je veux publier pour qui et où", une partie de la réponse pourrait être d'identifier clairement à quel point ce que je publie est indispensable pour la personne qui le reçoit. Est-ce que je publie pour participer à cette sur-diffusion d'informations contribuant à l'infobésité ou est-ce que je publie pour apporter une réelle plu-value ? Par ailleurs, posez-vous une question pratique : demain j'arrête de publier sur tous mes canaux, que se passera-t-il ? Sur lesquels mon absence sera remarquée ?

To enhance your communication, assess channels based on criteria like reach, cost, speed, feedback, control, and quality. For instance, choose social media or email for quick and cost-effective outreach to a broad audience, but opt for webinars or podcasts when prioritizing message control and ensuring high quality. Stay attuned to emerging communication trends for a dynamic and engaging approach.

Know your audience - Be mindful about the channel's audience and their expectations from the content. Connect with the followers/subscribers of content from the specific channels and understand what they want to see. Be the audience - Imagine if you are a follower/subscriber, what would you prefer to see from various channels of any brand which is relevant to you. This will help you avoid any potential blinders/tunnel vision while creating content Start with ungated content to gauge the interest of the audience. Put CTA for subscription to Gated Content. Provide differentiated content to anyone who signs up for it so that they know that you value their effort and intent to consume your content

Knowing exactly who is your "Audience" that "one individual" (who may represent a Class segment) is key be it during an Elevator pitch, within a small room or a large gathering, or Social Media platform !!

To effectively and efficiently tailor your content to each channel it will require one to mirror the segments they serve with the most influential and impactful ambassador approach. Omnichannel marketing recognizes that consumers today use multiple touchpoints to make purchases, and they like to do so with people and brands that they like, trust & respect; and brands that recognize their expectations. Omnichannel marketing helps businesses synchronize channels through optimization, personalization, tailored messaging, authentic storytelling, and measuring consumer behavior. The overall goal is to meet the consumer where they are and provide innovative and consistent personalized experiences that drive business growth and brand loyalty.

Recently, in a marketing project to promote an event, we focused on customizing communication for different channels. In emails, we made an effort to create clear and formal subject lines, structuring the content in an organized manner with bullet points and headers. On the other hand, on social media, we adopted a more informal and appealing tone, using catchy headlines and adding emojis and images related to the event. The audience responded positively to the email, appreciating the formality and structure. On social media, the interaction was notably higher, highlighting the importance of using a friendly tone and visual elements to capture attention and convey the personality of the event.

Clear thinking and concise writing transcends channels, and being able to explain essential ideas in different ways ensures clarity.

In my experience, getting to know the target audiences in person, actually visiting the cities and areas where they live, works in the long run. We live in an ever-changing world but also a real-world besides what we see through a computer or data. It is not impossible to allocate time and resources to in-person research and other activities. Our understanding of a group or a segment is enhanced by our in-person experience with them, often challenging pre-notions about people and stereotypes. The receiver will trust your messages more if they have a face to recognize as a sender. It is easier than we think, and it works!

In fast changing world, considering the different devices are important. You need to ensure how the content looks on various devices. If your channel is not user-friendly on mobile devices, either people may not be attentive or not join the session.

When the time comes to create tailored content for each channel, there is no data like first-hand data. Invest some time in each of the channels you're evaluating. Get to know the flow, the people, the topics, and the etiquette. There is no handbook, no easy guide, and no consultant that can tell you what people do, how they behave, and what they expect in every different platform. If you truly do not have the time to explore, research and understand, then experiment: craft content as fast and as cheap as possible, and put it out there. People's reactions to it will tell you all you need to know.

Personnalisez le contenu en fonction des spécificités de chaque canal pour garantir la résonance et l'engagement du public. - Un format adapté : par exemple le formaliste n'est pas le même pour un courrier que pour un mail. - Le ton : par exemple on ne s'adresse pas de la même façon à un public corporate qu'à une cible familiale ou plus jeune - les visuels qui sont à adapter à ce que consomme votre potentielle audience.

Sur les réseaux sociaux, je préfère opter pour des titres captivants, un ton plus décontracté, et l'utilisation d'emojis et d'images pour exprimer émotions et personnalité. Chaque canal nécessite une approche unique pour maximiser l'engagement et l'efficacité du message.

It's okay to make small adjustments to cater to a platform's style and format. However, the overall company's tone of voice should remain consistent across the channels. People should read integrity as they browse across your various media channels.

La IA en caso de quedarnos sin ideas o no saber como mantener el tono mismo de la organización, puede ser nuestro mejor aliado y una herramienta poderosa para apoyarnos en la redacción. Dar coherencia y generar engagement a cada mensaje que se lance, sin perder la formalidad, es uno de los objetivos que nunca debemos perder de vista.

Tailoring your tone and choice of words based on your audience can make all the difference. Whether you're addressing professionals or selling your product, maintaining a professional tone will help you convey your message effectively. If you're a chatbot handling a customer, being empathetic and friendly can make a significant impact and help your customer feel heard and understood.

Tone should always match an organization's personality. That might be weird to say, but every organization has a tone and a personality. If you are an organization that uses emojis and gifs in staff meetings, do it. If you are a more formal organization that keeps it more formal, that's OK too. Where tone should be discussed and have clear expectations is externally with clients or a public audience.

For some, setting up internal feedback loops - focus groups, informal reviewers, etc. - helps to ensure that you are hitting the right tone with your messaging. It's also helpful to have an internal communications guidebook that defines each channel, its audience, and illustrative examples of tone and structure.

Le ton de la communication doit varier selon le canal. Pour un site, il faut privilégier un ton neutre et professionnel, évitant jargon et humour. Pour un chatbot, optez pour un ton conversationnel et amical, avec des salutations et des expressions engageantes. Tout ceci doit être évidemment en accord avec le positionnement de la marque. L'ajustement du ton renforce la résonance du message avec le public et améliore nettement l'engagement.

Ajustez le ton et le style de communication pour correspondre aux attentes et à la culture de chaque plateforme ou canal et à l'audience également

💡 𝐒𝐨𝐜𝐢𝐚𝐥 𝐭𝐨𝐧𝐞 𝐦𝐚𝐭𝐭𝐞𝐫𝐬 𝐬𝐢𝐧𝐜𝐞 𝐭𝐡𝐞 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐬𝐡𝐢𝐟𝐭𝐬: 𝐈𝐦𝐚𝐠𝐢𝐧𝐞 𝐭𝐡𝐢𝐬 𝐰𝐡𝐞𝐧 𝐜𝐨𝐧𝐬𝐢𝐝𝐞𝐫𝐢𝐧𝐠 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐓𝐨𝐩 𝟓 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬: 𝘜𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 𝘗𝘭𝘢𝘵𝘧𝘰𝘳𝘮𝘴: Facebook: The hometown neighborhood (don't get comfy here) Linkedin: The online biz network party (get in the digital party!) Twitter/X: The happy hour spot (drop in occasionally) Instagram: The afterparty 📷 🤳 (show off a bit!) Youtube: The lounge, edutainment hub (learn/relax) *TKTK: Talk to me - 60sec 𝘗𝘰𝘴𝘵𝘪𝘯𝘨 𝘚𝘵𝘳𝘢𝘵𝘦𝘨𝘺: FB: Entertain me 🎶 LI: Add value 4 me 📚 Tw/X: 1-line-hook me ✍️ IG: Show me🤳 YT: Teach me 👨🏫️ *TK: 🗣💃🎙️ #brandstrategist

Think about the tone of voice this way: Your brand's personality does not change across channels but your tone of voice does. Your tone of voice has to adapt not only to the channel but also to the topic and the target audience you are talking to in that specific context. For example, a sustainability report needs to be in a more professional and serious format overall. Yet, be bold enough to let your brand's personality shine through. This way, you don't only create a meaningful content piece but also strengthen your brand.

You are NOT your audience. When it comes to making your organization grow, what you need is adoption: people who want to buy your products or hire your services. Metrics that you DON'T need are: Do you like it? Does it make you want to buy? Does it make you sound cool? Metrics you DO need are: Does your target audience like it? Does it make them want to buy, ask questions, engage? Does it make them interested?

Personalizing communication channels for scalable relationship building involves using technology and data to tailor messages to different audience segments. It includes segmentation, data analysis, automation with personalization, dynamic content creation, interactive communication, AI integration, a multi-channel approach, feedback utilization, personalized customer service, and maintaining consistency and relevance in messaging. This approach allows for widespread but individualized engagement, fostering stronger relationships at scale.

Utilisez des outils d'analyse pour surveiller les performances et recueillir des retours, permettant ainsi d'affiner et d'améliorer continuellement vos stratégies.

Make a conscious shift away from traditional channels and adopt empowering client-centric communication solutions instead. Educational Email Courses, for example, are highly targeted to meet your potential clients at their point of need. Knowledge is power, after all, so when you educate your target demographic you build trust and credibility that fosters meaningful connections and transforms them from passive consumers to engaged clientele. This approach empowers your leads and clients to make confident and informed decisions. By stepping away from generic communication strategies and adopting problem-solving, client-centred procedures instead, you improve your communication channels and status as a thought leader in your industry.

If the Objectives and Core Messaging are clear and aligned - everything else will fall in place ! Creativity must not be sacrificed for want of resemblant communication!

Be relevant! We think a lot about reach, likes and impressions. Focus on your personality and your skills. Don't do everything, be relevant first. Then optimize your wording, sentence length, clarity and appropriateness.

It's important to have a well-designed and fully supported strategic communications plan to work from. It needs to be a working document, a prescription, to ensure that each channel owner is on board from the outset. While every communications program needs to adapt over time during the campaign, you want to avoid "one-offs" created by those who were not aligned in the beginning.

𝘾𝙤𝙣𝙨𝙞𝙙𝙚𝙧 𝙩𝙝𝙚𝙨𝙚 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝𝙚𝙨: • 𝐂𝐫𝐨𝐬𝐬-𝐂𝐡𝐚𝐧𝐧𝐞𝐥 𝐈𝐧𝐭𝐞𝐠𝐫𝐚𝐭𝐢𝐨𝐧: Connect your platforms for unified experiences. (Include a CTA 🔗 together) • 𝐂𝐡𝐚𝐭𝐛𝐨𝐭𝐬 & 𝐀𝐈: Use for instant response/issue resolution. (Pop ups on website)🤖 • 𝐈𝐧𝐭𝐞𝐫𝐚𝐜𝐭𝐢𝐯𝐞 𝐂𝐨𝐧𝐭𝐞𝐧𝐭: Use quizzes, polls, or videos to edutain. (🎵 🤳) • 𝐔𝐬𝐞𝐫-𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐞𝐝 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 (𝐔𝐆𝐂): Encourage users to create & share. (Spark engagement!) 👏 • 𝐏𝐨𝐝𝐜𝐚𝐬𝐭𝐬 𝐨𝐫 𝐍𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫: Leverage auditory or ✍️ skills (if camera shy).🎙️ • 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥: Craft narratives - personal/client stories. • 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐯𝐞 𝐏𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬: Use CRM/PM tools to automate. ⚙️ #brandstrategist

I like to work with Miro boards to compare the different channels and make sure the messaging is consistent and complimentary across all channels.

Make sure to unify your key messages across all the channels. Although it is very important to adjust your communication according to different channels, different audiences, and various KPIs, it is more important to keep your organisation DNA in every campaign and through each communication!

It's always important to have a backup plan, no matter how confident you are about your initial approach. For instance, there was a person who needed to present their topic to a senior executive(SE) but was struggling to get an appointment. Eventually, the SE provided 20 minutes, but due to other commitments, the SE couldn't make the meeting. Instead, the SE suggested that the person explain their topic during the car ride to the airport. This was a critical moment, and luckily the person had a backup plan. He printed out a presentation with all the analytical data and was able to show it to the SE during the car ride. As a result, they were able to seal the deal. Always have backup plan.

Personalize communication channels for scalable relationship building: 1️⃣Gather and analyze customer data. 2️⃣Segment your audience. 3️⃣Choose the right channels. 4️⃣Personalize content and messaging. 5️⃣Utilize dynamic content. 6️⃣Embrace automation. 7️⃣Utilize data analytics. 8️⃣A/B test and iterate. 9️⃣Prioritize customer privacy. 🔟Continuously adapt and evolve. 👉 Visit my profile for more knowledgeable content.

Multiple channels pitching multiple personas lead to confusing branding and communications - Multi-perception among audiences can be disastrous

One consideration is to expand your "channel mindset" to include other institutional constructs, as they have their own communication channels. For example, if your company has employee resource groups (ESG), then there is a ready-made audience. The key is to work collaboratively with each ESG's leadership to customize and align both the change goals and the ESG mission.

There is one term for strategic communication: rhetoric. It is worth looking at both ancient and modern forms of persuasion. Start by reading Cicero and Knape.

Es importante que el mensaje llegue. La selección de los mejores canales en relación a las necesidades de comunicación y las capacidades de recepción del publico es clave. También lo es tener claro cuáles son las métricas que realmente aportan al objetivo e identificar las vanity metrics que son las que pueden generar desviaciones.

Gosto da maneira clara deste conteúdo, sobretudo por sua estrutura em etapas práticas e úteis. Utilizo em meus projetos, sempre quando o assunto é este, uma matriz do P de Promotion que consolida tudo que "comunica" em uma estratégia de marketing verdadeiramente transversal onde encaixo tudo isso. Vamos lá... do ponto de vista técnico, há 3 tipos de comunicação: a) Marketing Indireto: Advertising, Publicity, Advertorial b) Marketing Direto: Social, Sede, Filiais, Recepções, Frota, People, Providência, Site, Newsletter, Papelaria, Correspondências fisicas e digital, Publicações e afins c) Merchandising: Produto, Embalagem, Rótulo, Bulas, Instruções de uso, PDV, Vitrines, Eventos, Showroom, RoadShow, Feiras e Exposições, afins.

La narrativa tiene que estar adaptada a cada canal que se utilice para que se comprenda nítidamente, pero el “mensaje” tiene que ser único, el mismo.

Think about timing. For example, consider holidays or events that will affect your target audiences and include it in your communication. Here it might be important to works with segments and divide target groups into meaningful segments.