Have you ever stopped to analyze how your company's communication is doing?
When we talk about the IT segment, we are referring to one of the most promising sectors in terms of growth and with a high potential to attract and retain the public both online and offline. After all, there was never a time when technological resources were as important as they are today. However, it is an especially complex area, which can make communication for IT less assertive if there are no certain precautions.
Many solutions offered by the IT business alone are difficult for anyone outside the field to understand. However, it is not enough to have great products or services if potential and current customers are not aware of their existence, benefits and differentials. In other words, as complicated as it may seem at first, it is essential to take a step beyond technical manuals.
This means creating content strategies with an easy-to-understand language and an objective look at the solutions. Not to mention the use of creativity to offer visually pleasing materials that meet the characteristics, pains and desires of your audience.
Thus, it is necessary to simplify the contents of digital channels such as social networks, blogs and email marketing. In addition to properly segmenting the audience, so that the actions reach your target audience.
A large part of the business community, especially the more traditional ones, tend to see communication as something superfluous, banal, an unnecessary expense. However, the impact of failures in this area is enormous for the bottom line of your investments.
Here are some errors that should be avoided internally:
Communication must be effective in all teams in your company, not just with customers. There are some mistakes that should be avoided, such as:
Bad weather among the team
Make no mistake, the organizational climate has a direct influence on the productivity, motivation and behavior of the team. Understand which negative points hinder the climate at work, have this information through feedback from the team. It may be simple things, but it's the details that make the difference!
Not setting goals for tasks
To be engaged with the task, the professional needs to be motivated. Let's face it, it's almost impossible to get motivated by something you don't understand the importance of. Show your employee the impact their work has on the company and how it is relevant to the whole.
Leave employees out of planning
As stated before, the professional must be aware of the company's steps. Not involving employees in planning, or at least not defining the points raised, encourages a bad organizational climate. Avoid causing a “separation” between the sectors of the company. The closer the employees are to the company's goals, the more comfortable they will be to talk.
Avoid the famous “cordless phone”
The way the information is passed on by the sectors must be as clear as possible, the closer the employee is to the initial information, the better for the team's engagement. If there is something that is common and is part of this “cordless phone” system, it is rumors. Many IT professionals are already shy about communication, leaving “uncertainties in the air” only increases the distrust of what is said and, consequently, the discomfort in socializing.
Avoid these mistakes when communicating with your customers
Not knowing who the target audience is
Don't take any action without determining who your target audience is. After all, the choice of channels, language, tone of voice and the subjects to be addressed must have as main pillar the characteristics of potential customers.
Use language that is difficult to understand
In order for your target audience to be attracted and loyal, it is necessary to use assertive communication. IT professionals have their own vocabulary, with technical terms that can be difficult to understand for those who are not in the field. In this way, count on professionals specialized in corporate communication and marketing to help them develop appropriate content. These should unite points like easy-to-understand words and brand authority.
Lack of humanization in communication
Even if your segment is focused on information technology, don't focus only on software, remember to use humanized, pleasant and cordial communication.
Read our article: Anthropology and digital marketing, the perfect union for your company , it contains important information for the humanization of your organization's communication.
Focus only on sales
Is it important to focus on sales? Yes, it is a lot! However, don't overlook the customer relationship. Hardly a business that is in need of the solutions that your offer will buy a product or hire solutions in the first contact.
That's because there is a purchase day, which starts when the potential customer knows a company, establishes relationships through the various contact channels, until sales and loyalty occur.
Therefore, create a strategy that shows the target audience that there is a problem to be solved and how it can be done. Only after these steps should the target audience be impacted with the products or services offered.
Insufficient communication channels
It is essential to have a good Customer Service (SAC) in different strategic communication channels, those that your customers use the most, such as: telephone, social networks and e-mail. THE digital and multichannel presence it is indispensable in any marketing strategy.
Do not carry out feedbacks and satisfaction surveys
Companies that are not guided by the principle of transparency and that do not listen to their customers are left behind the competition. It is necessary to communicate clearly and objectively with the public, resolve doubts, offer information and provide services.
Lack of attention
In the case of face-to-face or telephone service, lack of attention conveys the perception that the customer is being devalued. It's about not listening or, apparently, not giving importance to the client's problems.
Regarding the service performed digitally, the delay in the response indicates the same lack of commitment. Both situations cause dissatisfaction and negatively affect the company's image.
How is your IT company communicating? Are you making these mistakes?
A Amplifica Digital is a specialist in the technology area, offering customized marketing and communication solutions for the sector's businesses.
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