Communications: The Key To Attracting New Customers In The Marketplace

If you want your company or organization to become better known in the marketplace, so customers come to you instead of you hunting for them, you need a carefully planned and implemented communications program.

Organizational communications includes branding and brand names, publications (brochures, newsletters etc.), a good website that is search engine optimized, public relations (publicity), advertising and other media. Actually there are over 50 forms of communication you could use, and deciding which one is best for your objectives and budget takes careful analysis and planning. Let's briefly review the key options, then you can explore other pages to learn more.

• "Branding" is the broad term that refers to a consistent program of attaching your brand name and logo to every form of communication you use, but also having a concise branding phrase or Unique Selling Proposition (USP) that quickly signals one or more key benefits you offer customers. For example, Lawrimore's branding statement is "Creative Strategies For Your Success." No other agency that we compete with uses those exact words. The brand name that you use for your company is also very important and can have positive or negative connotations in the target market. Click on this link to learn more about: branding and brand names.

• Publications and graphic design are still very valuable communications tools in spite of the Internet. When a potential customer can hold in his or her hands an attractive brochure about your business and the benefits you offer, it provides a reassurance and convenience that the Web does not - and it doesn't even need electricity to work! You also need to give careful thought to the design of your business card, letterhead and envelope, as this is often the first impression a prospect gets of who you are and what you do. Learn more here about publications and design.

• Website design is more important today than ever before. Recent studies show that about 80% of both business and consumer buyers start their search for a supplier on the Internet. They go to Google, Yahoo or other search engines and type in what they are looking for. Amazingly many small businesses still do not have websites. And even for those who do, few of them are search engine optimized. Search engine optimization ensures that the website is designed for high rankings of key words which potential customers use when they are searching online. For example, this website has high Google rankings for "Charlotte marketing," "benefits of public relations," and other key terms. So Lawrimore will give you not just an attractive website, but also help you get ever higher rankings through search engine optimization. Learn more about website design and search engine optimization here.

• Public relations is the most inexpensive form of organizational communications, yet few small businesses know how powerful it can be. One electronic press release sent to the right media and distribution services can get the word out about your company or its services at absolutely no cost except for a little creative time.You don't have to depend on local newspapers or TV stations carrying your story, although it's great if they do. Internet Public Relations is a new field that allows you to get your story directly to potential customers who are searching online. Learn more about the benefits of public relations here.

• Advertising is different from other media in that you pay for the media space or time, and in return can have full control over your message. You've got to spend at least a few thousand dollars to make advertising work, and the longer you sustain it, the better results. That's because in both print and broadcast media, it often takes several exposures to an ad to get a prospect to pick up the phone and give you a call or visit your place of business. Yet because you are paying, you can keep that message going as long as you want, and reap the rewards. Explore more about advertising here.

So that's a good introduction into the main forms of communication and how they can help you attract more customers. To talk with a Lawrimore Inc. representative about your specific communications needs, questions and opportunities (at no charge), please use our online contact form or call 704-332-4344.