Delivering a great client or customer experience isn’t as simple as it sounds. Professionals who deliver services to either businesses or individuals may assume there is only one way to do it “right.”  While there may be standards and best practices, an exceptional experience is based on the client’s perception – not yours – but you can indeed affect how your clients and customers feel when they work with you.  After all, their experience isn’t just about the outcome, it’s about the process.

With that in mind, start a project the right way by talking your client about their expectations and preferences.  Ask about their timelines, when they want to see updates, how often they want communication, and how best to communicate (phone, zoom, in person, text). Clients can be lost and won on the basis of responsiveness, so make sure you know how quickly they expect return phone calls and emails.

These seemingly small details add up to how your services are perceived. You were hired because you are skilled in the service you provide, but never forget that you are not the only option. Competitors are ready and willing to take your place if the experience is subpar – even if your services are excellent.

Communication is always critical, so consider using some time (free of charge) to interview your client and ask how things are going. These periodic check-ins will serve you well in two very important ways. First, you will be able to troubleshoot any small issues before they become big ones and give you an opportunity for correction. Second, the client’s experience is enhanced because you cared enough to ask for honest feedback, and your quick efforts to improve will be remembered.

If you’ve ever heard the term “it’s not about you,” it definitely applies here. Confidence in your company’s expertise does not directly translate into “the right way” unless you and your client are in agreement on the expectations.  Establish those early, check in often, and when you have a happy client in the end, the referrals will follow.

Your website is the digital face of your organization or campaign. Though funds may be lower than desired for your web design, this is not an area where you should skimp when it comes to price or time. Well-designed sites are more trustworthy.  People are more likely to stay on your site and learn your story as well as contribute financially if they feel they can trust your organization.

Our tips for a trustworthy site:

Keep it Simple:

• Don’t clutter your site with tons of random pictures
• Use no more than 3 fonts (only use 2 if you can get away with it)
• Don’t go crazy with your color scheme. Your scheme and palette should reflect your mood as an organization. Need ideas? Adobe can help you with that.
• Make sure your navigation is easy to both find and use.

Show Your Purpose:

Why do you want people to get involved in your organization? Why should they buy your product or invest in your services? Put this information upfront and center, don’t hide it away!

Keep Your Site Current:

No one likes finding outdated information when they are searching for contacts and events. Make sure your website’s information is up to date. This includes regularly editing bios, pictures, and calendars as well as making sure there are no broken links throughout your site. Being as up to date as possible will make your organization or company current, and in turn visitors will be more trusting of the information you are providing.

Show Your Personality:

Don’t forget, as this is your organization’s digital “face,” to show off your personality! Use imagery and color schemes that best represent your team and work culture.  Don’t be afraid to have fun, but always make sure that whatever additions or edits you make to your website should still stay true to the tone of your organization’s mission.

Communication is often at the core of many dilemmas or disagreements, whether personal or professional. At NP Strategy, we personalize in professional communications issues and help our clients find solutions to complex problems. Effective communication with media, stakeholders and business partners can impact your success. However, dealing with press conferences or media relations on a day-to-day basis won’t always solve your communication troubles – sometimes the messaging needs to occur within your company.

Internal communication is the function responsible for effective communication among participants within an organization. If the messaging does not line up within an organization, it will be hard to sell a united front message to the outside (media, stakeholders, etc.).

Building a strong, internal communications culture is vital to the success of team members, which leads to the overall success of an organization.

Here are three ways to build your internal messaging:

1. Engage employees: If leadership sees that communication is just gossip or toxicity around the water cooler, it is time to identify the gaps between the current vision and what the employees are actually feeling. Through anonymous surveys or small meetings employees will have the chance to have their voice heard and leadership can gain a true understanding of what needs to change.

2. Metrics: We monitor metrics for clients, but do we monitor them internally? If leadership is sending out multiple emails a day that employees do not read; there is a problem. Monitor the metrics and then discuss if pivoting to a different method is better. Weekly team calls or in-person meetings with a defined agenda can provide weekly messaging without bombarding an inbox.

3. Focus on the Message: Don’t get frustrated with pivoting and the reworking of internal communications. However, don’t lose sight of your company’s core mission and vision. Stay true to your foundation, and lead with clear and open communication.

Strong internal communication leads to even stronger external communication. The impact on your company will be positive and sustainable. Never be afraid to get back to the basics and grow the messaging from the ground up. Your staff will engage better with you and each other.

Dr. Seuss once said, “The writer who breeds more words than he needs is making a chore for the reader who reads.” Simply put, superfluous pieces are a one-way ticket to decreased engagement. Readers are looking for a few things – usually based on the who, what, when, where and why. These are the important details – tread lightly with anything extra.

Since grade school, we’ve been conditioned to believe that more is better. From word count to page number requirements, we’ve developed “fluffing” habits. Truth is, fluff is not equal to detail. Furthermore, it is distracting. Where readers should be gaining valuable information, they get caught in a whirlwind of hyperboles and anecdotes. Sure, when used appropriately, literary devices can be entertaining and help to craft a beautiful message, but just like everything else in life, there is a time and place for them. Here are a few tips on how to keep your audience engaged through concise writing.

Don’t get caught up with fancy language

When reading for leisure, readers will appreciate not having to think too hard. You don’t have to write on a third-grade level to be relatable, but keep it simple where you can. Avoiding jargon-heavy writing is best, too.

Edit, edit and edit again

The revision process helps you eliminate unnecessary information and consolidate your thoughts. Constant reiteration falls on deaf ears, so stating your point succinctly is the way to go.

Put yourself in the reader’s shoes

Consider your audience demographics. Are they on the go? Even if they’re not, would you want to read a dissertation to get basic information?

Don’t use the conclusion as a summary

Eliminate redundancy by making the big point with your conclusion. No need to reiterate the same points you made previously.

It’s no secret that our nation is increasingly diverse. In fact, groups that once were considered minorities, now represent the majority of our population. With that in mind, what does “inclusive content” mean? Simply put, it is content that serves and resonates with many people with different characteristics, backgrounds, and identities. It is content that truly reflects the diverse communities that make up the world we live in.

There are a few steps you can take to make your audience read, listen and see content that makes them say “yes, this brand is speaking to me, I can relate with this, and I can consider what they are offering.”

Acknowledge the many faces of diversity

As the old saying goes, there is no “one size fits all” approach. Diversity means a lot more than gender and ethnicity – it includes age, location, sexual orientation, socio-economic position, learning abilities, and beyond. Besides, more often than not, audiences are not homogeneous groups.

Revise tone and language

Keep empathy, context, and nuance top of mind when drafting your message. Show your audience that you recognize their unique characteristics, values, and personal journeys.

If you are trying to reach a specific group who prefers another language that’s not English, go beyond the simple translation of content. Authentic and personalized content will help you better connect with your audience. After coming up with a phrase, caption or slogan, put yourself in your audience’s shoes to understand how it could be interpreted.

Representation

Have you ever had trouble relating to ads, TV, or other media because it told stories of people with lives that were vastly different from your own? If so, you’re not alone. Now, imagine what a differentiator it would be if your content incorporated real and diverse voices.  If you are thoughtful about the images, videos, and visuals that represent your brand, you will make people feel empowered and heard.

Crafting inclusive and relatable content isn’t an easy task. But when you do it transparently and genuinely, it will have a powerful impact on your brand, employees, customers, and the community.

What makes good storytelling in a video?  

Since the invention of cameras, communicating through video remains a go-to method to tell stories, entertain or share a message. Now, with short attention spans and the internet age, communicators continue to rely on video storytelling as a compelling and creative way to set their organization apart. Telling a story through video is an excellent way to highlight your mission or the great work your organization is doing. Once you have the means to produce a video, it’s important to know what makes quality storytelling through video.

A compelling story goes beyond the dry announcement-type videos that involve the use of a teleprompter. Sometimes that style makes the most sense in a situation, but don’t underestimate the power of good storytelling. Humans are hardwired for stories. We have told, listened to and connected over stories since the beginning of time.

A story requires the right interview subjects.

A great story will capture emotions, create an experience and connect your viewer emotionally to the character. As we learned in journalism school, a storyteller wants to connect with a “real” person, AKA the “character” of the story, rather than solely officials. Without that compelling character, your story is not relatable and bland. For example, say we are sharing about a new internship program at a company that gives high school students a glimpse into the real world. It doesn’t hurt to hear from the CEO or program director to give the facts and benefits of the program, but don’t stop there. If you want to connect with your viewers on a deeper level, let’s hear from the students themselves.

Get personal: Ask thought-provoking questions that go a layer deeper.

Storytellers want to capture and share the characters’ personalities and emotions. In this example, questions may look like this: What were your thoughts starting this program for the first time? Talk about what you’ve learned and how you’ve been personally stretched. How does this experience launch you toward your next step?

Remember the basics.

Amid an ever-changing technology landscape, storytelling basics have never changed. Whether you realize it or not, we all know storytelling 101. You see it in your favorite movies and TV shows. What makes a good story is the initial buildup to the climax, conflict, heartbreak, or victory. We’re not talking about making a big movie production here, but the principles remain because they hold the viewers’ attention and draw them in. We, as storytellers, want to know our characters’ backstory – where they come from, how their lives have changed, etc.

Capture people in their element.

We’re talking video here, so the visuals deserve as much attention as do the interviews. Powerful interviews must be accompanied by powerful images. Visual storytellers are looking for opportunities to capture their characters in their element. We want candid, transparent moments to open the viewer to their world. A good videographer/storyteller will make it feel as if the viewer is there in the room.

The point is to capture a narrative that helps tell a bigger story. In my experience as a journalist, it can take some people time to warm up depending on how comfortable they are in front of a camera. But remember, everyone has a story waiting to be told. The good news is, our team of former journalists is here to help subjects feel comfortable and natural on camera. We are equipped and ready to hear your story and craft it into a compelling masterpiece that moves your business goals forward.

A wise woman once told me to stop trying to recreate the wheel – no matter how much work or how many hours go into your articles, if it’s not what your audience wants, they’ll simply keep ignoring it.

I tried explaining that my version of the wheel was brighter and shinier and, most importantly, mine, but the audience apparently missed the memo, too. The clickthrough rates proved it.

After a few months of sluggish newsletter engagement, we finally went back to the playbook and chose Ol’ Reliable: nuke the old plan and start from scratch. The new plan is a slender, listicle-style shell of the old format. It’s meant to be scrolled and is littered with hyperlinks, a choose-your-own adventure of opportunities for the readers. The engagement rates? Spiked.

From this, I learned two great lessons:

• Don’t hold on to your plan so tightly. As communicators, our line of work dictates that we be agile, constantly rewriting and doodling in the margins of our own playbooks. Media and communications channels are continuously changing, so we need to adapt quickly to the evolving landscape. Be like water and stay fluid. Plus, it stings a little less when it’s time to hit the big red button and incinerate your beautiful little idea.
• People want bites of content. Bite-sized information. Brain snacks for busy lifestyles. Everyone has opinions that, shockingly, they want to share. Fold in social media, and those same opinion-holders are trying to ‘go viral’ authoring the next great think-piece. You don’t always have to contribute to the noise. Read some great articles lately? Hyperlink those!

Your investigative journalism style think-piece was absolutely well written, well researched and made several great points, but what are the odds your audience is really digesting it in your newsletter? Cut it in half, divide by four, and finely mince – now you’re getting closer.

The thing is, communicators are usually competing for people’s attention, and the inbox is a messy battleground to contend with. People open your newsletter and scroll, looking for keywords to hold their attention. You have five seconds (or less) to hook someone in; otherwise, it’s off to the Trash – or worse – the Subscription Preferences page.

For companies with an online presence, there are several ways of executing a successful social media strategy. In this article, we’re going to discuss effective social media engagement. Engagement shows how people are interacting with your content, and signifies that you’re dedicated to making an impact on the market. Through purposeful connections with current and future customers, social media engagement can help amplify your brand’s name.

How is Social Media Engagement Measured?

Most companies strive for a significant social media following, but maintaining an engaged audience is even more significant. Social media engagement can be measured through:

• Comments
• Likes
• Shares
• Number of followers
• Mentions
• Hashtag engagement

With so many elements to consider, it’s important to prioritize content quality as much as quantity.

Increasing Your Social Media Engagement

First, examine your current engagements. Take note of how many people like or follow your page, as well as how many of them typically engage with your posts (how many comments, reactions, or shares per post). There are several other engagement metrics you can track as well, like the Applause Rate (the number of positive or approval actions on a post), or the Amplification Rate (the ratio of shares per post to your number of total followers).

Establish a plan to monitor these numbers, so you can accurately track your growth over time.

Now that you have your numbers, it’s time to get to know your audience and determine your content strategy. Your audience will determine the tone, language and resources you use to relate to them.

Last, create and share content your audience will find valuable. Interacting with your audience through engagement with their posts or responses will create a rapport among your followers. This is more likely to spark conversations, or leave followers proactively reaching out to your brand. If you only ever talk about how great your brand is, your followers will lose interest and quickly tune out.

Keep the Conversation Going

Once you’ve finally gotten your message out there, it’s imperative to keep the conversation going. Responding to your audience shows that you’re invested in what they have to say. Respond to direct messages and reply to mentions or comments. Proactively reach out to people who are talking about you but didn’t tag your account directly. Putting in a little bit of effort goes a long way in showing your audience you really care.

I recently celebrated five years at NP Strategy. Since I began as the first full-time employee, we’ve built an incredible group of 25 individuals across two states and five cities. We provide a number of services, but I’ve always felt most ‘at home’ in our stakeholder engagement efforts, where I can combine communication skills developed during my years as a journalist with the engagement strategies I used during my time as a political operative.  I’ve relied on both while assisting corporations and small businesses with some of their most difficult needs.

However, when I think about this service and how it has affected me and the people I work with each day, the most meaningful influence can be traced to my days working with Congressman Jim Clyburn. His skill of being able to combine his notable aptitude to help his constituents with his skilled understanding of how to use his political capital at the precise time it’s needed is one of the most intriguing things I’ve ever witnessed.

Recently, national political reporters Amie Parnes and Jonathan Allen released an excerpt of their book, “Lucky,” due out in March. It highlighted February 26, 2020, when Congressman Clyburn’s endorsement of then-candidate Joe Biden changed the landscape of the election, and with it, the course of our country’s future. To appreciate Congressman Clyburn’s instinctive ability to affect substantive change, thus providing an opportunity for his constituents and the country as a whole, you have to appreciate his history.

His younger years, growing up in a parsonage in Sumter, South Carolina, shaped his worldview. He has never forgotten where he came from and his best quality as an elected official has been his ability to truly listen to his constituents. He is currently in his 15th term as a congressman, where he serves as the third-ranking Democrat in the House as Majority Whip.

Congressman Clyburn has been a staunch supporter of many important pieces of legislation. He was critical in the passing of the Affordable Care Act and consistently focuses on the growth and opportunity for HBCU’s across our country. He has also introduced the 10-20-30 formula, which would fundamentally change how persistent poverty communities in our country are funded, thus giving them the opportunity to grow and thrive.

I became Congressman Clyburn’s Communications Director in 2014 and learned so much from him during our state’s most recent difficult moments – the shooting at Mother Emanuel, the removal of the Confederate Flag, and the 1,000-year flood in Columbia. For me, it was a masterclass in compassionate, effective leadership.

I’ve tried to walk a similar path in helping clients navigate their own journeys, both professional and personal while helping build our industrious communications firm. And yes, it is these blessed experiences that have shaped my history and, hopefully, our shared future.

For businesses, success can look like many things: bottom-line revenue; year-over-year growth, etc. Though, not all success is as easily defined as a metric or data point. When it comes to customer or client retention, it’s vital to go the extra mile in your service or work.

Author Napoleon Hill defines going the extra mile as “rendering more and better service than that for which one is paid.” That applies to both client and colleague relationships: remembering birthdays, sending a note, accepting an extra task if it means helping accomplish a goal. A simple “great job” note can make all the difference.

As a leader or teammate, remember to periodically reflect on why you’re here and who you’re serving.

When I recently made a career move, several new teammates took the time to welcome me, answer questions, and send greeting cards. It made me grateful to work alongside them, and we should all strive for a similar reaction from clients: give them a reason to be grateful for your partnership.

As humans, going the extra mile might not always be the easiest or convenient thing to do – we often want to cut corners or just “get by” in the most expedient way possible, but always remember you have a vested interest in your clients’ success; when they succeed, you benefit, and potentially open the doors to earned opportunities. Going the extra mile sets yourself apart. What kind of experience do you want for everyone involved?

Listen to your clients’ needs so you can know how to serve them, and how best to demonstrate your position as a partner in their success. They are giving you their loyalty. Ask: what do you need? How can we accomplish this together? Sometimes, it can be as simple as sending a note to say, “I appreciate your business.”

Providing a first-class product or service means being willing to do follow-up outreach, and welcoming any and all feedback that may follow to ensure that you’re being as supportive a partner as possible, both in client and colleague relationships.  Maximize that effort, then watch the tangible and intangible rewards unfold, like referrals and positive relationships. Give them a way to succeed and a reason to stay, by going the extra mile.