You may have heard it said that “a confused mind takes no action.”
When it comes to interacting with potential consumers as a small business in the digital sphere, nothing is more accurate nor relevant.
Communicating with customers online presents a number of challenges that leave very little room for error (think: semantics, context clues, visual and emotional cues, etc.). If you’re planning out digital content and communications for your small business, you’ve come to the right place. Allow us to introduce you to four of your new best friends, “the four C’s of communication”:
The ability to effectively communicate with your audience is arguably the most important indicator for your small business’s success in the digital sphere. If your message is unclear, you risk confusing – and losing – potential consumers to the point of no return.
One of the most important lessons in creating effective digital content? Clarity trumps cleverness every time. You’re only allowed to get clever with your messaging when, and only when, you are 100% successful at communicating your message clearly and concisely— speaking of which…
Oxford Languages defines “concise” as “giving a lot of information clearly and in a few words; brief but comprehensive.” This one’s a biggie in digital communication, especially considering that the average humans’ attention span is only eight seconds long. Concise communication takes practice; it can be challenging for small businesses to nail down, especially when they need to convey a lot of important information at once. However, when small businesses understand that concision focuses their audience’s attention and increases their message’s persuasiveness, it becomes a skill worth learning.
When it comes to communicating with your audience online, consistency is key. What does consistent communication look like for a small business? It looks like repeatedly exposing your audience to the same core messages, visual elements, and other branded components across all the digital marketing channels where users can find your business. What’s more, consistent messaging effectively solidifies brand recognition and cultivates loyalty and trust amongst consumers.
Last, but certainly not least, is the importance of creating compelling content. Content that qualifies as “compelling” elicits a desired emotional response from its readers. Compelling content is content that sticks, mostly because it makes its readers feel something. It connects with your audience emotionally and positions your product or service as the best solution for your customers’ struggles or concerns. Compelling content makes a reader feel like it was written just for them. It’s engaging, it’s relevant, it converts, and it’s crucial for small businesses competing in the digital space.
Ready to Bring Your Content Online?
Be sure to familiarize yourself with the ins and outs of effective communication first! Our Communication Essentials training has everything you need to master the 4 C’s of digital communication— and it’s now available on-demand!