Strong communication between management, employees, and departments within an organization is a cornerstone of business success. Likewise, effective communication is equally important when a business is attempting to reach its target audience.
Understanding the importance of the different types of external communication is necessary, and ultimately beneficial in developing a marketing plan. That’s because when you combine your message with the proper medium, delivered through the right channels, you can better engage your audience and increase engagement.
The Importance of External Communication
Think about the reasons you might develop an external communications strategy. While a large portion of your strategy might encompass marketing and advertising, there are many other reasons to communicate with your audience. For example, you might want to spread the news about company developments, strengthen public relations efforts to improve customer perception of your company, or simply engage with customers to enhance their experience and maintain brand recognition.ignup?utm_source=blog
Using Video as Part of Your External Communication Strategy
Regardless of your message, video has emerged as one of the most effective mediums for different types of external communication. Whether you want to create easily shareable videos, create webinars announcing or describing new products, or live-stream important announcements; video is engaging, increases memory retention, and is more preferred by consumers than text-based content or email.
Many companies opt to use a professional, business-oriented video hosting and management platform to incorporate video into an external communications strategy. As an example, Viostream is an easy-to-use, cloud-based app that lets businesses store, manage, and share their video content. With Viostream, a business can generate more leads, build brand awareness, and take advantage of amazing analytics.Create a free account today.
Building Your External Communications Strategy
As you begin to put together an external communication strategy, you’ll likely want to consider various types of external communication. Your strategy will consist of many different message components, including product marketing, brand news, press releases, new product launches, and important industry announcements.
Some of the types of external communication a business can use to deliver these messages include:
- Marketing Emails
- Press Releases
- Social Media Posts
- Blog Posts
- Advertisements
- FAQ Pages
When you consider using video for the different types of external communication, you can significantly expand your content and improve your overall strategy. For example, you can create:
- Product Demo Videos
- Explainer Videos
- Webinars
- Live streamed Events
- Video Newsletters
- Online Event Videos
- Expert Interviews
- Corporate Branding Videos
As you can see, several text and email-based types of external communication can be easily transformed into video. Combined with the power of email marketing, video newsletters can increase click-through rates up to 300 percent. Corporate branding videos also perform much better than simple, text-based press releases or blog posts.
Product videos also help to tell a story and deliver a clearer picture of how a user might benefit. In fact, a recent survey found that over 95 percent of consumers use videos to aid their purchase decision.
So, each of the above external communication types plays a vital role in your marketing efforts. As such, they should all contain consistent branding and a consistent narrative. This creates a stronger relationship with your target audience, increases brand recognition, and provides the consumer with a positive experience at every touchpoint along the consumer journey.
The Importance of Using Video Analytics
It is often difficult to measure the effectiveness and KPIs of different types of external communication. However, when you incorporate video into your external communication strategy via a professional platform, you also benefit from powerful analytics that makes it easy to see just how well your video content is performing.
Viostream features best-in-class tools to support your work and provide you with a wealth of data and information about who is watching your videos, when they are watching them, and how engaged they are when they do.
Start a free account today and see how you can enhance and empower your external communication strategy.
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