By Will Painter, CEO, WP Communications
For anyone that works in sales and business development it’s well understood that the actions you take in the prospecting stage are critical to securing new business. During this stage, the customer will be building up a picture in their mind’s eye of what you provide and who you are; including your trustworthiness, responsiveness, your values as a company and ability to deliver.
Barriers to sales conversions, for businesses of all sizes, aren’t only determined by the quality of solutions and services but in the frictions caused by fragmented marketing communications. It only takes one digital or physical touch point to be out of alignment with your brand image, whether that be your website, social media, blog post, press release, conference speech or sales presentation. That inconsistency could cost you the business and another missed opportunity. Without a comprehensive integrated communications strategy, firms risk reputational damage in a landscape where customers value authenticity.
Integrated communications to establish a consistent perception
An integrated communications strategy can provide peace of mind to organisations to prevent these communication siloes from occurring by connecting owned (e.g. website, social media platforms), earned (e.g. editorial media) and paid (e.g. digital advertising) media.
The first step is to ensure your entire organisation understands the benefits of integrated communications and how it plays an essential role in business development and growth. This prevents conflicts from occurring during the strategy and implementation stages. The strategy needs to be communicated internally from the top-down and disseminated across the workforce. A key aspect to a successful integrated communications strategy often relies on the ability to secure cross-company alignment; to drive consistency of communication and seamless implementation.
Collaboration to achieve success
Collaborating with an integrated communications agency enhances and optimises your external communications. Our integrated communications strategies enable firms to convert existing prospects in the sales cycle and attract new ones. Why not create your own integrated communications strategy today by booking a consultation with the WP Communications team. You can contact us on: info@wp-communications.com
