Small Biz in a Digital Age: Communication

Monday, November 17, 2014

GoLocalProv Business Team

 

 

The world of business is moving faster -- hyper fast. Small businesses face the challenge of trying to keep up and innovate their business to create an advantage.

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This week, GoLocal brings you a look at how to approach and understand popular forms of communication to improve your business. 

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Usage

According to Gallup, the most frequently used modes of communication are texting, email, and social media - and people are receiving their information from cell phones primarily.

However, fine-tuning your communication skills with customers has much to do with understanding their preferences. 

Luckily, Gallup's findings are broken down by how often participants used certain modes of communication and then categorized that information by age.

Texting was found to be, by far, the most popular form of communication for Americans under 50:

Only 34% of those 50 and over collectively text often, while 68% of people aged 18-29 and 47% of people aged 30-49 say that they send and receive text messages "a lot". 

Taking this into account, sending and receiving emails is shockingly more popular than the use of social media platforms and Twitter combined. 37% of Americans reporting using their email "a lot" while only 24% communicate via social platforms just as often.

Twitter

Gallup also found that the usage of Twitter in particular has diminished among Americans - their findings show that less than 10% of the population reported using Twitter (and landlines) "a lot" compare this to the overall 20% to 35% of participants who reported using Facebook and Instagram accounts "a lot" and "a little". 

The usage of Facebook and Instagram is also more consistent when broken down by age - 20% participants aged 30 to 49 use the platforms as often as the reported 38% of 18 to 29 year olds.

This is a stark contrast from the mere 14% of the population aged 18 to 29 and 3% of those aged 30 to 49 using Twitter as often. 

What Does This Mean?

Since the average American is using their cell phone to keep in touch with the world, small business owners need to utilize texting, email, and interactive social media (preferably Facebook and/or Instagram) to communicate with consumers directly.

"Chief marketing officers (CMOs) who fail to realize social media's potential for customer interaction and customer retention are being left behind," says Bluewolf's Corinne Sklar. "[...] Across social networks and traditional selling channels – email, telephone and storefronts – companies miss or mishandle up to 80% of customer engagement opportunities. And a missed opportunity means lost revenue." 

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If your business attracts young professionals who are constantly checking their email and phones for work, think about setting up an auto-texting or e-blast system to let your customers know about deals and get their attention - they will appreciate the engagement. 

It has also never been easier to reach out to your audience and gain valuable feedback about products and services.

Use your Instagram page to post goods from new vendors and ask your clients what they think - be interactive!

 

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