Strategic Online Communications

An overview of Strategic Online Communications is

• an art and a science,
• using techniques, technologies, and platforms
• to design an appropriate message,
• delivered to their most preferred audience
• at a time that encourages the preferred interaction

The art and practice of explaining

• The benefits of what you have to offer
• In a way that makes your ideal customers want to engage and / or purchase from you.

And come back for more...

• Content Development
• Social Media usage and management
• Reputation Management

Sometimes the words you use to describe something are not the same word the people talking to you would use to describe the same thing...

Strategic Communications reduces those gaps and improves engagement and understanding by using the words from your target audience to match searching and engagement.

 

This is online and web based communications and can relate to

• Imagery : static and/or moving | style, colour, message
• Website Content : no longer based on pure keywords, but more detailed explanations, context and concepts. This gives a lot more freedom to express your ideas.
• Downloadable Documentation : includes content, concepts and context; layout design and imagery; and even filenames.

Every opportunity should be used not just for "keyword stuffing"; but as a branding and information opportunity.

Consider that every document can be printed out and left out on the lunchroom table, for someone else to read. Not just the person who downloaded the document.

Consider if someone was to e-mail to someone else a document they have downloaded from your website. How would they find the document in their archives? Descriptive and formatted filenames are important. Include your business or institution or personal name within the filename.

Understated Excellence specialise in organic, on-site, search engine optimisation. Over the years, several changes and updates to algorithms, technologies and techniques have occurred. However, the fundamentals are still critically relevant.

These include Accessibility, Usability, correct information design and layout. these are all still important and play a role in Strategic Online Communications.

Strategic Decision Making Communications

Descision Making Communications may be slightly different to Search and Find Communication techniques. Once your information has been found it then needs to convince and engage.

Decision Making Communications may be more focussed on internal descision makers; and more focussed on the heart beat or current status of the products and services, company, competitors or market in general.

This form of communication is usually in the form of Dashboards using Business Intelligence. However, the main criteria is still very similar.

• You have something to say or sell.
• You want people to listen and/or buy.

This still requires the language to be easily understood and digestible to the descision makers.

The information provided for the dashboards also needs to be reliable and accurate.

Data Integrity and Data Consistency become important in this facet of Strategic Decision Making Communications.

Information Reliability

Critical to all forms of communications and very important in relation to

• Strategic Online Communications.
• Strategic Decision Making Communications

If the information being presented is not reliable it will have an impact on all aspects of

• Organic, On-Site Search Optmisations
• Strategic Decision Making Communications

Unreliable information can lead to

• Reputational damage
• Incorrect decisions
• Poor investment in time, resources, and money

Strategic Online Communications can start with Branding Guidelines (Tone of Voice, Misson and Vision Statements, Brand Descriptor Words), which can help to select the language for your intended audiences and customers.