Communicating during difficult times

Over the past few months, we’ve seen the U.S. economy take some tough turns. These changes have affected (and continue to affect) a wide swath of industries.

At JLB, we’ve noticed the way the economy has affected our clients’ communications decisions. And there are some interesting trends emerging…

1. The Web is where it’s at…
For those who weren’t sold on the importance of using their websites to communicate, there’s no more need for convincing. At this point, there is no other more powerful, cost-effective way to tell your story, sell your product, connect with your customers/clients and track general interest.

2. E-mail marketing matters now more than ever…
Crafting e-mail messages, whether a monthly newsletter or full-on campaign (series), is an inexpensive way to reach a lot of people. Effective e-comm must push your company’s branding, tell your company’s core messages, promote your company’s products; and it must be trackable and measurable, so that you know who is reading which messages and what they are clicking on.

3. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) require deliberate strategy…
It’s not magic. And it’s not easy. But SEO and SEM can be cost-effective and very precise. What makes SEO and SEM strategies successful? (1) Knowing your company and its key messages (2) Being willing to invest a little time into your website on a regular basis (3) Having a good game plan and solid statistics to work with.

4. Website statistics are critical…
Not knowing how many visitors your site receives in a given month is akin to trying to fly an airplane without any instruments (or eyes, for that matter). Web statistics reports don’t have to cost much, and they contain a wealth of information about how many visitors you have, where they are coming from (countries, states, cities, etc), how long they stay, where they come from, what they used to search and find you, and more. Solid web stats also serve to bolster e-marketing, SEO and SEM strategies.

5. The old standbys are still important…
Good design makes a big difference. Your logo, your letterhead, your business card – they all say something about who you are, and they give an immediate impression. Succinct messaging has an impact. Saying as much as you can with as few words as possible is powerful. Master your elevator speech – not because you’re always trying to sell, but because knowing what your company does (and represents) reflects a sincerity that others respect.