Maybe your focus was elsewhere in the first half of the year and your comms program didn’t get a look in or perhaps you took a ‘rinse and repeat’ approach this year.
Now could just be the right time to ask yourself if a communications program that has worked well for you in the past, will continue to work well for you.
To a large extent, tried and true will continue to deliver. Chances are the media outlets you work with are the same as they were a few years ago. Many of your prospective clients will be the same. You probably offer them the same kind of products and services as you used to.
However, your comms program won’t continue to be great, even if it used to be.
You might choose to keep doing the same old thing, but your competitors won’t. And when they’re coming up with exciting new ideas and utilising new technologies, your same-old campaign is not going to catch anyone’s eye.
And while all the same communications options still exist (and do still matter) there are new opportunities all the time.
Your industry may not be at the forefront of these new ideas, but that can be a good thing. It means you can see how new communications concepts work for other industries and borrow the best concepts for your business.
Where to start with a revamp?
Take a look at your business. Has your team grown or your structure changed in the past six to twelve months? Are you still offering the same types of services to the same types of customers? Are there new competitors in your field, or changes in regulatory changes that impact the way you operate?
If there have been significant changes, then you need to go right back to the drawing board and reconsider your key messages. If things are mostly the same in your business and your market, then it becomes a question of revitalising your approach.
If that approach to date has been to just stick to the basics, it could be a great opportunity to apply some more advanced ideas. Here are a few to think about:
Is there another company in the field with similar communications goals, but that does not compete with you for business? Could you team up to present an award, develop a case study or pitch for business?
Your credibility can add to theirs, and their credibility can add to yours – and you can split the costs. Win!
You could also look for opportunities to team up with industry associations by providing them with a case study.
Pay to boost your coverage online
If you haven’t given your communications plan an overhaul in the past few years, then this might be the biggest change in the range of options available. You may be very surprised by the number of people you can reach by paying a small amount.
‘Boosting’ a Facebook post involves setting a budget – as low as a few dollars – and defining your target audience using psychographics. A $5 budget can easily add a 1,000 people to the list of those who see a post.
Boosting is especially useful if you are running a competition or survey – something where you want people to respond, because reaching them is one thing, but engaging them is another. Even if you’re a bit sceptical, the size of the investment means this is a very low risk way of trying something new.
Facebook is keeping businesses on their toes with some recent changes to the exposure it gives business posts, so boosting really is more important than ever.
Get a facelift
If you’re not ready to try big or even middle-size changes, you can still generate renewed attention by giving your communications a little refresh.