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With the many different channels used by businesses today, it can be challenging to achieve consistency across your messaging. But if you want to improve customer service, consistent omnichannel messaging goes a long way. First, consistency is valued in all relationships. No one likes surprises, and people feel comfortable when they know what to expect. The same is true with brand messaging. In fact, consistency is among the top four qualities people used to describe why they’re loyal to a brand.
Second, consistent brand presence across multiple platforms has been found to increase revenue by up to 23%. And considering it takes five to seven impressions for potential buyers to remember your brand, it makes sense that more consistent messaging would lead to becoming more memorable – faster. But, how do you actually do this? If you have multiple offices and countless employees, it feels like consistent messaging is a pipe dream. It’s not, though. Here are three steps to achieving consistency in your messages across any number of channels.
Create a messaging framework.
Don’t expect your employees to somehow know your key messages unless you’ve made it abundantly clear to them. This is where a messaging document comes in. Draft central messages that capture your business’ main value propositions, and workshop them with your executive team. Get feedback on them from your sales team and customer support team. Then, with a 360-degree view of how the messages will be received, finalize them.
Such a document should include overarching messages about the company as a whole, along with product-specific messages and targeted messages intended for specific audiences. This way, there’s absolute clarity around what details should be brought forth in what instances.
Define usage guidelines.
Next, create a plan for how employees can use your messaging document. Are they expected to use phrases verbatim, or are they allowed flexibility? Do employees post and communicate on your channels with total autonomy, or is there a central review process? Make sure to also share, and define, usage of other brand guidelines (like graphics, fonts, images, etc.). This should align with your messaging framework, and be used in the same way.
Train employees on the channels they’ll be using.
Finally, offer training to your employees on social media and customer communication channels they’ll be using. They need to understand etiquette and best practices on these channels so they know how to adjust the messaging they use accordingly. Each platform is different, so maximizing your brand’s presence on each requires understanding and an intentional approach.
Omnichannel messaging won’t be made consistent overnight, but it can be improved gradually. In doing so, you will also improve customer service and set your business up for greater growth. And it all starts with a systematic approach to your messaging. Give us a call to learn how we can help you unify your messaging – and your customer support team.
