Better Relationships with Two-Way Communication
Two-Way Communication Process
Two-way communication refers to the process of exchanging information, messages, and other forms of communication between multiple sources.
In a two-way communication process, the recipient and sender are constantly changing roles, allowing for a conversation to take place.
Two-way communication in a digital marketing context means that there is clear dialogue taking place between a brand and its followers, customers, or leads.
When you establish two-way communication on multiple channels in your digital marketing strategies, you are able to get many benefits that you would otherwise miss out on.
Advantages of Two-Way Communication
Creating more trust and transparency
When a brand establishes strong two-way communication, it allows prospects to know that the brand wants to hear feedback and start conversations with their customers.
That fosters a strong sense of trust in a company.
Avoiding crises
Many brands live in fear of a scandal or crisis that is then promoted and shared across digital channels.
When there is already established two-way communication in place, brands can learn about issues, make a plan, and prove their dedication to fixing issues much faster.
Making a brand seem more human
When a brand doesn’t appear to have any human influence, it can be hard to trust or work with them.
Communication helps to establish the fact that there are people working for a digital brand, which humanizes the company.
Improving sales
It follows that when a brand accepts feedback from customers, they are able to make changes and improve their products, services, and experiences.
That translates directly into sales and increased revenue.
Getting to know customers better
When you can create dialogues with your customers, you get a better understanding of who they are, what they value, what they expect from your brand, and the concerns that they have.
Not only is this feedback important, but it can help you optimize your messaging and marketing approaches.
Ways to Build Authentic Two-Way Communication:
Understand Your Target Audience
Your social media strategy starts with understanding your digital audience. What are their wants and needs, how do they wish to interact with you, and how to satisfy their needs in line with the goals of your marketing business?
Track and monitor what you are doing
Many marketers struggle with social listening and monitoring. To put the challenge in perspective, take time to listen and learn from others in your industry including media and marketing competitors. Choose one or two of your competitors and follow their social channels for a week. React to a handful of posts whether it is a comment, retweet, share, or other. See if they respond and how it made you feel. Now, go back and review the type of content you reacted to. Was it a video, image, link to learn more, or something else?
Build a content calendar and make sure it is full of variety
As you plan out your content calendar, make sure it is consistent with your brand and fits with your website and company blog. Remember, content should inform, entertain, or connect people together.
Employ video content to increase engagement
Marketers and public relation professionals want to maximize awareness and promotion on social platforms and get the most from their investment. According to Social Media Today, 54% of consumers want to see more video content from the organizations they support. There is clearly never enough video! Review your budget and ensure you have allocated adequate funds to develop new videos and repurpose videos you already have in your content library.