Improving your online message

What you say online is just as important as what you say in person or in print. Regardless of whether your business is hooked on social media, is just tapping into it, or is only concerned about e-newsletters and website content, the following information is important in developing online messages.

Do your research

Find out what people want to hear about. Yes, upcoming events and sales are important, but that's not all your relationships are built on. Share your knowledge, share the inside scoop, share fun anecdotes or articles from other sources. Make it apparent that you are providing relevant content your customers and clients care about. Ask your customers what is important to them. What are your competitors talking about? What do you like to hear about when connecting with other businesses? Use that information to develop your own online messaging plan.

Create editorial calendars

Make it a point to update your customers with relevant content in a timely manner. Set up master editorial calendars that indicate the channels you're using to talk with clients. Add due dates for blog posts, e-newsletters, social media updates and printed pieces (I break mine down by weeks, listing each business day within that week). You'll be able to see at-a-glace how many times you're touching customers and the relevant subjects you're talking about on a weekly or monthly basis. Updates for Web content should also be listed in your master editorial calendar as should special dates/occasions, holidays or times of the year your business may be closed.

Put your research to work

The research you gathered about what your customers want to know coupled with your editorial calendar for when they'll hear it, makes it easier to add additional details such as key words, subjects or general content themes. Don't just do research for the sake of research. Think about your goals as a business and how what your customers and clients want to hear about will help you reach those goals.

Don't forget your personality

No one wants to talk to a computer. Likewise, no one enjoys being talked at. Talk with your customers and be sure to answer questions and continue the conversation if they start talking back to you online (and it's a good thing if they do!). Engage them and show them that there's an actual person behind your content. Establish your brand voice and carry it through all your online content.

For more ideas on improving your online message (and general content marketing) check out: "Content marketing: People, perception, personalization".

Melissa Harrison is CEO at Allée, a marketing and design company in Albertville. For monthly marketing tips and news, send her an email to be added to the Allée e-news list. Or, connect with Melissa on Facebook, Twitter or Google+.