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Catered Communication Practices [as seen on Inc.com]

September 14, 2017

Catering communication practices to the appropriate audience is a tough code to crack. A combination of research with a little trial and error – in conjunction with your refined client segmentation and most recent Client Service Matrix – it is hard to know what works best for each client.

Understanding how clients receive information

It would be foolish to say this tactic is learned overnight because in reality, it takes time. Our focus in the Inc. article, “4 Best Practices for Pairing Tactical/Hard Copy and Digital Marketing,” is all about catering to each client’s preferred communication practices. There has always
been a debate about whether digital or traditional marketing is the best route; The world has moved to a digital environment but that doesn’t mean print is completely dead.

"Our secret sauce is understanding how our entrepreneurial audience is receiving our information, which we have uncovered through experimentation and solicited feedback,” explains Elizabeta Damceski, public relations associate at Gerber, LLC.

WHERE DO I START?

Have you created a client segmentation that identifies who your ideal (and not ideal) clients are? This is the first step to establishing who and how the information is received. Once that is clear, you can begin to test out different marketing techniques and see what works best for your business. Learn more about segmentation and your client service matrix here.

You can find the Inc. article and additional insights on catered communication practices, find the complete Inc. article here.

 



The opinions expressed here by Inc.com columnists are their own, not those of Inc.com. This article was done in collaboration with Entrepreneur Organization (EO) members. Links are being provided for information purposes only. Raymond James is not affiliated with and does not endorse, authorize or sponsor any of the listed websites or their respective sponsors. Raymond James is not responsible for the content of any website or the collection or use of information regarding any website's users and/or members.


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