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Incite (a premier marketing & communications forum) was able to share the top issues keeping corporate communications executives awake at night. 

By the way, C8's definition of Communicator is an individual or group responsible for developing, cultivating and maintaining a corporate identity or brand image.  Every business--big or small--invests in corporate communication initiatives to mold its image, communicate with internal and external audiences and sustain a long-term positive reputation.  So technically, every employee, salesperson and officer should be an ambassador or 'communicator' of  your brand. 

What’s the overall picture for Communicators Today? Here are 5 ways to improve your company's bottom line.
  1. From campaigns to engaging stories: Telling stories is more engaging than traditional campaigns.
    Shift your focus.
  2. Improving data collection = better customer understanding:  Marshal multiple data sources for better decision making.
  3. Right time, right place Communications: Talk when and where your stakeholder is listening
  4. Get friendly with the right people: Effective advocacy, and how to get influencers onside
  5. Prove your worth: Measurement to show your job makes a difference

When we analyze our new client's business model, it is usually not surprising that inefficiences  become apparent.  As we map out a strong plan that mirrors the corporate strategy, we address challenges and obstacles that are preventing sustainable growth in revenue.  In every case this is due to a lack of  communication in one or many areas including brand management, lead generation, client retention, sales force recruitment, data measurement and message consistency.  The survey from INCITE clearly reinforces the simple message of "Communications remain the key initiator for growth".  We agree!

JUST SAYIN'


 
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Developing a smart email marketing campaign takes resources - time and money!  So let's say you spend the time and invest the money.  All good.  Assuming you have all the right bells and whistes, it is an effective start.  You get a few leads, have super open and click through rates and even convert those inquiries into clients.  And then the bottom falls out.. the one critical element that has not entered into play...

DON'T FORGET TO ASSIGN SOMEONE TO ACTIVELY UPDATE YOUR EMAIL LIST ... 
1. check for bad addresses and either remove or fix  
2. add new names.....   (consistently cultivate new relationships)
BUT WAIT, THERE IS MORE...
3. compare opens, clicks and engagement (click-to-open) versus the industry standards.  (what is good when you haven't benchmarked your results?)
4. make it mobile friendly  (otherwise you will lose a significant part of your audience)
5. send it out at the right 'time'.... (Friday afternoon at 3:30pm is perhaps not the best time to ask your audience to complete a financial stability survey but it may be the right time to invite your target audience try a local restaurant with an enticing 25% off coupon!)


So, getting social is important but don't just do it... Do it Right!

...Just Sayin'!