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Essential Communication Tools For Every Business Enterprise

It is almost impossible to think about a world where people do not talk to one another because as human beings, our basic motivation lies in the fundamental characteristic of communal living.
It will be too difficult to thrive outside ‘community’. One would think it is one of the reasons why social networking platforms, such as Facebook and Twitter, still remain relevant in spite of the dynamism in the industry they operate in. These platforms fill our need to belong to a social community where individual voices collectively define the meaning of our existence.
Outside our social lives, communication is also the heart and soul of every business. Internal and external communications help to define the meaning of our brand, its essence, what people think about our brand and why our brand should exist in a customer’s mind.
A brand with stellar reputation is likely to enjoy high patronage and customer loyalty, just as a brand with a bad reputation will struggle to remain relevant in a fast-paced world. Hence, businesses invest in communications to remain relevant in markets.
Communication is not just for big businesses alone. There is also the need for small businesses to invest in communications to help craft their message and get their target audience to believe in their cause and service offerings, as well as build and manage their brand reputation.
What tools can businesses use in communications?
Website
Many times, I like to describe a website as a business office, albeit hosted online. Think about it. When visiting an office you automatically form an opinion of what the company is about – whether it is successful or not, dodgy or questionable, and so on.
Just as a visit to an office creates an impression in your mind about that business, a website also helps your visitors to craft an image of what your company is and the people behind your team.
Building your brand reputation starts from your website, which is usually the place where your target market can get authentic and first-hand information about your business. Ensure your website not only reflects your brand characteristics, but also gives room to deepen a budding relationship between your business and potential customers, as well as suggest ways to continue a conversation.
A website with no direct strategy on how to continue engaging a visitor, long after he or she has left the website, may not be positioning itself to make the most of its online presence.
Marketing collateral
Marketing collateral include newsletters, brochures, fact sheets and more. They can be available both in print and online versions for easier access and to help to reduce costs. Marketing collaterals are usually more detailed in presenting information about your company to the public. They also help in viral marketing as you can easily share tools around without worrying about having your brand image tarnished.
Marketing collaterals are compulsory for every business enterprise. For small businesses with little marketing budget, you can work with templates to craft and create your messaging. But you have to sure that your message is consistent with your brand message and personality and that, if shared online, they are not too heavy to be downloaded or shared.
Collaboration tools
For internal communications, there are several collaboration tools which help to manage communications within an organisation. Examples include Dropbox and Google Docs. These tools come in free and paid versions, usually dependent on the size of your business and your needs. Some companies also engage the services of a software developer to create a unique solution or app specific to their team needs.
Collaboration tools for internal processes help in reducing time spent on disseminating information, securing important documents, creating platforms for team work and collaboration projects, monitoring progress of team projects and driving engagement of employees.
Social and mobile media
Social and mobile media accounts on platforms like Facebook, Twitter, WhatSapp, BBM Group, LinkedIn, Instagram and others are tools that businesses can use to manage their reputation online and get their potential target audiences closer to the brand.
While they can be useful tools, they can be damaging if not handled and managed properly. Where you have a group of people talking about your brand, there is bound to be one or two mischief makers who can create a negative perception. The key is to always be watchful, steer conversations in the right directions and treat every complaint with prompt attention and consideration.
In conclusion, communication tools are necessary, especially for companies that desire to remain relevant in a dynamic business environment where policies change and customers are more vocal. Smart businessmen understand that to make the most of communications campaigns it is important to bridge the gap between customers and the brand without creating chaos.

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