In the first part of this article (read it here) I talked about the importance of a clear strategy and action plan. Now, I conclude by looking at putting them in to practice in the best way to build your business credibility…..
Are my communications consistent?
Your strategy and action plan are likely to embrace a range of communication channels from face to face meetings through advertising and direct marketing to e-mail and social media as routes to engage with customers and markets. Different channels can ‘tell your story’ in different ways but it is crucial that your messages are consistent across all platforms. If people see different branding and inconsistent messages, they won’t know which is the real you. Inconsistency can wreck credibility!
Inconsistency can wreck credibility!
Another thing to watch out for is the ever-increasing range of Social Media platforms on offer, and there is always someone ready to tell you that this platform or that platform is the new must-use. As a consequence we see more and more websites with social media icons that link to either accounts that don’t exist or that aren’t being updated – neither is good for your credibility as a dynamic, on-the-ball company! As part of your strategic planning you should make an objective decision which (if any) social media platforms you are going to use and then make sure your action plan keeps your social media active and up to date. It’s better to delete a social media channel than just to leave it wilting It is also important that your messages are consistent and join-up to paint the bigger picture of your business. A content calendar can be a valuable planning tool here
Do I stick at it?
I have already said that building credibility takes time and a quick way to lose the ear of your audience is to disappear! As well as having high quality, engaging content, you need to stick with your marketing if you want to build credibility with your market. Another benefit of having a plan is you show commitment to driving communication over time based on a network of messages and channels that you have thoroughly considered and feel comfortable with.
Building credibility is a process, NOT and event
Running out of things to say is a concern I hear expressed regularly and having nothing to say is certainly a reason why a company’s marketing communications can decline. In practice, we find that our clients do have things to say and running out of ideas is not the problem it might appear. Having said this, being faced with finding some content NOW! can be challenging but yet again, having a plan makes all the difference! As with consistency, a content calendar is a useful tool to avoid those ‘I must think of something now!’ moments! While it’s important that you stick at your marketing communication and engagement, don’t do it blindly. To build your credibility you must be having positive impact and that means your communication should be managed and under control.
Is my plan under control?
Do you drive your plan because your plan tells you to or because you are committed and believe it is the right thing to do? If your focus is on generating leads and enquiries it is easy to tell if you are succeeding but here we are talking about building credibility as a platform to make lead generation more effective, and credibility is much more difficult to measure. In a blog post back at the beginning of the year I discussed how, sometimes, measurable engagement statistics can be remarkably low, particularly in the B2B arena. Even so, the stats available from social media and email platforms do give a valuable insight into the impact your communication is having but equally important is the anecdotal feedback you receive. A good example of this is while networking. I regularly find conversations starting…
“It’s been a while since I’ve seen you but I enjoy reading your e-newsletter…”
Comments like this are a valuable insight into how well your engagement efforts are working. Alongside the anecdotal indicators and feedback, your strategy should include setting aside regular time to sit down and review your marketing more formally from time to time. This is an opportunity to revisit both your strategic an action plans because you won’t get everything right first time and experience can help you refine, and improve, your approach.
It's OK to make mistakes and plans do evolve
Last but not least, showing your ability to learn and adapt can significantly enhance your credibility!
Summary
Over Part 1 and Part 2 of this review, look at developing credibility in your business, I have pulled out 5 points which I think give a framework for action – let’s repeat them:
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Take time to develop a strategy
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Don’t just act when you think about it – set out an action plan
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Inconsistency can wreck credibility!
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Building credibility is a process, NOT and event
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It’s OK to make mistakes and plans do evolve
Focusing on building your business credibility is a platform for real success
I heard an interesting snippet on the recently launched Manchester Business Radio this week, talking about the importance of giving yourself time to think and plan. I have also recently written a post about the focus on planning when it comes to funding, and how focusing on planning leads to situations where plans are made but not followed through. All of this got me thinking about the need to balance planning and action in running a business. There is no doubt that in running an SME the focus tends to be on action, getting things done to make sure the business keeps running, and in many cases fighting fires. So you take time out to plan, and come back inspired and fired up to put these plans into action, but on getting back into the office: the phone rings, there is a knock on your door and its business as usual. All the great plans lost in the growing to do list! 
