When you are formulating your digital communication strategy, what tools form the foundation for your execution? Social media is most likely the first thought that comes to mind these days. And understandably so; social media, in its many forms, can be a very effective communications tool. However, email remains a key tool, especially in the evolving communications industry.
Jeremy Greene, VP of Product Management at GovDelivery, recently shared these key success factors in digital communication strategies during his “What’s Next In Digital Communications” presentation at our kick-off event of GovDelivery’s 2013 Communications Tour. To find out where the next tour stop is, click here.
1. More communication partnerships
A great way to expand your audience is by taking advantage of potential partnerships available through the public sector. In this non-competitive market, there are numerous opportunities to connect with other agencies similar to yours. Jeremy suggests cross-promoting with other agencies that may complement your mission by location, related topics, and relevancy. For GovDelivery clients, the GovDelivery Network is the easiest way to do this. If you don’t have it turned on, ask your client success consultant about it.
2. Deeper measurement – beyond open rates
Metrics are important. You may know how many emails you send at any given time, but do you know if your email reached its intended recipient or if they actually opened the email? Knowing these metrics will significantly improve your effectiveness. If you know how many people opened a particular message, you are then able to appropriately assess what content is relevant in the eyes of your targeted audience.
3. Creation of small online communities to engage citizens
Create an environment or platform around a specific purpose within your organization to drive communication between you and your stakeholders. Taking the time and effort to maintain and manage this type of environment can bring the benefits of tremendous citizen engagement and connection.
4. Go Visual
Visual matters. Period. Of the top 10 brands on Facebook, “users liked photos 2x as much as text updates and shared videos 12x more than photo and text posts combined” (Mashable, 2012). Sprinkle some pictures and graphics into your content, Jeremy advises. Make it relevant and visually attractive. Take a look at your message before sending, and ask yourself,“Would I open this?”
Do you know the answer to this question?
(Knowing the answer can be a powerful way to find out where you should be focusing your communication strategy).
“What percentage of my audience within the last 90 days has seen any of my content?”
To find out how GovDelivery can help you answer the above question and reach more of your target audience effectively, register for a seat at our ongoing 2013 Digital Communications Tour. We’re traveling to different cities nationwide to get the word out on what’s new in digital communication. Hear from public sector experts, providing insightful perspectives and strategies on government communications, and from your peers in government on their successful tactics and projects.
Register today for the 2013 GovDelivery Digital Communications Tour. Space is limited!