In the old days, companies would hire communications professionals to develop their brand identity– key messages, value propositions, and identity. Then they would help them communicate to reporters and other interested parties what they were all about. Now, in the social and digital age, you are no longer in control of your message. Your customers are. They own what the world thinks of you, whether you like it or not. They decide whether your message is positive or negative.
This is a very unusual place for most companies to be. You spend a lot of time and energy crafting and then trying to protect the message and the way you are perceived. You get very good at sending OUT messages. But what about taking IN customer signals? Have you developed skills in listening to the very customers you want to serve?
Challenge: Engagement. A recent sales survey conducted by HubSpot revealed that only 29% of sales reps are really prepared to understand customers’ business problems. 40% of survey responders say their biggest challenge is getting salespeople to challenge and collaborate more with customers.
The team at Jaggers Communications applies its experience as entrepreneurs, communications professionals, technologists, designers, and executives to help your business or nonprofit reach its business and communications goals. We apply strategic marketing, business analysis and consulting, content creation and distribution, public relations and social media to enhance the connection between you and your customers. Our philosophy is rooted in measurement, clear analysis, and accountability.
We can really help in the following ways:
- Clarifying your business model;
- Determining how that model is executed, measured, and refined;
- Developing reputation management and strategy to keep your company transparent and on track;
- Creating or tightening your brand persona;
- Defining the lexicon and voice of your business;
- Defining a tech strategy for determining platforms, integration opportunities, partnerships, and the right APIs to promote and measure the reach of your brand’s message;
- Identifying and INTEGRATING marketing goals directly with the revenue that makes your business work;
- Bringing contacts and writing expertise to the table to extend the internal teams that you might already have.
Jaggers Communications is committed to the idea that a strategically-deployed social media presence combined with solid content marketing is the best way to generate the results you seek. It can enhance your relationship with potential customers throughout the sales funnel from increasing visibility and approachability during inquiry, providing a personal touch to those relationships and accelerate their progress through qualification, or enhancing your value as true consultative partners all the way through closing. Examples:
- Establishing Industry Credibility and Expertise in the Awareness Stage. One of the strengths of social media is to drive awareness of a company, product or service. It is a very effective way to establish credibility and expertise, as we have mentioned in our meetings. Marketers need to share and promote content that piques interest where their audience is looking, so brand advocates and company evangelists will share it on professional networks and within their own professional circles.
- Providing Customer Solutions in the Consideration Stage. As buyers move into the consideration phase, they are looking for more than just product information: they are looking for solutions to business problems. They are doing more research before purchase than ever before and most of it is online or via their peers, not your marketing materials. They are also further along in the buying cycle before they ever have a conversation with a salesperson, so if you want to hold their attention you need to be providing the content and information you want them to consume before you reach out to them.
- Content Helps to Close the Sale and Drive Revenue. B2B buyers are looking to make safe purchases to ensure a positive impact on company performance. By this point in the sales cycle, customer pain points are well known. By proactively addressing concerns, objections and questions via the social content and platforms you support, you can give customers a sense of confidence in your leadership and expertise at solving their problems. Content in this stage can help to shorten the buying cycle as well as enhance positive referrals after the sale.
Above all, we will be your communications partner, working closely with you to represent your brand and share the story of your business.