Communication is key in business visions and growth strategies. But the power of an effective communication strategy in technology businesses is often overlooked, often superseded by branding and content marketing campaigns which focus on gaining visibility rather than encouraging prospective users to sign up, buy and stay loyal to your service. This is where an effective communication strategy takes the spotlight. Good communication can provide a tool for effective information sharing, give motivations, shape attitudes and be a vital step to meeting the communication challenge for technology businesses. 

Importance of effective communication

Communication is essential for brand awareness and user conversion / retention, therefore it is important for technology businesses to direct their attention to maintaining effective communication with their target market. 

Reassess goals for an effective communication strategy

The first step is to not attempt to turn all web visitors to customers as this can be difficult and disheartening, however, this can be solved by a simple shift in focus. Often users come from recommendations, therefore your website should appeal to those recommending as well as first time visitors. 

Focus on making the website and your messaging more memorable and easily accessible so that it can be recalled and recommended. This is especially important in communication for tech business where products and services are often complex and may not be simple to understand and remember. Therefore, the message your business is communicating needs to be compelling to those who may have not tried the product or experienced the service.

Keeping customers in the loop

Keep regular communication with prospective and existing customers. It is important to keep people in the loop; making them aware of changes and events happening within your business. Set a cadence for communication that is regular but also manageable. This makes customers feel valued and proud to be part of your company’s community which results in loyal customers and positive recommendations.

Late and lack of communication makes customers feel as though you don’t really care about them. The impact of bad communication on tech businesses can be detrimental to maintaining your customer base. Understanding your customer through SaaS (Software as a service) communication can benefit businesses with remote capabilities and efficiency and eliminate poor communication problems.

In recent years, SaaS communication tools, such as Slack, DropBox, Google Apps and MailChimp, have redefined business communication and accessibility. Many of these services have built-in audience and analytics trackers which, with regular reviewing, can help you to understand your customer and the messages they would benefit from. This works reciprocally between the customer and business as creating valuable content will attract your ideal customers. This not only allows for a clear customer communication goal but further makes individual customers feel valued as content is tailored to them. 

Communication post pandemic 

The prominence of SaaS communications and technology have been put in the spotlight during the global pandemic as the lockdowns showcased their usefulness in allowing us to stay connected and productive. Communication now has more variety and possibilities. 

Online and remote opportunities have removed the inconvenience of face-to-face interactions and have become a successful solution when in-person contact is not an option. Furthermore, there is now greater possibility for running multiple initiatives which consequently broadens user engagement. 

But this has also brought with it its challenges. Technology can dehumanise communication; studies have shown that certain happy hormones can only be released while interacting face-to-face not online. This has led to a lot of online communication feeling disconnected and impersonal. Therefore, get a mix of communication channels to engage with users, using both online and in-person organised events to successfully maintain user engagement and meet the communication challenge post-pandemic. Networking amongst customers can provide a place for them to share user experience and your company can showcase its latest and greatest product /services and updates. 

Common communication challenges of tech businesses (and impact of bad communication on tech businesses)

On the other hand, it is important to acknowledge and understand the harmful impacts of communication challenges on your technology businesses. Poor communication can negatively impact growth, restricting conversion rates, increasing churn rates and letting weak brand awareness slip through the net. It is not difficult to get visibility through branding and marketing techniques but there is a challenge in getting prospective users to sign up, buy your product or service and then maintain your client base. 

Low conversion

Prospects are relying on peer reviews and online research to make their decision to use your company. It’s your responsibility to educate potential customers on the advantages and benefits of aligning with your business. A good way of approaching this is to look beyond the solution your software provides and create content that places emphasis on the pain point that you solve. Show prospective users how your service is going to solve their problem quickly and without much research effort.

Higher churn rate (user retention) 

Users leave because the product or service isn’t working for them or they don’t understand enough about it (this is especially significant for technology businesses because tech can be difficult to understand). The latter can be solved with blogs which discuss relevant and interesting topics and are actionable. Gather background and information from a varied customer base and target these categories with blog topics. However, be conscious of not overloading the user with information they will feel is irrelevant to them or overloading them with emails in general. 

Being consistent – Weak brand awareness/Poor alignment between marketing and sales teams

Branding and content marketing should work seamlessly alongside communication streams. How customers think of your brand can be influenced by increased positive communications. It should be a priority to have a roadmap short to long term which contributes to a more streamlined sales team and higher quality content. This can increase your company’s NPS score and increase customer loyalty. 

Anatomy of a solid communication strategy and conclusion. 

So, what are the components of a successful communication strategy? How important is this for business growth and contributing to the business vision of your tech company? 

Overall, it is not about having a ‘good’ communication plan, but a ‘strategic’ communication plan. Don’t be reactionary, be well-thought out and well-planned. Start with research; prioritise your communication goals; decide on the message you’re delivering and the pace at which you will deliver your message and compile a reliable feedback system that can fuel your research. This cyclical process should provide a good roadmap of increasing business growth and meeting the communication challenges faced by technology businesses.