I was talking to a friend last night, and after the usual “How’s business” question was resolved, the subject of meetings came up. He was bemoaning the number of meetings that he had to attend before he could actually win some new business (he works in the City). I remarked that the media sector was showing a reverse trend. I probably attend 50% less meetings than a decade ago, to secure the equivalent amount of business.
It’s easy to see why this may be, especially in our market. We can now research potential suppliers from the comfort of our own desk. Rather than just flicking through the brochure, we can now dig deep into their website, explore their social networking posts, read their blogs, even see what they look like. The beauty parade is now our minds, and we arrive at our shortlist without the inconvenience of actual human interaction.
The long-term implications of this trend are impossible to predict , as with all things driven by the digital revolution.
Yet I do know this. It’s now more important than ever that the “first impression” you project is suitably positive, reassuring, reliable, convincing and utterly professional. The easiest way to achieve this is of course through your online content. Anything that’s out there, whether it’s your home page, your LinkedIn profile, or just your bosses’ blog, has to build a picture that potential clients will find attractive, relevant and compelling.
Just seems like common sense, I agree, but how many organisations, commercial or otherwise, really apply this thought process to their whole communication spectrum? Once again, we’re always ready to help(!), with a host of e-learning courses such as Writing for the web, PR writing, Blogging, and SEO.