A solid communications strategy can position your company for success and assist you in handling potential challenges that may arise as your company grows. Following is a list of three things startups should focus on immediately when developing a communications approach.
1. Define your short-term and long-term goals
Good communication should be closely linked to business objectives. Therefore, when developing a communications strategy, define your short-term goals. Do you want to hire staff? If so, think about how you can communicate about your company’s distinct culture and other things that may appeal to future employees. Are you trying to introduce a new product into an already crowded marketplace? If so, be ready to demonstrate the problem your company can solve and talk about how you are different from competitors.
As you grow, you also need to define your long-term goals. Do you want to expand into new markets? Consider conducting outreach to prominent organizations and media influencers in those markets to introduce your company and model. Seeking investment? It will be critical to communicate the ins and outs of your business model, track your success and articulate current and future revenue.
Good communications should be informed by where your company stands today and where you’re looking to go.
2. Get your elevator pitch down pat
Why are you different? There is no shortage of new companies and ideas: the YouTube for artists, the social network for cooks, the dating site for music lovers – reporters, investors and others are pitched on them every day. To combat short attention spans and to set your company apart from the pack, come up with one or two sentences that concisely describe your product and why it’s different. For investors, don’t forget to include how you plan to generate revenue.
3. Communicate early and often
Capture your company’s initial success stories and begin developing a proven track record. Success can come in the form of outside investment, revenue growth or customer acquisitions. It also may come in more qualitative forms such as client testimonials, partnerships and third-party validators who can speak to your business model.
Make a habit of sharing these successes with various audiences that have an interest in your business. While initially this may only be mentors, family and friends, eventually you will be communicating with media, potential customers and investors. By making a habit of communicating with interested parties regularly, you’re forced to constantly practice and evaluate how you discuss your business.
