In marketing, innovation in creativity is crucial; but can you measure creativity? How do you know if a logo, ad, website, or campaign is truly successful? Is it just about likes, shares, and clicks, or is there something else we should be measuring? Success and impact can be interpreted in many different ways depending on the goals of the creative.

Defining Success: Start with Clear Goals

Before you establish KPIs (key performance indicators), the most important question to ask is:

“What does success look like for THIS creative project?”

This question should be at the heart of any creative brief. Without a clear definition of success upfront, it’s impossible to measure the effectiveness when you measure creativity.

For some clients, success might mean brand awareness. For others, it could be about changing consumer behavior. Creative work designed to boost sales will have different measures of success compared to one focused on building a brand. Defining goals early on ensures the creative team can craft work that aligns with the client’s expectations and makes measuring success straightforward.

Measure Creativity for Excellence and Business Results

Creatives naturally focus on the artistry behind the work — how visually compelling, emotionally resonant, or innovative it is. And while creativity is essential, it’s important to balance artistic excellence with business objectives. After all, the goal is to create work that not only looks amazing and speaks in brand voice, but also delivers results like lead generation and sales.

Key Metrics for Measuring Creativity Success

Here are some of the key KPIs to look at when measuring creativity:

Brand Awareness Metrics

Impressions and Reach: This tells us how many people saw to the creative. It is important for brand awareness projects, where the goal is to get the brand in front of as many eyes as possible.

Brand Lift Studies: These studies measure the increase in awareness or perception of a brand after exposure to a campaign. They are valuable tools for understanding how well a campaign has boosted brand recognition.

Engagement Metrics

Clicks, Likes, Shares, and Comments: While these metrics are often the most visible, they shouldn’t be the only indicators of success. High engagement shows that the audience is interacting with the content, but it’s important to dig deeper. Are the comments positive? Are the shares coming from your target audience?

Time Spent on Content: Measuring how long users spend interacting with your content, such as watching a video or visiting your website (bounce rate), can give a more meaningful indication of engagement.

Conversion Metrics

Click-Through Rate (CTR): This metric tracks the percentage of users who clicked on a link or call to action (CTA). It’s a good indicator of how well the creative has inspired action.

Conversion Rate: This is the ultimate measure of success focused on driving sales, sign-ups, or other actions. It tells us how many users completed a desired action.

Cost Per Conversion (CPC): For performance-driven campaigns, this metric reveals how efficient it is in driving conversions. A lower CPC means the campaign is delivering results cost-effectively.

Behavioral Change Metrics

Customer Retention and Loyalty: If the goal is to change consumer behavior or build long-term loyalty, metrics like repeat purchases, subscription renewals, or increased usage of a service are essential.

Survey Responses and Brand Sentiment: This analysis (e.g., using social listening tools) can help measure shifts in consumer perception, loyalty, or trust in the brand.

Return on Investment (ROI)

Sales and Revenue Impact: Ultimately, many campaigns are judged by their impact on sales. Calculating the ROI helps determine if the investment in creative development and media spend led to an increase in revenue or profitability.

Attribution Models: It’s crucial to understand which touchpoints in a multi-channel campaign contributed to conversions. Attribution models help allocate credit to different parts of the campaign, giving a clearer picture of which parts are driving success.

The Intangible Impact When You Measure Creativity

Not all success can be measured by numbers. Some of the most important outcomes of creative work are harder to track with traditional metrics. For instance:

• Cultural Relevance: Did the creative become a part of the cultural conversation? Was it referenced in media or among consumers in a way that went above and beyond the initial goals?
• Emotional Resonance: Did the creative evoke the desired emotional response from the audience? Creativity that strikes a deep emotional chord can lead to lasting brand loyalty, even if it’s not immediately measurable in terms of clicks or sales.

Long-Term Impact of Creative: The Bigger Picture

Creative success doesn’t always show up immediately. In many cases, especially with brand-building or perception-changing campaigns, the true impact is felt over time. That’s why it’s important to continue to monitor brand health metrics. Surveys, focus groups, and long-term tracking studies can reveal shifts in brand loyalty, sentiment, and customer behavior that directly correlate with marketing and creative efforts.

Overall, creative work’s goal is to inspire, engage, and ultimately drive action. But it should also contribute to the long-term success of the brand. When measuring creativity with both short-term and long-term impact, we can truly understand the value of creative efforts and continue to refine approaches to deliver even greater results in the future.

When was the last time you embarked on producing video projects for a client? For most of us the probability is high as they aren’t every day, week or month projects. So, while video production is FUN and it’s important to be aware of video marketing trends, it can also be a hectic time. We might have a vision in our head of how we want the finished product to turn out, but it takes a lot of work to get there.

From the planning that takes place during preproduction, to shooting the content during production and editing the footage during postproduction it can all become a little overwhelming. Let’s spend a few minutes walking through the process from start to finish, so your next video project is smooth sailing.

Preproduction for Video Projects Is Important

Let the planning begin! All successful video projects start with a buttoned-up plan. While the list below might not be all-inclusive, it can be used as a springboard to get started.

• Kickoff Planning Meeting(s)
  First things first, you need to gather the key players to define the objective and goals of the video.
• Create a Project Overview.
  This document outlines the following elements of the shoot:
  • Objective
  • Goals
  • Project Scope
    • Video Content
    • Shoot Location, Duration, Dates and Delivery of Final Product
  • Estimate
    • This can encompass storyboarding/scripting, videographer costs (pre/production/post), photographer costs, project management, expenses (mileage, music, stock footage, meals, hair/makeup, wardrobe, meals, talent, etc.).
• Shoot Deliverables
  Once a video projects’ overview document and estimate has been client approved, it’s time to get busy on the deliverables.
  • Create a detailed project timeline and assign team responsibilities.
  • Secure the videographer and talent, photographer, hair/makeup and wardrobe (if needed).
  • Develop the script and storyboard.
  • Scout the location.
  • Schedule the shoot. Create a detailed timeline for the day(s) of filming. Make sure everyone knows when and where to be and include contact names and phone numbers.
  • And don’t forget the food. The last thing you want is a hangry team!

It’s Time to Create Your Video Project: Production

The plan is set, and it is time for filming to commence.

It’s finally time to implement all the careful planning that has taken place. The video team will arrive well before the talent to set up the camera equipment, lighting, mikes, teleprompter. The set will also need to be prepped for filming. That might mean setting up any props, adjusting furniture, etc.

Next comes the hair/makeup/wardrobe team and talent. While the video team is finalizing film prep, the talent is becoming camera ready.

The film crew, set and talent are ready so its time for a quick walk through to make sure everyone is comfortable with their roles and knows the process/filming order for the day. And remember, there are going to be hiccups. Set or script adjustments need to be made. Someone is running late. There is a wardrobe malfunction. Remember to breathe and that every problem has a solution.

So now…Quiet on the set! Action!  

Postproduction of Your Video Project

The film is ‘in the can’ and postproduction is ready to commence.

During this phase the videographer will sort and organize all of the raw footage, edit the video to tell your story, add graphics and voice and music tracks. When you are happy with the edited piece it is ready to share with your client for feedback.

Once client approved, you can then develop the different video formats needed and deliver the finished product for distribution through your various marketing channels.

Now that you know the roadmap for video project production, it’s time for you to create your masterpiece.

In the world of marketing, advertising, and PR creativity is often king, but collaborating is the key to the kingdom. One of the most rewarding — and sometimes challenging — aspects of a creative’s job is working with clients to bring their vision to life while also ensuring it aligns with the broader strategy. This delicate balance between creativity and strategy, vision and execution, is what transforms ideas into impactful campaigns.

Understanding the Client’s Vision

Every client comes to an agency with a unique perspective, a set of goals, and a deep understanding of their brand. Our job as creatives is to tap into that knowledge, absorb their vision, and expand on it in ways they may not have initially considered. The first step in this collaborating process is active listening — really hearing what the client is saying, understanding their pain points, and grasping the nuances of their brand story.

Next, we might dive deeper into the client’s brand, their target audience, and their market landscape. This isn’t just about gathering information; it’s about building trust. When clients feel heard and understood, they are more open to collaborating and more receptive to creative ideas that may push the envelope.

Collaborating Means Balancing Vision with Strategic Insight

Once we have a clear picture of the client’s vision, the next step is to balance it with strategic insights. This is where the magic happens. Creativity needs direction, and strategy provides the roadmap. A great idea that doesn’t align with a client’s business objectives is just a great idea — it doesn’t necessarily translate into results.

To bridge the gap between creative concepts and strategic goals, we ask ourselves a few key questions: Does this idea align with the brand’s core values? Does it speak to the target audience in a meaningful way? Will it stand out in the market and drive the desired action? These questions help us shape concepts that are not only imaginative but also effective. Here we create brand elaborations, message maps, and creative briefs. These are the steering documents for all our creative work.

Turning Feedback into Fuel for Creative Collaborating

Feedback is an inevitable part of the collaborative creative process. And while it’s easy to see feedback as a roadblock, it’s more productive to view it as fuel for creativity. Often, clients provide feedback based on their intimate knowledge of their brand or their industry, offering insights that can elevate a campaign to new heights. It’s the collaborating back-and-forth between client and creative that produces a successful result.

The key is to embrace feedback with an open mind, distill the constructive elements, and use them to refine ideas. Some of the most creative and successful campaigns can come out of what initially seems like challenging feedback. Reframing feedback as a collaborative tool rather than a critique turns potential setbacks into creative opportunities.

Navigating Creative Differences

There will be times when creative differences arise — when an agency’s vision and the client’s vision don’t quite align. This is where strong communication skills and a little bit of diplomacy are important. It’s essential to clearly articulate the reasoning behind a creative choices, backed by data, market research, or past campaign success. For instance, when we present new logo ideas, we include a 2-sentence rationale for each one on why it works. We try to remain open to compromise and flexible enough to adapt our ideas.

In many cases, these differences can lead to a healthy dialogue that pushes both parties to think more creatively and strategically. Finding common ground isn’t about one side winning, it’s about aligning efforts to serve the brand’s greater good. Afterall, we’re all in this together!

Celebrating Wins, Big and Small

Collaborating successfully with clients isn’t just about delivering great work; it’s also about celebrating the journey together. Whether it’s hitting a key milestone, launching a new campaign, or achieving impressive results, recognizing these wins fosters a sense of partnership and shared accomplishment. When they win, we all win!

Celebrating these wins strengthens client relationships and builds trust. It also sets the stage for future collaborating on other projects, creating an environment where clients feel confident that we are just as invested in their success as they are. It’s the Front Porch way.

The Art of Creative Collaborating

At the end of the day, collaborating with clients is an art. It requires patience, empathy, and a willingness to see things from another perspective. It’s about merging the client’s vision with creative strategy to create campaigns that are not only beautiful and bold but also strategically sound and results-driven.

When done right, this collaborative process becomes a powerful tool that drives innovation and success for both the client and the agency. And that’s what makes every project, every meeting, and every brainstorm worth it. It’s not just about making marketing; it’s about making a difference.

What’s your business growth opportunity for next year? Identify it. Now is the time. Q4 is upon us. Before we know it, it will be January 2025. So take the time now to really contemplate where you want to take your business next. Once you have that nailed down, you’ll have a clear place to steer yourself in Q1.

Your Growth Opportunity Is Not Swayed by Circumstances

Your business growth opportunity for next should be based on YOUR business. Not so much on outside forces happening in the world. Despite the economy. Or the uncertainty due to the election. Strong brands will survive and thrive in 2025. What makes you a strong brand?

Uncover Opportunities With Probing Questions

Ask yourself some of these questions when you review your business in Q4. These questions will help you determine your success for 2025 based on your successes in 2024.

1. Review your 2024 key clients or customers’ successes. Where have you seen the most business growth this past year?

Make a list. This will give you insight into where your business growth opportunity might be for next year. Looks for patterns and trends in your business’ success. You might just be getting started in some area of your business that will continue to pay off.

2. Is your team convicted that the brand is important?

Review your brand’s foundation. Is your brand strong? Does your leadership team articulate your brand clearly at every internal touchpoint? Your audience needs to be able to recognize you and count on you. They want to see you as the voice of authority, every time they turn to you for answers.

3. Are you communicating consistently?

Consistent communication is key to having a strong brand, and a strong presence in the marketplace. If you are not communicating clearly and consistently about your brand, you are diluting your brand and the competency of your organization.

4. Does your target care about what your brand stands for?

The stronger the emotional connection to your brand, the more likely the target will be predisposed to your organization. What were your successes with your audience this past year? Plan to do more of whatever that was.

Other questions to ask yourself about your business, looking for your business growth opportunities in 2025:

• Are you leveraging your senior team’s strengths?
• What are your strategies? Define these and then everything else should fall under that.
• What are your holes in marketing resources? What do you need help with?

Pro-Tips For Growth

Identifying your business growth opportunities is just your first step to a successful 2024. Reviewing 2024, there are areas where we see success for small to midsize businesses and nonprofits in 2025. Make sure you have this Pro-Tip list covered in Q4 this year, and follow the path to uncover your own insights and build your business in 2025. If you need help along the way, Front Porch has your back.

• Identify your growth opportunity.
• Make sure you have the team needed to realize your goals for your clients.
• Have a plan. Be focused. A marketing plan is important to maximize resources and reduce unneeded spend.
• Sharpen messaging. Review your message map. Make edits where necessary.
• Be strategic. Define strategies and then tactics that will help you accomplish the strategies.
• Remember, tactically, less is more.

Several factors can help a client’s message stand out if you’re pitching during an election year. It’s a politically charged period when pitching to the media, so here are tips to navigate a pitch.

Unraveling the Influence of Regulation and Laws

Understanding the influence of regulations and laws is a pivotal factor in effectively positioning a client’s message in the media if you’re pitching during an election year. The outcome of an election can significantly impact regulations and future legislation. By understanding and articulating how a client’s skills and knowledge align with these potential changes, you can empower your client’s audience. This can be done by highlighting specific bills and policies that could have legal implications after the election.

Be Patient and Persistently Pleasant When Pitching During an Election Year

Patience and persistence are not just important, they are crucial. The media landscape is unpredictable, especially during an election year, and journalists, reporters, and bookers are feeling the pressure now more than ever. If they don’t respond to your pitch email right away, don’t be discouraged. It’s acceptable to follow up, but be kind, compassionate, and understanding when you do so. The media is under unprecedented pressure to keep their audiences informed as quickly as possible.

Presenting Expert Commentary, Not Punditry

Positioning clients as experts who can offer informed commentary on specific topics is not just a strategy; it’s a key strategy. This approach not only sets them apart from mere pundits but also adds depth to their contributions, helping them avoid the pitfalls of engaging in politics.

Featuring Lifestyle Content When Pitching During an Election Year

PR agencies encounter special challenges if they’re pitching during election years. Journalists understand the value of promoting uplifting, inspiring, and powerful lifestyle messages. Despite global events, lifestyle content remains relevant, and people will continue to seek positive stories amid political unrest. Whether it’s about health, wellness, self-improvement, or feel-good stories, there’s a place for it. The key is to find angles that naturally fit within the broader media landscape while maintaining a balance.

Mobile marketing is still a key component of successful business plans in 2024. Businesses can no longer afford to ignore the mobile audience given the rise in smartphone users. Mobile marketing is important for reaching customers where they spend most of their time, as mobile devices become more prevalent in daily life. According to EarthWeb, as of 2024, mobile devices accounted for around 58.26% of all web traffic worldwide. This change emphasizes the necessity for companies to give mobile consumers top priority in their marketing plans.  

The convenience that mobile marketing provides is one of the key factors that makes it so important. People use their phones for information gathering, shopping, and socializing, which presents businesses with plenty of chances to connect with potential clients. Personalized communication through SMS, push alerts, and mobile-friendly emails is another benefit of mobile marketing that can increase engagement.

 Optimizing Your Website for Mobile 

Businesses require a phone-optimized website to effectively reach mobile users. By guaranteeing that content adjusts for different screen sizes, responsive design improves user experience. Furthermore, since slow websites may turn off visitors, quick loading times are important. Accelerated Mobile Pages (AMP) can be used to increase performance and speed.  

SMS Mobile Marketing  

Since SMS marketing is instantaneous, it is quite successful; timely advertisements and updates have high open rates. For immediate client connection, this basic communication tool is crucial. 

Social Media Engagement 

Mobile marketing of content is a must since mobile devices are used for the majority of social media interactions. Having mobile-friendly links and clear images will greatly increase the impact of your social media approach. 

Mobile Marketing Apps 

For a more consistent and customized user experience, consider downloading a mobile app. Apps improve consumer engagement through better feature integration, such as push alerts, and frequently result in higher conversion rates. 

Mobile marketing is essential for companies hoping to succeed in 2024. Given that mobile devices already account for most website traffic, it is obvious that mobile devices should take priority in your marketing plan. Improving user experience, increasing engagement, and boosting conversions can be achieved by creating a mobile app, utilizing SMS marketing, optimizing your website for mobile users, and participating in social media efficiently. Having a mobile-first strategy can help a company stay relevant and competitive as the digital world changes.

Getting out of your artistic comfort zone can be really scary. It can be intimidating to pick up a new medium and try to learn a new skill. But artistic growth often thrives when you get out of your comfort zone. If you want to try new things and push your creative boundaries, here are some tips that can help you do so.

Try a New Medium to Expand Your Artistic Comfort Zone 

Trying a new medium can be scary but it’s one of the quickest ways to break out of your comfort zone. If you’re a painter who works with acrylics, why not try watercolor or oil paints? If you like to draw with just your pencil, try out pastels, colored pencils, or even charcoal. Try clay sculpting if you usually stick to drawing on paper. Try scrapbooking if you enjoy designing online. There are so many options to try out.

My favorite thing is to go to a craft store and pick a craft I wouldn’t normally pick up. That is how I got into punching needling and embroidery. There are so many avenues you can go down and luckily it’s easy to look up help when things get tough. By working with different materials, you will challenge your skills and maybe ignite a new passion. 

Collaborate with Others 

Partnering with other artists introduces you to new techniques and perspectives. It can inspire new ideas and approaches to your art. Getting together with an artistic group will give you an opportunity to try out new methods. If one artist uses a certain medium that you are not familiar with, let them teach you their skills. It’s always good to bounce ideas off of others to gain knowledge and perspective on a new medium. 

Attend Classes Outside of Your Artistic Comfort Zone

Enrolling in a class or a workshop outside your medium can open up new avenues for exploration. There are many resources online that can help you such as YouTube, Masterclasses, and sometimes even your local community college. There are also in person classes at your local craft store, libraries, or even museums that you can sign up for. Embrace a new venture, don’t let the fear of failure hold you back from trying new things. 

Embrace Failure 

When reaching outside of your artistic comfort zone, making mistakes is a natural part of the creative process. If you don’t make mistakes then you’re not learning. Each mistake is an opportunity for growth. It’s okay if you try something for the first time that doesn’t meet your expectations. At least you’re stepping out of your comfort zone and trying something new. 

Stepping out of your artistic comfort zone is a journey of exploration and self-discovery. By experimenting with new mediums, seeking feedback from others, and trying new things, you’ll not only enhance your skills but maybe find a new passion for a new craft.

We’re hard at work on The Porch — even though its summer — and we wanted to share some of our proven digital strategies so far this year. The summer has flown by, and our team, business and clients have enjoyed many successes balanced with time with family and friends. As we roll into back to school whether it is elementary school, first year of college or next term of an MBA program, we have big goals on our mind at home and work.

With that being said, we are sharing digital strategies and tactics resulting in business success. Here’s what is working for our clients.

We Use These Proven Digital Strategies and Tactics for Our Clients

There are a handful of proven digital strategies that we are using to help build our clients’ brands. Often these strategies work together, and build upon each other. Sometimes they even share assets, which helps marketing budgets go further.

Email Marketing

Consistent communication whether it be weekly or monthly is paramount. Open and click rates for our clients’ email marketing exceed their peers’ average performance. And, their unsubscribe rates are lower than benchmark.

Keys to email marketing success include consistent communication, compelling content and professional creative and visuals.

The results include business growth by referral from existing clients and customers as well as inquiries from prospects and connections.

Digital Advertising

Our clients are spending their ad dollars on digital advertising strategies and tactics this year. The results continue to exceed the norm. LinkedIn and Google ads, geotargeting and retargeting continue to result in business growth.

Social Media

Content calendars are king. Client connections and reach on social media for the companies we work with have been strong — above industry averages. Social continues to be a proven digital strategy YoY.

LinkedIn continues to lead on the business-to-business front. Our clients’ senior leadership are embracing the power of LinkedIn. They are consistently active. This is resulting in broader brand awareness and increased employee engagement among other things.

Hashtag strategies continue to evolve. Less is more is proving successful for our clients. Protip: Utilize free tools to evaluate the relevance of the hashtags you use. We are happy to share our go-to tools. Email us!

Blogging

At least two blog posts per month continue to engage our Clients’ key audiences, their existing customers and new prospects. Google Analytics confirms this on the monthly reports we provide to clients. In addition to this, our clients’ websites’ SEO is benefiting from this proven digital strategy.

Video

Short and long form video marketing is increasing our clients’ SEO. Videos are a proven digital marketing tactic that also provides compelling, engaging content for social media. Repurposing these videos for digital advertising has also been a hit.

Website Refresh

Continuing to add content whether it be through blogging or keeping the look and feel of your company’s website updated has been a win this year as a proven digital strategy in 2024. Have you looked at your website lately? Is it working hard for your business? If not, we can help. If you don’t know how to figure out if it is effective, we can help with that too.

Implement These Proven Digital Strategies and Tactics for Success in 2024 and Beyond

The fall time period is the perfect time to re-assess your marketing plan and add some of these proven digital strategies to your brand mix. Reach new customers. Broaden your brand’s horizons. Share new products. Build loyalty. It’s all possible by starting now, and sticking with it.

In today’s interconnected world, the boundaries between PR and Digital Marketing are increasingly blurred. Both disciplines play a crucial role in shaping a brand’s image, reaching target audiences, and driving engagement. When blended effectively, these two disciplines can create a powerful force that amplifies brand messages and achieves strategic objectives. In best practices terms, that means integrating them to maximize their combined impact.

Align the Goals and Strategies of PR and Digital Marketing

Successful integration of PR and digital marketing begins with aligning goals and strategies. Ensure that both teams or functions are working towards common objectives, whether it’s enhancing brand visibility, generating leads, or driving website traffic. Establish a unified strategy that leverages the strengths of both PR and digital marketing.

For instance, if a PR campaign is focused on increasing media coverage, digital marketing efforts can complement this by amplifying the coverage through social media channels and paid promotions.

Create Consistent Messaging

Consistency in messaging is crucial for maintaining a coherent brand voice across all platforms. Ensure that the messaging in your public relations materials — such as press releases and media pitches — aligns with the content shared through other marketing channels, including social media posts, email campaigns, and website content.

This consistency helps reinforce your brand’s key messages and creates a unified narrative that resonates with your audience. Regularly review and update messaging guidelines to ensure alignment across all communication efforts.

Leverage PR and Digital Marketing Data and Analytics

Data and analytics are invaluable tools for optimizing both of these efforts. Use insights from digital marketing analytics — such as website traffic, social media engagement, and conversion rates — to inform PR strategies.

Conversely, PR metrics, such as media coverage and sentiment analysis, can provide valuable context for digital marketing campaigns. By integrating data from both camps, you can make informed decisions, track performance, and adjust strategies to achieve better results.

Enhance Content Distribution

Content distribution is a key area where these two team players can intersect. PR efforts, such as media placements and influencer partnerships, can drive traffic to digital assets, such as blog posts, landing pages, or social media profiles.

Further, digital marketing trends can help amplify public relations content by sharing it across social media platforms, using SEO tactics to improve its visibility, and leveraging paid media to reach a broader audience. Develop a content distribution plan that outlines how these marketing efforts will work together to maximize reach and engagement.

Collaboration on Campaigns

Collaborative campaigns that integrate can lead to greater success than isolated efforts. For example, if you’re launching a new product, a coordinated campaign that includes a press release, social media announcements, influencer endorsements, and targeted digital ads can create a comprehensive promotional strategy.

Foster communication and collaboration between teams to ensure that campaigns are well-coordinated, messages are consistent, and resources are used efficiently.

Engage with Your Audience

Engagement is a critical component of both PR and digital marketing. Use PR efforts to build relationships with media, influencers, and industry thought leaders, while leveraging digital marketing channels to interact directly with your target audience. Encourage two-way communication by responding to comments, participating in conversations, and addressing feedback. Engaging with your audience in a meaningful way helps build trust, strengthen relationships, and enhance your brand’s reputation.

Harnessing the Power of PR and Digital Marketing Integration

The intersection of PR and digital marketing offers a wealth of opportunities for brands to amplify their messages and achieve strategic goals. In today’s digital age, it’s not just a best practice — it’s a strategic imperative for achieving holistic and impactful communication. As you navigate the complexities of modern marketing, remember that the partnerships in marketing can be a powerful tool for your brand’s growth and success.

In its simplest form, communication is the act of transferring information from one person or group to another. Whether personally or professionally, through talk or text, we typically spend much of our day communicating with other people.

It sounds simple, right? As someone whose job in account services relies heavily on communication with both team members and clients, I can assure you this isn’t always the case. Remember playing the telephone game as a kid? I do, and I can assure you the message that started the circle wasn’t always the message that ended the circle. Confusion ensued!

Improving Your Communication Skills

Undoubtedly our communication skills have improved since our days playing the telephone game, but we all still fall short in communicating effectively at times. So, how do we get better? Let’s first take a look at a few of the main ways we communicate.

1. Verbal Communication
   Whether we communicate through face-to-face meetings, a phone call or video chat, all of these are categorized as verbal communication. Using our voice to deliver the message to our audience.
   
2. Nonverbal Communication
   Nonverbal communication accompanies verbal communication. When we speak, we give off different signals without using spoken words, and sometimes without even realizing we are doing it. This can include facial expressions, posture, eye contact, tone of voice, gestures, how we dress, etc.
   
3. Written Communication
   There are many ways we can deliver our message through the written word. And, often this is considered the most common and effective way to communicate. It can be through emails, letters, social media, articles, text messages, etc.
   
4. Visual Communication
   When we communicate visually it is done through a means that can be read or viewed by the recipient and has become more prevalent because of social media platforms. Such as infographics, graphs, videos, slides, etc.

Barriers to Being Effective

There are many barriers that can impede effective communication. Let’s explore a few of them.

• Inattentive
  In other words, we simply aren’t paying attention. This can lead to missing important details and misunderstanding or misinterpreting what we do hear.
  
  
• Mismatched Communications Styles
  Does how you prefer to communicate differ from that of the intended recipient? If so, there’s most likely a greater chance of miscommunications.
  
  
• Poor Timing
  No matter how well thought out and prepared your communication might be, your message will fall short if it isn’t delivered at an appropriate time.
  
  
• Too Much Jargon
  Although at times jargon can make your communication more efficient, often, your intended audience will not understand it and will be left in a state of confusion.

Troubleshooting Your Communication Gaps

Now that we have outlined both some of the common forms of communication and barriers to communication, let’s talk about how we can overcome them.

• Active Listening
  If you find yourself struggling to absorb the communication, you might want to read up on active listening. It involves digesting the information, and then responding back through paraphrasing, asking questions and body language cues.
  
  
• Identify Communication Styles
  You need to understand not only if your audience prefers to communicate face-to-face vs. emails, etc., but also if they prefer straightforward and to the point messages vs. being inundated with all the details. The answer may vary based on what is being discussed and you need to adjust your communication style accordingly.
  
  
•  Think Before You Communicate
  Timing is everything when it comes to communicating to your audience. Are you sending your message right before a big event, a planned vacation or late at night? Always make sure you take these things into consideration if you want to be heard.
  
  
• Use Plain and Simple Language
  Shorthand and acronyms can save you time, but often it leads to your recipient feeling frustrated and confused because the language isn’t understood by all. Make sure you tailor your message to your audience, and only use jargon if you know it will be understood by all.

Regardless of how you communicate to your audience, there are going to be instances when it is ineffective. But, if you keep in mind some simple obstacles to avoid, you’ll find these instances will be few and far between.