Effective communication is the cornerstone for brands

We live in a continuous change. All ours around fact. If 20 years ago they had asked after us how it would be our lifestyle, possibly, had not thought in the weight that have won the social networks in all the fields of our life. Absolutely in all the facets, further of our personal sphere, have changed our form to live and to contact with the other. And also it has done it for the companies.Especially in the plot of the communication all can perceive the small 'metamorphosis' that have experienced the organisations, so much the big corporations, as in the smallest. A 'metamorphosis' that saw more propitiated that never by the arrival of a pandemic that forced to cut all type of face-to-face or physical contact that the company could establish with his customer or consumer. An article of W&V the COVID-19 had caused that the strategies of communication in digital advanced an average of 6 years.It is clear that is not easy to communicate, but no thus the companies can allow the big luxury to abstain of the ecosystem of the communication and the big possibilities that this offers them. As it explains Mayte Expósito, director of Imago, one marketing and communication agency created in 2002 that is specialised in the sector beauty and entertainment, "the companies that do not communicate leave opportunities of business by the way. We have checked that the companies B2B that yes take care it come how increase his opportunities of business." And if you have the wrong belief and a skepticism that being part of a B2B company does not have the duty to communicate, and even if it surprises you, you are not right: "although the essence of your activity do not direct to the final consumer, any potential customer or new contact will look for you in Google to see how is your web page. If it sees ancient, neglected or does not exist, can be that you lose a commission in favour of a competitor with better digital presence", adds Mayte.Already in the year 2014, could read some articles that recommended to the companies the use of social networks to position like referents in the sector and, especially, to inform, no only to sell. This same year, the Annual Study of Networks of 2022 elaborated by IAB Spain, confirmed that the marks were the most gone on down accounts the users in Spain, only surpassed by friends, family or known and influencers. Laia Fernàndez, responsible of communication of Imago, highlights also the importance of the communication of the organisations: "The businesses base in winning a confidence that can build of progressive form in social networks, public relations or by means of the digital presence." The previous study signals also, that although the confidence does not go tied to the presence of the marks in Social Networks, 26% of the respondents affirm that the marks that have profiles for social networks inspire more confidence, and 8% ensures that those signatures that do not have it generate them a feeling of distrust.What and how communicate?But, as they explain us Laia Fernàndez and Mayte Expósito the problem of a lot of companies is that the main problems find to the hour to select what go to explain: "it is necessary to order the communication. In the day in day out of a company occur a lot of things, but instead communicate very few. For example, there are companies that have set up a lot of performances of sustainability to different levels and does not know how communicate them or put them in value" explains the manager of communication of Imago. "It is necessary to know discern what is and what is not communicable" sentence Mayte. And in this point, is in which the agencies of communication can be of big utility and a ray of light in the darkness, That what can communicate? As your organisation, by means of small actions, try to be each more sustainable and respectful day with the environment: "It Is necessary to do it of the sincerest way possible. My company did not be with sustainable aims, am not perfect, but want to be it and fulfil with what have proposed me, and for this, go to do all these things" argues the director of Imago. Laia, aims that it is a good idea for the companies that show with honesty all the efforts that employ the companies for being more sustainable: "An example, is to elaborate a self-evident that mark the route that wants to follow the company, that explain his commitment and fix the aims". Something, that increasingly companies elaborate in shape of annual memories.Another of the pretexts that accustom to use the small organisations to justify his decision of 'not communicating' is the subject of the "budgets". Mayte and Laia, leave proof that the budgetary games devoted to the communication do not have to be very bulky to the hour to convert this in effective: "The communication is a work of proof to half and long term" says Laia. "First of everything, it is necessary to trust the return that go to achieve with the resources that allocate. Once you surpass this initial brake, obtain the results" exposes Mayte.The multiple possibilities that offers Internet: an opportunity for the markThe channel? Neither it supposes a problem in some surroundings in the are more accustomed to know us before with a screen of by half, that to have our first contact with a handshake, as before. "To digital level can control your own means. A web that offer an experience of optimum user and that explain what do, how do and the very what do it. The social networks are your allied if you believe a plan of contents and of investment that help to implement your communicative strategy."And the Internet has favored a change in the paradigm of the communication between company-consumer. The social networks have forced (even more if it fits) to the companies to listen the requests and needs of the consumer. Like this it explained it also in one of the round tables of the 'Digital Beauty Summit', America Vallejo, Responsible of Digital Marketing and Communication of NAOS, how in the case of his company has lived this penetration of the organisations in the social networks: "we Are in the social networks because we want to sell, but the main aim raisin also for understanding the need of the consumer."The communication is a fundamental piece to do different to your mark. Differentiate it of the rest. It does not be necessary to perceive it like a stone in the route, but like a beautiful challenge to the that face up him and believe in her.

Effective communication is the cornerstone for brands

Mayte Expósito and Laia Fernàndez from Imago explain how B2B companies turn the challenge of communication into business opportunities