Top Four Best Practices for Marketing and Communicating Data
By Kay and Don Norton
1. NEVER ASSUME YOUR TARGET MARKET (AUDIENCE) PARTICIPANTS HAVE THE SAME BACKGROUNDS OR EXPERIENCES.
Even if people have the same job title, even the same job responsibilities, their situations are unique to their service areas, their organizational structures, and their personal backgrounds. Make sure you begin by establishing common ground.
2. ALWAYS CLEARLY STATE THE GOAL OF YOUR COMMUNICATION.
Why is this data important? How will it help your audience better understand and serve their markets? What decisions might be made more thoughtfully and effectively by using the data?
3. IF POSSIBLE, BRIEFLY SURVEY YOUR PARTICIPANTS BEFORE SHARING THE DATA.
In what manner, format, and frequency would the audience like to receive the data? Is there content they really want or need? If at all possible, accommodate these requests. “But we’ve always sent it this way” is not an acceptable reason to continue previous protocol!
4. REQUEST FEEDBACK.
Communication is not a “one and done” process. Ask your audience frequently about how they are using the data. Solicit best practices that can be shared with others. This process of continuous improvement will keep your approaches innovative while also adding “touch points” to your contact with your market.