For businesses within the health and safety industry, successful communications is all about engaging with key senior leaders and decision makers within your brand’s target markets. It’s about helping them to see the value in what you offer, and how it can help to save time, money and potentially even the lives of teams and visitors.
The key to reaching those people lies with marketing and communications. However, getting value for money is challenging, and making things happen can take up a lot of your time, which could be focused on the core operations of your business. You know you need to do something – but there’s so much you could do, where should your priorities lie to achieve maximum ROI?
Firstly, you need to think carefully about your objectives and the individual personas of your audience. Once you have those in place, here are four key things you may want to think about when it comes to ensuring the success of your communications activity:
1. Promoting the 'cultural shift'
Getting key senior leaders and decision makers on side is often not a quick-win. Depending on what it is that your business does specifically, successful communications is all about promoting a cultural shift amongst your audiences’ businesses. It’s about shifting the attitudes and behaviours of teams surrounding health and safety processes and procedures. That favours a longer-term strategy. Get a clear plan in place.
Think about what needs to change. Do people need to put a particular process to the front of their minds? Is health and safety on a whole taking a backseat in their sector? Are existing regulations effective enough to promote best practice?
When you know what needs to change, position yourself to lead that change. Educate people about its importance, and why your brand is in the perfect position to help.
2. Stay up to date with the latest legislation and regulations
No matter what it is that your business does, health and safety businesses are driven by legislation and regulations. As much as we campaign on the longer-term strategy for that cultural shift, some businesses will only pay attention to your business, product or service when they are legally required to.
By staying up to date on all of the legal policies introduced to your target audiences’ markets, you can position yourself as an expert voice. You can help them to understand their responsibilities and what it is they need to do to ensure compliance. Position yourself on the front foot, able to help people as soon as they need it.
3. Help to 'jargon-bust'
There is a lot of complex terminology within the health and safety industry, and for those businesses outside of it – your potential customers – cutting through the noise and understanding their responsibilities can be difficult.
Use your knowledge of these complex terms to help to educate your audience. Use simple language within your communications which can be understood by leaders with any level of experience in or exposure to your industry. Think about creating a glossary on your website – not only will that help your audience, but it will also help your Google rankings.
4. Be generous with your expertise
Lastly, showcase your expertise. Be generous with it, and use it to help others.
Your audience will often want to learn more about your industry and your business before signing up to anything. The more helpful you are on that journey, the more likely they are to remember your brand’s name when they need help. Don’t be pushy – focus on education and awareness content.