Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
Reach more people and get those people to take action.
Are you Successful at Digitally Engaging your Customers?
November 18, 2015 at 9:58 am #250842
It’s no secret that citizen customer satisfaction levels are being driven by positive digital experiences. But with the growing number of digital channels and platforms, how do agencies ensure they’re really meeting the needs of their audience?
Fortunately, GovDelivery’s new infographic, The Digital Communications Checklist, allows you to take your digital communications platform through a checklist to make sure you have the capabilities you need for a positive digital experience – and that your audience is getting what they need.
The checklist: Does your platform…
Offer a new inbound channel to build your audience? To transform your citizens’ experience you have to build that audience first. It’s imperative that you have a communications platform that amplifies your reach by automatically cross-promoting your content with other government organizations, operating as a new source of referral traffic. Leverage a platform that connects related government organizations to increase your digital audience. Don’t wait for people to come to visit your website or other social media properties.
Support multi-channel communications? Email operates as the leading direct form of communication, with the highest ROI, but you can’t ignore the growth of text messaging and social media, and the audience that predominantly use those channels. If your organization is using email marketing tools, mobile tools for text messages, and social media tools, imagine the time and effort you would save by simultaneously communicating across all of those channels from one place. A digital communications platform can do this, as well as make public-facing posts available in search results.
Drive engagement with new content? Don’t have an “if you build it they will come” approach to your site content. Don’t post new resources and content and think people will magically happen upon it. You need to promote and update your audience when something new has been created. Organizations that integrate communications to automatically update interested audiences when new content is available on their website, social media, and other digital properties are better equipped to drive web traffic.
Play well with others? Public sector organizations store critical information in more places than just their website and it can be difficult to distribute that information. Your digital communications platform should be flexible enough to work within your existing technology infrastructure in a way that gets the newest information to those who need it. Have a platform with application programming interfaces (APIs) or built-in integration points to integrate with existing databases where information is stored.
Get the message to the intended recipient? All marketers know that pushing out messages, especially when it comes to emails, doesn’t guarantee delivery. And organizations don’t want to put time and effort into crafting the perfect message to have it sent to a SPAM folder. Your digital communications platform should tell you which messages are getting through and guarantee exceptional delivery rates (higher than 90%).
Offer data and reporting for actionable insights? You can’t know if your communications are working if you can’t measure its impact. A platform with analytics lets you know who your advocates are and who need to be engage differently, increasing the impact of your content. You can tell who opened a message, who shared it, and what content the audience is most interested in.
Deploy quickly on the cloud? Cloud technology is an integral part of any digital strategy. Public sector organizations must leverage cloud software that can be accessed by anyone, anywhere, anytime. Organizations should be able to deploy a user-friendly platform that includes support, training resources, and best practices that support your efforts to roll out branded communications.
Built for the public sector? The pubic sector is unique: organizations don’t have to compete with each other and aren’t driven by profits like public sector goals. Digital communications platforms are built for government drive actions that are alighted to public sector goals. Work on a platform that many other government organizations have already vetted and are currently using.
After reading with checklist, ask yourself: what does your platform need to work on? Then download the infographic here to learn even more about developing a communications platform that truly satisfies customers’ digital experiences.
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