The Medium is the Message: Use the Right Channel to Reach Out to Customers

You might have already implemented all available forms of communication to reach leads and customers exactly how they want to be reached.  But just because you can interact any way you want doesn’t mean you should.

Communication channels vary in terms of security, privacy, and scope, and some are better for certain interactions than others.  Even if your customers prefer one method of contact, keep in mind that the best option is always the option that brings the best results.  Here are three examples:


When It Works:  Email is a quick way to exchange information one-on-one, especially information that can’t be easily conveyed in a text or tweet.  It’s best used when a lead or customer needs access to certain information like users manuals or other documents, or provide detailed answers to more complicated questions.

When It Doesn’t:  Email can be effective, but it’s also impersonal, so it doesn’t work when tone of voice is an important part of your message.  If you run alcohol detox facilities, your potential clients are coming to you in a time of struggle, so you need to communicate in a more supportive way, using soft language and a warm voice.

Social Media

When It Works:  Social media has replaced the town square as a place to meet other people who share your interests.  It’s the best channel for brief, broad messages that are meant to be read by everyone.  Use it to send links to key landing pages, your blog, or an interesting article about your business that you want to promote.

Communication Channel

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When It Doesn’t:  People like social media because it makes for a quick read, but if entries are too long, they tend to drift off and move on.  If you have a message that’s too long or too targeted, save it for other channels and instead use your social media feed to write a call to action that brings people to it.

Phone Calls

When It Works:  Not everyone likes online media; some people still prefer to talk to a human being, so phone calls are best for those customers.  They’re also effective when customers need to share financial accounts or other confidential information, because they may be worried that prying eyes may be lurking around the web.

When It Doesn’t:  Phone calls work for most customers most of the time, but they can sometimes be a financial burden to your business.  If most of your transactions are quick and low-cost, that customer service call costs a lot more than an email or text, so it might not be the best investment for your company.

Start Using the Right Channel Today!

Now that you understand the ups and downs of each communication channel, use these insights to choose the right channel to reach out to your customers.

This guest post was written by Michael, a communications expert who enjoys sharing his advice about how alcohol detox facilities and other valuable services can more effectively reach out to potential clients.

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