According to Sue Blaine, Flow Communications senior writer and editor, does it feel as though the only way to get your message across these days is to grab people’s attention by ‘hopping on a trend’ or producing something fast and flashy? Not so fast.
You need to follow up on that attention-grabbing gambit with some substance or you risk viewers simply moving onto the next message that is demanding their attention. To convert interest into partnership you need to work to build trust and, as in life, solid relationships are what we want in business.
Customer loyalty is the gift that keeps on giving, through repeat business, referrals and enhanced brand reputation and credibility. Building a relationship helps you understand customer needs, which leads to improved products and services, ultimately leading to a stronger competitive advantage.
Business-to-business (B2B) brands’ communication requirements are even more exacting and technology can help you get your message in front of the people you want to reach. But to craft messages that help you build a solid relationship with your chosen audience, you need to ensure your communication is authentic and relatable.
For example, working with Flow Communications, the Oppenheimer Memorial Trust (OMT) more than doubled its LinkedIn following organically in 2025, gaining more than 2 000 new followers. The philanthropic grantmaker has gained high engagement with its posts, many of which are long, with many others reposting them.
Flow’s work with the OMT is based on a careful strategy that pinpointed LinkedIn as the optimal social media platform for the organisation to communicate with its desired audiences.
And that illustrates an important point: when plotting a strategic communications strategy for an entity, the first step is to think carefully about who you want to reach, why reaching them matters and what action you want your audience to take. Pick your platform (not just social media!) according to these three parameters. Communication that delivers real results isn’t a magic trick, it’s an honest conversation.
While technology helps you get your foot in the door, it is the commitment to delivering authentic value and addressing audience pain points that converts clicks into lasting partnerships. In a noisy digital world, we have found that authenticity is the only currency that buys true customer loyalty.
FLOW COMMUNICATIONS
www.flowsa.com
