Digital work and new technological developments have led to a whole social, economic, and cultural phenomenon: Digital transformation. In this post, which emerged in collaboration with Cyberclick, we analyze the role of interactive visual communication in digital transformation and remote work with a focus on freelancers and entrepreneurs. Want to know more about digital transformation and how it can help you improve the way you communicate and engage with your customers? Keep reading.
What is digital transformation?
In recent years, we have moved some of our way of working and communicating from analogue and physical to digital. For example, think about letters. Today we barely send letters on a regular basis; instead, we use email. The last few months have further accelerated this situation, taking a major turn to meet the real needs of the day-to-day life of companies, freelancers… and really, of all professionals and their clients.
This conversion has led to a process of digitization in which, thanks to technology, new organizational and business models emerge, creating opportunities unthinkable a few years ago. This is where digital transformation, which is the consequence of this situation, occurs. Therefore, we can define digital transformation as a social and economic change, a consequence of the use of digital technologies. We can even talk about a move towards continuous improvement of a particular process through the use of technology. In this webinar, we will focus on the communicative aspect. You may be wondering, why should we transform the way we communicate or engage with our clients?
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Why should we transform how we communicate or engage with clients?
Digital transformation is so relevant today that, as one of the latest reports by McKinsey, a global strategic consultancy, shows, virtually all companies, whether startups or more traditional businesses, are currently adapting and seeking business models that achieve a greater digital presence. Why are they doing this? Why should you digitally transform your business? Why change the way we communicate and engage with our audience?
The main reason is because we must adapt to the changing needs of our clientele or audience. Our audience has obviously changed rapidly in recent years. Now we are faced with demanding consumers, who seek the personalization of services, are curious, investigate what interests them, and also hope to find good results and immediate satisfaction. Therefore, it is time to make our audience, our clientele, the protagonist so we can understand their point of view and their needs, what is known in marketing as “putting users at the center of our communication.” In this way, we will be able to make better decisions and minimize risks while optimizing our time and resources. This will allow us to drive innovation and productivity while providing better solutions and experiences to our audience.
These motivators are of particular relevance when we are freelancers. If we are responsible for our tasks, revenues, and invoices, being able to give ourselves visibility and to interact effectively with our own network of contacts is crucial in order to get closer to those customers who will bring us value (and to whom we hope to bring value too thanks to our product or service).
Let’s take advantage of the current situation to make the leap to new formats. Let’s make changes, adapt and, above all, improve the way we face reality. It’s time to adapt our actions to the digital standards of the new era. Sounds great, doesn’t it? But where do we start?
How can I easily transform my business’s communication digitally?
According to a study published by The Boston Consulting Group (BCG) commissioned by Google, having a digital marketing strategy can mean a revenue increase of up to 20%, while costs are reduced by up to 30%. Given this information, without a doubt, one of the first sectors to address digital transformation is marketing and, therefore, communication.
If we seek to digitally transform our business we must start communicating differently. What does this mean? Well, it means taking the leap to interactive visual communication, a strategy with which we can captivate our audience. Let’s look at some tips to do it in a simple way:
Communicate through stories
People are narrative beings and we look for patterns. That is, in the face of chaos, we tend to create order through the use of stories and we are predisposed to the consumption of these stories. The reason we like stories so much is that those narratives provoke emotions.
Neuroscience tells us two interesting facts about this. It tells us that when we hear a story, our brains light up like a Christmas tree. However, if we hear only data, only a small part of the cerebral cortex is stimulated. That is, we can hear data but we can only truly feel the stories. It also tells us that 95% of our emotions and our learning happen before we are even aware of it. Funny, isn’t it?
“Creating for the sake of creating is useless. There must be a goal behind all our content.”
David Tomás, CEO and co-founder of Cyberclick
So why do we continue to focus all our efforts on those rational messages that only affect the other 5% of our emotions and learning? Why do we keep giving data and figures that not only don’t excite, but actually bore us? The brain needs to get excited to learn, to acquire new information, to remember. So, it’s time to say goodbye to boring stories and put into practice another way of communicating by applying storytelling.
Take a positive approach
Did you know that fun, positive experiences, in general, increase the degree of memorability? This is the case partly thanks to dopamine. Everything that causes pleasure – beauty, fun, food… all of this releases dopamine into our brains. It’s important to us because without it, we wouldn’t feel curious or motivated. This means that we tend to remember the positive more and forget what is most negative for us. Therefore, our advice is that you show a fun and positive side to make your message more meaningful.
Visuals are key
When you have your narrative ready with a positive approach, it’s time to communicate it. Keep in mind that 80% of the information we process comes to us through sight. Our brain is biologically prepared to process visual content.
Visual language is the only language, besides music, that can be understood by all kinds of people. Everyone is able to come to understand an iconic image. Therefore, it is essential to take visual language into account when communicating. Let’s take advantage of our human nature by adding visual resources to our stories to make a greater impact.
If, moreover, these resources are animated, we will give added value to everything we create. Animation will help improve people’s memory of our content by up to 42%. It’s perfect for arranging our ideas in order of importance and helping our audience focus on and remember the really important concepts.
However, even when content is visual, there may come a time when it goes unnoticed, when it joins the saturation of current content. Consider, for example, what you usually do while watching a series or show on your TV or laptop. How often do you end up on your phone at the same time? This happens because we love being part of communication. That’s why we have to get our audience from watching to acting. How? By creating interactive digital content with which the audience relates in a totally live way. That is, you can touch, interact, play with the information; that it’s a challenge or gives answers, in short, that that content is alive. Why? Because that way interactivity will help make our content memorable, motivating, and easier to remember.
With these tips, we will achieve interactive visual communication that will help us on our path to digital transformation. Thus, we can transmit our messages effectively, engage investors, clients, and colleagues, and we can break that first barrier of attention to make what we transmit much more memorable.
Create a content strategy
If we want to communicate, in a non-intrusive way, with users and to accompany them during the global purchasing process, we can opt for inbound marketing. In this sense, a content and communication strategy is key to success.
As David Tomás, CEO and co-founder of Cyberclick, says, “Creating for the sake of creating is useless. There must be a goal behind all our content.” We must fully understand the consumer’s journey, in what moment they find themself and what we should offer them at any moment. Every message we send to the potential customer must have an intention and nurture the user so that they get closer and closer to the decision to purchase.
Tools for digital transformation
If we are in a process of digital transformation, developing an inbound marketing strategy will help us to improve our recruitment, conversion, sales, and loyalty processes. We have to understand all parts of the process in order to adapt our content to each moment a user faces in the form of a user journey. In this sense, we can make use of a series of tools that will help us with communication in our digital transformation:
Hover over each icon to find out more about these four great tools
Airtable allows us to create databases to organize tasks in a visual and intuitive way with our entire team. We can organize ideas, projects, and much more, increasing our productivity in a very simple and efficient way.
Notion is a management and organization tool that is based on the idea of a super versatile digital notebook. We can use it to create task lists, organize using kanban, record meeting notes, create datarooms, and even create our own CRM – all collaboratively.
You may already use Slack. It’s one of the main solutions to communicate in real time with your team. Create communication channels, share files, make video calls. All in one place.
If there is a versatile tool, it’s Genially. It allows us to create a whole new dimension of content full of interactivity, animation, and integration with different platforms, without the need for design or programming knowledge. In Genially, you’ll find more than a thousand ready-to-use templates made to unleash communication!
What content will help me with my digital transformation?
We’ve seen great tools, but what kind of content can we use regularly? In this inbound marketing infographic, we can discover how to make our creations engaging, captivating, and accessible from anywhere. You can learn how to create this same creation by following the tutorial included in the webinar From Working Online to Digital Transformation: Keys for the new era.
With this general outline, we’re ready to start preparing our inbound marketing strategy. If you want more information about this kind of content, here’s the link for the article written by David Tomás, where he tells us the keys of inbound marketing in the chat, as well as in our genially. Don’t miss it!
We hope you enjoyed this post where we learned how to improve our communication in the digital transformation process and how Genially is a great tool to help us achieve this.
If you have any questions or suggestions, get in touch with us via social media by using the hashtag #AskGenially or leave a comment on this post.
Warm wishes from the entire Genially Team. See you soon!