(WINDSOR, ON) – In small towns and large ones across the nation, new technology companies are forming. But although they may be technologically sophisticated, often they are doing a few things wrong. A new company formed by a recent graduate of the University of Windsor thinks she can help.
Jacy Bracewell has started her own communications consultancy. She said she has been planning this bold move into her own business for years and has, basically, customized her life to acquire just the right skills. Her bespoke course of action has allowed her to cobble together expertise in two complementary skills; content writing and computer technology.
It is enough, she wrote on her newly launched website, to give her the ability to provide her customers an advantage in today’s competitive market place.
Some of the problems new companies have, and which she details on her website, is a lack of attention to detail, particularly in how they deal with their operation’s life on the internet. In a blog post, entitled The #1 Mistake that Online Companies Make that Loses their Credibility, she said the single crucial area that is often overlooked by start-ups is their knowledge base.
“I believe that building strong relationships with your customers by providing them with comprehensible, helpful content is the foundation of success as a business,” said Bracewell.
Such bases are actually the face of the companies, in essence what customers see and know about an organization. They, “represent your brand and how your customers will perceive your company.”
Looking at a company from its customer’s perspective can be quite revealing. Patrons should, “feel comfortable while reading your articles and guides, not confused or left out because they don’t understand what you’re trying to explain to them.”
A downfall of many technology companies is a non-connect between the information they offer and what is needed to understand their products. There are times new product versions are released without corresponding updates in the company’s knowledge base. This, Bracewell cautioned, can leave the customer adrift without proper information. When that happens the company’s credibility can decline.
There are some simple rules, as well, all revolving around clarity, conciseness, and correctness.
“Write in plain English and proofread your content so that the grammar police don’t — err, doesn’t — have to,” she said. And, above all, she counsels companies need to be true to their brands.
“You may not view your knowledge base under the umbrella of marketing, but you should,” Bracewell said. “Your knowledge base is a continuation of your company’s online presence, and it is a perfect opportunity to promote your brand by providing helpful information to both potential and current customers.”