know your numbers

In the previous article, we created a communications strategy, selected main channels and defined key content types and a tone of voice. 

Why talk about figures?

Today we’ll talk about content, more specifically about communicating your impact through key figures.

Numbers are a tangible and easily understandable way of telling the world what you’ve accomplished. It helps the general public understand how exactly you change the world. 

It also tells investors that you’ve succeeded and illustrates your future potential. It allows your clients to see how they’ve been part of the process and made some good themselves. 

Which figures to choose?

So which figures do you  publicize? There are three main factors to consider:

1. Relevance. Show numbers that are directly linked to your mission and purpose. For a start-up accelerator program, it’s relevant to disclose the number of entrepreneurs they’ve supported. For an initiative sensitizing the audience about the importance of vaccinations, it makes sense to display the number of people reached in social media or how many people have got themselves vaccinated since the beginning of the campaign.
2. Positivity. Eventually, choose numbers that show the positive impact you’ve made in the world. Choose the best and the most outstanding ones to tell the world. 

• Credibility. You don’t need a massive amount of data to be able to talk about it, but your data must be credible. Tell your audience, how you gathered the data and publish only information that has enough support.

Here are some examples of figures you could communicate:

• Customer satisfaction score
• Number of new customers / customers in total
• Customer growth globally in a certain area
• Number of people attending events / reached through social media
• Liters of water saved / watts of energy saved
• How many people’s lives your product or service has impacted
• How many products have you sold / delivered
• Number of partners
• Number of countries involved

How to get numeric data from day one?

You can start gathering and communication your figures from the beginning. There is no need to wait for months or years. All you need to do, is to set up systems or processes that allow you to get feedback from your clients all the time. 

Make it a priority. Think of ways to gather imminent client feedback in forms of automated questionnaires after every order.

Make it regular. Asking feedback automatically after every order or purchase doesn’t suit every business model. If that’s your case, try finding other ways to get regular feedback for your clients, like sending a link to customer feedback 3 or 6 months after their order. 

Ask the right questions. Asking how satisfied people were is one thing, but ask more specific questions. What kind of results have your clients achieved? Whenever possible, ask them to provide relevant figures: How much has their business improved? How have their customer base developed? 

In the next part, we’ll dive more into talking to customers and gathering their stories.