The communication strategy covers all activities undertaken by a company in order to achieve the intended goals using an available source of resources. Its basic function is to present the objectives and values represented by the brand and the benefits of a potential cooperation. Although it all sounds really appealing, it may not be easy to implement within an organization. Here are some basic tips on how to start with creating a communication strategy and not fail.
First, you should determine the main course of actions. Marketing goals must be aligned with your business goals. They should also be specific, measurable, realistic and time-limited. So, in order to set them right, you should consider your business goals first. Only then you can develop the main lines of action in your marketing plan. A goal may be for example increasing your brand’s awareness by creating a new website, content and image activities on the Internet, or reaching new customers with sales advertising. To be sure you do it right, you can hire a marketing guru like Rank Higher Agency that’ll help you build your communication strategy from scratch.
If your newest advertising campaigns are completely different from the previous ones, and the only thing they have in common is a large logo, you should really think about your company’s professional branding. At the moment when the consumer has to strain his mind to guess what brand is addressing him, the money invested in communication ends up in the mud, or worse – benefits your competition. In today’s world, the consumer likes to be surprised, but in a very “safe” way. But it doesn’t mean that you shouldn’t be creative. It means that your audience should know clearly what the brand that’s communicating with them is. Especially since the attention of a modern consumer lasts only a few seconds.
Understanding your audience
Answering the question of who you want to sell to will allow you to define your target group and potential competitors who will be fighting for the attention of the same people as you. Even with the same product as others, you can position it completely differently. If you choose the perfect audience, it’s essential to gather as much information as possible about it.
Channels of communication
There are many channels you can use in your marketing communication. You can choose a web page, blog articles, SEO, a newsletter, webinars, social media, Google Ads, Facebook Ads, Instagram Ads, or LinkedIn Ads. Remember that the goal of your strategy is to choose the best communication channels to achieve your marketing goals. However, you don’t have to be active in every channel. It’s better to communicate systematically with a selected few and do it really well.
Once you know what to do to achieve the set goals, you should consider whether you are able to perform the planned activities on your own, or whether you need help from outside.You may for example need a graphic designer, a social media and paid advertising specialist, and a programmer to help you start.
These are the basics, but once you have them covered, it’s a good starting point for your communication strategy development.