What data-driven insights can you use to inform your communication strategy?

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Data-driven insights can help you design and implement effective communication and advocacy campaigns for social impact. By using data to understand your audience, your message, your channels, and your results, you can improve your reach, engagement, and influence. In this article, you will learn how to use four types of data-driven insights to inform your communication strategy.

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1 Audience insights

Audience insights are data that can help you understand and segment your target audience, their needs, preferences, and behaviors. By using audience insights to tailor your communication to their interests, motivations, and pain points, you can gain valuable insight into who your primary and secondary audiences are, their demographic, psychographic, and behavioral characteristics, as well as their goals, challenges, values, and perceptions of your issue, organization or solution. Additionally, you can uncover information about their sources of information, media habits, and preferred channels. Audience insights can be collected from surveys, interviews, focus groups, social media analytics, web analytics, and CRM systems.

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Carlos Terol

??Join a community of changemakers and boost your impact ?? | Founder @ Good Ripple | Making sustainability & social impact accessible to everyone | Climate Fresk Facilitator | Speaker
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One thing that I've found useful to improve communication strategies, is to define your audience as a real, unique person. Give it a real name, like Sarah, and define her with a lot of detail, based on your data. Where does Sarah spend her day? Where does she hang out online? Where does she shop? How's her relationship with herself and others? How does she feel? What triggers her? Go really deep. Then, when you are developing your communication strategy, don't just write for your audience - write for Sarah instead. Your message will resonate a lot more with your target people, and you will amplify your impact as a result.

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2 Message insights

Message insights are data that can help you craft and test your core message, value proposition, and call to action. Collecting message insights from sources such as A/B testing, feedback loops, content analysis, sentiment analysis, and message mapping can enable you to communicate clearly, convincingly, and consistently. Message insights can also help you answer questions such as what is the main problem or opportunity you are addressing, what is your unique solution or contribution, what are the benefits and impacts of your solution or contribution, what are the key messages and supporting evidence you want to convey, and what are the emotional and rational appeals you want to use.

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3 Channel insights

Channel insights are data that can be used to select and optimize the best channels and platforms to reach and engage your audience. These insights can come from channel audits, competitor analysis, media landscape analysis, and channel analytics, and can help allocate resources, plan content, and measure performance. Channel insights can also help answer questions such as which channels are most effective for your audience and objectives, how to optimize the channel mix and content strategy for each channel, what the best practices and standards are for each channel, and how to align channel goals and metrics with overall communication goals and metrics.

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Carlos Terol

??Join a community of changemakers and boost your impact ?? | Founder @ Good Ripple | Making sustainability & social impact accessible to everyone | Climate Fresk Facilitator | Speaker
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In my experience, the best channel is the one where your target audience is already hanging out. Don't try to move people from one channel to another, or you will lose a lot of traction. If your ideal user is hanging out on Slack, then don't try to move them to Discord. Just stick to Slack. This strategy can lead to higher levels of engagement, and help you focus your efforts where it really matters, rather than trying to figure out the channel aspect.

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4 Result insights

Result insights are data that help you evaluate and improve your communication outcomes and impacts. You can use them to track progress, report achievements, and learn from successes and failures. You can collect result insights from monitoring and evaluation systems, impact assessment tools, stakeholder feedback, and case studies. Result insights can help you answer questions such as how well you achieved your communication objectives and indicators, the outcomes and impacts of your communication on your audience, the strengths and weaknesses of your strategy and execution, key lessons learned and best practices, as well as how to improve your communication for future campaigns.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jayant Sharma

United Nations Officer ● Diffusing Innovation and Technology for Societal Benefit ● Global Program Leader for early-stage Humanitarian and Social Impact Initiatives ● LinkedIn Top Voice
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Especially to evaluate effectiveness of advocacy campaigns, the pre- and post-campaign metrics can be the insights that can be valuable. It can help the team learn from successful campaigns to replicate their strategies and improve areas of suboptimal performance in future campaigns.

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What data-driven insights can you use to inform your communication strategy?

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1 Audience insights

2 Message insights

3 Channel insights

4 Result insights

5 Here’s what else to consider

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