Strategic Marketing Communication: Building a Strong Foundation
Rama Tripathy
Accelerating Success in Software Development | Forging Powerful Partnerships
“Communication and communications strategy is not just part of the game – it is the game.”
You want to stand out and you want to be different.
But it’s so easy to get confused and sound like every other brand in an oversaturated market.
If you’ve seen the hit sitcom Schitt’s Creek, you must remember the time when David tried explaining his entrepreneurial venture to his to-be business partner…
His description went something like, “It’s a general store, but it’s also a very specific store. It’s also not just a store, it’s like a place where people can come and get coffee or drinks, but it’s not a coffee shop, nor is it a bar…it’s more like a branded immersive experience.”
Yeah, that’s a lot to take in!
And although David’s business went on to be a success, if you are unsure like him when talking about your brand, you’ll lose customers!
That’s why you need to know how to communicate your brand in an alluring yet concise way to your customers. Don’t worry because this is where a marketing communication strategy comes in.
Marketing communication strategy is key to focusing on your vision, delivering it in a passionate way to your audience, and enticing them to your brand.
No matter what your next marketing campaign is, a communications strategy is your go-to for establishing your presence in the market.
All you need is planning, research, and a few test runs before you can devise a sure-fire marketing communications strategy.
And we are here to get you prepped on your journey and rest assured that if you follow it, you will never go off track!
What is Marketing Communications Strategy?
Not knowing how to describe your brand effectively is a huge drawback if you are looking to scale and acquire new customers.
A marketing communications strategy is a range of processes that will help you send the right message, to the right audience at the right time!
It is a great way to make a difference in your marketing without breaking your bank, and we’re here to help you create one. So, buckle up!
Steps To Plan Your Marketing Communications Strategy
Step 1. Who’s Your Target Audience?
Who you want to reach out to with your marketing plans is a great foundation to build your marketing communications strategy on.
When your target audience is everyone – it is like shooting arrows in the dark. You’ll be spending time, money, and all your plans on the probability that it might actually hit the target.
And nobody likes unwanted mails and ads – 70% of millennials are frustrated with brands sending them irrelevant marketing emails and prefer personalized emails over batch and blast communications.
When you find your target audience, you find the answers to a lot of questions like:
When you know such details, you can curate a specific marketing communications strategy that is highly effective.
How do you get started??All you need to do is ask your audience.
Use surveys, interviews, google analytics to understand your clients better. Always consider the outside-in approach which evaluates the audience’s needs first and then works on marketing strategies.
When you lack vital target audience research, you’ll end up creating an ineffective marketing communications strategy.?To learn in-depth about how to identify target audiences – check out our blog on Target Audience.
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Step 2. Identify Your Unique Selling Proposition
Your Unique Selling Proposition or USP is the reason that your business is better than the others. And you’ll need to identify this. A clear USP is a great way to position your brand as the best in the industry.
To find your USP, conduct a SWOT Analysis and ask yourself questions like: “What makes you different from the rest?”? & “Why should a customer prefer you over others.”
Once you define your USP, it’ll be consistent and reflected in every marketing effort.??An example of a successful business USP is:
FedEx: When it absolutely, positively has to be there overnight.
FedEx’s USP clearly expresses not only what they do but also their delivery speed, which differentiates them from other deliverers.
Step 3. Choose Marketing Channels
Marketing communication channels are mediums you will use to share the content that you want your audiences to engage with. Depending on your business, you can use any or all of the following channels:
And statistics say that these are highly efficient channels for your content:
If you’ve got a large corporation, you can easily afford and handle all these marketing channels. But for a small firm, with a limited budget, it would be wise to start off with a few.
You can start with blogs, social media, which are not only inexpensive but also yield great results!
Step 4. Curate Effective Messaging?
Now that you know where you need to post – decide what content and messaging will go on at what platform.? Once you know that, it’s all about keeping them up and running with consistent content.
You need to be constantly looking for ways to innovate your content – let your creativity run wild if you wish to deliver promising content to your customers.
Make sure your content is educational and helps audiences identify the solutions that you are offering.?Here are three tips for your messaging:
5. Quantify your goals?
Since your marketing communications strategy is all about engaging with your audience and cutting through all the noise, you’ll need to set goals and see if it’s working or not…
These metrics can be:
Regardless of what platforms you use, make sure your communications strategy is helping you drive awareness and value.?Not to forget that, goal-setting marketers are 376% more likely to report success.
Use these metrics to keep tabs on your journey, if you ever find yourself going off track, correct your course.
6. Put your plans into action
Now, all you need to do is set deadlines as to when a campaign or content will be released. Stay ahead of dates and make sure you’re not leaving your audiences waiting.
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