In 7 Steps to the perfect communication strategy
A stringent communication strategy is indispensable, if you want to live up to your full potential effectively and make your brand or product well-known. Learn more about how to do that in only 7 steps.
A well-functioning communication strategy is important for your corporate communications. That sounds rather complicated in the beginning, but if you already developed your brand extensively, you can answer the following steps within a few minutes and start strategizing.
If you haven’t developed your brand, we advise you to do so and go back to the beginning, because everything is based upon this development. Many open questions can be answered and the basis for your corporate communication is laid down.
Step 1: Define the role of the Corporate Communication
Ask yourself these questions:
What purpose does the Corporate Communication has for what target group? (If you still haven’t concretized a target group, you can do it here).
What objectives do you have named for this area? What are the concrete tasks of the Corporate Communication?
Step 2: Define the framework conditions
Look at the current state. In your company as well as on the market. You have to watch out for trends and tendencies, that surround you, to find the right communication. What does your target group like at the moment?
Did you already have a strategy, planning or general approach for a communication strategy in place beforehand? What channels were used before? What worked, what didn’t? Can you take up on a successful campaign?
Step 3: Target group
We can’t stress it often enough, it always comes back to this point: Have you found out, who your target group is? What target group do you want to address right now? Is it the persona, the client? Is it your employees? The experts? The suppliers?
For every group you have to define the same goals: What do you want to communicate to them? A good method is the SMART-model.
Step 4: Stay on message
But what is your message and how do you convey it to your target group? In this case the company values, the core message and the identity play a huge part. This means all aspects, you should have defined already in your brand development.
Every message has to be tailored to the fitting target group and be getting to them. Therefore, it has to be relevant and formulated understandably, but stand out from the competition.
The Corporate Language is to be taken into account at this point. The wording has to be precise, so that the brand is recognized by it.
Step 5: Proceedings and tactics
The question you have to ask yourself: Where can I reach my target group? Facebook? Do they rather read blog articles? Maybe Instagram is the right channel? We summarized the most common social networking channels and valued their purpose for a certain usage and what target group actually are active on those.
When you determined your channels, you should start an editorial plan, that tells you when to publish what post, what message should be conveyed to which target group, what special offers you have, what formats and if you want to publish ads (and what kind of ads).
Step 6: Plan your budget
For every measure there has to be a budget plan beforehand, otherwise you will lose track of the expenses.
Step 7: Evaluate the measures
Every campaign has to be controlled upon their success. Are you content with the outcome? Did it lead to enough leads, social media responses, newsletter abonnements?
If a campaign was successful you can carry it on and expand the strategy. If it was less successful, you can adapt it for future measures.
If you follow these steps, you can start a good communication strategy. The important point is, that the recipient of the campaign is in the focus of it, not the product or service you want to sell. The client has to recognize himself and identify with the brand.
A good method to convey messages so they stay in mind is storytelling.
If you have any questions about these steps or how to implement them, you can contact us for a free strategy talk.
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Um möglichst viele Personen mit Ihrer Kommunikationsstrategie zu erreichen, empfielt es sich, eine crossmediale Kampagne zu starten. Dabei wird Kanalübergreifend eine Leitidee veröffentlicht, die das Mediennutzen Ihrer gesamten Zielgruppe abdeckt.
Ein entscheidender Prozess bei der Markenentwicklung ist die Bestimmung des eigenen Archtyps und damit auch der Art und Weise, wie man kommuniziert. Die Markenstimme wird so definiert und eine einheitliche Sprache kann entwickelt werden.