Example of a Marketing Communications Strategy As a business owner or manager, it is important for you to have a few core strategies in place. You should have a marketing communications strategy and a communications process when it comes time for you to open your feedback loop with customers or prospects. You should be able to talk about the various forms of communication that you will use when trying to connect your brand, product, or service with your target audience.
Your nonprofit’s strategy is a comprehensive plan that communicates what you stand for and how to express your vision in ways that attract the people, grants and funding needed to help advance your cause. A solid marketing communications strategy inspires the people you want to reach in ways that demonstrate your commitment to their interests. This is commonly referred to as “getting donors to fall in love with your mission” or “engaging in actions your donors can’t resist.”
1. Learn About Your Target Audience
It is impossible to develop a marketing strategy without knowing who you’re selling your products to. Spend some time to learn about the people you are targeting and what they would like. Once you are aware of your customers, you are able to modify your marketing strategy to appeal to those clients. When you begin you IMC plan, it is important to identify the interests and characteristics of your target audience.
Many businesses are struggling to comprehend what their clients want. It is good news that there is an easy method to determine. All you need to do is ask your customers what they require. You could give your existing customers interviews or surveys to learn about the common requirements of your customers and reasons for choosing to purchase from you.
If you know why your customers choose to shop with you, and what they want to know, you can customize your marketing campaign. You can design targeted messages that your customers will be able to relate to. This means that you’ll be able to draw more customers.
Your IMC plan should be based on an outside-in perspective. This means that you begin by studying your customers to determine what they are looking for prior to developing new strategies for marketing. Learn about the changing requirements of your customers. Even if you’re primarily involved in businesses-to-business (B2B) marketing it is important to take the time to research your customers’ requirements. If you decide to employ an inside-out strategy it is possible to waste time and money with an unproductive marketing strategy.
2. Determine Your Company’s Unique Selling Proposition (USP)
When you design your marketing communication strategy it is important to think about your business’s USP. The USP is what makes you stand out. It’s the reason customers will choose to buy from your company. Your marketing communications and techniques for branding should represent your USP.
Once you’ve clarified your USP It is important to convey it. You must have consistent brand messaging. If you have a distinct and easily recognizable USP it’s simpler to craft appealing pitches for the media.
It is now time to analyze your strengths, potentials as well as weaknesses and threats (SWOT). A SWOT analysis can assist you in understanding your market. Furthermore this analysis can aid you in determining the nature of your USP is.
Why would customers choose to purchase from you over your rivals? Why would a client choose to decide to go to your competitor instead? To discover what the answer is, inquire from your existing customers about their buying intentions and the factors that influence their choice-making process.
3. Choose Your Marketing Communications Mix
Once you’ve identified your intended audience and USP It is now time to think about how you can use your marketing communication mix. This mix includes the various channels you can employ to connect with your clients. Based on your company you might want to choose one of the channels listed below.
- Online advertising via options such as Facebook or AdWords.
- Annual sales promotions.
- Direct marketing.
- Content marketing.
- Alternatives to advertising offline, such as billboards, TV and newspapers.
- Personal selling.
If you work for a large company, there are teams of employees who focus on all of these tasks. Naturally, you won’t be able to allocate the same amount of resources to each of these activities in the case of a small company. It is possible that you only have the capacity to integrate a couple of these channels in your marketing plan. If you’re working with an extremely limited budget the most affordable method of achieving outcomes is to use public relations.
4. Determine Your Branding
The importance of branding is in your overall strategy for marketing. To establish a brand, you must have uniformity across all all of your advertising materials. This could be things like your apps direct marketing campaigns such as business cards and social platforms, websites or advertising ads.
Your image of your brand is more than an advertising tool. It’s the primary identity of your company. Your branding is the foundation of your business, and also the image you display your company to others. Every marketing communication you use must be geared towards building your image of your brand.
5. Plan Your Success Metrics
What do you know whether your business has had success? Before you implement your marketing communication strategy in place, you must decide what success means for your business. Based on your company’s needs you could set goals on the following aspects.
- The number of conversions that you receive from leads.
- The number of visits to websites you can get from sharing social media posts.
- The amount of sales you make through public relations.
- The amount of attention your company is receiving from news media and blogs.
- The amount of backlinks your site receives.
- The number of visits to websites you receive for each article.
The selection of your success metrics is an essential aspect of your marketing plan. Once you’ve identified what you’re looking to accomplish and what you want to achieve, you can take steps to achieve your objectives. In order for your marketing plan to be successful, you need choose metrics that bring value to your company. An organization could choose one such metric as the amount of times a blog is mentioned on a blog, however, this kind of metric won’t be beneficial if the company is not featured in the correct news outlets. Similar to that, social media likes are not a reliable measure. Instead, you should strive to get more leads or web page visits through your social media platforms.
6. Put Your Plan Into Action
Once you’ve created your marketing plan You are now all set to go. All you have to do is put the strategy into practice. After that, you can evaluate your performance metrics to determine how well your plan has achieved the goals.
Creating a Strategy That Works
Now that you’ve mastered the steps to a successful integrated marketing communication strategy Now it’s time to tackle the tough part: creating one that works. Businesses and large corporations have departments focused on research strategy, implementation, and planning but it’s still a trial-and-error method to create the ideal strategy. A well-planned strategy can help marketers stay organised and up-to-date as they modify their strategies as they need to.
Recognize Your Audience
Although you may would like to get in front of the maximum number of people by promoting your brand You should concentrate your efforts to those who are already seeking the services you provide. Take a look at what your company offers and how it can benefit the most. Then, identify which segments of individuals best match that description. These are the people who will be most open to a campaign.
Another method of determining the demographics of your intended group is to take a look at the sales you’ve done. What kind of people are buying your products? Take a look at what these customers share–apart from purchasing your products to determine why they choose you. Discover the platforms they use and decide on the best method to connect with them. Also, don’t be scared to investigate who’s buying from your rivals and why they’ve made the decision.
Demographics in comparison to. Psychographics
The people who are who are most inclined to become interested in the business is usually called your target market. But, it is also beneficial to study psychographics, which differ slightly.
Demographics are factors similar to
- Marital Status
Psychographics refer to:
- Beliefs and Values
It is possible to use both psychographics and demographics in order to narrow your search and determine a primary buyer segment.
Choose the Right Marketing Channels
If you’ve got a clear concept of who you’re marketing to, choosing the best way to promote your business becomes a much easier. Young people are more open to marketing via social media through applications like Snapchat, Instagram, and Twitter. Children and the elderly tend to watch advertisements on TV during the daytime. Choose which channels for marketing to select based on habits of your targeted public. Knowing the channels they are using the most can help you gain the maximum amount of exposure to the most relevant markets.
After you’ve identified a suitable method, think about which is the most efficient method to use it. Marketers are discovering new ways to market brands every day. Your campaign could include a combination of offline advertisements as well as video or email marketing, or product placement and sponsorships.
Find Relevant Influencers
A little help from the outside can be a big help and online influencers could give it. If someone else shares your marketing materials, you are exposed to their social media networks. If you establish a relationship with influential people, you will be able to accelerate your business to bigger markets and establish long-term connections.
Anyone with a significant followers can be classified as an influencer on the internet. Because everything they share publicly on social media is read by a huge audience and this opens up a possibility for advertisers. Sometimes, this is more effective than costly television ads because all of the followers of an influencer have something in common : they follow the account of the influencer.
Find influencers that might like your service or product and willing to help get your brand name known. It’s never hurt to approach major stars, but they’re less likely to be willing to share their spotlight. It’s also worth reaching out to established brands that are relevant to your field and offering incentives to cooperate.
Highlight Your USP
What is something about your brand’s image that makes it appealing? This is the first thing prospective customers consider to determine whether they’re interested. Do you have lower rates or offer superior service than your competition? What are the qualities of your company that help your customers loyal? What can you do to get more customers on the bandwagon?
Your distinctive selling point is what makes your company stand out. Your brand offers something that rivals don’t which is why your customers will choose to go with you over your competitors. Your USP could be how you serve a particular market, the style and values your brand encourages or even a flashy spokesperson who keeps your name in the minds of people. Conducting surveys with your existing customers will help you establish your USP.
With a solid marketing communications plan you’ll be able to leverage this USP to grow your client base.
Stick to Your Brand Identity
Your brand’s identity is inextricably linked in conjunction with USP. Your brand’s identity defines the character of your business. It’s what you are adamant about, how you run your business, and how you communicate with others.
Your brand’s visual identity is comprised of a combination of icon, logo and a well-known color scheme. Your marketing materials must include visual elements of your brand, from web and apps to memos and business cards.
Consider McDonald’s Golden Arches have been a massive success. The world’s population instantly recognize the basic shape and colors as McDonald’s trademarks. If you visit their McDonald’s website, their mobile app, or go into their locations you’ll see the same iconography and colors throughout the entire range. This is the type of consistency customers expect from brands they trust.
Objectively Measure Results
The importance of marketing communication is obvious however it’s up to you to assess the extent to which your strategy is successful. To determine this it is necessary to find ways to assess the results in a objective manner.
If you’re looking to advertise the launch of a new product using social marketing on the internet, for instance then you’re hoping to see: increased sales. Shares, likes and retweets can be useful to build engagement and increase brands’ awareness. But the ultimate goal is to sell more products or create more customers.
However the opposite is true. More engagement and interaction could be exactly what you’re looking for. If this is the case then the shares, likes and retweets are an measurable interaction that can be used to determine the effectiveness of your campaign.
Whatever you’re measuring be sure that it is directly connected to the end objective of your plan.
Tailoring Your Strategy to Your Company’s Needs
The notion of “one size will fit all” is becoming less appropriate in the present world. There isn’t any unalterable strategies that can be applied to all marketing communications strategies. Each business has its unique corporate benefitspackage as well as goals, needs and resources, which is why each has an individual plan. Once you’ve figured out what a strategy for marketing communications is and how it functions and how to implement it, you can create one with the traits that best suit your business.
Stay Within Your Budget
There are many avenues to market your business without cost, it’s likely you’ll have to invest some funds into your venture. Sometimes, you’ll need to invest cash to earn a profit However, it’s essential to adhere to a budget.
Planning is essential and the more thorough you know your market, the better efficient the results will prove. It isn’t a good idea to invest too much money into a platform which your audience isn’t likely to utilize, and you definitely do not want to spend time or energy advertising to non-interested customers. More thorough research and planning will lead to an productive use of money.
Motivate Your Employees
Your plan appears appealing on paper, however it’s up to the entire team to be a part of the plan and implement it. Because happy employees tend to be more motivated and enthusiastic to create and produce, it’s in your company’s highest interest to have them at a high level of energy.
Consider ways to encourage employees to develop your marketing strategy as efficiently as is possible. Perks can keep employees engaged increase productivity and boost morale. Benefits for employeesare much more than a simple line thing that HR hands you. They could mean a lot. Even small rewards can encourage workers to push forward.
Understand Your Niche
Niches range from extremely exclusive to broad and inclusive. Whatever your niche’s size or the scope, it’s worth it to become acquainted with it.
Maintaining a presence on the channels that your industry uses will make you more visible as well as allowing you to make important connections within the field. Join Facebook groups as well as Reddit threads, engage in ethical and efficient supplier management and send representatives to events and rely on incentive programs for events as well as converse with experts in the business. Some niches are extremely restricted, so you’ll need to make your way into before you can implement your plan.
The following is a basic example of the marketing communications strategy planning process. Typically there will be more resources involved. The size and complexity of an organization can differ significantly, so each strategy needs to be tailored to meet the needs of the organization developing it.