The keystone of any successful enterprise is a well-thought-out vendor communication strategy. What you’re trying to do with your marketing is show the company in action – images of people, buildings – and try to evoke an emotional response from that visual embodiment of your brand. Anyway, how did this strategy come into existence? What two or three things do you have to consider in formulating one?
This blog is a process in which we go through each step of shaping a firm’s marketing communication strategy. By the time you’ve read to the end, if you’re a small business owner or an integral part of a marketing team, then you will understand the constituent elements requisite for an effective marketing communications strategy.
What is a Marketing Communication Strategy?
We need to clarify what a marketing communication strategy is before entering the process of formulation. It is the scheme used by a company to deliver its messages to a specific audience. With this strategy, marketing aims are fused with consistent audience-specific messages across all major media platforms. In your mind, what is the end goal? That customers will make decisions in favor of the product; that brand identity gets stronger every day; and all-key stakeholder relationships are healthy.
Why Is a Marketing Communication Strategy Important?
Without a streamlined marketing communication strategy, businesses risk sending mixed messages or failing to reach their audience effectively. Here’s why it’s critical:
- Consistency across platforms: It ensures the same overarching message is conveyed on social media, email, advertisements, and in-store.
- Stronger connections: When businesses understand their audience deeply, they’re able to create more meaningful interactions.
- Resource optimization: A well-planned strategy ensures marketing resources (time, budget, personnel) are used efficiently.
With this understanding, let’s break down the steps involved in formulating a winning marketing communication strategy.
Step 1: Understand Your Target Audience
Everything starts with your audience. To communicate effectively, you need to know who you’re speaking to and what matters to them.
How to Define Your Audience:
- Create Buyer Personas: Develop detailed profiles of your ideal customers. Include demographics (age, gender, location) and psychographics (behavior, preferences, challenges, and goals).
- Conduct Market Research: Use surveys, social media insights, and industry reports to understand your audience’s needs and pain points.
- Review Customer Data: Analyze feedback forms, website analytics, and purchase histories to identify patterns and preferences.
Example in Action:
A health-focused snack brand discovers their audience includes millennials who prioritize convenience and sustainability. Now they know their communication should emphasize “on-the-go” healthy snacks with eco-friendly packaging.
Step 2: Identify Your Marketing Goals
Clearly define what you want to achieve with your marketing communication strategy. Your goals will dictate your messaging structure and tone, as well as the channels you use.
Common Marketing Goals:
- Drive website traffic
- Generate leads or conversions
- Increase brand awareness
- Improve customer loyalty
- Educate customers about your offerings
Example in Action:
If your goal is to increase brand awareness, your strategy might focus on impactful social media campaigns, influencer partnerships, and blog content.
Step 3: Craft a Clear and Relatable Brand Message
Your message is the heart of your communication strategy. This involves defining how you want to position yourself and what you want your audience to feel or understand about your brand.
Components of a Strong Brand Message:
- Value Proposition: What problem do you solve, and what makes you stand out?
- Brand Personality: Are you playful and casual? Or serious and professional? Your tone should reflect this.
- Core Messaging: What are the three-to-five fundamental ideas you always want to convey across your materials?
Example in Action:
Nike’s core message, “Just Do It,” conveys empowerment and achievement. This simple message is incorporated across all their campaigns, creating a unified brand identity.
Step 4: Select Marketing Communication Channels
With tons of platforms available today, choosing the right ones can be overwhelming. Your decision should be guided by both your audience’s preferences and your specific goals.
Types of Channels:
- Owned Media: Assets you control directly, like your website, blog, or email list.
- Earned Media: Public relations activities such as media coverage, mentions, or collaborations.
- Paid Media: Ads, sponsored content, or influencer marketing.
How to Choose Channels:
- If you’re targeting younger Gen Z audiences, TikTok or Instagram may be ideal.
- For professionals or B2B audiences, prioritize LinkedIn and email marketing.
Example in Action:
A software firm targeting business leaders might opt for webinars, email campaigns, and whitepapers to reach decision-makers.
Step 5: Develop a Content Plan
Once your channels are chosen, think about the type of content you’ll be delivering. Will you focus on visual storytelling, short-form video, blog articles, or customer testimonials? Plan a content calendar that outlines what you’ll post and when.
Content Types:
- Blog posts and articles (for education)
- Behind-the-scenes videos (to humanize your brand)
- Customer reviews and testimonials (to build trust)
Example in Action:
A fashion firm creating a capsule collection might combine teasers on Instagram, in-depth blogs on trends, and email blasts offering early access to subscribers.
Step 6: Set Metrics and Measure Performance
How will you know if your strategy is working? Set Key Performance Indicators (KPIs) that relate to your goals, and consistently track your progress.
Metrics to Monitor:
- Website traffic (using Google Analytics)
- Social media engagement rates (likes, shares, comments)
- Conversion rates (sign-ups, purchases)
- Lead generation (number of email form submissions or inquiries)
Example in Action:
A company realizes their email campaigns have a low open rate. They adjust their strategy by improving their headlines, which increases engagement within a month.
Step 7: Continuously Optimize Your Strategy
Marketing communication is not static. Stay flexible and adapt your strategy based on feedback, trends, and performance data. Collaborate across departments for insights, particularly if they engage directly with your audience (e.g., customer service).
Adaptability in Action:
When remote work became a norm, software companies pivoted their entire communication strategy to emphasize collaboration tools for distributed teams.
Building Effective Marketing Strategies Takes Time, but It’s Worth It
By preparing a crisp marketing communications strategy, you set the stage for your business: You can join up with an appropriate group of people who will appreciate it and talk about it on their own account at the correct time in order that they might notice what you have said. This makes not only your results better but also ensures that you are building long-term relationships with your audience.
If you are ready to take your marketing communication strategy to a higher level, then buy dedicated tools for it. It’s an investment in your business. With time and effort put into this process, what you get back are sure to be real, business-changing results.
