7 steps to create a successful communication strategy

Running a successful business in today’s competitive market requires clear and effective communication, both internally and externally. Developing an effective communication strategy is essential for any organization to remain competitive. It is an essential tool for successfully promoting a business, product or idea. But how do you create an effective communication strategy?  

In this article, we provide you with 7 concrete steps to develop an effective communication strategy to follow step by step to improve the performance of your organization.

improve the performance of your organization. 

1. Identify the audience you are trying to reach

Developing an effective communication strategy starts with taking the time to identify your target audience. Consider aspects such as needs, values ​​and cultural norms to create messages that resonate. Good communication relies on the right kind of message.  

In addition, it is important to conduct research on your target audience to know their interests, consumption habits, media and the most effective  communication channels to communicate with them.

Identifying your audience sets the stage for communication and allows you to tailor your message for best results. Do not hesitate to draw up a buyer persona to analyze the expectations of your typical clientele. 

Indeed, creating a communication that is addressed to everyone is not enough these days. Companies should strive to create communication specifically tailored to their target market. 

2. Determine communication objectives  

The communication objective should be based on the needs and interests of the target audience. They will ensure that the communication strategy developed at the initial stage is implemented in a targeted, clear and precise manner . Because it is the communication objectives that give shape to the communication plan and make it possible to understand what must be said and when.  

Communication objectives must be clear, specific, and solve a problem in an acceptable time frame for them to have real meaning. This is the SMART method. Specific, measurable, achievable, real and time-bound goals . 

In other words, the communication objective corresponds to the action that the recipient takes after receiving the message. It could be signing up for a newsletter or purchasing an article.

Establishing clear communication objectives allows for a more targeted approach to the message, which is easier to understand and implement. 

3 . Identify the communication tools that best suit your objectives 

Selecting the communication tools best suited to the objectives is a key element of any communication strategy. This third step is essential, because the right communication tools have a direct impact on the effectiveness of communication. It is important to consider how these communication tools integrate in synergy with your brand or your message. 

Whether it’s email marketing, webinars, social media, blog posts, or even traditional media, there are tons of communication tools out there. 

The communication tools you choose should align with your goals , whether to increase customer engagement or retain them. 

Whatever communication tools you choose, it is important to ensure that they fit into your communication strategy and reach the desired audience effectively and in a timely manner. 

4. Design the communication message  

It is important that the communication message is adapted to the target audience and that it is in line with your brand identity. Indeed, tone must be considered when crafting communication messages , as it can have a significant impact on how they are received.  

In most business contexts, a clear and concise approach to communication messages is generally preferable. While creativity can be appreciated in some cases, the top priority is usually to ensure that the audience understands what is being transmitted . Also, use only one message at a time lest you disrupt your target’s understanding. 

The communication message must also be tailored precisely to the medium through which it will be delivered, whether verbally, in writing or digitally. 

5. Define the resources to allocate to your communication strategy 

It involves deciding how much time and financial resources to allocate to communications activities, such as hiring a professional writer or buying media. Indeed, you must establish a communication budget that takes into account the key elements of your strategy. Among other things, the costs associated with communication techniques, the design and production of communication materials, travel costs and other expenses.  

When you develop the budget, it is also the occasion to decide if you will outsource all or part of your communication, or not .  

This step will avoid unnecessary expenses. 

Additionally, setting up a communication budget allows an organization to consider both long-term and short-term goals in order to maximize its investment in communication. 

6. Plan your strategy

The communication plan will retrace your entire strategy and define the periods during which you must carry out each action. It outlines exactly how and when to approach each communication task. This allows efficient use of resources.  

The communication plan provides an overview of all communication initiatives. This makes it possible to define precise timetables and well-structured approaches. You can thus ensure that:

  • All communication activities are carried out in the most efficient way possible,  
  • And that they are carried out at the right time over a given period. 

For this purpose, you can use planning and retro-planning tools. Several platforms are at your disposal, including Trello, Monday, Excel (or Google Sheets)… 

7. Measure the effectiveness of your strategies  

The final step in the communication strategy planning process is to measure its effectiveness. To ensure that the communication strategy is achieving the desired objectives and results, it is important to regularly evaluate its functioning. This evaluation should take place at multiple intervals throughout the communication schedule, including both short-term and long-term evaluations.  

You can take into account the feedback from your employees, your customers, your suppliers… or even set up specific KPIs

After all, an effective communication strategy must be continuously refined and improved. For this, use solid data and comments. 

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