Businesses thrive as they communicate more effectively, and marketing communication is the most necessary process in developing a company. A marketing communication strategy is needed to create awareness and draw the customer’s attention to your products or services to stay ahead of the mass competition.

What Is a Marketing Communication?

Marketing communication is defined as the sharing of information about your products or services to your target customers with the intent to sell them.

Marketing communication strategy is the measures taken by an organization or business to interact with the right customers or prospects through the right channel at the right time to achieve the business goals.

The ultimate goal of marketing communication is to generate attention for your business and turn that attention into sales. The four major components of marketing communication strategy are

  • The Message – What do you wish to convey?
  • The Channel – How do you want to share the message?
  • The Timing – When do you need to tell the news?
  • The Target – Who is your audience?

To develop a powerful marketing communication strategy for your business, you need to perform a lot of research on your customers, their interests and habits, and the current trends in your respective industry.

Why Do You Need a Marketing Communication Strategy?

As a business owner, you could deliver the information about your product or service at any preferred time and the channel of your convenience. You may feel like it works sometimes, but the truth is that marketing communication will never work that way. 

If the way you communicate the message is not in a concerted manner, it might create confusion, confuse you, and you might miss on the end goal of your business.

The impeccable marketing communication strategy for your business can

  • Deliver the correct information to the right audience at the right time
  • Build brand trust and improve credibility
  • Accelerate your business goals and increase the ROI

Steps to Plan Your Marketing Communication Strategy

You might have obtained a clear understanding of the need for a marketing communication strategy for your business. Now we shall look into the steps involved in planning a solid marketing communication strategy.

1) Understand Your Target Audience

Marketers and business owners are not new to the word “target audience,” as their work-life revolves around their target audience or customers.

As Meredith Hill said,

 “When you speak to everyone, you speak to no one.”

Your target audience is the group of people to whom you deliver the message about your product or service. If you try to promote your product to everyone through various channels, there is an excellent chance that you might miss those people who are interested in your product.

Entrepreneur and speaker Seth Godin has precisely explained the need to understand your target audience. He says that everyone could not be your customer.

You must note the fact that your target audience is the ones who are more likely to buy your product than those outsiders. Understand your customers by analyzing their interests, pain points, the medium they hang in most, and define your company’s buyer persona.

A buyer persona is an imaginary profile that represents the target audience of your product. Describe your buyer personas according to their demographics and psychographics. Creating buyer personas helps you understand your target audience and benefits your business by boosting your sales.

2) Recognise Your Unique Selling Proposition

Unique Selling Proposition (USP) is the one exceptional feature of your product or service. It differentiates you from your competitors, thereby positioning your product or service as the best in your respective industry. It is also referred to as the unique selling point or the unique value proposition (UVP).

The unique selling point is an effective strategy that can make people find your product quickly in the crowded marketplace.

Ask yourself the following questions to find your USP

  • Who are your customers?
  • How can your customers find you?
  • What are your customer’s challenges?
  • How your product solves their problem?
  • What are the benefits of your product?
  • In what way your product differs from your competitors?
  • What are the benefits that your competitors failed to deliver?

To define your unique selling proposition, you must put yourself in your customer’s situation and analyze whether it could satisfy them. Coming up with a unique selling proposition can increase your sales.

3) Ensure Your Message Coordinates with the Channel

You must have defined your target audience and your product’s unique selling proposition. Now, it’s the time to create the content or message that speaks to your audience and delivers through the proper marketing channels.

Choose the proper marketing channels that you want to use for your marketing communication. Analyze the channels where your target audience is already hanging out, say your website, social media page, email, or youtube channel.

Reach your target audience through these channels and then communicate your unique selling proposition. Communicate most effectively according to each buyer’s journey.

For example, if your focus is on generating new leads, deliver them with the top of the funnel content like free eBooks, infographics, or subscriptions to your newsletters so that you get their contact information. Or, if your focus is to convert leads into your potential customers, try to nurture them through testimonials by existing customers to make a buying decision.

Final Thoughts

A perfectly crafted marketing communication strategy is necessary for every business to communicate the brand message effectively to power up their sales and outperform the competition. It is also essential to track the performance of your marketing communication plan and ROI with the help of analytics software to find any oversights and fix them.


Write A Comment