EML Activations

A 5 Step Guide To Creating A Marketing Communications Strategy

The first step to consider when crafting your marketing communications strategy is understanding your target audience, as this helps in setting the right tone and the key channels since different targets are reached at different touchpoints.

Setting a customer avatar is very important. This is because it helps businesses to fully understand what their target audience like, how to speak to them and the right channels or medium to reach these sets of people.

The second step is defining the key unique selling proposition. Irrespective of the niche or industry your brand belongs to, it is important to spell out what your unique proposition is as it relates to your brand. This helps you stand out in the industry or space you are.

The third step is determining your communication mix and the right channel to communicate with your target audience (offline, online or digital, out-of-home, SMS blast, etc).

The fourth step is defining the metrics for success – Do you want to achieve brand awareness or sales? It is important to ascertain what success would be, so if there is an action required from the customers, it would be boldly spelt out in the communications.

The fifth step is the execution phase. Here, your marketing team figures out how to implement the strategy. All you have to do is put your strategy to work!