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How to build a successful communication strategy for business

Marketing and PR

A communication strategy is an action plan, the implementation of which leads to the accomplishment of business goals through effective communication between a brand and its target audience.

A successful strategy will help increase sales through communication with potential or existing customers. Comprising it a year ahead is optimal to achieve specific goals.

Any strategy has a structure. To make it effective, we recommend going through the following steps:

1. Analysis of the situation.
2. Defining goals and objectives.
3. Analysis of the target audience.
4. Communication activities.

Analysis of the situation

You need to assess the current state of affairs so that you do not take unnecessary actions, avoid mistakes, and move in the right direction.

Conduct a reputation audit and media visibility analysis. Analyze the target audience’s perception of the brand's key messages and the results of particular approaches. Pay attention to the coverage of publications, their tone, and the level of media that published the materials. LOOQME Hub will help you with this.

Conduct a SWOT analysis to determine the Strengths and Weaknesses of the project, Opportunities arising from its implementation, and Threats.

Analyze competitors: how they speak to their audience, what tools they choose, and what mistakes they make.

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Goals and objectives

Forming clear goals is a part of an action plan that will lead you to accomplishing your overall objectives. The objectives of the communication strategy rely on business goals as their basis.

They usually relate to the following areas:

• Marketing.
• Media.
• Creative.

One of the most popular and straightforward methods for assessing and forming goals is the SMART method.

s – specific, m – measurable, a - attainable, r - realistic, t - time-related. You can choose this method to check your goals and objectives. You can hardly question the convenience of having precise goals, an established deadline, and measurable effectiveness of their implementation. In such case, each team member will have a clear understanding of the expectations regarding his work.

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Analysis of the target audience

To say something to someone, you need to have a clear understanding of who you are addressing. Who are these people, what do they do in their free time, how much money do they spend? You need to create a portrait of your customers.

We recommend using Sherrington’s 5W method not to leave anything out.

It involves answering 5 questions:

• what? - what the consumer likes, the type of product, its quality characteristics;
• who?- who buys the product, the type of consumer, his gender, and age characteristics;
• why? — motivation, need for a product, brand loyalty, price preferences;
• when? —the purchase algorithm (time of the purchase, ways of making the purchase delayed in time);
• where? — places of purchase, where people most often request and buy goods, the channels of distribution of goods.

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Communication activities: content and media plans

You need to clearly determine the channels of communication in order to understand the specifics of each of them. Think about why people come to this or that channel and what information they look for.

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Based on this, create a content plan and a media plan. You might not need some of the communication channels at all, while others, on the contrary, you should prioritize.

It all depends on what channels your target audience uses. For example, for promotions, you can use push notifications, Viber and Telegram mailing, etc. You will need to plan a series of social media posts to set up the subsequent targeted advertising. To work with reputation, you will need to get involved with publications in the media.

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