10 steps to master a communication strategy

Whether for the launch of a new product, the promotion of a promotion or simply to develop brand awareness, communication is an essential strategic lever. But to be effective, it must be carefully planned and controlled.

In this article, discover the 10 essential steps to implement an impactful communication strategy. You will see how to define your objectives, identify your target, choose the right channels, create a strong message and measure your results.

Thanks to this 10-point methodology, you will have a roadmap to manage your communication from A to Z and maximize your visibility. You will also avoid common mistakes and be able to adapt your strategy in real time according to the results obtained.

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1. Campaign Objectives

The first question we must ask ourselves, before carrying out this communication, is the following. What do we want to achieve through the campaign?  The answer does not always coincide since it is likely that the goal is not only to increase sales.

Often, it is about branding, launching a new product, gaining visibility, obtaining new customers or retaining those we already have.

2. Define the target audience to be addressed

 It must be clear which target we are aiming for and specify certain factors such as age, gender, social class, etc. A good technique that helps with this is to design Buyer Persona profiles.

These are imaginary characters created to represent the different types of users who might use our brand, focusing on their behavior, needs and motivations.

3. Select communication channels

At this point you have to be very careful, because it is a basic tool for success. The previous point must be taken into account to be accurate and not make mistakes.

These are the communication environments to which our target audience is exposed and in which our brand will be supported. The main thing is to establish a media mix, by carrying out a multi-channel strategy.

4. Analyze the market surrounding the business

This study must be in-depth because the current trends and what the competition is doing will be known. The latter is used to know what works and what does not work.

We could ask ourselves questions like: what is happening in the sector? What is the competition doing? What are they doing in other countries, which can be a source of inspiration for our strategy.

5. Know your business very well

Also, it is necessary to do an internal analysis of our brand to know ourselves better and know where we are heading, what we can improve and what our strengths are.

For this purpose, there is SWOT, a tool that helps us analyze what our weaknesses, threats, strengths and opportunities are.

6. Conceptualize the message 

Thanks to an umbrella concept which encompasses the key ideas to be communicated and which adapts to the person receiving. Our value proposition, our benefits, our differentiating aspects and our positioning.

It will also be essential to adapt the message to the chosen media and personalize it by addressing the user directly so that they feel identified.

7. Use all available tools 

Now, more than ever, it is necessary to be up to date with the most advanced applications, which can make our work more distinctive.

Design is essential to successfully communicate the message and this is done using tools such as Photoshop, Illustrator, and on social networks, Pinterest, Behance, Dribbble or Meetinarts.

8. Establish the campaign action plan 

It is essential to detail the different actions that will make it up, to choose the most appropriate moment and to define its duration, a calendar will be of great help to be able to see the depth of the entire strategy at once. 'eye without having to imagine it.

We will also include the budget allocated to all parties that will have a place in this campaign.

9. Track 

It is based on the measurement and immediate correction of possible deviations that may initially exist in the program roadmap.

It is important to achieve this through adequate measurement and control instruments and metrics that provide us with precise and very specific data.

10. Detail findings and learning

Last but not least is the learning phase. Often what we think might work, despite careful analysis addressing all of the previous points, ends up not.

Learning from your mistakes is a great recommendation to avoid repeating them in future creative campaigns. These strategies will allow you to communicate easily as a couple as well.