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The Components and Elements of an Effective Communication Marketing Strategy

Anton Vdovin - Sep 22, 2017 2:00:29 PM

The main focus of every marketing strategy is to gain brand awareness. An effective communication marketing strategy can greatly achieve this goal.

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Among these marketing strategies are getting to know the audience, crafting and designing your message or communication and eventually track results to learn more of how the audience can better be converted into customers. These strategies are very important for an effective communication always results in a better brand experience that can eventually gain more sales and profit.

These marketing strategies can help develop an effective communication marketing plan. When it comes to communication, there are other matters to be considered though. Writing an effective communication marketing strategy entails the following components and elements:

1. State the purpose and convince the readers of the objectives of the communication marketing strategy. Among these objectives are achieving the overall goals of the organization, effective engagement with stakeholders; showing the success of the work; ensuring that people understand what the company does, and changing the perception and behavior of people as needed.

2. The introduction briefly outlines the current situation of the company and talks about what the company does, its major functions, and where it operates. It should also show an analysis of the previous communication strategy, its strengths as well as weaknesses and how it can be modified and improved for use in the present.

3. An organization's objectives form a major part of the communication marketing strategy. Make sure the strategy reflects the general objectives of the organization. Align them with the organization's vision and core objectives and show how communications can help achieve these goals. Other important matters that this component can include are the overall perceptions of communications that are the basis of strategy as well as the messages that the organization wants to relate.

4. Identify stakeholders of the organizations by enumerating them in your plan. Describe your main audiences both internal and external. Examples of these are the staff or employees of the organization, the customers, and the politicians.

Many organizations want to connect with certain types of audiences. Include this in the development of your communication marketing strategy.

5. After identifying the audiences, the next step is to break down the objectives to create relevant messages for each type of audiences. Prioritize them and start from there. Messages to be communicated must be relevant to the audience.

Communication to your stakeholders will depend on who they are. For example, if you are communicating to your donors and sponsors, a more forthright language can be used. The way you communicate depends on the type of audience you have. A very important rule to remember is to provide continuity across the messages for all your audiences. All of them must know and understand the type of organization and all the communications should link back to the organization's key values and objectives.

6. Identify the proper communication channels that would be effective in sending messages to each of type of your stakeholder or audience. Among these communication methods are the e-bulletin, newsletters, conferences, workshops, leaflets, press release, media and your official website.

All of these key communication methods have its own pros and cons and one method may be effective to one audience but not to another one. Make sure that you know how to choose the best communication channel to use for each of your type of audience.

Service users who need to know some practical information and support can be reminded that the company and its staff are trustworthy and reliable, can be given its special e-bulletin, regular service user meetings, representation on the Board and media training.

When communicating with politicians, the messages will include information that show that the company has a strong knowledge of the policy environment. It must also communicate that the company is an authoritative organization and well-respected in its industry.

You may send your information and messages for the politicians through press releases concerning the respective government agency, positive media coverage, regular policy briefings, and others.

It is recommended that you include communication marketing strategy involving online media presence, press plans and direct marketing. These communication methods show the way the organization does its things, how it plans for success and they are effective ways to effectively communicate and reach out to the relevant stakeholders.

7. Draw up the work plan that indicates the communication activities, and allocations for budget and resources. The plan will include the timeframe and milestones in the strategy.

8. Evaluation of the success of the implementation of the communication marketing strategy is an important part of your plan. Indicate the tools and activities implemented and various communication sections that show how the communications were sent, a tracking of hits to the website and other measures of media coverage.

An effective marketing communication strategy is very helpful in informing the staff of relevant information. It also conveys the things expected of them as well as.

Topics: Corporate Communication

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