5 steps to create your company communication strategy
There are several steps you need to follow if you want to create a strong communication strategy for your company. They include:
1. Thoroughly define your purpose
First, you need to think about the purpose of your communication strategy. What do you want to accomplish, and what will your key messages be?
Of course, your goal is to boost business revenue, but how are your communication objectives going to do that?
A few examples of your communication goals could include:
You want to collect more information from your customers about your products and services.
You want to make it easier for your remote employees to feel like they are a part of the team.
You would like to reduce the turnaround time for company projects.
You would like to reduce the information that gets lost in translation.
Think carefully about the overall purpose of communication strategies.
2. Narrow down your target audience
The next step in building your communication strategy is to define your target audience. Who are you trying to formulate communication objectives for?
For example, if you want it to benefit your customers, you need to think carefully about audience segmentation. Even though you would probably like to make a customer out of everyone, that is simply not possible. A younger target audience prefers different communication methods when compared to an older target audience.
You can use behavioral targeting to make sure your customers get the most out of your communication strategy, but you need to think carefully about what will benefit them the most. This is critical for your external communication strategies.
On the other hand, if your communication strategy is meant for your employees, you need to make this clear. There are specific tools that can help you keep your employees on the same page, so you may want to talk to your employees to see what tools they might prefer. This will be a very important part of your internal communication strategies.
3. Decide the means of communication
You also need to think carefully about your means of communication. For example, you may want to create personalized content using your communication strategy if you want to reach out to your customers. For example, creating personalized content for blog posts and infographics for social media could help you build your brand identity.
Or, if you have a slightly longer sales cycle, you might be using an email drip campaign to help you. In that situation, you need to think carefully about the subject lines that get opened if you want to maximize the results of your email marketing strategy. How do you think your emails will evolve as you move your leads down the sales funnel?
Keep in mind that there you need to pick your speakers carefully. Who do you want to produce content for social media, email marketing, and customer outreach? Will it be your executive team, your employees, or the company as a whole? Your speaker can have a significant impact on how your key messages are perceived.
4. Set a timeline
Timing is very important when communicating with your target audience. This is important for internal and external communications. You need to make sure that your customers see your marketing materials.
Some of the factors to consider include:
How often do you want to share a post or send an email?
What time do you want to send out that information?
What days of the week do you want to distribute your marketing materials?
You need to maximize your visibility, so you may want to do some A/B testing to see which options get the best results.
5. Collect feedback
Finally, you have to collect feedback from your employees and customers on your communication strategy. Do you want to provide an opportunity for anonymous feedback? Or do you want people to attach their names to your feedback portals?
How are you going to process the feedback when you receive it? You need to make sure you collect feedback efficiently and use it to improve your communication strategy.