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Marketing communication strategies, what are they and how to implement them?

We are currently living in an era where competition in sectors continues to evolve and grow, therefore, if we want to make our business stand out from others, having marketing communication strategies will be essential to ensure our business success.

Nowadays communication is key in all aspects of society; developing a good strategy can increase your sales by up to 40 %, help you get new customers, connect with your target audience and increase the visibility of your brand. 

In the following post by Expertise de Lifting Group,  a marketing and strategic consulting agency, we go into detail and explain what marketing communication strategies are and how to implement them effectively.

What are marketing communication strategies?

A marketing communication strategy can be defined as the mechanism that allows a company or organisation to transmit its values to the target audience through communication channels, strategic actions and specific timings. 

All the elements that are part of it must go hand in hand so that the communication is effective and coherent with our values, a small planning error and the whole image that has been created could be damaged in a matter of seconds. A correct marketing communication strategy must have the following well defined issues:

  • General objectives
  • Message to be transmitted
  • Actions to be implemented
  • Instruments to be used
  • Timings

Types of communication strategies

You will have to choose the type of strategy that best identifies with your objectives depending on your company’s needs; choosing the most appropriate one will be fundamental to ensure good results.

 

Launch strategy

Its usefulness lies in publicising a new company, brand, product or service to be launched to the market. Implementing this strategy will increase the initial impact of the launch, being able to create a greater positive impression.

Several factors should be taken into account in your planning, such as: the launch date, location, market trends, seasons and choosing the right channels. It is important to take into account the following issues in order to fine-tune it as much as possible:

  • Create an atmosphere of intrigue
  • Coverage in different relevant media in your sector
  • Promote with influencers and partners
  • Carry out email marketing campaigns

 

Trust strategy

As its name suggests, here we are interested in generating a vision of trust from our audience to build a strong customer-company relationship that is beneficial in the long term, focusing on moving from customer -> loyal customer -> brand ambassador. Among all marketing communication strategies, it will be the one of choice if your image has been damaged by a crisis.

New digital media and technologies make this process easier, in which it will be important to convey credible messages and realistic promises to connect with our audience. To strengthen confidence, you will need to consider:

  • Having a professional website
  • Media presence
  • Sharing success stories
  • Including customer testimonials
  • Exemplary customer service

 

Positioning strategy

Its purpose is to transmit  the desired image of the brand to the target audience, to achieve greater reach and have an impact on our potential customers. This strategy has long-term results and it will be very important that we remain consistent with our values and business philosophy in order to achieve the desired positioning.

It allows you to generate a strong brand with its own personality in order to differentiate yourself from the competition, which is not an easy task and in which seniority, commercial advantages and the level of specialisation you have will play a vital role. In this strategy it is important to avoid the two most common mistakes:

  • Over-positioning: Customers’ expectations are set too high and they may think that we are not within their reach.
  • Under-positioning: We fail to differentiate ourselves from others, we generate a vague idea of our brand in the minds of our target audience.

 

Visibility strategy

This seeks to make the brand known to as many people as possible and who are part of our target audience. It is used to attract new customers and create long term relationships, some of the actions undertaken in this strategy are:

  • Promoting yourself through influencers or brand ambassadors.
  • Creating attractive content in Social Media
  • Increasing media presence

 

How to implement marketing communication strategies?

In order to be able to produce communication strategies with success and personality, it will be essential to be clear about the message we want to convey, what our main values are and what objectives we want to achieve. 

Each strategy has its own needs and objectives and much of the success will depend on good planning. Here are several steps to be defined:

 

Analyse our current situation

Before starting, we must be clear about our current situation. We can do this by performing a SWOT analysis that allows us to see it clearly or a PEST analysis that will allow us to identify the internal and external factors that can influence us. 

Take into account your brand’s reputation, your customers’ experience, market trends and where your competition is.

Choosing precise targets

Now that you know what context your company is in, it is time to choose what we want to achieve. To do so, you should ask yourself the following questions:

  • What do I want?
  • What for?
  • Why is this?

We recommend that you focus on realistic goals that are not impossible to achieve. The SMART technique can help you define specific, measurable, achievable and time-bound goals.

 

Define your target audience

At this point it is time to think about our ideal customers, the public we want to reach. Our strategy will be aimed at them, so it will be vital to capture their attention, make them listen to us and react to our messages. 

You can check out our previous post on the buyer persona, how to integrate them into your digital communication strategy to learn more about this topic.

 

Choose the message you want to convey

What you want to transmit and what your values are will help you in this very important point in which you must have properly defined the message, its tone and the personality it will have. 

Focus on generating interest, excitement and uniqueness. Then, transmit it through the communication channels that are most appropriate for your type of business (traditional, digital or both).

Budget and timing

Limiting the amount of budget and choosing the right timing is vital to achieve success in our marketing communication strategies. You have to take into account the size of your company, its needs and where the message will need to be communicated.

Establishing certain time margins will allow us to create a sense of urgency that will stimulate the effort and follow-up of the strategy; it is important to focus on the times but we must also say that it is not something set in stone, it can change and be adjusted as the plan is assessed.

Assessment of results programme

Establish specific metrics to measure and assess your results, with them you will be able to quantify each goal and see if your strategy is on track or not. This point will help us to quickly notice possible deviations and adjust changes.

The metrics selected largely depend on our goals, but some examples could be the reach achieved, number of followers in social networks, impressions, clicks, mentions, etc.

As you have seen, creating effective marketing communication strategies is fundamental so as to achieve success in your business. At Lifting Group we have extensive experience in the creating such strategies, contact us  and we will help make your business grow.

Pol Oñate

Team Marketing Digital

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