“Good communication is the bridge between confusion and clarity.”
So, you’ve got a killer product, a must-have service like no other, and you want the world to know—and rightly so. We all want to be seen and heard. But whilst you understand your product or service and how it can benefit your potential clients and customers, how you communicate that to your audience is fundamental to getting your message out there.
Whilst it can be tempting to shout it from the rooftops, not everyone is your target audience, not everyone is your core client, and not every channel is for you. Take this stance, and you run the risk of screaming into the abyss and hoping someone somewhere hears.
Whilst sending weekly emails, blanket posting across every social media channel, and showcasing just how brilliant your company is can seem like the simple and most effective solution, chances are, your audience isn’t quite there with you.
Typically, it’s believed that a brand needs around eight touchpoints before a sale is made. But in reality, buyers are savvier than ever, and brands need to work a lot harder to be more purposeful, niche, and aware for prospective clients and customers to take a second look.
You need a clear and concise plan for all of these reasons, and so many more. As they say, “good communication is the bridge between confusion and clarity”. Over the coming months, we’re sharing a series of blog posts that focus on each part of a considered communication plan, from blogging and PR to email and even how to measure your results. Deep-diving into each section individually, with advice from our very own team of experts, and a few friends in the know! So, by the end, you’ll have all the core pieces to create your very own communication plan to ensure everyone is working off the same page.
It can be tempting to dive straight in, write blogs, create social media content, but before you do, it’s always wise to take stock. Have a look at what assets and marketing collateral you already have available and what can be reused, repurposed or even reduced. You may need to spend some time updating your brand messaging, clear out any outdated blog posts or give your website an audit.
Get clear on your goals – what are you hoping to achieve? This really helps to shape and contextualise your overall plan. Plus, it always gives you a point of reference to come back to. Here at TFG, we are big believers in purposeful and considered communication, so having clear and concise goals serves as that all-important ‘why’.
Know your audience. Once you have clarity on your goals, it’s time to identify your target audience. We’ll let you into a secret; you’re not for everyone, so get clear, and understand their behaviour, define their personas, and where they are online.
Next, define your core message. Now you know the overall goal and who your audience is, what’s the message you want to communicate? What’s the tone, and what key features and benefits do you need to convey? Use those audience personas and ideas to really narrow this down even further.
Once you’ve defined your overarching message, it’s time to create your message house. A simple yet effective tool that lays the foundations of your marketing messaging and position. Here you can include supporting statements, core words, facts and values that uphold the essence of your brand. And, if you find yourself deviating off course, it’s this very document you’ll want to return to.
This is where your comms plan really comes to life. How do you bring that message directly to your audience? Is that through specific social media channels? Is that a monthly newsletter? Do you need to do some PR or to create fresh content around this (our answer is yes, yes, and YES!). And bear in mind frequency; consider how often you want to communicate and when. It’s all about putting yourself in the places and spaces where your audience is spending their time.
Alongside delivery, you’ll want to keep track of how well your plan is working— it’s rarely linear. No one size fits all, as your product or service is unique, but evaluate as you go, and there are plenty of ways to do this, as we will share with you!
Keep checking back for the rest of our series on your comms plan, coming very soon. However, if you can’t wait for the next instalment, get in touch below and let us take that off your hands.
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