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 You may need to spend some time updating your brand messaging, clear out any outdated blog posts or give your website an audit.
2. Goal setting
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!