Communication strategy, or... ?

One of the most critical documents in business. A long-term plan that standardises the company's communication activities. It encompasses many different areas, such as OOH (out-of-home advertising), public relations, social media, event marketing or email marketing - the company should generate a clear, unambiguous message across all these channels. The strategy harmonises all marketing activities in terms of communication.

The basic premise of the communication strategy is to Strive for consistency of message to reinforce positive associations with the audience. It is essential that the language and nature of the messages are tailored to both the target audience and the brand identity. This is a condition on which the strategy's effectiveness depends, so we usually start our work by carefully defining the customer profile. We can only develop an attractive communication style that cannot be ignored by understanding the selected consumer group's characteristics, interests and expectations.

How can a communication strategy influence the success of a company?

A communications strategy is one of the most important tools for achieving business objectives. If well-designed, it can help:

• Increase brand recognition- because original messages are more memorable and resonate better, influencing the brand awareness process.
  
  
• Better sales results - The greater the visibility, the greater the chance of attracting new customers. An original communication style can help increase sales, as products or services presented interestingly are more appealing. In addition, customers who perceive the brand as credible, professional and modern are more likely to buy.
  
  
• Increase customer loyalty- How your brand communicates with the public can attract new fans, followers and customers who will support and recommend your business. Building long-term relationships with your audience is a great experience! Once you do, you often receive motivational feedback that energises and drives you to action. Secondly, the greater the loyalty of customers, the greater the likelihood of repeat purchases and positive referrals.
  
  
• Increase customer engagement- When developing a communications strategy, we consider how to use different channels to interact with audiences. As well as communicating the brand, products or services, it is equally important to build relationships with customers. Social media is invaluable here! They make it possible to effectively shorten the distance between the brand and the consumer. It is a space where you can go behind the scenes of your own business, get to know each other better and talk about the passion that created your business.

Key elements of the communication strategy

The structure of the brand communication strategy should be carefully planned. Working on a document is like connecting the dots that make up the individual elements:

1. Communication objective - specifying the goals the company wants to achieve through its communication, e.g. increasing brand awareness, improving sales performance, and building customer engagement.
   
   
2. Target groups - defining who you want to reach with your message. In order to know how to generate interest, it is useful to identify the needs, expectations and interests of potential customers. Confirmation that our message is well-targeted will come in the form of increased ad conversions and audience engagement.
   
   
3. Communication - planning the content and form of the message. Define the nature of the messages, the language, the style and the priority values on which we want to build the message.
   
   
4. Budget - the financial resources we intend to allocate to achieve the objectives. The strategy considers, among other things, the costs of advertising campaigns, photo shoots, public relations activities, events and various online activities.
   
   
5. Communication channels - the choice of channels (traditional media, internet, social media, influencer marketing, direct marketing) should be guided by the target audience's preferences. The tone of the message should be adapted to the nature of the channel in question.
   
   
6. Performance assessment - setting performance criteria, or KPIs. Key Performance Indicators), based on which we will assess the effectiveness of the measures taken. Monitoring indicators such as reach, response rates, sales volumes or customer satisfaction levels can help optimise the assumptions made - minimising costs and making more efficient use of available resources. Regular analysis of the results is essential to update and adapt the communication strategy to changing customer and market needs.

What tools should be used to implement the communication strategy?

When deciding how to implement our plan, it is helpful to be guided by the audience's preferences. Different generations (X, Y, Z) use technology differently and have different expectations of the brands they want to use. A good knowledge and understanding of the target audience's needs allows us to select methods and channels more accurately, so that marketing communications are effective and we achieve excellent results.

The most popular marketing communications tools

• Social media - popular platforms such as: Facebook, Twitter, Instagram, LinkedIn, TikTok or Pinterest allow you to reach a broad audience and increase the reach of your content. Social media is certainly worth including in a communication strategy aimed at Generation Z, who are highly receptive to inspiration from well-known YouTubers or influencers.

• Website - a modern, properly designed website allows audiences to access the most critical information about your company quickly and increases your credibility in the eyes of your customers. Millennials, born between 1981 and 1996, like to check reviews of a product, service or company before purchasing. So, if they are your target audience, ensure this information is clearly visible on your website.

• Newsletters - The newsletter allows customers to be regularly informed of news and current promotions, and to maintain contact with customers, helping to increase their loyalty. Gen Y is keen to sign up for newsletters from brands they are interested in, especially if the added incentive is a discount on purchases.

• Blogs- publishing blog posts helps build an expert image. This is the place on the site where we share our knowledge, opinions and experiences with the public. Knowing what topics our customers are interested in can make the blog a mine of valuable knowledge!

• Advertising campaigns - online advertising (e.g. Google Ads, Facebook Ads) or traditional advertising (e.g. TV, radio, press) to reach new customers and increase brand awareness on a large scale. Gen Xers are more likely to click on pop-up ads on websites, while Gen Yers are more likely to check out offers on social media.

• Public relations - an effective public relations strategy includes contact with the media, preparing materials distributed by traditional and electronic media, and building a professional brand image. Properly planned PR activities ensure that the company enjoys a growing reputation and the favour of its internal and external environment.

• Event marketing- Organising conferences, trade shows or presentations is a great way to meet customers face-to-face and build a positive corporate image. Events attract new audiences and foster relationships. Generation Z loves events that align with their lifestyles and passions. They like to be involved in events organised by popular brands and often shop at them.

Key features of an effective communication strategy

In summary, the dominant feature of your company's marketing communication strategy should be consistency in terms of style and message across all communication channels. Precise targeting is crucial, i.e., the correct audience definition based on which we select communication channels. The originality of the message distinguishes the best strategies. This means your brand language should be unique, attractive and stand out from the competition. In addition, the content presented in a light form attracts more attention.

Another feature of a well-planned strategy is measurability. In order to monitor the achievement of our goals, it is necessary to set Key Performance Indicators (KPIs), which we regularly review and compare using appropriate analytical tools. A communication strategy is not a set of hard-and-fast rules. Far from it! It is a document that we should constantly improve and adapt to changing industry trends, market conditions, customer needs and business objectives.

Work with us to create a brand with SOMETHING to say!

Surprise with your light-hearted style and creative message! A communications strategy structures and aligns your brand's activities, making the message more audible and perceptible. If you know what you want to say, but don't know how to do it, apply to our marketing agency.

Together we will blaze a trail that will take your company to the top!