10 Tips for a Better Marketing Communication Strategy

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Are you curious about creating a good marketing communication strategy for your business? All companies do some form of marketing. But given that we’re all bombarded with constant information, 24/7, only the best marketing communications strategy will produce results. 

If you want to know how to attract and keep new customers, check this out. Here are ten strategies for getting through all the advertising noise out there and reaching the right people. 

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1. Target Audience: Know WHO You’re Trying to Reach

The first step in developing your marketing communication plan is to identify your target audience. Often, when we think 0f our target audience, a great place to start is looking at our existing and ideal customers.

It’s critical that your marketing communication strategy carefully considers customer alignment. Meaning, look at your target demographic and create your marketing message to speak directly to THEM.

Target audience: here are a few things to consider:

  • How old are they?
  • Are they male, female, or nonbinary?
  • Do they have kids or grandkids?
  • What are their interests and hobbies?

If you’re looking for a competitive advantage, focus on demographics and consumer behavior. Diving into where your target market likes to shop and how they prefer to pay can make sales promotions easier.

The more detailed you are, the easier it will be to think of successful ways to catch their attention with your message.

Your marketing communications strategy needs to be focused
Your marketing communications strategy needs to be focused on who you’re trying to reach.

2. Understand Your Target Market: WHAT Your Potential Customers Like and Don’t Like

How much time have you spent understanding customer likes and dislikes?

When you explore beyond the demographics of who you’re reaching, it’s essential your marketing efforts focus on the core identity of your market and whether you have brand alignment with their biggest desires.

In short, if you want an integrated marketing communications strategy, essential to explore what your target customers are looking for, whether you offer it, and how they shop.

Consumer Preferences Marketing Communications Questions:

  • What does your target market like (and not like)? Do you have brand alignment with these preferences?
  • How much value do they place on your products?
  • What’s going to attract them to your products or services and keep them coming back for more? 
  • Does my sales collateral (online and offline) speak to these consumer insights?
  • What social platforms and marketing channels do they use?
  • Do they respond to offline advertising? Or are they influenced most by online advertising?

The better you can predict your potential customers’ preferences; the more appropriate your message will be to them.

Customer alignment with your brand message is critical to your marketing communications success.
Customer alignment with your brand message is critical to your marketing communications success.

3. Unique Selling Proposition: Know WHY Your Products and Services are UNIQUE

These days, anybody with the internet and a computer can get online and sell stuff. There’s a lot of junk for sale online, and unfortunately, this has consequences for your online marketing.

Your unique selling proposition means you’ve taken a look not only at your target audience, but you’ve also done market research. Hence, you understand your brand image and position among your competitors.

Unique Selling Proposition Questions to Boost Marketing Communication Strategies

  • Who are my business’ biggest competitors?
  • What do my competitors offer?
  • Are they serving the same target audience? How is it the same (and different)?
  • What experience and expertise does my business offer that no one else does?
  • Does my business have brand awareness in the areas that make it unique?
  • How can we use consistent brand messaging to amplify our unique selling proposition?

If you can find what makes your products and services genuinely unique, you’ll be able to craft a message that grabs people’s attention.

The key is to stand out memorably and convince them that you offer high-quality goods and services.

unique selling proposition usp graphic. Understanding how your consumer, marketing, and location differ from other is key to success.
Understanding why your products and services are unique is one of the keys to drawing attention to your business in a crowded market.

4. Marketing Messages: Figure out HOW to Communicate with Your People

A good marketing communications strategy identifies not only what to say but how to say it. If your research supports it, typically, a communication mix of messaging techniques will help your business reach its target audience.

Based on what you know about your target customers and your product, consider how you’ll get the word out. Remember not to put all of your eggs in one basket. An effective marketing communications strategy takes an integrated, holistic approach.

Marketing Communications Mix: How to Share Your Marketing Messages to Increase Sales

  • Direct marketing campaigns
  • Online advertising campaigns (Google Ads, Social media, etc.)
  • Public relations
  • Personal selling
  • Door-to-door sales
  • Distributing free samples
  • Word-of-mouth
  • Organic search
  • Webinars or events

It’s critical your marketing communications work in concert across multiple communication channels. Your company’s brand and message need to project customer alignment and create a positive brand image that aligns with your business goals.

Every social media post and sales promotion needs to be aligned with your marketing communications plan.

This does not mean paid marketing or spreading team members too thin; it means consistently targeting the right marketing message within your marketing materials (business cards, sales presentations, social media posts, etc.

Then, when someone comes into contact with your marketing message, it’s reinforced across the marketing channels where you’re active.

marketing communications amplify your message ideally to the right people
How you communicate is as important as the marketing message. You want to be in the right place at the right time with the right message.

5. Marketing Mix: Select the Platform(s) to Amplify your Message

Too often, a modern-day marketing plan discounts offline efforts like word-of-mouth and referrals in favor of going all-in on digital marketing.

Even an online business needs to consider the marketing mix — your marketing plan is like a fine wine, balanced, structured, and draws on many sources.

It’s true that right now, your best marketing communication tools may tend to be online.

Most of us have smartphones and spend a fair amount of time online. So it makes sense to communicate with prospective customers digitally.

Your platforms should include one or two social media apps, plus several additional sources for publishing what you have to say.

If you’re unsure which platform(s) attract your customers, Pew Research Center’s Social Media Fact Sheet is a great place to research social media marketing demographics.

Don’t forget to ask customers which social media platforms they use and how they found your brand.

That said, a communication mix that reinforces your brand message while being in the places where your potential customers hang out (and your competitors don’t) is the way to go. Typically, this means using a variety of communication channels.

Don’t be afraid to take your message offline or off social media.

The inverse is also true. If you’re not engaging online because your competitors aren’t, it’s time to explore what digital marketing can do for your business.

omnichannel graphic find the right marketing mi for your brand
It will take some refinement but finding the right marketing mix will help you maximize your marketing communications efforts.

6. Marketing Communications: Refine Your Message

A marketing communication process is responsive, meaning that you make adjustments based on how your customers react.

It’s essential to update what you have to say constantly to reflect current events and the latest marketing trends.

Create Your Own Marketing Communications Strategy: Listen to Customers

  • Integrate testimonials into your marking communication
  • Ask for reviews at every turn
  • Use customer feedback to improve company processes; then, direct marketing efforts toward key improvements
  • Pay attention to the questions: your brand message needs to include answers to key customer questions

Put in the time to learn the words your customers use to describe your products and services. And then use those words. It will be well worth the effort.

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7. Figure Out How to Measure Your Message’s Performance

You’ll need to establish a way to measure how your message is performing. It might be sales or leads, for example. You could also calculate this digitally through social media events like click-throughs and likes.

Critical Questions to Measure Marketing Communications Performance

  • How does your business measure success now?
  • What metrics do we need to put into place?
  • How easy is it for us to measure performance and success?
  • How often do business leaders want to see performance/status reports?

The point is to have a way to see if you’re on track or need to make a few adjustments. If Google Analytics is too daunting, consider setting up Databox, their forever free plan is a great place to start.

If you have a CRM, make sure sales data is not only recorded there but that it’s easy to generate meaningful information you can use to enhance your marketing communications.

integrated marketing communications strategy will help you reach your goals quicker and more efficiently
Use an integrated marketing communications strategy: when it comes to marketing teamwork really does make the dream work. Clarity and open lines of communication will go a long way.

8. Marketing Communications Strategy: Use Teamwork

Good communication in marketing means that you should have everyone at your company on board with your messaging strategy.

Your message should look and feel consistent, with strong visual branding and the same goals across your company’s departments. Having good team members will ensure that this happens.

Internal Questions: Marketing Communication Strategy

  • Have we clearly defined team roles and responsibilities?
  • Do we have implementation deadlines?
  • Does the team know who to contact if a marketing channel goes down or an integration fails?
  • Are there open lines of communication for the distribution of promotional material (both online and offline)?
  • Does the team have any questions about the communication strategy?
  • Do our service providers (digital marketing consultants, public relations teams, etc.) have as many resources as they need? Do they know who to contact with issues?

An integrated marketing communications strategy emphasizes internal functions as what the target audience sees externally.

Good teamwork, focusing on good communication and collaboration, gives your marketing communication strategy every opportunity to succeed.

9. Get Started: Move from Marketing Communication Plan into Action

It’s time to put your marketing communications strategy to work.

Throughout this post, we’ve given you tools to help you create an integrated marketing strategy. Never forget, your marketing communication plan is just that—a plan. Nothing will change until your business takes action.

The best way to get started is to get started. Your target audience can’t see the plan. At this stage, it’s all about execution and testing to see where (and how) you can make adjustments to increase effectiveness.

The sooner you can get busy and carry out your marketing communication strategy, the sooner you’ll see an increase in profits.

10. Success Metrics: Evaluate Consistently and Make Adjustments

If you want to create an integrated marketing strategy, it’s essential to keep tabs on how your system works.

It’s rare for marketing strategies to achieve all your business goals the first time. That’s why it’s essential to identify what success means for your business and marketing strategy and then define clear success metrics, so you know when you’ve achieved your goals.

It’s not enough to say you want consistent sales or to increase sales or website visits. An effective promotional campaign will have specific key performance indicators (KPIs) connected with them.

Put another way, consider something akin to SMART digital marketing goals: increase sales by 5% in 3 months or a 10% increase in online sales Q1 due to a marketing campaign.

If you don’t see the results you wanted, make some adjustments and keep working on it.

Use Your Marketing Communication Strategy to Make Big Profits

Strategizing and using the right marketing communication strategy will make your business succeed.

As long as you identify your target customers and get their attention with high-quality content, your communication strategy is working.

To learn more about developing a great marketing strategy for your business, contact us. We teach entrepreneurs how to take their businesses to the next level. To get in touch, message us here

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