Everyone in marketing and corporate communications knows the dilemma: the flood of modern media options from ads to SEO and from augmented reality to XING all too often determines how companies communicate. The actual market requirements and corporate goals fall by the wayside.
What is the communication strategy for?
Strategy sets sail:
The communication strategy is initially the strategic guideline for all communication measures. The final marketing plan, including all media measures, is derived from the strategy - never the other way around.
Strategy reduces costs:
Do you urgently need to cut your budget? Based on a specific communication strategy, it is easy to decide which media should be used with which content. This saves the marketing budget and internal resources.
How do you develop a communication strategy that works?
A solidly structured and strategically aligned communication strategy is characterized by 5 factors in particular:
- Communication in all media follows the company's strategic objectives
- Communication in all media contributes to a strategic target account (e.g. development of brand personality, lead generation or targeted product marketing)
- The goal and focus of the communication strategy is the customer
- Communication follows a common thread and tells a "story" that is relevant to the target group (see: storytelling)
- The underlying storytelling principle can be adapted to your individual marketing and sales requirements
Communication strategy: How does it work?
The basis of the communication strategy is determined by the market - and not by management. What does the customer actually think? How does the competition position itself?
Would you like to take a closer look at these questions? In this one-day workshop, we will teach you the basics, the first steps for communication strategy and best practices from 10 years of experience in consulting.
What is a company's communication strategy?
The communication strategy comprises all measures to achieve communication goals. Communication takes place at various levels and via various channels:
- Corporate website
- social media
- TV and radio appearances
- Press releases
- E-mail traffic
- Public relations, i.e. also dealing with criticism
The task of the communication strategy is to bundle these in order to achieve corporate goals.
How is a communication strategy created?
The basis for communication should be an analysis of the current situation, which shows the status quo and potential. The analysis includes a market and target group analysis. However, the status quo must also be ascertained within the company, for example through employee surveys. The next step is to set goals. Goals should be SMART, i.e.
- specific
- measurable
- achievable
- realistic
- time-bound.
Certain factors can be influenced by corporate communication. These include image, reach and awareness, etc. However, economic goals can also be achieved, such as the sale of products and services.
Once the goals have been set, target groups must be defined. At this point at the latest, the focus must be on the customer, as reaching them is the ultimate goal. The target groups of companies usually include
- customers
- suppliers
- investors
- Media (TV, radio, press)
- Employees and potential applicants
- Competitors
- Politics
Communication methods, channels and time horizons are then determined according to the target group. Demographic characteristics, profession and interests, geography and technologies play a major role here. It may be that completely different tools and content are used for target group A than for target group B. Other strategies can also be created or derived as part of the communication strategy, e.g. the content marketing strategy.
Internal corporate communication and the integration of the workforce into the communication strategy are also important, as employees can also influence the public perception of a company.
Is the communication strategy successful?
Economic goals can be measured using sales figures and other relevant KPIs, while psychographic goals can be measured using market research. However, it is important that a communication strategy is not a rigid structure, but must be regularly evaluated and adapted.
Our article "Dictionary for communication with agencies" may also be of interest to you in this context.
Further information:
https://wirtschaftslexikon.gabler.de/definition/kommunikationsstrategie…
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