How to build a successful communication strategy for digital campaigns

Bright Brain Tech

Game changers in the field of digital marketing are characterized by the way they define their brand. To make an everlasting impression on our audience, we need to create a successful communication strategy for digital campaigns. A well-polished communication strategy helps us in delivering high-quality content to our audiences in the most optimum way.

When it comes to crafting a communication strategy, four major questions arise.

Have a look!
WHAT: The first question is what do we need to convey to our audience? Identify the crux of the campaign so that the entire strategy can get weaved around it.

WHO: The second question is who is our target audience? This step helps us to identify people who will be consuming our content, adding a little more definition to our strategy.

HOW: How will we engage with them? This question holds significant importance in the larger picture. It’s crucial for us to identify the routes that will give us the desired results through contextually relevant messaging

WHERE: Where should we promote our brand? To make sure that we are acing the strategy from every perspective, we need to make the right placements. Here, an efficient media plan can help us in identifying appropriate channels, the tonality of the content as per the platforms, and the overall trail for paid promotions.

All these questions form the basic pillars of any communicative strategy. Now, let’s spare a closer look at these questions through the lens of the below-mentioned steps.

Step 01 – List down your business objectives:

Every strategy starts with a list of business objectives that makes the vision of the strategy clearer. When a firm decides to run a communicative strategy, the objectives should be enlisted in a way that the execution becomes smoother.

At this step, generally, companies consider the following aspects:

Sales
Brand Awareness
Customer Engagement
Productivity of the firm
Employee Retention

Once the driving factors are clear, the process gets much more meaningful. And all these objectives play a major role in laying down a firm foundation.

Step 02 – Know your target audience:

To catch hold of the audiences’ needs, it’s very essential to understand their mindset and online behaviour. At this point, we need to think thoroughly about which strata of varied audiences will get attracted to our product or service. There’s a diverse audience out there and not everyone will need, want, or appreciate our product. The answers to these questions will reveal a lot about our audience.

Also, when we are making down a detailed analysis, the following pointers can come quite handy:

Enlisting those people who will be interested in our product

Ranking our viewership on a priority basis

Segmenting down our audience on parameters like geography, popularity, relevance, etc.

Step 03 – Know your competitors:

Whenever we are starting a new venture or even entering a new market, competitor analysis is a must. It helps us in many ways, like noting down things that attract customers, embracing unique ways to create a distinctive position, and not repeating things that have already been done.

For a detailed analysis, we can go to the competitors’ website, check out what all they are offering, at what prices, and how well are they dealing with customers’ grievances.

All this will help you in turning out to be a better brand!

Step 04 – Understand the market environment

To hit the nail on the head, we need to have a clear idea of our competitive environment so that we can develop an apt strategy. Once the main products, activities, focus, and functionality of the brand are clear, we can easily take the next step of seeing how they fit into the overall market and will be perceived by potential customers. In this case, these basic tools are a good place to start.

A SWOT Analysis, asking us to judge the situation on the parameters of Strengths, Weaknesses, Opportunities, and Threats.

A PEST Analysis that says even the Political, Economical, Social, and Technological factors around us can affect our growth.

Step 05 – Establish brand positioning:

The positioning of a brand matters a lot as it bears a major responsibility of informing the audience of what the brand offers, what are its values, and what it holds for the viewers.

This positioning can be communicated through slogans, taglines, blogs, videos, etc. The message has to remain relevant and consistent on all the communication channels and for all kinds of target groups.

Step 06 – Draft a communication path that highlights all the unique offers:

Our business objectives and our communication path need to be aligned Here, we can explore different routes according to our long-term and short-term intentions. For example, informing potential clients, partners & associates about our company, highlighting unique offers, raising brand awareness, creating a new demand for our product in the market, and later, re-affirming our value.

Step 07 – Pin down the best suited digital tactics:

Once we have got a firm hand on aspects like what type of audience we have and what step we want them to take, we can move to the next stage of execution. We can leverage paid searches that will directly attract traffic from search engines to our website, thereby aiding discoverability and driving quality traffic.

Social media can help us a little more, with driving engagement, influencer and brand collaborations and of course paid promotions to magnify our brand to the targeted audiences.

Although a mix of digital media tactics is recommended, the decision varies from person to person.

Step 08 – Measurement & Analytics:

Every communication strategy needs a proper evaluation before and after the campaign. So, to keep a check on all the tactics, our KPIs need to be in place. These metrics will be one of the major signs that will tell us whether we are steering in the right direction or not.

Remember, in the end, communication is the key so let your strategy do that in the most ideal way possible!

FAQ

How can a brand communicate messages to the customers?

The positioning of a brand matters a lot as it bears a major responsibility of informing the audience of what the brand offers, what are its values, and what it holds for the viewers. This positioning can be communicated through slogans, taglines, blogs, videos, digital ads, etc. The message has to remain relevant and consistent on all the communication channels and for all kinds of target groups.

What is brand communication?

Brand communication includes everything from advertising, social media, website content to taglines, logos and slogans; everything that conveys the essence, purpose, vision or mission of your brand to the customers. It takes place every time a potential customer or client interacts with a particular brand. Consistent brand communication can contribute to customer loyalty like no other!

What are marketing communication tools?

“Marketing communication tools support sales and generate awareness about your product or brand are known as marketing communication tools. Here are some of the effective marketing communication tools:
-Social Media
-Website
-Billboards
-Digital & Email Campaigns
-TV Commercials
-Newsletters
-Business Cards
-Webinars & Forums”

How do you communicate product value?

“Here’s how you can create and communicate product value:
-Give your product a purpose, a story to make it more inviting to the audience.
-Highlight an immediate benefit associated with your product, emphasis on how it solves the consumers’ problems.
-Highlight what your product does to convince customers they need it.
-Curate content and videos that explains how your product functions, and feature it every place you can.
-Keep your message consistent so it sticks with your customers.
-Use customer testimonials to build credibility.
-Do not hold back on CTAs! They are the ones who’ll encourage consumers to act!
-Do A/B tests to figure out what resonates with your consumers more.
-Display your product’s features via high-quality photos and videos on Social Media & your website.”

How do you write a brand message?

An ideal brand message is one that perfectly embodies the very essence of your brand. It throws light upon its purpose, vision and mission. It highlights how your brands and its products/services are designed to address the concerns or serve the interests of the consumers. The brand message proves to the audience that you aren;t here to sell them just a product but an experience.

Sandeep Israni

Sandeep Israni is the co-founder of Bright Brain Marketing Technologies LLP – a firm that has now grown into a full-fledged digital marketing agency with 55+ employees and clients from 7+ countries – all under his supervision. He mastered the art of Executive Management at SP Jain Institute of Management & Research, followed by extensive industry experience. His unquestionable expertise allows him to help clients achieve the extraordinary in the digital realm.

Sandeep Israni