Essential steps for an effective corporate communications strategy
Would you like to create an effective communications strategy for your company? It’s an essential step in raising your profile, developing your brand image and standing out from the competition.
A well-thought-out communications strategy will help you increase sales and ensure your company’s long-term viability. It’s also an excellent way of building trust with your employees, partners and customers. In this article, discover our practical tips for developing a corporate communications strategy and achieving your objectives.
1 - Set clear objectives using the SMART method
Setting clear objectives is the first key step to a successful corporate communications strategy. These objectives must form the basis of all your communication actions, in line with your company’s values.
To formalize this, we recommend using a marketing tool: the SMART method. The SMART method is a simple way of describing an objective based on five parameters. If your objective meets all 5 criteria, then it will be better defined, clearer and easier to grasp.
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The “S” for “specific”, the objective must be formulated in a precise and easily understandable way, without risking causing possible misunderstandings.
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The “M” stands for “measurable”, ensuring that the objective is concrete and, to that end, quantifiable.
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The “A” stands for “achievable”, ensuring that the goal is attainable and not out of proportion.
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The “R” for “realistic”, it takes into account the feasibility of a project so as not to discourage stakeholders if the objective is not achievable.
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The “T” for “temporal”, it frames the objective by limiting it in time, with deadlines to be met and a target date.
Last but not least, the objectives must be in line with those of your company to ensure consistency. Objectives could be improving your presence on social networks or increasing traffic to your website, for example.
2 - Establish an in-depth understanding of your target audience
In-depth knowledge of your target audience is fundamental to ensuring an effective corporate communications strategy. You need to understand your audiences, their needs and behaviors, so you can reach them in the best possible way.
Useful information
To do this, you can use a variety of tools to gather valuable information about your target audience. Surveys, market research and analytical elements are practical ways of obtaining two types of data:
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Demographic data, such as age, gender, geographic location, income and professional status;
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Psychographic data, such as values, interests, consumption habits and so on.
This information enables you to tailor your message precisely to the needs of your target audience. By integrating this data, your communication strategy will be more impactful and effective.
The persona
To find out exactly who your target audience is, we recommend using another marketing tool: the persona. This concept refers to a group of individuals with similar behaviors, motivations and goals. The persona is represented by a fictitious character who brings together all the information about the target audience, such as :
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first name, gender, age, etc.
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occupation and socio-professional category ;
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interests ;
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needs and expectations ;
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objectives and motivations ;
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obstacles and frustrations.
Understanding your target audience enables you to personalize your communication around them. This approach is particularly effective for finding new prospects and building customer loyalty.
3 - Use communication channels consistently
Consistent use of communication channels is another essential step in creating an infallible corporate communications strategy. A consistent editorial style and values must be defined, whatever the channel used, to reinforce credibility. This consistency must also apply to the company’s graphic charter, such as logo, typography or color codes.
The right channels
First of all, you need to select the most appropriate channels to reach your target audience from among the following:
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traditional media, such as print, radio, television or outdoor advertising;
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digital channels such as social networks, emails, websites, online advertising or mobile applications;
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internal communication, such as team meetings, bulletin boards and internal events;
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direct and personalized channels, such as events, public relations, customer service or promotional material.
Ongoing analysis of the effectiveness of each channel is essential. By monitoring and adjusting the data collected, you can optimize your communication channels and achieve your objectives.
Innovative, high-quality content
To stand out from the crowd, it’s essential to create quality content accompanied by attractive visuals or videos that enrich the user experience. The use of new technologies such as interactive campaigns or emerging trends can also reinforce your communication strategy. By staying at the cutting edge of innovation, you’ll have every chance of launching an impactful advertising campaign.
4 - Evaluating your corporate communications strategy over time
Evaluating your corporate communications strategy over the long term is the final step in ensuring convincing results. This analysis enables you to identify the obstacles and levers that have enabled you to achieve your objectives.
Two key indicators
To do this, you can use performance indicators such as :
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The KPI (Key Performance Indicators) measures, for example, the rate of engagement of web users, so you can adjust your marketing strategy with precise data.
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ROI (Return on Investment), meanwhile, measures the profitability of an investment in relation to profit to determine whether returns are positive or not.
These indicators enable you to track the effectiveness of certain actions and adjust your strategy. By monitoring them regularly, you can optimize your efforts more effectively and efficiently.
A strategy to be adjusted and optimized
As the market is constantly evolving, it is necessary to adapt one’s strategy by regularly monitoring and keeping abreast of new trends. You also need to optimize your analysis techniques and be flexible in your communications strategy, as challenges and crises can arise.
To sum up, for a successful corporate communications strategy, it’s important to follow these four steps:
- Set specific, measurable, achievable, and realistic goals over time.
- Establish a deep understanding of your target audience by gathering data to tailor your messages.
- Use appropriate communication channels consistently, with innovative and high-quality content.
- Regularly assess your communication strategy to adjust your actions based on market trends.
