The Communication Strategy (Part 2 In A Series)

This is the second in my series on Smart Marketing For Small Business.

The communication strategy is not only a useful guide to getting your communications program started and moving forward, it’s also a very important information and insight tool for whomever you choose to help you with your communications.

It is the first essential step towards building a powerful marketing program that will help you grow your business.

It’s also designed to be fluid, so that if you add capabilities, in the form of new services or people, the benefit support can easily be incorporated into your strategy and communications materials.

The Critical Elements of a Solid Communications Strategy

BASIC INFORMATION

The nature of the product or service being offered.

OBJECTIVES (Hard & Soft)

What the communication seeks to achieve in terms of Share of Market and Share of Mind.

MARKET SITUATION

How the company and/or its products are currently or wish to be positioned in its marketplace.

TARGET GROUP(S) (Primary, Secondary, Collateral)

Who will be receiving this communication. What do we know or assume about them?

MAIN COMPETITORS/OBSTACLES

From whom can market share can be taken? Which perceptual obstacles need to be overcome?

MAIN BENEFIT GIVEN • MAIN BENEFIT RECEIVED (USP)

The Unique Selling Proposition of the product or service from the company’s point of view. Should answer the inevitable customer question, “What’s really in it for me?” If there are multiple target groups, the benefit may change for each one.

BENEFIT SUPPORT (Product/Service Features)

The reasons why the main benefit is believable. If there are multiple target groups, the benefit support may change or need to be prioritized differently for each one.

BRAND CHARACTER (Tone & Manner)

How the company should be personified in the eyes of its customers. These are usually single word descriptors, which help to shape the tone and manner of any messages which are created.

Using this as a guide will be helpful in terms of keeping your own head organized when it comes to creating communications, and an invaluable tool for anyone you hire to help you with your communications as you grow.