Communication and presentation play a crucial role in marketing. If you can’t effectively convey the benefits of your products or services to the target audience, your marketing campaigns will fail to reach their true potential. You need a clear idea of what to say about your offerings, when to say it, and in what manner to win over your customers’ hearts and minds. ❣️
That’s where a marketing communication strategy comes into play. It’s an overarching plan that dictates the tools and channels you’ll use to send a compelling and consistent message that hits home with your audience, all while aligning with your broader marketing objectives.
But how do you craft an effective communication strategy for your marketing campaigns? We’re here to walk you through the nine steps of formulating a perfect marketing plan that ensures your brand message is communicated loud and clear. We’ll also introduce you to a powerful tool that can be your trusty sidekick at each step of this process.
- What Is a Marketing Communication Strategy, and Why Do You Need One?
- 9 Steps for Crafting a Perfect Marketing Communication Strategy
What Is a Marketing Communication Strategy, and Why Do You Need One?
A marketing communication strategy is a roadmap for presenting your product and conveying its value to your target customers in a way that speaks to their needs and pain points. It is an essential ingredient for the success of your marketing efforts because your potential customers can make a purchase decision only when they understand how your offering helps solve their problems.
A marketing communication strategy consists of four key elements:
- Audience: This refers to your target market—the potential customers who will be buying your products and, therefore, will be the target audience of your marketing content and campaigns
- Message: This is the point you try to convey through your marketing campaigns. It may consist of your product’s unique selling proposition (USP) and the way it solves problems and addresses the needs of your target groups
- Medium: This refers to the marketing channels, aka the platforms where you deploy your marketing campaign and its content. The audience you’re trying to target should be present on these channels or mediums
- Timing: The timing of your message also plays a crucial role in any marketing communication strategy. If your message or campaign is mistimed, it will undoubtedly fall flat without generating any ROI
9 Steps for Crafting a Perfect Marketing Communication Strategy
Below are the nine essential steps for developing a marketing communication strategy that gets your brand message across. Remember, you don’t have to go through them solo—implement them with the help of ClickUp, a platform designed to make any work easier. Let’s dive in! 😇
Step 1: Start with the target market
All things marketing start with identifying target audiences. Kickstart this journey by conducting market research to profile and segment your ideal customers. Some of the data you may want to collect at this point include:
- Demographic data (i.e., age, gender, location, etc.)
- Income level
- Education level
- Entertainment choices
- Pain points
Once you have your data, look for patterns in it. Use these insights to build user persona(s) of your targeted audience. No idea how to go about it? No worries! ClickUp has your back with handy user persona templates to give you a head start.
Pro tip: Use ClickUp AI and templates to build your personas faster
Use the ClickUp User Persona Template or the User Persona Whiteboard Template to build accurate buyer personas together with your team. The templates provide a solid framework for organizing all the data you collected about your target customers, including gender, ethnicity, occupation, and age group. Once the personas are finalized, you can easily share them with stakeholders.
ClickUp AI, the platform’s native AI assistant, can also come in handy for crafting your user personas. Its AI Persona Generator eliminates the need for cumbersome market research—just input key details about your product and your target audience, and the tool will generate the persona for you in seconds. It can’t be easier than that!
Step 2: Determine the goal
What’s the endgame for your marketing campaign? Are you looking to sell a product, create awareness, or build a brand? In any case, you should clearly understand your marketing objectives and goals because your marketing communication strategy will depend on them.
While you may have a general notion of your marketing and business goals, it’s time to divide them into specific and measurable targets. Outline key performance indicators (KPIs) that will gauge the completion of your goals and establish targets for those KPIs. Here are a few examples of marketing KPIs paired with clearly defined marketing goals:
|Example of a clearly defined goal with metrics
|Number of new email subscribers
|100 new email subscribers per month
|Generating brand recognition
|Number of link clicks/website visits
|Click-through-rate (CTR) of more than 1% on ad campaigns
|Number of sales per month
|10 sales per monthorConversion rate of at least 2% per month
Keep in mind that your goals should be realistic and achievable. A good reference point is your industry’s average for those metrics.
Just like you conduct market research to determine who your potential customers are and what they want, you can perform competitor analysis and industry research to reveal the average performance of major players regarding crucial marketing KPIs. Armed with this info, you’ll be well-equipped to set realistic goals for your marketing communication strategy.
Pro tip: Use ClickUp Goals and Milestones
Define and track your goals and objectives using the ClickUp Goals feature, which provides a visual overview of your marketing efforts. You can track sales and revenue targets, task targets, overall project progress, and anything else you want to keep a watchful eye on. This will help you ensure your marketing communication strategy achieves its desired objectives in terms of follower growth, link clicks, subscriptions, and sales revenue.
Step 3: Focus on your unique selling proposition
A unique selling proposition (USP), sometimes referred to as a unique value proposition (UVP), is a brief statement that communicates your product’s distinct benefits. Therefore, you should build your marketing communication strategy around effectively conveying your USP. To do so, it’s crucial that you clearly define it first. Here are a few questions you can ask yourself to hammer out your USP:
- What are the key features of my product or service?
- How do those key features help my customers? What is the problem or pain point they resolve?
- What is the terminology and language my target customers use to describe their pain points?
- How can I communicate the USP of my product using the same language or terminology?
- How is my offering different from the competition?
Answers to these questions will help you figure out the ideal voice and product aspects to focus on in your marketing communication strategy. It’s also possible that you’ll have more than one USP corresponding to different target customer groups. In that case, you may want to connect your USPs not just to customer pain points but also to buyer groups or personas. 📌
Pro tip: Use ClickUp Whiteboards, Mind Maps, and templates to define your USP
ClickUp Whiteboards and Mind Maps help you match target customer pain points and personas with your product to determine the USP(s). Use these virtual canvases to represent your product’s key features and benefits in the form of sticky notes and connect them with your customer’s problems and needs.
Meanwhile, the ClickUp Product Positioning Template can help you define the value proposition of your key features. With dedicated fields for mission statements, taglines, features, pain points, and more, it lets you document and clearly define your USP.
Step 4: Define and maintain your brand identity
If your message isn’t conveyed in a language easily understandable to your target audience or if it’s not in line with the brand image you want to cultivate, the marketing communication strategy is unlikely to be effective.
All your marketing activities must reflect your brand’s identity by consistently following guidelines for using key branding elements, including brand voice, logo, and imagery. 🖼️
Pro tip: Use ClickUp to find your brand voice and create style guides
ClickUp has various AI-powered features to help define elements of your brand identity, including the ClickUp Brand Tone Generator and ClickUp Style Guide Generator. Both tools come with templated AI prompts for quickly generating a voice and style guide based on the information you provide about your brand and target audience.
On top of that, ClickUp has several ready-made templates for various branding purposes. Some of them include:
- ClickUp Branding Template to build a library of brand assets and styling elements
- ClickUp Branding SOP Template to establish clear guidelines for your brand alignment goals and identity and voice
- ClickUp Brand Identity Template to create a unique set of assets that reflect your brand’s personality
- ClickUp Brand Guidelines Whiteboard Template to create your brand guidelines in a visually expressive manner
Step 5: Choose your channels
The next step in your marketing communication strategy is choosing the most appropriate communication channels to deliver the right marketing message. Identify the marketing channel(s) your target customers are most likely to use based on the previously defined customer personas and segments.
For example, if your product caters to younger demographic cohorts, you should most likely focus your communication efforts on online channels like social media platforms. In contrast, if your target audience is made up of baby boomers, consider communicating with them via television or even radio. 📻
Step 6: Time your message
Deliver the right marketing message about your product at a time when your target customers are most likely to be looking for a solution to the problem you’re trying to solve. The timing will largely depend on the results of the previous steps, like defining personas and choosing communication channels. Here are some general guidelines to follow:
- Post on social media platforms when a majority of your potential customers are likely to be online
- Run audio-visual ad campaigns when most of your target customers are likely to see them
- Maximize marketing efforts when there’s peak demand for your products (this is especially true for seasonal products)
Step 7: Document everything
Personas, goals, USPs, brand guidelines—every aspect of your communication strategy you came up with until this point has to be properly documented and organized for easy access and reference. Doing so allows you to replicate those parts of the strategy that worked and to modify those that didn’t in your future marketing endeavors.
Pro tip: Use ClickUp Docs to organize your marketing communication strategy
ClickUp Docs is a text editor and document management system that can help you organize your customer personas, USPs, and branding elements in one easily accessible and searchable place. Import your Whiteboards and Mind Maps, add links, files, and images, and improve the navigation of the strategy document with subpages and relationships. 📃
And thanks to collaboration features like real-time editing, tagging, and commenting, you and your team members can work together until you come up with the perfect communication strategy. Once you’re done, easily share the document with anyone you want using permission control settings.
Step 8: Measure the results
Regularly assess the effectiveness of your marketing communication strategy to ensure its success. Keep a close eye on the strategy’s performance by measuring it against predefined business goals and KPIs for optimal results.
Pro tip: Use ClickUp’s reporting and analytics features to extract valuable insights
ClickUp has powerful data analysis features that can help you make sense of how your strategy is performing by monitoring its key success metrics. Use ClickUp Dashboards to track and visualize the real-time progress of your marketing campaigns with pie charts, line graphs, and other visual elements. These dashboards can be shared with stakeholders so they can keep track of the success metrics they care about.
On the other hand, you can use the ClickUp Analytics Report Template and the ClickUp Data Analysis Report Template to create insightful reports about your strategy’s performance. Share these reports with relevant stakeholders to better explain how your strategy is fairing.
Step 9: Be consistent
Lastly, don’t change your marketing communication strategy frequently. Once you’ve defined it, stick to it for some time (i.e., at least a month or two) before concluding that certain modifications are necessary. And remember, decisions to change your strategy should be based on the careful analysis of your marketing performance data rather than assumptions. 🔬
Build a Solid Marketing Communications Strategy and Maximize Your ROI with ClickUp
Your marketing communications plan influences almost every aspect of your marketing strategies and methods. It serves as a matchmaker between your product and your target customer, defines your brand identity, and dictates your preferred marketing channels.
The good news is that developing a well-integrated marketing communications strategy is a breeze with ClickUp’s fantastic features and templates. And when it comes to learning from past mistakes and staying accountable, fall back on ClickUp’s nifty reporting features and dashboards.
So, sign up for ClickUp today and start working on a marketing-communication mix that will supercharge your customer engagement and sales! 💪