5 Steps for Developing a Marketing Communications Strategy

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If you’re planning on beginning a marketing communications program, then you will want to consult with the list below. I have outlined 5 steps for you to consider when it comes to developing your marketing communications message.

5 steps for developing a marketing communications strategy:

1. Decide on your objective: Before you lay down any marketing communications plan, you want to decide your objective(s): (1) Is this strategy for a new product launch? (2) Are you trying to attract new customers? (3) Are you looking to communicate to your existing customer base?
2. Make a decision on what it is you want to say about your business, product, or service. Your word choice is important. If you are not experienced in writing headlines, USP’s (Unique Selling Propositions), or sales copy, then you may want to hire a professional. A well written marketing piece can be worth its weight in gold.
3. Focus on benefits of your product. Keep the message short, often times breaking the copy up in to what is called scatter copy; small chunks of information that can be seen quickly and read quickly on the page. Stay focused and don’t ramble. Avoid using highly technical jargon without explaining it, unless, your audience is familiar with the terms.
4. Visuals are important to both attract attention, and illustrate your points. Select images that work best with your copy. If graphs or charts are required, make sure they are clearly understood. Don’t over do the images just to fill space. ‘White space” (space without content) is good to help focus your readers attention on specific parts of your marketing communications collateral. If you are having trouble visualizing a good graphic design idea, you may want to consider hiring a professional to complete your project.
5. If you are planning on hiring your design project out, then you may want to write up a simple creative brief explaining the objective your your marketing material. Include your company colors, what you want the piece to accomplish, (bring in new clients, inform your customers, direct sell a product, etc), your target audience (are they teens, veterans, community members, senior citizens?), and provide them with a reasonable time line when you want to launch your campaign.

Your marketing communication collateral is only as good as the information you provide. If you are clear about your objective(s), focused on your message, target your audience, and create a professional looking piece, you will see results.