Communications Strategy

What Is A Communications Strategy?

A communications strategy is the culmination of what you want to say, who you want to say it to and where you’ll say it. It’s an essential component of the marketing and brand strategy and clearly defines the range of activities that will take place to effectively market a product or service.

Creating A Communications Strategy

To create a meaningful communications strategy, it’s important to have a few things in place before you start:

  • Firstly, you need to ensure you have created and developed a brand with guidelines, so that all communications are true to the brand personality and tone of voice
  • Next, you need to conduct some thorough market and customer research which will provide an essential profile of the target audience’s needs & characteristics, and ultimately enable you to create a customer targeting strategy
  • Ideally, you will have already gone through the process of proposition development and created a powerful ‘value proposition’ that sets you apart from the competition
  • Finally, armed with all of the above, you will have developed the right ‘messaging’ for your product or service and this will form the basis of much of your commuincations

The four steps above will ensure your communications are aligned to your brand and customer, and sets the pace for the next part of the process, which is to consider the resources you have internally to manage the communications, as well the available budget for media. You may also need to consider the cost of external support if you do not have the expertise in-house to run marketing campaigns.

Determining the where to spend your budget will depend on your marketing objectives, but this may include, for example, online advertising, PR, print advertising, outdoor advertising, direct marketing, email marketing, events, sales promotions, social media marketing, or the increasingly important content marketing

The strategy will ensure that whatever channels you use to share your brand’s message, the communications will be consistent and the campaigns will always complement each other. A cohesive strategy will help with the campaign management and ensure the marketing budget achieves the best return.

Using Tidal Marketing To Create A Successful Communications Strategy

Creating a communications strategy for your brand takes time and consideration and if there isn’t senior level marketing expertise within the business, it’s rarely at the top of the to-do list. Yet, it’s probably one of the most important things to define before any marketing activity begins.

Tidal Marketing can help you create a communications strategy that gets measurable results. Our success isn’t based solely on press mentions and social media likes; it is focused on results that are contributing to the growth of your business - for example, website hits and leads generated. We will create a plan, with direction and objectives, that can be implemented by you. Or, if you’d prefer, Tidal Marketing is also on-hand to do the delivery for you. We will act as your in-house, senior marketing team to ensure the strategy is rolled out and evolved to suit the business needs.

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Testimonial

Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.

Laura Warren, Digital Marketing Manager, MyLondonHome

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