Download In Focus: Marketing Communications Planning

Data Sheet: Marketing Communications Planning
Go Back to the Basics for More Effective Mar-Comm Result
In Focus: Marketing Communications Planning
In an industry that’s forever racing towards to the next big client- or Cannes Lion–win, it’s easy
to get caught up in new, exciting innovations that are “guaranteed” to make your campaigns
more successful, and your work-life easier and more worry-free.
Yet, we feel it’s important to go back to the basics from time to time, to reflect on 7 tried-andtrue strategies that can lead to more effective marketing communications planning:
1. Know your audience: Nothing can take the place of data-gathering and analytics when it comes to really getting to
know what makes your customers’ hearts beat a little bit faster. The onus is on smart marketers to make their
messages ultra-relevant based on what they know of their target audience’s characteristics, behaviours, wants, and
needs.
2. Uncover your unique selling proposition (USP): There are reasons why consumers choose your products and services
over the multitude of other options available to them. While the “Four Ps” (product, price, placement, and promotion)
are great places to start your investigation, make sure to enlist all available market intelligence (including marketing
and customer data, as well as competitive analysis) to uncover a complete picture your brand’s USP.
3. Sharpen your brand look and feel: There’s nothing like a little makeover to promote attention from new or lapsed
customers. When polishing your brand image, consider these important tips:
• Know yourself (including your strengths but also your weaknesses), and let that guide how you represent your
brand.
• Promote your expertise by amping up case studies, thought-leadership pieces, and social media exposure.
• Measure public perception: A web analytics tool such as Google Analytics is a must-have in your toolkit, but
also consider cross-platform social monitoring solutions like SumAll, Cyfe, and Rival IQ.
4. Choose your marketing mix: It’s much easier to engage in meaningful exchanges with consumers when you know
what’s important to them (see #1 above), and that includes understanding the paths they take to get to your brand.
Think strategically about which channels are appropriate for your messaging and your content. Also consider the
difference between targeting B2B vs. B2C audiences, and choose your media mix accordingly.
5. Ensure consistent messaging: The core message of your brand should be strong and clear across all channels, and
should promote a sense of familiarity among your target audience members that will make them want to continue
that conversation (and conversion!) with you moving forward.
6. Establish success measurements: The most successful campaigns take a longitudinal view, are based in S.M.A.R.T.S.
objectives (specific, measurable, actionable, realistic, time-limited, scalable), and often use Marketing Automation
technology to weave together results from across various active promotional channels into one comprehensive
dashboard.
7. Nurture leads and clients: It’s cheaper to maintain loyal customers than to win new ones. Lead nurturing is about
cultivating trusted relationships with your most qualified clients, so they’ll perform the actions that your business
goals require. Consider using Marketing Automation software to manage and nurture your target lists. Leading
platforms like Adobe and Salesforce are designed to monitor engagement and move more people along the continuum
from prospect to full-fledged customer.
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