Communication strategy; How to properly interact with your customers?

A communication strategy It is designed in order for the company to communicate effectively with potential consumers in order to meet its objectives and achieve the goals set.

Any company when making a Strategic plan in a part of it establishes the communication strategy, As part of it, it first looks for a suitable message to transmit, that achieves identification, that shows the essence of the company, its mission and vision. Then, go on to planning the means, targets, times and then it is carried out.

What is a communication strategy?

It is a systematic, comprehensive and coherent planning tool for objectives, tactics, instruments, messages, indicators, actions and time frames that the company will use to transmit its message and its image to the public outside the business.

It covers a wide variety of aspects and tasks that includes corporate image, media management, public relations, among others.

The best communication strategy is one that clearly defines who they are and what they offer, and the task is to make it so that customers see it.

Importance of the communication strategy

Establishing a communication strategy allows the company to maintain a framework of practices and activities in those that the company acts freely, it is useful to develop a strategy and be clear about what you want to achieve with her.

In today's highly competitive market, it is important to improve any institutional communication process, so modern organizations do not limit themselves to the disclosure of their products or services, but rather they seek to be identified by the consuming public, which is becoming more and more demanding.

The communication strategy shows how effective communication achieves:

• Provide help to achieve the objectives of the organization.
• Effective participation with the different stakeholders.
• Showcase the success of the work done.
• That the public understand what the company does.
• Change the perception and behavior of the user.

How to develop a communication strategy?

Context analysis

First of all, an assessment must be made of external factors such as political, social, cultural, economic, legal, environmental and technological, in relation to the impact and effect it can have on the company and what you want transmit.

Definition of objectives

When designing this strategy, the first thing to do is clearly define its purpose, that is, what you want to achieve or achieve, a communication strategy can develop to reinforce the personality of the institution or company, generate a visual identity, for the repositioning of the company, to promote a product, event or service in specific.

If the objective is not very clear, the company can begin to clarify the landscape with questions such as: How does the public view the company? How do I want the public to see the company? What needs to be improved to gain consumer loyalty?

It is necessary to establish quantifiable goals in quantity and quality, since in this way the positive or negative impact that is achieved can be measured.

Knowledge of the target audience

For the strategy to be accurate, it is necessary to be clear about who you are addressing, who you are speaking to. A campaign reaches customers, also initiators and influencers, the company must dedicate itself to know as much as possible about the client, the area where they live, how much income they have, their age, gender, tastes, what they motivates, etc.

Create a budget

According to the objectives and the public to be captured with the strategy, an approximate investment must be calculated in order to carry out the strategy.

Channel definition

Here you get to the point where you choose the means where you are going to invest and under what conditions, systems, actions and times will be used. Also, if you plan to diversify the marketing mix with advertising, public relations, press consulting, direct marketing, merchandising, and the use of other tools such as the Internet.

Creation

It is the moment where creativity is revealed, for this, companies usually hire an agency or specialized company, which surely has trained and creative personnel, that will give ideas to implement, in some cases after the creative process the company has to reconsider the budget and evaluate if it is worth reconsidering the mobilization of some expenses.

Tracing

Although this strategy is the product of a well-orchestrated and developed plan, it is always necessary to accompany and closely monitor its reactions and achievements, as they can always arise eventualities, failures or errors that must be detected before it is too late or they become serious, in this way to be able to rethink, change or modify what is necessary or necessary at a certain moment dice.

Whatever the selection of tools in this communication strategy, it is important to protect the image and reputation of the company, this type of strategies have become an indispensable asset capable of impacting the growth of the organization and its permanence in the market.