Top tips to create a tip-top comms strategy

Did you catch the recent publication providing a free comms strategy template? Here is some more advice to really ace your marcomms going forward.

The process of getting started needn't be daunting. In simple terms, a comms strategy is your plan to deliver messages to your audience. It is a useful tool to position your organisation for a set period (eg one year etc). It establishes aspects to use as a reference tool for your team to reach end-users.

In short, it states where you are now, and gives direction to where you want to be.

A comms strategy is	A comms strategy is not
An overview giving a high-level plan of what you will do for the year ahead (or longer)	A style guide
A centralised document establishing audience needs and tone / tactics needed	A step-by-step guide to running campaigns
An audit on channels, tools and challenges	A comms plan

Why is a comms strategy important?

An effective communications strategy is essential in engaging with stakeholders and ensuring your ROI. Without one, your messaging risks becoming disjointed, thus losing consumer rust and damaging reputation. A robust gameplan keeps you focused and aligned, providing clarity and essential knowledge to reach milestones and achieve success.

Tips for creating your strategy

Alright, now that we've tackled the important information, let's roll up our sleeves and dive into the exciting details. Whether you're focusing on internal or external engagement, these tips will assist you in drafting a polished and functional reference document.

Tip 1: Understand your audience

Listen to their needs and challenges to shape a user-focused approach. Use focus groups to gather feedback and ask questions about their needs and interests. This method will identify knowledge gaps, pinpoint what their challenges are and how you can help them.

2 - Set objectives

Now that you know what your audience wants, list achievable objectives on how you will engage with them. Remember to make them SMART (Specific, Measurable, Attainable, Relevant, and Time-bound).

3 - Define Your Tone

Visualize your company as a person. Describe its characteristics, such as 'formal, driven, and reliable' or 'playful, approachable, and engaging'. This will help you to create content that truly resonate with your followers. Thus, enhancing your ability to connect with them and spur them to take action.

4 - Identify your channels

Conduct an internal audit based on your budget and limitations. Gain a clear understanding of which audience segments can be reached via each platform. Examples include e-newsletters, blogs/news, press, social media, events, and videos.

5 - Create a calendar of activities

Make a plan for the next year by creating a timeline with milestones and activities. List major events and specify methods you will use to promote them. This approach guarantees a steady flow of messaging and provides clarity on project timing. E.g.

• January - Promotion of New Year's event

• February - Valentines Day blog

• March - Saint Patricks Day podcast

• April - Easter Video
  

6 - Measure, measure, measure

The best comms campaigns are data-driven. Analyse consumer perceptions by reviewing survey feedback and digital analytics after each campaign. Align results regularly with your KPIs to inform your next campaign and achieve maximum outcomes.

Download your free comms strategy template

To get you started, here is a free template. Just follow the advice on this website every week and you'll be on the right path. If you'd like to work together, get in touch for an informal chat and we can go from there. Who knows, this could lead to something special.

Free comms strategy template