A successful marketing communications strategy requires considering the intended audience at all stages, maintaining consistency in branding and messaging, and ensuring clarity and correct distribution. External communication should be approached from the perspective of the intended audience, with a professional tone and inclusive language for shareholders, and a professional tone for clients and suppliers. Consistency in messaging and branding is important for promoting a professional image.
Whether you’re developing an internal, intra-organizational, or external marketing communications strategy for customers, suppliers, or stakeholders, it’s important to keep your intended audience in mind at all stages of strategy development. A successful marketing communications strategy ensures that messages are communicated clearly and accurately delivered to their intended audience. Furthermore, consistency is key to developing a successful marketing communications strategy, in terms of consistent branding and non-contradictory messages.
When developing an external marketing communications strategy, each stage should be approached and examined from the perspective of the intended audience. For example, if you’re preparing a company update to distribute to shareholders, the tone of the update should be both professional and inclusive. Such measures will ensure that in addition to the information itself, shareholders will receive the implied message that the company they have invested in is functioning professionally. Similarly, if a business update is intended for clients or suppliers, it should also reflect a professional tone in order to project a professional image of the company. However, the inclusive tone reserved for shareholder communication would be inappropriate for customers and suppliers.
Clarity and correct distribution are also integral components of a successful marketing communication strategy. For example, if an organization is distributing new workplace policies to its personnel, measures must be established to ensure that each employee has received and understood the policies. In this case, the strategy can be as simple as implementing intra-office envelopes that are passed and signed by each employee. Clarity and proper distribution are also key to communicating with external audiences, such as customers. For example, if a business needs to communicate to its customers that it will increase rates, it must develop a strategy that ensures all customers get and understand the message before implementing rate increases.
Another important quality of an effective marketing communication strategy is consistency. This means that none of an organization’s memos, press releases, emails or other communications contradict each other in their content. This type of consistency is not only important for ensuring that messages are understood, but also for promoting the company’s image as a professional and cohesive organization. Branding is another important part of consistency in a marketing communications strategy, as outdated logos, slogans and other branding mechanisms can make an organization appear unprofessional and prevent recognition.
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