In the strategy of promoting the products and services of a business, marketing communication plays an important role. It is an effective method to help businesses convey messages, connect with target customers, build trust and raise brand awareness, and boost sales. Do you know how to build an effective marketing communication strategy? In this article, Optimal Agency will provide useful information on this issue, please refer to it!
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What is Marketing Communication?
It is understood as the use of media to convey messages and provide information about products, services, and brands of businesses to target customers. The purpose is to create awareness and promote customers’ interest in products, services, and brands. At the same time, builds trust, persuades them to buy products and services, establishes and maintains relationships with customers as well as enhances competitive advantages.
Building an effective marketing communication strategy requires specific goals, clear target audiences, and communication activities that are planned and implemented appropriately. With the explosion of technology, marketing communication is undergoing significant changes. Instead of using traditional tools, businesses use digital communication tools to reach customers more effectively and cost-effectively. Businesses use two main marketing communication methods to reach customers. Which, non-personal communication is a communication method that targets a large customer base instead of individuals. It includes television advertising, product display at the point of sale, etc. Personal communication is a method with direct interaction between businesses and customers. Specifically, face-to-face meetings between salespeople and customers, email marketing, etc.
The role of marketing communication for businesses
Any business that wants to develop its business activities needs to implement a suitable marketing communication strategy. These strategies play an important role in building brand image in the minds of customers and creating relationships between businesses and customers. By building a marketing communication strategy, businesses will receive the following benefits:
Building brand awareness
Through promotional activities, businesses can reach target customers, increasing brand awareness. When customers remember and trust the products and services of the business, it will promote the conversion process from target customers to real customers.
Approaching and attracting customers
By using communication channels such as advertising, television, social networks, …, businesses can attract the attention of potential customers. At the same time, conveys the desired messages, arouses curiosity, and creates interest in products and services. Thereby convincing potential customers to buy and use products and services.
Maintain relationships with existing customers
Marketing communication strategies help businesses maintain interactions with old customers through promotions, customer care, etc. This builds trust and increases customer loyalty while encouraging them to return to buy.
Improve the effectiveness of marketing campaigns and increase sales
When using communication channels, businesses can convey information to customers and also receive their reviews and feedback. Through these campaigns, businesses will have more customer data to research products and optimize the effectiveness of overall marketing campaigns. An effective marketing communication strategy will help businesses increase sales and profits.
Shorten the sales cycle for businesses
For products to reach consumers, it requires the process of implementing continuous and effective marketing activities. Thanks to the implementation of marketing communication activities, the sales cycle will be shortened. Because when customers have brand awareness and certain trust in the products and services of the business. This promotes the customer’s decision-making process to buy quickly.
Create a competitive advantage
In a fiercely competitive market, implementing a marketing communication strategy that emphasizes the benefits and values that customers receive will create a competitive advantage for the business compared to competitors.
Popular marketing communication channels you should know
When applying the method of building a marketing communication strategy, using communication channels is necessary. Each channel will have its advantages and disadvantages. Choosing which communication channel will depend on the goals, audience, budget, and market. Here are some communication channels that businesses prefer:
Social networks including Facebook, Tiktok, Instagram, … are popular social networks with a large number of users. This communication channel is used to interact with potential customers and build relationships with current customers.
Email marketing is an effective communication channel to reach and interact with each customer. To implement a marketing communication campaign on this channel, businesses need to have a list of potential customer emails, then create attractive content and use automation tools to execute and measure.
The website is an important communication channel and users are always proactive in searching for product and service information before buying. SEO-optimized websites will get high rankings on search engines, increase traffic, and promote conversions.
Traditional advertising through newspapers, television, and radio is still an effective means of communication for some products and services. Although these channels are quite expensive, the reach of potential customers is large.
In addition, we also provide other information such as how to create an Inbound Marketing campaign.
How to build an effective marketing communication strategy
A fully implemented marketing communication strategy follows the following steps:
Set campaign goals
Defining goals is the most important step in the process of building an effective marketing communication strategy. Clearly defining goals will guide the entire marketing communication campaign in the right direction. Based on the goals, businesses can set appropriate and feasible KPIs. Moreover, goals are the factors used to measure the effectiveness of the campaign. To set goals, businesses need to clearly define business goals, communication goals, target audience, product and service characteristics, etc.
Determine target audience
Target customers are the most important element of a marketing communication campaign. Determining the right audience will help businesses define the message, communication channels, and budget for the appropriate campaign. When researching and analyzing the target audience, you need to base it on demographic factors, behavior, etc. From there, build a customer portrait and a specific purchasing journey. The more specific the target audience is, the more convincing the message will be.
Build a marketing communication message
Based on researching target customers, businesses need to build appropriate communication messages. Businesses need to ensure that the message of the communication campaign is accurate, clear, and can influence the target customer. From there, businesses can create a strong connection between products, services, brands, and target customer groups.
A successful marketing communication message requires creativity and differentiation. The messages of businesses competing in the market are all aimed at a group of customers and solve the same problem but differ in the way they are conveyed. Messages that are creative with attractive, outstanding points, etc. will be remembered by customers.
After determining the main message, marketers need to develop appropriate messages. These messages need to be easy to understand, easy to remember, and emphasize the benefits that customers receive. Now you should test the messages and adjust accordingly to ensure the effectiveness of conveying the message to the target customer.
Choose the right communication channel
If you have determined the message you want to convey, the next step is to choose to convey it. Businesses can choose many different communication channels or combine many channels at the same time to bring the best results. To choose the right communication channel to reach customers, businesses need to base on several factors. Including target customers, communication goals, communication messages, and campaign budget.
Deploy, measure, evaluate, and optimize the campaign
After fully preparing the factors, businesses should proceed to implement the marketing communication strategy according to the plan. Use communication channels to convey messages and reach target customers, promote products and services. After implementing the marketing communication strategy, you need to regularly monitor, measure, and evaluate the effectiveness to make appropriate adjustments.
To measure communication effectiveness, businesses can compare the effectiveness of communication activities achieved with the initial set goals. The indicators to evaluate the performance of a campaign based on the goals include the number of interactions, coverage, conversion rate, sales, profits, etc. Based on this data, businesses can propose adjustment plans to improve the effectiveness of implementing the next marketing communication campaign.
Marketing communication activities are becoming popular and are of interest to many businesses to promote products, and services and reach customers. With the way to build a marketing communication strategy that we have shared above, we hope that you can successfully apply it to build relationships with customers and enhance your competitive advantage. This is extremely useful in a period of fierce economic competition like today.
Please see more:
- 6 steps in the 4p marketing construction process in 2024
- How to apply the AIDA model in Marketing effectively
- How to calculate ROI index in Marketing most accurately?
Frequently asked questions
Marketing communication channels are very diverse and each channel will have its own advantages and disadvantages. When implementing a marketing communication campaign, you need to choose the right communication channel. To do that, you need to base on factors such as communication goals, customer target, budget, target market, etc.
These two factors have a close relationship and support each other. If marketing communication helps businesses convey information about the benefits and values of products and services to target customers. From there, convincing customers who want to experience products and services helps increase sales for businesses.
To improve business efficiency, marketing communication needs to be combined with brand promotion. This will create an opportunity to convey information that will encourage customers to try the product and impress customers. Over time, the business will build and maintain a relationship with customers.
