It’s only October, however, parts of Colorado have already been hit with a major blizzard. Let’s face it, winter is just around the corner. Snow, ice, and blistering cold temperatures often cause us to hibernate in warm, comfortable offices instead of making calls on customers and clients. But there’s no need to wait until the spring thaw to connect with your customer base. With a comprehensive marketing communication plan, you can keep your brand and marketing messages in front of your customers no matter what the weather conditions are in your area.
Start by understanding and defining your audience. Who do you specifically wish to target? Where do they go for information? What are their buying habits? When is the best time to reach them? By answering these questions you’ll be able to evaluate and select the most appropriate communication vehicles.
Next determine what key messages you want to communicate to your customers. Limit the number and be consistent with the messages you select across all communication platforms. If you try to tell your audience everything about your business or product, they’ll get confused. Repetition is really the key to making sure your customers hear and remember what you are trying to convey.
Armed with the above information, determine which communication vehicles you plan to use to reach your audience. In today’s ever-changing marketplace, there are myriad ways to reach your audience without investing a boat load of cash. You should incorporate technology-based communication tools such as email marketing, blogs, podcasts and social media in addition to traditional marketing channels such as advertising, brochures, press releases and direct mail. If you are a novice when it comes to technology, search for resources on the Internet such as webinars and tutorials.
Once you’ve decided which communication tools you plan to use, make a commitment to stick with it. Communication strategies often fail because the business owner doesn’t make it a priority. There is a strong effort in the beginning and then it becomes sporadic at best. To be successful you have to put forth the effort.
Finally, measure your results. Keep track of which communication tools generate the most interest and interaction with your audience. Periodically review your results and adjust your plan accordingly.
A well-executed communication plan can enhance your business growth 365 days a year.
This article was originally published by Susan Solovic
Published: October 22, 2013
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