Profitability of communication: Do you ever feel like posting something online is like shouting into the void?
For a lot of new brands, setting up a communication strategy can feel a lot like that. Even if you’re noticing an uptick in open rates and followers, it might be hard to tell how much of your message is getting across—or whether your strategy is bringing value to your business. If you’re spending a tremendous amount on marketing, the fear that no one’s consuming that content can be terrifying!
Worried about your communication strategy? Here are three critical concepts to keep in mind.
Set Your Communication Goals on the Front End
Just talking to your audience at all is a great first step, but it’s not enough. If you aren’t being thoughtful about what you say, how you say it, and when you communicate, you may be spending less effort where you need it most or putting more work into tactics that don’t bring value. And of course, when it comes to value, your goals should always make sure you’re hitting the sweet spot: consider how your messaging brings value to your brand and offers value to your customers.
Know-How to Measure Your Results
This is by far the hardest step for most marketers. It’s not difficult to track dozens of metrics related to your communication strategy but which ones really matter?
Again, the answer to this question will go back to the goals you’ve laid down above. You’ll want to track your results on multiple levels:
- Cover the basics: Can you be sure your audience is receiving, accessing, and consuming the message?
- Consider your output: Take a hard look at the quality of your content and materials used in your messaging.
- Analyze your metrics: Depending on your goals, track things like your event attendance, your email open rates, or your Instagram likes and follows. To do this, you’ll need access to analytics for whatever platform or platforms you’re using to communicate.
- Record your outcomes: Pay attention to how your communications move the needle for your business, whether that means more people downloading your free ebook or additional purchases of a product. This step may also encompass in-depth analysis, like perception audits or social media sentiment analysis.
Profitability of Communication: Keep Improving Your Messaging
Your audience’s tastes and behavior will change over time, as well as your brand’s needs and offerings. As a result, your aim should be constant improvement! Use your analysis to tweak your goals on an ongoing basis according to what’s working and what isn’t, and be prepared to pivot as needed.
No matter how you slice it, your messaging is a critical part of your brand. It’s a huge part of how your audience interacts with you online, which is why the right communication plan is one important key to any marketing strategy. Done right, your communication can help you connect with your audience on a deeper level, generating trust and loyalty for the long term.
Looking for help creating a sustainable marketing and media strategy? Check out my other posts to learn more.
Lara Schmoisman, CEO & Founder of The Darl and Marketing Simplificado