In our last blog article we spoke about how the process of simply starting your communication strategy empowers you by gaining total clarity around what you want to achieve.
The next step is our favourite for two reasons:
The next step is all about analysing the state of play.
a) Know Yourself
This can be hard to do, only because it is essentially impossible to see our own business objectively.
We strongly recommend calling on a friend you trust or, even better, getting a pair of professional eyes to take a good look.
If you want to start on your own, here’s how: the ever-reliable SWOT analysis.
b) Know Your Market
Understanding who your competitors are is pivotal to deciphering what your communication message is.
Sometimes you discover that those you thought were your competitors are actually playing in a different field.
This can be a detailed and sometimes time-consuming task, but the benefits are immeasurable.
Here is an easy first step to beginning your competitor analysis.
Why would a customer choose you over your competitors?
This is possibly the most important question you could ever ask yourself to ensure business success.
Take the information you now know about your competitors and combine it with the key findings about your own business.
Now ask yourself these questions:
c) Know Your Target Market
It is surprising how many of our clients make assumptions about their target market that turn out to be incorrect.
Do you really know your target market?
You may have already built measurement mechanisms into your communication and sales process that allow you to identify certain aspects about your buyers such as gender, age and geographic location.
Do they go to the supermarket or order online? If they exercise, is it running or yoga that they really love?
What keeps them awake at night?
If you are unsure of these things, choose 3 or 4 trusted customers or those you love working with and ask them if you can interview them.
All of this information is key in identifying what language you use and what key messages will make your target market act.
So what do I do with this information?
In the next edition of the Communication Strategy series we will look at how to craft the key messages in your marketing material so that your target market pays attention.