Almost every day we speak to people who just aren’t sure that the time and money they invest in marketing is making an impact. As a team of business owners, we know that return on investment is essential.
So when someone speaks to us about their dissatisfaction with the impact their marketing efforts are making, we usually respond by asking them this.
“Do you have a Communication Strategy?”
The common answer is, “No.”
Which is usually followed by, “I don’t have time.”
Here’s why investing time in creating your Communication Strategy will end up saving you money and frustration in the long run.
A Communication Strategy will provide you with total clarity
You will learn things about your business that you didn’t know before that will immediately start to provide structure around how to achieve your goals.
If you have clarity about
Then you have all the tools you need to make every word of your marketing material work to build your tribe, generate leads and convert to sales.
Creating a Communication Strategy doesn’t need to be a lengthy, tedious process.
This article is the first in a series we will be publishing that breaks a strategy down into manageable, fun-sized snacks.
Where do you start?
Think you already know what your vision is?
When was the last time you really looked at your vision?
Don’t let this be a hollow statement that you print out, blue-tac to the wall and never pay attention to again.
Your vision should be a real, working statement. You should be open to letting it evolve.
Be specific about exactly what success looks like to you.
Here is an example:
Be the leading producer of x product in Australasia with a network of eight offices by 2018.
Next step, objectives
Objectives break your vision down into more specific, timely and measurable goals.
Try to make your objectives as detailed as you can.
They will provide a benchmark to measure your success by and can be a strong source of motivation for you and your team.
Objectives often speak to each other.
Here are a couple of examples:
Increase newsletter database by 25% within 4 months.
Increase lead to sale conversion by 20% within 6 months.
We like to take the creation of objectives further by including a short note or bullet point list about exactly how we will measure success.
The Next Step Comes Naturally
In the process of writing your objectives, you will most likely find yourself starting to think about how you are going to achieve them.
That is the power of clarity at play.
The act of understanding exactly what you want to achieve and by when allows you to start to see how you will reach your goals.
In the next edition of the Communication Strategy series we will look at the most effective ways to analyse your business.
We guarantee you will learn things about your own business that you didn’t know before.
Want an objective expert to help give you total clarity and confidence in your next step? Find out more about our Powercharge Your PR package here.