​Be wise, strategise

Authored by; Rosa-Mari Le Roux, Content Manager at At that Point
 
They say, “If it wasn’t for the last minute, nothing would get done.” However, with an effective communication and marketing strategy in place, nothing would be left until the last minute.

Your strategy should serve as a road map for your business to effectively communicate a tailored message via the right channels to reach your desired audience.

My article will feature important elements to keep in mind when creating a marketing and communication strategy for your business.

Bull’s eye
What is the point of doing business if you don’t have a clear idea of who your customers are and what they want?
Consumer insights are crucial for creating a targeted message and this valuable information can be gathered through surveys, questionnaires or interviews.   

Get to know your audience’s characteristics and familiarise yourself with what they read, listen to and watch. This will help you formulate your communication plan and customise your products so that it caters specifically to their desires, which should lead to better sales and happy customers.

Don’t beat around the bush
It is crucial to define your message, ensure that it is clear, consistent and recognisable. Keep these key points in mind when formulating your message:

- Brand Identity: Your customers should be familiar with your brand identity, which must be noticeable in all marketing material and platforms. Your reader should always know it is your message.
- Consistency is key: All communication and messaging should be consistent. Your company message should be communicated throughout every department within the business.
- King of creativity: Be creative and unique with your ideas and messages. This will set you apart from the rest.

Choose the right channels
The easiest way to reach your existing audience, is to use channels where your consumers are already active, such as social media.

The message that you intend to communicate should be the driving force to determine which channels you use. For instance, using video content on social media platforms rather than emails. 

Fortunately, there are many platforms that you can use to get in contact with your potential customer. If you know your audience, as suggested earlier, you will have a better idea on which channels you will have the most success in reaching customers.

Importantly, whatever marketing channel you choose should have the same brand perception as yours. Remember “consistency is key”

Keep your enemies close
Lastly, know who your competitors are and what they are up to. They are probably keeping an eye on you too. The harder it is for other to duplicate what sets you apart, the better. Keep your competitors in mind when creating your strategy. This will always keep you one step ahead.

To communicate without a strategy, is like walking in total darkness. You never know what might be lurking around the corner. Your strategy is your road map, your source of light, if you will.

---