How do you create a unified marketing
communications approach? Here are five steps to help you design you own unique
approach.
Create
a budget
Budgeting appropriately plays a critical role
in overall success of your marketing communications plan. Identify the funds
you have available and stick to your budget. Having a budget in place first,
will allow you to determine which paid marketing tactics you will use.
Know
your target market
You can’t possibly market successfully to your
potential customers if you don't know everything about them. Do your research
on your target market.
Assemble
your brand data
Do you have a firm grasp on your business’
specific brand identity? Compile all of your brand data. Your slogan (or
tagline), the graphics you use, your color schemes and any other critical
details should all be evaluated to determine exactly what your business brand
is about. Brainstorm with your team to create the message about your brand that
you will send out.
Plan
your tactics
An effective integrated marketing
communication strategy includes a wide range of tools and resources. Outline
the tactics that best resonate with your company's goals and objectives. What
tactics will your small business employ to get communicate your message? You website
should be the first place you start. You can also add online and print ads,
trade shows and social media to your tactical plan. These are just some of the
many ways that you can deliver a cohesive brand image to your potential
customers.
Analyze
your results
Quarterly, look at how your plan is working.
If you're not achieving the results you were hoping for, it may be necessary to
alter your strategy.
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