If you work with the target audience incorrectly, this can lead to misunderstandings and a negative image of the company. As a result, a decrease in customer loyalty and even a loss in the competitive struggle.
A communication strategy helps to avoid such problems and make communication with potential buyers more effective. We tell you how to develop a communication strategy and share examples of Russian brands.
What is a communication strategy and what tasks does it solve?
A communications strategy is a plan or set of actions a company uses to communicate with its target audience. It can be thought of as a guide that helps a business determine how best to communicate with its audience to achieve its goals.
For example, law firms generally want to be perceived as experts in their field. This is what their communication strategies are aimed at. A travel agency wants to be perceived as a friendly and caring company. In this case, the strategy will be aimed at creating this image in people’s minds.
To implement a company’s communications strategy, you can use various tools: from advertising on social networks to creating entertainment content that will be of interest to the target audience .
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For example, a company produces eco-friendly household goods. Its main goal at the moment is to convince people to switch to safer products. In this case, the elements of the communication strategy may be as follows:
- social videos that help people learn about the dangers of chemical additives in household products;
- events or campaigns that draw attention to the problem of environmental pollution;
- expert articles and research on the dangers of common household chemicals.
Objectives and tasks of the communication strategy
The main goals of the communication strategy include:
- Improving the perception of the company’s brand. The communication strategy should form a positive perception of the brand among the target audience. For example, Apple, through its advertising campaigns, strives to create an image of an innovative brand .
- Attracting customers. An effective communication strategy of a company can help to attract new customers. For example, advertising campaigns or videos on social networks can attract the attention of potential buyers .
- Improving team communication. A communication strategy helps improve employee interaction. For example, the team can exchange ideas and updates through regular meetings or webinars .
- Crisis management. One of the goals of a brand’s communication strategy is to be prepared to manage crisis situations. For example, a company needs an action plan and a communication strategy in the event of scandals due to failed advertising.
When a Communication Strategy is Needed
Almost every business needs a communication strategy. It helps to form the necessary image of the company. Even if you sell a unique product and have no direct competitors, a well-thought-out communication strategy can make it more attractive.
Types of communication strategies
There are different types of communication strategy. We will consider two classic classification options: by direction and by method of communication.
By direction
In this classification of communication strategy there are two large segments:
- External communications. This is a strategy for interacting with clients, partners, investors, suppliers. The goal of the external communications strategy is effective interaction with the target audience. As a result: an increase in the number of purchases, customer loyalty .
- Internal communications. This type of strategy includes interaction with employees, teams and departments. The goal of an internal communications strategy is to unite the team to achieve the company’s goals.
By the method of communication
There are the following types of communication strategy:
- Verbal . This is written and verbal communication with people. For example, part of the verbal strategy is posts on Telegram, brand messages with order details, conversations with clients on the phone .
- Non-verbal. This type includes intonation, gestures and facial expressions. Even the manager’s tone and the seller’s gestures are part of the communication strategy. For example, if a company creates an image of a friendly brand, frowning how to build telemarketing list and unsmiling sellers will not contribute to this .
- Visual. The design of a website or advertising flyers, the layout of documents and even the style of short videos become part of the communication strategy.
Channels for building communication
The external communication strategy includes the following communication channels:
1. Social networks and messengers. This channel involves the use of popular platforms: VKontakte, Telegram, Instagram*, WhatsApp*. Social networks and messengers allow you to interact with the audience through publications, stories, videos. You can communicate with people, collect feedback and data about potential clients in the comments.
*Belongs to Meta. The organization is recognized as extremist and is banned in the Russian Federation.
2. Company website. A website is an important communication channel where you can introduce your company, talk about your products and services. A blog can provide potential customers with detailed information about your brand’s mission and values.
3. Media and online platforms. This channel includes solutions such as: cooperation with journalists, bloggers and online publications to publish articles or press releases about the company or its products.
4. Online advertising. With the help of advertising platforms such as VKontakte or Yandex Direct, you can attract attention to your brand.
Examples of effective communication strategies
Bank “Tochka”
“Tochka” is a bank for young, determined and courageous entrepreneurs. The communication strategy for brand promotion is built around a caring attitude towards clients. Various tools are used for this:
- The company communicates its values in its commercials . For example, the slogan “Entrepreneurs make the world convenient for people. We are for business” contains a direct indication: the bank works for the convenience of entrepreneurs .
- All texts have a friendly tone of voice. There are no bureaucratic or abstruse phrases in social networks, instructions, messages, push notifications. The bank communicates with its clients simply, in a language they understand .
- The company created its own merch with motivating and funny slogans .
- There is a lot of content aimed at the target audience in social networks. For example, the Telegram channel has expert posts and cards, they talk about the bank’s new services. Marketers post achievements, for example, how much cashback clients received. The channel shares reviews, holds competitions and announces various projects .
Aviasales
The cheap air ticket search service has a global goal – to attract the attention of as many people as possible so that when planning a trip, they remember Aviasales.
The thing is that the brand sells a service that is not the most popular: according to statistics, people buy airline tickets about 2 times a year. At the same time, the target audience of the Aviasales brand is quite wide. Both men and women of different ages fly on vacation, to visit relatives or on business trips.
Therefore, as part of its communication strategy, the numbers lists brand uses multiple channels of interaction with customers: social networks Telegram, VKontakte, Odnoklassniki, X (former Twitter), Instagram*, Viber. Aviasales uses advertising with bloggers, news hooks, memes and jokes to be closer to its target audience.
“Little House in the Village”
The communication strategy of the Domik v Derevne brand is a good example of how advertising and the right meanings can win the sympathy of the audience.
The products of the Domik v Derevne brand are associated with village products and care for the customer, “like grandma’s”. Here’s how they managed to achieve this:
- The advertising, as well as the packaging, uses an image of a grandmother against a background of rural landscapes. Thanks to this visual, people involuntarily associate the product with home-made products.
- Advertisements often mention that the company uses natural milk and dairy products.
- The commercials do not feature actresses. The company filmed its videos in the Russian hinterlands with real grandmothers. Such honest advertising works better than hired actors and a professional studio.
How to Build a Communication Strategy: Instructions
The creation of a communication strategy occurs in stages. It is important to adhere to the company’s mission and its business strategy.
Step 1. Analysis of target audience and competitors
When creating a communications strategy, it is important to consider the target audience of the business. Only by understanding who your customers are will you be able to effectively interact with them.
To define and study your target audience, you need to:
- Analyze current clients. Find out the needs, problems, and desires of people. This option is for companies that are already operating.
- Study clients, competitors and the market using social networks, open sources of statistics, focus groups. This option is suitable for new companies that have not yet entered the market.
- Next, it is important to segment the audience, that is, to select several from one segment of users. For example, a photographer may have clients who order photo sessions for work, as well as wedding, family or individual shootings.
- Create a portrait of the target audience. This is a detailed description of a hypothetical client: name, gender, age, occupation, marital status, interests, income level. If you have segmented the audience, you need to create portraits for each segment.
It is the portraits that will help to understand the representatives of the target audience: what positioning to choose, what interaction channels to connect, how to convey the brand values. This will also help to form a value proposition for clients.
Step 2. Setting goals
The next step in developing the concept of a communication strategy is to set goals. That is, to describe what the company wants to achieve with the help of a communication strategy. It is better to set specific goals, with a measurable result and time frame for completion. For example, using the SMART method .
