Effective communication strategies in business

Discover effective communication strategies in business

“Is it possible today to consider developing its business and remaining competitive without a communication strategy? The answer is no. This is a major challenge not to be underestimated!” While digital transformation is essential for a business, it is first and foremost important to build a communication strategy.

Better understand the communication policy

It is unfortunate that no one calls into question the importance of communicating. There is a tendency to explain this situation by the constraints of money and time. Suddenly, the majority of business leaders immediately think of the means and tools of communication without taking the time to think about their strategy, especially in this digital age!

However, setting up an effective communication policy must be a challenge for any business. In an environment where competition is fierce on the market, it is not enough to produce and sell anyhow. If you want to develop and sustain your business, you need to define a global communication strategy and then action plans to achieve the objectives.

The challenges of communication

So why is communicating so important? First, because you will need to convey a single image of your company to your customers, partners and employees. Your communication must be consistent with this brand image. Which will have a positive impact on your notoriety.

The logical consequence of this way of exchanging with others is avoiding unnecessary expenses. And for good reason, a thoughtful communication strategy allows you to position it to the needs of your customers. You are sure of the effectiveness of your choice of tools and communication media.

The third challenge of defining a communication strategy, which is not the least, is the fact that it is a lever for growth and development of your business. In other words, it allows you to increase your productivity, your sales and your return on investment.

It is therefore essential to carry out a comprehensive communication strategy that will highlight an action plan that contains your objectives, your budget and the communication channels to use.

The objectives of a corporate communication plan

Regardless of the actions to be taken, a strong communication strategy of a company must have three objectives: “to make known”, “to make love” and “to act”. It seems important to emphasize that these three steps must never be broken.

• First, you will need to introduce and publicize the existence of your company or brand;
• Then you will have to work and improve your notoriety;
• This is how you can better convince your prospects to go to the act of purchase.

In addition to these steps, there is also the loyalty strategy that needs to be pursued. But before you focus on external communication, it is often necessary to take a look at the internal. They are inseparable because better internal communication will have a great influence on the productivity and motivation of your team. Namely: your employees and your employees!

This is why many companies want to establish good communication within the company by favoring transparency (corporate newspaper, internal information network, etc.), motivate employees through a corporate culture and better remuneration. or to resort to the training of its collaborators.

Digital transition at the heart of new strategies

At a time when digitization are becoming more and more popular, every company is obliged to follow this trend by integrating digital into its communication strategy. And for good reason, consumers are turning more and more to the Internet to make their purchases. So if you neglect digital communication, you risk losing a lot of customers.

Yet it is necessary to differentiate from the competition by offering quality offers and services. This concerns the ergonomics of the corporate website, the graph, the user experience, the content, the presence on social networks, the declination of the site in mobile version (responsive design) and many others. It is even possible to quickly gain its notoriety online by working on these aspects.

The packaging, the visual representation of your offer / brand

In addition to the logotype, the content of the packaging of your products is the most representative image of your company. And for good reason, it’s the most memorized by consumers. Thus, the packaging must be included in the communication strategy to have a positive impact.

It is therefore advisable to work on the texture, the color, the graphics and the shape of the contents of your product packaging. In other words, these different elements must not only reflect the image of your company, but also, and above all, give potential customers the opportunity to buy your products.

Printed media are not yet set to disappear

To succeed in a communication strategy, it is always interesting to combine the conventional method and the digital method. Indeed, it should be noted that printed media are not yet destined to disappear despite the importance of digital in external communication.

There are various media, including posters, flyers, brochures and many other signage … Indeed, it must be adapted to your target audience. In any case, printed materials are still a way to stand out quickly from competitors.

External communication: what is the winning strategy?

When we talk about corporate communication, there is no good or bad strategy.

There is only one plan adapted or not to your target audience. Thus, it is advisable to clearly define the objectives and the needs.

To help you, here is a non-exhaustive list of the fundamental questions you will have to answer:

• What is your communication budget?
• Who are the targets?
• What are your goals (to make known, to make love or to encourage the purchase)?
• What is your message ?
• What are the communication channels in line with the message and the target?
• How often do you want to communicate?

As stated above, answering these questions allows you to create your communication plan. Of course, this list is far from exhaustive! There is nothing more effective than using marketing and communication tools such as “We advocacy” when developing your corporate communications strategy. Do you want to improve your brand image? Do not hesitate to contact us to establish your communication campaign.