By Van Natter Consulting Group

3 Fundamental Rules to Your Communication Campaign
Are you a business owner or a marketer thinking about how to develop an effective communication campaign? If the answer is “yes,” continue to read. This post covers the three compelling communication campaign rules you must follow, irrespective of your industry.
The ideology behind any communication campaign is to design a strategy to turn things around for your business. For example, if you want to increase your sales conversion rate, advertise your brand, etc. Moreover, a communication campaign focuses on how to find your target audience and entice their attention.
So let us get to the brass tack of the three founding pillars of your communication campaign.

3 Essential Rules of Communication Campaign

Developing a communication campaign is the art of designing a message that can appeal to diverse audiences. That said – you must always be ready that some may not respond to it. However, here are the three golden principles to create your communication campaign, irrespective of its purpose.

1. Have a Clear Objective

Knowing why you are creating a communication campaign is of utmost importance. You must be clear on the direction you wish to take and what you are trying to achieve with each campaign.
For example, are you trying to create overall brand awareness, promote an upcoming product, or generate more potential leads? Therefore, you must clearly define the message you wish to convey to your target audience.
Do not fall for the classic trap of thinking that you cater to everyone as your target audience. This will be a waste of your time, energy, and resources. No matter how great you are, you cannot appeal to everyone out there.
Instead, create your ideal consumer’s persona and imagine what they would like to hear from you. Know their needs, the issues they face, and create a message that resonates with them. This will help because you answer the questions and concerns of your potential clients before they even ask.
Once you have nailed down whom you wish to target, it is time to create a roadmap to meet the desired results. Define the KPIs and parameters to gauge the effectiveness of your campaign.
That said, you have to ensure that you create a message streamlined with your overall sales and marketing strategy.

2. Determine the Most Effective Communication Channels

Do everything you can to understand both the physical and digital audience. The aim must be not to interrupt but integrate the channel you opt for your communication strategy.
You can use a variety of communication tools for personal selling, reaching your target audience, direct marketing, and creating public and business relations.
The four most affordable communication channels you can use are.

Your Website

Use your website as your digital window to showcase your brand, promote your product, and communicate digitally with your audience.
There is no need to be salesy; simply attract the right consumers and let them know what you are all about. Answer any questions they may have and leave actionable call-to-actions (CTAs) for them to complete.
You can use SEO optimization to target your audience. This will not only help you increase traffic to your website but generate potential leads for conversion.

Social Media

This is the new norm, and it is here to stay. You can create your business profiles on any Facebook, Instagram, Snapchat, and TikTok, or other platform. This will instantly help your communication campaign showcase your brand, promote your products and services, and, most importantly, interact with the audience.
However, you must not go for all of them; instead, find out which platforms your target audience hangs out on and only focus on those. You can use Paid Ad Services such as Facebook Ads, Google Ads, and YouTube paid ads and strategically place your ads on these platforms without pushing for sales.

Content Marketing

72% of marketers consider content marketing as the most effective tactic to attract consumers. You can use several options, such as writing blogs, organizing webinars, customer testimonials, video content, etc.
Did you know that integrating visual content into your communication campaign can increase your conversion by 86%?

Email marketing

Whether you wish to target new clients or looking for a re-marketing strategy for existing clientele, email marketing is one of the best communication campaign tools. You can even send out personalized promotions and messages to different consumer categories.
Moreover, you can offer valuable information to your target audience without sounding too salesy and provide performable CTAs for potential conversion. You will be amazed that email marketing generates 4400% ROI on average.

3. Create a Hypothesis and Test It

So, you have set goals for your communication campaign and used the channels to reach your target audience, but it does not end there. It would be best if you create a hypothesis on what message you wish to convey. It must strike a strong emotional chord with them.
You may need to come up with several versions of messages to cater to the audience based on their demographics, such as age, gender, profession, location, etc. The idea is to send messages resounding with different types of clients while maintaining the essence of the communication campaign.
Finally, you must always test your hypothesis, learn from it, adapt, and repeat. Measuring your communication campaign’s actual outcome can provide critical feedback that can make or break your strategy.
Testing your communication campaign can enlighten you with details such as,
If you can to reach your target audience
How will they perceive your message?
What channels work best for your communication campaign?
Measure your potential conversion rate
While this may sound repetitive, you need first to measure what does and does not work and adapt accordingly to nail your communication campaign.

The Take-Away

If you are a business owner or a marketer thinking about developing a communication campaign, remember to follow the fundamentals mentioned above. The best part is, no matter what your brand is and what goals you are trying to achieve, these three fundamental strategies will perfectly align with your sales and marketing strategies.

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