5 tipsfor establishing long-term communication

5 tips for establishing long-term communication

Digital communication is a technique that is used more and more nowadays. It allows a large number of companies to put themselves forward while developing their notoriety through different digital channels. To have a strong and visible brand communication, it is necessary to establish a detailed communication plan beforehand.

What is a communication plan?

To begin with, in a communication strategy, it is essential to build a communication plan which will make it possible to target as well as define the axes and actions to be put in place thereafter to follow specific objectives.

All of its preliminary steps will only accentuate and demonstrate consistency in the messages you want to convey to your interlocutors. You will also be able to calculate and prepare for the investments that you will have to put in place during your communication campaigns. If you do not want any fees, you have the option of setting up completely free campaigns, which will still be able to make you known and acquire leads.

During your communication plan, it is important to define qualitative and quantitative objectives, this is what will allow you to target and define your objectives in a given time.

How to set up a long-term communication plan?

To have a long-term communication plan, there are several specific steps to follow such as :

1. Find the perfect target and adapted to its product or service.

This step is the beginning of a successful communication plan as it will add tone to your message. This is important depending on who you want to reach with your words, but also the tone you are going to use. It is not the same if you want to address women, men, children, etc.

There are two types of targets to take into account and not to confuse. On the one hand, we are talking about the communication target, which allows you to know who you want to make your concept known to, but on the other hand there is also the marketing target which will let you know to whom you want. sell your products or services.

2. Define specific key objectives.

What are your goals ? Do you want to increase your visibility? Want to showcase your business? Do you want to increase your notoriety? Do you want to acquire more leads? Want to increase your web traffic?

There are all kinds of very different objectives. However, choose 2 main ones to start with in order to best target and focus on the most relevant communication actions given your objectives.

3. Think about your axis of communication. 

A large number of possibilities are available to you, you have the possibility according to each objective to do a large number of different actions. You can thus set up your axis of communication, that is to say the way in which you will communicate with the consumers and Internet users of your brand. Are you rather going to set up a strong brand identity or communicate on the background of your company as well as its concept ?

The axis of communication is the common thread of your communication over the long term. It will allow you to use it every time you communicate on a network or on your website.

4. Do a/b testing to test your campaign.

It's time to set up your communication campaign! The best way to know if your marketing strategy and your communication plan are effective with your targets is to test them!

Test two different versions of your website interface or a post on social networks, to find out which is the most suitable, etc.

This technique aims to follow and see if your content is popular, but above all if it is suitable for the right target. Nothing prevents you from reviewing your communication strategy in order to better define it by remodeling it.

5. Impact analysis and adjustment of the communication plan.

The reviews will speak for themselves! The more feedback you get, the better your campaign will be. By looking in depth at social media analytics or directly on your website. You will immediately see if you are starting to move towards your goals. If, on the contrary, you have no feedback, in this case a questioning and a change of strategy will be necessary to obtain what you want.

A large number of tools are available to you free of charge so that you can carry out the necessary analyzes such as: Analytics, Google search Console, etc. Several data are essential to evaluate your campaigns such as :

The bounce rate : As part of a website, this will allow you to improve your content or the user experience of your website. The bounce rate means that the person arrived on your site and left directly. Perhaps this is due to lack of information or not matching the person's searches.

The conversion rate : This data will allow you to quantify the number of prospects who came to your website versus the number of people who turned into customers.

Demographic data : This analysis will simply help you see more clearly in determining your targets. You will realize the correspondence or not of what you imagined. Taking into account the age group, gender, etc.
Many other data are important, but do not require great attention for the development of your marketing strategy.