What types of communication strategies are there?
Whether you are looking for new strengths for your business or want to boost your brand awareness... a communication strategy helps!
Do you already have a communication strategy? It increases the reach and impact of your message. This blog explains what a communication strategy is and which strategy is suitable for the goal you want to achieve.
What is a communication strategy?
You can create a strategy for your internal and external communication. We discuss external communication strategies. In your communication strategy, you determine which target group you want to reach and what message you have for them. At what moments can you best reach your target group and how will you do that - via which means and channels?
How do I create a communication strategy?
Creating a communication strategy is mainly about answering questions. Below we give examples of questions you can ask yourself:
- Which target audience do I want to reach?
Are you targeting people who are already customers, or people who aren’t yet familiar with your business? - How can I reach my target audience?
Does your target audience spend a lot of time online? Or do they prefer to read from paper? Do they like depth or is short but sweet more their style? This makes a big difference to your communication strategy. - What makes my company or business unique?
You probably offer something the competition does not. Clearly reflect this unique point in your communication strategy. - Are my internal and external communications aligned?Credibly communicating your company's identity to the outside world? That starts internally, with your own employees. This should not be a trick for them, they should really experience it that way. For instance, if you present yourself as an informal and approachable company, your customer will expect the same in their contact with your company. Make sure this doesn't become a mismatch.
- How can I repeat my message without boring my target audience?
Not everything you say needs to be new; in fact, it’s actually very good to repeat your message regularly. Repetition is incredibly powerful! Just make sure you present it in a different way each time, as you obviously don’t want to boreyour target audience.
Choose your angle - different types of communication strategies
Besides answering questions like the one above, you can also choose an angle. For example, one of the following perspectives:
Ambassador communication strategy - an employee of your company
An ambassador comes across as credible. Even if he works at your company, what he says comes from himself. That makes an emotional difference to the (potential) customer. Choosing a good ambassador is an art. Your target group must be able to identify with the ambassador. It is also an opportunity to radiate inclusion. Communication tools that fit within the ambassador communication strategy include company videos or employee stories. For Agium, we made this story of employee Oktay : "Agium is a company where you can be yourself and achieve your goals" - Agium
Reputation communication strategy
Choose the reputation communication strategy when you want to build a strong image or brand. That way, you strengthen your competitive position. Communication tools you can use are: social media posts, your website or press releases. We wrote this press release about wanting to visit family more often. We put this in the media and it was picked up by the Linda, among others.
Word of Mouth communication strategy
Customers' opinions are important. It can help persuade a doubting potential customer to use your product or service. Satisfied customers are less likely to express themselves, dissatisfied customers are more likely to express themselves. So you can start a campaign with the aim of getting positive reviews. Communication tools you can use for this are blogs or case studies on the website. A case study can, for instance, take the form of a video. For instance, we made this video for Emergo about their case study of cinema chain Pathé.
Fan communication strategy
You want to retain your customers. You can achieve that with the use of fan communication strategies. Emotion is the key word in this strategy, it is about creating a good feeling with your company or product. You use social media to achieve this. With the fan communication strategy, you use people who are fans of your company to enthuse potential customers. Because: fans make fans.
Brand activation communication strategy
The aim is for your target audience to get to know your company and brand in a creative way. Go for experience! An example of a brand that knows exactly how to create an experience is Red Bull. Brand activation is done via social media.
Issue management communication strategy
The aim of this strategy is to influence (often negative) perceptions about a person, event or topic. Communicate objectively and rationally. Otherwise, you will feed even more negative emotions. PR and social media are suitable communication tools for this strategy.
Public affairs communication strategy
You can use a public affairs strategy to influence key figures within your company so that they make decisions that are favourable to you.
For this strategy, you can use communication tools such as lobbying and press relations.
Need help with your communication strategy?
Now you know why a good communication strategy is important! Do you want to get started with your strategy? We would love to help you! Leave your details here or contact Thomas Bekker, on +31 (0)6 19 32 85 84 or thomas@mediatic.eu/en.
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