External communication is now considered a non-negotiable when it comes to amplifying your business and wining a share of voice in the market. As a result, publicity, advertising, and marketing activities are crucial to reach your customer, grow your business, and ultimately define your bottom line.
The art of external communication is all about telling a story – particularly one that is authentic to your brand and that resonates with your audience. In a two-part blog series, we’ve developed our key tips and tricks to help anyone become a communications expert and professional storyteller, so you can implement a strategy that will work best for your business. This blog identifies the first step in developing any communications plan – knowing exactly who your audience are and where they are located.
It’s more than likely that you aren’t your target audience – and neither are men and women aged 18+. It’s easy to think your product and service is relevant to everyone, but in most instances, this isn’t the case. Identifying your target audience/s is pivotal on your path to successful communications. Consider the below when identifying your audience/s through a similar who, what, when, where, why and how framework:
From here, you can begin identifying the personas of your target market. You’ll likely have one key target market and one to three secondary markets. Notice how these markets vary and how their wants, needs and desires may change. Feel free to give them a name – we often give our client’s target personas a name. E.g. We’re targeting Abbie who is in her 20’s, lives in the inner-city, is single and likes to go out to a new restaurant at least once a week.
Go micro with your personas to understand exactly how to build relationships with them.
You’ve identified your audience, now you need to figure out how they can be reached through communications channels. There are three key channels below – Earned, Owned and Paid – with subcategories. Consider the communications channels you’re currently active in. Is this where your audience is consuming media? Use the below as a checklist and see where you could expand your reach.
Earned Media – Brand endorsements and mentions voluntarily given by others.
Owned Media – the channels that you own and are in control of. It can be easy to forget about these outlets, however they are incredibly important as they directly represent your businesses. Be sure to nurture your owned media channels.
Paid Media – third party channels with social or brand equity. Formats of advertising where you are able to control key messaging and imagery.
Through experience as an integrated agency, we know creating multiple touchpoints that complement each other raise awareness, help key messaging/ brand repetition, and have a stronger impact on your current or potential new customer. For optimal results, ensure you have a voice in a number of Earned, Owned and Paid media channels.
Happy pitching! And, if you need a hand building an integrated approach to reach your audience – connect with our team of experts today, get in touch with our Communications Director, Laura Carlin via [email protected].