A business communication plan is a strategy used to establish effective communication with the target audience to achieve the desired goals. Among the advantages of building a plan in an organization, we can mention the accuracy of communication, because messages reach the public more effectively.
A good communication plan can help diagnose a company’s image by forcing consumers to understand the content of the action and engage. The ultimate goal is to achieve a good reputation, make the brand more recognizable and respected, improve business and increase competitiveness, helping the company to succeed.
To have an effective communication plan, you need to maintain good internal communication. To do this, download the FREE e-book and learn how to strategically use communication, improve results, motivate teams and quickly succeed!
We explain in this post how to make a good business communication plan, what elements you should consider, how to run them and what moments to follow to be confident in your success. See the details below and have a great read!
How to make a business plan of communication?
Want to make an effective business communication plan? So, here’s a step-by-step to apply in a practical and simple way.
1. Meet your brand
Before you start planning, immerse yourself in the concept of identity to better understand how your brand will position itself. Explore your business history, including the most relevant moments since its inception. List all activities performed by the organization, the number of employees and what segment of activity.
Determine what your differences are in relation to your competitors and what products or services are special for the company. Also consult with your mission, values and business vision and understand if the company has a clear goal. All this is an image of the brand, what it represents for consumers and what emotions it evokes.
Creating such a resumption in the image is fundamental to creating actions in accordance with the company’s goals and proposals. Visual identity should follow this line, involving the logo, colors and symbols that should convey the message that the brand wants to convey to its audience.
Since the company needs to be aligned in communication in general, it is interesting to develop a guide to communication. It should describe in detail all communication strategies: the style of communication, the goals of each content, as well as the audience that you want to reach.
2. Determine the purpose of the plan
The first step in the process of developing a business communication plan is to define goals. Think about the goals and outcomes that need to be achieved in the short, medium and long term.
There are some management and strategic planning tools, such as the FOFA matrix (also known as SWOT analysis), that help identify strengths, opportunities, weaknesses and threats against the company.
The communication plan should be based on the results of the initial assessment, such as the one proposed. Thus, all actions should be aligned with the market diagnostics and the company’s strategies, contributing to the achievement of positive results.
It is also important that the business communications plan be agreed not only to deliver the message in an orderly manner, but also to ensure that it is in the face of the company’s mission, vision and values.
3. Carefully analyze the market
An effective business communications plan takes into account internal values, actions already taken, the target audience of the business and the company’s goals. But it’s also interesting to see what other companies in your segment are already doing.
It is important to understand what kinds of communication strategies are used by companies. Also, which content formats are more effective with the target audience, in addition to figuring out which actions have the most market recognition.
Finally, it’s a good idea to use this analysis to understand which competitors, the type of communication strategy they’ve adopted, and how they can stand out in the segment.
4. Strategically plan actions
Whether the goal plan attracts more people to the brand, whether it’s generating sales or customer loyalty, you need to have a strategy. Knowing obje what the company wants to achieve, it’s time to determine what to do to achieve the goals. Develop strategic action planning that includes identifying resources those responsible for the actions and the means needed to succeed. A good strategy should have clear, realistic and measurable goals.
When developing strategic planning, you need to understand the challenges the company faces. Also, understand the purpose of communication as well as what are the basic hypotheses of the path to success of your application in the company.
Details should also be expected on what channels would be used, what tools would be used to automate and evaluate results, which would be key indicators to be monitored, the budget allocated for each action and the time it would be implemented.
5. Identify messages and content
To plan the content of the shares, establish that the company must disclose to the audience it wants to reach. Understand how people see your business, how your brand can affect the emotions of your consumers, and how the message should reflect your branding.
Check which content generates the most interaction and engagement. From this, think about what information should become obvious to the target audience. The message may be inviting the consumer to test a new product or it may be encouraging the person to make a ransom, for example.
Language also deserves attention. Examine whether it should be more formal or informal. It is worth remembering that it can vary, depending on the audience to be reached and the chosen communication channel.
6. Media map
In addition to traditional newspapers and magazines, there are now several more innovative media outlets such as social networks. Determining which car to be used involves knowing your target audience.
First, you have to figure out who your campaign is aiming to achieve. To do this, think of the people who consume your product or service. Search their age group, gender, income, social class, among other characteristics that you consider important.
Having a persona clarity is essential to knowing where you can find these people and get your campaign targeting right. Do research and determine what tools will be used for this group and type of approach, so the link is effective. In most cases, multiple channels of communication are required to send messages to the company.
Creating a timetable
A good business communications plan should have a timeline to turn strategies into action over a period of time. When tracking activities, you need to determine the stages, delivery times, and duration of campaigns, because in addition to monitoring whether the plan should be followed as expected, you can evaluate steps by making corrections if necessary.
The schedule should determine what actions will be performed, what time they need to occur, what will be the focus and purpose of each action, and what message you want to convey. It is also interesting that the graph brings important information, such as the way part of communication is transmitted, the performance strategies to be used and the metrics to evaluate its results.
8. Set results
Results are used to measure the effectiveness of the action plan. The analysis allows you to determine whether the plan’s actions are within the expected and scheduled time. Contrary to what many believe, indicators should not be checked only at the end: they should often be evaluated throughout the process so that changes and improvements can be made.
Try identifying key performance indicators such as error and processing index, customer satisfaction, site access data, social media engagement, and more. With a clear and objective definition of indicators, it will be possible to understand which of these are the positive aspects of the business communications plan and which need to be reviewed so that they can work more effectively.
You can also use key indicators to develop strategies that align with the company’s values and public dialogue. For example, if the content doesn’t show engagement, it’s a sign that the targeting can be improved.
The business communication plan guides your steps and ensures that goals are achieved. This reduces the likelihood of errors and unforeseen events throughout the process, while ensuring that the right audience gets mens. Having this plan means less unnecessary spending and more efficient investment.
In addition to making communication more focused, it makes the different departments of the company communicate in a single way. This not only provides effective communication, but also contributes to the development of communications that will reach the right audience for business.
What do you think about learning more about the business communications plan, understanding its importance to business and important steps for its development? If you want to learn more and optimize and automate the company’s internal communication, enjoy and download our e-book for free!
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