A marketing communication plan helps you figure out how you’ll speak to customers about what’s happening in your business.
It’s the guide that all brands must develop if their communications and product development teams are to stay on message.
The plan acts as your guide, so when you share news about new products or services, you do it confidently and under a unified voice.
Now, tying your communication efforts into one place can be difficult – especially if you’re working in a big marketing or public relations team, or managing a complex marketing campaign.
The solution is to create a marketing communication plan template that will soon become your new best friend.
Your template is what helps you develop a customized plan, and even walk you through the tricky pieces like segmenting your audience. (In other words, identifying subgroups in your audience so you can be more targeted in your messaging.)
For example, the beauty giant Sephora has a specific strategy for communicating with its so-called “Sephora teens”. They may use different platforms when communicating with their younger customer base, and talk about different products and brands.
What's in a Marketing Plan?
At its core, a good marketing communication plan should have clear goals, target audiences, and ways to reach them. It gives you an idea of what you’ll say and how you’ll say it. A well-organized plan with defined roles for team members is crucial for executing a successful marketing campaign.
This plan also helps you figure out when to send your messages and how to measure if they work.
Your plan should include an executive summary. That’s a quick overview of your main ideas and goals. It’s the first thing people see, so make it count.
With a solid plan, you can overhaul your communication strategy and bring in more customers.
In this guide, we’ll take you through the process of developing your communication strategy in more detail. We’ll look at the steps you should take to create your marketing communications plan, and how to check that it’s working.
In this article:
What Is a Marketing Communication Plan?
A Step-by-Step Guide for Creating a Marketing Communications Plan
Best Practices for Effective Marketing Communication
Common Mistakes to Avoid in Your Marketing Communications Plan
How to Measure the Success of Your Marketing Communications Plan
Frequently Asked Questions
What is a Marketing Communication Plan?
A marketing communications plan is a strategic document that acts as your how-to guide for interacting with your audience. It should be clear enough for a newcomer to the business to understand.
In effect, it’s all about getting your communication strategy down in writing. It spells out who you’re talking to, what you’re saying, and how you’ll say it. While it’s probably not the most exciting document in your shared folders, it is very important.
This plan covers your key messages, target audience, and the channels you’ll use to spread the word. Your goals should be easy to understand. Setting specific and measurable goals is essential to guide the success of your marketing campaign.
A great marketing communication strategy consists of things like social media posts, email campaigns, and ads. Even direct mail can become a valuable tool for a marketing department if it generates results. Your plan makes sure all these marketing efforts work together.
The useful thing about having a plan is that you can check back in later to see what worked and what didn’t. We’ll come back to that later in this guide.
Why Every Business Needs a Communication Strategy
Your communication strategy is important. Unfortunately, it's one of those areas where you can't really "wing it". (Or you can, but it is very risky.)
Without a plan, you're more likely to waste resources on efforts that don't pay off.
A good plan can help your business in all sorts of ways. It helps you reach the right people at the right time, build brand awareness and customer loyalty. Then you can check back in later and see if you need to make any changes.
With a plan, everyone in your team is on the same page – quite literally, if you decide to print it out. Everyone knows what to say and how to say it.
It's brilliant for building a strong, recognizable brand that customers trust and remember.
A Step-by-Step Guide for Creating a Marketing Communications Plan
In this section, we’ll talk through a step-by-step process for building your marketing communication plan. Effective key messaging and thorough planning are crucial components of any successful marketing campaign.
As part of the process, you’ll need to start thinking about the most effective communication strategies for your business. You’ll also have to pin down your target audiences and ideal marketing communication mix - that’s who you need to contact and the channels you’ll use to reach them.
Step 1: Setting Clear Objectives and Goals
Before you do anything else, think about what you want to achieve with your marketing strategy.
You can use the SMART acronym to help with this – that means you set goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. This gives your team clear targets to work towards.
For example, you might aim to increase brand awareness by 25% in six months, boost website traffic by 50% in one year, or grow social media followers by 10,000 in three months.
Your goals should also align with your overall business objectives.
Step 2: Conduct a Situation Analysis
Next, look at your current marketing efforts. Think about what's working and what's not.
Keep the idea of SWOT analysis in mind. That's when you think about your business and identify Strengths, Weaknesses, Opportunities, and Threats. This gives you a clear picture of where you stand.
You should be looking at your competitors at this stage, too. What are they doing well? Where can you stand out?
Step 3: Identifying Target Audience and Personas
Now it's time to start thinking about the communication portion of your plan. You'll need to know exactly who you're trying to reach with your messages before you get going.
So, think about your customer demographics (such as age, gender, and location) as well as the type of jobs and industries they work in. You'll also need to consider the challenges they face (known in marketing-speak as pain points) and where they spend time online.
This knowledge helps you tailor your messaging and choose the right channels to reach your audience.
Step 4: Develop Your Messaging Strategy
If you've got an idea of your goals and target audiences, then this is going to help with your messaging.
Aim for clear, compelling communication that speaks to your audience’s needs and highlights your unique value proposition.
Your core messaging shouldn't really vary between channels and marketing campaigns. This is especially true in the latter, where you'll have some key messaging to get across all platforms.
Any effective marketing communications strategy should lead with a few key points that sum up your brand’s value. Make a big deal of the things that separate you from your competitors. Show how you could solve problems for your customers.
Test your messages with a small group before rolling them out. This way you can be confident they land well with your target audience.
Step 5: Choose the Right Marketing Channels
Now it's time to nail down the perfect marketing communication mix for your messaging.
This means deciding which communication channels are most likely to reach your target audience. You might include a mix of social media platforms, email marketing, and content marketing (blog posts, videos, podcasts).
You could also consider paid advertising (PPC, social ads, display ads) or public relations efforts.
The channels you choose will depend on where your audience spends time. For example, if you've got an older audience, you'll probably be less interested in TikTok.
Step 6: Establish a Budget and Allocate Resources
Next, it's time to think about money. You'll need to determine how much you want to spend on your marketing efforts and allocate resources wisely.
Costs will include things like content creation and advertising. Marketing tools and software also come with a price tag. Then there's staff or freelancer time.
Don't worry if you don't get it right the first time – you can always adjust your budget as you learn what works best for your business. Be mindful, though, that marketing has some big up-front costs and you might not get value for money immediately. Marketing, after all, is often about the long game.
Step 7: Timeline and Content Calendar
Now, you need to match your marketing communications plan with your business timeline and any events coming up.
If you already use a content calendar to plan and schedule your campaigns, social media posts, and other content, then this will come in handy.
In addition to those, the timeline attached to your marketing communications plan should include key dates and deadlines, as well as launch dates for new products or services. Oh, and don't forget seasonal promotions or events.
Step 8: Measure and Adjust
Remember, all the way back in step one, we talked about your goals and objectives? Once you've put your communication strategies into action, it's time to keep track of the results.
Look at metrics like website traffic, social media engagement, email open rates, and sales conversions.
Use these insights to tweak your PR plan as needed. What's working well? Do more of that. What's falling flat? Scrap it for something new.
Remember, a good marketing communication plan is flexible. Keep testing and improving to get the best results.
Best Practices for Effective Marketing Communication
There are a few ways you can supercharge your marketing communications plan - from personalization to improved storytelling. The practices below are all attainable, no matter your business. All they need is some dedicated focus at the start to become truly valuable.
Personalization and Segmentation
Personalization can help make your marketing far more relevant and engaging. This can be anything from using your customer's first name in an email to delivering different messages for different groups.
If you divide your audience into segments based on demographics, behaviors, or preferences, it will allow you to craft targeted messages that resonate with each group. It's the sort of thing email marketers do all the time.
To take this one step further, you can use data to understand your customers better.
Use a tool to analyze purchase history, website behavior, and social media interactions. This info helps you create personalized content and offers.
You can also use dynamic content in emails or on your website. This changes based on who's viewing it. For example, you could try showing different product recommendations to different customer segments.
Use Storytelling in Marketing
Stories are great for grabbing attention and making it more likely that people will remember your name.
Think about the stories around your brand – for example, how the business came to be, the situations that inspired your most popular products, or even the mistakes you've made as a brand and how you overcame them.
Use visual elements like images, videos, or infographics to bring your stories to life. These tend to make it less likely that people will scroll past.
Customer success stories or case studies can work here too. Anything from real life is more likely to bring your brand to life as well.
Maintaining Consistency Across All Channels
A consistent brand voice will really make your marketing content shine and take your communication strategy to the next level.
The best way to achieve this is to create a style guide for your brand's tone, style, and visual elements. Share these with your whole marketing team and keep it in your marketing communications strategy document.
Make sure you always use the same logo, color scheme, and fonts across all platforms. This includes your website, social media, emails, and print materials.
While you might tweak the messaging slightly across different channels, the core of what you're saying should be the same. For example, the language you use on Instagram might be more casual than your press releases – but you're still sharing the same key info about your products.
Make sure different teams are aware of each other's campaigns and initiatives. This could help you avoid an embarrassing situations where you accidentally put out clashing or repetitive messages.
Common Mistakes to Avoid in Your Marketing Communications Plan
Creating an effective marketing communications plan is all about careful planning and execution. Steering clear of common pitfalls can make a big difference in your success.
Failing to Align Communication With Business Goals
Your communication plan must support your company's overall objectives. When you don't link your messaging to broader business goals, you risk wasting resources on efforts that don't drive results.
The best way to make sure all your goals are working together is to check in with other people at your company.
Get different departments on the same page. Your marketing, sales, and product teams should all be on board with your communications strategy. Beyond that, they should understand why it's necessary and important, and feel comfortable flagging any issues.
Ignoring Data and Audience Feedback
Relying on gut feelings instead of data can lead your marketing efforts astray. To make sure you're following a fact-based process, use analytics and audience insights to guide your decisions and refine your strategy.
Get some feedback from your target audience to see how your communications are being received. Surveys, social media comments, and customer service interactions can all provide valuable information about how your messaging is coming across.
Overcomplicating the Messaging
Keep your marketing messages simple and clear. When you try to cram too much information into your communications, you risk confusing your audience and diluting your main points.
Focus on one key message per piece of content. Use straightforward language that your target audience can easily understand. Avoid jargon and technical terms unless you're sure your audience is familiar with them.
How to Measure the Success of Your Marketing Communications Plan
Tracking the right metrics and using proper tools are key to understanding if your marketing efforts are paying off. You'll want to focus on data that shows real impact on your business goals.
Key Metrics to Track
Start by looking at your web traffic. Check how many people visit your site and where they come from. This helps you see if your marketing is driving interest.
Brand recall is another important metric. It shows if people remember your company after seeing your ads or content. You can measure this through surveys or social media mentions.
Look at lead generation too. Count how many new potential customers you're getting from your marketing. This could be email sign-ups, demo requests, or quote inquiries.
Don't forget about market share. See if your slice of the pie is growing compared to competitors. This shows if your marketing is helping you win more customers.
Tools for Monitoring and Reporting
Google Analytics is still a must-have tool for tracking website performance. It shows you traffic sources, user behavior, and conversion rates.
Social media platforms offer built-in analytics. Use these to track engagement, reach, and follower growth on each channel. The only drawback here is that built-in analytics can be a bit limited – to go deeper, you'll need a more sophisticated tool like CisionOne.
For more traditional earned media, CisionOne can help you track media mentions and analyze their impact.
Customer relationship management (CRM) software can also give you a good idea of where you stand with leads and sales. This connects your marketing efforts to actual business results.
Finally, survey tools like SurveyMonkey or Google Forms are great for measuring brand awareness and customer satisfaction. Use these to check in with your audience and see how they feel about your communications.
Frequently Asked Questions
By now, we probably all agree: marketing communication plans are essential for success. As we reach the end of our guide, let's look at some common questions about these plans.
How can you measure the effectiveness of a marketing communications plan?
The possibilities are endless. You can track metrics like website traffic, social media engagement, and sales numbers. You can use surveys to gauge brand awareness and customer satisfaction. Alternatively, you can set specific goals and compare results to these benchmarks.
Can you describe the primary steps involved in developing a marketing communications plan?
There's definitely some groundwork involved here. Start by researching your market and setting clear objectives. Next, define your target audience and craft your key messages. Choose your communication channels and create a timeline. Finally, set a budget and plan how you'll measure results.
What are the benefits of integrating digital strategies into a marketing communications plan?
Everyone is online these days, so it's hard to imagine a marketing communications plan without digital strategies. Being online helps you reach more people at a lower cost. It allows for better targeting and personalization. You can also track results more easily and adjust your approach quickly based on data.
How often should a marketing communications plan be reviewed and updated?
We'd say it should be updated at least quarterly. You'll need to pull it up whenever there are major changes in your market, company, or goals. It's good to be in the habit of making updates, even if you're only making small tweaks here and there. If you pop in for regular reviews, it's more likely that the plan will continue to fit your needs.
In what ways can a marketing communications plan impact customer loyalty and retention?
A good plan helps you stay in touch with customers, and share information that resonates. It helps you find them where they are, and solve some problems for them.
This builds trust and keeps your brand top-of-mind, leading to more loyal customers who come back often.
