ENTREPRENEURS: HOW TO DEFINE YOUR COMMUNICATION STRATEGY?

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The communication strategy is a question that comes up systematically among future and new entrepreneurs. When, why and how should it be defined to allow its activity to grow in the best conditions? We have therefore decided to give you some advice for your blog or website to help you better understand this stage which, unequivocally, will allow you to optimize your expenses , gain consistency and improve your commercial performance over the coming months. But let's start with the basics to understand the value of thinking carefully before launching your first communication action . 1. WHAT IS A COMMUNICATION STRATEGY FOR? First, what is the point of spending time defining a communication strategy, when one could easily post the first publications on social networks as many Freelancers or entrepreneurs still do? Because yes, often out of ignorance of the subject, still too many entrepreneurs tend to believe that marketing is a matter of feeling and can be improvised, but it's quite the opposite.

TO STRUCTURE HIS THOUGHT First, building a communication strategy will allow you to lay the foundations for your success . After having defined the nature of your offer, you can then ask yourself a whole series of key questions, which will guide your future actions and, even, define your selling points. Structuring your thoughts means thinking about your targets and your messages, but also avoiding getting too scattered, both in your remarks and in the communication Germany Phone Number channels chosen. We see many entrepreneurs unable to simply explain to their targets the principle and the benefits of their solution: this generally reflects a lack of perspective on their activity. It is therefore for this reason that we advise anyone about to set up their own business, or any seasoned business manager who wishes to develop their structure and services, to sit down for a few hours to build the foundations of successful communication. B) TO FORMALIZE ITS OBJECTIVES To begin with, any communication strategy worth its salt begins with “SMART” objectives : Specific, Measurable, Acceptable, Realistic and Time-bound.



You must succeed in defining and formalizing your ambitions, whether cognitive, affective or conative. In general, we start with three double-decker objectives. I explain to you. Let's say you are a young company looking for growth. You risk a priori to start on a triptych of objectives, certainly different, but naturally complementary: notoriety, commercial, reputation . For each of them, you will then define three sub-objectives, on which you will be able to measure, on a regular basis, the evolution of your performance. For example, for the pan dedicated to sales, you can look for: – increase the number of incoming leads . – increase online sales . – reduce your acquisition cost . Of course, and you can imagine, some are transversal. Thus, if you are in an SME, it is very likely that your communication team will have to work in close collaboration with the sales teams, the digital department and human resources. C) TO UNDERSTAND WHO HIS TARGETS ARE Defining a communication strategy is above all, and above all, taking the time to understand the needs, expectations and buying behaviors of your marketing personas. When building your offer.