An organization succeeds when it reaches the right target audiences with clear, concise messages about its product or service. It also has to know how to build positive brand awareness while solving internal and customer-facing problems.
This achievement starts with a strategic business plan – the road-map for “who to reach, what to say and where to say it.” After all, an effective marketing or communications program without a strategic foundation is the same as not having a flight plan when flying a plane.
However, even with a strategic plan, many business, non-profit or government organizations only focus on potential new customers (a.k.a. donors, revenue-generators etc.). This is 100% wrong!
The following activities are critical in ensuring overall success:
- First identify goals, target audiences, messages, timetables and budgets; then implement the tactics.
- Communicate with new prospects plus employees, former & current clients, business & community leaders, legislative & regulatory officials, industry groups, key influencers, news media, neighborhood groups, referral partners and more.
- Materials must focus on the needs of each target audience and articulate how you specifically help solve a problem.
- Crisis response is most effective when an organization plans in advance for things to go wrong. Know how to reach all important stakeholders when it does because your response directly affects your brand.
You may already have a great product or service. In order to grow your organization, be sure to communicate with all key target audiences – not just “new customers”.