Marketing Communications

Learn how to research your marketing communication needs, craft a message that resonates with your audience, and figure out a marketing plan that works for your team.

Introduction

• Exploring key skills for high-impact marketing communications

1. Investigate, Target, and Differentiate for Marketing Communications Success

• Draft a brand positioning statement
• Research to uncover market intelligence
• Identify your buyer personas
• Audit your marketing communication channels
• Create a competitive edge in your marketing strategy
• Evaluate key inputs in building your communications program

2. Creating a Marketing Communications Plan

• Set goals: Leverage SMART objectives prelaunch
• Develop marketing messages that resonate
• Reach your audience: Optimizing your marketing channel mix
• Use an integrated marketing approach
• Create a measurement plan

3. Including a Mix of Media to Excite Your Customers

• Build an advertising strategy
• Use PR in your marketing program
• Build your email marketing strategy
• Launch social media campaigns to drive engagement
• Enhance your SEO in your marketing communications

4. Launching Your Marketing Campaign and Achieving Program Success

• Consider a phased marketing approach
• Monitor your marketing programs
• Deliver campaign metrics and report ROI
• Motivate your employee brand champions
• Get your brand ambassadors on board

Conclusion

• Continuing to hone your marketing communications strategy