Developing a Marketing Communications Strategy

Instructor: Danielle Reed

Danielle works in digital marketing and advertising. She holds a bachelor's degree in English and an MBA.

Learn more about the importance of a marketing communication strategy and how to develop one for your business. This is an important strategy to use in the growth of any business. Develop a marketing plan following the steps mentioned in this lesson.

Reaching the Right Audience

marketing communications strategy

Are there companies you love to follow and purchase from? Is it because you love their product? Or perhaps they have a great background story? Or maybe they simply have the lowest price? Whether it was with emotion, pricing, product, or some other tactic, these businesses reached you through their marketing communications strategy. Marketing communication strategy refers to the communication strategies used by a company or individual to reach their target market.

Why Create a Marketing Communications Strategy?

A marketing communications strategy is essential to business growth. These strategies an help you better understand your audience - and the better a company knows its audience, the easier it is to drive more sales. This also builds a better brand experience. More than anything, sales are the crux of every successful business. You need to reach and grow your audience in order to drive sales. Whether it's a home contractor looking to fill his or her schedule or a fashion brand ready to go global, a solid marketing communications strategy helps with business growth.

The end result of a strong marketing communication strategy is an increase in sales.

How to Develop a Marketing Communications Strategy

Also referred to as a marcom strategy, a marketing communications strategy is about building and gaining awareness among potential customers. Once potential customers are aware of a product and service, the next step is to drive purchases. When developing a marketing communications strategy, consider following these steps:

Build Buyer Personas and Know Where to Reach Your Audience

A buyer persona is how a company represents its ideal customer based on previous purchases, market research, and other customer data. Important facets of a buyer persona include goals, job, age range, gender, behavior patterns, and motivation. When you define your customers, including both current and desired ones, marketing efforts are easy to focus. After you've defined your buyer personas, reach them where they are. Every social media network has statistics available concerning its users; for instance, Pinterest is a platform dominated by women.

For example, if the primary customer of a baby headband business is a mother with a newborn child, there would be no reason to target men in a Facebook ad campaign. You could post pictures of your products on Pinterest or target women on Facebook that have 'liked' stores like Babies R Us or Buy Buy Baby. Narrowing down your buyer persona can help you focus your marketing efforts to where they are.

Know What Makes The Company Unique

A value proposition is an innovation, service, or feature which makes your product, service, or company attractive to customers. What makes you stand out? Commonly, value propositions relate to pricing, quality of products, a commitment to the environment or a charitable cause, and even transparency in the supply chain. Consider office supply brands. Of the top brands, we see some committed to innovation, many committed to price, and others that donate to charities though a 'buy one, give one' strategy.

Once you've figured out your value proposition, share it with the world! It should be a part of your branding, your stores, and everything else relating to your business. Talk about your value proposition in blog posts, social media campaigns, and more. Many companies mention a value proposition in their slogans.

Keep Branding and Messaging Consistent

No matter what social media platform, website, news article, or flyer a person sees relating to your business, the reader should always know it is your business' branding. Everything about a brand and its message need to be consistent. If a website is written informally, be sure social media posts are also this way. When sending emails, make sure they always have a logo and are recognizable. Follow the definition of branding, which is the marketing practice of creating a design, symbol, and/or name that identifies your product when compared to other products.

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