You just created a business and want to spread the word about it, but you don’t know how? It’s undeniable the importance that communication can have to make the news known to the world. However, how can you do it?
In this article, we explain some of the steps to be taken, to develop a communication plan, as well as some actions you can take to communicate your new business.
1 – Knowing the context
First, you need to know the context in which your business is in. You need to know the conjecture you are in, to consider political, social, economic, legal, technological and environmental factors. In short, a PESTLE analysis allows you to understand all of this through a framework of macroenvironmental factors.
It is also important to analyse and get to know the environment in which your new business is in: what is the market like? Who is the competition? How does it behave?
When identified the context in which you operate, you should focus on your business and identify what is best and what is worst. Thus, with the help of a SWOT analysis, for example, you will be able to identify the strengths and weaknesses of your business, as well as the opportunities and threats that may exist. The SWOT analysis can work as a starting point for the strategic planning of the communication you’ll make.
2 – Establish goals
When developing your new business communication plan, you need to know specifically what you want. Do you want to get new clients? Do you want to build a relationship with them? Want to gain visibility?
It is necessary to set a main goal (the exact place you want to get to) and objectives, which will guide the strategy and the actions you choose. The objectives must be SMART:
The objectives will allow you to understand if the plan you have defined has had the results you expected.
3 – Define the target audience
When defining a communication plan, you need to know who your target audience is. Who do you want to reach? To whom is your new business for?
When you define your target-audience, in addition to knowing who they are, you need to really know them. Therefore, it is relevant to know their age, occupation, income, interests, and hobbies. This way, you will achieve a much more effective communication.
4 – Define the message
Once you know your target audience, it will be easier to define the message, which is what you have to say to your audience. For the message to be delivered effectively, it is also necessary to set the right tone and choose the most appropriate channels.
5 – Define the strategy
The communication strategy is the way through which the company will communicate its new business, serving as a “guide” throughout the plan, so that it is communicated effectively.
6 – Define actions
In order to achieve the goals you have defined, and always following the choosen strategy, you must define several action that will help you to achieve the defined goal. Although there are many options, here are some examples that can be performed:
- Social media
When creating a business, one of the actions to take is to create presence on social media which make sense for your business.
Social media can be a great way to promote your product. With the possibility of reaching large audiences, social media also allow to reach segments of different audiences.
In addition, depending on the social media, the public can be reached organically or through paid advertising. Facebook, for example, allows you to create campaigns which show your new business to segments that make sense.
- Press Office
A new business can also be communicated through the press office. There are several actions to show your new business and your competitive advantage to journalists. This way, you can also build and maintain your business’ reputation. Journalism is seen as a reliable source and can be an added value to make your business known.
In order to make your business known, you can organize events for your clients and for public figures. Through an event you can get your products known, but not only. You can develop a closer relationship with your customers, as well as increase your reach, and, in some cases, increase the possibility of media coverage.
You can partner yourself to influencers, so that they post about your new business. In this case, influencers act almost like a channel to reach your audience, and they will be able to promote your products.
7 – Schedule
After defining all the points previously mentioned, it is necessary to schedule them. For an effective communication, it is necessary to define what you will do but also when you will do it.
8 – Monitoring
Finally, it is necessary to measure the results. Monitoring allows you to understand whether the defined goals have been achieved, as well as the things that have gone better or worse, which may serve as a reference for future plans.
Sofia Neves, press officer in Media em Movimento