Listen, marketing communications isn’t rocket science. While I’ve seen CMOs and and entire Marketing departments wringing their hands over the most inane of situations, I try to explain, “If we do a bit of strategic thinking to create a program that uses dollars efficiently and produces quality leads, we’ll be well on our way to being a marketing communications stud-bolts.” So below are three easy steps to building confidence in your marketing communications efforts as well as your team, your company, and your customers.

better marketing communications plan1) Define the Players

The primary step in shaping a successful marketing communications plan is to decide what your specific product or service is and who your preferred buyers are. Defining the primary products and/or services your company provides and assigning them to the “Ideal buyers” lets you narrow your marketing focus, saving money and building the efficiency of marketing dollars you invest.

Once the perfect product is assigned to the ideal client, you’ll want to direct your marketing communications efforts toward that business segment. Where do they live? Where do they play? Will traditional media reach them or will it be direct response? What’s the best tool to create the biggest impact on that client?

2) Make a Plan

This is the alternative to “winging it” – and I’ve seen plenty “winging it” in this industry.

Here’s the scenario: Leads are low, so the owner makes a knee-jerk decision to advertise. Thousands of dollars are invested into a print ad or a TV spot that is haphazard at best and results in (maybe) a brief flurry of business or the occasional “Hey, I saw your ad on…” On the other hand, when lead flow is brisk, advertising and media is cut.

Sound familiar?

Ultimately, the company spends more on this “start-and-stop” advertising approach than if they’d created a plan and stuck to it. Planning ahead and producing a consistent, targeted marketing presence is a far smarter option. With a well thought out plan including;

  • target
  • message
  • delivery
  • engagement
  • sales flow, and
  • follow up (YES follow up);

your marketing dollars will reach further and result bigger and more profitable returns.

3) Measure for Change

Planning a marketing communications strategy is a pretty straightforward process. It’s best done on an annual or semi-annual basis, with regular reviews and adjustments as needed. But to make the proper adjustments, you need to know where and why. If a TV spot inspires a call, you need to know why. If a direct mailer results in a purchase, you need to know why. And alternatively, if the phone is dead and your inbox is empty, you need to know whyand make the necessary changes.


The web is chock full of measurement tools – from Google analytics for your Web site to full blown CRM tools like Salesforce or even ZOHO for customer lead tracking and sales funnel management. Make the investment necessary to measure the tools and tactics you’re using in your marketing communications plan. Understanding the hows and whys of your marketing communications efforts is imperative for success.

And, If you’re vehemently opposed to adding costs (or infrastructure) for marketing and sales (and yes, I’ve experienced businesses whom are, for one reason or another), at least ask, “How did you hear about us?” Then, chisel it down on your stone tablet and act on it.

These are just three simple marketing communications steps, but they seem to be the tripping stones for many marketing communications efforts, and marketing departments.

Spoke Communications is a marketing communications company with over two decades of marketing communications strategy and execution success. If you find yourself or your company struggling with reaching the right audience or achieving the communications success you deserve, give us a call at 515-257-6584 OR simply email me directly at Andrew{at}Spokecom{dot}com.

Food for thought.

Keep Cooking (the right questions to move your company in the right direction.)
Andrew B. Clark
The Brand Chef