The world is going Mobile. With the smart phones and tablets, applications are the new way to move prospects into clients and to nurture your existing clientele. For the app owners, they have to give added value content to their customers to maintain the relationship.
Identify the target market segment/segments you will address;
- Know very well the significance (characteristics, advantages, values, conceptions, buyer/user personality) of your brand (product/service, company, institution, person brand) to include in the communication plan;
- Conceive the message, taking into consideration the elementary 5W (Who, what, where, when, why) or the "4F rule" (friendly, frank, fair, factual) for a start;
- Communication channels (personal channels, as they tend to gain a higher influence: social channels (attention, it`s not the same with social media!)friends, relatives, family members; mediating channels - company reps. interacting with buyers (in social media, among others), expert channels - community influential experts), non personal channels - Internet (ads), prints, radio, TV, etc.
- Timing (when to talk to the targeted market, when to develop promotions?)
- Place (where to develop the communicational campaigns)?
- What budget to assign?
- Most companies skip the step of developing archetypes of the "ideal customers", along with the "different players" within the client' organization. Its vital in identifying the appropriate target communication channels, and in developing the correct message
- Identify what you provide, for whom, for what benefit, in what uniquely effective way,
in a manner that is clear, concise, compelling, consistent, and continuous -- using whatever mix of media your target audience uses. Choosing the right medium to present the wrong message will only hasten your demise.
- Knowing your audience and their psychographics and even what your competition is doing is a critical step to finding the best approach.
- If you peel past the rhetoric, you'll find that almost all social media success stories can be found in B2C sales environments -- where almost anyone can buy the product or service. But in 6-figure B2B sales environments, especially in the technology sector, you need to appeal to a very exclusive group of people responsible to recommend, fund, and purchase the product or service. I can assure you, they're not counting on Facebook or Twitter to find vendors. I have yet to hear a B2B salesperson lament, "We had the best quality, features, salesmanship, business case, and customer references, but we lost because our competitor did more blogging and Tweeting.
- BEFORE looking to implement 'the keys to effective communication within any market' it is essential that you understand who are your CORE target audience (both in a quantitative & qualitative sense)? Only once you have really got under their skin and understand what makes them tick, will you then be able to 'match' them against the correct media tools & channels to market.
- The breadth of customers that you are attracting and whether/how they are buying. A segmentation scheme that is grounded in customer buying habits and analytics (i.e. propensity to continue to purchase), along with specific goals for each segment, provides a roadmap to communicating. With that in place, you can then overlay demographic profiles and customer channel preference to improve versioning/delivering the communication.