How can you create a digital communications plan that aligns with your company's business objectives?

First things first, figure out what you want to achieve with your communication plan, keeping in mind the big picture which is the business goals. This helps you see how your messaging can help the company reach its overall goals.

Designing a comms plan that aligns with the company's goals involves understanding the core business vision, whether it's to increase sales, enhance brand visibility, or disrupt new markets. Deeper understanding of the target audience— their preferences, habits, and online presence— helps in selecting the best digital channels and content formats to capture their attention. Setting clear, measurable targets for digital efforts ensures alignment with objectives. The strategy should be tailored to resonate with the audience's preferences and online behavior. Lastly, plans should be designed to factor in continuous adjustments based on feedback and metrics, to keep the digital communications strategy adaptable, fluid and responsive.

Start with your purpose and then move forward from there. When your purpose, people, and performance are aligned - your message will neatly explain your potential. It will become part of the everyday vocabulary for staff and it will permeate its way through your organisation and then outwards.

In my experience, you need to acknowledge the current situation of your company in relation to her mission and vision. Determine the gaps that have occurred and have been identified due to emerging technologies, thereafter set new objectives to achieve desired goals.

A comunicação precisa estar alinhada com o negócio, sempre temos que ter em mente que no fim do processo o ROI é quem manda no jogo, saber usar os meios adequados e entender a natureza da operação ajuda a pensar na integração e no uso dos meios, manter uma marca conhecida precisa de mais meios e mensagens variadas para comunicar, pensar que a comunicação não se baseia apenas na mídia paga e ter peças e meios para mídia proprietária deve ser parte usável do plano de comunicação. O que precisa ser resolvido orienta como escolher os meios e como fazer com que as pessoas sejam envolvidas no processo por uma variedade de canais e de mensagens.

To identify our audience, I'll analyze demographics and psychographics, leveraging CRM data and social media insights to understand their behavior and preferences. I would create buyer personas, representing different segments, detailing their goals, pain points, and buying behaviors. Segmenting the audience based on these insights allows for targeted communication strategies. I would choose channels where our audience is most active, ensuring our messaging resonates. Continuous feedback and performance analysis help refine our audience understanding, ensuring our digital communications are effectively aligned with their needs and interests.

Once you understand your company/organization's business objectives, it is very important to determine who your target audience is. This could be existing customers, potential customers, industry influencers, or other stakeholders relevant to your business objectives.

Adapt your language to the language your chosen audience use. For instance, this comment is to a wide business audience and so is a formal response with no need for witty patter.

Know your audience well. Understand where and how to meet them in the digital world. Create personas to identify the kind of communication you must design. The answer always lies in the little details.

Es importante segmentar y conocer bien a las audiencias a las que nos dirigimos, caracterizarlas, conocer sus habitos, preferencias y comportamientos con el fin de crear contenidos que se adapten a los canales, usos y gustos, para así lograr los objetivos. Las audiencias deben sentirse identificadas con los mensajes que reciben, y es nuestro deber profesional hacer los mayores esfuerzos para conocerles a profundidad.

Es fundamental que Comunicación esté sentado en el Comité de Dirección porque esa es la manera de conocer a la perfección la estrategia de la compañía y alinear el plan de comunicación con los objetivos corporativos. Luego es fundamental alinear el plan de comunicación con los valores corporativos, con la política de RSC... Y por supuesto definir bien objetivos, canales y medios y recursos necesarios

Selecting the right digital channels is key. Define your goals: education, trust, sales, etc. Know your audience and their online habits to choose the right platforms, like social media for engagement or webinars for complex topics. Match content type to the channel: videos for visuals, blogs for depth. Evaluate each channel's strengths and how they align with your objectives. Integration enhances user experience across platforms. Use analytics to measure and adapt. Aligning goals with the right channels maximizes engagement and effectiveness.

Ideal choice of channel depends on your TG and industry. Webinar and videos help in keeping the audience engaged timely. While emails and whitepapers/newsletters can help in sharing your offerings, innovations and more.

La importancia de una estrategia audiovisual en un plan de comunicación digital radica en su capacidad de captar la atención del público de manera efectiva y generar un impacto emocional con el tiempo. El contenido de videos, infografías, tiene el poder de transmitir mensajes complejos de manera clara y concisa, lo que facilita la comprensión y del espectador. Además, en un entorno digital donde el contenido visual domina, una estrategia audiovisual bien ejecutada y en los canales adecuados puede diferenciar a una marca, aumentar su visibilidad en línea y mejorar la conexión con la audiencia, lo que a su vez puede impulsar el conocimiento de la marca, el compromiso del cliente y, en última instancia, los resultados comerciales.

Escolher os canais e ferramentas digitais certos é crucial. Avaliar os pontos fortes e fracos de cada canal, como sites, blogs, mídias sociais, e-mail, podcasts e vídeos, é fundamental. A adequação e eficácia de cada canal devem alinhar-se aos seus objetivos, público e conteúdo. Por exemplo, para educar sobre tópicos complexos, webinars ou vídeos podem ser eficazes, enquanto para construir confiança e lealdade, mídias sociais ou e-mails podem ser mais apropriados. Essa escolha estratégica maximiza o impacto das mensagens no público desejado.

Success lies in how you bring your content to life. Looking at your target audiences & channels, such as email, landing pages, paid and organic social media (and different content per social channel: Instagram vs TikTok vs. LinkedIn). Plus, looking at how that content’s purpose will resonate with the right audiences on the right channels (in the right format- video, images, infographics) at the right time will help you succeed in moving the needle on awareness and adoption of your message. And my favorite question to ask mainly for social content, but it can be applied broadly: Does it Entertain me? Inspire me? Or Educate me? If you can answer yes to one of these, it will usually get your audiences’ attention as well.

Insightful, informative and engaging content truly stands apart. Add to that various forms of storytelling and visual formats available to make one's time worth spent in this world of information. Throughout the effort, align the content pieces to your brand's essence. Keep experimenting.

Don't forget to stay true to your brand's DNA! When creating content, there are so many factors to keep in mind that it's easy to stray astray. Always align your content with your brand's voice, and you'll be golden 👌

Something that has changed the way I create is this phrase: Create to serve. We live in a society that “forces” us to go in trends, the best thing is to stay in the essence and use the imagination to create content that causes impact, that is close and that really touches fibers. Whether it’s art, fashion or even politics, remember the personality you want to convey and provide content that really helps the audience and allows you to transmit good energy, after all, it is everything.

Une chose que j'ai trouvé utile est la pertinence du contenu. Votre impact va se mesurer à cela. En effet, force est de constater que les consommateurs des plateformes digitales deviennent de plus en plus exigeants de la manière dont les choses sont présentées et surtout les produits ou services mis en vente. La créativité va vous distinguer. Alors, étudiez parfaitement votre canal et votre cible et faites preuve de créativité couplé à l'originalité.

Furthermore, continuous monitoring and analysis are essential components of successful implementation. Regularly track key performance indicators (KPIs) such as website traffic, social media engagement, email open rates, and conversion rates to gauge the effectiveness of your digital communications efforts. Use this data to identify trends, areas for improvement, and opportunities for optimization. Additionally, be prepared to adapt and iterate your strategy based on insights gathered from performance data and feedback from your audience. This iterative approach allows for ongoing refinement and enhancement of your digital communications plan to better meet your objectives and audience needs.

Set clear, measurable objectives that directly support your business goals. Whether it’s increasing brand awareness, driving sales, or enhancing customer loyalty, each goal should have corresponding digital activities mapped out. For instance, if improving customer satisfaction is a goal, your plan might include a series of how-to videos or an enhanced FAQ section on your website. It’s crucial to choose the right platforms and tools that align with where your audience spends their time and how they prefer to consume content. Execution is key, but so is flexibility. Digital landscapes shift rapidly, so be prepared to adapt your tactics as needed.

It’s important to get down to the fundamentals first. Determine what you want to achieve with your digital communications plan and match that to your business objectives. Identify who you need to communicate to, what you want to tell them and how to reach them effectively. Develop your plan by crafting key messages, for specific audiences, through appropriate channels. Then implement and evaluate accordingly. Keep in mind that continuous improvement is key.

J'ai notamment constaté que le leader ou le chef d'entreprise gagnerait à mettre une dimension coaching auprès de ses collaborateurs afin d'accroître leur efficacité et leur productivité. D'accompagner chaque collaborateur à dépasser ses limitations et à sortir son potentiel avec des outils coaching pertinents.

Implement tactics: With a strategy in place, you can begin to implement specific tactics to execute your digital communications plan. This may include creating and distributing content, engaging with stakeholders on social media, and monitoring and measuring the effectiveness of your efforts.

In the health care/research sector, my approach centers on strategically evaluating our digital efforts to ensure they seamlessly align with organizational objectives. It’s crucial to meticulously gauge the impact of our awareness campaigns by analyzing metrics like engagement, feedback and behavioral shifts. This ensures that our communication strategies effectively disseminate vital health and research information in line with our overarching goals of advancing public health outcomes.

Before you chart the course forward, take stock of where you stand. This means diving deep into the performance of past and current digital communications efforts. Utilize analytics tools to dissect website traffic, social media engagement, email open rates, and conversion metrics. Understand which narratives resonate with your audience and why. This analysis isn't just a report card; it's a treasure map highlighting what treasures to chase and what pitfalls to avoid. It’s about aligning every tweet, post, and email with what truly moves the needle for your business. This foundational step ensures that your digital communications plan is not just a list of tactics but a strategic conduit for achieving your business goals.

Additionally, consider conducting regular reviews and audits of your digital communications efforts to ensure alignment with your overall business goals and evolving audience preferences. Solicit feedback from internal and external stakeholders to gain valuable insights into the effectiveness and relevance of your digital content and channels. This ongoing evaluation process allows for continuous improvement and optimization of your digital communications strategy, helping to drive better results and achieve greater impact over time.

Estabelecer KPIs é inevitável. Senão cai naquela máxima "quem não sabe para onde quer ir, qualquer lugar está bom". São muitas as ferramentas disponíveis para medir resultados. Mas lembre-se: métricas de vaidade podem ajudar a montar o PPT, mas é o relatório analítico e de impacto que vai trazer resultados reais.

Si como punto de partida se analizó el SEO de la marca / servicio / producto; entonces se debe medir también la evolución de éste en el transcurso de la campaña.

When I speak at communication/marketing conferences one of the first questions I ask my audience is: "Have you read your company's strategic plan? If your company doesn't have a strategic plan, do you know what the organization's strategic objectives are?" I'm often surprised, and disheartened to find that not many do. That creates a critical disconnect between marketing efforts and business outcomes. If you don't know what your organization is attempting to achieve - specifically - how can you possibly come up with marketing strategies and objectives that will help drive those results? You can't. *Maybe* some of your efforts will have an impact but, most likely, you will be spending (wasting) company resources and not driving real results.

Stay Agile and Adapt! The digital landscape is constantly evolving, so be prepared to adapt your digital communications plan as needed based on changes in technology, market trends, or business objectives.

Link it to the corporate strategy. And do so by starting there. Nobody wakes up with the ideas "Lets develop a digital communication strategy. Sounds like fun and I have nothing else to do." If that is the case, it is a hobby. No, the Comms plan needs to be aligned with the overarching business strategy and drive towards the same objectives. Once that is established it is all downhill from there as all the other decisions, from tone-of-voice up to content distribution can be made in line with the central strategy as benchmark, as lighthouse.

En un plan de comunicación es indispensable además, hacer seguimiento constante y no temer al momento de cambiar algo dentro del plan inicial. Replantear es válido, sin dejar de lado la comunicación y el objetivo. Con estos seguimientos permanentes se puede lograr mayor optimización y alcance.

Los planes nunca pueden ser estáticos, deben ser flexibles a las situaciones que se presentan y evolucionar de acuerdo a los intereses y preocupaciones del grupo objetivo. Dejar espacio para aprovechar las tendencias, enfrentar crisis u otros imprevistos. Estar atentos tanto a las oportunidades como a las potenciales amenazas. hacer seguimiento también a lo que hace la competencia.