Process Of Marketing Communication: What Is It And How Does It Work?

Written by Peter Keszegh

You have a great company with high quality products and a good background. But is it gaining your desired amount of sales and profit? Are you well connected with your target market?

That's when marketing communication comes in. In the harsh world of marketing, it's important to stay one step ahead of your competitors. In order to do that, you must master marketing communication.

What is marketing communication?

Marketing communication is basically how a company talks to its customers and potential customers about what it sells. In the process of marketing communication, you use a wide range of tools to tell people, "Hey, check this out, you might like it!"

Why do this? It's simple. If people don't know about your stuff, they can't buy it. Good marketing communication gets the word out and keeps your brand on people's minds, so when they're ready to buy, they think of you first.

The process of marketing communication

the process of marketing communication infographic
Most businesses just start online pages websites for their company and call it a day. But, you have to be better. Let's break the process of marketing communication down into simple steps to get you up to speed on how to market your business the right way:

Step 1: Understand your target audience

Understanding your target audience is what matters most in the world of marketing. Once you understand your target audience, you'll have a solid foundation to build your marketing strategies.

Identifying your target demographic is the first step. This step is where you pinpoint who exactly is most likely to be interested in what your business has to offer. Once you are able to draw a clear picture of your target audience, your business's direction starts to be so much clearer.

Next, dive into the identity of your audience. Explore their frequented spots, needs, preferences, and the platforms they are usually active in. From this, you can plan your business's location, plan your content, and online platforms to start your pages on.

Finally, craft customer personas. Gather customer’s information like age, gender, and income, as well as details such as interests, values, and lifestyle. To gather information, you can use:

  • Surveys
  • Market research
  • Insights from social media analytics

Step 2: Strategic planning and development

a team discussing the process of marketing communication

Clear objectives in the process of marketing communication help guide you to your business goals. When setting these goals, keep the SMART criteria in mind:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

For example, aiming to increase your customer base by 15% within the next six months is a SMART goal. It's specific (increase customer base), measurable (by 15%), achievable (with the right strategies), relevant (to business growth), and time-bound (within six months).

Here's a checklist to help you set clear objectives:

  • Define specific outcomes, like increasing website traffic by a certain percentage.
  • Choose measurable goals, using tools like KPIs to track progress.
  • Ensure objectives are attainable within your resources and timeframe.
  • Align goals with your overall business strategy to ensure relevance.
  • Set a clear deadline to achieve these objectives.

Aligning strategy with business goals

a team having a meeting

To make your marketing work well, it’s important to match it up with what you want your business to achieve. Whether you want to grow, get more people to know about your brand, or sell more in certain areas, your marketing should help you get there.

You have to check that your marketing isn't just fun and original; it should also help you meet your big goals. To align your strategy with business goals, remember:

  1. 1
    Clearly understand your business's long-term goals.
  2. 2
    Ensure every marketing activity is aimed towards achieving these goals.
  3. 3
    Regularly review and adjust your strategy to keep it aligned with any changes in business objectives.

Step 3: Master content creation and execution

When you're doing the process of marketing communication, you need to think about what kind of stuff you're making for each platform you'll share it. Different places like blogs, podcast channels, or social media, they all need different kinds of content.

Make sure what you make fits where you're going to put it while still sounding like your brand. Do that with these tips:

  1. 1
    Identify the best content types for your target audience. This could range from infographics to detailed blog posts.
  2. 2
    Understand the specific requirements of each channel. For example, content for social media should be more engaging and visually appealing, while content for a website might need to be more informative and detailed.
  3. 3
    Keep an editorial calendar to plan and track your content across different platforms. This helps in maintaining consistency and timeliness.
  4. 4
    Develop a content style guide to ensure consistency in tone, style, and formatting across all content types and platforms.

The creative process behind engaging marketing content

colleagues discussing work

Creating engaging marketing content involves a blend of creativity and strategy. The goal is to captivate your audience while also delivering your message effectively.

Here is a peek into the creative process:

  1. 1
    Brainstorm ideas: This can involve collaborating with industry experts, analyzing past performance, and keeping an eye on industry trends.
  2. 2
    Create content that stands out: Use different formats such as infographics, SlideShare presentations, quizzes, or even live streaming to make your content more engaging and memorable. 
  3. 3
    Use storytelling: This makes your content more relatable and engaging. People love stories, and a well-told story can make your brand more memorable.

Scheduling and deploying your communication campaign

In the process of marketing communication, it's really important to pick the right time and place to share your content. Good stuff needs to be seen by people at the right moment to make a big impact.

Consider these aspects when scheduling and releasing content:

  1. 1
    Timing: Understand the best times to post on different platforms for maximum engagement. This can be found through analyzing which times your potential customers are active on which platforms.
  2. 2
    Tools: Use tools like CoSchedule, Zoho Social, or Sprout Social for scheduling posts to ensure consistent and timely delivery of your content.
  3. 3
    Monitoring: Monitor the performance of your content across different channels to understand what works best and refine your strategy accordingly.

Keep in mind, doing a good job in marketing communication means making content that catches interest and getting it to your audience when and where it works best.

Step 4: Proper monitoring and measurement

an entrepreneur texting on her cellphone

In the process of marketing communication, knowing if you're doing well means watching the right signs, called Key Performance Indicators (KPIs). KPIs help you see if your marketing is really working and getting you closer to your goals.

Here are five crucial KPIs to keep in mind:

  1. 1
    Customer Acquisition Cost (CAC): This KPI tells you how much you're spending to get a new customer, helping you make smart financial choices in your marketing.
  2. 2
    Lifetime Value of a Customer (LTV): LTV figures out how much money you'll likely make from a customer over time, showing you how much each customer relationship is worth.
  3. 3
    Return on Investment (ROI): ROI tells you if you're making money from your marketing by looking at what you earn versus what you spend.
  4. 4
    Return on Ad Spend (ROAS): For ads, ROAS tells you how much money you make for each dollar you put into advertising.
  5. 5
    Marketing Qualified Leads (MQL): This KPI counts how many people could become customers because they're interested in your brand, showing if your ways of getting leads are working.

Tools for tracking success and measuring impact

To effectively measure these KPIs, using the right tools is essential. Here are some tools that stand out:

  1. 1
    Google Analytics: Gives you the full scoop on who's visiting your website, what they're doing, and how often they're turning into customers.
  2. 2
    HubSpot: Packs everything you need for pulling in customers, selling, and managing relationships, with nifty trackers for your emails and stats.
  3. 3
    Hootsuite or Buffer: Perfect for keeping an eye on your social media game, checking out how many people you're reaching, and how well your posts are doing.
  4. 4
    SEMRush or Ahrefs: These tools are super useful for improving your Google presence, watching how your keywords are doing, and who's linking back to you.

Understanding analytics to refine communication efforts

a team in an office having a meeting about the process of marketing communication

Analytics are super important for sharpening up how you talk to your customers in your marketing communication. By looking at the numbers, you learn what your audience likes, which ways of talking to them work best, and how good your content is doing.

When you understand this stuff, you can make your messages hit the mark better. The trick is to keep checking and making sense of these numbers to guide how you do marketing. This keeps your marketing communication smart, quick to adapt, and really good at getting through to the people you want to reach.

Step 5: Know the power of feedback

In the process of marketing communication, you have to listen to what your audience has to say about your business. To me, it's more than just gathering info; it's about really digging in to what they like and what they don't, to make your marketing better.

To get and use feedback well:

  1. 1
    Make it easy for people to tell you what they think, through things like surveys, social media polls, and tests that check how user-friendly your stuff is.
  2. 2
    Use the Net Promoter Score (NPS) to see how happy and loyal your customers are. It gives you a clear idea of what they feel about your brand.
  3. 3
    Take what you learn from feedback to better understand what your customers want and need, and what bothers them. This helps you make better products and talk about them in a way that hits home.
  4. 4
    See feedback as a chance to do better. Take both the good and the not-so-good reviews to heart and use it to improve.
  5. 5
    Use what people tell you to fine-tune how you talk to different groups of customers, making sure you are speaking in ways that they resonate with.

The role of community management in communication

the manager listening to an employee

Community management is key in the process of marketing communication. This is where you create a friendly place where people can talk about your brand and to each other. This chatting helps you really get what your audience wants and needs, making it easier to fit your marketing just right.

Effective community management can help you:

  1. 1
    Keep a group of loyal customers by creating a space where they can approach you for their queries and concerns.
  2. 2
    Learn what your customers like and what's trending by regularly being in contact with them.
  3. 3
    Handle all kinds of feedback in a way that shows you care and stick to what your brand stands for.

The way I see it, it's more than just reading through relevant social media threads and discussions, it's about joining in. By doing this, you're feeling out what people think, and you can use that info to make your marketing smarter.

Case studies: Learning from feedback in action

Case studies on learning from feedback show it's an ongoing thing that big names like Amazon, Apple, and Netflix do well.

Amazon listens to what people say in reviews to make their site better and even started Amazon Prime for faster shipping because that's what people wanted.

Apple checks out what people say they like and what they could be better using their feedback tools. This has made them update their software and change products like the MacBook keyboard for the better.

Netflix observes what people watch to suggest shows and movies. They even bring back some fan-favorite shows sometimes because a lot of people asked for them.

Step 6: Follow legal and ethical considerations

Following the rules in marketing is super important for any business. Doing things right keeps you away from big fines and keeps your company's name on the safe side.

Here's how to stay on the right side of legal compliance:

  1. 1
    Make Clear Rules: Write down all the do's and don'ts about what you can say in ads, how to handle people's private info, and respecting other's ideas. Make sure these rules fit with the law and what's fair.
  2. 2
    Teach Your Team: Give your employees training on these rules regularly so they know how to steer clear of trouble.
  3. 3
    Keep an Eye Out: Always check your marketing to make sure it follows the law and your own rules. Look at your ads and anything you put out there to make sure they're okay.
  4. 4
    Be Strict When Needed: Have a way for people to report problems and make sure there are real consequences for not following the rules. This helps make sure everyone plays by the book.
  5. 5
    Use Tech Tools: There are software and tools that can help make sure your marketing ticks all the legal boxes and sticks to your rules.

Ethical concerns in marketing communication

a team during a marketing communication meeting
  1. 1
    Transparency and Honesty: Always tell the truth in your marketing. Lies can make people stop trusting you and get you in legal trouble.
  2. 2
    Data Privacy and Protection: Protecting people's personal information is a big deal. Make sure it's secure.
  3. 3
    Fairness and Non-Deception: Don't trick people with your marketing. Make sure your ads and deals are clear and fair.
  4. 4
    Respect for Intellectual Property: Don't use someone else's work without permission. It's not just wrong; it's illegal.
  5. 5
    Social Responsibility: Your ads should never hurt or offend people. Think about the bigger picture and the impact of your marketing.

Balancing persuasive messaging with ethical practices

When you're selling something, it's important to be both convincing and fair. This means you need to think about how your ads affect people and society. You should always be honest, keep people's private stuff private, and make sure your ads don't harm anyone or anything.

Applying ethics into your marketing not only keeps you out of trouble but also makes people trust you more. It's not just about following the law; it's about making sure your marketing fits what people think is right and good. This way, you avoid legal problems, make your business look better, and build a stronger bond with your customers.

Master the process of marketing communication

Mastering the process of marketing communication means mixing creativity with smart planning, following rules, and being ethical. As we've seen, it's not just about making messages; it's about making sure these messages are okay with everyone and don't break any laws.

Great marketing communication is about combining creativity with careful thought, creating messages that grab attention and earn people's trust.

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