In order to verify a posteriori whether your communication strategy has been successful, it is necessary to identify smart objectives , which are therefore specific (specific), measurable (measurable), achievable and realistic (achievable), relevant to the business objectives. (relevant), defined on a time-based basis. The choice of metrics , which you will need to understand if the objectives have been achieved, is delicate because you need to choose those that are really relevant to your business and your objectives . A wrong example, for example, is to use the so-called vanity metrics, such as the number of followers or the number of likes. The metric to be used must be correlated with the goal to be achieved.
For example, if we are interested in having more requests for quotations and we are interested in knowing if the restyling of the website was effective in terms of user experience, we are not so interested in the visits to the website, but in the number of forms sent or, even better , the number of modules in relation to website visits. 3- strategy and planning after defining with the utmost clarity the current framework of brand communication and the objectives to be achieved, we actually work on strategy and planning: indication of the channels to be activated normally a good jewelry retouch service communication strategy is multichannel. It is necessary to identify the channels that best suit the brand, the niche and the target audience among the digital ones, such as website, blogs, newsletters, social channels, and offline ones, such as flyers, advertisements and events. Identification of themes and objectives to be achieved for each channel. Each channel has its own language and is suitable for some purposes but not for others. We must be aware of this and identify the most suitable themes and the most effective tone of voice.
That communication is able to be consistent across all channels, despite the specific differences of the medium. Planning of communication and marketing actions for the desired period : these can include both advertising activities and organic content on the various channels and brand content (content published with the sole aim of increasing brand awareness). The planning of the various contents allows to work in a more organized way and to be able to maintain the route defined by the strategic plan offline event proposal. Because communication is not only digital! Well yes, even if digital today is king, we must not forget that some types of activities, especially local ones, benefit from the combination of digital actions with offline ones. Not only that, we must never underestimate the value of the experience and involvement that only offline events can give.
