When was the last time you took a hard look at your communication channels and compared the message and experience with your communications strategy? Are they aligned?
Most of us use analytics as the litmus test for communications campaigns to prove return on investment. The downside of which can make us quite micro-focused, losing sight of the overall messaging and experience. And in a global context, with different staff managing different channels, this is where drift can come in over time – undermining your efforts to support your company’s goals long-term.
Here is a checklist to help your realign your day-to-day efforts with your strategy:
Revisit your strategy, as a team: Review your current strategy with your team and compare it to your company’s strategy. Are they still aligned? Have there been changes in your market due to competition or a disruptor? Is there a need to make adjustments? Then review your communications strategy and goals against the reality of what has actually been happening to ensure you are on track.
Create a strategy culture: Hold regular meetings around the strategy with your staff. Create buy-in by assigning ownership of quarterly goals, either through KPIs and/or by team agreement. Encourage staff to be more cognizant of the long-term and reward them for it.
Implement supportive technology. Do you have a dashboard that reflects your overall strategic goals or are they campaign based? Are you using annual editorial calendars matched to your strategic goals? Audit what you and your team are using on a day-to-day basis and ensure they are aligned to your strategic goals.
Engage your customers. Have you been engaging directly or indirectly with your customers (or stakeholders) lately on your channels? Conduct some Google Hangout focus groups with a cross-section of your customers as a message and experience check-in. Make this a regular habit.