5 Rules for Linking Business and Communication Goals

Posted on September 1, 2016

5 Rules for Linking Business and Communication Goals

By: Chelsea Rank, Account Coordinator

Whether you want to attract more followers to your business' Facebook page or persuade a particular audience to use your services, it all starts with a goal: a big picture statement of the outcome you hope to achieve.

In most cases, the goal of any business is to increase profitability. This can be accomplished through identifying a certain audience, leveraging certain marketing efforts, or creating brand awareness through media coverage. But how often have you thought about business and communication goals being separate from one another?

Communication goals create awareness, build a reputation, or shape attitudes, thereby helping achieve business goals. There are five strategies to consider when outlining a plan to leverage marketing to achieve business success:

The Five "C's"

  1. A successful organization aligns the coordinates of their business and communication goals. They are not separate entities-rather, they are linked. For example, social media goals are subordinate to business core values. Social media strategy, however, is in constant support of overall business strategy. Applying resources to reach the common goal between the business and communication strategy as effectively as possible will reinforce your organization.
  2. It could be oral, written, or visual, but content drives audience engagement. Knowing what to feature and what to avoid will help retain customers and attract new ones. Maintaining consistent core messages while knowing the difference between risk and opportunity will help optimize content to audience needs. In a way, this protects core values by eliminating clutter and highlighting important messages.
  3. The channels in which you choose to display your message can mean just as much as the message itself. Know which social media platforms to use and which to leave behind.  Your website is always your home base, and social media should support and drive traffic back there.
  4. Connections between digital tactics and traditional tactics will help link messages. There needs to be a common ground between social media platforms and other communication tools. Additionally, maintaining valuable relationships between stakeholders, competitors, and other audiences is imperative, and also demonstrates the importance of external connections.
  5. Assessing effectiveness through corrections will determine the best way to repair errors and continue to improve. Using audience interaction and feedback to improve and correct your goals is essential. Things don't always go as planned, but adjusting and trying again will sharpen your strategy. Tracking your digital efforts' return on investment is also important, so you can learn what is most effective. Setting up tracking from the beginning is the best way to continuously monitor and improve.

Marketing in any capacity drives business success, but especially in the healthcare realm. These five strategies will help your healthcare organization refine goals and determine how marketing can best achieve them.

 

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