Define your goals

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Why do you want to launch a communication strategy? To increase company awareness, spread the brand image, gain traffic, generate leads, educate the target, build customer loyalty?

To effectively define your objectives, here is our advice: dissect each step of your conversion funnel !
Your different objectives on the networks can be:

Gain visibility (Discovery phase)
Create and maintain an expert image (Discovery and Evaluation phases)
Educate your prospects (Evaluation and Purchase phases)
As with the target, defining your objectives allows you to identify the best channels to use. This step also helps you to think about each message, based on the expected results. Finally, defining objectives also allows you to select the best KPIs to follow, to measure the performance of your resources.

Keeping watch
Creating effective content cannot be improvised. When costa rica consumer email list launching your action plan, a good practice is to do sector or competitive monitoring. Or even both!

Sector monitoring
Take a look at what companies in your sector are doing on social media. Get inspired by brands whose image, tone, communication formats you like, etc.

It is even recommended to expand your monitoring to other sectors, to identify ideas to adapt. For example, at Plezi, we have identified a format adopted in B2C: memes. We have adapted this type of publication on LinkedIn, to stand out from competitors who are surfing on the same trends (like carousels. A little is good. But with too many carousels on LinkedIn… We get saturated!).

Competitive monitoring
Your direct competitors can be a source of inspiration. Analyze the different messages, formats, tones used, content types, regularity, ways of interacting with prospects or customers… You will then be able to identify what you like (or not) and what seems to be effective (or not). Combing through their strategy is an excellent way to boost yours!

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