Every action implies an economic amount. Therefore, it is essential to establish a budget based on the resources that will be used in the preparation, implementation mobile list and control of the communication plan .
For example, aspects such as investment in events or digital marketing and advertising tools must be taken into account . This internal analysis therefore allows you to determine the nature and scope of the actions to be carried out operationally.
5) Set your operational goals
Although the communication plan depends on an overall strategic objective, it also requires a parallel set of operational objectives to monitor its implementation. The SMART method is the most widely used method for establishing them.
A SMART goal is smart because it is:
specific;
measurable;
reachable;
realistic;
defined in time.
6) Determine your KPIs
Determine your key performance indicators ( KPIs ). They will help you understand whether your communication plan is working and whether operational objectives have been achieved.
For example, if you want your cosmetics brand to be known, you will need to set a brand awareness marketing goal .
Just as it might be interesting for you to monitor the engagement rate of your community on social media or the number of sessions to your e-commerce .
7) Plan your multi-channel strategy
Multichannel strategy means creating an integrated communication plan that takes into account different digital assets , based on a very specific logic. There are different communication channels that could be well suited to your cosmetics laboratory:
email marketing
social media marketing
website, e-commerce and blog
influencer marketing
and so on…
In this case, ask yourself which communication channels are most effective for reaching your target audience and how often you should publish news, updates and articles. In particular, you could ask yourself these questions to help you when writing your goal planning:
What will I talk about with my clients this month?
What will be the social content for the new online promotion?