A contact strategy should be a core part of your marketing planning process – it’s where you build and specify your plan for delivering personally relevant communications to your customers, set the measures of success and harness your data source and resources to make it a reality. It’s critical to get it right but it doesn’t have to be too onerous to compile.
How To Build One
Focus on your customersYour contact plan gives you the perfect opportunity to focus on your customers and tailor your communications so that they are personally relevant. One-to-one marketing is a reality but for the majority of brands it’s too difficult to implement in practical terms. Depending on your specific marketing objectives and type of business, you should think of differing customer needs:
- By customer segment – these are data driven profiles of the characteristics that unite similar customers. Behavioural based segmentations, such as RFV, are a highly efficient way of segmenting a customer base and setting specific objectives and targets for key segments.
- By persona – these are slightly broader and focussed more on content development. Think about who your ideal customers are, what problems you are solving and who you should be talking to.
The frameworkOnce you have identified your target customers, you should ensure that you can answer these questions:
- Who – Who are they and what relationship do they have with your brand?
- What – What do you want to talk to them about?
- Why – Why should they be interested in what you have to say? Why are you talking to them? What are the barriers and what is the desired response?
- When – When will you communicate with them?
- How – How are you going to communicate (which channels) and how will you measure response?