There's no point in thinking of your communication as an impromptu conversation. You need a strategy. 

The most basic of these starts with understanding the customer journey, which basically takes place in 3 stages:

Learning and Discovery - when curiosity or a potential problem leads them to find your brand's content. Here they may find communications that don't directly concern sales, but address the universe of the product.

Solution consideration - here the customer actually has a problem to be solved and is looking for a solution to it. Communications of tips and possible ways of solving the issue are right here.

Purchase decision - at this point the customer already knows what they need to solve their problem and is considering their options. This is the time to communicate the benefits of your company and call them to action!

A simple but effective structure for your communication strategy.

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To establish effective communication, you first need to know who you're talking to. You need to discover your target audience, or persona.
But what's the difference? 🤔
The target audience is a segment of the population that shares common characteristics. Men aged between 30 and 40, living in region X, food enthusiasts, etc.
The persona, on the other hand, is an ideal, very specific consumer profile. João, a 36-year-old male civil engineer who takes gastronomy courses as a hobby. And you can describe more aspects of his personality, aspirations, concerns and more!
The persona allows you to create a very specific message with this profile in mind.🎯
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Do you know what people are saying about your brand? 🗣️

It's always interesting to monitor terms. Research those that are part of your business. Search for the name of your brand, your products and services, your main collaborators and even your company website. It's also worth following hashtags and using professional social media monitoring tools to understand mentions of your company.

That way you can capture the main impressions, what people are talking about and how your brand and company are perceived by the public. 👁️

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Digital marketing campaigns have one vital objective: to increase sales. 📈

To ensure that your strategies are having an effect, you need to monitor the results of your actions. There are a number of tools that generate and organize data on access, engagement, likes, visits and more!

Through monitoring you can also find out who your real target audience is, understanding the most effective communications and adjusting your strategy according to the results.

Monitoring is more than a ruler. It's a compass. 🗺️

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Do you know what they are?

⛓️Um is when a website inserts a link to your content on one of its pages. And vice versa: if you insert a link from an external site into your own material.

This is one way to boost your content's SEO ranking! Reliable references to external content count for credibility points. But beware: for this to happen, the link must be of high quality. Only safe and relevant sites!

👥 A guest-post is a piece of content produced by a partner brand, which will be linked to on their networks - or vive-versa. A collab! This strategy gives the material the power to reach a new audience, always with the opportunity for retargeting.

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Don't let yourself be paralyzed by the quest to produce the perfect content.

Make mistakes, but do it, because you can only correct something that already exists!

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Search engines understand that content with images and videos is more relevant. Even more so if the alt-text function is used! 🏞️

This involves including an alternative text to the image, ideal for reading software for the visually impaired. This guarantees that 100% of the content will be enjoyed by whoever is consuming it.

User experience and accessibility help your website become a reference! 🏅

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To make sure you grab the reader's attention from start to finish, pay attention to these tips:

✏️ Write your text in short blocks;
📜 Avoid creating sentences that are too long and complex;
🧠 Punctuation helps you to pace yourself and complete your thinking quickly;
🗺️ Make clarity and objectivity your compass!

In this way, the reader will glide through the text, finding the information they want easily and without feeling the weight of a "long text".

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A good strategy to create a bond with your customer and still demonstrate expertise in the business is through trading currencies. 🤝

An exclusive video, an ebook with solutions to a particular problem, a live masterclass on an important subject. Content in exchange for some contact details. A worthwhile deal for both sides.

This way you create a connection with the lead and solidify business opportunities! 💪

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That goes for internal communication too! Communication should reflect the real work experience as closely as possible. It should be a balance between what we are today and what we want to be tomorrow.

Communication must always be connected to reality. Otherwise, anyone can see the hypocrisy. 👁️

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