Inside Communication Plan: How SMB Advertising Groups Can Develop
30 second summary:
- With remote work and the coming high season, Creating an internal communication plan has become a massive priority for upper management to enable great teamwork.
- How can companies create internal communication plans that not only work in the short term, but can also be used over years to achieve steady team growth?
- Eight Great Steps to Improving Your SMB Digital Marketing Team's Internal Communication Plan and Optimizing Successful Results.
The creation of an internal communication plan is very important this year.
With more companies work remotelyThe documentation and accessibility of processes for teams has priority over many other tasks.
With team members unable to go to each other's desks for a quick chat, determining how best to facilitate teamwork has become key for upper management.
overcoming Communication barriers Planning is required in such an environment – especially in this remote work situation set to continue for some time.
How can companies create internal communication plans that not only work in the short term, but can also be used over years to achieve steady team growth?
We're sharing a step-by-step guide that will help marketing teams communicate better in the long run.
1. Review of the established internal communication plans
Before you begin creating a new internal communication plan, you need to look at what you already have – or if you have anything at all.
Analyze your documentation to see if you have the most up-to-date information. Examine your process flow to see if obstacles are being missed.
Study how effective your previous communication plans have been – did you achieve the goals set for them? If not, what areas need improvement?
It's also worth making one company-wide survey to get a better understanding of where your employees are holding the company.
Are you satisfied with the way communication is handled? Would you prefer changes in a particular area?
A thorough review, like the following example, will make it a lot easier to create an internal communication plan that will help your business grow.
2. Internal metrics of the communication plan
Now that you've determined what worked and what didn't work in your previous internal communication plans – or that you need one – this is what you need to do Determine metrics for it.
Some metrics to target are:
- Employee reach
- Employee retention rates
- Employee retention rates
- Message open rates
- Click through rates for messages
- Productivity level
- Employee net promoter score
- Increase in sales
Your SMB may not focus on all of these metrics. However, you should consider at least some of these in your original plans.
You don't want to have a narrow focus, such as B. Increase in productivity rates that do not improve engagement or sales.
Instead, choose a number of metrics that you can calculate that aren't out of reach, like the Open Rate used by Contact Monkey below.
3. Set goals for internal communication plans
Misunderstandings can cost SMB an average of $ 420,000 in losses SHRM. That is why internal communication plans are so necessary.
When you determine your metrics, so do you need to set goals for your company and how the internal communication plan is linked to these goals.
How do you choose a goal for your plan that will help your marketing team grow? With the SMART goal setting method:
- Be precise about what you want to achieve and use simple language to convey it
- Choose a measurable Goal that you can analyze
- Make the goal reachable So your communication is not aimed at something that you cannot get
- Your goal should be relevant to the team and your overall corporate goal
- The goal should be too time based so that your plan doesn't miss any deadlines
Here is a visual overview of SMART goals your team can relate to in the future.
4. Identify the stakeholders of the internal communication plan
Regardless of the size of your company or marketing team, your internal communication plan needs to target specific stakeholders.
This is because not all messages are relevant to every member of the team.
The way a website design team works is different from a PR team or social media team as in this example.
You also don't want to bombard other teams with marketing information that isn't important to them.
Creating a unified plan for your business will only add to the misunderstanding. Because of this, you need to outline your target audience before creating a plan.
Use Behavioral Targeting Methods to understand how, when and why your team members need to be reached. This makes communication more effective.
5. Highlight your internal communication plan
Branding is an essential part of external communication, but should also be recognized for internal communication plans.
While brand symbols such as logos, colors, and fonts are designed to create a connection between businesses and consumers, there is also a need to maintain consistency within the business.
Branding ensures that your team sees the same message design internally and on your external channels.
So make sure your internal newsletters and your Business letter templateare updated regularly, as in this example, to reflect your branding styles.
Remember, however, that branding is not just about the visual appearance of your business. Your tone and messages should also be consistent in your communication.
Don't take on a serious tone internally just to be happy with customers –Your team is a customer in many ways, also.
Your messages should also be consistent. Don't tell outside parties that your marketing team doesn't already know.
6. Design the internal communication process
One of the key aspects of an internal communication plan is the workflow. Your team should know who to send content and strategies for approvals.
You should include flow chart In your plan, these demystify the approval processes so that team members send their material to the right people in the right order.
7. Channels for implementing internal communication
There are numerous channels you can use to implement your internal communication plan:
Most of these channels are free to create and manage, but some can be time consuming as you can see in this table.
Email is not as instantaneous as it used to be and many people have used it solely for external purposes.
On the other hand, instant messaging tools have made it possible for remote workers to stay in touch with one another and respond immediately.
Your SMB may not be able to set up an intranet, but you may be able to design newsletters to be sent to your team.
Include in your plan what channels you use for what type of communication so team members are aligned and know where to look for answers.
8. Regularly evaluate your internal communication plan
If you think your job is done because you've created your internal communication plan, unfortunately, it doesn't end there.
Your plan needs to be changed to reflect the structure of your marketing team, your company's new goals, and even the outside world.
Be prepared to evaluate the following annually:
- Email open rates
- Click rates
- Used channels
- Feedback from your team
- Common obstacles
- Areas for improvement
Once you see how these areas have evolved, it's time to redesign your communication plan.
Bottom line: create an internal communication plan that will align your team
Creating an internal communication plan that works takes time and energy. You must, too A / B test your tools and processes to define those that work best for your business.
To recap, here's how you can create an internal communication plan that works:
- Review your current plans
- Choose your metrics
- Set targets
- Identify stakeholders
- Highlight your documents
- Design the process
- Choose your channels
- Evaluate your plan
By following these steps, you can create an internal communication plan to help your marketing team align with your business.
Ronita Mohan is a content marketer at Venngage, the online provider Infographic manufacturer and design platform. Ronita writes regularly on marketing, sales, and small business.