{"id":35065,"date":"2018-10-09T07:04:42","date_gmt":"2018-10-09T07:04:42","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2018\/10\/09\/7-actions-you-should-not-ignore-in-your-digital-communication-strategy\/"},"modified":"2026-10-24T21:09:36","modified_gmt":"2026-10-24T21:09:36","slug":"7-actions-you-should-not-ignore-in-your-digital-communication-strategy","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2018\/10\/09\/7-actions-you-should-not-ignore-in-your-digital-communication-strategy\/","title":{"rendered":"7 Actions Your Online Communication Strategy Should Never Be Without"},"content":{"rendered":"\n

Every business with an online presence, whether through a store or by building a community on social media, needs to carry out online communication strategies<\/strong> if it wants to reach its goals.<\/p>\n\n

At Mailrelay<\/a> we know there are so many strategies and actions<\/strong> you can carry out across the different channels the Internet offers that deciding how to communicate online with your audience<\/strong> can be complicated.<\/p>\n\n

After all, “without a strategy, there is no paradise.” Without guidelines organized over time, it would be really hard to communicate consistently with your audience across different channels (we would end up losing focus).<\/p>\n\n

That\u2019s why, in this article, I invite you to discover:<\/p>\n\n

    \n
  1. Why you should personalize your brand\u2019s communication and which criteria to follow.<\/li>\n\n\n\n
  2. Which foolproof actions no online communication strategy should be without.<\/li>\n<\/ol>\n\n\n

    What Is a Communication Action Plan?<\/strong><\/h2>\n\n

    To start off and make sure we\u2019re on the same page, an online communication action plan <\/strong>is a series of marketing strategies<\/strong> that we carry out on the different channels where we interact with our target audience and through which we aim to win them over.<\/p>\n\n

    So, to carry out good communication actions<\/strong>, we need prior, well-organized work so that these actions don\u2019t just work at the moment we launch them, but over time, building lasting relationships with our audience and keeping our business going.<\/p>\n\n

    We\u2019ll show you why you should personalize these communication strategies for each channel.<\/p>\n\n

    Communication Actions: Why Personalize Them?<\/strong><\/h2>\n\n

    The first thing I want to make clear is that copying what others do is pointless<\/strong>, however similar their businesses may be. What is good for someone else isn\u2019t necessarily good for you, or at least it won\u2019t work as well.<\/p>\n\n

    Every business is very different, even within the same industry. That\u2019s why I always like to give personalized recommendations to each of my clients:<\/p>\n\n

    For example, I have worked for similar business models (solving the same need) whose way of doing marketing and communicating was, nevertheless, completely different. For one of them the product is the star, while for the other the strong point is a personal brand.<\/em><\/p>\n\n

    The thing is, carrying out online communication strategies<\/strong> identical to those of our competitors keeps us from standing out.<\/p>\n\n

    So the best option is always to follow a communication style of your own. Also, keep in mind that:<\/p>\n\n

      \n
    1. Following your own communication strategy, set in advance, lets you organize your work around a consistent goal and style.<\/li>\n\n\n\n
    2. Personalizing your online communication actions also boosts productivity, since delegating and defining roles is always easier.<\/li>\n\n\n\n
    3. All of this, together with setting more realistic goals, means you can measure results and apply improvements more precisely.<\/li>\n<\/ol>\n\n

      Now that it\u2019s clear why you should personalize, let\u2019s look at the criteria that will help you work out which communication strategy is ideal for your business.<\/p>\n\n

      \"communication<\/figure>\n\n

      \u25ba What Communication Strategies Are There and Which Should Your Business Follow?<\/strong><\/h2>\n\n

      When analyzing possible online communication strategies and actions<\/strong> to find what best suits your needs, it\u2019s important to keep certain criteria in mind to make a good decision.<\/p>\n\n

      The key here is to take a critical look at your business and its possibilities, so you understand which actions you\u2019ll be able to sustain over time.<\/p>\n\n

      There are different communication strategies<\/strong> you can go for:<\/p>\n\n

      Communication Channels<\/strong><\/h3>\n\n

      You need to decide which ones you\u2019ll be present on, and to do that you have to understand that you don\u2019t create the same type of content for every channel, nor do you find the same audience on each of them.<\/p>\n\n

      For example, sharing professional opinion tweets with your community of industry leaders on X (formerly Twitter) is not the same as making an educational video for beginner followers on TikTok or Instagram Stories.<\/em><\/p>\n\n

      Available Time<\/strong><\/h3>\n\n

      You really need to know how much time you\u2019ll be able to devote to communicating your brand messages online, since some strategies, despite working well (video marketing, for example), take a big investment of time to get off the ground.<\/p>\n\n

      Team<\/strong><\/h3>\n\n

      Related to the previous point, you need to be aware of the team you have available. <\/p>\n\n

      There\u2019s no point launching a blog<\/a> or offering webinars if you don\u2019t have the time or the professionals to create this kind of content.<\/p>\n\n

      Target Audience<\/strong><\/h3>\n\n

      As I mentioned about the differences between online channels, you probably know that each generation uses different social networks or media, so your social media marketing communication actions need to change<\/strong> accordingly. That\u2019s why it\u2019s worth tailoring your communication mix<\/a> to each audience.<\/p>\n\n

      For example, while Facebook is becoming the favorite among older users, TikTok and Instagram appeal to a much younger audience.<\/em><\/p>\n\n

      Message<\/strong><\/h3>\n\n

      Another criterion to keep in mind is the type of message you want your business to send. <\/p>\n\n

      Knowing what your goal is, where you\u2019ll share it and who it\u2019s aimed at will help you define a consistent online communication style.<\/p>\n\n

      Relationship with Customers<\/strong><\/h3>\n\n

      The way your business relates to people also influences which type of communication strategy <\/strong>you should follow, since some encourage closeness and others favor a formal tone.<\/p>\n\n

      \"what<\/figure>\n\n

      \ud83e\udd477 Online Communication Actions for Your Business Strategy<\/strong><\/h2>\n\n

      As I mentioned above, my advice is always to personalize your communication actions to optimize the performance of each specific strategy.<\/p>\n\n

      However, if you ask me: <\/p>\n\n

      What are the most important communication actions? <\/strong><\/p>\n\n

      Well, I\u2019d have no choice but to reveal my secret and give you examples of how to build a communication strategy<\/strong>:<\/p>\n\n

      1) Keep Your Web Design Up to Date<\/strong><\/h3>\n\n

      Many businesses have a website with good content and think the job is done, but in reality our website needs maintenance as well as constant updates:<\/p>\n\n

      \u25cf On the one hand, you need to adapt your website<\/strong> to the requirements of search engines, since Google\u2019s algorithm changes fairly often.<\/p>\n\n

      \u25cf On the other hand, updating your web design<\/strong> based on user experience is very important to meet users\u2019 needs and the way they browse.<\/p>\n\n

      2) Encourage Conversation and Discussion<\/strong><\/h3>\n\n

      Another basic communication action in any online strategy is creating spaces for discussion<\/strong>.<\/p>\n\n

      Building an online community<\/strong> means making conversation possible between users, as well as between users and brands.<\/p>\n\n

      To share experiences and solve your audience\u2019s problems, I recommend betting on any of these channels:<\/p>\n\n

        \n
      1. Private Facebook groups for loyal customers.<\/li>\n\n\n\n
      2. Professional interest groups on LinkedIn.<\/li>\n\n\n\n
      3. Special-interest forums.<\/li>\n\n\n\n
      4. Polls on social media.<\/li>\n\n\n\n
      5. Collecting testimonials through email marketing.<\/li>\n\n\n\n
      6. Comments on products or services on your website.<\/li>\n<\/ol>\n\n

        3) Create Video Content<\/strong><\/h3>\n\n

        You probably know that video content is more and more popular on the Internet, as it\u2019s very easy to consume thanks to streaming, reels and TikTok videos.<\/p>\n\n

        In fact, thanks to these social networks, the possibilities for brands are growing enormously. However, there are some drawbacks:<\/p>\n\n

        \u25cf To create this format, you need to have good command of spoken communication and expression<\/strong> in front of a camera.<\/p>\n\n

        \u25cf Video marketing requires the same planning as other types of content, but it also requires specific knowledge of filming and editing.<\/p>\n\n

        4) Segment Your Databases<\/strong><\/h3>\n\n

        If there is one thing that\u2019s especially important in any online communication strategy, it\u2019s segmentation. It lets you organize users by different characteristics, which makes it easier to personalize your brand messages<\/strong>.<\/p>\n\n

        I\u2019m sure you know what I mean, right? For example, you can segment your customer database by:<\/p>\n\n

          \n
        1. Sociodemographic data.<\/li>\n\n\n\n
        2. The user\u2019s relationship with the company (customer, referrer, etc.).<\/li>\n\n\n\n
        3. The stage of the sales funnel<\/a> the user is at.<\/li>\n\n\n\n
        4. Types of products or services they buy.<\/li>\n\n\n\n
        5. Etc.<\/li>\n<\/ol>\n\n

          Working with platforms like Mailrelay, Google Ads and even the social networks themselves has allowed us to go into great depth in this area.<\/p>\n\n

          5) Launch Sales Pages with Outstanding Copy<\/strong><\/h3>\n\n

          When carrying out your communication actions<\/strong>, you may think a nice photo and a buy button are enough, but nothing could be further from the truth\u2026<\/p>\n\n

          To make your online business profitable, it\u2019s very important to use convincing, trustworthy sales copy<\/strong>.<\/p>\n\n

          Applying copywriting with a very clearly defined focus or goal on your sales pages or landing pages, whether it\u2019s closing a sale or capturing a lead, will help you present the benefits of what you offer clearly and correctly.<\/p>\n\n

          One of my tricks is to get users to reflect on the needs they have and why your solution is the best one. This landing page, an example of a communication action<\/strong> that takes lifestyle to the next level, is perfect for the occasion:<\/p>\n\n

          \"communication<\/figure>\n\n

          6) Invest in SEO and Online Advertising<\/strong><\/h3>\n\n

          Within online communication strategies<\/strong>, SEO and advertising are the online marketing actions<\/strong> that take up the most budget, but that doesn\u2019t make them any less essential (quite the opposite).<\/p>\n\n

          Investing in search engine optimization and in paid ads on Google or social media is an excellent source of:<\/p>\n\n

            \n
          1. Quality web traffic.<\/li>\n\n\n\n
          2. Leads and potential customers.<\/li>\n\n\n\n
          3. Visibility in searches for terms related to your business.<\/li>\n<\/ol>\n\n

            To follow a consistent online communication strategy<\/strong> with any of the actions mentioned above, take note of these practices:<\/p>\n\n