2Q

Balanced Solutions for Creating Compelling Content

5 steps to setting your communication plan on FIRE!

 Step 5: Monitor Timeline and Results.

Did you have a successful launch? I find that even the smallest campaigns need to have a solid follow up with the project manager or communications officer who presents the results. Campaigns that went out way past deadline need re-evaluation. Even though a million factors could have pushed the launch forward, the person in charge should be aware of what they were and how to avoid them in future.

When gauging success with your analytics, always keep in mind that, although they have plenty of valuable information, there is a relatively small snapshot of your user behavior that they cannot capture. One example of this is the category of bounce rates. Analytics do not tell us precisely why the user left the page, but just that they left. We know that they chose not to stay and explore other pages, but it’s still up to us to fill in many of the blanks.

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There are several ways to get insight into those mystery areas. One is to talk to people. Ask for feedback. It might be subjective information, yet soon enough you will begin to see patterns in the data and make the changes needed to get the results you are after.

I find the most useful numbers come from site hits and social media activity. If people are coming around, they like what you do. If a number of people did not use the call-to-action in a specific campaign, keep watching. Users may decide to follow you for months, even years, before they take the plunge to buy from you or work with you. You can take note of what is attracting people and use it to tweak future projects.

Lastly, surveys and usability testing are other means of assessment to add to your collection of feedback.

Adjustments and realigning objectives are a natural part of communication strategies, so allow for some flexibility within your planning without letting too much time lapse. If too much time goes by without visible progress, teammates can lose motivation and before you know it, there is doubt and confusion.

Keep morale high within your team and address any complications BEFORE they become problems.

Stay in touch. Tell me the highs and let me help you with the lows!

 
 

Would you like to discuss your plan in more detail?

Nightingale's Notes can take you through the process of building your communication plan.