How targeted communication designs are more effective
What are communication designs?
More than just designs, communication designs are the way to deliver messages to the viewer while making favorable impacts. Not limited to the traditional platforms of media, communication designs also encourage to development of new mediums and oblige the creative use of existing media platforms.
Most of the time, communication designs are co-related with graphics design because of the overlapping skillset involved in both of them. The key difference is the way it delivers the message that it should be the design itself doing most of the work, communicating, and making an impact on the viewer.
Targeted communication designs
Dynamics of business rules that there is always more than one party involved in conducting any business and this number only tends to increase. On any good day, certain things have to be communicated among the people working and interacting.
It’s highly unlikely for a single design to be effective across all kinds of parties involved. The best way to move forward is to have a targeted communication design for each category. The information required among fellow colleagues would be different from what needs to be communicated to your customers.
How to make your communication design’s targeted
It involves a process but mostly depends upon dedicating proper attention to each category.
Deciding your audience
The trick here is that identifying a target audience in B2B can be a bit more difficult than it is in B2C.
When it comes to B2C, the purchase decision-making process is usually much simpler. Typically, you’ll only have one person (your customer) who decides on whether they want to buy or not. Because of this, you can dive deep into their individual pain points and what it is they want when you’re identifying your target customer, then tailor all of your marketing efforts accordingly.
Unfortunately, it’s not always that simple on the B2B side…
Major purchases often need to be considered by more than just one person.
Instead of just digging into what your one, ideal, individual customer is looking for — you need to think bigger.
Choose the platform
Whether you’re going for digital media or print media, choosing where it will have a higher impact is crucial. It’s availability and feasibility is also important. How quickly you can ramp up your promotions on each platform varies significantly.
A new Pew Research Center study shows that Facebook and YouTube continue to be the most widely used online platforms among U.S. adults. Roughly three-quarters of Facebook users visit the site daily. Snapchat and Instagram are especially popular among 18- and 24-year-olds.
Draw up the content
You would need an audit to determine your current performance and understand what works and what doesn’t for the audience you are targeting. This knowledge will then help you plan your targeted communication designs.
While carrying out an audit, some details to check include:
- Top-performing content
- Low-performing content
- Content publishing frequency
- Ranking keywords
The more you understand your current performance – and the reasons behind your performance, whether good or bad – the more knowledge you’ll have to help you develop future targeted communication designs.
Design, what’s important
In this whole process, this might be the most important. In communications design, what you design is the message itself. Your creativity turns what needs to be conveyed.
Next, get your magpie hat on and start collecting everything that catches your eye. Business cards, brochures, merchandise, the lot. If you like it, pick it up and use it to inform your own marketing material designs. Setting up a Pinterest board is also a great idea if you want to create a virtual scrapbook of inspiration.
People have very short attention spans these days, so your information needs to be scannable and easy to digest. To achieve this, you need to create a layout with bold headers, good quality graphics, and short, bitesize paragraphs. Don’t be too wordy or try to cram too much in.
Publish it effectively
It happens mostly after dedicating much of the time and effort on various previous steps publishing is just rushed. Posting on social media, taking it to live, or sending the deliverable to its destination is crucial. Few people are obligated but not all of them will see at any given time. Figuring out the time, supporting content and easiness will help you make it effective.
Putting all things together what makes targeted communication designs effective is the customized message and its delivery. Dedicating proper time and effort will help you achieve it. Understanding the segment of your audience will have a positive effect. When things are designed in the language they understand, it gets easier to connect.