Companies and professionals run out of time in creating or completing the long-awaited marketing planning to apply next year. With the coronavirus pandemic still being very real, you need to think of a viable schedule of when we will go back to doing business normally (or if this is going to take place).
It is almost impossible to try to plan for 2021, especially if a significant part of your marketing budget of every year is allocated to face-to-face events. Or the uncertainty of the economy does not offer many attractions to think in the long run, let alone plan actions for 12 months.
Although we don't know all the answers, here are some things that I think will be useful when trying to create viable marketing plans and budgets for next year.
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Abuse digital presence and be realistic about your projects
Events, business fairs, conferences... if they are face-to-face events scheduled for the first half of the year, you should assume that there is a good chance of becoming virtual or at least a trend that some large companies are adopting: hybrid event (a combination of face-to-face and virtual).
That doesn't mean you should rule out all your fair plans or events. These programs, either face-to-face or virtual, will still be vital to your marketing goals and reach your target audience.
The important thing is that you decide how you really want to participate and make sure that you are bringing exceptional knowledge and content that aligns best with your market.
Also, when you bet on virtual events, you need to be actively participating in sessions and networking opportunities. At a stand at a traditional fair, people come to you, but at a virtual conference, you have to work if you want this type of event to work for you and benefit your company.
It won't be enough to sit on your virtual stand waiting for someone to come and talk to you or your sales team, you'll have to be proactive and make sure that people are actually noticing your presence.
You can do this through digital initiatives around the event, or getting more involved in the show, being a host or offering a webinar in which people can subscribe (this is relevant to this market).
The power of digital media is vast, you just need to devote time to being creative and intentional with it.
Planning has gotten shorter and requires creativity
Most marketers are used to planning 12 months at a time. Unfortunately, in an unknown climate, this will not be the best strategy for at least one or two years.
Planning your marketing budgets in increments of 3 to 6 months will be much more beneficial for you to be able to plan and make sure that you are using your budget in the best possible way.
We all have to be more flexible than in the past if we want to properly use our planned spending with the best of our abilities. This also means having a higher percentage of discretionary funds and nothing is “written in stone”.
Adapting to survive is the new marketing normal.
Of course, budget cuts do not translate into less expectations when it comes to developing customer opportunities and increasing brand recognition. The key is to change from simply prioritizing paid ads to integrating organic reach and customer support.
That takes creativity. See ways to use the customer data you collected throughout the year to customize your messages using direct email marketing and social media. If you haven't started sharing useful content by using SEO-compatible blog posts2021 is the year to begin.
Make a brainstorm of your brand personality and ensure that all paid and organic content offers high quality to your target audience.
The focus is on the digital
Although physical companies suffered a major blow in 2020, online retailers reported a 68% increase in sales compared to the same period of the previous year. Undoubtedly, companies with a strong online presence will be better positioned in 2021.
Your marketing plan should include a critical review of your company's website. Is it easy and clear to sail? Is it optimized for your site to have a high organic rating in Google searches? Is your website optimized for mobile?
Along with a modern website, your marketing campaign should also include additional social media efforts.
More than half of Brazilians reported an increase in the use of social network since the start of the coronary virus pandemic.
Share engaging photos, offer educational blogs and create videos to keep your presence dynamic on social networks. Direct your target audience with paid advertising on social networks as well.
The ideal customer wants value delivery
In 2020, marketers recognized an unfortunate fall in customer loyalty, both during quarantine closures and after the economy began to reopen. Now is the time to develop a new strategy to reconnect with your customers – and one way is through your shared values.
By updating the brand personality of your target audience, you will want to think about what is most important to them. Your marketing plans should always integrate these values.
Millenials, for example, consider shopping an expression of their personality, adding value to experience. How can you translate your service or products into a good experience in 2021?
Search your audience carefully to understand how to apply rich content strategies, with a shopping day that delivers value to them. Customer loyalty depends on how it is handled in the nutrition of content and offers.
Metrics should be taken seriously
Finally, your marketing plan in 2021 needs to have goals and metrics set to determine whether you are achieving the results. Learn how to maximize analytical tools that track your initiatives.
For example, Facebook Ad Manager allows you to complete the test A/B for your paid ads to ensure your budget goes for effective messages.
Program monthly or quarterly evaluation periods of your annual marketing plan, so you can stay agile throughout the year as situations change.
It is possible to improve the CPL and ROI creating priorities based on your goals, if you are willing to transfer resources to what works best.
Use Google Analytics that is free to have your website data. Or paid marketing tools that offer various analytics features. Set up a spreadsheet with the main numbers every time, weekly or monthly to have the comparison within the planned months.
Conclusion
Above all, be positive. No one moves on if they choose to disorganize or lack of planning in a new reality. Remember that in 2019, no one expected 2020 to have so many challenges for business.
Companies that failed in 2020 did so because their owners were unable or unwilling to adjust their marketing and digital strategy to meet consumer behavior changes as a result of the pandemic, which unfortunately has not yet ended.
Make sure that a modernized marketing plan adapted for realistic periods will help your company not only survive in 2021 but also thrive.
It's what I wish for!
If you need professional help, Talk to me HERE. At Nvx we have 15 years expertise with digital strategic planning in custom projects for small and medium-sized enterprises. Meet our cases.
Shall we plan 2021?
