The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
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With 2020 finally in the rearview mirror, it’s time to turn your attention to the new year. And when it comes to your business, that means updating your marketing plan to give yourself the best chance of success over the next 12 months.
What worked in the past may not work in the future, though, and that’s more relevant today than ever before. This is especially true when considering how, as a result of the COVID-19 pandemic, online shopping has grown by leaps and bounds (even faster than in prior years). So, how can you update your business plan to keep up with these sudden changes?
Even if you achieved great success in 2020, don’t assume you can just rely on the same marketing playbook throughout 2021 and beyond. Doing so is a mistake you don’t want to make, as it gives your competitors a path for overtaking you.
The way you update your marketing plan for the new year is a decision you have to make. With that in mind, here are five tips:
One of the biggest trends in digital marketing is the importance of providing a high-quality customer experience. With many companies competing largely on customer experience, it should be a big part of both your sales and marketing plans.
There are many ways to do this, and the approach you take is based largely on your company beliefs, customer demographic, and resources. As you create your marketing strategy for 2021, pay attention to any changes you can make that’ll have a positive impact on the customer experience.
There’s no shortage of ways to market your company and its products/services. And while it’s good to find one or two marketing methods that yield results, don’t just stop there. The new year is a great time to experiment with new forms of marketing, all with the goal of unearthing something that moves you closer to your goals.
For instance, if you’ve relied heavily on content marketing and social media marketing in the past, turn some of your attention to video marketing (more on this below). Adding to this, learn more about sustainable marketing, as it’s something that hits home with the younger generation.
This is all about having the right people creating and carrying out your marketing plan. You could have the most comprehensive marketing plan in your space, but if you don’t know how to execute it, you’ll spin your wheels from now until 2022.
As you create your marketing plan and review what has and hasn’t worked in the past, make note of any areas where new talent would be able to assist. An example would be a lack of social media growth, even though your competitors are winning big in this area. By hiring a social media manager, you can take a step in the right direction.
Yes, it’s an investment to hire new talent, but it can pay off in big ways over the months to come.
Did you know that 85% of businesses use video as a marketing tool?
For most companies, it’s a giant shift from what they’re used to. However, if you take the leap and bridge the gap, you’ll soon find yourself connecting with your audience in ways that you never thought possible. Video marketing opens up a world of opportunity. Some ideas to consider include:
Embed videos, with additional tips, into your blog posts
Use videos to provide your audience with a behind-the-scenes look
Share video content on social media
Many people shy away from video marketing because they think it’ll cost too much money — but you don’t need expensive equipment to get started. A smartphone and a well-lit room are more than enough to shoot your first video.
When you max out your resources—from your budget to available talent—it’s difficult to take advantage of new opportunities that come across your desk. For example, maybe you pinpoint a seismic shift in your industry. You have the opportunity to be the first company to grab hold, but soon realize that you don’t have the resources to do so. There’s no denying the fact that you want to go all-in on your marketing plan, but just make sure you leave a little bit in the tank for those special opportunities.
By following these tips— among any others that have the potential to bolster your business— you’ll feel confident in your ability to reach all your goals this year.
About the Author
Jori Hamilton is an experienced writer residing in the Northwestern U.S. She covers a wide range of topics but takes a particular interest in covering topics related to business productivity and marketing strategies. To learn more about Jori, you can follow her on Twitter and LinkedIn.