2021 is almost upon us and now It’s that time of year again when as marketers, we’re all either starting or about to start putting together our marketing plans for the coming year.
When you build a marketing plan in 2021, you want to build a plan that defines your marketing goals and what you hope to achieve in the coming year, it should also describe your target audience, and how you plan to reach them. It should also set a marketing budget and outline who will handle what responsibilities.
Here are six elements to consider to properly plan your marketing strategy:
1. Review Your Past for a Better Future
Before planning your marketing strategy for the upcoming year, you first need to review your progress in the current year. 2020 was a difficult year and required businesses to adapt and make changes in unexpected ways. Looking back at the past data will help you realize if you have met your goals for this year.
Getting into 2021, there is some uncertainty regarding the pandemic. Reviewing your past performance will help you determine the key areas which lag.
2. Identify Your Target Audience
Even as your company grows, one marketing approach won’t work for everyone. Your marketing plan should be customized to certain buyer personas so that you can target them more specifically.
Creating a buyer persona will help you to understand how your clients behave and think and then create specific strategies to market specifically to them. You can take advantage of digital tools like personalized publics from Facebook.
3. Focus on Key Areas of Growth
While all the aspects of your business require attention and resources, diluting your efforts and resources on all the aspects will reduce your potential R.O.I. Instead, you should shortlist two or three key areas that are crucial to your business and focus your efforts on them.
If you are not sure about the key areas of your business, ask yourself the following questions:
- Which area of my business generates the most recurring revenues.
- What are the needs of my customers that I haven’t met yet?
- What are the changes in the market that my business needs to adapt to?
- Have I conducted thorough research and survey regarding where my business stands?
These are some important questions that will generate valuable insights for areas that require your focus.
4. S.M.A.R.T Goals
After determining the areas of focus, it’s time for you to set S.M.A.R.T goals.
If your goals are all over the place, you will never be able to get great results. Instead, focus on the key areas with the most R.O.I and focus all your efforts on these areas.
The progress that cannot be measured and quantified is no progress. You should always have parameters against which you should be able to measure the progress you have made.
Always set attainable goals based on the realities of your marketplace, your competition, and your resources. Don’t draw up plans to achieve goals that are not realistic. Little progress is much better than no progress at all.
Set goals that will help you achieve progress in other areas of your business as well.
Time is of the essence when it comes to planning and executing a successful marketing strategy. Always give yourself some extra time in case there are some hiccups along the way.
5. Devise a Game Plan
Once you have identified the key areas of focus and set your S.M.A.R.T goals, it’s now time for you to devise a strategy to achieve these goals. Here is a list of some great marketing tactics that you should consider for your 2021 marketing strategy:
- Online Directories such as Google My Business
- Search Engine Optimization (S.E.O)
- Search Engine Marketing (SEM)
- Email Marketing
- Content Marketing
- Social Media
6. Analyzing and Tracking Your Progress
The last step in completing your marketing strategy is setting up a mechanism through which you can quantify and track the progress you have made. Having a lot of data related to the marketplace in which you operate and your competitors will certainly help you identify the areas where you need to focus on and how your campaign is going.
Do you need help in creating a successful marketing plan for 2021? We are now working on our actual Marketing Plan! It takes time, experience, and creativity to develop good strategies for each month to work on.
Contact us, we are Vaquero Advertising! Your marketing agency!