Considerations for your 2021 Marketing Plan
As 2020 comes to a close, we like to encourage a ‘reflect & refresh’ state of mind here at FACTEUR. Even though you may feel like you are barely hanging on by a thread after the chaos that this past year has brought, and you would probably prefer an extended vacation over starting some new work, it is important to take a moment to spend time with your brand and prepare for the coming year. That being said, we have gathered a few insights to take into account when finalizing your marketing plan for 2021. Take a look!
Incorporate your ‘Brand Values’ into your marketing plan
In their annual Marketing Trends Report, Deloitte found that 4 out of every 5 people have seen a brand respond positively to the pandemic and 82% of people agreed that if a brand quickly pivoted to meet their needs, they would do more business with that brand. Conversely, 25% of people who perceived a brand was acting in its own self-interest during these unprecedented times would walk away from that brand. These trends overwhelmingly paint the picture that customers are increasingly looking for brands to meet their needs and to form a human connection with them.
Your mission and vision
So, now is the perfect time to take a look at your current business mission statement. Does it need updating or changed? Think about everything that has happened this past year, both in the world, and in your business. How do you feel about it, and how does your brand reflect those feelings?
In their report, Deloitte lists ‘Purpose’ as the first of their 7 trends for 2021 marketing. The political turbulence and pandemic of 2020 have made it critical for consumers to associate brands with a purpose that they also believe in. While your purpose does not necessarily have to be a politicized one, evidence suggests that brands that have and continually demonstrate core values that are shared by their customers have seen a great deal of success and increased brand loyalty this year, even despite the limitations of the pandemic.
Don’t be deterred by worries about alienating your audience. In fact, in an article published shortly after the presidential election was called, The Business of Fashion critically pointed out that ‘comments are not sales.’ In other words, the discourses that often appear in comments under posts from brands who speak up for their political values and communicate them to their customers do not usually come from people who would be a customer in the first place. A potential customer, and the one worth spending time and money marketing towards, is one who buys into a brand's values, and therefore its products.
How do you begin to include purpose in your marketing? Edit your mission statement to include WHY your brand exists and exactly WHAT your values are. These will then always be the foundation of your brand and will trickle down into everything you do.
Digital Marketing is the way forward
If your 2020 marketing plan was thrown for a loop because of in-person events or activations, be careful and selective in your planning for 2021, and spend time prioritizing and developing your digital marketing efforts. Check out the Agility section in Deloitte’s Marketing Trends for 2021 to get inspired. They found that the top three responses to the pandemic’s push towards digital business are:
Increase presence on social media. This isn’t limited to posts on the Instagram timeline! Consider creating a presence on a platform you may have been neglecting, like Pinterest. (Check out our blog post about the new features Pinterest has that make it the perfect platform for creative content!) In addition, consider spending a bit of your budget on increased targeted advertising through Facebook Business.
Alter digital platforms to better meet consumer needs. This is, in our opinion, the most critical aspect of a 2021 marketing strategy. Listening to consumer trends and engaging with your own customers will keep you relevant in an extremely crowded digital environment. Efficiency is often the name of the game, so think about how you can make it as easy as possible for your audience to be converted into a customer. A good first step is to get your e-commerce in front of as many eyes as possible by integrating it into your social. See the section ‘Get your Instagram Shop set up this month!’ from our blog post about marketing during the holidays for a guide on how to do this!
Increase the number of virtual events or workshops. Have a backup plan for irl events, and work on strengthening your online event creation. After all, despite whatever restrictions there may be for your storefront or business, your online shop or website is open 24/7! Team up with other businesses for collaborations or create digital versions of your services. (A bit of shameless self-promotion here! Check out our new subscription service, Courantly, which we created as a go-at-your-own-pace solution to digital marketing for small businesses, all delivered completely online each month!)
All of this may seem daunting, but don't be put off! Consider your own unique business and tailor the suggestions to fit it. Not every suggestion might be a good fit for you, so focus on the ones that will be the most beneficial, and don’t be afraid to work outside the box! Innovation and creativity of any kind will be noticed and appreciated by your audience and customers in 2021.
We can’t wait to see what the next year brings!
