Marketing planning is soooo 2021 and not just a 2020 thing …
This article will look into should you plan, why plan, what to consider before planning and 21 reasons to have a marketing plan in 2021. No more haphazard efforts, inconsistent campaigns and scattergun marketing!
Should you plan?
Of course, but I was bound to say that wasn’t I! But first things first, why bother having a plan for you/your business? Yes things are up in the air and there is a lot of uncertainty because of the pandemic, and its repercussions are out of our control, but that’s all the more reason to plan.
Why you plan?
A plan allows you to take a bird’s eye view of your business and take stock and review your business to build your foundations. As well as getting organised and getting ahead of the competition, a plan allows you as the business owner to think logically. When you think in this way and with this viewpoint of the bigger picture, a plan also allows you to importantly save time and money.
No one likes taking risks unnecessarily or spending money if they don’t need to and if you haven’t set any objectives for your company and your marketing activities, how can you decide at the end of the year if you have achieved what you set out to do?
Before you plan?
I would like you to take a step back and review your business in brief, and ask yourself these questions.
Who would you like to be introduced to customer or partner/referral wise?
What is your USP, your differentiator?
Who are your competitors?
What type or form of marketing has worked best for your business?
What do you want for your business in 2021?
2021, you and marketing planning?
Is marketing planning sooo 2020? No! It is very much 2021 and beyond too.
With so much uncertainty, making informed choices based on facts, figures and sound planning is as important as ever, if not even more so at this time.
21 reasons to have a marketing plan in 2021
1.Build foundations for your business eg set goals, branding and messaging, SWOT analysis and more and ensure your campaigns are solid and prepared for
2.Break down a huge overwhelming task into manageable tasks
3.Avoid guesswork and make informed decisions. Minimise taking risks with your business
4.Define your target audience to ensure your campaigns reach the right people. Know you are talking to your customers in the right way with the right content eg personalise!
5.Spend your budget wisely by using facts. Save money by doing things once rather than multiple times through not thinking long term
6. Save time by pre-planning and multitasking
7.Identify new opportunities within your market, including analysing your competitors
8.Ensure you use the right blend of the marketing mix. A plan will include reviewing your web and social media profiles to ensure they are working hard for you
9.Get organised for you, your cashflow and your business
10. Know your why and your marketing purpose through defining your objectives and goal setting
11. Identify any potential threats within your market. Uncover problems before they manifest themselves
12.Maintain and grow your reputation to customers, potential customers, suppliers and partners
13.Manage the resource you have internally and externally to maximum capacity. And use the plan doc to keep staff or outsourced personnel up to date
14. Establish your position in the market
15.Differentiate from the crowd and know your USP (unique selling point)
16.Be proactive not just reactive
17.Get your brand out there and become recognisable as a thought leader or the go to product or service in your industry
18.Break a huge task of “marketing” into manageable and bite sized chunks
19. Use your plan doc to review regularly to keep on track and remain focussed
20. Be logical with your activity
21. Make a start and then turn your wishes to turn into goals!