What will your marketing plan look like in 2021? There are some trends that should be considered when making your plan or working with an agency like Baseline Creative to make your plan.
Social media, technology, and web presence, and cause marketing will be important elements include in your marketing plan in the new year.
Social Media will continue to be an important part of your marketing plans. While it may not make sense for your business to be on every social media platform, businesses need to be on social.
Most of your customers simply expect to find you there. In this way, social media serves as a local listing of sorts—which boosts your SEO and makes it easier for people to find you.
For those in retail, food, the hospitality industry, or even health care, social media is a natural fit, and platforms such as Instagram, Twitter, and even TikTok are likely to put your business in front of your customers. For those whose products and services are more business to business (B2B) chances are that a presence on Facebook and LinkedIn is enough. Your marketing goals and target audiences will help determine where you should be on social.
Social media, when done right, can help improve your customer service experience. Responding quickly to customer inquiries, or customer feedback can help you build credibility for your business and can help you recognize the things you do well in addition to opportunities to grow and change.
Influencers will also continue to be an important element of marketing in 2021. While it may look different for every business, an influencer can get your product or services in front of a targeted audience and provide credibility to your business.
Technology and the ability for your customers to shop, meet, or conduct business online is going to remain vital in 2021. According to Census.gov, online purchasing increased by 44% in the second quarter of 2020 and was at 37.1% in the third quarter. Many experts agree that even as businesses open back up to the public, e-commerce will still be important.
Ecommerce has been the difference between success and failure during Covid. For example, this year, restaurants that never offered online ordering, quickly had to add that to their websites to remain viable as dining rooms were closed during the pandemic. This kind of quick adaptability was critical to success for many. Online shops for retailers, including small businesses, is also a trend that is continuing. Businesses will need to continue to provide virtual, delivery, and online ordering capabilities to remain adaptable in 2021.
In the same vein, search engine optimization (SEO) will be even more important in your marketing plan. As more retailers and businesses compete for our attention, SEO will be key to make sure your website is offered up to the right audience, more often.
Cause Marketing and Social Issues
According to EngageforGood.com, “71% of Americans believe that companies have more responsibility than ever before to address social justice issues and 56% say companies that do not talk about social justice issues in their marketing or communications are out of touch.” This is especially true for Gen Z who are increasing their purchasing power every year, and who expect the brands they support to take a stand on social issues.
Several examples of cause marketing include Nike’s “Dream Crazier” campaign aimed at celebrating women in sports. Ben & Jerry’s ice cream brand has been supporting the Black Lives Matter movement since 2016 and has incorporated their support into messaging on their website, in blogs, and even in products. For Ben & Jerry’s cause marketing isn’t a gimmick, it’s a part of their brand’s culture.
Cause marketing is more than supporting a favorite nonprofit throughout the year. Cause marketing should incorporate your brand and involve marketing, advertising, and public relations as well as internal communications. In short, cause marketing should go beyond just one event or campaign.
Bring on 2021!
Most of us are looking forward to a new year and leaving the trauma and chaos of 2020 behind us. However, we must not forget the lessons we learned in this challenging year and should strive to grow in 2021.
If you need to develop or add to your marketing plan in 2021, Baseline Creative would be happy to help. Contact us for a conversation about how we can help you reach your goals in the new year.