Five things you need to get right for your marketing in 2021 – Peter Watson

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2020 has been a year in which we have really seen the world of business have to adapt, rethink and be creative to survive. Here, Peter Watson, Managing Director of Lincoln-based marketing agency, Distract, runs through what you need to think about to excel next year.

This year has certainly been a landmark year in terms of marketing. Who else could have foreseen such disruption to business and what marketing plans back in January had planned for the rollercoaster of restrictions, plummeting confidence and survival instinct many have had to endure and adopt?

To stand a chance in 2021, businesses need to think about marketing now. With recessions and downturns, there is always opportunity. Yes, survival will have been many SMEs’ primary concern, but to truly take a hold of the next year and to ensure a future, marketing will be incredibly important. With this in mind, here are some thoughts on what you can plan ahead for now:

1. Innovate: Anyone can innovate and bring something new to a business. It’s unique to every business. For example, innovation for a bakery could be something as simple as selling online, but to a digital-first brand, it could be overhauling its dispatch service. However, if this year has shown us anything, innovation has expanded the gap between those who were struggling and those who were thriving. Those willing to sometimes fundamentally change what they do have been the ones we’ve seen winning.

2. Advertise:  This may seem obvious coming from a marketing agency, but 2021 could prove to be even more turbulent than 2020. With less government aid in the form of grants and BBL, it will mean that customers are more selective and reluctant to spend their money. You are going to need to be at the forefront of their mind when they come to make a decision and cutting all ties with advertising can be as damaging as boarding up a shop front. If people aren’t aware of your business, then they won’t know to engage with you or buy.

3. Diversify: If 2020 taught us anything, it has been that the least expected outcome can actually occur. To get one step ahead, you need to be looking at new channels that you aren’t currently using for advertising and marketing to see if they have real potential to reap the rewards. For example, we’ve seen all kinds of brands push forward on TikTok in the most unusual way, which has opened up more doors and opportunities for them.

4. Partnerships: 2021 will undoubtedly be the year of collaboration. Here is the chance for you to have that conversation with your close business network to see if you can collaborate on projects or campaigns. When you both come together, it lowers your marketing cost but magnifies the upside. This is something many forget about, but the power is truly immense.

5. Seek support: It sounds extreme, but you can’t afford to get this kind of thing wrong and marketing investment only stretches so far. By reaching out to people who have experienced it before and know what they are doing, you can gain some real insight. It doesn’t have to be paid support either, speak to your network, have that Zoom meeting or meet up for that coffee when restrictions allow. There’s a lot to be gained from just sharing experiences or ideas and you should never underestimate the value of other people’s expertise and folding that knowledge into your own business plans for the future. Also take note of failures, did you see an idea fall down elsewhere when you know you could have made it work? Take notes, make plans and you’ll emerge into 2021 with more ideas than ever.