How to plan your marketing in an uncertain year
Remember this time last year? All bright eyed and bushy tailed about the amazing marketing we were going to do… And then the pandemic hit. And stuck around for much longer and in much more devastating ways than many of us had anticipated.
But just because we have been shown how dramatically our best plans can be waylaid, doesn’t mean marketing planning is futile. Even in 2021. We just need a slightly different approach.
Last October during a slight relaxation in lockdown rules I had the great fortune of being taught how to navigate with a map and compass. We set off from Edale towards Kinder Scout (our macro goal). To get there, we were set a number of micro navigation goals - shorter distances to get us to various checkpoints in order to reach our end destination.
For me, this day was a metaphor for marketing planning when things seem so uncertain.
It’s about knowing where you’re going, and then taking those small steps towards your goals, stopping to assess where you are, what is going on around you, and planning your next steps based on the conditions and the best way to reach your end goal.
It’s about being clear about your goals, but flexible about your methods to get there.
OK, so what does this actually mean for marketing planning in a pandemic?
For me it means that you need to get really clear on the direction in which you want to head, where you want to finish this year. It’s about identifying the micro steps you will be taking to get there, and knowing that you will need to make frequent stops, assess the current situation and adjust your plans accordingly - always keeping an eye on your end goal.
Writing down goals
Whether you write your 2021 marketing goals in pen or pencil, depending on the strength of your commitment or your levels of optimism, just write them down.
Research shows that if you write down your goals, you’re 42% more likely to achieve them than if they only stay in your head.
The mere act of writing down your goals gives you clarity. It is why journalling is so powerful: it lets you tap into your subconscious where all the answers are already waiting for you to uncover them.
With my marvellously adventurous friend Katya Willems, our waterproofs, maps and compasses on Kinder Scout.
Writing kickstarts creative, strategic thinking about how you will go about achieving goals.
I would recommend having your goals somewhere you can see it daily. This visual reminder can give you motivation, especially if you track your progress in the same place (for example with revenue goals).
It helps to also remind you of what is actually important to you in your business. It is so easy to get sidetracked by shiny object syndrome - where new opportunities get you excited and pulls you off-course. A visual reminder of your goals will help you realise that if something doesn’t serve you in your pursuit of your objectives, you shouldn’t do it.
4 common marketing goalsetting mistakes
Failing to link your marketing objectives to your business objectives (and by extension your “why”).
For example, if your business objective is selling more, it’s no good setting an objective like “increase my Facebook page likes by x amount” unless you know for sure that Facebook page likes contribute to your sales.
Not striking the right balance between being overly or under ambitious.
Because you don't want to be disappointed, or you feel like an imposter, you set goals that you know you can achieve. Or you forget about things like self care, or the pandemic, or other realities, and set the bar so high that you risk burnout. An alternative approach is to set your main goals and also stretch goals (like if you achieve these you'd be not just over the moon but in a different solar system).
Marrying your goals.
You've got to stay flexible, review your progress on a regular basis and adjust your goals accordingly.
Being too vague.
"Sell more" isn't nearly as powerful as a tool in your business as "Sell 20% more 1:1 packages in order to make £X annual income."
Start with the end in mind
A goal without a plan is just a wish. Profound words from Antoine De Saint-Exupery, author of the wonderful book The Little Prince.
Now is the time to turn your goals into an action plan, and the best way to do that is to start with your goals and work backwards to list the steps you need to take to achieve your goals.
If you want to rank highly for a certain key phrase by the end of the year, you’re not going to start your blogging and linkbuilding efforts in October. You’re going to start now. With a single blog post. With a content plan for the rest of the year. With regular checkpoints to see how you are performing against the goals you set for yourself.
Breaking the steps down like this makes the job more manageable and gives you clear micro goals to aim for and get ticked off.
Your 2021 marketing plan
Making a marketing plan in uncertain times is far from futile. In fact, a marketing plan could be exactly what you need to give you motivation, structure and clarity while things are messy and unsure around you.
As long as you are prepared to approach it with your eyes wide open, knowing that you will need to stop every few weeks or months, assess the situation and circumstances that affect your business, and readjust your sails. Always remembering how good it will feel when you get to the top of Kinder.