Why December to January is the best time to plan your 2021 marketing and PR strategy

The end-of-year slowdown is the ideal time to plan your marketing and PR strategy for the year ahead so you can identify and maximise opportunities, allocate resources, and get a clear picture of what the year might look like.  

Getting your planning done by January can help you to kickstart the year ahead with vigour and generate momentum for ongoing growth. Without a plan, businesses have no direction, employees are misguided, opportunities are missed, and unexpected threats or challenges can pose significant risks. As 2020 has proven, it is also important to continually update and re-evaluate your marketing plan throughout the year as economic, industry, and societal circumstances change. 

There are four strong reasons to assess the year that was and build for the new year ahead by planning early: 

 
1. The business landscape changed and became more competitive than ever 

When competitors begin to nip at the heels of your business, you need to review why they’re catching up (or winning business that should be yours), what needs fixing and how you’ll address the situation. Alternatively, if your business has managed to increase its revenue and profits, it is important to formalise a strategy to maximise and continue this trajectory. Simple measures could include increasing public relations, changing media strategy, increasing or lowering advertising spend, revising or creating marketing collateral, and managing search engine optimisation (SEO) for maximum results. 

2. The economy has changed 

As the federal government delayed its annual budget until October, new measures were announced to support economic recovery. With early signs of improvement, 2021 will mark the first steps towards business activity resuming, leading to greater economic benefits. This means a marketing and public relations plan will need to take advantage of increased business confidence, consumers who are in the market for new products or services, and government grants that can assist in aiding businesses to remain open, hire more workers, and grow.  

3. Clients will be sourcing new partners and suppliers  

Your clients are likely to be sourcing new partners and suppliers earlier in the year across certain industries. It is expected that a source of qualified leads will typically arrive during the first quarter and, by understanding the market and positioning the business appropriately, prospects will be confident you can fit their needs, leading to a healthy conversion rate. Simple measures to ensure you’re top of mind for potential new clients could be a website refresh, Google advertising and reviews, social media content review, and public relations.  

4. The business is ready to get to the next level 

Gaining the funding you need to take your business to the next level requires a strong business plan that includes proactive marketing efforts. This can help convince lenders that your business is a safe prospect, increasing your chances of securing funding at attractive rates. This can help you scale up your activity and increase your competitive, driving growth and profits.  

The Recognition Group has extensive experience in developing both marketing and public relations plans for businesses, to help businesses improve their operations using a variety of professional tools and content. To find out how we can help your business, contact us today.