Three 2021 Resolutions for Marketing Pros

Pop the champagne, watch the ball drop, and get ready for a new year

As 2020 finally, finally came to an end, it’s time to start looking towards the future. The beginning of a new year is a great time to make resolutions for the coming months, whether that’s learning a new skill or hitting the gym. If you’re in marketing, your New Year’s resolutions might look a little different.

So while you’re enjoying a socially distant end to this seemingly endless year, think about some ways you can hit the ground running in 2021.

Analyze 2020’s successes (and failures)

Let’s be real: no one wants to think about 2020 for a second longer than they have to. However, as they say, those who don’t learn from history are doomed to repeat it. Between the coronavirus pandemic and the economic downturn, 2020 tested many of us in ways we never thought possible. Once the ball has dropped, it’s important to look back on the year that was and examine what worked — and what didn’t.

For example, many brands had to adapt their communications amid the COVID-19 crisis. Were you able to pivot appropriately in these dire times? If not, how can you ensure that your marketing plans are more malleable in the future?

No one wants to prepare for things to go wrong, but as this year has shown us, they will. Make sure awareness, empathy, and adaptability are foundational to your campaigns going into 2021.

Become a social media master

It’s no secret that social media is a core part of just about any marketing strategy, but not every social media outlet is created equal. You might know Facebook and Twitter backwards and forwards, but have you explored the unique creative opportunities available in Snapchat? Are you familiar with the growing influence of TikTok? Is your meme game on point?

Naturally, we’re not advocating that marketers should communicate entirely in funny images and viral dance videos. Remaining true to your brand’s voice is still important, and not every social media channel and trending hashtag are going to mesh with every campaign.

However, you need to be aware of all your marketing options before analyzing them, so resolve to study any social media blind spots in the new year.

Connect with your community

If there’s one lesson to take from 2020, it’s this: customers show loyalty to brands that care. In particular, young demographics connect with brands that care about social justice and giving back. That might look like diversifying hiring processes, offering transparency into new policies, donating to people in need, or any number of things. What’s important is using your brand to help others, rather than just focusing on sales and numbers.

What does that mean for you? It’s time to identify ways to bolster your community and industry. Consider highlighting products from marginalized creators, for example, or committing to using inclusive language in all your communications. How you move forward is up to you, but as you’re gearing up for a new year, make sure you’re keeping your community in mind.

With the resolutions out of the way, it’s time to kick back, relax, and wait out the rest of the year. Pop that champagne; you’ve earned it! Farewell, 2020… you will not be missed.