Planning? What’s the point? In the last 60 days we have been asked that question a hundred times. Truthfully, it makes sense. At the beginning of 2020 there were so many articles written stating, “This is how you conquer marketing in 2020!!!!” Now, I would bet looking back that many of those pieces would be found to be a little off with the specifics considering the roller-coaster ride that was the start of the new decade. The truth is, you never know what life will throw at you, but there are still business/marketing principles and habits that if mastered, will be evergreen - regardless of the social climate.
So, throughout the past year, we have created hours of content and dozens of worksheets, videos, and presentation decks that focused on tried-and-true business practices and philosophies. So we’ve compiled a few of those thoughts to create this list. Here is “A Fail-Proof Marketing Game Plan for 2021” (and every other year). If you can understand these 5 principles and partner with the right people/companies to get them implemented then you will be prepared for all of the unforeseen situations and obstacles that can derail your marketing plans.
1. Understand where you need to invest time
Where does your community live? I know it might sound like a funny question. Obviously your community lives… in your community. But, have you thought about where they dedicate their time and attention?
Chances are They’re spending a lot of time living on social media, and your demographic is especially spending time on Facebook. In fact, 7/10 US adults have a presence on Facebook and are daily active users and 75% of people in the US over the age of 45 are on Facebook. So, that means you should be too! You have to be present where your target audience is spending the most time (and present doesn’t mean obituaries and generic grief posts you are paying ‘$2/day for’ - it takes more effort than that.
FREE Resource: Here’s a free PDF to help you out!
2. Understand the type of marketing that works (Guide to content marketing)
You have to communicate with your audience in not only a way that they’ll understand, but also in a way that they’ll pay attention to. Think about how much content you see everyday. If you really started counting every piece of media you saw in a day, you’d be worn out by lunch.
That’s why organic content is huge. If you’re creating content - it needs to stand out. The best way to do this is by creating content only you can create. At DISRUPT we call this internal/organic media. It’s a simple selfie, or a video of staff talking, or a quick tour of a local spot. This type of content grabs attention and builds a relationship. If you want to thrive in 2021 ask yourself this question - how can we make this organic? Organic content influences people in your community and show how you are different than your competitors. Check out this 1-minute video from our client, Walker Posey, explaining how organic content has helped him win calls from his competitor.
FREE Resource: Take a look at a presentation we did on this topic to get started!
3. Develop a Strategy but be Flexible (Smart and Empathic Marketing)
This is where the boys get separated from the men, or the girls from the women. Or whatever analogy you want to use. See, you need to have a strategy and a workflow to get said content out into the world. A good marketing process has the following steps -
1) Ideation (What should we do?)
2) Creation) (How do we do it?)
3) Publication (How should we show it)
4) Analyzation (How can we do this better?)
If you’re with DISRUPT, this is easy, we do it for you, but if you’re not then you need to set up workflows and best practices to gain results worthy of your financial and time investment. Buying cheap content that’s generic or getting free generic content ISN’T a plan.
FREE Resource: Here’s a PDF to help you on your way.
4. Advertise (Lead Generation Webinar)
At some point your marketing has to make money (return on investment). It’s how the world works. One of the best ways to do this on a year-to-year basis is with lead generation that turns into pre-need purchases.
Running a lead-gen campaign is also a good way of seeing where you stand with your community. Generally, the better you’ve done with the previous steps, the better your campaign will do. When you follow the right plan the results will come.
FREE Resource: This video should help you figure out what a lead REALLY is for you!
5. Be Persistent
If we learned one thing in 2020, it’s how to roll with some punches. You’ll need that attitude to drive right into the new year. Because newsflash: THINGS WILL STILL BE CRAZY. Problems don’t all go away at the flip of a calendar. So make sure you stay in-check with your goals and processes to keep them relevant to whatever situations we’ll end-up in. Social media isn’t a 6 or 12 month trial. It take time and persistence to build lasting relationships that lead to more calls. It’s working on a much deeper level than any other marketing. Again, listen to your colleague, Walker Posey in another 45-sec clip where he is explaining the long term value social media provides.
FREE Resource: Here’s part of a webinar deck that we made for this topic! Check it out!
Also, remember, you got this. Regardless of if you’re our client or not, we all belong to a great profession that has really come together and supported one another throughout the past year. We want to be here for you too. Always feel free to give us a call, text, or email with any questions you may have.
Ready to learn more about how DISRUPT Media can help your funeral home or cemetery?