• Lisa Ferris

4 Essential Steps To Building A Marketing Plan for 2021




With the festivity season now over, it’s time to get our butts in gear and start planning our marketing goals for 2021.


The difficulty however is that while we have a lot of ideas running around in our heads, it’s the ‘get going’ part that a lot of us struggle with. In order to make our goals for the new year, it helps to find a way to be strategic without letting the overwhelm take control.

Are you up for the challenge?

Today I will be sharing my own tried and true recipe for planning out your marketing plan so that you can make your goals a reality.


Note ---- It’s important to note that everyone has their own way of working and it has to feel right for you. As an overthinker (but an organised one), my brain works entirely on process and breaking things down right to the smallest detail so I can see the bigger picture. This blog has been structured around exactly this.


What is a marketing plan?

First things first, let's start off by defining EXACTLY what a marketing plan is.

A marketing plan is basically a report that outlines your marketing strategy for the coming year, quarter, or month.


In your marketing plan, you may choose to include things such as:

  • Your business goals

  • Milestones

  • Measurables

  • A timeline of when you would like to accomplish these tasks


It seems such an obvious point to make, but it really just boils down to one question “what do you want to see happen in your business next year”?

You don’t need to overthink it, which for us Wellbeing businesses and creators can be a tough one, I know!!


But, let’s just ponder on this a second…


I’m going to throw in some questions that I hope will help you to get thinking about what you want for 2021.



Not got time to read this right now? Save this pin here to come back to it later.


In order to build your marketing plan for 2021, here are some questions to get you started!


Step 1. “What do I want to see happen in my business in 2021?”


In its simplest terms, your marketing plan answers the question: What do I want?

As wellbeing business owners, it is pretty easy to fall into a cycle of overwhelm when you try to focus on all of the ideas you have in your head.

In order to avoid this, you need to narrow it down to one thing.


Here are some examples to get you started:

  • More sales

  • More email leads

  • To become known as an expert in my field

  • More engagement on my social media etc..

  • Create a course

  • More website traffic

  • More sign-ups


Step 2. “How can I make this happen?”


Next, you'll need to identify HOW you can make this happen (We’ll dive deeper into this shortly). But remember that a “goal without a plan is just a dream”, or so they say! It helps to identify things that you can get started on today to get you closer to those goals.


Step 3. What is a realistic timeframe for this to happen?


I’ve highlighted the word realistic here to really emphasize that it needs to be realistic for it to be achievable. When we start creating goals that are unrealistic, it can quickly lead to stress and overwhelm.


Take into consideration holiday dates/time off that you’re planning, set-up processes, and plan around anything that could potentially affect your timeframe.


Step 4. Your Why: “What will this mean to me if I see this happen in my business?”


It goes without saying that unless we feel connected to this action/goal, the likelihood of it actually happening is slim.


So, I challenge you to really think about why you want this to happen in your business, what great things this is going to give you and the feeling it will create.


Ok, so at this point, I hope you’ve started to think about what you want to see happen in your business. The next step is to dive deeper into how you can start to make your vision a reality. Here are a few tips to get you started:


  • Create A System:

Creating a system for yourself allows you to plan in realistic chunks and to measure what has happened already vs what needs to happen. Have a look into free apps such as; Trello, todoist or even create a google doc spreadsheet.

These tools will help you to organize and streamline your workflow.


The idea is to create something simple that’s not going to put you off from achieving what you want.


  • Break your action plan into 4 stages by each quarter:

Q1 - Jan to March, Q2 - Apr to June, and so forth.

Not only does this take the pressure of feeling the need to achieve everything now (which let’s face it - we all experience this from time to time), but it helps you to measure your task list more effectively.


  • Work backwards:

Start with your goal and then think about what you need to do to make that happen.

For instance, if your marketing goal is to get more email subscribers - how will you do this? Some suggestions I can offer are; create a lead magnet (check out my blog here for more information), create a sign-up form for subscribers to access your newsletter or regular email campaigns, create a Facebook group, and have people add their email address as part of the Facebook entry question.


If it’s more sales, then again repeat the process; how can you make that happen? Networking events, online promotion campaigns, engaging in Facebook groups etc...



  • Decide when, when, when?

Lastly, you will need to set realistic dates and deadlines for each of your goals. Ticking things off the list really does give a sense of achievement and makes the process so much more motivating!



A KIND REMINDER:-

Actions and goals can sometimes feel a little deflating, especially if we don’t see them happen. So it’s important to remember to be kind to yourself. Surround yourself with positive affirmations to refer back to. Also, reflect on your WHY that we explored at the beginning of this blog.


Here’s a quote I stumbled across that I thought was rather lovely:


“If the plan doesn’t work, change the plan but never the goal”


I’ll give you an example to help get you thinking about your why.


So. I run a membership programme alongside my business partner Helene Musso, called The Hearts in Business, and my why for doing this is as follows:

  • To create a community enabling heart-centered businesses to feel confident to grow in their business, but at their own pace with a helping hand always at their side. None of this pushy hard talk that you sometimes see in marketing.

  • By creating this community it gives me such a wonderful sense of purpose by helping others in an area that I’m truly passionate about. It really does wonders for my ‘connector’ archetype.


I’d recommend exploring your financial why too - what your goal/chosen action is going to give on a financial level. I know for us nurturers, we’re not driven by money, but it certainly helps to give us what we need (or our families) in life, so it’s important to consider this too.


I hope this blog has helped to get you on the right track. Stay tuned for next month’s blog on launching your online course or membership.


If you’re planning a launch soon, head over to my Facebook page to look out for my next new eBook that will give you a launch checklist coming out in February 2021.


Pin this blog here to save for future reading. You’re gonna want to come back to this at some point as a refresher ;-)


With love and care,

Lisa




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