Marketing Trends for 2021


2020 is finally over and, although we may not be free of COVID and its effects, it is time to look to the future.

Let’s take a look at what trends in marketing this year could bring us and how we can help you to grow your brand, manage your reputation and increase your engagement with key stakeholders.

Two-Speed Strategy

This is a key approach to take with any business strategy and if 2020 has taught us anything, it is to plan for disruptions.

The pandemic is an obvious example of a disruption, albeit a rather extreme example.

At a time of so much change it may seem odd to have a long term strategy in mind, but it is important to think ahead but with a flexible strategy that can adapt to short-term changes and disruptions. This mindset will allow you to look at the customer experience and how to communicate a change of plans.

Selective Innovation

Take a more thoughtful approach to marketing planning.

Focus on what you want to achieve and how you want to position your brand, but make sure you have a strong awareness of your brand and its place in the market. 

Taking this selective, but aware, approach will keep you focused and help potential families, customers and stakeholders to see exactly what you have to offer.

The Value of Value

The pandemic has caused companies of all sizes and types to change in both good and, sadly, unfortunate ways. In the social care sector we continue to see many challenges for providers as they adapt to work in different and innovative ways to care and support people.

Now is the time to show your worth. Make sure to communicate and demonstrate how your organisation adds value to your customer.

Embracing Failure

Failure is often seen as a bad thing.

Many campaigns and future plans came to a shuddering halt last year and some social care providers were forced to reevaluate how they delivered services.

This year may be the time to embrace your failures or difficulties. Keeping employee skills up to date with training sessions and workshops, albeit virtually at times, is just as important. Remember employees at all levels need ongoing support and are vital to achieving your goals.

“A comprehensive and well-paced day of training for senior and middle managers, using the issue of a proposed organisational review to talk us through the process of planning good communications.”

ELOISE APPLEBY, CHEIF EXECUTIVE OFFICER, THE GRANGE CENTRE FOR PEOPLE WITH DISABILITIES

Refining Agile Frameworks

Care providers have been innovative in adapting to the circumstances brought on by COVID-19. 

Being quick to adapt to changes and operating agile frameworks is going to be instrumental in 2021 as we look to return to a new way of life once the benefits of the vaccine has kicked in.

Bursting The Bubble

Data alone does not give you insight to your customer. 2021 is the year to burst the bubble of spreadsheets and action plans and really get under the skin of what the data is telling you.

Not everything within the social care sector is the same, there are many different types of care delivered in a variety of different settings. Understanding your customer and their needs will helps to build both confidence and a truly person centred approach to care delivery and provision.

Lynden Consulting helped us put in place a strategy for our marketing which helped us be more consistent which we feel has had a great influence

TONY LOWE, CEO TAPESTRY CARE UK LTD

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