The end of the year is rapidly approaching. Planning for the new year might feel like a daunting task, one steeped in uncertainty. Even so, now is the time to start. Statistics show that documenting your strategies gives you a 538 percent greater chance of achieving success. Tapping into lessons learned from 2020, recognize that the flexibility, adaptability and agility practiced this year will continue in 2021. With that new mindset, we encourage you to review your 2020 strategy. Identify what worked, what didn’t work and what you want to change moving forward. It comes down to two key questions: What do you need to do more of? What do you need to do less of?

2021 Planning Don’ts (and Dos)

1. Don’t forget the successes of 2020. Many of us are guilty of simply wanting to put the current year behind us. Even though we are still experiencing numerous challenges, a positive outlook on the past, present and future is vital for success. In order to know what will work, it’s important to acknowledge what is already working, however big or small. Utilize data about successful outreach initiatives, brand equity building, business development efforts or internal changes to understand how to capitalize on what is working within your company and for your clients and what needs to change.

2. Don’t be tone-deaf. Drew McLellan of Agency Management Institute states, “It seems as though the sensitivity meter is set on high for just about every person on the planet. You need to understand the issues and sensitivities of your audience and double-check your creative, messaging and delivery to make sure that you’re in alignment with the current sentiments.” It’s important to stay sensitive to the variety of challenges unveiled in 2020, including practicing empathy and being aware of your marketing tone.

3. Don’t let flexibility overwhelm you. 2020 required greater agility than ever before. And, due to continued uncertainty, it will be an essential mindset to maintain in 2021. The tendency is to think with this uncertainty it’s fruitless to create a written marketing plan that will inevitably change. Nothing could be further from the truth. Being prepared for change is precisely why a written plan is necessary. Share a written marketing plan throughout the organization to obtain alignment and ensure goals, tactics and roles are understood first. Then it’s easier to modify and adapt the plan when needed.

4. Don’t go all-in on digital. Despite the fact that 2020 has proven the need for different types of digital communication and virtual events, it’s important not to rely on one modality. The digital landscape is front and center now, and most organizations have worked to optimize outreach accordingly. However, individuals and companies are looking for chances to get away from the screen. Whether this is through print publication, print advertising or direct mail outreach, a shift to non-digital marketing channels can do a lot to set your firm apart from the competition. Additionally, when the time comes, many businesses will capitalize on the opportunity to return to in-person meetings, events, conferences, tradeshows and live demos. While they may look different in the future, prepare to pivot back to live interaction when possible to meet clients’ preferences.

5. Don’t try to wait out the pandemic. It’s clear that the effects of COVID-19 will continue into 2021. In fact, more than 20 percent of executives estimate the pandemic’s effects will be felt for more than a year. Many companies are sensitive to reduced revenue, budget limitations and restructuring. This doesn’t mean business initiatives must go on hold. A balance of agility, innovation and an unwavering goal to provide viable solutions to your prospects and customers will lead to business growth for your company and your clients. Actively seek to address the ongoing and varying challenges of your clients and prospects. Continue to prioritize meaningful communication; 67 percent of B2B buyers list “relevant communication” as a top influence for choosing one solutions provider over another.

Learn and Move Forward

While the challenges we experienced in 2020 were more than encountered in previous years, business growth is possible and realistic. But it takes resilience and not falling prey to doomsday predictions. Emotional fitness expert Barton Goldsmith says that “sometimes just relabeling what you are doing in your life helps.” Rather than focusing on this year’s challenges, shift the mindset to recognize and acknowledge what you learned and how you grew. Tap into new skills and continue to expand your thinking to capitalize on opportunities wherever they are.