{"id":4588,"date":"2021-01-13T12:48:18","date_gmt":"2021-01-13T12:48:18","guid":{"rendered":"https:\/\/beedigital.marketing\/?p=4588"},"modified":"2022-12-13T09:59:30","modified_gmt":"2022-12-13T09:59:30","slug":"guest-blog-10-tips-for-launching-your-2021-strategy","status":"publish","type":"post","link":"http:\/\/beedigital.marketing\/guest-blog-10-tips-for-launching-your-2021-strategy\/","title":{"rendered":"10 tips for launching your 2021 strategy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4588\" class=\"elementor elementor-4588\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-194d5fe elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"194d5fe\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-70ab0d79\" data-id=\"70ab0d79\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ce9424a elementor-widget elementor-widget-text-editor\" data-id=\"ce9424a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Before considering any ideas, we ought, perhaps, to consider the question: why bother? <\/strong><\/p><p><span style=\"font-weight: 400;\">After all, the situation is so fluid that any strategy you prepare now could be rendered out of date by next week.<\/span><\/p><p><span style=\"font-weight: 400;\">If one thing has proven to be certain about the pandemic, it\u2019s that nothing is certain. It\u2019s almost like trying to build a house on sand.<\/span><\/p><p><span style=\"font-weight: 400;\">Nevertheless, I am still firmly of the opinion that to quote that old adage, failure to plan is equivalent to planning to fail. You might have to adjust your strategy, or even rethink it all together, but that\u2019s no reason to not develop one in the first place.<\/span><\/p><p><span style=\"font-weight: 400;\">A strategy is useful because it enables you to consider priorities. By having a written strategy, you also make those priorities explicit.<\/span><\/p><p><span style=\"font-weight: 400;\">That\u2019s not a bad idea: <\/span><b>you<\/b><span style=\"font-weight: 400;\"> might know what they are, but do all the members of your workforce, or your customers?<\/span><\/p><h2><b>Aims<\/b><\/h2><p><span style=\"font-weight: 400;\">A good starting point is to decide what your aims are before you can begin to prioritise them.\u00a0 <\/span><\/p><p><span style=\"font-weight: 400;\">Some aims to consider might be:<\/span><\/p><ul><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Keep in business. This is clearly a key issue given the general state of the economy, the state of uncertainty, and the plethora of free edtech and other resources available for free.\u00a0<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gain more clients.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gain more \u201cfans\u201d.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gain more newsletter subscribers\/video channel subscribers.<\/span><\/li><\/ul><h2><b>10 Ideas to think about<\/b><\/h2><p><span style=\"font-weight: 400;\">Here are 10 examples of approaches to consider, once you\u2019ve decided what your aims and priorities are.<\/span><\/p><h2>1. Reactivate old customers<\/h2><p><span style=\"font-weight: 400;\">In their quest to gain new customers, companies sometimes forget about their existing ones.<\/span><\/p><p><span style=\"font-weight: 400;\">Apart from the fact that it costs much more to acquire new customers than to retain existing ones, the existing ones are your biggest advocates.<\/span><\/p><p><span style=\"font-weight: 400;\">They\u2019re the ones who have been using your products or service, and hopefully will be engaging in <\/span><span style=\"font-weight: 400;\">word of mouth marketing<\/span><span style=\"font-weight: 400;\"> on your behalf without even having been asked.<\/span><\/p><p><span style=\"font-weight: 400;\">Bryan Plumb, CEO of Bee Digital Marketing, has a <a href=\"http:\/\/beedigital.marketing\/the-story-of-the-nine-word-email\/\">simple 9-word email<\/a> he uses to re-engage existing or past clients.<\/span><\/p><h2>2. Find out who your typical customers are, and what their challenges are through a questionnaire<\/h2><p><span style=\"font-weight: 400;\">This is much easier to do if you already have a company newsletter, but even if you don\u2019t have one you could still run a survey from your website.<\/span><\/p><p><span style=\"font-weight: 400;\">Many companies offer a freebie in exchange for useful information, such as an exclusive report or a white paper.<\/span><\/p><p><span style=\"font-weight: 400;\">A few things to bear in mind here are:<\/span><\/p><ul><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be mindful of the fact that when you offer a freebie you may get nonsense responses from people who just want the freebie.\u00a0<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Be aware of data privacy (GDPR) issues when contacting people. Basically, you\u2019re not allowed to send emails to people who haven\u2019t signed up top receive emails from you.<\/span><\/li><li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">It\u2019s a well-established fact from research in the field of economics that some people\u2019s purchasing decisions are different in real life to what they say they will buy when asked in a survey.<\/span><\/li><\/ul><h2>3. Identify the influencers and the decision-makers<\/h2><p><span style=\"font-weight: 400;\">It can be quite useful to try to find this out when running a survey, but it can be difficult.<\/span><\/p><p><span style=\"font-weight: 400;\">This is because in real life, the influencers may not be the budget-holders or hold a position of authority within the school. Nevertheless, it\u2019s worth asking questions like, <\/span><span style=\"font-weight: 400;\">Who makes the purchasing decisions?<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><h2>4. Carry out research among students and parents too if possible<\/h2><p><span style=\"font-weight: 400;\">This is quite difficult to do these days, but one approach is to ask your customers if they could run a student survey on your behalf, making provision to anonymise the data.<\/span><\/p><h2>5. Whip up some white papers<\/h2><p><span style=\"font-weight: 400;\">Reports and white papers were mentioned earlier.<\/span><\/p><p><span style=\"font-weight: 400;\">These don\u2019t have to be very long. What they should be is insightful, or a useful summary or collation of information.\u00a0<\/span><\/p><h2>6. Step up that Twitter presence<\/h2><p><span style=\"font-weight: 400;\">If the idea of a white paper sounds too demanding or time-consuming, a presence on Twitter could be worth considering.<\/span><\/p><p><span style=\"font-weight: 400;\">For example, useful websites, or suggestions on how to translate DfE updates into action, or perhaps just some lighthearted comments or activities to take people\u2019s minds off things.<\/span><\/p><p><span style=\"font-weight: 400;\">For example, every Wednesday at 8 pm Gladstone, the Treasury cat, invites cat owners to take photos of their cat in a particular position and then post it to Twitter.<\/span><\/p><p><span style=\"font-weight: 400;\">This is pointless but fun! It provides welcome light relief from our current tribulations. See <\/span><a href=\"https:\/\/twitter.com\/hashtag\/GladdersYoga?src=hashtag_click\"><span style=\"font-weight: 400;\">#GladdersYoga<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><h2>7. Choose your freemium models wisely<\/h2><p><span style=\"font-weight: 400;\">Many companies attract new customers by offering freebies or a cut-down service. At the 2019 <\/span><a href=\"https:\/\/www.ictineducation.org\/home-page\/review-of-bee-digitals-marketing-to-schools-summit\"><span style=\"font-weight: 400;\">Marketing to Schools Summit (M2SS)<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/twitter.com\/jodieworld\"><span style=\"font-weight: 400;\">Jodie Lopez<\/span><\/a><span style=\"font-weight: 400;\"> said that the quality of your lead magnet (free giveaway) should be as good as the actual product.<\/span><\/p><p><span style=\"font-weight: 400;\">I came across a service recently in which the free version had the same functionality as the paid-for version.<\/span><\/p><p><span style=\"font-weight: 400;\">The only difference was that the latter didn\u2019t have the company\u2019s branding on it.\u00a0<\/span><\/p><h2>8. Collect those case studies<\/h2><p><span style=\"font-weight: 400;\">Case studies of your product in action can be quite useful, especially if they have been written by a third party or by the people using the product.<\/span><\/p><p><span style=\"font-weight: 400;\">(In the interests of transparency and credibility, the case study is open about any extra assistance the school was given, such as being given the product or service free of charge.)<\/span><\/p><p><span style=\"font-weight: 400;\">The beauty of a case study is that it can go into more depth, and can be more objective than an advertisement. (But note that sponsored blog posts or advertorials must be identified as such.)<\/span><\/p><h2>9. Get that blog up-to-date<\/h2><p><span style=\"font-weight: 400;\">On the subject of blog posts, a blog is a good way for a company to keep its website fresh by adding useful and interesting content at least once a week.<\/span><\/p><p><span style=\"font-weight: 400;\">A regularly updated blog has been found to keep people coming back to the website to find out what the latest article is all about.<\/span><\/p><h2>10. Don&#8217;t forget to leave room for flexibility<\/h2><p><span style=\"font-weight: 400;\">Whatever you decide to concentrate on, it\u2019s crucial to leave \u201cwiggle room\u201d.<\/span><\/p><p><span style=\"font-weight: 400;\">Strategy documents that are so full of so-called SMART objectives that there is no flexibility lend themselves to cheating in some way.<\/span><\/p><p><span style=\"font-weight: 400;\">Even without blatant cheating, targets can easily create a perverse incentive to achieve the target rather than the thing the target is meant to represent. <\/span><\/p><p><span style=\"font-weight: 400;\">An example I came across was the Head of Computing who told me that he teaches the easier stuff towards the end of the school year because his students will do better on tests as the year goes on, making it look like they\u2019re making progress. <\/span><\/p><p><span style=\"font-weight: 400;\">Cynical, perhaps, but understandable too.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>How can you successfully launch a New Year strategy? Start with your aims and priorities, then implement THESE top 10 ideas&#8230;<\/p>\n","protected":false},"author":27,"featured_media":10096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[155],"tags":[92,95,134,17,26,56,20,59,86,98,68,71,29],"class_list":["post-4588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-to-schools-strategies","tag-coronavirus","tag-covid-19","tag-digital-learning","tag-edtech","tag-education","tag-learning","tag-marketing","tag-marketing-strategy","tag-online-learning","tag-pandemic","tag-schools","tag-strategy","tag-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>10 tips for launching your 2021 strategy - Bee Digital<\/title>\n<meta name=\"description\" content=\"How can you successfully launch a New Year strategy? 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