The media have recently reported a possibility that the UK will fall into a double dip recession. Should we believe them? Is it the usual scaremongering that helps them get eyeballs on their articles? Data from research company GfK showed that the UK consumer confidence index tumbled 6 percentage points to minus 31 in the first half of October, which strongly points to a double dip recession possibility. What does this mean for your marketing in 2021? It means it needs to be watertight with every possible angle considered. You need to think smart and spend smart to ensure your business survives the already tough times that are about to get tougher. In this webinar, Jag will talk about the key areas to focus on to ensure your marketing is on point in 2021 to help.

1. Will Your 2021
Marketing Strategy
Get You Where You
Want To Go?
Let’s Find Out...
Presented by Jag Panesar

2. Did you know....
Companies that prioritize
marketing efforts are
13x more likely to see
positive ROI.
Hubspot

3. You will learn about...
How marketing has changed due to COVID-191
2
3
4
5
6
The key areas you need to focus your efforts
Understanding your audience in more depth
Setting realistic objectives
Understanding your critical success factors
Useful tools to support your strategy creation

4. A few important points...
• This webinar is catered towards service based SME owners or marketing
personnel
• The content has been focussed around activity that you should be able
to implement yourself
• Activity such as SEO, PPC and social media advertising are important but
are not covered today

5. 13 years in
business
in house
professionals
Est 2007
About Xpand
• Based in Saltaire,
West Yorkshire
• Full service
digital marketing
agency
• Est. 2007

6. Headway
Recruitment
Client
35% increase in traffic
after 12 months and
£114,000 of converted
business within 12
months
Result
35% £114K
INCREASE CONVERSIONS
Results

7. Pitts
Wilson
£200,000 worth of
enquiries in 6 weeks
through Google
Adwords
£200K 6
OF ENQUIRIES WEEKS
Results
Client
Result

8. Chris
Makin
£80,000 of new
business from the
website
£80K 24
OF BUSINESS MONTHS
Client
Result
Results

9. Energy
Mill Gym
500 members within
3 weeks. Target was 4
weeks
500 3
NEW MEMBERS WEEKS
Client
Result
Results

10. Do you have a marketing strategy?
or

11. What’s in a marketing strategy?
• It provides long term objectives
• It outlines your competitive advantage
• It outlines the markets and audiences to target
• It outlines your brand position
• It provides a road map of what needs to happen
and when
It has the following:

12. No. 1
How marketing has
changed due to
COVID-19

13. 1) COVID-19 has accelerated the
growth of digital

14. • Someone in your business needs to take
ownership of digital marketing. If it is
outsourced, there NEEDS to be an internal
understanding of what is happening
and why
• You need a digital marketing strategy
• At the VERY least, understand how social
media works and what it means to your
audience, not just what it means to you.
What does this mean for 2021?
97% of B2B
marketers use
LinkedIn as part
of their content
marketing efforts
(Content Marketing Institute)

15. 2) Brand trust is key
• People connect with authenticity
• If they can’t connect with your brand, they’ll
connect with someone elses
• It’s not enough to tell people you are
trustworthy, you have to prove it

16. • Build your reviews on Google,
Trustpilot, Facebook, LinkedIn etc
• Know your brand values - the
fundamental beliefs on which your
business and its behaviour is based
• Ensure your messaging speaks to the
pain points of your audience - connect
with them
What does this mean for 2021?

17. 3) Your audience has changed
• COVID-19 has affected EVERYONE
• The way we make buying decisions has changed, even if
only slightly
• People are choosing to be more supportive of local businesses

18. • You need to understand your audience pain points
• Know what might stop them from buying from you
• Get into their heads and think like them
What does this mean for 2021?
More on this later...

19. No. 2
The key areas to focus
your efforts

20. SOLAR7

21. The ultimate goal
SEARCH
SEO + PPC
SOCIAL
MEDIA
EMAIL
PR
ADVERTISING WEBSITE ENQUIRY CONVERSION TURNOVER PROFIT

22. The ultimate goal
SEARCH
SEO + PPC
SOCIAL
MEDIA
EMAIL
PR
ADVERTISING WEBSITE ENQUIRY CONVERSION TURNOVER PROFIT

23. 3 key areas for business success
1) Skillset
2) Organisation
3) Communication

24. Pull your S.O.C.s up!

25. No. 3
Understanding
your audience

26. What you need to consider
Their background
Their identifiers
Their goals
Their primary challenges
The sources of information
The topics they choose to engage with/ read about
What all this tells you in relation to your marketing

27. Amy - The Young Volunteer "The best thing about
coaching young people is
when they realise just
how good they are. It's
like the light switches on
and they just go for it.
There's no better feeling"
Background
Amy has recently finished University and returned home. During her course, Amy coached young people and enjoyed doing so. She
found a lot of these young people lacked in self belief and confidence. Now the course has finished she would love to find
something similar back here in Leeds but lockdown has restricted a lot of the clubs.
Goals:
To secure a position working as a full-time Coach for England's'
Women's football team
Make a difference - role model to young girls who want to pursue
a sport
Primary Challenges
A lot of competition for coaching posts
Lockdown
CV is lacking experience
Keeping her knowledge up to date and relevant with any
new training techniques
Identifiers:
Caring
Passionate about supporting young people
Ambitious
Sporty
Proficient social media user
Highly energised and a 'Motivator'
Committed
Sources of Information
Watches & reads
BBC Sport
Social media
Uses TikTok, Instagram and Pinterest
Follows influencers and trends in sporting industry using
hashtags
Podcasts
The Women in Sport
Blogs
https://coachingyoungathletes.com/
Topics:
How to be a better Sports Coach
Women in Sport
Student life to real life
Sport psychology, nutrition and exercise physiology
Influencers:
Sarina Wiegman (Englands Head Coach)
Mo Marley (England Under 19s & Everton Manager)
Amy needs to develop her experience - she has high aspirations but is in the same boat as a lot of others. She needs to stand above the rest.
Girlguiding can help her do this, by giving her opportunities to learn new skills and develop personally, whilst building vital experience for job
applications. We can also play on the fact that she wants to push girls in Sport.
AGE
ROLE Unemployed
22
STATUS
LOCATION Morley
Single
EDUCATION
FAMILY Mum, dad and two brothers
Degree in Sports Science
What does this tell us? What can Girlguiding Leeds do to help?
Example

28. No. 4
Setting realistic
objectives

29. What kind of objectives
have you set?
‘This time next
year, we’ll be
millionaires’
Del Boy

30. Your objectives should be....
Specific
Measurable
Achievable
Relevant
Timed

31. When setting objectives, consider...
1) Where you are at this moment in time
2) Resources available
3) What the objective means to the business

32. Example
Rather than saying ‘I want more
sales/ profit’
Consider
I want to increase revenue from XYZ
service by 15% by May 31st 2021.

33. No. 5
Understanding your
critical success factors

34. What are critical success
factors (CSFs)?
The vital few activities
that really drive
success for your
business.

35. How do I know if it’s a CSF?
Ask yourself: If I don’t
achieve this CSF, will
my business be
successful?

36. Example road map

37. Example CSFs
1) Focussed business development
2) Regular account management
3) Measuring productivity and staying within estimates

38. No. 6
Useful tools

39. Useful tools
...plus one additional
downloadable tool...

40. You should now
know...

41. You should now know...
How marketing has changed due to COVID-191
2
3
4
5
6
The key areas you need to focus your efforts
Understanding your audience in more depth
Setting realistic objectives
Understanding your critical success factors
Useful tools to support your strategy creation

42. Strategy download tool...
1 minute survey

43. Visit: www.xpandmarketing.co.uk
Strategy download tool...

44. Visit: www.xpandmarketing.co.uk
Our other webinars....

45. Email Jag
jag@xpandmarketing.co.uk
Email Danni
danni@xpandmarketing.co.uk
www.xpandmarketing.co.uk
If you’ve enjoyed the webinar, we would really appreciate
a LinkedIn recommendation or a Google review. Or both!
Let’s connect