Five key components to include in your 2020 marketing plan

Marketing Plan Template 2020

If you’re a business owner or an entrepreneur, chances are you want sales and recognition year round – and therefore, you’re going to want to be marketing your business year round, as well. If instead you treat your campaigns like a quick fix solution to a problem, that’s all you’re going to get. But if you’re looking to build, sustain, or elevate your brand over time, grow your business genuinely, attract customers who will buy, and increase your revenue, then you need to develop a plan.

A plan sets us up for success first and foremost by establishing and managing expectations for the year ahead and eliminates distraction. It turns ideas into action and helps us be proactive with the work we are doing. And research has shown that when we have a plan, we are more likely to achieve our goals.

Here are five key areas your marketing plan must include:

1. A vision

The first thing we need to consider when putting our plan together is the mission of our brand, business, or organization. The mission states why your brand exists. It’s usually surrounding the ways you serve your audience. Your vision, on the other hand, is your higher purpose. What do you want to ultimately be or strive for?

The goal of our plan is to make our vision a reality. To do this, we need a strategy that articulates when and where we’ll utilize our resources to meet our goals, and the tactics are the actual how-tos when it comes to seeing your strategy through.

2. A summary of who is your target audience

If you’re speaking to everyone, you’re speaking to no one. Drill down to the specifics of who this marketing plan is going to be targeted towards. If you don’t know, then start with a survey of your e-mail newsletter list, your social media audience, and past customers or clients.

3. Goals + Objectives

You can pull this list from your business plan if you have one. If not, don’t worry. Take some time to think - where do you want your business to be a year from now? Two years? Five? 10? It’s so important to have your goals down on paper. Make them real and make them specific. For example, are your goals budget or sales related? Write them down. Is one of your goals to build your e-mail subscriber list or garner press coverage? (It should be!) Write that down, too.

4. Strategies and tactics

Our strategies should answer the question of how will we achieve our goals and objectives this year. Think about various campaigns you can launch, events you can produce, or services you might want to provide.

Tactics support these strategies. If you’re launching a campaign, you’re likely going to want to pitch the news to certain publications with enough time to maximize timing to garner attention and sell tickets, for example. You could also be your own media and develop guest blog posts and video and photo content.

5. Budget considerations

A plan should conclude with a page for the various resources you might need to budget. A few common ones for marketing and PR you’ll need to consider include photo shoots, mailing product, hiring any consultants, and so forth. Laying out this wish list will help you for your planning for the year ahead.

Are you ready to get started on your 2020 marketing plan?

Well guess what – we’ve made it easier with our ready-to-go template! In our 33-page file, you'll receive an organized, presentation-ready template for you to document your plan strategically and chronologically through the year. In addition to analysis exercises to nail down your goals and objectives – and what you need to do to achieve them – this template also includes space for a yearlong strategies summary and month-to-month plan. Specific sections of this template are customizable and include a summary, situation analysis, target audiences, goals & objectives, strategies, accompanying tactics, measurement milestones, and budget considerations.

Social media and story ideas for September

September content ideas

September is nearly here, which means summer is almost over (sadly)! But who else thinks fall is the best season? (We kinda do!) The approaching season has no shortage of great events that can serve as an inspirational source for blogging, and September is no exception. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

September is...

  • Better Breakfast Month

  • Whole Grains Month

  • Yoga Month

  • Healthy Aging Month

  • Self Improvement Month

  • Classical Music Month

Daily opportunities include...

September 2: Labor Day
September 6: National Read a Book Day
September 18: National Cheeseburger Day
September 21: International Day of Peace
September 22: First Day of Fall
September 25: One Hit Wonder Day
September 26: National Pancake Day
September 27: Women's Health & Fitness Day
September 28: Drink Beer Day
September 29: National Coffee Day
 

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $9, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

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Digital content and story ideas for May

May digital content ideas

Welcome to the month of May! If you're in the northern hemisphere, you are probably welcoming some consistently warmer weather, which always inspires us to create new things. May has no shortage of great events that can serve as an inspirational source for blogging. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

May is...

  • Vegan Month

  • National Peanut Butter Lovers Month

  • National Water Safety Month

  • World Stroke Month

  • National Bike Month

  • National Photograph Month

  • National Songwriting Month

Daily opportunities include...

May 2: National Lemonade Day
May 4: National Star Wars Day
May 5: Cinco De Mayo
May 5: Kentucky Derby
May 7: National Packaging Design Day
May 11: National Foam Rolling Day
May 12: Mother's Day
May 18: International Museum Day
May 20: Bike to Work Day
May 25: National Wine Day
May 27: International Jazz Day
May 28: National Hamburger Day
May 31: National Macaroon Day

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $9, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

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Social media and story ideas for September

September content ideas

September is nearly here, which means summer is almost over (sadly)! But who else thinks fall is the best season? The approaching season has no shortage of great events that can serve as an inspirational source for blogging, and September is no exception. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

September is...

  • Better Breakfast Month

  • Whole Grains Month

  • Yoga Month

  • Healthy Aging Month

  • Self Improvement Month

  • Classical Music Month

Daily opportunities include...

September 3: Labor Day
September 6: National Read a Book Day
September 18: National Cheeseburger Day
September 21: International Day of Peace
September 22: First Day of Fall
September 25: One Hit Wonder Day
September 26: National Pancake Day
September 27: Women's Health & Fitness Day
September 28: Drink Beer Day
September 29: National Coffee Day
 

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $9, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

PIN THIS!

PIN THIS!

Digital content and story ideas for May

May digital content ideas

Welcome to the month of May! If you're in the northern hemisphere, you are probably welcoming some consistently warmer weather, which always inspires us to create new things. May has no shortage of great events that can serve as an inspirational source for blogging. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

May is...

  • Vegan Month
  • National Peanut Butter Lovers Month
  • National Water Safety Month
  • World Stroke Month
  • National Bike Month
  • National Photograph Month
  • National Songwriting Month

Daily opportunities include...

May 2: National Lemonade Day
May 4: National Star Wars Day
May 5: Cinco De Mayo
May 5: Kentucky Derby
May 7: National Packaging Design Day
May 11: National Foam Rolling Day
May 13: Mother's Day
May 18: International Museum Day
May 20: Bike to Work Day
May 25: National Wine Day
May 27: International Jazz Day
May 28: National Hamburger Day
May 31: National Macaroon Day

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $10, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

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Friday Q&A: Your PR and marketing questions answered

Friday.png

This new year is off to a busy start, but we want to make sure we take the time to give back with a bit of what we know and have learned! Every Friday on the @FACTEURPR Instagram Stories, we answer a PR or marketing question you've asked. That includes media relations, advertising, social media, influencer engagement, blogging, content marketing, planning, pitching, SEO, etc. The videos will stay live on Stories for 24 hours, and we will add the most recent ones to our Instagram page Highlights. 

To ask a question, send us an email, drop a comment below or leave a comment or DM us on Instagram.  

We look forward to connecting with you and hope you find this series valuable. And as always, we're always here to help with your specific public relations, social media, content marketing, and digital creative needs! Contact us here.

Digital content and story ideas for September

September content ideas

September is here, which means summer is almost over (sadly)! But who else thinks fall is the best season? The approaching season has no shortage of great events that can serve as an inspirational source for blogging, and September is no exception. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

September is...

  • Better Breakfast Month

  • Whole Grains Month

  • Yoga Month

  • Healthy Aging Month

  • Self Improvement Month

  • Classical Music Month

Daily opportunities include...

September 4: Labor Day
September 6: National Read a Book Day
September 18: National Cheeseburger Day
September 21: International Day of Peace
September 22: First Day of Fall
September 25: One Hit Wonder Day
September 26: National Pancake Day
September 27: Women's Health & Fitness Day
September 28: Drink Beer Day
September 29: National Coffee Day
 

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $9, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

PIN THIS!

PIN THIS!

Digital content and story ideas for September

Blog Header core ideas.jpg

Summer is coming to a close, and the smell of fall is in the air! September is one of our favorite months, and it has no shortage of great events that can serve as an inspirational source for blogging. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

September is...

  • Self Improvement Month
  • National Sewing Month
  • Better Breakfast Month
  • Healthy Aging Month
  • Classical Music Month 
  • National Skin Care Awareness Month

Daily opportunities include...

September 4: Labor Day
September 6: National Read a Book Day
September 7: Beer Lover's Day
September 15: LGBT Awareness Day
September 18: National Cheeseburger Day
September 19: National Aging Awareness Day
September 22: First Day of Fall
September 26: National Pancake Day
September 25: National One-Hit Wonder Day
September 27: National Women's Health & Fitness Day
September 29: National Coffee Day

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Instant Resources tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $10, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

PIN THIS!

PIN THIS!

Digital content and story ideas for May

May digital content ideas

Welcome to the month of May! If you're in the northern hemisphere, you are probably welcoming some consistently warmer weather, which always inspires us to create new things. May has no shortage of great events that can serve as an inspirational source for blogging. These ideas are also applicable to your social media and media relations pitches. To get you started, here are just a few opportunities this month to align your brand or business with some already note-worthy happenings online.

May is...

  • Vegan Month
  • National Peanut Butter Lovers Month
  • National Water Safety Month
  • World Stroke Month
  • National Bike Month
  • National Photograph Month
  • National Songwriting Month

Daily opportunities include...

May 2: National Lemonade Day
May 4: National Star Wars Day
May 5: Cinco De Mayo
May 6: Kentucky Derby
May 7: National Packaging Design Day
May 11: National Foam Rolling Day
May 14: Mother's Day
May 18: International Museum Day
May 20: Bike to Work Day
May 25: National Wine Day
May 27: International Jazz Day
May 28: National Hamburger Day
May 31: National Macaroon Day

Want more content ideas for the year? These are just a few of the ones we've identified! We have developed four editorial content calendars specifically for the food & drink, arts & hobbies, health & wellness, and lifestyle industries. You can find them under the Downloads tab here on the FACTEUR website (and showcased below). We've pulled together social media, blogging, and PR opportunities based on monthly and daily holidays, hashtags, and high profile events that are related to each of those industries. Also included is a list of story ideas to get you started with developing your editorial plan, as well as space to brainstorm your own ideas. We're offering each calendar for $10, and if you buy all four with our Blogger Bundle, you basically get one free! Plus, every time we update the calendars, we'll make sure you'll get the newest iteration (at no extra charge, of course). Happy creating!

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What is PR, and how can it help your brand or business?

A friend-turned-client recently said to me, "I know I need 'PR,' but what exactly does that mean and what does it entail?"

PR is a phrase that becomes synonymous with publicity, or the act of publicizing. While that is certainly part of what a PR professional does, it's not the entire story. 

As the name does suggest, public relations is all about relationships: building them with audiences, influencers, reporters, investors, community leaders, and more. This can be executed in a number of ways, from media outreach to blogging, and Instagramming to event planning. 

Its inclusivity is why FACTEUR PR has the name it does. Our four main services public relations, social media, content marketing, and digital creative – are all tied together with one string: people. And authentically connecting with those people (your target audiences) through those defined channels is the core of our mission, no matter the avenue. 

Authenticity versus advertising

That authenticity piece is very important, arguably more now than ever. (Have you watched the news lately?) While coverage isn't always a guarantee with PR, especially immediately, the slow build of awareness grows in tandem with your audience's trust something that cannot be bought with an advertisement. According to a study conducted by Nielsen,  "Ninety-two percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising."

This is not to discredit advertising, and yes, particularly when it comes to social story telling, buying impressions can help get your story to your target audience. But in the case of a lot of small or emerging businesses – and even well established ones!  advertising dollars are limited and arguably better spent building trust through developing and distributing your brand story through owned, shared, and earned media. 

Owning and sharing your story

Before social media, websites, blog, online videos, podcasting, etc., traditional media was the primary way of telling and sharing your story with a larger audience. Now, in the age of digital empowerment, brands can not only own that story on their own channels but also develop their target audiences with whom to share their story. This leads into content marketing, which depends on creating content like the types listed above to promote a brand, person, product, or story. Want to see content marketing in action? You're looking at it! I wrote this blog post, which is original content I created for the purpose of helping/educating/inspiring my readers, but also to position me as an expert in this subject. (Notice I'm not telling you I'm an expert, but I'm sharing my expertise.) 

By seeing me, the founder of FACTEUR PR, as someone with valuable insight into the world of marketing and public relations, you may decide to continue learning and engaging with me on Instagram, Twitter, Facebook, Pinterest, or perhaps even want to work with me directly. (I hope you do!) This content marketing effort cost me nothing but my time. OK, and the price to host my website and blog on the internet. But ultimately it has allowed me to show instead of tell my story a lot more affordably than only through an advertisement.

Building credibility

That story sharing doesn't begin and end with your Instagram following. Media outlets often solicit story ideas via social media, and valuable content created for your owned channels can be pitched to media outlets, often garnering even more exposure for your business. Third-party coverage (provided it's positive!) also builds an important kind of credibility and extends beyond your current audience, customers, and clients, which in turn can boost yours. 

The ROI on PR is off the charts. When you think about all the places your story goes and the impact it has, you simply can’t afford to not invest in the discipline.
— Entrepreneur.com

Save time and money

Now, while creating and sharing content is usually more affordable than advertising, it doesn't always come for free. But oftentimes we have to spend a little money to make a little money, just as you need to spend time creating content and sharing content. As your business begins growing, you may very well find yourself lacking the time to do it all as you may have when first launching. More resources are dedicated to operations, providing services, creating products, and client relations. The idea of pausing to share all of these amazing developments may seem out of the question. But it's sharing those exciting developments with your audiences, media, and potential audiences that can also feed back into your business and grow it even more. So while dedicated public relations services are often an expense, it must be noted that it's certainly an investment  that returns. As shared in Entrepreneur"The ROI on PR is off the charts. When you think about all the places your story goes and the impact it has, you simply can’t afford to not invest in the discipline. Because it’s not something that can be hacked and requires tremendous patience to see the payoff, some companies tend to look at PR as an overhead expense. In reality PR should be seen as a profit center. From recruitment to SEO growth and business development, PR can serve as a catalyst that gets your brand in front of the right people as you scale your business."

In summary, paid media is still important (especially when it comes to amplifying your efforts via digital), but promoting your business through owned, shared, and earned media is going to offer you the opportunity to 1.) show, not just tell, your story, 2.) authentically connect with, engage, and grow your audiences (and ultimately your customer base), and 3.) be more affordable, getting more bang for your buck. However, it can take some patience to see the return on your investment, but that can be said about building a brand or business, as well. The journey and the destination are all a part of your story!


We hope this information is helpful! Sign up for our monthly email below to get more tips and ideas delivered straight to your inbox. And as always, please feel free to get in touch if you'd like to discuss how FACTEUR can help you and your business with public relations.