Well, folks...we made it to the end of 2020. What an entrance into a new decade, right?

As we enter into a new year, we wanted to look back on this challenging and unpredictable time and share some of our accomplishments, reflections, and marketing predictions for 2021. Because despite all that 2020 threw at us, it also allowed us to innovate with our clients and grow in ways we may not have.

So, let’s get to it, shall we?

Our Accomplishments

It’s no secret 2020 was full of unexpected roadblocks. But as we look back, our team made some outstanding strides, especially when you consider we accomplished them in the midst of a global pandemic, chaotic election season, aaaannnd every other nutty thing that happened this year.

Here are some of our wins:

As a company, we’ve seen tremendous growth!

One unique aspect of having your world turned upside down is having the opportunity to innovate and grow in ways you may not have. This year we expanded our service offerings (including a new service that will be launching early next year), grew our team by another awesome human, and are working with more clients than ever before. To say we feel blessed and thrilled would be an understatement.

We perfected our craft.

When the COVID storm reared its ugly head, marketing as we knew it changed...a lot! Every single account we managed had to switch gears to focus on communicating with, informing, and connecting with new customers online. For us, this meant helping them pivot, and pivot quickly.

Being challenged to innovate and keep audiences engaged and updated in an everchanging season helped us strengthen our skill set tremendously. Dare we say we actually work pretty well under pressure?

We survived Katie's maternity leave.

Not only did Katie have her sweet kiddo in the middle of a pandemic, but our team managed to keep our clients happy and deadlines met so she could enjoy a full 3-months of maternity leave. We are so thankful to have her back! 🙂

We launched a new service!

After identifying a need for brands to hire a consultant to show their team how to use social media to their advantage, we launched our social media training service! And the response we’ve already received has been outstanding! Our first few clients to complete the course have more clarity surrounding social media than they ever have and it’s been so great to see them apply the lessons and tools they’ve learned. We have SO many plans to build on this (and add even more value) in the coming year.

We grew closer as a team.

This year has been challenging, and I think we were all a little worried that our closeness would fade with us working remotely for so long. But that has certainly not been the case! We've continued to bond as a team and further strengthen Elevate's culture - even during a pandemic.

Our Reflections

2020 has taught us a lot. And in many ways, it’s affirmed many of the marketing principles we’ve known to be true and made them more important than ever.

Here are some of the best ones that stand out to us:

Timely, consistent, and clear communication with your customers is KEY—and it must be planned for.

The pandemic changed how we all do business, and brands who kept their customers thoughtfully informed were able to weather the storm better than those who went radio silent. And that all comes down to having a solid communications plan in the event an urgent message needs to be sent out to your audience. In this instance, your customers likely needed to know:

If you were open.
When you are open.
How they could purchase from you (e.g. in-person, curbside pickup, or carry out).
And what would be expected of them when they interact with you (e.g. wearing a mask, maintaining social distancing, etc.).

Helping our clients build out and execute communication strategies was a solid focus of ours this year, and luckily, it offered them a great foundation to continue using now and into the future.

Here’s the thing: Your customers want to know what they can expect from you, especially during a pandemic. Otherwise, they grow upset and frustrated all because of poor (or lack of) communication. This means not only do you need to ensure you are communicating consistently on your respective channels, but you also need to be replying to comments, dms and pms.

Poor communication can lead your customers to assume your business is closed either temporarily or permanently (when that might not even be the case). Be sure to squash any assumptions by actively leading this conversation with your audience.

If you’ve been hesitant or stagnant about digital marketing—now is the time to get serious.

Digital marketing is one of the most powerful tools a brand has to increase its awareness and bring in new customers. Is it the ONLY way to bring in new customers? Of course not. But, in 2020 (when in-person networking, trade-shows, and similar activities came to a halt) it became everything.

There’s a reason why marketers like us get on a soapbox and preach about building an online audience who CARES about your business:

Because when the world changes the way you do business...you have a quick and easy way to inform your customers.
Because when you need to innovate and promote a different product...you have a listening audience ready to hear your new offer.

Because when times get hard and you need to ask your customers for support...you have an engaged community who is ready to take action.

Each of those things has incredible value. But they take time, expertise, and the right strategy to build. If 2020 taught your business anything, it’s that the time to start building or strengthening your digital presence is NOW.

Our Predictions

And that, friends, brings us to our final category...predictions!

Here’s what we envision playing key roles in marketing your business in 2021:

An increased need for flexible marketing plans.

Having a mapped-out strategy is fantastic, but I think we can all agree that our marketing plans at the beginning of 2020 and our marketing plans now look quite a bit different—and that’s OK! This year taught us that our circumstances and needs can change overnight, and we must be able to pivot our focus and messaging the moment it does.

As you move into the new year, we encourage you to continue this mindset. Don’t be afraid to innovate, shift a campaign, or be inspired by the here and now. And if you’re struggling to feel inspired because you’re in the thick of it all, 2021 might be the perfect time to invest in a marketing consultant who can offer fresh ideas and perspective. If anything, it’s an expert who can help guide your decisions along the way.

The importance of telling a good story, especially your own.

The world we live in is inundated with content. While human connection and storytelling have always been valuable marketing tools, we believe they’ll carry even more impact in 2021.

Think about it: we’re coming up on a year of very little connection or human interaction (things that are intrinsic to our fulfillment and happiness). Not to mention, we’re also experiencing a time of division.

Audiences desire to connect with brands who they can relate to, and when that connection is humanized and vulnerable, it can be incredibly powerful.

As you move into 2021, we hope you seize the opportunity to share stories that communicate the heart behind your mission, your products, and your brand. Even more, we hope you step into your own story (especially as it relates to each of those things). Let your customers get to know YOU—not just your brand.

Pandemic or no pandemic, people will always connect with people (not companies).

Au Revoir, 2020!

We’re thankful for the ways you pushed and grew us this year. But... I don’t think we’ll miss you. 😉

Cheers to brighter days ahead!

2020 Year in Review: Our Accomplishments, Reflections, and Predictions