5 Building Blocks of a 2021 Marketing Plan

Encompass Clarity 2021 Marketing Plan Image

Encompass Clarity, Inc.

2020 is gone. We have smacked it, drop-kicked it and as the image suggests, pushed it over a cliff (in our minds). It is time for a fresh start, ‘cause it’s a new year. And, that means we need a new plan.

Encompass Clarity Guy Pushing 2020 Off Cliff

It is never too late to make a plan. There is still time to create a digital marketing plan that could help you organize your tactical ideas in an effective way to win new customers and add revenue to your bottom line.

You can think of building your marketing plan with 5 building blocks.

  1. Macrotrends
  2. Customer Journey
  3. Goal Setting
  4. Micro-Goals & Metrics
  5. Time & Resources

Let’s tackle the first block.


Macrotrends help you understand what could be affecting the buying behavior of your customer target right now. Ask yourself, “what social trends, consumer buying changes, and demographic shifts could be impacting the consumer and how could these trends ultimately impact our sales and revenue?”.

The goal here is to translate how those trends appear in the markets & population segments you provide products and services.

Once you have outlined the key macrotrends that affect your consumer base, further translate those trends by explaining how they are realized through behavioral characteristics exhibited by consumers.

For example, are your consumers greatly impacted by the BLM (Black Lives Matter) movement? Have they shifted their disposable income to other brands? How about the impact of COVID-19? How, exactly, has it affected your target’s spending and channel behavior?

Customer Journey

Next, outline your target customer’s journey. This journey is the path the average customer takes to purchase your product. It covers how she becomes aware of your brand, and the solutions you offer, how she becomes convinced of your value and what makes her literally buy into what you offer. Theoretically, you should have a separate path outlined for each of your consumer targets.

Illustrated above, the consumer journey is more than nice to have knowledge. You can use a model of your customer’s journey to meet your customer at various touch points in order to influence purchase and repurchase behavior. The journey can also help you pinpoint problems that you can actively seek to solve through your marketing efforts. This is especially true if the journey shows issues such as a lack of brand/solution awareness, lack of a compelling story that captivates or a barrier (price, perceived value, difficult purchasing process) to purchase.

Now, let’s move onto setting your goals. In this step, you create high-level goals for your marketing plan. Based on how your customer moves into and through the customer journey (sales funnel), ask yourself and your team:

‘Does our business need assistance getting customers/the right customers into the funnel?’

‘Do we have trouble helping customers navigate from onearea of the funnel to the next?’

‘Does the business have a problem with one specific area of the funnel?’

‘Do we have a problem with sealing the deal?’

Goal Setting

Once you have an idea on where to shore up areas of the funnel, you can brainstorm marketing activities to help.  One way to approach building a digital marketing plan is to use the ‘5W & 1 H’ method. This is simply asking Who, What, Where, When & Why to build up relevant goals to assist with any funnel deficiencies.

First start with ‘What’. What is it that you want to achieve? Example, ‘Increase Brand Awareness’

Why?  Example, ‘Brand Awareness is low. By increasing brand awareness we can add more folks to my sales funnel.’

Among Who? Here you define your consumer target in detail.

Where? Be very detailed. Include geographic area as well as the specific marketing channels you want to use to target your customer. For example, maybe you want to target women business owners in a certain city on Facebook & Instagram.

When? Give yourself a time frame. For example, first quarter 2021.

Micro-Goals (Tackle the 'HOW')

Next, work out how you are going to achieve each goal. List out the micro-goals that you would have to achieve in order to achieve your high-level goals. For each high-level goal, simply outline the individual steps you would need to take to ensure success for each. These will be your micro-goals. For example, if part of your plan includes distributing a new e-newsletter to re-engage customers and spark new purchase activity, your micro-goals may be to:

  1. Develop a content plan for the next 12 months so that you and your team can develop content in an organized timely fashion over the course of the year.
  2. Develop a newsletter template, complete with new imagery that could appeal to your customer base
  3. Create copy for a newly launched product to include as a description for the product you want to feature in your newsletter


Make sure you elect up to 2-5 goals and outline the same information, using the ‘5W AND 1H’ method for each.


Once you have your goals complete with micro-goals, select the metrics you want to review daily/weekly/monthly to ensure the tactics you outlined actually work. These should be directly related to your micro and high-level goals.

We have some examples in our DIY Marketing Plan Workbook.

Time & Resources

Finally, ensure that the plan you’ve outlined is one that you can actually execute successfully.  It may seem like a good idea to throw the entire bucket full of ideas into your plan, but you have to effectively budget and manage each one. So, pick those items that fall within budget and those that can be completed with the people resources you either have or can pay for. 

Check out a full list of items you should consider in the DIY marketing plan workbook.

A full and detailed plan outline covering each of these building blocks has been added here for you. There are even macrotrends included that you can review and use for additional research on the impact to your customer base.

Download the DIY Marketing Workbook here. No Strings. No email needed. 

Get more free tools as they become available. Just sign up for future articles.

We hope this helps.

Happy New Year! And, Happy Planning!

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Encompass Clarity is a digital marketing agency aimed at helping clients have more successful encounters with consumers. If you need any help with your digital marketing strategy hit the button below or give us a call at the number in the navigation header.

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