Proactive marketing is the secret to success in 2021 – no matter what the year throws at you. 

B.C. Forbes, the founder of Forbes Magazine, said: “If you don’t drive your business, you will be driven out of business.”

As business owners, entrepreneurs and professionals, we’ve all experienced the truth in Forbes’ words. 

If we’re not looking ahead for the next turn in the road, then we’re simply driving aimlessly along without direction or purpose – and we’re much less likely to reach our desired destination. 

That’s why it’s so crucial to be thoughtful and proactive in all aspects of business, especially when it comes to marketing. 

Looking Ahead

As business owners, right now there’s a lot to pay attention to on the road ahead. 

We’re quickly heading into back-to-school season, when we’ll be shifting out of that summer slow-down and into high gear for the final quarter of the year. 

After that, the holiday season is right around the corner, bringing with it the opportunity for special promotions – and the opportunity to make up for a slow start to the year. 

And as much as we’ve enjoyed opening back up, we’re not completely out of the woods yet when it comes to the pandemic. There may be more changes on the way still.

That’s why it’s crucial to be prepared for all scenarios as we head into the end of the year. 

This is NOT the time to fall back into bad marketing habits, such as fly-by-the-seat-of-your-pants social media posting or strategies driven by emergency instead of thoughtful planning. 

It’s time to shift away from reactive marketing patterns, and take the steps necessary to establish a proactive marketing plan for the end of the year. 

Signs of Reactive Marketing 

What’s reactive marketing? If you run a business, it’s highly likely that you’ve been caught up in reactive marketing habits at some point. We’ve all fallen into it at some point, especially after the pandemic. 

Reactive marketing can be broken down into three major characteristics: 

• Opinionated: Reactive marketing is typically based in opinion, emotion or anecdotal evidence – rather than data or strategies that have been studied and proven over time. It typically comes from a gut feeling or influence from others. 
• Emergent: Reactive marketing is also typically driven by one emergency after the next. We saw a lot of this during the pandemic because we were all caught in a situation we didn’t even know we needed to be prepared for. But now we know better, which should make emergency-driven marketing a thing of the past. 
• Impulsive: Reactive marketing is also impulsive, rather than strategy-based and created according to plan. When we’re stuck in a reactive mindset, whims have more influence on our decisions than the smart, daily steps required to reach our goals. 

Signs of Proactive Marketing 

• Researched: Proactive marketing is based in research and influenced by data. It uses insights from your own analytics to paint a clear picture of where you are and where you can be. 
• Predictive: Proactive marketing is predictive. It looks ahead at what’s coming, and it even anticipates potential threats and opportunities that may affect your business.  
• Thoughtful: Proactive marketing includes a thoughtful plan for the future. By anticipating the road ahead, you can plan and prepare for all possible scenarios. Ideally, this plan is written down and reviewed regularly. 

3 Ways To Proactively Market Your Business 

Now is the perfect time to shift from reactive to proactive marketing strategies and habits. Here are three ways to start thoughtfully marketing today.

1. Assess Your Data

The first step is to get out of your head, put the opinions aside, and look at the raw data. What marketing strategies are already working for you? Where could your marketing improve? 

Pay particular attention to the engagement on your website, social media channels and email marketing. Then ask yourself: What gets your brand messaging in front of the most potential customers? 

If your numbers aren’t where you want them to be, it may be a good idea to dig into some research. Consumer habits have changed throughout the pandemic, and there’s a lot of great data available.

2. Consider All Scenarios

Next, it’s time to look ahead. What promotions are coming up? Are you expecting a busy season ahead? Or do you typically slow down? What potential threats could stand in your way? What opportunities might appear? This is the time to anticipate all possible scenarios. 

That also means it’s time to consider how the pandemic may continue to affect all of us. Do you have a “pandemic plan” for your business, now that we know all too well it’s a possibility? 

Need help with your marketing plan? We’ve got you covered. Start with ours. 

3. Strategize Accordingly 

Once you have a clear picture of your starting point, as well as where you want to be at the end of the year, it’s time to strategize accordingly. How will you get from where you are now – to meeting your goals at the end of the year? 

Here are a few tips that have helped us and our clients: 

• Start with the right mindset for growth and abundance. 
• Choose strategies that capture your audience’s attention. 
• Invest in marketing strategies that are a sure bet, no matter what the end of the year looks like. 

Looking for a way to get in front of your customers – no matter what the future holds? Check out our Custom Video Subscription and see how easy it can be to get in front of your customers.

About Our Quality Video Marketing in Santa Clarita 

With years of professional experience, Brian not only has an eye for crisp visuals and engaging shots — but also an ear for powerful storytelling. In his vision, marketing video should communicate the why behind your business and present it to the world in the most compelling visual format possible. With a camera in his hand, Brian can turn a vision into reality and business-as-usual marketing videos into an opportunity to connect. 

About Lindsay’s Marketing Photography

With the mind of a businesswoman and the heart of an adventurer, Lindsay began to conceive of a different kind of Santa Clarita photography business. In her vision, stepping in front of the camera could be an empowering experience that gave her clients more than just a photograph — it would give people a new way of seeing themselves. With an eye for seeing the beauty in life and in others, Lindsay could use the camera to spread beauty.

About SchlickArt Photography and Video

SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.