What’s Still Missing From Your Year-End Marketing Plan?

And just like that, we’re well into the month of September, and before you know it, the next few months are going to breeze by. As holiday promotions begin, businesses need to start thinking about what comes next. 

Marketing often gets pushed to the side until a deadline is already close. Then the team is rushing to write posts, find photos, approve graphics, or put together an offer at the last minute.

A little planning now can make the end of the year much easier. In this newsletter, we’re diving into a few things worth checking off your marketing list now to save you the panic later! 

Review the dates that matter to your business

Start by looking at the calendar through the end of the year. Include major holidays, seasonal changes, community events, company milestones, and any days when your hours will change.

Also, think about what your customers will be doing during this time. They may be shopping for gifts, preparing their homes for fall and winter, planning events, or making good use of the rest of their annual budget. 

You do not need to create a post for every holiday; rather, focus on the dates that make sense for your business and give yourself enough time to create something useful.

If you plan to run a seasonal campaign, work backward from the launch date. Leave time for writing, design, approvals, scheduling, and any updates that may be needed along the way. If you’re currently working with a marketing firm, they should do all the planning for you and set placeholders aside for the important holidays and promotions coming up through the end of the year.

Decide what deserves a campaign

Some year-end updates need more support than a single social media post.

A holiday offer, seasonal service, gift card promotion, charitable campaign, or year-end event may need several posts spread across a few weeks. You may also want to support it with an email, website update, or paid ad.

Start with the goal. Are you trying to increase bookings? Bring people into your location? Sell a specific product? Remind existing customers to schedule a service?

Once the goal is clear, it becomes easier to decide what content you need and when it should be shared.

Use the rest of your marketing budget wisely

If your business has money left in its annual marketing budget, now is a good time to review where it could have the most value.

That could mean promoting an important offer, scheduling a content shoot, updating part of your website, investing in paid ads, or preparing materials for the new year.

Avoid spending the remaining budget simply because it is available. Look at what performed well earlier in the year and where your marketing still has gaps. Put the money toward work that supports a clear business goal or gives you useful content for the months ahead.

If an outside marketing team manages your accounts, ask what they recommend based on your results so far. This is an important time for businesses and their marketing growth, so don’t sleep on any opportunities that may help get your business the exposure it needs during the rest of the year. 

Make time for your current customers

The year-end rush often puts the focus on finding new customers, but your existing customers deserve attention too.

Think about how you can thank them, stay connected, and give them a reason to return. You might share a customer appreciation message, send a helpful seasonal reminder, or follow up with people who have not worked with you recently.

This is also a good time to request reviews and testimonials. Recent feedback can help future customers feel more confident about choosing your business.

Keep the message genuine. A simple thank-you from your team can make a stronger impression than a heavily produced holiday post.

Prepare your content before schedules fill up

Content becomes harder to produce once holiday schedules, time off, and year-end responsibilities begin competing for everyone’s attention.

Try to gather what you need early. Take updated team photos, record seasonal videos, confirm holiday hours, and collect details about upcoming offers.

If several people need to review your marketing, set clear approval deadlines. Make sure one person is responsible for providing the final answer so posts do not get delayed by conflicting feedback.

Businesses working with a marketing firm can help the process by sharing dates, promotions, photos, and company updates as soon as they are confirmed. Your marketing team can plan much more effectively when they have the full picture.

Look beyond December

January will arrive faster than expected. Before the year ends, create a basic marketing direction for the first quarter of 2027.

Start with what you already know. Consider upcoming services, business goals, events, hiring needs, and any important seasonal topics.

You do not need every post written months in advance. A simple plan for January through March gives you somewhere to begin. It also helps you avoid disappearing from social media once the holiday content ends.

Take a few minutes to review the past year as well. Which posts earned the most engagement? Which campaigns brought in inquiries? What questions did customers ask repeatedly? Those answers can guide your next round of content.

Your year-end marketing checklist

Before the calendar fills up, make sure you have:

• Confirmed your important dates, promotions, and holiday hours

• Set deadlines for seasonal campaigns

• Reviewed your remaining marketing budget

• Planned how you will stay connected with current customers

• Gather the photos, videos, and information your content requires

• Outlined your marketing priorities for the first quarter of 2027

The good news is you do not need to have every detail figured out today. However, getting the main pieces organized will give you more time to create thoughtful marketing and fewer reasons to rush later.

If you would like help reviewing your year-end plans or preparing your marketing for 2027, reach out to Tara at Tara@MakinItMarketing.com or book your complimentary consultation to start working with us today!