Are you struggling to finish your year’s marketing to-do list? Are conversions at a stand-still? Is your marketing budget running on empty?
This is a unique time of year for marketers. From one perspective, we’ve almost reached the end of 2018 and can start anew for next year. But from another, there’s still three whole months of selling to get through before crunching the final numbers.
If you’re struggling to reach the finish lines you mapped earlier in the year, there’s still plenty of time left to move the needle in your marketing strategy. These 10 goals are completely doable before year’s end, but don’t wait!
#1 – Repurpose content
If you’re running short on time for creating content, there’s nothing wrong with giving your current stuff a little makeover.
For example, you might update a blog post with new statistics, examples, or screenshots. Or, you might turn a blog post into an infographic or interactive e-book. This can generate new opportunities for backlinks and give you an SEO boost.
In addition, it gives you something new to use in an email to your subscribers. Even if someone didn’t open your email when you sent it last year, adding new insight is a great way to follow up with them.
Look at pieces that are historically high-performing and see what you can do to either improve them or give them a different spin.
#2 – Scale your marketing efforts
End of the year marketing always seems to feel like you’re in a time crunch. If you have specific goals you’re trying to achieve but just can’t find the time, scaling your efforts can be easy and inexpensive. Consider outsourcing content creation to a freelancer or content-specific agency that can alleviate some of the hands-on tasks from your to-do list.
Bonus tip: scale your marketing throughout the year to help you save even more time and money.
#3 – Partner with a charity
There’s never a bad time to give back to others, but partnering with a charity around the holidays can be an effective way to promote your business, too.
The season of giving puts most people in a charitable frame of mind. Running a promotion where you give some of your proceeds to a local charity can encourage others to do business with you at year’s end. If you have a physical location, you might start a collection for food, toys, or other items that will consequently generate foot traffic.
Just make sure that whatever charity you choose knows that you are collecting on their behalf. It’s important to get permission from the charity first, plus they may also help promote the partnership on their own.
#4 – Build top of mind awareness
Make it a point to bring your company into focus before the end of the year. Whether you’re connecting with current customers to trying to re-engage old ones, the end of the year is a great time to let people you’re thinking of them. This is when many companies are planning budgets for the upcoming year, and reaching out now can help them remember to include your services in their strategy.
#5 – Gauge customer satisfaction
Consider sending out a year-end customer satisfaction survey to get some insight into your company’s image and services. Using this data now can help you to plan your strategy for the upcoming year. It gives you insight into how you should tailor your marketing to resonate with your audience. It also opens the two-way communication gateway and reminds your customers you value their input.
#6 – Create a content calendar
Planning your content for the upcoming year can save you hours throughout 2019, plus it reduces the chances of opportunities to fall through the cracks. Use a calendar to plan your themes, blog posts, social media promotions, timelines, and other marketing initiatives so you can stay on top of deadlines and always know what needs to be created.
#7 – Employ holiday marketing
Even if you’re not selling items that belong under the Christmas tree, you can still take advantage of the holidays to boost your marketing. Buyers are always on the lookout for good deals, so use this time to offer your best pricing, bundle services, or free gifts with purchase.
You can also use this time to send your top customers a holiday gift or card to let them know how much you’ve appreciated your business this year. This is another effective way in building top of mind awareness without coming across as too salesy.
#8 – Update your website
Your website can be the strongest marketing tool in your arsenal. If you’ve neglected it throughout the year, now’s the time to make much-needed adjustments for the new year.
Update your hours, change your headlines, add to your blog, swap out images, and ensure you offer a mobile-responsive experience. Even small changes can make a big impact.
#9 – Evaluate your marketing’s effectiveness for the year
Take a look back on all your marketing for the year. Did you hit the target every time? Were some of your efforts lagging in conversions?
Make time to figure out what worked and what didn’t so you have a better idea on how to allocate your time and resources for the upcoming year.
#10 – Spend your budget
Don’t leave money on the table at the end of the year. If you’ve been frugal all year, you’re running out of time to use up your funds. Consider using excess budget for things you know you’re going to use, such as content creation, or for something you’ve wanted to experiment with but didn’t want to take the risk.
What Will You Accomplish by the End of 2018?
It might feel tempting to start slacking on marketing, but this is the time of year when marketers should be their busiest. Grabbing year-end sales and planning for next year means double duty, but the results should more than justify the efforts. Take it one goal at a time, put in the work, and enjoy the rewards all the way until the new year.
