Year-End Marketing Checklist For Small Businesses

About the Author: Tricia Allenson

Holy cannoli, can you believe 2023 is coming to a close!? 2020 seems like it was 6 months ago if you ask us! Anyway, now is the perfect time to reflect on your marketing strategies and prepare for the upcoming year.

The end of the year provides an excellent opportunity to assess what worked well, what needs improvement, and how to set the stage for success in the future. What was the best Fun Friday meal and who brought the best donuts to the office? You know, the real hard-hitting questions.

To help guide you through this process, here’s a comprehensive marketing checklist to complete by the end of the year.

1. Conduct a Year-End Marketing Audit:

Start by reviewing your marketing efforts throughout the year. Evaluate the performance of various campaigns, channels, and strategies. Analyze key performance indicators (KPIs) such as website traffic, conversion rates, social media engagement, and email open rates. Identify successful initiatives and those that fell short of expectations. Remember that campaign where you used piglets that you thought would bring home the bacon just because piglets are cute? Well, you live and you learn.

2. Review and Refresh Website Content:

Your website is often the first point of contact for potential customers. This should be done throughout the year of course, but you’ll typically have a larger overhaul at the end of each year. Review and update your website content to reflect any changes in your business, products, or services. Optimize landing pages for better user experience and ensure all information is accurate and relevant. Don’t be that business that still says it’s 2018 in fine print at the bottom of your home page. You’re not that guy, pal.

3. Assess Social Media Presence:

Evaluate your social media strategy by analyzing the performance of different platforms. Identify the most effective channels and adjust your content strategy accordingly. Consider running a social media audit to ensure consistency in branding. Look at what types of posts got a lot of traction and what flopped. Do you need to adjust your frequency? Don’t you dare tell us that you don’t have any social media pages. We don’t feel like yelling right now. But if you don’t, start one. Like now.

4. Email Marketing Cleanup:

Clean up your email lists by removing inactive or bounced email addresses. If someone hasn’t opened an email from you in 6 months, they ain’t gonna start tomorrow. Plus, most email service providers bill you based on the number of contacts you have. Drop that dead weight like you definitely dropped it after Thanksgiving this year. (It’s ok. We’ll hit the gym hard after Christmas. Eh… after New Years) Analyze the performance of email campaigns, and identify successful strategies. Segment your audience in a way that will make your emails in 2024 more effective.

5. SEO Health Check:

Conduct a thorough review of your website’s SEO. Time to get dirty! Ensure that all pages are optimized for relevant keywords, meta tags are in place, and there are no broken links. Assess your backlink profile and address any issues that may negatively impact your search engine rankings. When it comes to being top 5 on Google search results, we have one question: why not you? You deserve to be King! Or Queen. Of Google.

6. Implement a Content Calendar for the Next Year:

You know what they say: by failing to prepare you are preparing to fail. Ya, ya it’s cliche. But there’s some truth to it! Plan your content strategy for the upcoming year by creating a detailed content calendar. Identify key themes, topics, and promotional events.

Having a well-planned content calendar ensures consistency and helps you stay organized throughout the year. And yes, we know. Stuff will change. A lot will probably change. But having a plan in place will save you some headaches when things get crazy again next year. Like they always do.

7. Budget Review and Allocation:

Show me the money! Review your marketing budget and assess how effectively it was allocated throughout the year. Identify areas where adjustments are needed and allocate resources based on the performance of different marketing channels.

By completing this comprehensive marketing checklist, small businesses can not only wrap up the current year on a high note but also position themselves for growth and success in the year ahead. Taking the time to assess, strategize, and plan ensures that your marketing efforts align with your business objectives.

Perhaps what you discover as you look back on the past year is this: you need help marketing. It took up too much of your time and might not been as effective as it could be. It happens all the time! But it’s ok! We’re hear for you! Set up a call and let’s find out if Limelight can be a good fit to help put your business center stage. Get it? Limelight… center stage… you’ll get plenty of fantastic jokes just like that if we do end up working together. Win win!