Sales and Marketing - Jen Jordan

Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.

End-of-Year Marketing Actions Every Small Business Should Take

End-of-Year Marketing Actions Every Small Business Should Take

It’s August - but the end of the year will be here before we know it. The end of the fiscal year is more than a time to close the books and prepare taxes. It is also an opportunity for small business owners to evaluate marketing performance, clean up their digital presence, and prepare for the year ahead.

A few strategic actions now can help you start the next fiscal year with greater focus and less wasted spending.

Evaluate your marketing budget: Compare your actual marketing spending with your budget and revenue results. Determine which marketing avenues produced a measurable return.

If you spent money on advertising, software, events, sponsorships, or outside marketing services, identify which investments produced the best ROI. Use what you learned to build a realistic marketing budget for the new fiscal year.

Update your customer contact information and email marketing practices: Review your email lists, customer databases, and contact information. Remove outdated or duplicate records and organize contacts into useful lists.

This is also a good time to review email subscription practices and make sure your email marketing communications comply with the CAN-SPAM Act.

Refresh your online presence: Search for your business online and review your website, Google Business Profile, social media accounts and online directories.

Correct outdated information, remove obsolete promotions, and update business hours, services, products, and contact information. A consistent and accurate online presence makes it easier for potential customers to find and trust your business.

Identify your best customers: Your year-end review should go beyond counting sales. Determine which customers purchased most frequently, generated the most revenue, or referred others to your business.

Understanding your most valuable customer segments can help you develop more targeted marketing campaigns to attract similar customers in the future.

Review your content: Review the blog posts, videos, emails, social media posts, and other content you created during the year. Identify topics that generated strong engagement or sales conversions.

Rather than starting from scratch next year, consider updating and repurposing your best-performing content.

Set next year’s marketing priorities: Finally, choose a small number of measurable marketing goals for the new fiscal year. These might include increasing qualified leads, improving website conversions, growing an email list, or generating more repeat business. Establish key performance indicators and assign deadlines so your marketing plan becomes an actionable roadmap rather than a wish list.

The end of the year offers a valuable opportunity to pause, reflect, and make improvements for the coming year.

By reviewing results, eliminating ineffective spending, and establishing clear priorities, small business owners can enter the new year with a strategic marketing plan built on evidence.