The end of the year is a lot more than a time for holiday festivities—it's a critical moment for small businesses to pause, reflect and strategize. As the calendar year comes to an end, it's an ideal opportunity to review and celebrate all your accomplishments made over the past year, learn from any challenges and realign your goals for the future. It’s also a great time to set the tone for what is next for your business.
Reflecting on what worked and what did not can allow you to gain valuable insights to inform your strategy for the coming year. Whether it’s refreshing your online presence, reimagining your campaigns or planning your budget, the steps you take now will shape the foundation of success in the new year.
Use this end-of-year marketing checklist to ensure you finish 2024 off strong, capitalize on every opportunity and enter the new year with confidence and clarity.
Review & Evaluate Your Marketing Goals from 2024
The first step to planning for 2025 is reflecting on the past year. Evaluate the goals you set at the beginning of 2024 and analyze how well you met them.
Break it down:
Look at specific campaigns and measure their success based on metrics like total engagement, conversions, ROI, total sales, etc.
Identify strategies that worked well and consider how they can be replicated or scaled into the new year.
For areas where you fell short, pinpoint the reasons and note improvements for next year.
Pro Tip: If you didn’t set clear goals this year, use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) to create more actionable objectives for 2025.
Audit Your Website
Your website is the first impression potential customers have of your business. An annual audit ensures it remains effective and up-to-date.
Things to check:
Review every page for broken links and outdated information.
Ensure your site is mobile-friendly and loads quickly on all devices.
Update your design or branding if it feels outdated or inconsistent.
Analyze website metrics and create new goals for the new year.
Pro Tip: Focus on user experience (UX). A clean, intuitive layout with easy navigation can make or break a visitor’s journey. Schedule a free website audit with our team to identify hidden opportunities for improvement.
Refresh Your Social Media Presence
Social media is a constantly evolving tool that demands constant updating. Take time to evaluate how your social media platforms performed this year.
What to do:
Review your social media analytics to see which platforms and what types of content had the most engagement.
Update your profile pictures, bio, primary links and pinned posts to reflect your current branding and messaging.
Archive outdated content that no longer aligns with your goals.
Pro Tip: Start planning a content calendar for Q1 2025 that includes a mix of engaging, promotional and educational posts.
Plan Your End of Year or New Year Campaigns
The end of the year is the perfect time to connect with your audience and boost sales. Create campaigns that are relevant to end the year with a bang or ones that will help you jump-start the new year.
Ideas to consider:
Host a giveaway or contest to increase engagement and attract new followers.
Launch limited-time discounts or bundles to drive sales during this time frame.
Send a “thank you” email to your customers and clients, paired with a small offer or gift.
Pro Tip: Use automation tools to schedule campaigns so you can focus on enjoying the holidays. Work smarter, not harder!
Stay Ahead of Industry Trends
The marketing world is evolving at a rapid pace, and staying informed ensures you don’t fall behind.
Key trends to research for 2025:
AI and automation tools for content creation, email marketing and analytics.
The continued rise of video marketing, including short-form content on platforms like TikTok and Instagram.
The increase of sustainability and ethical messaging in branding.
Pro Tip: Attend webinars, read industry blogs or follow thought leaders to stay in the know.
Organize and Back Up Content
A clutter-free digital workspace can do wonders for productivity. Use this time to organize and archive your marketing materials and ensure nothing is lost.
What to do:
Archive old campaigns, photos and videos you no longer need but might want to access for reference at a later date.
Back up your website and any important files to a secure cloud or external drive.
Create folders for 2025 campaigns, categorized by type (social media, email, blog posts, etc.).
Pro Tip: Use file-naming conventions and tagging systems to make finding specific assets easier later.
Celebrate Wins and Recognize Your Team
Ending the year on a positive note boosts morale and strengthens relationships. Celebrate achievements, big or small.
Ways to celebrate:
Highlight key milestones in a blog post or social media recap.
Host a team lunch, virtual happy hour or small gift exchange.
Send handwritten thank-you notes to employees, partners or clients to express your gratitude.
Pro Tip: Create a “2024 Highlight Reel” to showcase your business journey throughout the year.
Running a business can be tedious and cumbersome. With this checklist, you’re not just closing out 2024—you’re building momentum for a successful 2025. Each step helps fine-tune your marketing tasks, keeps your business competitive and energizes your team for the year ahead. Whether it’s refreshing your website or planning your next campaign, these actions set the stage for growth and success in 2025 and years to come.
Need expert support? The Hopkins Creative Group is here to help you make 2025 your best year yet.
Schedule your free consultation and let’s get started!
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