If the phrase “Q4 marketing plan” makes you want to head for the hills, or weep into a mug of lukewarm tea, join the club.
For the perfectionist small business owner, it’s easy to feel like the end of the year demands a military-level operation. For those who are massively overwhelmed, confirmed creatives, Olympic-level procrastinators, or all three, there are SO many other things you could be doing before you commit to making a plan…
But rest assured, planning your marketing for the run-up to Christmas doesn’t have to be a slog.
This post is for all those small business owners who are short on time, light on budget, and allergic to anything remotely resembling a pivot table.
Why Q4 planning is worth the effort
Summer’s done, September hits, and suddenly the world is talking about “maximising Q4” like it’s a competitive sport. Yes, the run-up to Christmas is a crucial time for a lot of businesses, but you don’t need to overhaul your whole strategy to make the next three months count.
You just need to look at where you are now, what’s coming up, and what’s likely to make the most impact with the least amount of faff.
Q4 is often the busiest sales period of the year. It’s when customers start thinking about holidays, gift buying, end-of-year reviews, and planning for January. You’ll have seen it in your results, and you know you need to act to make sure your business is front of mind.
It’s definitely an important time to work on your visibility, but it doesn’t need to be overwhelming.
A stress-free 5-step Q4 marketing plan
Step 1: Look back before you look forward
Before you start planning anything new, grab 30 quiet minutes to look at what’s been working this year. Reviewing your success is a crucial part of the marketing planning cycle, so ask yourself these three key questions before you do anything else:
Don’t go overboard. This needn’t involve deep data analysis or colour-coded charts (although, I’m not going to lie, we love data!). Instead, a simple notebook and a bit of honest reflection will do just fine.
Once you know what’s already working: do more of that! Take what you already have and run with it. No need to create new campaigns from scratch when a few creative tweaks can give your messaging a fresh new feel.
Step 2: Decide what you want from Q4
Not every business needs a “big push” before the end of the year. Maybe your business works on a different seasonal cycle, and your big priority for Q4 is something other than immediate sales. So check in with your goals and ask yourself what you actually want from the next three months. Is it:
“All of the above!” is probably not an achievable option while maintaining your sanity. So, be real, set one or two simple goals, then build your marketing activity around your true business priorities.
Step 3: Choose your channels with care
If you’re trying to be on five platforms and post daily, it’s no wonder you’re exhausted. Unless you really love being on social media and have a team to support the rest of your business, maintaining this level of engagement means something is going to slip. Q4 is the time to get strategic; it is not the time to spread yourself even thinner.
Pick one or two marketing channels that feel doable for you and useful for your audience. That might be:
Always work within your available energy levels, and your marketing will be creative and authentic. You’re aiming for visibility with consistency, not visibility at any cost.
Step 4: Use what you’ve already got
Ugh, the horror of a blank page! Don’t start from a blank page unless you absolutely have to. Look around you for inspiration and thumb through what you already have. Repurpose past content, refresh what worked last year, and build on what’s already resonated.
Give yourself a break and get creative by working with what you’ve got and giving it new life.
Step 5: Sketch your content plan
People tend to reach for the spreadsheet as soon as anyone says “content plan.” You don’t need a spreadsheet; you just need a clear vision and a simple outline. Grab your favourite notepad and pen, don’t overthink, just ask yourself:
Then go freestyle and plot all your ideas on a wall calendar or a big ole piece of paper. Block out dates for when you’ll talk about each one, and if you’re not 100% sure of the dates yet and want the freedom to swap things around, use sticky notes.
And that there’s your content roadmap for Q4. Simple, visible, and sustainable. Nailed it!
You don’t need a spreadsheet; you just need a plan that makes sense for you
Your Q4 marketing plan shouldn’t feel like punishment. It should feel like a way to stop chasing your tail and start focusing on what works.
If you’d rather not build that plan alone, I can help. Together, we’ll map out a Q4 approach that suits your energy, goals, and time, without burning through your budget or your bandwidth.
Let’s keep it simple, strategic, and very much spreadsheet-free.
Fine tune your Q4 focus
If the thought of planning your marketing gives you a headache, let’s simplify it. No spreadsheets. No stress. Just a focused, doable Q4 marketing plan that fits your goals and your energy.
Book a free call and let’s get cracking!
