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12 4th-Quarter Business-Marketing Tips

12 4th-Quarter Business-Marketing Tips

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By Monday, 10 September 2018 02:30 PM Current | Bio | Archive

The 4th quarter of the business year is almost upon us and as such, it brings opportunities from back to school marketing to the holiday season and everything in between.

But, how can you make these end of year marketing efforts more successful? To find out, we have asked the CarolRoth.com contributor network of business owners, experts, advisors and entrepreneurs to share their best 4th quarter business marketing tips.

Their answers are presented below in no particular order.

1. Q4 Starts in September

Each year, small businesses submit their sites for coupon listings on PromotionCode.org and those that get the premium placements submit their offers to us in September. By October, and certainly November, we're swamped, and that's true of most promotional sites.

By the end of August, determine your Q4 offers and have them submitted (or scheduled for social media) no later than the last week of September for optimal advertising placements throughout the end of the year. Don't procrastinate.
Thanks to: Robert Russo of PromotionCode.org.

2. Leveraging Organic Traffic

During Q1-Q3, find keywords which people will be using in Q4 to find relevant products/information.

Example: "Christmas gifts for 2018"

Use them in an information content piece. Since Google ranks long-form articles higher, make sure your article is 1200-5000 words long.

Then, start doing outreach to earn backlinks to it.

Once Q4 kicks in, chances are you must have already got ranked for these keywords and will start getting tons of targeted quality traffic and leads.
Thanks to: Syed Irfan Ajmal of Ridester.

3. Tie PR to Industry Issue

Tying your PR/Marketing messages to current industry issues is an excellent way to grow awareness of your products/services in the 4th quarter. For example, my client Elemica tied a blog post & e-newsletter to the World Cup, saying the "World Cup is Similar to Connecting Global Supply Chains." In the post, Elemica discusses how people listened to the radio to stay connected to the fate of their team, then later watched TV. He then mentions that connecting business processes to the supply chain has evolved, too.
Thanks to: Becky Boyd of MediaFirst PR.

4. Offers for Regular Customers

The best marketing tip for the 4th quarter is targeting your already established customer base with special offers on social media and through email marketing. Moreover, tailor offers with a time limit, which will create a sense of urgency and drive them to take action. Create special landing pages for the offer and ensure mobile responsiveness.
Thanks to: Srajan Mishra of TSI International FZC.

5. Holiday Cheer Prompts Need

Holiday cheer is the best marketing strategy for sales. Companies save their budget until the last quarter. Available funds need to be spent by year-end or the money is lost. Good cheer prompts need.

Marketing and building relationships are a year-long process. Mid-year relax the conversation. Ask clientele about holiday plans and then, their year-end goals.

Conversations about holidays mentally move clientele to a friendlier exchange. The truth about need naturally comes forth.
Thanks to: Elinor Stutz.

6. Unwrap Your Marketing Campaign

Are you Scrooge? Do you withhold gifts from your clients during the holidays? Clients send me emails similar to "I want to hold off on my marketing initiatives for Nov/Dec. Business slows down for me during that time." Why? The best thing you can do is keep your brand "presented as a pretty package". Don't withhold the gift of presenting your brand during the holidays. If you offer something of value, people need it year-round. End your 4th quarter strong! Keep marketing!
Thanks to: Royce Gomez of RoyceTalks.

7. Thanksgiving Promotion

Why not be different this year? We all wait until the very end of the year to say thank you to our clients and suppliers... but what if we did it earlier than everyone else?

What if instead of Christmas, you said your "Thank Yous" at Thanksgiving? Whether it is an actual gift, a custom card or a donation to a charity on their behalf (my favorite). Saying "Thank You" at Thanksgiving becomes a more memorable time and differentiates you from your competition.

Be bold and tell a better story!
Thanks to: Ben Baker of Your Brand Marketing.

8. Will the Year's Story Stagnate

Craft and tell the story of this year, the successes and the c##p. Tell it well and involve the audience.
Blog to readers and present it to a live audience or the camera.
Take us from where you were after the 3rd quarter to where you will be at the end of the year.
Entertain us with your stories, but educate us with your experiences.
Your year has been a story of your life thus far; don't let it stagnate.
Tell this story and make room for the next!
Thanks to: Ernie Boxall of ERNIESAID.

9. Review! Review! Review!

Take time to review your current plan for the remaining year. Sometimes, it can be easy to decide what’s working and what’s not. In order to determine the effectiveness of the year to date, calculate your Return on Investment (ROI). What were your most and least successful campaigns? After you’ve decided what is working and what isn’t, consider putting more resources into the activities that generated the highest ROI this year.
Thanks to: Zondra Wilson of Blu Skin Care, LLC.

10. Hello, Hello Again, Hello

In retail, sales are all about 4th quarter, so I recommend marketing to your base often, sending weekly emails and reposting on social media. Sure some may opt, out but others may remember you and buy!
Thanks to: Haralee Weintraub of Haralee.Com Sleepwear.

11. Improve Email Delivery Early

Email marketing should be part of your Q4 marketing strategy. One of the frustrations of email marketing, though, is low deliverability. Ask your developer to add SPF and DKIM records. With those in place, you should see an improvement in the delivery of marketing emails within 60 days, so start now. Next, add DMARC records to help further improve your mail's reputation. Both of these changes can be done in a couple of hours and can increase the deliverability of your email by as much as 60%.
Thanks to: Mike Catania of Mike Catania.

12. Use Others' Free Time Wisely

The 4th quarter is ideal to market to high level decision makers. While many c-level and management executives take vacation, there are still a sizable number that use this time to plan. With lighter schedules, executives are more open-minded and willing to explore opportunities that in other times of the year they would not consider fitting into their schedule. Teams should do coordinated outreach to senior management during this time through large scale email efforts and targeted phone calls.
Thanks to: Marc Prosser of Fit Small Business.
Carol Roth is a national media personality, "recovering" investment banker, dealmaker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation.

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The 4th quarter of the business year is almost upon us and as such, it brings opportunities from back to school marketing to the holiday season and everything in between.
business, marketing, tips
Monday, 10 September 2018 02:30 PM
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