Q4 game plan: 12 weeks to finish the year strong

Q4 started last week. Did you notice?

For a lot of businesses, October slips by in a blur. The summer’s done, Christmas feels miles away and the to-do list is already long. Then it’s December, everyone’s flat out and the good ideas get shelved until “next year”.

That’s a shame, because Q4 is one of the best quarters to get things moving. People are buying gifts, planning budgets and thinking about who to work with in the new year. If you’re visible, you’re in the room. If you’re not, someone else is.

You’ve got around 12 weeks. Here’s how we’d spend them.

First, what do we mean by Q4?

Q4 is the last three months of the calendar year – October, November and December. If your financial year runs April to March, you might call these months Q3 instead. Either way, the idea’s the same: it’s the final stretch before the year-end.

Step 1: pick one goal

Don’t try to do everything. Pick one thing you want from the next 12 weeks, and write it on a sticky note.

• More enquiries for a service you want to grow.
• More footfall or bookings over the festive period.
• More repeat customers by thanking the ones you’ve already got.
• A head start for January with the website, brand or print sorted.

Everything else in this plan helps with one of those. If a task doesn’t, it can wait.

Step 2: tidy up what people see first (October)

Before you spend a penny on promotion, check what people see when they find you. Your website and Google listing are your first impression, and they’re often a bit dusty.

• Check your website on your phone. Is it quick? Can you find your phone number in two taps? Does it say clearly what you do?
• Update your Google listing. Our guide to Google Business Profile shows you how to add photos and special opening hours.
• Fix the little things. Old prices, dead links and last year’s news all make you look less sure of yourself.

Not sure where to start? Our free SEO audit checks your site for SEO, usability, speed, social sharing and security, and gives each one a grade.

Step 3: get your print ordered (October and early November)

This is the one that catches people out. Print takes time to design, proof and produce, and everyone wants it at the same moment.

Think about what would work for your business:

• Calendars – they’re on someone’s wall every day for a year. See our calendar options.
• Christmas cards and thank-you notes for clients and customers.
• Gift vouchers – money in the bank before January.
• Flyers or menus for festive events and offers.
• Banners and signs for your window or stand.

Our Christmas page brings the festive print and gift ideas together. We also wrote a month-by-month Christmas marketing plan if you want more detail.

If you’d like it designed too, our graphic design team can help.

Step 4: make some noise (November)

Now you’re ready to tell people. You don’t need a big campaign. A few well-chosen things are enough:

• Post about your offer or event on the social channels your customers actually use.
• Send one friendly email to the people who’ve bought from you before.
• Join in locally. Small Business Saturday is on Saturday 5 December this year, and it’s a great excuse to shout about being independent.
• Say thank you. A handwritten card or a quick call goes a long way.

Keep it human. Photos of your team and your work will always beat a stock image.

Step 5: slow down smartly (December)

December is for delivering, not starting new projects. Use it to:

• Share your opening hours on your website, your Google listing and your email signature.
• Set an out-of-office with a return date and an urgent contact.
• Say thanks to your best customers, suppliers and team.
• Write next year’s list. Ten quiet minutes now saves a scramble in January.

Step 6: look back before you look forward

On the last working day of the year, ask yourself three questions:

• What worked?
• What didn’t?
• What would I do differently next time?

You don’t need a spreadsheet. A few honest notes will tell you where to put your effort in Q1.

Your Q4 checklist

• Pick one goal.
• Check your website and Google listing.
• Order print early.
• Tell your customers what’s on.
• Share your festive opening hours.
• Review in the last week of December.

Q4 FAQs

Is it too late to start a Christmas campaign?

No. Early October is a good time. Keep it simple and order any print as soon as you can, because the closer it gets to December, the busier everyone is.

What should a small business focus on in Q4?

One clear goal. For most businesses, that’s making sure people can find them, trust them and get in touch easily over the festive period.

Can you help with the design as well as the print?

Yes. Send us your logo and a few words about what you need, and we’ll send you a proof to check before anything is printed.

Let’s make Q4 count

Twelve weeks is plenty of time if you start now. Pick your goal, tidy up your website and Google listing, and get your print ordered.

If you’d like a hand, give us a call on 01904 501 524 or get in touch. We’re happy to help you plan it.