1. Revisit Your Goals

Before you pour too much energy into marketing, ask:

• What were my goals at the start of the year?
• Are they still the same or have they shifted?
• What needs the most attention before December 31? (Sales? Visibility? Building leads?)

Just like in television, where we constantly adjusted campaigns based on ratings, you should recalibrate based on what your business and clients need right now.

2. Audit Your Online Presence

Take a look at any place you post online (or don’t!)

• Is your website current, with updated offers, photos and copy?
• Do your social bios point people to the right place and say the right things?
• Are you showcasing what you want to be known for and what you do best?

If your digital first impression doesn’t reflect the business you want, it’s time to fix it before the holiday traffic spike.

3. Check Your Visual Brand Assets

As a branding photographer, I see this all the time – businesses running on outdated photos, no variety, or inconsistent off-brand visuals. Ask yourself:

• Do my images look like me today? Has it been way too long since I’ve updated them?
• Do I have a range of content (headshots, lifestyle, product/service in action)?
• Could I confidently create 30 days of content without repeating myself?

If not, that gap may be costing you. Your visuals should feel fresh, professional, on-brand and consistent across platforms.

4. Evaluate Your Marketing Funnel

• How are people discovering you?
• Do you have a clear next step for them (email signup, booking link, consultation)?
• Is your email list growing?

Think of this as your “ratings system.” If people are finding you but are not staying, there’s a breakdown somewhere in the funnel.

5. Review Your Social Media Strategy

Posting just to post is not a good marketing strategy. Instead:

• Look at which platforms are actually generating leads or sales.
• Is your content connecting (educating, entertaining, inspiring) or just filling space and chasing trends?
• Do you have a plan for consistent visibility through the holiday rush?

Remember, the holiday season is noisy. Without strategy, your posts get lost in the scroll.

6. Strengthen Customer Touchpoints

Your customer experience every step of the way is a big part of your brand. Audit it:

• Do your emails, invoices, and follow-ups feel on-brand and personal?
• Are you nurturing past clients for referrals or repeat sales?
• Do you have a plan for consistent visibility through the holiday rush?

Small tweaks here can make a huge difference in repeat business before the year ends.

7. Audit Your Advertising & Promotions

• Are you investing in the right places, or just spending because you feel like you should?
• Do your ads and promos look and sound like your brand?
• Are you tracking results so you know what’s worth scaling? Are you getting ROI?

A well-timed, strategic promotion can create a revenue boost right now, but only if the message and visuals align with your brand and clearly communicate your message.

8. Prep Your Year-End Promotions (Start NOW)

The businesses that win big in Q4 are the ones who start early. Consider:

• Holiday sales or bundles that make it easy for customers to say yes.
• Giftable offers (services packaged in a way that can be purchased for others).
• Limited-time promotions with clear deadlines to create urgency.

But here’s the key: you need the visuals and content ready before the holiday chaos hits. Scrambling in December means lost opportunity.

Pro tip from my news background: we always worked weeks, even months ahead of schedule. Then we tweaked as needed. Much easier to make a small change than start from scratch last minute! Apply that to your business. Map out promos now, create the assets, and schedule them so you can set it and forget it. And remember to know who you are targeting! This is key.

9. Review Analytics & Insights

Take a hard look at what’s working, and what’s NOT:

• Which content performed best this year?
• Where are most of your sales coming from?
• What’s not worth your time anymore, or what do you want to stop doing

The numbers tell a story, listen to them, and let them guide your 2026 strategy.

10. Make a Refresh Plan

Finally, decide:

• What quick fixes can I do before the end of the year?
• What bigger projects (like updated branding photos or a website refresh) should I plan for Q1?

Getting these on the calendar now, or at least tentative dates, will save you from the January scramble, and position your business for a strong start in the new year.