What You Should REALLY Be Doing Before January 1
Here’s a marketing truth no one loves to admit out loud:
Most businesses don’t actually plan their new year until… the new year.
Which means that every January, owners and teams are scrambling—finalizing campaigns, revisiting their branding, patching holes in their website, tossing around half-developed ideas, and trying desperately to “hit the ground running” while already behind.
But the businesses that actually grow in Q1?
The ones that stand out, look polished, show up confidently, and stay consistent?
They start planning before January 1.
The final weeks of the year aren’t just for wrapping gifts, tying up loose ends, and celebrating milestones—they’re the perfect window to set the tone for the year ahead. And if you want 2026 to be your most strategic and impactful year yet, here’s what you should really be doing before that ball drops.
Grab a notebook, a peppermint mocha, and a little honesty. Let’s get to work.
1. Review What Worked — and What Didn’t — in 2025
You can’t plan your next chapter without reading the one you just finished.
Ask yourself:
What marketing channels actually brought you leads?
Which campaigns flopped—and why?
Where did you waste time, money, or effort?
What did your audience respond to most?
What did your audience totally ignore?
This review gives you clarity and stops the cycle of repeating ineffective tactics year after year.
2. Revisit (or Rebuild) Your Business Goals for 2026
Marketing only works when it aligns with your goals.
Are you trying to:
Increase revenue? → You need stronger funnels, better conversion points, and a refined message.
Raise brand awareness? → You need consistent content, visibility, and a modern brand presence.
Attract higher-quality clients? → Time to upgrade your branding, enhance your website structure, and your offer positioning.
Expand your reach? → Partnerships, speaking, PR, and long-form thought leadership matter.
Marketing isn’t a to-do list. It’s a strategy that should directly support the growth you want.
3. Audit Your Branding — Does It Still Reflect Who You Are?
Brands evolve.
Audiences shift.
Businesses mature.
If your branding feels outdated, inconsistent, or misaligned with the type of clients you want to attract in 2026, the end of the year is the perfect time to refresh it.
This includes:
Color palette
Fonts
Logo
Messaging
Tone of voice
Visual identity
Social media templates
A refreshed brand is the quickest way to re-energize your marketing in January.
4. Audit Your Website — Your #1 Sales Tool
Before the new year begins, ask yourself:
“Does my website clearly communicate what I do, who I serve, and why I’m the best choice?”
If the answer is anything less than an enthusiastic YES, it’s time for:
New messaging
Updated layout
Clearer calls-to-action
Faster performance
Improved mobile experience
SEO optimization
Fresh portfolio examples or case studies
Nothing drains potential faster than an outdated, confusing, or underperforming website.
5. Map Out Your Q1 Content Themes
Do not… I repeat… do not wait until January to start brainstorming what you’ll post, email, or share.
Sit down now and decide:
What topics matter most to your audience?
What seasonal opportunities exist (New Year resets, winter challenges, early Q1 planning)?
What do you want to be known for?
What questions do you keep answering over and over?
Build 3–4 content pillars for Q1 and stick to them.
This keeps your marketing focused instead of scattered.
6. Refresh Your Social Media Bios & Brand Presence
Clean, consistent, modern branding instantly boosts credibility.
Before January 1, update:
Bio descriptions
Profile photos
Cover images
Link-in-bio
Story highlights
Social templates
Brand hashtags
Think of this as your digital New Year’s Day outfit—you want to walk into 2026 looking sharp.
7. Prepare 3–4 Case Studies or Client Success Stories
Case studies are marketing gold.
They show:
Your expertise
Real outcomes
Your process
Your value in action
These stories should be ready for social, your website, your emails, and proposals.
And if you don’t have polished ones yet? December is the perfect month to gather testimonials, metrics, and before-and-after examples.
8. Build or Refresh Your Email Marketing Plan
Email remains the highest-converting marketing channel—yet it’s the most underused.
Before January 1:
Plan your 2026 newsletter themes
Create a welcome sequence
Build a nurture sequence
Set up a simple segmentation strategy
Choose your first list-building tool or lead magnet of the year
This turns your January audience into actual warm leads, not cold strangers.
9. Map Out Your Relationship-Building Strategy
Marketing isn’t just digital.
Referrals, partnerships, and networking fuel growth—especially for small businesses.
Now is the time to:
Identify potential partners
Plan coffee chats for early Q1
Explore co-branded opportunities
Identify organizations or groups to join in 2026
Refresh your pitches or bios
And if you have a Susan-level relationship builder in your company?
Unleash her.
10. Clean Up Your Digital House
A messy backend creates chaos all year long.
Before January:
Organize brand folders
Clean up your website media library
File old campaigns
Refresh your CRM tags
Archive outdated offers
Standardize naming conventions
Update passwords + team access
A clean backend creates a calm mind—and a more efficient year ahead.
How SHD Marketing Helps You Start the Year Right
At SHD, our team is built for this exact kind of year-end preparation:
Molly refreshes your visual identity
Stephanie polishes your website into a conversion machine
Taylor elevates your social strategy
Kimberley crafts messaging, SEO content & website copy
Nicole nurtures relationships and builds follow-up systems
Susan expands visibility through networking, partnerships, and speaking engagements.
2026 doesn’t start on January 1.
It starts now.
Ready to Step Into 2026 With Confidence?
If you want to start the new year with clarity instead of chaos—
momentum instead of overwhelm—
and strategy instead of scrambling—
SHD Marketing is here to help you build a plan that actually works.
Contact us and let’s make 2026 your strongest year yet.