I hate to be the bearer of bad news, but in all seriousness, we’re hanging on to summer by a thread.
School will be starting soon, Halloween decorations are already in the stores, and right after that, the end of year holiday celebrations begin in earnest.
What’s a businessperson to do?
Before you know it, we'll be welcoming 2025, and the groundwork we lay now will set the tone for the entire year ahead. With that in mind, let's talk about how to keep that forward momentum going in the key areas of our business: marketing, networking, customer care, referral source building, and evaluating what’s working (and what isn’t).
Marketing: Keep the Fire Burning and Don’t Stop Now
The holiday season might make you feel like hitting the pause button on your marketing efforts, but this is the time to keep that fire burning. While everyone else is slowing down, you might consider ramping up your marketing.
If you’ve been using the same strategies all year, it’s also a great time to mix things up. Maybe you’ve been focusing heavily on Facebook ads; why not try out LinkedIn or Instagram for a change?
Consider running a holiday-themed campaign that ties into the new year—something that resonates with your audience’s resolutions or plans for 2025.
Remember, the key to effective marketing is staying relevant and top-of-mind, even when your clients are more focused on turkey dinners than insurance policies.
Networking: Don’t Wait for January
Networking is often put on the back burner during the holidays, with the intention to start fresh in January.
But why wait?
Holiday events, whether they’re industry-specific or just community gatherings, are fantastic opportunities to build relationships in a more relaxed setting.
This time of year, people are generally more open to conversations that aren’t strictly business. Use this to your advantage. Attend those holiday parties, community events, and industry mixers. Even a casual chat over coffee (Starbucks, anyone?) could lead to a valuable connection.
And if you’re not already active in networking groups, now is a good time to jump in. Start engaging in discussions, offering advice, and building your presence so that when 2025 rolls around, you’re already ahead of the game.
The key to success in networking is being present, visible, and an active participant.
Customer Care: Go the Extra Mile
The holidays are a time when people appreciate a little extra care and attention. This is your chance to show your clients and referral sources that they’re more than just a policy number to you.
Send out holiday cards, personalized thank you notes, or even small gifts with the knowledge that these small gestures can build loyalty and make your clients feel valued.
But beyond the holiday cheer, now is also the time to check in with your clients about their plans for the coming year. Are they making any big life changes? Planning a move? Expecting a new addition to the family?
These conversations not only show that you care but also help you anticipate their needs and adjust their policies accordingly.
Referral Source Building: Plant the Seeds Now
If you’ve been thinking about building more referral sources, there’s no better time to start than now. The relationships you cultivate in these last few months can be the foundation for a strong referral network in 2025.
Reach out to other professionals who serve the same client base as you and suggest ways you can support each other’s businesses. Offer to share leads, collaborate on marketing efforts, or host a joint event.
The key is to establish these relationships before the new year rush, so you’re ready to hit the ground running in January.
Change is Difficult, but Not Changing Can Be Worse
As we look ahead to 2025, it’s important to reflect on what’s been working in your business and what hasn’t. Take some time to review your marketing campaigns, client feedback, and overall business performance. What strategies have brought you the most success? Double down on those. But don’t be afraid to shake things up where needed.
Be consistent with what works while remaining flexible enough to pivot when necessary.
While others are winding down, you have the opportunity to push forward and set the stage for a successful 2025.
Take the time to hunker down, evaluate where you are, and make the necessary adjustments. By doing so, you’ll be in a strong position to hit the ground running when the new year begins.
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