Many Businesses Need to Use It or Lose It When It Comes to Their Marketing Budget

NOV. 27-DEC. 3

PLANNING Jasper Burton from Cuerden Sign Co. in Conway, AR doesn’t want to face the same problem as the sign company owner in this month’s Real Deal scenario. “Work with staff on end-of-year orders and scheduling vacation times,” he advises, adding this is a “must do.” Yep!

DEC. 4-10

MARKETING “December is my annual animated video card I send out for holidays,” says one Brain Squad member. “It’s a fun thing that gets great client response because I don’t oversaturate with promo material.”

SALES “Our sales people and project managers begin reaching out to our customer base and new prospects to ensure they have all of our updated information, a full list of our services, and updates on new services and capabilities,” says Thomas Turner, Bakers’ Signs (Conroe, TX). “Many businesses need to spend remaining budgets or prepare for the holiday season.”

DEC. 11-17

INVENTORY Take stock of what you have as well as what you no longer need. Order what you’ll need for the foreseeable future and clear out the items you’ll likely never use again.

DEC. 18-24

OPERATIONS Make sure to update your Google listing with your holiday hours: a useful reminder from Mallory Lynn of Signarama Brighton (Brighton, CO).

TRAINING Especially if you are planning to offer a new product or service in 2023, make sure your employees are trained and ready to deliver. While you’re at it, consider implementing some cross-training or review all of your standard operating procedures.

DEC. 25-31

MARKETING Especially if your shop is closed, this is the perfect week to work on updating all your social media accounts, profile images and cover photos for a fresh look going into 2023.

FINANCIALS This is also the ideal week for your end-of-year review. Check pricing on your workers’ compensation, business insurance, internet service provider, telephone, etc. Review plans for equipment purchases or leases. And get ready for tax season.

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Monthly Project

Boost Your Presence

Frustrated that your posts aren’t reaching more of your sign company’s followers on Facebook and Instagram? You’re not alone.

The platforms’ parent company, Meta, uses changing algorithms to prevent your posts from reaching your full audience. While creating engaging content is paramount, if you have a specific promo to push, maximizing exposure with a boosted post or paid ad might be worth it.

To boost content, simply choose an existing post on your page’s timeline. Though customization with this approach is limited, you’ll be able to choose a targeted audience, a max budget and the number of days you’d like your boost to run.

In contrast, Facebook and Instagram ads are created in the Meta Ads Manager, which allows for more options including where your ad is placed, objectives, multi-image carousels, call-to-action buttons, lookalike audiences and overlapping audience types.

According to HubSpot, consider boosted posts if you want to

• Grow your following
• Expand brand awareness to a new audience
• Increase engagement on your page
• Improve visibility on your strongest posts
• Host promotions or giveaways
• Get more website clicks

And consider paid ads if you want to

• Convert site visitors
• Generate leads
• Drive traffic to your company’s location
• Get orders for your shop
• Have your videos seen by more potential customers

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