Let’s talk about the last stretch of the year. Q4 can feel like both a finish line and a marathon and an impending starting line rolled into one. Between client projects, holiday chaos, and trying to prepare for next year, your marketing often takes the back seat.
It shouldn’t.
You have time to get in front of the right people, to create attractive offers, and to close revenue gaps.
Here’s why you must create (and follow) a marketing plan for Q4.
Why Q4 Matters More Than You Think
Q4 isn’t just the final sprint of the year. It’s also the launchpad for next year’s revenue. Today's marketing campaign creates momentum, visibility, and trust that carry into January (and beyond).
It’s your chance to:
- End the year strong (momentum is marketing magic)
- Reach your goals
- Position yourself for a smooth start in the new year
- Lean into seasonal opportunities (yes, even services businesses can (and should) pounce on holiday offers)
- Test a new marketing strategy (why not?)
Think of it this way: every lead you nurture in Q4 is more likely to become a paying client in Q1 (or sooner). Every email promotion you send now makes it easier for someone to say yes later. Your future self will thank you for not disappearing during the busiest buying season of the year.
A clear Q4 plan helps you focus on what matters most, so you’re not scrambling or second-guessing every move (not to mention everything you learn in Q4 will make your Q1 plan even better).
The Seasonal Opportunities Sitting in Front of You
Don’t sleep on Q4’s seasonal opportunities. Even if you’re a service business, understand that people are in a buying mood. It’s festive, it’s the holidays, people are open to offers. … make the offer.
Here are a few ideas for Q4:
- October: Reset & Refocus. Everyone’s back from summer, the kids are in school, and routines are settling in. It’s the perfect time to launch a “reset” offer, bundle your best services, or position yourself as the calm in the Q4 chaos. No matter what you offer, your service provides calm to your clients (or they wouldn’t need you).
- November: Gratitude & Pre-Holiday Momentum. Lean into the season of giving with themes of appreciation, community, and generosity. A gratitude campaign, referral thank-you's, or a “book now for January” incentive resonates in November. It's also the month of Black Friday, Small Business Saturday, and Cyber Monday. Pick one and email your list with an offer. Are people bombarded with offers? Yes. And, it’s effective.
- December: Finish Strong & Look Ahead. This is when people are making budgets, setting goals, and dreaming about next year. Offers like VIP intensives, planning sessions, or gift-able services (think workshops or coaching packages) can position you perfectly for the new year.
Timing is key. Don’t do everything at once. Align one campaign or offer with each month and focus on execution.
Closing Revenue Gaps in Q4
Let’s be real: many solopreneurs go into Q4 realizing they’re not on track to hit their revenue goal. That’s not failure; it’s information you can use to propel you to success.
Your marketing plan can help close that gap, but it has to be intentional:
- Audit your services and look for quick wins. Could you package an existing offer differently?
- Reach out to past clients. A simple “I thought of you” email can reopen doors.
- Layer urgency. Frame offers around the year ending: “last chance to lock in 2025 pricing,” “plan your 2026 now,” or “get a fresh start in January.”
Be ethical about urgency. Only use urgency if it’s factual. Don’t offer a last chance to lock in a price if you’re not raising prices.
Keep It Simple: 3 Steps to a Q4 Marketing Plan You’ll Follow
1. Pick Priorities to Close Out the Year
Ask yourself: If I could only accomplish two marketing goals this quarter, what would they be?
Maybe it’s:
- Growing your email list with a holiday lead magnet
- Selling out a January workshop or coaching program
- Showing up consistently on LinkedIn
Choose only 2–3. Less is more here.
2. Choose Your Marketing Mix
Once you know your priorities, decide how you’ll get there. Think of your marketing like a recipe. You don’t need every spice in the cabinet. A few potent ingredients go a long way.
Examples:
- Email + social posts
- Networking events + referral outreach
- SEO blog + repurposed content
Pick the channels you’ll use (not what you “should” use), leverage the connections (e.g., get newsletter subscribers from social media), and follow your plan relentlessly.
3. Put It on the Calendar
This is the part my clients like to skip… schedule marketing into your calendar. I’ve seen it so many times. People skip this step, then wonder why the plan fizzled.
Take these priorities and tactics and slot them into your calendar. Even better: build in buffer weeks for life’s inevitable surprises.
The 4th Quarter Prepares You for a Profitable Q1
Here’s what most people miss: Q4 isn’t only about making money now, it’s about creating good habits that prime the pump for Q1.
- Visibility now = clients later. The people who see you show up in Q4 will be ready to buy in January.
- Early commitment means early cash flow. If you secure contracts or bookings in December, you start Q1 ahead of the game.
- Momentum is easier to maintain than to restart. Consistency in Q4 makes it 10x easier to start strongly after the holidays.
Pace yourself. Don’t treat Q4 like a mad dash to the finish line; think of it as building a bridge straight into a profitable new year.
Your Invitation
Don’t let Q4 slip by in a haze of “I’ll figure it out later.” Take an hour today, sketch out your priorities, choose your tactics, and block time to make it happen.
Because when January rolls around, you’ll thank yourself for building momentum instead of starting from zero.
If you don’t trust yourself to do this, explore our marketing membership where we have quarterly marketing planning workshops or attend an upcoming event.