Make these 3 marketing moves to end 2022 stronger than ever

The opinions expressed by entrepreneurs contributors are their own.

Each sector is different when it comes to approaching the end of the year. Some companies may consider October to December as their busiest months, while others use this time to prepare for a new year and other busy seasons to come that are not in fashion during holidays.

Wherever you are, I recommend every business do these three things to end 2022 strong and be well-prepared to enter 2023:

Related: How Holiday Marketing Can Help You Boost Your Branding

Buy anything marketing related before the end of the year, and you might be able to use it as a tax deduction on this year's tax bill (of course, check with your accountant about this) . You might be tempted to keep your profits, but that just puts more money in the hands of the IRS, while reinvesting your own profits back into your business helps your future success.

This is also a great time to purchase full year marketing campaigns, which can unlock huge discounts on group purchases. You'll end 2022 with a plan to grow and save money along the way.

Here are some examples of smart, fully deductible marketing investments that could lower your tax bill and pay dividends to your business in the form of more leads and sales:

Get the most out of your website with website development and content creation: Your business website is one of those things that is never completely finished. Test a new offer, add a new landing page, extract a few extra leads from your traffic to improve conversion: there's always something that can be tweaked or tested.

See if you can find a reputable company that offers website design, development, or copywriting services that you can pay up front (so it's on the books for your 2022 expenses) to work on on your website and its content. This way you can give your website a year-end conversion boost (which should increase sales too!) and you'll be credited so you can start 2023 with a plan to deliver dynamic and useful content , attract more visitors and optimize your site for lead generation.

Save big (and get a big tax break) by buying print advertising in bulk: Direct mail is cheaper when bought in bulk. For example, if you order and send 2,500 postcards 20 separate times, buying each print separately, you will spend 62% more in production costs than if you buy 50,000 cards at a time and that you send them at any time. you needed. (Full disclosure: This reflects pricing from my own company, PostcardMania, so I know the pricing is reliable).

Of course, there are a number of direct mail companies across the country that you can work with that have their own pricing standards. I'm just giving you an idea of ​​what to expect on price differences based on my own experience in the industry and with my company.

So if you buy a direct mail campaign that includes a lot of postcards or letters (I've seen neighborhood dentists order 500,000 postcards at a time), you can spread out your mailings throughout the year 2023 and save money (You will also save time by skipping the ordering, setup and printing processes, so it's very win-win as long as you have the resources to pay at the advance).

Buying in bulk also reinforces the most important marketing principle I've learned: consistency. A mailing may bring leads, but it won't move the needle on long-term growth. Choose a professional printing service or mailing company you trust to handle the mailings, then you can deploy them weekly or monthly without stress.

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