As May closes and summer begins, small and medium businesses (SMBs) have a golden opportunity to set the stage for a strong finish to the year.

With the holiday season just months away—especially critical for retail—now is the time to refine your strategies, optimize your tools, and engage customers across both digital and traditional channels.

Below, we break down actionable, budget-friendly ideas tailored to your industry, along with steps to execute them efficiently.

Prep Work for All Industries

Before diving into industry-specific tactics, start with these foundational steps:

1. Audit Your Digital Presence

• Ensure your website is mobile-friendly, fast-loading, and updated with seasonal messaging.

• Test forms, checkout processes, and contact links for functionality.

2. Review Last Year’s Data

• Analyze Q3/Q4 2024 sales trends, website traffic, and campaign performance to replicate successes and avoid past mistakes.

3. Prep for Holiday Surges (Retail Focus)

• If you’re in retail, finalize holiday inventory and confirm that your website can handle traffic spikes (e.g., load testing, payment gateway reliability).

4. Budget Allocation

• Review your current marketing budget and adjust for the latter half of the year. Prioritize high-impact activities.

5. Data Analysis

• Analyze website traffic, sales data, and customer feedback to understand what's working and what needs improvement.

6. Customer Relationship Management (CRM)

• Implement or optimize a CRM system to track leads, manage customer interactions, and personalize communication.

Action Plans for All Industries

1. Website Enhancements: Preparing for Holiday Traffic

Action Plan:

• Website Audit:
  Conduct a thorough review of your website to identify areas needing improvement. Ensure your site is mobile-responsive, fast, and user-friendly.
  
  
• Functionality Improvements:
  If you’re in retail, consider adding features like a wishlist, live chat support, or a comprehensive FAQ section. For service-based businesses, ensure your booking system is seamless.

Example:

A local restaurant could add an online reservation system and integrate its menu with an ordering platform to streamline customer experience, especially during peak hours.

2. Social Media Engagement: Building Community and Buzz

Action Plan:

• Content Calendar:
  Create a content calendar for social media that includes posts about summer promotions, behind-the-scenes looks at your business, and user-generated content.
  
  
• Interactive Campaigns:
  Run contests or giveaways encouraging customers to share their experiences with your products or services.

Example:

A fitness studio could host a "Summer Fitness Challenge" on Instagram, where participants can post their progress, tagging the studio for a chance to win free classes.

3. Email Marketing: Re-Engaging Your Audience

Action Plan:

• Segment Your List:
  Identify different customer segments (loyal customers, potential leads, etc.) and tailor your email campaigns accordingly.
  
  
• Promotional Campaigns:
  Create a series of emails leading up to the holiday season, including early access to sales, exclusive discounts, or seasonal tips related to your industry.

Example:

A healthcare provider can send out a summer health tips newsletter, promoting related services or products, and encouraging patients to schedule appointments for seasonal health check-ups.

4. Lead Generation and CRM: Nurturing Relationships

Action Plan:

• CRM Optimization:
  Use your CRM system to track customer interactions and follow up on leads systematically. Send personalized follow-ups to past customers to encourage repeat business.
  
  
• Incentivize Referrals:
  Implement a referral program that rewards existing customers for bringing in new ones.

Example:

A professional services firm, such as an accounting office, could offer a discount on next year’s services for clients who refer new businesses.

5. Out-of-Home (OOH) Advertising: Visibility in the Community

Action Plan:

• Billboard Campaigns:
  Design eye-catching billboards highlighting your summer promotions or seasonal offerings. Ensure they are strategically placed in high-traffic areas.
  
  
• Local Events:
  Participate in local fairs, festivals, or trade shows where you can set up a booth and engage directly with potential customers.

Example:

A retail store could sponsor a local summer event, setting up a booth to sell merchandise and hand out promotional materials, driving foot traffic back to their store.

6. Direct Mail: Personal Touch in a Digital World

Action Plan:

• EDDM Campaigns:
  Utilize Every Door Direct Mail (EDDM) to send postcards or flyers to targeted neighborhoods promoting summer sales or events.
  
  
• Promotional Swag:
  Consider sending out branded items (like water bottles, fans, or tote bags) to existing customers as a reminder of your business.

Example:

A construction company could send out seasonal maintenance tips via postcard, encouraging homeowners to consider renovations or repairs before the busy fall season.

7. Printed Materials: Reinforcing Brand Presence

Action Plan:

• Brochures & Flyers:
  Update your brochures to include new service offerings or seasonal promotions, distributing them in-store and at community events.
  
  
• Promotional Item Strategy:
  Invest in quality promotional items that align with your brand and are useful to your customers.

Example:

A hospitality business such as a hotel could create a summer guide brochure highlighting local attractions and special offers for guests.

Industry-Specific Strategies

1. Retail: Dominate the Holiday Shopping Wave

Online:

• Holiday Prep:
  Ensure your website can handle increased holiday traffic. Optimize site speed, streamline checkout, and implement gift wrapping options.
  
  
• Email Marketing:
  Segment your audience and create targeted email campaigns promoting early bird discounts, gift guides, and exclusive holiday offers.
  
  
• Social Media Contests:
  Run interactive contests and giveaways to generate excitement and user-generated content. Showcase gift ideas visually.

Online Ideas:

• Holiday Countdown Campaigns:
  • Launch a “12 Weeks of Christmas” email series starting in September. Offer weekly deals, gift guides, and early access to loyalty members.
  • Action Step: Use email automation tools (like Mailchimp) to schedule campaigns in advance.
    
    
• Social Media Shoppable Posts:
  • Tag products in Instagram/Facebook posts to let customers buy directly from your feed.
  • Action Step: Partner with a social media management team (like Advertising Solutions) to streamline setup.

Offline:

• In-Store Events:
  Host themed events, workshops, or product demonstrations to drive foot traffic. Offer exclusive in-store discounts.
  
  
• Direct Mail Marketing:
  Target specific demographics with personalized postcards or catalogs featuring holiday promotions. Consider Every Door Direct Mail (EDDM) for local reach.
  
  
• Holiday Window Displays:
  Create eye-catching window displays to attract passersby and build anticipation for the holiday season.

Offline Ideas:

• Pop-Up Shops or In-Store Events:
  • Host a “Summer Preview” event to showcase holiday products. Offer exclusive discounts for attendees.
  • Action Step: Promote via EDDM postcards targeting high-income ZIP codes.

2. Restaurants: Capitalize on Summer Crowds

Online:

• Seasonal Menus:
  Update online menus with summer-inspired dishes and drinks. Use high-quality images and enticing descriptions.
  
  
• Online Ordering & Delivery:
  Optimize online ordering systems and partner with delivery services for seamless customer experience.
  
  
• Social Media Engagement:
  Run targeted ads showcasing special offers and promote happy hour deals.

Online Ideas:

• Dynamic Google Ads:
  • Bid on keywords like “outdoor dining near me” or “summer specials” to attract locals and tourists.
  • Action Step: Run geo-targeted ads with a $10/day budget for quick wins.
    
    
• User-Generated Content (UGC):
  • Encourage diners to post photos with a branded hashtag (e.g., #SummerBites2025) for a chance to win a free meal.

Offline:

• Outdoor Dining:
  Maximize outdoor seating areas with comfortable furniture and ambiance. Consider live music or themed nights.
  
  
• Local Partnerships:
  Collaborate with nearby businesses for cross-promotions. Offer discounts or package deals.
  
  
• Community Events:
  Participate in local festivals or sponsor community events to increase brand visibility.

Offline Ideas:

• Collaborative Menus:
  • Partner with local farms for a “farm-to-table” summer menu. Print QR codes on table tents linking to supplier stories or chef videos.

3. Hospitality: Boost Bookings with Experience Packages

Online:

• Direct Bookings:
  Optimize your website for direct bookings and offer exclusive deals for online reservations.
  
  
• Targeted Advertising:
  Utilize online travel agencies (OTAs) and social media advertising to reach specific travel demographics.
  
  
• Virtual Tours:
  Create virtual tours of your property to showcase amenities and enhance the online booking experience.

Online Ideas:

• Virtual Reality (VR) Tours:
  • Create 360-degree tours of your property’s amenities (pool, event spaces) to entice planners and travelers.
  • Action Step: Hire a developer (like Advertising Solutions) to build an affordable VR experience.
    
    
• Retargeting Ads:
  • Target users who visited your booking page but didn’t convert with limited-time discounts.

Offline:

• Local Partnerships:
  Partner with local attractions and businesses to create bundled packages.
  
  
• Loyalty Programs:
  Implement or enhance loyalty programs to reward repeat guests.
  
  
• Print Advertising:
  Consider targeted print advertising in travel magazines or local publications.

Offline Ideas:

• OOH Billboards Near Travel Hubs:
  • Place billboards near airports or highways with a catchy tagline like, “Your Summer Escape Starts Here.”

4. Construction: Build Trust with Local Visibility

Online:

• Project Portfolio:
  Showcase completed projects on your website with high-quality photos and client testimonials.
  
  
• Content Marketing:
  Create blog posts and articles addressing common construction questions and concerns.
  
  
• LinkedIn Marketing:
  Engage with potential clients and industry professionals on LinkedIn.

Online Ideas:

• Before/After Project Galleries:
  • Showcase summer projects (e.g., patio builds, pool installations) on your website and LinkedIn.
  • Action Step: Add a “Summer Specials” banner to your homepage offering 10% off outdoor renovations.

Offline:

• Networking Events:
  Attend industry events and trade shows to connect with potential clients and partners.
  
  
• Direct Mail:
  Send targeted mailers to businesses or homeowners in specific geographic areas.
  
  
• Signage & Vehicle Wraps:
  Invest in professional signage and vehicle wraps to increase brand visibility.

Offline Ideas:

• Vehicle Wraps as Mobile Billboards:
  • Turn company trucks into eye-catching ads with messaging like, “Beat the Heat—Get Your Outdoor Space Ready!”

5. Healthcare: Prioritize Preventative Care Campaigns

Online:

• Telehealth Promotion:
  Promote telehealth services on your website and social media channels.
  
  
• Educational Content:
  Share informative blog posts, videos, and infographics addressing health concerns.
  
  
• Patient Reviews:
  Encourage patients to leave positive reviews on online platforms.

Online Ideas:

• Telehealth Promotions:
  • Offer discounted virtual consultations for summer physicals or back-to-school checkups.
  • Action Step: Add a telehealth scheduling widget to your website.

Offline:

• Community Health Fairs:
  Participate in health fairs to offer free screenings and consultations.
  
  
• Partnerships:
  Collaborate with local businesses or organizations to promote health and wellness initiatives.
  
  
• Print Materials:
  Distribute brochures and flyers in waiting rooms and community centers.

Offline Ideas:

• Community Wellness Kits:
  • Distribute branded kits (sunscreen, hydration trackers) at local events with a flyer promoting fall flu shots.

6. Professional Services: Position as Year-End Experts

Online:

• Thought Leadership Content:
  Publish insightful articles, white papers, and case studies to establish expertise.
  
  
• Webinars & Online Workshops:
  Host free webinars or workshops on relevant topics to attract potential clients.
  
  
• LinkedIn Networking:
  Build a strong professional network on LinkedIn and engage in industry discussions.

Online Ideas:

• LinkedIn “Ask Me Anything” Sessions:
  • Host live Q&A sessions addressing topics like “Tax Prep Tips for 2025” or “Q4 Business Planning.”
    
    
• SEO-Optimized Blog Posts:
  • Publish articles like “5 Legal Checklists Before Year-End” to attract organic traffic.

Offline:

• Networking Events:
  Attend industry conferences and local business events.
  
  
• Referral Programs:
  Encourage existing clients to refer new business.
  
  
• Print Advertising:
  Consider advertising in local business directories or industry publications.

Offline Ideas:

• Client Appreciation Events:
  • Host a summer networking luncheon with printed brochures highlighting your year-end services.

Overlooked Essentials for Q3/Q4 Success

• CRM Cleanup:
  • Prune outdated contacts and segment lists for hyper-targeted campaigns.
    
    
• Staff Training:
  • Ensure your team is ready for holiday rushes (e.g., cross-training for retail, updated scripts for hospitality).
    
    
• Local SEO Updates:
  • Verify Google My Business & Bing Places listing hours, add holiday-specific keywords, and respond to reviews.

Final Takeaway:

The second half of 2025 is about momentum. Whether it’s leveraging automation to nurture leads or using hyper-local OOH ads to stand out, SMBs that blend digital and traditional tactics will finish strong.

By blending methods, SMBs can create a seamless customer journey that drives sales—and sets the stage for a thriving 2026. Start planning today!