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Greenville Business Magazine

Five Marketing Tips to Drive Your Business Through the End of the Year

Nov 10, 2021 09:52AM ● By Ben Pettit

Many companies seem to go into neutral when it comes to the last few months of a year, but now is the time to really get creative with your plans. 

There are lots of ways to drive your business in the coming months. Here are five to try that you may not have thought about:

Pick up the phone. “Research from NYU has shown that many people are overconfident in their ability to accurately relay emotions when it comes to email.” – Harvard Business Review. 

We are all guilty of this; an email is much quicker than a call. Shooting an InMail on LinkedIn is easy, but does it make the same connection? Research says it does not. Pick up the phone and work on building relationships with your customers. In a world where many conferences, trade shows, and seminars are still virtual, seek as many opportunities as possible to make that personal connection to the people in your network. 

Try a new advertising medium. “By the end of 2021, nearly 88 percent of all U.S. digital display ad dollars, or $81 billion, will flow via programmatic advertising.” – eMarketer 

Programmatic advertising is the fastest-growing segment of digital ads, and shameless plug, the fastest-growing division of our company STORY here in Greenville. From direct buys with publishers and site owners to hyperlocal geofencing, programmatic media buying is where superior digital advertising lives. Google Ads and keyword buying are a solid foundation, but someone must search to show an ad. What about reaching customers who have never heard of you or would not even know what to search to find you? In the digital marketing mix, programmatic media buying allows you to aggressively target prospects using an almost unlimited number of variables like where they work, where they buy coffee, job title, and so much more.

Follow up. “80 percent of sales require five follow-up calls after the meeting. 44 percent of sales reps give up after one follow-up.” – Marketing Donut

You can’t market yourself if you are not in communication. Staying in touch with a prospect is often about finding a reason to stay in front of them. Many sales teams do not fully utilize their marketing collateral or tools. Data dumping on a prospective client during the first meeting often overloads them. Think strategically about how you can spread the information you want to communicate over multiple touchpoints. Find good reasons to follow up and work to build authentic relationships while selling at the same time. Echo this follow-up strategy in all your external marketing, from social media to advertising.

Build a new website. “75 percent of users admit to making judgments about a company’s credibility based on their website’s design.” – Stanford University

A new or revised website can accomplish many things. Often one of the most overlooked audiences a company has is their existing website traffic. Crafting a new site can get your team energized. When you redefine your content and messaging, you have an opportunity to redefine your mission and vision for your company. It is a chance to say, “This is who we are now.” Many companies feel like their current site does not represent who they are. Your website should tell your story in the best way possible.

Celebrate. “Once a year, have a special meal with your team. Celebrate the year and memorialize who you are and what you aspire to be.” – Joe Erwin

Building a healthy culture should be a part of every company and every marketing strategy. It is easy to market an organization that fosters a culture of gratitude and appreciation. It is essential to be intentional with each other, your community, and your customers. Don’t forget to give back, have a service day, find a local nonprofit agency you can serve with your time and money. Serving together is one of the best ways for your team to bond.

Ben Pettit is the founder and CEO of STORY, which offers creative digital solutions to everyday business problems. With a growing team of creative professionals, their work spans from the Southeast to the entire nation. Learn more at