5 Things to Review in Your Marketing Before 2027
We're only just getting into autumn, and I'm already talking about 2027! But before the Christmas rush takes over, now is actually a really good time to take a look at your marketing. Not necessarily to create a huge strategy document or plan every social media post for the next twelve months. Just to take stock of what's been working, what hasn't and where you want to focus your efforts next year. When you're running a small business, marketing can easily become something you squeeze in around everything else. And while that might keep things ticking over, it doesn't always mean you're spending your time on the things that make the biggest difference.
So, before we head into December, here are five areas worth reviewing.
1. Your website: Is it still doing its job?
When was the last time you looked at your website properly? Not just to check that it's still there, but to read through the content and think about it from a potential customer's perspective.
Businesses evolve. Services change, prices increase, teams grow and the type of customers you want to attract might be completely different from when you first launched. But websites don't always keep up.
Take a little time to review yours.
Are your services and contact details up to date?
Is it clear who you help and what you offer?
Are there any broken links or outdated information?
Is it easy for someone to make an enquiry?
Does everything work properly on a mobile phone?
You don't necessarily need a complete website redesign. Sometimes a few updated pages, clearer messaging and better calls to action are enough to make a real improvement.
2. Your social media: What's actually working?
It's easy to get caught up in how often you're posting or how many followers you've gained.
But neither of those tells you the full story. Instead, look back over the last six to twelve months.
Which posts generated conversations?
Which brought people to your website?
Did any lead to enquiries?
What content did your audience genuinely engage with?
And just as importantly, which platforms are worth your time?
You don't have to be everywhere. If LinkedIn is where your customers spend their time and Instagram isn't bringing you much in return, perhaps it's worth adjusting where you focus your energy. The aim isn't to post more for the sake of it. It's to make sure the time you're spending on social media is worthwhile.
3. Your email marketing: Are you keeping in touch?
Email marketing is one of those things that often gets pushed down the list. You might have a mailing list you've spent years building, but when was the last time you sent anything to it?
Or perhaps you're sending regular newsletters but haven't reviewed the content or results for a while.
Email gives you a way to stay in touch with people who have chosen to hear from your business, without relying entirely on social media algorithms. Take a look at your current approach.
Are you sending useful, relevant content?
Are people opening your emails and clicking through?
Is your subscriber list healthy and properly maintained?
And if you haven't sent a newsletter for months, don't panic. You don't need a dramatic explanation for your absence. A simple, useful email is a perfectly good way to get started again.
4. Your Google Business Profile: Don't forget the local customers
If you work with customers in a particular area, your Google Business Profile deserves some attention. For many small businesses, it's one of the first things potential customers see when searching for local services. Yet it's surprisingly easy to set it up and then forget about it.
Check that your opening hours, contact details, business description and services are accurate.
Have you added any recent photos?
Are you responding to customer reviews?
Does the profile link to the right pages on your website?
These might seem like small things, but they all help customers find accurate information about your business and decide whether to get in touch. For businesses serving Norfolk and the surrounding areas, having a well-maintained local presence is particularly valuable.
5. Your marketing plan: Is it realistic?
This is probably the most important one. You can have a fantastic marketing strategy, but if you don't have the time or resources to deliver it, it's not going to be much use.
Think about what you want your marketing to achieve in 2027. Perhaps you want to generate more enquiries, launch a new service, attract a different type of customer or simply become more consistent. Whatever your goals, make sure your marketing activities support them. And be realistic about the time you have available.
If you can only commit to one blog a month and two social media posts a week, that's absolutely fine. It's far better to do a few things consistently than start January with an ambitious plan that's forgotten by February.
A quick marketing checklist for 2027
Before the year ends, see if you can tick off these five things:
Review and update your website.
Look at your social media results and decide where to focus.
Check your email marketing and subscriber list.
Refresh your Google Business Profile.
Set a few clear, realistic marketing priorities for 2027.
You don't have to complete everything in one afternoon. Even setting aside an hour each week between now and Christmas could help you start the new year feeling much more organised.
Make 2027 the year your marketing feels manageable
Marketing doesn't have to be complicated, and it certainly shouldn't feel like another full-time job on top of running your business. Sometimes all you need is a clearer plan, a bit of consistency and someone to help keep everything moving.
At TAAB Virtual Solutions, I support small businesses with everything from marketing planning and content creation to website updates, newsletters and social media management.
If your marketing has slipped down the to-do list this year, now's a good time to give it some attention. A few small changes now could make a big difference to how you start 2027.
