As Q4 approaches, I know it’s tempting to rush headfirst into holiday mode (believe me, I’ve been there!). But before you start dreaming of pumpkin spice everything, now is the perfect time to refresh your social media strategy and set yourself up for success. Whether you’re aiming for those year-end sales or prepping for a fresh start in 2025, building a solid social media plan can be the difference between skating by or really making an impact.
In this guide, I’m going to walk you through how to create a Q4 social media strategy that’s practical, effective, and easy to manage—even during the busiest time of year. Let’s dive in!
Step 1: Set Clear Goals
Before you do anything else, you need to have a solid idea of what you want to achieve with your social media efforts in Q4. Are you looking to boost holiday sales? Drive traffic to your website? Grow your follower base?
It’s easy to get overwhelmed with all the potential things you could do. But take a breath, grab a cup of coffee (or tea!), and focus on 1-3 clear, measurable goals that will make the biggest impact for your business.
For example, last Q4, one of our clients wanted to increase their online sales by 30%. We created a social media campaign focused on holiday deals, and by the end of December, they’d not only hit their goal but surpassed it by 15%! The lesson here? Setting specific, measurable goals sets you up for success.
Pro Tip:
Align your social media goals with your overall business objectives. If Q4 is about maximizing revenue, focus on conversions and ROI rather than just getting more likes.
Step 2: Audit Your Current Social Media Performance
Before you can plan where you’re going, you need to figure out where you are now. Take some time to audit your current social media performance. Look at your analytics from Q3—what worked well, and what didn’t? Were there certain posts that seemed to fall flat or platforms that underperformed?
This process is like cleaning out your closet before fall. You have to know what you’re working with and what you’re missing to plan the best strategy moving forward.
What to look for during your audit:
Engagement rates (likes, comments, shares)
Follower growth
Referral traffic to your website
Content that received the most interaction
By looking at these metrics, you’ll have a clear idea of what resonated with your audience and what could use a little tweak. For example, we noticed that one client’s Instagram Stories were getting tons of engagement, while their static posts were lagging. In Q4, we leaned heavily into Stories and saw a big lift in engagement.
Action: Get in touch with us - we can audit social media accounts.
Step 3: Understand Your Audience’s Needs
The holiday season changes everything, including what your audience wants to see from your business. Their needs may shift as they prepare for the holiday rush or start planning their new year’s resolutions. Make sure you’re paying attention to these seasonal shifts.
Do a little social listening:
Look at the conversations happening in your niche.
Pay attention to trending topics and hashtags.
Consider sending out a quick poll or survey to your audience to see what they’re focused on this quarter.
The more you know about what your audience needs right now, the more you can create content that genuinely connects with them. Last year, a client in the beauty industry found that their audience was more interested in quick, affordable gift ideas than their usual content about self-care. So, we adjusted their messaging and saw a noticeable uptick in holiday sales.
Step 4: Choose the Right Platforms to Focus On
We’ve all heard the saying, “don’t put all your eggs in one basket.” But when it comes to social media, sometimes spreading yourself too thin across too many platforms can actually be less effective.
Take a look at your Q3 audit and figure out where your audience is most engaged. If Facebook and Instagram are driving the bulk of your traffic and engagement, maybe it's time to double down on those and put TikTok or Twitter on the backburner (for now).
At Evermore Marketing, we once worked with a small business that was struggling to manage five different social platforms. We helped them scale back to just Instagram and Facebook, which were their most impactful platforms. With more time and energy, they were able to really focus on creating great content for those two platforms—and their results were fantastic.
Pro Tip:
Consider experimenting with newer platforms like TikTok or leveraging LinkedIn if your business has a strong B2B focus. But don’t overwhelm yourself by being everywhere at once.
Step 5: Develop a Content Calendar
Now comes the fun part—content planning! For Q4, you’ll want to map out a clear content calendar that includes key dates like Black Friday, Cyber Monday, and any seasonal promotions.
What to include in your content calendar:
A mix of valuable content (educational, entertaining, or inspiring) with promotional posts
Seasonal campaigns (holiday-themed giveaways, flash sales, etc.)
User-generated content to highlight customer testimonials or reviews
Consistent posting schedule based on your audience’s activity
Last year, we helped a local retail shop create a holiday gift guide, showcasing different products through social media posts, Stories, and even a live shopping event. This approach not only boosted engagement but also drove a significant increase in sales!
Step 6: Allocate Budget for Social Media Advertising
Q4 is one of the busiest shopping seasons of the year, so competition for organic reach is high. That’s why it’s important to set aside a budget for social media advertising. Paid ads can help you reach a broader audience, retarget people who’ve visited your website, and promote specific holiday deals.
Where to spend your ad budget:
Facebook and Instagram ads for targeted promotions
Retargeting campaigns for people who visited your site but didn’t convert
Influencer partnerships or sponsored content to increase brand visibility
If you’re not sure where to start, think small! One of our clients began with just $100 for Facebook ads targeting their warm audience. By retargeting people who had engaged with their posts or visited their website, they saw a 200% return on ad spend by the end of Q4.
Step 7: Engage with Your Audience Regularly
Q4 is a busy time for everyone, but that’s exactly why it’s important to stay connected with your audience. Engage with them through comments, messages, and interactive content like polls, quizzes, and Q&A sessions.
Building that two-way relationship can go a long way in fostering loyalty. I once helped a client launch a 12-day holiday giveaway, where followers entered to win by commenting on each post. The client saw a huge spike in engagement, and more importantly, they built a strong sense of community that carried into the new year.
Step 8: Monitor and Optimize Throughout the Quarter
The final step? Don’t just set it and forget it! Regularly monitor your performance metrics and adjust your strategy as needed. If a post goes viral, lean into that type of content. If your ads aren’t converting as expected, tweak your audience targeting or ad copy.
Social media is dynamic, and the best results come when you’re able to stay flexible and responsive. Think of it like baking: Sometimes, you need to adjust the recipe to get the perfect result!
By following these steps, you’ll be well on your way to creating a social media strategy that not only gets results but also makes Q4 your best quarter yet. Remember, the key is setting clear goals, staying flexible, and engaging with your audience. With the right strategy, you’ll finish 2024 stronger than ever.
Let’s do this together—reach out to Evermore Marketing, and let’s make magic happen this
season!
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