December Reflections: Gratitude, Growing Pains, and Where to Focus Your Marketing Next Year
As this year wraps up, I’ve been thinking a lot about how wild the small business ride really is, and how grateful I am to be on it with so many of you.
First, a big “thank you.” 💛
This year, Pixel Drift Marketing had the privilege of working with so many wonderful new clients, local shops, service providers, nonprofits, and passion projects that turned into real businesses.
It’s honestly one of my favorite parts of what I do:
Getting to peek behind the curtain of your business
Learning why you do what you do
Helping you turn all of that hard work into marketing that actually gets seen
Every new client comes with a new story, a new challenge, and a new opportunity to grow together. I’m deeply grateful for the trust you’ve placed in me this year, and I’m excited to keep building on that momentum in the new year, refining, testing, tweaking, and growing right alongside you.
The stress is real (on both sides of the pendulum)
If you’re a small business owner, you already know:
The stress isn’t just about “having too much to do.” It’s also about the in-between times:
The seasons when your plate is overflowing and you’re wondering how you’ll keep up
The slower weeks when you quietly worry, “What if the inquiries stop?”
Most businesses live in this pendulum swing between too busy and too quiet. And your marketing strategy has to flex for both.
This time of year especially, I see the contrast:
Retail and consumer-facing businesses might be slammed
Service-oriented businesses or B2B providers might be in a lull as clients pause, travel, or “circle back in January”
The good news? Both seasons, the busy and the slow, are opportunities. The key is knowing where to focus your marketing energy based on what season you’re in.
When times are good: 5 places to focus your marketing
When things are busy and revenue is flowing, it’s tempting to “pause” marketing because you’re at capacity. But this is actually the time to strengthen your foundation and set Future You up for fewer rollercoaster dips.
Here are 5 smart places to focus when business is good:
1. Capture the proof: reviews, testimonials, and case studies
Happy customers now = powerful marketing assets later.
Ask for Google reviews while the experience is still fresh
Save kind emails and messages as social proof
Turn a great project into a simple case study or before/after story
2. Refine what’s already working
Instead of throwing new things at the wall, double down on what’s bringing in leads.
Look at where most of your inquiries actually came from this year
Improve those touchpoints (better landing pages, clearer calls to action, simpler forms)
Make it easier for people to say “yes”
3. Update your website’s “money pages”
Your homepage, services page, and contact page should never be “set it and forget it.”
Clarify your core offer and who you serve
Make sure your contact / booking process is smooth
Add new photos, updated services, and recent reviews
4. Build light automation to save future time
Busy season is where systems prove their value.
Create simple email follow-ups for new inquiries
Set up a basic nurture sequence for leads who aren’t ready yet
Use templates for proposals, follow-up emails, and social media posts
5. Protect your brand experience
When you’re busy, it’s easy for the details to slip, but your customer experience is what drives referrals.
Make sure your messaging is consistent across your website, social, and emails
Check that your business information (hours, location, services) is correct everywhere
Set realistic expectations in your marketing about timelines and availability
Busy seasons are about capturing and documenting, so your marketing keeps working even after the rush dies down.
When times are slow: 5 smart ways to invest in your marketing
Slower seasons can feel scary, but they’re also an opportunity rich time to work on your business instead of just in it.
Here’s where to focus when the inbox quiets down:
1. Refresh your online presence
This is the perfect time to give your digital storefront a tune-up.
Update your website copy so it reflects where your business is now
Fix broken links, outdated photos, or old pricing
Polish your Google Business Profile and other directory listings
2. Create content that works year-round
Use the extra breathing room to build assets that keep paying you back.
Blog posts that answer common client questions
A simple lead magnet (checklist, guide, mini resource)
Social media content you can schedule in advance
3. Reconnect with past clients and warm leads
Sometimes your next job isn’t a stranger, it’s someone who already knows and likes you.
Send a “just checking in” email to past clients
Share a quick update about new services, availability, or packages
Invite them to book a call or refer a friend
4. Experiment with a small, focused promo
Slow doesn’t always mean “slash prices.” It can mean “create clarity.”
Offer a limited-time package or quick-win service
Promote a “starter” version of your bigger offer
Test one focused campaign to see what resonates
5. Look at your numbers (without judgment)
Use downtime to actually review what happened this year.
Where did most of your best clients come from?
Which marketing efforts took a lot of time but didn’t move the needle?
What do you want more of next year, and what are you ready to let go of?
Slow seasons are ideal for plotting your next moves. Instead of spiraling in worry, you’re giving yourself a plan.
Looking ahead
Whether you’re ending the year swamped with orders or quietly planning for January, just know this:
You’re not the only one who feels the pressure on both sides, the “too much on my plate” and the “what if there’s not enough.” That tension is baked into small business life, but your marketing can help smooth out the extremes.
I’m incredibly grateful for every client, collaboration, and conversation this year. Thank you for trusting Pixel Drift Marketing to help you show up more clearly and confidently online.
Here’s to a new year of:
Clearer messaging
Smarter marketing
And a little less feast-or-famine stress
If you’d like help planning your marketing for the new year, whether you’re in a busy season, a slow one, or somewhere in between, this is a great time to map it out.
