preparing your brand for 2026: a year-end marketing checklist

as the holidays approach and everyone’s winding down, smart business owners are doing the opposite, they’re gearing up. the last few weeks of the year are the perfect time to step back, look at what’s working, and fine-tune your marketing so you can hit the ground running in 2026.

whether you’re managing your own marketing or partnering with an agency, this checklist will help you end 2025 strong and set your business up for success in the new year.

1. review your year in marketing

start with an honest look at your performance. what worked this year? what didn’t?
dig into your analytics like website traffic, social engagement, ad performance, and conversions. look for trends and patterns that show where you gained traction and where you lost momentum.

pro tip: don’t just look at the numbers. think about why they look that way. strong results come from clear strategy and consistent execution.

2. revisit your marketing budget

take stock of how your budget was spent in 2025. did your ad campaigns perform well? did you get a solid return on your investments in video, seo, or content?
if you’ve got a little left in the budget, consider using it to set up q1 campaigns or invest in new creative assets.

planning ahead now can help you avoid the “we need something fast” panic that always seems to hit in january.

3. audit your website

your website is the digital foundation of your business. before the new year starts, give it a health check:

• make sure your design still feels current and aligned with your brand

• update old photos, pricing, and copy

• check mobile optimization and page speed

• test all forms and links to make sure they work

if it’s been a few years since your last refresh, it might be time for an update. a modern site gives visitors confidence — and google a reason to rank you higher.

4. clean up your social media

consistency is key, but so is clarity. review your platforms and ask:

• is your content strategy clear and aligned with your brand message?

• are your visuals consistent?

• are you posting with purpose — or just to post?

if your engagement has slowed, it might be time to refresh your visuals, incorporate more video, or adjust your posting frequency.

5. refresh your brand assets

from your logo and color palette to your photography and templates — make sure everything still represents who you are today.
if your business has evolved (and it probably has), your visuals should evolve with it. even small updates can make your brand feel new again.

6. optimize your email list

a clean, segmented list performs better. remove inactive subscribers, organize your audience by interest or behavior, and plan out a few re-engagement campaigns to kick off the new year.

email remains one of the highest-roi channels for small businesses — but only if it’s well-maintained.

7. review your content performance

look back at your top-performing posts, blogs, or videos. which topics drove the most engagement or clicks? use those insights to shape your 2026 strategy.

if your content felt inconsistent this year, consider creating a content calendar or working with a team that can help you maintain structure and storytelling.

8. plan your q1 campaigns

start the new year ahead of schedule. outline key campaigns, promotions, or events you want to highlight in q1.
build your content calendar now so you can roll into january with clarity instead of scrambling to find ideas.

9. set clear marketing goals

define what success looks like for 2026. whether that’s growing your audience, generating more leads, or increasing conversions — set measurable goals you can actually track.

pro tip: keep it simple. one clear, strategic goal per quarter is often more effective than trying to do everything at once.

10. get a fresh perspective

sometimes, you’re too close to your own brand to see what’s missing. a marketing audit like our abc firm marketing pulse check which helps identify what’s working, what’s not, and where the real opportunities lie.

it’s clarity before strategy, and it’s how we help businesses start the year focused and confident.

final thoughts

the new year doesn’t have to mean starting over. it’s about building on what worked, refining what didn’t, and creating a clear plan for growth.

whether you’re running ads, building your brand, or just trying to show up more consistently online, the best time to start planning for 2026 is now.

if you want a clear, personalized breakdown of how your marketing is performing and what to focus on next. check out our marketing pulse check.

it’s the perfect reset before the new year begins.