Q4 brings unique challenges and opportunities for businesses. Between shifting priorities, increased PTO, and budgeting prep for the new year, it's crucial in Q4 to pause, reassess tools and tactics, and adjust your strategy for the holiday rush. Even amidst distractions and holidays, strategic planning and the right tools can turn Q4 into a period of growth and opportunity.
Here are some strategies to equip your business with effective strategies to navigate distractions and leverage the holiday season's potential.
Make sure your brand voice is crystal clear
AI has leveled the playing field, leading to many businesses churning out content that they deem “good enough”. As the internet fills up with more templated, AI-generated copy, being merely "good enough" isn't going to cut it.
Your customers are busy people — they're looking for quick, well-thought-out answers and a brand they can trust. That’s why your unique brand voice is your secret weapon. This means moving past the generic fluff and speaking like a real person, or what we call an "expert peer". You need to humanize your brand to create a clear, recognizable voice and face that truly stands out in a crowded market.
Example:
Take this excerpt from one of Mailchimp’s blog posts, for example.
This excerpt reflects Mailchimp’s brand voice through its approachable, conversational tone and clear, confidence-building advice. It blends professionalism with a touch of wit, making business guidance feel friendly and human while empowering readers to take actionable steps toward growth. The result is content that feels smart, supportive, and unmistakably Mailchimp.
Lean into what your audience is preoccupied with
During Q4, your audience is inherently distracted with holiday planning, school breaks, vacations, and other distracting events that come with the season. Consider creating giveaways for practical items, like gift cards for holiday shopping or back-to-school packs, to assist them during this bustling season. You can also create a relevant themed campaign to meet your audience where they’re at and connect with them on a more personal level.
Tip: Check out popular hashtags on social media and follow trending topics in the news to stay up-to-date on what your audience is talking about and interested in.
Example:
Costco made holiday shopping easier and more rewarding for their customers in 2024 by offering a $20 digital Shop Card with the purchase of a new Gold Star Membership. By combining membership enrollment with an instant, usable incentive, Costco not only encouraged new sign-ups but also gave customers a practical, timely gift during the busy holiday season. It’s a smart example of being where your audience needs you to be and add value when they’re already thinking about holiday planning.
Make content smart, snappy, and striking
When people are running around for vacations and holiday festivities, it’s easy to lose your audience’s focus. We recommend sharing quick, yet impactful, content so they can still engage with you through the noise.
Example:
Check out an example of quick and effective content that CallRail created. Marketing Snacks shares hot tips or “quick bites” for how businesses can stay ahead of the curve on their marketing strategy.
In addition, actively participating in relevant cultural moments helps your business stay connected with your audience and demonstrate relevance in the chaos of Q4 distractions.
Leverage formats like Instagram reels, TikToks, interactive polls, and LinkedIn surveys to share your message, stay up to date on what’s trending, and keep audiences engaged through Q4. Additionally, collaborating with influencers or organizations involved in current events can help you authentically join the conversation and showcase your brand's adaptability and awareness.
Tip: Subscribe to a newsletter or website that notifies you of any industry news or changes so you can make quick content that informs and fosters engagement.
Example:
Check out these examples from CallRail’s LinkedIn and Instagram accounts to see how you can stay ahead of the curve in Q4 by engaging with the latest trends and current events.
Answering work calls during family time is out; AI voice assistants are in
There’s no reason to let your phone run your life. You're running a business, and you shouldn't have to choose between answering a potential customer's call and enjoying a holiday dinner with your family. That old way of working doesn't serve you.
AI voice assistants help protect your personal time and expand how and when your customers can reach you. These tools step in as a seamless extension of your business. They answer, qualify, and route calls with a human touch. This means you can capture every lead without sacrificing one more minute of your personal life.
Example:
CallRail’s Voice Assist is your 24/7 expert peer, making sure you capture 100% of your leads without lifting a finger. This AI voice assistant is easy to set up and is automatically trained on your website and call data. It answers, qualifies, and routes every inbound call, seamlessly handling lead intake, answering common questions, and managing appointment requests.
Meet your audience where they already are
You wouldn't throw a Hail Mary pass in the last quarter of a game unless you were desperate. Your marketing shouldn’t feel like a desperate guess, either. The smartest way to connect with your ICP’s is to lean into the channels they are already engaged in. Today, that means understanding where people are having real conversations.
For example, if you want LLMs (Large Language Models) like ChatGPT or Claude to cite your work, they often pull information from community sites like Quora and Reddit, where people are asking and answering questions in real-time. For thought leadership, they might prioritize established, reputable journalistic sources. You need to know which channels build trust and which channels drive visibility for your specific customers. Stop guessing and start putting your content right in front of the people who need it.
Example:
Mars has mastered the art of meeting customers where they are by integrating seamlessly into Reddit's community-driven culture. Through a strategic partnership with Reddit's KarmaLab and Essence Mediacom, Mars launched the Caramel Cold Brew M&M's campaign, leveraging Reddit's unique conversational environment.
145%
By adopting a "test and learn" approach, Mars tailored its creatives to resonate authentically with Reddit users, resulting in a 145% increase in return on ad spend year-over-year.
Start the new year with momentum
Set the stage for a successful year ahead by leaning into the year’s final quarter. Discover actionable strategies, tools, and insights in our Doubling Down on Distractions ebook that dives deeper into how you can gain momentum in Q4 and leverage it for long-term success.
