Make the Most of Your Year-End Marketing Budget
As the year quickly winds down, now is the time to think about how your marketing and communications team can make the most of any remaining 2024 budget. With less than two months left in the year, unused budget doesn’t just go to waste—it’s a missed opportunity to amplify your efforts, drive measurable impact, and set your brand up for success in 2025.
Whether it’s refreshing your strategy, expanding your digital presence, or enhancing your PR initiatives, there are plenty of ways to put that budget to work effectively. At Vested, we’re here to help you make the most of it, and we’ve put together a few smart ways to invest those extra funds before they expire.
Strengthen Your Presence with Owned Media
Owned media is a powerful way to control your narrative and showcase your expertise. Start by expanding your executive byline program. Supercharge it with fresh, insightful content that positions your top executives as thought leaders in the industry.
You can also enhance your website with a couple in-depth stories on particular topics, or a collection of evergreen articles to keep visitors engaged over time. Pair this with dynamic creative assets such as explainer videos, interactive carousels, custom illustrations, and unique iconography to make the site even more compelling.
Consider producing a video series that offers a behind-the-scenes look at life at your company, especially through the eyes of employees, or create an end-of-year highlight reel that showcases key moments from 2024.
Lastly, think about drafting a whitepaper that reflects on 2024 while looking ahead to 2025, or highlights specific innovations and programs that set your company apart. These owned media efforts will help cement your brand’s leadership and expertise in the space.
Maximize Engagement with Social Media Enhancements
There are several ways to maximize your engagement on social media before the year ends. One effective approach is through LinkedIn advertising. By boosting a specific blog, article, or executive’s post, you can attract more traffic, gain subscribers, and extend your content’s reach.
Additionally, targeted LinkedIn training for specific teams can equip them with the skills to build stronger personal brands and drive more meaningful engagement on the platform.
Another option to consider is redesigning your social newsletter template. A refreshed, visually engaging design with clearer calls-to-action can better capture your audience’s attention and encourage higher levels of interaction.
Empower Your Teams Through Internal Trainings
Internal trainings are essential for fostering confidence and staying ahead in today’s fast-paced marketing and communications landscape. Start by organizing an educational session on the impact of Generative AI on communications, discussing both the pros and cons of tools like ChatGPT. This will help your team navigate the evolving media landscape and leverage these technologies effectively.
We also offer a session on how marketing and communications leaders can effectively communicate with the C-suite in their organization. Learn to speak the language of the CEO, link your efforts to real business value and revenue, and stake your claim at the leadership table.
Additionally, in an era where media exposure can make or break a company’s reputation, it’s crucial that your executives are prepared, comfortable, and confident as the voices of your firm. Consider holding additional media training sessions for key spokespeople to ensure they are equipped with the skills to handle any situation. These initiatives will not only enhance your team’s capabilities, but also strengthen your organization’s overall communication strategy. At Vested, we have media training pros who have worked with execs at top companies like Bloomberg, Morgan Stanley, American Express, and Invesco, to name a few.
Leverage Research to Drive Smarter Decisions
Conducting an executive competitor audit is a valuable way to gain insights into how your competitors and their leadership is positioning themselves across earned, owned, and shared media. Take the time to evaluate what their executives are doing—or not doing—across these channels. Are they leading conversations, engaging with key audiences, or staying silent on critical issues?
By identifying gaps and opportunities, you’ll gather key takeaways that can inform and strengthen your own executive communications program. This research-driven approach will allow your team to be more strategic, ensuring your executives are effectively positioned to lead the industry conversation. A competitor audit is just one form of research you can leverage—there are countless other ways to gather insights that will drive more informed decisions and elevate your overall strategy.
If any of these project ideas resonate with you and your team, don’t hesitate to reach out to the Vested team. We’re here to help you develop a tailored plan that aligns with your goals and makes the most of your remaining budget. Let’s work together to set your brand up for success in the coming year.
