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Behind the scenes of running a marketing agency, with content marketing, local business marketing, social media strategy, team growth, and year-end planning.
The final week of the year always feels a little different.
Things slow down. Some clients are on vacation. The office is quieter than usual. But it’s also one of my favorite times to pause, look back, and think about what we’re building next.
In this video I’m sharing Week #52 running my marketing agency, Launch Kit here in West Michigan.
We check in on our annual revenue goal, talk about the systems that helped us grow this year, and go behind the scenes on what the final week of the year actually looks like inside a small marketing agency.
This is less of a polished lesson and more of a behind-the-scenes journal entry. If you’re a business owner, marketing manager, or someone building something of your own, I hope this gives you a useful look at the real process.
At the start of 2025 we set a goal for Launch Kit:
$667,000 in revenue.
That would be the highest sales year in the history of the company.
When I checked our numbers during Week #52, we were sitting at:
$652,000 for the year.
Close.
Very close.
We still had a few days left in the year and a couple of Stripe payments that might come through. So we’ll see where the final number lands.
But regardless of whether we hit the exact goal, I’m proud of the progress.
Goals are important because they give the team a clear direction. But the real win is building the systems and habits that drive growth year after year.
That’s really what this year was about for us.
If I had to summarize 2025 in one word, it would be:
Team.
Three new team members joined Launch Kit this year.
They all started in Q1, and the impact has been incredible.
The quality of work we’re able to produce for clients has improved. Our ability to support local businesses here in West Michigan has grown. And the day-to-day energy inside the company is better than ever.
There’s a quote I think about often:
“If you want to go fast, go alone. If you want to go far, go together.”
This year felt like a big step forward in building the kind of team that can go far.
During the week I was editing a short video explaining the marketing strategy we use for our clients and for Launch Kit.
It’s simple.
But simple works.
The entire system starts with video content.
Specifically short form video content.
Think:
The goal is not to talk about your business.
The goal is to talk about your audience’s problems.
For example:
If you own a painting company, your content should answer questions homeowners are already asking.
Things like:
The more helpful and relevant the content is, the more people will watch it.
That video content becomes the fuel for the entire marketing system.
Here’s the basic framework.
Start with organic content.
Create short videos that help your target audience solve problems.
Focus on:
This content builds trust and helps you figure out what topics people actually care about.
Once you start posting consistently, you’ll notice something.
Some videos perform better than others.
More views.
More comments.
More shares.
That’s a signal.
Those videos are often great candidates for paid advertising.
Instead of guessing what ads might work, you’re using content that has already proven itself.
For local businesses especially, this is incredibly effective.
You can run ads targeting people in your specific service area while using content that resonates with your audience.
The next step is turning viewers into leads.
We often use DM automation tools and landing pages to collect:
Once someone is in your CRM, you now have what marketers call an owned audience.
You’re no longer renting attention from social media platforms.
You have a direct way to communicate with them.
This is where many businesses get it wrong.
They send emails that are basically just sales pitches.
Those emails usually get ignored or unsubscribed from.
Instead, we do something much simpler.
We send useful content.
For example:
This keeps people engaged and keeps your brand top of mind.
Over time, that trust turns into sales.
One of the things we really dialed in this year is our content production routine.
We follow the same structure every month.
At the start of the month we review:
We’re not looking for perfection.
We’re looking for 1% improvements.
Then we ask a simple question:
What is most important in the business right now?
That answer helps generate content ideas that align with the business goals.
At the end of the meeting we put a production day on the calendar.
This step is surprisingly powerful.
If it’s not scheduled, it usually doesn’t happen.
About 3 to 5 days before the production day, we create outlines for the content.
Usually we plan:
Each video includes:
On production day we typically film:
4 videos in about 3 hours.
During filming we also capture photos and extra content that can be used for social media.
Once the footage is recorded, the rest of the process becomes much easier.
Editing, captions, and posting all flow from that production session.
One thing I like to show in these videos is the less glamorous side of running a business.
Some days are exciting.
Others are a lot of sitting at a desk working through tasks.
Client calls.
Editing videos.
Planning content.
Building systems.
None of it looks flashy.
But that’s the real work.
And over time, that steady effort compounds into meaningful progress.
The first workday of the new year is always fun.
This year is especially exciting because we’re welcoming another team member.
Evan is joining Launch Kit as a photographer and videographer.
His role will focus on helping local businesses create:
Bringing talented people into the team is one of the most rewarding parts of building this company.
It expands what we can create for our clients and opens new opportunities for growth.
When I reflect on the year, I feel grateful.
Grateful for the team.
Grateful for our clients.
Grateful for the opportunity to keep building.
And honestly, I feel more excited than ever about what’s next.
The mission at Launch Kit remains simple:
Help businesses grow with clear marketing systems.
That means:
And most importantly, helping businesses tell their story in a way that actually connects with their audience.
If you’re building something of your own, keep going.
Focus on the fundamentals.
Show up consistently.
And keep improving the system.
Momentum follows.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
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