Let’s face it. Today’s business landscape is an economic roller-coaster that has many businesses on edge. It’s the type of conditions that cause many businesses to cut costs, hunker down and wait to see what happens next. 

We have one word of advice: DON’T CUT MARKETING. 

Like many of you, I’ve ridden this roller-coaster before.  Starting with the 1973 oil crisis (yes, I waited in those long gas lines – please don’t do the math), followed by the dot-com bubble burst and the “Great Recession” of 2008 I’ve seen one common thread.

Through every tumultuous cycle, businesses that kept investing in their marketing – or even increased it – came out stronger.

Why?

When the dust settles there is pent-up demand. The businesses who stay visible, remain top-of-mind, and focus on differentiators will come out ahead. Competitors might pull back on marketing, but if you stay the course you gain the advantage.

Here Are 3 Things to Do Today:

1. Focus Your Marketing Spend—Don’t Eliminate It

Talk to your agency about fixed-rate or monthly plan packages. This gives you budget control and the predictability and consistency you need to keep your efforts moving forward. 

Marketing is not a one-and-done so avoid the stop-and-start approach to maximize your ROI. 

2. Not Marketing Your Business? Start Now.

Simply put, no matter what industry you are in it’s critical to have a digital presence, connect with prospects and customers wherever they engage. Visibility takes time. Momentum takes strategy. Work with a partner who can identify the marketing activities that will benefit you most.

3. Focus on ROI-Driven Strategies

Prioritize demand generation over general branding.

• Measure results and align them with business goals.
• Stay close to existing customers and address their pain points.
• Nurture a lead pipeline, particularly in B2B.
• Invest in content that builds thought leadership, drives SEO, and engages the community.
• Utilize SEO and keyword research to adapt to changing customer needs.
• Enhance email marketing efforts to deliver personalized content to interested customers.

Key Takeaways

• Do not cut marketing spend in a volatile market.
• Businesses that maintain or increase marketing efforts often emerge stronger.
• Focus on ROI-driven strategies.

Where to start? LocalFresh can do a free SEO Assessment and highlight where you have opportunities to improve traffic and conversions.