Weathering the storm of today’s economic climate is a challenge for all business owners. As the economy slows and prices rise, should you decrease your marketing and sales efforts to save money?
The short answer is “no.”
It may seem counterintuitive, but you may want to increase your marketing efforts. While you still need to consider cash flow, focusing on affordable marketing methods like organic SEO, customer loyalty programs, reputation management, and CRM software promotes your business to new audiences and increases market share in the long term.
A down economy is an excellent opportunity for brand strengthening. Proactive marketing communicates to customers that the business is confident during uncertain times. Remember: loyal customers drive revenue and organic growth. So don’t go into “silent” mode.
Here are five marketing tips for making the most of your resources in an uncertain economy.
Change Up Your Offering
Understand the downturn from your customer’s point of view. While the consumer may not have the means to purchase a new product or service, they may need a service or support plan to keep their existing product or service in check. For example, control systems integrator Affinity Energy offers a three-tier support option for its clients. The benefits of such a plan include priority response when issues arise, discounts on parts, and remote monitoring of the client’s system.
This approach deepens the relationship with the customer and provides a consistent revenue stream to the business.
Build new strategies around your industry and your customers’ needs.
Focus On customer-centric content
The most common complaint I hear from consumers is that companies don’t provide enough helpful and accessible information about their products or service. Now is the time to focus on addressing their most common questions by creating, posting, and sending customer-centric content. Think FAQs, informational charts, blogs, and videos. For example, Dallas-based Henry Law does a great job demystifying patent law via several short but informative blog posts. Search Engine Journal provides 25 of the Best Examples of Effective FAQ Pages to inspire us to think “customer first.”
Create And Implement An Online Review Strategy
As noted in a previous blog, many B2B businesses overlook the importance of an online review strategy. Creating an online review strategy will enhance customer satisfaction, build brand awareness and trust, and set your business apart from the competition.
If you aren’t asking your customers for input, start now.
Asking for feedback builds loyalty and provides opportunities for referrals. Just make sure that you act on any negative reviews. Remember, feedback is a two-way conversation.
Focus On Multichannel Marketing
People are creatures of habit. Therefore, you shouldn’t limit your marketing efforts to one platform. Instead, think about all the platforms you visit daily. A short list includes YouTube, Facebook, Yelp, Google reviews, LinkedIn, or company websites. Meet the consumer where they are. The benefits of multichannel marketing are numerous:
- Builds brand awareness across platforms and expands visibility.
- Encourages engagement and helps keep your business top of mind.
- Increases sales opportunities—studies confirm that a prospect needs to see and interact with your brand approximately seven times before deciding to purchase. In addition, multichannel marketing speeds up the process because there are more touchpoints.
- Allows you, the business owner or head marketer, to analyze your marketing efforts through a cumulative and comprehensive lens.
Invest In A CRM/Marketing Platform
CRM or a Customer Relationship Management system is the cornerstone of any marketing and sales effort.
What are the benefits of investing in a CRM?
You can automate tasks. Analyze a customer’s demographics, location, spending habits, engagement, preferences, and feedback. This allows you to respond in real-time to changing consumer needs and design relevant marketing campaigns.
Bottom line, a CRM helps manage existing and potential clients and identify growth opportunities. Additionally, there are several affordable options for small businesses. Check out Best CRM for small business in 2022 | TechRadar for the latest overview of free and reasonably-priced platforms.
Conclusion: Marketing On A Budget
Marketing “done right” shouldn’t be a drain on the budget. Effective and thoughtful marketing increases awareness, generates qualified leads, and builds brand loyalty. Don’t let economic volatility scare you. Instead, embrace the opportunity as many of your competitors will likely pull back on their marketing initiatives.
If you are ready to focus on your marketing efforts, reach out and schedule a consultation with the marketing experts at YGL Enterprises today.
Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. By helping businesses devise a targeted strategy first, this approach creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.
