Adapt, don’t eliminate

Is marketing a necessity or a nice-to-have?

We believe it’s necessary. Marketing isn’t the luxury item that many busy business owners consider it to be. It can be simple, minimal, and outside of the box, but it’s always important.

We also believe that marketing doesn’t need to be a full-scale operation that includes every single social media channel, splashy print media, a plethora of paid ads, billboards, and anything else that might be sold as a “must-have”. Many of us have found ourselves navigating challenging economic landscapes in recent years. We’re not saying you shouldn’t adjust your marketing according to circumstances—just that filling your sales pipeline in some way is crucial for long-term success.

Here’s why and how you should prioritise marketing when times are tough:

Stay visible

Marketing that’s consistent (not costly or crazy, just consistent) will keep your business in sight for your current and potential customers. It makes sure your name is in their minds when the time comes to make purchasing decisions, and also builds trust and credibility.

Regular posts or emails are inexpensive and go a long way towards your long-term reputation. One or two posts a week, every week, is better than five posts in one week and then nothing for six months. Did we mention consistency?

Maintain market share

You’ll always have competitors who continue their marketing efforts; stopping yours completely can allow them to win more market share. Doing what you can to maintain your marketing presence is not just about expanding your customer base, but retaining what you already have.

Think about long-term growth

Abandoning all marketing efforts might seem like the easiest financial decision to make, but it can come back to bite you down the track. If you can adapt rather than eliminate, you’re not losing ground and reputation during tougher times and your business can bounce back faster. Your long-term profitability relies on new people finding and trusting you.

Pick and choose

There’s a long list of key marketing activities that can help to support your brand credibility and awareness: social media posts, email newsletters, blog updates (like this one), local SEO, referral programmes, website development and optimisation, networking and partnerships, and targeted advertising. All of these at once may not be attainable, but you can choose the ones that will most effectively get your message out. 

Where is your ideal customer hanging out, virtually and physically? What are they reading? Where do they get their news? Are they searching for you? A good marketing advisor will be able to help you find them. 

Get creative: update and reuse old content to minimise time spent. Use digital tools to make the job easier. Ask in shops about leaving your flyers there. Join a networking group. Work smarter, not harder!

Wow the customers you already have

We’ve already talked up the value of word-of-mouth marketing. It’s valid, it’s effective, and it’s something you can continue to take advantage of when funds are low. Make sure you are offering friendly, professional, punctual, service with great results. Going the extra mile to make your customers happy not only keeps them coming back but makes them likely to recommend you to family and friends. 

Don’t give up on your marketing entirely—it’s setting you up for future success! Roll with the punches and make sure that what you can do is targeted and intentional.

If you’re interested in digital marketing that’s tailored to your needs and budget, focusing on results over splashiness, book a discovery call with Christina!