| Many articles on recession marketing begin something | | | | the recession, too. When you advertise in print or on |
| like, "you should increase your marketing in times of a | | | | the web look for good deals and if you don't see |
| recession..." But the tacit reaction from the typical | | | | them, try to negotiate a better deal for yourself. |
| small business owner is often "oh yeah, how?" "How | | | | Four - Web Links. Continue to find directories and |
| do I keep marketing with decreasing revenue? I | | | | relevant websites where you can post a link to your |
| barely had enough money before the economic | | | | website. This will help increase your web rankings and |
| downturn.” The answer: make careful and | | | | Internet exposure (boost your SEO). But keep in |
| shrewd adjustments. Most importantly, don’t just | | | | mind that the goal is traffic, quality traffic--getting a |
| worry about your business—ACT. Act with | | | | company to put your link on 1500 irrelevant |
| discipline and meticulous attention to detail. This article | | | | directories won’t help. |
| will get you started. | | | | Five - Printing. Don't let the cost of printing stop you |
| THE ACTION PLAN | | | | from creating brochures, direct mail pieces or other |
| One - Google AdWords™. Even with a modest | | | | marketing collateral. You MUST continue to spread |
| budget, the upside potential here is superior. People | | | | the word. Search online for discount printers, some |
| are already searching for your goods or services | | | | even offer 10% off for new customers. Don't know |
| when they see your ad. The filtering process of | | | | who to trust? Just email Momentum 18 and we'll give |
| Internet search gives you a great opportunity to | | | | you a list. You can get A LOT of printing done very |
| capture a qualified potential client. Google has the | | | | cheaply. |
| broadest reach and generally costs the least. Go with | | | | Six - Advertising. This could be as simple as a small |
| best-of breed. From auto parts dealers to real estate | | | | web button that goes to a special landing page on |
| agents and all points in between–what many | | | | your website or as ambitious as a trade magazine |
| insiders are saying is that they are cutting back on | | | | advertising campaign. Try not to create "a who we |
| TV, print, and Yellow Page ads and actually increasing | | | | are ad." Instead, offer an incentive, a reason for the |
| their AdWords push, because it gives them the most | | | | potential consumer TO ACT. Make sure to emphasize |
| bang for the buck. Want even more validation? Look | | | | THE VALUE of your offerings. People will be drawn |
| no further than Google's October, 2008 and January, | | | | to the lowest price in a recession, but they will also |
| 2009 earnings reports. They not only hit the ball out | | | | be convinced by quality goods or services for their |
| of the park, but they knocked the cover off the ball. | | | | money. |
| There is a reason why Google is growing while | | | | Seven - Gratitude. Take extra care of your existing |
| virtually everyone else's growth is suspended until the | | | | clients. Let your loyal customers know how much |
| economy gets stronger. | | | | you appreciate their business. Tell them directly. If |
| Caution: First-timers should become familiar with | | | | budget allows, create "Thank You" packages or |
| bidding strategies and keyword usage so that you | | | | incentives for your loyal customer base. |
| can hit the ground running. There are many free | | | | Eight - Find New Clients. Spend some time focusing |
| resources available on the Internet. As with all | | | | on the clients that may not have been the ideal in |
| marketing strategies, the more knowledgeable you | | | | thriving times. If you can piece together a number of |
| are—the higher success-rate you will have. Read | | | | small revenue streams, then you add value to your |
| between the lines—like anything, you can waste | | | | bottom line. You can accomplish this by expanding |
| your money if you don't know what you are doing | | | | your reach, both geographic and capabilities. One way |
| with pay-per-click. Most importantly, make sure your | | | | to entice them is by offering a free service along |
| website is ready to receive guests and convert them | | | | with a paid service. |
| into customers. The last thing you want to do is | | | | Nine - Quality. When many people begin in the stock |
| advertise a weak website. | | | | market, they pay "investor tuition." They lose money |
| Two - Partnerships. Look for high quality strategic | | | | trying to make quick profits. Warren Buffett made |
| partnerships with other relevant businesses. Make | | | | his billions by investing in Quality and Value. You |
| sure that this is a win-win situation and that you have | | | | should do the same. Quality printing, advertising, |
| equal incentive to refer good customers. Be wary of | | | | marketing, and design are essential. Your branding and |
| companies contacting you for referral programs. | | | | marketing should not take a hit just because money |
| Take time develop lasting strategic partnerships. | | | | is tight. Confucius says "cheap man travel road twice" |
| Three - Negotiate Advertising. According to | | | | (once to pay cheaply and once to get it done over |
| "Advertising Age" the price of advertising is going | | | | again properly). The cheap route can be costly. |
| down by some 4%. Advertisers are worried about | | | | |