For the rest of us, recessions come and go but we have to float our boat on them regardless. So what can we do?
Check your attitude:
Yup, business might be bad, the kids left the house in a mess and you have reason to complain but nothing will sink the ship faster than drilling more holes with a bad attitude. Your customers will sense it.
Keep marketing - really:
A recession is when you need marketing the most. You are competing for fewer jobs so you have to work smarter. Remember marketing generates revenue. It's not a cost center.
If you don't have a lot of extra cash lying around (most of us) then focus on less expensive tactics
Less expensive marketing tactics:
Referrals can be both effective and great value but you need to be strategic.
Do more of what works and less of what doesn't:
- Focus on high yield activities. Measure and keep track of your results.
- Decide which types of prospects have been fruitful in the past. Call on more of those people.
- You might not notice a crappy website during good times but in a recession it can sink you.
Return to the marketing basics:
- Refocus on your ideal customer. This is not the time to be all things to all people because the specialists will eat your lunch.
- Make sure your messaging centers on your prospect's pains and needs. Sell solutions to their problems not just a list of features.
- Show how you are different from your competitors and keep off the cliches.