How to Market During a Recession from Martech News's blog

How to Market During a Recession

Discover effective marketing strategies during a recession. Learn how to reach your audience and maintain sales with these expert tips. Read more now! You’ve read the headlines and seen the stock prices. With all signs pointing towards a recession, it’s easy to fear economic uncertainty. Magnifying this, every decision you make during a downturn could have massive long-term effects on your organization. That’s a lot of pressure.

As businesses tighten their belts and marketing budgets shrink, you need a strategy that embraces both short and long-term solutions. After all, nothing—not even a recession—lasts forever. So how do you balance short-term wins and an evergreen strategy? Let’s dive into the specific strategies you can leverage to manage the downturn and emerge from it even stronger.

Put Customers First When Creating Content- Businesses are not the only ones feeling the effects of the recession. Facing tighter pursestrings and reduced budgets themselves, the customers you’re trying to get in front of are changing the way they spend every day. However, while spending habits are changing, one thing about customer behavior that doesn’t change during a recession is the use of search engines. Your customers will always be looking for help online, and you can ensure you are visible by creating helpful SEO-friendly content. Investing in SEO offers insight into what your customers need help with and how the recession affects them.

Focus On Your Top-performing Channels- Budget cuts are a natural symptom of a recession—meaning marketers need to be strategic to get the most out of their dollar. Understanding each channel and which ones drive the most ROI has never been more important. Unfortunately, marketers who don’t have this understanding will make influential decisions without the full picture. However, the returns on paid ads only last as long as you fund them, meaning you’ll lose that traffic the moment you stop paying for the ad space.

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