Why Marketing Matters Most During a Recession
Reducing your marketing during a recession is the beginning of the end for your brand awareness and customer engagement.
When you reduce your marketing or stop everything, you quickly disappear. It doesn’t matter how strong your products are or how much brand loyalty you’ve built up.
When your customers don’t see and hear about you, they forget about you and move on.
No business can stand this. You must be relevant. You have to be at the forefront. You must be the first choice. You need the competitive advantage that SEO and marketing give you.
During a recession, your customers wonder how and where they are spending their money. You want and need them to choose you. They will only do this if your brand is front and center.
This is exactly why you need to invest in and strengthen your marketing strategies: you need to be visible and remind your customers why they want and need you.
Your competitive advantage in a recession is your marketing strategy. Savvy marketers understand this. Brands that are committed to it for the long term know the value of marketing in times of economic crisis.
Let’s face it, the recession is here. This makes everyone wonder how and where they spend their money.
Please do not reduce your marketing budget. I know it’s tempting to do so. But you still need people to buy your products. People can’t buy your products if they don’t know you exist.
Plain and simple: marketing is your best friend when times are tough.
Marketing in a recession gives you the competitive edge you need:
1. Marketing establishes your expertise
Building and strengthening your expertise is essential to build customer and Google trust. Your customers and Google trust and prefer brands they recognize.
Your customers have questions, challenges and concerns. This is your chance.
Use your blogs and social media content, organic and paid search strategies, and website to help your customers. Create content that reminds your customers how you’re helping them and that you’re here for the long haul.
Strategic marketing allows you to showcase your advantages, strengths, expertise, authority and value.
2. Marketing is your education strategy
It should be easy for people to find you, learn more about you, and understand why you’re their best choice. Remember, everyone is tired right now and people just don’t have the energy or motivation to search and find answers to their questions.
It’s there that you intervene. Give your customers clear content that educates, helps, informs, empathizes and meets your customers where they are. This is how you can stand out from your competitors.
Strategic marketing is about differentiation. What makes you different from other health and wellness brands? How will you go the extra mile to support your customers?
Make it easier for your customers to solve their problems and win customers for life.
3. Marketing builds your authority in the industry
You need to be memorable and stand out from your competitors. Having the best supplement is not enough. You need to be noticed and tell your customers why you are their best and only choice.
Investing in marketing now is how you can capitalize on economic uncertainty. Many of your competitors will reduce their marketing efforts. This means that they will fade away and be forgotten, which will pave the way for you to win new customers and be the brand you can always rely on.
Use your blog content, social media posts, newsletters, videos, white papers, and paid search ads to prove to customers that you’re here, available, and an authority on healthcare and well-being.
As a bonus, Google will be impressed, which will help improve your search engine results rankings. Remember, establishing Expertise, Authority, and Trust (EAT) is critical for health and wellness brands.
Don’t be like your competitors. Use the recession as your opportunity.
A recession is the perfect time to launch a new brand, start a business, and launch new products.
Some of the biggest and most powerful brands were launched during a recession.
General Electric, General Motors, Disney, Trader Joe’s, Microsoft, FedEx, IBM and HP were launched during recessions.
In a recession, optimize your marketing with these five tactics:
- Check and update your keywords. What people search for changes: make sure your keywords are still relevant to your customers.
- Stay active on social media. If you disappear from social media, your customers will forget about you and even worse, assume that you no longer exist. Use social media to boost your visibility.
- Refresh your content strategy. The content plan that you created in January no longer fits. People ask different questions in Google. Create content that answers questions and establishes your expertise and authority.
- Keep communicating with your customers. Do not be silent. Keep sending your newsletter, posting on social media, and posting blog content. Tell your customers that you are there and available.
- Update your paid search strategy. Get the most out of your paid research budget updating your ads and landing pages to include your new keywords and customer search habits.
To get people to buy from you, you need to be available, visible, loud, relevant, and engaged. You need to be the brand that people and Google know, trust and choose.
Marketing does it for you. Marketing still matters.
Marketing is even more important during a recession.
Savvy marketers see the opportunities.
“Price is what you pay, value is what you get.” Warren Buffett.