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What Marketing Strategies Make Sense During A Recession?

October 2022

The economic downturn has had a profound effect on consumers and businesses. The marketing world is changing rapidly, as are the ways that companies market their products and services. There are many opportunities for both large and small businesses to expand their customer base in this tough economy, but it takes some careful planning and strategy. Here’s how you can make sure your business stays afloat during this recession:

Review Your Current Campaigns

You should review your current campaigns, see if they are still relevant, and update them if needed. Changes in consumer spending behavior can also affect how you market to existing customers and attract new ones. To market during a recession, hyper-focus your marketing plan to meet the needs of your audience while minimizing costs.

There are several ways to do this:

  • Educate with content that is valuable to your target audience.
  • Focus on improving the value of products or services offered by focusing on features and benefits rather than price alone.
  • Bolster trust through transparency, honesty, pricing policies, warranties, and guarantees (such as money-back guarantees).

Update Your Messaging

Updating your messaging is one of the simplest ways to address the current economic climate. Branding guru Seth Godin asserts that it’s important to create a “brand personality” for your company, so as to make it unique and memorable in its consumer’s minds. In addition, you should also make sure your message is clear and relevant—your customer base may be more focused on saving money than ever before, but they will still appreciate having their needs met in an efficient manner.

It’s also important that you maintain consistency across all of your marketing efforts; this includes printed materials (brochures or catalogs), web presence (website design), emails sent out from the company account, etc. This will help build trust between consumers and businesses during these turbulent times since it shows that companies are sticking with what works instead of trying out new ideas just for showmanship purposes only.

Changes In Consumer Spending

It’s important to recognize that the recession has changed how consumers spend. They’re more careful with their money, but they’re also more particular about what they purchase and who they buy from. It’s a win-win situation: your customers will be more likely to buy from you if you provide value and offer what they need, while you’ll make an extra effort not to waste money on ineffective marketing strategies.

The following are some ways you can adapt your marketing strategy during this period of change:

  • Focus on what your customers want, not just on what works for you. If it’s going to cost too much or take too long for them to receive their product or service, then don’t bother trying it out! You’ll have plenty of time later when business picks up again.
  • Think about how much value each customer brings in return for whatever price tag is attached; if the numbers don’t add up, then consider switching things around until they do! Being agile means being able to adapt quickly and effectively so that nothing falls through the cracks due to either lack of resources available or miscommunication between parties involved.

Market To Existing Customers

When you’re in a recession, it’s important to keep your current customers happy and loyal. You can do this by offering them a reward for their loyalty: discounts, freebies, trials, consultations, and even gifts with purchase. But don’t stop there! Remember that the best marketing strategy is always word of mouth, so try asking your existing customers for referrals.

Hyper Focus Your Recession Marketing Plan

  • Be agile, not rigid.
  • Don’t waste money on advertising that isn’t working.
  • Don’t be afraid to try new things, and don’t be afraid to change direction if you need to.
  • Don’t be afraid of failure!

Educational Content

Educational content helps educate customers on the value of what you offer.

In a recession, it’s important to make sure that your customers understand why they should buy from you and not from your competitors. By educating them on the value of what you offer, you give them more information about how your product or service can help them. In addition to helping customers understand the value of what you offer, educational content is also useful because it gives them an opportunity to see how other people might use or perceive something similar to what they are looking for in their lives (like an ebook).

Buying Cycles

Understanding the buying cycle is key to understanding how you can market to your customers.

The buying cycle includes:

  • Prospects – people who don’t yet know enough about a product or service to buy it; they are still researching their options and gathering information.
  • Customers – people who have decided on a specific product or service, but haven’t yet purchased it. They may be comparing prices, looking for deals, checking reviews, etc.
  • Repeat Customers – people who have bought from you before and are likely familiar with your brand and its offerings. These customers still need to be kept in mind when marketing because they will likely come back again when they need more products from you!

Local SEO

Local SEO is a great way to reach your target audience during a recession. As you know, the majority of searches on Google are local, and people use search engines to find information about local businesses.

By focusing on SEO for your local business’s website, you can attract customers who are searching for products or services in their area. You can also make sure that your website appears at the top of results for searches related to your industry or service offerings so that potential customers will see it when they’re looking for something specific.

It’s also important not just to focus on keyword research, but rather think about how people will find out about your company through organic results – both paid and organic – as well as social media channels like Facebook or Twitter. Using these tools while maintaining an active presence with social media accounts like Yelp can really help increase visibility across multiple platforms. This allows potential customers to be able to find out more about what makes you special right away!

Improving Value

The first thing you can do is focus on improving value for your customers. This means focusing on the quality of your product or service, as well as offering more value for the same price. You can also consider adding new products or services that provide greater value than existing options in your market. When you are thinking about what you can offer customers to help them during a recession, make sure to look at how offering additional value will affect their experience with your company.

Another strategy that might work well is improving customer service and building brand loyalty through this process. For example, if you are having trouble attracting new customers because of low sales, it may be helpful to think about ways that you can improve customer retention so they don’t leave when times get tough (or even if they do). Providing better service and creating an enjoyable brand experience will help ensure that loyal customers stick around during difficult financial times.

Bolstering Trust

One of the best ways to build trust with your customers during a recession is by making them feel safe. This doesn’t mean over-promising or overselling; instead, it means being transparent about your business practices (like what you’ll do if something goes wrong), offering guarantees where possible, and providing customer service that goes above and beyond.

In times like these, many companies are reluctant to spend money on marketing strategies because they don’t want to compromise their margins by spending extra money when profits are already tight. But in reality, it’s actually more important than ever for businesses to invest in communications campaigns that will encourage new customers and reassure existing ones.

Customer Experience

Customer experience is the sum of all engagements with a company. It’s not just about how well-trained your representatives are, or how easy it is to navigate your website. Customer experience affects every interaction with customers and can be measured in both qualitative and quantitative terms.

Customer experience has long been touted as one of the most important factors in determining customer loyalty, but recently there has been an increased focus on improving this metric among businesses because they recognize that great customer service contributes directly to brand success (and vice versa).

It’s not surprising then that the recession has increased interest among executives in ensuring their companies have strong customer experiences across all channels—including social media platforms where people are already talking about their businesses.

Automated Emails

Email marketing is a great way to keep your customers informed about what’s going on at your company, but it’s also an excellent way to get them excited about buying from you.

Here are some tips for using email marketing during hard times:

  • Use a drip campaign. Email marketing software can be set up so that messages are sent automatically after specific intervals (for example, once every two weeks). This creates a sense of urgency that leads people to act sooner rather than later.
  • Make sure you use software that’s easy and reliable. In these days of hard work and limited resources, there aren’t many companies willing or able to invest in complicated systems that don’t work. Be sure that you factor in ease of use, reliability, and the cost of the software before deciding which programs fit best with your needs at this time!

Analyze Your Competitors

It’s important to understand your competitors. You should analyze their marketing strategies, see what they are doing to attract new customers/retain existing ones, increase sales/market share, and increase profits.

In addition to analyzing the competition’s performance as a whole, you can also look at individual products or services offered by each competitor.

For example: If one of your competitors is offering a product at a lower price than yours but has been losing money on it for the past three years, that might be an indication that the product is not selling well (or at all).

Use Social Media

Social media is one of the best places to get your content out there. Posting your content on social media platforms like Facebook, Twitter, and LinkedIn will allow you to reach an audience that could be interested in what you have to offer. It’s also a great place for interactive marketing—you can answer questions about your business, share links to blog posts or other articles related to your niche, and ask for feedback from followers. Plus it’s free!

Use Content Marketing

Content marketing is one of the best ways to build trust with your audience, improve your brand, and generate leads. This strategy can be especially effective during times when there are fewer resources available for advertising campaigns.

Content marketing is a long-term strategy that requires more effort than simply placing advertisements on social media platforms or paying for Google search results. It involves creating high-quality content such as white papers, eBooks, blog posts, or infographics—and then promoting them online through various channels such as email newsletters or paid ads.

Focus On What Your Customers Want

It’s time to be agile and flexible. Be open to change and focus on the customer experience. Use data to make decisions, and be transparent with your customers. Remember that your brand is built by what you do, not what you say. And if you’re going through a downturn, remember that when things get better, it will probably be even more important than ever for consumers to see how much thought went into the products they buy—and only then will they trust that these things are worth spending money on again.


These tips are some of the most important things to remember and put into place in a recession. You need to be able to adapt quickly and react in real-time. If your strategy isn’t working, then change it! Don’t get stuck in one method just because you think it will work and never consider other options.

If you have any questions about your business, feel free to contact us at Reversed Out Creative.

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