Are you experiencing budget cuts? Then don’t cut marketing.
During economic downturns, it is common practice to cut marketing. This is a mistake.
Cutting marketing is cutting communications and going dark. When you go dark, no one knows you’re home and your business will suffer. Your customers, partners, and recruits stop hearing from you directly affecting accountability and trust.
Many small and middle market businesses cut marketing out of fear and reaction to what others are doing. When others are cutting communications, you have more room for you to shine and your share of voice can increase.
Remember that marketing is not just advertising. Your marketing strategy includes all communications—internally and externally. It includes brand maintenance by keeping an open line of communication with your customers and partners to keep them abreast of your state of health and your intended actions.
If you need to cut spending, don’t cut it altogether because you’re unable to justify it. Evaluate it, readjust and reallocate your marketing spend to maximize your return. This opens opportunities for internal brand optimization, reputation management, and a more impactful return when things pick up.
If you want to evaluate your marketing spend, let’s talk.
