Managing marketing through a recession

30 November 2022 4 min read
Written by

Robin Bryant

Managing marketing through a recession

Mobas CEO Robin Bryant shares his advice for managing marketing through a recession – to ensure your business stays ahead of the competition and comes out on top

Understand the recession: what does it mean for your business, and how will it affect your marketing efforts?
The current economic recession has caused widespread business uncertainty. As a result, many companies are struggling to adapt their marketing efforts to the new landscape. However, there are some key steps that businesses can take to weather the recession and come out stronger on the other side. First, it’s important to gain a thorough understanding of the recession and its implications for your specific industry.

This knowledge will give you the insights you need to make informed decisions about your marketing strategy. Second, don't be afraid to take risks during this time of uncertainty. experimentation can help you find new ways to reach your target market. Finally, remain confident in your business’s ability to weather the storm. These difficult times will eventually end, and businesses that are prepared will be well-positioned to succeed in the future.

By following these steps, you can give your business the best chance of success during the recession.

Make a plan: develop goals and strategies that will help you stay ahead of the competition
Insight and knowledge are the two biggest helping factors when it comes to developing goals and strategies that will help you stay ahead of the competition. Testing different tactics gives you the confidence to know what works and what doesn’t, while also understanding your competition better. Planning is key when implementing these tactics - knowing exactly how you’ll execute them will make all the difference. But most importantly, staying up-to-date on your industry and what your competitors are doing will give you the competitive knowledge you need to succeed. Keep these things in mind and you’ll be sure to create a clear offering definition that outshines the rest.

Stay innovative: be creative with your marketing tactics and find new ways to reach your target audience
Marketing is an essential part of any business, but it can be challenging to keep up with the latest trends and find new ways to reach your target audience. The key to success is to stay innovative and test different marketing tactics to see what works best for your business. By constantly learning and developing your expertise, you'll be able to develop confidence in your ability to create a successful marketing strategy. And by being creative and thinking outside the box, you’ll be able to come up with new ideas that will help you stand out from the competition.

Of course, it’s important to measure the results of your marketing campaigns so that you can continue to fine-tune your strategy and ensure that you’re getting the most bang for your buck. But if you’re willing to put in the time and effort, you can develop a successful marketing plan that will help you achieve your business goals.

Keep your budget in check: don't overspend on marketing campaigns that may not be effective
Every business owner wants to see a return on their investment, and this is especially true when it comes to marketing campaigns. However, it’s important to avoid overspending on marketing efforts that may not be effective. ROI can be a difficult metric to measure, but there are some key ways to determine whether a campaign is worth the investment.

First, consider your target audience. Are you reaching the people who are most likely to use your product or service? Second, look at the results of your campaign. Are you seeing an uptick in sales or web traffic? Finally, avoid wasting money on campaigns that are not targeted or focused. By keeping these tips in mind, you can ensure that your marketing budget is being spent in the most effective way possible.

Know your competition: research what they’re doing and find ways to differentiate yourself from them
Market knowledge is critical for any business, but it’s especially important when you’re trying to differentiate yourself from your competition. To get started, take a close look at your competitors’ websites and social media accounts. What kinds of content are they sharing? What tone do they use? What kind of message are they trying to communicate? Once you have a good understanding of your competitors’ landscape, you can start to assess their performance. Are they successful? If so, what strategies are they using that you could learn from?

On the other hand, if they’re struggling, what mistakes are they making that you can avoid? By taking the time to understand your competition, you’ll be in a much better position to create a unique and successful brand.
Be patient: recession-era marketing takes time to bear fruit, so don’t give up if things don’t take off immediately

Any business-owner will tell you that marketing is essential to success. But in tough economic times, marketing can be a tough sell. After all, when money is tight, the last thing you want to do is spend more of it. But as any savvy business person knows, tough times can also be an opportunity to gain market share. And the businesses that are successful during a recession are usually the ones that are brave enough to hold the course and keep marketing.

Of course, recession-era marketing doesn’t have to be expensive. There are plenty of ways to get your message out there without breaking the bank. But whatever approach you take, it’s important to have confidence in your product or service and believe in what you’re selling. After all, if you don’t believe in what you’re selling, how can you expect anyone else to?

So if you’re feeling a little maverick and have the stomach for a little risk, now might be the time to double down on your marketing efforts. After all, knowledge is power - and the power to win in a recession lies with those who are brave enough to seize it.

What this means in practice 
The recession has forced businesses to become more innovative and strategic with their marketing efforts, and those that are able to stay ahead of the competition will be the ones that come out on top.
At Mobas, we have over 20 years of experience helping businesses just like yours achieve success in a challenging economy.

We understand what it takes to succeed during these tough times, and our team is ready to help you develop a plan that will get your business back on track. Contact us today to learn more about how we can help you thrive during the recession.

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