When There Is Uncertainty You Double Down
When there is economic uncertainty you shouldn't stop your marketing. You should stop getting your message out there. You should double down on the marketing.
Yes this is coming from a marketer whose business relies on businesses needing marketing, but it's true. When the economy is strange and uncertain the first inclination is tighten up the purse strings and cut costs.
Yes watching where the money goes is important, but turning off the one avenue that gets your company's message out at a regular cadence is insane and, frankly, STUPID.
But marketing is the first thing businesses cut when the going gets tough. I get it, it's hard to prove direct return-on-investment all the time with marketing, but it's easy to prove what happens when you have to shut down because no one knows you exist.
During economic bear market businesses need to focus on getting their message out just as much as when we're in a bull market.
I know, with the current administration, people are scared and not sure what's next. But controlling what you can is important. And marketing helps you do that.
Even if you hone in on what particular marketing you CAN do right now is better than cutting it all off.
Again, this is coming from a digital marketing agency owner who wants businesses to need what he's offering. But don't you think I'm looking at what I can cut? I'm a business too. The one thing I'm not doing is cutting the marketing budget.
I get it when your business relies on federal funds and funding outside your control, but when you're in the private sector, figure it out!
Am I nuts? Probably. What do you think?
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