Marketing your way out of a recession (Part 2)



Since I wrote the first part of this article things have become even bleaker. The Bank of England has made an unprecedented cut in interest rates, which is good news. But if that was not a signal that things are expected to get worse the UK unemployment figures are. The economy is clearly in a bad way and this is making it very difficult for most businesses.

What can you do about it? Don’t be a victim; take action and start marketing on-line. In a recession, above all else, the most important thing to do is to maintain a relationship with your existing customers. They will be cutting back too, so sales may slump but when it is all over and they are spending again you want them to come back to you – not to go to your competitors. Keep your business ‘top-of-the-mind’ by developing the dialogue that you already have with them. You can do this on the telephone, through email broadcasts and by building interactivity into your blog. Using intensive marketing techniques such as social networking you can keep in touch and share your experiences.

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The internet is by far the most effective way to stay in touch and it can be made to work very cost-effectively. Here’s an example. If you have PR material that has been generated for submission to the press you can re-purpose this, saving the cost of new content. It’s a sound marketing tactic at any time but if you are looking to save money and maximise your resources it makes perfect sense. Use your press releases as the content for articles in an html email newsletter and post the items onto a blog. Blogs can be a great way to put news and new product information on-line fast and can work alongside your existing website. Better still, your blog can be accessed on your main website through an RSS feed which will give you an on-going means to keep in touch with your audience.

There is a lot of evidence to show that social media sites are growing in popularity and traffic and participation is increasing month on month. People are looking for more information, but they also want an interactive experience not just one that is passive; increasingly website user want a dialogue. Social media can be harnessed as the ideal marketing tool to connect and establish a relationship with your target audience.

An individual social media activity may not be successful on its own and should be supported by intensive on-line marketing activity. Your presence on the web will need to be promoted to your prospects and it is essential to exploit as many services as possible if your campaign is to be a success. Share information on-line and become an authority and you will attract people with an interest in your area of expertise. You will increase your following and your ‘community’ will naturally grow. Even if this fails to result in immediate sales you will almost certainly see benefits as the market begins to recover.

Don’t forget to check out the Internet and you will find plenty of free marketing help. There are hundreds of networking organisations, on-line PR submission sites and free directories that are all there for you to take advantage of. So don’t wait and just hope your business will get through it – start marketing on-line today and take positive steps to give yourself the very best chance to survive the recession.

For more information on cost-effective marketing for a recession see our website: www.gcadvertising.co.uk

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