#Small Business Marketing

[theendearingdesigner]

Simplest Way to Track Social Media Marketing ROI?

Social media marketing is vital for modern businesses, but many struggle with one crucial question: "Is our social media investment paying off?" If you've been searching for a straightforward way to measure your social media ROI without getting lost in complex analytics, this guide is for you.

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What is Social Media ROI?

Social media ROI measures the value your business gets from investing time, money, and resources into social media marketing compared to what you put in. This value comes in various forms:

Direct revenue from social media campaigns

Lead generation and customer acquisition

Website traffic increases

Brand awareness growth

Community building and engagement

Understanding your social media ROI helps determine if your strategies are working and where to focus your resources for maximum impact.

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Why Tracking Social Media ROI Matters

Smarter decision-making: Know where to allocate your budget based on what's actually working.

Accountability: Justify your social media investments to stakeholders with hard data.

Performance optimization: Identify your most successful content, campaigns, and platforms.

Resource allocation: Make informed decisions about where to spend your time and money.

Competitive advantage: Use data insights to refine strategies faster than competitors.

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The Simplest Method for Tracking Social Media ROI

After analyzing various tracking methods, the most effective yet straightforward approach combines UTM parameters with Google Analytics for website traffic and online conversions, supplemented by unique promo codes for direct sales attribution.

Here's how to implement this method in 5 simple steps:

Step 1: Define Clear, Measurable Goals

Start by establishing what you want to achieve with your social media efforts. Your goals should be SMART:

Specific: "Increase website traffic from Instagram by 20%" rather than "Get more traffic"

Measurable: Include numbers that can be tracked

Achievable: Set realistic targets based on your resources

Relevant: Align with broader business objectives

Time-bound: Set a specific timeframe

Common measurable social media goals include:

Generate X leads per month from social media

Increase website traffic from social channels by X%

Achieve X direct sales attributed to social media campaigns

Grow follower count by X within a specific timeframe

Improve engagement rate by X% over a defined period

Step 2: Identify Your Key Performance Indicators (KPIs)

Select KPIs that directly relate to your goals:

For brand awareness:

Reach

Impressions

Follower growth rate

Brand mentions

Share of voice

For engagement:

Likes and reactions

Comments and replies

Shares and retweets

Click-through rate (CTR)

Engagement rate

For website traffic:

Website visits from social media

Referral traffic

Bounce rate of social traffic

Average session duration

For lead generation:

Number of leads from social media

Conversion rate of social media leads

Cost per lead (CPL)

Lead quality

For sales conversions:

Direct sales attributed to social media

Conversion rate from social media traffic

Revenue generated from campaigns

Return on ad spend (ROAS)

Step 3: Calculate Your Investment Costs

Track all costs associated with your social media efforts:

Advertising budgets for paid campaigns

Content creation costs (photography, videography, copywriting)

Staff time allocated to social media management

Software and tool subscriptions

Any other resources directly invested in social media

Be thorough here—accurate cost tracking is essential for true ROI calculation.

Step 4: Implement Simple Tracking Methods

For website traffic and conversions - UTM parameters + Google Analytics:

Create unique UTM parameters for all links shared on social media using Google's Campaign URL Builder or a similar tool

Structure your UTMs consistently:

utm_source = the platform (facebook, instagram, linkedin)

utm_medium = the type of traffic (social, paid_social)

utm_campaign = your specific campaign name

utm_content = the specific post or ad

Set up goals in Google Analytics to track conversions from social media traffic

Create regular reports showing traffic and conversions from each social channel

For direct sales attribution - Unique promo codes:

Create platform or campaign-specific promo codes (e.g., INSTA25, FB25)

Share these unique codes in your social media content

Track redemptions at checkout to directly attribute sales to specific platforms or campaigns

For broader impact - Platform analytics:

Use built-in analytics tools from each platform (Meta Business Suite, Instagram Insights, TikTok Analytics, etc.) to track engagement metrics and audience growth.

Step 5: Calculate Your ROI Using a Simple Formula

The fundamental formula for social media ROI is:

Social Media ROI = ((Value Generated - Cost of Investment) / Cost of Investment) × 100

For example:

If your e-commerce business generated $50,000 in sales from social media referrals

And you spent $18,000 on social media marketing

Your ROI would be (($50,000 - $18,000) / $18,000) × 100 = 178%

For B2B companies measuring lead value:

If you generated 100 qualified leads valued at $200 each (total value: $20,000)

And your social media costs were $4,000

Your ROI would be (($20,000 - $4,000) / $4,000) × 100 = 400%

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Real-World Success Stories

Galaxy Theatres: By implementing targeted Facebook and Instagram campaigns with proper tracking, they achieved a 72% increase in ticket sales and significantly grew their Instagram engagement.

Incontact: This B2B company trained their sales team on social selling techniques with careful ROI tracking, resulting in a 215% increase in revenue.

Retro Kids: The toy company lowered their cost per acquisition by 31% and increased their return on ad spend to 4.27 through strategic social media campaigns with proper attribution.

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Key Takeaways for Simple, Effective ROI Tracking

Focus on goals that matter to your business. Don't try to track everything—concentrate on the metrics that directly impact your business objectives.

Be consistent with your tracking methods. Use the same UTM structure and tracking processes every time to ensure accurate data.

Combine quantitative and qualitative data. Numbers tell only part of the story—customer feedback and sentiment are also valuable.

Start simple and build complexity over time. Begin with the basic tracking methods outlined here, then add sophistication as you become more comfortable.

Review and optimize regularly. Check your social media performance data at least monthly and adjust your strategy based on what's working.

By following these straightforward steps, any business can effectively track their social media ROI without getting overwhelmed by complex analytics or expensive tools. The key is consistency in tracking and a focus on the metrics that directly connect to your business goals.

Remember: The goal isn't perfect attribution, but rather a consistent framework that helps you make better decisions about your social media investments.

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This article (https://theendearingdesigner.com/simplest-way-to-track-social-media-marketing-roi) was first published on The Endearing Designer.

[mohaiminul978]

Breakthrough SAAS Delivers High-Quality Buyer Traffic From YouTube for Just Pennies

Unlock Unlimited Leads with Targeted Buyer Traffic from YouTube Ads – A Level of Targeting You Won’t Find on Facebook!

What is TubeTarget? Video marketing was one of the biggest trends in 2019! YouTube continues to grow in viewership and engagement, even as interest in other social platforms declines. Marketers are keen to discover the next big thing beyond Facebook, and YouTube ads are proving to be just that.

This powerful SAAS provides Facebook-level targeting for your video advertisements. You can explore specific niches and precisely pinpoint the videos and channels your target audience is watching.

The Result: You reach the most targeted audience possible, ensuring they see your ad while actively seeking the product or service you offer.

Users can easily export the targeting options into a Google Ads-compatible CSV file, allowing them to have their ads running in just minutes.

The included training provides your customers with a clear roadmap to achieve the best returns from their ad campaigns.

SAAS + Training: The Perfect Combination for Your Eager Customers

Discover the exact videos your niche audience is watching.

Identify the specific channels that your target market follows.

Create your personalized targeting catalog and export it in a Google Ads-compatible CSV file.

Benefit from detailed training on how to become a winner with video ads.

A Solution the Market Is Searching For

Facebook advertising costs are soaring due to increased competition for bids, and the active audience is dwindling. Many users have grown weary of the political content and opinionated posts, resulting in a significant drop in time spent on the platform. Facebook has shifted from a space for personal sharing to one dominated by political discourse.

In contrast, YouTube is experiencing impressive growth, with more people watching than ever before, and audiences are spending increased amounts of time on the platform.

YouTube ads are now a legitimate and powerful alternative to Facebook ads. This product simplifies the process for users to start using YouTube ads and profit from them.

Full features without compromise – powerful capabilities included.

Maintained and supported by a professional company.

Offers precise targeting to help you dominate your niche effectively.

The included training makes it accessible for even beginners to get started with YouTube ads.

The Most Powerful YouTube Ads Targeting System Ever Created

Better targeting than Facebook: Connect with your audience when they’re actively searching for your products.

Still underutilized, offering ample opportunities for growth and sales.

Locate thousands of targeted videos in any niche and easily export them for immediate targeting.

Identify hundreds of popular, high-authority channels in your niche for instant targeting.

Enjoy cheaper clicks and a larger audience than any other social media platform.

Comprehensive YouTube ads training makes starting easy, even for those with zero skills.

Continuously develop campaigns centered around specific niches or keywords, and quickly create export files ready for Google Ads.

High-Quality Product + Training Available in One Package [Click to Watch the Demo]

Why Partner with TubeTarget?

Trustworthy since 2013

Over $3.5 million in sales

60 successful product launches

More than 120,000 satisfied customers

A perfect record of sales and services

A Proven Track Record of Prosperous, Well-Received, and Well-Maintained Products

[accountsend]

How can AccountSend.com increase your sales, lead generation and business development efforts?

Article by Jonathan Bomser | CEO | AccountSend.com

AccountSend.com is a powerful tool that can help businesses increase their sales, lead generation, and business development efforts. With 30 Million B2B decision maker contact email addresses, phone numbers , job titles, locations and other info, AccountSend is a must have for any B2B lead generation and sales efforts.

Here are some ways in which AccountSend.com can benefit your business:

Targeted Outreach: AccountSend.com provides businesses with access to a comprehensive database of decision-makers at companies of all sizes and industries. With this information, businesses can create targeted outreach campaigns to connect with the right people and increase their chances of generating leads and closing deals.

Personalized Messaging: With AccountSend.com, businesses can create personalized messages that are tailored to specific industries, job titles, and other relevant factors. This can help increase the effectiveness of outreach campaigns and improve the chances of converting prospects into customers.

Seamless Integration: AccountSend.com can seamlessly integrate with a variety of CRM systems, making it easy to manage and track outreach campaigns. This integration can also help businesses keep their database up-to-date and ensure that they are targeting the right people.

Real-Time Analytics: AccountSend.com provides businesses with real-time analytics that allow them to track the effectiveness of their outreach campaigns. This information can be used to optimize future campaigns and improve overall sales and lead generation efforts.

Customizable Templates: AccountSend.com offers customizable templates for outreach campaigns, allowing businesses to create professional-looking emails and other marketing materials quickly and easily. This can help save time and increase efficiency in the sales and marketing process.

Overall, AccountSend.com can be a valuable tool for businesses looking to increase their sales, lead generation, and business development efforts. By providing access to a comprehensive database of decision-makers, personalized messaging, seamless integration, real-time analytics, and customizable templates, businesses can optimize their outreach campaigns and improve their chances of success.

[worksmarter4yourfuture]

How To Optimize Your Business For Voice Search on Google, Siri, Alexa, B...

Very pleased to share this information with everyone.  If you are a small business or mid-sized business I highly encourage you to check it out.  The free voice visibility scan only takes a minute to generate and definitely gives insight on where you or your business can improve.  Check it out 

[bestsocialmediacompanyperth]

[evisionmediasusanfriesen]

Why Small Businesses Struggle to Get Customers (And How to Fix That)

If you’re a small business owner, you’ve probably felt the frustration of putting tremendous effort into your marketing, only to see disappointing results when it comes to attracting customers.

You provide an excellent product or service, and you spend a significant amount of time, energy, and money on your marketing, but you’re still struggling to get clients.

For whatever reason, something just isn’t clicking, and customers aren’t knocking down your door the way you’d envisioned.

At this point, you may be wondering what you’re missing or what you’re doing wrong, and you might feel stuck, overwhelmed, or unsure of how to break this cycle.

If this is what you’re experiencing, you can take comfort in the fact that you’re definitely not alone.

Many small business owners experience this challenge, and they end up feeling bewildered and discouraged when their hard work doesn’t translate into a steady stream of clients.

But if you want to fix this problem, it’s important to understand why small businesses struggle to get customers in the first place.

More importantly, you need to figure out what you can do to overcome these hurdles, so you can finally attract customers who actually value what you have to offer.

So, if you’re struggling to get clients, or you’re just wondering how to attract clients as a small business, keep reading to learn why small businesses struggle to get customers, and what you can do about that.

Why Small Businesses Struggle to Get Customers

Attracting customers isn’t just about having a great product or service – it’s about how clearly and consistently you communicate your value.

Unfortunately, far too many small businesses fail to provide this clarity or consistency, and this limits their ability to connect with customers.

With that in mind, let’s take a closer look at why small businesses struggle to get customers – and what you can do to stop struggling yourself.

Brand Positioning Problems

One of the main reasons why small businesses struggle with attracting customers is that their brand positioning is ineffective or unclear.

And while the term brand positioning may sound like marketing jargon, the truth is it’s a foundational aspect of all your marketing and branding.

Among other things, it defines how your customers perceive your business compared to your competitors.

Without this kind of clear, compelling, and distinctive brand positioning strategy, customers often struggle to understand why they should choose you.

What’s more, too often, small businesses rely on generic messaging, as they assume broad statements will appeal to more people.

However, vague messages rarely connect deeply with anyone, as they lack specificity and emotional resonance, which are two vital components in helping customers feel seen, understood, and motivated to buy.

Your audience needs clarity about your business’ unique value proposition, and if potential customers can’t easily understand what sets you apart, they’ll default to competitors whose messaging is clearer and more compelling.

Consistency is also extremely important when it comes to brand positioning because if your messaging changes frequently or feels scattered across different platforms, it will inevitably create confusion.

So, if you want to strengthen your brand positioning, and make it more consistent, you should start by obtaining a deep understanding of your ideal customers.

Once you’ve done that, you’ll be able to clearly articulate your unique value proposition and communicate it consistently across all your marketing channels, and this will ensure customers can easily recognize why your business is their best choice.

Neglecting Digital Marketing

Many small businesses continue to rely heavily on traditional marketing methods like print advertising, word-of-mouth, and referrals.

And while these methods do have merit, relying exclusively on them can severely limit your growth and visibility.

In today’s world, potential customers spend significant time researching and engaging with businesses online, and that means having a professional, user-friendly website isn’t just optional – it’s essential.

Your website acts as your digital storefront, showcasing your credibility, expertise, services or products, and unique value.

But if your website is outdated, difficult to navigate, or lacking clear messaging, it’s going to turn off or confuse potential customers.

Moreover, tactics like social media marketing and email marketing, which are incredibly important for generating leads, also tend to be ignored by small business owners, many of whom would benefit greatly by making use of these platforms.

So, if you want to stop neglecting digital marketing, you should start by doing a deep dive into your online presence to determine what you’re missing and what needs work.

Then, depending on what’s best for your business, you can start optimizing your website and dipping your toes into the worlds of email marketing and social media, if you haven’t already.

Poor Market Research

Another reason why small businesses struggle to get customers is that typically, they don’t bother to do any market research.

But without this kind of thorough, ongoing research, you’re basically marketing blindly.

And this runs the risk of creating offerings that don’t align with your customers’ actual needs, desires, or pain points.

In any case, effective market research involves more than just surface-level observations.

This means gathering data directly from potential customers through interviews, surveys, or focus groups, as well as regularly analyzing competitors and industry trends.

The goal here is to deeply understand your ideal customers, so you can craft targeted products, services, and messages that truly resonate.

This kind of market research provides invaluable insights, helps you refine your marketing strategy, minimizes guesswork, and will make your marketing more effective, while ensuring your business remains relevant and attractive to your ideal clients.

And this will all make it much easier to bring in a steady stream of customers.

Ineffective Messaging

Messaging matters immensely when it comes to attracting and converting potential customers.

Too often, small businesses produce messages that are either too complicated, unclear, or emotionally detached.

But if customers can’t quickly understand how your product or service will benefit them, they’re unlikely to be interested in what you’re offering.

Effective messaging, on the other hand, speaks directly to your customers’ desires and challenges.

So, rather than describing the features of your products or services, try highlighting specific benefits, and showing how your offerings can improve your customers’ lives, reduce their pain, or fulfill their dreams.

This kind of storytelling is another powerful yet frequently overlooked marketing tactic.

Stories naturally resonate with people, and when you weave relatable stories into your marketing, you foster a deeper emotional connection with your audience, which makes your business more memorable and appealing, and helps you attract more engaged and motivated customers.

Read: How to Create a Lead Magnet That Your Ideal Clients Just Can’t Resist

One of the reasons why small businesses struggle to get customers is that they don’t do enough to try to connect with their target audiences.

And one of the best ways to connect with potential clients is by creating a lead magnet that offers valuable information, demonstrates your expertise, and positions you as the obvious choice.

With that in mind, this article explains everything you need to know to create a lead magnet that your ideal clients just can’t resist.

Keep reading here.

Overdependence on Referrals

Referrals are undeniably valuable, and they often provide high-quality leads.

Over the years, we’ve learned this firsthand, as the vast majority of our clients come to us as a result of referrals.

But depending solely on referrals can drastically limit your growth potential, as it keeps your business passive rather than proactive.

You’re basically leaving your client acquisition entirely in the hands of your existing customers, which means you’re missing out on countless opportunities to reach new, untapped markets.

So, instead of relying on referrals alone, you should try broadening your customer acquisition strategy.

You can do this by, for instance, attending networking events, building strategic partnerships, or leveraging targeted digital advertising.

What’s more, you should also try offering lead magnets like informative webinars or eBooks to attract potential customers outside your current referral network.

This will ensure you’re not overly dependent on referrals alone and will increase your chances of attracting a steady flow of ideal clients.

Ignoring Customer Retention

While attracting new customers is crucial, retaining the ones you already have is equally important, yet often overlooked.

Many small businesses dedicate so much of their resources to client acquisition that they forget about maintaining customer loyalty and getting repeat business.

One of the great things about this is that existing customers typically require fewer resources to retain than acquiring new ones.

And if you invest in customer loyalty programs, deliver personalized communication, and consistently provide exceptional customer service, this can help to encourage clients to stay with you and continue giving you their business.

At any rate, by prioritizing both customer attraction and retention, you can consistently bring in new customers while also inspiring repeat business from your existing clients.

Lack of Clear Calls-to-Action

Even the strongest marketing messages can fail without clear and compelling calls-to-action.

And believe it or not, these kinds of ineffective calls to action are one of the main reasons why small businesses struggle to get customers.

Potential clients must be explicitly guided toward the next step you want them to take, and if you have unclear or poorly executed calls to action, this can cause hesitation and confusion, making people think twice about giving you their business.

Effective calls to action, on the other hand, directly instruct customers on what action to take next.

So, make sure to strategically place clear, compelling calls to action throughout your website, social media posts, and marketing materials, and try to experiment with different wording, positioning, and visual elements to find what resonates best with your audience.

Failure to Invest in Professional Marketing

Many small business owners handle their marketing themselves to save money.

And while that is understandable, this approach frequently results in ineffective or inconsistent efforts due to limited marketing expertise and resources.

So, if you’re struggling to get customers, you might want to think about working with a marketing company, as this can significantly enhance the quality and effectiveness of your marketing.

Professional marketers can help you maximize your marketing budget’s impact, ensure you’re not wasting time or money on ineffective tactics, and strategically position your business, allowing you to confidently and consistently attract your ideal customers.

Are you sick of struggling to get clients? Book a free consultation today to find out how we can help you connect with your ideal customers.

To your business success, Susan Friesen

P.S. If you liked the article, you might want to subscribe to our newsletter. We publish tons of valuable content to help you learn more about marketing, and subscribing is the best way to ensure you don’t miss out. Additionally, if you’d like to learn more about building a search engine optimized website, click here for our free website guide.

[iashishjuneja]

Stop Wasting Money: How Coaches Win More Clients With PLAI

Stop wasting money on high-priced ad agencies if you are a coach, trainer, or online marketer. You need a good marketing tool. You want to show your work to others, but you don’t want to spend much on big ad agencies. You are ready to use something that works well. It also saves time and money. Why Does Marketing Still Feel So Heavy? You are working hard. You are trying your best.  But this…

[lk-freelance]

The One-Week Social Media Strategy for Busy Small Business Owners

If you’re a small business owner, chances are social media feels like another full-time job—on top of the one you already have. Between running your business, serving clients, and managing day-to-day operations, carving out time to create content consistently can feel impossible. But what if I told you that staying active on social media doesn’t require daily stress, trendy dances, or 10+ hours…

[digitalpreeyam]

In today’s digital age, having a strong online presence is no longer optional for small businesses—it’s essential. With more consumers turning to the internet to discover products and services, a well-crafted digital marketing strategy can make all the difference in standing out from the competition and driving growth. However, many small business owners find digital marketing overwhelming, with its ever-evolving trends and countless tools to choose from.The good news? Creating a winning digital marketing strategy doesn’t have to be complicated or expensive. By focusing on clear goals, understanding your audience, and leveraging the right channels, small businesses can effectively reach and engage their target customers without breaking the bank.This guide is designed to simplify the process, providing actionable steps to help you build a tailored digital marketing strategy that aligns with your business objectives. Whether you’re just starting out or looking to refine your existing approach, this blog will equip you with the knowledge and tools to thrive in the competitive digital landscape. Let’s get started on transforming your online presence!

[accountsend]

The Benefits of Using a B2B Contact Database for Sales and Marketing

Article by Jonathan Bomser | CEO | AccountSend.com

In today's business world, sales and marketing teams need to work smarter, not harder. One way to do this is by utilizing a B2B contact database. A B2B contact database is a collection of contact information for businesses that can be used for sales and marketing purposes. Here are some of the benefits of using a B2B contact database for sales and marketing:

Save Time and Effort on Lead Generation for B2B companies A B2B contact database can save time and effort for sales and marketing teams by providing a wealth of information on potential customers. Instead of spending hours researching companies and trying to find the right contact person, a B2B contact database can provide up-to-date contact information and key details about the business.

Identify Ideal Customers A B2B contact database can help sales and marketing teams identify ideal customers based on specific criteria. For example, a team may be looking to target businesses in a certain industry or of a certain size. With a B2B contact database, they can easily filter and sort through businesses that meet their criteria and focus their efforts on those that are most likely to convert into customers.

Improve Sales and Marketing Outreach A B2B contact database can help sales and marketing teams improve their outreach efforts by providing accurate and up-to-date contact information. This can help teams avoid sending emails or making calls to outdated or incorrect contacts, which can be a waste of time and can damage a company's reputation.

Increase Sales and Revenue By using a B2B contact database, sales and marketing teams can increase their chances of making a sale and generating revenue. With access to accurate B2B contact information and key details about a business, teams can tailor their messaging and outreach efforts to specific businesses, increasing the chances of success.

Enhance Customer Relationships A B2B contact database can also help sales and marketing teams enhance their relationships with customers. By having access to key details about a business, teams can better understand the needs and pain points of their customers and tailor their messaging and outreach efforts accordingly. This can help build trust and loyalty with customers and lead to long-term relationships.

In conclusion, a B2B contact database can provide numerous benefits for sales and marketing teams. By saving time and effort, identifying ideal customers, improving outreach efforts, increasing sales and revenue, and enhancing customer relationships, a B2B contact database can help businesses grow and succeed in today's competitive marketplace.

[digitalpreeyam-seoexpert]

In today’s digital age, having a strong online presence is no longer optional for small businesses—it’s essential. With more consumers turning to the internet to discover products and services, a well-crafted digital marketing strategy can make all the difference in standing out from the competition and driving growth. However, many small business owners find digital marketing overwhelming, with its ever-evolving trends and countless tools to choose from.

The good news? Creating a winning digital marketing strategy doesn’t have to be complicated or expensive. By focusing on clear goals, understanding your audience, and leveraging the right channels, small businesses can effectively reach and engage their target customers without breaking the bank.

This guide is designed to simplify the process, providing actionable steps to help you build a tailored digital marketing strategy that aligns with your business objectives. Whether you’re just starting out or looking to refine your existing approach, this blog will equip you with the knowledge and tools to thrive in the competitive digital landscape. Let’s get started on transforming your online presence!

[taptofan]

Push Marketing Tips for Instagram & Offline Stores

Are you running an offline store and only using Instagram for promotions? If you think push marketing isn’t possible without a website, think again! 🔔 These days, you can send push notifications even if you don’t have a dedicated website. With Taptofan, you can turn Instagram links or NFC signage into powerful marketing tools to drive sales and build a loyal customer base. 🚀 Push Marketing Tips…

[evisionmediasusanfriesen]

11 Smart Strategies for Marketing During Tough Times

I can vividly recall one Christmas Eve, over 20 years ago, when Daniel and I were neck-deep in debt, living off of credit cards, and trying desperately to keep eVision Media alive.

I’ll never forget standing at the grocery store checkout, anxiously praying that our credit card wouldn’t be declined as we paid for our tiny turkey dinner.

Over two decades later, this memory provides some pretty poignant perspective.

But back then, that gut-wrenching moment inspired us to make a promise to ourselves that we’d never be in that situation again.

So, if you’ve got the business blues right now, I totally get it.

There’s a lot of uncertainty in the world, the economy in most places is not good, and most of us are doing whatever we can to guard our wallets and avoid spending any money.

But if you choose to stop marketing during tough times, it might actually be one of the worst moves you could ever make.

Sure, cutting your marketing budget may seem like an easy fix if you’re strapped for cash, but in my experience, it’s the wrong thing to do.

Even when we were drowning in debt, we didn’t stop our marketing efforts. And if we had, it could have been the end of eVision Media.

Because at the end of the day, marketing shouldn’t be seen as just an expense, but rather, an investment in your visibility and credibility.

Think about it: If people can’t see you, then how can you expect them to trust you or want to buy anything from you?

What’s more, many marketers believe marketing during tough times offers unique opportunities, as other companies pull back on their efforts and become less visible.

For instance, a survey from R.R. Donnelley, which polled 300 marketers in the U.S., found that nearly three-quarters of respondents believe a recession or economic downturn provides a “strategic opportunity to gain market share”.

Instead of cutting your marketing budget, it’s probably better to pivot and refocus.

So, if you want to know what happens when you cut your marketing budget, or you just want to learn how to market your business during a downturn, this is an article you can’t afford to miss.

Why You Should Continue Marketing During Tough Times

When the economy dips and uncertainty rises, many business owners feel the urge to cut expenses – and marketing is often one of the first things on the chopping block.

But marketing in an economic downturn is not just some optional luxury. It’s a vital strategy that helps your business stay visible, build trust, and prepare for future growth.

And while it can be tempting to pull back when the going gets tough, cutting your marketing budget is rarely the answer.

With that in mind, here’s why you should continue marketing during tough times:

Cutting Your Marketing Budget Can Cost You More in the Long Run

When you stop marketing, your visibility starts to fade, and out of sight often means out of mind, which can be hard to recover from once things improve.

And if your competitors are still marketing while you’re not, they’re more likely to capture the attention – and dollars – of your target audience.

In any case, staying consistent when it comes to your marketing helps reinforce your brand’s presence and builds credibility in the eyes of your audience.

Ultimately, marketing in a bad economy is about keeping your business top-of-mind so customers will remember you when they’re ready to buy again.

It’s Not About Spending More – It’s About Spending Smarter

Continuing your marketing efforts doesn’t have to mean blowing your budget.

In fact, tough times are the perfect opportunity to get strategic and focus on what really works.

In doing so, you should shift your efforts toward whatever marketing channels provide the best return on investment.

You can also use this time to refine your messaging by speaking directly to the challenges your customers are facing and highlighting how your product or service can help.

And when you continue marketing in a bad economy, it helps to build trust by showing your audience that you’re here to support them, even when things get tough.

A Strong Marketing Presence Shows Stability

In uncertain times, people want to buy from businesses they know they can rely on.

And if your brand disappears the moment things get tough, it sends the message that your business may not be around for long.

On the other hand, a consistent and visible marketing presence signals confidence and resilience, which shows your audience that you’re in it for the long haul.

Moreover, this kind of reassurance can inspire loyalty and make customers feel more secure about doing business with you.

You’ll Be Ready When the Market Bounces Back

Tough times don’t last forever. And when the economy turns around, businesses that continued marketing will already be positioned to thrive.

They’ll have a stronger presence, more engaged customers, and a clearer message, while others will be scrambling to catch up.

If you continue marketing in an economic downturn, you’re laying the foundation for future growth, and preparing to lead the way when things improve.

Read: The Benefits of Brand Positioning for Small Businesses

No matter what kind of business you own, or what the economic conditions are currently, understanding your brand positioning is one of the best things you can do for your marketing.

And while you might think this is just some kind of marketing jargon, the truth is, properly positioning your brand offers one of the best ways to ensure it’ll stand out and get noticed.

With that in mind, this article explains what brand positioning is, why it’s so important, and how it can benefit small businesses like yours.

Keep reading here.

Smart Strategies for Marketing During Tough Times

While many business owners try to avoid it, marketing during tough times is absolutely essential.

Because the businesses that keep showing up, staying consistent, and focusing on delivering real value will be the ones customers remember when the dust settles.

Let’s explore 11 smart strategies to help you keep your brand strong, visible, and thriving – no matter what the economy throws your way.

1) Boost Customer Loyalty by Showing You Care

During challenging economic times, your current customers are one of your greatest assets.

They already know and love what you do, so deepening those relationships should be a top priority.

Sure, everyone wants to attract new leads, but when times are tough, it’s more important to nurture the ones you’ve already earned.

So, make sure to reach out with genuine appreciation and let them know that they matter.

Whether it’s highlighting a customer success story on social media or offering a surprise loyalty perk, these thoughtful gestures go a long way.

Even a simple, handwritten thank-you note can strengthen the emotional connection customers feel with your brand.

And the more valued they feel, the more likely they’ll be to stick with you and refer others along the way.

2) Steal the Spotlight with Strategic Publicity

When times are tough, getting noticed can be even harder, but that just makes the publicity that much more valuable.

So, when you’re marketing during tough times, don’t wait for the media to find you.

Share your positive impact through press releases, offer your expertise to journalists covering industry trends, or get involved in local events.

In addition, community initiatives, sponsorships, or even charitable efforts tied to your mission can generate goodwill and powerful word-of-mouth.

And this kind of strategic publicity isn’t about bragging – it’s about building credibility when it matters most.

3) Reignite Your Professional Network

Marketing during tough times can be as much about relationships as it is about campaigns.

And your brand presence strengthens not just through new connections, but through the trust and goodwill you rebuild with those who already know your value.

So, when you’re in an economic slowdown, it’s the perfect time to reconnect with former colleagues, past clients, and industry peers, attend local events, join online forums, or engage with potential prospects on LinkedIn.

It’s also important to do things that invite conversation, like offering help where you can, and sharing valuable insights, as this keeps you top-of-mind when opportunities arise.

4) Stay in Front with Strategic Emails

Email remains one of the most powerful tools in your marketing toolkit, and this is no less true during an economic downturn.

A consistent email strategy helps reinforce trust and keeps your brand close, even when customers aren’t ready to buy just yet.

Among other benefits, email allows for direct, consistent communication with your audience, and it’s a great way to remain visible without draining your budget.

With that in mind, you can use newsletters or automated email campaigns to share valuable tips, behind-the-scenes updates, or time-sensitive offers to make sure your audience knows you’re still around and ready to serve them.

5) Refine Your Website Through Analytics

Your website should always be working for you – especially when budgets are tight.

So, when you’re marketing during tough times, this should include a deep dive into what’s working on your website, and what’s not.

Which pages are getting the most traffic? And where are people dropping off?

Once you’ve figured this out, you can then use these insights to adjust your content, highlight bestsellers, or add new offers that speak more to the current needs of your customers.

Luckily, optimizing your site doesn’t necessarily require a full overhaul, and small tweaks to your layout, messaging, or calls to action can have a big impact.

In any case, when your website is clear, relevant, and easy to navigate, it becomes a powerful silent salesperson that works around the clock, regardless of economic conditions.

6) Blog With Purpose

Your blog is more than a place to post updates – it’s your platform for providing expertise and information that’s relevant to your audience.

That being said, marketing during tough times calls for valuable, relevant content that addresses your audience’s real-world concerns.

So, instead of publishing just to stay active, make sure to write with purpose.

Create articles that solve problems, answer common questions, or offer fresh insight into your industry or how you can help potential customers.

This kind of strategic blogging not only helps to improve your SEO, but also helps you build authority and trust, which is exactly what people are looking for when money is tight.

7) Bring Back Winning Promotions

Just because a promotion is old doesn’t mean it’s no longer useful, and if something worked well in the past, you may want to try giving it new life.

So, when you’re marketing in an economic downturn, try leaning into what already resonates.

Look at your most successful campaigns and think about how you can tweak the messaging to fit today’s climate.

Whether it’s a limited-time offer or a nostalgic relaunch of a fan favourite, you don’t need to reinvent the wheel when you can just put a new spin on it.

8) Partner Up for Extra Exposure

Partnerships are a smart way to expand your reach without multiplying your efforts, which makes them great when you’re marketing during tough times.

Having said that, you should work with like-minded businesses that complement – not compete with – what you have to offer.

In any case, cross-promoting products, co-hosting events, or running joint giveaways can double your exposure while helping you build relationships with new customers.

And when you team up with the right partner, you’ll both gain access to wider audiences and build credibility through association.

9) Maximize Your Social Media Impact

Social media isn’t just about posting – it’s about telling your brand story in a way that connects.

And this is even more important when economic conditions are tough.

So, instead of focusing only on promotions, products, or services, you should try sharing stories that humanize your business.

Video content, behind-the-scenes clips, and thoughtful commentary on trending topics can make your business more relatable by, for instance, showcasing your processes, and highlighting the real people behind your brand.

But no matter what you choose to post, the more genuine and engaging your social presence is, the more likely people will be to remember your brand, and choose to do business with you.

10) Know When to Outsource

You wear a lot of hats as a business owner but trying to do everything yourself can stall your momentum, and this is especially true when you’re marketing during tough times.

What you should do instead is focus on what you do best and then seek support in areas where your skills may be lacking.

For example, if you’re not the best at these things, hiring professionals for content creation, social media management, or SEO optimization can help elevate your brand’s polish and performance.

At any rate, investing wisely in the right help allows you to save a ton of time, reduce stress, and improve your results.

11) Stay Financially Savvy as You Grow

Just because you’re marketing during tough times doesn’t mean you can’t think creatively about revenue.

So, you might want to consider offering part-time consulting services, launching a small digital product, or exploring passive income streams that align with your expertise.

Smart, sustainable growth means staying flexible and looking for ways to generate income while continuing to build your brand.

The goal is to stay visible and valuable – without burning out or overextending.

Not sure which marketing strategy is best for your business? Why not set up a free 30-minute consultation with me to find out how we can help?

To your business success, Susan Friesen

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