I’ve got an article on this topic over on NeptuneMoon.com, but I thought it was worth mentioning here too. Times are tough – this isn’t exactly a news flash… Everyone, it seems, it looking to do more with less. And while we can certainly relate to that sentiment, taken too far, it can have the exact opposite effect.
How, you might ask, can that be? Isn’t looking for the lowest price always the best course of action – especially in slow times? For groceries, gas and cell phone service, sure. For your business’ web site and marketing initiaves, most definitely not.
Look, I’m not suggesting that price isn’t a factor – it is always a factor. I am saying that now really is a great time to make an investment in your business. When times get tough, most organizations immediately pull back on everything, with marketing being among the first items to get slashed from the budget. It’s an easy place to cut, but doing so is short-sighted.
Think about it – if all or most of your competitors are slashing their marketing budgets and efforts, doesn’t that make this the perfect time to get your message out more, not less? If they’ve gone radio silent and you’re still on the air, who will likely gain new business?
It can be a bit of a tough sell and more than a little scary to pony up dollars for marketing in a soft economy – but the risk of not doing it is a lot scarier!
Think about doing SEO if you haven’t already. Take a hard, honest and critical look at your web site from your customers’ perspective and make changes to make your web site more useful to them. Start an e-communication program – leverage your knowledge and add value for your customers and potential customers.
The right mix varies by situation – get out there and start revving up your business now! You’ll be glad you did.