When Marketing Budgets Are Tight, It’s Time to Get Back to the Basics
It’s true, we’re a marketing agency and we’re going to tell you that marketing is important all the time. And while that is certainly the case, some forms of marketing become more significant during market shifts. It’s not a matter of whether you should market, but how you should market to get the most impact from your budget. To get the most of your marketing initiatives, it’s time to take a hard look at what you are already doing and how you can update it to meet new standards and requirements in order to optimize your return on investment.
But My Marketing Was Working Just Fine Before…
Sometimes it takes a major change in the market for businesses to really analyze what is working and what isn’t. Many times, businesses can become complacent during moments of economic stability. After all, if it’s not broken, why fix it, right? The trouble is, a lot of consumer traffic is dependent on their ability to purchase freely. When outside factors affect consumers’ ability to purchase (IE – a pandemic or a recession restricts income), consumers are less likely to open their wallets. They start comparing competitors and seeking the best value for their money. If your marketing initiatives are using outdated tactics or haven’t been updated on a regular basis to meet consumer needs and trends, it can have a drastic impact on your ability to draw new and existing customers to your business.
Where Do I Even Start?
Your website is your digital brochure. It’s your business card, your sales plan, and even your customer service center. At Ocreative, we like to think of your website as the hub of all of your marketing campaigns. Everything from your print ads to your calling campaigns to your billboards tend to drive customers to your website. If it’s not optimized to meet the newest search engine standards and user expectations, you’re leading potential customers to a dead end.
Picture Your Website as a Highway…
Imagine your website as a highway leading customers to your business. There are entrances helping drivers navigate their way in the right direction. The more entrances you have to the highway and the more lanes you offer, the easier your traffic can flow freely and get to their destination (IE – your products or services) effectively. Each piece of your marketing campaign acts like a highway entrance – it drives people to effectively get on your website to get the information they need for your business. Whether it’s search ads, print ads, or social media campaigns, each of these marketing pieces must help customers navigate to your website efficiently. Don’t block your entrances, make sure these pathways have a clear direction (or call to action).
Building a Better Highway
You start with a basic single-lane highway – that’s your website with the bare minimum. Having the right keywords and enough content adds a passing lane. Taking your optimization a step farther and updating to meet new standards, like Google’s newest mobile-first indexing requirements, get you an express lane. Following key usability trends, exercising SEO best practices, and adding new and relevant content all help to maintain your highway. The smoother the drive, the more likely the driver is to keep using this route and recommend it to others.
When Your Highway Has Potholes…
When you’ve got a lot of traffic, it seems unnecessary to upgrade your highway. Afterall, there are plenty of cars on the road. However, new roads and routes are popping up all the time going to new and exciting places just like yours. All of a sudden, when faced with a choice, drivers might choose another highway, especially if yours is full of potholes. (If you’re like us and you’re from Wisconsin, you know just how infuriating potholes can be.)
When Times Get Tough, Get Back to the Basics
At Ocreative, we understand that every marketing dollar counts, especially during an economic shift. That’s why we encourage businesses who are unsure of where to start when times are tough, to get back to the basics and add value to what they already have. Let’s work together to find areas of opportunity to update your website and give your new and existing customers the ride of a lifetime!
To learn more about advertising during a market shift, check out our blogs Revisiting the Need to Advertise During a Recession, When Times are Good You Should Advertise, When Times are Tough You Must Advertise, and Market Your Business Through the Recession
Ocreative is a Milwaukee marketing agency, with expertise and broad experience in developing digital marketing strategies, and growing their online presence, for their clients. The company’s core values include offering the highest level of customer service, award-worthy quality, and performance that surpasses client expectations. Ocreative is located just outside Milwaukee, and works with clients locally, nationally, and globally. Their clients have access to some of the most fun and knowledgeable professionals around – ones who inspire, educate, and problem solve. The agency provides marketing and brand strategy, advertising and design, website design and social media, and video expertise to their clients, fulfilling their desire for business growth, and their aspiration to make a mark on their industry.