5 Tips to Recession-Proof Your Marketing Campaign
Build a Recession Proof Marketing Plan
Marketing tends to be one of the first budget cuts during an economic slowdown, but it shouldn’t be. Luckily, there are several steps you can take to mitigate the effects of a recession on your business. Here are 5 tips you should consider for your business and discover some ways Disability Law Marketing can help.
1. The "Competitive Opportunity"
Pulling funds away from marketing will hurt sales. So, marketing has to be a priority. That’s why we need to be strategic and plan ahead, because it’s actually a time for more opportunities to outshine the competition. When the competition is making budget cuts to their marketing, the cost of advertising becomes more cost-efficient as there is less demand on inventory. Most recently, we saw this when COVID-19 first started. With many advertisers cutting their marketing with all of the uncertainties, many stations had huge holes to fill. The advertisers that stayed the course got lower than normal rates and a lot of free value during this time, and now they are the ones who are reaping the benefits.
2. Develop a Killer Digital Marketing Strategy
The Internet has brought people closer. Its enabled us to stay connected with customers/clients better than ever before no matter where they are located in the world. Every aspect of your digital marketing plan should be established and running at peak performance:
The great thing about digital marketing channels is that they are relatively inexpensive compared to traditional marketing channels and produce a fantastic ROI.
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3. Think Outside the Box
Start thinking about what you can do that is different or better than anyone else in your industry and focus on that. Make yourself more available through new lines of communication. Create authentic client success stories and post them on your website and Social Media. Show your target audience that you’re the expert in your field. Start telling your story in new ways, on new channels.
4. Focus on Your Customers
In order to ensure great customer experiences, it starts with the first point of contact a client has with your business. You want to ensure that your website is inviting and addresses the needs and concerns of your target demo. Next, you want to ensure that your staff that answers the phone speaks to potential new clients with excellent soft skills. These are things like being caring, listening to their needs, being an advocate for them, and making sure you follow up on what is promised in a timely matter. ?
Align your organizational language around KPIs, goals, and terminology to help all teams focus on delivering exceptional customer experiences that will keep your audience coming back, even during difficult times.
5. Invest Your Marketing Where ROI Is Reliable
When budgets get tight due to a recession, you need to be able to prove ROI, and proving ROI requires measurability. Here are some classic channel investments that most easily give you the ability to measure results:
Disability Law Marketing provides marketing services to law firms across the country, focusing on SSD, MVA, and Mass Tort. Our focus is paid digital and TV, both local and national. For years, DL Marketing has managed accounts of all sizes and budgets for branded local campaigns in digital and local TV, as well as large scale national unbranded campaigns. With a unique media buying approach, and years of experience in Direct-Response advertising for law firms, DL Marketing can help your firm expand. If your firm needs a volume of clients, and are ready to invest in paid advertising, give DL Marketing a call! If you'd like more information, please feel free to contact me at [email protected]