Why you should be pumping out (free) marketing during this crisis

A lot of businesses are thinking two thoughts right now. 

“Times are tough, so we need to make sales!”

“Times are tough, so we can’t afford to do marketing!”

Both thoughts make sense – but they’re contradictory.

No marketing, no sales

Sales is the most important activity of any business, especially during a downturn.

But what drives sales? The answer is marketing.

Do you see the contradiction? Businesses desperately want to make sales. But they also want to stop the activity that generates those sales.

Marketing has never been more important

The reason we do marketing is to generate trust, credibility and brand recognition for our business.

People won’t buy from your business if they don’t know it exists (brand recognition), don’t believe it can solve their problem (credibility) and don’t believe it will treat them fairly (trust).

Now, more than ever, your business needs trust, credibility and brand recognition. That’s why now, more than ever, you need to do marketing.

5 ways to do free marketing

“But Nick! Don’t you understand? We don’t have money to do marketing!”

Well, I’ve got some good news for you: marketing doesn’t have to cost you money. Here are five examples of free marketing you can do:

• Call you existing customers and referral partners
• Cold-call potential new customers and referral partners
• Write blogs (like this one)
• Send emails to your database
• Publish videos on social media

Steal market share from your rivals

Here’s another reason you should be doing marketing now – many of your rivals have stopped.

That means it’s never been easier for you to attract attention.

That means it’s never been easier for you to grow your market share – at their expense.

“Give us money!” is not good marketing

Whenever you do marketing, your customer should always be the hero of your story. That was important when the economy was strong; now, in these difficult times, it’s vital.

Do not publish marketing that basically says: “We’re desperate! Give us money!” You won’t attract any business that way.

Instead, publish marketing that sends this message to your customers: “You’re the centre of our universe. We want to solve your problems.”

Happy marketing, friends.

Need marketing advice? Contact me at [email protected]