4 Tips for a Recession-Proof Digital Marketing Strategy

Australia, like much of the rest of the world, is set to have a tougher 2023. Even though we’re set to weather the global recession a little more easily, it’s a good time to shore your business up. Rather than cutting digital marketing costs, however, it’s better to make your strategy more resilient. Like advertising executive Bruce Barton famously said: “In good times people want to advertise; in bad times, they have to.”
But that doesn’t mean splashing out! What we suggest is making your digital marketing stronger, not more expensive – so it’s good for business and your budget! Here’s how.

1. Plan your content – When your content strategy is unstructured, goes with the flow, and is filled with random bits and bobs of content, there’s naturally a lot of waste – usually in the form of missed opportunities.
   Start by creating a focussed, goal-orientated content marketing strategy that uses military precision, targeting profit-drivers like Google Ads, video marketing, and social media. Research your target audience and consumer behaviour, select your highest-performing online channels, and pinpoint products or services to highlight as peak demand begins to build.

2. Stick with your strategy –Part of your digital marketing strategy should include regular reports and performance reviews, as well as insights into what consumers are looking for – all using data-driven analytics. This will give you space for flexibility within it – but that doesn’t mean you can let the structure fall away.
   Consistency is the bread and butter of digital marketing. If you aren’t talking to your customers regularly and in a predictable time-frame, their attention will be taken up by a business that does!
   Figure out what works for your business and stay with it, so your customers stay with you.

3. Show off happy customers – Word-of-mouth referrals are the most effective way to build consumer trust and generate hot leads, so use your happy customers to bring in more sales! 93% of customers say online reviews impact their buying decision and 91% of 18–34-year-olds have as much trust in online reviews as reviews from people they know.Just don’t fall into the fake review trap – it’s a so-called easy fix that will hurt rather than help! Instead, ask your customers for their honest reviews either for free (with the perk that you’ll feature their/their brands words or photos on your social media), to earn loyalty points, or even get a ticket into a lucky draw. Facebook reviews are good, but Google reviews are the best, soput up your Google Business Profile and focus your attention there – and always remember to reply.

4. Add an affordable wow-factor – “Affordable” and “wow-factor” don’t usually go together – except with digital marketing! Doing something different immediately catches your current audience’s attention and opens you to a new one at the same time.This could be something like video marketing where you advertise your products and services in a way that generates the most interest – after all, 88%of people have been convinced to buy a product/service after watching a brand’s video. You could also do explainer/how-to videos, as 96% of people have watched at least one explainer video to learn more about a product/service. It’s affordable, effective and an ideal small business marketing solution.

Make your business recession-proof with a high-impact, affordable digital marketing strategy

Want to build brand awareness and drive engagement and sales online? Our digital marketing team will help you position your brand, build an active and trust-based relationship with your customers, and create and manage all your online content, from video marketing to social media marketing, SEO, and more. Contact us today for expert social media marketing and branding strategies that are affordable – and make all the right connections.

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