Why is it that many businesses cut back on marketing strategies and tactics when the economy heads south? It’s not very wise, yet it’s a common a reaction for far too many companies. It’s so wrong that I’ve decided to devote this month’s Ferrante Speaks newsletter to the subject.

I trust the insights you gain from reading the information that follows will help you remember to Market Your Business in Good Times and in Bad.

Audrey Ferrante
Ferrante & Associates, Inc.

What do Washington and Wall Street have to do with your marketing strategies and tactics?

The powers-that-be in Washington and on Wall Street say that the economy is going quite well. However, there are lots of folks down on Main Street with a different opinion of how things are going.

Marketing strategies and tactics in tough economic times

It seems that whenever times get tough, many marketers run for cover. This response (or lack thereof) only makes matters worse. Sure, it’s important not to overspend, but when companies cut back too far on their marketing strategies and tactics during tight economic times, they dig a deeper hole for themselves; one that may prove difficult or even impossible to get out of when the economy improves.

Fortunately, marketing wisely doesn’t require spending greatly. Especially with so many new and improved marketing methods that allow you to step up and stand out from your competition without breaking the bank. If you don’t think your competitors are using them to spread the word, both to theirs and your customers, you’re wrong. Which is why it’s so important to stick to your marketing strategies and tactics in good times and in bad.

My, oh my how marketing has changed

Internet solutions are the force behind many of the new ways to get your word out. These methods are so intriguing and effective that traditional offline marketing service providers like commercial printers are turning to them. By combining the power of a host of newer, more advanced commercial printing presses with variable data printing, on-demand printing and digital printing, marketers now have the ability to produce customizable materials on an as-needed basis, develop eye-popping large format displays, and lead customers and prospects to the Internet where personalized information is waiting for them. Better yet, with today’s technologies, you can track traffic and responses for the purpose of fine-tuning your messages, and in the process increase your return on investment.

Inexpensive Internet solutions abound

In addition to proven ways to connect with customers and prospects using advanced commercial printing presses with variable data printing, on-demand printing and digital printing, there are other cost-effective methods of keeping yourself visible and in demand.

They Include:

Internet: websites, landing pages, microsites, surveys, banner ads, SEO, PPC and the list goes on.

YouTube: yes, you too can become an Internet sensation: with this free online resource, you can upload videos that are viewable by millions of people.

Social and professional networking sites like LinkedIn, Google+ and Facebook. They provide you with a wonderful opportunity to network and build business relationships.

Business blogs are an excellent way to share your expertise, build additional Web traffic and connect with potential customers. Blogging lets other people link your information and profile to theirs, accelerating your marketing impact.

Twitter: like a public-relations channel, posting accomplishments and distributing links that take people back to your Web pages, press releases, and other promotional sites.

Speeches and workshops allow you to offer free, informative “talks” to the buying public that enhance your reputation and improve your sales.

To keep your business growing, keep your marketing going

Stick to your marketing strategies and tactics in good times and in bad. Your efforts don’t have to be full-force every day. They can be smaller, just as long as you’re consistent. After all, small, steady actions lead to big, positive results. At the end of the day, the more people you reach, the more people will reach out to you when they need your product or service.

Keep the conversation with us going and growing, too.

Thanks for reading this month’s Ferrante Speaks newsletter and learning why it’s important to STICK to your marketing strategies and tactics in good times and in bad.

If you’d like to learn more about the thinking around here at Ferrante & Associates all you need to do is Call 339 222-9232 and ask to speak with Audrey Ferrante or subscribe to our blogs (LINK TO SUBSCRIBE). You may also wish to follow us on Twitter ,  Google+ or Facebook.