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When is it Time to Put the Breaks on Marketing?


In an ever-changing economy, businesses often come across the question, "Is it time to put the breaks on marketing?" My response is simple - No. Don't even think about it! The fear of a slowdown shouldn't make you stop your marketing efforts. Instead, it's time to re-evaluate your strategy and keep your marketing pipeline going. But the question is, how do we do it in the wake of uncertainty? Let's delve a bit deeper.


Re-evaluating Your Strategy

The first step in ensuring your marketing doesn't come to a halt during uncertain times is to review your current marketing strategy. Find one key component you believe can have the most impact over the next 5 to 6 months. This approach helps you stay focused and agile, enabling you to adapt to changing circumstances. It also allows you to keep up with your marketing efforts using a targeted approach without being overwhelmed by the entire process.


Upselling and Retention

A good strategy to consider during such times is upselling to clients. For example, identify clients with one year left on their contract and construct a new mini strategy for retention and growth. This approach not only helps in retaining your existing clients but also aids in deepening your relationship with them. As your clients begin to engage and extend contracts, consider adding a second focused strategy to the mix. Additionally, studies show that it is significantly cheaper to market and sell to current clients - a bonus when you are trying to manage your budget.


Continued Marketing Efforts

It's crucial not to toss marketing aside for quick savings during difficult times. Even though it might seem like the easier way out, pausing your marketing efforts can have long-term repercussions on your business growth; you may also want to consider that while you are pausing your marketing, your competitors may be taking this same time to make a significant impact, putting you further into a brand deficit. Instead, employ activities to gain momentum while exhibiting prudence and restraint on overall spending. This change in mindset can be the difference between stagnation and growth.

Strategic Marketing Solutions

In order to successfully navigate through uncertain times, it's important to have a strategic marketing plan in place. Focus on strategies designed to help your business grow while others stand still. If you are still trying to figure out where to start, work with a seasoned expert who can help ensure you are optimizing your marketing strategy for growth.


Remember, re-evaluating your strategy, focusing on retention, and continuing your marketing efforts is key to sustained growth, especially in uncertain times. So don't let the fear of a slowdown halt your marketing. Instead, use it as an opportunity to re-evaluate and strengthen your marketing strategies.

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