During the recession, it seems instinctual to reel in your marketing campaigns. However, many business owners who are seeing growth right now have actually ramped up their marketing efforts. Marc Joseph, President and Founder of "Dollar Days" recommends hiring professional copywriters to create keyword-rich articles that will make your website more visible in search engines. His editorial team was able to get his website in the top 5 search results for competitive keyword phrases like "wholesale souvenirs." Content is king -- and, for a small price, you can get the word out across multiple internet channels and reach even more consumers than you would have through snail-mail campaigns. Continue reading for more valuable recession tips from MarketingSherpa's 2009 B2B Marketing Summit.
While it may seem counter-intuitive to slow down now, one of the best recession tips you'll hear is to focus on your marketing. Now, more than ever, you'll need to ramp up your marketing department. Have employees attend marketing workshops and learn more about e-commerce marketing to do more business online. Research social networking and viral video opportunities to see how you can create a "buzz" around your company and establish yourself as a market leader. Remember, many businesses are throwing in the towel now or cutting back on their marketing agenda, so if you take this time to catch up on the latest industry news, improve your internet design and pitch to the search engines, your company will naturally rise to the top.
While you consider these recession tips, it's important that you keep your chin up and look for new ways to connect with shoppers. Nearly two-thirds (65%) of online shoppers who "abandon" their shopping carts will return in 1-2 days to actually purchase, found security firm McAfee in a recent study. Moreover, their study found that businesses with better brand recognition saw shorter turn around times. Veteran shoppers will buy sooner than newcomers. Merchants selling unique merchandise see quicker turnarounds, compared to highly competitive offerings. Novel products and services that are suspected to be overpriced will sit on the e-shelf for longer as well. Lower priced items also move much more quickly, the study found. Therefore, it's important to create your marketing campaigns with these ideas in mind.
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