This is the second of a two-part post. Click here to read Part I.
4. Consider the content. What content are you presenting to perspective buyers? When sales slow down, focus on finding prospects and that they are finding you. Be sure your offers and messages are targeted toward the solutions you offer as opposed to leadership and best practices content that often appeals to prospects who are looking, but do not necessarily have a need to buy at this time. Examples of this type of content include: Top 10 Reasons Product A is your answer, checklists, product comparisons, evaluations, performance reports, cost of ownership etc.
5. Build trust. Customers are making cautious purchases during a recession. Companies need to do more than ever to establish trust. This means holding more customer events, more relationship marketing, presenting customer references, reviews, testimonials, awards and other types of validation in your marketing. This is also a time to develop relevant partnerships and alliances and leverage the entire product line in your marketing efforts.
6. Focus on ROI and measure everything. Determine the number of new customers generated, the total revenue, the ROI for every campaign and every aspect of that campaign.
7. Shift happens – in your budget as well. Consider moving dollars from functions like brand building towards more support for your sales force. Promote warranties and contract renewals, which are often overlooked but can add to your bottom line in terms of profits. If one market segment is doing better than another, target that market. You may very well have an advantage over your competitors in these areas and more focus can lead to market share gain, even in a down economy.
Author: Jess Held
