Facebook Marketing: 9 Ways to Increase Facebook Engagement

Engagement is the key metric you should be watching as you market your business on Facebook. The higher your engagement the more people are listening to what you have to say. I’d rather have 100 people listening to me than 10,000 ignoring me. Here are 9 ways to get your engagement higher. 

Post at the Right Time 

Post when your followers are most active. Post consistently, your followers should know when to expect new content. Every industry has a different time when their posts do best, it all depends on the audience. You can look up the most popular times to post on Facebook and start there, adjusting as you see the times your audience is online.  

Don’t Just Post Ads 

How often do you log on to Facebook hoping to see some ads? Everyone else is the same way, even ads we interact with are interruptions to the reason we are on Facebook in the first place. If all you post are ads people will have no reason to follow you or engage with your content. Post content related to your brand. News, stories, events, funny content, anything that you think your audience would like to hear and keeps within your brand personality. So, what are your followers looking to see while they are on Facebook? 

Get Visual 

Visual content rules on Facebook so make sure yours pops. Don’t post the same pictures over and over, keep your content fresh and visual. Use different looks that are consistent with your brand image. If you aren’t as skilled in graphic arts use a program like Canva to give your page a professional look. Image is everything, make sure yours says the right things. 

Analyze What You Did Right 

Look over your most popular posts and figure out why they did well. Improve on that and you keep improving your engagement. You can test content to find out what makes it better, was it a color, a certain call to action, a specific subject. Always be looking at the insights tab on your page, it gives you all the clues you need to grow your audience and get them engaging with your page. 

Tailor Your Content to Facebook 

What’s trending? What are people looking for? How-to guides, heartwarming stories, quizzes, surprising stats, and bold opinion pieces tend to dominate the Facebook landscape. Every brand is different and not every type of content will work for you. Keep your brand personality consistent, if it’s a serious reserved brand it could look bad to post jokes. Watch other brands and see what works for them, they might have the market research resources you don’t. 

Reply Back 

This is Social Media, with emphasis on social. If someone takes the time to comment, respond. Engaging with followers creates more engagement on your page. Many brands just fire and forget, never chatting with their audience, don’t be like them. People like interacting on social media, the ones that don’t like interacting would have never commented. It’s ok to delete inappropriate comments but the rest deserve your attention. 

Call to Action 

Consistently use calls to action. Like my page. Follow us for more content like this. Share this with friends. It encourages them to engage and interact and to bring others onto your page to interact. Likely people interested in your page know people like themselves who would also like your content so encourage it as much as you can, just don’t get carried away. 

Keep it Short 

You can post longer articles on your Facebook page just don’t expect as much engagement. A lot of people want quick, bite-sized content or they are on mobile, so they skip the wall of text. If you decide to post longer form content make sure there is plenty of quick, visual content as well to keep the mobile users happy. If your audience is predominantly on the phone you may want to save the long post for your blog. 

Post Video 

Put your video directly on Facebook. You shouldn’t be surprised that Facebook prioritizes its own content over sending someone to another page to see a video. You can post links to your video channel in the description or comments if you are trying to drive traffic that way. Video links are ok but if it’s your own content post it direct for a boost in visibility and engagement. 

Facebook Marketing: 7 Things to Make Your Facebook Marketing Strategy Effective.

Facebook is still the largest social media platform so if you are doing your marketing without a strategy it is very easy for your message to get lost in all the noise. So how do you create a strategy that will help you get your message into the hands of those you need to hear it? Here are seven things to get you started and rise above the clutter. 

Set your goals for Facebook. 

Don’t leave Facebook to chance Know what and why you are posting Have measurable goals to accomplish what you want to happen. This is the first step in creating an effective strategy. If you don’t know where you are going you could end up anywhere and waste both time and money. In 2018 Sprout Social Index found that marketers on Facebook had these top goals in mind: 

-34% wanted to increase brand awareness. 

-21% wanted to increase community engagement. 

-11% wanted to increase sales and lead generation. 

If you don’t already know where you want to focus these are a few good places to start. You may also want to consider increasing sales, recruiting, providing better customer service, and adding value for your customers. 

Know Your Audience 

Do your research and make sure you know who you are talking to. Different demographics communicate in different ways. Taking a look at the Pew Research Center’s research on Facebook demographics is a good start, but more importantly is looking at your customer base and finding out more about them. Questionnaires, one to one conversations and other market research can teach you a lot about who you need to talk to. 

Engage Your Audience 

Social Media is about communication. Get your audience talking, bring up subjects that interest them, ask and answer questions. Better engagement should always be your goal because then your audience is listening to you and not just skipping you page or promotions. Facebook suppresses organic content from businesses but if you build an engaged community you can turn that algorithm in your favor. 

Schedule Your Content 

Consistency is key. Make sure your audience knows when to expect posts. Make sure it comes out in intervals when your audience is most active. Every audience is different, but you can get a good start by looking at Facebooks own research. These may not be the best times for your audience but it’s likely they are close. Here are the best (and worst) times to post on Facebook for most industries. 

-Wednesday is the best single day to post. 

-11 a.m. and 1 p.m. on Wednesday gets the most engagement. 

-The best general time to post is on weekdays between 9 a.m. to 3 p.m. 

-Sunday gets the least engagement. 

-The least recommended times include early mornings and late at night. 

Create an Ad Strategy 

Your ads on Facebook should have a strategy as well. Use it to further your overall goals. Don’t spend a lot until you find an ad that performs well. Never use the boost button, it wastes your money. You can get good responses with it but if you set it up as an ad you can target the content better and get higher engagement for the same price. Always do small sample tests, see what works for getting your audience’s attention before you spend a lot of money on an ad. In general, several smaller ads give you more bang for your buck, but it takes more time to make them. Of course, make sure your ad goes along with your Facebook strategy you decided previously. How does it help your goal? When making your ad consider: 

-Does it relate to your company and effectively showcase your product or service? 

-What do the viewers get out of it? It could be a deal, discount, promotion, whitepaper or an industry guide? 

-Does your content maintain the same tone and feel across your entire Facebook page? 

-Your content must create action. This goes back to your goals. A clear and specific call to action is best. 

Encourage Employee Advocacy 

With good company culture, your employees should be your biggest supporters. Get them involved with your Facebook presence and make it fun. According to a Sprout report, 72% of people said they felt more connected with a brand when its employees shared information about it on social media. Also make sure the management is engaged. In that same report, 70% of consumers feelt more connected  when the CEO was active on social media. 

Track and Analyze Your Results 

If it’s not measured, it’s not managed. Keep track of your Facebook stats as you learn and progress so you can tell what is working and what needs to be improved. This is one way of making sure your efforts on social media are a good return on your investment (ROI). Impressions, followers, engagement, are all good numbers to follow to see if your brand is trending up or down on Facebook. 

Facebook Marketing: Getting Your Message Out on Facebook

A perfectly crafted message doesn’t do you any good if you can’t reach your potential customers with it. So how do you get your message out there so you can start growing your business? There are thousands of ways to get a message out to the masses but in this post, I will be talking specifically about Facebook. Here are 6 methods that work for getting eyes on what you have to say.

Cover Picture

An often overlooked avenue to getting a message out there is the cover picture. This is the large picture at the top of your business page. You can show your brand personality through pictures, quotes, or statistics, whatever gets people to stop and pay attention. You can also put your call to action here, getting your customers interacting with your company. This is in addition to your call to action button on your page so this gives you the ability to have 2 different calls to action.

Posting on Your Page

This should go without saying yet a lot of businesses still don’t post regularly. Don’t just post ads you won’t create engagement if all you do is sell. You should post information your customers are looking for, show that you are the expert in your field and can solve problems and pain points for them. Content marketing is still big and it’s effective at gaining new customers.

Advertising

The basic Facebook ad is a powerful tool that businesses neglect. It doesn’t have to be expensive to be effective. I have seen $10 ads create big impact. Show and give value, present a clear call to action, don’t spend big money until you know you have an ad that works. Ads work best when you use them in conjunction with page and group postings.

Post in Groups

There are 620 million Facebook groups so the likelihood there is one containing your ideal customers is high. If the groups you find don’t allow ads that’s even better because there is less noise to contend with and you can become known as a trusted resource and use that to drive traffic to your page. Show you are an expert and be useful to the members of the group.

Form Your Own Group

Do you have information customers need? Form a group and you can advertise to a captive audience. Let people ask questions, pose problems, help each other and build community. Set the expectations from the beginning and stick to it. Make sure the group stays active with good content and not just spam.

Facebook Messenger

More commonly used to spam by businesses and bots, you can use this tool to bring in more customers and business if you use it right. Don’t message unless they request it and primarily focus on helping rather than selling. Don’t be spammy and don’t over use it, still one more tool in your box if you use it right and bring a personal touch.

Facebook Marketing: Setting Up Your Page

With 2.7 Billion monthly active users Facebook is too big for businesses to ignore. Some businesses can manage their entire structure on the platform from marketing and lead generation to order fulfillment and customer support. Setting up your business page is an important first step. These are the seven steps I feel are essential for every business. I still see a lot of businesses skipping these easy steps and I know it can cost them business so make sure your business page has its best foot forward by following this guide, it really is the minimum you should be doing.

  1. Create your page. Decide what type of account you want to set up, your choices are either a Business/Brand account or a Community/Public figure page. This of course depends on your company structure and how you want to connect with your audience. Most businesses set up a Business or Brand account because that most closely aligns with their business structure and goals. The Community pages are for organizations to spread information to members of that group and the Public Figure pages are for influencers, artists and similar businesses where on person or a small group is the brand. As you are setting up your page make sure you choose carefully since changing the name and URL is a troublesome process.
  2. Add some photos. Specifically, you need your profile photo and your cover photo. A good idea for your cover photo is to put your business logo there as most brands do. If you have something unique and recognizable about your business you could put that as your profile photo like a mascot or specific building. The cover photo should express your brand personality or be a second place to express your Call to Action (CTA). Many businesses put up a generic picture as the cover photo and are missing an opportunity to speak to your audience. Of course there are lots of ways to show brand personality or deliver a call to action, make sure whatever your cover picture is that it aligns with your goals on Facebook.
  3. Add a short description of your business. This description will appear on the side of your page as well as in search results when people are looking for a business like yours. There are two things your description should do, first explain what your business or at least this page does or what it is for. Second, to show off your brand personality. After reading the description people should have a good idea what they are going to find by looking further. Of course you have to keep it short, under 255 character, on top of all that. A good description takes a while. Get something on the description and improve it late if you have to, something is better than nothing.
  4. Create your business name. This is the name that will appear in your URL and will be how people tag your page. Make it logical and simple so people will remember it easier, most likely you will just use your business, group, or artist name. If your preferred name gets taken you have to get creative probably by adding something to your name. As an example, “the real”, ‘the original”, “the best” are some ideas to get you thinking about how you can get your Facebook name to stand out. Make sure to use it as you promote your page by placing the @ symbol in front of it every time you tag your page (remember, no spaces when using this method).
  5. Set up your page roles. If you are the only one in the business this is simple but the more people who help with your marketing the more roles you need to set. Each level, Admin, Editor, Moderator, Advertiser, Analyst, and Jobs Manager each have different abilities to manage your page. Remember that if you make someone an admin they can do pretty much whatever they want on your page. As the owner you can still remove them but only give the level of access your team truly needs and make sure you trust who you add to roles on your page.
  6. Set up your notifications. In the settings, you can set up what type of notifications you want to receive, how often and where you want it sent. Keep in mind this is how you will keep track of and interact with your page so make sure you are receiving enough notifications to easily run your business page. Some notifications are critical and depending on how hands on you will be with your page you may get multiple messages per day.
  7. Add your call to action. One of the most important things is your call to action (CTA). A call to action is when you encourage the visitor to your page to move to the next step in becoming a client. Usually Facebook isn’t the final destination of your clients journey, you need to get them to your webpage, email list or some other place to turn them from a visitor to a paying client. Make sure your call to action is clear and they understand what will happen by clicking the button. Being vague or misleading will result in not only fewer clients but fewer people interacting with your Facebook page. Not everyone is ready to be a client yet, but if you are clear and honest when they are ready to engage your business they will be more likely to do so and become your customer.

Why Aren’t You Podcasting?

Podcasting is one of the fastest growing yet often overlooked ways to do content marketing. The key to good content marketing is educating potential clients and the main reason people listen to podcasts is to learn something new. Three out of four podcast listeners tune in to learn and be inspired.

Another good reason to be podcasting is that people who listen to podcasts are more likely to buy products advertised than other forms of content marketing. They are interested in the podcast and if the products being sold are relevant to the audience they are very likely to at least take a look at the website.

Being a guest on a podcast builds credibility as well. Just talking about what you know and how you can help people will drive traffic to your website if you are speaking to the right audience. Conversion rates are also higher, in fact 4 times higher than regular brand advertising.

So get out there and podcast, or find the right podcast to be a guest on. Most podcasts (including ours) are looking for guests to help create great content and talk to their listeners. Get podcasting!

LinkedIn Profile Best Practices

LinkedIn is a little different than other social media platforms because it is more formal. If you treat it like Facebook or Twitter you won’t get good results and my end up standing out in a bad way. Here are some tips and tricks to successfully navigate the world of LinkedIn.

1) Complete your profile
Personally, I would hope this goes without saying, but fill out your profile as
completely as possible. There should be very few things on your profile
that are blank. It’s not always possible to fill everything out, but you should
make the effort.
• List all the jobs or positions you’ve held, along with descriptions of your
roles.
• Have 5 or more skills on your profile.
• Write a summary about yourself.
• Fill out your industry and postal code.
• Add where you went to school.


2) Add an updated profile picture
Profiles without pictures seem sketchy. Even when it’s someone I know I
am very cautious about connecting if there is no picture. Also, make sure
your picture is up to date or within a few years. It is unsettling and
unprofessional to have pictures on Linkedin that don’t look like you.

3) Network. Network. Network.
This is the key to making Linkedin work for you. There are two strategies
here. Connect with everyone or connect with only the people you actually
know. Both have advantages and disadvantages.

4) Personalize connection requests.
Don’t send the standard Linkedin connection request. Personalize the
request to the person you are sending it to. It is more professional and it
shows you care about connecting professionally with that person.


5) Grab your name
Courtesy: Ken Krogue, Forbes Writer.
Did you know you can get your own name as your linked in profile instead
of the alphabet soup you were randomly assigned? This makes it look
more professional on your emails and resumes. It also makes your
Linkedin page easier to remember. Go to the profile edit page and an edit
button is available at the end of your Linkedin URL.


6) Never SPAM!
Another no brainer. It is possible to spam and get one or two leads, but at
the cost of potential relationships. No one likes being spammed. Just don’t
do it.


7) Edit or Remove Endorsements.
Your endorsement section is out there for everyone to see. Sometimes we
are endorsed in ways we don’t want. Sometimes we are endorsed and it
looks biased. You can remove endorsements on your profile edit page.
Trim up your endorsement to keep your best foot forward.


8) Freely give and receive recommendations.
Someone asks for a recommendation, give it. Don’t have a
recommendation, ask. This is a way to let others know what to expect from
you. People like a second opinion.


9) Join industry and local LinkedIn Groups.
Groups are a great way to learn information about subjects that interest
you professionally. Many industry leaders post in these professional
groups. If you have some insight, post it. It gets your voice out there and
could lead to some great connections.


10) Vet a group before you join.
Groups are great in general, but some are just ads in disguise. Pay
attention to who the members are and what topics they are discussing.


11) Use 3×3 analysis when connecting with people.
Courtesy: Steve Richard of Vorsight
Meeting someone you can find on Linkedin? Spend 3 minutes and learn 3
things about them you can use as talking points. It shows professionalism
and attention to detail. People like talking about themselves so it helps you
build rapport quickly.

12) Use InMail strategically.
Don’t use Inmail like your regular email. A good practice is to only use it for
business that is being facilitated on Linkedin. An example would be asking
for an introduction to another Linkedin connection. Use your email for
normal correspondence and Inmail for Linked in business.

13) Use Follow effectively.
Follow industry leaders. Follow businesses that interest you within your
industry or related industries. This will get your profile more exposure and
you can meet interesting people in your field.

14) Use “Tags” to categorize your connections.
This is especially useful when you have a lot of connections. You can keep
track of where you met each person and how you know them.

15) Ask for referrals through LinkedIn.
Looking for a new job? Looking to connect to a company? Find out who
you know and ask for a referral. Make sure you follow good business
etiquette so Linkedin remains a great place to get your referrals.


16) Browse LinkedIn privately.
If you are looking at a lot of peoples profiles and businesses,
browse privately. This way you don’t seem like a stalker. It is the polite
thing to do.


17) Add media.
Put up your blog posts. Link articles. Post videos. In general, get yourself
on the Linkedin feed. This can create top of mind exposure and help with
your other Linkedin business.

Feel free to connect with me on LinkedIn or drop me any questions you have.
https://www.linkedin.com/in/jasonmaxumporter/

5 Ways to Get Noticed on LinkedIn

LinkedIn is a powerful tool to use in the B2B (business to business) world. It can be used for networking, sales, research, and getting answers to your business questions. LinkedIn isn’t Facebook so you can’t use the same tactics to get noticed, you have to think a little different. Here are 5 ways to get noticed on the worlds #1 B2B platform.

  1. Put a head shot in your profile.
    This should be a no brainer but I see a ton of profiles without a head shot or even worse with an unprofessional head shot. A profile with a professional head shot gets 21 times more profiles views and also makes it 36 times more likely you will receive a message. Make sure it’s just you, not you and your team or you and your significant other. Business attire is preferred but depending on your industry you could get away with a work uniform. This is your first impression so make it a good one. 
  2. Add your skills.
    Get noticed by adding your skill set to LinkedIn. If you add your skill set your profile views increase 13 times. That’s a big jump for such an easy thing to do. If you list 5 or more skill that jumps to 17 times more views. This is the place to let people know what you do, it’s what LinkedIn is about. It’s even better when you can get colleagues to endorse your skills. The best way to make that happen is to ask.
  3. Talk about what you know
    Get noticed by posting content, unique content is best. The LinkedIn algorithm loves unique content and content written specifically for its users. Influencers average 130,000 post views when they write on LinkedIn and you don’t have to be an influencer to get going and take advantage of this. You should write about things you know so people understand you can help them when the time comes. Get your posts out with proper tags and people will start to follow you for more information.
  4. Join groups
    Do a little research and find the groups relevant to your interests or that contain the people you want to talk to. Ask questions, provide answers and be useful in the groups you join don’t just look for the sale. Hard selling tactics backfire on LinkedIn, you should be trying to show expertise without pushing for customers..
  5. Personalize your connection requests
    Tell people why you want to connect with them or where you met in person so they know who you are and why they should click yes. A personalized invite makes you stand out. Most people will connect with you on LinkedIn and even more will connect if they know why you sent the request.

Pro tip: Don’t connect with someone then start selling, it is a good way to loose a valuable contact. Even if they don’t disconnect with you they will remember that first interaction and decrease the chances they will help you or buy from you in the future.

Get Out There and BLOG!

I’ve said it once, I’ll say it again….and again, and again… You have to have a blog if you want to be effective in Content Marketing. There are so many reasons to have one it just doesn’t make sense to skip this important piece of a marketing strategy. For one, it builds trust. 81% of U.S. online consumers trust information and advice from blogs. It shows you are an expert and a leader in your industry.It also generates leads, which really is why you are marketing right? A small business that blogs gets 126% more lead growth than a small business that does not blog. Once you write 21-54 blog posts, blog traffic generation increases by up to 30%. Not to mention one blog post can generate a ton of other content that is meant to drive traffic straight to you. So why aren’t you blogging? Oh, right, it’s intimidating….fair point. Here are 4 infographics to help. The first is the step by step guide to getting your first blog off and running. The other three are daily, weekly, and monthly checklists for running a blog. Not all the items will be relevant to you but it at least gives a full view of what’s possible. Now get out there and BLOG!

Why LinkedIn?

LinkedIn is a great tool especially when your target is other businesses. Besides Facebook, it’s the other social media platform I believe every business and business person should be on. It has its own culture and ways of doing things so don’t use Facebook tactics over on LinkedIn. I will help you figure out if you should be spending time on LinkedIn and if so what you should be doing. Some businesses just need a presence there as it denotes legitimacy and confidence in your business. Other businesses should be more active on LinkedIn than on Facebook.

First, let’s look at the statistics of LinkedIn and why it is important. What do you want to know about using LinkedIn to increase your business? Your question could be the inspiration for the next infographic!

13 Steps to Your Business Surviving the Covid Economic Crisis.

How Can Your Business Survive the Covid 19 Economic Crisis? We are at the beginning of the economic impacts of the Covid 19 pandemic. Business is going to get worse before it gets better but agile and innovative entrepreneurs can survive if they have a strategy to get through the crisis. Keeping your business open is crucial since 75% of businesses that close in an economic crisis never reopen. 13 Steps to Your Business Surviving the Covid Economic Crisis.

In an economic crisis, entrepreneurs tend to bear the brunt of the negative impact but if they keep their eyes open and prepare to take advantage of opportunities that open up, they can not only survive but thrive. They can take market share from less agile competitors and become more profitable as they become leaner to fit the economic environment.

It’s difficult, but entrepreneurs must spot opportunities and be aggressive in capturing them. Look to the future and see how your business can take advantage of the new business landscape.

Here are 13 specific recommendations to get your business through the downturn.

  1. Keep a close eye on your cash flow. Conduct monthly forecasts and daily checks to make sure you have the operating cash to see you through. You should project where your business will be in 3 months as well as daily, weekly and monthly milestones. Negotiate with suppliers, landlords, and contractors to get a better price. They are feeling the pinch as well and might cut you a deal to keep cash flowing into their pockets. Look at bartering for goods and services you need. Take advantage of discounts for prompt payment and don’t pay other invoices until they are due. If cash flow is already a problem, talk to your creditors about payment extensions and don’t wait until the last minute.
  2. Get aggressive with collections (you don’t have to be mean to be aggressive). If a payment is due in 30 days, try and get it paid in 25 or 20. The cash is better in your pocket than theirs. Make sure your payment terms fit your business model and cash flow needs.
  3. Keep your inventory in check. A lot of cash can be tied up in unneeded inventory. Look at what inventory can be reduced, liquidated or sent back. It takes time and money to store products you don’t need right now. Keep enough on hand to keep orders fulfilled but try to switch to a just on time model for greater efficiency and less overhead.
  4. Build up your capital reserves. Become closer to your best customers and see how they are doing. This helps keep competitors at bay, keeps you informed if they can pay or not and puts you in a position to see opportunities. Set up calls and video conferences with as many customers as you can so you can win back customers who are unhappy and sell more to the ones who already love your services. Get as many long-term contracts as you are able and offer early payment discounts to get the money in the door sooner.
  5. Take a good long look at any capital spending. Delay long term projects and high-ticket items until the economic climate shifts. Tying up your resources now could spell our doom.
  6. Maintain a good relationship with your bank. Keep them informed of how you are doing. Banks like knowing where things stand so they can prepare. During economic times it isn’t advisable to get more credit. Increasing your debt load can put an undue burden on your business.
  7. Eliminate nonessential expenses as much as possible. Before spending any money ask if it is really needed. Do the same with your personal budget. Keep it simple and inexpensive.
  8. Try and reduce the cost of rented space. If you have too much room consider subletting the part that you don’t need at the moment. This reduces overhead and generates a little income as well as potentially helping another business out that needs space. Extra space that you rent takes away from your bottom line.
  9. Now is the time to reevaluate staffing, but don’t skimp. Service quality can suffer and your competition could earn business away from you. You may even consider hiring new sales staff during this time. If you are smart you can be aggressive in going after new business and expand while others contract. If you absolutely have to cut staffing do it early and cut deep. If you cut once then have to cut again (or suggest you may have to) then your staff will be worried about their job and not about doing their job. Put your company on stable footing so your employees aren’t worried and can concentrate on getting you more business.
  10. Concentrate on customer service to entice your current customers to spend more with you. As your customers buying power and interest in spending decrease, your customer service should increase to keep them coming back. Customer service is primarily viewed as a time issue by customers. Waiting time to get service, delivery time and how long it takes to help them all play a part in how they perceive they have been treated. People will abandon purchases if they believe the time it took to get help or get a delivery was unreasonably long. Look at your system and eliminate flaws that create time delays.
  11. A related issue is training. Sometimes the slow down is the perfect time to conduct training. Costs go down and there is more time between money-generating activities. Look at what skills will give you the advantage during the downturn and get the proper training for your staff.
  12. Make policy decisions alongside your employees. They are impacted by this downturn as well an being involved not only gives them ownership, it gives you a large pool of knowledge to draw from. “None of us is as smart as all of us” -Ken Blanchard. If workforce reductions are needed they can help figure out how to reduce hours and increase efficiency without having to go through the pain of layoffs. Meet with staff regularly to talk about how to reduce cost, increase production and get through this lean time. When times get tough, get the team together and put your collective minds to work.
  13. When a financial crisis hits most businesses decrease their advertising spend and that can be a mistake. Studies have shown that keeping the same advertising budget or even increasing your budget during a downturn will get your company in a position to outsell your competition. Good marketers can boost sales numbers and market share even when your industry is in decline. Usually, they concentrate on short term tactics like promotions and sales and using marketing targeted at the uneasy situation.

Here are some key guidelines to marketing during a downturn:

  • Keep track of your competitor’s advertising. When they cut back may be the time to increase and get a bigger market share.
  • Don’t use gimmicky advertising. Use your benefits and advantages to drive your advertising. Clear solid statements rather than appealing to emotions.
  • Direct-response advertising is important. Simple and clear language with impactful copy and a crystal-clear call to action. The other advantage of direct-response is you will see the results (or not see them) quickly.
  • Try to avoid regular looking ads. Position your ads as important messages offering them great value.
  • Present value and dependability. In a downturn, people want the most bang for their buck. Avoid clichés by showing the value rather than telling about the value.
  • Perception is key in a downturn. If people think things are bad financially, they will act like things are bad. Present your product or service as a smart investment.

Be ready to pivot and take advantage of the economic opportunities presented to you and your business will survive the economic crisis just fine. Keep your eye on the bottom line but not to the detriment of growth activities. Take advantage of your competition’s missteps and bring your whole team along with you. Together you can succeed, if you do it alone you won’t. Today’s difficulty is tomorrow’s triumph.

If you need help or guidance putting together your survival strategy I am just a phone call or message away. (435)554-8209 Jason@Jasonmporter.com