The decision to invest in digital marketing as the economy evolves upwards is easily grounded by companies based on numerous and attractive market opportunities. But how about companies facing the challenges of a recession? Should they also invest in digital marketing? Are marketing expenses legitimate if cost reduction becomes a priority? According to GFF leaders, certainly yes, although companies need to become more creative and innovative in order to identify ways to cope with the economic downturn and financial constraints.
In consumer goods markets, marketing strategies need to be reviewed to find the best opportunities to maintain the company’s place.
An example of a successful marketing strategy during the economic downturn was offered by BMW in the UK, in 2010. The car market was highly competitive, and the BMW brand had to protect its position – its main competitors being Audi, Mercedes-Benz and Jaguar. The causes of the market success were multiple:
- Low focus on price, during communication campaigns
- Re-evaluation of the advertising services provider
- Transparent strategy towards “stakeholders”
- Differentiated targeting strategy
- Integrated marketing communication
Another company that has successfully tackled the recession is German-based discounter Lidl, on the Scottish market. The marketing strategy consisted in the efficient management of distribution and logistics costs.
According to GFF digital marketing pros, negative opinions received from customers will not necessarily destroy your business, but can actually help you grow, if you approach them constructively.
Some customers may identify a defect in one of your products. Negative feedback from those who bought that product will stop other consumers from purchasing it, but that means you will have a much lower rate of returns. In the meantime, you can explain that you found out about that malfunction and that you already contacted the manufacturer to fix the problem. You can also recommend another similar product that has not the same problem.
If you have the human and time resources, it is good to answer all the negative online reviews that refer to concrete things. But you don’t have to take into account every general criticism, which does not refer to a specific situation or a real purchase, because there are also malicious reviews.
If you respond to a negative review, the goal is not to get the customer to change their mind, especially if their opinion was formed after using the product. Do not try to show that the customer is wrong. But you can write your reply with future customers in mind and show that you are open to feedback and constantly improving your business.
Treat you customer reviews seriously, responds calmly, offer arguments and examples. In this way, negative reviews can actually help you convince people that you have good intentions and you run a business they can trust.
In search engine optimization, white hat is the term used for the practices that drive traffic toward a website in an organic, natural way, focusing on the experience offered to the members of the website’s target audience. White hat practices drive long-time benefits, even though the results do not come overnight. Here are some examples:
- Offering a high-quality website – the best example of white hat SEO is the creation of a website that offers properly structured, informative, relevant and original content. Structuring the contents around keywords relevant for the business, ensuring fast loading times and using responsive design that makes the website’s pages equally attractive when accessed through desktop computers and via mobile devices are great methods used by GFF professionals;
- Using social media – using the social media profile created for the business for communicating directly with the company’s target audience is another good example;
- E-mail marketing – this method is based on the consent of the internet user to receive marketing e-mails. Building an e-mail list and using it to inform your target group about your promotions or events is also an efficient white hat tactic that allows you to reach out directly to your existing or potential clients and to convert visitors to your website into customers.
While organic searches are highly relevant and can contribute to the search engine strategies of beginning businesses, companies that have more capital should definitely consider pay per click marketing and advertising strategies designed by GFF professionals – see https://www.getfoundfast.com/ – as well. As the name suggests, pay per click requires you to pay for the number of times people click through to your landing page, instead of paying a fixed amount for your ads.
This can be a blessing or a curse, depending on how well you manage your marketing strategy to gain more sales, and how much capital you have at your disposal to invest in a more powerful strategy as time goes by.
For instance, let’s say that you found all the right words to integrate into your pay per click ads, but you’ve created a landing page that isn’t very convincing. Your hope that more people will buy your products once your landing page becomes more popular could backfire.
On the other hand, pay per click can be adequately optimized in order to attract the precise customers you need. These types of ads are designed to ensure that you gain the greatest likelihood to attract prospects who will actually buy something, and not just random traffic. As a result, you can increase your sales to a great extent and much faster, without investing time and money into an organic SEO strategy that might not even work too well for your particular niche.