For months, there have been rumblings of a recession, which have been covered in articles and headlines on LinkedIn. But what does this imply for businesses as we approach the new year?
In the past, companies have reduced their marketing spending in times of economic uncertainty. Even if it can have an immediate effect, you’re harming your business in the long run. How can you expect to generate more money in the long term if you cut back on the one item that helps you reach your target audience?
They will go somewhere else, and you will lose money if you aren’t using marketing to generate new leads and build a devoted client base.
Businesses should consider obtaining the most value for their money rather than cutting marketing expenses. Here’s how you can take some of the lessons we’ve learned in 2022 and make the most of your marketing budget next year.
Four Strategies To Maximize Your Marketing Budget In 2023
Reconsider Live Events
Instead of ultimately reducing your marketing activities, examine your spending to see whether you’re wasting money on in-person events.
The center of the marketing universe used to be physical conferences and events. Businesses might use it to communicate with vendors, purchasers, and other parties. But after the epidemic struck, actual events underwent a permanent alteration. And that is a good thing.
By now, everyone is aware that the same activities may occur online and draw more participants. Spend that money on virtual events and online marketing initiatives instead of renting a booth, printing business cards, and other marketing materials, and you’ll see an increase in your return on investment. While some sectors with highly technological items will still need trade exhibits to display their goods, they may increase their efforts with internet advertising to widen their audience.
The bottom line is that if you need to reduce spending but want to widen your marketing audience, boost spending and expand your audience with virtual events and a solid online marketing plan.
Set Ambitious Growth Objectives
It might be tempting to ask for less than you need to win approval when submitting your team’s or department’s annual budget. But the opposite of this is what you ought to be doing. Instead, you must set objectives supported by a successful, aggressive B2B marketing plan.
What do we mean by “aggressive,” then? This strategy is clear about what it seeks and pursues using tried-and-true techniques that produce results. Instead of requesting less (which will negatively affect your ROI over time), get specific and develop a plan that links particular efforts to particular outcomes.
Increase Your Production Of The Material.
If your company is experiencing uncertainty, the last thing you want to do is stop posting on social.
Most of the time, your outreach activities will lead buyers to you since they are always searching for innovation. Before consumers even get in touch with your sales staff, they’re generally 70% of the way through the buying process. So how are they finding out about your company? Using your blogs, social media, sponsored advertisements, and more.
Therefore, you should increase your content development efforts to reach more people and recession-proof your firm. Be sure to regularly update your blogs, maintain a regular posting schedule on social media, and remember to step up your PR efforts. A reliable marketing partner may increase your influence.
Utilize Dark Social’s Influence.
Dark social may sound more like something from Star Wars than a marketing strategy, but trust us, you will want to learn more.
Dark social is essential to your business because it expands your reach in chatrooms (like Slack or WhatApp), message boards, Facebook groups, and anywhere else that isn’t open to the public.
Dark social is not used as effectively as traditional media. An agency may assist your business in exploiting the potential of dark social to broaden your audience and better comprehend what we refer to as “the messy middle,” or the stage of the buyer’s journey between the initial few touchpoints and the final decision to make a purchase.
It’s more complex to position your brand at the forefront of these discussions. You’ll need to increase your internet visibility, promote your promotion across channels, and put your brand front and center. If you’ve scaled back your marketing, you will only be aware of the exposure your company is losing by shunning the spotlight once it starts to affect your ROI.
Avoid reducing your marketing spending solely to save money upfront and risk having your firm suffer in the long term. We provide solutions if you’re trying to boost your marketing in the coming year.