The true nature of the economic fallout of the current coronavirus crisis is still far from certain, and many marketers have been asked by their leadership to freeze all nonessential spending. However, research shows that companies that increase their marketing budgets during a recession or depression increase sales much faster during and after the downturn than those who cut back. This article discusses five strategies marketers can use to keep their company in a strong position to reap the rewards when the crisis passes.
1. Keep your content marketing going
Creating content is an important way to stay in front of customers and build thought leadership and brand authority. Content must be relevant, of high quality, and engaging in order to cut through the noise.
2. Invest time in customer relationship-building
Talking to customers can provide insight into what motivates and interests them, feedback on products, understanding of industry challenges, and more. Use these insights to develop content that resonates with them.
3. Conduct a content audit
Organizing content will save time and money in the long run. A/B-testing can also give insight into what works best.
4. Optimize your content
Revisit underperforming sales and landing pages to see where copy may be falling flat and make improvements.
5. Repurpose older content
Content audits can help marketers identify content that can be repurposed for the current situation.
Five Ways to Keep Marketing Even If Your Marketing Budget Is Quarantined
Don't worry ... it's FREE!
Most AI failures in B2B marketing aren’t about technology—they’re about data. See how poor data quality undermines results and what you must fix before AI can deliver value. Read more
AI is transforming procurement and redefining agency value. Learn how a smarter selection framework helps organizations build stronger, long-term partnerships aligned to evolving business priorities. Read more.
Short-term procurement savings can undermine long-term growth and performance. Learn how strategic agency partnerships drive stronger outcomes, consistency, and value over time. Read more.
Optimism about US economic conditions among senior marketers has declined its lowest level since the pandemic, according to recent research.
Brand loyalty isn’t built on viral moments or discounts. Discover how trust, authenticity, and community-driven strategies create lasting customer relationships in today’s evolving marketing landscape. Read more.
Learn how to align marketing with CFO expectations using clear metrics, measurable outcomes, and structured proposals that reduce risk and improve budget approval success. Read more.