Five Ways to Keep Marketing Even If Your Marketing Budget Is Quarantined

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.