Welcome to part 2 of our series on how to market during a downturn. In part 1, we looked and some examples of why you should increase your marketing budget during a recession and take advantage of your competitor’s silence.

Now, we will help you to better understand the market psychology behind a recession and the new types of customers that emerge as a result. With this knowledge, you will be able to effectively target these new customer segments and maximise your profitability during a downturn, as well as in the recovery period that follows (the downturn won’t last forever).

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It’s an uncertain time.

Coronavirus has well and truly impacted every aspect of normal day-to-day life, including business operations. This has forced many organisations to pivot their usual offerings and make changes to pre-existing strategies in order to abide by current restrictions and public health measures. For some business types, this pandemic has put a complete halt to any activity whatsoever.

While your knee-jerk reaction, as a business owner making tough budgets cut decisions, is to look at your marketing spend; We think it’s crucial that you’re aware that you might be putting yourself at even more of a disadvantage in the long-term.

 

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Everyone has a type. So why spend your money casting a wide net out there for anyone, when you can go straight the ones you know you’ll match with? We aren’t talking about making human love connections here; we mean Keyword Match Types. So, grab some wine, light some candles and get ready for an intimate PPC experience.

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Imagine this:

You spend a lot of money on professional SEO services and nothing else because you decide organic performance is most important to your business. After months or even years, your site is finally ranking on the first page of Google for relevant search terms. You’re elated, you’ve made it to the top, and are getting plenty of traffic now. Your competitors won’t know what hit them. Read more

There has been some recent speculation on Twitter as to whether Google has any patents or research that outline what a ‘natural link profile’ actually looks like.

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