Recession-Proof Your Business with a Digital Marketing Strategy

August 26, 2020

If you want your business to stay in business you need to recession-proof your business before the recession comes along.

Cost Reduction and Client Acquisition in Downturn

online business

By using a quality digital marketing strategy you can reduce your marketing costs and stay up to date with how your online business tools can help you to reduce your client acquisition costs in a downturn.

Building an Effective Website for Customer Conversion

The first online business tool you will need is a professionally designed website with graphics and copy that keep the website user interested. Furthermore, your website needs to be built to convert your customers to a sale or to make an enquiry to your business via a phone call or contact webform.

Importance of Blog and CMS Website

The website will need a blog and it will need to be a Content Management System (CMS) website that allows you to easily update text and images.. Your site will need to be updated with new content on a regular basis and self-editing is more cost-effective than using a developer to update your content.

Optimising Your Site for Search Engines and Conversion

Secondly, once you have your business online you will need to optimise your site otherwise no one will see your site. The website you have chosen needs to be built with search engine optimisation and conversion rate optimisation strategies so your business can get the highest return on investment for your digital marketing efforts.

Leveraging Email Marketing and Data Management

Once you can optimise your website for all the major search engines, you can also look at using other cost-effective digital marketing strategies such as email marketing and other traditional marketing strategies to their full potential.

Building and Utilising Customer Databases for Email Marketing

Email marketing is another digital marketing strategy small businesses can use to acquire more customers at a reasonable cost. I strongly recommend all small businesses to start keeping a database of your customers email and other contact information and potential customers in an Excel spreadsheet or use MYOB or some other accounting software. 

Creating Compelling Calls to Action on Your Website

Traditional marketing methods still have their place, but for small businesses, maximising the potential of your online platforms is crucial. Encouraging customers to visit your website can be achieved through compelling calls to action, such as enticing special offers or engaging competitions. 

However, it is equally important to give your customers a reason to return and bookmark your site. Discover how to create irresistible calls to action that will effectively drive traffic to your website and keep customers coming back for more.

Integrating Traditional Marketing with Digital Strategy

If you are considering traditional marketing such as printing you can use a printed brochure to entice your customers to your site with a strong call to action offering a discount or to become a member of your VIP club. Once you have their details you can enter them into your database for email marketing at a later date.

Enhancing Direct Mail with Email Marketing

Research has shown when a customer receives your direct mail brochure and it is also backed up by email marketing they will remember the message sent to them in the mail resulting in higher response rates to the offer. Many customers also appreciate a reminder from you and your business especially when it’s a competition or special offer they had forgotten to enter.

Digital Marketing’s Role in Cross-Media Marketing

Digital marketing is to be used to support the initial marketing mix or cross-marketing promotion your business needs to reach its target market. By cross-media marketing using your digital communication tools more effectively, you will lower the cost of reaching your customers.

Cost Savings through Digital Marketing Communication

Additionally, if you were to use digital marketing to communicate to your customers you can reduce your marketing and advertising costs by up one-tenth of the cost of traditional printing and direct mail costs.

Get in Touch for Marketing and Advertising Cost Reduction

If you would like to contact a consultant on how you can reduce your marketing and advertising costs please contact us now.

Paul Murphy
Paul Murphy

Paul Murphy is the founder and business owner of Liberty Marketing since 2006. Liberty Marketing operates from Geelong, Victoria and works as a freelance digital marketing specialist and print management company in partnership with a wide range of web development and print suppliers throughout Australia. Together, we strive to deliver the latest technology solutions.