The world is currently going through very turbulent times. We are currently recovering from the coronavirus pandemic, struggling with the consequences of the war in Ukraine and the rising inflation rate. In such phases, companies want to take cost-cutting measures due to higher costs and lower revenues. In the following, we show why cutting the marketing budget is generally not a good idea and which strategy ensures long-term success.
The trick is to implement marketing measures in a targeted and dosed manner. This is how your marketing can be successful in times of crisis. This is because the competition is weaker and gives you the opportunity to present yourself more strongly. For example, studies show that companies that have invested in their marketing during the coronavirus crisis have come through this difficult time with a profit. 
Choosing the right marketing measures
First of all, you should analyze your previous marketing activities. Pay particular attention to whether the measures are helping you to achieve your goals, for example with regard to lead generation. Ask yourself whether the advertising content is still up to date and relevant for your target group in the crisis. Such an analysis helps you to recognize which advertising channels and campaigns work best for your company and reach your target group. Because in difficult economic times, it is very important to prioritize and not invest money in weak campaigns.
A good website remains in the customer's memory and reduces the bounce rate.
It's no longer a secret that the website is the key to success. Therefore, make sure that your landing page is clear and that your website or online store is user-friendly designed. It also conveys a professional and stable impression, which is particularly important for customers in times of crisis.
Search engine marketing
If search engine marketing is already part of your online marketing mix, it makes sense to check your campaigns for content relevance. The crisis may result in new search queries that match your product or service. Use the Google Keyword Planner to find these search terms and integrate them into your campaigns.
If you use automated bidding strategies and dynamic campaigns and ads in particular, a regular review is recommended. This is because the algorithm does not cope so well with rapid changes and performance fluctuations in times of crisis.
Social media marketing
Social media is extremely important for marketing in times of crisis. You can use social networks to engage directly with your target group and ensure proximity to your customers. Posts with relevant content that convey added value to your prospective customers are suitable for this.
The great advantage of social media in times of crisis is that you can implement campaigns for customer acquisition or lead generation without large budgets. In the B2B segment, you can use employee advocacy programs to organically achieve reach with your posts and highlight your company's expertise. Community campaigns and user-generated content also offer cost-effective measures in the B2C segment.
Content Marketing
Your content becomes even more important in difficult times. In times of crisis, it is particularly beneficial to think outside the box. Content marketing is aimed at long-term success, which can be achieved sustainably through SEO measures. Secure a place in the customer's memory by creatively emphasizing your unique selling point (USP). Also draw a connection between your company and the current situation. In this way, you offer your readers relevant added value and support for their current challenges.
With good content marketing in times of crisis, you can draw consumers' attention to a problem, awaken needs or create awareness of a problem for the first time. In this way, you set an anchor that the viewer remembers in the purchasing process and decides in favor of your product or company.
Invest in existing customers
In unstable times, you don't want to lose what you've already gained. It is therefore important that your marketing in times of crisis aims to retain existing customers. Trustworthy and personalized communication with your customers is crucial for this. Convey that you are there for them and understand their problems and concerns. By using a CRM system and marketing automation, you lay the crucial foundation. This gives you a 360° view of your contacts and allows you to make suitable offers based on their interests and activities. For example, inform them about new updates or events that match the products/services they have already purchased.
Conclusion
Marketing in times of crisis is an important basis for remaining present and successful in the market. It is important to understand the current situation and what problems and changes this entails for your target group. You can adapt your marketing strategy accordingly in order to optimize customer loyalty in the long term and acquire new customers.
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