marketing during a recession

Marketers find themselves in poorly charted waters every time a recession hits the market. Even if you have studied marketing successes and failures of leading brands, nothing can prepare you as the circumstances are not always alike. However, one thing remains. Customers begin to set stricter priorities, reduce their spending and postpone any new investments as well.

A popular adage says, “When times are good you should advertise. When times are bad you must advertise.” In the current scenario that we are in, one thing is for certain. Advertising decisions should be made and implemented, no matter what the state of the economy. Here’s why and how!

  • When you choose not to spend on advertising during recession, you are bound to lose your “share of mind” with your customers. This has the potential to bring down your current and future sales. An increase in “share of voice”, even during crisis situations such as downturns is sure to drive up “share of mind” as it is likely that your competitors are cutting budgets, consumption patterns are shifting from expendables to essentials. While a downturn is a trying time for customers and businesses alike, there is an undercurrent of stress and fear beneath that surface. If you are able to tap into and appeal to your customers emotionally, you have a better chance at “share of mind”.
  • Analyzing and tracking your budgets are crucial during the recession and digital marketing allows for specific and measurable marketing campaigns. There’s no better way to identify your best performing marketing strategy, reach the audiences you want and deliver compelling ad campaigns. Together with creative merchandising and launch offers, you will be able to innovate for a successful way even during the times of a financial storm. So what are you waiting for?
  • Seize market share from timid competitors. During the 1990-91 recession, two leading food chains took advantage of a fast food giant’s decision to curtail advertising spend. The food chain’s sales increased over 60% and the fast food chain’s sales actually declined.
  • What’s trending online? The answer to this question holds the answer to all your online marketing queries to start with. Monitoring Google Trends and other related sites is important to know what people are asking about your industry or services at this time. You can begin creating content around related topics and your pages will be ready and available when sales picks back.

Even in the uncertain times of a lockdown, people still search for information online. It’s time to start investing in your web presence. Contact Studio1c for information. We will take a comprehensive look at your entire online marketing presence and create a customized plan suited for your business needs.

email writing promptsWriting an email is easy. Just answer these questions:

  • What are you offering?
  • How will it help the reader?
  • What should they do next?

If you find yourself experiencing writer’s block, use these 20 ideas as inspiration.

  1. Share a memory of your first sale
  2. Highlight your most popular items
  3. What inspires you?
  4. Look back on an early learning experience
  5. Provide a “how-to” tutorial
  6. Celebrate a milestone
  7. Introduce one of your sta members
  8. Send a thank-you note
  9. Ask for feedback/advice
  10. Preview something you look forward to all year
  11. Let customers know how you get involved in your community
  12. Share a video
  13. Respond to industry trends or news
  14. Share an interesting article
  15. Feature a happy customer
  16. Provide a gift guide
  17. Highlight your social mediaprofiles
  18. Share local news/events
  19. Take advantage of an obscure or fun holiday
  20. Answer the question: Why do you do what you do?

shareable contentEvery day, millions of status updates, photos and videos are added to social media feeds and websites. How do you generate content that stands out from the crowd? Content that grabs attention and wows people to an extent that they begin to share it. Studies have proven that people have an inherent desire to share information, especially things that they see as useful and interesting. There’s no doubt that most information that is shared online is either - helpful, amusing or interesting.

How do you find topics that resonate with your target audience so much that they think others will appreciate them to? Simple! Target product or service based topics that provide answers, solutions and helpful advice. Try to strike a chord with audiences so they are motivated to share it with others. You can also work on something of the year for your niche too. It may be an app, a dish or even an outfit depending on your business.

A sure shot means to generate more organic traffic that is likely to be shared online is to create “how-to” type content. This addresses the most asked questions among your audience. The tips provided to make a concept or a task easier to understand gives users a good reason to share content.

A fantastic way to drum up your online shareability is to publish interviews with experts and influencers. Since people trust these experts , it makes it easier for them to trust and share the content of the post. Not to forget, these interviews or your articles need to have killer headlines that draws the reader in. Don’t be convinced by anything other than a compelling headline to ensure that readers share your post.

The obvious, but oft ignored.

On all the content available online on websites or blogs, include social-sharing buttons for one-click sharing to various social media channels. Without this, you are not likely to generate any traction in terms of shares.

Happy posting!

Are you looking for custom content solutions for your business? Studio1c can help with content development and marketing solutions for your website.

keyword research trends

Keyword research has an impact on every SEO task that you perform. That’s why it is the first, critical step of any SEO campaign. Akin to market research for the WWW, it’s important to get into the nitty gritty of keyword research if you want to reap the benefits of it. Let’s dive right in to find out what are the keyword research trends in 2020.

Google has gotten better at understanding what people look for. This has led to keyword research becoming more topical. It is no longer about finding 2-3 keywords and stuffing them across content. It is about understanding the target audience and covering the topic in the appropriate manner.

Keyword research - It’s more relevant than ever

With the advancement in Google’s algorithms and web crawlers, it is important to be original and specific when it comes to the keywords for your website. Users have no hope of finding you if you have not found these keywords, incorporated them appropriately and ensured that you are getting the traffic that you want over time.

While a high search volume still remains an important consideration for research, it is more important to be relevant. The keywords that you choose need to reflect what you are offering. For instance, if you’re selling handmade stationery, don’t focus on school stationery just because it has higher search volume.

Consider keyword intent by analysing the thought process of the searcher to meet their needs and keep them hooked on to your website. From informational intent, navigational intent or transactional intent - your job is to consider your user’s intent to make their journey to your page and product that they need as easy as possible.

Finally, should you consider a professional keyword research tool in 2020? Of course you should, if you are looking forward to saving time and gaining competitive advantage. Don’t overthink the number and placement once your research is complete. Develop content to ensure that the topic is covered thoroughly.


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