How do you continue to grow your business when you feel forced to cut back on marketing due to economic adversity? Well for starters, you never want to completely cut back on all of your communications with customers and prospects because they are the very people that can get you through tough times. Taking important steps to spend wisely can make the difference. That's something we are committed to helping you achieve at VerticalResponse . Here’s a quick guide to evaluating some common marketing expenditures:
Print ads
First determine whether your print ads are actually working for you. Ask your customers how they heard or read about you either online or at in person, then track the number of times a specific ad or referring site is bringing you the most business. If you aren’t sure the effect cutting your advertising campaign could have on your business, consider a simple change like reducing your ad sizes or renegotiating positions with publications. Until you ask, the answer is no.
Google Adwords
Efficiency is the key. If you sell or serve locally make sure you're not spending to show ads in other areas of the country. Invest in your area only. Google let's you do that. If you have campaigns running up a daily tab that have not offered the response you are looking for it may be the right time to pause them for a few months.
Email Marketing
You don't have to cut here at all and it's not just because you might be a customer of ours. Now, VerticalResponse.
Author: Janine Popick, VerticalResponse
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