When the economy looks like it may tank, businesses of all stripes hunker down and look for ways to cut costs, marketing is almost always one of the first places they look. But does that make sense? After all, marketing is what drives sales.

According to a study by Harvard Business Review, businesses need to be more focused than ever on their marketing in a recession. They need to be asking themselves tough questions like:

  • What do our customers want?
  • How can we reach them more effectively?
  • What are our competitors doing?

Answering these questions can help businesses develop a recession-proof marketing strategy.

In this blog post, we’ll share tips on how to market your business during a recession, including how to adjust your marketing budget, what type of marketing messages to communicate, and how to reach your target market. So, whether you’re a small business owner, entrepreneur, or marketing professional, read on for our advice on marketing your business in a recession.

Why You Should Invest More in a Recession

The word “recession” probably doesn’t fill you with much excitement. In fact, it probably makes you feel a little anxious. And that’s understandable. A recession can be a challenging time for businesses. But if you’re smart about it, a recession can also be a great time to invest in your business and grow your market share.

Here are five reasons why you should invest more in a recession:

1. Your competitors are cutting back.

When times are tough, many businesses cut back on their marketing budgets. That’s a mistake. It’s actually the right time to step up your marketing efforts and steal market share from your competitors.

2. There are more deals to be had.

Recessions usually mean more deals on everything from office space to ad rates. So, a recession may be the perfect time to expand your business.

3. You can build long-term relationships.

During tough times, people are looking for businesses they can trust. If you can build relationships with your customers now, they’ll remember you when the economy improves.

4. You shine brighter.

With so many businesses cutting back on marketing, you can stand out from the crowd by increasing your marketing efforts. This will help you attract some attention and build name recognition.

5. It’s an opportunity to learn.

A recession is an excellent opportunity to learn how to be more efficient and manage your finances better. If you can use this time to improve your business operations, you’ll be in a much better position when the economy improves.

Consider these great reasons to invest more in your business during a recession. If you’re smart about it, a recession can be a great time to grow your business.

How to Keep Your Marketing Recession-Proof

Many businesses panic and slash their marketing budgets when the economy starts to tank. But innovative companies know that this is the time to increase their marketing efforts, not decrease them. Here are a few tips on how to keep your marketing recession-proof:

Collect & Analyze Data

Collecting and analyzing data during a recession becomes even more relevant. This data can help you better understand your customers and determine what marketing strategies are working and which are not.

One way to collect data is simply asking your customers what they think of your product or service. You can ask them through surveys or by talking to them directly.

Additionally, you can track your sales and customer traffic. This data can help you see which products or services are selling well and which are not.

Once you have your data, carefully analyze it. This will help you determine what marketing strategies are working and which are not.

If you take the time to collect and analyze data, you can make better marketing decisions during a recession. It will help you keep your business afloat and even grow during tough economic times.

Content Marketing

Content marketing is often one of the first areas to be scaled back or eliminated. However, this often causes more harm than good. While it’s true that content marketing requires resources, it can be an effective way to reach and engage customers and prospects, even during a recession.

One of the benefits of content marketing is that it doesn’t have to be expensive. There are many ways to create and distribute content that doesn’t require a large budget. For example, you can use social media to promote your content or create content yourself.

Content marketing can also help you stand out from your competition. With so many businesses cutting back, those that continue to invest in it can stand out. This can help you attract customers and prospects who might otherwise have gone to your competitors.

Finally, content marketing can help you build relationships with your customers and prospects. Even during a recession, people are still looking for information and advice. You can build trust and credibility with your audience by providing helpful, informative content, leading to sales down the road.

So, don’t give up on quality content because times are tough. If anything, this is the time to double down on your efforts and ensure you’re creating and distributing quality content that will help you weather the storm.

Email Marketing

When it comes to email marketing, there are a few key things to keep in mind during a recession. First and foremost, don’t panic! While it may seem like it’s over, this is a time when email marketing can be a valuable tool to help keep your business excel.

Here are a few tips for email marketing during a recession:

1. Keep your messages positive and focused on solutions.

In times of economic turmoil, people seek brands that offer hope and relief. Your email marketing messages should reflect this by being positive and focused on how your products or services can help solve your customers’ problems.

2. Be mindful of your tone.

It’s essential to be sensitive to the fact that people are under much stress. Avoid coming across as sales-y or insensitive in your email messages. Instead, focus on being helpful and providing value.

3. Offer discounts and deals.

People are always looking for a good deal, so this is a great time to offer discounts and coupons through email marketing campaigns. Just be sure not to devalue your products or services in the process.

4. Get personal.

People rely on trustworthy brands that can easily sail through something as serious as a recession. Personalized messages that focus on your relationship with the customer can go a long way in building trust and loyalty.

5. Keep your email list clean.

A recession is not a good time to be lax about email list maintenance. If you have outdated or inaccurate contact information, you’re just wasting your time and money sending emails that will never be seen. Take the time to clean up your list and remove any dead weight.

6. Pay attention to your open rates.

Your open rates will give you a good indication of how well your email marketing campaigns are performing. If you see a drastic drop in overall available rates, it’s a sign that you may need to refocus your approach.

7. Use email segmentation.

Email segmentation allows you to send more targeted and relevant messages to your subscribers. This is especially important during a recession when people seek solutions to their problems.

8. Take advantage of automation.

Email automation can help you stay in touch with your customers without wasting time and effort. Automated emails can be sent based on triggers such as abandoned carts, new product releases, or special promotions.

9. Focus on the long game.

While seeing results from your email marketing campaigns is important, keeping the long-term goals in mind is also essential. Your goal should be to maintain your customer base and keep your brand top of mind.

Email marketing can be a valuable tool for your business during a recession. Remember to keep your messages positive, focused on solutions, and relevant to your customers’ needs.

Paid Advertising

While businesses are scrambling to figure out how to stay afloat, an area that has been hit particularly hard is advertising. With companies cutting back on spending, many advertising firms have been forced to lay off employees or even close their doors.

But just because businesses are cutting back on their spending doesn’t mean that they don’t still need to advertise. Now more than ever, it’s essential for companies to find ways to market themselves effectively on a tight budget.

Here are a few tips for paid advertising during a recession:

1. Get creative with your budget.

Having a smaller budget doesn’t mean you can’t still get creative with your paid advertising. There are cost-effective options out there – you need to be willing to think outside the box.

2. Focus on ROI.

When working with a smaller budget, it’s even more important to focus on getting a good return on investment (ROI) from your paid advertising. Make sure you track your results to see what’s working and what’s not.

3. Target your audience.

The current downturn spiral doesn’t allow you to waste money on ads that aren’t reaching your target audience. Target your ads to the right people to get the most bang for your buck.

4. Consider other channels.

In addition to traditional paid channels like television, radio, and print, there are other paid channels you can explore, like online advertising. If you’re wondering where to start, talk to a digital marketing agency about the best-paid media for your business.

5. Get creative with your messaging.

Your advertising doesn’t have to be all doom and gloom just because of a recession. Get creative with your messaging and focus on the positive aspects of your business.

6. Take advantage of free resources.

There are countless resources available for free to help you with your paid advertising during a recession. You can find helpful tips, templates, and even discounts on paid advertising services.

7. Make sure your website is ready.

No matter what type of paid advertising you’re doing, ensure your website is ready to handle the influx of traffic. Have a well-designed website that’s easy to navigate and that has relevant up-to-date content.

8. Stay flexible.

The key to successful paid advertising during a recession is to stay flexible. Be willing to experiment with different strategies and channels until you find what works for your business.

9. Have a plan.

Have a personalized, rock-solid plan for your paid advertising during a recession. This plan should include your budget, goals, and strategies for reaching your target audience.

Search Engine Optimization

The economic slump has been especially harsh on online marketing and SEO. Many have re-evaluated their marketing strategies as businesses have tightened their belts and cut back on spending.

As businesses have slashed their marketing budgets, many have been forced to cancel their SEO contracts or reduce their spending on SEO services.

So, what can you do to ensure that the recession does not impact your SEO efforts? Here are a few tips:

1. Get scrappy

If your budget has been slashed, you may be unable to afford to hire an expensive SEO agency. But that doesn’t mean that you can’t do SEO on your own. Some great resources available can help you get started, including The Beginner’s Guide to SEO from Moz and The Art of SEO from Eric Enge.

2. Focus on your core keywords

Businesses are often forced to scale back their operations during a recession. As a result, they may not have the budget to target a wide range of keywords. Instead, they need to focus on their core keywords – those most likely to generate leads and sales.

3. Get creative with your content

You’ll need to get creative with your content if you can’t pay for professional SEO services. Create evergreen content that will remain relevant even if the economy improves.

4. Measure your results

As with any solid initiative, it’s essential to measure your results. This will help you determine whether your SEO efforts are paying off and give you insights into what’s working and what’s not.

Social Media Marketing

Keep your social media marketing strategy strong during a recession with these hacks:

  1. Keep your content relevant and exciting. Your followers will appreciate helpful and informative content, so keep your posts focused on your industry or niche.
  2. Experiment with new platforms or strategies. A recession is a perfect time to try something new and see what works for your business.
  3. Keep your tone upbeat. People look for a bit of positivity in their feed during tough times, so make sure your posts reflect that.
  4. Take advantage of social media discounts. Many platforms offer special pricing for businesses during a recession, so take advantage of those deals.
  5. Keep your eye on the trends. Economic recessions can create new social media trends, so keep up with the latest changes.


With the receding economic situation taking a turn for the worse, marketing your business can feel like a risky endeavor. But don’t worry! There are still some highly effective ways to market your business during a recession, and we’re here to help you get started. We also encourage you to experiment and find that sweet spot that works best for you and your business.

Recession-Proof Marketing with Market Tactics

Market Tactics has been helping people sail through this economic downturn by providing them with the tools and consultation they need to stay ahead of the curve.

We’ve been in the game for a long time and have seen a lot of economic downturns. We know how to help businesses weather the storm and come out ahead. Our recession-proof marketing strategies help companies sail through this challenging financial period and become more vital than ever.

We offer specialized marketing services that help you adapt your marketing strategy to the current climate, including market research, competitive analysis, and target audience identification. We can also create a personalized budget that will stretch your marketing dollars further and make the most of limited resources.

So, whether you’re looking for guidance on adjusting your marketing mix to the current conditions or need help developing a long-term plan that will see you through the tough times, Market Tactics is here to help. Call us for a quick demonstration of you how we can help you weather the storm.