Recently I participated in a marketing seminar sponsored by the Greater Somersworth Chamber of Commerce. The topic of the seminar was how to use marketing as a way to survive a downward economy.

During the seminar Kathleen Soldati, Director of Marketing at The Music Hall (also a co-presenter), brought up a great point. Companies that continued to advertise and market themselves during the Great Depression still strive today. Examples include Proctor and Gamble, Chevrolet, and Camel Cigarettes.

What does this mean for your business? Keep marketing!

When times get rough, the first impulse is to cut the marketing budget. Not only must companies, large and small, not cut their marketing budget, but they need to invest more effort and budget into marketing in order to get past tough times.

My portion of the presentation included a segment on Website Marketing. Highlights from the presentation include:

• 70% of internet users search online to find a local service
• 39% of internet users only click on the results found on the first page
• Your target market no longer uses the Yellow Pages or newspapers to find you
• Your website is a vital marketing tool
• Local businesses – even brick-and-mortar establishments – need an online presence
• Have 5 Seconds to make a positive first impression
• Could lose business if not found high on search results pages

What else did we talk about?

• It’s important to know your audience. In order to succeed in any marketing campaign, you must first know who your audience is and what they want and need
• Choose your keywords wisely. Avoid company jargon or very broad terms
• Create useful, well-written content on your website. Give visitors a reason to visit
• Focus on the visitor and not on search engines

To learn more about how you can use online marketing to survive a tough economy, contact Patti Fousek for a free, non-obligation, consultation.