SlideShare a Scribd company logo
How To Market Your
Business In A Recession
April 30, 2020
presented by Monalo Media
What I’ve Been
doing.
What We’re Going To Learn
● Recession / Market changes / buyer behaviours
● Basics of recession marketing
● Should I be advertising during a recession?
● Practical strategies
○ Best FREE marketing activities
○ Best affordable marketing activities
● Tools to use to streamline your efforts
● Mini gameplan examples
About Monalo Media
“we get marketing to do its job”
..which is to bring you more customers.
● Irish.
● Now in Vancouver BC
● Marketing trade +10 years
● Why I do what I do?
And now... I’m now in giving mode.
About Me:
Marketing Brain
“The Situation”
Image credit: tradimo.com
Is a recession looming?
Here are some quick stats - forbes
“The Economic Impact
Goldman Sachs investment research is forecasting that the U.S. economy will shrink by an estimated 24% from April to June 2020 and expects a
nearly 10% peak hit (=maximum loss) to the level of gross domestic product (GDP) in April of 2020 that fades only gradually through 2021 (Fig 2).
While what we are going through today is horrific, Goldman Sachs is forecasting that we should begin to see improvements in GDP sometime at
the end of April or perhaps May”
In Short: Most Likely. bloomberg.com
WE Forum
● Disposable income will be lower
● Company budgets will be tighter
○ IT, Marketing, Sales
● Consumers / Businesses will be
looking for more Value for the dollar
● Expecting more ROI
● Work from home economy
Buyer Behaviour Will Change
Image credit: theguardian..com
● Accelerated the digitalism of business a 4/5 years
○ Example. Telehealth, Lawyers, Brick&Mortar
● Zero-touch economy
○ Death of the coffee shop business meeting
● Streamlining your product/service portfolio
○ Why? maximize efficiencies and deliver to customer needs
○ Fitness studio + online = blended approach.
● Opportunities will open with new markets created
○ Virtual Event Planners, Video coaches, IT systems for remote workforces
● Anticipate a slow return to normal
Great partnerships can be formed - struggle & strive together
Change in the Market Landscape
Pivot?
How and where to
pivot?
Pivot Rules:
Where you move to needs to;
BIGGER - NOT smaller.
1. Marketability
a. What’s selling right now. (Dumbbells..)
2. Subscription models
a. Example: spin studios
3. Scalability
a. Is it easier every time I do it.
b. Online Yoga
➔
Examples from the news
1. Restaurants becoming butchers
2. Pillow manufacturers becoming medical equipment producers.
3. A clothing shop - turned personalised home shopping consultant
4. Printers becoming plexiglass providers
5. Jewelry Appraisers doing virtual consultations
6. Restaurants going menu-less → QR codes
7. Real estate - 360deg virtual tours
8. Retail & Food - ‘door handle fever’ → automatic doors
What now?
Survive → Thrive
(don’t get stuck in survive)
Recession Marketing Basics
Recession Marketing Basics
● Recession removes resistance - employees/customers are willing to change.
● Allows you to take risks - try new things
● Forge long term relationships - if you support your customers
● What is assumed?
○ Your customers are price-conscious / value-focussed. (more ROI)
○ You have less marketing budget yourself (lost revenue)
○ You’re looking for more bank-for-buck
○ You can time to do the leg work
5 Things You Can Do
Right now.
Communicate with your
customers
1.
Tweak your messaging &
offers so they are relevant.
2.
Adopt a Value-First
approach
3.
Provide some help upfront
Tweak messages; ‘abundance’ → ‘security’
‘10X your business’ Vs ‘Help/Serve”
● The GoGiver →
Use it via email, linkedin, facebook groups.
Realtor to contact
“Hey Bob, here are some things I think you should consider when your make your next house
move, thought you might find them useful.” <provide resource>
Refine your communication
arsenal
4.
Be Great at Marketing.
5.
1. Create a product / service that solves
a problem
2. Know your customer inside-out
3. Strong core message, offer, & value
prop (ROI)
4. Have a rock solid website
The basics of good marketing
don’t change
Checking-In
Still there?
Ok, let’s get into it.
Where should I start?
Get Planning
What will the market look like in 30
days, 90 days, 6 months?
#growforward
Consider the
customer journey
Image credit: ducttapemarketing.com
Upskill yourself.
Marketing Trainings
● Learn SEO FREE until May 31
○ MOZ.com - promo code “wegotthis”
● Google Analytics Certification (and Google Ads)
○ Understand your website traffic
● Hubspot Inbound Marketing
○ Learn the basics of content marketing
● Hootsuite Social Media Manager
○ Become an expert in social media
● Video creation (udemy)
● Online course creation (learn how to create online courses)
● Udemy - Mostly under $19
○ Everything and anything
Free Stuff to take advantage of
● Avail of your free local listings / shout-outs
○ #supportlocal #buylocal #wearestillopen
○ Board of trades / Radio shows / community groups / SmallbizBC
○ Look at Facebook groups as well
● Google Ads credit - $150
● Free trials - softwares / trainings
● Free courses
Should I advertise or not?
Be Lean | Creative | Innovative
Recession Marketing
Strategies
What are the best
strategies to go for in a
recession?
Image credit: ashtonmedia.com
YOUR ONLINE
PRESENCE
CONTENT
STRATEGY
TRAFFIC
GENERATION
IDEAS
OUTREACH /
PROSPECTING
YOUR ONLINE
PRESENCE
Strategy 1:
Website -> Lead Gen Machine
Website -> Lead Machine
97% of people who visit a website won’t get in touch
● Superior user experience - dial up aesthetics (fast, secure, mobile, navigation)
● Capture their info (Popup, Top Bar, or Subscribers bar, scrolling side popup)
● Have something for your visitors to consume and take home
○ e.g, A resource download, (CPA - Top 5 ways to reduce your tax bill this year)
Strategy 2: SEO
Search Engine Optimisation
Why Improve your SEO?
1. Users default to Google for everything
2. Position ahead of competition
3. Explosion of local search →
4. Both short and long term benefits
5. Free traffic Vs paying for Ads
Source: pymtns.com
Easy SEO Wins
● Fill out your Google My Business Profile
● Claim online profiles
○ industry +”add your business”
○ industry + directory
● Refresh content - update some older blogs
● Keyword research
○ Free Tool Ubersuggest
● Local Businesses -> Build local pages with local content, embedded map and
links to local resources
Strategy 3:
Grow Your Online Reputation
Grow Your Reputation
● Fill out the social profiles (Linkedin, Facebook, Instagram, Google My Business,
Youtube, Yelp etc)
● Trusted business profiles (Chamber, BBB.org, TrustPilot)
● Identify industry-specific sites (trade associations, reviews sites, awards)
● BE CONSISTENT
● Reviews, Reviews, Reviews (and ask your customers for them)
add case studies, customer success stories, video testimonials
OUTREACH /
PROSPECTING
Strategy 1:
Email Marketing
Value-first approach
● Simple message with helpful resource
○ Email with PDF, or link.
● Personalisation
○ See Lemlist
● Video
○ See Bonjoro
Not just your standard email marketing
Strategy 2:
Nurture Marketing
Nurture Marketing
“Nurture the prospect”
What does it look like?
● Sort out your email lists - segment where possible
● Newsletter sequences
○ Weekly / bi-weekly - share interesting content
● Offer more downloadables like resources / ebook / video series
● Invite prospects to come to a live training / Q&A / workshop / event
Example: Jewelry Store - to customer
Hello customer, here are some tips to help you take care of your precious jewelry and
increase the lifespan. Read our post about it.”
Building the relationship
Strategy 3
Online Communities
Online Communities / Social Networks
1. Facebook groups
2. Linkedin
3. Alignable
4. Q&A forums (Quora + Reddit) and blurtit.com
5. Host online meetups - we are looking for more opportunities to connect
6. Virtual Networking (Vancouver)
a. BNI groups - all free online
b. Small Business BC - digital meetups (a couple each week)
c. All Board of trade - something once a week
d. Vancouver Business Network - weekly sessions Tuesday night
Your Strategy:
“answer questions and give advice”
CONTENT
STRATEGY
Strategy 1
Have a content strategy in place
Blog till you drop!
Strategy 2
Create Expert Status Content
Create Expert Status Content
Create meaningful content that your audience needs
1. How to guide
2. Listicle (Top 7 ways to..)
3. Ebook
4. Do’s and Don’ts Guide
5. FAQs sheets
6. Infographics
7. Ultimate Guides (example)
Image credit: outreach.buzz
Content Structures
● Yoast calls it Cornerstone Content
● Duct Tape calls it Hub and Spoke marketing
● Banklinko - Brian Dean Skyscraper method
● Hubspot calls it Pillar and Cluster content
Content Strategy Frameworks
Strategy 3
Video Marketing
Webinars, Facebook Lives, Online Workshops, Virtual Summits
I don’t like being on video!!!
● 360deg Virtual Reality tours
○ Real Estate & Retail
● Google My Business
○ See virtual tour section
More Video
TRAFFIC
GENERATION
IDEAS
Strategies
Traffic Generation Activities
(multiple)
How to get more traffic to your website
● Who has a captive audience? and/or large email list?
● Guest posts
● Joint Venture on article writing
● Interview series: customers / partners / industry professionals
● Podcasts - create your own / as guest.
● Community-related giveaways - PR
● Local news & PR - create/do something newsworthy
● Blog about blogs
● Post to Medium.com
Strategy 2
Steal Your Competitors Ideas
See where your competitor traffic is coming from
● Go here (free tool) neilpatel.com/backlinks/
● Insert competitor domain
● See other websites that are talking about your competitor
Example: https://physiovancouver.ca/
Source: vectorstock.com
Strategy 3
Find industry blogs
Finding Industry blogs
Just Google it...
● ‘blog + industry’
● ‘write for us + industry’
Examples
● Pest control - pestweb.com & pestwiki
● Therapists - PsychologyToday
● Jewelry →
Strategy 4
Grow Your Social Presence
Social Media
Instagram - Facebook - Twitter - Linkedin - Youtube - Wechat - Tumblr - Pinterest
Don’t just do standard posts and hope for the best
● Invite engagement - ask questions
○ Surveys, polls, “what’s your favourite”
● Contests / Competitions (&partner)
○ Win a Free <insert prize here>
● Do challenges
○ Learn piano in 30 days
● Purposeful use of # and account tagging
Examples:
- Restaurant - food bloggers
- Hair Salon - hair health
- Jewelry - care & maintenance
Strategy 5
Partnership Opportunities
1. Seek out commercial and industry partnerships
a. Joint events / workshops - online Q&A ‘chats’
2. Find power groups (health, trades, financial - complementing service)
3. Find someone who has your audience
Is there a new market for you?
● Telehealth growth
○ IT Security and telehealth
Partnerships & Influencers
1. Health and Wealth - ND + Financial Planner
2. Virtual Health Summit - Chiro, Nutritionist,
Physio
Strategy 5
Make a Big Splash
Make some noise
Give away your product for free - KissPR
Service / Advise / Course / Software
Re-open with a party - launch your business back
“We’re here, we’re back. We survived.”
YOUR ONLINE
PRESENCE
CONTENT
STRATEGY
TRAFFIC
GENERATION
IDEAS
OUTREACH /
PROSPECTING
Track, Measure, Test
& Retest
Bottom of Funnel
Strategies
Getting them over the line..
Bottom of funnel strategies
1. Revamp your packages - reduce size less features
2. Free Trials
3. Offers / promotions / discounts
4. Bonuses
5. Loyalty programs
6. Money-back guarantees
7. Performance-based services
8. Discount for testimonials / case-study
9. Payment plans
FREE Tools
Some great free marketing tools
1. Canva - design your life away
2. Mailchimp - check out automations
3. Hubspot free CRM
4. Loom - video recording
5. Hootsuite - social media scheduler
6. All the Googles - Google My Business(GMB), Analytics, Ads, Data Studio
7. A Free SEO tool - neilpatel.com/seo-analyzer/
8. Lumen5 - Video creation
9. Sparktoro.com - researching content ideas (and podcasts)
Mini-Gamplan 1
Who: Annie the Accountant, or Fred the Financial Advisor
VIP: You need to earn trust
POA:
● Value First approach
● “Free consultation - I’ll tell you how much you can save after 15mins”
● Linkedin, Alignable,
● Newsletter for educating, nurturing
● Workshops / seminars for building trust (virtual)
● Build out website resources
Mini-Gamplan 2
Who: Pete the Plumbing and Heating guy (home services trade)
VIP: First impression (website), reviews, referrals
POA:
● Website tune-up (friendly & welcoming), messaging adjusted
● Deploy review building strategy
● Power Group - Partner with 3 others trades (in business card exchange)
● Content Strategy (for SEO)
Who: Jane the Jewelry Store owner
VIP: First impression (website), trust, visibility
POA:
● Focus email marketing campaigns
● Tune-up website aesthetics and UX (keep them around for longer)
● Ramp up social media - try different campaigns and run contests
● Detailed targeting on FB
● Grow your reputation and reviews
Mini-Gamplan 3
Who: Adam the Appraiser
VIP: Trust (credentials), visibility
POA:
● Email marketing (segmented list)
● Google Ads - and retargeting
● SEO - are you being found when people are searching
● Ramp up networking - go to as many free Virtual events as possible
● Detailed targeting on FB
Mini-Gamplan 4
In Summary
YOUR ONLINE PRESENCE
- Website
- Online Reputation
- SEO
- Reviews
CONTENT STRATEGY
- Choosing the right platforms
- Create expert status content
- Video marketing
TRAFFIC GENERATION
IDEAS
- Guest Blogs
- Partnerships
- Social media ideas
- Virtual events
OUTREACH /
PROSPECTING
- Value-first approach
- Email marketing
- Nurture marketing
Image credit:
https://www.awakenthegreatnesswithin.com/
1. Handout - Our Best Recession-Marketing Tactics (PDF)
2. Complimentary 20 Minute Strategy Call
Idea brainstorming session and mini-audit, to identify your market
opportunity
3. Monalo Media Method - 90 day program
- Find and bring in new clients to your business
- Strategy planning and campaign design
- Building a “sustainable” marketing system
Where to go now?
Q&A
Thank you
Complementary 20 minute Strategy Call
Book a call with Gavin today
Gavin O’Halloran
monalomedia.com
gavin@monalomedia.com
Feeling stuck?

More Related Content

Recently uploaded

Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfThe 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
thesiliconleaders
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
Operational Excellence Consulting
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
CA Dr. Prithvi Ranjan Parhi
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
Aleksey Savkin
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
DerekIwanaka1
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
my Pandit
 
amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05
marketing317746
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
SOFTTECHHUB
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
techboxsqauremedia
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Holger Mueller
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
Kirill Klimov
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
LuanWise
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
Adnet Communications
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
my Pandit
 
Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024
FelixPerez547899
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
ecamare2
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
sssourabhsharma
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 

Recently uploaded (20)

Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Satta Matka
 
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfThe 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdf
 
Digital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital ExcellenceDigital Transformation Frameworks: Driving Digital Excellence
Digital Transformation Frameworks: Driving Digital Excellence
 
Income Tax exemption for Start up : Section 80 IAC
Income Tax  exemption for Start up : Section 80 IACIncome Tax  exemption for Start up : Section 80 IAC
Income Tax exemption for Start up : Section 80 IAC
 
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...
 
BeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdfBeMetals Investor Presentation_June 1, 2024.pdf
BeMetals Investor Presentation_June 1, 2024.pdf
 
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...
 
amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05amptalk_RecruitingDeck_english_2024.06.05
amptalk_RecruitingDeck_english_2024.06.05
 
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
Hamster Kombat' Telegram Game Surpasses 100 Million Players—Token Release Sch...
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
Creative Web Design Company in Singapore
Creative Web Design Company in SingaporeCreative Web Design Company in Singapore
Creative Web Design Company in Singapore
 
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesEvent Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challenges
 
Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024Organizational Change Leadership Agile Tour Geneve 2024
Organizational Change Leadership Agile Tour Geneve 2024
 
Building Your Employer Brand with Social Media
Building Your Employer Brand with Social MediaBuilding Your Employer Brand with Social Media
Building Your Employer Brand with Social Media
 
Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024Lundin Gold Corporate Presentation - June 2024
Lundin Gold Corporate Presentation - June 2024
 
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your TasteZodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Taste
 
Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024Company Valuation webinar series - Tuesday, 4 June 2024
Company Valuation webinar series - Tuesday, 4 June 2024
 
Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431Observation Lab PowerPoint Assignment for TEM 431
Observation Lab PowerPoint Assignment for TEM 431
 
Digital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on SustainabilityDigital Marketing with a Focus on Sustainability
Digital Marketing with a Focus on Sustainability
 
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel ChartSatta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
 

Featured

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
GetSmarter
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
Alireza Esmikhani
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
Project for Public Spaces & National Center for Biking and Walking
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
DevGAMM Conference
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
Erica Santiago
 

Featured (20)

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 
Barbie - Brand Strategy Presentation
Barbie - Brand Strategy PresentationBarbie - Brand Strategy Presentation
Barbie - Brand Strategy Presentation
 

How To Market Your Business In a Recession (Online Workshop)

  • 1. How To Market Your Business In A Recession April 30, 2020 presented by Monalo Media
  • 3. What We’re Going To Learn ● Recession / Market changes / buyer behaviours ● Basics of recession marketing ● Should I be advertising during a recession? ● Practical strategies ○ Best FREE marketing activities ○ Best affordable marketing activities ● Tools to use to streamline your efforts ● Mini gameplan examples
  • 4. About Monalo Media “we get marketing to do its job” ..which is to bring you more customers.
  • 5. ● Irish. ● Now in Vancouver BC ● Marketing trade +10 years ● Why I do what I do? And now... I’m now in giving mode. About Me:
  • 8. Image credit: tradimo.com Is a recession looming?
  • 9. Here are some quick stats - forbes “The Economic Impact Goldman Sachs investment research is forecasting that the U.S. economy will shrink by an estimated 24% from April to June 2020 and expects a nearly 10% peak hit (=maximum loss) to the level of gross domestic product (GDP) in April of 2020 that fades only gradually through 2021 (Fig 2). While what we are going through today is horrific, Goldman Sachs is forecasting that we should begin to see improvements in GDP sometime at the end of April or perhaps May” In Short: Most Likely. bloomberg.com WE Forum
  • 10. ● Disposable income will be lower ● Company budgets will be tighter ○ IT, Marketing, Sales ● Consumers / Businesses will be looking for more Value for the dollar ● Expecting more ROI ● Work from home economy Buyer Behaviour Will Change Image credit: theguardian..com
  • 11. ● Accelerated the digitalism of business a 4/5 years ○ Example. Telehealth, Lawyers, Brick&Mortar ● Zero-touch economy ○ Death of the coffee shop business meeting ● Streamlining your product/service portfolio ○ Why? maximize efficiencies and deliver to customer needs ○ Fitness studio + online = blended approach. ● Opportunities will open with new markets created ○ Virtual Event Planners, Video coaches, IT systems for remote workforces ● Anticipate a slow return to normal Great partnerships can be formed - struggle & strive together Change in the Market Landscape
  • 13. How and where to pivot?
  • 14. Pivot Rules: Where you move to needs to; BIGGER - NOT smaller. 1. Marketability a. What’s selling right now. (Dumbbells..) 2. Subscription models a. Example: spin studios 3. Scalability a. Is it easier every time I do it. b. Online Yoga ➔
  • 15. Examples from the news 1. Restaurants becoming butchers 2. Pillow manufacturers becoming medical equipment producers. 3. A clothing shop - turned personalised home shopping consultant 4. Printers becoming plexiglass providers 5. Jewelry Appraisers doing virtual consultations 6. Restaurants going menu-less → QR codes 7. Real estate - 360deg virtual tours 8. Retail & Food - ‘door handle fever’ → automatic doors
  • 17. Survive → Thrive (don’t get stuck in survive)
  • 19. Recession Marketing Basics ● Recession removes resistance - employees/customers are willing to change. ● Allows you to take risks - try new things ● Forge long term relationships - if you support your customers ● What is assumed? ○ Your customers are price-conscious / value-focussed. (more ROI) ○ You have less marketing budget yourself (lost revenue) ○ You’re looking for more bank-for-buck ○ You can time to do the leg work
  • 20. 5 Things You Can Do Right now.
  • 22. Tweak your messaging & offers so they are relevant. 2.
  • 24. Provide some help upfront Tweak messages; ‘abundance’ → ‘security’ ‘10X your business’ Vs ‘Help/Serve” ● The GoGiver → Use it via email, linkedin, facebook groups. Realtor to contact “Hey Bob, here are some things I think you should consider when your make your next house move, thought you might find them useful.” <provide resource>
  • 26.
  • 27. Be Great at Marketing. 5.
  • 28. 1. Create a product / service that solves a problem 2. Know your customer inside-out 3. Strong core message, offer, & value prop (ROI) 4. Have a rock solid website The basics of good marketing don’t change
  • 30. Ok, let’s get into it. Where should I start?
  • 32. What will the market look like in 30 days, 90 days, 6 months? #growforward
  • 33.
  • 34.
  • 38. Marketing Trainings ● Learn SEO FREE until May 31 ○ MOZ.com - promo code “wegotthis” ● Google Analytics Certification (and Google Ads) ○ Understand your website traffic ● Hubspot Inbound Marketing ○ Learn the basics of content marketing ● Hootsuite Social Media Manager ○ Become an expert in social media ● Video creation (udemy) ● Online course creation (learn how to create online courses) ● Udemy - Mostly under $19 ○ Everything and anything
  • 39. Free Stuff to take advantage of ● Avail of your free local listings / shout-outs ○ #supportlocal #buylocal #wearestillopen ○ Board of trades / Radio shows / community groups / SmallbizBC ○ Look at Facebook groups as well ● Google Ads credit - $150 ● Free trials - softwares / trainings ● Free courses
  • 41.
  • 42. Be Lean | Creative | Innovative Recession Marketing Strategies
  • 43. What are the best strategies to go for in a recession?
  • 47. Strategy 1: Website -> Lead Gen Machine
  • 48. Website -> Lead Machine 97% of people who visit a website won’t get in touch ● Superior user experience - dial up aesthetics (fast, secure, mobile, navigation) ● Capture their info (Popup, Top Bar, or Subscribers bar, scrolling side popup) ● Have something for your visitors to consume and take home ○ e.g, A resource download, (CPA - Top 5 ways to reduce your tax bill this year)
  • 49.
  • 50.
  • 51.
  • 52.
  • 53. Strategy 2: SEO Search Engine Optimisation
  • 54.
  • 55.
  • 56.
  • 57. Why Improve your SEO? 1. Users default to Google for everything 2. Position ahead of competition 3. Explosion of local search → 4. Both short and long term benefits 5. Free traffic Vs paying for Ads Source: pymtns.com
  • 58. Easy SEO Wins ● Fill out your Google My Business Profile ● Claim online profiles ○ industry +”add your business” ○ industry + directory ● Refresh content - update some older blogs ● Keyword research ○ Free Tool Ubersuggest ● Local Businesses -> Build local pages with local content, embedded map and links to local resources
  • 59. Strategy 3: Grow Your Online Reputation
  • 60. Grow Your Reputation ● Fill out the social profiles (Linkedin, Facebook, Instagram, Google My Business, Youtube, Yelp etc) ● Trusted business profiles (Chamber, BBB.org, TrustPilot) ● Identify industry-specific sites (trade associations, reviews sites, awards) ● BE CONSISTENT ● Reviews, Reviews, Reviews (and ask your customers for them) add case studies, customer success stories, video testimonials
  • 61.
  • 64. Value-first approach ● Simple message with helpful resource ○ Email with PDF, or link. ● Personalisation ○ See Lemlist ● Video ○ See Bonjoro Not just your standard email marketing
  • 66. Nurture Marketing “Nurture the prospect” What does it look like? ● Sort out your email lists - segment where possible ● Newsletter sequences ○ Weekly / bi-weekly - share interesting content ● Offer more downloadables like resources / ebook / video series ● Invite prospects to come to a live training / Q&A / workshop / event Example: Jewelry Store - to customer Hello customer, here are some tips to help you take care of your precious jewelry and increase the lifespan. Read our post about it.” Building the relationship
  • 68. Online Communities / Social Networks 1. Facebook groups 2. Linkedin 3. Alignable 4. Q&A forums (Quora + Reddit) and blurtit.com 5. Host online meetups - we are looking for more opportunities to connect 6. Virtual Networking (Vancouver) a. BNI groups - all free online b. Small Business BC - digital meetups (a couple each week) c. All Board of trade - something once a week d. Vancouver Business Network - weekly sessions Tuesday night Your Strategy: “answer questions and give advice”
  • 70. Strategy 1 Have a content strategy in place
  • 71.
  • 72. Blog till you drop!
  • 73. Strategy 2 Create Expert Status Content
  • 74. Create Expert Status Content Create meaningful content that your audience needs 1. How to guide 2. Listicle (Top 7 ways to..) 3. Ebook 4. Do’s and Don’ts Guide 5. FAQs sheets 6. Infographics 7. Ultimate Guides (example) Image credit: outreach.buzz
  • 75.
  • 76. Content Structures ● Yoast calls it Cornerstone Content ● Duct Tape calls it Hub and Spoke marketing ● Banklinko - Brian Dean Skyscraper method ● Hubspot calls it Pillar and Cluster content Content Strategy Frameworks
  • 78. Webinars, Facebook Lives, Online Workshops, Virtual Summits I don’t like being on video!!! ● 360deg Virtual Reality tours ○ Real Estate & Retail ● Google My Business ○ See virtual tour section More Video
  • 81. How to get more traffic to your website ● Who has a captive audience? and/or large email list? ● Guest posts ● Joint Venture on article writing ● Interview series: customers / partners / industry professionals ● Podcasts - create your own / as guest. ● Community-related giveaways - PR ● Local news & PR - create/do something newsworthy ● Blog about blogs ● Post to Medium.com
  • 82. Strategy 2 Steal Your Competitors Ideas
  • 83. See where your competitor traffic is coming from ● Go here (free tool) neilpatel.com/backlinks/ ● Insert competitor domain ● See other websites that are talking about your competitor Example: https://physiovancouver.ca/ Source: vectorstock.com
  • 84.
  • 86. Finding Industry blogs Just Google it... ● ‘blog + industry’ ● ‘write for us + industry’ Examples ● Pest control - pestweb.com & pestwiki ● Therapists - PsychologyToday ● Jewelry →
  • 87.
  • 88.
  • 89.
  • 90. Strategy 4 Grow Your Social Presence
  • 91. Social Media Instagram - Facebook - Twitter - Linkedin - Youtube - Wechat - Tumblr - Pinterest Don’t just do standard posts and hope for the best ● Invite engagement - ask questions ○ Surveys, polls, “what’s your favourite” ● Contests / Competitions (&partner) ○ Win a Free <insert prize here> ● Do challenges ○ Learn piano in 30 days ● Purposeful use of # and account tagging Examples: - Restaurant - food bloggers - Hair Salon - hair health - Jewelry - care & maintenance
  • 93. 1. Seek out commercial and industry partnerships a. Joint events / workshops - online Q&A ‘chats’ 2. Find power groups (health, trades, financial - complementing service) 3. Find someone who has your audience Is there a new market for you? ● Telehealth growth ○ IT Security and telehealth Partnerships & Influencers 1. Health and Wealth - ND + Financial Planner 2. Virtual Health Summit - Chiro, Nutritionist, Physio
  • 94.
  • 95. Strategy 5 Make a Big Splash
  • 96. Make some noise Give away your product for free - KissPR Service / Advise / Course / Software Re-open with a party - launch your business back “We’re here, we’re back. We survived.”
  • 99. Bottom of Funnel Strategies Getting them over the line..
  • 100. Bottom of funnel strategies 1. Revamp your packages - reduce size less features 2. Free Trials 3. Offers / promotions / discounts 4. Bonuses 5. Loyalty programs 6. Money-back guarantees 7. Performance-based services 8. Discount for testimonials / case-study 9. Payment plans
  • 102. Some great free marketing tools 1. Canva - design your life away 2. Mailchimp - check out automations 3. Hubspot free CRM 4. Loom - video recording 5. Hootsuite - social media scheduler 6. All the Googles - Google My Business(GMB), Analytics, Ads, Data Studio 7. A Free SEO tool - neilpatel.com/seo-analyzer/ 8. Lumen5 - Video creation 9. Sparktoro.com - researching content ideas (and podcasts)
  • 103. Mini-Gamplan 1 Who: Annie the Accountant, or Fred the Financial Advisor VIP: You need to earn trust POA: ● Value First approach ● “Free consultation - I’ll tell you how much you can save after 15mins” ● Linkedin, Alignable, ● Newsletter for educating, nurturing ● Workshops / seminars for building trust (virtual) ● Build out website resources
  • 104. Mini-Gamplan 2 Who: Pete the Plumbing and Heating guy (home services trade) VIP: First impression (website), reviews, referrals POA: ● Website tune-up (friendly & welcoming), messaging adjusted ● Deploy review building strategy ● Power Group - Partner with 3 others trades (in business card exchange) ● Content Strategy (for SEO)
  • 105. Who: Jane the Jewelry Store owner VIP: First impression (website), trust, visibility POA: ● Focus email marketing campaigns ● Tune-up website aesthetics and UX (keep them around for longer) ● Ramp up social media - try different campaigns and run contests ● Detailed targeting on FB ● Grow your reputation and reviews Mini-Gamplan 3
  • 106. Who: Adam the Appraiser VIP: Trust (credentials), visibility POA: ● Email marketing (segmented list) ● Google Ads - and retargeting ● SEO - are you being found when people are searching ● Ramp up networking - go to as many free Virtual events as possible ● Detailed targeting on FB Mini-Gamplan 4
  • 108. YOUR ONLINE PRESENCE - Website - Online Reputation - SEO - Reviews CONTENT STRATEGY - Choosing the right platforms - Create expert status content - Video marketing TRAFFIC GENERATION IDEAS - Guest Blogs - Partnerships - Social media ideas - Virtual events OUTREACH / PROSPECTING - Value-first approach - Email marketing - Nurture marketing
  • 110. 1. Handout - Our Best Recession-Marketing Tactics (PDF) 2. Complimentary 20 Minute Strategy Call Idea brainstorming session and mini-audit, to identify your market opportunity 3. Monalo Media Method - 90 day program - Find and bring in new clients to your business - Strategy planning and campaign design - Building a “sustainable” marketing system Where to go now?
  • 112. Complementary 20 minute Strategy Call Book a call with Gavin today Gavin O’Halloran monalomedia.com gavin@monalomedia.com Feeling stuck?