There’s a recession on it’s way and I’ve decided not to take part. I have enough problems in my life without having to worry about the economy. So I’m recession-proofing my website, which is something you should try too. I suggest the following anti-recession website marketing strategies:
1. Increase spending
If you’re like a lot of small business owners, tough economic times are an excuse to cut marketing budgets to the bone. Don’t be tempted to do this. Recently I increased my Google Adwords budget by 100% to make sure I generate more than enough sales leads going forward.
I would consider spending budget on:
- re-designing a website if it looks outdated or it isn’t attracting at least 100 visitors a day. Even better, consider changing to WordPress as your Web platform.
- increased pay-per-click advertising. Unlike print advertising, PPC is measurable which makes it far more affordable for small business owners.
- Search engine optimization. SEO is a great way to increase web traffic and steal customers away from your competitors.
- website usability. Anything you can do to your website to make it easier for a prospective customer to enquire or buy from you is worth doing. This includes adding enquiry forms, improving the way your website’s navigation works, adding a call to action on each sales page or even something as simple as adding a search box to your site.
- email marketing. There’s no time like the present to include an email newsletter subscription box on your website. And if you haven’t already, take some time to build up an email mailing list of existing customers.
Spend wisely. Don’t be fooled into thinking that anything you do to your website will improve your bottom line. There are a few tried and tested tools/methods like those listed above that will work for you, and about a million gimmicks that won’t.
2. Improve your customer’s experience
Because your customers’ first experience with your company is often a visit to your website, you need to make sure that everything about your site encourages the prospective customer to (a) trust you and (b) consider asking for more information from you.
If you make it easy and enjoyable for people to become your customers they will buy more often, and they are more likely to tell their friends about you.
I believe that you shouldn’t be launching new, untested products into a market during a recession. This is the time to focus your energies on your most ‘likely to light a spark’ products and services.
For instance, I am focusing on my bread-and-butter offering – setting up WordPress for new bloggers – because I know that a lot of people are struggling to launch their own online businesses, and I have the expertise to help them without breaking their bank accounts.
4. Measure yourself
I know I suggested spending more money in step 1 above, but I didn’t mean you should waste money. If you’re advertising through Google Adwords or another PPC advertising channel, take time each day to monitor your advertising campaigns. You can make minor changes to your offer and measure the number of clicks and leads your advert generates. You need to make sure you’re getting the most conversions possible from your advertising, or you’re wasting money.
You should also get acquainted with your Google Analytics account if you have one (if you don’t, please get one, or get me to install it for you. You really don’t know what you’re missing). Analytics can help you discover where your visitors are coming from and what they’re looking for. If you can tailor your website content around your visitors’ needs you have a winning search engine marketing strategy.
5. Never give up
I’m 34 and I don’t remember ever having to go through a recession before. But I do know that being proactive and never giving up on an online marketing strategy will get me through it, and there’s no reason why you should be any different.
If you have a website and you’re not sure what to do to recession-proof it, contact me and we can discuss it. I’ll give you my opinion with no obligation and we can take it from there.