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10 tips for marketing in a downturn

This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from May 2009. We welcome your feedback.


By Francis Moran

I was interviewed a few weeks back by the Ottawa Business Journal for a piece on marketing through a downturn. While a good bit of what I had to say did make it into the article, I thought it would be useful to expand on my thinking here. So, here are my 10 tips for marketing through a downturn.

1. Do as much marketing as you can afford

We’ve written a lot about the merit of maintaining your marketing spend through an economic downturn. There is still business to be written, markets to be taken and customers to be won. And a downturn, when many of your competitors may well be going quiet, often represents an unprecedented opportunity to grab a much larger share of voice.

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Great articles roundup: LinkedIn marketing, marketing strategy, email marketing, viral content


By Hailley Griffis

This week’s great article roundup is all about our bread and butter — marketing. From LinkedIn marketing and marketing strategy, to email marketing and content creation. Business Insider, Forbes, and Social Media Today all give excellent tips and tricks. Enjoy.

How to use LinkedIn to boost marketing and increase sales

Business Insider explains just how powerful LinkedIn can be. With more than 225 million professionals worldwide using it, it is the hub for professionals to network and share online. Business Insider states that 24 per cent of salespeople increase their sales when they start using social media. Organizations can show off their expertise on LinkedIn and use company profiles and groups to build an influential presence.

Creating a successful marketing strategy

Andrew Klausner talks about the importance of a robust marketing strategy. Although many companies operate off of referrals, if ever the referrals slow down, they need to have a strategy in place to pick up sales. But you cannot simply decide to market one day, and stop the next. Klausner points out some key elements to a successful strategy, including being realistic and consistent over time.

10 questions to ask when choosing an email marketing service

Email marketing is still in full swing, having grown exponentially since 2009. It is now responsible for 7.5 per cent of new customers, according to recent stats. There are so many email marketing services out there, Kim Lachance Shandrow outlines some important things to first look over before deciding on one. She highlights setting goals, determining costs, picking a design and deciding on platforms, among others.

5 key elements of viral content

Mark Smiciklas knows that every marketer dreams of having their content shared like wildfire. He shares an infographic that reveals the secret sauce for making content viral. The infographic looks at elements like scarcity, share buttons, skim-ability, practical utility and consistency. One interesting fact is that the average user consumes only about 20 per cent of the content on a web page.

Cultivating your content garden

Tree-Growing-from-book-216x300By Leo Valiquette

Given the time of year, it only seems appropriate to compare content marketing to a vegetable garden. Once you’ve planted the seed, you must keep tending it with suitable amounts of care and attention until it yields a fair crop. Neglect it for too long and all you’ll end up with is compost.

I often work with clients who are trying to figure out which seeds to plant and how to be certain they’ll have enough to yield results that will make their efforts worthwhile. Be it a blog, a bi-weekly newsletter or a regular gig as contributor to an industry publication, the challenge is the same: how do we create, and where do we find, original, compelling content, and on a consistent basis?

So here is my basic inbound marketing gardening guide:

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How to use inbound marketing for App Store Optimization

ipadBy Megan Totka

You may or may not have heard this recently, but SEO seems to have introduced a new sibling into the online marketing family. ASO (or App Store Optimization) is the online marketing of mobile apps through items like their descriptions, keywords and titles. Because apps are marketed somewhat similarly, but not the same way as traditional web content, the industry has dubbed this area of optimization accordingly by giving it the name ASO, and thus identifying the “store” as the means through which one attempts to market their app successfully.

Instead of optimizing content for a search engine, like with traditional SEO, ASO requires one to optimize apps specifically for app stores. The two most popular app stores currently on the market are iOS (Apple’s mobile operating system) and Google Play.

The proliferation and use of mobile devices is ever-increasing in today’s world, and accompanying that mobility is the demand for mobile web access, as well as access to mobile apps. The goal for marketing your business should be to reach your customers where ever they are, and that will likely mean going mobile.

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Great articles roundup: Marketing bucket list, new marketing roles, prospect’s trust and watching your customers

linkBy Hailley Griffis

This Friday we have two distinct trends in our favourite articles of the past week.

The first is the importance of looking to the future of marketing. Articles by Marketo Blog and featured on LinkedIn discuss the changing landscape of marketing, the new roles that will be required in the future and suggestions for accomplishing your goals while you can.

The second trend is that of customer service, something this blog always makes a point to highlight. Articles by CopyBlogger and FastCompany look into why you may be losing your prospects’ trust and how to avoid it. Also, should you actually listen to your customer? What if they don’t really know what they want?

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