Staying afloat during an economic downturn is difficult, but it’s not impossible. Starting with the Great Depression, including the ten economic downturns since, our economic slumps have been cyclic. The last five downturns have been shorter in duration than their predecessors. But speculate as they may, no one can predict when the economy will rebound. What you can be certain is that it will. Can you hold on? Will you be ready for the upswing?

Businesses, old and new, have not only succeeded during a downturn, they have come out of downturns much stronger.

How did businesses do it? Simple, they maintained good marketing programs, projected stability, provided quality products and services, knew their customers and how the downturn affected them and managed expenses. These companies created business stability and staying power until the economy turned upward again.

Marketing during economic downturns is a must for your business stability and ongoing success. But it has to be done sensibly, with a business plan. You have to measure and manage your results, control your expenditures, monetize and market your web site. This does not have to be expensive.

What can you accomplish during a downturn?

- Win business from weak or failing competitors.
- Make stronger market in roads.
- Show market strength and staying power.
- Position your business to be ready for the upturn as soon as it starts. Waiting till the upturn starts may be too late.

What to do:

- Upgrade and monetize your web site. This is the cheapest source for increased revenue.
- Don’t lower prices, add value.
- Control your advertising campaigns. Don’t stop advertising just advertise smarter.
- Advertise where you can measure results. Know the numbers. Measure your ROI.
- Take care of employees and current customers. Your biggest assets. Monitor their reactions and needs.
- Go the extra mile with customer services and support.
- Reduce expenses and conserve cash but do it with a plan.
- Review and revise your business plan to match current economic conditions. Have a contingency plan.
- Diversify and share expenses through Strategic Alliances.

During tough times difficult decisions have to be made that can significantly increase your stress level. It is important to recognize this. Monitor your stress and don’t overreact. High stress levels tend to lead to making bad decisions.

Most importantly, stay positive because better times will come. History proves it.

How are you handling our turbulant financial times? Please share any ideas or comments you may have.

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