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The Do’s and Don’ts of Recession Marketing: 5 Easy Techniques to Embrace (and 3 Big Mistakes to Avoid)

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TOP 5 IN REAL ESTATE NETWORK, March 2009-It’s one of the cruel ironies of business. When the economy is bad, you need to pull out all the stops to reel in new customers and extract more sales from current ones.

nfortunately, just at the time your rational brain is telling you to rev up your marketing efforts, your fear-driven gut is telling you to conserve money. Which message should a conflicted agent listen to? Both, says MaryEllen Tribby. Choose a variety of simple, inexpensive marketing vehicles and fire away.

“You don’t have to spend a lot of money to ensure that your marketing message is heard loud and clear,” says Tribby, publisher and CEO of Agora Financial’s Early to Rise and coauthor (along with Michael Masterson) of Changing the Channel: 12 Easy Ways to Make Millions for Your Business. “There are plenty of inexpensive and very highly effective ways to attract new customers and stay in front of old ones.”

Tribby says there is a right way and a wrong way to sell during a recession. Here, she offers a few critical do’s and don’ts:

The Do’s

- DO send out an e-mail newsletter. You should be collecting the e-mail address of every customer you come into contact with. That way you can send them a regular newsletter with market information, special events, open house listings and more.

“Your newsletter will keep your best customers coming back again and again,” says Tribby. “You can send your newsletter with inexpensive software or you can set up a new account with free e-mail services like Yahoo or Gmail to send messages to your list of customers.”

- DO try your hand at online public relations. If you have important information to share, you should announce it online. Write an informative press release with plenty of “contact” info that leads back to your website or business. But because not too many people will be interested in reading only about your business, be sure to link your “news” with a hot topic of the day. It could be something that’s been in your local news or that is controversial in the industry at large. Then submit it to online press release sites like PRWeb.com or Free-press-release.com.

- DO hold teleconferences (a.k.a. teleseminars). Anybody can pick up a telephone and start talking. And that’s the key to using teleconferences to promote your business. It works like this: You find an expert in your industry to interview over the phone, you arrange a number for your customers to call in to hear the interview either for free or a modest fee, you offer another product to your customers during the call, and you record the call (which you can sell later).

“Essentially, you could have hundreds, or even thousands, of your customers listening in to your marketing message for minimal cost,” says Tribby. “My own company does teleconferences that cost less than $1 per attendee to produce. We actually had one that brought in $330,000.”

- DO participate in joint ventures. Leverage your relationships with other, likeminded businesses in your niche or in related industries through joint ventures. Each JV is different, but it basically involves working together to promote each other’s products, with each side taking a split of the profit. It’s a great way to accelerate the growth of a business without spending much money.

“When joint venturing, look for strong partners, businesses that have skills or resources you lack,” advises Tribby. “Make sure each side’s contribution is equal and decided in advance. Make agreements simple, but put them in writing. The idea is to create joint ventures that are easy to maintain, financially lucrative, and long-lasting.

- DO use pay-per-click (PPC) ads. Services like Google AdWords offer a great low-cost way to advertise online. The best part is that your ads are targeted to Web surfers who are looking for products or services just like yours. You can even target your ads to specific geographic areas-perfect for bricks-and-mortar businesses.

In PPC advertising you pay only when someone clicks on your ad on the results page of Google. And your ads, which are three lines with a headline and your URL, show up only when someone is searching for keywords you have designated for your ad. You bid on these keywords, which should be terms that you think your target market is searching for. Because you bid and control how much you spend, you can limit your investment to as much or as little as you’d like.

The Don’ts

- DON’T overplan. The worst thing you can do in business is overplan, endlessly tweaking until everything is “just right.” Just do something and get your product or marketing effort out there. There is plenty of time to improve after you’ve seen what the market wants.

- DON’T overspend. You don’t need to overextend your budget. Reallocate your marketing dollars to where you’ll get the biggest return on your investment.

- DON’T fall in love with your ideas. Be ready to start over with new marketing copy or a new niche if the market tells you to-i.e., if nobody buys.

“At my own company, one of our top selling programs of the past year, a product that made us a lot of money, hasn’t been selling that much in the new year,” says Tribby. “It is tempting to just give it more chances, to let this program prove it can sell again. But the truth is that it no longer works, and we have to find something else to take its place.”

The bottom line? Marketing your business is not rocket science, says Tribby. It’s a simple matter of following proven formulas and executing methodically. “In recessions people tend to panic and make bad business decisions,” she adds. “They either choose expensive and/or ill-suited marketing vehicles, which is bad, or they stop marketing altogether, which is worse. Don’t be one of them. Just stay calm and focused and keep sending your message out, relentlessly. When the recession ends, you’ll be glad you kept a cool head about you.”

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