Some businesses are feeling uncertain in this economic climate, and many New Zealand businesses are echoing the mantra “survive to ’25”. It’s a sentiment that reflects the hope for better days ahead but also the challenge of navigating the current landscape. We’ve seen this scenario before, and we’re here to tell you: there’s a smarter way to weather this storm.
During the Global Financial Crisis, I found success selling websites when other businesses were struggling. The message then was clear: pause your traditional marketing and focus on your online presence, and hold the fort. Today, we’re facing a similar situation, but with a crucial twist.
Now, you need to maintain your online presence through consistent content creation, no longer can you sit there and wait, you do have to put something out into the digital world for people to come to your website.
I wrote another article about how businesses survived other recessions here. Read this, and you’ll discover what every marketer has told you – if you want to survive, don’t turn the marketing spend off. I mean, right now, you might be getting a few leads from your marketing… imagine if you turned the tap off completely and you got none!?
While it might be tempting to slash all marketing budgets, cutting off content could be a costly mistake. Here’s why maintaining a steady stream of content is your secret weapon for not just surviving but potentially thriving in these challenging times:
- Google loves fresh content
Search engines reward websites that regularly update with new, relevant content. By continuing to produce quality content, you’re improving your SEO, making it easier for potential customers to find you when they’re ready to buy. - Newsletters keep customers close
Your existing customer base is your most valuable asset. Regular newsletters filled with useful content keep you top-of-mind, foster loyalty, and open opportunities for cross-selling. When budgets are tight, it’s more cost-effective to retain and upsell existing customers than to acquire new ones. - Social media engagement on a budget
The content you create for your website and newsletters can be repurposed for social media, keeping your profiles active and engaged without additional cost. This maintains your brand presence even when advertising budgets are cut. - Building trust in uncertain times
By providing valuable information and insights, you position your brand as a trusted authority in your industry. This trust becomes invaluable when customers are making cautious purchasing decisions. - Preparing for the upturn
When the economy improves – and it will – you’ll be steps ahead of competitors who went silent. Your consistent content will have maintained and possibly even grown your audience, giving you a head start when spending increases.
The road ahead
Yes, times are tough, and yes, budgets are tight. But going dark is not the answer. By maintaining a focused, value-driven content strategy, you’re not just holding the fort – you’re quietly expanding your territory. It takes time to become an authority, and of course, the time to start was yesterday.
When others are silent, your business has the opportunity to be heard more clearly than ever. This is your chance to build deeper relationships with your existing customers and to be discovered by new ones who are actively seeking solutions.
It’s not a sales pitch; it’s the truth, and to prove it, here’s how to implement your own content marketing strategy.
- Focus on value – create content that directly addresses your customers’ current challenges and needs.
- Repurpose wisely – make each piece of content work hard by adapting it for different platforms.
- Engage and listen – use your content to start conversations with your audience. Their feedback is invaluable for your future strategy.
- Stay consistent – set a realistic publishing schedule and stick to it.
- Measure and adjust – keep an eye on what resonates with your audience and be ready to pivot.
If you want more details than that, feel free to use our DIY series, which will help you with the setup, writing, and publishing.
Let’s turn “survive to ’25” into “thrive through ’25”. The businesses that maintain meaningful connections now will be the ones leading the charge when the upturn comes. See you then!