As a small business owner myself, I understand the worries of small business owners and entrepreneurs during times like these.  The most important thing to remember is to not panic.  You can make it through business rough patches with the same attitude you use to get through each day: build your brand, provide excellent service to your clients, and always keep your focus.

Best tips for small business marketing during recession

Today’s financial turmoil creates unique challenges and opportunities.  So, what small business recession survival tips can prepare yourself for battle?

1) Sharpen and/or Redefine Goals

Review your financial and growth goals and keep them ‘top of mind’ now more than ever.  Try to keep income goals the same as before or higher during a recession.  Trim your budget where needed, but be careful when it comes to employees.  An employee secure in his or her position will always be more productive than one concerned about a layoff.  When possible, instead of cutting staff, expand responsibilities where appropriate and reasonable. To allay fears and minimize gossip; communicate, communicate, communicate with your staff about layoffs, added responsibilities and future plans.

2) Pay Attention to the 20/80 Rule

Everyone is familiar with the old adage — we receive 20% of our business from 80% of our clients and 80% of our business from 20% of our clients.  It’s always best to look for new business from existing business. Know who is giving you business and spend your time appropriately.  In fact, if you have more time on your hands, look for information/news clients will find valuable and send it to them to show them you’re always looking to please.

3) Offer the Best Product/Service and Give the Customer more than they Expect

Figure out a way to get regular feedback from current customers.  Then pay attention to what they say.  Are they happy with your current services/products?  Do they want more of the same, or a variation of what you currently offer?  Paying attention to what customers want and acting upon it is critical.  It might include improving customer service, expanding or enhancing your services or even cutting some out that are not of interest to consumers in this current climate.  Just do whatever it takes to do small business marketing during recession.

4) Create Alliances

Zcomm is a certified women’s business enterprise (WBE) and we take every opportunity to network, create alliances and partnerships and support other women.

We are constantly on the lookout for networking opportunities and ensure that our employees, at all levels, participate.  In fact, we have an incentive program to motivate staff members to reach out new partners and organizations.

It can be another business with complementary services or a vendor.  Be creative in developing new partnerships.

5) Maintain or Increase Advertising/Marketing Budgets

Marketing and PR budgets are usually the first to go when the economy turns sour, yet statistics show that those who cut budgets will suffer lower returns not only during the time they quit marketing, but will also have difficulty raising their net income in the years following the recession. There are several reasons why it’s important to not cut your marketing budget.

The old adage rings true: measure twice, cut once.  Take the time to consider, or measure, what you are really cutting out of your budget.  Are you really just cutting costs?  Or, are you cutting your audience share, cutting your messages, and cutting into your momentum.

According to the report, “How Advertising in Recession Periods Affects Sales,” by the American Business Press, “The findings of the six recession studies to date present formidable evidence that cutting advertising appropriations in times of economic downturns can result in both immediate and long-term negative effects on sales and profit levels.” By continuing PR and marketing efforts in a slow economy, you may minimize your decline in sales—or even increase sales—as you pick up your competitors’ customers and get your message out there with less clutter.  You also show consumers how stable and credible your business is as compared to your competitors.

6) Be smart about technology

Don’t hesitate to take advantage of the latest and greatest in technology for your employees, so they can work smarter and more effectively.

At the end of the day, don’t be discouraged.  Just because a recession is going on in the broader economy, that doesn’t mean it has to affect you. You know the economy will rebound.  It always does.  You need to be positioned as a survivor. If you have maintained your promotional spending, your company will be branded as a leader—the one to depend on in your industry—when the economy finally turns solidly in the black.

Editor’s Note: Risë Birnbaum is the CEO and founder of Zcomm, a broadcast public relations firm based in Bethesda, MD.