Top 4 Marketing Priorities When Budgets are Tight

A lot of organizations I’ve been speaking with lately (nonprofit, social impact and small businesses alike) are experiencing some uncertainty. That uncertainty oftentimes translates to cutting back on budgets. And more often than not, that means your marketing budget has taken a hit.

There are countless opinions about whether or not holding back on your marketing budget is the right thing to do when funding is tight. I’ll leave that advice to the other blogs on the topic.

Instead I’d like to focus on the top 4 marketing tactics I would prioritize if and when budgets get tight.

Here they are, in my order of priority:

1. Focus on fundamentals.

Make sure your 24/7 storefront (aka your website) stays up to date, relevant and with refreshed copy. The SEO game is changing with AI; however, good content that helps solve peoples’ problems will always reign supreme. Make sure you update your website regularly.

2. Pick one or two things, and go all in.

Take a look at the marketing plan that’s been sitting on your shelf for a while. Pick one or two strategies that stand out and focus more time and effort on those. Instead of spreading dollars thin amongst all the things you planned to do, focus the majority of your resources (both money and time) on those one or two things. Even if some would argue you didn’t pick the most successful marketing initiatives, pouring more time and money into any tactic will better the results (as long as your reason for picking that tactic is educated, strategic and based on your plan).

3. Focus on retention over acquisition.

As we know, it’s far more expense to earn a new donor or client than it is to retain one. Increase the care and attention you’re giving to your current customers through their communication channel of choice (email, social media, etc.). Share stories of how their patronage has made a lasting impact on your organization. And then share that same “it’s about YOU” message over and over again.

4. Go grassroots.

Dust off those sneakers; grab those yard signs, posters, or merch and hit the streets. If your business is primarily local, your message can be too. And in a world of online offers, your environmental message will stand out amongst very little competition. You and your team can make a big impact by simply committing to a little “boots on the ground” time.

Budget cuts can cause some fear and overwhelm, but a solid plan for prioritizing creates confidence and balance. And if there’s something on your list that simply feels like too much of a lift, we can help. From a few social media posts to a direct mail piece to a full marketing campaign, KidGlov can come alongside you, even when times (and dollars) are tight.