SmallBizResource Blog -- Marketing

Short-Term: The New Long-Term Marketing Strategy?

Posted by Gayle Kesten Friday, Jan 9, 2009, 02:13 PM ET

Would you consider it encouraging if I told you job losses among the smallest of businesses in December were around half that of November's numbers?

According to the ADP National Employment Report, released Wednesday, employment among businesses with fewer than 50 employees in December fell by 281,000. November's count was 533,000.

I suppose that's a step in the right direction, though it's certainly nothing to cheer about -- especially with the Labor Department's zinger that we're down as many jobs now as we were at the end of World War II.

It's easy to feel overwhelmed. So much is beyond our control. When that uneasiness grabs me and paralysis sets in, escaping to the here and now often helps. And that's exactly why I appreciate the following advice from Warrilow, whose marketing suggestions for the next six months are really meant for companies that cater to ours, but also apply to how we market to our customers:

1. Shorten your time horizon: Focus your messaging on benefits that will pay off today. Shelve the "in the long run" advantages until the economy turns.

2. Sales, not growth: Adjust your messaging to highlight the immediate sales benefits. For many small business owners, growth is an unrealistic concept for the next six months, but specific sales help will aid in their survival.

3. Consider loss leaders: Revenue and expense pressure will drive many business owners to reconsider their current relationships. This is a perfect opportunity for you to steal share with loss leader or introductory pricing.

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