By: Robin Robins

While everyone is still hesitant to use the “R” word, the writing is on the wall. Not only do your clients have less money to spend on your products and services, you have less to spend on marketing.

As you learned in part 1 of this article, (see: http://techjournalsouth.com/news/article.html?item_id=6660) you don’t have to spend a fortune, but you will have to dramatically increase your efforts and learn to be a lot smarter about how you market your business.

Here are 12 more proven ways to market your business products and services in a down economy:

1. Instead of being vague in your claims about how you can help your clients, post testimonials and case studies that demonstrate how you were able to get tangible, measurable results for your other (similar) clients. A case study is far more interesting to read than boring facts, and it demonstrates your expertise in a believable way.

Add a squeeze page to your Web site. A squeeze page is a Web page that requires the visitor to “opt-in” before they can go any further.

You can see this at: http://www.technology-marketing-tool-kit.com/freecd. Then, tweak and test every element of your page.

Try adding a graphic image of the free thing, testimonials, and video, and make sure the form is “above the fold” (so the user doesn’t have to scroll down).

2. Raise your rates. Believe it or not, raising your rates can actually help you close more sales, even if the economy is tight. Many people judge value based on price…as the old adage goes, you get what you pay for. Plus, clients often won’t quibble over a 10 percent to 20 percent increase in rates if they are getting a great service.

3. Partner with non-competitive companies for co-op marketing, also called a joint venture. A joint venture is simply where you get another non-competitive company to endorse you to their clients. In return, you could do the same or pay a referral fee or commission for sales generated. You could also partner with these companies to share marketing costs on trade shows, web marketing, events, etc.

4. Do a “5 around drop.” The next time you’re out visiting with clients, stop in to 5 companies around them with a package of information about your company and a voucher for a free service or product. Tell them you were in the area servicing XYZ client and wanted to stop by and introduce yourself. Make sure you pick up a business card so you can follow up back at your office.

5. Offer an incentive to ALL employees (not just the sales and marketing folks) for bringing in new clients or finding new sales opportunities.

6. Refine your marketing to spend more on highly-qualified prospects. Here’s an important exercise: study your best, most profitable customers and dedicate 100% of your marketing dollars and efforts on communicating to other people just like them.

7. Canvass the neighborhood to drop off vouchers for a free product or service. This is similar to the 5 around drop, but instead of just 5 companies, go for 100 or more. Again, make sure you get their business card so you can add them to your database and follow up. This is really low-level canvassing, so you can hire a teenager to do this if you are on a tight schedule and budget.

8. Post your newsletters in busy delis, banks, coffee shops, auto repair shops, salons, and other public places that will allow you to leave material. It’s an inexpensive way to get your name out and draw customers in. Remember, business owners go to these places too.

10. Write press releases and tip lists. Newspapers love tip lists like the one you are reading. If it’s near the holidays, you might write a list of the top 5 ways business owners can cash in on year-end discounts and tax savings. If it’s near the New Year, write a “Top 5 resolutions that should be on every business owner’s list.”

11. Publish articles online, and start a blog. Again, this will help position you as the guru and, if done correctly with the right keywords, get you higher search engine optimization and drive more traffic to your Web site.

12. Take massive action, and don’t do things just because they are easy, cheap, and convenient. Now, more than ever, you have to get out of the “magic pill” mindset, roll up your sleeves, and go to work.

Dropping low-leverage, low-performing activities that do not contribute to your bottom line is not only smart, but critical to your survival. Lazy business owners who aren’t willing to do the work will dry up and disappear first.

Now you have 24 tips to help recession-proof your business. If you are willing to go out and get the work done, you will survive – and perhaps even thrive – in this economic downturn.

Money Whisperer Robin Robins is an independent marketing consultant, sales trainer, and author of the Technology Marketing Toolkit who specializes in inexpensive and highly effective marketing strategies for IT consulting firms. She has developed and authored the Technology Marketing Toolkit System, a guide to marketing technology products and services. Robin can be reached at: ask@technologymarketingtoolkit.com

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