With the UK officially in recession, the current financial state of the UK raises many poignant questions surrounding marketing. Is it appropriate to keep marketing at this time? How can business owners ensure their money is well spent and what lessons can we learn from the last recession?
Recession-Ready Business: Angela Podmore’s Playbook
In a world where cash flows thin and sales drop like a bad joke, Angela Podmore—founder and CEO of Kinetic Communications—has found the sweet spot for keeping the pipeline humming without feeling like a desperate charity case.
Why Sensitivity Matters
- Trust wins gold. Customers notice when you’re pushing a hard sell instead of listening.
- Empathy sells. Showing you understand the market’s hiccups makes your pitch feel more like a lifeline than a sales pitch.
- Economies are tricky. Throwing a hard‑nocing hard at a tightening market feels less helpful—almost
Angela’s Three‑Step Strategy
- Uncover the real forecast. Ask: “What’s actually causing your revenue dip?” Dig into the data where it counts.
- Offer partnership, not pitch. Build win‑win collaborations that feel joint effort instead of a sales transaction.
- Show flexibility. Dust off payment terms and trial periods so the customer feels the support.
Quick Takeaways
- The pandemic taught that flexibility + empathy = customer loyalty.
- Even when cash is tight, a personal touch can be your best die‑hard advantage.
- Spin challenges into fresh opportunities via open conversations.
Bottom line? A recession is an excuse for a hard sell only if you let it. With Angela’s recipe, you keep the pipeline full, strengthen relationships, and build a business that can survive the storm.
How important is marketing at this time?
Riding the Recession Roller Coaster: How to Keep Your Business Rolling
The Market’s Down‑Dirt Dilemma
When the economy takes a nosedive, every business feels the squeeze—think of it like a crowded elevator in a power outage. Less demand means more competition for every dollar of attention. The lesson? Gird your marketing boots tighter. The drop isn’t a gentle slope; it’s a steep cliff, so your marketing engine needs to spin faster than ever.
Word‑of‑Mouth vs. Online Buzz
Small firms often bank on glowing recommendations and in‑person meet‑ups. In a virtual‑only world, those silver linings start to look like fog—hard to see and even harder to navigate. Face‑to‑face vibes are still the gold standard when it comes to trust, but we’ve learned the trick: boost your digital presence until it’s almost as powerful as a hug from a good friend.
Quick Wins for Your Digital Pulse
- Community chats: Start a lively thread on LinkedIn or Discord. Answer questions with humor and real insight.
- Short, snappy videos: Post a one‑minute “how‑do‑we‑do‑it” clip that shows your process, not just your product.
- Live Q&A sessions: Weekly 15‑minute Zoom drops—people love candid, live answers.
- Storytelling on socials: Share customer success stories, unfiltered. Authenticity sells.
- SEO sugar‑coated: “Good Karma” titles and keyword‑friendly meta descriptions that actually enter the conversation.
Why It Matters More Now
Before the recession, an online footprint was just a nice-to-have—a “nice for Google.” Today, it’s a lifesaver. It’s the bridge that keeps your brand singing when people can’t physically meet you. The brighter you shine online, the less the recession can dim your light.
Wrap‑Up: Keep That Momentum Going
Remember, the recession test is not a one‑time event; it’s a marathon. Your strategy today—case the modest touches and the big marketing overhead—will be the fuel that drives you down the valley and onto the next golden peak. Keep cycling, keep connecting, and above all, keep being real. Good luck out there—your customers will thank you for it!
How do you know if you’re spending your money well?
Why Spending Wisely Matters in a Downturn
When the economy is on a roller‑coaster, every dollar counts. If you’re about to drop a hefty chunk into marketing, stop and think: is it really going to pay off?
Test Your Color Before You Paint
Picture this: you’re about to cover a wall with a brand‑new hue, but you haven’t tested the shade yet. You wouldn’t jump straight into a full‑blown project, would you?
So why would you invest a big marketing budget and then wait to see what actually works? Test first, learn, then commit. That’s the smart way to know exactly how the end result will look.
What’s the Point of Testing?
- Know What Hits – Find out which tactics actually reach your audience.
- Spot What Misses – Identify channels that fall flat and ditch them—no more wasted spend.
- Grip the ROI – Be certain you’re getting the best return on every marketing dollar.
Small Businesses and the Missing Piece
Most SMEs haven’t nailed a clear sales process. Without one, you’re flying blind, missing vital clues about how leads evolve into customers and ultimately into brand advocates.
- Tracking simple actions like “Contact Me” form fills.
- Monitoring when a proposal or quote goes out.
- Seeing if a free site survey turns into a win.
These tiny actions are the breadcrumbs that help you see who’s actually eating, who’s saving, and who’s branding your products forever.
Analytics You Can’t Afford to Ignore
Good news: a lot of data tools won’t cost you a dime. Google Analytics, for example, is free. You can:
- See where your website visitors are coming from.
- Track conversions—the real sales moves.
- Identify which sources are spinning out the best leads.
But one alarming truth? Almost no SMEs set up a conversion goal in Google Analytics. When you add that goal, you’ll find where every “click” turns into an actual sale.
Bottom Line: Test, Measure, Repeat
Remember that wall‑painting analogy: test first, measure accurately, then amplify. Treat your marketing like a trial run before the big splash. Build processes, keep your tools handy, and let data guide you. Your budget and brand will thank you.
What lessons did we learn from the 2008 recession that can help us now?
Surviving the Post‑Pandemic Recession: A Playbook for Leaders
Remember the Great Depression? Businesses pivoted then too, but this time the internet has turned the game into a whole new level. So strap in—it’s time to navigate the economic wave like a pro surfer instead of a scatter‑brain sailor.
Key Rules of Engagement
- Watch Your Cash Like a Parrot Watches its Food. You might lose a few bucks each month, but calling the bank into a full‑time listener is a one‑time crash. Keep a rolling reserve.
- Play Real‑Time Google Maps on Your Market Position. Do a quick status check every sprint. Are you still in the spotlight, or has someone snuck past you?
- Chart a Grand Destination—Your Marketing Destination. Set a bold, overarching goal. Decide how you’ll measure it—clicks, leads, or the sheer number of coffee mugs your banner earns.
- Budget Wisely: Small “Bullets” Before the Big “Cannonballs”. Borrow a page from Jim Collins’s “Good to Great” playbook—distribute funds into tight, focused pockets. Then, once a strategy shines, upgrade the ammo.
- Leverage Momentum. Spot a hot trend? Pump the throttle, re‑allocate resources, and give the campaign a real rocket‑boost.
- Test, Measure, Repeat. Every thought experiment should tell a story—victory, loss, or somewhere in between. Keep slicing, learning, and re‑filling.
- Know When to Cut Corners. Sharp trimming is fine—but don’t stifle the engine that keeps your marketing machine running. Stay lean but not lifeless.
- Keep the Optimism Humming. Recession chatter is just hype about a rogue wave in an otherwise sea of opportunity. Ride it with kinetic, unstoppable strategies.
Creative Destruction: The Secret Sauce
When one company falls, another stands up—leaner, meaner, and with a whole lot more swagger. It’s not just survival; it’s about turning the chaos into your personal innovation incubation center.
So, grab your digital toolkit, set the vision, keep an eye on the finance radar, and turn every crisis into a launchpad. The recession may haunt the headlines, but it’s a playground for the daring. Let’s make the most of this adventure!
How can you sensitively market your business amid a recession?
Be the Friend Everyone Needs When Life’s Shifting
When we talk about the pandemic’s ripple effects, it’s easy to slip into a “here’s another great product” pitch. But the real wins are coming from listening and helping—so let’s swap the sales cart for a carousel of care.
First Rule: Don’t Push COVID Like a Hard‑Sell Campaign
- Empathize. Acknowledge the hurdles many still face—lost jobs, disrupted routines, chronic worry.
- Offer Value. Instead of bragging, share content that solves specific problems through text, images, videos, infographics, or live webinars.
- Run the Virtuous Circle. When customers get real help, word spreads fast, and your online presence becomes a magnet for good vibes.
Second Rule: Channel Your Expertise to People Who Need It
Picture your ideal new business lead. Does your message light up their world? If not, get back to the drawing board.
- Ask yourself: “What will they think, feel, and believe after my content?”
- Then tweak your storytelling until it clicks exactly with that audience.
Marketing Isn’t About Getting Attention—It’s About Getting Respect
Sure, we’re all in the same global story right now, but flaunting that fact for a click‑bait headline will backfire. The trick? Be useful, not just loud.
Show the real ways your company can settle their worries, ease their pain points, or brighten their day. Marketing that genuinely helps—poof!—you build lasting loyalty.
Where do you begin marketing in a recession?
Where Are You Now? And Where Do You Want To Go
Step 1: Audit Your Assets—The Reality Check
It’s time to put on the detective hat and take a hard look at what you’ve got. Inventory, revenue streams, marketing channels, and your secret sauce—all of it needs a quick audit so you know exactly where you stand.
- List Everything: Write down every asset, from the office space to your brand reputation.
- Rate the Current Status: Is it a hot commodity or a dusty relic? Be brutally honest.
- Highlight Gaps: Spot the missing pieces in your puzzle—those are the areas you need to sharpen.
Step 2: Define Your Destination
Plot out the future you want. Picture it vividly: the revenue numbers, the brand vibe, the team culture. “What if” isn’t just a thought—it’s the blueprint for action.
What Should Your Future Look Like?
- Higher profit margins
- Expanded customer base
- Products that resonate with today’s market buzz
- Team that’s on the same page—no weird coffee makers.
Step 3: Build the Bridge—Your Action Checklist
Now that you know where you stand and where you want to be, craft a simple, step‑by‑step plan. Think of it as a roadmap.
- Move capital from low‑yield spots to high‑impact investments.
- Re‑engineer your product line to fit current trends.
- Deploy the most effective marketing tools to get your voice heard.
- Set regular checkpoints—if you’re not halfway by month three, adjust your gears.
Stick With What You Know
Don’t throw yourself into the unknown without a safety net. Big risks come with hefty penalties if they flop. Play it smart: use risk management like a parachute—always ready, but only when you need it.
Why You Should Keep Your Core Intact
- Leverage existing strengths to ride the wave.
- Use the knowledge you’ve built over time as your advantage.
- Never let fear of the unfamiliar derail the engine.
Sharpen Your Offer—Reboot in a Recession
There’s never a better time than a downturn to revamp. Think of the recession as a “reset” button that lets you fine‑tune what’s actually selling.
“Why 2023 is the perfect time to overhaul your product line?”
Because shoppers are talking to brands—so make sure your brand speaks back with the right tone.
How to Reboot Your Business
- Create a fresh value proposition that sticks like glitter.
- Introduce new features that solve real customer pain points.
- Re‑launch marketing campaigns that feel fresh, not recycled.
- Ensure your team is ready for the “new normal” through training.
The Big Reveal: Your Ideal Marketing Toolbox
Once you’ve mapped the path and cut the risks, the perfect marketing tools will naturally line up. No guessing: your future goals dictate which channels will get you the quickest route to impact.
Tooling Choices—By Goal
- Grow Revenue: Social media ads + lead‑gen funnels.
- Expand Reach: Influencer partnerships + content marketing.
- Boost Engagement: Email automation + customer experience platforms.
And remember—success is a marathon, not a sprint. Keep your pace steady, your humor alive, and watch that future come to life.
What are the three, key steps for marketing in a recession?
Refresh Your Marketing Mojo
Step 1: Nail Your Brand DNA
Think of your brand as a funky DNA strand that everyone pays attention to. Make sure it’s fresh, clear, and unforgettable—like your brand’s cheat sheet. If you can’t explain your vision, mission, and values in a sentence that ends with a smile, you’re missing a beat.
Step 2: Map the Playbook
- Clear Goals – Gotta set objectives or you’ll drift like a lost submarine.
- Audience Personas – Picture your ideal customers. Knowing who you’re talking to is the only way you can track progress.
Step 3: Execute the Plan
Don’t just brag about having a plan—walk the walk. Run the activities like a well‑orchestrated dance.
Step 4: Tweak, Measure, Repeat
Keep tweaking until you hit your “sweet spot.” That’s the flow of quality leads that practically jump into your funnel.
Quick Takeaway
Plan. Test. Measure. Hone. If you follow this loop, your marketing will feel more like a fine‑tuned guitar than a rusty toolbox.
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