All Ears Digital: Marketing and Consulting

Don’t Pull the Plug: How Smart Marketing Keeps Your Business Fetching Clients

When times are tough and budgets are tight, marketing is often the first cost businesses cut. It feels like a logical choice: marketing can seem like an optional expense when there are bills to pay and payroll to cover. It also is often the first thing to go when business is thriving! Why spend money you don’t need to spend? But in my experience, both of these approaches can lead to even bigger problems down the road. Let me share why.

Recently, most of my consultations have been with business owners who are hitting a massive slowdown. They are coming to see what they are doing wrong, if others are seeing this slow down, and what the heck they need to do to keep the lights on. Many of them weren’t sure if they’d even be able to stay in business. They couldn’t afford to invest in marketing, but they also couldn’t afford to do nothing. It’s a tough spot—one that might have been prevented if marketing hadn’t been put on the back burner when business was booming.

Why Marketing Gets Cut—and Why It Shouldn’t

When business is good, it’s easy to think, “I don’t need to market right now; the clients are rolling in!” But what happens when there’s an economic downturn, or a seasonal slowdown, or even a shift in consumer behavior? The pipeline you relied on during the good times dries up, and suddenly, you’re scrambling to fill the gaps. And you don’t have the money to do so.

Marketing isn’t just about generating sales today; it’s about planting seeds for tomorrow. When you pause marketing, you pause those seeds from being planted. And when those tough times come, you don’t have anything growing to harvest.

The Reality of Economic Uncertainty

Let’s face it- the economy sucks right now. Everything is more expensive than it was before the pandemic and the impulse COVID puppies are a thing of the past. The volume of pet ownership is returning to pre-pandemic levels. That, combined with how expensive life is right now, makes owning a small business really hard.  Right now, with economic uncertainty hanging over us, it’s more important than ever to have a marketing strategy. Dog training, for example, is a luxury service for many people. When money is tight, clients might delay or forgo training altogether. But that doesn’t mean your business has to grind to a halt.

The key is to focus on showing potential clients why your services are worth the investment. Demonstrate the value, the long-term benefits, and even the ways your services can save them money or hassle down the road. This messaging is especially critical during tougher economic times.

Marketing on a Tight Budget

I get it—when there’s no wiggle room in the budget, big marketing campaigns might not be feasible. But that doesn’t mean you have to stop altogether. Here are a few things you can do to keep your presence strong without spending a fortune:

  • Leverage Social Media: Use platforms like Instagram, Facebook, or TikTok to share tips, success stories, and behind-the-scenes glimpses of your work. Consistency and authenticity go a long way.
  • Focus on Retention: Stay connected with past clients. Send follow-up emails, check in on their progress, and remind them of the value you provided. Retaining a client costs far less than finding a new one. If you don’t have an email marketing service- hop on it! You can get started with Flodesk for free!
  • Referrals: Encourage your existing clients to refer friends and family. Offer a small incentive, like a discount or freebie, as a thank-you.
  • Collaborate Locally: Partner with other businesses that share your target audience. For example, a dog groomer or pet store might be a great ally for cross-promotion. If you aren’t networking with your local community you are missing out!

Recession-Proofing Your Services

Some services are naturally more resilient during tough times. In the dog training world, this might mean offering:

  • Single-Day Workshops and Drop-In Classes: These are excellent low-cost options for clients and consistent revenue generators for your business. They provide flexibility for clients who can’t commit to longer programs but still want professional guidance. Offer them for skills EVERYONE can benefit from- whether they are brand new to training or need an opportunity to practice known skills. Loose leash walking is always a hit!
  • Group Classes: Lower-cost options that still provide value to clients.
  • DIY Resources: E-books, webinars, or video tutorials that clients can purchase at a lower price point.
  • Behavioral Packages: Focusing on high-need issues like aggression or anxiety that pet owners feel they can’t ignore- but ONLY if this is a skill in your wheelhouse! If not- that is totally ok. Think about package options for programs and skills that are in your comfort zone.

Additionally, in some markets, you may consider expanding your offerings to include services like dog walking, boarding, or daycare. While these are still luxury services, they are often ones people are less likely to forgo when times are tight. People still travel, go to work, and need reliable care for their pets, making these services a steadier source of income even during economic downturns.

My Advice: Don’t Wait Until It’s Too Late

If you’re reading this and your business is still steady, now is the time to invest in your marketing. Build up your presence, nurture your audience, and make your brand unforgettable. Don’t let marketing be an afterthought—let it be the foundation that keeps you steady, even when the economy wobbles.

And if you’re already feeling the pinch? Start small, but start somewhere. Remember, even the smallest seed can grow into something amazing with consistent care.

I’m here to help if you need support navigating these waters. Whether it’s refining your marketing strategy, finding budget-friendly ways to stay visible, or simply brainstorming new ideas, don’t hesitate to reach out. Let’s work together to ensure that your marketing today brings clients tomorrow.

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