Always Work Your Digital Marketing Foundation
Categorized in: B2B Digital Marketing
There is a lot going on in the world right now. In fact, there’s always something going on in the world that could affect your business, and therefore your digital marketing. Whether you want to embrace a shiny new tactic, the political climate in the world, if we are in a recession or not, it may be tempting to make changes to your digital marketing to compensate.
However, we’d like to caution you against this since you need your marketing to stay in place in order to attract business. You don’t want to lose any of your hard-won momentum. Here are some things to think about concerning this.
Understand Your Foundation
If you stay in business, you’ll need digital marketing. However, some of the activities that you’ve been doing may not be considered foundational. What makes up your foundation? Now isn’t the time to chase after the new tactic or advertising opportunity. This is, however, the time to do foundational items such as post new content regularly, work at your social media on a regular schedule, and continue the momentum with your SEO.
The exact nature of what it means to have a foundation will vary depending on the business. What does your basic, consistent foundation look like even when times are good? Continue doing these essential items no matter what.
Preserve Your Momentum
It takes a while to gain momentum with your digital marketing, as is the case with something like SEO, which could take a while to start seeing some progress. Even if your results dip and people don’t seem to be engaging with your content or finding you through the search engines as often, you shouldn’t stop doing the activities that gave you progress in the first place.
The reason for this is simple. If you stop, you’ll have to start from scratch. If you continue working your foundational digital marking through the tough times, you won’t need to start over from scratch.
Win with the Long Game
Let’s imagine that whatever it is that was impacting your business is over. You kept working your digital marketing foundation, whereas your competition didn’t. You will have a much shorter rebound period than your competitor because you won’t have to work extra hard to get yourself back to your baseline. Your competitor, on the other hand, will nearly be starting from scratch with their marketing.
You don’t want this to be in the reverse. You don’t want your competitor to have worked their digital marketing foundation, whereas you let it go to either save money, or because it didn’t appear to be working. This isn’t about the now, it’s about what will happen if you stop. What will happen is that your business will suffer and have a difficult time rebounding.
No matter what is going in the world, with the economy, with your industry, or with whether or not there are current trends. Keep working the foundation of your digital marketing and you will be so much better off over the long term!
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