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I was invited to be part of a panel last week to discuss how small businesses with shrinking budgets can turn small budgets into leads. We were part of VentureBeat’s (Transformative technology coverage that matters) ongoing webinar series for SMBs. My message during the discussion was pretty much what I’ve told clients during big, big changes like 9/11, the financial meltdown of 2008, and COVID. That is, get back to the basics-

  • Get close to your customers. Your world is changing. So is their world. Find out how and help them navigate that change.
  • Focus your shrinking marketing budget on the thing that works the best. That’s probably search marketing (paid and organic). And that probably means your website needs to work harder than ever. Work on it!
  • Track, measure, refine, and repeat. Our increasingly digital world has made it easier than ever to track response and make changes.

This is actually good advice any time, but especially critical when a rising tide is NOT floating all boats.

You can check out the webinar here.