Marketing in a Downturn
Marketing is one of the first things to go when budgets get tight, but it shouldn’t be! In fact, cutting marketing can hurt your business far more than it helps.
When the economy gets shaky business owners start scanning the budget for things that feel “non-essential.” And because marketing doesn’t have an immediate, tangible return, it’s often the first to go.
But here’s the problem: marketing is what keeps your pipeline full. It’s how future clients find you. So when you cut it, you’re not just reducing an expense—you’re turning off the faucet.
And that might not hurt you this month or even next—but a few months from now, when the referrals slow down and new evaluations are sparse, you’ll feel it. And by then, it’s harder to restart the momentum.
So what can you cut instead? Here are a few smart places to look that won’t compromise the future of your business:
1. Audit Your Subscriptions
Take a hard look at recurring monthly fees—software, apps, memberships, platforms. Are you using them all? Do any of the benefits duplicate each other? Could you downgrade or consolidate?
2. Negotiate Vendor Rates
Don’t be afraid to ask for a better deal. Loyalty and long-term use can be leverage for reduced rates.
3. Outsource Strategically
Hiring full-time admin, billing, or marketing staff may not be feasible right now. Outsourcing services can be a more affordable way to get expert help only when you need it and without the added costs employees bring (like benefits and payroll taxes).
4. Pause Non-Essential Projects
Do you really need a full website redesign this quarter? Could a few strategic tweaks give you the lift you need without the full investment?
5. Cut Back on Non-Billable Time
Examine your calendar. Are there meetings or admin tasks eating up hours that don’t generate revenue? Streamline your workflow with systems and delegation so you are making the best use of your time in building your business.
Marketing isn’t just a line item—it’s your growth engine. Instead of thinking of it as “spend,” think of it as nurture. You’re nurturing your future clients. You’re building trust. You’re showing up before someone’s ready to schedule.
That doesn’t mean you need to spend more. It means you should spend strategically. Double down on what’s already working. Repurpose content. Focus on consistency over complexity. A strong email newsletter and some engaging, on-brand social media can go a long way.
Remember: the businesses that stay visible during tough times are the ones people remember when they’re ready to take action.
If your marketing budget does need to slim down, focus on high-ROI strategies:
· Double down on email: It’s still one of the highest-converting tools and costs very little.
· Repurpose content: Turn a blog into social posts, a newsletter topic, and a short video.
· Lean into local SEO: Make sure your Google Business profile is optimized.
· Show your face: Practice owners who show up authentically online build strong connections, fast.
Remember, consistency matters more than flash. You don’t need to go viral—you just need to show up regularly and with purpose.
In a downturn, don’t cut the thing that brings clients through your door. Cut the fluff, the unused, the outdated. Keep showing up, keep marketing, and your practice will be better positioned to weather the storm—and grow on the other side of it.
The Bottom Line
Economic and political uncertainty can stir up fear, but fear-based decision-making is rarely sustainable. Instead of reacting by slashing your marketing budget, respond with strategy.
Need help managing marketing for your therapy practice? OfficeGuru4 specializes in helping therapy practice owners streamline their marketing—reach out today!