No matter which side of the political aisle you're on, the economic outlook right now is worrisome. Nearly every economic expert is predicting a possible recession before the year is out.
Running a small business is tough enough. But when a recession hits, it can feel like you're climbing a hill with a backpack full of bricks. Customers pull back on spending, competitors get more aggressive, and every marketing dollar matters more than ever.
But here's the good news: recession or not, people still need what you offer. They're just more cautious about who they spend their money with. And that means the businesses that show up first, build trust quickly, and make it easy to buy will win.
So how do you do that when your budget's tight and the market is uncertain? You get smart. You focus your energy on
digital marketing strategies that give you the most leverage. Below are five of the most effective ways to reach new customers and grow during a downturn.
1. Show Up Where People Are Already Looking: Google Search Ads
When money is tight, people don't browse endlessly or take risks. They search with purpose. They go to Google, type in exactly what they need, and click the first trustworthy result they see.
This is where Google Search Ads come in.
If you're not already running ads on Google, now's the time. These are pay-per-click ads that show up at the top of search results when someone types in a keyword related to your business. Think:
- "emergency plumber near me"
- "affordable family lawyer Tuscaloosa"
- "best Pilates studio in Huntsville"
These aren't tire-kickers. These are people looking to spend money
right now.
Why it's worth it:
- You can target your exact customer based on what they're searching for
- You only pay when someone clicks your ad
- You can set your own budget
Pro Tip: Make sure your landing page is fast, mobile-friendly, and easy to take action on. Don't just send them to your homepage—create a specific page that matches what they searched for.
2. Keep Your Website Lean, Fast, and Built to Convert
Recessions are not the time for bloated websites with fancy animations and vague messaging. You need a website that works as hard as you do.
That means:
- Clear calls to action ("Call Now," "Book Online," "Get a Quote")
- Simple, clean layout with no distractions
- Mobile-first design (most of your visitors will be on phones)
- Fast loading speed (Google ranks faster sites higher)
Also, update your messaging to reflect the times:
- Are you offering flexible payment plans?
- Do you have a special deal for new customers?
- Are you doing anything to make your service more accessible?
Highlight those things right away. People need reassurance during tough times. Show them you're here to help.
3. Focus on Local SEO to Capture High-Intent, Nearby Customers
You don’t need to rank for the whole country. You need to rank where you do business.
Local SEO means optimizing your Google Business Profile, your website, and your content so you show up in local searches like:
- "coffee shop open late near me"
- "concrete driveway installers in Northport"
- "wedding photographers in Birmingham AL"
Start with these basics:
- Claim and fully fill out your
Google Business Profile
- Use your city or neighborhood in your website titles and content
- Ask happy customers for reviews on Google
- Add your business to local directories and review sites (Yelp, Better Business Bureau, etc.)
This is one of the highest-leverage marketing tactics for small businesses, and it's often overlooked. People searching locally are ready to buy. Make sure you show up.
4. Retarget Website Visitors with Smart, Low-Cost Ads
Did you know that over 90% of people who visit your website won’t take action the first time?
Retargeting ads let you stay in front of those people. These are low-cost display ads that follow people after they leave your website and show up on other sites and apps they use.
Think of it like a friendly tap on the shoulder: "Hey, remember us? Still interested in that service?"
Benefits of retargeting ads:
- Very affordable (you're targeting a smaller, warm audience)
- Keeps your brand top-of-mind
- Encourages people to come back and convert
This is especially powerful during a recession when customers are more hesitant. A few friendly reminders can go a long way.
5. Build a Real Connection with Email Marketing
Email might feel old-school, but it's still one of the **most profitable** digital marketing channels. Why? Because it goes straight to someone’s inbox—and you don’t have to fight an algorithm to be seen.
During a downturn, people want to buy from businesses they trust. Email lets you:
- Share helpful tips and updates
- Announce special offers
- Stay top-of-mind without being pushy
Start building your list now. Even if it’s just with a simple form on your site that says "Sign up for special offers." Then, email that list regularly—even once a month is better than nothing.
Just keep it helpful and human. No spam, no constant sales pitches. Build a relationship, not just a revenue stream.
Final Thoughts: Be the Business That Shows Up and Stands Out
Recessions aren’t easy, but they do something interesting: they
separate the businesses who are prepared from the ones who were just coasting.
If you focus on these five strategies, you’ll do more than just survive—you’ll come out stronger:
1. Use Google Search Ads to capture ready-to-buy customers
2. Keep your website simple, fast, and action-driven
3. Nail your Local SEO to dominate in your area
4. Retarget visitors to bring back lost opportunities
5. Build trust and loyalty through consistent email marketing
Marketing during a recession isn’t about shouting louder. It’s about showing up smarter. Focus on the fundamentals, stay consistent, and you'll stand out while others fade away.
If you're not sure where to start, reach out. We'd be happy to take a look at your current setup and help you build a plan that works.
Your customers are still out there.
Let’s go get them.
Looking for someone to handle all this for you and steer your business thru tighter economic times?
At VS Marketing, our sole purposes is delivering digital marketing fundamentals that grow businesses - in good economic times or bad.
Give us a call today and get a quote for the services you need.
