When times get tough, the marketing budget is often the first thing to go.  While it may seem like a good move in the short term, it may limit growth in the long term.  Deidra Langstaff, owner of Langstaff Marketing in Albany, believes maintaining a consistent market presence is key for any business in any type of economy.

“During tough times, business owners may have to get creative to get out their message.  There are lots of avenues besides TV and print ads, “ Langstaff said.

Marketing on a budget

With a greater attention to old-fashioned detail and the use of new social media, it’s possible to maintain consistency while spending fewer marketing dollars.  Langstaff offers the following suggestions for marketing on a budget:

Send an old-fashioned note thanking a client for their business. A small effort with a personal touch can make your company stand out.  Langstaff recommends sending a short note thanking new clients for their business as well as a note on completion of a project.

Make a point of asking a client for referrals. This can vary from offering a stack of business cards to a client at the end of a job to securing permission to use a client’s name on a reference list.  Asking for a referral should be a routine step at the close of any successful project.

Get involved in local community organizations. Whether it’s the Rotary Club or the Kiwanis intensify your networking efforts to build your business.

Take advantage of social media like Facebook and Twitter. Social media is very easy to learn and low cost.  Blogs and e-newsletters offer greater control, but more limited reach.  Facebook and Twitter offer less control, but can potentially reach a very wide audience.  Langstaff cautions against taking a traditional sales approach on venues like Facebook, however.

“I think social media is similar to a cocktail party.  It should be fun, real and transparent,” Langstaff said.

According to Langstaff, some are scared away from social media by the negative comments they may read about their companies.  She believes that’s a mistake.

“There’s always a certain amount of negative gossip surrounding any company, you just may not have realized it before.  Companies shouldn’t worry about controlling everything that is said online,” she said.

Everything is marketing

Langstaff takes a holistic approach to marketing, examining all processes of a business to deliver the most marketing impact.  From employees to signage, customer service, advertising and website design, everything should reinforce a company’s brand.

“I think identifying a company’s brand and then communicating it consistently in a well-thought-out marketing campaign can generate short-term growth and long-term success,” Langstaff said.

A recent example of Langstaff’s work can be found at Chehaw Park.  She and her team worked with the park staff to articulate a new identity for the park – “something for everyone.”  The identity moves beyond the idea that Chehaw is mainly a wild animal park to the fact that the park offers camping, party facilities, BMX trails, a park and playground as well as exotic animals. A new logo captures that spirit.

“The new identity was the headliner at Sip & Safari, a fundraising event that generated more than $15,000 for Chehaw,” Langstaff reported.

You can learn more about Langstaff Marketing and their “marketing is everything and everything is marketing” approach at www.langstaffmarketing.com

About Barbara Kieker

Barbara Kieker is a freelance writer who writes on business-related topics for a number of web-based properties. She also provides communications services to Fortune 500 corporations, small businesses and nonprofit organizations.