How’s a company supposed to bridge the chasm between caution and growth, though? The answer is strategic outsourcing. A full 90% of companies outsource some services because it makes sense to focus on core competencies and because those trained for that service tend to do it faster, more affordably, and more effectively.

For small- to mid-sized firms looking to build marketing momentum, Reveal Consulting now offers Chief Marketing Officer (CMO) services. A dedicated senior level consultant works directly with executive staff to define goals, set marketing strategy, and maximize budgets. The CMO service from Reveal offers exceptional flexibility in the number of monthly hours allotted and projects managed.

To see if Reveal’s CMO services might be a fit for your firm, download the PDF brochure here or visit www.revealconsulting.com/CMO.

And, so it goes. At least 3-4 times per week I have this conversation with clients who have scaled back their marketing budgets or prospective clients who have delayed the launch of a concerted campaign. It is the atypical reaction we see from those too concerned with the short term to be able to see beyond the next six months. A recession provides smart firms an exceptional opportunity to be proactive and to distance themselves from others.

The key is strategic marketing.

No business has money to waste, especially now. The current slowdown does provide an exceptional incentive to pause and assess what marketing dollars are allocated to, who they are intended to target, and whether they are are cost effective. One recent review of a professional service client’s budget spotted $250,000 per year in yellow pages ads (in one market). What’s worse is that the spend included no mechanism for tracking leads. The stunned client hadn’t realized that they had allowed their spend on an unproved marketing tactic to ratchet up for the past 20 years.

Once the excesses are cleared, its time to forge ahead with strategic marketing planning. Review target audiences and key messages. Ask the tough questions. Very often we find clients chasing unprofitable audiences simply because everyone else does or selling a product that nobody understands or wants. If the firm is on track with its product and it’s pitch, it’s time to look for both new and proven ways to reach those most profitable clients in meaningful ways. Plot a course of at least one year (many firms plot their marketing 3-5 years out). Of course, there will be a bit of slack in the plan to allow a firm to take advantage of emerging opportunities (e.g. when a less strategic competitor throws in the towel).

Finally, follow the plan. A recession is no time to stop getting your marketing message out there. If anything, it’s ever more critical to remind clients and prospects of your services and your value. Be aggressive but be smart. Get strategic with your marketing!