4 Essential Strategies for Marketing in Times of Crisis

In a post-COVID world, local business owners still grapple with cash flow and marketing decisions — and a looming recession adds to the pressure.

It’s stressful. But one way to lessen that burden is by sharpening your strategy — ideally before a crisis hits. At Zoe Marketing & Communications, we’ve helped businesses navigate this since 2020.

To give entrepreneurs an edge, we hosted a webinar featuring Emmy-winning marketing expert Ryan Dohrn. In “Coming Out of a Crisis: Marketing and Business Reboot Strategies for Local Business Owners,” he shared four essential marketing tips.

These insights will help you determine how often to market, what platforms to use — and why it all matters in uncertain times.

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4 marketing strategies to keep in mind when crisis arises

1. Maintain your marketing frequency

Frequency is key. Many business owners view marketing as a tool to get new customers. In reality, it’s about staying visible and protecting your turf.

To drive awareness, Dohrn recommends this approach:

1 = 10 x 3 x 30

Which means:

• 1 customer needs to see ...
• 10 ads from you in ...
• 3 different places (Facebook, digital, email, print, etc.) over a ...
• 30-day period before they decide to buy.

As exposure increases, so does awareness and likelihood to purchase. After about eight impressions, interest peaks, and customers begin researching before making a decision:

Bottom line: Advertise consistently across multiple channels. Refresh your cycle every 30 days to maintain momentum.

2. Keep your marketing ‘triple threat’ strong

Dohrn outlines three key marketing channels:

• Digital: enewsletters, display ads, trusted websites
• Social media: Facebook, Instagram, Pinterest
• Traditional media: magazines, TV, radio

His general recommendation is to give at least 25% each to digital and social, but this ratio isn’t set in stone. The key takeaway? Use a mix of channels instead of relying on just one.

3. Build your rebound on customer trust

Marketing isn’t an instant lead generator. Why?

First, there’s “stranger danger.” People are wary of new businesses, especially after economic uncertainty. Second, safety concerns can linger. After COVID, for instance, people were cautious about engaging with businesses they didn’t yet trust.

Earning trust takes time, repetition and patience. But here’s the good news:

• Health concerns drop 50% for customers who already know you.
• Your chance of selling to an existing customer is 60%-70%.
• Your chance of selling to a new prospect? 5%-20%.

Loyal customers provide immediate revenue. In the meantime, keep marketing to prospects to build trust long-term.

4. Think of marketing as a muscle, not a fat

Marketing is foundational, yet business owners often treat it like a faucet — turning it on when needed and off when things feel stable.

But that inconsistency weakens your brand presence. If you want results, stick to the 10 exposures over 30 days rule.

It’s more cost-effective to stay ahead than to play catch-up. Keep marketing steady, even in tough times.

Next steps for marketing your local business

Marketing isn’t a quick fix; it’s a sustained effort. Whether times are good or bad, consistency keeps your business growing.

Need help finding the right strategy? Talk to us. Zoe Marketing & Communications can help you build a digital plan that fits your needs.

For more free marketing support, discover:

• How marketing helps reach your goals
• How to set a marketing budget