Keep Up

As we navigate through challenging economic times, many Tauranga business owners are feeling the pressure of maintaining operations, staying competitive, and securing a steady stream of customers. Recessions can be tough, but with the right marketing strategies, your business can not only survive but also thrive through the storm and emerge stronger by 2025.

In this blog, we’ll share some of the most effective and affordable marketing techniques that can help you stay ahead, even with a tight budget.

 

Social Media Marketing - The necessary "evil"

Despite what we might all think of social media on a more personal level, it is still actually one of the most affordable and effective tools for engaging with your customers and getting them over to your website to purchase/order/subscribe/enquire - if used properly!

Platforms like Facebook and LinkedIn allow you to build strong connections, promote your products, showcase your business and link people to your website. Platforms like Instagram and TikTok allow you to build your brand, entertain your Follows and make you "famous".

How to get started:

• Create value-driven content: Focus on producing posts that educate, entertain, or inspire your audience. Share behind-the-scenes insights, customer testimonials, special offers, or how-to guides.
• Run targeted ads: Meta Adverts allow you to target specific demographics like location, age, and interests. A small, well-optimized ad budget can bring great results.
• Engage with your audience: Reply to comments, answer questions, and be present in discussions. Social media is about building relationships—make your audience feel valued and heard.

Leverage Google My Business for Local Visibility

For small businesses in Tauranga, one of the best (and free!) tools at your disposal is Google My Business (GMB). This listing makes your business more visible in local search results, ensuring you show up when potential customers are searching for products or services near them.

How to get started:

• Claim your GMB listing and make sure all the information is accurate.
• Encourage customer reviews. Positive reviews will improve your visibility and credibility.
• Post regular updates about offers, events, or new products. This helps keep your profile fresh and relevant.

Email Marketing: Stay in Contact with Your Customers

Staying connected with your past and present customers is crucial during tough times. Email marketing is a low-cost strategy that helps you maintain relationships, nurture leads, and encourage repeat business. Best of all, it’s highly personal and allows for direct communication.

How to get started:

• Build a mailing list: Encourage website visitors and customers to sign up for newsletters. Offer them an incentive, like a discount or exclusive content.
• Segment your audience: Tailor your emails based on customer interests, purchase history, or location. The more personalized your emails, the better the engagement.
• Keep it valuable: Send out emails that offer value—whether it’s a special promotion, useful tips, or product recommendations.

Collaborate with Other Local Businesses

In challenging times, collaboration is often more effective than competition. Teaming up with other Tauranga businesses can expand your reach and give both parties a boost. Cross-promotions, joint giveaways, or co-hosted events can introduce you to new customer bases while building goodwill within the community.

How to get started:

• Look for complementary businesses: Partner with businesses that have a similar customer base but aren’t direct competitors. For example, a café could team up with a local fitness studio for a "wellness and coffee" event.
• Promote each other: Use social media shout-outs, email marketing, or joint events to get the word out about your partnership.

Become a Content Geek too!

Content marketing is one of the most effective ways to build trust and authority with your audience. By creating blogs, videos, and resources that answer customer questions or solve their problems, you position yourself as an expert in your field—encouraging loyalty and repeat business.

How to get started:

• Start a blog: Write about industry trends, tips, or insights relevant to your audience. For example, if you’re a plumber, write about common plumbing issues homeowners face and how to fix them.
• Create video content: Videos are highly engaging. You can post tutorials, product demonstrations, or customer testimonials to engage your audience.
• Repurpose content: If you’ve written a blog post, you can easily turn it into an infographic or short video for social media. This extends the life of your content and maximizes its reach.

Consider Loyalty Programs and Discounts

A word of caution here - take care with offering any discounts as you don't want to deteriorate your pricing strategy, your product value or your brand! However... we all love a good deal! Especially when times are tough.

Reward your loyal customers with special deals, one-off offers, or a loyalty program that keeps them coming back. Affordable loyalty programs not only help you retain customers but also encourage them to refer friends and family.

How to get started:

• Launch a referral program: Offer incentives to customers who refer others to your business, such as a percentage off their next purchase or a small gift.
• Introduce a loyalty card: Offer customers a reward after a certain number of purchases. For example, after five visits, the sixth coffee is free.

Stay Resilient and Keep Innovating

Recessions are undeniably tough, but with a smart marketing plan and a resilient mindset, your Tauranga business can not only survive but set the stage for long-term success. By focusing on affordable, high-impact strategies—such as social media marketing, Google My Business optimization, email marketing, and local collaborations—you can maintain a strong presence in the community and keep your business thriving.

The key is to stay visible, connected, and adaptable. While the economy may be unpredictable, your business can still be resilient with the right approach.

Let’s work together to Survive to 2025—and beyond! Let's Thrive in 2025!