How To Thrive During Shaky Times
In an unpredictable economy, fear is natural—but fear-based marketing decisions can be fatal. Many scaling business owners think their only options are to either gamble on risky growth or play it safe by cutting spend entirely. But there’s a smarter way forward.
Proofing your brand isn’t about slashing budgets—it's about reallocating them strategically. In times of uncertainty, the brands that thrive are the ones that stay visible, stay valuable, and stay top-of-mind.
Here’s how to do just that.
1. Double Down on Loyalty
When every dollar counts, retention is your best investment. Returning customers spend more, refer more, and trust faster.
Actionable Tips:
Launch a referral program that rewards customers for bringing in new business.
Use personalized email sequences to re-engage dormant users.
Implement a VIP tier with perks for top customers (early access, special offers, insider news).
Survey loyal customers to understand what they love—and do more of it.
Remember: A 5% increase in customer retention can increase profits by up to 95%.
2. Shift from Awareness to Conversion
Brand awareness is important—but in a downturn, mid-funnel and bottom-funnel activities give you better ROI. Focus your budget where buying decisions are actually made.
Actionable Tips:
Prioritize content that solves buyer objections: FAQs, comparison guides, customer testimonials.
Reallocate ad spend to retarget website visitors and email list segments.
Add “proof” to your funnel—reviews, certifications, guarantees.
Simplify your checkout or lead gen process to reduce friction.
Ask yourself: “If someone already knows us, what do they need to say yes?”
3. Repurpose What Already Works
You don’t need more content—you need more mileage out of the content that works.
Actionable Tips:
Identify your top 5 performing assets and reformat them across platforms.
Turn a strong webinar into short video clips for social, a blog post, and a downloadable guide.
Use customer reviews to create quote graphics, carousel posts, or email headers.
Create a highlight reel from past campaigns to re-engage your audience.
Efficient marketing doesn’t mean cutting corners—it means maximizing impact.
Why This Strategy Works
Downturns are a stress test for your marketing strategy—and an opportunity to outperform your competitors.
Consistency breeds trust. The brands that keep showing up become the default choice when budgets rebound.
Confidence converts. When customers feel uncertain, they gravitate toward brands that project stability.
Efficiency wins. Sustainable growth isn’t about doing less—it’s about doing better.
Case Study: Airbnb
When the pandemic hit, Airbnb made a bold move: they slashed performance marketing and reinvested in organic content and community. By prioritizing trust and UX, they returned to the market leaner, with stronger loyalty and better retention.
Case Study: Chubbies
Facing the 2020 downturn, Chubbies didn’t go silent. Instead, they ramped up email engagement, leaned into humor and authenticity, and kept their community close. The result? Strong sales and deeper brand love—even as competitors paused campaigns.
How I.E. Consulting Can Help
At I.E. Consulting, we specialize in helping scaling brands grow strategically through market uncertainty. As a fractional CMO and strategic partner, we offer:
Budget reallocation strategies that focus on ROI, not just visibility
Marketing ops audits to streamline performance and cut waste
Conversion-focused content plans to move leads faster through the funnel
Hands-on execution support so your team isn’t overwhelmed with more work
Whether you need strategic guidance or roll-up-our-sleeves partnership, we’re ready to help you scale smarter.
Let’s risk-proof your brand the right way..
Ready to grow? Let's talk.
