Tough times mean tough choices. When budgets tighten, businesses start cutting. And often, marketing is first on the chopping block. But that’s a mistake. Smart marketing keeps you in the game while competitors pull back.
If you want your business to survive and thrive, you need to be sharper than ever. That means reaching the right people, managing your leads wisely, and communicating effectively.
1. Check the Quality of Your Leads – Are You Reaching the Right People?
Throwing money at ads won’t help if you're targeting the wrong people. Poor leads drain time and budget. Quality leads are the ones who actually need (and can afford) what you offer.
How to check your lead quality:
- Look at past conversions – Who actually bought from you? What do they have in common?
- Track engagement – Are people just clicking, or are they asking questions, booking calls, and buying?
- Use lead scoring – Assign points based on behaviour. Someone who downloads a pricing guide is a stronger lead than someone who just browses.
Example:
Imagine you're selling high-end fitness coaching. If your leads are mostly students or retirees on fixed incomes, you’re wasting time. Shift your targeting to professionals who can afford your service.
2. How Many Leads Do You Have in Your Pipeline Right Now?
A full pipeline keeps your business alive. No leads, no sales. But not all leads are at the same stage. Some are ready to buy today. Others need warming up.
Break your pipeline into stages:
- Cold leads – New contacts who need educating on what you do.
- Warm leads – People showing interest but not ready to buy yet.
- Hot leads – Ready to make a decision soon.
If you’re running low on leads, you need to refill your pipeline fast. This could mean running a fresh lead generation campaign, asking for referrals, or reconnecting with old leads.
Example:
A wedding photographer notices bookings are dropping. They check their pipeline and realise they’ve focused too much on current clients, neglecting new leads. A simple Instagram ad targeting newly engaged couples solves the problem.
3. How to Communicate Effectively with New Leads
People buy from businesses they trust. But trust isn’t built with one email. It’s built through consistent, valuable communication.
Tips for better communication:
- Personalise – Use their name, mention their interests, and send relevant offers.
- Educate, don’t just sell – Share tips, case studies, and answers to common questions.
- Follow up, but don’t be annoying – A polite check-in beats daily spam.
Example:
A SaaS company sells project management software. Instead of just sending pricing info, they offer a free “5 Mistakes Teams Make When Managing Projects” guide. This builds trust before they even ask for a sale.
Final Thought
Marketing in tough times isn't about spending more. It’s about being smarter.
- Focus on lead quality – Target the right people, not just any people.
- Keep your pipeline full – A steady stream of leads keeps sales flowing.
- Communicate with purpose – Build trust before asking for a sale.
If you fix these three things, your business won’t just survive. It’ll grow while others struggle.