Taking a Step Forward While Others Were Cutting Back
When the COVID-19 pandemic went into full swing and “non-essential” companies were forced to close their doors, business owners had a difficult question on their hands:
Should I pause my marketing campaigns, or keep running them?
For Gill Law Firm, there was no time to spare in finding the right answer. Attorney Jana Barnett walked us through the firm’s decision process:
The logic made sense, and many business owners opted for this short-term cost-saving measure. However, the team at Gill Law Firm had been working with Scorpion for years to build a digital marketing strategy that would reach their ideal potential clients. To cut off their campaigns would have negated countless hours of strategizing and opened the door for competitors to attract clients that might have ended up calling their firm.
On top of that, past economic downturns told us the long-term consequences of pausing campaigns. Time and time again, the businesses that stood their ground or even doubled down on their marketing came out of the crisis stronger than ever. The companies that took a more conservative approach and reduced their marketing budgets, on the other hand, struggled to regain their footing and bring in new business at the rate they need in order to reach their goals.
- Less competition leads to more visibility.
- When fewer people want to buy digital ads, their cost goes down.
- Your potential clients are spending more time on their computers and mobile devices.
Why Businesses Shouldn't Back Down
With those new insights, Jana and the rest of the team decided to stand strong and try to turn a stressful situation into a positive one. The results?