Lean In: IT and MSP Content Marketing in a Recession

A new calendar is hung on the wall, and we’ve all mustered the courage to take on a new year. Now, it’s time to plan for your business’s success.  With concerns about a recession staying in the news cycle, it’s a good time to think about IT and MSP content marketing in a recession. Growing (by way of a solid marketing strategy) is still pertinent for your company, after all.

So, What Is a Recession?

A recession is full of poor economic moments; the stock market falls, gas prices and inflation are high and consumer confidence is low.

What a Recession Is Not

It’s not the end of the world. It’s not time to run and hide. Instead, it’s time to lean into IT and MSP content marketing. It’s the message we shared with attendees at our IT Nation 2022 talk. (If you missed it, you can find the full video here.) 

Below are video snippets inspired by some of our favorite apocalyptic cinematic stories to use as reference points in marketing during a recession. So get your popcorn buttered, sit back and relax. It’s time to learn how to survive – and hopefully thrive – in a potentially poor economy.

The Day After (1983)

The Day After (1983)  was promoted months ahead of when it was shown to the nation via ABC television. They created a viewing guide for families to understand how to talk about the movie with their children. 

This movie went on to help make a difference when former President Ronald Regan watched the initial showing, perhaps inspiring him during the nuclear disarmament movement during the Cold War.

The Day After proves businesses still need to run in a recession, not run and hide. Customers need to be educated and attention still needs to be gained. IT and MSP content marketing still needs to chug along, sharing the messages of your business. 

If fat times can make for sloppy processes, let’s consider an economic downturn to be the lean times. It’s time to clean up the processes. Marketing messaging needs to be customer-focused, explaining, plainly, how your company alone can guide them to their success story. Remember, too, that good marketing content should always include a call to action. What do you want readers to do? 

Mad Max (1985)

Our main takeaway from Mad Max (1985) is that customers don’t need another hero. They are the hero; we are their guide. 

It’s also important to measure and nurture. Save time and money using a customer relationship manager (CRM) to understand what may or may not be working or is worth your company’s investment. 

Independence Day (1996)

Independence Day (1996) says it best: it’s time to “kick the tires and light the fires!”  Use your CRM to help you stay as efficient as possible while tracking sales leads for more clients. Follow up on hot leads and don’t let them flounder. You will not be the only one looking for more clients. Use your CRM to track your selling as well. 

Differentiate yourself and be authentic. 

• Is it clear why a customer should choose your business over a competitor? 
• Can a customer visiting your website easily see what products and values they can get from you? Don’t let visual clutter and unclear messages cost you leads.

The Hunger Games (2012)

Unlike in The Hunger Games (2012), a recession is not a fight to the death, but what it certainly is, is a time to make an impression to survive another day.

Be like Katniss:

• Don’t be afraid to ask for help. 
• Get people to like you.
• Be different from your peers.
• Show your value.

Once you’ve allowed your customers and potential clients to see why they need your products and services, you can help them thrive and survive. 

Be sure to look at the positives. If a client does leave you, perhaps instead of dwelling on that loss, allow time to focus on clients you enjoy working with more. Perhaps the clients that left were the majority of your work, but the minority of your company’s income. Take this opportunity to find more ideal customers. If you lost clients, so have other businesses. They are out there, you just have to reach them with IT and MSP content marketing.

Bird Box (2018)

BirdBox (2018) showcases the importance of keeping your head and sticking to your plan. But you should do it without a blindfold. 

There will be a time to grow your business again after a recession. But if one does occur, remain present in the market. Focus on guiding your clients with relevant IT and MSP content marketing for what is current. 

Lean into your search engine optimization to be found online by those needing your services. Consider what words people may be searching to find the help they need, like “IT support services.”

Think about how you present your product. If money is tight for people, perhaps adding a value menu or tiered pricing system could help them. Think about what offerings potential clients may find necessary and use them to build a relationship that could continue when the economic belt isn’t as tight.

Don’t Look Up (2021)

First and foremost, DO look up. Measure and assess. Take action.

Planning is as necessary as ever for your IT and MSP content marketing. Consider using the current state of the economy to your advantage by creating content about how your company can help others save money or help with budgeting.

Use paid advertising. Despite the economy, people are searching for what you sell. Use Google Ads, Facebook Ads and Linkedin Ads to reach prospective customers online. Run continuous campaigns  and quarterly campaigns around a specific offering. 

If a recession is more than speculation or a political buzzword, you ought to see competition in the market thin out. Focus on these things during a recession to stay afloat:

• Keep your sales pipeline full as it can take months to close a deal.
• Stay relevant to your customers by paying attention to the current events in the market.

Much like the proverbial turtle racing against the hare, slow and steady will win this race. 

Questions About IT and MSP Content Marketing?

Are you worried about your company’s readiness for a recession? Book an assessment call with us. At BigOrange Marketing our team helps dozens of companies win millions of dollars in business while delivering what others just promise.