Marketing still matters.

It’s easy to believe that marketing is a luxury amid uncertain times. When attracting leads and sales is crucial, marketing can appear less important and, frankly, necessary.

The reality is that marketing is a competitive advantage. If the competition is less focused on marketing, it opens the door wide open to connect with prospects and customers.

At this time, marketing shouldn’t be seen as a leap of faith. Instead, it is a powerful tool to attract the spotlight, deliver value, direction, and guidance, and differentiate your brand.

If you’ve cut back on marketing activities, think about how to make marketing happen but in different ways. How could freelancers or contractors deliver what you need in cost-effective ways? How could internal resources be redeployed? How could you improve your approach to available channels (e.g. LinkedIn) to drive awareness and leads?

Smart companies need to embrace the Tao of Warren Buffett: “Be fearful when others are greedy and greedy when others are fearful.”