As the possibility of a recession looms, many businesses are wondering how it will impact their advertising efforts. While a recession itself may not kill your ads, it’s important to understand that the environment in which they are being shown may change. In this video from my YouTube channel, we’ll discuss the importance of adjusting your ad message to reflect the concerns of your audience, and what you can do to ensure your ads are effective during these uncertain times.
Is a recession going to kill your ads? I’m no economist, but a lot of people are talking about how we are either going into or already in a recession. And so that brings up a really big question how does a recession actually impact. If you are a business that is dependent on Facebook and YouTube ads to grow, but the recession itself is not going to kill your ads, let’s talk about what will kill your ads and what you can do about it. So the really important thing to realize is not about the platform, it’s about the message. You are going to have to adjust your message as things change because people are going to be in different concerns and it’s just generally going to be a different environment that people are living in. Your ads are going to have to reflect that, and so you’re not gonna be able to run the same ads that you’re running six, 12 months ago.
There are a lot of really smart marketers who have been through times like this and they talk about how when you are in a time of growth, a lot of your messaging is talking about growing and hitting these big milestones. So what you’ve really gotta make sure that you’re doing is you’re speaking to where people are at and you’re entering the conversation that people are already having inside their head, and that’s how you’re going to make sure that your messaging connects with people and then you can move people from clicking on an ad into your sales process. Now the next big thing that you need to do is take into context the environment in which you are advertising. So depending on what is happening, you might have to adjust your creative strategy. A big place where I could see this probably happening is on Facebook and Instagram.
If those places become really negative because of the things that are happening on those platforms, you are likely going to have to adjust where messaging for the context in which people are on them. YouTube ads will be a lot little different because people are on YouTube generally trying to educate themselves and entertain themselves. But you need to make sure that your ads there are going into that mindset that people are on there. And then depending on what’s happening on Facebook and Instagram, you might need to make sure that you are adjusting your messaging and your ad experience there so that it’s reflecting where people are at when they’re on those platforms. Now, one way to surely fail is to just keep trying to run the exact same ads you were running to the exact same funnel that you were running to the exact same landing page that you were running and not change anything.
And when it stops converting, just take the same ads you were running, try to say the exact same thing a different way, and see if that works. That is exactly how you can guarantee you were going to fail. You were probably going to have to change your messaging quite a bit over the next couple of months or even the next year. While all of this is happening, if you wanna win, be willing to test big changes. That might mean new messaging, that might need a new funnel. That might mean a different offer with a different price point that’s more congruent with the amount of capital that your clients have to invest. And then make sure you’re hitting the basics really well. That means having a consistent schedule for testing new things on the ad platform, having a really good follow-up with your email and your sales reps, and even making sure that you’ve got a good content strategy, and that you’re providing value to people who are just gonna take a little bit longer to convert because they’re in a time where they’re trying to conserve what they have and they’re not just outspending as much as they used to be.
Just make sure that you’re taking those things into consideration as you’re going through this time and trying to make sure that your business not only stays afloat but even thrives during this time. Now, speaking of your advertising, if you wanna see the creative strategy that I use to help one of my clients generate nearly $300,000 in sales, check out this video right here and I will show you exactly how.
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