For each and every one of us marketers and smaller business people, getting an edge with better marketing strategies and technologies is more important now than ever.

Consider that as the economy shrinks, the same number of people will be going after fewer dollars.

While as with any economic hard times, some industries will prosper, just as the movie business did in the depression. (People wanted to escape the reality of the times by going to a film for a few hours.) Most marketers, though, will face a stagnant or shrinking market.

The bad news (also a potential opportunity) is that you will likely have to more with less. So let's assume you need to increase leads and sales with 20% less budget.

Here are 5 quick ideas to do that:

1. Measure Everything Like A Cake Baker

When you make a cake, one of the keys to success is measuring everything precisely.

Most of us can get more from our budgets by...

A - Making sure more or all money is spent on marketing which asks for a response, and,

B - Tracking where the leads, sales opportunities, and actual sales are coming from so we are only investing in marketing that works.

These 2 steps will position you to get more sales from less marketing.
 
2. Select  Marketing Tactics Which Yield the Same Result, But  Are Cheaper

Now is a good time to change the marketing mix, moving to cheaper media, (online versus offline, webinars versus seminars, post cards versus direct mail letters, smaller trade show booth at the same shows), which yield the same or close to the same results.

For example, a small business owner selling financial services started doing introductory web meetings rather than small group presentations in person. Not only did he save time -- and money on gas, but the number of attendees to these marketing meetings went up and results along with it.  

3. The Media Will Be Hurting Too, so Negotiate a Better Deal

Most marketers will not be smart enough to know which media is working and which is not, so they will just make, say, 20% cuts across the board in their ad budget.  Which means it will probably be a bad time to be in the media and advertising business.

But for you, who won't make that mistake, it is an opportunity to renegotiate your deal with the pubs and lists that are actually producing  leads and sales opportunities. And they are more eager than ever for your business.

So the negotiation could go something like this "The good news, Mrs. Advertiser, is our company wants to keep advertising in 2009. But, we need to cut our marketing budget so can we lock-in a contract for the year with a 20% savings for the same ads we got this year. Do you want our business in 2009?"

3. Endorsed Marketing and Marketing to Partner Lists

You can cut your list costs and also probably increase response by leveraging the lists and relationships other people have.

Endorsed Marketing/Marketing to Partner lists means someone else is promoting you, usually to their own customer or prospect list, or both. And, you can barter to do the same in return for them, or even set-up affiliate deals where they get paid for closed business.

4.  Increase Response from All Your Marketing Copy

As you have probably know, sometimes some messages or copy works well for a given audience, and sometimes it does not.

Try these quick fixes to increase response a whole lot more than 500% from your ad and marketing copy.

A - Test and Improve Headlines - These 'ads for your ads' are the most vital words you use.

B - Turn Features to Benefits - If prospects can say "So what, or what's in it for me," you need to make sure the benefits of your offering or product are clear.  

C- Add urgency to your offers. This could be discounts or premiums which are offered for a limited-time or in limited quantity. Give a deadline by which time prospects need to respond.

5. Increase Lead-to-Sales Conversion

Studies show 70% of business leads, for example, do not get the proper follow-up.

Avoid this mistake by defining and executing the proper follow-up plan and you'll be well on your way to getting more sales and results from your existing leads.  

Ideally automate some or all of the process with a CRM system.

We invite ;you to contact Bob to help put marketing strategies like these in place