Why It’s More Important Than Ever to Invest in Marketing During Economic Uncertainty
Let’s Talk About the Elephant in the Room
Let’s be honest, for many small business owners and organizations, the last year has felt heavy.
Prices are up. Revenue is unpredictable. Budgets are tight.
And one of the first things people wonder when things slow down is “should I be cutting back on marketing dollars right now?”
We get it. When every dollar counts, it’s so tempting to pull back on what feels like an “extra.”
But here’s the hard truth most people don’t talk about:
The moment you stop showing up is the moment people start forgetting you exist.
At Mettle Marketing Co., we help purpose-driven businesses navigate moments and times just like this, with clear, focused marketing that supports both growth and stability. In this post, we’ll unpack why visibility matters more than ever right now and how to invest wisely when times feel uncertain.
The Hidden Cost of Going Quiet
We’ve seen it time and time again, businesses that go silent during economic downturns take longer to bounce back.
One powerful example?
A McGraw-Hill study found that companies that maintained or increased their advertising during the 1980-1985 recession saw a 275% increase in sales over the next five years.
Meanwhile, those that cut back? Just 19% growth.
Pulling back may feel safer in the short term, but it often comes at the cost of long-term momentum. The businesses that keep showing up consistently and clearly are the ones that get remembered when customers are ready to buy.
Marketing Is Not An Expense. It’s A Stabilizer.
It’s easy to see marketing as a “nice-to-have” when revenue is down. But here’s the mindset shift we invite our clients to make:
Good marketing is not a cost. It’s a safeguard.
When your strategy is clear, every piece of content, every email, every ad dollar becomes a tool to:
Keep your name in front of the right people
Reassure your audience that you’re here, strong, and ready to serve
Build brand trust that pays off later, even if not immediately (there’s different kinds of ROI!)
And no, you don’t have to spend big.
But you do have to be intentional. Because vague, scattered efforts will drain your energy and your wallet.
Even in today’s economy, many small businesses recognize this:
A 2024 survey found that nearly half of small business owners were increasing their marketing efforts, not cutting back, because they understood the role visibility plays in staying relevant. (AP/Slack Survey)
How to Market Smarter in a Tight Economy
Audit what’s already working
You don’t need to reinvent the wheel. Look at your analytics and evaluate what social media posts performed well and what posts performed poorly. What emails got clicks? What emails didn’t? Eliminate or change what wasn’t working and double-down on what is.
Repurpose existing content
Turn a blog post into an email. Break an email into 3 reels. Old content (or new) can do new work when it’s reused with intention.
Focus on brand awareness and relationship-building
Even if sales are slow, staying visible builds momentum. Use organic content, email newsletters, and show up on stories regularly to maintain trust and presence.
Streamline your platforms
You don’t need to be everywhere. Be effective in 2-3 places your ideal client actually hangs out.
Prioritize strategy
This is the season to stop guessing and start refining. If you’re not sure what your message is or who you’re targeting, now’s the time to get clear.
How Much Should You Be Spending on Marketing?
According to the Small Business Administration, a healthy marketing budget falls between 7-10% of gross revenue. Find more detailed information here.
That said, when money feels tight, the most important shift isn’t always in how much you spend, but in how strategically you spend it.
Focus first on maintaining visibility, deepening trust, and optimizing what’s already working.
Final Thought: Evaluate, Don’t Vanish
We’re not saying “spend more.” We’re saying spend smarter, with clarity, consistency, and courage.
You don’t have to go big. But you do have to keep showing up.
Because your audience isn’t gone. They’re just paying closer attention (like you).
And if you’re still there offering value, showing up with heart, and keeping things human, they’ll remember.
And when they’re ready to buy? They’ll choose the one who stayed.
Ready to Reevaluate, Recenter, and Re-engage?
If your gut is telling you not to pull back but you’re not sure what to do instead, we’d love to help.
At Mettle Marketing Co., we come alongside purpose-driven brands to build powerful strategies that work in any economy. Let’s talk about how to move forward wisely.
Book a free discovery call and let’s build momentum again.
FAQ
Q: Should I pause my ads to save money?
Not necessarily. Ads can still work if your audience, message, and offer are aligned. But if you’re guessing? It’s smarter to pause and reassess.
Q: How much should I be spending on marketing right now?
There’s no one-size-fits-all answer. Start with your goals, then work backward into a budget. Even $500/month can go a long way if you’re focused.
Q: What’s one free thing I can do today to strengthen my marketing?
Reach out to your past clients or email list. Send a quick message checking in, offering value, or sharing a recent blog or tip.