Economists are seriously debating the depth of economic misery throughout 2009 and the hopeful claw towards some kind of recovery in 2010. The instinct of many, personally and in the business world, is to hunker down and wait it out. This creates a doomish-sounding “negative feedback loop” and a lot of marketing companies like to tell businesses to spend their way out of this personal and collective hole.

Well, not me! Hunker away! But while you’re down there ducking and covering, don’t just count beans leaving the bank. We’re already through the first Quarter of our crap 2009 Not-So-Great-Depression. What if this economy does recover in, say, Q2 of 2010. Will you be ready?

Every challenge is an opportunity and this slowdown stall out is no exception. In 2007, your marketing department was too busy hiring, scheduling  trade shows, pumping out PR and print campaigns, and fielding leads to worry about the ROI of the Paid Search account. No one had time to listen to the person that wanted to get that slow return SEO project off the ground. Researching Social Media and Mobile opportunities was something the intern didn’t even have time to do.

Well, now you probably have time and you should delve into that turned off Paid account and make it worth the spend. You should figure out how to leverage your remaining in house staff to build up free listings in Google. You should get someone in MARCOM that has lost 50% of their trade show tasks to start spending their time writing blog and newsletter content.

A lot of marketing agency CEOs know this. Over 60% indicated digital marketing would grow while traditional promotions would stagnate or drop in 09.

When recovery comes, those CEOs want their big clients ready to launch in innovative, high ROI online channels. The organic positions will be built when the web traffic comes searching. The Paid Search AB tests will be run and the campaign will be optimized when the clicks pour in. The Social Media Channels will be setup and have friends when you have the budget to launch an innovative new viral campaign. And the blog will already have followers when your saturated, useful content starts getting pulled up in the Universal blended blog and news search in Google.

In sports it’s call a rebuilding year and it’s not just an acronym for “this year we lose.” You really can rebuild and refine your marketing. And if you do, you’ll be cashing in wins for many upcoming seasons.

Most recent posts by Rocky

• C-Suite Selling of SEM - July 21st, 2009
• Social Media Snafu -- Another Cautionary Tale - June 23rd, 2009
• Doing Good Business - May 26th, 2009
• 5 Layered Strategy of Phrase Research - May 12th, 2009
• Why Social Media Matters in SEO - April 28th, 2009

1. Sage Says:
   March 3rd, 2009 at 11:35 am

   This is really spot on, Rocky.
   There are many, many things you can do in a “rebuilding” year.

   I remember reading a story about how Martin Luther King actually didn’t mind getting locked up in jail because it gave him time to be alone, rest and clear his thoughts.

   I suppose a deep recession is a little like being in economy jail. You’re just waiting to see when the warden lets you out.

   You can either pine away in jail and just resent the injustice of it all. Or you can use it to your advantage… learn things, strategize, begin laying framework.

   Nice job, once again.

2. Nate Says:
   March 3rd, 2009 at 12:20 pm

   You just ended your post with a sports analogy… you feeling okay? ;oP

3. Rocky Says:
   March 3rd, 2009 at 1:00 pm

   I know! Crazy, right? I had to re-read it a few times to make sure I said everything correctly and was properly sport-ified. LAME.