How Marketers Can Thrive During Budget Cuts & Downturns

In this episode of The Ross Simmonds Show, Ross tackles a crucial and timely topic: how marketers can not only survive but thrive during economic downturns. When budgets are slashed and expectations remain sky-high, too many marketers retreat. But as Ross argues, downturns are hidden opportunities for bold, creative, and strategic professionals. You’ll learn why your mindset matters, which marketing mistakes to avoid in a crisis, and most importantly, what you can do right now with limited resources to build brand equity, generate demand, and outmaneuver your competition.

Key Takeaways and Insights:

1. Mindset Wins the Long Game

• The best marketers stay calm and ruthlessly prioritize value.

• Budget constraints can clarify what really drives results.

• 🌟 Insight: Constraints don’t kill creativity—they sharpen it.

2. The Three Biggest Mistakes Marketers Make in a Downturn

• ❌ Cutting brand investment entirely.

• ❌ Over-investing in high-cost, low-yield paid channels.

• ❌ Playing it safe and copying competitors.

3. Proven Tactics for Marketing with Zero Budget

• Repurpose your top-performing historical content.

• Example reuse: LinkedIn carousels, Reddit posts, YouTube Shorts. 

4. Earn Trust When Paid Clicks Are Too Expensive

• Invest in podcast appearances, guest posts, and owned content.

• Use first-party proprietary or curated data to support thought leadership.

5. Double Down on Your Current Customers

• Strengthen relationships via community, VIP content, and proactive help.

• Empower your customers to become brand advocates.

• 🧠 Insight: Word of mouth cannot be budget-cut.

6. Embrace Evergreen Content

• Create assets that compound over time vs. quick hits.

• Focus on material that drives long-term ROI.

7. Collaborate for Free Distribution

• Build co-branded content and share audiences with aligned partners.

• Example: Ross shares a story about early Snapchat takeovers (“Snap Swaps”).

Resources & Tools:

🔗 Distribution.ai

🔗 Foundation Marketing 

🔗 HubSpot

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