The recession has been a sobering reality for many businesses this past year. While we would all love to see things pick back up, there are inconsistent reports coming out daily that indicate a clean bill of economic health may not be within reach.

It’s no secret that when the economy declines, it is customary for businesses to pull back spending – particularly on marketing and communications. The fact is that in times like these, it is imperative for your business to provide even more distinction for its brand, its products and its services.

Now more than ever, your customers and prospects are being cautious about their purchasing decisions. The good new is that you can take control of the situation by providing clear, differentiating information to steer the decision-making process of potential buyers in your favor.

Organize Your B2B Marketing Approach

Focus on basic tenants to guide your marketing program:

1. Don’t get discouraged. Although our economic engine is getting a tune-up, there are still endless miles left in it. Opportunity is out there, but you will need to find new ways to manage the demand for your products.

2. Recognize your challenges. Take an honest look in the mirror to determine where your company can improve. Taking the time to uncover your pain points will help you to know where and how to invest your marketing dollars.

3. Understand your strengths. When was the last time you asked your customers what they uniquely value about your company? Figure out what you do well and use those things to your advantage.

4. Find out what your customers care about and start there. B2B customers need help making informed buying-decision for their business. Learning first-hand what customers value will help you generate marketing programs that will engage your customers well after the economy stabilizes.

5. Don’t get left behind. Reports show that one-third of B2B marketers have planned to increase their marketing investment this year. Those who are continuing to invest in marketing are sure to emerge as champions in their respective industries. Conceding market share and opportunity to your competitors, is not a risk any business should take.

It’s Ok To Seek Marketing Counsel
Of course there is still a need to be pragmatic in your approach. The best first step is to ensure that you have quality professionals leading the charge. Regardless of your industry, you should engage with marketing counsel who can help you drive business with thorough market assessment, well-grounded recommendations and tenacious management of your marketing and communications concerns. Engaging with an agency that demonstrates unending enthusiasm for the work will not only get your marketing program on the right track, it will also surely result in a positive upturn for your business.

What new marketing techniques have you adopted to propel your business forward?

For those of you who don’t know, TOCA is the Turf and Ornamental Communicators Association, a trade organization for editorial and marketing professionals in the green industry (golf, lawn care, horticulture). TOCA is unlike any other organization I’ve been a part of because it brings together so many types of professionals—editors, PR folks, graphic designers, photographers, etc.—for networking and professional development. I’ve built some great business relationships through TOCA and developed some life-long friendships as well.

In addition to designing TOCA’s new 20th Anniversary logo for this year’s annual meeting in Puerto Rico (thanks Adam), Canyon is actively involved with TOCA in other ways, such as providing pro bono web development services for its member newsletter, TOCA Talk. At the annual meeting last month, Canyon took home three communications awards, I led the post-awards banquet sing along (see photo below) and I was elected president of the board. The TOCA board presidency is a distinction that I’m quite proud of and I look forward to helping lead this organization over the next two years.

Next year’s TOCA meeting is in Tucson, Arizona, so Canyon will definitely be in full effect. If you are a communicator in the green industry, I highly suggest that you join the association. If you are already a member, get someone else in your organization to join. And make sure to attend the annual meeting next year. We need more people who know all the words to “Santeria” by Sublime.