When the economy tightens, many small businesses instinctively cut back on marketing and advertising. It feels like the smart move—protect cash flow, reduce expenses, ride out the storm. But this instinct can be a costly mistake. In a challenging economy, visibility matters more than ever. If customers aren’t seeing you, they’re not buying from you. Worse, they may start seeing your competitors instead.
The businesses that thrive during downturns are the ones that stay in the game. That means committing to a smart, data-driven advertising strategy that includes organic and paid media, creative brand storytelling, and a robust digital presence.
You Need a Strategy, Not Just Activity
It’s not enough to “post more on Instagram” or “run some ads.” Success comes from a well-mapped, cogent marketing and advertising strategy. That includes clear goals, audience targeting, consistent brand messaging, and an always-on mindset. Small businesses should focus on two core pillars: organic social media and paid digital advertising, supported by a strong SEO foundation and high-performing content.
Organic Social Media: Make Your Brand Stick
In an era where attention spans are short and content fatigue is real, your organic social media needs to earn every second of attention. This starts with clearly defining your brand’s value proposition—why your business matters and what makes it different.
Then, map a robust content strategy that brings that value proposition to life creatively and consistently. Think short-form videos, behind-the-scenes reels, customer testimonials, product how-tos, and user-generated content. This kind of brand storytelling doesn’t just build awareness—it builds trust.
As noted in Deloitte’s 2025 Digital Media Trends report, consumers are increasingly turning to social platforms not just for entertainment, but for discovery. That means your content isn’t just being seen by your existing followers—it’s being discovered by potential customers. But it needs to stand out. Prioritize originality, quality, and authenticity.
Paid Media: Targeted, Tactical, and ROI-Driven
Organic content builds brand, but paid advertising drives scale. The key is targeting. Instead of broad awareness campaigns, focus on narrow, high-intent audiences with messaging tailored to each segment. Platforms like Meta, Google, and TikTok offer precise targeting capabilities, allowing small businesses to compete with larger brands on reach and performance.
According to PR Newswire’s 2025 Paid Media Strategy insights, the most successful brands are investing in performance marketing that prioritizes ROAS (return on ad spend) and continuously iterates based on real-time performance. For small businesses, that means starting small, testing relentlessly, and doubling down on what works.
For example, if a local skincare brand sees a 3x ROAS on retargeting ads featuring customer testimonials, they should scale that tactic while refining underperforming campaigns. It’s about building an always-optimizing system.
Don’t Forget SEO and Owned Media
Your digital advertising and social strategy are only as strong as the foundation they sit on. That means investing in owned media, including your website, blog, and email list.
An optimized website with fast load times, clear calls-to-action, and mobile responsiveness isn’t optional—it’s the baseline. But SEO-rich blog content and embedded video content can set your brand apart. Creating useful, keyword-optimized content that answers your customers’ questions helps drive organic search traffic and establish your authority in your niche.
Additionally, owned content like blogs and videos gives you fuel for your social channels and email marketing. Repurpose a blog post into a carousel for Instagram. Turn a customer story into a short-form video. One piece of content can work across channels—just tailor the format.
Listen to our latest podcast of the MyBFF Business Leader’s Podcast on the MyBFF YouTube below:
Earned Media and Community
Don’t underestimate the value of earned media either. If a local news outlet, industry blog, or influencer features your product, that exposure brings credibility and traffic. Reach out to micro-influencers, pitch your business story to niche publications, or encourage happy customers to share their experiences.
Earned media helps break through the noise and builds social proof—a crucial asset when consumer trust is low due to economic uncertainty.
Keep Iterating
Finally, the most important part of your marketing strategy is that it’s never “done.” The digital landscape moves fast. What worked last month might fall flat today. Track metrics like engagement, click-through rate, conversions, and ROAS. Learn what resonates. Adapt your creative. Rethink your audience segments. Improve continuously.
In a tough economy, you can’t afford waste. But you also can’t afford to go quiet. By building a solid, creative, and data-backed strategy that spans organic content, paid advertising, SEO, and owned media, small businesses can not only survive—they can grow.
Advertising in a down economy isn’t a luxury. It’s a necessity. With the right strategy, small businesses can punch above their weight, build loyal audiences, and drive results even when the market is challenging. Stay visible, stay creative, and stay committed to improving your marketing stack. Your future business depends on it.
Sources:
- PR Newswire. (2024). Paid Media Strategy for 2025: What’s Next
- Deloitte. (2025). Digital Media Trends, 2025
- Hootsuite (2025) Social Trends 2025
Drive down overhead costs and move your business forward with MyBFF Social today. Check out our Digital Marketing Mastery Program today. Contact Matt Gentile, CEO, today at 412-477-3349 or email matt@mybffsocial.com or schedule a consultation via: https://calendly.com/mybffsocial.