Marketing during a Market Downturn: Why You Should Keep Pushing Hard

When the market takes a downturn, it’s natural for advisors to scale back their marketing efforts to cut costs. However, this may not be the best approach. In fact, maintaining or even ramping up your marketing plan during a market downturn can actually benefit your business in the long run. Here’s why you shouldn’t stop your marketing plan and growth during a market downturn:

Less Competition

During a market downturn, many advisors tend to cut back on their marketing efforts. This creates a unique opportunity for businesses that maintain or increase their marketing efforts to stand out from the competition. By continuing to market your advisory practice during a downturn, you can reach more potential customers and gain a competitive advantage.

While many advisors may be cutting back on their marketing spending, it is important to understand that this is actually a time to take advantage of the situation and push harder. When the market is in a downturn, the competition is likely to be less aggressive and advisors that continue to market themselves will have a greater chance of reaching new customers and differentiating themselves from the competition.

Marketing during a downturn also allows businesses to build their brand and establish their presence in the marketplace. When consumers are bombarded with negative news, they are more likely to remember and appreciate advisors that offer them hope, optimism and stability. Practices that stay in front of their customers during a downturn are also more likely to retain their loyalty and increase client loyalty when the market turns around.

Increased Awareness

When the market is down, people are more likely to pay attention to advertising and promotional offers. This increased attention can lead to increased brand awareness and help position your practice as a leader in your area.

During a market downturn, people are often more cautious with their spending and may be on the lookout for savings or promotions for a financial plan. This heightened level of awareness can work in your favor. By continuing to market your products and services, you have the opportunity to capture their attention and increase awareness. This can help position your business as a trusted and reliable provider, and set you apart from competitors who have cut back on their marketing efforts.

By keeping your marketing plan in full swing during a market downturn, you have the chance to reach a larger audience and increase brand recognition. People may be more likely to remember your brand when they are ready to hire an advisor and may choose your practice over others due to their previous exposure to your marketing messages. Additionally, increased brand awareness can also help establish you as a thought leader in your industry, which can be beneficial in the long-term.

A market downturn may present a challenge, but it also offers a unique opportunity to increase brand awareness and gain a competitive advantage. By investing in marketing efforts during this time, you can set yourself up for success even when the market is down.

Building Trust

Maintaining a consistent marketing presence during a market downturn shows customers that your practice is stable and reliable. This can help build trust with prospects and position your business for future success, even when the market improves.

By continuing your marketing efforts during a market downturn, you demonstrate to your clients that you’re able to weather the economic storm and remain steadfast in its commitment to delivering high-quality services. This helps build trust with existing clients and your pool of prospects who may be hesitant to do business with an advisor that appears to be struggling during difficult economic times.

In addition, the consistency of your marketing messages during a market downturn can help reinforce your brand’s image and position you as a leader. Clients are more likely to trust a business that remains confident and proactive in uncertain market conditions.

Long-Term Growth

While it may be tempting to cut costs by reducing marketing efforts during a market downturn, this can actually harm you in the long run. By continuing to invest in your marketing plan, you can lay the foundation for future growth and success.

Pausing your marketing efforts during a market downturn may seem like an obvious cost-cutting measure. However, it can actually prove detrimental to your business in the long run. Halt in marketing can cause a significant disruption to your sales pipeline, leading to a drop in new revenue and stifling growth opportunities. Furthermore, once the market picks up again, restarting your marketing efforts and reigniting the sales pipeline can be a time-consuming and arduous process.

Think of your marketing plan and sales pipeline as a well-oiled machine. Consistent investment and effort are necessary to keep it running smoothly. When you suddenly hit the brakes, it takes time to get the machine back up to speed, and in the meantime, you risk losing traction and opportunities to your competitors.


During a market downturn, it’s natural for advisors to scale back their marketing efforts in an effort to cut costs; however, this may not be the best approach. Continuing with the implementation of your marketing plan during a market downturn can bring numerous benefits. It reduces competition, increases brand awareness, builds client and prospect trust, and sets the foundation for long-term growth. Don’t pause your marketing efforts during a downturn, it’s time to push harder and reap the rewards.

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