Dollar-cost averaging is one of those boringly brilliant investment strategies.

You invest the same amount of money every month, no matter what the market’s doing. When stocks are down, your dollars buy more. When they’re up, your dollars buy less. Over time, the highs and lows average out — and your portfolio grows.

It’s not flashy. But it works.

Of course, when the market dips and the economy tightens, it can be tempting to pause your investing. But that’s not what most experienced investors do. They keep investing, finding other ways to cut back if they need to. Chicken instead of steak. Dropping a streaming service. Brewing coffee at home every day instead of ordering a latte.

Why? Because they know that a little short-term sacrifice can help you stay in the long-term game.

So, here’s the question: Why don’t you apply the same approach to your marketing budget strategy?

 

“SKIP THE STEAK” BUDGETING DOESN’T MEAN STARVING YOUR BRAND

When the economy turns down, companies often sacrifice the one thing that can keep them ahead: Marketing. Sure, it’s usually a big number on the P&L statement. And unlike payroll, equipment or raw materials, you can dial it up or down (seemingly) without immediate pain.

But pausing your marketing budget until things pick back up is the business equivalent of yanking your 401(k) out of the market when stocks dip. You’re just locking in your losses.

You’re not just missing the chance to buy low — you’re walking away from long-term gains that only come from consistency.

 

WHEN OTHERS GO QUIET, YOUR VOICE GETS LOUDER

In a downturn, fewer marketers are competing for the same eyeballs. That means media costs often come down and share of voice goes up for those bold enough to keep showing up.

Think of it this way: If everyone in the room is singing at the same time, it’s hard for anyone to hear your voice. But when the room isn’t full, people can hear your voice much better. If your competitors change their marketing budget strategy and you hold steady, you essentially get a bigger slice of a quieter pie.

More visibility. More attention. And when the market rebounds (as it always does), you’re not scrambling with everyone else to rebuild awareness at a time when marketing costs are also increasing. You’re already top of mind.

 

CONSISTENCY VS. CONSEQUENCES

Every time you go dark with your marketing, you lose momentum. Your audience forgets. Your pipeline slows. The funnel empties. And when you flip the marketing switch back on again, it takes time — and extra money — to get back to where you were.

If your customers have a long buying cycle, you may not see purchase activity pick back up for a while.

That’s why a “dollar-cost averaging” mindset for your marketing budget strategy is smart. A consistent spend and a smart, long-game strategy beats the boom-and-bust cycle every time.

 

DON’T SPEND MORE. JUST SPEND WISER.

If cutting your marketing budget is a necessity, there is one strategy that can help dull the impact of those cuts. Be bolder.

For most marketers, media is the biggest part of the marketing budget. But research shows that you can decrease your media spend significantly without losing impact. If you’re willing to take the risk of being bolder, more creative and memorable with your advertising. Bolder advertising makes the most of your budget. And dull advertising can cost up to seven times more for the same impact. Which makes sense. If your ads are more memorable, you don’t need to invest as much in getting them in front of your audience.

Better creative = better mind share.

And, of course, you can always find other business expenses that can be put on hold that won’t impact your sales funnel. Think redundant software, unnecessary travel or perks.

Protect the programs that protect your pipeline. Because if your team is pulling back, you can expect someone else is showing up in your customer’s inbox, social media feeds and search results — earning awareness and trust that you’ve put on pause.

Need help creating a marketing budget strategy that thrives in any economy? Let’s talk.