When times are tight, businesses have to treat every single marketing dollar as if it were a rare Faberge egg. That means NO throwing money at blue-sky branding concepts or unfocused advertising efforts.

Instead, the most effective way to utilize a marketing budget during a down economy is by drilling down and targeting customers with greater precision and then producing highly trackable programs that allow you to change direction on a dime if needed. Currently, one would be hard-pressed to find a better way to accomplish this than SEO.

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