There are many factors that influence small-business marketing strategies and campaigns. They range from product availability to geographic location, but none has more sway than economics. Both internal and external economics play a huge role in the amount of marketing you can produce, your message, its effect on the consumer and the results it brings for your business.

Business Budget

The amount of funding dedicated to your small-business marketing efforts is directly tied to the sales and success of your company. When budgets are cut, the amount and reach of your small-business marketing can be dramatically affected. Less money to spend equals less room for mistakes and less room to expand into new market segments. When your marketing portfolio shrinks, the return you get on your investment can shrink along with it. Instead of cutting back, change your approach and spend smarter. Target only those segments that are guaranteed to bring in revenue, and return to basics until the budget can be increased and normal marketing activities can resume again.

National Economy

National economics affect almost every small business and large corporation in nearly every possible way. When the consumer makes less, she spends less, and this can end up becoming your greatest problem. When a national or global economic slide occurs, you may have to restructure your marketing message, techniques and goals accordingly. For example, if the economy is down overall, your message should focus on value and necessity rather than luxury or style. If the market is up, your message can incorporate more elements of fun and enjoyment to bring attention to the brand and to keep up with the general economic climate in the country.

Economic trends are like fashion trends. They shift regularly and are based on a number of concrete and intangible factors. For example, consumers may suddenly decide to spend big on a given type or category of product based on its appearance on a popular TV show or in a blockbuster film. A week later, consumer attention can shift again to something new, and the initial product may return to the relative obscurity as a result. There is no way to forecast trends, but there are ways to ride them as long as possible by adjusting your marketing message and style to suit. Should your brand benefit from an economic trend, seize the opportunity to create a following based on loyalty and quality so that when the tides change again, you won't be left adrift.

Boom Times

In times of economic success your marketing can begin to grow uncontrollably. When increased marketing brings increased sales, many small businesses are tempted to redouble their efforts in hopes of creating a snowball effect. What often happens in this case is a loss of message and a loss of overall control over the company's marketing initiatives. When too many things are running off in too many directions at the same time, the effect can be a dissolution of your marketing goals and a loss of market share. Competitors who stick to their targeted segments may take up the slack and leave you cut out of the market.