Short-term use this time to do all the clean up you normally wish you had time to do. Get rid of files and documents that are no longer needed or relevant. Organize things that are necessary and figure out how to make them more useful. This goes for your personal files as well as your business documents and servers. Go through digital assets and give them a read or refresh as needed. Do some user experience testing on your website to identify issues and make improvements—you can enlist your team or use an outside resource if budget allows.
Long-term get organized and create optimal file structures and organizational practices that will provide a solid foundation for your work going forward. Archive past files and projects in a way that makes them easy to locate if needed. When reviewing your digital assets, give thought to new content opportunities and build a plan for assets you want to create. Consider high-value additions to your website such as interactive tools that help attract prospects and extend their time spent on your site.
No doubt there are many things you can focus on right now that will benefit you professionally, and also add value to your company. Use this list and start getting your game plan in place. The value of continuing to spend on marketing when competitors are cutting back is well documented. Companies can not only increase share of voice for their brands, but can also improve market share and return on investment at lower cost than during good economic times.
While your budgets may be reduced or on hold, don’t let that stop you from focusing on how you can continue to stay in front of customers and deliver value right now, and have plans at the ready to launch when spending resumes.