When Tariffs Hit, Steady Marketing Wins
When external forces, such as tariffs, disrupt your operations, it’s easy to focus all your energy on fixing internal systems, including supplier changes, pricing adjustments, and new logistics. But here's something businesses often overlook:
Your marketing strategy needs to pivot just as fast as your supply chain.
Tariff impacts on small businesses can include higher costs, delayed shipments, and a need to rework how and what you sell. But they also create a golden opportunity: the chance to build trust and strengthen your brand through strategic communication.
Let’s discuss how to navigate tariffs as a small business (not by stressing about what’s broken) but by leaning into marketing that actually works.
Use Landing Pages to Educate and Convert
When you need to explain product changes, update bundles, or justify pricing, consider educating customers through landing pages instead of simply linking to a basic Product Detail Page (PDP).
A thoughtful landing page does more than sell—it teaches. And when done right, it converts. For one client, we saw a significant increase from 2.2% to 11.1% conversion rate simply by using a custom bundle landing page.
Make sure your bundle landing page best practices include:
What’s in the product?
Why has it changed?
How does it benefit the buyer?
What makes it better than alternatives?
When does it ship, and what is the return policy?
Use your marketing strategy to provide context, be transparent, and show the value behind your new pricing or product strategy.
Refresh Email and SMS Flows to Reflect What’s Happening
Your email strategy shouldn't run on autopilot. With content marketing during supply chain disruptions, your email list becomes your most effective tool for communicating change and reinforcing trust.
Update email and SMS flows to reflect current offers or shipping timelines
Highlight how to communicate price increases to customers
Use what’s working in your ad copy to influence email subject lines and CTAs
Remember, your subscribers are already interested in your content. Keep them engaged with messaging that acknowledges the moment and gives them a reason to stick around.
Expand Reach with Instagram Collabs
While you’re tightening budgets elsewhere, now is not the time to reduce visibility. Instagram collab posts are a smart way to maintain brand trust and reach new audiences without heavy ad spending.
Whether you partner with influencers, local brands, or even publishers, Instagram's collaboration strategy can boost your brand's credibility and relevance. Plus, it reinforces your brand identity in a real, human way.
Why a Strategic Partner Matters
If you're trying to determine how to respond to tariffs, remember this: your marketing is more than messaging.
When customers are unsure, great content offers clarity.
When prices rise, effective marketing offers value.
When everything feels shaky, great messaging builds confidence.
As a freelance content strategist, I help businesses adjust with a small business content strategy rooted in creativity and clarity. From emails to landing pages to thought leadership, I ensure your message aligns with your business, even when market conditions shift.
Don't just adjust your operations; strengthen your marketing to build trust, maintain revenue, and stay ahead of the competition.
Use this checklist to align your marketing efforts with what your audience needs right now.
Marketing Strategy During Economic Uncertainty Isn’t Optional. It’s Essential.
If you're navigating pricing changes, supplier delays, or product adjustments, don’t leave your customers in the dark. Marketing during a downturn starts with transparency, agility, and a consistent voice.
Let’s collaborate to build real-time content that supports your brand and positions you to thrive in the long run.