Here's Why You Should Buy More Ads When the Economy Tanks Marketing budgets are the first to get slashed when the market tightens, but that creates less competition for attention.

Q: In this unsteady economy, I have to pull back on my marketing dollars. How can I not lose momentum? – Leon, Atlanta

Here's a question to answer your question: Do you have to pull back your marketing?

I've been through downturns as an employee and as a founder, and have learned an important lesson: Just because everyone cuts their budget in the same place doesn't mean you have to. In fact, when the herd moves in one direction, it creates opportunities.

If your goal is sustaining momentum — which means doubling down on your most loyal customers and winning new ones — why would you assume marketing is the place to cut?

Related: Why You Should Maintain (or Even Increase) Your Marketing Budget in a Recession

Successful marketing depends on many factors. Some of it you control, like the messaging, creative, and good targeting. Other parts you don't, like saturation of the marketplace, how much your competitors are spending, and your customers' mindset. But when recessions or downturns hit, the uncontrollable variables can work in your favor, because...

1. Most businesses cut back on marketing.

2. Many businesses increase their prices.

Consider the downstream effects of both. When others cut back on marketing, there's less competition — making it easier to get more attention. When businesses increase their pricing, they may upset consumers. After all, when people are worried and being conservative with their money, paying more for something they previously got for less can impact their behavior.

Downturns are an opportunity for real, honest conversations through marketing. When everyone is going through the same thing, you can empathize with and support each other. The right messaging, campaigns, or loyalty bonuses can create connections, increase word of mouth, and help your business stand out during hard times. If your customer wins, then you win. In the words of Jerry Maguire, "Help me, help you!"

You might think, "This all sounds great, but I must cut somewhere!" Sure. First, build models that give you more visibility into what happens if you have differing levels of marketing efficiencies and conversion (for better and worse). This will help you determine different scenarios to give you runway.

Related: Here's Why You Should Steal Someone Else's Leadership Style

Then, see if you can save money in other ways. During hard times, for example, you're more likely to find efficiencies in your spending with partners. Try negotiating better prices from suppliers (remember, they are hurting too, and some revenue is better than none) or even just getting better terms on payment (say, if you must pay them in 30 days, can you shift to 90 days? That's like getting financing, which makes it easier to generate cash).

If you must cut marketing, don't panic. The same rules of connection still apply; you just need to narrow your focus. Emphasize current customers and the winning assets that performed well in the past. Sometimes, spending less on acquisition and more on retention is an easy win to save budget without harming revenue. Spend more time on your most profitable channels and cut inefficient and experimental budgets with a less predictable ROI.

Yes, recessions require more planning and predicting. Your consumers' behavior is changing, and you must follow them. But that doesn't mean consumers stop spending altogether. If you can meet them in the right place, you might find an upside in this downturn: A stronger commitment during hard times can keep your momentum strong, and set you up for new levels of growth.