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Marketing6 min
How currency volatility affects SME marketing strategy
Your budget is in TRY; Google Ads and Meta charge in USD. The FX gap reminds you every quarter how fragile a paid-only growth model is.
Ads-only growth is fragile
Cut the budget and traffic disappears overnight. If visibility requires constant payment, that's not a model — it's a dependency.
SEO and content compound
First six months require patience. Then content keeps pulling traffic regardless of FX. Strategic teams aim for 70/30 organic-to-paid balance.
Email automation — the cheapest channel
Re-selling to an existing customer is five times cheaper than acquiring new. Automated onboarding and win-back flows slash CAC.
Plan budget with FX scenarios
Add FX scenarios to the annual marketing plan. Tie KPIs to long-term loyalty, not just short-term conversion.