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How to Strategically Spend Your Extra Marketing Budget

How to Strategically Spend Your Extra Marketing Budget

Most days of the year, it seems like there isn’t enough budget to go around. However, with the final months of 2018 upon us, many marketers are faced with a pleasant surprise: a surplus in their marketing budget. But when that money takes on a “use it or lose it” ultimatum, you could be left scrambling to spend dollars without a concrete plan—which can lead to poor spending decisions or, worse, wasted money.

So, how can you make the most of your extra marketing budget? Here are some of the smartest and most strategic choices to put that money to good use and give you the boost you need to meet your 2019 digital marketing goals.

7 Ways to Strategically Spend Extra Marketing Budget

Create a Video

There’s no question that video is still the reigning king in content. According to YouTube, mobile video consumption rises 100 percent every year, and watching a video makes 64 percent of customers more likely to purchase a product online. Back in 2016, it was estimated that video marketing would account for 80 percent of all internet traffic by 2019, so ensuring your video marketing strategy is extra sharp for the new year only makes sense. Plus, video content is highly shareable, so allocating some marketing dollars toward creating engaging video content (see ours here) is a great way to increase your brand’s visibility.

Boost Advertising

If you have a few particularly effective advertising channels, now could be the perfect time to boost your investment. Whether increasing your paid search spending or launching a new social campaign, advertising can help bring in leads faster and more efficiently. And what better way to start the New Year than with a collection of new leads to nurture?

See how one consumer services company scored 1,245 Google AdWord conversions in one month.

Produce an Interactive Campaign

Why not go into 2019 with your most engaged audience ever? A well-executed interactive campaign (here's an example from Kuno) can do just that—while also showcasing your company’s creativity and making you more memorable to prospects. Investing your surplus dollars in an interactive campaign, particularly if you haven’t done one before, can be a great way to make your audience interactions more of a dialogue and less of a call-out. Keep in mind that interactive campaigns don’t need to be super flashy to be effective. Check out this list for inspiration and get your creative juices flowing.

Invest in New Technology

Purchasing tools that make your digital marketing strategy easier to execute can help your department run more smoothly and efficiently next year. For instance, you could also invest in products and services that make creating high quality video easier, or photo editing software to make your images really pop. Or, perhaps you simply need a more thorough task management service to redefine your processes.

Perhaps your best move, though, would be to invest in an all-in-one growth stack. HubSpot offers a full suite of software for marketing, sales and customer service, with a completely free CRM at its core. They’re powerful alone but even better when used together.

Discover how HubSpot can set you up for success in 2019—schedule a demo here.

Whatever you’re looking for, new technology can be a game changer in productivity—make sure you do your research on the right tools for your dollar.

Create Evergreen Content

Of course, as enticing as it is to spend your extra marketing budget on a tactic that will yield quick results, another smart approach is to invest in lasting, effective content. Evergreen content is high quality and timeless—and it will benefit your department long after the initial leads boost. According to HubSpot, evergreen content is crucial to an effective digital marketing strategy, thanks to its ability to rank high in search engines, bring in substantial traffic and generate leads continuously over the long term.

Quick Tip: Ask your sales team what questions they get most often during the sales process, then create a piece of content or a blog series to answer them.

Optimize Your Current Content

However, creating new content isn’t the only option—in fact, heading into a new year might be the ideal time to invest in the content you already have. HubSpot dubs this “historical optimization.” They began making it part of their marketing strategy after discovering that 76 percent of their monthly blog views and 92 percent of their monthly blog leads came from “old” posts.

Since adopting historical optimization, they’ve seen their number of monthly leads generated by old posts more than double. By getting more out of the content you already have, you not only stay competitive in a world oversaturated with content, but also bring up-to-date value to your readers.

Plan an SEO Strategy

The best tactics for SEO are constantly evolving. This means if you don’t have an SEO strategy, it’s long past time to get one, and if you already do have one, it’s probably time to update it.

Whether it’s conducting more thorough research into the topics you should be covering, building new webpages to represent those topics or revamping your blogging strategy, dedicating your extra marketing budget to boosting organic traffic will help 2019 get started off on the right foot.

Take a peak into how Kuno creates SEO strategies for our clients.


Kick Off 2019 With a Solid Foundation

Remember: a surplus budget in 2018 means the opportunity to make 2019 your best year of marketing yet. While you’ll need to carefully weigh the options to determine which choice is best for your department’s specific needs, any of the above choices can make a lasting strategic difference toward reaching your digital marketing goals.

Download How to Create a Digital Marketing Strategy

Cortney Phillips Meriwether
The Author

Cortney Phillips Meriwether

Cortney produces audience-favorite blog posts, eBooks, lead-nurturing campaigns, guides and web copy.