4 (Actually Useful) Ways to Spend Your Marketing Budget Surplus

4 (Actually Useful) Ways to Spend Your Marketing Budget Surplus Featured Image

Spend Your Surplus + Earn ROI = Win, Win

Allow me to introduce myself — I am the marketer for Digital Current, or as I like to say, I market the marketing (or I’m a metamarketer). 


If you’re anything like me, you’ve spent 2019 evaluating every investment carefully and saving a nice chunk of contingency money, in case you need it. But now, as the end of the year approaches, the “use it or lose it” fear has taken over. But spending just to spend isn’t in your marketing DNA, so what can you do with your surplus that will also set you up for success in 2020?

We have four ideas that will use your surplus and deliver you a long-lasting return on investment.

1. Run a technical SEO audit 

Did you know that your site could be actively blocking search engines from reading your whole site? That’s right. You’ve spent so much time curating content, adding keywords and bringing value to your customers, but if the search engine can’t see it, then it’s hard to get in front of the eyes of your prospects, too. That’s where a technical SEO (search engine optimization) audit comes in. 


A technical SEO audit is designed to uncover any roadblocks to SEO success — whether that’s spider traps, speed barriers or one of the hundreds of other potential issues. 

The way we do it? We evaluate your site using a handful of tools and our hands themselves. We identify the issues them prioritize them by complexity to fix and impact to your SEO health, so you can jumpstart on them and boost your rankings by the time the ball drops at midnight. 

Related: How Much Does Good SEO Cost?

2. Jumpstart CRO

Imagine for a moment that just 1% more of your traffic actually converted — how would that impact your revenue? We’re guessing you’d see a healthy jump.  

Conversion rate optimization is just as it sounds — it aims to deliver a higher conversion rate (much higher than a 1% increase, too!). 

When we do CRO we start with as many “just fix it” recommendations backed by years of expertise — these can be anything from adding a CTA button above the “fold” to updating the copy on your form. 

We also instrument your site and watch how (anonymous) visitors interact and explore. It’s eye opening to see people struggling to find something you put in such an obvious place. 


Then we test, test and test some more! 

Each tweak we make along the way — no matter how big or how small — will drive more conversions, so as you are moving up the rankings using SEO to bring more visitors to your site, a larger percentage will convert, giving you the biggest bang for your buck. 

3. Create or refresh your personas and buyers journeys

We are not talking about the personas and journey maps you spend thousands of dollars on, only to have sit in a long-forgotten deck on the server. We’re talking about personas that will transform everything you say and do in 2020. 

Valuable personas come from a healthy mix of science and art. Fact-based stats and quotes from interviews that come together to form a human — someone you have a “conversation” with every time your copywriter picks up a pen (ok, places their fingers on the keyboard). When you speak to a person, you’re able to connect with them on a deeper level and truly address their pain points. We practice what we preach, so I am writing this for a persona named Shelly. She is wonderful, which means so are you. 


And personas shouldn’t just live in the marketing world. They’re an invaluable tool for customer service and sales — helping them understand who they’re talking to and what solutions will satisfy them. Product teams should be asking “Would Shelly like this feature? How would Shelly use this feature? What can we do to make Shelly’s life easier.” 

Those are personas and journey maps worth investing in, because it can help you hit every angle of possible customer interaction. 

Related: 7 Ways to Better Integrate Content Marketing Across Your Company

4. Conduct a content audit and workshop

If want to create useful, compelling and engaging content in 2020, you must know who your company is as a brand, which is (or at least should be) ever evolving. A content workshop gives you the puzzle pieces you need to create the complete picture of where you’re going.

Through a series of stakeholder interviews and probing questions during a brainstorming meeting led by content strategists, here are some of the pieces we at Digital Current uncover in content workshops we run:

Content Goals: What are we trying to accomplish with our content? How will we know we’re successful?

Brand Perceptions: How do customers see us during a positive brand experience? What about a negative one?

Brand Attributes: What is our personality? What are our core values?

Voice/Tone: Based on our brand attributes, how do we sound? What words do we use? What words do we avoid?

Brand Promises: What do we always deliver? What do customers rely on us for? What are our differentiators?

Brand Messages: What are our core messaging statements? How do we hold our content accountable?

So what happens next? Do these findings live in a deck on the server like your old personas. No. Not if you’re working with us, at least. We’d take everything we learned and develop a comprehensive content strategy, setting you up for success in 2020. 


Use It (Don’t Lose It) With Us

Did we just pitch four things that we do? We sure did — because we know that they deliver ROI. Just check out our case studies or, heck, click the button below and let’s talk. You won’t regret it.


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