We’re in Q4 of 2019 and marketing budgets for 2020 are beginning to be established. As budgets migrate mostly toward digital campaigns, it’s important to determine where you will see the biggest benefits, whether that be an increase in lead generation or brand awareness. Here we’ve outlined a few wise ways to spend your 2020 marketing budget.

Dedicate Resources Toward Content Distribution

By this point most companies have recognized the importance of creating valuable content, but distribution in many cases has been lacking. The first step is to determine where your target audience prefers to consume their content. There should be a strong focus on the preferred channels but all methods of distribution should be employed. This includes social media posts, comment sections, question/answer sites and industry pages. Finding the sweet spot for your content can be time consuming but once you’ve found your audience your efforts will begin to show dividends. If your budget allows, you may consider investing in search engine and social media advertising.

Increase Visual Content On Your Website And Social Pages

Images, videos and infographics are consistently the most shared content through social channels and that trend is still growing. Many marketers have been reluctant to create video content but that decision will only become more detrimental as time goes by. There are many types of videos that can be used to market your brand and consistent production will show prospects you are on the cutting edge of your industry. Images are easily shared and are a necessary part of any blog post. Infographics provide a way to keep your blog content diverse and allow for an eye-catching way to display statistics.

Optimize Your Website For Lead Generation

We’re at a point in digital transformation where consumers notice small nuances about a company’s website. With so much competition it is imperative that your site offers easy navigation, a fresh look and is optimized for lead generation. Prospects will notice an outdated website and ones that are difficult to navigate will drive them away. Generating leads is becoming increasingly dependent upon digital sources and your website serves as the hub for your digital marketing efforts. Content gated by forms to attain contact information and providing clear instructions on how to reach your sales team are among the most basic necessities of a lead generating website.

Develop Your Professional Network

Too many people add contacts and fail to develop relationships. When adding to your network you should make an effort to truly build and nurture the connection you’ve made and take steps towards a mutually beneficial partnership. Influencers within your target industry can be an invaluable content distribution tool and can exponentially increase the reach of your brand. Developing a plan to make new connections on a daily basis will ensure your network is constantly growing.