Backtracking or full speed ahead on digital marketing in 2022-2023?

When economic times are uncertain, it’s instinctive for businesses to want to cut spending. Reviewing operational expenses through a filter of “must-have” versus “nice-to-have” is an integral part of doing business. Unfortunately, marketing budgets are often the first to take a hit when it comes to lead. AND arbitrarily cutting marketing budgets won’t help you create a viable pipeline of sales opportunities (which will only do more harm than good in the long run).

What most people don’t know about digital marketing is that it takes time to be effective. They think you create content, post it online and BLAM you get tons of inbound leads. Which, honestly, isn’t how it works.

In fact, most people don’t even really understand that digital marketing is an umbrella term that covers so many different tactics, from SEO and social media marketing to content syndication and digital advertising.

Being clear on which specific areas of your digital marketing strategy are getting the most traction, and focusing on THAT (instead of getting scattered) will help you maximize ROI. You’d be surprised how much adjusting the way your marketing budget is spent will create a major impact on the overall effectiveness of your programs.

So how can you get the most out of your money to ensure success?

Here are some easy ways to help you get ahead with the most effective digital marketing tactics that won’t break your bank…

Create better conversion landing pages

Creation of landing pages (instead of revamping your entire website) can be a more effective way to communicate with your target audience, especially when focusing on niche segments (vertical industries or specific job titles). By leveraging valuable resources (eBooks, case studies, or white papers) with the right messaging, you can drive more of the right people to these pages, capturing their contact information for further outreach and outreach efforts. Tap into your internal resources to share these landing pages on their own social media profiles as part of your promotion strategy.

Ranking for (the right) keywords

Writing content around keywords is an important part of any SEO strategy. But when was the last time you revisited those keywords? Are they still the most relevant to rank for? Are there any others gaining traction that you should watch? Are your keywords too broad, making them very difficult to rank for? What niche keywords can you add to your list? These are questions you should ask yourself when looking to improve your overall SEO ranking. You can also find the pieces of content that drive the most traffic to your website. It’s important to do this exercise several times a year so that you can promote content that provides the most value to your target audience and create new content that resonates with them.

Evaluate organic versus paid

Whereas paid advertising can give you faster results, organic awareness is often more valuable. Advertising can mean big budgets for poor quality results, so it’s important to see how your budget is being spent by checking your ad performance. Organic outreach (like ranking for keywords or organically building a following on social media channels) can bring you more highly qualified leads, so sometimes it’s better to sacrifice quantity for quality. You can also access online groups and forums to engage in discussions and reach your target buyers where they are. When done right, it will help you increase your brand’s thought leadership.

Evaluate your Omnichannel

Everyone likes to talk about omnichannel and cross-channel radiation, and make no mistake: being present on all channels is important to increase the visibility of your offer with your target audience. However, omnichannel should NOT mean ALL channel. Scattering your resources trying to create a presence everywhere is a waste of resources. Instead, focus on the channels that bring the most value to your business.

Kill two birds with one stone

Hosting a webinar is a tactic that can go a long way as they are cheap to host (unlike physical events) and can be operated on-demand for months after the event has taken place. Think of a subject likely to attract the attention of your prospect; make sure your webinar will bring something unique to attendees and inspire action to keep the conversation going after it’s over. You can use the webinar as a hook for email marketing campaigns, online promotion, and offline discussions to get the most out of it at all levels.


Doing more with less is a recurring theme these days, but it’s possible to be more efficient in maximizing your results with minimal budget. Tough economic times are here to stay, so the key is to adapt and keep moving forward at full speed.