End the Year Looking like a Rock Star
Between October and December of each year a phenomenon occurs in marketing departments all over the US. It's the magical end of the year use-it-or-lose-it marketing spend.
UIOLI (acronym) is the money that has been allocated to the departmental budget, but has yet to be committed to a project by Q4. In many cases next year’s marketing budget will be determined by this year’s marketing spend. Many marketing VPs and directors worry that their budget for next year will be reduced if they don’t spend everything they were allotted this year.
Online ad spend alone usually rises by ~25% between October and December.
When UIOLI money is spent hastily it will be ineffective in advancing big departmental goals. Sometimes it can even move the needle the wrong way. However, when this money is spent wisely Q4 can be a great time for getting micro-projects or improvements pushed through.
Here are some smart ways you might spend your un-allocated 2018 marketing budget during Q4. Consider which of these would have the greatest ROI if outsourced, then use that UIOLI money to hire the right resources.
Another way to maximize traffic from great content - plan spin-off or micro-content to be created from posts that did particularly well this year. Take a look at your first 9 months of analytics, and use your traffic data to inform which posts landed well with your audience. Spin-off content like infographics, interactive tools, and short videos can extend the life of that content and generate even more traffic.
As I am writing this one point keeps occuring to me. Agencies like mine tend to see a big uptick in requests during Q4 because departments like yours have money they would like to spend. My suggestion is that you schedule a meeting with your agency of choice now to discuss projects that might be coming. The sooner you get your project on their calendar, the better.
Here is a link to my Project Inquiry Form. I would love to talk to you about your needs and plans. We are especially great at search engine audits, landing pages, trifecta content, and planning documentation.
Do you have even more ideas for using 2018 use-it-or-lose-it funds wisely? Leave them in the comments. And if you found this post useful please 'like' and share it using the buttons below. Your social nods help others like you find my posts too.
I'm Kelly Coulter. I build websites and online marketing for smart companies. Schedule a call with me >