Marketing isn’t an expense, it’s an investment.

I you’re an solopreneur, sometimes that’s hard to get your mind to believe. We’re so accustomed to seeing other investments as what they are. Need shelter? Buy a house. It’s an investment. Want to retire? Create a stock portfolio. It’s an investment.

If only we could let go and see marketing in the same light. Well, I’m here to help you with that. Keep reading to learn more about making the most of your digital marketing investment.

1. Recycle Content

Time is a valuable resource when you’re a solopreneur. And researching topics for every single advertising medium could gobble up all your time.

Instead of creating one topic for you blog post and one topic for your YouTube post, use one topic for both. You could even use your blog as a reference for your video content.

You can do the exact same thing for your social media as well.

You can find fresh angles on old content as well. If you’ve been in the game for a while, go back, find a topic that did well and expand upon it.

2. Make Strategies Complement

Streamlining your marketing strategies so they synergize will save you money and your marketing team some time.

For example, SEM and SEO go hand-in-hand. You could use the same information from your PPC campaigns to strategize for your search-optimized blog content.

The smartest online marketing agencies already do this. Some might approach SEO holistically by creating video out of your blog posts and tracking your social media data at the same time.

3. Do a Quarterly Audit

A marketing audit is an in-depth look at your marketing. You pay close attention to you plan and how the data measures up to your expectations.

In the 1970s, during an economic downturn, companies began auditing their marketing investments to ensure survival. Since then, the audit has become a yearly or quarterly milestone for most companies.

It can pinpoint what is working well and what isn’t. You can then trim the fat on your marketing budget and move that money into what’s working.

Remember, this is an investment. And just like an investment portfolio, sometimes you just have to let go of what’s not making you money. Sometimes it’s not even the marketing team’s fault, it’s just not the right strategy at the right time.

Speaking of wrong time, there are some things that are outside of a marketer’s control. SEO is a volatile strategy and things could go south pretty quickly with one major Google update. Sometimes, it’s just too late for the marketer to float your sinking ship.

By Ben Mattice

Benjamin Mattice is a freelance writer/editor, horror and sci-fi writer, SEO and affiliate marketing newbie, dog wrestler, cat wrangler, capoeirista, and long distance runner. He lives in the Palouse with his wife, three dogs, two cats, and two rats. Yes, that would probably be considered a mini-zoo.