How Economic Developers Should Adjust Marketing Budgets in 2025

The landscape of marketing is evolving rapidly, and 2025 is no different. Economic developers must stay ahead by reallocating their budgets to align with modern trends and audience expectations. Based on data from over 11,000 marketers, the priorities for marketing budgets have shifted toward digital optimization, community engagement, and paid strategies. Here’s how economic development organizations (EDOs) can adapt their efforts to maximize impact.

Earned Media

Earned media has long been a cornerstone for establishing trust and authority in the economic development space. This includes organic recognition, such as news coverage, testimonials, and social shares. Economic developers can capitalize on this by amplifying local success stories, such as new business openings or workforce initiatives, through press releases and partnerships with local media outlets.

Search Engine Optimization (SEO)

The survey shows that 44% of marketers plan to increase their SEO budgets, recognizing its critical role in driving organic traffic. For EDOs, SEO is about making your community discoverable to businesses and individuals looking to relocate. By optimizing your website for terms like “best cities for startups” or “affordable places to live near major hubs,” you can ensure your region ranks higher on search engines. Regularly updating content with relevant keywords and enhancing site speed are foundational strategies that can make a significant difference.

Organic Social

Despite its declining reach, organic social remains a critical tool for fostering community engagement, with 58% of marketers reducing their budgets. Platforms like LinkedIn and Instagram still provide opportunities for EDOs to showcase regional achievements, share updates, and connect with their audience authentically. By prioritizing visually engaging posts–such as community photos and short videos–you can keep audiences informed without incurring additional advertising costs.

Content Creation

Content creation continues to be a high priority, with 63% of marketers planning to increase their budgets. For EDOs, this means telling your community’s story through news articles/blogs, videos, and downloadable resources. Highlighting local business success stories, infrastructure projects, and regional benefits through well-crafted content can position your region as a leader in economic development.

AI-Powered SEO

AI tools are transforming the way SEO is approached, with an overwhelming 97% of marketers planning to increase their budgets in this area. AI can help economic developers analyze search trends, optimize content, and improve website rankings faster and more efficiently. By using tools like SEMrush or Ahrefs, EDOs can identify high-performing keywords and optimize their digital content to align with user intent.

Email Marketing

Email marketing remains a reliable communication channel, with 59% of marketers maintaining their budgets. For EDOs, email provides a direct line to businesses, residents, and other stakeholders. Personalized email campaigns that share community updates, upcoming events, or new resources can foster engagement and trust. Automation tools can streamline workflows, ensuring timely and relevant messaging while saving time.

Conversion Rate Optimization (CRO) and User Experience (UX)

Improving conversion rates and user experiences is a top priority for 59% of marketers. Economic developers should view their websites as their digital storefronts, ensuring that visitors can quickly find the information they need. Simple improvements like enhancing navigation, optimizing for mobile devices, and streamlining contact forms can make a big difference in converting visitors into inquiries or investments.

Community Building

Investing in community engagement is essential, with 80% of marketers increasing their budgets in this area. For EDOs, building a sense of community involves hosting events, fostering public-private partnerships, and encouraging local businesses to share their success stories. Community-building efforts demonstrate your region’s commitment to collaboration and growth, making it more attractive to potential investors and residents.

Paid Ads

Paid advertising continues to be a driving force for marketers in 2025. For EDOs, paid ads can help target businesses and individuals with tailored messages about your community’s strengths.

Paid Search

Search ads remain a popular choice, with 38% of marketers increasing their Google Ads budgets. Economic developers can use paid search to ensure their region appears at the top of search results when businesses are looking to expand or relocate. Strategic keyword bidding, combined with optimized landing pages, can significantly improve ROI for these campaigns.

Social Ads

Social media advertising is evolving, with platforms like LinkedIn and TikTok gaining traction among marketers. Social ads allow EDOs to target specific demographics, such as young professionals or industry leaders, with visually appealing and informative content. By experimenting with ad formats and creatives, you can identify what resonates most with your audience.

Conclusion

As the marketing landscape shifts, economic developers have the opportunity to fine-tune their strategies for 2025. By focusing on SEO, content creation, community engagement, and paid advertising, EDOs can maximize their budgets and effectively promote their regions. These approaches not only attract businesses and residents but also position your community as a leader in economic development. For a deeper dive into these trends, contact Golden Shovel Agency.