In a world with endless marketing opportunities, your budget has to be strategic. Having a smart marketing plan involves investing in marketing assets you own, like your website and email list. A smart marketing plan invests in a website. Your website is full of owned assets, especially if the content is ranking high in Google search. Since the content you write on your website is entirely your own, and AdWords are merely rented for a premium, this makes your website very valuable. If you don't have a good SEO strategy, that's the first place you can invest for a return. Remember that relevant and fresh content should be part of any SEO strategy.