In our experience there are no miracles, at least not with a sustainable impact. Basically direct engagements and I am with @lateefx tradeshow’s are still a good way. I would also invested a bit of the budget into that you can follow the leads and turn them customers.
And sharing your knowledge, by reaching out to bloggers (not the massiv and expensive influencers) and make sure you build up your backlinks that’ll contribute to your SEO. Direct your existing customers to your social accounts and spread knowledge and expert-views, etc. from there.
Remember there was a time before the internet, when hustling was the only way to do business.
From door to door, hitting the phones, sending letters and mostly hearing “nope” or, in our case, we are famous for “I don’t get your product”. Realistically hard-nosed hustling is still is the only way to start, and find the right tool for you to channelise all the groundwork.
When you spend money on social media, and we are still highly critical about it, consider that this could be a bubble like the WSJ article suggest about BuzzFeed Set to Miss Revenue Target, Signaling Turbulence in Media and with knowing that I would go back to salesman playbook from the 60ies; make a script, say the same things, record your process and repeat. From that you can scale and use social media as a natural aid, because neither $36k or $360k give you a BANG and make it viral, look at today’s internet live statistics of the major channels - pretty much no amount of money would bring you there, however delivering on-time, in scope and low on bugs will bring you the love you deserve.