How to Develop a Marketing Budget

How to Develop a Marketing Budget
Corin Tomasello

As you could imagine, your budget plays a huge role in your business’ marketing endeavors. Many ideas start grandiose, only to be dwindled down to a less effective strategy due to budgeting concerns. Developing a marketing budget allows you to focus on strategies that will be effective within your price range.  

You'll find yourself running into trouble if you allocate a set amount of money to be spent universally on marketing without being strategic, but where do you start? We know it can tricky to determine the budget for your brand’s marketing so we've put together a few key steps to get you started!  

Identify Your Goals

Any marketing budget should be developed with the company's goals in mind. These goals should be divided into short-term and long-term objectives, as each will require a different level of investment. Think about how each step you take will get you closer to the specific goals in mind.  

Here are a few examples of short-term goals:  

  • Promoting a new product or service
  • Gaining a set number of followers each month
  • Decrease your website's bounce rate

Here are a few long-term goal examples:  

  • Generate qualified leads
  • Build brand awareness
  • Get on the first page of Google with keyword searches

Do Your Market Research

Any business owner will tell you that one of the most important aspects of running a successful business is knowing your customers. Who are they? What do they like? What do they need? Answering these questions is essential for any business to be able to provide products or services that meet customer demand. However, demographic information is just the beginning. You also need to know who your competitors are and what they are offering.  

When researching your competitors, take a look at their digital ads and the marketing techniques they utilize. What are they posting on social media? What does their engagement look like with their following? Once you have a good understanding of your competitors and how their target audience engages with them, you can begin applying these concepts to your own brand.  

Decide Which Marketing Channels Will Be Most Effective for Your Company

With so many different marketing channels available, it can be difficult to decide which ones are right for your company. The first step is to consider your target audience. Who are you trying to reach, and where do they spend their time?  

If you're selling products or services that appeal to a wide range of people, then mass media channels like TV ads or large online campaigns may be the best way to reach them. However, if you're targeting a specific niche market, then more targeted channels like online ads, social media, or even direct mail may be more effective.  

Once you've identified your target audience, you can start to experiment with different marketing channels and see which ones provide the best results. With a little trial and error, you'll soon find the perfect mix of marketing channels for your business.

The first step in determining your marketing channels is to know who your target audience is.

Common Mistakes Made in Creating a Marketing Budget

All too often, businesses either underspend or overspend on marketing initiatives. Creating a marketing budget can be a tricky task, but it's important to get it right. Otherwise, you run the risk of damaging your brand or breaking the bank.  

Here are some common mistakes to avoid when creating your marketing budget:

Not Taking All Marketing Costs into Account

Many businesses forget to factor in the cost of market research, which can be essential for developing an effective marketing strategy. In addition, businesses should also be aware of the costs associated with advertising and promotions. Failing to account for all of these costs can lead to an inaccurate marketing budget.

Underestimating the Power of Word-of-Mouth Marketing

While it may not be as flashy as some other marketing tactics, word-of-mouth can be extremely effective in driving sales and building brand awareness. As such, businesses should make sure to allocate a portion of their marketing budget to word-of-mouth initiatives.

Spreading Your Resources Too Thin

When it comes to marketing, quality is often more important than quantity. Rather than trying to promote your business in every possible outlet, focus your efforts on a few key channels that are most likely to reach your target audience. This will allow you to get the most bang for your buck and avoid wasting valuable marketing resources.  

Make The Most Out of Your Budget

If you want to increase your company's sales, start by creating a marketing budget that makes sense for your business goals. Research how much similar companies are spending on marketing, and then decide which channels will be most effective for your company. Allocate more money to the channels that are most likely to produce results, and review and adjust your budget as needed.  

By taking these steps, you can ensure that your marketing budget is supporting your company's overall sales goals. Want to take your marketing to the next level? Charisma can help you reach your marketing goals. Contact us today for a free consultation!