Frequently, we ask a potential client what their marketing budget is in an effort to better understand what resources we will use to meet branding and marketing goals.
And regularly, we hear, “What should our marketing budget be?”
We are already two weeks into Q1, so let’s talk about your marketing budget. Total marketing budgets are on the rise (yay!) and are at 7 – 12% of total gross revenue. If one of your resolutions this year is to grow your small to mid-size business, let’s rock.
Here are four things to remember when formulating your marketing budget:
1. Small businesses should budget 7 – 8% of gross revenues for marketing in order to compete against larger companies.
2. Track your marketing budget and results monthly – at a minimum. If you consistently track your results you will be better able to adjust your marketing spending over time to spend smarter, not harder.
3. Increase the budget for new product launches. Keep track of what you make on the product and tweak as needed to cover the marketing costs and increase profit from sales.
4. One size does not fit all. While the latest Forrester Research report projects that digital marketing spending will make up 44% of all ad spend, this number can vary depending on a variety of factors including industry, growth plans and local market.
As you create your marketing budget this year, don’t start with the tactics. Develop a defined marketing budget to support a marketing plan with measurable goals and a sound strategy.