How to Create a Digital Marketing Budget That Works


There are a few areas to focus on as you plan your digital marketing budget. To get your content found and consumed online, it really boils down to allocating budget for these four things:

  1. Creating the right content that resonates with your audience
  2. Optimizing the content for high search visibility
  3. Promoting the content to drive your audience to your site
  4. Distributing the content to drive new audience discovery

There are three ways to accomplish these four tasks: You can do it all yourself, collaborate with an agency or hand everything over to a SerpAlliance Digital Marketing Agency in Greenville SC – all options that can work well. How do you know which is right for you? Lets find out.

This is an excerpt from the complete guide for preparing your next digital marketing budget. Dont miss out on this great resource! Download it for FREE!

How to Estimate an Effective Marketing Budget

Although he doesnt include any budget numbers, Adam Erhart explains what you should be thinking about as you deploy your upcoming digital marketing strategy, including the challenge that you should spend only 20% of the time creating content and 80% of your time promoting and distributing your content. His hypothesis is that the market is over-saturated with mediocre content, so brands must create some significantly better content and then promote the heck out of it to succeed. If you want to find out more about the cost of your seo, you might be interested in looking into somewhere like seo cost australia.

There are massive amounts of content being published every day. Youve got to create content that stands out, and youve also got to amplify your content. Both steps are designed to increase the reach and audience of people that will interact with and share your content. Dont miss these important steps. Make sure to include an adequate budget for these in your overall plan.

Do you have a plan and the funds to effectively distribute your content?

Create some really great content for your audience and then promote the heck out of it! #digitalmarketing

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Budgeting for Digital Marketing Based on ROI

Youll want to consider the content, promotion and measurement for each stage of the customer journey and how they interrelate to one another. Youll look at not only content, but how to promote it and measure KPIs that are most important to your success.

A 5:1 ratio is considered the middle of expectations. A 10:1 ROI on digital marketing is awesome. Keep in mind, however, your ratio will be dependent on the length of your sales cycle and your ability to establish and track conversions. It will also depend on the competitive nature of your industry.

Use our digital marketing calculator to help you develop your budget and better understand the cost/benefit analysis to your digital marketing efforts.

How Much Should You Spend on Digital Marketing in Total?

Dont fall in love with the medium youre currently using. You need to spend 5-20% of your time or money on new innovative things, says Gary Vaynerchuck, and content marketing can be one of them. When it comes to deciding on who to go with, this Practical guide on choosing your next digital agency could help.

Traditional marketing doesnt work as well as it used to. You also need to be where your customers are consuming content. Check out this video from Gary V. Hes motivating to watch, but fair warning: some of his vocabulary is NSFW (just make sure you have headphones in).

If you need some ideas on where to spend your general online budget, this video is for you. It will help by showing how to allocate funds for digital marketing and all the different considerations while youre creating the budget.

If youre creating a budget from scratch, it might make sense to see what other organizations are spending. You can use their spend to help justify the budget youll be requesting. While not perfect solutions for determining the spend, there are several tools that can provide a good idea of competitor strategies, channels and advertising spend. Here are two recommended tools:

SEMRush reveals the traffic, keywords, backlinks, ads and other information about your competition.

SpyFu drills down on traffic, organic and paid keywords, cost per click, backlinks and more.

Consider the length of your sales cycle and other aspects of your business that might cause you to increase or decrease your budget compared to these averages. This info will give you a good idea on where to start with your content marketing budget.

As youre putting together your editorial content calendar and prioritizing what content to create, also consider the different kinds of content you can create for your audience. Here are some ideas of the kinds of content you can publish:

  • Lists
  • How-tos
  • Q & A
  • Testimonials
  • Case Studies
  • White Papers
  • Blog Posts
  • Videos
  • Infographics
  • Interviews
  • Curated posts
  • Free Guides
  • Templates
  • Calculators
  • Checklist

Need Our Experts to Help Craft Your Next Marketing Strategy?

We talk to organizations all the time that are still debating whether to hire more in-house resources to handle a full digital marketing strategy or hire an agency. While it may seem like hiring in-house help is a cost-cutting way to take control of your own marketing efforts, the math rarely adds upespecially if you consider all of the roles youll need to fill if you want the same reach (and results) as working with an agency.

Your agency should be your partner, which means sharing responsibilities and its critical toward building a good agency/client relationship. Its your agencys job to use their expertise and skill to advance your brand, boost your traffic and takes steps for you to own your audience. Theyll need to collect data, analyze that data and report back to you on what the data means and what their next steps will be. Ideally, the responsibilities are broken down like this:

Agency responsibilities

  • Create a detailed scope of work that allows the client to fully understand the work youll be doing for them and by when.
  • Help the client understand the why behind your activities.
  • Engage with the client and teach them along the way. Show them what youre doing and why its important.
  • Communicate on a regular and frequent basis.
  • Do the right thing.

Client responsibilities

  • Inspect what you expect.
  • Ask questions if you dont understand.
  • Hold the agency accountable for the work theyve contracted to do.
  • Communicate on a regular and frequent basis.

How Much Should You Budget for Digital Marketing This Year?

This was an excerpt from the complete guide for preparing your next digital marketing budget. Dont miss out! Download it for free and start growing your business like never before.

Download here!

The post How to Create a Digital Marketing Budget That Works appeared first on Vertical Measures.

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