A reliable online platform is now necessary for any company that seeks to succeed. Sad to say, not every business has a sizable budget to spend on digital marketing. Hence, if you’re working with a limited budget, you must take a comprehensive strategy to determine your needs and goals.  

Every successful business strategy now includes digital marketing as a key component since it enables companies to reach their target market through various digital channels. Yet with so many platforms and strategies available, choosing the ones that will produce the best results can be tricky.  

Therefore, you must develop a strategic plan focusing on your goals to maximize your limited resources. By understanding how to create a marketing budget, you can create an effective strategy that helps your business thrive online.   

In this blog, we will discuss how to allocate budget for digital marketing campaign, and make your business thrive in the digital space even with a limited budget. 

Group of business people in meeting with a piggy bank at the center
Key Takeaways:

  • Even if you have a tight budget for digital marketing, you can still make an impactful presence in the online sphere. 
  • Achieving success with your digital marketing plan starts by identifying who you want to reach and setting explicit goals. 
  • You can reach potential customers without draining your bank account using cost-effective or free marketing tools such as social media, email campaigns, and content creation. 
  • Analyzing and evaluating progress is essential to understand which of your digital marketing efforts are successful and which need improvement.  
  • By closely monitoring key metrics such as website traffic, engagement, and conversion rates, you can make data-driven decisions that will lead to more successful outcomes. 

Understanding Your Digital Marketing Needs  

Identifying your target audience is crucial as it allows you to tailor your strategy to create a marketing budget. This involves analyzing their demographics, interests, and online behavior to create a detailed buyer persona. 

Knowing your target market, you must establish clear marketing goals. This will help you evaluate how well your digital marketing endeavors are doing and ensure their outcomes correspond with your overall business plans. 

Colorful marketing infographic of SWOT Analysis concept
Below are the steps to conduct a SWOT analysis:

1. Identify your Strengths 

Discover your unique selling proposition, prominent brand image, devoted customer base, trained workforce, and advanced technology. 

2. Pinpoint Your Areas of Improvement (Weaknesses) 

Substandard customer service, aged technology, inadequate resources and tools, limited market penetration, and lackluster brand recognition are all factors to consider. 

3. Consider Your Opportunities 

Evaluate emerging markets, technological inventions, distinct consumer demographics, strategic cooperatives, and modifications in customer habits to maximize success. 

4. Contemplate Your Threats 

These can include new competitors, regulation changes, economic downturns, shifts in consumer behavior, and emerging technologies. 

5. Analyze the Results 

After you have conducted your SWOT analysis, analyze the findings to recognize the principal aspects where digital marketing methods must be directed. 

By engaging in a comprehensive SWOT analysis, you will be able to develop an effective digital marketing strategy that considers your strengths, weaknesses, opportunities, and threats. 

Allocating Budget Across Digital Marketing Channels  

As you strategize for the next course of action, be sure to set aside a portion of your budget for digital marketing – it will prove invaluable. Even if this is completely new territory or you haven’t dabbled in it much before, some basic guidelines can help guide your efforts and ensure success. 

You might also want to consider search engine optimization, pay-per-click advertising, social media, and email marketing. These channels are relatively cost-effective and provide excellent opportunities for reaching customers online.

Allocating budget for digital marketing concept

The 70-20-10 Rule Marketing 

Figuring out how to utilize your digital marketing budget can be intimidating, especially with the sheer number of channels and strategies available.  

To make this easier, consider following the 70/20/10 rule: break down your budget into three parts – “now,” “next,” and “new” – so that you have room for experimentation while still meeting current needs. 

1. 70% Of Time And Money On “Now” 

This category comprises business methods that you are aware are effective, such as high-value products or services. Spending most of your budget on these tried-and-true tactics may improve your performance and get greater results. 

2. 20% Of Time And Money On “Next” 

Spend 20% of your money on “next,” and your business will grow enormously. Investing in various marketing strategies can enable you to successfully target potential customers, ultimately leading to more conversions. 

3. 10% of the time and money on “New” 

It enables your business to look into fresh possibilities that might be profitable in the long run. You may find new ways to enhance your company and set yourself apart from competitors by allocating a small portion of your budget to test out new concepts. 

By following the 70/20/10 rule for your digital marketing budget, you can focus on what is proven to work, nurture new opportunities, and experiment with innovative approaches. With this strategy in place, there’s no doubt that remarkable outcomes will be achieved. 

Implementing a Digital Marketing Plan  

The success of any plan lies solely in your capacity to put it into action. To ensure success, there are three requirements for implementation.

group of people working with Paperwork on a board room table at a business presentation

A Strong Foundation 

For your social media efforts to reach their true potential, you need to create a comprehensive network of accounts. Likewise, for email marketing campaigns to hit the mark accurately and precisely, you must cultivate an up-to-date list that isn’t marred by bad leads or incorrect info. 

Having all these essential elements in place allows you to work more productively towards achieving greater results — so be sure not to overlook any steps. 

Skilled people 

No person can do it all, so be sure to find the talents and knowledge needed for each role. From data analysis and strategic planning to email marketing, sales, website design/development, and coding, you must have an experienced team of experts who truly excel in these areas. 

Money and Time 

Creating a successful plan requires the right technology, resources, and personnel – all of which come at a cost. Are these investments worth it? Well, you don’t need to be an accountant to understand that ROI is basic math: how much must you sell to make your investment worthwhile? You can decide for yourself. 

With the proper preparation, strategy, and execution, your business will be well on its way to achieving remarkable results. 

To gauge the effectiveness of your digital marketing endeavors, you must establish quantifiable metrics that can be utilized to evaluate performance accurately. There are three steps to choosing metrics: 

  • Understanding the purpose or goal of the project. 
  • Establish the necessary criteria for success to realize your objective. 
  • To ensure your project or program’s success, map out how you will measure the fulfillment of each vital contributing factor. 

Here’s an example of a digital marketing plan with a limited digital marketing budget for a small business: 

  • Set Goals and Objectives: The business aims to increase website traffic and generate leads. 
  • Identify Target Audience: The target audience is women aged 25-45 interested in health and fitness. 
  • Monitor and Evaluate: The business will use social media and email marketing analytics to track the success of its marketing efforts and adjust as needed. 

By implementing this digital marketing strategy, your business can successfully connect with its target demographic, boost website traffic exponentially and generate leads within its budget.

Digital Marketing Methods to Consider with a Limited Budget  

When you plan your digital marketing on a budget, allocating resources to the right methods is crucial. To ensure success, incorporate these five essential digital marketing techniques into your strategy:

A man is traying to create digital content on her laptop with line icons

Content Marketing 

Developing helpful and relevant content educates your target audience and builds trust by providing value to them. This includes: 

  • Blogs 
  • Videos 
  • Podcasts  
  • And more 

SEO Optimization concept

Search Engine Optimization (SEO) 

SEO is a cost-effective way to make your website visible to potential customers. This includes optimizing on-page elements such as: 

  • Titles 
  • Descriptions 
  • Heading tags 
  • Content structure

Laptop with lots of video windows and content

Video Marketing

Videos have become one of the most effective tools for capturing attention and driving conversions. Create informative, creative, and engaging videos to reach your target audience. 

Social media marketing concept

Social Media Marketing 

Social media presents an incredible opportunity to enhance relationships with potential customers while expanding your brand’s reach exponentially. This includes: 

  • Posting content 
  • Responding to comments and reviews 
  • Engaging with followers. 

Using the power of Social Media Marketing is one of the most cost-effective and successful methods to reach your desired audience. 

Influencer marketing online concept

Influencer Marketing 

Influencer marketing has become an essential part of the marketing mix for many businesses. By partnering with famous social media figures, companies can reach their target audience in a more authentic and relatable way.  

Influencer marketing can help your business: 

  • build brand awareness 
  • drive website traffic 
  • increase sales 

However, businesses need to choose their influencers wisely. Brands must identify influencers who align with their values and mission and have an engaged following. It’s also crucial to ensure that the partnership is disclosed clearly, as this promotes transparency and trust with the audience. 

Tips for Setting a Budget for Digital Marketing in a Small Business  

Here are some effective tips on how to allocate budget for digital marketing: 

 1. Establish a Clear Direction 

Before you can effectively plan your budget, determine what marketing goals are crucial for the coming year. Doing so lets you direct funds wisely and establish realistic targets to achieve success. 

 2. Evaluate Past Marketing Efforts 

Analyzing your past marketing efforts can help you determine which strategies ate up your budget last year and which were the most successful. This will provide a platform to adjust the upcoming year’s financial plan to avoid investing in tactics that don’t deliver desired outcomes. 

 3. Research Industry Trends 

Small businesses must remain informed to stay competitive and in the loop of industry developments. Leveraging the power of social media and regular email newsletters are vital ways to build customer relationships.   

You can also use infographics as part of your content strategy to make your content more engaging and visually appealing. 

 4. Consider a Business Loan 

Consider taking a business loan if you are worried about finding the money for your digital marketing strategies. Companies like CubeFunder offer fast access to capital, meaning you won’t have to worry about spending weeks creating business plans and cash flow projections. 

 5. Calculate Your Budget 

Once you have set your goals, researched industry trends, and analyzed past campaigns. Use budget calculators to establish your total marketing budget and allocate a substantial portion to digital marketing. 

 6. Optimize Your Digital Marketing Budget Allocation 

Every cent matter, so being savvy with your budget is integral. Generate excellent marketing that resonates and appeals to your target audience and invest in quality and regularity. This way, you will shine brighter than the competition for all the right reasons. 

 7. Using a Digital Marketing Agency for Small Businesses 

When setting a budget for digital marketing, consider how much you can realistically afford to spend and your business goals. Digital marketing agencies offer various services at different price points, so finding one that fits your budget and needs is essential.    

Remember, the cost of hiring an agency should be viewed as an investment in your business’s growth and success. By working with a reputable agency, you can expect to see a positive return on your investment through increased website traffic, leads, and sales. 

To skyrocket your small business growth and yield the highest ROI, you must set a well-thought-out budget for digital marketing. By adhering to these tips, you can do exactly that!

Don’t Let a Tight Budget Stop You from Achieving Your Business Goals! 

Digital marketing offers a cost-friendly solution to connecting with your target audience and forging customer bonds. Creating an effective budget for digital advertising can be difficult, particularly if you own a smaller business.  

However, by engaging in an all-in-one digital marketing agency that is reliable in terms of delivering results, you can expand your reach and invest in strategies that will drive conversions.  

Ready to take your marketing to the next level? Contact us today and let BrandLume help you achieve your business goals on a budget!