How to Manage and Maximize Your Marketing Budget

May 14, 2020 | News | 0 comments



Having a realistic marketing budget is crucial. Your ability to market a business to the target audience could substantially impact future sales, the public’s overall interest in the company and more. Keep these tips in mind for great results as you manage and maximize your funding allotment for marketing efforts.

1. Think of Content Marketing as a Long-Term Investment

Content marketing gives you opportunities to position your company as an authority. It also allows educating your audience about how you can solve their problems. One way to get started is to ask people within your company what misconceptions customers seem to have most often. Then, compose blogs that aim to clear up the confusion while showcasing your company and products as optimal choices.

Content marketing can pay off for years if you can repurpose the materials to make them suit various needs. For example, if you write a blog post about the handiest ways to use a product you sell, those suggestions could gain traction on social media, too, especially if you ask people to chime in with other approaches they try to enjoy the items mentioned.

2. Help Your Google My Business Listing Rank Higher

Google My Business is a free service provided to business owners to help those parties show up in Google search results. The search engine giant considers relevance, distance and prominence while determining when to show your business details to searchers. Distance relates your businesses’ location compared to someone searching for information, and relevance concerns how closely your business relates to the person’s search query.

Prominence is the only factor within a company’s direct control, but there are several ways for businesses to capitalize on it. One popular method involves backlinking, where other sites link to yours. You can get backlinks by writing guest posts relevant to what you sell or by appearing on a podcast and having your company appear in the links comprising the show notes.

Google My Business is free, so it’s an excellent way for people to learn about a company without forking over a big upfront investment. However, if you use it, be sure to update your company’s information as things change.

3. Use Analytics to Detect When Your Marketing Budget Gets Off Track

Setting a marketing budget can seem overwhelming. Once you do it, the job is not done. It’s arguably even more important to stick to the budget after creating it. The analytics within a corporate performance management (CPM) tool can automate your processes and give you insights to make the right decisions. Going over budget is an issue that often happens in various industries. Prompt action is the key to mitigating potential catastrophes.

Many analytics tools can alert users when they will soon reach the amount allocated for a segment of the marketing budget. Then, company decision-makers can regroup and decide what to do for the near future.

4. Dig Into Relevant Audience Statistics

Today’s retailers with an online presence can learn valuable things about their audiences through Google Analytics. After doing that, it’s easier to determine if current marketing tactics will likely resonate with visitors, or if tweaks should happen. Understanding more about demographics also enables spending your marketing budget in ways that give the biggest payoffs.

Google Analytics can also show you useful things about how your visitors interact when at your site. Seeing how those things change over time lets you figure out if the money you put into a marketing campaign causes the expected payoff. If it doesn’t, knowing that fact early should help you avoid spending too much on something before the total amount gets out of hand.

Plus, once you know more about your audience, it’s possible to target local customers by running social media ads that only appear to people in a certain area. Then, you won’t waste money on individuals who consider your products or services not appropriate to them because of where they live.

5. Plan a Few In-Person Promotional Events

Even if most of your business comes from online traffic, it could be well worth your time and money to participate in community events. Whether you book a table at a local business fair or serve as one of the sponsors of a fundraising-based dinner, doing those things gives you ample opportunities to increase name recognition and make people curious.

Also, consider giving a promotional code or coupon to those who find out about your business at those local events. That incentive should make those individuals more eager to capitalize on the recent face-to-face experience and do business with you for the first time.

Continual Smart Strategizing Makes Marketing Gains Happen

Regardless of when your business started and how much money you have to work with for marketing, these tips should help you make progress. The main thing to remember outside of these statistics is that marketing planning should occur constantly. Keep track of how well different kinds of efforts work and adjust your future initiatives accordingly. Over time, you’ll learn what works well and what doesn’t.

Showing a willingness to grow and learn will improve marketing outcomes in the long run. Not everything you try will get the expected results. But, if that happens, use your experience and these suggestions to find success again.




Kayla Matthews is a business and technology blogger with bylines at Inman, DMNews, MakeUseOf, and more. To read more by Matthews, you can follow her on Twitter or subscribe to


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