Allocating Your Online Marketing Budget

With the new Financial year it is time to start putting together your marketing plan for the coming year.  But, instead of using the same spreadsheet you do every year and just changing a couple of numbers, why don’t you step up your game this year and see a real return in your investment.

If you missed our blog of tips on planning your Marketing Budget, then here it is for you to catch up:

Planning Your Marketing Budget For The Financial Year

With the planning of your Marketing Budget completed it is time to get down to the real numbers, where you are going to spend.  The majority of SME’s have realised that Online Marketing is where they will see their best ROI, so we’ve put together this article on allocating your Online Marketing Budget.

Marketing Budget: Ad Astra Digital Online Internet Marketing Agency, Chilgrove, Chichester, West Sussex


SEO Content Marketing: 10-30%

SEO Content Marketing should be seen as the core of your Online Marketing Strategy, it is a long term Marketing activity looking to bring in steady traffic for long periods of time.  SEO is all about optimisation, original content creation and keyword research, building relevant content that ranks highly on Google bringing steady traffic to the site looking for your content.

SEO won’t bring quick ROI in the way that other elements of your campaign might, although the long term benefits are rewarding.  Pay-Per-Click will bring traffic to your website quickly, but once you stop paying then the traffic stops, SEO Content Marketing organically builds your SEO so that when somebody googles your service, you are on the front page of a Google search.

Organic SEO loves pictures, videos and infographics, and having this content in your blogs will have a huge impact on your SEO so its beneficial to allocate part of your budget towards this content creation.


Social Media Marketing: 10-20%

Now that you have written engaging content for your SEO Content Marketing, it is time to share that content with your audience. Building a Social Media audience is a great way to distribute your content online, building upon your SEO and encouraging your leads, customers and target audience to click through to your website.

For the foundations of their Social Media Marketing Strategy, most SME’s build their presence on Facebook, Twitter and LinkedIn, with a Google+ account for SEO purposes. Dependent on your industry and product, platforms such as Pinterest and Instagram may be frequented by your target audience. If you missed our blog on Social Media platforms last month, here it is again!

Which Social Media Platforms Should I Be On?

Keeping on top of all the different platforms can be quite a task, but there are tools out there to help and save time such as Buffer and Hootsuite.


Pay-Per-Click Advertising: 20-40%

Pay-Per-Click is a short term strategy to generate a quick burst of traffic to your website.  Unlike SEO Content Marketing, which builds a long standing position in a Google search through its content, Pay Per Click boosts your website to an advertisement to the top, and once you stop paying your advert disappears and visitors stop coming.

Keyword analysis is important.  In the same way that selecting the wrong keywords will have a poor effect on your SEO Content Marketing, poorly selected keywords for your Pay-Per-Click could end up expensive with little results.  Use the Google AdWords: Keyword Planner to see the results you can expect from your keywords.

Keep an eye on CTR (Click Through Rate) to see how the campaign is performing, refocus the campaign based on the keywords and terms that  have a high CTR and conversion rate.


Retargeting: 10-20%

Once in a while you need to step back and refocus. Through monitoring your campaign you will see what is working and what is not, where you are seeing the highest CTR and conversions; so using this information to retarget your campaign will see great improvement in your ROI.

Through the year your target changes depending on your focus, so it is important to reflect this on your website for your visitors. Staying current with a clear focus on your website will help conversion and keep the regular visitors to your site coming back.


Online Website Advertisements: 5-25%

There are a number of ways you can go about purchasing advertising space online, but as a rule, don’t spend more than 10% of your budget on this in the early stages because it is really a case of testing the water. There can be positives and negatives. The advantage is the advert space you have purchased, but the risk is that because optimization is limited it is better used to build brand awareness rather than convert.


Email Marketing: 5-10%

You may think that email marketing is an old version of marketing, but it is certainly not outdated. With consumers accessing their emails across multiple platforms such as smartphones and tablet devices emails have stayed relevant.

Newsletters and promotions are a great way to reach your audience, a well designed campaign will see a high rate of emails being opened and a high click through rate to your website.



Keep your budget flexible, over the year things will change and you will need to spend outside of what you plan now!


What Next?

If you are looking to develop your Online Marketing Strategy then contact Ad Astra.  Based in the Ad Astra office close to Chichester, we are the outsourced marketing agency of choice for West Sussex and Hampshire SME’s.  Contact us on 02392 160960 to find out how we can help you.


Some more information…

Digital Marketing Calculator

Online Marketing Budget Advice for SME’s

7 Tips on Using Your Online Marketing Budget More Effectively


A great video…

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