Business Internet Marketing

How To Budget For The Various Digital Marketing Platforms As A Small Business

With the rise of technology, most people have turned to the internet for almost everything. As of now, there are over three billion internet users, and this base is steadily growing each day. Nearly half of the current generation’s budget is for Google and social media platforms.

Businesses have not been left behind, as most of them have turned to the internet. If you are using digital marketing platforms, you need to have a budget to ensure the success of your business. Successful businesses should plan on increasing their investments at least in one digital marketing platform.

Various Digital Marketing Platforms

However, most small businesses often do not have a budget for their digital marketing strategy. Marketing is essential to the growth and profitability of every business. But, most small companies do not allocate enough funds to marketing or carelessly spend their marketing money.

Most likely than not, most small company owners lack sufficient experience in developing and implementing a practical and achievable budget and marketing plan. Therefore, having a solid marketing budget is vital for product and service selling.

So, are you a small business owner stuck on making a budget for your digital marketing platform? If yes, the article is for you. It will provide a guide to help you budget for your digital marketing platforms as a small business owner.

Research about your consumers and know them

Before coming up with your digital marketing budget, know who consumers are and what they like and dislike. You will need to get deep into your target audience and get more information about them.

Assess the information you get online by researching your sector over the internet. After understanding your potential customers, figure out how you can lead them through the purchasing funnel.

Have clear set goals

In any business, goals play a vital role in directing business activities. A reasonable marketing budget should always have a well thought and clear plan. It will be hard to determine the amount of budget to allocate to digital marketing without knowing what you want your business to achieve in the long run.

Budgeting without clearly set goals is like spending without a plan which might land you into huge losses. Set SMART goals whenever you are developing a budget. The goals should be specific, measurable, attainable, relevant, and timely.

Goals will help you prioritize tactics to focus on the most important parts. For instance, if you want to have a good business website and expand your business, you should concentrate on creating high-quality content, investing in search engine optimization, and any tactic that will generate more traffic.

Base your budget on revenue

Business success is budgeting within the available revenue and not beyond. Before allocating a budget for social media, you should consider a few factors. These factors include the business capacity, business sector, how quickly you want to change, and the amount you can handle.

Generally, the budget is based on the revenue your business can achieve from the digital marketing platform. Companies with lower business rims should lower the margins and allocate more spending to marketing.

Although this can be challenging for business owners, a good budget should not be based on what remains after covering all other expenses.

Analyze the expenditure from the previous months

Before diving into budget creation, take time and understand your business’s current state of things. You can’t exactly know how much you’ve been spending on social media if you have never made a budget before. But if you have social media reports, you will have where to draw a good data source.

Moreover, you can use social media reports to understand where your business is spending much time. After getting the report, compose a list of the social marketing expenses from the previous time. This will help you know where to begin.

Spend the budget wisely

Understanding how much to use on digital marketing is vital, but knowing how to spend the marketing money is even more crucial. This means you should have a working plan. Your business marketing budget should be an entity of the overall business plan, describing the budget of how you can achieve your marketing goals within a given period.

For you to do this, you will have to research how much the components will cost. Some of the marketing resources are free, and others require some cost. Small businesses can market their products and services via digital platforms like Google AdWords and Facebook.

These platforms are tailored for small businesses as they allow for budget adjusting on every campaign. For instance, a business owner can use the Google AdWords keyword administrator to find keywords their consumers use to search for them.

The tool also allows for targeting by language, location, and search engine. The owner can then use the keyword ideas given in the Google AdWords campaign to increase website traffic.

The great benefit of social media ads is that anybody can try them without spending a fortune. You can start small by promoting a LinkedIn or Facebook post or promoting a tweet to increase your business’s reach without denting your wallet.

After researching all the channels and computed the year’s average cost, re-examine your overall spending plan. Now assess them and see if you can afford everything that you want to or not. Some of the costs are recurring and fixed. These costs are the CRM software, website hosting fees, and email marketing services monthly subscription.

It is easier to budget for fixed costs because they do not come as surprises. Other marketing expenses can hit your budget, but you can decide to use discounts. For example, embrace some other software companies that offer discounts if you make payments as per their terms. So, if you want to be on budget, always spend wisely.

Review your previous results

Once you know what your goals are, look at the previous results. The results will inform you of your last budget. Audit the results to see which tactics worked better and which channel produced the best results and which did not. After knowing which channel had better results, you will understand what and where to invest more on.

While doing this, always have your goals handy to understand what will help you achieve them. However, if a particular strategy did not work better, it does not imply that you should drop it; you can perhaps improve it. Try to understand why it did not work and figure out what to do to help you improve results.

Test your budget, revisit it and revise it

You should not have a fixed marketing budget and plan. In business, nothing is static; everything in the business world is dynamic. So you can’t stick to a budget that does not fit after some changes.

There are times when you will have to change the budget based on the prevailing business condition. For instance, when running a campaign or an event. It is essential to know whether your budget is driving you to achieve your goals. Sticking to a rigid budget will do you more harm than good, especially if it is inappropriate.

As a small business owner, test your budget and assess the results. After the test, pivot it depending on the results you get. The critical thing here is to monitor the marketing efforts constantly. If a channel is giving you the results you need, you can invest in it. But if the results are lackluster, you can consider eliminating the budget or reducing it and reinvest in something that will work.

However, note that some parts of your marketing plans can not show you direct ROI. For instance, content marketing because it focuses more on your business brand than sales.

This means you need to have a strategy for measuring your expenditure and the activities’ effect on your goals. Compare various tactics and analyze their impact.

Most importantly, have patience after implementing your plans and see how they are working. Do not give up so easily. No particular rule states that one should stick to their marketing budget; if things are not going well, feel free to revise and adjust where necessary.

Have time for trying new tactics or strategies

In marketing, experimenting is vital and pivotal. This means that you should always be on top of current trends, try new ideas, and see which ones work better. Some strategies might work, and others fail, but experimenting and testing are vital for marketing.


Budgeting for a digital marketing platform can be a real hassle. However, if you have an idea of what you should do, you will realize a positive result on your business’s success. While budgeting for your business social media marketing, consider the points outlined in this article and, most importantly, focus on your goals and previous outcomes.

Additionally, do not overlook the essence of trying new strategies and tactics. If you are unsure what to try in developing a small business digital marketing budget, simply brainstorm ideas for effective marketing methods without denting a wallet.

Begin small, have your goals in mind, and keep your target customers in mind. Remember also that there are several channels, digital marketing platforms, and sales techniques to try.

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About the author

Tom Koh

Tom Koh is the Principle SEO Consultant with MediaOne Business Group, an internationally acclaimed digital agency. He has more than 12 years of digital marketing consulting experience. Some clients include Canon, Procter & Gamble, Cambridge University, Boston Consulting Group, Acer, Fuji Xerox, China Telecom, Hotel Intercontinental and Whirlpool.