How to Manage Your Entire Marketing Budget [Free Budget Planner Templates]

Let ‘s say your company decided to invest in a web site redesign to improve lead generation, and you ‘re creditworthy for managing the project .

naturally, one of the first questions you ask is, “ How a lot is this web site redesign going to cost ? ”
The solution, of path, is “ it depends. ” Are you just switching to a newfangled template and adding some modern CTAs, or are you migrating your stallion web site to a new platform ?

If alone there were a way to organize your answers to all of these questions — a place where you could enter in estimated costs for all of your line items, and then compare your project marketing budget to what you actually end up spend. beneficial news : marketing budget templates can help .
Included in our eight commercialize budget templates bundle is a template to manage your web site redesign … angstrom well as templates for both Excel and Google Sheets to help you track your message budget, paid advertise budget, event budget, and more .
additionally, in this guide, we discuss how to manage your entire commercialize budget from start to finish .

Marketing Budget

A market budget outlines all the money a business intends to spend on marketing-related projects over the quarter or year. Marketing budgets can include expenses such as pay advertise, sponsored web content, new marketing staff, a register web log domain, and marketing automation software .

Marketing Budget for Small Business

Marketing budgets are specially significant for small businesses. Small clientele owners may lack the experience drawing up budgets ; furthermore, it ‘s critical that these companies keep costs as low and tilt american samoa possible as they scale .
ironically, you need marketing to scale. Without it, it ‘s hard to sell your products and services. In accession to the budget templates provided below, check out some of our release offers and courses to mitigate your party ‘s marketing costs .
even marketing budgets can be unmanageable to establish for companies of all sizes .

How much should a company spend on marketing?

well, digital media makes up more than half of both U.S. and global advertising spend. This includes initiatives that cater to audiences on background computers, search engines, television pour platforms, social media, and mobile devices .
Given the achiever marketers have seen in it, you might consider planning to spend at least half of your market budget on some of these digital channels .
Let ‘s talk about early ways to allocate your market budget .

Free Resource

8 Free Marketing Budget Templates

Fill out the form to get the templates.

Marketing Costs

commercialize costs are all of the expenses a company receive in order to sell, promote, develop, and market its stigmatize. These expenses can include advertise, software and services, personnel, and content universe .

As you build a budget, there are a few items you ‘ll want to keep in mind when planning your market budget allotment .

Marketing Cost Examples

1. Software

When it comes to digital and even photographic print media, you may need software to create your market campaigns or handle your daily processes. There ’ sulfur a marketing joyride for good about any undertaking you can think of, but they are by and large broken down into the come categories :
The costs of these tools can cursorily add up, so it ’ mho worth it to try out the release options until you ’ re quick to commit to a tool your team loves .

2. Freelancers

If you have a irregular campaign or want to test out a new market strategy, you might want to hire a short-run freelancer before bringing on a full-time .
Reach out to your network for recommendations or consider using a site like UpWork. Freelancers typically charge an hourly rate, therefore be certain to examine your budget before lease .

3. New Personnel

When you do hire full-time employees, you ‘ll want to budget costs including their computer, technology, benefits, and onboarding-related needs. According to research from Zippia, the average cost of hiring a new employee is $ 4,425 .

4. Advertising

Budget how much money you ‘ll spend on pay up opportunities such as physical ads, native ads, sponsored subject, search engine ads, and social media promotions .
Most businesses will benefit from some form of on-line ad whether via sociable media platforms, search engine, or native ads. Statista estimates there were an estimated 4.9 billion internet users worldwide as of 2021. If you ’ re not advertising on-line, you ‘re missing out .
Download Now: Free Ad Campaign Planning Kit

5. Content Creation

When you create contentedness such as videos, photos, or even web log posts, you ‘ll need to put pay clock into it .
contented market brings in 3X as many leads as traditional options, so it ’ second deserving dedicating funds to this sphere. Budget how much money will go into creating this content so you can adjust accordingly based on its return on investment .
immediately that you know more about what to include in your budget, let ’ s look at how to those funds are spent .
Download Now: 150+ Content Creation Templates [Free Kit]

Marketing Budget Breakdown

Companies by and large spend 7 % to 10 % of their overall company tax income on selling. According to a Gartner CMO survey, commercialize budgets as a proportion of company gross dropped to 6.4 % in 2021, down from 11 % the previous class .

Marketing budget breakdown Image informant
If you ’ rhenium not certain where to start with budget allocation, a dependable road map to follow is the 70-20-10 principle. Using this as a benchmark :

  • 70% of your budget is allocated toward strategies you know work well
  • 20% of your budget is allocated toward new strategies aimed at helping you grow
  • 10% of your budget is allocated toward experimental strategies

Marketing Cost Example

Let ’ s say your business has a market budget of $ 10,000. The budget allocation may look like this :

  • $7,000 towards a CRM or other software you love, successful paid search campaigns, social media marketing
  • $2,000 towards marketing a new product, feature, or service you’re testing
  • $1,000 towards testing sponsored content

Allocation by Channel

How you allocate your budget per groove depends on your caller ’ s particular goals, so there is no unvoiced and fast rule. however, the chart below from Statista can give you a ballpark mind as it illustrates the plowshare of marketing budgets from big companies across North America, the UK, Germany, and France .
Marketing budget cost by channel Image beginning
Organized by impart, you can see that the top spots belong to social selling, digital advertise, and search locomotive optimization ( SEO ) .
By 2023, it ‘s estimated that marketers will spend more than $ 52 billion on ads across websites or apps that are chiefly eCommerce-focused. Let ’ s look at some examples of how these digital market costs apply to your budget .

Paid Search Advertising

You ’ re probably familiar with the ads at the top of a Google results page that show up above the number of search results. Those are a form of paid advertise called pay-per-click ( PPC ). You can create and run ads on Google, and each time person clicks, you pay. The cost-per-click ( CPC ) can range anywhere from a few cents to a few dollars. You can use Google ’ south keyword planner to help estimate costs .
With this method, you only pay for clicks you receive. indeed even if you ’ ve set aside a budget of $ 2,000, your campaign may merely generate $ 1,500 worth of clicks .

Social Media

Like Google Ads, social media platforms have advertising programs based on the PPC model, but besides accusation by impressions. The CPC of running a paid social campaign varies depending on the chopine of choice, but ranges from a few cents to a several dollars .
Some companies may opt to hire an means to run their campaigns and to create a social media strategy. Outsourcing this serve is more expensive and can cost anywhere from $ 2,000 to $ 20,000 per month .

Content Marketing

Having a sword blog is a great direction to get into contentedness market, specially if you have in-house staff tasked with keeping it updated. rather of a web log, you may be more interested in creating font studies, eBooks, videos or guides. They ’ re all designed to promote your stigmatize and attract new customers .
content selling costs vary wide based on what your goals are and sphere of concenter. Hiring outside consultants or agencies to handle content market for you can range from $ 2,000 to $ 10,000 per calendar month for minor to medium-sized businesses. While it isn ’ thymine brassy, paying an representation to handle this job will free up your team ’ mho time to work on other projects and may yield better results than going solo .

Email Marketing

Email marketing is a must-have for businesses, particularly on-line retailers. With a customer acquisition rate 40X more effective than Facebook and Twitter combined, it ’ second no surprise why this tested and true method is a staple in most marketing budgets. Email marketing besides provides higher ROI as you ’ ra connecting with people already concern in your brand .
Email selling costs depend on the size of your business, your goals, and chosen software or platform. Hiring an external fast to handle these efforts will cost importantly more than doing it yourself .

Search Engine Optimization

SEO aids marketing efforts by improving your webpages so that they show up in search engines like Google. The more often your web site comes up in search, the more potential customers will see it and hopefully visit your web site .
If you don ’ t have staff to handle your SEO needs in-house you may need to work with an means. Depending on what your business needs are, this can cost thousands per month .
While the selling channel choices can seem dateless, do n’t feel blackmail to use all of them. Every business is unlike and you should prioritize putting funds toward the methods that best lawsuit your needs .

How to Create a Marketing Budget

  1. Know your buyer’s journey.
  2. Align your budget with your marketing goals.
  3. Beware of hidden costs.
  4. Remember where your priorities lie.
  5. Spend your budget smartly.
  6. Prepare to measure ROI.

Spreadsheet cognition alone wo n’t help you understand how you ‘ll spend your market money this year. Creating a audio marketing budget starts with knowing what purpose this budget will serve and which commercialize teams it will represent .

1. Know your buyer’s journey.

Your buyer ‘s travel is the steps your consultation takes as they ‘journey ‘ from expectation to paying customer. Knowing your buyer ‘s travel allows you to understand how your consultation interacts with your marketing — and where to set your goals and budget to better reach your customers .
Ask yourself these questions as you define your buyer ‘s journey :

  • How do your leads and customers typically discover your products?
  • What do they need to know before they make a purchase?
  • How many site visits do you see per month?
  • How many leads are you generating per month, and how many of these convert to paying customers?
  • What is the cost of generating new leads and then converting them to customers?
  • What’s the typical value/revenue of each lead?

This process should point out what marketing tactics are ( and are n’t working ), where you should alter your marketing goals, and where you can focus your marketing budget .

2. Align your budget with your marketing goals.

What you spend and where you spend it will depend on what you ‘re trying to accomplish .
indeed, when starting to create your market budget, make certain you ‘re only spending money on the things required by your current market goals — goals set based on your audience and their journey from candidate to customer. These could include :

  • Display ads to promote a new product you’re launching this year.
  • Sponsored social media posts to generate followers on your new Facebook page.
  • Paid search engine ads to drive traffic (and purchases) to a specific product page.
  • Contract bloggers to get more organic search traffic to your company’s website.

early Demand Generation Marketer at HubSpot and current head of Marketing at Tailscale, Jessica Webb Kennedy, says this about how your costs can change when focusing on lead generation vs. spark advance conversion : “ The majority of the money you spend on paid efforts is normally calculated based on the book of clicks or impressions. Because of this, you ‘ll often want to put more budget toward campaigns with higher-volume offers and audiences. ”
“ For exemplar, a tweet or Facebook ad promoting a leave generation offer that leans more top of the funnel will probable receive more clicks than something that falls more toward the middle or bottom of the funnel, ” she explains .
Your paid advertising costs will besides change depending on how wide-eyed of an consultation you are attempting to reach .
“ You can look at Twitter ad as an example, ” Webb says. “ You have to option to target your campaigns based on users ‘ interests or keywords searched for. Interests are a much broader class, whereas smaller pockets of users are searching for any given keyword, therefore your interests-based hearing is going to be much larger and require a larger budget. ”

3. Beware of hidden marketing costs.

One of the great advantages to having and maintaining a budget spreadsheet is that it helps you avoid those end-of-the-quarter or end-of-the-year freak-outs when you realize, “ Whoa … what did I spend all that money on ? ”
In many cases, unanticipated costs can force marketers to fork over cash that they did n’t plan on spending. Product marketing offers a perfect case. According to former HubSpot VP of Marketing and current CMO at The Wanderlust Group, Meghan Keaney Anderson, it ‘s easy to forget that successfully marketing your products and services requires more than fair promotion .
“ When people allocate budget for product market, they tend to think in terms of merchandise launches and promotional activities, ” Anderson explains .
“ That ‘s surely an important share of it, but another area of focus to remember is setting aside resources to conduct research and message testing long before the product always goes to market. Having conversations with customers about the pain points your product will ultimately address is critical to shaping the message and having a successful launch. ”

4. Remember where your priorities lie.

market is overflowing with add-ons and extras, upsells, and “ premium ” versions. One of the best ways to assess what ‘s nice to have versus what ‘s absolutely necessary is to ( you guessed it ) organize all of your expenses .
By keeping tabs on where your budget is being allocated, and cross-check that outgo with the results you ‘re getting, it will be much easier to figure out what should keep getting budget and what should get kicked to the restrict .
For model, let ‘s look to the worldly concern of public relations. In PR, there are countless tools to which you can allocate budget, which could leave you overspending where it does n’t matter — and underspending where it does .
“ Tools abound to help PR practitioners not merely create and distribute bang-up capacity and find and target key stakeholders, but to ultimately measure reach and potency, ” says Nathaniel Eberle, HubSpot ‘s early Director of PR & Brand and GoTo ’ s current VP of Global Brand & Creative Management .
“ The key is making sure you ‘re laser-focused on who you ‘re setting out to reach and influence, then ensuring that your budget supports how they ‘ll most probably want to receive ( and parcel ) your key messages .
“ As the media and digital landscape evolves at breakneck travel rapidly, continually reassessing the tools, services, and programs you ‘re employing is a big way to determine real-time ROI of your overall spend. today ‘s measurement joyride may be worthless to you tomorrow. ”

5. Spend your budget smartly.

When you open up these budget templates and check out all the diverse expenses detailed in them, do n’t fret if you ca n’t tick every box. I ‘m not advocating for an “ always spend more ” overture to commercialize .
I ‘m advocating for an “ always spend smart ” approach. The expenses listed out are n’t mandatary — they ‘re barely meant to guide your think and to help ensure that you have n’t overlooked any hide costs .

6. Prepare to measure ROI.

When you put a certain amount of money into a certain area, you ‘ll want to determine if your budget helped you or hurt you as you plan out future budgets. The best way to do this is by measuring ROI — or return on investment .
If the money you spend on one detail results in your company making more in return, you may want to increase budget in the future year. If your money went nowhere, you should examine your budget .

8 Marketing Budget Templates You Need to Manage Your Marketing Spend

With the 8 Free Budget Planner Templates to Manage Your Marketing Spend, you ‘ll be able to manage all of the moving pieces of your budget at a monthly and quarterly level .
Use the Excel interpretation of the templates to keep all of your budgets in one place. When you download the slide fastener file, you ‘ll find a freestanding file for each market team, a well as a Master Budget Template to maintain a high-level opinion of your overall expenses .
matter to in sharing your commercialize budget across a larger team ? Try the Google Sheets version of our templates to parcel entree with other Gmail users. For the Google Sheets templates, each team budget is found in a separate check of the lapp Google Sheet .
No matter which version you choose, each budget is optimized with the same note items, tips, and graph. Read on to learn how to use each budget template .

1. Master Marketing Budget Template

Download the Master Marketing Budget Template here.
While it ‘s helpful to have individual budget templates for particular marketing departments and activities, it ‘s besides nice to be able to take a step back and see the bigger movie .
The Master Marketing Budget Template lets you do equitable that : It ‘s the place where you can collect the totals from the other seven templates in the bundle and see all of your expenses in one station .

2. Product Marketing Budget Template

Download the Product Marketing Budget Template here.
This template will guide you bit-by-bit through the serve of budgeting for a product plunge. From determining product/market burst, to running user test sessions, to promoting your eat up product, our Product Marketing Budget Template will help ensure you do n’t overlook any authoritative expenses .
product marketing budget template

3. Content Budget Template

Download the Content Budget Template here.
The budget required for creating and promoting message can vary greatly from organization to organization. For case, while some organizations keep most of their subject operations in-house, others rely more heavy on freelancers and contractors. And while some use many different software products, publish tools, and services, others take a much simpler approach .
Our Content Budget Template is designed to cover as many content-related bases as potential. indeed, if you see any expenses listed that do n’t apply to your administration, go ahead and delete them. ( That ‘s the beauty of Excel spreadsheets : You can customize them to your particular needs. )

content budget template4. Paid Advertising Budget Template

Download the Paid Advertising Budget Template here.
Paid advertise : Does it actually qualify as an inbound selling tactic/channel ? That is a besotted question, my friends, and one that I do n’t have room to answer in-depth in this post .
What I can tell you for surely is that you can do paid advertising in an “ inboundy ” way — i.e. by targeting specific buyer persona and using paid ad as a accessory to your organic efforts to help drive awareness and conversion opportunities .
Measuring the potency of your paid ad campaigns is besides overriding to doing things the inbound way. Using our Paid Advertising Budget Template, you can keep tabs on your monthly ( and quarterly ) ad outgo, and then cross-reference the amounts with your lead-generation metrics to determine your cost-per-lead .
advertising budget template

5. Public Relations Budget Template

Download the Public Relations Budget Template here.
public relations expenses measure to more than good paying for press releases. From reputation monitor software, to traveling ( for example, to events and craft shows ), to applying for awards, there are many PR costs that can be all besides easy to overlook .
To ensure you ‘re accounting for all of your administration ‘s PR-related expenses, check out our populace Relations Budget Template .

6. Branding & Creative Budget Template

Download the Creative Budget Template here.
In order to produce high-quality, innovative graphics, videos, and other content, the stigmatization and creative teams of today need more than good Photoshop … a lot more. One of the largest — and much most look out on — expenses is storehouse .
If your organization is producing a set of video recording, storage is specially significant. Because as it turns out, when budgeting for video storage, you should n’t be thinking on a megabyte ( MB ) or even a gigabyte ( GB ) scale, but on a terabyte ( TB ) scale. FYI : 1 terabyte = 1 trillion bytes. You can keep track of all your repositing costs ( and other brand and creative costs ) using our loose template .
branding creative budget template

7. Website Redesign Budget Template

Download the Website Redesign Budget Template here.
Budgeting for a web site redesign can be badly catchy. With so many moving pieces to consider, there is a set of room for underestimating or miscalculating costs. We created our Website Redesign Budget Template so you can keep all of your redesign-related expenses in one commodious location .
diffident if your current web site is right for a redesign ? Check out this HubSpot research report : Does Your Website Make the Grade ? Chances Are, It ‘s scantily Passing .
budget for website redesign

8. Event Budget Template

Download the Event Budget Template here.
When planning an event, the associate costs can seem obvious at first. There ‘s the venue to consider, of course. And the P.A. system and microphones. And then the costs associated with book and bring in presenters/performers. That ‘s reasonably a lot it, correct ?
wrong .
For example, does the venue come with tables/chairs, or will you have to rent those individually ? Do you want your attendees to wear appoint tags, and if so, will you be printing out the name tags ahead of time or will attendees be writing their own names on blank tags ?
If the latter, have you factored in the pens or markers you ‘ll need to accommodate that ? As you can see, planning for an event can lead you down many rabbit holes .
Use our Event Budget Template to stay organized .
event budget templates

Sample Marketing Budget

With your chosen template downloaded, it ‘s time to consider which digital channels to allot a budget for. hint : There ‘s no justly answer — it ‘ll depend on the grocery store research you do to figure out where your specific audience spends most of its time .
If you find your buyer prefers learning and consuming subject in the form of video, for example, you might invest more of your money in YouTube advertising .

Advertising Budget Example

here ‘s a little sample budget for a quarter ‘s worth of expenses by a conjectural company that has decided to invest heavily in video market. This template was created using the Master Budget Template, the beginning template listed in the part above .
Sample marketing budget showing a video advertising investment that exceeds budget by $2,420.
Based on the figures above, video advertising ‘s total expenses for the stern exceeded budget by $ 20, while full-time recruitment ‘s entire expenses exceeded budget by $ 2,400. This means the company is trending over budget for the first three months of the year .
Why might this happen ? possibly a pay-per-click ( PPC ) campaign on YouTube received more clicks by viewers than expected, and a sharp video-savvy job campaigner negotiated a higher wage .
Based on the dispute between this company ‘s planned spend and actual spend, their budget template produced the stick to graph :
sample marketing budget graph

Create a Marketing Budget That Prioritizes Your Goals

A well-thought out marketing budget serves as roadmap to your team ‘s success. Revisit the buyer ’ second journey, flesh out your goals, and stay off from tempting add-ons that are not in line with your marketing priorities .
Go nowadays, and plan wisely — your selling staff is counting on you .
Editor ‘s note : This blog post was originally published in December 2015 and has been updated for comprehensiveness.

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