How do you allocate your marketing budget across different channels?

Um planejamento de marketing bem executado inclui n?o só um or?amento como uma previs?o para determinado período (quarter, semestre, ano, enfim). Sem isso fica impossível medir esfor?os e ganhos.

A budget template serves as a strategic guide to ensure your marketing spend is aligned with business objectives. It enables you to allocate resources efficiently, track performance against goals, and adjust your strategy based on market analysis.

To effectively allocate a marketing budget, start by creating a budget template. Include key channels like social media, PPC, and email marketing, along with their costs and expected ROI. When setting up your template, balance funds based on past performance, goals, and market trends. Regularly adjust based on channel effectiveness, staying flexible and data-driven. Use the template to monitor spending and shift funds to high-performing areas. This strategic approach maximizes ROI, ensuring a well-distributed and effective marketing investment.

Why Marketing Consultants MUST have budget templates -> The answer is kind of simple: Without planning, we cannot achieve anything. And to do it more accurately, we need Templates (not to build everything from scratch). Templates must be adjusted by industries: For B2C/D2C companies they should be based on conversions and purchases For B2B they have to be based on Prospects (Humans in the pipeline) Also templates have to include: Anticipations and calculations based on historical data

?? It's a roadmap that guides us through allocating funds efficiently, ensuring each dollar contributes to our strategic goals. ?? By visualizing expenses and returns, we can pinpoint where to invest more and what to tweak, all while aligning with broader business objectives.

Ideally you would also over time build in some form of attribution modeling between the channels. When you have this, all your future budgeting starts to show more coherence, and gives you a better picture of what options you have to achieve the goals you set.

Um modelo de or?amento ou planejamento de marketing bem elaborado, deve incluir detalhes como: público alvo, motivo da campanha, budget previsto e utilizado, ROI e, de alguma forma, o ciclo disso tudo por canal de aquisi??o/veicula??o.

Include detailed segments for customer acquisition costs, retention strategies, and engagement platforms like social media, email marketing, and loyalty programs. Metrics such as customer lifetime value, engagement rates, and churn rate should also be integrated to guide spending decisions.

Budget templates must include only information related to MONEY and nothing else, put there: key messages, breakdown of marketing channels and tactics - will just increase on info noise and won't help you to make clear calculations. Instead include: Clear Targets, Anticipated revenue impact and Costs - use historical data and your own experience

?? Focus on forecasting not just your budget but also upcoming trends. ?? For instance, if data suggests an emerging trend in social media engagement, or an uptick in searches for a specific term, you can shift more of your budget into those channels.

Design your template with scalability in mind. Use a flexible percentage-based allocation that adjusts the budget in real-time based on revenue changes. This is particularly effective for startups and growth-phase companies where monthly revenues can fluctuate significantly.

Creating a template is much easier when you know what to put there))) Use: Miro/Google Sheets/Excel/dedicated marketing budget software - that doesn't really matter (what is the most convenient for you, use that) But keep in mind that the Template must be easy to edit, share, copy. Digitalisation of the template is up to you, but don't do it too complicated Plus definitely use charts and graphs - they will help you a lot to convince C-level executives (they like visualization)

O Excel e o Notion s?o ótimos exemplos para criar or?amentos dinamicos e com cálculos automáticos. Para quem gosta de ferramentas mais robustas, conectar com o PowrBi, Tableaou e outras ferramentas de visualiza??o, ajuda a manter um visual mais atrativo de acompanhamento além de auxiliar na concentra??o dos dados (para quem n?o tem um time de dados interno ou consultoria, pode ser uma bela oportunidade para come?ar a curadoria dos dados).

I recommend using Google Sheets for your marketing budget because it’s easy to share with clients and makes collaboration seamless. Here’s how to get started: Write down all of your current and planned expenses, include the expected ROI for each, and outline your execution plans. Don’t forget to use the notes section for any important details or caveats that could impact spending later on. This structure ensures that nothing falls through the cracks, and it keeps everyone on the same page, literally and figuratively!

Regularly input actual spending and returns into the template. This allows for dynamic adjustments and real-time ROI analysis, helping you shift funds from underperforming channels to those delivering better results.

I would recommend updating a budget template every month (end of your sprint) to clarify whether it is all going according to plans or if correction is needed. If you can automate your template that will be of a great help (use Google Data Studio or Microsoft PBI, or similar to make it easy)

?? This isn't a set-and-forget document; it's meant to evolve with your campaign's performance. ?? Use the template to compare actual results against your projections. ?? Dive into the numbers to spot trends, patterns, and deviations. ?? This analysis will highlight what's working and what isn't, allowing for strategic adjustments. ?? Keep stakeholders in the loop by sharing updated budget figures and insights gained.

Think about who you want to reach and where they spend time online. Then, put your money into those places, like social media or ads.

One of the major perks of using Google Sheets for your budget is... formulas!! You can quickly calculate total Q4 spend, track average monthly costs, and see how much of your budget remains. When you analyze the data, ensure that your largest expenses are delivering the expected ROI. Always look for cost-saving opportunities that can improve your returns without sacrificing impact. A template that does the heavy lifting of math and tracking lets you focus on optimizing the actual spend to maximize efficiency and value.

Use past campaign performance data and align with goals. 80% should be existing or what is working. 20% on new experiments and new platforms

Incorporate a contingency fund of about 10% of your total marketing budget to take advantage of unexpected opportunities or to bolster underperforming areas. Leverage automation tools for budget tracking and adjustments to maintain agility in your marketing strategy.

From experience, I would recommend the following: 1. Keep your audience in mind before deciding which channels to invest in. This will increase efficiency of investments a lot. 2. Discuss with sales and include them in budget discussions. Doesn’t happen often. Ideally should and will help both teams to align on goals. 3. Have a diversified content distribution strategy with multiple platforms. Invest in campaigns, channels and strategies that deliver business outcomes. Omnichannel is ideal.

First strategy -> then budgets. To allocate budgets use any of the Impact assessment techniques: where will be the most impact with less effort/money and where is the smallest cost of a mistake. To set up KPIs use S.M.A.R.T. technique everything must be easy to track and measure otherwise you won't be able to analyse the impact

Before allocating budget to different channels, First see which channels bring more of the leads and clients to you! Then prioritise the other ones accordingly.