Professionals in marketing need to make a budget digital marketing before you proceed and get the approval of their superiors. On the other hand, people outside this sector as the directors or managers may feel overwhelmed with so many concepts and measurements that in reality do not understand.
From here we are going to teach how to create a budget online marketing so simple and perfectly understandable for those who are not as familiar with the topic. There is no secret to achieve this, it is enough to have very clear what it is for and how you can help a company achieve its goals and objectives.
What is a budget digital marketing?
The marketing budget digital it is a type of document that explain the actions and strategies to follow in an advertising campaign, in addition to breaking down the financial resources that will be necessary to achieve the objectives in a given period of time.
It is a kind of guide, whose goal is to organized efficiently on the basis of a forecast of expenses and an approved budget that will avoid losses that threaten the financial system of the business.
Have a budget of strategy of digital marketing is of the utmost importance to any company that wants to grow. The idea is to manage financial resources efficiently, putting in order the actions, the period, the channel and the makers dedicated to making it possible.
In addition, allow you to follow-in real time the budget used to ensure its mission. Therefore, it will also be possible to make all sorts of adjustments before any error or new opportunity presented to obtain the best possible results.
In addition, the document will be available at all times to to study the model of action that worked out to use as a guide. It also acts as a reference key to the time of making decisions in the future.
How to make a budget for digital marketing?
When developing a budget for digital marketing, one of the most interesting aspects is in knowing your audience to address it in a timely fashion. That way you can know precisely the type of content, channels to use and the tone of communication employee. Knowing this information is critical to follow the following steps, as the objectives to cover.
After that, it is necessary to consider the objectives that benefit the company, you have to go in accordance to the audience to which it is addressed, and analyze the actions that are performed in the past in order to better define the strategies of the present.
Choose the most appropriate channels to implement the strategies and establish key indicators (KPIs) are two elements to take into account when developing a marketing plan a successful one. And is that the latter will allow to know if the efforts have given their benefits or if, on the contrary, they must be modified.
When making a budget of such features is important to be realistic and meet the needs of each organization. Also, you have to include all the resources needed to carry out the different actions and strategies that part of the plan of action.
How to structure a Marketing budget step by step
At the time of structuring a marketing budget to digital, these are the steps to follow:
Indicate the objectives to be achieved
The objectives must be measurable, specific, temporary, and, very important, achievable. It is essential to have clear, because it will be the basis on which to develop the marketing plan.
To analyse the expenditure of the previous game and its results
If the company has a budget of digital marketing in the previous, it can be useful to turn to him to know what was the time spent and the results achieved. Thus it will be possible to improve the figures.
Define each item of the budget
The budget has to contain all the strategies to develop. Within the most commonly used in digital marketing are the following:
- Web design and maintenance. This is digital marketing, so that the web becomes the main letter of presentation to the user. The idea is to offer a good experience when you browse through a simple design, clear text, appropriate speed and load a branding worked (marketing), among other things. Through all the changes and improvements made, it will be possible to capture leads, generate conversions and attract organic traffic.
- SEO. It consists in working the visibility of the website through the use of techniques On Pagethat are performed within the web, and Off Page, that is to say, outside of the website. This strategy works and, if done well, it allows customers to easily find the brand on Google, but keep a little patience to see the results and work out constantly.
- Email marketing. Its objective is to establish a direct communication with the user through the use of emails to attract, persuade and retain leads captured previously. Subscribers are potential customers who have provided their data to the company to get more information, so that your conversion rate is usually quite high.
- Google Ads and Social Ads. Google Ads is an advertising platform that you can use to promote the project. Much the same happens with Social Ads, other tool that you can use to advertise on social networks. Both are paid for and are perfect to be combined with the rest of the digital strategies.
- Social networks. It is the suitable channel through which to reach the audience, to enhance their interaction and create a great community. To bring it to fruition you need to know ahead of time what content to create and who it is Community Manager who is going to manage.
- Web design and maintenance. It is an expense essential to create a website, or to enhance existing, and it is a game that should be part of the budget digital marketing. The costs to consider are the domain, the hosting, the maintenance of the website, the plugins, the web design, the creation of graphic design, images, and web copywriting, among others.
- Content Marketing. Is to create and spread relevant content for the target audience. Without this strategy, all the others lack of sense because it is present in each one of them in any way.
Other expenses
In the budget of a digital campaign is also often included other concepts associated with press, influencers, merchandising, attendance at events and training. It is always interesting to include it, although the company can prepare for his account for some of these tasks to reduce the fee.
Calculate the cost of each point on the budget
Once clear of the aspects to be covered in the action plan, the next step is to allocate the money that will be allocated to each item. This point is critical because it will show the different areas that we're going to try and how much to invest.
Dump all these data to a document
Once analyzed all the ins and outs of the digital marketing plan, there is only passing on the information available to a document or template that you meet all of the budget data, as may well be a Excel.
It will be a guide to be very effective in which to develop budgets on a quarterly basis, quarterly, semi-annual, or annual.
The budget of a digital marketing campaign will record an estimated amount to invest in the digital project through the breakdown of several games clearly differentiated. As we mentioned, are often used as a reference to the previous budgets to see what actions worked, and what was its cost.
It is the best way to prioritize tasks and controlling expenses, knowing in detail invested in different resources.
How much does a project of digital marketing?
The average price for hiring a project of digital marketing can vary from 250€ up to 2000€ a month. What is certain is that the pricing of the service will depend on several factors to pay attention to the type of project, the client is concerned, the service eventually contracted, or if the work is carried out by a freelancer or a digital marketing agency.
The parameters that often influence to a greater extent in the rates of digital marketing are basically the following:
Price per hour
To determine the rates of digital marketing there are two different forms: a fixed price for the entire project or cost per hour. In the latter case, it is a fixed price per hour that must be multiplied by the number of hours spent on the project.
The value per hour for each professional will depend of your profile, that is to say, of his experience, track record and reputation. Normally, it is used by the marketing agencies and projects, frequent or long lasting.
Rates per project
This price will be in function of the needs highlighted by the client. Typically, you apply in the case of stand-alone projects with no perspective for the future. In this case, the fee will also depend on the training, experience and reputation of the agency or professional-in-charge.
Be that as it may, at the rates per project is key to clarify from the beginning everything that is included in the final cost, such as the proposed maximum submitted or planned changes.
Type of project
Online marketing encompasses many different jobs, from creation and development of a website to advertising campaigns or the design of the image, going for the services of email marketing and the development of e-commerce.
The project can be on time, such as perfecting the techniques of digital marketing to existing ones, or integral to create all the strategy of a brand. In this way, the price will vary from one service to another.
Number of contracted services
When developing a digital marketing plan, it is possible to develop the part that interests the client. Normally, the most requested services tend to focus on the advertising search engines (SEM) and social networks, as well as on SEO.
If we start from the basis that each company is unique as their needs, the rate will be a function of the particularities of each one of them. For that reason there are packs per month tailored to each brand, with a series of specific services that may include writing a blog, the management of social networks or the SEO and SEM.
Customer type
It is not the same to work for a client that has well-defined goals to another that is new and it needs an effort and a dedication to a superior. We must also take into account the kind of activity that is exercised and the business model, as there will be brands that already have a website of your own and others that are in need of a digital transformation complete.
Freelancer or digital marketing agency
Each option has its pros and cons. For example, in the case of the digital marketing agency, has the multidisciplinary team necessary to offer a full-service, while the capabilities of the professional freelance will be more limited and may be necessary for the recruitment of other professionals in the industry. Now, with the help of a freelancer can be interesting when you hire a service point how to do the SEO of a blog.
When to opt for one or the other option, the company must be clear about the goals and needs for cover, seek the best advice to keep informed about the tasks to perform and to know what is included or not in the budget.
Marketing for social networks
Social networks play a fundamental role and to cover this area tends to be part of the budget of digital marketing. The social networks allow you to reach more people, improve the brand image, to disseminate products and services, and to know the views of the users of them, in order to improve.
The specialist in charge shall manage campaigns, although it is important to complete your mission with content creators or designers so that the messages resonate with the public, something that provides an additional service and an increase in the final fare.
