A marketing budget is an essential part of any business plan. It outlines how much money you will spend on various marketing activities to achieve your goals and grow your brand.

It can include costs such as paid advertising, content creation, social media, video email marketing, white label SEO, and more.

But how do you plan and create a marketing budget that works for your business? How do you allocate your resources to the most effective channels and strategies? How do you measure and optimize your marketing performance and ROI?

In this post, we will provide you with a plan and create your digital marketing budget template. We will also share some tips and best practices to help you make the most of your marketing investment.

Why Is A Marketing Budget Important?

A marketing budget plan is important for several reasons:

  • It helps you align your marketing goals with your business objectives and vision.
  • You can prioritize your marketing activities and focus on the ones that generate the most value for your business.
  • You allocate your resources efficiently and effectively across different marketing channels and platforms.
  • It helps you track and measure your marketing performance and ROI, and adjust your budget accordingly.
  • It helps you avoid overspending or underspending on your marketing efforts, and maintain a healthy cash flow.

How To Plan And Create A Marketing Budget?

Planning and creating a small business marketing budget can be a challenging task. Moreover, it’s especially difficult if you are new to digital marketing or have a limited budget.

However, by following these six steps, you can simplify the process and create a realistic and effective marketing budget for your business.

Step 1: Define Your Marketing Goals And Kpis

The first step in planning and creating a startup marketing budget is to define your marketing goals and key performance indicators (KPIs).

Therefore, these are the specific and measurable outcomes that you want to achieve with your marketing efforts, such as:

  • Increasing website traffic
  • Generating more leads
  • Boosting sales and revenue
  • Improving brand awareness and loyalty
  • Enhancing customer satisfaction and retention

Your marketing goals and KPIs should be aligned with your overall business objectives and vision, and should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

For example, instead of saying “I want to increase sales”, you should say “I want to increase sales by 10% in the next quarter”.

By defining your marketing goals and KPIs, you will have a clear direction and focus for your marketing budget for startups. In addition, you will be able to track and measure your progress and success.

Step 2: Analyze Your Current Marketing Scenario

The next step in planning and creating a marketing budget is to analyze your current marketing situation and performance.

Moreover, you will understand where you are, where you want to go, and what you need to do to get there.

Therefore, to analyze your current marketing situation and performance, you should:

1. Conduct A Swot Analysis

A SWOT analysis is an important digital marketing framework that helps you identify your strengths, weaknesses, opportunities, and threats in relation to your marketing goals and competitors.

Therefore, by doing a SWOT analysis, you can leverage your strengths, address your weaknesses, capitalize on your opportunities, and mitigate your threats.

2. Conduct A Competitor Analysis

A competitor analysis is a process of researching and evaluating your competitors’ marketing strategies, tactics, and results.

Therefore, by doing a competitor analysis, you can learn from their successes and failures, identify gaps and opportunities in the market, and differentiate your value proposition and positioning. 

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3. Conduct A Customer Analysis

A customer analysis is a process of understanding your target audience’s needs, wants, preferences, behaviors, and motivations.

Therefore, by doing a customer analysis, you can segment your audience into different groups based on their characteristics and needs, and create personalized and relevant marketing messages and offers for each group.

4. Conduct A Channel Analysis

A channel analysis is a process of evaluating the performance and effectiveness of your current marketing channels and platforms, such as your website, social media, email, SEO, PPC, etc.

Therefore, by doing a channel analysis, you can determine which channels are driving the most traffic, leads, sales, and ROI, and which ones need improvement or elimination.

Moreover, by analyzing your current marketing situation and performance, you will have a better understanding of your marketing strengths and weaknesses, your competitive advantage and positioning, your target audience and their needs, and your most effective and profitable marketing channels and platforms.

Step 3: Choose Your Marketing Strategies And Tactics

The third step in planning and creating a marketing budget is to choose your marketing strategies and tactics.

These are the specific actions and methods that you will use to achieve your marketing goals and KPIs, such as:

  • Creating and distributing valuable and engaging content
  • Optimizing your website and landing pages for conversions
  • Building and nurturing your email list and subscribers
  • Implementing SEO best practices to rank higher on search engines
  • Running PPC campaigns to drive targeted and qualified traffic
  • Leveraging social media to increase your reach and engagement
  • Using influencer marketing to boost your credibility and trust
  • Launching referral and loyalty programs to reward your customers and advocates
  • Testing and experimenting with different marketing ideas and variations

Your marketing strategies and tactics should be based on your marketing goals and KPIs, your current marketing situation and performance, your target audience and their needs, and your budget and resources.

You should also consider the latest marketing trends and best practices, and how they can help you achieve your desired results.

Step 4: Allocate Your Marketing Budget

The fourth step in planning and creating a marketing budget is to allocate your marketing budget. This is the process of deciding how much money you will spend on each marketing strategy and tactic, and how you will distribute your budget across different marketing channels and platforms.

To allocate your marketing budget, you should:

1. Estimate Your Total Marketing Budget

Your total marketing budget is the amount of money that you can afford to spend on your marketing efforts. It can be a percentage of your revenue, a fixed amount, or a combination of both. 

According to a survey by Gartner, the average marketing budget for 2020 was 10.4% of revenue. However, this can vary depending on your industry, business size, growth stage, and goals.

2. Prioritize Your Marketing Strategies And Tactics

Your marketing strategies and tactics are not equally important or effective. Some may have a higher impact and ROI than others, and some may be more urgent and essential than others. 

Therefore, prioritize your marketing strategies and tactics based on their expected value and return, and allocate your budget accordingly.

You can use a prioritization matrix, such as the Eisenhower matrix or the ICE score, to help you with this process.

3. Allocate Your Budget Across Different Marketing Channels And Platforms

Your marketing channels and platforms are the mediums and tools that you use to execute your marketing strategies and tactics, such as your website, social media, email, SEO, PPC, etc. 

Each channel and platform has its own costs and benefits, and you should allocate your budget across them based on their performance and potential.

You can use a channel attribution model, such as the last-click model or the multi-touch model, to help you with this process.

By allocating your marketing budget, you will have a clear and detailed plan of how much money you will spend on each marketing activity, and how you will optimize your budget for maximum results and ROI.


A marketing budget is necessary for all businesses. Even if your business is a startup or a multinational corporation – you must allocate some of your capital for marketing.

However, you must do so with a clear goal in mind, so that the budget can be judiciously put into use.

We hope that you get to learn about how to plan and create your marketing budget in a simple manner. If you have any questions, feel free to comment below!

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Debamalya Mukherjee

Debamalya is a professional content writer from Kolkata, India. Constantly improving himself in this industry for more than four years, he has amassed immense knowledge regarding his niches of writing tech and gaming articles. He loves spending time with his cats, along with playing every new PC action game as soon as possible.

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