For many small business owners who have never advertised, the idea of creating a digital marketing plan can feel like a waste of time. So, most inexperienced advertisers jump in to run ads on Google Local Services or Facebook without really creating a strategy or making sure they are positioned properly to convert clicks to customers.
But here’s the thing….when you skip planning and start advertising without strategy, you waste a TON of money. If your goal is to grow intentionally, strategically, and to create a generational company – you NEED a clear, intentional strategy that makes every dollar count.
SBMS Media offers budget-friendly digital marketing plans created with you, which are 100% about prioritizing the right strategies, tools, and channels that align with your goals – but for those of you who would rather DIY, this article, will guide you through the steps to craft a marketing plan that delivers results without breaking the bank.
And if you get stuck, give us a call – we donate one hour a day to helping DIY marketers.
Step 1: Understand Your Goals
Before you can allocate a budget, you need to know what you’re aiming for. Are you looking to generate more leads, increase brand awareness, or drive sales? Each goal will influence where and how you spend your money.
For example:
- If your goal is immediate visibility, Google Ads or social media advertising might be your best bet. Research “Lead Generation Ads versus Branding Ads” to understand the difference and pros/cons between them as a campaign option.
- If you’re focused on long-term growth, investing in SEO can help your business rank higher in search results over time. Ongoing SEO is also called Content Creation, Blog Posts, and/or PR so check out articles relating to those terms, as well.
- For relationship-building, email marketing can nurture leads and keep your existing customers engaged. Be careful not to invest in new software programs to help deliver your emails – you may already have a software system capable of performing this task.
Knowing your goals helps ensure your budget is allocated to efforts that move the needle. Most business owners aren’t sure how much they should budget – here is a calculation we use: Decide how much you want to earn in sales revenue for the year and multiply that by 3% – 10% (lower for less risk tolerance, higher if you have high risk tolerance or are in a good financial position are ready to scale with intention). Then divide that number by 12. That will tell you how much money you should be investing in both marketing and advertising each month. From there – you will need to make additional decisions…..
Step 2: Identify Your Audience
A marketing budget is only effective if it’s spent reaching the right people. That’s why defining your ideal customer is critical. Ask yourself:
- Who benefits most from your services?
- What problems are they trying to solve?
- Where do they spend their time online?
For example, a contractor might target homeowners searching for remodeling services on Google, while a chiropractor might focus on local Facebook users interested in health and wellness.
Understanding your audience allows you to create targeted campaigns that maximize your return on investment.
Step 3: Choose the Right Channels
With so many marketing channels available, it’s easy to spread yourself too thin. A budget-friendly approach focuses on a few high-impact platforms rather than trying to do it all.
Here’s a breakdown of cost-effective options:
- Google Ads: Perfect for businesses looking for immediate results. Target specific keywords to reach customers actively searching for your services.
- SEO: A longer-term investment that improves your website’s visibility in organic search results. It’s essential for businesses wanting to generate consistent traffic without relying solely on paid ads.
- Social Media: Platforms like Facebook and Instagram are great for building relationships and driving traffic. Boosted posts or targeted ads can amplify your reach without requiring a massive budget.
- Email Marketing: One of the most cost-effective ways to nurture leads. Use automation tools to send personalized messages that keep your brand top-of-mind.
By focusing on the channels that align with your audience and goals, you can ensure your budget is spent where it matters most. If you are an established company, you may need to be on multiple channels and that is when it is definitely time to engage with a local marketing company or a fractional marketing agency if you are nervous about managing the investment.
Step 4: Leverage Free and Low-Cost Tools
One of the best things about digital marketing is the abundance of free or affordable tools available to small businesses. Here are a few worth exploring:
- Google Analytics: Track website traffic and understand where your leads are coming from.
- Canva: Create professional-looking graphics for social media, email campaigns, and more.
- Mailchimp: Manage email marketing campaigns and automate follow-ups.
- Google My Business: A must for local businesses looking to increase visibility in search results.
These tools allow you to execute high-quality campaigns without the need for expensive software or services.
Step 5: Track and Adjust Your Efforts
A successful marketing plan isn’t static. It requires regular evaluation to ensure you’re getting the best results for your budget. Tracking tools like Google Analytics or CRM platforms can provide insights into what’s working and what isn’t.
Key metrics to monitor include:
- Website traffic
- Conversion rates
- Cost per lead
- Return on ad spend (ROAS)
If a campaign isn’t delivering the results you expected, don’t be afraid to make adjustments. Marketing is as much about learning as it is about execution.
How SBMS Media Can Help
At SBMS Media, we start every new client relationship by interviewing you to understand everything we can about your company, goals, vision, ideal client, and more – we spend almost 2 hours together. Then we convert that information into a guide that helps us create an ideal client profile, develop your brand messaging guidelines, and strategize the best advertising and marketing methods to reach those “ideal” clients you’ve been struggling to find.
“What does success look like for your business?” – honestly, most companies don’t know how to answer that question, but we are skilled at figuring out how to guide those who don’t have a clear vision, or who can’t quite articulate it.
At SBMS Media, we specialize in helping family-owned businesses create marketing plans that fit their budgets and deliver results.
For those who want to DIY their own marketing after the plan has been developed, we offer customized “Done with You” services where we get you 100% set up and stabilized and then train you to manage the campaign on your own.
And of course, our specialty is “Done for You” where we interview you extensively to create your marketing plan, budget, and strategy – then develop and manage the campaign – letting you move on to focus on other departments.
From managing Google Ads to optimizing your website for SEO, we provide the expertise and support you need to grow confidently.
Developing a digital marketing plan that includes an ideal client profile, brand messaging guidelines, keyword research, competitor research, and a complete content plan helps you spend less and invest smarter. Let us help you prioritize your efforts, maximize your ROI, and achieve the growth you’ve been working toward.
