How to Manage Your Ecommerce Marketing Budget 

There is a misconception surrounding the understanding that small businesses don’t have as much to handle as larger ones. Yes, there will be more complex operations going on at a bigger company, but everything a large company needs to account for – the main areas such as marketing, fulfilment, and so on – smaller companies need to do as well. They just do it on a smaller scale (for now). 

In fact, one of the surest ways for small business to fail is to not budget for everything right from the start. If everything is accounted for from the beginning, each specialized area can be expanded in time. If a company only comes to its first marketing budget once resources for marketing become more available, then there is likely to all manner of missteps and delays, which could then hinder growth. 

To take marketing as the main example, a company should have a good idea not only of what type of marketing they need, but what type of marketing they will require in time. This all needs to be planned out with the reach of the marketing in mind. That means knowing who sees the marketing and knowing how that will change with each new marketing campaign. 

This means that the marketing budget shouldn’t just be created as early as possible – it needs to be maintained and updated. 

Creating the Budget

Of course, though, the budget needs to exist in the first place before it can be maintained. For any company, this is best done at the start as the limited marketing resources companies typically have at this stage actually makes the creation of a budget easier. Moreover, as the company grows, it is built up from there. 

But what should be accounted for in that original budget? The aim is to create departments and then align department goals with business goals (oriented towards growth). Ecommerce marketing agency Azola Creative say that much of the early marketing budget will go on web design and maintenance and driving traffic to the ecommerce site. This goal is one which, if successful, expands business operations in order to handle more customers. At that point, marketing can become more far-reaching and complex. 

The important take-away here is that an original marketing budget needs to be oriented towards expanding marketing operations, with each marketing success making the next one possible. 

Maintaining a Marketing Budget 

Here follows some to marketing budget maintenance tips:

Conduct a Marketing Audit 

A marketing audit is all about responding to data and altering your marketing budget accordingly. A marketing audit can be made up of data from Google analytics, for example, as well as analyses of competitors and their relative success. This data changes all the time, and so your budget should to. 

Allocate Your Budget Evenly 

Imbalance is a common problem with marketing budgets. Generally, they tend to go light in one area and heavy in other. Whether it is branding, SEO, ad creation, or website design, try to spread your funds around each of these marketing areas evenly. 

Keep Branding Consistent 

Marketing needs to be dynamic, but you should try to make sure there is some representation of your brand featured in any marketing content and that it is consistent in how it is presented. This could be your logo, slogan, or general aesthetic. Customers need to identify with it. Brand creation should be given priority in your marketing budget. 

Create a marketing budget from the start, and make sure it is flexible enough to respond to the vicissitudes of doing business, and you avoid potentially disastrous problems later.