Set­ting a mar­ket­ing bud­get

The Peterborough Evening Telegraph - - Business - Louise Bar­rett of Me­dia Mat­ters

If Jan­uary is the time you start to con­sider bud­gets for the next fi­nan­cial year, will you be in­clud­ing an al­lo­ca­tion for PR and mar­ket­ing?

It’s a crit­i­cal part of any busi­ness look­ing to grow over the next 12 months and, ac- - cord­ing to the ex­perts, youu should be set­ting aside any­where be­tween five and 10 per cent of your an­nual turnover r (gross) to do it prop­erly.

If you are plan­ning on set­ting a mar­ket­ing bud­get for 2017/18 you might find somee of these point­ers use­ful:

Re­view last year’s per­form- - ance – if you spent in this area a last year, look at where you got t your best ROI.

Hope­fully you have met- - rics in place to help you meas- - ure (Google An­a­lyt­ics for your r web­site, for in­stance).

Mea­sure the cost in staff f time too; some ac­tiv­i­ties couldd be a ma­jor drain on hours and so not very cost ef­fec­tive.

Next, as­sess your ob­jec­tives for the year.

If you know what you want to achieve, set some tar­gets, and look at how PR and mar­ket­ing can sup­port you to meet this.

It might be a con­sis­tent drip of ac­tiv­ity or an ad hoc ini­tia­tive – be­ing con­stantly in front of your au­di­ence is es­sen­tial or that one-off ex­hi­bi­tion might be ex­pen­sive but all your cus­tomers will be there

s so it will be worth it.

Check your dig­i­tal prese ence.

As you will be aware, the world of dig­i­tal changes reg­u­larly, which means you run the risk of be­com­ing out of d date very quickly.

Google list­ings and re­views, SE O prac­tices and so­cial me­dia ad­ver­tis­ing are a ar­eas you should be mak­ing a p pri­or­ity this year.

Have a plan– ac­tiv­ity needs to be planned way in ad­vance to get max­i­mum ben­e­fit from it.

Work­ing up cam­paigns around some of your key ob­jec­tives al­lows you to build com­pellingc and mean­ing­ful ac­tiv­ity.a

Set­ting a bud­get is just the starts – you need to check it is be­ing ef­fec­tive across they ear. b

Make sure it is closely man­aged and re­sults are prop­erly scru­ti­nised and mea­sured.

Re­peat or de­velop the best per­form­ing ac­tiv­i­ties and learn from and re­visit those that don’t work quite as well.

Your au­di­ence is ever chang­ing, as is the world they op­er­ate in, so your mar­ket­ing has to do the same.

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