A large part of a company’s financial results depend on the good use of its marketing budget during the year. Therefore, formulating a good marketing budget for 2025 is essential!
At the same time, you need to consider the challenges and changes that may impact your planning throughout the year.
With these questions in mind, I created this content with the main guidelines that will help you define your budget efficiently. Come with me!
Start planning by looking at how the previous year went.
The first step to creating a good marketing budget is to look at the results obtained in the previous year. The idea is to understand what worked and what didn’t work so well!
To do this, you will need to calculate several metrics to measure the efficiency of your actions over the past year. Here are some of the most important metrics:
- ROI;
- Cost per Lead;
- Acquisition Cost;
- Conversion Rate.
Remember to calculate the value of these metrics for your Marketing “in general” in the previous year and for each of your actions, campaigns and strategies. This way, you can understand which component is above or below your average.
Furthermore, it is essential to think about the economic and behavioral changes of consumers in 2025. After all, they should influence the allocation of resources!
The growth of e-commerce, for example, is a point to consider. By 2025, global e-commerce will generate US$7 trillion. Brands need to adapt to this increasingly consolidated form of consumption — and this involves directing marketing efforts strategically.
At the same time, there is a greater concern with conscious consumption and sustainability, as well as the growing participation of new generations. Being prepared for this makes a difference in the results!
To adapt to these and other changes, you can count on Enjoy Minder to evaluate last year’s Digital Marketing results. This way, you can use data to know how to act!
Set a goal for your Marketing budget
Your Marketing budget needs to serve a purpose within your company’s business planning. Therefore, it needs an objective!
One of the main tips when creating this objective for your budget is to be as specific as possible and, at the same time, rely on measurable and verifiable data, so that it is possible to decide at the end of the year whether the objective was achieved or not.
To establish a realistic goal for your Marketing budget, look for the average between the result you already have and your ideal result.
Imagine that your goal is to increase your company’s sales next year. Last year, your company grew by, say, 5%, and your ideal growth could be something like 25%. In this case, the average between the result you already have and the ideal result is 15%, which is your goal for next year!
Have goals that are consistent with your planning
As important as defining business goals is ensuring that they are aligned with planning. This way, it is easier to make decisions regarding investment in Marketing, for example.
The ideal is to pragmatically analyze what worked and what didn’t.
From this, questions arise such as:
- What to keep?
- What to reduce or eliminate?
- What to help and improve?
By answering these questions, you can prioritize initiatives and goals according to what makes sense for the new year. This even involves reviewing the budget for each initiative, considering what is most important or has the greatest impact.
To help you understand this better, consider that your business plan for 2025 involves increasing sales by 20%. When setting your Marketing goals, you will need to focus on strategies that help you attract and convert more customers.
And, within this goal of generating more sales, the Digital Marketing budget for 2025 needs to consider the initiatives capable of delivering this result. So the focus can be on strengthening the content strategy and website optimization, seeking to attract more people and generate new sales.
In fact, when it comes to understanding the business and defining goals, we at Enjoy Minder can also help you! With our experts, you will have a much more complete external view of your company, defining priorities and how to act.
Discover the main options for composing your budget
After observing what worked and what aligns with your planning, you need to understand how to compose the Marketing budget for 2025. Check out some tips!
Understand the different types of Digital Marketing budgets
Although I am talking about the Marketing budget in general terms, it is essential to understand that it is not unique. Within the resources allocated to the sector, there are several associated costs, such as expenses with:
- Campaigns;
- Digital Marketing;
- Events;
- Hiring agencies;
- Between others.
It is essential to be able to prioritize the total value between the different segments and initiatives. This way, it is possible to have a more robust and realistic forecast!
Consider the sales cycle
When determining how much to spend on marketing, it is also essential to keep in mind the time needed to convert leads into customers. If the cycle is long, it will be necessary to have a larger budget to maintain consistency in actions, in search of results.
Train your team
It is also essential to keep the team constantly trained. Professionals need to have up-to-date knowledge about the main strategies, as this will allow them to act dynamically and effectively.
A well-trained team also better understands the pain points and needs of the company and the persona. This generates more meaningful insights and helps highlight which strategies should be put into practice.
Invest in strategic partnerships
To boost growth and strengthen the business’s presence in the market, it is interesting to have strategic partnerships. Therefore, the Marketing budget for 2025 must contemplate this approach.
To carry out digital actions strategically and with a lot of experience, Enjoy Minder is the ideal partner — our team is highly qualified and uses advanced and updated tactics from the digital market!
Use the best tools
The composition of your Marketing budget also involves the use of comprehensive tools. With them, it is possible to extract data, generate reports and carry out effective monitoring to guide decision-making.
In this context, there are some tools for you to consider. Here are some types:
- Website traffic analyzers, such as Google Analytics;
- Search engine optimization (SEO) analysis tools;
- Social media managers, who help both schedule posts and evaluate results;
- Marketing automation platforms;
- Data visualization and Business Intelligence tools;
- User analysis features.
Establish key channels and strategies for 2025
Another essential step in creating your budget is knowing which are the main channels and strategies to adopt in 2025.
The first step is to decide which area of Marketing, between Inbound or Outbound, for example, should gain more prominence in 2025. It is also time to define which of them will have less (or no) prominence.
Consider information such as the cost and return of each channel to decide which one should be yours — and check out some great tips here to help you decide!
With this step taken, your next action is to determine which strategies will be implemented and how much funding will be allocated to each of them.
Reallocate resources to emerging channels without forgetting traditional ones
When deciding where the money should go in your Marketing budget, it is interesting to seek a balance of investments between traditional and emerging channels.
This involves thinking about mobile devices, social networks and other trends that may take hold!
To achieve this, it is essential that the company does not choose to be “stubborn” when it comes to implementing the planning. Several changes can occur throughout the year and being prepared to adapt to them is one of the main ways to obtain good results.
Therefore, it is worth being willing to reallocate resources to a channel that makes more sense for the public and the company at the time. This does not mean abandoning other strategies — it is just a prioritization so that the business can dance to the market’s tune!
Control your budget
Once you have defined your budget plan, it is essential to keep track of the amounts allocated.
It is worth setting dates for regular assessments (such as one every 3 or 6 months) to monitor the investments made and cancel those that are consuming resources without generating a return.
It is also a good idea to set aside an amount for emergencies. It is important to protect yourself against crises, unforeseen events or results that fall far short of expectations, and having some financial reserves on hand can minimize the damage caused by these negative situations.
Furthermore, budget control involves issues such as readjusting funds for initiatives, according to their results. Knowing how to reallocate money helps to drive the right actions, generating more results!
And if you have difficulty directing your funds in the best way, you can also count on Enjoy Minder!
Do you need to replan your Digital Marketing budget?
In this content, I showed how to set up a Digital Marketing budget for 2025, considering the challenges and opportunities.
It’s also worth using these tips to review your plan as soon as possible, maximizing your chances of success!
If you want qualified help with this, contact the Enjoy Minder team right now and count on the partnership of a Digital Marketing agency!
