Digital Marketing Budgets Should Be Flexible

Written by Brick Marketing

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When putting together a digital marketing plan, part of that is to consider the budget. How much of your resources should be allocated to your digital marketing? Having a set dollar value isn’t enough, either. You need to decide how this will break down between the various marketing activities, such as social media, content marketing, and your digital advertising campaigns.

However, no amount of preparation can prepare you for what happens when you implement the plan. This is why it is so important to make sure that your plan is actually flexible. That way, you can make adjustments in the program as needed.

Preparation Isn’t Everything

The issue with digital marketing is once you execute the plan, there is no real way to predict and guarantee results. No matter how much data you analyze and how much research you do, once the program is underway, there is no real well to tell how well it is going to do. You just need to wait and see how things go.

In other words, preparation is important, but it isn’t the whole story. You have to remain open to the possibility that what you predict will happen, may not happen. Marketing in general is driven by human behavior, as well as a myriad of third-party entities, such as the search engines. Although we can suspect what our results might be, there are so many factors that almost anything can happen.

Give the Plan Enough Time

Another point to consider is yes, you need to be flexible indoor mindset, but at the same time, you need to give the current plan enough time to really take root. It could take months to start to see the digital marketing come together, and it could be even longer than that to really get the results you desire.

Part of being flexible is to know when the right time is to make needed changes. Waiting both too long and too soon could set your plan behind. It’s all about balance and trusting both the data that you are seeing and your gut instincts. If your gut is telling you that you have something enough time to work, you should trust it and take action.

Don’t Be Afraid to Reallocate Funds

Let’s say you have set aside a certain monthly dollar value for your PPC campaign. However, after a few months, it is pretty obvious that the program isn’t have the intended affect. At this point, it is safe to say that you should either scale back or halt the campaign all together.

So now what? This is where flexibility comes in handy. What if your LinkedIn ads are doing very well? You might want to consider reallocating some of that money to LinkedIn so that you can spend more money on something that isn’t working.

There are actually many possibilities for how you can spend the money, but that is just one example. Consider trying new forms of marketing, different advertising strategies, creating more content, and so on, with that money, rather than continuing to spend money on something that isn’t working.


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