Marketing expenses are an investment: we teach you how to optimize it

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Creating a marketing budget is essential to achieve the expected results and a good return on investment . Analyzing the actions, the teams involved and the objectives and milestones to be achieved, as well as planning, coordinating and drawing conclusions allows us to adjust the actions and validate the next steps. More than an expense, marketing is an investment that helps us improve our sales, the positioning of the brand in the market and enhance branding , among other advantages.

How to set a marketing budget
There are a number of steps to follow to create a marketing budget that works, which we summarize below:

Make a profit projection. Base this on results from previous years or on marketing forecasts for the current year. It is also necessary to calculate income and expenses.
Determine the ROI . Using the forecast above, allocate a percentage of the profits obtained through marketing campaigns. If there are previous marketing budgets, analyze whether objectives were achieved or whether, on the contrary, strategies need to be modified or spending increased.
Set SMART goals. Set specific, measurable, achievable and realistic objectives to be achieved within a specific time frame.
Define your Buyer Personas. Knowing your target audience in detail is key to segmenting campaigns and providing value to each segment of the public, thus achieving conversion more easily.
Choose strategies and tools. Once you have set objectives australia whatsapp lead audiences, it is time to choose the actions that best suit each Buyer Persona . An Inbound Marketing strategy is the best option, both for B2B and B2C, to generate leads , convert them and retain them.
Estimate expenses. Once you have determined the actions and chosen the tools, it is time to estimate how much you need to invest in each one. It is also advisable to reserve a portion of the marketing budget for possible changes in the strategy, in order to optimize results.
The budget is accompanied by a memorandum. It is an explanatory and justifying document showing the expenditure corresponding to each campaign, its objectives and the benefits obtained.
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Why you need to measure your results
Measuring results allows us to improve ROI . With it, we can detect which channels customers are coming from, draw conclusions about user behavior on the web, redefine Buyer Personas if necessary, determine the proposed KPIs and know if we have achieved conversion goals, make new investment decisions, optimize time, easily correct errors and design new actions and strategies for the future.

The importance of optimizing marketing actions
Optimization marketing consists of converting visitors into clients, thereby generating sales and, therefore, profits. In other words, it achieves better conversion rates with the same investment or effort in lead acquisition.

How to calculate return on investment
Determining the economic return on an investment helps us to know which actions are profitable . To calculate the ROI, it is essential to establish a detailed conversion path that allows you to obtain leads and that facilitates following them during all the stages of the funnel . It is a percentage that, if negative, indicates that the strategy must be stopped and reviewed or that action must be eliminated altogether. It is calculated with this formula:

ROI = [(income – total investment) / total investment] * 100

At Maratum we help you configure the most appropriate analysis tools to generate ROI and sales reports, which are essential to optimize the strategy and, therefore, the investment.