Since marketing is becoming more and more important, requirements in the field are also increasing. However, the Gartner firm announced that the 2021 marketing budget has dropped compared to previous years. Indeed, it only represented 6.4 % of the turnover (CA) of companies worldwide.
This year 2022, Julien Rio , AVP International Marketing of Ringcentral, gave suggestions to optimize your marketing budget . Of course, its advice is not universal since each industry and market have their own needs. In any case, they help you to make the most of the financial resources reserved for marketing . For this year, here is the "recipe" that the expert offers to marketing managers.
The generation of prospects and events are essential
According to Julien Rio, the generation of prospects should take around 40 % of your marketing budget during this year. The basis of marketing is the production of turnover (CA) or Sales Qualified Lead (SQL) ripe.
In this regard, you will optimize your commercial prospecting by saving time and money by investing in a marketing automation platform such as Magileads.
Note that events are also important and can represent almost 15 % of your budget . The real problem, however, is that participating is more risky from the Pandemic of COVID-19. The cancellation and the absence of visitors are the reasons. However, not taking part in any of these occasions also means that you cut yourself to the world . As a result, the solution would be to contribute to a minimum of key events to limit your losses.
A good marketing strategy does not neglect the image
Having a good brand image helps you improve customer confidence and attract prospects. Julien then suggests allocating 10 % of your budget to the promotion of your brand on different platforms. Indeed, companies should not neglect e-reputation on social networks, including targeted online advertisements .
In addition, the creation of quality content with good SEO referencing could represent 5 % of your budget . This part is particularly important because it will serve in the long term. In addition, the quality of the content of your site will allow you to customer confidence . It is a detail that young companies nevertheless tend to neglect because the results take time.
Take care of those around them
A good entourage and good relations with your environment are similarly necessary. You will therefore have to reserve 5 % of your budget to register for different clubs and associations . They will above all allow you to share good practices and meet possible customers . It would be better in this case to choose the clubs that interest your team and suitable for the values of your business .
Optimize team efficiency thanks to tools
The tools are the same an important factor for the effectiveness of a marketing strategy . Julien Rio advises to pay 5 % of your marketing budget in order to distribute it well. The goal is to best alleviate the low -added tasks teams. However, never lose sight of competitiveness.
In addition, you should keep a margin for emergency cases. 5 % of your marketing budget can for example be used to straighten one of the sections during the bad days.
Metitle: Marketing budget: one way to optimize it for this year 2022
Meta-description: The budget allocated to marketing has generally dropped. However, you should not neglect him. Here are some practical tips to optimize it in 2022.
