We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
Each cost in your marketing budget should be linked to one of your goals
We’ve talked before about the importance of every marketing tactic and action being directly correlated to your business goals. Each tool and tactic you choose to use should be treated as an investment that you expect to pay off in the form of specific business goals. Ask yourself what objectives you want to meet in a particular period – month, quarter or year – and what tactics you will need to use to achieve them. Then look at the costs of those tactics and assign your budget accordingly.
Also, think about long-term and short-term objectives. Once you have your business goals and marketing wish lists worked out, consider first investing in short-term goals which, if realized, can generate resources that you can then reinvest into larger, long-term goals.
In short, your business goals will always tell you where your marketing focus needs to be. Your goals will help determine the right marketing budget each month, quarter, and year.