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How to split a small marketing budget across channels

Spread it wisely, then follow the results

Once you know how much you can spend each month, the next question is where it goes. There is no single right split. The goal is to put most of your money where you already have reason to believe it works, and a small amount into learning what else might.

Keep a core, test a little

Put the larger share of your budget into one or two channels that suit your customers and your area. Set aside a smaller share to test something new. If the test brings customers, it can grow next month. If it does not, you have only risked a small part of the budget.

Match channels to the job

• People already looking for you. Search ads and online directories reach people who are ready to buy.
• People who do not know you yet. Social, local sponsorships, direct mail, radio and outdoor can put your name in front of nearby people.
• People who already bought. Email, reminders and simple offers bring customers back, often at the lowest cost.

Count what it really costs

Ads are only part of the cost. Add design, printing, production and your own time. For some channels, such as billboards and radio, there can be set-up costs and minimum commitments, so ask what the total will be before you agree.

Know how you will tell what worked

Give each channel a way to be counted: a phone number, a web address, an offer code or a simple question at the counter, “How did you hear about us?” Without that, you will guess.

Move money every month

At the end of each month, compare what each channel cost with the customers it brought. Shift a little money from what is not working to what is. Small, regular changes beat a big rebuild.

Next, see a 90-day marketing plan.

This guide is general information, not professional advice. Prices, availability and results vary by business and by market, so check details with the people who sell the advertising before you spend money.