Social media marketing, blogging with search engine optimization (SEO) best practices and email marketing are three of the most common forms of content marketing businesses rely on. But before you jump into managing your company’s Facebook page or sending out an e-newsletter, you need to have your marketing budget in place.
Last week I shared an overview of how to create one and important considerations for your social media advertising campaign. Today I’ll focus on organic social media management, blogging for SEO and email marketing.
What are your goals for these tactics? Which ones will draw more of your focus? How much do you plan to spend on them? Before you can answer the question of the dollar amount to place on social media marketing, blogging or email marketing, it’s important you have a clear overview of all the different variables involved.
Marketing Budget Consideration: Organic Social Media Management
Unlike social media advertising, organic social media management focuses on your non-paid presence. Although social networks are increasingly playing to their advertisers, it’s still important for your brand to have an unpaid presence. As explained in this post about why organic social media is still important:
- It’s Cost-Effective
- It Provides Authenticity
- It Compliments Advertising
- It Fosters Your Creative Voice
- It Provides a Forum for Customer Care
- It Builds Engaged Communities More Effectively
- It Helps Search Engine Optimization
Although organic social media marketing is cost effective, it’s important to remember it’s not free. No, you don’t need to pay Facebook or Twitter to publish updates on your page, but it does take time and resources to develop a strategy, carefully craft your updates, publish them on the page and monitor for engagement. Whether you take it on in-house or outsource to a social media firm, it will cost your business dollars and cents.
As you determine how much of your marketing budget to spend on organic social media management, consider the following questions.
1. Which Platforms Will You Focus On?
While you don’t need to be on every social media channel, you do need to have an active, well-managed presence on a few. As CEO Erika Montgomery recommends below, focus your efforts on a couple of networks.
Consider which social platforms your target audiences uses. For example, if you’re trying to target millennial women, you probably want to invest in Facebook and Instagram. However, if your target is millennial men, Twitter and YouTube would be better sites to focus on. Or, if you’re a B2B company trying to reach older decision-makers, you may want to spend more of your marketing budget on LinkedIn, and then secondarily invest in Facebook. Check out this infographic about the demographics of social media for helpful insight.
2. How Often Will You Post?
Once you’ve determined which social media platforms you’ll focus on, you need to think about how often you’ll post new updates. There’s a big difference between basic page maintenance (posting one or two times a week) and a robust presence (two to three updates going live a day).