Allocating your marketing budget isn’t just about trimming or topping up – it’s about making smart, strategic choices that drive real business growth.
“Your marketing budget should be seen as a business investment, not just an expense.” says Caroline Healy, We Are Savvy’s CEO. “The right allocation can deliver strong brand returns and lay the groundwork for longer-term successes.”
So before you start divvying up the dollars, take a step back and ask: is your marketing still pulling its weight?
A smart budget is tied to clear goals, backed by a solid marketing strategy, and grounded in the reality of your time, team, and tools. Here’s how to make the most of it.
Don’t Just Refresh the Budget – Refresh the Plan
Start with strategy. Without a clear, confident direction, your budget can easily be spread too thin – or wasted altogether. If your brand messaging is tired, if your campaigns aren’t converting, or if you’re unsure where your audience is spending their time, pause and reevaluate before you spend.
This is where your strategic marketing budget planning to push effective brand growth really earns its place. Give your team time and resources to revisit:
- Market research
- Campaign performance analysis
- Strategic messaging and positioning
“You can’t optimise your spending without first knowing what’s working and what’s not.” Caroline says. “Start with insight, not instinct.”
By treating your marketing budget as a true investment, you can weigh up the expected return on each activity and make informed decisions that support both immediate and long-term brand goals.
Think Broad
Budgeting for marketing isn’t just a line item exercise – it’s about visibility. Map out all expected activity for the year, and include both recurring and project-based work. A well-considered budget breakdown might include:
- Paid media and advertising
- SEO and keyword research
- Content creation (blogs, video, email, etc.)
- Creative design and branding
- Events, activations and sponsorships
- Marketing automation tools and subscriptions
- Branded collateral and production costs
And don’t forget about more relationship-driven tactics, like partnerships or referral programs. These might fall outside traditional categories, but can deliver exceptional value.
People Power
Who delivers your marketing is just as important as what gets delivered. Consider your internal team’s capacity and capability – do they have the tools, time and skills to bring your plan to life?
“It’s worth comparing the cost of DIY marketing versus outsourcing.” says Caroline. “Sometimes external specialists bring sharper strategy and faster results, while your in-house team can offer deep brand knowledge. A hybrid model often gives you the best of both.”
Smart strategic marketing spend isn’t necessarily about cutting costs – it’s about spending wisely to generate more impact.
Need help navigating your next move? Email us today via hello@wearesavvy.com.au to find out how you can make your marketing strategy work smarter, not harder.