How Much Should You Really Spend on Marketing?
“Just do some marketing.”
That’s what everyone says — but nobody tells you what it costs.
So how much should you actually spend on marketing when you’re:
A startup with almost no budget?
A growing business trying to scale?
Or somewhere in between?
Let’s break it down so you can stop guessing — and start planning with purpose.
1. The Basic Rule of Thumb (and When to Ignore It)
Most experts say:
Spend 5–10% of your revenue on marketing.
That’s fine if you already have consistent income.
But what if you’re still trying to generate your first sales?
In that case, flip it:
Spend what you can afford – and spend it strategically.
2. Start by Clarifying Your Goal
Don’t spend a cent until you can answer this:
Am I trying to build awareness?
Generate leads?
Make sales?
Re-engage past customers?
Your goal determines your channel.
Your channel determines your cost.
3. Budget by Stage, Not Just Size
🔹 If you’re just starting out (R0–R5K/month)
✅ Focus on:
DIY content marketing (social + blog)
Email list building with a lead magnet
Website SEO basics
Free community engagement
You don’t need to do everything. You need to start showing up consistently.
🔹 If you’re growing (R5K–R20K/month)
✅ Add:
Facebook/Google Ads testing
Hiring a freelancer or specialist (e.g. email copy, SEO, landing pages)
Upgrading tools (email platforms, CRM, website plugins)
This is where strategy matters. Spending without focus = waste.
🔹 If you’re scaling (R20K+/month)
✅ Invest in:
Funnel building
Full-service marketing help
Ongoing ads with a clear ROI
Analytics and CRO (conversion rate optimisation)
You’re no longer “trying things.” You’re doubling down on what’s working.
4. Where to Spend First (for Any Budget)
Website: Your home base. If it’s confusing or slow, fix it first.
Email list: Owned media > social media. Build a list from Day 1.
Content: Blog, video, carousels – whatever fits your audience and strengths.
One ad platform: If you have R1,000/month, test slowly with Facebook or Google.
5. Track Return — Not Just Spend
Marketing is not an expense. It’s an investment.
But only if it pays off.
Track:
Cost per lead
Cost per sale
Time spent per result
What channels give the best return
The best budget is the one that produces the best results — not the highest spend.
Final Thought:
You don’t need a massive budget to market well.
You need clarity, consistency, and content that actually speaks to people.
Start with what you have. Spend with intention.
And build your marketing strategy the way you built your business — step by step.
