How to Raise Prices and Profitability in a Digital Agency or Consulting Business, Nikole MacKenzie

With all the talk about marketing campaigns these days, you may be wondering how to budget for them. 


The truth is that there’s no one-size-fits-all approach. 

While some marketers may be able to afford a high-end campaign with a large budget, others may have limited funds and need to be more creative with their spending. 


“I always look to spend no more than 30% of my revenue on operating costs, and I would put marketing in that bucket. When I think about keeping in margins that will always create the same profitability for me as I grow, I know how much money I can spend on marketing.”


The key is to figure out what it will take for you to reach your target audience effectively and then plan accordingly.


But before we proceed, don’t forget that this episode is brought to you by Click here if you need help collecting, crafting, and delivering customer stories.




You should always be looking at your past data. What does this tell you? How do you feel about it, and how does it impact the future?


“That’s why bigger brands do that with smaller companies. You wanna make sure that you’re working with somebody on the marketing side who can give you that data back and say, ‘Hey, this is how many people came to your website as a result of us doing this.'”


This is especially important if your company has been around for a long time, or if there are any changes in leadership or other factors that could affect how well your marketing campaign performs.


Analyzing your past data can help you figure out what to do in the future.


It’s also important to make sure that you are getting the most out of all of your marketing efforts. 


It’s important to look at the data and see what is working, what isn’t working, and then adjust it. 


You will be able to make your marketing efforts more effective overall if you do this.


Look at trends in the market if you are trying to reach a specific audience with your marketing campaign. Then it’s important that you understand what they want. 



To create a marketing budget, you first need to understand what a marketing budget is. 


A marketing budget is just like an operating or capital expenditure budget, except that it’s focused on the process of attracting customers instead of building new facilities or acquiring equipment.


The purpose of a marketing campaign is to acquire new customers for your business and drive sales in order to achieve profitability. 


The long-term play- you’re always gonna need that. That just goes into controlling your costs. If you’re trying to keep your operating expenses at 30,000 of your revenue, as your revenue increases, usually your operating costs stay the same. And that means you can start investing in more marketing as your revenue goes.”


You need to create a marketing plan that outlines your goals, the audience you are trying to reach, and how you will measure success. 


For example, if you want to increase sales by 20 percent in the next year, then your goal is going to be specific and measurable. 


You can then work backward from this goal and determine what type of campaign needs to be developed in order for it to achieve that level of success.




One of the most important things to remember when you’re starting your campaign is that you need to focus on one goal at a time. 


It’s much easier to achieve this than it is to try and accomplish two or more goals at once. Your attention will be divided between them and you’ll never get anything done.


When creating a marketing campaign budget, it’s crucial that you stick with only one objective in mind—the overall goal of your campaign—and don’t stray from this point until it has been achieved. 


Watch the full episode now, and make sure to leave any questions or comments you have about the episode.


One of the best ways to grow marketing is video case stories, NOT testimonials. If you need help collecting, crafting, and delivering customer stories, click here to set up a free consultation.