If you’re a small business owner, you’ve probably had this thought: “I know I need marketing, but I just don’t have the budget for it.”

Sound familiar? You’re not alone.

Many business owners see marketing as an expense rather than what it truly is—an investment. The reality? If you don’t make room for marketing, you’re stunting your own growth.

So, how do you carve out a marketing budget when every penny feels accounted for? Let’s break it down.

How Much Should You Be Spending on Marketing?

Before we start slashing costs elsewhere, let’s establish a ballpark marketing budget.

For small to mid-sized service-based businesses (like those in the wedding, wellness, real estate, legal, hospitality, professional services industries, and more), a strong marketing budget typically falls between 8-10% of gross revenue.

However, if you’re in growth mode and trying to build brand awareness, you might need to bump that up to 10-15%.

But if those numbers feel impossible right now, start small and grow your budget as you grow your business.

You don’t need tens of thousands of dollars per month to get started. In fact, we have clients who spend as little as $1,500, focusing their marketing strategy on one initiative at a time.

As they begin to see their ROI on the first marketing initiative, they allocate that return into additional marketing initiatives to expedite growth.

How do you eat an elephant? One bite at a time.

When it comes to marketing budget allocation, we suggest establishing an attainable monthly marketing budget between $1,500-$7,000 for your recurring monthly marketing strategy, depending on the size and type of business you operate, as well as your growth goals over the next quarter, year, and beyond.

For larger, project-based initiatives, like a website build or new branding, allocate budget as a one-off, saving up for big projects, or even requesting a payment plan option.

Great marketing isn’t free, and free marketing isn’t great. Let’s explore how you can establish a marketing budget and move the needle on growth without breaking the bank.

The ROI of Marketing: Why It’s an Investment, Not an Expense

Spending money on marketing isn’t just tossing spaghetti at the wall to see what sticks. Done right, marketing pays for itself— and then lines your pockets too.

The problem is, many businesses don’t see the results immediately and assume their marketing campaigns “aren’t working” when, in reality, it’s a long-term play.

Think of it like working out—you don’t get abs after one gym session, but with consistency, the results start to show.

Depending on the products or services you offer, and the industry you’re in, it might take your audience anywhere from 5 to 35 touch points to convert to a paying customer.

Put plainly, if you’re NOT connecting, they’re NOT converting.

So how do you reach enough touch points to turn shoppers into buyers?

Marketing.

Social Media, Email, Ads, Content Marketing (SEO), and more. There are countless ways to meet and serve your customers online and turn looky-loos into dollars, but you have to be willing to INVEST.

Where to Find the Money: Budgeting Hacks for Small Businesses

If you’re convinced you need a marketing budget (and you should be), but you’re not sure where to find the funds, here are some areas to reassess:

Trim the Fat: Where to Cut Costs

When you reframe marketing costs as an investment in not just your business, but also yourself, it becomes easier to cut small luxuries now for big success later. There are many opportunities to reevaluate your spending and see where you can cut back. We suggest taking a microscope to your monthly, quarterly, and annual expenses and seeing what can be put on hold for now. Here are a few ideas:

Software Subscriptions: Check your monthly subscriptions. Are you paying for tools you rarely use? Those $20-$100 monthly fees add up fast.
Ineffective Advertising: Are you still throwing money at outdated advertising methods (like print ads or random sponsorships) with little return? Shift those funds into digital marketing where results are trackable.
Unnecessary Office Expenses: Still printing every document? Buying name-brand office supplies? Small adjustments in operations can free up hundreds per month.
Overstaffed or Underutilized Roles: Can some tasks be outsourced instead of hiring full-time? Virtual assistants, freelancers, or marketing agencies can provide expertise at a lower cost than full-time staff.
Fancy Coffee & Lunches: Yes, we’re looking at you, daily Starbucks run. Brewing at home could save you upwards of $250/month—that’s a week’s Facebook ad spend!
Excess Inventory: If you run a product-based business, assess slow-moving inventory. Discounting old stock can free up cash flow.
Travel & Entertainment: Cut back on unnecessary business travel or fancy client dinners and entertaining and redirect those funds to strategic marketing initiatives.

Reallocate Your Budget: Where to Invest Instead

Your business goals inform your marketing goals, so when it comes to determining which marketing activities to invest in, there is not a one-size-fits-all answer. Instead, gaining a clear understanding of your overall business, target market, and where your potential customers spend their time online, you can strategically allocate your marketing dollars to bring you new customers, increase your market share, and achieve uncapped business growth.

SEO & Content Marketing: Search Engine Optimization is a long game, but it pays dividends in organic traffic and credibility, and it’s a great top-of-funnel lead generator. While it is typically slower on the return, long-form content and SEO blog posts are one of the best long-term marketing investments you’ll make in your business.
Online Advertising: Digital advertising like Facebook (Meta), Instagram, and Google Ads provide fast lead generation when done right. If you’re concerned with seeing an ROI ASAP, this is a great place to start.
Email Marketing: If you’re not building an email list, you’re leaving money on the table. Email marketing has one of the highest ROIs of all digital marketing efforts with uncapped potential for generating income. Branded, strategic email marketing campaigns are a no-brainer for literally every single business type.
Social Media Marketing: Regardless who your target audience is, they’re hanging out on one or some of the many social media platforms out there— and it’s your job as a business owner to meet them there with engaging content. Your online presence is one of the first things that potential clients check out when deciding whether or not to buy from you. Make sure your content creation is aligned.
Website Optimization: No website or a slow website can be a conversion killer. Investing in a professional, user friendly website sets the foundation for all of your digital marketing and sales initiatives.

The Long-Term Payoff: Growth & Longevity

Think about the businesses that have thrived over the years. They didn’t get there by accident. They invested in their brand, built trust with their audience, and maintained visibility through effective marketing. Their marketing investment is what kept their business thriving for the long haul.

If you’re waiting for a perfect time to start marketing, that time doesn’t exist. The sooner you start, the sooner you’ll see results. So really, the best time to invest in marketing is right now.

Even if you begin with a modest budget, being consistent with marketing will ensure your business isn’t just surviving—but thriving— and it’s here to stay.

Marketing Isn’t a Cost—It’s Business Insurance

A well-executed marketing plan acts as insurance against slow seasons, economic downturns, and shifting market trends. If your competitors are investing in marketing and you’re not, guess who gets the business? (Hint: Not you.)

So, where will you start reallocating your funds? Because at the end of the day, the question isn’t, “Can I afford to market my business?”—it’s, “Can I afford not to?”

Need help crafting a marketing strategy that works within your budget?

Let’s chat. We’ll help you maximize every dollar so you can grow your business without breaking the bank.

J&H Creative Consulting offers a slue of digital marketing services from content marketing to email marketing, full-service website design, and many digital marketing strategies in-between, to meet the specific needs and growth goals of your business in the most effective and cost-efficient way possible.

Schedule a FREE 15-minute chat to discuss your business and niche market and learn the specific marketing channels we recommend leveraging in order to meet your audience and turn customers into buyers.