Build Your 2025 Marketing Strategy: Channel Strategy and Budgeting
Welcome to the Final Week: Channel Strategy and Budgeting
We’ve reached the final week of our mini-series, and now it’s time to tie everything together. If you’ve been following along, you should now have:
A clear vision and purpose.
Three key strategic goals for 2025.
A strong understanding of your audience and competitors.
This week, we’re tackling two essential parts of your strategy: channel selection and budgeting. Together, these steps ensure your plan is not only focused but also practical and achievable.
Why Channel Selection and Budgeting Matter
Your channel strategy determines where you’ll show up to connect with your audience, while your budgeting ensures you allocate resources effectively to deliver results.
It’s easy to get caught up in trends or assume certain channels will work for you, but without proper thought, you risk spreading your efforts too thin or missing key opportunities. By aligning your channels and budget with your goals and audience, you’ll maximise impact and efficiency.
Channel Strategy: How to Choose the Right Mix
Your channel strategy should reflect your goals, audience preferences, and the best way to deliver your messaging. Here’s how to approach it:
Match channels to your goals
Lead Generation: e.g. PPC ads, email campaigns, direct mail, and trade shows.
Brand Awareness: e.g. Social media, outdoor ads, sponsorships, and PR.
Positioning: e.g. LinkedIn for thought leadership, PR opportunities, and partnerships.
Think about your audience
Where do they spend their time? For example:
Professionals might engage on LinkedIn or at industry events.
Families might see your ad in a local paper or community centre.
Gen Z might scroll TikTok or Instagram.
How do they prefer to engage with content? e.g. Visual posts, informative blogs, or interactive experiences?
Integrate channels for greater impact
Pair offline and online efforts for a seamless experience.
For example: amplify a radio ad with a targeted social media campaign or direct mail with a follow-up email.
Budgeting: Allocating Your Spend
Once you’ve chosen your channels, the next step is allocating your budget. This is where strategy meets practicality.
Agency Fees and Staff Costs
Agency Fees: These are part of your marketing budget and cover outsourced services like campaign management, creative production, or PR. Think of this as the expert execution that amplifies your efforts.
Staff Costs: Salaries for in-house marketing staff are generally part of your operational budget, unless tied to specific campaigns (e.g., freelance copywriting or event management).
How Much Should You Spend?
Your total marketing budget typically depends on your revenue and goals:
Small businesses: 7–10% of revenue.
Established businesses aiming for growth: 10–15%.
Highly competitive industries: 15–20% or more.
Tailoring Your Budget
The right mix will depend on your goals, audience, and growth stage. Here are five examples to inspire you:
1. Online Retailer Targeting Gen Z (Digital-First Strategy)
Focus: Building brand awareness and driving e-commerce sales.
Budget Mix:
Digital Ads: 50%.
Content Creation (e.g., TikToks, Reels): 30%.
Tools/Platforms: 10%.
Organic Social Media: 10%.
2. Local Café (Community-Focused Strategy)
Focus: Driving footfall and engaging the community.
Budget Mix:
Sponsorships and Events: 30%.
Traditional Advertising (e.g., local newspapers): 20%.
Content Creation: 15%.
Organic Social Media: 15%.
Tools/Platforms: 10%.
Digital Ads: 10%.
3. Charity (Community Engagement and Support)
Focus: Building awareness and inspiring action.
Budget Mix:
Events and Exhibitions: 30%.
PR and Thought Leadership: 25%.
Content Creation (impact stories): 15%.
Organic Social Media: 15%.
Digital Ads: 10%.
Sponsorships: 5%.
4. Luxury Brand (Premium Positioning)
Focus: Creating exclusivity and boosting credibility.
Budget Mix:
PR (premium publications): 30%.
Experiential Events (VIP launches): 20%.
Content Creation (high-end visuals): 20%.
Digital Ads (retargeting): 20%.
Organic Social Media: 10%.
5. B2B Consultancy (Lead Generation and Positioning)
Focus: Generating leads and building authority.
Budget Mix:
PR and Thought Leadership: 25%.
Events and Exhibitions: 25%.
Digital Ads (LinkedIn, email campaigns): 20%.
Tools/Platforms: 15%.
Content Creation (white papers, blogs): 10%.
Organic Social Media: 5%.
This Week’s Task
Here’s what to do this week:
Finalise your channel strategy based on your goals and audience.
Decide your total marketing budget for 2025.
Allocate your budget across the channels that will deliver the most impact.
Add this to your Strategy on a Page template.
Need Support?
Feeling stuck? I’m offering free 30-minute calls to help you refine your channels and budget. Sometimes a second opinion makes all the difference!
Book your spot here and let’s make sure your 2025 strategy is ready to roll.
That’s a Wrap!
By now, you should have a complete Strategy on a Page to guide your marketing efforts next year. I hope this mini-series has inspired you, clarified your thinking, and given you practical tools to work with.
If you’d like support implementing your strategy — or you’re thinking about working with a marketing partner in 2025 — let’s have a chat. Owl & Hare is here to help you achieve your goals with purpose, personality, and a plan that works.
Here’s to making 2025 your best year yet!