![Plasterer: how to plan and track your marketing budget [template]](http://onlineyougrow.com/cdn/shop/articles/cov-marketing-budget-10_8abcf266-b59f-4d3a-9a3f-45e83f059fc1.png?v=1715783722&width=1100)
You’re a plasterer. Let us ask you a question - is your marketing budget chipping away at your profits without bringing in more projects?
We've seen too many plasterers struggle with the balancing act of budgeting for effective marketing.
That's why we've developed a simple, powerful tool that not only tracks your marketing spend but also aligns it with your project revenue. Our free Marketing Budget Tracker Template, tailored specifically for plasterers, clears up the financial haze, showing you the potential return on every dollar you invest.
Also, if you want to expand your plastering business with the right tactics and the right strategies, check our marketing pack for plasterers.
Read the lines below the article to discover how to leverage this tool to boost your plastering business's growth and ensure every marketing dollar contributes directly to your bottom line.
Get our marketing budget template for your plastering contracting service
Most plasterers don't know how to spend their marketing budget. We can help you.
How much should you spend in marketing for your plastering contracting service?
From our experience in working with nutrition coaches and developing tailored strategy guides, a common recommendation is to allocate about 3% to 6% of your total revenue to marketing.
This percentage is a good benchmark, but adjustments may be necessary based on your specific clientele, the scope of your services, and how effective your current marketing strategies are proving to be.
In terms of actual expenditure, the amount can vary widely depending on your earnings and the size of your practice. For many independent or small-scale nutrition coaches, a monthly marketing budget might range from $200 to $2000 or more.
The size of your budget will largely depend on your overall operational budget.
While there's no absolute minimum that guarantees success, spending less than $200 a month could restrict your marketing activities and diminish their overall impact.
When should I spend more? When should I spend less?
Generally, as your client base grows and your revenue increases, your marketing budget should expand to support continued growth and allow for the exploration of new marketing avenues.
The nature of your nutrition coaching business can influence how much you spend on marketing. For instance, a coach focusing on weight loss might invest more in digital marketing and social media to reach a broad audience, whereas a specialist in sports nutrition might spend more on partnerships with gyms and athletic clubs, or on high-quality educational content to attract a specific demographic.
If your recent online workshops, promotional health webinars, or partnerships with local gyms aren't attracting new clients or enhancing your service offerings, it might be time to reassess your marketing spend. This could indicate that your current efforts aren't delivering the expected return on investment.
Conversely, if these initiatives are bringing in new clients, helping retain existing ones, and your profit margins are healthy, it might be wise to reinvest in your marketing to spur further growth.
How can I know if I am spending too much? Or not enough?
To determine if your marketing spend is excessive, monitor the return on investment (ROI) and the cost per acquisition of new clients. If your marketing expenses are cutting into your profits without increasing client numbers or revenue — perhaps your recent promotional campaign didn't attract the expected number of new clients, or your social media efforts aren't converting followers into clients — it's a sign that you might be investing too much in marketing without seeing adequate results.
Indicators that you might be overspending include promotions that consistently underperform, a high number of one-time clients not returning despite significant marketing efforts, or your marketing costs rising faster than your revenue.
On the other hand, signs that you might not be spending enough include stagnant client numbers, a decrease in client engagement, or competitors gaining more visibility and attracting more clients. If you observe these trends, it could be time to increase your marketing efforts.
The seasonality of your marketing budget
Finally, the marketing budget for your nutrition coaching business should be flexible, adjusting for peak and off-peak seasons. During peak times, such as New Year resolutions or pre-summer months, increasing your budget can help you capitalize on higher client interest. Conversely, during slower periods, you might focus more on building brand loyalty and awareness, possibly with a reduced budget aimed at targeted campaigns to keep your client base engaged and ready for the next busy season.
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An example of marketing budget for plasterers
Planning a comprehensive marketing budget for a plastering business requires careful consideration of various promotional avenues to effectively reach potential clients.
Below is a detailed table format breakdown, assuming a hypothetical annual marketing budget for a plastering service.
| Category | Subcategory | Estimated Cost (Annual) | Percentage of Total Budget |
|---|---|---|---|
| 1. Digital Marketing | Website (Maintenance & Hosting) | $1,500 | 5% |
| SEO (Search Engine Optimization) | $2,500 | 8% | |
| PPC (Pay-Per-Click Advertising) | $4,000 | 13% | |
| Social Media (Ads & Management) | $3,000 | 10% | |
| Email Marketing | $1,000 | 3% | |
| Content Creation (Blogs, Photos) | $1,000 | 3% | |
| Total for Digital Marketing | $13,000 | 43% | |
| 2. Traditional Marketing | Print Advertising (Local Newspapers) | $2,000 | 7% |
| Flyers and Business Cards | $1,000 | 3% | |
| Vehicle Branding | $2,000 | 7% | |
| Total for Traditional Marketing | $5,000 | 17% | |
| 3. Public Relations | Press Releases | $500 | 2% |
| Local Community Sponsorships | $2,000 | 7% | |
| Total for Public Relations | $2,500 | 9% | |
| 4. Promotions | Discount Offers for New Customers | $1,000 | 3% |
| Referral Bonuses | $1,000 | 3% | |
| Total for Promotions | $2,000 | 7% | |
| 5. Miscellaneous | Market Research | $1,000 | 3% |
| Training for Marketing Staff | $500 | 2% | |
| Total for Miscellaneous | $1,500 | 5% | |
| Total | $30,000 | 100% | |
What should be the main marketing expenses for your plastering contracting service?
Digital Marketing Budget and Expenses
Let's dive into the digital marketing budget for plastering services. Typically, allocating about 25-35% of your total marketing budget to digital channels is a smart move. This percentage can vary depending on your specific business needs and goals. Digital marketing encompasses several areas including social media advertising, email marketing, SEO, and your business website.
If you're new to these terms, don't worry. We've broken down everything and provided practical advice in our strategy pack for plasterers looking to expand their business.
When it comes to social media advertising, it's crucial for both attracting new clients and engaging with existing ones. For plastering services, a monthly spend of $200-$1500 on social media planning and advertising is reasonable. This budget helps cover costs like paid ads on platforms such as Facebook and Instagram, content creation, and possibly hiring experts to manage your campaigns. Investing more allows for wider reach and more targeted advertising, which can improve your conversion rates.
Website Budget and Expenses
Now, let's talk about your website.
A professional, easy-to-navigate website is essential. It serves as the digital storefront for your plastering business. Developing a robust website can cost anywhere from $3,000 to $15,000, depending on the complexity, design quality, and features you need. This investment is crucial as it provides a platform for potential clients to discover your services, understand what you offer, and contact you easily. A well-crafted website not only boosts your brand image but can also influence potential clients' decisions significantly.
SEO Budget and Expenses
Investing in SEO is also critical.
SEO enhances your website's visibility in search engine results, increasing the likelihood that potential clients will find your plastering services. A monthly SEO budget of $500 to $2,000 is advisable. This covers activities like keyword research, content creation, optimizing your website, and tracking its performance. An effective SEO strategy for your plastering business can lead to more organic traffic, which might reduce the need for paid ads over time.
Other Marketing Expenses to Consider
Finally, consider community sponsorships and participation in local events as part of your marketing strategy.
These activities can cost from a few hundred to several thousand dollars, depending on the event's size and your level of sponsorship. Despite the expense, the benefits include increased local brand recognition, community goodwill, and direct interaction with potential clients. These efforts are excellent supplements to your digital marketing, creating a comprehensive approach to promoting your plastering services.
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Marketing for plasterers with a limited budget
When you operate as a plasterer, particularly if you're a sole trader or a small business, it might feel like every penny needs to be stretched, making marketing seem like an unaffordable luxury.
However, to attract new clients and keep your regulars returning, it's crucial to make your plastering services known in the community.
The good news is, you can still market your plastering services effectively even on a tight budget. This is particularly true if you have excellent content ideas for your social media platforms. In fact, many effective marketing strategies can be implemented at minimal cost or even for free - we've detailed these in our strategy pack tailored specifically for plastering businesses.
Cost-effective marketing strategies for a plasterer
Here's a brief overview for you.
| Channel | Initiative | Estimated Cost |
|---|---|---|
| Social Media | Share before-and-after photos of your projects on platforms like Instagram and Facebook. Encourage clients to share these posts and tag your business. | $0 - $100 (for promotional boosts if desired) |
| Google My Business | Keep your Google My Business profile updated with recent project photos, respond to reviews, and post about any new services or special promotions. | $0 |
| Local Community Boards | Post flyers or business cards on local community boards in hardware stores, local cafes, and community centers. Include a QR code linking to your portfolio. | $20 - $50 (for printing costs) |
| Email Marketing | Develop an email newsletter for your plastering services. Offer a sign-up incentive (like a discount on the next service) and send updates about recent projects or seasonal promotions. | $0 - $30/month (depending on the email marketing service used) |
| Collaboration with Local Businesses | Partner with local home improvement businesses for cross-promotions. For example, offer a discount to customers who show a receipt from a local paint store, and vice versa. | $0 (potential cost of discounts) |
| Word of Mouth | Encourage your clients to refer new customers by offering a referral discount or a free small service after a certain number of successful referrals. | $0 (cost absorbed by discount or free service) |
| Loyalty Program | Implement a loyalty program where clients get a discount after a certain number of services. Consider a digital tracking system for ease. | $50 - $100 (for setting up a digital system) |
How to track the marketing performance of your business?
To effectively measure the success of your plastering business's marketing strategy, it's crucial to focus on specific metrics that directly show how your marketing efforts are impacting your business. While increasing your marketing budget might bring in more inquiries, this isn't always a sure thing.
To maximize the effectiveness of your marketing dollars in your plastering business, consider utilizing tools or software that aid in budget planning and tracking. Google Analytics, for instance, is an excellent resource for monitoring online interactions and can provide insights into how potential clients engage with your online marketing initiatives.
Moreover, social media platforms provide their own analytics tools that can help you assess the performance of your campaigns on their sites. We break these down and simplify them for you in our strategy pack for plastering business owners.
The signs of a successful marketing investment can be seen in both your revenue and client engagement metrics. For instance, an increase in service bookings or inquiries following a marketing push can directly indicate its effectiveness. Similarly, a rise in your social media followers or engagement rates after a targeted ad campaign can show increased brand recognition and interest.
Indicators to track your marketing efforts
To help you better understand, here are some indicators of a successful marketing investment specifically for a plastering business.
| Indicator | Description | Measurement Method |
|---|---|---|
| Increase in Service Bookings | A noticeable increase in the number of service bookings following a marketing campaign. | Compare booking numbers before and after the campaign. |
| Growth in Social Media Engagement | Increased likes, shares, comments, and followers on your business's social media platforms, indicating heightened interest and interaction with your brand. | Analyze social media analytics for spikes in engagement metrics. |
| More Inquiries | An increase in the number of inquiries about your services, which could be attributed to effective online or offline advertising. | Track the number of inquiries received before and after the campaign. |
| Increased Website Traffic | More visits to your business’s website, indicating increased interest possibly sparked by digital marketing efforts. | Analyze website analytics for increased traffic and user behavior. |
| Positive Customer Feedback | Receiving more positive reviews and feedback online about the quality of your plastering work, especially those highlighted in the campaign. | Monitor review sites and social media for customer feedback. |
| Enhanced Email Engagement | An increase in open rates and click-through rates for marketing emails sent to your mailing list, indicating higher interest in the content being shared. | Use email marketing software to track engagement statistics. |
Make your plastering contracting service more profitable
We have studied the strategies of the best plasterers in the world. All their tactics are explained in our pack!
Mistakes and pitfalls to avoid when marketing your plastering contracting service
Being strategic about how you allocate your marketing budget can significantly enhance your plastering business's potential for growth and success.
Below, we've outlined some common financial missteps in marketing for plastering services, presented in a table to help clarify each point.
| Pitfall | Description | Prevention Strategy |
|---|---|---|
| Excessive Spending on General Ads | Investing too much in wide-reaching ads (like local TV commercials) that do not specifically target potential clients interested in plastering services. | Opt for targeted advertising methods. Use online platforms that allow demographic and geographic targeting to reach homeowners or construction businesses. |
| Ignoring Digital Presence | Lacking a robust online presence, which includes an updated website and active social media accounts, can result in missed opportunities for client engagement. | Keep your portfolio and testimonials updated on your website. Regularly post before-and-after project photos and engage with users on social media. |
| Underutilizing Client Referrals | Not leveraging the power of word-of-mouth, which is especially effective in trade services like plastering. | Encourage satisfied clients to refer your services. Offer incentives for referrals and showcase testimonials prominently on your marketing materials. |
| Overlooking Local SEO | Failing to optimize for local SEO, making it hard for potential clients to find your services when searching for local plastering help. | Ensure your business is listed on Google My Business. Use local keywords in your online content and maintain accurate listings on local directories. |
| Neglecting Customer Loyalty | Focusing solely on acquiring new clients without strategies to retain existing ones can lead to increased marketing costs and reduced revenue. | Develop loyalty strategies such as follow-up services or maintenance tips. Keep in touch with past clients via email newsletters offering seasonal promotions. |
| Improper Budgeting for Social Media | Allocating too much budget to social media without a clear strategy or understanding of which platforms reach your audience effectively. | Start with small, targeted campaigns on platforms popular with homeowners and construction firms. Track engagement and adjust based on performance data. |
| Not Measuring Marketing Success | Failing to track the effectiveness of marketing efforts can lead to continued investment in low-return strategies. | Implement tools to measure the impact of specific campaigns. Adjust your marketing approach based on what the data shows works best. |
| Chasing Every New Trend | Investing in every new marketing trend without evaluating its effectiveness for your specific market. | Assess new marketing trends critically. Test small before fully committing to ensure they align with your business goals and customer needs. |
| Disregarding Traditional Marketing | Ignoring traditional marketing methods like local newspaper ads or community bulletin boards, which can still be effective. | Utilize a mix of traditional and digital marketing strategies. Participate in local trade shows and distribute flyers in local hardware stores. |
| Lacking a Crisis Marketing Plan | Not having a strategy for maintaining visibility and client engagement during economic downturns or other crises. | Prepare a flexible marketing strategy that can be adapted to various economic conditions. Maintain a reserve budget for marketing during slower periods. |
We can help you spend smarter on marketing for your plastering contracting service
We understand the challenges you face as a plasterer when it comes to budgeting for marketing.
The plethora of marketing terms and strategies can be confusing, making it tough to determine where to allocate your time and resources. You might prefer investing in direct, tangible improvements to your tools or services, or you may be wary of the substantial initial costs of marketing without assured outcomes.
Perhaps you've attempted marketing before and it didn't turn out as expected, leaving you doubtful of its effectiveness. Or maybe you're overwhelmed by the numerous options and the fast pace at which digital marketing evolves, making it seem simpler to rely solely on word-of-mouth and the quality of your craftsmanship.
It's understandable that amidst the day-to-day demands of your work, devising and executing a marketing plan feels overwhelming, if not unfeasible.
Recognizing these challenges, our team has developed a set of marketing strategies specifically tailored for plasterers like you. This set simplifies marketing with clear, easy-to-follow guides that cut through the complex terminology and focus on practical, actionable strategies.
We've selected cost-effective and straightforward marketing techniques that don't require a hefty upfront investment, offering solutions that are economical and have the potential for tangible returns.
Our set includes a variety of options to accommodate different preferences and budgets, helping you make informed choices without feeling swamped. It has been designed with the aim of enabling you to utilize digital marketing to your benefit, even if you're not tech-savvy, and to enhance your word-of-mouth reputation with effective, structured marketing efforts.
By integrating these tools, we aim to lighten the load of marketing, freeing you to focus on what you do best: delivering excellent plastering services and satisfying your clients.
Your plastering contracting service could make more money!
Most plasterers don't know how to grow their business. Let us teach you the right strategies.
