10 Rules for Setting Your Internet Marketing Budget
Ian Lurie Sep 6 2008
It Costs WHAT?!!!!!
I’m tired of hearing that.
Budgeting your internet marketing project may seem like a crap shoot. But I can simplify things for you:
- If you’re building a new site, expect to spend 2X that amount again in the year after the site launches. Unless you want it to sit there, all alone, with no traffic.
- If you want a site built by a single untrained individual who ‘learned how to use Dreamweaver’, expect to spend less than $2000. Also, expect to build a new site within 3 months.
- If you want a site built by a 5-10 person, boutique-style agency, expect to spend, at an absolute minimum, $10,000. These are experts, and they deserve to be paid as experts.
- If you find a 5-10 person, boutique-style agency that’ll build you a site for $2000 or less, expect something that looks like they had a sneezing fit during the design phase.
- If you expect to get a #1 ranking on Google for $99, you’re insane.
- If you hire a smart individual with a proven track record to optimize your site for search engines, expect to pay at least $5000, one time. Unless they’re your friend, or they’re willing to work hourly.
- If you hire a big agency with all sorts of fancy tools, an army of copywriters and other expertise for search engine optimization, expect to pay, at an absolute minimum, $50,000 for a one-year engagement.
- If you want to double your sales this year, you are going to have to pay more than $1000 to do it.
- Reliable hosting costs more than $9.95 a month.
- If you’re spending $250,000 to build your product and get it to market, don’t tell me you can’t spend $15,000 to give it a decent web site, unless you want to watch my eyes bug out like I’ve been suddenly depressurized.
I may be unusually grumpy tonight because I’m at Disney World in Florida. It’s 90 degrees and 90 percent humidity. I’m jetlagged, and I just spent $17 on a cheeseburger. And I’m here working.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More