Building an Informed Marketing Budget: Part 2 – Recurring Costs

In this episode of the Trivera Deep Dive, Chip and Nova unpack the essential components of a recurring marketing budget. From SEO retainers to PPC management fees, analytics tools, and conversion optimization, they explore what businesses should realistically expect to invest each month—and why these costs matter.

Key Takeaways:

• Realistic monthly budgets for SEO, SEM, and local targeting
• What goes into performance reporting and why it’s worth the cost
• How CRO tools and tactics can boost ROI over time
• Why analytics should always be a line item in your plan

Read the blog

Transcript

[Chip]
Can you believe, Nova, that typical SEO spend for businesses can range from like, $500 all the way up to $5,000 or even more every single month? 

[Nova]
Yeah. I mean, it really makes you stop and think. It just underscores how varied, and let's be honest, uh, pretty significant those recurring digital marketing investments can be. And I think for anyone looking at their budget, it naturally leads to that big question, where does all that money actually go each month? 

[Chip]
That is exactly the mystery we are here to unravel today. 

[Nova]
Let's do it. 

[Narrator]
Welcome to Trivera's AI Deep Dive podcast, hosted by Chip and Nova, our AI co-hosts. Together, they transform top marketing insights from our blogs, articles, and events into actionable strategies you can use. Ready to dive in? Let's get started. 

[Chip]
Welcome, everyone, to the Deep Dive. I'm Chip. 

[Nova]
And I'm Nova. We're part of the team here at Trivera. And this is where we take complex topics, dig into the sources, and really try to nail down the essential knowledge you need. 

[Chip]
Today, we're tackling something, uh, pretty critical for anyone doing business online. 

[Nova]
Right. Understanding those recurring costs of digital marketing. 

[Chip]
It's easy to think of marketing as maybe a one-time setup, right? But the reality is, an effective digital presence, that needs ongoing investment. 

[Nova]
Definitely. And guiding us today, we've got a fantastic source. It's a recent blog post from Jamie Reinhardt, our Senior VP of Business Development. His piece, Building an Informed Marketing Budget: Part Two, Recurring Costs, it really lays out the core areas where you'll likely see those ongoing expenses. 

[Chip]
So our mission today is to unpack what Jamie shares, give you a clear picture of what goes into, well, consistent digital marketing success. 

[Nova]
And why those monthly costs are actually necessary. 

[Chip]
Okay, let's unpack this. Jamie kicks things off with something absolutely foundational for online visibility, search engine optimization. 

[Nova]
Ah, SEO. 

[Chip]
Yeah, SEO. 

[Nova]
Right. And Jamie defines it as that continuous process, you know, improving your website's visibility so you rank higher in search results, Google, Bing, et cetera. 

[Chip]
The goal's pretty simple, really. 

[Nova]
Hmm. 

[Chip]
Someone searches for something you offer. 

[Nova]
Your website shows up, prominently. 

[Chip]
And you highlighted the key word there, continuous. 

[Nova]
Mm-hmm. 

[Chip]
Jamie really emphasizes that SEO isn't like, uh, a one and done project. 

[Nova]
Not at all. Search engines are always changing their algorithms. 

[Chip]
And your competitors are always busy trying to get ahead. 

[Nova]
Exactly. And your own site needs ongoing work to technical fixes, content updates, strategic tweaks, just to stay in the game. 

[Chip]
So, it's definitely recurring work. What kind of specific tasks does Jamie mention are involved? 

[Nova]
He lists some crucial ones. Keyword research. First off, figuring out what your potential customers are actually searching for. 

[Chip]
Makes sense. 

[Nova]
Then there's on-page optimization that's refining your site's content and structure around those keywords. 

[Chip]
Okay. 

[Nova]
Creating fresh, valuable content is another big one to attract people, keep them engaged. 

[Chip]
Right, content marketing. 

[Nova]
And, um, ongoing technical SEO. Fixing broken links, speeding up page loads, making sure search engines can actually crawl your site properly, all that backend stuff. 

[Chip]
Okay, yeah, that makes total sense. It's always moving, so the work has to keep up. But the big question, what about the cost? Jamie gives some, uh, pretty wide ranges here for re- recurring SEO. 

[Nova]
He does. And it's because the amount of work needed can really vary. Depends on your business size, how tough your industry is, what your goals are. 

[Chip]
But what's the general ballpark? 

[Nova]
Jamie says general SEO services typically range from, say, $500 all the way up to $5,000. Sometimes significantly more per month. 

[Chip]
Wow, $500 to $5,000 plus. That's a huge spread. What makes the difference between those levels? 

[Nova]
He does get more specific, which is helpful. For a really small business, maybe focused locally, basic local SEO might be in that $300 to $500 a month range. 

[Chip]
Okay, so what does that cover? 

[Nova]
Probably essentials. Like optimizing their Google business profile, making sure directory listings are right, some basic on-page stuff for local search. 

[Chip]
Got it. And then scaling up for mid-sized businesses. 

[Nova]
Yeah. Right. If you're maybe regional or in a moderately competitive national market, you'll need a more robust strategy, more keyword research, more content, deeper technical work. That pushes costs into the, uh, $1,000 to $3,000 plus per month range. 

[Chip]
So you're investing in a more comprehensive proactive approach there? 

[Nova]
Exactly. 

[Chip]
Which means that $5,000 and up territory, that's for the big players. 

[Nova]
Enterprise level, yeah. Jamie points to large corporations, maybe competing nationally or even globally. They have complex websites, super competitive keywords. For them, monthly investments of $5,000 to $10,000 are common. 

[Chip]
And could go higher. 

[Nova]
Oh, yeah. Easily higher. Think dedicated teams, huge content strategies, really sophisticated tech SEO, detailed reporting across tons of data. 

[Chip]
It's really helpful that Jamie included a benchmark though. 

[Nova]
Yeah, that gives you a good sense of where most businesses land on that spectrum. 

[Chip]
And because it is ongoing work, Jamie mentions that using an agency or a specialist on a monthly retainer, that's a really common way businesses handle SEO investment. 

[Nova]
Makes sense. Okay, so moving from getting found organically with SEO. Jamie then shifts to search engine marketing, SEM. For most people, that means PPC. 

[Chip]
Pay-per-click advertising. 

[Nova]
The paid side of search. 

[Chip]
Yeah. 

[Nova]
Right. This is about placing those targeted ads, Google Ads, Bing, but also, you know, social media now too. 

[Chip]
Facebook, Instagram, LinkedIn. 

[Nova]
Exactly, to drive immediate visibility and traffic. 

[Chip]
And Jamie highlights that the recurring cost for PPC actually has two distinct parts. 

[Nova]
Right. First, there's the ad spend budget itself. That's the money you pay directly to Google or Meta or whoever for the clicks or views. 

[Chip]
Okay, the platform cost. 

[Nova]
And second, there are the management fees, which you pay if you're working with, say, an agency or a specialist to actually run the campaigns. 

[Chip]
That ad spend part... 

[Nova]
Yeah. 

[Chip]
It feels like it could vary wildly. 

[Nova]
Oh, absolutely. Jamie explains it depends heavily on things like how competitive your industry is. 

[Chip]
Right. More competition means keywords cost more. 

[Nova]
Exactly. And how many searches or users you want to reach, what your specific goals are, leads, sales, et cetera. 

[Chip]
Can a small business even realistically play in the PPC space? 

[Nova]
Totally.Jamie suggests a local business might start with a pretty modest ad spend, maybe $500 to $1,000 a month. 

[Chip]
Okay. 

[Nova]
That lets them target a very specific local area or niche keywords, drive immediate leads or maybe foot traffic. 

[Chip]
And for bigger budgets, more competitive spaces. 

[Nova]
For those, or B2B companies, or midsize businesses wanting broader reach, Jamie says monthly ad spends of $5,000 to $10,000 are common. And you can easily scale way higher depending on the market. 

[Chip]
So that's the money going to the ad platforms. What about that management fee Jamie mentioned? The cost for expertise. 

[Nova]
Right. That's for someone to actually run the campaigns effectively. Jamie notes agencies or specialists usually charge either a flat monthly fee, or more commonly, a percentage of your total ad spend. 

[Chip]
What's a typical percentage look like? 

[Nova]
Jamie says it's often in the 10% to 20% range. 

[Chip]
Okay. So if you're spending, say, $5,000 a month on ads- 

[Nova]
A 15% management fee would be an extra $750 on top of the ad spend. 

[Chip]
Got it. So even for a modest campaign, maybe $1,000 in ads, the management could be around $500, $1,500 a month, depending on complexity and the agency. 

[Nova]
Yeah, that sounds about right. And that fee covers all the strategy, the keyword work, writing the ads, managing bids, targeting audiences, and constantly optimizing. It's a lot of active work. 

[Chip]
The great thing about PPC, as Jamie points out, is it's super scalable. 

[Nova]
Totally. You can start small, see what works, measure your return. 

[Chip]
Your ROAS, return on ad spend. 

[Nova]
Right. And then increase investment as you see positive results. It gives you a ton of control, but yeah, it needs constant attention. 

[Chip]
Now, Jamie also specifically calls out geotargeted advertising and local marketing. It kind of overlaps with SEO and SEM, but he treats it as his own thing. 

[Nova]
Yeah. Why single that out? 

[Chip]
He highlights how critical it is for businesses that really depend on local customers. 

[Nova]
Ah, like restaurants, shops, plumbers, landscapers, that kind of thing. 

[Chip]
Exactly. It's all about being super visible and attracting people right there in your immediate area. 

[Nova]
Okay. So what's involved here in terms of recurring work? Is it different? 

[Chip]
It definitely includes those local SEO bits we talked about, optimizing for Near Me searches- 

[Nova]
Mm-hmm 

[Chip]
... managing your Google business profile, keeping directory listings consistent. 

[Nova]
Right. 

[Chip]
But it also specifically brings in geofence advertising. 

[Nova]
Geofencing, that's where you draw a virtual boundary. 

[Chip]
Pretty much. Using ad platforms to show ads only to people within a really tight geographic area, around your store, maybe an event, or even a competitor's location. 

[Nova]
Sneaky. So the costs here tie back to the other categories then. 

[Chip]
Yes, mostly. Jamie mentions local SEO services as a specific recurring cost, often fall in that $300 to $800 a month range. Kind of the lower end of general SEO, but laser-focused on local signals. 

[Nova]
Okay. 

[Chip]
And the geofenced ads themselves, they're usually just a part of your overall PPC ad budget. You just allocate some of your spend specifically to those geographically targeted campaigns. 

[Nova]
Are there extra costs just for the geotargeting tech itself? 

[Chip]
Jamie notes some platforms might have minimum spends to use really granular geo features. Maybe around $300 or $1,000 a month for super targeted mobile ads in a small radius. 

[Nova]
Mm-hmm. 

[Chip]
But the key insight from Jamie here is that even a relatively small monthly budget, if it's hyper-focused geographically, can be incredibly effective for driving foot traffic or local leads, especially if proximity is key for your business. 

[Nova]
Okay, so we've covered getting found organically, paying to get seen with PPC, including the local and geotargeting fees, but how do you know if any of this is actually, you know, working? 

[Chip]
Exactly. Which brings us perfectly to the next crucial recurring cost area Jamie outlines, performance reporting and analytics. 

[Nova]
This feels non-negotiable. Without tracking, you're flying blind. 

[Chip]
Totally. Jamie really stresses that good tracking and analysis aren't optional extras. They're absolutely necessary to understand what's delivering results, what's not, and where you need to shift your strategy or your money. It involves using tools, sure, but also the human expertise to actually interpret the data. 

[Nova]
Right, turning data into insights. 

[Chip]
Exactly. So, what are the costs tied to setting up and maintaining this intelligence layer? 

[Nova]
Jamie breaks it down. First, the tools. Things like Google Analytics are free, which is amazing. 

[Chip]
Huge benefit. 

[Nova]
But for more advanced stuff, better dashboards, combining data from different places, competitive analysis, really sophisticated reporting, you might need paid tools. 

[Chip]
Like what? 

[Nova]
He mentions examples like Databox or Tableau. Those can range from maybe $50 up to $300 or more per month depending on features, data sources, users. 

[Chip]
Okay, so tool costs. 

[Nova]
Yep. 

[Chip]
And then there's the cost of the analysis itself, making sense of it all. 

[Nova]
Precisely. Having data is one thing. Understanding what it means for your business and what to do about it, that takes expertise. 

[Chip]
So how does that get budgeted? 

[Nova]
Jamie notes that basic performance reporting is often just rolled into an agency's retainer for SEO or PPC management. 

[Chip]
Okay. 

[Nova]
But if you want really deep analysis, custom reports tied to your specific business KPIs, or strategic insights from blending data across channels, you might be looking at costs from $300 to $1,000 plus per month just for that dedicated reporting and analysis support. 

[Chip]
That makes sense. You're paying for someone to not just give you numbers, but to tell you the story behind them, the story of your marketing performance. 

[Nova]
Exactly. And Jamie gives another helpful benchmark here. He suggests companies often allocate about 5% to 10% of their total marketing budget just for analytics reporting and optimization efforts. 

[Chip]
Wow, 5, 10%. That really underlines how important it is to budget not just for the doing, but for understanding the impact. 

[Nova]
For sure. Okay, finally, Jamie tackles another recurring investment area. This one's focused on making the most of the traffic you're already getting. It's called data-driven design and optimization. 

[Chip]
Often called CRO, right? 

[Nova]
Yeah. 

[Chip]
Conversion rate optimization. 

[Nova]
That's the one. So people land on your site or they see your email.How do you actually get them to do the thing you want them to do? 

[Chip]
Make the purchase, fill the form, sign up. 

[Nova]
Exactly. Jamie explains CRO is about systematically improving your website, landing pages, emails, whatever, based on how users actually behave. 

[Chip]
Removing friction points, making the message clearer. 

[Nova]
Guiding them towards those key actions, yeah. 

[Chip]
And why is this recurring? Seems like you could just fix the page once. 

[Nova]
Well, user behavior changes, your business goals evolve, and honestly, there's always room to test new ideas and improve performance bit by bit. 

[Chip]
Ah, testing. Like A/B testing. 

[Nova]
That's a big part of it. Jamie highlights tactics like A/B testing different headlines, or buttons, or form layouts, even whole page designs, to see which version actually converts visitors better. 

[Chip]
Okay, so what are the costs involved in that kind of ongoing optimization? 

[Nova]
There are specific tools built for running A/B tests and tracking conversions. Jamie mentions platforms like VWO, might start at around $99 a month for basic testing. 

[Chip]
And more advanced options. 

[Nova]
More robust, enterprise-level platforms, like Optimizely or A- Adobe Target, they're designed for complex testing and personalization. Those can cost thousands a year. 

[Chip]
Right. And what if you need expert help to run these tests and interpret results? 

[Nova]
Jamie says, for businesses wanting specialized CRO help, agencies might charge $3,000 to $5,000 or more for specific projects, like, let's fix this leaky checkout process, or improve this lead form. 

[Chip]
Or it could be ongoing. 

[Nova]
Yeah, some agencies offer monthly retainers for continuous CRO work, always running tests, implementing improvements based on data. 

[Chip]
Jamie's note here is actually pretty encouraging, though. 

[Nova]
What's that? 

[Chip]
He points out that even just setting aside a few hundred dollars a month for tools and testing can lead to significant improvements in your conversion rates over time. 

[Nova]
That's good to know. It's about making your existing marketing spend work harder, right? Ensuring the traffic you paid for or worked hard to get via SEO actually turns into something valuable. 

[Chip]
Exactly. Okay, wow, so we've just walked through the five key recurring cost areas Jamie laid out, SEO, SEM/PC, geo-targeting, reporting and analytics, and data-driven design CRO. 

[Nova]
Looking at that list- 

[Chip]
Yeah 

[Nova]
... it's really clear just how many different kinds of activities are involved. 

[Chip]
Totally. You've got technical SEO work, creative ad campaign stuff, analytical skills for PPC. 

[Nova]
The hyperlocal focus for geo-targeting, deep data analysis for reporting, and then design and testing skills for CRO. It's a lot of different hats. 

[Chip]
And honestly, it can be completely overwhelming if you're trying to manage it all by yourself or with a small internal marketing team. 

[Nova]
Yes, but Jamie has mentioned using outside experts, like an agency, to help with that part of the process. 

[Chip]
He has. His blog actually talks more about that, and we'll get into that right after we take this short break. 

[Webster]
Hi, I'm Webster, Traveras' AI assistant, here to help businesses like yours thrive in the ever-changing digital landscape. At Trevera, we're celebrating 29 years of delivering digital marketing that drives measurable results. Since 1996, we've partnered with Southeastern Wisconsin's strongest brands, blending creativity, strategy, and cutting-edge technology, like me, to produce success you can measure. From SEO-optimized websites and ROI-driven marketing campaigns, to leveraging AI tools to analyze data and refine strategies, Trevera is the partner you can trust to help your business grow. Now, as we enter our 30th year, we're more committed than ever to pushing boundaries and redefining what's possible in digital marketing. With decades of experience and the power of AI on the team, we're ready to help you tackle whatever's next. Visit trevera.com today, and let's make 2025 the year your business thrives. Trevera, where nearly three decades of expertise meet the latest in technology to deliver digital marketing that converts. 

[Narrator]
Welcome back to Treveras' AI Deep Dive. Now, back to our conversation with Chip and Nova. 

[Chip]
All right, we're back, and we've been talking about Jamie Reinert's breakdown of all of the recurring elements necessary for a successful digital marketing plan. It really is a diverse set of skills. 

[Nova]
Yeah. 

[Chip]
And what's striking, reading Jamie's breakdown, is how often he talks about these areas in the context of using external partners. 

[Nova]
Yeah, he specifically gives cost ranges for agency or specialist services for SEO, SEM management, reporting support, and those CRO projects or retainers. 

[Chip]
Which brings up a really key point, doesn't it? 

[Nova]
Oh. 

[Chip]
Looking at the sheer variety and, frankly, the technical nature of these tasks Jamie describes. 

[Nova]
From deep keyword analysis and technical site audits. 

[Chip]
To managing complex ad platforms, statistical analysis, A/B testing methods. 

[Nova]
It becomes pretty clear that mastering all of this internally is a huge challenge for most businesses. 

[Chip]
It truly is. Each one of these areas is a deep specialization. Trying to effectively handle comprehensive SEO, and optimize complex PPC campaigns, and do sophisticated data analysis, and run rigorous CRO tests all in-house. 

[Nova]
Without dedicated experts in each field, that's incredibly tough. Requires huge time investment in training, managing people. 

[Chip]
And the risk of just not doing it well across the board is high. 

[Nova]
So when Jamie provides those cost ranges for agency retainers or projects, it really underscores that, for many businesses, that cost is an investment in focused expertise. 

[Chip]
Right. You're accessing skilled people who live and breathe this stuff daily. They ensure the work gets done effectively and stays current with all the rapid changes online. That's genuinely where having experienced, expert help can make such a profound difference. 

[Nova]
It really can. At Trevera, our team led by seasoned professionals, we specialize in helping businesses just like yours create and execute strategic digital marketing plans. We partner with you to really understand, plan for, and then effectively manage these essential recurring costs. 

[Chip]
Making sure they align with achieving your specific business goals, your brand objectives. It's about transforming this sometimes complex landscape of recurring tasks and costs into a clear, actionable strategy, one that delivers measurable, consistent results for your business. 

[Nova]
Allowing you to dedicate your time and energy to everything else you do best, running the actual business. 

[Chip]
So today, we've really focused specifically on these ongoing recurring costs that are just essential for maintaining momentum in digital marketing. 

[Nova]
Right, the month-in, month-out stuff. 

[Chip]
But as Jamie's article mentions, and it's important context, a complete picture of your marketing budget also needs to include those larger, typically one-time investments. 

[Nova]
Ah, okay. Like what sort of things? 

[Chip]
Well, think about things like a major website overhaul or redesign. That's usually a big project, not a monthly cost. 

[Nova]
Right, or implementing significant new marketing technology platforms, like a complex CRM or marketing automation system, or maybe making key strategic hires to build out your internal marketing team. Those are the kinds of bigger foundational investments that happen less frequently, but they're also crucial parts of your overall marketing strategy, and they will be the costs that our next episode will dive deep into as we wrap up this series. 

[Chip]
So until then, I'm Chip. 

[Nova]
And I'm Nova. Make sure to follow or subscribe so you don't miss the next episode or any future insights we explore. 

[Chip]
We'll see you next time. 

[Narrator]
Thanks for joining us on Treveras' AI Deep Dive, with Chip and Nova. If you enjoyed this episode, you can find more and stay up to date with new episodes wherever you listen to podcasts, or find them on our website and our social media channels. And don't forget to visit us at trevera.com to learn how we can help take your marketing to the next level. Ready to talk? Reach out. We'd love to hear from you. See you next time.