It is the first question almost every local business owner asks us: "What should I actually be spending on social media?" After more than 13 years in marketing and millions of dollars in managed ad spend across hundreds of local businesses, here is the honest, non-salesy answer.
Separate the Two Budgets
Social media spending really has two buckets, and confusing them is where most businesses go wrong:
- Management and content — the cost of strategy, graphics, copy, video, scheduling, and reporting. This is the engine that keeps consistent, on-brand content going out.
- Paid ad spend — the money that goes directly to Facebook, Instagram, or TikTok to put your offers in front of nearby customers.
A common mistake is paying for ads with no content engine behind them, or posting organically with no budget to amplify what works. The two compound when run together.
What Local Businesses Typically Invest
Most local businesses we work with spend less on professional social media management than they would on a single part-time hire — and get a far more predictable output. On the paid side, even a modest, well-targeted local ad budget can outperform a much larger budget that is spread thin or pointed at the wrong audience.
How to Know If It Is Working
Ignore likes and follower counts as your primary scorecard. Track the metrics that pay your bills: phone calls, form fills, booked appointments, and walk-ins. If your social spend is not moving those over a 90-day window, the strategy — not the budget — is usually the problem.
Want a budget built around your specific market? See our social media management service or talk to Trevor for a free strategy session.