One of the most common questions we hear from small business owners in State College is, “How much should I spend on marketing?” It sounds like a straightforward question, but the real answer depends on your goals, your values, and the kind of business you’re building. Spoiler alert: there’s no one-size-fits-all number. But there are smarter, more grounded ways to approach your marketing budget—without the guesswork.

The Budget Stress is Real—But It Doesn’t Have to Be

Whether you’re a health coach, boutique owner, or service-based entrepreneur, you’ve probably felt the tension between wanting more visibility and not wanting to waste a single dollar. Maybe you’ve been burned by a campaign that underperformed or frozen in place because you didn’t know what “normal” looks like. Here’s the truth: most small businesses aren’t budgeting wrong—they’re budgeting without a plan.

Benchmarking Budgets: What’s “Normal” in State College?

While every business is different, here are some average marketing budget ranges for small businesses in State College, based on industry and growth phase:

By Industry

• Wellness/Fitness/Health: $500–$2,000 per month
• Retail (brick-and-mortar): $1,000–$3,000 per month
• Coaching or Consulting: $300–$1,500 per month

By Growth Phase

• Startup: 10–20% of revenue (you’re building visibility fast)
• Steady/Early Growth: 5–10% of revenue
• Scaling: Flexible, based on campaign goals (often includes reinvesting a % of profit)

But these are just numbers. The better question is: What are you trying to achieve, and is your budget aligned with that goal?

Where the Money Goes

It’s not just how much you spend—it’s where you spend it. Let’s break it down:

Strategy & Planning
This is the foundation. You might pay for a strategic session, brand messaging, or content planning. Skipping this part leads to wasted dollars later.

Execution
This includes social media management, email marketing, content creation, SEO, PPC ads, and design. A good rule of thumb: invest more where your ideal clients spend their time.

Tools & Software
Scheduling tools, email platforms, analytics dashboards. These are often overlooked but crucial for consistency and tracking.

Paid Ads
Facebook, Instagram, Google, or YouTube ads. Even $200/month can go far with the right targeting and messaging.

Professional Support
Hiring a freelancer, agency, or marketing partner. This can help turn chaos into clarity if you’re too busy to DIY.

What’s Often Overlooked

Most business owners forget to budget for:

• Content Refreshes: Updating your website, photos, or key messaging
• Retention Campaigns: Keeping current clients engaged with email or loyalty programs
• Testing + Optimization: Giving yourself room to try, track, and tweak strategies

💡 Did You Know?

Businesses that under-invest in marketing often end up spending more in the long run trying to fix inconsistent or low-quality efforts. A clear, upfront plan avoids that yo-yo effect.

The Roots to Results Budgeting Framework

At Roots to Results, we recommend a simple three-part approach:

Clarity-First Planning
Start by defining your mission, ideal client, and marketing goals. Then, reverse-engineer your budget from those goals—not the other way around.

Aligned Spending Choices
Choose 2–3 primary marketing channels that feel good and make sense for your audience. Spread your budget intentionally, not evenly.

Adaptable Check-Ins
Review results monthly or quarterly. What’s working? What’s draining you? Your budget isn’t fixed—it’s a flexible tool to support growth.

Real Talk: Your Budget Is a Reflection of Your Mission

It’s tempting to base your budget on fear—“I can’t afford that” or “What if it doesn’t work?” But what if you flipped that? What if your budget reflected belief—in your brand, your impact, your future?

A strong marketing budget says, “I know who I serve, and I’m committed to reaching them.” And when you align that budget with strategy and values, you’re not just spending money—you’re planting seeds.

Let’s Recap: Budget with Purpose, Not Panic

You don’t need to outspend the competition. You need to out-align them. When your marketing budget is grounded in clarity and purpose, it becomes a powerful driver of growth—without the overwhelm. Whether you’re starting with $200 or scaling into the thousands, the secret isn’t in the size. It’s in the strategy.

Let’s build a marketing plan that grows with you—and feels good along the way.