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Blog Marketing What is a Marketing Plan & How to Create One [with Examples]

What is a Marketing Plan & How to Create One [with Examples]

Written by: Sara McGuire Oct 26, 2023

A marketing plan is a blueprint that outlines your strategies to attract and convert your ideal customers as a part of your customer acquisition strategy . It’s a comprehensive document that details your:

• Target audience:  Who you’re trying to reach
• Marketing goals:  What you want to achieve
• Strategies and tactics:  How you’ll reach your goals
• Budget:  Resources you’ll allocate
• Metrics:  How you’ll measure success

In this article, I’ll explain everything you need to know about creating a marketing plan . If you need a little extra help, there are professionally designed marketing plan templates that’ll make the process much easier. So, let’s ditch the confusion and get started!

Click to jump ahead:

What is a marketing plan?

How to write a marketing plan .

• Marketing plan v.s. business plan
• Types of marketing plans

9 marketing plan examples to inspire your growth strategy

Marketing plan faqs.

A marketing plan is a report that outlines your marketing strategy for your products or services, which could be applicable for the coming year, quarter or month.  

Watch this quick, 13-minute video for more details on what a marketing plan is and how to make one yourself:

Typically, a marketing plan includes:

• An overview of your business’s marketing and advertising goals
• A description of your business’s current marketing position
• A timeline of when tasks within your strategy will be completed
• Key performance indicators (KPIs) you will be tracking
• A description of your business’s target market and customer needs
• A description of how you will measure the performance of the strategy

For example, this marketing plan template provides a high-level overview of the business and competitors before diving deep into specific goals, KPIs and tactics:

Learning how to write a marketing plan forces you to think through the important steps that lead to an effective marketing strategy . And a well-defined plan will help you stay focused on your high-level marketing goals.

With Venngage’s extensive catalog of marketing plan templates , creating your marketing plan isn’t going to be hard or tedious. In fact, Venngage has plenty of helpful communications and design resources for marketers. If you’re ready to get started, sign up for  Venngage for Marketers   now. It’s free to register and start designing.

Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team hustling it out, Venngage for Marketers helps you get things done.

As mentioned above, the scope of your marketing plan varies depending on its purpose or the type of organization it’s for.

For example, you could create a marketing plan that provides an overview of a company’s entire marketing strategy or simply focus on a specific channel like SEO, social media marketing, content marketing and more, like in this example:

A typical outline of a marketing plan includes:

• Executive summary
• Goals and objectives
• User personas
• Competitor analysis/SWOT analysis
• Baseline metrics
• Marketing strategy
• Tracking guidelines

Below you will see in details how to write each section as well as some examples of how you can design each section in a marketing plan.

Let’s look at how to create a successful marketing plan (click to jump ahead):

• Write a simple executive summary
• Set metric-driven marketing goals
• Outline your user personas
• Research all of your competitors
• Set accurate key baselines & metrics
• Create an actionable marketing strategy
• Set tracking or reporting guidelines

1. Write a simple executive summary

Starting your marketing plan off on the right foot is important. You want to pull people into your amazing plan for marketing domination. Not bore them to tears.

One of the best ways to get people excited to read your marketing plan is with a well-written executive summary. An executive summary introduces readers to your company goals, marketing triumphs, future plans, and other important contextual facts.

Basically, you can use the Executive Summary as a primer for the rest of your marketing plan.

Include things like:

• Simple marketing goals
• High-level metrics
• Important company milestones
• Facts about your brand
• Employee anecdotes
• Future goals & plans

Try to keep your executive summary rather brief and to the point. You aren’t writing a novel, so try to keep it under three to four paragraphs.

Take a look at the executive summary in the marketing plan example below:

The executive summary is only two paragraphs long — short but effective.

The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors. But there’s no mention of specific metrics or figures. That will be highlighted in the next section of the marketing plan.

An effective executive summary should have enough information to pique the reader’s interest, but not bog them down with specifics yet. That’s what the rest of your marketing plan is for!

The executive summary also sets the tone for your marketing plan. Think about what tone will fit your brand ? Friendly and humorous? Professional and reliable? Inspiring and visionary?

2. Set metric-driven marketing goals

After you perfect your executive summary, it’s time to outline your marketing goals.

(If you’ve never set data-driven goals like this before, it would be worth reading this growth strategy guide ).

This is one of the most important parts of the entire marketing plan, so be sure to take your time and be as clear as possible. Moreover, optimizing your marketing funnel is key. Employing effective funnel software can simplify operations and provide valuable customer insights. It facilitates lead tracking, conversion rate analysis, and efficient marketing optimization .

As a rule of thumb, be as specific as possible. The folks over at  VoyMedia  advise that you should set goals that impact website traffic, conversions, and customer success — and to use real numbers.

Avoid outlining vague goals like:

• Get more Twitter followers
• Write more articles
• Create more YouTube videos (like educational or Explainer videos )
• Increase retention rate
• Decrease bounce rate

Instead, identify  key performance metrics  (KPI) you want to impact and the percentage you want to increase them by.

Take a look at the goals page in the marketing plan example below:

They not only identify a specific metric in each of their goals, but they also set a timeline for when they will be increased.

The same vague goals listed earlier become much clearer when specific numbers and timelines are applied to them:

• Get 100 new Twitter followers per month
• Write 5 more articles per week
• Create 10 YouTube videos each year
• Increase retention rate by 15% by 2020
• Decrease bounce rate by 5% by Q1
• Create an online course  and get 1,000 new leads
• Focus more on local SEO strategies
• Conduct a monthly social media report to track progress

You can dive even deeper into your marketing goals if you want (generally, the more specific, the better). Here’s a marketing plan example that shows how to outline your growth goals:

3. Outline your user personas

Now, this may not seem like the most important part of your marketing plan, but I think it holds a ton of value.

Outlining your user personas is an important part of a marketing plan that should not be overlooked.

You should be asking not just how you can get the most visitors to your business, but how you can get the right visitors.

Who are your ideal customers? What are their goals? What are their biggest problems? How does your business solve customer problems?

Answering these questions will take lots of research, but it’s essential information to get.

Some ways to conduct user research are:

• Interviewing your users (either in person or on the phone)
• Conducting focus groups
• Researching other businesses in the same industry
• Surveying your audience

Then, you will need to compile your user data into a user persona  guide.

Take a look at how detailed this user persona template is below:

Taking the time to identify specific demographic traits, habits and goals will make it easier for you to cater your marketing plan to them.

Here’s how you can create a user persona guide:

The first thing you should add is a profile picture or icon for each user persona. It can help to put a face to your personas, so they seem more real.

Next, list demographic information like:

• Identifiers
• Activities/Hobbies

The user persona example above uses sliding scales to identify personality traits like introversion vs. extroversion and thinking vs. feeling. Identifying what type of personality your target users tend to have an influence on the messaging you use in your marketing content.

Meanwhile, this user persona guide identifies specific challenges the user faces each day:

But if you don’t want to go into such precise detail, you can stick to basic information, like in this marketing plan example:

Most businesses will have a few different types of target users. That’s why it’s pertinent to identify and create several different user personas . That way, you can better segment your marketing campaigns and set separate goals, if necessary.

Here’s a marketing plan example with a segmented user persona guide:

The important thing is for your team or client to have a clear picture of who their target user is and how they can appeal to their specific problems.

Start creating robust user personas using Venngage’s user persona guide .

4. Conduct an extensive competitor analysis

Next, on the marketing plan checklist, we have the competitor research section. This section will help you identify who your competitors are, what they’re doing, and how you could carve yourself a place alongside them in your niche — and ideally, surpass them. It’s something you can learn to do with rank tracking software .

Competitor research is also incredibly important if you are starting a blog .

Typically, your competitor research should include:

• Who their marketing team is
• Who their leadership team is
• What their marketing strategy and strategic marketing plan are (this will probably revolve some reverse-engineering)
• What their sales strategy is (same deal)
• Social Media strategy (are they using discounting strategies such as coupon marketing to get conversions)
• Their market cap/financials
• Their yearly growth (you will probably need to use a marketing tool like Ahrefs to do this)
• The number of customers they have & their user personas

Also, take as deep a dive as you can into the strategies they use across their:

• Blog/Content marketing
• Social media marketing
• SEO Marketing
• Video marketing
• And any other marketing tactics they use

Research their strengths and weaknesses in all parts of their company, and you will find some great opportunities. Bookmark has a great guide to different marketing strategies for small businesses  if you need some more information there.

You can use this simple SWOT analysis worksheet to quickly work through all parts of their strategy as well:

Click the template above to create a SWOT chart . Customize the template to your liking — no design know-how needed.

Since you have already done all the research beforehand, adding this information to your marketing plan shouldn’t be that hard.

In this marketing plan example, some high-level research is outlined for 3 competing brands:

But you could take a deeper dive into different facets of your competitors’ strategies. This marketing plan example analyses a competitor’s content marketing strategy:

It can also be helpful to divide your competitors into Primary and Secondary groups. For example, Apple’s primary competitor may be Dell for computers, but its secondary competitor could be a company that makes tablets.

Your most dangerous competitors may not even be in the same industry as you. Like the CEO of Netflix said, “Sleep is our competition.”

5. Set accurate key baselines & metrics

It’s pretty hard to plan for the future if you don’t know where your business stands right now.

Before we do anything at Venngage, we find the baselines so we can compare future results to something. We do it so much it’s almost like second nature now!

Setting baselines will allow you to more accurately track your progress. You will also be able to better analyze what worked and what didn’t work, so you can build a stronger strategy. It will definitely help them clearly understand your goals and strategy as well.

Here’s a marketing plan example where the baselines are visualized:

Another way to include baselines in your plan is with a simple chart, like in the marketing plan example below:

Because data can be intimidating to a lot of people, visualizing your data using charts and infographics will help demystify the information.

6. Create an actionable marketing strategy

After pulling all the contextual information and relevant metrics into your marketing plan, it’s time to break down your marketing strategy.

Once again, it’s easier to communicate your information to your team or clients using visuals .

Mind maps are an effective way to show how a strategy with many moving parts ties together. For example, this mind map shows how the four main components of a marketing strategy interact together:

You can also use a flow chart to map out your strategy by objectives:

However you choose to visualize your strategy, your team should know exactly what they need to do. This is not the time to keep your cards close to your chest.

Your strategy section may need to take up a few pages to explain, like in the marketing plan example below:

With all of this information, even someone from the development team will understand what the marketing team is working on.

This minimalistic marketing plan example uses color blocks to make the different parts of the strategy easy to scan:

Breaking your strategy down into tasks will make it easier to tackle.

Another important way to visualize your marketing strategy is to create a project roadmap. A project roadmap visualizes the timeline of your product with individual tasks. Our roadmap maker can help you with this.

For example, this project roadmap shows how tasks on both the marketing and web design side run parallel to each other:

A simple timeline can also be used in your marketing plan:

Or a mind map, if you want to include a ton of information in a more organized way:

Even a simple “Next, Now, Later” chart can help visualize your strategy:

7. Set tracking or reporting guidelines

Close your marketing plan with a brief explanation of how you plan to track or measure your results. This will save you a lot of frustration down the line by standardizing how you track results across your team.

Like the other sections of your marketing plan, you can choose how in-depth you want to go. But there need to be some clear guidelines on how to measure the progress and results of your marketing plan.

At the bare minimum, your results tracking guidelines should specify:

• What you plan to track
• How you plan to track results
• How often you plan to measure

But you can more add tracking guidelines to your marketing plan if you see the need to. You may also want to include a template that your team or client can follow,  for  client reporting ,  ensure that the right metrics are being tracked.

The marketing plan example below dedicates a whole page to tracking criteria:

Use a task tracker to track tasks and marketing results, and a checklist maker to note down tasks, important life events, or tracking your daily life.

Similarly, the marketing plan example below talks about tracking content marketing instead:

Marketing plan vs. marketing strategy

Although often used interchangeably, the terms “marketing plan” and “marketing strategy” do have some differences.

Simply speaking, a marketing strategy presents what the business will do in order to reach a certain goal. A marketing plan outlines the specific daily, weekly, monthly or yearly activities that the marketing strategy calls for. As a business, you can create a marketing proposal for the marketing strategies defined in your company’s marketing plan. There are various marketing proposal examples that you can look at to help with this.

A company’s extended marketing strategy can be like this:

Notice how it’s more general and doesn’t include the actual activities required to complete each strategy or the timeframe those marketing activities will take place. That kind of information is included in a marketing plan, like this marketing plan template which talks about the content strategy in detail:

Marketing plan v.s business plan

While both marketing plans and business plans are crucial documents for businesses, they serve distinct purposes and have different scopes. Here’s a breakdown of the key differences:

Business plan is a comprehensive document that outlines all aspects of your business, including:

• Mission and vision
• Products or services
• Target market
• Competition
• Management team
• Financial projections
• Marketing strategy (including a marketing plan)
• Operations plan

Marketing plan on the other hand, dives deep into the specific strategies and tactics related to your marketing efforts. It expands on the marketing section of a business plan by detailing:

• Specific marketing goals (e.g., brand awareness, lead generation, sales)
• Target audience analysis (detailed understanding of their needs and behaviors)
• Product:  Features, benefits, positioning
• Price:  Pricing strategy, discounts
• Place:  Distribution channels (online, offline)
• Promotion:  Advertising, social media, content marketing, public relations
• Budget allocation for different marketing activities
• Metrics and measurement to track progress and success

In short, business plans paint the entire business picture, while marketing plans zoom in on the specific strategies used to reach your target audience and achieve marketing goals.

Types of marketing plans that can transform your business strategy

Let’s take a look at several types of marketing plans you can create, along with specific examples for each.

1. General marketing strategic plan / Annual marketing plan

This is a good example of a marketing plan that covers the overarching annual marketing strategy for a company:

Another good example would be this Starbucks marketing plan:

This one-page marketing plan example from coffee chain Starbucks has everything at a glance. The bold headers and subheadings make it easier to segment the sections so readers can focus on the area most relevant to them.

What we like about this example is how much it covers. From the ideal buyer persona to actional activities, as well as positioning and metrics, this marketing plan has it all.

Another marketing plan example that caught our eye is this one from Cengage. Although a bit text-heavy and traditional, it explains the various sections well. The clean layout makes this plan easy to read and absorb.

The last marketing plan example we would like to feature in this section is this one from Lush cosmetics.

It is a long one but it’s also very detailed. The plan outlines numerous areas, including the company mission, SWOT analysis , brand positioning, packaging, geographical criteria, and much more.

2. Content marketing plan

A content marketing plan highlights different strategies , campaigns or tactics you can use for your content to help your business reach its goals.

This one-page marketing plan example from Contently outlines a content strategy and workflow using simple colors and blocks. The bullet points detail more information but this plan can easily be understood at a glance, which makes it so effective.

For a more detailed content marketing plan example, take a look at this template which features an editorial calendar you can share with the whole team:

3. SEO marketing plan

Your SEO marketing plan highlights what you plan to do for your SEO marketing strategy . This could include tactics for website on-page optimization , off-page optimization using AI SEO , and link building using an SEO PowerSuite backlink API for quick backlink profile checks.

This SEO marketing plan example discusses in detail the target audience of the business and the SEO plan laid out in different stages:

4. Social media marketing plan

Your social media marketing plan presents what you’ll do to reach your marketing goal through social media. This could include tactics specific to each social media channel that you own, recommendations on developing a new channel, specific campaigns you want to run, and so on, like how B2B channels use Linkedin to generate leads with automation tools and expand their customer base; or like making use of Twitter walls that could display live Twitter feeds from Twitter in real-time on digital screens.

For B2C brands, you can target Facebook and Instagram. Gain Instagram likes to build trust for your brand’s profile and post engaging content on both platforms

Edit this social media marketing plan example easily with Venngage’s drag-and-drop editor:

5. Demand generation marketing plan

This could cover your paid marketing strategy (which can include search ads, paid social media ads, traditional advertisements, etc.), email marketing strategy and more. Here’s an example:

1. Free marketing plan template

Here’s a free nonprofit marketing plan example that is ideal for organizations with a comprehensive vision to share. It’s a simple plan that is incredibly effective. Not only does the plan outline the core values of the company, it also shares the ideal buyer persona.

Note how the branding is consistent throughout this example so there is no doubt which company is presenting this plan. The content plan is an added incentive for anyone viewing the document to go ahead and give the team the green light.

2. Pastel social media marketing campaign template

Two-page marketing plan samples aren’t very common, but this free template proves how effective they are. There’s a dedicated section for business goals as well as for project planning .

The milestones for the marketing campaign are clearly laid out, which is a great way to show how organized this business strategy is.

3. Small business marketing strategy template

This marketing plan template is perfect for small businesses who set out to develop an overarching marketing strategy for the whole year:

Notice how this aligns pretty well with the marketing plan outline we discussed in previous sections.

In terms of specific tactics for the company’s marketing strategy, the template only discusses SEO strategy, but you can certainly expand on that section to discuss any other strategies — such as link building , that you would like to build out a complete marketing plan for.

4. Orange simple marketing proposal template

Marketing plans, like the sample below, are a great way to highlight what your business strategy and the proposal you wan to put forward to win potential customers.

5. One-page marketing fact sheet template

This one-page marketing plan example is great for showcasing marketing efforts in a persuasive presentation or to print out for an in-person meeting.

Note how the fact sheet breaks down the marketing budget as well as the key metrics for the organization. You can win over clients and partners with a plan like this.

6. Light company business fact sheet template

This one-page sample marketing plan clearly outlines the marketing objectives for the organization. It’s a simple but effective way to share a large amount of information in a short amount of time.

What really works with this example is that includes a mission statement, key contact information alongside all the key metrics.

7. Marketing media press kit template

This press kit marketing plan template is bright and unmistakable as belonging to the Cloud Nine marketing agency . The way the brand colors are used also helps diversify the layouts for each page, making the plan easier to read.

We like the way the marketing department has outlined the important facts about the organization. The bold and large numbers draw the eye and look impressive.

8. Professional marketing proposal template

Start your marketing campaign on a promising note with this marketing plan template. It’s short, sharp and to the point. The table of contents sets out the agenda, and there’s a page for the company overview and mission statement.

9. Social media marketing proposal template

A complete marketing plan example, like the one below, not only breaks down the business goals to be achieved but a whole lot more. Note how the terms and conditions and payment schedule are included, which makes this one of the most comprehensive marketing plans on our list.

What should marketing plans include?

Marketing plans should include:

• A detailed analysis of the target market and customer segments.
• Clear and achievable marketing objectives and goals.
• Strategies and tactics for product promotion and distribution.
• Budget allocation for various marketing activities.
• Timelines and milestones for the implementation of marketing strategies.
• Evaluation metrics and methods for tracking the success of the marketing plan.

What is an executive summary in a marketing plan and what is its main goal?

An executive summary in a marketing plan is a brief overview of the entire document, summarizing the key points, goals, and strategies. Its main goal is to provide readers with a quick understanding of the plan’s purpose and to entice them to read further.

What are the results when a marketing plan is effective?

When a marketing plan is effective, businesses can experience increased brand visibility, higher customer engagement, improved sales and revenue, and strengthened customer loyalty.

What is the first section of a marketing plan?

The first section of a marketing plan is typically the “Executive Summary,” which provides a concise overview of the entire plan, including the business’s goals and the strategies to achieve them.

Now that you have the basics for designing your own marketing plan, it’s time to get started:

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Featured Reads

• Marketing |
• How to create a winning marketing plan, ...

How to create a winning marketing plan, with 3 examples from world-class teams

A marketing plan helps leaders clearly visualize marketing strategies across channels, so they can ensure every campaign drives pipeline and revenue. In this article you’ll learn eight steps to create a winning marketing plan that brings business-critical goals to life, with examples from word-class teams.

To be successful as a marketer, you have to deliver the pipeline and the revenue.”

In other words—they need a well-crafted marketing plan.

Level up your marketing plan to drive revenue in 2024

Learn how to create the right marketing plan to hit your revenue targets in 2024. Hear best practices from marketing experts, including how to confidently set and hit business goals, socialize marketing plans, and move faster with clearer resourcing.

7 steps to build a comprehensive marketing plan

How do you build the right marketing plan to hit your revenue goals? Follow these eight steps for success:

1. Define your plan

First you need to define each specific component of your plan to ensure stakeholders are aligned on goals, deliverables, resources, and more. Ironing out these details early on ensures your plan supports the right business objectives, and that you have sufficient resources and time to get the job done. 

Get started by asking yourself the following questions: 

What resources do I need? 

What is the vision?

What is the value?

What is the goal?

Who is my audience?

What are my channels?

What is the timeline?

For example, imagine you’re creating an annual marketing plan to improve customer adoption and retention in the next fiscal year. Here’s how you could go through the questions above to ensure you’re ready to move forward with your plan: 

I will need support from the content team, web team, and email team to create targeted content for existing customers. One person on each team will need to be dedicated full-time to this initiative. To achieve this, the marketing team will need an additional $100K in budget and one new headcount. 

What is the vision?  

To create a positive experience for existing customers, address new customer needs, and encourage them to upgrade. We’ll do this by serving them how-to content, new feature updates, information about deals and pricing, and troubleshooting guides. 

According to the Sales Benchmark Index (SBI) , CEOs and go-to-market leaders report that more than 60% of their net-new revenue will come from existing customers in 2023. By retaining and building on the customers we have, we can maintain revenue growth over time. 

To decrease the customer churn rate from 30% to 10%, and increase upgrades from 20% to 30% in the next fiscal year. 

All existing customers. 

The main channel will be email. Supporting marketing channels include the website, blog, YouTube, and social media. 

The first half of the next fiscal year. 

One of the most important things to do as you create your marketing strategy is to identify your target audience . As with all marketing, you need to know who you’re marketing to. If you’re having a hard time determining who exactly your target audience is, try the bullseye targeting framework . The bullseye makes it easy for you to determine who your target audience is by industry, geography, company size, psychographics, demographics, and more.

2. Identify key metrics for success 

Now it’s time to define what key marketing metrics you’ll use to measure success. Your key metrics will help you measure and track the performance of your marketing activities. They’ll also help you understand how your efforts tie back to larger business goals. 

Once you establish key metrics, use a goal-setting framework—like objectives and key results (OKRs) or SMART goals —to fully flush out your marketing objectives. This ensures your targets are as specific as possible, with no ambiguity about what should be accomplished by when. 

Example: If a goal of your marketing plan is to increase email subscriptions and you follow the SMART goal framework (ensuring your objective is specific, measurable, achievable, realistic, and time-bound) your goal might look like this: Increase email subscription rate from 10% to 20% in H1 . 

3. Research your competition 

It’s easy to get caught up in your company’s world, but there’s a lot of value in understanding your competitors . Knowing how they market themselves will help you find opportunities to make your company stand out and capture more market share.

Make sure you’re not duplicating your competitors’ efforts. If you discover a competitor has already executed your idea, then it might be time to go back to the drawing board and brainstorm new ways to differentiate yourself.  By looking at your competitors, you might be surprised at the type of inspiration and opportunities you’ll find.

To stay ahead of market trends, conduct a SWOT analysis for your marketing plan. A SWOT analysis helps you improve your plan by identifying strengths, weaknesses, opportunities, and threats. 

Example: If your competitor launches a social media campaign identical to what you had planned, go back to the drawing board and see how you can build off their campaign. Ask yourself: How can we differentiate our campaign while still getting our message across? What are the weaknesses of their campaign that we can capitalize on? What angles did they not approach?

4. Integrate your marketing efforts

Here’s where the fun comes in. Let’s dive into the different components that go into building a successful marketing plan. You’ll want to make sure your marketing plan includes multiple supporting activities that all add up into a powerful marketing machine. Some marketing plan components include: 

Lead generation

Social media

Product marketing

Public relations

Analyst relations

Customer marketing

Search engine optimization (SEO)

Conversational marketing

Knowing where your consumer base spends the most time is significant for nailing this step. You need to have a solid understanding of your target audience before integrating your marketing efforts. 

Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn. 

5. Differentiate with creative content

Forty-nine percent of marketers say visual images are hugely important to their content strategy. In other words, a clear brand and creative strategy is an essential component to every marketing plan. As you craft your own creative strategy, here are some tips to keep in mind: 

Speak to your audience: When defining your creative strategy, think about your audience—what you want them to feel, think, and do when they see your marketing. Will your audience find your creative work relevant? If your audience can’t relate to your creative work, they won’t feel connected to the story you’re trying to tell. 

Think outside the box: Find innovative ways to engage your audience, whether through video, animations, or interactive graphics. Know what screens your creative work will live on, whether desktop, mobile, or tablet, and make sure they display beautifully and load quickly across every type of device. 

Tie everything back to CTAs: It’s easy to get caught up in the creative process, so it’s important to never lose sight of your ultimate goal: Get your audience to take action. Always find the best way to display strong Calls to Action (CTAs) in your creative work. We live in a visual world—make sure your creative content counts.

Streamline creative production:   Once you’ve established a strong creative strategy, the next step is to bring your strategy to life in the production stage. It’s vital to set up a strong framework for your creative production process to eliminate any unnecessary back and forth and potential bottlenecks. Consider establishing creative request forms , streamlining feedback and approval processes, and taking advantage of integrations that might make your designers’ lives easier.

Example: If your brand is fun and approachable, make sure that shows in your creative efforts. Create designs and CTAs that spark joy, offer entertainment, and alleviate the pressure in choosing a partner.

6. Operationalize your marketing plan

Turn your plan into action by making goals, deliverables, and timelines clear for every stakeholder—so teams stay accountable for getting work done. The best way to do this is by centralizing all the details of your marketing plan in one platform , so teams can access the information they need and connect campaign work back to company goals.  

With the right work management tool , you can: 

Set goals for every marketing activity, and connect campaign work to overarching marketing and business objectives so teams focus on revenue-driving projects. 

Centralize deliverables for your entire marketing plan in one project or portfolio .

Mark major milestones and visualize your plan as a timeline, Gantt chart, calendar, list, or Kanban board—without doing any extra work. 

Quickly loop in stakeholders with status updates so they’re always up to date on progress. This is extremely important if you have a global team to ensure efforts aren’t being duplicated. 

Use automations to seamlessly hand off work between teams, streamlining processes like content creation and reviews. 

Create dashboards to report on work and make sure projects are properly staffed , so campaigns stay on track. 

With everything housed in one spot, you can easily visualize the status of your entire marketing plan and keep work on track. Building an effective marketing plan is one thing, but how you operationalize it can be your secret to standout marketing.

Example: If your strategy focuses on increasing page views, connect all campaign work to an overarching OKR—like “we will double page views as measured by the amount of organic traffic on our blog.” By making that goal visible to all stakeholders, you help teams prioritize the right work. 

See marketing planning in action

With Asana, marketing teams can connect work, standardize processes, and automate workflows—all in one place.

7. Measure performance

Nearly three in four CMOs use revenue growth to measure success, so it’s no surprise that measuring performance is necessary. You established your key metrics in step two, and now it’s time to track and report on them in step eight.

Periodically measure your marketing efforts to find areas of improvement so you can optimize in real-time. There are always lessons to be learned when looking at data. You can discover trends, detect which marketing initiatives performed well, and course-correct what isn’t performing well. And when your plan is complete, you can apply these learnings to your next initiative for improved results. 

Example: Say you discover that long-form content is consistently bringing in 400% more page views than short-form content. As a result, you’ll want to focus on producing more long-form content in your next marketing plan.

Marketing plan examples from world-class teams

The best brands in the world bring their marketing plans to life every day. If you’re looking for inspiration, check out these examples from successful marketing teams.

Autodesk grows site traffic 30% three years in a row

When the Autodesk team launched Redshift, it was initially a small business blog. The editorial team executed a successful marketing plan to expand it into a premier owned-media site, making it a destination for stories and videos about the future of making. 

The team scaled content production to support seven additional languages. By standardizing their content production workflow and centralizing all content conversations in one place, the editorial team now publishes 2X more content monthly. Read the case study to learn more about how Autodesk runs a well-oiled content machine.

Sony Music boosts creative production capacity by 4X

In recent years the music industry has gone through a pivotal transition—shifting from album sales to a streaming business model. For marketing and creative teams at Sony Music, that meant adopting an “always on” campaign plan. 

The team successfully executed this campaign plan by centralizing creative production and approvals in one project. By standardizing processes, the team reduced campaign production time by 75%. Read the case study to learn more about how Sony Music successfully scaled their creative production process.

Trinny London perfects new customer acquisition 

In consumer industries, social media is crucial for building a community of people who feel an affinity with the brand—and Trinny London is no exception. As such, it was imperative that Trinny London’s ad spend was targeted to the correct audience. Using a work management tool, Trinny London was able to nail the process of creating, testing, and implementing ads on multiple social channels.

With the help of a centralized tool, Trinny London improved its ad spend and drove more likes and subscriptions on its YouTube page. Read the case study to learn more about how Trinny London capitalized on paid advertising and social media. 

Turn your marketing plan into marketing success 

A great marketing plan promotes clarity and accountability across teams—so every stakeholder knows what they’re responsible for, by when. Reading this article is the first step to achieving better team alignment, so you can ensure every marketing campaign contributes to your company’s bottom line. 

Use a free marketing plan template to get started

Once you’ve created your marketing strategy and are ready to operationalize your marketing plan, get started with one of our marketing templates . 

Our marketing templates can help you manage and track every aspect of your marketing plan, from creative requests to approval workflows. Centralize your entire marketing plan in one place, customize the roadmap, assign tasks, and build a timeline or calendar. 

Once you’ve operationalized your entire marketing plan with one of our templates, share it with your stakeholders so everyone can work together in the same tool. Your entire team will feel connected to the marketing plan, know what to prioritize, and see how their work contributes to your project objectives . Choose the best marketing template for your team:

Marketing project plan template

Marketing campaign plan template

Product marketing launch template

Editorial calendar template

Agency collaboration template

Creative requests template

Event planning template

GTM strategy template

Still have questions? We have answers. 

What is a marketing plan.

A marketing plan is a detailed roadmap that outlines the different strategies your team will use to achieve organizational objectives. Rather than focusing solely on the end goal, a marketing plan maps every step you need to reach your destination—whether that’s driving pipeline for sales, nurturing your existing customer base, or something in-between. 

As a marketing leader, you know there’s never a shortage of great campaign and project ideas. A marketing plan gives you a framework to effectively prioritize work that aligns to overarching business goals—and then get that work done. Some elements of marketing plans include:

Current business plan

Mission statement  

Business goals

Target customers  

Competitive analysis 

Current marketing mix

Key performance indicators (KPIs)

Marketing budget  

What is the purpose of a marketing plan?

The purpose of a marketing plan is to grow your company’s consumer base and strengthen your brand, while aligning with your organization’s mission and vision . The plan should analyze the competitive landscape and industry trends, offer actionable insights to help you gain a competitive advantage, and document each step of your strategy—so you can see how your campaigns work together to drive overarching business goals. 

What is the difference between a marketing plan and a marketing strategy? 

A marketing plan contains many marketing strategies across different channels. In that way, marketing strategies contribute to your overall marketing plan, working together to reach your company’s overarching business goals.

For example, imagine you’re about to launch a new software product and the goal of your marketing plan is to drive downloads. Your marketing plan could include marketing strategies like creating top-of-funnel blog content and launching a social media campaign. 

What are different types of marketing plans? 

Depending on what you’re trying to accomplish, what your timeline is, or which facet of marketing you’re driving, you’ll need to create a different type of marketing plan. Some different types of marketing plans include, but aren’t limited to:

General marketing plan: A general marketing plan is typically an annual or quarterly marketing plan that details the overarching marketing strategies for the period. This type of marketing plan outlines marketing goals, the company’s mission, buyer personas, unique selling propositions, and more. A general marketing plan lays the foundation for other, more specific marketing plans that an organization may employ. 

Product launch marketing plan: A product launch marketing plan is a step-by-step plan for marketing a new product or expanding into a new market. It helps you build awareness and interest by targeting the right audience, with the right messaging, in the right timeframe—so potential customers are ready to buy your new offering right away. Nailing your product launch marketing plan can reinforce your overall brand and fast-track sales. For a step-by-step framework to organize all the moving pieces of a launch, check out our product marketing launch template .

Paid marketing plan: This plan includes all the paid strategies in your marketing plan, like pay-per-click, paid social media advertising, native advertising, and display advertising. It’s especially important to do audience research prior to launching your paid marketing plan to ensure you’re maximizing ROI. Consult with content strategists to ensure your ads align with your buyer personas so you know you’re showing ads to the right people. 

Content marketing plan: A content marketing plan outlines the different content strategies and campaigns you’ll use to promote your product or service. When putting together a content marketing plan, start by identifying your audience. Then use market research tools to get the best insights into what topics your target audience is most interested in.

SEO marketing plan: Your SEO marketing plan should work directly alongside your content marketing plan as you chart content that’s designed to rank in search results. While your content marketing plan should include all types of content, your SEO marketing plan will cover the top-of-funnel content that drives new users to your site. Planning search engine-friendly content is only one step in your SEO marketing plan. You’ll also need to include link-building and technical aspects in order to ensure your site and content are as optimized as possible.

Social media marketing plan: This plan will highlight the marketing strategies you plan to accomplish on social media. Like in any general or digital marketing plan , your social media strategy should identify your ideal customer base and determine how they engage on different social media platforms. From there, you can cater your social media content to your target audience.  

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What Is a Marketing Plan?

Understanding marketing plans, how to write a marketing plan, marketing plan vs. business plan.

• Marketing Plan FAQs

The Bottom Line

• Marketing Essentials

What Is a Marketing Plan? Types and How to Write One

James Chen, CMT is an expert trader, investment adviser, and global market strategist.

Pete Rathburn is a copy editor and fact-checker with expertise in economics and personal finance and over twenty years of experience in the classroom.

Investopedia / Zoe Hansen

A marketing plan is an operational document that outlines an advertising strategy that an organization will implement to generate leads and reach its target market . A marketing plan details the outreach and PR campaigns to be undertaken over a period, including how the company will measure the effect of these initiatives. The functions and components of a marketing plan include the following:

• Market research to support pricing decisions and new market entries
• Tailored messaging that targets certain demographics and geographic areas
• Platform selection for product and service promotion: digital, radio, Internet, trade magazines, and the mix of those platforms for each campaign
• Metrics that measure the results of marketing efforts and their reporting timelines

A marketing plan is based on a company’s overall marketing strategy.

Key Takeaways

• The marketing plan details the strategy that a company will use to market its products to customers.
• The plan identifies the target market, the value proposition of the brand or the product, the campaigns to be initiated, and the metrics to be used to assess the effectiveness of marketing initiatives.
• The marketing plan should be adjusted on an ongoing basis based on the findings from the metrics that show which efforts are having an impact and which are not.
• Digital marketing shows results in near real-time, whereas TV ads require rotation to realize any level of market penetration.
• A marketing plan is part of a business plan, which describes all of the important aspects of a business, such as its goals, values, mission statement, budget, and strategies.

The terms marketing plan and marketing strategy are often used interchangeably because a marketing plan is developed based on an overarching strategic framework. In some cases, the strategy and the plan may be incorporated into one document, particularly for smaller companies that may only run one or two major campaigns in a year. The plan outlines marketing activities on a monthly, quarterly, or annual basis while the marketing strategy outlines the overall value proposition.

Types of Marketing Plans

There are a variety of different marketing plans that suit different businesses and different business needs.

New Product Launch: This is a marketing plan that outlines how a new product will enter the market, who it will target, and in what way advertising will be done.

Social Media: A social media marketing plan focuses on the advertising strategies on different social media platforms and how to engage with the users on these platforms.

Time-Based: Time-based marketing plans, such as those that are executed quarterly or annually, focus on the time of the year, the current condition of the business, and the best strategies in that period.

Mission and Value Proposition

A marketing plan considers the value proposition of a business. The value proposition is the overall promise of value to be delivered to the customer and is a statement that appears front and center of the company website or any branding materials.

The value proposition should state how a product or brand solves the customer's problem, the benefits of the product or brand, and why the customer should buy from this company and not another. The marketing plan is based on this value proposition to the customer.

Establishing your key performance indicators (KPIs) will allow you to measure the success of your marketing plan in relation to your company's value proposition. For example, if your goal is to engage with a certain demographic in a certain region, you can track social media and website visits.

The most effective digital marketing techniques in 2020 according to marketers are content marketing and marketing automation.

Identify Your Target Market

The marketing plan identifies the target market for a product or brand. Market research is often the basis for a target market and marketing channel decisions. For example, whether the company will advertise on the radio, on social media, through online ads, or on regional TV. 

Knowing who you want to sell to and why is an extremely critical component of any business plan. It allows you to focus your business and measure its success. Different demographics have different tastes and needs, knowing what your target market is will help you market to them.

Strategy and Execution

The marketing plan includes the rationale for these decisions. The plan should focus on the creation, timing, scheduling, and placement of specific campaigns. The plan will include the metrics that will measure the outcomes of your marketing efforts. For example, will you advertise on the radio or on social media? What time will you air advertisements if they are on the radio or TV? The strategy may include flighting scheduling , which includes the times when you can make the most of your advertising dollars.

Set Your Budget

A marketing plan costs money. Knowing your budget for a marketing plan will allow you to create a suitable plan within that context, stick to it, and prevent runaway costs. It will also help you allocate to different areas of your marketing plan.

Adjust Your Plan

A marketing plan can be adjusted at any point based on the results from the metrics. If digital ads are performing better than expected, for example, the budget for a campaign can be adjusted to fund a higher-performing platform or the company can initiate a new budget. The challenge for marketing leaders is to ensure that every platform has sufficient time to show results.

Without the correct metrics to assess the impact of outreach and marketing efforts, an organization will not know which campaigns to repeat and which ones to drop; maintaining ineffective initiatives will unnecessarily increase marketing costs.

Digital marketing shows results in near real-time, whereas TV ads require rotation to realize any level of market penetration. In the traditional marketing mix model, a marketing plan would fall under the category of "promotion," which is one of the four Ps , a term coined by Neil Borden to describe the marketing mix of product, price, promotion, and place.

A business plan details how a business will operate and function in its entirety. A business plan is a roadmap for a business. It will cover the goals, missions , values, financials, and strategies that the business will use in day-to-day operations and in the achievement of its objectives.

A business plan will include an executive summary, the products and services sold, a marketing analysis, a marketing strategy, financial planning, and a budget , to name but a few items.

As mentioned, a business plan will include a marketing plan, which focuses on creating a marketing strategy on how to bring awareness to the public of the company's product or service, how to reach the target market, and generate sales.

Example of a Marketing Plan

John came up with a new business idea that he believes is a niche offering in the market. He decides to start a business and his first step is creating a business plan that outlines all of the objectives, goals, values, pitfalls, and finances of his company.

John is able to raise enough capital from friends and family to get started, hires a few employees, and eventually creates his product. He now has to start selling his product and generate sales to keep his business operating.

To achieve this, John, with the help of a marketing company, creates a marketing plan. The marketing plan consists of market research that details the target market for John's product, which is recently retired men.

The marketing plan then comes up with the best methods of reaching this target market. The marketing plan stresses radio and television as opposed to social media as older, retired men use social media less than traditional forms of media, according to the market research that was conducted.

The ads are tailored to the target market, showing how John's product will benefit their lives, particularly when compared to market alternatives. Once the marketing plan has been executed, the marketing team analyzes how the efforts translate into sales.

What Is a Marketing Plan Template?

A marketing plan template is a document that an individual can use to create a marketing plan. The marketing plan template will contain all the important elements and the various needed language with blank sections. A user can insert their own information related to their business in the blank sections to ultimately create their own marketing plan.

What Is an Executive Summary in a Marketing Plan?

The executive summary of a marketing plan provides a brief overview of the entire marketing plan. The executive summary will contain the key findings of the market research, the company's objectives, marketing goals, an overview of the marketing trends, the description of the product or service being marketed, information on the target market, and how to financially plan for the marketing plan.

What Is a Top-Down Marketing Strategy?

A top-down marketing strategy is a traditional marketing strategy. This is where a business determines who it should sell to and how, and the customer base is largely passive and spurred to take action once they hear the advertisement. For example, a top-down marketing strategy would include ads on radio or television. Top-down marketing strategies are usually determined by the executives of a firm. It usually consists of what a firm desires to do and then determining a way to do it.

What Is a Bottom-Up Marketing Strategy?

A bottom-up marketing strategy focuses on discovering a workable strategy and then building on that strategy to create an impactful advertising campaign. Today's consumer wants to relate to a product or service in a meaningful way and a bottom-up marketing strategy is better suited to this. A bottom-up marketing strategy should focus on the target market and how better to create value for them.

How Much Does a Marketing Plan Cost?

The cost of a marketing plan will vary based on the company, the complexity, and the length of the overall strategy. The cost can range anywhere from $10,000 to $40,000.

A marketing plan is the advertising strategy that a business will implement to sell its product or service. The marketing plan will help determine who the target market is, how best to reach them, at what price point the product or service should be sold, and how the company will measure its efforts.

Constantly monitoring and adjusting a market plan is an important part of running a business as it shows what are the best and worst ways to generate sales. Without a successful marketing plan, a business may not be able to continue operating for very long.

Statista. " Most Effective Digital Marketing Techniques According to Marketers Worldwide in 2020 ."

Laire. " How Much Does a Marketing Plan Cost? "

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Create a Detailed Marketing Plan With 6 Effective Templates

Want to make costly marketing errors and waste time and resources? Start without a marketing plan.

A marketing plan is not only an essential part of your business plan, but it is the roadmap that will provide your team focus and direction in all their marketing efforts.

A good marketing plan is backed by research and facts. Below, we’ve covered the steps you need to follow when creating a marketing plan that will help you attract potential customers to your product and services and convince them to buy.

Understand Your Current Market and Market Position

Set your smart marketing goals, outline your marketing processes, set a budget for your marketing activities.

• Marketing Strategies and Tactics

Advanced Strategies for Experienced Marketers

Ready to create your own marketing plan.

Pricing, promoting and creating brand messages , all depend on your current market and your position in it.

When understanding your current market position, there are a few things that you need to look into;

Understand Your Product

This is where you look into the strengths, weaknesses, opportunities, and threats associated with your product.

With your team and a SWOT analysis , this will take only a few hours. Once you understand your product in terms of these four areas, it’ll be easier to understand your market position.

To create a SWOT analysis template for Marketing Plan:

• Define your objective.
• Gather relevant information.
• Use a SWOT analysis template.
• Analyze strengths (internal factors).
• Evaluate weaknesses (internal factors).
• Identify opportunities (external factors).
• Assess threats (external factors).
• Analyze results and look for insights.
• Develop strategies based on findings.

Understand Your Customer

Everything – from what words you use to communicate your message to what marketing channels you use to promote your product – depends on who your customer is.

How old are they? Are they employed? What are their interests? While you need both quantitative and qualitative data on your customers, you can collect them via email surveys, direct interviews, questionnaires, and research.

Using the data you collect, create several user personas based on user segments. You can refer to these whenever you are developing a marketing strategy.

To create a buyer persona template for Marketing Plan:

• Research your target audience.
• Define key characteristics.
• Give the persona a name and image.
• Describe background and demographics.
• Detail goals and motivations.
• Outline challenges and pain points.
• Document preferred channels and information sources.
• Capture buying behavior and decision-making process.
• Add additional relevant details.
• Create a visual template for easy reference.
• Validate and update regularly.

Understand Your Competitors

This is where you identify your top competition, assess their strengths and weaknesses and analyze their marketing strategies in the market. The information you collect can be used to build effective strategies to improve your competitive advantage.

Once you conduct research, gather and analyze data on your competitors, you’d be able to understand whether you are a leader or a follower in the market.

To create a competitor analysis template for Marketing Plan:

• Identify key competitors.
• Determine evaluation criteria.
• Gather information.
• Create a table or spreadsheet.
• Analyze each competitor.
• Compare and contrast.
• Identify competitive advantages.
• Make strategic decisions.
• Update regularly.

Understand Your Brand Positioning

Your brand position is how you want your customers to perceive your brand. In order to determine this, you need to

• Know what your customer wants. The target market research you did earlier will help you with this.
• Understand what your brand’s capabilities are. Again refer to the SWOT analysis you did of your product.
• Understand how your competitors are positioning their brands in the market. You can figure this out with the help of the competitor analysis you did earlier.

Hence, your brand positioning should resonate with your consumers, can be delivered by you and should be different from that of your competitors. Keep these in mind when you are setting your marketing goals.

The Brand Asset Scorecard

Compare your brand with the average brands in the market by scoring each of the following five brand asset categories using a 20-point scale with a maximum possible score of 100. This way you can derive a score that indicates the relative strength of your brand against your competitors.

To create a brand asset scorecard template for Marketing Plan:

• Identify brand assets.
• Define evaluation criteria.
• Determine rating scales.
• Evaluate brand assets.
• Calculate scores and summarize.
• Identify improvement areas.
• Set action plans.
• Regularly review and update.

Now that you know where you stand in the market, it’s time to define your marketing goals. They are the only way to measure the success of the effort your marketing team is putting in.

Based on your current performance and your marketing objectives, your goals might change, but make sure that they align with the SMART goal criteria .

To create a SMART marketing goal template for Marketing Plan:

• Start with a specific objective.
• Make it measurable with clear metrics.
• Ensure it’s achievable with the allocated resources.
• Check if it’s relevant to business goals.
• Set a time-bound deadline.
• Document in a template.
• Review and track progress regularly

Once you know the goals you want to achieve, you can easily outline the steps that you need to take to accomplish them.

With a process map or flowchart , you can map the tasks you need to complete in order to achieve each of your goals. Once you’ve diagrammed your strategy, you can share it with your team and analyze whether the process needs to be improved or not.

Whether it is to run a social media campaign or to get an ad published in a newspaper, you need to spend money.

Now that you have identified the tasks/ steps you need to take, figure out how much money you’ll have to spend on each activity and where you’d take the money from. Having planned how you spend money earlier will help you keep track of your finances.

Before winding up, let’s also take a look at popular marketing strategies and tactics you can use and implement along with a marketing plan.

Different marketing strategies and tactics may be more effective depending on your industry, target market, and business goals. It’s important to regularly assess the effectiveness of your marketing initiatives, make any necessary adjustments, and monitor results. Here are some examples of marketing strategies and tactics commonly used by businesses.

• Target Market Segmentation

Based on demographics, psychographics, or other relevant factors, divide your overall market into smaller, more manageable categories. Customize your marketing messaging and strategies to engage and effectively reach each category.

Content Marketing

To attract and engage your target audience, produce and distribute relevant material, such as blog posts, videos, infographics, or whitepapers. Focus on delivering helpful information, resolving issues, and building your reputation as an industry expert.

Social Media Marketing

Use well-known social media sites like Facebook, Instagram, Twitter, or LinkedIn to promote your goods or services, build brand awareness, and interact with your audience. To achieve your marketing objectives, combine organic posts with sponsored adverts, influencer partnerships, and community engagement.

Search Engine Optimization (SEO)

Increase the visibility of your website and online content by optimizing it. To increase your website’s visibility and organic traffic, conduct keyword research, provide high-quality content, optimize meta tags and descriptions, and develop quality backlinks.

Pay-Per-Click (PPC) Advertising

Run targeted internet advertising where you only pay when someone clicks on them on search engines (like Google advertising) or social media platforms (like Facebook Ads). For your campaigns to be as effective as possible, set specified budgets, target keywords, demographics, or interests, and keep an eye on them.

Email Marketing

Create an email list of prospective or current clients and send them targeted, customized emails. To cultivate leads, promote conversions, and increase customer loyalty, use email newsletters, promotional offers, product updates, or automated drip campaigns.

Influencer Marketing

To promote your business or products, collaborate with influential individuals or popular social media personalities in your industry. These influencers can create content, share reviews, or endorse your offerings, helping you reach their dedicated audience and increase brand awareness.

Referral Programs

You can encourage your current clients to recommend your company to their friends, relatives, or coworkers by providing rewards or incentives. Create referral programs that give discounts, exclusive access, or loyalty points to both the referrer and the new consumer.

Event Marketing

Participate in or organize trade exhibitions, conferences, events, or webinars that are relevant to your field. These events provide opportunities to network, showcase your products, share knowledge, and generate leads.

Personalization and Customer Segmentation

Tailor your marketing messages and offers to individual customers or specific customer segments based on their preferences, behavior, or purchase history. Deliver personalized experiences across numerous channels by utilizing customer data, analytics, and marketing automation tools.

Advanced strategies require a deep understanding of your target audience, extensive data analysis, and ongoing experimentation. To ensure optimal performance and maintain an edge over the competition, it’s critical to regularly assess the outcomes, iterate, and change your methods.

• Account-Based Marketing (ABM): Tailor personalized marketing campaigns to specific high-value accounts, using personalized content, targeted advertising, and outreach to engage and convert them.
• Marketing Automation: Streamline marketing processes with automation tools, automating tasks, nurturing leads through personalized workflows, and leveraging data and analytics to deliver targeted content and offers.
• Predictive Analytics: Use large datasets and machine learning to gain insights into future customer behavior, enabling data-driven decisions, anticipating needs, and personalizing marketing efforts effectively.
• Retention Marketing: Focus on retaining existing customers through personalized communication, loyalty programs, exclusive offers, proactive customer support, and targeted upselling or cross-selling campaigns.
• Omnichannel Marketing: Create a seamless customer experience across multiple channels, integrating online and offline marketing efforts for consistent messaging and customer interactions.
• Data-driven Personalization: Utilize customer data and advanced segmentation to deliver highly personalized experiences, tailoring marketing messages, recommendations, and offers based on individual behavior and demographics.
• Influencer Relationship Management: Build long-term relationships with influencers and thought leaders, collaborating beyond one-off campaigns for continuous brand exposure and audience engagement.
• Customer Advocacy Programs: Encourage satisfied customers to become brand advocates through incentives for sharing positive reviews, referrals, or user-generated content, leveraging their influence and social proof.
• Account-Based Retargeting: Combine ABM principles with retargeting strategies, using personalized ads and email campaigns to engage key accounts that have shown interest but have not converted.
• Experimental Marketing: Take calculated risks and experiment with innovative tactics, channels, or technologies to discover unique growth opportunities, such as virtual reality experiences, chatbots, voice search optimization, or emerging social media platforms.

A marketing plan doesn’t necessarily need to contain hundreds of pages. What is important is that it provides your marketing team the roadmap to get started.

Make use of the visualization techniques we looked at when discussing each step to make things clearer to your team.

And don’t forget to share your ideas on how to create a marketing plan with us.

Join over thousands of organizations that use Creately to brainstorm, plan, analyze, and execute their projects successfully.

FAQs About Marketing Plans

• Provides direction: It helps align marketing activities with business goals, ensuring all efforts work cohesively towards achieving desired outcomes.
• Increases efficiency: By defining objectives, strategies, and tactics in advance, it helps prioritize tasks, allocate resources effectively, and minimize wasted efforts.
• Facilitates decision-making: A marketing plan provides a framework for evaluating different marketing opportunities, making informed decisions, and adjusting strategies based on market conditions.
• Enhances focus and accountability: It sets clear targets, timelines, and responsibilities, allowing team members to stay focused and accountable for executing the marketing plan.

While the components of a marketing plan can vary, here are some common key elements:

• Executive Summary
• Market Research and Analysis
• Competitive Analysis
• Marketing Objectives
• Implementation Timeline
• Budget Allocation
• Measurement and Tracking Metrics
• Risk Assessment and Contingency Plans

To measure and track the effectiveness of a marketing plan, consider the following approaches,

• Key Performance Indicators (KPIs): Define relevant KPIs such as sales revenue, website traffic, conversion rates, customer acquisition cost, customer lifetime value, social media engagement, or email open rates.
• Analytics and Tracking Tools: Utilize web analytics tools, CRM systems, social media analytics, or email marketing software to gather data and insights on customer behavior, campaign performance, and ROI.
• Regular Reporting and Analysis: Review and analyze the collected data regularly to evaluate the success of marketing activities, identify areas for improvement, and make data-driven decisions for adjustments or optimizations.
• Limited Resources: Insufficient budgets, time, or manpower can hinder the execution of planned marketing activities.
• Competitive Landscape: Competitors' actions or market dynamics may require adjustments to the planned strategies.
• Changing Consumer Behavior: Shifts in consumer preferences, trends, or technologies may demand adaptability and flexibility in marketing approaches.
• Measurement and Analysis: Difficulties in accurately measuring and attributing the impact of marketing activities to business outcomes.
• Internal Alignment: Ensuring that the marketing plan is well-communicated and aligned with other departments within the organization.

Addressing these challenges requires flexibility, ongoing monitoring, agility, and effective communication within the marketing team and across the organization.

More Related Articles

Amanda Athuraliya is the communication specialist/content writer at Creately, online diagramming and collaboration tool. She is an avid reader, a budding writer and a passionate researcher who loves to write about all kinds of topics.

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Marketing is an often misunderstood profession. Peers often stereotype marketing with massive budgets, loosey-goosey timelines, haphazard tactics, high-profile influencers, and Snapchat filters. In reality, modern marketing plans are more complex and orchestrated than a Premier League-winning football team.

Businesses have big goals to hit and fine margins to walk—and they need realistic, yet imaginative, marketing plans to make it happen. Sure, bigger companies can spend all willy-nilly hiring Taylor Swift for a commercial op and dropping a quarter million on Facebook advertising, but small businesses and startups have to get downright strategic with every dollar they spend.

If your business is trying to stretch every penny, you’ve come to the right place. This article will show you how to create a marketing plan in 2023 that actually works with a down-to-earth budget. We’ve included step-by-step actions, outlines, examples, and more to give you everything you need to take an idea to the market with laser precision.

Table of Contents

What is a marketing plan?

How to create a marketing plan

Marketing plan template

Marketing plan example

Marketing Plan FAQs

What is a marketing plan.

A marketing plan is a documented roadmap for how you plan to drive awareness, sales, signups, attendance, or other marketing initiatives. It outlines your KPIs, budget, and timeline, dictating everything from the critical milestones to the nitty-gritty to-do items.

Marketing plans come in all shapes and sizes. You could build an overarching marketing plan to document and guide your entire department’s annual goals and strategies for the upcoming year. Or you might create a marketing plan detailing the launch strategy for the brand-new product release coming out next quarter. Big plans can even include small plans, just like an adorable collection of Russian nesting dolls.

Plans can be short, long, fat, or thin—just remember what your plan is trying to accomplish. If you’re trying to pitch an idea to a team of venture capitalists or a local bank, you might need a chunky document with accompanying spreadsheets and financial figures. However, if you’re trying to communicate the plan to your marketing team leads, you’ll want to skip straight to the point with tactics, deadlines, and deliverables.

Regardless of your use case, the next section will give you the building blocks you need to create a marketing plan that works.

How to Create a Marketing Plan

This section will show you the 7-step process to creating a marketing plan. Plans are fluid and versatile, so we don’t recommend filling out one of these with pen and paper—get your eraser ready because a marketing plan is never perfect from the get-go.

Here’s an overview of the 7-step process:

• Establish Your Marketing Goal
• Identify Your Audience and Competitors
• Set Your Marketing Budget
• Determine Your Deadline(s)
• Pick Your Marketing Channels and Tactics
• Outline the To-Do List and Make Assignments
• Track Performance and Review Analytics

Don’t worry too much about making it all nice and pretty right now. Later, you can use our provided marketing outline to copy, paste, and format a more articulated version for widespread distribution. For now, just focus on hashing out each section and answering the thought-provoking questions.

1. Establish Your Marketing Goal

Define exactly what you’re trying to achieve. Do you want to drive more sales? How much? What about recurring customers? How many? Do you need to increase brand awareness? To whom and by how much?

Work out the details of what you want to accomplish, why, and how you’re going to measure it. Establish your KPIs early on to measure the success of your marketing campaign. You’ll refer to these numbers throughout the rest of your marketing plan, so get specific.

For example, how many website visitors you’re trying to drive will affect your marketing budget, deadlines, and tactics. And if you’re targeting a specific demographic, you may need to engage different marketing teams to use the appropriate channels and messaging.

Fine-tune your marketing goal so that you can communicate it simply in a single sentence. For example: “The goal is to drive 25,000 key decision-makers to the new product page by the end of October with a limited marketing budget of $75,000.”

2. Identify Your Audience and Competitors

Explain who this campaign is targeting. If you’ve already built out your buyer personas, you’ll just plug in the persona appropriate to this campaign. However, if this is your first time thinking long and hard about your target audience, really get to know the person you’re marketing to.

Depending on your product, industry, and market, you’ll want to know demographics like:

• Marital status

These details help you identify a broad audience, but you’ll want to narrow it down with psychographics.

Psychographics dig deeper . They cover your audience’s:

• Influencers
• Shopping behaviors

Demographics explain the “who,” while psychographics explain the “why.”

Think about if you were trying to sell a baseball glove. How you market that glove is going to be very different depending on the buyer. Are your messaging and channels targeting a college athlete, recreational youngster, mom, dad, or low-income family? It’s hard to know what to say and how to say it unless you know who you’re talking to.

Don’t just gloss over this section. Without a target audience, you’ll be blindly throwing darts at a board—sure, some plans might work out, but it’ll come down less to strategy and more to sheer luck. A target audience and replicable formula make your success a science and not a game of Russian roulette.

Once you’ve identified your audience, you need to figure out who’s also targeted the same people. Competition research is a way to understand who you are up against for eyeballs, SEO rankings, and influence, but it also can serve as an opportunity to fill gaps in our needs that your competitors are missing.

One easy way to do this is to look at comment sections or reviews of similar companies in your industry. Look for:

• Frequent complaints about product design.
• Consistent issues with customer service.
• Ads or branding language that falls flat.
• If the competitor hasn’t made a product their customers are asking for.

By identifying your competitor’s weaknesses or gaps their missing with their customers, you’ll have a treasure trove of marketing copy to use in order to differentiate your business from the pack.

3. Set Your Marketing Budget

Marketing plans need budget constraints. Without a cap, plans could hypothetically include:

• 60-second Super Bowl commercial
• Cristiano Ronaldo as a celebrity endorser
• Billboard advertisements along the entirety of Route 66

For most startups, that’s just not a possibility.

And it’s not where the magic happens. Powerful marketing plans turn tiny marketing budgets into impressive ROI. They prioritize the right channels, messaging, and tactics to stretch every dollar to the max.

Decide beforehand how much budget you’ll need to allocate to meet the goals you set in Step 1. When push comes to shove, you may need to throw additional money at the campaign later to get it across the finish line, but stay strong and do your best to create a marketing plan that works with the budget constraints.

Tight on budget but full on creativity? Check out our Small Business Marketing Guide: From Scratch to Success .

4. Determine Your Deadline(s)

Deadlines create the boundaries to your marketing campaign—you can’t have a plan without them. No deadlines mean there’s a never-ending period to achieve your objective, and it’s probably not a good idea to have a 20-year free pass to accomplish that sales goal you set.

Set your deadline. Be realistic, but also be ambitious. The faster you achieve this goal, the faster you can move on to the next one—and each progressive goal should be moving your business forward.

Establish the final deadline for achieving your primary KPI. Then, set the necessary milestones along the journey. For example, you might set milestones for launching different aspects of your campaign, such as hosting 4 webinars, publishing 10 supporting blog posts, or earning a callout in 2 prime news outlets.

Finally, set the start date for when you’ll need to get the ball rolling to meet your deadlines. Don’t assume it’s ASAP—you might have a few weeks to get your ducks in a row instead of immediately heading off into a chaotic marketing battle.

5. Pick Your Marketing Channels and Tactics

This is arguably the funnest part of creating a marketing plan. This is the step where you get to choose the channels, tactics, and deliverables. The right channels and tactics will vary depending on your audience and product or service, but here are the most popular ones to consider:

• Email Marketing: Email marketing is one of the tried-and-true tactics of the digital marketing world. It generates an average ROI of $40 for every $1 invested —you can’t get much more bang for your buck than that. (Check out our complete email masterclass to learn how to conquer this lucrative channel.)
• Social Media Marketing: Whether you’re running organic strategies or targeted paid campaigns , social media marketing is an excellent modern-day tactic for reaching consumers where they’re most comfortable: Instagram, Facebook, Snapchat, YouTube, or TikTok.
• PPC Marketing: Pay-per-click (PPC) marketing lets you run advertising campaigns on search engine pages and other websites across the internet. It’s a competitive way to get your content in front of the right eyeballs.
• Content Marketing: Content marketing paired with a solid search engine optimization (SEO) strategy is a long-term tactic that can drive organic traffic (read: free) to your website for years to come.

And do you know what all these channels have in common? They each give you the ability to monitor your results and track your progress to prove if a channel is worth your time and money. Unlike traditional outbound advertising and its estimated impressions and influence, you know exactly what you’re getting with these digital marketing strategies.

6. Outline the To-Do List and Make Assignments

Here’s where you get into the nitty-gritty of your marketing plan. Step 6 is where you’ll outline everything that needs to get done:

• Launch meeting
• Recurring meetings and syncs
• Creative assets
• Promotional channels
• Post-mortems

And that’s just the start. Outline everything that needs to happen to make your plan a reality. Once you know what needs to happen, it’s time to start making assignments. Someone needs to be responsible for every deliverable.

Here’s where you may run into roadblocks. You may discover that your creative team is overwhelmed and won’t be able to handle the creative requests until later, or you may find that other email campaigns or social media advertisements are the top priority.

If that’s the case, go back to Step 4 to revisit your timeline. Make adjustments to ensure there’s bandwidth available to make your marketing plan a reality.

7. Track Performance and Review Analytics

No marketing plan will go off without a hitch. That’s why you need your ear to the ground to understand what’s working. Through analytic tools, you can understand if your marketing plan’s target audience, messaging, or creative needs adjusting. Thankfully, most digital tactics allow you to do this on the fly.

Make sure you familiarize yourself with these basic marketing analytics tools:

• Facebook Ads Manager
• Google Analytics
• Google Search Console
• Semrush or Ahrefs for SEO

For more on analytics, read our marketing metrics guide .

Marketing Plan Template (Copy/Paste)

Marketing Plan Template: [Name of Project]

Marketing Plan Example (Filled Out)

Here’s a fake content marketing plan example for a fictitious shoe company.

Marketing Plan Template: [Project Zeus Running Collection]

Marketing Goal Drive $200,000 in sales for the new Zeus running collection within the first 4 months of launch day.

Target Audience The primary audience is 35 to 50-year-old male recreational runners who tend to run 30-40 miles a week at an average page of 8:00-10:00 minutes per mile. They’re not overly competitive, but they like to race 5K and 10K races occasionally throughout the year and are always trying to beat their personal best. Many have experienced mild injuries over the last few years that the Zeus Running Collection can help alleviate.

Marketing Budget We have a budget of $40,000 for the initial launch period. If we can prove out the Zeus Running Collection, we’ll allocate additional budget after the first 4 months.

• Launch Day: June 1
• Marketing Assets Ready to Go: May 28
• Pre-Launch Teaser: May 24
• Creative Assets Finished: May 21
• Product Beta Tester Reviews Submitted: May 10
• Written Content Creation Period: April 12 – May 7
• Enlist Beta Testers: April 12
• Project Kickoff Meeting: April 5

Marketing Tactics

• Social Media Marketing: Target runners on Instagram and Facebook with paid ads featuring our endorsed runner racing in the shoe.
• Email Marketing: Email existing customers with a 15% off discount code on the new Zeus Running Collection. Email prospects with a link to the product breakdown page with a code for free shipping.

Responsibilities and Assignments

• Lizzy K: Creative assets
• Mark B: Blog post announcement + product page
• Spencer S: Beta tester outreach
• Larry G: Email and social media marketing campaigns
• Carly M: Project manager

Do I need to write a marketing plan for everything?

As stated earlier, marketing plans can come in all shapes and sizes. But that doesn't mean you need one for every single Facebook ad or whitepaper your team creates. The best marketing plans serve as a source of truth for your team to reach a goal. Within the marketing plan, you should have enough wiggle room to adjust your strategy and tactics. Marketing is an art and science, so there are bound to be surprises once you start executing your plan.

How do I know if my marketing plan is a success?

One of the most common mistakes marketers make is creating a seemingly perfect marketing plan and then going off script as soon as there's a sign of trouble or distraction. Using the SMART goal method (specific, measurable, achievable, relevant, and time bound) is a simple way to ensure your marketing plan is applicable. Every marketing plan should be a success, whether you hit your goal or not, because you'll learn something new about your customer, tactics, and business throughout the process.

Who should make a marketing plan?

If you're reading this article, ideally you. A marketing manager or marketing team member typically writes marketing plans, but marketing strategy should start at an enterprise level. The more people understand the marketing plan for your business, the more you can work together (not in silos) to achieve a common goal. You'll see this happen in larger organizations where the marketing team works plan that the product or sales team have no idea about.

Plan It Out—Make It Happen

Every great campaign starts with an even better plan. Don’t leave your startup’s success up to chance—give it all the thought and attention you can.

With the right plan in place, you won’t be crossing your fingers on launch day or during the quarterly review. You’ll be sitting confidently, knowing that everything is running according to plan.

Need a high-level plan for your startup? We got you covered with our free content marketing training .

About Jesse Sumrak

Jesse Sumrak is a writing zealot focused on creating killer content. He’s spent almost a decade writing about startup, marketing, and entrepreneurship topics, having built and sold his own post-apocalyptic fitness bootstrapped business. A writer by day and a peak bagger by night (and early early morning), you can usually find Jesse preparing for the apocalypse on a precipitous peak somewhere in the Rocky Mountains of Colorado.

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A marketing plan outlines your marketing strategy, which includes how you’ll attract new customers, retain current customers and promote your products or services. Creating a marketing strategy is key to ensuring you’re making the most of your money while targeting the right people through the right channels so you can grow your business.

When you create your business plan, the marketing plan will be an important component. Within a business plan, the marketing plan helps to explain how your business fits into the market, who your competitors are and how you’ll stand out. Small-business marketing is all about how you will promote your products or services to increase sales through customer engagement.

1. Research

The first step when learning how to write a marketing plan for your business plan is research. You want to look at your market as a whole , your competitors, their marketing strategies and past marketing strategies you’ve used — if any. Your research will inform who your target customer base is, how to price your products , what marketing channels will best serve your business, how you want to interact with customers and what your marketing budget will be.

While not all your research will be included in your marketing plan, it will help to inform your marketing strategy. The final product will be a much condensed and synthesized version of what you discover from your research.

2. Know your business

To create an effective marketing strategy, you need to understand the ins and outs of your own business. What makes your products or services unique? What’s your company’s mission? Why did you start this business in the first place? Reminding yourself what makes your business special will help you inform your marketing strategy and show potential customers why they should choose to work with you. Plus, looking at your business from the viewpoint of a potential customer may help you uncover some unique selling points you hadn’t previously considered.

» MORE: Can your small-business idea actually make money?

3. Understand your customer

Beyond your business and the products or services it offers, you also need to take your customer into consideration when writing your marketing plan.

Understand your customer: who they are, what they like, their pain points, how your product or service solves their problem, how and where they consume media and how to communicate with them. Much of the success of your marketing strategy depends upon knowing and communicating well with your customers.

Identify your target market and narrow your scope to a specific demographic — like athletes or parents, for instance — to help you pinpoint the best way to reach them. If you cast your net too wide, you may come off as insincere and struggle to attract any customers.

4. Highlight your unique selling proposition

Your business’s unique selling proposition, or USP, is the thing that makes you stand out. If you want your product or service to sell well, you need to make sure it offers something your competitors don’t. To do that, you need to find your USP.

You likely have a good idea already of what your USP is, but it’s time to synthesize all of the great ideas you gathered in the previous steps into an easily shareable description. Consider this your elevator pitch. You want to be able to tell someone why your product or service is best in less than 30 seconds. You may also find a catchy slogan comes out of this, as well.

5. Check out the competition

While you need to make decisions that are right for your business based on internal information, you also should have an understanding of what your competitors are doing and how it’s working for them.

Take a look at their products, pricing and marketing strategies. Check out their customer reviews to see what people like and dislike about their business. Then use this information to make your business — and marketing strategy — even better.

6. Know your numbers

A marketing strategy will cost money; however, it doesn’t have to be a lot. In fact, there are plenty of free marketing ideas you can try. However, you will likely need to spend some money if you want to make money in the long run. Understanding your business financials to come up with a realistic marketing budget is crucial before you can decide on your concrete marketing plan.

7. Show, don't tell

If you have any marketing collateral already created, such as logos, ads or social media posts, be sure to include them in your marketing strategy. This will show potential investors or lending partners that you’ve made concrete progress on your business’s marketing plan.

8. Test your strategy and talk to customers

The only way to truly know whether your marketing strategy will work is to show it to real people and get their opinions. While you don’t need to have your entire marketing plan created to get feedback, it’s a good idea to run some general ideas past a focus group to get their input. These can be potential customers or friends and family — just make sure you’re getting their honest feedback. Use the results to tweak your strategy to better suit your customers.

» MORE: Common startup mistakes and how to avoid them

What to include in a marketing plan

Now that you've done the research for your marketing strategy, you need to synthesize it into an easily digestible plan that shows yourself and potential investors that you know how to market your business. You can use the following components as a sort of marketing plan template to organize your research:

Product or service overview. If your business sells products, include specifics like sizes, types, colors, features and pricing. For services, detail what they are, what problems they solve, why they will be in demand and what they cost.

Target customer personas. Who are they? How old are they? Where do they live? How much do they make, on average? Are they married or single? Do they have kids and/or pets? What are their interests, wants, and needs?

USP. Through researching the market, your competition and customers, you know how your business stands out. Be sure you can explain what makes your business unique.

Marketing budget. Outline how much of your overall business budget you’re planning to allocate to marketing. Based on your research, you can also include projections for how this budget will grow your sales.

Marketing channels. For a fully comprehensive marketing plan, you’ll likely use a combination of several channels — email , social media, SMS , local , digital , etc. Detail which you'll focus on, the budget for each, expected returns and what numbers you'll track (views, clicks, subscribers, etc.).

Conversion and retention strategy. Outline a plan for converting leads into paying customers — and for retaining those customers and getting their repeat business. New customers are important, but so is customer retention. After all, it’s more expensive to find a new customer than it is to foster a relationship with an existing one.

Marketing collateral. In the interest of space, you may want to include just a couple of items within the marketing plan section itself, and you can include the rest in the business plan appendix.

» MORE: Best marketing tools for small businesses

A version of this article originally appeared on Fundera, a subsidiary of NerdWallet.

On a similar note...

How to Write a Marketing Plan (with Templates and Example)

Written by Dave Lavinsky

What is a Marketing Plan?

A marketing plan is a roadmap that explains how your business will generate more leads and sales. It includes every key marketing strategy that will affect your marketing results from your brand positioning and pricing to your promotional efforts.

Download our Ultimate Marketing Plan Template here >

It’s important to remember that a marketing plan is not something you create in one sitting. This is an ongoing project that requires research, planning, and revision over time before it can truly be finalized.

Although creating a marketing plan can seem like a daunting task, it can actually be quite simple if you know what information should be included in your marketing plan template and where to find examples. Below you will learn everything you must include in your marketing plan so you can effectively grow your business.

What are the Key Components of a Traditional Marketing Plan?

For a comprehensive marketing plan, you should include the following 11 key components:

Executive Summary

Target market segments, unique selling proposition (usp), pricing and positioning strategy, distribution strategy, marketing materials, promotions strategy, digital marketing plan.

• Conversion, Referral and Retention Strategy

Financial Projections

Each of these sections is explained in detail below along with examples.

How to Write a Marketing Plan + Examples

The executive summary is the first section to appear and the last to be written in a marketing plan. The contents include a condensed version of all the findings of the rest of the marketing plan.

The executive summary may include:

• What does the marketing plan intend to accomplish? Why?
• Who handles the daily operations and execution of the marketing plan?
• How will you measure success to determine the effectiveness of the marketing plan?

Keep the executive summary brief and to the point so anyone who reads it immediately understands the salient points.

Marketing Plan Executive Summary Example

TechSmart is an electronics company that specializes in the production of quality products at reasonable prices. A unique selling point (USP) is that our quality products are competitively priced to allow our target market to be able to purchase the items they need without breaking their budget. After assessing my current distribution strategy, we will continue the development of more localized stores in order to cater to the high-earner segment of our market.

A more localized approach will also help support our business-to-business (B2B) marketing strategy. We can work with various schools and universities to implement training measures that teach technicians the proper ways to use our products for a variety of applications. This is important because it will give us a larger market share by cementing ourselves as a go-to company for this segment, which in turn boosts sales overall.

After reviewing the insights from our research, we decided on some broad target markets based on income levels, age brackets, and other variables that might affect their spending power. To start, we want to focus primarily on B2C marketing strategies with these segments while sending out newsletters promoting upcoming products and discounts. In order to reach out to these new segments, we will need to promote our products and services based on the differentiation of their quality and affordability.

TechSmart plans to spend $10,000 a month on marketing activities in order to develop its business within the next six months. Currently, TechSmart has been operating on a small marketing budget while focusing more on its B2B marketing strategy, but it has achieved limited success with this approach. After assessing its current situation, TechSmart’s market research suggests the company needs to shift towards a more consumer-focused B2C marketing strategy in order to achieve growth and reach out to more potential clients that might be interested in purchasing its products or hiring its services.

In order to build awareness for our product line, we plan to launch large-scale online marketing campaigns as part of an integrated multimedia strategy as outlined in the Digital Marketing Plan section. This will allow us to target potential customers who might be interested in our products while promoting awareness of our brand through engaging social media outlets.

To determine success, the Marketing Team will measure whether or not our marketing plan is effective by tracking consumers who buy our products online through the company website; how much revenue was generated from each promotion; what percentage of users signed up for the mobile app, and any other relevant data that helps us track progress towards reaching our marketing goals. We will communicate our success to the C-suite at quarterly reports and work with them to track any changes in revenue from year to year.

To successfully market something you first need to analyze the market’s needs to figure out where the right opportunity exists. Unless you have this information, you will be shooting in the dark and your marketing ROI (return on investment) will suffer. So, start with a detailed analysis of your target customers and their wants and needs.

For example, if you are selling a teeth whitening product, you may identify your customers as single men aged 30 to 40, making between $50,000 and $60,000 per year, living in Manhattan, and own dogs.

What are their needs? In the above case, their primary need as related to your product could be to convey an attractive and professional appearance. Other needs for different products or services could include safety, convenience, ambiance, price, variety, and exclusivity. Finding out the key problems of your target audience will effectively direct all other marketing decisions.

For each customer segment, create a unique buyer persona that will help you develop the appropriate content marketing to speak to their unique needs. Buyer personas can help you sit in your customers’ shoes and understand their perspectives when it comes to buying products and services.

You also must note the 80/20 rule when creating your buyer persona. The 80/20 rule states that 20% of your customers will generate 80% of your revenue.

The point is this….clearly some people who buy from you will not fall neatly into the detailed description of your target customer. That’s ok. By focusing on marketing to and serving your core customer, you’ll get more of the 20% you want and thus much more “bang for your marketing buck.”

Marketing Plan Target Market Segments Example

TechSmart is an electronics company that specializes in the production of quality products at reasonable prices. The TechSmart target market consists of two segments: high-earners with children, and busy parents.

Our primary market is high-earners with children. These customers are parents who are either working or staying at home, and they have money to spend on their children. They are making roughly $150,000-250,000 annually and they want to provide the best for their kids. They also care about quality when it comes to electronics. When these parents shop, they will carefully analyze what needs to be purchased for their child in order to provide the best quality of life.

The high-earners will be the ones looking at the offer of complementary products like headphones, tablets, and games which can be used with our products. They also will be more likely to sign up for the warranty through the mobile app so they get access to freebie offers through holidays like Christmas and Independence Day.

The busy parents segment of TechSmart’s target market typically exhibit the following shopping behaviors:

• They prioritize a good bargain over trendy styles.
• They want to spend as little time as possible at the store.
• They shop for children and themselves.
• They use the internet for product comparison, but will still go to stores to buy items from brands they trust.

Your product and/or service’s USP helps put them ahead of similar offerings made by your competitors – think of it as your competitive advantage. Therefore, it is vital that you create a strong and memorable USP that will make your product and/or service more desirable. A USP could be physical in nature like a product’s form, quality, durability, design, or features. It could also be the additional services you provide when a customer buys your product like delivery, customer service, or installation. Your target market research will come in handy here as it will tell you exactly the kind of products and services your target group needs and desires the most.

Here are some more USP examples used by local businesses:

• We are the only car repair shop that will buy your car if you are not 100 percent satisfied (USP of customer service)
• Delivered in 30 minutes or less (USP of speed)
• Our recipe is so secret, only three people in the world know it (USP of exclusivity)

If you are having trouble identifying your business’s USP, complete a SWOT Analysis to identify your business’s strengths, weaknesses, opportunities, and threats. This will help you determine the best strategy to capitalize on your strengths and opportunities while you address the weaknesses and threats. Use the SWOT Analysis template below to help you.

Continuing with our TechSmart example below, their USP focuses on the quality of their products.

Marketing Plan Unique Selling Proposition Example

The TechSmart unique selling point (USP) focuses on our quality products that are competitively priced to allow our target market to be able to purchase the items they need without breaking their budget.

Your pricing strategy attempts to fulfill one or more of the following marketing goals: improve sales, market share, or profits, get ahead of a competitor or create barriers for any new entrants. Focus on what your most pertinent business objectives are and formulate your prices accordingly.

Furthermore, the strength of your product’s USP also influences your pricing flexibility. More unique products can legitimately quote higher prices, while a product with a more generic USP will have a hard time doing so.

Pricing strategy can also influence the value of your business from a buyer or investor’s perspective. Companies that are able to secure ongoing revenue streams in the form of subscriptions or monthly recurring payments tend to generate higher valuations as there is greater revenue certainty in these models.

Positioning your product and/or service a certain way also will determine its perception among your customer base. For example: Even though both Hondas and Mercedes cars can safely and effectively transport you from point A to point B, Hondas are positioned as value purchases and therefore priced lower than more exclusive Mercedes vehicles.

Marketing Plan Pricing & Positioning Strategy Example

The main concern of my high-income earners is that they want to provide the best for their children and that means quality consumer products. But we know that it can be difficult to make high-quality products and still make them affordable. We want our customers to feel comfortable spending their money on our products, but we also care about providing quality.

Your distribution strategy details how customers will buy from you. It could include a brick-and-mortar store, an e-commerce site, wholesale distributors, retail stores, mail catalogs, or some combination of the above. Base your decision on customer research. That is, find the methods or places your customers find most convenient to buy from and offer your product through those marketing channels.

For example, consider the California cannabis brand Dosist. Dosist distributes through a highly curated network of partner boutique dispensaries as well as through two flagship brick-and-mortar stores. Through its flagship stores, it provides consumers an in-person way to experience the brand. Through its retail partnerships, it gleans wider distribution than it could in a single location.

Marketing Plan Distribution Strategy Example

TechSmart will continue identifying new target market opportunities within our region and build out additional localized stores in order to expand our distribution to our target audience in other high-income areas of the region.

To further distribute our products, we will partner with several retail stores. Location number one is close to a high-income area and is in the mall. Location number two is located near schools that house young parents who are also students at the university across the street.

Offers like buy-one-get-one-free, discounts, and guarantees are classic offers that when leveraged correctly attract new customers and maintain the loyalty of existing customers. Ideally, you can position offers in a way that makes them a win-win for your business and customers.

For example, Package Free Shop, an e-commerce store dedicated to providing reusable and earth-friendly everyday products, regularly offers discounts on products if you sign up for a subscription to those products. This offer is attractive to the consumer as they can get the same product for less and don’t have to remember to reorder. It’s attractive to Package Free Shop because it provides more certainty around cash flow on a monthly basis than one-off purchases.

You can use different marketing methods like the official website, mail catalogs, or brochures to help spread offers, identify what offers and materials might resonate most with your target audience, and spend your resources accordingly.

Marketing Plan Offers Example

TechSmart will run various offers that will allow customers to obtain a set of complementary products if they purchase the specific product mentioned in the offer. Offers will apply only in-store.

Each offer will vary in terms of the purchased product and the complementary set offered. The offer will be valid until it reaches the available quantity provided to each store or until a specific deadline is reached, whichever comes first. The details of each promotional offer will be detailed in the weekly e-newsletter, on our website, and through promotional print materials in-store.

Your marketing assets include the visual and tactical representation of your brand. These items include your logo and other visual identity elements; your website and social media accounts; signage, brochures, or other print collateral; and case studies and testimonials.

Having brand guidelines in place ensures that the look and feel of all assets are consistent between the materials themselves and with your overall brand. This consistency means customers will recognize and feel familiar with your brand, whether they are walking into your brick-and-mortar store, browsing your mobile app, or using your product.

Sample Brand Guidelines

Marketing Plan Marketing Materials Example

All TechSmart marketing assets will utilize our Brand Guidelines. Methods of marketing may include TV commercials, a Social Media Marketing Strategy – organic and paid advertising, promotional flyers for in-store shoppers, also available digitally on our website, and billboards.

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Your promotions strategy will determine how you communicate with your customers about your product and/or service. Your strategy could include advertisements on TV, billboards, radio, catalogs, product placements in movies, and more. Your choice of promotional channels must be influenced by who your target market is and how it likes to consume information. For instance, if your target customer base is adolescents then taking out an ad in a newspaper would largely be ineffective.

When detailing your promotions strategy, be sure to include a description of each tactic, the estimated cost involved, and how / when you will evaluate ROI and determine whether to modify the tactic or switch course entirely.

Marketing Plan Promotions Example

TechSmart’s promotional strategy targets high-income earners who want quality products for their children, but at the same time not break the bank. TechSmart will offer various promotions so that people can get a sense of what they are buying before they buy it, and free events where consumers can play with the products before they buy them. These events will be promoted through social media, primarily Facebook and Instagram, and through banners and/or pop-ups on our website.

Online marketing should be a central component of most any business’ marketing plan today as customers of all types increasingly spend time online transacting or evaluating potential transactions. There are several components to a successful online marketing strategy: your website, social media accounts, and supporting paid and organic web traffic efforts.

Your website is an extension of your business and should be consistent with the spirit of your brand and easy to interact with. A clunky, cluttered website will quickly turn off customers, who seldom give second chances when it’s as easy as a click of a button to move onto a better option.

Maintaining an active social media presence or leveraging influencers in your space to promote your product enables you to reach broad swaths of prospective customers. Your accounts must be engaging and attractive to your target market as well as content-specific to the platform itself.

For example, your LinkedIn account might include postings on a recent fundraise or supplier partnership, whereas your Instagram account might include beautiful, high-quality photos of your product.

These core pieces of online real estate are then supported by your paid and organic online advertising efforts. By including content-rich blog posts, articles or videos that include your industry’s key terms or words, you will boost your organic visibility in customers’ search results. Similarly, by investing in paid advertising you ensure that you appear in those same searches, but as an advertised result.

Marketing Plan Digital Marketing Strategy Example

TechSmart will use digital marketing to increase its brand awareness in the competitive marketplace. Digital marketing is an inexpensive way to advertise to a large number of potential customers in many different regions with minimal resources.

Generally, TechSmart will use Facebook and Instagram for social media posts about new products or store events. We will also run retargeting campaigns for website visitors and other engaged consumers. We are also considering launching a YouTube channel for tutorials on how to use various types of computer accessories, electronic devices, gaming platforms, and/or popular games.

We will also use Google Adwords to promote shopping ads when people are searching for similar items in our targeted market.

TechSmart will also participate in Influencer Marketing by working with bloggers with large followings in the target market who would be willing to provide reviews or advertise our products on their channels.

Conversion, Referral, and Retention Strategy

In this section of your marketing plan, you should detail each of your customer pathways and the resulting conversion from each path. For certain pathways (like an e-commerce site) this data will be more readily trackable and easier to discern. For other more qualitative marketing efforts (such as the purchase of an ad in a magazine), it may be more difficult to quantify your conversion results.

Think through and identify how you might improve your conversions across various pathways. For example, would showcasing the glowing reviews and ratings of past customers increase your conversion rate on your e-commerce site? Would placing small, trial-size products right next to the cash register in your brick-and-mortar store tick up your average purchase size?

Also, think through in this section what you can do to increase the conversions of referrals from past customers. Can you incentivize your happiest customers to leave you a great online review, gift a sample of one of your products to a friend or recommend you reach out to a family member who might benefit from your services?

All of the efforts outlined above will ensure you retain your best existing customers and build loyalty with them.

Marketing Plan Conversion, Referral, and Retention Strategy Example

To increase our conversion of new customers, we will add a function to the website where people can sign up for emails about upcoming promotions and store events. We can also add links to shop in popular social media marketing channels like Facebook and Instagram. People who visit the site without buying anything will be able to chat with one of our associates if they have any questions or concerns about his/her purchase.

We will also promote samples of games and apps so kids can try out before they buy them, and free events where parents can play with the products their children want before they buy them at home. To encourage past customers to refer friends and family members, we will offer discounts and exclusive offers for repeat, as well as publish reviews from happy customers on our website and social media.

To increase conversions of people who visit the site but do not buy anything initially, we will highlight products that are currently on sale or offer special discounts for first-time customers. We will also create content that explains how to use common devices like laptops, tablets, and smartphones. This will increase our conversion rates by ensuring people are familiar with the products they want to buy before arriving on site.

Our referral program can offer discounts or free samples of products if customers recommend us to friends and family who make a purchase within 24 hours. We can also advertise special deals like time-sensitive giveaways or contests for referrals through social media marketing on Instagram and Facebook. People who already shop with us frequently are likely to be more receptive in encouraging their friends and family members to do so as well.

We will contact past customers via email periodically asking them how they enjoyed their experience at the store, what they thought about specific items they purchased, or how they heard about our store in the past. If they mention that they found out about us through another customer, we will ask them who it was and thank them for their referral so we can send a small gift or coupon to the person they recommended.

This strategy ensures that we continue to offer competitive prices on our products while also increasing people’s trust in our company by implementing new policies and procedures across all pathways.

Every well-researched marketing plan must include projections that will estimate the overall cost of engaging in certain marketing strategies including the results of their implementation in terms of new sales, profits, and customers. Even though these will just be estimates they will still highlight which strategies have the potential to gross the highest ROI.

Your projections need to be revisited time and time again to assess how well the marketing plan has been implemented and what can be done better. Analyzing metrics like cost per sale, average ticket price and retention rates will help you understand which marketing tactics are working and which need to be revisited.

Marketing Plan Financial Projections Example

New Customers:

We project to acquire 160 new customers in Year 1 at a cost of $6,400. This means that the cost per customer acquisition is roughly $40.00.

Existing Customers:

We have 30 clients who are extremely valuable and spend more than once every two months on average. These loyal customers generate an average profit of $2,080 each time they purchase from TechSmart for an ROI of 5%. The total amount projected for existing customers is 120 transactions worth $24,000 or 4% of our revenue goal. With these calculations, it should be clear that investing resources into acquiring new users will result in better returns than capitalizing on people who have already purchased from us but don’t come back often. Furthermore, spending money to keep people returning for future buys is more effective than trying to convince the same person to purchase again after they have already done so once before.

Using these estimates, TechSmart will generate $138,000 in revenue in Year 1 with an average ticket price of $1,350. This equates to around 160 customers purchasing one item each or 320 transactions for a total of $138,000.

Marketing Plan Template

Below is a free strategic marketing plan template to use. Simply answer the key questions below to complete your plan:

• Our target customers are:
• Our unique selling proposition is:
• Our pricing and positioning strategy is:
• Our distribution strategy includes:
• The key offers we will use to attract customers include:
• The marketing materials we will use are:
• The promotional methods we will use to attract customers include:
• Our online marketing strategy includes:
• The strategies we will use to increase our customer conversion rates, referrals and customer retention include:
• Our key financial projections from implementing our marketing plan include:

Marketing Plan FAQs

What are the different formats used for a marketing plan.

Marketing plans can be made using one of four formats: the traditional marketing plan, the digital marketing plan template, the marketing mix, and the product launch.

When it comes to choosing a format, consider what factors are most important for your business. There is no right answer here as you'll have to choose what's best for you. If you want help, use the information below as a guide:

• The traditional marketing plan provides a comprehensive marketing strategy based on your business goals. This type of marketing plan involves research and analysis of the target market segments, unique selling proposition, pricing and positioning strategy, distribution and promotions strategies, and more. If you are seeking to really grow your business, it is helpful to provide this type of plan to provide the details of how you will bring your target audience to your business to generate more revenue. 
• The digital marketing plan focuses on planning steps and milestones to achieve success in your online marketing. Note that even if you are solely marketing online, there are many exercises, like improving your unique selling proposition, that are still critical. With a digital marketing plan template, you'll break your marketing plan down into these essential steps: objective, strategy, tactics, and measurement.
• The marketing mix plan focuses on the 4Ps of marketing: product, price, promotion, and place. If your business sales are driven by physical products or services, this is likely the best format for you. However, if you depend more on media and informational products (like a blog or an eBook), then this type of plan won't be as helpful for you.
• The product marketing plan focuses on launching and/or growing a single product. While the product will be unique, it generally will be branded under your company name so there are elements of the traditional marketing plan the are not required in developing it.

How Do You Develop a Marketing Plan?

First, choose a format for your marketing plan. Please refer to the 1st FAQ question for more information regarding marketing plan formats.

Now that you've chosen a format, it's time to start filling in the blanks. Keep in mind, though, that like any other type of writing (or planning for this matter), your document should be organized and easy to follow. 

To make sure your marketing plan is clear and concise:

• Create an outline . Using your chosen format as a guide, start creating an outline of the sections and subsections you'll include in your marketing plan.
• Fill out each section . Next, fill in the subsections composing each section of your plan. Keep them short and concise so you don't overwhelm yourself or your readers.
• Include examples . Use any relevant data or case studies you've collected to provide examples of strategies and tactics that will work with your business. It can be helpful to include screenshots for social media posts, images of ads, or infographics in sections where they're most relevant.
• Designate a timeframe . For each section, also decide on a timeframe for when you'll achieve the goals outlined for that particular section.
• Revise and update . No document is ever truly complete so it's important to remember to update your marketing plan over time. The work involved in planning, developing, and revising your marketing plan can be daunting at times but it will pay off in the long run when you have a thorough, detailed marketing strategy.

What Should Be Included in the Different Marketing Plan Formats?

You'll need to include different content in your marketing plan depending on which format you choose. When it comes to the digital marketing plan template, for example, there are three main topics that should be covered:

• Digital Marketing Strategy & Overview   - this section provides an overall view of how you're planning to use digital marketing in your campaigns. It includes information like how many channels (and which ones) you will use and why what budget has been set aside for marketing activities and your marketing objectives. This part will act as a roadmap for your digital campaign so make sure it's detailed enough - but not too long!
• Business Market Analysis - this section will help potential investors understand your business and its context. Here you'll include information about your competition, market trends, and industry growth. You'll also mention the opportunities and threats that your company faces so that viewers can get a sense of how it will operate in the future.
• Marketing Strategy - this section is where you explain your specific marketing strategy such as who's involved, what needs to be done and when, etc. Remember to break down each step into smaller chunks so that marketing activities are easier to follow throughout the year or quarter.

When writing content for any other format, simply remember: Keep it brief - no one likes reading long documents! Below we give examples of marketing plan templates for different types of marketing objectives, which should provide some guidance on the content.

Product Marketing Plan Template

• Company introduction & summary of company history (include any key milestones)
• Product description, including how it's different from other similar products offered by your competition
• Product usage statistics and potential markets
• Overview of the marketing strategy, including campaign timeline and key milestones. Also include information about product promotion strategy, pricing strategy, and distribution strategy.
• Summary of expected outcomes for the proposed marketing plan. Include financial projections where possible.
• References to product launch marketing plan template that the writer has used as reference

Marketing Mix Marketing Plan Template

• Description of brands & products within market category (include which brands you're using as competitive references)
• Description of marketing strategy, including marketing objectives and key action steps/tasks to achieve those objectives
• References to marketing mix example that the writer has used as reference

Digital Marketing Plan Marketing Plan Template

• The business overview, including a summary of your digital activities and achievements
• Digital marketing overview, including a description of how you use digital technologies in your business and a time frame for future plans
• References to a digital marketing plan that the writer has used as reference

What is the Difference Between a Marketing Plan and a Business Plan?

The main difference between a marketing plan and business plan is that a marketing plan is focused on customer satisfaction, while the business plan describes how the business will achieve its goals. Other differences include the marketing plan's focus on consumer demand, thorough market research and forecasting, while the business plan also includes financials and production details.

Other Helpful Business Plan Articles & Templates

5 Steps to Create an Outstanding Marketing Plan [Free Templates]

Published: January 04, 2024

Do you take a good, hard look at your team's marketing strategy every year?

You should. Without an annual marketing plan, things can get messy — and it's nearly impossible to put a number on your budget for the projects, hiring, and outsourcing over the course of a year if you don't have a plan.

To make your plan's creation easier, we've put together a list of what to include in your plan and a few different planning templates where you can easily fill in the blanks.

To start, let's dive into how to create a marketing plan and then take a look at what a high-level marketing plan has inside.

In this article, we're going to discuss:

• What a High-Level Marketing Plan Includes

How to Create a Marketing Plan

• Marketing Plan Templates You Can Use
• Simplified Marketing Plan Template
• Plus — Social Media Plan Templates

Free Marketing Plan Template

Outline your company's marketing strategy in one simple, coherent plan.

• Pre-Sectioned Template
• Completely Customizable
• Example Prompts
• Professionally Designed

You're all set!

Click this link to access this resource at any time.

Fill out this form to access a free marketing plan template.

Marketing plan outline.

Download This Marketing Plan Outline for Free

The above marketing plan outline will help you create an effective plan that easily generates buy-in from stakeholders and effectively guides your marketing efforts.

Marketing plans can get quite granular to reflect the industry you're in, whether you're selling to consumers (B2C) or other businesses (B2B), and how big your digital presence is. Nonetheless, here are the elements every effective marketing plan includes:

1. Business Summary

In a marketing plan, your business summary is exactly what it sounds like: a summary of the organization. It's essential to include this information so that all stakeholders, including your direct reports, learn about your company in detail before delving into the more strategic components of your plan.

Even if you’re presenting this plan to people who’ve been in the company for a while, it doesn’t hurt to get everyone on the same page.

Most business summaries include:

The company name

Where it's headquartered

Its mission statement

Our marketing plan outline also includes information on marketing leadership, which is especially helpful for companies with large marketing teams.

2. SWOT Analysis

Your marketing plan's business summary also includes a SWOT analysis , which covers your business's strengths, weaknesses, opportunities, and threats. It’s essential to include this information so you can create targeted strategies that help you capitalize on your strengths and improve upon your weaknesses.

In my experience, you need a lot of patience when doing a SWOT analysis; it requires market research and competitive analysis to become truly accurate. I tend to revisit this section periodically, adjusting it as I discover more information about my own business and competition.

3. Business Initiatives

The business initiatives element of a marketing plan helps you segment the various goals of your department. Be careful not to include big-picture company initiatives, which you'd normally find in a business plan. This section should outline the projects that are specific to marketing. You'll also describe the goals of those projects and how those goals will be measured.

Every initiative should follow the SMART method for goal-making . They should be specific, measurable, attainable, relevant, and time-bound. For example, a broad goal might be something like, "Increase my Facebook following." But a SMART-ified version of this goal could be, "Increase my Facebook following by 30% by June." See the difference?

4. Customer Analysis

In this part of the marketing plan outline, you get plenty of space to share all the data you collected during your market research . If your company has already done a thorough market research study, this section of your marketing plan might be easier to put together. Either way, try to do your research before synthesizing it in a shareable document like this one.

Ultimately, this element of your marketing plan will help you describe the industry you're selling to and your buyer persona . A buyer persona is a semi-fictional description of your ideal customer, focusing on traits like:

Personal challenges

Triggering event

5. Competitor Analysis

Positioning

Market share

Our marketing plan template includes space to list out the specific products you compete with, as well as other facets of the other company’s strategy, such as their blogging efforts or customer service reputation. Keep this part of your plan simple — your full competitive analysis should be done separately. Here are a few competitive analysis templates to get started.

6. Market Strategy

Your market strategy uses the information included in the above sections to describe how your company should approach the market. 

For instance, when I'm filling out this section, I always pull insights from my SWOT analysis, my competitive analysis, and my general market research. This helps me write targeted, effective descriptions of my strategies.

Here's an example: if you found that one of your competitors employs stronger social media marketing strategies , you might add "We'll post 3 times per week on our social media profiles" under "Promotion."

In our full-length marketing plan outline, the market strategy section contains the "seven Ps of marketing" (or the “ extended marketing mix ”):

Physical Evidence

(You'll learn more about these seven sub-components inside our free marketing plan template, which you can download below.)

When I created my first marketing plan, I made the mistake of confusing the marketing budget section of my plan with my product's price and other financials.

Here's a better way to think of this section: it should describe how much money the business has allotted the marketing team to pursue the initiatives and goals outlined in the elements above.

Depending on how many individual expenses you have, you should consider itemizing this budget by what specifically you'll spend your budget on. Example marketing expenses include:

Outsourcing costs to a marketing agency and/or other providers

Marketing software

Paid promotions

Events (those you'll host and/or attend)

Knowing the budget and doing analysis on the marketing channels you want to invest in, you should be able to come up with a plan for how much budget to invest in which tactics based on expected ROI. From there, you'll be able to come up with financial projections for the year. These won't be 100% accurate but can help with executive planning.

Remember: Your marketing plan only includes a summary of the costs. We recommend keeping a separate document or Excel sheet to help you calculate your budget much more effectively. Here’s a marketing budget template to get started .

8. Marketing Channels

Your marketing plan should also include a list of your marketing channels. While your company might promote the product itself using certain ad space, your marketing channels are where you'll publish the content that educates your buyers, generates leads, and spreads awareness of your brand.

If you publish (or intend to publish) on social media, this is the place to talk about it. Use the Marketing Channels section of your marketing plan to map out which social networks you want to launch a business page on, what you'll use this social network for, and how you'll measure your success on this network.

Part of this section's purpose is to prove to your superiors, both inside and outside the marketing department, that these channels will serve to grow the business.

Businesses with extensive social media presences might even consider elaborating on their social strategy in a separate social media plan template.

9. Marketing Technology

Last, but certainly not least, your marketing plan should include an overview of the tools you'll include in your marketing technology (MarTech) stack . These are the tools that will help you achieve the goals you outlined in the previous sections. Since all types of marketing software usually need a generous investment from your company’s leadership, it’s essential to connect them to a potential ROI for your business.

For each tool, describe what exactly you’ll use it for, and be sure that it’s a strategy that you’ve mentioned elsewhere. For instance, we wouldn't recommend listing an advertising management tool if you didn’t list “ PPC Advertising ” under “Marketing Channels.”

• Conduct a situation analysis.
• Define your target audience.
• Write SMART goals.
• Analyze your tactics.
• Set your budget.

1. Conduct a situation analysis.

The first step I take when creating a marketing plan is conducting a SWOT analysis. It helps me uncover the strengths, weaknesses, opportunities, and threats facing my business.

Additionally, I need a good picture of the current market. How do I compare to my competitors? Doing a competitor analysis can help.

In doing so, I can identify the gaps (and opportunities) in a competitor's approach. What are they missing? What can I offer that'll give me a competitive advantage?

Answering questions like this should help you figure out what your customer wants, which brings us to step number two.

2. Define your target audience.

If your company already has buyer personas , this step might just mean you have to refine your current personas.

But if you don't have a buyer persona, you should create one. To do this, you might have to conduct market research.

Your buyer persona should include demographic information such as age, gender, and income. However, it will also include psychographic information such as pain points and goals. What drives your audience? What problems do they have that your product or service can fix?

Once you have this information written out, it'll help you define your goals, which brings us to step number three.

3. Write SMART goals.

My mother always used to tell me, "You can't go somewhere unless you have a road map." Now, for me, someone who's geographically challenged, that was literal advice.

However, it can also be applied metaphorically to marketing. You can't improve your ROI unless you know what your goals are.

After you've figured out your current situation and know your audience, you can begin to define your SMART goals .

SMART goals are specific, measurable, attainable, relevant, and time-bound. This means that all your goals should be specific and include a time frame for which you want to complete them.

For example, your goal could be to increase your Instagram followers by 15% in three months. Depending on your overall marketing goals, this should be relevant and attainable. Additionally, this goal is specific, measurable, and time-bound.

Before you start any tactic, you should write out your goals. Then, you can begin to analyze which tactics will help you achieve that goal. That brings us to step number four.

4. Analyze your tactics.

At this point, you've written down your goals based on your target audience and current situation.

Now, you have to figure out what tactics will help you achieve your goals. Plus, what are the right channels and action items to focus on?

For example, if your goal is to increase your Instagram followers by 15% in three months, your tactics might include hosting a giveaway, responding to every comment, and posting three times on Instagram per week.

Once you know your goals, brainstorming several tactics to achieve them should be easy. That said, you may not be able to pursue every tactic on your list (unless you have an unlimited budget, which, if so, jealous ) — which brings us to step number five.

5. Set your budget.

Before you can begin implementing any of the ideas that you've come up with in the steps above, you have to know your budget.

For example, your tactics might include social media advertising. However, if you don't have the budget for that, then you might not be able to achieve your goals.

While you're writing out your tactics, be sure to note an estimated budget. You can include the time it'll take to complete each tactic in addition to the assets you might need to purchase, such as ad space.

Now that you know how to create your marketing plan, let's dive into creating a marketing campaign outline that will help you reach the goals outlined plan.

Marketing Plan Timeline

Rolling out a new marketing plan is a big lift. To make sure things are running smoothly with all of your projects, you'll want to create a timeline that maps out when each project is happening.

A marketing plan timeline allows your team to view all projects, campaigns, events, and other related tasks in one place — along with their deadlines. This ensures everyone on your team knows what’s due, when it’s due, and what’s up next in the pipeline. Typically these plans cover marketing efforts for the entire year, but some companies may operate on a bi-annual or quarterly basis.

Once you’ve completed your analysis, research, and set goals, it’s time to set deadlines for your assignments. From new blog posts and content initiatives to product launches, everything will need a deadline. Take into account any holidays or events taking place over the course of the year.

While setting deadlines for the entire year may seem daunting, start by estimating how long you think each task will take and set a deadline accordingly. Track the time it actually takes for you to complete similar types of projects. Once you’ve completed a few of them, you’ll have a better idea of how long each takes and will be able to set more accurate deadlines.

For each project, you’ll want to build in time for:

• Brainstorming : This is the first phase where your idea comes to life in a project outline. Decide what you want to achieve and which stakeholders need to be involved to meet your goal. Set a due date and set up any necessary meetings.
• Planning : This can include determining the project’s scope, figuring out how much budget will be allocated for it, finalizing deadlines and who is working on each task. Map out any campaigns needed for each project (social media, PR, sales promotions, landing pages, events, etc.).
• Execution : This third phase is all about your project launch. Decide on a date to launch and monitor the progress of the project. Set up a system for tracking metrics and KPIs.
• Analysis : In this final phase you will analyze all of your performance data to see whether or not your marketing efforts paid off. Did you meet your goals? Did you complete your projects on time and within budget?

All projects and their deadlines should be in a central location where your team can access them whether that’s a calendar like HubSpot's tool , shared document, or project management tool.

One-Page Marketing Plan Template

As demonstrated above, a marketing plan can be a long document. When you want to share information with stakeholders or simply want an overview of your plan for quick reference, having a shorter version on hand can be helpful. A one-page marketing plan can be the solution, and we’ll discuss its elements below.

Include your company name, list the names of individuals responsible for enacting the different stages of your plan, and a brief mission statement.

2. Business Initiatives

3. Target Market

Outline your target audience(s) that your efforts will reach. You can include a brief overview of your industry and buyer personas.

This is an overview of the money you’ll spend to help you meet your marketing goals. Create a good estimate of how much you'll spend on each facet of your marketing program.

5. Marketing Channels

List the channels you’ll use to achieve your marketing goals. Describe why you're using each channel and what you want to accomplish so everyone is on the same page.

Free Marketing Plan Template [Word]

Now that you know what to include in your marketing plan, it's time to grab your marketing plan template and see how best to organize the six elements explained above. The following marketing plan template opens directly in Microsoft Word, so you can edit each section as you see fit:

Download your marketing plan template here .

Marketing campaign template.

Your marketing plan is a high-level view of the different marketing strategies you’ll use to meet your business objectives. A marketing campaign template is a focused plan that will help achieve those marketing goals.

A marketing campaign template should include the following key components:

• Goals and KPIs: Identify the end goal for each of the individual campaigns you’ll run and the metrics you will use to measure the results of your campaign when it ends. For example, conversion rates, sales, sign-ups, etc.
• Channels: Identify the different channels you’ll use to enact your marketing campaign to reach your audience. Maybe you run a social media campaign on Twitter to raise brand awareness or a direct mail campaign to notify your audience of upcoming sales.
• Budget : Identify the budget you’ll need to run your campaign and how it will be distributed, like the amount you’ll spend on creating content or ad placements in different areas. Having these numbers also helps you later on when you quantify the success of your campaign, like ROI.
• Content: Identify the type of content you’ll create and distribute during your campaigns—for example, blog posts , video ads, email newsletters, etc.
• Teams and DRIs: Identify the teams and people that will be part of enacting your marketing plan from start to finish, like those responsible for creating your marketing assets, budgets, or analyzing metrics once campaigns are complete.
• Design: Identify what your marketing campaigns will look like and how you’ll use design elements to attract your audience. It’s important to note that your design should directly relate to the purpose of your campaign.

Digital Marketing Plan Template

A digital marketing plan is similar to a marketing campaign plan, but, as the name suggests, it’s tailored to the campaigns that you run online. Let’s go over the key components of a digital marketing plan template to help you stay on track to meet your goals.

• Objectives: The goals for your digital marketing and what you’re hoping to accomplish, like driving more traffic to your website . Maybe you want to drive more traffic to your website, or
• Budget : Identify how much it will cost to run your digital marketing campaign and how the money will be distributed. For example, ad placement on different social media sites costs money, and so does creating your assets.
• Target audience: Which segments of your audience are you hoping to reach with this campaign? It’s essential to identify the audiences you want to reach with your digital marketing, as different channels house different audience segments.
• Channels: Identifies the channels that are central to your digital marketing campaign.
• Timeline: Explains the length of time your digital campaigns will run, from how long it should take to create your assets to the final day of the campaign.

Many people use social media in their digital campaigns, and below we’ll discuss some ideas you can use for inspiration.

Social Media Marketing Plan Templates

As your marketing department grows, so will your presence on social media. And as your social media presence grows, so will your need to measure, plan, and re-plan what types of content you want to publish across each network.

If you're looking for a way to deepen your social media marketing strategy — even further than the marketing plan template above — the following collection of social media marketing plan templates is perfect for you:

Download 10 social media reporting templates here .

In the above collection of marketing plan templates, you'll get to fill in the following contents (and more) to suit your company:

• Annual social media budget tracking
• Weekly social media themes
• Required social media image dimension key
• Pie chart on social media traffic sorted by platform
• Social media post calendar and publish time

Below, let's review the social media reporting templates, and what you'll find in each one.

1. Social Media Questions

This template lists out questions to help you decide which social media management platform you should use.

What We Like

Once you know what social media tactics you're going to implement in your marketing plan, it's time to figure out what channels are right for you. This template will help you do that.

2. Facebook Live Schedule

If Facebook Live is one of the marketing tactics in your plan, this template will help you design an editorial calendar. With this template, you can organize what Facebook live's you want to do and when.

Once you've decided on dates, you can color-code your FB calendar and coordinate with your editorial calendar so everyone can see what lives are running in relation to other campaigns.

3. Instagram Post Log

Are you going to begin using Instagram regularly? Do you want to increase your following? With this template, you can organize your Instagram posts, so everyone on your team knows what posts are going live and when.

This is more than just a content calendar. You can use this doc to collaborate with your team on messaging, landing pages linked in your bio, and campaign rollouts.

4. Paid Social Media Template

With this template, you can organize your annual and monthly budget for your paid social media calendar.

With this spreadsheet, all you need to do is plug in your numbers and the formulas will do the works for you. I recommend using this in conjunction with your marketing plan budget to make sure you are not overspending and funds are allocated appropriately.

5. Social Media Audit

Conducting a social media audit? You can use this template to help you gather the right analytics. Tracking the results of your marketing efforts is key to determining ROI.

Use this template to track each of your campaigns to determine what worked and what didn't. From there, you can allocate funds for the strategies that deliver the results you want.

6. Social Media Editorial Calendar

With this template, you can organize your social media editorial calendar. For example, you can include social media posts for each platform, so your team knows what's going live on any given day.

This calendar makes it easy to track activity across every social media platform, since each platform is assigned a specific color. 

7. Social Media Image Sizes

With this template, your team can have the latest social media image sizes handy. This template includes image sizes for all major social media platforms, including Facebook, Instagram, and Twitter.

Having a resource like this readily available for your team ensures that everyone is on the same page regarding image sizes and prevents delays.

8. Social Media Marketing Proposal

With this template, you can create an entire social media marketing proposal. This will outline the social media goals, the scope of the work, and the tactics that you plan to implement.

This proposal functions as more of a deep dive into the marketing channel section of your marketing plan. It's relatively straightforward and contains all the essential sections of a proposal.

9. Social Media Reporting Template

With this template, you'll gain access to a slide deck that includes templates for social media reporting.

If you plan to implement social media in your marketing plan, these reporting templates can help you track your progress. If using the social media audit above, you can add all of your data here once it's been collected.

10. Hashtag Holidays

If you're going to lean into social media in your marketing plan, you can use hashtag holidays to generate ideas.

These holidays are a great way to fill out your social media publishing schedule. With this template, you'll get a list of all the hashtag holidays for the year. Once you've come up with content ideas, you can add them to your social media calendar.

Simple Marketing Plan Template

Of course, this type of planning takes a lot of time and effort. So if you're strapped for time before the holidays, give our new Marketing Plan Generator a try.

This tool simplifies yearly planning by asking prompted questions to help guide your process. You’ll be asked to input information about:

Try our free Marketing Plan Generator here .

• Your annual marketing mission statement, which is what your marketing is focused on for the year.
• The strategy that you’ll take with your marketing throughout the year to accomplish your marketing goals.
• Three main marketing initiatives that you’ll focus on during the year (i.e., brand awareness or building a high-quality pipeline) metrics you’ll use to measure your success.
• Your target goals for those marketing initiatives like generating 100 leads per week.
• Marketing initiatives that are not aligned with your current strategy to stay focused on your goals and activities that will help you be successful.

Once you input all information, the tool will spit out a table (as shown in the image below) that you can use to guide your processes.

Pro Tip: If the tool doesn't work, clear your browser's cache or access it in incognito mode.

Start the Marketing Planning Process Today

The best way to set up your marketing plan for the year is to start with quick wins first, that way you can ramp up fast and set yourself (and your team) up to hit more challenging goals and take on more sophisticated projects by Q4. So, what do you say? Are you ready to give it a spin?

Editor's note: This post was originally published in December 2016 and has been updated for comprehensiveness.

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How to Write a Sales and Marketing Plan

2 min. read

Updated January 3, 2024

You’ve addressed what you’re selling and why in the products and services section. You now have an understanding of the market and an ideal customer in mind thanks to your market analysis. Now, you need to explain how you will actually reach and sell to them.

The marketing and sales section of your business plan dives into how you’re going to accomplish your goals. You’ll be answering questions like:

• Based on your audience, how will you position your product or service in the current market?
• What marketing channels, messaging, and sales tactics will you implement?
• What’s your business model and how will your business operate day-to-day?

By the end of this section, you should have an outline of what growth looks like, what milestones you intend to hit, and how you’ll measure success. Basically, you’re backing up the opportunity you’ve identified with a solid go-to-market plan.

What to include in the sales and marketing section

The sections you should include act as a useful framework for exploring and defining your marketing and sales tactics.

Create a positioning statement

How does your business differ? What do you do that others don’t? If you’re unsure, work through a handful of strategic exercises to create a simple but convincing positioning statement.

Outline your marketing strategy

A marketing plan brings together strategic goals with tangible marketing activities designed to reach and engage your target market—ultimately convincing them to purchase your product.

Craft your sales plan

A good sales strategy provides actionable steps to reach your goals. Estimate how much you intend to sell and outline a process that anyone else in your business can execute.

Optional sales and marketing information to include

The basics of a marketing and sales plan are fairly straightforward. However, it’s also the perfect place to flesh out any details that you think will make your outreach efforts successful.

Create a unique value proposition

What makes your business unique? How does the solution you provide stand out? This is your chance to point to what you believe potential customers will find more valuable about your business over the competition.

Don't forget digital marketing

While we don’t recommend creating separate traditional and digital marketing plans, it may be wise to explore and address them separately within your plan.

Build your promotional plan

How will you convince your customers to buy your products or services? While actual ads and promotions may be months away, it’s best to think through and even mock up designs now.

Conduct a SWOT analysis

With this simple analysis, you’ll better understand your strengths and weaknesses, along with the opportunities and threats you should account for.

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Kody Wirth is a content writer and SEO specialist for Palo Alto Software—the creator's of Bplans and LivePlan. He has 3+ years experience covering small business topics and runs a part-time content writing service in his spare time.

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How to Start a Small Business in 10 Steps

Learn how to start a small business from scratch with expert guidance. Get essential tips and steps for launching your dream journey successfully.

Brett Grossfeld

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Do you have a killer idea that you think would be perfect for launching a small business? If you believe what you see on TikTok, becoming an entrepreneur is just about as easy as posting a 30-second video. But in the real world, launching a small business can be a bit more challenging.

Starting a small business may seem daunting, but if you ask those same business owners if it’s worth the risk — few would trade the opportunity to shape their own destiny.

But where to start? Thankfully, you don’t need to have everything figured out before going out on your own. Successful small business owners are constantly learning from their mistakes — and improving their ideas and dreams along the way.

If you’re ready to take the leap and become a small business owner, keep reading.

Here’s what you’ll learn:

What is a small business, how much does it cost to start a small business, how to start a small business in 10 steps, what do you need to start a small business, start small — but think big.

Small businesses are generally defined by the U.S. Small Business Administration (SBA) as independent operations having fewer than 200 employees. And the majority of small businesses in the United States have fewer than five employees, according to the U.S. Census Bureau . 

But the number — or lack — of employees doesn’t necessarily define a “small business.” A business’s size can also be determined by the number of sales, the range of individual business locations, and other factors.

Along with size requirements, the SBA considers a company to be small if it’s:

• Independently owned and operated
• Not dominant in its field
• Physically located and operated in the U.S. (or a U.S. territory)

If your company meets the SBA’s definition of a small business, many government programs offer resources and local assistance for you to turn your dreams into reality.

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If you’re skilled in a certain trade — say, bookkeeping — you can launch a business with almost no money . But if your idea needs to be fleshed out and developed by researchers, scientists, and engineers, your startup costs can run into the hundreds of thousands of dollars and beyond. But most startup costs fall somewhere in the middle. 

Factors that influence cost

A sole proprietor working from home is going to have very different startup costs than a Silicon Valley startup flush with venture capital funds. But it doesn’t matter if you have $1,000 or $1 million to launch your small business — you’ll need to have a budget.

Are you moving the clutter out of your garage to make room for a desk? Or are you going to hire an architect to remodel a warehouse space in a trendy neighborhood? Obviously, both businesses are going to have wildly different expenses.

Think about your budget and what you can afford to get started. And it’s good to assume that unexpected expenses will pop up along the way — especially in your first year of business.

What kinds of costs to expect

The SBA has a worksheet that will help you calculate typical expenses for a small business, including one-time expenses such as:

• Rent : This includes security deposit, first month’s rent and utilities. If you’re working from home, you can deduct a percentage of your rent or mortgage on your taxes .
• Improvement costs: Anything that you might spend on your physical place of business to make it suitable for work.
• Inventory : If you’re selling a product, you’ll need goods to keep up with customer demand.
• Employees : This includes payroll, payroll taxes, and health insurance.
• Professional services: Accountants, lawyers, and consultants will all need to be paid
• Supplies : Think office supplies, such as paper and pencils, and operating supplies, like computers and printers.
• Marketing: Business cards, stationery, flyers, and advertising all fall under this category.
• Miscellaneous : This includes licenses, permits, legal fees, signage, technology, and accounting software. Everything else — liability insurance, repairs, maintenance, and dues.

The most difficult part of starting a small business is committing to your vision. It’s easier if you break down the process into small, achievable goals. Here are 10 steps that will get you on your way:

1. Do your research

If you don’t do basic market research before you launch your business, you may be down for the count before you even get started. Ask neighbors, friends, and even your barista if they would be interested in your product or service — and ask how much they’d be willing to pay for it. 

Conduct competitor research, local and global searches, and even offer surveys to consumers to see what the need versus want ratio is. 

2. Write a business plan

A business plan is your roadmap; it helps guide you as you start and grow your company. If you need capital to get started, most investors will want to review a business plan before they commit to any financing. 

To organize your ideas, download and fill out a business plan template . A well-written business plan provides clarity, confirms the math, and helps you establish goals so your business has the best chance of success.

3. Choose a business name

Finding the perfect brand name is a vital step in launching a new business. But hiring a professional naming company doesn’t come cheap — it can cost as much as $100,000 , according to Fast Company. 

If that’s outside your budget, there are countless AI-powered business name generators available online, and Fiverr has entrepreneurs who will help brainstorm business names for three figures or less.

4. Decide on your location

Take a look at the taxes, zoning laws, and regulations in your location. You may find that operating your business in a different location could offer financial advantages. Review the fees, costs, and tax benefits of each state to see which location makes the most sense for your business . A strategic move may put you ahead of the game before you even open the doors.

5. Get your finances in order

Startup costs discourage many would-be entrepreneurs, but the reality is that many successful businesses got started with little more than a vision, discipline, and hard work. However, if you really need cash for that newly opened business bank account, here are four ways of getting that money:

• Self-funding: If you have the means, you may use your own earnings to kickstart your business or see out financial counsel to work it into your budget.
• Outside investors: For a stake in your company, relatives or venture capitalists may be willing to invest in your business.
• Small business loans: If you want to keep full ownership of your business, a small business loan may be the way to go.
• Crowdfunding: If you’re feeling creative and confident, try sites such as Kickstarter or GoFundMe to generate capital.

6. Take care of the legal stuff

Register your business in the state where it was formed — and make sure that you’re set up to pay state income and unemployment tax. Review whether your local municipality requires filing for a license or permit to operate your business. 

To satisfy Uncle Sam, apply for an EIN from the IRS . Confirm that no one else is using your business name by contacting your state filing office or online database. Some business structures require using a doing business as (DBA) name, and you may be required to open a business bank account.

7. Develop a marketing plan

Once you have a terrific name for your company locked down, you’ll want to create an online presence for your business. Be consistent on your social media channels , ideally creating accounts on the channels — meeting them online where they are. 

Develop a website that’s intuitive and filled with all the information your customers need. Your marketing may also include advertising campaigns and public relations.

8. Set up your CRM software

To enhance your marketing efforts and grow your small business, try customer relationship management ( CRM) for Small Business . This will be your solution for storing and managing prospect and customer information such as contact information, accounts, leads, and sales opportunities — all in one single source of truth. 

With Salesforce’s Starter Suite , you can start in minutes and easily manage your marketing, sales, and customer service as your business scales.

9. Launch your product or service

Congratulations: You’ve done all the hard work and you’re ready to introduce your product to the world. Make sure to announce your launch on social media — and consider throwing a media-friendly bash to celebrate.

10. Keep your customers happy

When you use CRM software, you can keep track and personalize support for all your customers. And happy customers are good for business — 80% of them say the experience a company provides is just as important as its products or services .

The United States has more than 33 million small businesses, according to the U.S. Chamber of Commerce , and that number represents 99.9% of all U.S. businesses. And most of those small businesses started the same way — with an entrepreneur and an idea. But it takes more than just a dream to launch a small business.

So, where to start?

It’s time to take some notes. First, start outlining your business plan. If you’re stuck, ask yourself these four questions when developing your plan :

• Goals : What do you need to accomplish to achieve your vision?
• Methods : What are the steps you need to follow to get you there?
• Measurements : How will you determine when each objective has been met?
• Obstacles : What could throw you off course along the way?

Once you’ve written a business plan and are feeling confident, you’re ready to establish:

A name for your business

A great business name should succinctly identify your company and its audience. Brainstorm and get feedback from friends, family, and potential customers. And before you fall in love with your new company name, make sure that an established business in your industry isn’t already using that name.

A location for your business

Choosing where to conduct business is one of the most important decisions you can make for your small business. While staying close to home may be your first instinct, a change of venue may prove to be financially advantageous.

A business structure

For tax purposes and protection of personal assets, you need to choose a business structure that offers the right balance of legal protections and benefits. Common business structures include sole proprietorship, partnership, limited liability company (LLC), corporation, and cooperative.

A legal presence

If you want personal liability protection, legal protection, and tax benefits for your company, you’ll need to register your business with state and local governments.

Federal and state tax ID numbers

Your Employer Identification Number (EIN) works like a personal Social Security number, but for your business. You need an EIN to pay state and federal taxes for your company.

Licenses and permits

Whether your business needs to apply — and pay for — licenses and permits depends on your business activities, location, and government rules. Review regulations from city, state, and federal agencies.

A business bank account

Opening up a bank account exclusively for business use will help keep your personal finances separate, making life easier at tax time. There are several banks that will allow you to open a business checking account with a zero balance, but traditionally banks will require an opening deposit of anywhere from $1,000 to $25,000.

Start-up funds

Even if you open a business checking account with a zero balance, you’re going to want to have some funds to cover basic operating expenses. The SBA offers guidance on obtaining funding for your small business, including loans, grants, and investors.

Starting a new business may feel like a gamble, but business insurance will help you cover your bet. The right insurance policy will help protect you against accidents, natural disasters, and lawsuits.

You should also consider:

Customer relationship management

A CRM platform keeps your customer data organized and provides the foundation to build connected customer experiences (that can be made even better through artificial intelligence). Starting with a suite of sales, service, marketing, and commerce tools is easy.

Invoice and billing software

While it is possible to keep track of your financial records on a traditional paper ledger, modern invoice and billing software makes the process much, much easier.

A graphic designer

A well-designed logo can make or break a business. The Nike “swoosh” was created by a graphic design student — and the $35 Nike initially spent paid for itself many times over.

Many small businesses exist with just a presence on social media, but having a professionally designed website adds legitimacy to your business.

Marketing experts

Like graphic design, marketing expenses are costs that many small business owners initially want to avoid. But strategically investing in a marketing campaign can be a boon for a small business that wants to make noise in a crowded marketplace.

A Human Resources department

Once your business grows to a certain size, it’s time to create a human resources (HR) department — or, at least, to hire an HR professional. This professional can focus on things such as labor law compliance, employee recruitment, employee engagement and development, and compensation and benefits management while you manage your business.

An assistant

For most small businesses starting out, hiring an assistant to perform administrative and clerical duties is something of a luxury. If your budget is tight, consider a virtual assistant .

What are some popular small business ideas?

If you have a unique idea for a small business, great. But some of the best small business ideas build on your strengths and experience. What do you love to do? What lights you up when you are helping the community? Do you have a pull to do something more?

What are the odds that my small business will succeed?

Starting a small business is no guarantee of success. Approximately 80% of small businesses survive their first year, according to the Bureau of Labor Statistics. The survival rate decreases to 50% after five years and 30% after 10 years.

What are some Fortune 500 companies that started small?

Not all big companies started with millions of dollars in venture capital. Some of America’s biggest brand names had far more modest beginnings . Apple famously got started in a Silicon Valley garage, while Mattel was building dollhouse furniture from picture frame scraps in its early days.

What are the most business-friendly states?

Before setting up shop in New York or California, consider launching your small business in North Dakota, Indiana, Arkansas, South Dakota, or North Carolina. These states offer the best conditions to start a business , according to Forbes Advisor.

What can I deduct for my small business at tax time?

(Almost) everyone knows that you can deduct entertainment and travel expenses as a small business owner. But you can also deduct software subscriptions, office furniture, and interest on small business loans, according to NerdWallet .

Taking the leap to start your own small business is just the first step on your entrepreneurial path. But you’re in good company. Nearly half of all U.S. employees are employed by a small business — and more than 80% of those small businesses are solo ventures , according to Forbes Advisor. There’s no better time than the present to start turning your dreams into reality.

Want to grow your new small business? Sign up for a Salesforce free trial .

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Brett Grossfeld is a Product Marketing Manager supporting Salesforce's CRM, data, and AI tools. He's written for multiple websites across various industries and interests, including tech, wellness, and modern customer experiences.

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Free MS Word Strategic Planning Templates

By Courtney Patterson | May 11, 2024

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Below is a collection of the best strategic planning templates in Microsoft Word to help you create a comprehensive roadmap for future growth and success.

Included in this article, you'll find: 

• A one-page business strategy template
• A Microsoft Word IT Strategic Plan Template
• A 5-year strategic business plan template
• A nonprofit strategic plan template
• A list of related strategic planning templates

Microsoft Word Basic Strategic Plan Template

Download the Sample Basic Strategic Plan Template for Microsoft Word   Download the Blank Basic Strategic Plan Template for Microsoft Word  

When to Use This Template : Use this template with or without sample data when you are starting your business and need to outline a clear direction and foundational strategies. This tool is crucial for transitioning from an informal approach to a more structured strategic planning process. 

Notable Template Features : This basic strategic plan template simplifies the planning process with a clear, easy-to-follow structure that covers essential strategic elements. It includes sections for mission and vision statements, a SWOT analysis, goals, and action plans, making it accessible for first-time strategists.

Check out these  free strategic planning templates that offer robust resources, including ready-to-use frameworks and expert advice, so you can meticulously craft and execute your strategic vision.

Microsoft Word One-Page Business Strategic Plan Template

Download Sample One-Page Business Strategic Plan Template for Microsoft Word Download Blank One-Page Business Strategic Plan Template for Microsoft Word

When to Use This Template : Consider this template when you’re on a deadline and need a swift, comprehensive snapshot of your strategy. Available with or without sample data, the template is ideal for pre-meeting preparations, allowing you to quickly and thoroughly review your strategic position.

Notable Template Features : This one-page business strategic plan template boils down intricate strategies to a single, accessible page. Featuring streamlined sections for goals, actions, and metrics, it delivers a clear and concise strategic outline that's easy to share and discuss. Download the sample version for a pre-filled template, or try the blank version to fill in the sections with your own data.

Check out this  strategic planning guide , complete with free templates that offer you all the tools and insights you need to expertly develop and implement your strategic plans.

Microsoft Word IT Strategic Plan Template

Download Microsoft Word IT Strategic Plan Template Download Sample IT Strategic Plan Template  

When to Use This Template : Dive into this template when your IT department is gearing up for a major overhaul or aligning with new business strategies. Available with or without example text, the template is a must-have for plotting out the technological roadmap that supports your organization's long-term vision.

Notable Template Features : This IT strategic plan template features IT-specific sections, such as technology assessments and future roadmaps, making it a powerhouse for managing and planning IT investments. The template includes detailed prompts, so you can thoroughly address and align each aspect of your IT strategy, from cybersecurity to cloud computing, with overarching business objectives.

Explore this  article on crafting strategic plans . It offers a treasure trove of free templates to guide your team through the strategic planning process, ensuring a seamless and effective strategy formulation.

Microsoft Word Advanced Strategic Planning Template

Download the Sample Advanced Strategic Planning Template for Microsoft Word Download the Blank Advanced Strategic Planning Template for Microsoft Word

When to Use This Template : Turn to this dynamic template with or without sample data when you’re ready to plan an all-inclusive strategy. Perfect for times of significant growth or change, it's especially useful for teams looking to blend comprehensive market insights with long-term planning.

Notable Template Features : This advanced strategic planning template is designed to guide you through every facet of strategic development, from SWOT analysis to detailed financial planning. Offering structured sections for an all-encompassing view of your business landscape, it ensures that you have a robust foundation for decision-making and future growth. Download the sample version for a pre-filled template, or try the blank version to fill in your own data.

Dive into this comprehensive  guide on strategic planning model templates to access a diverse array of free resources and streamline the path to your strategic goals.

Microsoft Word One-Year Strategic Business Plan Template

Download Sample One-Year Strategic Business Plan Template for Microsoft Word Download Blank One-Year Strategic Business Plan Template for Microsoft Word

When to Use This Template : Use this one-year template with or without sample data to reach your key goals within the next year. It's a must for companies looking to translate annual objectives into clear, actionable steps.

Notable Template Features : This one-year strategic business plan template is designed with simplicity in mind, featuring sections that help break down goals into achievable actions and timelines. The template’s streamlined approach ensures that you can focus on what matters most, making it easier to track progress and adjust strategies as needed.

Microsoft Word 5-Year Strategic Business Plan Template

Download the Sample 5-Year Strategic Business Plan Template for Microsoft Word Download the Blank 5-Year Strategic Business Plan Template for Microsoft Word

When to Use This Template : Use this template to lay the strategic groundwork for the medium-term achievements your organization aims to reach in the next five years. Available with or without sample text, it's perfect for transitioning from startup to established entity, allowing you to focus on expansion and scalability.

Notable Template Features : This 5-year strategic business plan template empowers you to set ambitious yet attainable goals and create strategies for market expansion. It also includes tools for financial forecasting and resource allocation, making it easier to manage growth and measure success over a longer period.

Microsoft Word Long-Term Strategic Business Plan Template

Download the Long-Term Strategic Business Plan Template for Microsoft Word

When to Use This Template : Use this template when you’re aiming for a plan of 10 years or longer and envisioning your business's journey toward long-term innovation and industry leadership.

Notable Template Features : Featuring a decade-spanning outlook, this long-term strategic plan template empowers you to set visionary goals and detailed strategies for sustainable growth and innovation. It’s designed to help you align your long-range plans with actionable steps, ensuring every department is moving toward a common, ambitious future.

Microsoft Word University Strategic Plan Outline Template

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When to Use This Template : This template helps university leaders chart a future course that enriches academic excellence and campus life. Use it during periods of strategic reflection or in advance of accreditation reviews to ensure all goals align with the institution's mission and vision.

Notable Template Features : Tailored to the academic sector, this strategic plan outline includes sections for setting educational priorities, creating a strategy for program development, and planning campus enhancements. Available with or without example text, it facilitates a comprehensive approach to institutional growth, encouraging stakeholder engagement and long-term planning for academic and infrastructural improvements.

Microsoft Word Marketing Strategic Planning Template

Download the Sample Marketing Strategic Planning Template for Microsoft Word Download the Blank Marketing Strategic Planning Template for Microsoft Word

When to Use This Template : Turn to this template when you're preparing to put a new product on the market or revamping your brand's presence. It's ideal for synchronizing your marketing initiatives with your overarching business goals.

Notable Template Features : This template with or without sample data stands out with its clear sections for defining marketing objectives, pinpointing your audience, and crafting detailed campaign strategies. It supports marketers by laying out a comprehensive plan that not only attracts but also retains customers, ensuring all marketing activities are in lockstep with the business's vision and objectives. Try the pre-filled template to see sample text, or use the blank template to fill in your own data.

Microsoft Word Nonprofit Strategic Plan Template

Download the Nonprofit Strategic Plan Template for Microsoft Word

When to Use This Template : Reach for this template when your nonprofit is gearing up for a period of strategic renewal or aiming to better align its efforts with its core mission. Helping you clearly articulate your organization's direction and impact, this tool is crucial for running annual planning sessions or preparing funding and grant applications.

Notable Template Features : This template is designed specifically for nonprofit organizations, featuring sections dedicated to mission statement clarification, stakeholder engagement strategies, and impact assessment methods. It offers a comprehensive framework for nonprofits to navigate the complexities of sustainability and mission-driven planning, ensuring every activity contributes to long-term success.

Related Strategic Planning Templates

Discover this list of free templates that perfectly complement your strategic planning needs. From business model canvases to detailed market analyses and customer journeys, these tools ensure a solid value proposition and guide your business toward success.

Free Microsoft Word Action Plan Templates

Check out these  free Microsoft Word action plan templates for tools to streamline your project planning, enhance your task management, and achieve your goals more efficiently.

Free Gap Analysis Templates

Explore this  collection of free gap analysis templates to help you identify the discrepancies between your business's current state and its desired future state, offering a clear pathway for strategic improvement and goal achievement.

Free Scenario Analysis Templates

Use these  free scenario analysis templates to get frameworks that prepare you for various future possibilities, enabling strategic decision-making and risk management.

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I’m in awe of business owners & founders. Some are self-confessed unemployable, unable to work for the man, so they risk it all to market their dream, idea, or a solution to others’ problems. Others plan their escape to entrepreneurship whilst trapped inside a corporate cubicle. Having spent 25 years as a corporate monster myself, and another 15 running my own successful business, 'The Small Business Big Marketing Spotlight' podcast is laser-focussed on bringing business owners real stories of the ups and downs of growing a business they love in 2024 and beyond. No sugar-coatings, no fancy lingo; just practical insights and tips across all aspects of business - Marketing, HR, tech, finance, scaling, to name a few. Thank you for listening … Tim Reid (Your curious host). Connect with Tim Reid: https://www.linkedin.com/in/timothyjreid Be a Guest: https://smallbusinessbigmarketing.com/contact Book Tim Reid: https://timreid.com.au

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More From Forbes

Marketing for financial advisors: how to develop a plan.

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Trey Robinson, Founder of Story Amplify .

When meeting with a prospect for the first time, you probably don’t automatically offer your products or services. Instead, you build a foundation by talking with them to learn where they are now and where they hope to be. Only then do you offer a plan and products to help them reach their goals.

Creating an effective marketing plan requires the same process. First, you must build the foundation, and then you can lay out the strategy. Here's the approach my agency uses to create successful marketing plans for our financial advisor clients.

The Foundation

Part 1: know your audience.

The foundation of financial advisor marketing is the same as that of your first client meeting. You must understand your audience and its pain points. This knowledge helps you craft the right message to solve their problems. For example, an older audience’s pain point might be having financial resources post-retirement, whereas younger families have different worries, such as reducing debt and having enough money to send their kids to college.

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When does bridgerton season 3 part 2 come out on netflix see the release schedule, a storm of 3,000 ukrainian bomblets blew up four russian jets at their base in crimea, part 2: solidify your brand.

A great deal of complex information is out there about the importance of “brands” and “branding.” Boiling it down, your brand is your identity. It’s what comes to your audience’s mind when they hear or think about your name.

To introduce and solidify your brand, you should communicate:

• Your products, services and their benefits.

• What drives you (i.e., why you’re in this business and industry).

• How you differ from the competition.

For example, many financial advisors offer 529 programs to parents and grandparents. Tell those parents and grandparents why your products—and services—are better than others. Maybe you offer workshops in addition to account management, or you might offer budgeting advice as a freebie.

The Strategy

With a solid foundation, developing a marketing strategy is your next step. Digital marketing for financial advisors involves content creation, distribution and lead capturing.

Content Creation

Content includes the text, images and video you use to message your audience. Available content formats include:

• E-books and white papers

• Social media posts

• Newsletters

• Educational videos

• Display ads

• Website copy

Remember your audience. Determine how they consume content. Young families might respond more positively to social media and video, while older adults might prefer written content, such as white papers, blogs and e-books.

The content format you use will also depend on your content distribution strategy.

Content Distribution

There are two types of content distribution: organic channels and paid channels.

Organic Channels

Organic channels mean you don’t pay to build search engine rankings or engage with your audience.

Let’s say a prospect types “financial advisor” into a search engine. A successful organic channel strategy puts your name near or at the top of the resulting search engine results page (SERP). The best way to boost your organic search ranking is to consistently create unique, relevant and valuable content that addresses your audience’s problems.

You can also boost your ranking through the following:

• Google reviews: Positive reviews on Google are great—they position you as a trustworthy source. As a trusted business, search engines could reward you with a higher SERP rank.

• Local business listings: Digital listings on Google, Facebook, LinkedIn, Yelp and the Better Business Bureau's website help leads and prospects locate you. They should include your name, address, phone number, website URL and business description to improve your online presence, potentially leading to a higher SERP ranking.

• Social media: Social media is a terrific outlet for your content. Posting regularly on social media provides you with more backlinks to your website (especially if your content is shared). This increases awareness of your brand—and potentially your SERP ranking.

Another way to boost your visibility in the search results is by earning a free Google Screened badge . Once you've been screened and verified, you receive a green checkmark next to your business's name in your Google Local Services listing, which indicates your trustworthiness to prospective clients.

Paid Channels

To improve traffic flow to your website, you can pay for a more visible presence through paid channels including search engines, other websites or social media. Many paid channels are pay-per-click.

Here are some paid channels to consider using:

• Paid search advertising: A paid search ad guarantees a higher position for your business on a SERP. If a prospect searches for “financial advisors and retirement,” your paid search ad will appear close to the top of that search page.

• Social media: You can post content for free on social media, but paying can help you stand out. When determining your ad’s best social media outlet, consider LinkedIn’s business orientation, Facebook’s friend-to-friend interface and Instagram’s visual requirements.

• Retargeting ads: When prospects visit your website but don’t act, retargeting ads step in. These small display ads “follow” prospects as they visit other sites or social media accounts, encouraging them to leave their contact information or set up an appointment with you.

Lead Capturing

Lead capturing converts your website visitors and prospects to leads so you can follow up.

One way to capture leads is to offer something that entices your audience to return for more. An older audience might appreciate a complimentary dinner and retirement information. Younger families could value a well-written white paper or video about 529 investing.

Appointment setting is another way to capture leads. Encourage prospects to schedule a no-obligation meeting where they can have a no-pressure discussion with you.

How Much Should You Spend?

Even if you decide not to pursue paid channels, you still need resources to support your marketing efforts. How much is enough?

A study by Broadridge found that the average advisor spent $17,400 on marketing in 2022. You can calculate a break-even point by determining your anticipated marketing costs and the revenue necessary to cover that expense.

Final Takeaways

You have a strategy in place when you first meet with clients. You need a similar approach when marketing to and communicating with prospects.

Marketing requires planning and audience knowledge. Take the time to understand your audience’s pain points. Then, develop and distribute content to meet their needs.

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The year 2024 combines innovation and a strategic marketing approach. You can successfully promote and grow your small business with the right plan.

Social Media And E-Commerce

Social media strengthened its position in 2024. It is now the leading platform for e-commerce. Social networks have become powerful tools for direct interaction between brands and consumers. Modern companies actively use TikTok marketing to develop a personal brand and increase the number of users. 

Today, it is popular to integrate advanced AR, personalized recommendations, and shopping directly on social networks, taking customer interaction to a new modern level. Shopping in this way has become more convenient and intuitively popular.

Statistics provide the following information:

• more than 40% of consumers have found the right product on social media in the last three months;
• more than 25% of users made a purchase directly on the social media platform;
• more than 20% of social media users use direct messages for customer service.

Indicators of social media's positive impact on the development of small businesses are constantly increasing, which indicates the right choice of platforms for product advertising.

Influencer Marketing: The Evolution of Authenticity

The trade focuses on micro- and nano-influencers who have a high degree of engagement and authenticity. Advertising on the personal blogs of famous people in specific niches is yielding positive results and helping small businesses grow. We can observe a shift in priorities from the number of subscribers to the quality and relevance of content.

Current statistics show the following results:

• 50% of marketers have allocated a budget for advertising from bloggers;
• 59% of marketers plan to increase spending on social media advertising;
• 24% of users have purchased a product advertised by an influencer.

Small businesses will benefit from promoting their products through bloggers with different audiences. Find the right influencers, use LinkedIn email finder to connect with media personalities, and start collaborating to grow your business. 

Video Content: A Major Player in the Content Scene

Video content has held a leading position over the past few years. This presentation and broadcasting of information has become an integral part of modern media. Companies are eagerly integrating video content into their marketing strategies. The following types of video content are popular:

• short videos;
• live broadcasts;
• interactive videos.

Live broadcasts will be the most popular video format in 2024. They help to interact with the audience as closely as possible in real time. Interactive video advertising and 360-degree volumetric videos are gaining popularity. Experts predict their active use this year and the active improvement of video marketing. 

To Summarize

Small businesses are actively using modern marketing trends for development and growth. Research helps to identify prosperous advertising areas and choose the appropriate option to promote the brand or product. We can observe the active use of social networks as advertising platforms.

Popular social networks and bloggers have become integral to promoting almost any product or merchandise. This year's list of the best marketing strategies for small business development included social media, influencer marketing, and video content

Copyright © 2024 SCORE Association, SCORE.org

Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.

10 Tips for Efficiently Managing Your Small Business Finances from Day One

E arly in the pandemic, it was clear that the world was about to change. One thing that shifted was the number of people who began going into business for themselves. In 2023 alone, a record-breaking 5,481,437 new businesses were formed. Each new business owner may feel as though they have about a million things to get done, but when it comes to setting up business finances, there are only 10 they need to concentrate on.

1. Have a financial plan

It's nearly impossible to run a small business without a plan outlining how you plan to handle your finances. This includes everything from invoicing and taxes to purchasing and inventory.

Read more: we researched free tax software and put together a list of the best options here

Your business plan doesn't have to be set in stone. Just make sure you have an idea -- based on what you know now -- of how you would like to handle your business's finances. You can always refine your plan as you become more familiar with how it all works.

2. Come up with a budget

Just as you create a household budget, create a business budget you can stick with. Again, this plan is likely to change as you learn how much money your business takes in and pays out each month. But it's still important to have a general idea of what to expect.

3. Prioritize tax payments

No budget is complete until tax payments have been factored in. Most businesses submit estimated tax payments quarterly, based on their earnings for that quarter. Failing to make quarterly payments can lead to penalties at tax time. To keep it simple, you can set up regular tax payments and budget for it as a standard operating expense.

4. Plan how you're going to bill

Will customers need to pay as soon as they purchase a product or service, or will they have 30, 60, or 90 days to pay? Understanding your cash flow will help you develop a more accurate budget.

5. Track cash flow

Cash flow is what keeps your business afloat. Make sure you have enough money coming in to pay the bills going out. Proper cash flow is crucial to your business running smoothly.

6. Borrow carefully

If you don't currently have enough money in a personal savings account to get your business off the ground, you may need to borrow money. While there's nothing wrong with taking on debt to start a business, the less you borrow, the less stress you'll have to pay it back.

7. Automate whenever possible

As a business owner, you can expect to be busy. Automating tasks can save you time that can be better spent elsewhere in your business. For example, accounting software can save you hours every month.

As your business gets off the ground, take time to learn more about the kinds of automation services that you can use.

8. Be prepared to grow

Your business requires two things to thrive: determination and a willingness to invest. For example, rather than giving yourself a raise or allowing profits to build up, consider investing some of that money back into the operation to help it grow.

That may mean offering a greater number of goods and services or expanding your territory. It may also mean putting more employees on payroll or improving your business's infrastructure.

9. Continue to keep track

No matter how many business operations you've automated or how much you trust the people you've put in charge of accounts and finances, set time aside to go over the books in depth at least once a week. Sit down with your favorite drink and dive into the numbers. Doing so is the best way to spot waste or discrepancies. After all, it's your business, and you're ultimately responsible for whatever happens.

10. Keep your eyes on the future

Even if you're in the first few months of operation, consider what you want your business to look like several years down the road. Do you want the business to be larger and more diversified? Do you hope to operate from a new facility? Are you noticing any broader trends that may impact your business? Keeping one foot in the present and one in the future gives you a better chance of being ready for whatever comes your way.

Owning a business is not easy, but few things are more satisfying. The steps you take from day one can help determine your experiences as a business owner.

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We're firm believers in the Golden Rule, which is why editorial opinions are ours alone and have not been previously reviewed, approved, or endorsed by included advertisers. The Ascent does not cover all offers on the market. Editorial content from The Ascent is separate from The Motley Fool editorial content and is created by a different analyst team. Dana George has no position in any of the stocks mentioned. The Motley Fool recommends Flow. The Motley Fool has a disclosure policy .