Marketing plan 101: Why every business needs one to succeed.

As media and technology have evolved, businesses have more ways to connect with customers than ever. From influencer marketing to video ads, you have multiple marketing strategies at your fingertips when determining how best to win over audiences and stand out from the competition.

The only problem? You might find yourself overwhelmed with options. A comprehensive marketing plan is the solution. Let’s take a step-by-step overview of the various marketing strategies your business can use to reach its target audience (the people who use your goods or services).

Summary/Overview

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What is a marketing plan?

A marketing plan is like a road map detailing how your business will reach its target market. You can create marketing plans for specific types of media (like social media versus email marketing), or you can make integrated marketing plans, which include all the marketing media your business will use to boost its profile and attract and retain customers.

Note: It’s important to distinguish between a marketing plan and strategy. What’s the difference?

A marketing strategy is part of your marketing plan. It refers to how you’ll reach your business goals — for example, through certain marketing channels or campaigns.

So, let’s say you’re launching a new product. You might create a marketing plan that includes the following:

Your marketing plan also includes an overview of the strategies you’ll use to achieve your goal and KPIs — for example, an Instagram campaign and an email blast.

A team working together to create a marketing plan by identifying what they need to include – products, advertising, strategy, etc.

Why is a marketing plan essential for success?

These days, a marketing plan isn’t just a “nice to have” — it’s necessary if you want to stand out. A marketing plan can help your business:

Maintain consistency in marketing.

A marketing plan ensures different marketing teams are on the same page.

Say you have a social media marketing team and an email marketing team. In that case, they should align the messages they push to consumers, ensuring the messages align with your brand.

By creating marketing plans to which both teams can refer, you create consistency in your overall marketing.

Set measurable goals.

Marketing plans include KPIs to assess the success of marketing activities.

For example, if you send out an email marketing campaign, you might expect a certain number of opens and clicks for the campaign to succeed.

A marketing plan lets you assess marketing tactics by including measurable KPIs, so you know when to lean into a strategy or pivot and try something else.

Take control of your budget.

Marketing plans help keep you on track by defining the media formats you’ll use and how much money you want to invest in each one.

The marketing budget for your business would be unlimited in an ideal world, but we aren’t living in that world. Following a predetermined plan helps prevent spontaneous spending or unanticipated overspending. This can ultimately improve return on investment (ROI). These benefits allow your business to focus its marketing efforts on the most effective strategies so that you can reach and engage with your target audience.

Your marketing plan keeps you on track regarding messages, goals, and budget. It’s the reality check you need to stay focused.

A team working together to create a marketing plan by using print-outs and sticky notes to organize their work on a table

Different types of marketing plans.

Not all marketing plans are created equal. You may want to create a distinct marketing plan for each media strategy. Here are some you might consider trying, depending on your marketing goals.

Quarterly or annual marketing plan.

If you need to plan your marketing activities over a defined period, a quarterly or annual marketing plan could be the way to go.

It lets you plan your marketing activities for a specific period, such as quarterly (over three months) or annually (over one year). If you're aiming for short-term gains, you might create a quarterly marketing plan. But to measure long-term success, an annual plan may make more sense.

One-page marketing plan.

To streamline your marketing strategy and present a concise overview of your plans, a one-page marketing plan can be a valuable tool. It condenses the key elements of your marketing strategy onto a single page, allowing for easy reference and a clear understanding of your objectives, target audience, marketing tactics, and budget.

By distilling your marketing plan into a single page, you can keep it focused and accessible, making it easier to communicate your vision to stakeholders and track your progress.

Social media marketing plan.

Marketing trends are always changing. One trend that seems here to stay is social media marketing, including influencer marketing.

You might want to create a social media strategy if your company has a robust following on certain platforms, like Instagram, Facebook, LinkedIn, or TikTok. Social media marketing has a few benefits. It’s versatile — with a diversity of platforms available — and easy to adapt.

You can join broader conversions by following social media trends (like hashtags, songs, or dances). This opens the door to connecting with a huge audience online. Get inspired by these social media marketing strategies.

Digital marketing plan.

This plan outlines the strategies and tactics you’ll use to promote your products or services online by reaching and engaging with your target audience through digital channels.

A digital marketing plan typically involves website optimization, search engine marketing, social media advertising, and email marketing, among other digital marketing tools. It aims to maximize your online visibility, generate sales leads, drive conversions, and build your brand awareness and loyalty in the digital realm.

Content marketing plan.

Content marketing includes thought leader articles, webinars, and blogs. Content can be a great way to provide customers with value-add information. Learn more about creating a content strategy.

Content marketing is beneficial because it’s so flexible. You can create content and repurpose it in various contexts. You could share a thought leader article on social media or include it in email campaigns based on how it aligns with your brand values.

A great content marketing strategy is also an effective way to shape your brand and key messages.

Event marketing plan.

If you’re organizing or promoting a specific event, an event marketing plan is a good way to outline how you’ll generate excitement for it among your target market. Include information about the event’s concept and theme, venue, budgeting, promotion and advertising, ticket sales, logistics, and post-event evaluation.

A comprehensive event marketing plan communicates messaging that captivates your target audience, resulting in a successful event that leaves a lasting impression.

Integrated marketing plan.

Your business probably relies on more than one type of marketing format. While it can help you create medium-specific plans (like those described above) to which your teams can refer, you may also want to create an integrated marketing plan with all your marketing initiatives in a single document.

An integrated marketing plan compiles all the marketing initiatives your business uses in one place. You can use it as guidance for your marketing department and provide insights into the company’s overall marketing approach to board members, C-suite executives, and investors, among others.

Email marketing plan.

Email marketing is a great way to reach a targeted group of subscribers, providing them with valuable content and building brand loyalty. If you already have a good email list, you can use it to attract attention to certain products or raise your brand’s profile.

Email marketing is advantageous because you can control your communication and how you present your brand. It’s less of a wild card than social media. It’s also great for cross-pollinating with other strategies. For example, if you create content, like a blog, you can include it in your emails.

Marketing tactics like email tend to be low-cost. However, there are plenty of paid marketing strategies, like banner ads, ad retargeting, search engine optimization (SEO), and pay-per-click (PPC) advertisements. With a larger marketing budget, paid strategies might be worth investing in.

Paid marketing strategies can be beneficial because you can often target them precisely. If you create a Facebook ad, you can specify the demographics of who Facebook should show that ad to based on details like location, age, gender, relationship status, and other factors.

A team working together to create a marketing plan by laying out different parts of their work on a table

How to write a marketing plan.

Putting together a successful marketing plan can be intimidating if you’ve never done it before. The good news is that it’s a pretty straightforward process. Here’s an overview of what an effective marketing plan should include:

Executive summary.

An executive summary provides a general overview of your marketing plan and the points listed below. It should also include your mission statement and what you hope to achieve, like raising brand awareness or increasing conversions.

Goals.

Tangible goals should support your general mission. For example, if you want to raise brand awareness, break this down into more specific objectives, like increasing mentions of your brand on social media or attracting more organic visitors to your website.

Your marketing objectives should be SMART: specific, measurable, achievable, realistic, and time-bound.

Unique selling proposition.

If you’re marketing a product or service, it’s helpful to highlight its unique selling proposition (USP). What attributes or features make your offering different from what competitors in your market are offering? What added value can you provide? Ideally, your USP appeals to your target customers.

Target market.

It’s easier to sell a product or service if you know to whom you’re selling.

Your marketing plan should include a description of your ideal customer base (in terms of gender, age, profession, geographical location, and so on). Identifying your target market involves market research, as well as other tactics to find out who’s likely to buy your product or service.

SWOT analysis.

Include a situational analysis that analyzes the strengths, weaknesses, opportunities, and threats (SWOT) that may impact your marketing plan. For example, if you have a million followers on Instagram, that’s a strength worth tapping into with your marketing plan. If you don’t have a dedicated social media manager, that’s a weakness.

Marketing strategies.

With the above points figured out, you can determine which marketing strategies to include in your plan. Your target audience will help decide this. If you’re trying to reach Gen Zers, you might try TikTok. Do you want to reach baby boomers? Facebook might be more appropriate.

KPIs.

Once you define your goals, determine what metrics you’ll use to measure your progress. Define a specific number if you’re trying to raise brand awareness and attract more organic visitors to your website. How many visitors do you want to attract per month? Your choice of strategies will impact your KPIs.

Budget.

Last but definitely not least, don’t forget to consider your budget. You may have spending limits for a certain campaign, for example. You may also need to decide on budgets in advance with the input of people beyond marketing, such as C-suite executives.

A person presenting their proposed marketing plan to their team using a laptop presentation

Marketing plan examples.

These real-world examples of marketing plans can help you craft one for your business:

Example 1: A food delivery service.

Executive summary. Our marketing plan aims to launch and promote our new food delivery service, "FoodExpress," in the local market. By leveraging technology, quality cuisine, and exceptional customer service, we seek to become the go-to choice for convenient and delicious meal delivery.

Goals.

Unique selling proposition. FoodExpress offers a diverse menu of freshly prepared meals from local restaurants, delivered promptly to customers' doorsteps. We differentiate ourselves by providing a seamless online ordering experience, quick delivery times, and a strong emphasis on quality and customer satisfaction.

Target market. Our primary target market consists of urban professionals aged 25-40 with busy lifestyles seeking convenient dining options without compromising on taste and quality. We will also cater to health-conscious individuals by offering a variety of nutritious and dietary-specific meal options.

SWOT analysis:

Marketing strategies.

KPIs.

Budget. We have allocated a budget of $100,000 for the first year, with a focus on digital marketing efforts, print advertising, influencer partnerships, and operational costs such as delivery logistics and technology infrastructure.

Example 2: A boutique fitness studio.

Executive summary. This marketing plan outlines the strategies to position and promote our boutique fitness studio, "FitLab," as a premium destination for personalized workouts and holistic wellness. By offering specialized training programs, state-of-the-art facilities, and a unique fitness experience, we aim to attract health-conscious individuals looking for tailored fitness solutions.

Goals.

Unique selling proposition. FitLab provides a personalized fitness approach through small group training sessions led by experienced trainers. We differentiate ourselves by offering a wide range of workout modalities, cutting-edge fitness equipment, and a supportive and inclusive community environment.

Target market. Our target market includes fitness enthusiasts aged 25-45 who prioritize quality workouts, individual attention, and a sense of community. We will also target health-conscious individuals looking for an alternative to traditional gym settings.

SWOT analysis:

Marketing strategies.

KPIs.

Budget. For the first year, we have allocated a budget of $150,000, focusing on digital marketing efforts, website development, community events, influencer collaborations, and operational expenses such as staff training and facility maintenance.

Example 3: A sustainable fashion brand.

Executive summary. This marketing plan outlines the strategies to launch and promote our sustainable fashion brand, "EcoChic," in the global market. By offering stylish and eco-friendly clothing options, we aim to attract conscious consumers who prioritize sustainability without compromising on fashion trends.

Goals.

Unique selling proposition. EcoChic provides ethically produced and eco-friendly clothing made from organic and recycled materials. We differentiate ourselves by offering trendy designs, transparent supply chain practices, and a commitment to reducing our environmental footprint.

Target market. Our target market includes environmentally conscious individuals aged 18-35 who prioritize sustainable fashion and seek stylish alternatives to fast fashion. We will also target early adopters and influencers within the fashion industry.

SWOT analysis:

Marketing strategies.

KPIs.

Budget. For the first year, we have allocated a budget of $200,000, primarily focusing on website development, digital marketing campaigns, influencer collaborations, sustainable sourcing practices, and operational expenses related to inventory management and packaging materials.

Your recipe for success.

These examples can serve as a marketing plan template, giving you an easy way to get started. Just replace the information with plans that align with your company and brand. Your plan can help you maintain consistent marketing, set measurable goals, and control your marketing budget.

A well-researched and well-executed business plan can also help you better target potential customers, win new customers, and retain existing customers. All of this can add up to increased market share — and greater success overall.

This post was updated on September 29, 2023.

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