People have been making plans since, well, forever. Whether it’s figuring out a road trip, or just deciding what’s for dinner, plans help us stay on track, avoid mess-ups, and actually get things done.
Now, a marketing plan might not be as fun as planning your next weekend getaway, but it’s just as, if not more, important. A good marketing plan keeps your business focused, organized, and ready for whatever comes your way.
That’s why it’s pretty surprising to us that a recent study found 67% of small and medium businesses don’t have one.
This guide is going to break down everything you need to know to create a marketing plan that actually works.
What’s a Marketing Plan?
A marketing plan is a strategic document used for getting your marketing efforts together, organized, running smoothly, and keeping track of how they’re going. It keeps your marketing teams aligned and on target because “winging it” is a surefire way to crash and burn.
By putting all your strategies and marketing activities in writing, you’ll stay on track and monitor your marketing campaign’s progress, avoiding setbacks and mistakes.
Marketing Plan vs. Business Plan
Now that you’ve got a decent understanding of what a marketing plan is, let’s talk a bit about what it’s NOT.
First off, it’s not the same as a business plan. They’re pretty different actually.
A marketing plan is all about your marketing goals, strategies, target market and tactics. It’s a focused plan for getting your marketing right. On the other hand, a business plan covers everything about your business, we’re talking finances, operations, you name it. It helps you decide how to use your resources and make big decisions as you grow.
So, think of a marketing plan as a smaller piece of the business plan puzzle.
Marketing Plan vs Marketing Strategy
Next, let’s talk about the difference between a marketing plan and a marketing strategy. This one is a little trickier because they’re closely related but not quite the same thing.
A marketing strategy is all about how you’re going to hit a specific goal. It’s your game plan for picking campaigns, creating content, choosing marketing channels, and using marketing automation tools to see how things are going.
On the other hand, a marketing plan is the big picture. It’s your master guide that pulls together all your strategies and shows how they fit into your overall marketing and business goals.
How to Write a Marketing Plan
Start with Your Business Mission
Your first step in writing a marketing plan is to nail down your mission. This mission should focus on what your marketing wants to achieve, but it should also connect to your company’s big-picture goals (AKA your business objectives).
For example, if you offer a coaching tool, your main mission might be to provide accessible, easy-to-use tools for coaches to enhance their clients’ progress. Your marketing mission could be something like “to attract new users by showcasing the advantages of a digital coaching tool over more conventional coaching methods.”
This mission sets the stage for everything else in your plan and lays the groundwork for a solid strategy. So, be sure to really take some time to think about what it is that you want to achieve and how it’s going to tie in to your overall business goals.
Figure Out the KPIs for Your Mission
You’ve set your mission and figured out your goals yay! Now, you need to decide how you’ll measure success. That’s where key performance indicators (KPIs) come in.
KPIs are just the numbers that tell you how well your marketing is doing. They help you set short-term goals and keep your bosses happy (they love seeing those numbers).
For example, if your mission is “to attract more leads to your multi-line phone system landing page,” you might track things like how many people visit the page, how many target customers fill out the contact form, or how many sign up for a demo. Each of these is a KPI showing how well you’re doing.
If you’re curious about which KPIs to set, start by reviewing your marketing data to understand where your brand might be falling behind. This will help you to set your objectives and determine where you should focus your efforts.
Then, decide how you’re going to measure your success. For example, if you’re focused on improving sales, you’ll want to track conversions, whereas if you’re focused on boosting your customer satisfaction rating, you’ll want to track customer feedback surveys from your cloud contact center.
Know Who Your Target Audience Is
The best way to really know your target audience is to create buyer personas.
A buyer persona is basically a detailed profile of the type of people you want to attract created using data sources, such as your Google Analytics, social media platforms, and virtual call centers, that all feed into your CRM platform. It often includes information such as age, gender, location, family size, job title, and more descriptive categories such as ‘interested in fashion’ or ‘early adopter.’
Each persona should match up with your current and potential customers. So, if you’re selling high-end tech gadgets, your persona might be a tech-savvy 30-something who lives in a city and loves the latest gadgets.
Strategy and Execution
Here’s where you get down to the fun stuff, actually making your marketing plan work. This is where you’ll spell out how you’re going to make things happen and why you’re choosing certain tactics.
Are you investing in ads for your social media channels, TV spots, or something else? And if you’re sending out email newsletters, when’s the best time to hit send?
Don’t forget to plan your timing and frequency schedules, too. This just means figuring out the best times and how often to run your campaigns so you get the most bang for your buck.
Nail these details, and you’ll have a marketing plan that rolls out smoothly and actually shows you what’s working.
Set Your Marketing Budget
Every marketing plan needs a budget. Setting one will keep you on track, avoid runaway costs, and help you spend your cash where it counts.
So, figure out how much you’re willing to invest and make sure it aligns with your larger marketing plan. This way, you’ll have a plan that works without breaking the bank.
A rule of thumb is that B2B companies typically spend around 2 to 5% of their revenue on marketing. For B2C companies, it’s usually a bit higher; we’re talking between 5 and 10%.
Adjust your Plan
Last but definitely not least, it’s time to start tweaking and fine-tuning. Your marketing plan isn’t a set-it-and-forget-it deal.
Sometimes, things just don’t go as planned. You might test a new marketing idea featuring an interactive video call for your nearest and dearest clients. But if it’s not getting the results you expected, it’s time to tweak your strategy.
Stay flexible, keep an eye on how things are performing, and be ready to make adjustments.
4 Types of Marketing Plans
You need different marketing plans for different goals. Think about it. If you’re launching a new product, you’re not gonna use the same game plan as you would for getting your CEO to go viral.
So, here’s a breakdown of five must-have marketing plans:
New Product Launch Marketing Plan
This plan is your go-to for creating a splashy launch. It’s all about getting people excited and making sure your new product grabs all the attention it deserves. You want people to be shouting about this product from the rooftops, after all.
Content Marketing Plan
This maps out what type of content strategies you’ll whip up (whether it’s blogs, videos, hilarious memes, or livestreams) and how you’ll use it to captivate your audience. It’s your content calendar on steroids.
Social Media Marketing Plan
Likes, follows, mentions, and shares. This plan is all about making sure your social media game is on point. You’ll decide which platforms to focus on (Instagram for eye-catching visuals, Twitter for quick updates, LinkedIn for professional networking, etc.), plan your content schedule, and craft engaging posts that keep your followers hooked. Plus, you’ll track the performance of your posts to see what’s working and what’s not.
SEO marketing plan
Ever clicked onto page 8 of Google? Us either. This SEO plan is all about making sure you don’t end up there. It’s basically your blueprint for climbing those search engine rankings and getting noticed. You’ll figure out the best keywords to target, tweak your website to make it search-engine friendly, and create content that makes Google—and your audience—happy.
These are just four of the many marketing plans out there. There are also email marketing plans, digital marketing plans, marketing technology plans, PR & advertising plans, and more.
Final Thoughts
So there you have it. We’ve covered the basics of crafting a killer marketing plan, from setting your mission to choosing the right tactics for your goals.
Remember, your marketing plan isn’t a “one-and-done” deal. It’s a living, breathing document that needs updating as you learn what works best for your customer base and improve your marketing tactics.
For all you business owners out there, if you’re feeling a bit overwhelmed about having to make a comprehensive marketing plan, don’t worry. You can find plenty of marketing plan templates online to help get you started. These templates can guide you through the process and make sure you cover all the essential bases.
FAQs
How do I set marketing goals and objectives?
Marketing goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Start by identifying what you want to achieve (e.g., increase brand awareness, generate leads, boost sales), and then define the metrics you’ll use to measure success.
How often should I update my marketing plan?
Marketing plans should be reviewed and updated regularly, at least annually, or more frequently if your business environment changes significantly. Regular updates ensure your strategies remain aligned with your current goals and market conditions.
Originally published Sep 01, 2024, updated Sep 10, 2024
