Marketing Plan: How to make one

How to Make A Marketing Plan

Without marketing, most businesses would fail. But many small businesses don’t take the time to create a comprehensive marketing plan.


These businesses will try different marketing tactics ad hoc, with only minor to moderate success. Or they’ll score a big win by chance but find themselves unable to properly scale their tactics, goals and strategies.


Using a marketing plan will help you create a data-driven blueprint that’ll deliver you the results you want.


In this post, we’ll outline what a marketing plan is and how to create one that’s both actionable and accessible–even if you’ve never written one before–so you can deliver on your business’s larger goals.

What is a marketing plan?

A marketing plan is a report that outlines your marketing strategy for the coming year, quarter or month.

Typically, a marketing plan will include these elements:

  • 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

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

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 trying to introduce structure, a solid marketing plan shows that your marketing strategies are backed up by research.

How to create a marketing plan:

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, SEO writing, social media marketing, content marketing.

Let’s look at how to create a successful marketing plan :

  1. Write a simple executive summary
  2. Set metric-driven marketing goals
  3. Outline your user personas
  4. Research all of your competitors
  5. Set accurate key baselines & metrics
  6. Create an actionable marketing strategy
  7. Set tracking or reporting guidelines
  8. Make it look professional with a marketing plan professional document

A few more marketing plan design best practices:

Here are a few quick tips to keep in mind when start designing your marketing plan.

Keep your design elements like fonts, icons and colors consistent

While it’s good to switch up the layout of your pages to keep your marketing plan engaging, it’s important to keep your design consistent. That means:

  • Using the same font styles for your headers, body text, and accent text (generally, try to stick to only using 2-3 different font styles in one report)
  • Using the same color scheme throughout your plan, and using the same colors for specific types of information (ex. blue for “social media goals” and green for “SEO goals”)
  • Using the same style of icons throughout your report, like flat icons, line art icons, or illustrated icons

Download your marketing plan as a PDF

It’s important that your team is on the same page. Sharing your marketing plan via Google Docs or a file sharing service can be unreliable. In most cases, it’s easier to simply download your marketing plan as a PDF and share it with your team that way.

Include a table of contents to make it easy to find specific information

This tip is pretty self-explanatory. Even if you’re putting together your marketing plan as a presentation, a simple table of contents at the beginning will give your audience an idea of what they can expect.

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

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