Any business, whether small or large, needs a marketing plan. A marketing plan spells out the specific actions you’ll take to achieve your sales goals. It includes what you’ll sell, who will buy it and how you’ll reach them. 

Marketing plans can be short-term, medium-term or long-term. They should be as concise and focused as possible, with measurable milestones and clear deadlines. You can use your marketing plan to track your progress and make necessary adjustments along the way. 

Not sure where to start? This guide will walk you through the process of writing a marketing plan, step by step from conducting market research and setting objectives to crafting your strategy and selecting the right tactics.

What Is a Marketing Plan?

What Is a Marketing Plan?

A marketing plan is a comprehensive document or blueprint that outlines a company’s overall marketing efforts. A good marketing plan should be structured around a clear strategy and provide the entire marketing team direction.

At its core, a marketing plan helps you market your business more effectively by considering the specific challenges and opportunities. You should update your plan regularly to reflect changing market conditions and new insights.

For instance, if you’re launching a new product or service, you’ll need to update your marketing plan to reflect your new offering.

You can use a marketing plan for long-term planning (usually three to five years) and short-term planning (which may be as little as one year). How long you spend planning will depend on the size and complexity of your business, as well as how quickly things change in your industry.

Using a marketing calendar software and tools would be a great way to visualize your marketing plan. It can help you see the big picture and understand how all of your marketing efforts fit together. With a clear understanding of your marketing activities, you can make sure that you’re using your resources effectively and achieving your desired results.

Why Is Having a Marketing Plan Important?

The marketing plan is the foundation of your overall business strategy. It provides a map for how you will achieve your business goals and helps to keep you on track.

A well-thought-out marketing plan can help you to:

  • Define your target market
  • Understand your competitors
  • Set your marketing goals
  • Develop your marketing strategy
  • Create your marketing budget
  • Measure your success

Without a marketing plan, it won’t be easy to make informed decisions about where to allocate your resources. Your marketing plan should be reviewed and updated regularly to remain relevant and practical.

Steps Involved in Creating a Marketing Plan

Steps Involved in Creating a Marketing Plan

Your marketing plan should be created with your target market in mind. Every business is different, so your marketing plan will be unique to your business. However, there are some common steps that all businesses can follow when creating a marketing plan:

Establishing Marketing Objectives

One of the first steps in creating a marketing plan is establishing objectives. Marketing objectives are what you hope to achieve with your marketing efforts. They should be SMART: specific, measurable, attainable, relevant, and time-bound.

For example, let’s say you own a small business that sells handmade jewelry. A SMART objective for your marketing plan might be to increase online sales by 20% over the next three months. To do this, you could focus on growing your social media following and creating more targeted ads.

Some other examples of SMART marketing objectives include:

  • Increase brand awareness by X% in X period
  • Generate X leads in X period
  • Increase website traffic by X% in X period

However, there are a few things to keep in mind when establishing marketing objectives for your marketing plan:

Be realistic: It’s important to set achievable goals. If your plans are too ambitious, you’ll likely be disappointed with the results.

Be specific: Vague goals are challenging to measure and unlikely to be successful. Make sure your goals are clear and concise.

Make them measurable: To track progress, you should make sure your goals include specific metrics that you can use to measure success.

Set a timeframe: Giving yourself a deadline will help you stay on track and ensure your marketing efforts are focused.

Determining Target Markets

As you begin to write your marketing plan, you must determine your target. There are a few key questions you’ll need to answer to zero in on who your target market is:

  • What needs does your product or service address?
  • Who is most likely to have those needs?
  • What other factors (geographic, demographic, psychographic, etc.) influence their purchasing decisions?

Once you understand your target market, you can begin to think about the best ways to reach them with your marketing message. Understanding your buyer personas can be helpful in this process, as they provide a more in-depth look at your ideal customer.

Selecting a Marketing Strategy

While there is no surefire recipe for success in marketing, understanding and utilizing various marketing strategies is essential to any good marketing plan. The first step in selecting the right marketing strategy is understanding your audience. This key ingredient is necessary to choose an effective marketing strategy.

Once you understand your target market, you can narrow down your marketing strategy options. There are many ways to market to an audience, and the right strategy will vary depending on your product or service, budget, and goals.

Some common marketing strategies include:

The best way to select a marketing strategy is to experiment with different methods and track the results.

Developing a Tactical Plan

Tactics are the specific actions you’ll take to achieve your strategy. They should be measurable and have a timeline attached so you can track your progress and adjust as needed.

Some common marketing tactics include:

  • Creating a website
  • Developing marketing collateral (e.g., brochures, flyers, eBooks)
  • Creating and managing social media accounts
  • Planning and executing email marketing campaigns
  • Conducting market research

You can track your progress and make necessary adjustments by outlining the specific actions you’ll take to achieve your goals. Tactics should be measurable and have a timeline attached so you can assess their effectiveness.

Measuring Your Success

You can only improve your marketing strategy if you know what’s working and what isn’t. That’s why it’s essential to measure your success along the way. Doing so will help you fine-tune your approach and ensure you get the most out of your efforts.

There are several ways to measure the success of your marketing campaigns. One method is to track engagement metrics, such as the number of views, clicks, or shares your content receives.

You can also measure leads generated by looking at the number of people who sign up for your email list or fill out a contact form on your website. Another way to gauge success is to look at sales figures. If your marketing campaigns are driving more traffic to your website or increasing conversions, that’s a good sign that they’re effective.


A marketing plan is a key to successful marketing. By setting objectives, identifying target markets, and developing strategies and tactics, you can create a plan to help you achieve your desired results.

Constantly monitoring and evaluating your marketing plan will also help you make necessary adjustments to keep your marketing efforts on track. Doing so ensures that you are making the most of your time, money, and resources.