A good marketing plan template is hard to come by. But why?
Marketing plans aren’t a one-size-fits-all solution. It is best to customize them for each unique business based on the companies needs.
Personally, it has taken me years of professional experience in digital marketing to get a full grasp on what a proper marketing plan is and is not.
I wrote much of what I know about that topic in my other article, “What Is A Marketing Plan?“. If you’re just getting started, it’s the best resource to learn the basics.
If you’ve done your research, you know that a good marketing plan can skyrocket your sales. Keep reading to learn more about how to create one of your own.
How To Get It Done
Knowing how to build your own marketing plan is only helpful if you put action behind it.
To make things simple, you can download my free marketing plan template.
It’s easier than ever before to build your plan. You can skip all the tedious research and get straight to business by using my strategic marketing plan template and customizing it for your business and your own goals.
In this article, I’m going to layout the 5 steps you should to build a solid plan.
STEP #1 – Map Your Resources
Before starting, you’ll need to know your budget. What can you honestly afford to spend? Think of your expenses in advertising, software, training, etc.
In addition to that, remember that time is money. How much time do you really have to spend on marketing? Specifically, how many hours can you reasonably set aside in your schedule?
Finally, consider your team. Who can support you? Think of employees, business partners, freelancers, or interns.
Write it down, and determine the potential of every individual and resource. Think of the time and effort they’ll put into promoting your business and also their skill level. This will help you begin to grasp the true expenses you might incur.
STEP #2 – Know Your Audience
Who’s buying your products or services? Being able to target your marketing towards a specific group of people is essential to make sure your campaigns are efficient.
Write down every detail about your target audience:
- Who are they?
- How much is their income?
- What problems keep them up at night?
- What do they want vs. what do they need?
- Where do they hangout online and in-person?
Now that you’ve assessed who they are, as thoroughly as possible, consider what problems you can solve for them.
Once you understand their problems and how you can solve them, it’s time to make a plan. Dig in to start understanding where you will have the best opportunity to reach them, and incorporate these channels and tactics into your plan.
STEP 3 – Plan Your Message
You know who your audience is. But do you know what you want to say to them?
Getting clarity in your message is vital because your voice is one of the many ways people will connect with your brand.
Don’t merely consider what goods or services you sell. Think of it more from the perspective of the big-picture.
You’re going to get philosophical here. Ask yourself, in what ways will your company improve the world? What positive impact do you want to make in people’s lives? What (besides money) compels you to make this positive impact?
You’re probably not the only company in your niche. Consider how your message makes you unique from your competitors. What else makes you stand out from the crowd?
Here are a few examples:
If you sell gym memberships is your message that people should pay you to lift heavy things and get sweaty… or is your message that you provide people with better health, a brighter future, more confidence, and a better physique?
If you’re a doctor, is your message that you like helping people get past the common cold… or is your message that you love the relieved smile on a young mother’s face when you tell her that her baby will be be ok and feeling better soon after treatment?
If you’re a life coach, is your message that you like talking to clients on the phone for 1 hour each week while they complain about the problems in their life… or is your message that you love empowering others to be their best self and learn the tools to cope with life’s struggles in a healthier way?
Whatever your business is, build your message around the real and sustainable change you can make in people’s lives. You must get past what you’re executing and focus on the core emotional results you provide.
STEP 4 – Outline Your Tactics In Relation To Your Overall Business Strategy
Tactics cannot exist without a strategy. Before you implement a killer marketing plan, you need to take a bird’s eye view at your business.
In your marketing plan, you must determine your long-term strategic goals and objectives for your company’s growth. To do this, you’ll frame the specific tactics to be executed in your business.
You’ll need to know what channels you’ll use to share your message with your audience. Examples include email marketing, advertising, referrals, social media, and direct mail to name just a few.
You’ll also need to decide what you can commit to executing in your business consistently. Once you determine this, then you’ll think of the best way to get the work done.
Remember, that someone will have to complete the action items you build into your plan. Knowing this helps you build a plan that is customized for your specific needs.
STEP 5 – Assess And Track Your Progress
This is where everything comes together. You can make the most of your efforts by using analytics to help you understand how your campaigns are functioning.
The first thing you’ll do is figure out what tools you can use to track your success. Excel spreadsheets, SaaS platforms, old-fashioned pen and paper, whatever it takes!
This will vary based on your company’s size, but remember that you’re never too small to be high-tech. There are many tools you can use no matter the size of your company to make tracking your results much easier.
You’ll also want to track data in the varying areas of operation for your business. Aligning your analytics with your goals will take things a step further in helping you build a plan to scale.
If you don’t reach your goals you can use your analytics and tracking to determine where things went wrong and fill in the gaps for better results in the future.
Taking time to focus on this step ensures that you’re prepared with understanding what works and what doesn’t. This helps you create a strategy to get to the next level.
Conclusion + Download Our Marketing Plan Template
Now that you know what you should include in your marketing plan you can get to work building it! The instructions are clear. With this time-tested, tried-and-true blueprint for marketing success, you’re on the right path.
The slides included in our template can be easily customized for your business in either Google Slides or Powerpoint. You can make them your own and use them to craft a plan to grow your business.
Want more support? Schedule a 15-minute marketing strategy call with our team to learn how we can help you build a strategic marketing plan unique for your business in less than 45 days.
