A marketing plan can feel a lot more overwhelming than a marketing strategy, but we’ve got you covered.

Depending on your company size, your marketing plan will very much differ. Therefore, you cannot compare your local hair salon to that of Adidas. In saying this, your marketing plan should always include a great deal of quality and detail.

The key is to customise all points for your business and its needs.

A marketing template will help you create a visual for you and your company and at the same time will guide you in the right direction.

Find out what we will be covering below and download our FREE template to guide you thereafter.

  1. What is a marketing plan?
  2. What is included in a marketing plan?
  3. Your FREE marketing plan template

What Is A Marketing Plan?

A marketing plan involves the activities that’ll help you achieve your marketing strategy- your competitive advantage.

It involves when you’re going to achieve the actions and what you’re going to do in order to achieve them and make them come to light. So, each campaign or plan should include due dates and a scheduled timeline.

A marketing plan allows you and your team to be able to have a clear understanding of the tasks that are at hand and how to prioritise each one so that all campaigns are achieved accordingly.

This should of course be created after your marketing strategy and include specifications for different teams in the workplace.

Without a marketing plan, you’ll be unable to create a realistic budget and all internal activities will begin to get messy and unorganised.

What Is Included In A Marketing Plan?

Executive Summary

In your executive summary, you want to describe a bit about your company and include information about:

  • Who the company is
  • The company’s mission and vision
  • The products and services your company offers
  • Your competitive advantage
  • A few relevant facts about your company

Try to keep your executive summary short and to the point, about 2-3 paragraphs long.

Marketing Goals And KPIs

This section is of course one of the most crucial parts of your marketing plan. Ensure that you are as clear as possible and that you have outlined everything necessary with regards to your business. Don’t rush this section, it needs time and your full attention.

Keep in mind that you need to be as specific as possible. This means including reachable metrics and setting goals that relate to conversions, traffic, customer satisfaction etc.

In other words, “write more blog posts” and “gain more followers on Instagram” is way too vague and should be avoided.

Instead, you can say “write two blog posts per week” or “increase Instagram followers by 150 each month.”

With regards to your Key Performance Indicators (or KPIs), if your company’s mission is, for example, “to provide timely and efficient customer service in order to satisfy our customers with any complaints and mishaps they may have” then following on from this you may track customer satisfaction via survey answers, and therefore your KPIs will be “survey answers.”

Analyse your KPIs and include each one in your marketing plan.

Buyer’s Personas

There’s no point in creating a marketing plan if you’re not certain about who you’re aiming your campaign at.

Ask yourself:

  • Who are your ideal customers? (Their name, age, sex, location, job title)
  • What are your ideal customer’s goals and challenges?
  • What does your business do to solve any problems your ideal customers may have?

In order to get as many answers as possible:

  • Interview your customers
  • Survey your audience
  • Conduct a focus group

Having a clear understanding of your buyer’s personas will make the process a lot smoother for your team.

Competitor Analysis

Identify who your competitors are and their approach to specific marketing strategies. With the information you conduct, figure out how you can better these strategies. Identify the strengths and weaknesses of your competitors to find potential opportunities.

Ask yourself the following questions:

  • Which types of people do I want to target?
  • What keeps them coming back for more?
  • Which elements do they have that create interests?
  • What are their price points?
  • What are their connections?
  • How do my competitors advertise to and connect with the community I want to target?

Actionable Marketing And Content Strategies

This step is where you’ll include all the actions needed in order to reach your targeted goals.

Ensure that you choose the right channels and timeline for each strategy so that all initiatives are played out smoothly.


a) The types of content to be created
– Blog posts
– Guides
– Ebooks
– Webinars
– Youtube videos

b) How often the content will be created
– Daily
– Weekly
– Monthly
– Quarterly

c) The KPIs to track each strategy
– Email traffic
– Blog traffic
– Organic traffic
– Social traffic

d) The channels you’ll share each content piece on
– LinkedIn
– Instagram
– Facebook
– YouTube
– Twitter
– Pinterest

e) Decide if any paid advertising will take place

Marketing Budget

Identify any expenses that’ll need to be incorporated in your marketing plan. This may include sponsorships, a marketing hire, paid advertising, traditional advertising, email marketing etc.

The Individuals Or Teams Responsible

Whether you are a team of 2 or a team of 200, outlining the responsibilities to each employee or team manager is crucial.

You want everyone to be on board and have a full understanding of the strategies to be completed, so ensure that there are no communication barriers.

Your FREE Marketing Plan Template