Marketing Plan Outline
Good marketing is more than posting on social media. A strong marketing plan identifies who you want to reach, what you want them to know, where you will reach them and how you will measure whether your efforts are working.
Turn Marketing Into a Strategy
Your marketing plan should help you make intentional decisions about your customers, your message, your budget and the marketing activities that are most likely to move your business forward.
Know Your Audience
Focus your time and money on the people most likely to need, value and purchase what you offer.
Use the Right Channels
Choose marketing platforms based on where your customers actually spend their time.
Measure What Works
Track results so you can invest more in the strategies that create awareness, leads and sales.
Start With Four Questions
Before choosing tactics, get clear about what you are trying to accomplish.
Who?
Who is your ideal customer and who are you trying to reach?
What?
What do you want people to understand, feel or do after seeing your marketing?
Where?
Where can you consistently reach your target customers?
How Will You Know?
What numbers will tell you whether the strategy is actually working?
Your Marketing Plan Outline
Use each section below to build a practical marketing strategy for your business.
Marketing Summary
Begin with a short overview of what your marketing plan is intended to accomplish. Keep it focused on the major goals, audience and strategy.
- Primary marketing goals
- Target audience
- Core products or services being promoted
- Key competitive advantage
- Primary marketing channels
- Marketing budget
- Top measures of success
Target Market
Be specific about the customers you want your marketing to reach.
- Primary customer groups
- Age or life stage when relevant
- Location or service area
- Business type or industry for B2B
- Customer needs and challenges
- Buying motivations
- Purchasing behavior
- How customers currently find solutions
Market & Competition
Understand the environment in which you are asking customers to choose your business.
- Market size and opportunity
- Industry trends
- Customer demand
- Direct competitors
- Indirect competitors
- Competitor pricing
- Competitor strengths and weaknesses
- Opportunities to differentiate
Brand & Messaging
Determine what you want people to understand and remember about your business.
- Brand promise
- Unique selling proposition
- Customer problem you solve
- Key benefits
- Brand personality and voice
- Core marketing messages
- Calls to action
- Proof points and testimonials
Marketing Goals
Set clear goals that connect marketing activity to business results.
- Increase brand awareness
- Generate leads
- Increase website traffic
- Grow email subscribers
- Increase event participation
- Generate sales
- Increase repeat customers
- Improve customer retention
Marketing Channels
Choose the channels that best match your audience, budget and business goals.
- Website and search
- Email marketing
- Social media
- Digital advertising
- Print advertising
- Networking and events
- Public relations
- Partnerships and referrals
Content & Promotions
Plan what you will communicate and how often you will communicate it.
- Educational content
- Product or service promotion
- Customer stories
- Video and photography
- Offers and promotions
- Events and campaigns
- Seasonal opportunities
- Content calendar
Section 8: Marketing Budget & Action Plan
A marketing plan needs resources and accountability. Identify what you can reasonably invest and who is responsible for completing the work.
- Monthly marketing budget
- Advertising expenses
- Printing and promotional materials
- Website and technology costs
- Photography and video
- Events and sponsorships
- Staff or contractor costs
- Campaign launch dates
- Person responsible for each activity
- Deadlines and review dates
Section 9: Measure Your Results
Do not measure marketing simply by how busy your team is. Measure whether your activity is producing meaningful business results.
What Are People Doing?
- Website visits
- Email open and click rates
- Social media engagement
- Video views
- Event registrations
- New followers or subscribers
What Is Marketing Producing?
- Leads generated
- Sales inquiries
- Conversion rate
- New customers
- Revenue generated
- Customer retention
Marketing Plan Tip
You do not need to be everywhere. You need to be consistently present in the right places for the customers you are trying to reach.
Start with a small number of channels you can execute well, measure the results, and adjust your strategy based on what the data tells you.
Keep Building Your Business
Use these Kent Chamber resources as you develop your overall business strategy.
Business Plan Outline
Build the larger roadmap for your business, including your operations, market, management and financial plan.
View Business Plan OutlineBusiness Resources
Connect with organizations offering coaching, mentorship, funding support and technical assistance.
Explore Business ResourcesPut Your Marketing Plan Into Action
The Kent Chamber can help businesses build visibility, make connections and access resources that support growth. Chamber members also have marketing and advertising opportunities available through the Chamber.
Explore Chamber Marketing Opportunities Call (253) 854-1770
