Posted by Sponsored Post Posted on 25 February 2020

What is a Marketing Plan, and How Do I Make One?

Marketing not only helps businesses to promote their products and services, but is also a great way to maintain long-lasting relationships with their audience. However, to have a successful marketing campaign, you should have well-defined goals and a clear strategy to help you reach them. A marketing plan can ensure you remain focused as you work towards fulfilling the needs of your customers and staying ahead of the competition. As such, it is important to understand what exactly it is and how to make one. Below is some of the information that will be useful as you build a marketing plan.

What is a Marketing Plan, and Why is it Important?

A marketing plan is a business document that outlines your advertising and marketing efforts for the next year. The plan details everything you need to know to market your business successfully. These include how to implement your marketing strategy and allocate resources to various business activities that will help you to achieve your objectives, such as sales targets and customer acquisition. While there is no specified length or format for the document, it has to include certain pieces of information. These include a description of the current status of the business, your target market, competitive landscape analysis, and your marketing strategy. But how exactly is a marketing plan important? A good marketing plan will help you by:

Providing New Insights

A good and healthy marketing plan will include details about the status of your business as well as an analysis of the competitive landscape. When describing your target audience, you will get to understand who your ideal customer is. At the same time, market research will allow you to identify opportunities in your market. By providing you with new insights, a marketing plan will help you make better decisions and take advantage of new opportunities.

Setting Goals and Assessing Efforts

A marketing plan is the link between where you are currently and the goals you wish to achieve. The document outlines the strategies and activities required to reach your goals. In this way, it helps you to set goals and assess your efforts by measuring progress periodically. 

It Helps you Focus

Once you have set your marketing goals and defined your business objectives, there will be the temptation to deviate from the original plan. A marketing plan is a written document that constantly reminds you of where you intend to go and the path to your goals, ensuring that you remain focused and committed.

Promotes Proactive Marketing

Without a marketing plan, you may find yourself reacting to changes and competition, a factor that will ensure you are always behind those who are already prepared. A marketing plan lets you understand your customers and competitors so you can deal with the ups and downs of the market and prepare for any changes.

Better Planning

One of the important components of a marketing plan is forecasting and budgeting. Budgeting ensures you allocate enough resources to the different business activities that will help you achieve your marketing goals. It also helps to avoid costly adverts and promotions that are not in line with the strategy of your business. The result is a focus on activities that deliver a meaningful return on investment.

It Helps you Prepare for the Future

The future belongs to those who prepare for it today. Building a marketing plan involves strategic and long-term planning that helps you prepare for changes and challenges that may occur in the future. Such preparation puts you in a better position to face the future with confidence.

What Should a Marketing Plan Include?

Your marketing plan is the basis for your activities for the period that it covers. Since time and resources are always scarce, the document should ensure you are not wasting time or money. Here are some essential components of a marketing plan.

Executive Summary

The executive summary is an introduction to your marketing plan. This part introduces people to your company, your goals, past triumphs, future plans, and other important facts without giving away too much. It should get people interested in reading the document.

Market Research

Research is the foundation of any marketing plan. It is important to collect, organize, and write down the market data collected from your research. Some of the issues you will need to focus on are the market size, buying habits in the industry, market growth and decline, customers, and current trends.

Target Market

Your marketing plan should include a description of the most likely buyers of your products or services. Some of the details to include about your ideal customer are demographics, target markets, market segments, their needs as well as their buying decisions. Information on the target market will include their problems and how your business will help solve them.


Positioning refers to the difference in how the target market perceives your brand. Positioning is determined by the need that your customers seek to fulfill when they purchase your products or services. If you want your businesses to remain relevant and win new business, you should develop compelling branding and marketing messages that communicate how you want to be perceived.

Competitive Analysis

You will need to know who your competitors are, what they are doing, what makes their products different, and the segment of the market they are targeting. This will help you to position your business and products in a way that they will stand out from the competition.

Marketing Goals and Strategy

A marketing plan should include marketing goals and strategy. While your goals are the objectives you want to achieve, the strategy is your path to the sales goals. You should not only look at the market as a whole but also detail the specific tactics and activities you will be using to gain access to customers.


No serious marketing campaign will succeed without a proper marketing budget. A budget will help you to determine how much resources are required, where they will come from, how they will be allocated to different activities, and how you will ensure proper use of the resources. For every activity, you should come up with a method of measuring whether it is generating sufficient return on investment.

Monitoring Results

A marketing plan should outline metrics for testing and analyzing strategies as well as tracking marketing success. Monitoring will help you to identify strategies that are working and those that need changes to produce the desired results.

Creating an entire marketing strategy that includes a marketing plan along with a social media and digital strategy is not easy. As such, businesses should consider working with experts to make the process easier and increase the chances of success in a highly competitive online space. BizIQ provides industry leading social media management packages to help take your business to the next level.

From our advertisers