A marketing plan is a blueprint that outlines your strategies to attract and convert your ideal customers as a part of your customer acquisition strategy. It’s a comprehensive document that details your:
In this article, I’ll explain everything you need to know about creating a marketing plan. If you need a little extra help, there are professionally designed marketing plan templates that’ll make the process much easier. So, let’s ditch the confusion and get started!
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A marketing plan is a report that outlines your marketing strategy for your products or services, which could be applicable for the coming year, quarter or month.
Watch this quick, 13-minute video for more details on what a marketing plan is and how to make one yourself:
Typically, a marketing plan includes:
For example, this marketing plan template provides a high-level overview of the business and competitors before diving deep into specific goals, KPIs and tactics:
Learning how to write a marketing plan forces you to think through the important steps that lead to an effective marketing strategy. And a well-defined plan will help you stay focused on your high-level marketing goals.
With Venngage’s extensive catalog of marketing plan templates, creating your marketing plan isn’t going to be hard or tedious. In fact, Venngage has plenty of helpful communications and design resources for marketers. If you’re ready to get started, sign up for Venngage for Marketers now. It’s free to register and start designing.
Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team hustling it out, Venngage for Marketers helps you get things done.
As mentioned above, the scope of your marketing plan varies depending on its purpose or the type of organization it’s for.
For example, you could look for performance marketing agency to create a marketing plan that provides an overview of a company’s entire marketing strategy:
A typical outline of a marketing plan includes:
Below you will see in details how to write each section as well as some examples of how you can design each section in a marketing plan.
Starting your marketing plan off on the right foot is important. You want to pull people into your amazing plan for marketing domination. Not bore them to tears.
One of the best ways to get people excited to read your marketing plan is with a well-written executive summary. An executive summary introduces readers to your company goals, marketing triumphs, future plans, and other important contextual facts.
Basically, you can use the Executive Summary as a primer for the rest of your marketing plan.
Include things like:
Try to keep your executive summary rather brief and to the point. You aren’t writing a novel, so try to keep it under three to four paragraphs.
Take a look at the executive summary in the marketing plan example below:
The executive summary is only two paragraphs long — short but effective.
The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors. But there’s no mention of specific metrics or figures. That will be highlighted in the next section of the marketing plan.
An effective executive summary should have enough information to pique the reader’s interest, but not bog them down with specifics yet. That’s what the rest of your marketing plan is for!
The executive summary also sets the tone for your marketing plan. Think about what tone will fit your brand? Friendly and humorous? Professional and reliable? Inspiring and visionary?
After you perfect your executive summary, it’s time to outline your marketing goals.
(If you’ve never set data-driven goals like this before, it would be worth reading this growth strategy guide).
This is one of the most important parts of the entire marketing plan, so be sure to take your time and be as clear as possible. Moreover, optimizing your marketing funnel is key. Employing effective funnel software can simplify operations and provide valuable customer insights. It facilitates lead tracking, conversion rate analysis, and efficient marketing optimization.
As a rule of thumb, be as specific as possible. The folks over at VoyMedia advise that you should set goals that impact website traffic, conversions, and customer success — and to use real numbers. Complement your goals with website optimization tools (e.g., A/B testing speed with Nostra – check Nostra AI review to learn more) to further improve conversions.
Avoid outlining vague goals like:
Instead, identify key performance metrics (KPI) you want to impact and the percentage you want to increase them by.
Take a look at the goals page in the marketing plan example below:
They not only identify a specific metric in each of their goals, but they also set a timeline for when they will be increased.
The same vague goals listed earlier become much clearer when specific numbers and timelines are applied to them:
You can dive even deeper into your marketing goals if you want (generally, the more specific, the better). Here’s a marketing plan example that shows how to outline your growth goals:
Now, this may not seem like the most important part of your marketing plan, but I think it holds a ton of value.
Outlining your user personas is an important part of a marketing plan that should not be overlooked.
You should be asking not just how you can get the most visitors to your business, but how you can get the right visitors.
Who are your ideal customers? What are their goals? What are their biggest problems? How does your business solve customer problems?
Answering these questions will take lots of research, but it’s essential information to get.
Some ways to conduct user research are:
Then, you will need to compile your user data into a user persona guide.
Take a look at how detailed this user persona template is below:
Taking the time to identify specific demographic traits, habits and goals will make it easier for you to cater your marketing plan to them.
Here’s how you can create a user persona guide:
The first thing you should add is a profile picture or icon for each user persona. It can help to put a face to your personas, so they seem more real.
Next, list demographic information like:
The user persona example above uses sliding scales to identify personality traits like introversion vs. extroversion and thinking vs. feeling. Identifying what type of personality your target users tend to have an influence on the messaging you use in your marketing content.
Meanwhile, this user persona guide identifies specific challenges the user faces each day:
But if you don’t want to go into such precise detail, you can stick to basic information, like in this marketing plan example:
Most businesses will have a few different types of target users. That’s why it’s pertinent to identify and create several different user personas. That way, you can better segment your marketing campaigns and set separate goals, if necessary.
Here’s a marketing plan example with a segmented user persona guide:
The important thing is for your team or client to have a clear picture of who their target user is and how they can appeal to their specific problems.
Start creating robust user personas using Venngage’s user persona guide.
Next, on the marketing plan checklist, we have the competitor research section. This section will help you identify who your competitors are, what they’re doing, and how you could carve yourself a place alongside them in your niche — and ideally, surpass them. It’s something you can learn to do with rank tracking software.
Competitor research is also incredibly important if you are starting a blog.
Typically, your competitor research should include:
Also, take as deep a dive as you can into the strategies they use across their:
Research their strengths and weaknesses in all parts of their company, and you will find some great opportunities. Bookmark has a great guide to different marketing strategies for small businesses if you need some more information there.
You can use this simple SWOT analysis worksheet to quickly work through all parts of their strategy as well:
Click the template above to create a SWOT chart. Customize the template to your liking — no design know-how needed.
Since you have already done all the research beforehand, adding this information to your marketing plan shouldn’t be that hard.
In this marketing plan example, some high-level research is outlined for 3 competing brands:
But you could take a deeper dive into different facets of your competitors’ strategies. This marketing plan example analyses a competitor’s inbound marketing strategy:
It can also be helpful to divide your competitors into Primary and Secondary groups. For example, Apple’s primary competitor may be Dell for computers, but its secondary competitor could be a company that makes tablets.
Your most dangerous competitors may not even be in the same industry as you. Like the CEO of Netflix said, “Sleep is our competition.”
It’s pretty hard to plan for the future if you don’t know where your business stands right now.
Before we do anything at Venngage, we find the baselines so we can compare future results to something. We do it so much it’s almost like second nature now!
Setting baselines will allow you to more accurately track your progress. You will also be able to better analyze what worked and what didn’t work, so you can build a stronger strategy. It will definitely help them clearly understand your goals and strategy as well.
Here’s a marketing plan example where the baselines are visualized:
Another way to include baselines in your plan is with a simple chart, like in the marketing plan example below:
Because data can be intimidating to a lot of people, visualizing your data using charts and infographics will help demystify the information.
After pulling all the contextual information and relevant metrics into your marketing plan, it’s time to break down your marketing strategy.
Mind maps are an effective way to show how a strategy with many moving parts ties together. For example, this mind map shows how the four main components of a marketing strategy interact together:
You can also use a flow chart to map out your strategy by objectives:
However you choose to visualize your strategy, your team should know exactly what they need to do. This is not the time to keep your cards close to your chest.
Your strategy section may need to take up a few pages to explain, like in the marketing plan example below:
With all of this information, even someone from the development team will understand what the marketing team is working on.
This minimalistic marketing plan example uses color blocks to make the different parts of the strategy easy to scan:
Breaking your strategy down into tasks will make it easier to tackle.
Another important way to visualize your marketing strategy is to create a project roadmap. A project roadmap visualizes the timeline of your product with individual tasks. Our roadmap maker can help you with this.
For example, this project roadmap shows how tasks on both the marketing and web design side run parallel to each other:
A simple timeline can also be used in your marketing plan:
Or a mind map, if you want to include a ton of information in a more organized way:
Even a simple “Next, Now, Later” chart can help visualize your strategy:
Close your marketing plan with a brief explanation of how you plan to track or measure your results. This will save you a lot of frustration down the line by standardizing how you track results across your team.
Like the other sections of your marketing plan, you can choose how in-depth you want to go. But there need to be some clear guidelines on how to measure the progress and results of your marketing plan.
At the bare minimum, your results tracking guidelines should specify:
But you can more add tracking guidelines to your marketing plan if you see the need to. You may also want to include a template that your team or client can follow, for client reporting, ensure that the right metrics are being tracked.
The marketing plan example below dedicates a whole page to tracking criteria:
Use a task tracker to track tasks and marketing results, and a checklist maker to note down tasks, important life events, or tracking your daily life.
Similarly, the marketing plan example below talks about tracking content marketing instead:
Marketing plan vs. marketing strategy
Although often used interchangeably, the terms “marketing plan” and “marketing strategy” do have some differences.
Simply speaking, a marketing strategy presents what the business will do in order to reach a certain goal. A marketing plan outlines the specific daily, weekly, monthly or yearly activities that the marketing strategy calls for. As a business, you can create a marketing proposal for the marketing strategies defined in your company’s marketing plan. There are various marketing proposal examples that you can look at to help with this.
A company’s extended marketing strategy can be like this:
Notice how it’s more general and doesn’t include the actual activities required to complete each strategy or the timeframe those marketing activities will take place. That kind of information is included in a marketing plan, like this marketing plan template which talks about the content strategy in detail:
Here’s a free nonprofit marketing plan example that is ideal for organizations with a comprehensive vision to share. It’s a simple plan that is incredibly effective. Not only does the plan outline the core values of the company, it also shares the ideal buyer persona.
EDIT THIS MARKETING PLAN TEMPLATE
Note how the branding is consistent throughout this example so there is no doubt which company is presenting this plan. The content plan is an added incentive for anyone viewing the document to go ahead and give the team the green light.
Two-page marketing plan samples aren’t very common, but this free template proves how effective they are. There’s a dedicated section for business goals as well as for project planning.
The milestones for the marketing campaign are clearly laid out, which is a great way to show how organized this business strategy is.
This marketing plan template is perfect for small businesses who set out to develop an overarching marketing strategy for the whole year:
Notice how this aligns pretty well with the marketing plan outline we discussed in previous sections.
In terms of specific tactics for the company’s marketing strategy, the template only discusses SEO strategy, but you can certainly expand on that section to discuss any other strategies — such as link building, that you would like to build out a complete marketing plan for.
Marketing plans, like the sample below, are a great way to highlight what your business strategy and the proposal you wan to put forward to win potential customers.
This one-page marketing plan example is great for showcasing marketing efforts in a persuasive presentation or to print out for an in-person meeting.
Note how the fact sheet breaks down the marketing budget as well as the key metrics for the organization. You can win over clients and partners with a plan like this.
This one-page sample marketing plan clearly outlines the marketing objectives for the organization. It’s a simple but effective way to share a large amount of information in a short amount of time.
What really works with this example is that includes a mission statement, key contact information alongside all the key metrics.
This press kit marketing plan template is bright and unmistakable as belonging to the Cloud Nine marketing agency. The way the brand colors are used also helps diversify the layouts for each page, making the plan easier to read.
We like the way the marketing department has outlined the important facts about the organization. The bold and large numbers draw the eye and look impressive.
Start your marketing campaign on a promising note with this marketing plan template. It’s short, sharp and to the point. The table of contents sets out the agenda, and there’s a page for the company overview and mission statement.
A complete marketing plan example, like the one below, not only breaks down the business goals to be achieved but a whole lot more. Note how the terms and conditions and payment schedule are included, which makes this one of the most comprehensive marketing plans on our list.
While both marketing plans and business plans are crucial documents for businesses, they serve distinct purposes and have different scopes. Here’s a breakdown of the key differences:
Business plan is a comprehensive document that outlines all aspects of your business, including:
Marketing plan on the other hand, dives deep into the specific strategies and tactics related to your marketing efforts. It expands on the marketing section of a business plan by detailing:
In short, business plans paint the entire business picture, while marketing plans zoom in on the specific strategies used to reach your target audience and achieve marketing goals.
Let’s take a look at several types of marketing plans you can create, along with specific examples for each.
This is a good example of a marketing plan that covers the overarching annual marketing strategy for a company:
Another good example would be this Starbucks marketing plan:
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This one-page marketing plan example from coffee chain Starbucks has everything at a glance. The bold headers and subheadings make it easier to segment the sections so readers can focus on the area most relevant to them.
What we like about this example is how much it covers. From the ideal buyer persona to actional activities, as well as positioning and metrics, this marketing plan has it all.
Another marketing plan example that caught our eye is this one from Cengage. Although a bit text-heavy and traditional, it explains the various sections well. The clean layout makes this plan easy to read and absorb.
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The last marketing plan example we would like to feature in this section is this one from Lush cosmetics.
It is a long one but it’s also very detailed. The plan outlines numerous areas, including the company mission, SWOT analysis, brand positioning, packaging, geographical criteria, and much more.
A content marketing plan highlights different strategies, campaigns or tactics you can use for your content to help your business reach its goals.
This one-page marketing plan example from Contently outlines a content strategy and workflow using simple colors and blocks. The bullet points detail more information but this plan can easily be understood at a glance, which makes it so effective.
For a more detailed content marketing plan example, take a look at this template which features an editorial calendar you can share with the whole team:
Your SEO marketing plan highlights what you plan to do for your SEO marketing strategy. This could include tactics for website on-page optimization, off-page optimization using AI SEO, and link building using an SEO PowerSuite backlink API for quick backlink profile checks. Additionally, incorporating a rank tracker can help monitor keyword performance and track the impact of your optimization efforts.
This SEO marketing plan example discusses in detail the target audience of the business and the SEO plan laid out in different stages:
Your social media marketing plan presents what you’ll do to reach your marketing goal through social media. This could include tactics specific to each social media channel that you own, recommendations on developing a new channel, specific campaigns you want to run, and so on, like how B2B channels use Linkedin to generate leads with automation tools and expand their customer base; or like making use of Twitter walls that could display live Twitter feeds from Twitter in real-time on digital screens.
For B2C brands, you can target Facebook and Instagram. Gain Instagram likes to build trust for your brand’s profile and post engaging content on both platforms. Leverage AI social media tools to automate and scale your content plan..
Edit this social media marketing plan example easily with Venngage’s drag-and-drop editor:
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This could cover your paid marketing strategy (which can include search ads, paid social media ads, traditional advertisements, etc.), email marketing strategy and more. Here’s an example:
Marketing plans should include:
An executive summary in a marketing plan is a brief overview of the entire document, summarizing the key points, goals, and strategies. Its main goal is to provide readers with a quick understanding of the plan’s purpose and to entice them to read further.
When a marketing plan is effective, businesses can experience increased brand visibility, higher customer engagement, improved sales and revenue, and strengthened customer loyalty.
The first section of a marketing plan is typically the “Executive Summary,” which provides a concise overview of the entire plan, including the business’s goals and the strategies to achieve them.
More marketing design guides and templates:
Sara McGuire is the former Content Marketing Manager at Venngage. She believes that growth by content doesn't require a big budget if you're scrappy. Her writing has been published on Marketing Profs, HubSpot, and Content Marketing Institute. Follow her on Twitter @sara_mcguire
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