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Marketing Plan & How to Create

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26 views21 pages

Marketing Plan & How to Create

Uploaded by

nguyetnm.lsc
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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What Is a

Marketing
Plan?
& How to Create One

semrush.com
A marketing plan outlines how a company will
promote its products or services. And provides a
strategic roadmap for growth.

It typically maps out:

Clear marketing goals that specify what the


company aims to achieve

A defined target audience your business aims


to reach

Insights from competitors to identify


opportunities and stay ahead

Marketing strategies and channels to reach


your audience effectively

A budget and resource plan to guide


execution

Performance metrics to measure success


and adjust your plan as needed
Types of
Marketing Plans
Specific marketing plans detail the strategies
and tactics you plan to use to reach and
engage audiences and track results on
different channels.

Here are some of the most common types of


marketing plans:

Content marketing plan: Establishes how


you plan to create and distribute content
like blog posts and videos to attract,
engage, and retain your target audiences

Social media marketing plan: Provides a


roadmap for using social media platforms to
increase brand awareness, connect with
audiences, and encourage engagement
Email marketing plan: Details strategies for
email campaigns, like newsletters or
promotional email sequences, to nurture
leads and improve customer relationships

Growth marketing plan: Guides


experimentation across channels to identify
tactics that will help you achieve rapid
growth through continuous optimization

SEO marketing plan: Lays out the steps to


improve the quantity and quality of organic
(unpaid) traffic to your website using search
engine optimization tactics

Paid advertising plan: Outlines how you’ll


use paid advertising channels, like social
media ads and pay-per-click (PPC)
advertising, to target audiences and deliver
results within a set time frame
How to Create a
Marketing Plan
for Your Business
Here are six steps to create a marketing plan
that keeps you focused and on track.

Download our marketing plan template to follow


along.
1. Determine Your
Marketing Goals
Having a clear goal ensures all your efforts
align with achieving those objectives.
Let's say you're creating a marketing plan for a
fintech company that allows people to transfer
money internationally.

Set goals that are specific, measurable,


achievable, relevant, and time-bound (SMART).

Specific: Defines exactly what you want to


accomplish
Measurable: Details how you will measure
progress and determine success
Achievable: Ensures the goal is realistic and
attainable with your available resources
Relevant: Aligns with your business goals
Time-bound: Establishes a clear deadline to
maintain focus and urgency
Here’s what that looks like:

❌ Grow sign-ups.
✅ Grow total sign-ups from 200,000 to
300,000 in one year.
Here are some common marketing goals:

Grow organic website traffic by X% over


[time period] through improved SEO and
content optimization.
Generate X qualified leads per month within
[time period] using targeted paid
campaigns.
Increase [social media platform/s]
engagement by X% over [time period]
through weekly posts, influencer
collaborations, and targeted giveaways.

Once you’ve decided on your goal, add it to the


marketing plan template.
2. Identify Your
Target Market
Your target market is the specific group of
people you want to reach with your marketing
efforts.

In general, it is made up of people who have


problems your product or service can solve.
Making them more likely to eventually become
customers or subscribers.

Understanding your target market will help you


identify which marketing channels to use and
craft content they can relate to.

That way, you can reach and engage with them


better. Which can lead to better marketing
results.
Here’s how to identify your target market.
First, talk to your existing customers. Learn why
they love your products or services and what
needs your offerings solve.

Do this by asking them the following questions


through an email, a survey, or any other channel
you use to communicate with your customers:

Where do you typically look for information


related to our product/service?
What factors influence your purchasing
decisions?
What are your biggest challenges or pain
points related to our product/service?

If you can’t ask your customers, talk to your


support team and uncover common questions
and frustrations your customers mention.
Once you have all the information, record it in
the marketing plan template.

Like this:
3. Gather
Competitor Insights
Understanding your competitors’ marketing
strategies can help you identify opportunities
and avoid potential pitfalls.

A competitor is any company that provides the


same (or similar) product or service as you in
your market.

Specifically, you need to gather the following


information about them:

What is their positioning in the market?


What marketing channels do they use?
What is their communication strategy?
As you learn more about your competitors,
make notes for yourself in the template.
4. Define Your
Marketing
Strategies and
Tactics
Marketing strategies provide a high-level
approach to achieving your goals. These
strategies focus on where and how you’ll
promote your product or service.

Once you've decided on your strategies, break


them down into specific tasks and tactics.
Here’s how to do that.

Let’s say your marketing goal is to increase


sign-ups by 50% over the next year.

One strategy you might consider is search


engine optimization or SEO.

SEO helps you rank higher on search engine


results pages so you can reach people who are
searching for your products or services.

Since these people already want to find your


brand, product, or service, they’re also likely to
sign up for your platform.
Some SEO tactics you can use include the
following:

Find and target relevant keywords with


commercial intent (i.e., searchers who use
keywords with commercial intent want to
buy a product) on your homepage and other
key webpages

Use blog posts to answer common


questions your audience might search
online

Create optimized bottom of funnel content

Add as many strategies and tactics as you want


to your marketing plan. As long as they align
with your overall goals and are achievable with
the available time, resources, and budget.
Mention all the strategies and tactics you've
chosen in the marketing plan template. And
include some you want to test or implement.

Like this:
5. Determine Your
Resources
At this stage of planning, you need to
determine your resources.

This includes:

People: Based on your marketing activities,


assess whether you need additional staff.
You may decide to invest in training your
team. Or hire experts.

Tools: Identify the tools necessary to


manage and execute your marketing
strategies and tactics.

Budget: Calculate the financial investment


needed to implement your marketing plan.
Once you've identified your resource
requirements, fill out the marketing plan
template like this:
6. Pick Your KPIs
Key performance indicators (KPIs) are metrics
used to measure the effectiveness of your
marketing efforts.

When you execute your marketing plan, you’ll


monitor how close you are from achieving your
goals.

This is where KPIs come into play.


If you're using lots of marketing strategies, you
might be tempted to track every possible
metric for each channel.

There is nothing wrong with this approach. In


fact, you should track as many metrics as you
can.
However, when it comes to evaluating the
overall success of your marketing plan, it's
important to choose metrics that directly relate
to your marketing goal.

For example, two relevant KPIs for the goal of


increasing sign-ups are the following:

Total number of new sign-ups: This metric


directly measures progress toward your
main goal

Website traffic: This measures the number


of visitors coming to your website. While
not all visitors will sign up, an increase in
traffic often correlates with an increase in
sign-ups.

Mention your KPIs in the template.

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