Developing A Marketing Plan Template – Imagine climbing Mount Everest guided only by intuition. Without a detailed plan (and an experienced shooter), you won’t get very far.
Marketing may not be an extreme life-or-death sport, but you still have big goals to achieve. And your team’s success depends on much more than instinct.
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Developing A Marketing Plan Template
This is why a strategic marketing plan is a must, regardless of your industry. Think of it as a plan to get your business where it needs to be each year.
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Developing your first marketing plan can seem daunting, but don’t worry. We’ll walk you through the basics, show you what a strategic marketing plan looks like, and even give you some free templates to get you started. Here is what we will cover:
A strategic marketing plan is a formal document that guides your team’s marketing efforts throughout the year. It maps your annual marketing goals to your company’s overall business goals, while also showing how you’ll spend your annual marketing budget.
Keep in mind that your plan may vary depending on your industry and goals. The length and format are not as important as the details you provide. Do your research and make it easy for company leaders to understand how your strategic marketing plan is helping the business grow.
Details how you will implement the portion of your marketing plan with a specific tactical goal in mind. You can do this by launching an email or social media campaign, publishing a blog series, offering a special offer, or hosting a live event.
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, on the other hand, is a high-level framework that drives all of your marketing strategies. It’s a holistic view of the who, what and why behind your marketing goals, focusing on linking them to larger organizational goals.
No two marketing programs are exactly alike, but they do share some common themes. Here are 6 important elements you’ll want to identify and examine before building your next strategic marketing plan.
Everything you do as a marketing team should support your company’s overall strategy and goals. So summarize your organization’s business goals and let that serve as the true north of your marketing plan. Your staff and stakeholders should be able to clearly see how the marketing strategies and goals you outline in your plan align with your company’s highest priorities.
A SWOT analysis analyzes your company’s strengths and weaknesses, opportunities and threats. This allows you to assess both the internal and external factors that influence your success, so you can create targeted strategies that close the gaps and achieve results.
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Research is at the heart of any marketing plan because you will use it to shape your goals and strategy. Don’t be afraid to dive into the details here. A well-researched marketing plan is worth the time invested.
Focusing your research energy on these areas will give you a solid foundation for smart marketing decisions.
It is important to understand the main movements in the industry you are marketing in to get a sense of how the market is pulsating. Thoroughly research the industry in which your organization operates and be sure to report on the general climate as well as notable events. If your company serves any sub-industries, be sure to include them in the analysis as well.
Marketing to the masses rarely pays off. Therefore, narrowing down your target audience is a must in any marketing plan. Think of it as a filter through which you pass any marketing strategy.
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The more specific you can be, the better. Answers to such questions can help you develop a clear picture of your ideal buyer so you know how to focus your resources to have a greater impact on the people you want to reach.
It is also important to understand who and what you are up against when it comes to attracting your perfect buyer. Identify the key players in your space and provide a brief overview of what they are doing to win. This foundation will make it easier for you to understand how to differentiate yourself from the competition.
Now that you’ve laid the groundwork, it’s time to talk strategy. Define your strategic marketing goals for the year and briefly explain how these strategies support company-wide goals. Use a Gantt chart to create a timeline for each goal and track results over time. It’s an easy way to set expectations and keep your team and stakeholders informed.
Metrics are where the rubber meets the road in your marketing plan. Use your market research to define specific KPIs or key marketing metrics that will serve as your measure of success. This will help you track progress so you know if you need to change course mid-project to ensure you achieve your strategic marketing goals.
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Marketing channels are the means you use to reach your target audience and grow your brand. Choose your channels wisely based on where you expect to get the most bang for your marketing buck. Briefly explain the purpose of each channel and how it supports your overall marketing strategy and business goals.
Do you want to create a more detailed plan for each marketing channel so that you can realize your ideas? Check out our free social media strategy plan and editorial content plan templates for more information on planning by channel.
Setting a monthly budget for your marketing plan—and tracking it over time—will help you maximize your ROI and identify unnecessary expenses before they eat away at your marketing dollars.
Start by itemizing all the current expenses you have so you know what you can afford to spend on new initiatives. Then try to estimate all the new costs you expect in the coming year. Be sure to account for any new hires, freelancers, or third-party agencies you’ll need to rely on to get the job done.
Tactical Marketing Plan Template & Example
Don’t know where to start? We have you! Here are some examples of how you can build a marketing plan so you can start writing on your own easily.
Your marketing plan may vary depending on the industry you work in or the goals you are targeting. Use these marketing plan templates and examples as a guide to jumpstart the process and create a marketing plan structure that works for you.
The most common way to create a marketing plan is to simply write it as a text document. This format allows you to freely detail any research findings you gathered during the discovery, while clearly justifying the marketing goals you set for the year.
We’ve created a free Google Docs marketing plan template to help you save time and get the planning process off the ground faster. This sample marketing plan is perfect for documenting and sharing the full scope of your strategic marketing plan with your team and stakeholders.
Writing A Marketing Plan
Save a copy of the template to your Google Drive or download it as a Word document and customize it to meet the needs of your strategic marketing plan.
A bad plan if you set it and forget it. This is where a Gantt chart comes in handy. Track your strategic marketing plan to success with this free Gantt chart marketing plan template.
A Gantt chart is a great way to break down your marketing plan into a simple visual timeline that can be easily updated as you work. It gives you a high-level view of your plan’s key goals and strategies, while allowing you to collaborate on the plan and share it with your team and stakeholders.
How you use the Gantt chart to implement your plan is up to you. Create a timeline of the tasks you need to complete when creating a marketing plan, like the example below.
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Once you’ve specified the details of your marketing plan, you can use a Gantt chart to define and track your strategic marketing goals. For example, you can divide your marketing plan into quarters to show when specific goals come into play and update progress as you get closer to the goal. Here’s what it might look like.
Customizing the template is quick and easy thanks to the ease of drag and drop. And because everything is online, your entire team can collaborate on activities in real time.
Here are some tips to help you get the most out of our free strategic marketing plan template.
Setting up a marketing plan is as simple as moving tasks – or entire groups of tasks – to their new correct location. Click and drag the edges of each task panel to set a new task duration.
Strategic Marketing Plan Template & Examples
Collaboration is easy thanks to the discussion function. Share documents and chat with your team directly from the task
Do you have a more formal marketing plan document? Attach a file or link to your project so everyone can easily access it.
Plans are meant to be shared, so we’ve made it easy for even the most curious of stakeholders to follow. Export your plan to a printer-friendly PDF file or share a view-only link to your project so stakeholders can see the progress of your marketing plan in real time.
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Marketing Plan One Page Template
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