Whether you are sitting in front of a blank Word doc and waiting for that inspiration to write an intimidating marketing plan for some reason that you are required to do or simply, want to create a roadmap for your business, writing a marketing plan should be an exciting project!

Let’s start with the basics!

How long should it be?

Typically, you can get away with a 5-10 page document. There are some marketing plans out there with more than ten pages. But I wonder if anybody reads them! You want your marketing plan to be realistic and actionable. That’s why the shorter, the better.

Does your business need a Marketing Plan?

Ideally, every business should have one and update it periodically. Unlike a business plan, a marketing plan is not a one-time document. It’s a dynamic document that needs to be updated every six months, year, or three years, depending on the size and operations of your business. An established, mature business may want to update its marketing plan every three years. However, a tech startup might want to update it every six months as the industry and business priorities might pivot.

What are the must-haves in a Marketing Plan?

The marketing plan is a strategic document that lays out all the marketing initiatives for a certain period, usually a year. That means it should cover some fundamental information on a business such as a mission statement, vision statement, and company goals. Keep in mind that marketing is not only about your business but also trends in the industry and economic climate have influence. That said a strong marketing plan must touch on industry and competition (external forces).

Things to consider when writing a Marketing Plan

1. Leave your executive summary to the end

Don’t rush to write your executive summary. Although it appears at the beginning of a marketing plan, it should briefly touch on every section.

2. Use SMART goals

Make sure your goals are specific, measurable, achievable, relevant, and time-bound.

3. Leverage research tools to gather data and statistics

Marketing is complex! There are so many variables, including your industry and economic environment. Make sure to do your homework on those too.

4. Work with your team

Get feedback from your team and stakeholders to make your marketing plan realistic. Make sure to align it with the expectations and resources.

5. Biggest misconception!

A successful marketing plan should only spend 50% on marketing! Yes, that is right. What about the other half? The rest of your marketing plan should talk about the execution. A marketing plan is not a document. It is a big project that includes smaller projects. Each goal should considered as a separate project that includes planning, execution, and monitoring. So, take your marketing plan to another level by spending significant time on the details of each project. Who is the owner of each goal? What is the deadline? What could be the challenges?

Pro Tip: I would highly suggest using project management software after you write your marketing plan to track your progress on your goals, strategies, and challenges. If you use project management software, it would be easier to hold your team accountable and set deadlines.

6. Don’t put it on a shelf!

Most small businesses take the effort to write a marketing plan but then leave it on the shelf to dust! Keep it handy and update it every 3-6 months.

Consider the marketing plan as a project. Spend more time on project management instead of marketing. 

What next?

Next is execution! You have your marketing plan and goals. You know your deadline, strategy, and possible challenges. Go ahead, start implementing your plan, track progress, monitor, and update. Remember, it is a dynamic document. You may decide to put some goals on hold or completely abandon some of them as you go. The key is to create that process. Implement, monitor, analyze and update. If you follow this process, you don’t need to create a marketing plan every year, three years, etc., Because you update it as you go! It’s always up to date.

Need a marketing plan template?

If you are looking for a marketing plan for your small business, I’ve got you covered. Get your free marketing plan template here. Go ahead, get your template, start writing, and send it to me (contact@actionable-advice.com) after you are done with it to get no-cost feedback!