How do I write a marketing plan?
TL;DR
A simple one-page marketing plan covers: (1) target customer, (2) positioning, (3) goals, (4) channels, (5) budget, (6) timeline, (7) metrics. Most small businesses overcomplicate this — keep it short enough to fit on one page.
Detailed answer
- 1.Target customer: who, what they want, what problem you solve.
- 2.Positioning: one sentence on why you're different.
- 3.Goals: 2-3 specific, measurable outcomes for the year.
- 4.Channels: 2-3 marketing channels you'll prioritize.
- 5.Budget and timeline: monthly allocations and quarterly milestones.
Common mistakes
- 1. Writing a 40-page plan no one will ever read again.
- 2. Listing every channel instead of picking 2-3 to focus on.
- 3. Setting vague goals like 'grow social media'.
What to do instead
Use the one-page format. If you can't fit it on one page, you don't have a plan — you have a wish list.
Review the plan monthly and revise quarterly. A marketing plan is a living document, not a one-time exercise.
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