Audience: Customer
Module: Marketing
Time to complete: 15–20 minutes
Applies to: All plans
Quick answer
A good marketing plan starts with strategy, defines clear objectives, and focuses on activities that support business outcomes.
Step-by-step
1. Start with your strategic goals identify which strategic objectives marketing must support, such as:
o Revenue growth
o Market expansion
o Lead generation
2. Define your target audiences be specific about:
o Who you are targeting
o What problem you solve for them
3. Clarify your value proposition ensure your messaging explains:
o Why you are different
o Why customers should care
4. Select priority channels choose channels where your audience already pays attention.
5. Document the plan in the Marketing module this makes the plan visible, trackable, and actionable.
Common mistakes
• Planning without reference to strategy
• Trying to be everywhere at once
• Focusing on tactics before outcomes
Best practice
A simple, focused plan executed well beats a complex plan that isn’t executed.
Related articles
• How do I plan and manage campaigns?
• How do I choose and manage marketing channels?