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com marketing plan

template!

[Your Marketing
business Plan
name]
Prepared [date]

[Preparer name, title]

[Preparer email address]
[Company website]
[Phone number]
[Physical address]

Table of Contents
Executive Summary
The executive summary should be a high-level overview that summarizes all of your
marketing plan's components. The key with this section is to be brief, yet exciting.

An executive summary is often written after you've completed the rest of the marketing
plan, to ensure it covers all of the important elements of your plan.

Company Overview & Mission

Our Company
This section should include:

• Company name
• Headquarters/locations
• Mission statement

[Get more tips on how to write a mission statement.]

Marketing Team
List the roles of each member of your existing marketing department.
• Marketing leader (name, role, job description)
• Team member (name, role, job description)
New Marketing Positions
If you plan on hiring more personnel, list the types of roles you require and if any
specific training or certifications are needed. Think about your overall goals, and
highlight how and why these roles are vital to your company's success.
Target Market
Industries

Summarize the industries your business currently markets to or will target within
the coming year.

Industry examples:

• Food service
• Retail
• Entertainment
• Education
• Finance

SWOT Analysis
A SWOT (strengths, weaknesses, opportunities and threats) analysis is a planning
process that helps businesses overcome challenges and determine what new leads
to pursue. A SWOT analysis is recommended for new businesses, as well as
businesses entering new markets or industries.

[Learn how to conduct a complete SWOT analysis.]

Example: SWOT Analysis
Strengths Weaknesses

Opportunities Threats
Buyer Personas

In this section, clearly define who your target customer is, where you will find
them, how you will reach them and, most importantly, how you will sell your
product or service to them.

You may have multiple target customer segments, such as both businesses and
consumers. Developing a buyer persona for your customers helps you define each
type and target them more effectively.

Once you identify your target customers, you should create a full demographic
profile for them. Whether they are a consumer or a business will determine if your
solution/product is B2C (business to consumer) or B2B (business to business).

[Get more details on how to create a buyer persona.]

Consumer profile:

• Age
• Gender
• Location
• Income
• Occupation
• Education level
• Interests
• Shopping and buying habits

Business profile:

• Industry
• Location
• Size
• Stage in business (startup, growing, mature)
• Annual marketing budget
• Challenges

Competitive Analysis
List your top competitors and examine their strengths and weaknesses against your
own company. What competitive edge do you have? In what areas do they
outperform you?
[Check out some tips on how to beat the competition.]

Example: Competitive Analysis

Competitor name Comparative strengths Comparative weaknesses

Go-to-Market Strategy
Product
Describe the products or services you will be marketing and how they appeal to
your target market. What challenges does your target market have that your
product will solve? How does your product or service stand out against the
competition?

Place
Where will you promote the products and services? Online? In the store? Explain
how and where you will reach your target customer.

Price
Explain the pricing structure for your products/services. How does this compare to
your competitors and appeal to your target market? Will you offer discounts and
promotions?

Promotion
How do your customers find out about your company? What promotional
strategies and marketing channels will you use and why?

Marketing Channels

Below is a list of the potential marketing channels you might utilize. For each
channel, explain its purpose and metrics to measure its success.

• Website
• Social media
• Email
 • Content (e.g., articles, whitepapers, case studies)
• Video
• Events
• Direct mail
• Referrals

Marketing Goals
This section should outline the marketing goals that will support the company's
main initiatives.

Example: Marketing Goals

Company initiative Marketing goal Measurement of success

1 Example: To become the go- Example: To improve our Example: 20,000 new website visits
to product review website for organic rankings and increase per month
small business owners our website traffic by 30%

KPIs & Performance Benchmarks

How will you measure the success of your marketing goals? You need to assign a
KPI to each goal and a timeline in which you plan to measure them. Here are some
examples of marketing KPIs:

• Lifetime value of a customer (LTV)

• Cost of customer acquisition (COCA)
• Marketing qualified lead (MQL)
• Sales qualified lead (SQL)
• Conversion rate
• Cost per conversion
• Web traffic
• Sessions, users, page views, pages per session, bounce rate, click-
through rate
• Email
• Delivery rate, unsubscribe rate, open rate, click-through rate,
conversation rate
• Social media
• Social shares, impressions, engagement rate
[Learn more about which business metrics you should track.]

Marketing Action Plan

The action plan is where you list the specific marketing strategies and tactics you
will implement to achieve the marketing goals. Include both short- and long-term
strategies as well as the day-to-day activities that support them.

Example: Action Plan

Marketing goals Marketing strategies Activities

Example: Improve our Example: Create bottom-of-the Example: Research and develop Example: Publish
organic rankings and funnel gap content to drive more content briefs for new articles and articles a month.
increase our website traffic traffic. hire freelance writers.
by 30%.

Tools & Resources

Which tools, software, resources and training programs will your team need to
succeed? List each resource and your ultimate goal for that resource, along with
the strategies you will implement to achieve it.

Don't forget – if you're looking for the right sales and marketing solutions for your
business, we can help.
 Example: Marketing Tools & Resources

Resource Goal Strategy

1 Example: Hootsuite Example: Organize all social Example: Develop a
media accounts under one social media dashboard
platform to measure ROI. for easier reporting.

Marketing Budgets & Expenses

What are the costs associated with your marketing plan? A typical marketing
budget includes some of the following expenses:
• Tools and resources
• Pay-per-click campaigns
• Marketing personnel pay (salary and commission)
• Food/travel costs
• Trainings and certifications
• Events
• Promotional incentives and prizes

Expense Projected annual value Project ROI

Example: Hootsuite Example: $3,000 Example: $10,000