What Is a Marketing Plan? Definition, Templates, and Tips (2024)

What is a marketing plan?

A marketing plan is a comprehensive document or blueprint that outlines a company’s advertising and marketing efforts for the coming year. It is a strategic roadmap that details the specific marketing activities, tactics, and efforts that will be used to achieve the company’s business objectives.

How to create a realistic marketing plan

Write an executive summary

The executive summary is a brief overview of the entire marketing plan. It should include a summary of the company’s current situation, the marketing goals and objectives, and the strategies and tactics that will be used to achieve them.

Conduct market research

Market research involves gathering and analyzing information about the target market, including customer demographics, buying habits, and preferences. This information will help you better understand your customers and develop marketing strategies that will resonate with them.

Build a marketing strategy

1. Marketing channels

Determine which marketing channels you will use to reach your target audience, such as social media, email marketing, content marketing, and search engine optimization.

2. Formats

Decide on the types of marketing content and formats that will be used, such as blog posts, videos, infographics, and webinars.

3. Messaging

Develop the key messages and value propositions that will be used in your marketing materials to effectively communicate with your target audience.

4. Budget

Allocate a budget for each marketing activity and channel to ensure that you are maximizing your return on investment.

Create goals and measure performance

Top of the funnel (TOFU)

Set goals for attracting new leads and raising brand awareness at the top of the sales funnel.

Middle of the funnel (MOFU)

Establish goals for nurturing leads and converting them into customers in the middle of the sales funnel.


Define goals for retaining customers and encouraging repeat purchases after they have made their initial purchase.

Marketing plan templates to help you get started

There are numerous marketing plan templates available online that can help you get started with creating your marketing plan. These templates provide a framework for organizing your marketing strategy, goals, and tactics in a clear and concise manner.

Tips for creating your marketing plan

Set conservative expectations

Be realistic with your marketing goals and expectations, especially if you are working with a limited budget and resources.

Use historical data as a guide

Review past marketing performance data to help inform your future marketing strategies and set realistic benchmarks for success.

Start small

Begin with a few key marketing initiatives and channels before expanding to more complex strategies. This will help you focus your efforts and resources more effectively.

Allow for flexibility

Be open to adjusting your marketing plan as needed based on market changes, customer feedback, and new opportunities that arise.

Creating a marketing plan is the first step

Developing a marketing plan is the crucial first step in establishing a clear direction for your marketing efforts and ensuring that your activities are aligned with your business objectives.

Marketing plan FAQ

What are the 4 steps of a marketing plan?

The four steps of a marketing plan include conducting market research, developing a marketing strategy, setting goals, and measuring performance.

Why is a marketing plan important?

A marketing plan is important because it provides a roadmap for achieving your business goals, ensures that your marketing efforts are aligned with your objectives, and helps you measure the success of your marketing activities.

What are some marketing plan mistakes?

Common marketing plan mistakes include setting unrealistic goals, not conducting thorough market research, and failing to adapt the plan based on performance and market changes.

What are the 4 parts of a marketing strategy?

The four parts of a marketing strategy include identifying the target market, understanding customer needs and preferences, developing a unique value proposition, and selecting the most effective marketing channels and tactics to reach and engage the target audience.