10 steps to create an outstanding marketing plan

by | Oct 24, 2022 | Marketing, Public Relations

A marketing plan is a blueprint for your business’s success. It lays out your goals and how you will achieve them, including what you’ll do, who you’ll target, and how much money you’ll need. With a well-crafted marketing plan, you can focus your efforts and make the most of your resources.

Creating a marketing plan can be as simple or complex as you need it to be. But regardless of the size and scope of your plan, certain essential elements should be included.

In this article, we’ll cover the crucial steps to help you create an effective marketing plan for your business.

Why your business needs an outstanding marketing plan

If you’re not yet sold on the idea of creating a marketing plan, consider the following benefits:

  • A marketing plan can help you focus efforts and make the most of your resources.
  • It can help you better understand your customers and what they want.
  • Considering the importance of functional marketing in today’s digital age, an outstanding marketing plan can also help you develop an online presence and reach a wider audience.
  • A marketing plan can serve as a valuable guide for your team, keeping everyone on the same page and focused on the right goals.

How to create a marketing plan

Now that we’ve covered some of the benefits of a marketing plan let’s look at how to create one.

1. Understand the current scenario

If you’re already in business, then figuring out where you stand is key.

Before crafting your marketing plan, you need to take a step back and assess your current situation. This means looking closely at your business, products or services, and overall goals.

Think about what’s working well and what could be improved. Are you happy with your sales numbers? Is there room for growth? What are people saying about your business online?

This is also the time to consider any changes that might be happening in your industry. Are there new trends that you need to be aware of? Are there any challenges that you’ll need to address?

By understanding the current situation, you can better understand where you need to focus your efforts.

2. Define your target customer

One of the most critical aspects of your marketing plan is defining your target customer. This can be tricky, especially if you have a wide range of products or services.

Think about who your ideal customer is and what they’re looking for. What are their demographics? What are their interests? How will they use your product or service?

When you have a good understanding of your target customer, you can start developing marketing strategies tailored to them.

3. Set short and long-term goals

Once you understand your current situation and have defined your target customer, it’s time to set some goals. These can be short-term goals you want to achieve in the next few months or long-term goals you want to accomplish in the next year or two.

Be specific with your goals, and make sure that they’re realistic. And don’t forget to include measurable milestones to track your progress.

4. Do your keyword research

Keyword research is a crucial part of any marketing plan. By doing such research, you can identify the most relevant keywords to your business and products.

You can then use these keywords in your website content, blog posts, social media posts, and even pay-per-click ads. When done correctly, keyword research can help you attract more visitors to your site and improve your chances of conversion.

5. Know your competition

It would help if you had a good understanding of your competition. This research will help you develop strategies that will give you an edge over your rivals.

Look at what they’re doing well and identify areas where you can improve. Are they using social media effectively? What kind of content are they putting out? What are their prices like?

This will all help you stand out from the crowd.

6. Decide what makes you different

Using PR to build awareness for a new business presents a great opportunity to really dial in on the USP (unique selling proposition).

It’s essential to know what makes your business different from others in your industry. This could be anything from your product or service to your company culture.

When you know what makes you different, you can start promoting that in your marketing. This will help you attract attention and stand out from the competition.

Sometimes, the simplest things can make the biggest difference. For example, if your competitors all provide set options when selling a product, and you offer customization on the checkout page, that could be your USP.

Technology-wise, using a tool such as Magento 2 Custom Checkout Fields extension can make it easy to add custom fields to your checkout process, which will help you stand out and attract attention.

7. Know your marketing budget

Before you can start working on your marketing plan, you need to know how much money you have to work with. This will help you determine which strategies are within your budget and which ones you’ll need to save for later.

Your marketing budget should be a percentage of your overall business revenue. This means that as your business grows, so should your marketing budget. Experts recommend as much as 10 percent of your revenue to go towards marketing.

8. Choose your marketing channels

There are various marketing channels that you can use to reach your target audience. These include paid advertising, social media, content marketing, and email marketing.

Having a PR plan that works with your marketing strategy comes down to choosing the right mix of channels. The best way to do this is to experiment with different media and see which ones work best for your business.

In addition, choosing the most relevant channels for your business and where your target customers are most likely to be found is essential. That said, don’t try to do everything at once. Start with one or two channels and expand to others as you get more comfortable.

9. Consider your content marketing strategy

As part of building up your content marketing strategy, discovering and assessing the kinds of content your target customers engage with is crucial.

Your goal should be to create attractive, informative, and engaging content. This will help you attract more visitors to your site and improve your chances of conversion.

There are various types of content that you can create, such as blog posts, infographics, eBooks, and whitepapers.

You can also get SEO and content marketing to work together to help you attract more visitors to your site. By focusing on the right keywords identified earlier, you can ensure that your content is more likely to be found by your target audience.

10. Sign off on the marketing plan

Finally, the right stakeholders in your company should sign off on the marketing plan. This will help ensure everyone is on the same page and knows what needs to be done to succeed.

Using an online platform that combines e-signatures and automation to streamline the process can help make this step easier. Such a platform can help you collect all the necessary signatures in one place and track the progress of your marketing plan.

What happens after you execute your marketing plan

Once your plan starts to be implemented, there are two steps to follow to ensure its success: continual assessment and adaptation.

It would help if you were constantly evaluating your results and making changes where necessary. This will help you fine-tune your strategy and ensure you are always ahead of the competition.

The marketing world is constantly changing, so it’s essential to always be on top of new trends and strategies. It’s also important to remember that what works today may not work tomorrow. By staying up-to-date and open to adaptation, you can ensure that your marketing plan is always relevant and practical.

Bonus tip: Consider creating a separate social media marketing plan

You should also consider creating a social media marketing plan to compliment your digital marketing strategy.

Generally, a social media marketing plan follows the following steps:

  • Set social media marketing goals that align with your business goals.
  • Research your target audience and identify the social media platforms they use most.
  • Create engaging and valuable content that resonates with your target audience.
  • Schedule and publish your content using a social media publishing tool.
  • Analyze your results and adjust your strategy accordingly.

The use of the right tool can make all the difference in your social media marketing efforts. A tool that can help with tasks such as content creation, scheduling, analyzing, and reporting can save you a lot of time and make your life much easier.


Creating a marketing plan is essential for any business that wants to succeed.

Following the above steps, you can develop a plan to take your business to the next level. Stay flexible and adaptable, and always be willing to experiment to ensure the best possible results.

Hanson Cheng
Hanson Cheng is the founder of Freedom to Ascend. He empowers online entrepreneurs and business owners to 10x their business and become financially independent. Connect with him on LinkedIn and Twitter.


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