A marketing plan is a detailed roadmap that outlines your marketing strategies, tactics, costs and projected results over a period of time. Some statistics have shown that up to 85% of small- to mid-size companies operate from a budget only — without a written plan to accompany it. Writing a marketing plan is a time-consuming exercise, but it forces you to think through your strategies and relevant tactics.
Note: You can create a detailed marketing plan using our guided, online template in our marketing planning and management app. It takes time to develop a good marketing plan and budget, but it’s important because it ties all of your activities to tangible goals. It’s also a great opportunity to focus on the future, generate new ideas, and inspire your team. You recognize that the time you invest to create a solid plan is perhaps the best time you’ll invest all year – it helps you work through new strategies, issues, ideas, and numbers. When it’s done, your team focuses on executing the plan and measuring your progress all year long. As a result, you’ve been able to hit your goals, grow your business, and enjoy the journey.
You include general revenue goals, general sales strategies, and basic campaigns; you stick with proven techniques. You could be more ambitious with your revenue goals if your company were willing to try new things, but each year you stick with the tried-and-true. Create a free account in our marketing planning and management web app for step-by-step guidance for writing your marketing plan. Since your plan should address your budget and all of your strategies and tactics, you’ll need to review your brand strategy, pricing strategy and distribution channels beforehand. Quantitative (numeric) goals such as total revenue, profit, number of customers, units sold, and breakdowns by product or channel as needed. Strategic goals — for example, you may want to expand into a new market with a new distribution channel, or you may need to reposition your brand to reflect a change in your business. Your positioning strategy defines how you’ll differentiate your offering from those of your competitors.
If you need to do anything to strengthen your product line and better support your positioning, address those issues in your plan. You don’t need to list every campaign — just outline your major promotional plans for the year.
The planning process itself is immensely valuable, but if you don’t review the plan regularly, it’s easy to lose focus. You may need to create new messages, literature, websites or other tools and processes for your marketing campaigns, but after that, focus on generating and managing your customers. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company.


Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. Customers are always comparing you to the competition — even if that competition is just to save their money and go without your product.
If you simply build content without a plan for how this content will reach its intended audience, then you are setting yourself up for failure.
Channel plans can vary quite a bit in complexity, but at Content Harmony, we define a channel plan as the breakdown of resources for how your content will be distributed and promoted once it has been published. Our clients are entrepreneurs and marketers who are building successful organizations and are asking us to help them get to the next level. At the same time, not all of our clients are digital marketing specialists – that’s why they hired us. Your channel plan will be bigger or smaller depending on the scope of promotion for a specific project type.
We will add in our budget for this and our other available resources – usually time required. Clients look to their marketing agencies to drive traffic, create business, and ultimately – generate sales. Once your channel plan is created, it’s time to create your social media editorial schedule.
Our free guide walks you through the process of building your own Minimum Viable Content Marketing Strategy in a single 8-hour work day.
This strategy approach covers the 12 essential questions you have to answer in order to properly document your strategy. We’re a content marketing agency based in Seattle, WA (but we work with clients across the country). Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. Your marketing plan and budget keeps your entire team focused on specific goals – it’s a critical resource for your entire company. This explains why so many marketers are tactically focused – they’re figuring out how to spend a defined budget, instead of thinking about goals and strategies. Even a simple plan is better than none, but when you invest more effort upfront, you’ll have a better roadmap toward your goals.
Without one, you may be traveling in the right direction, but it’s incredibly difficult to stay on course – and that can drastically limit your success. You’ll also outline your major marketing campaigns for the year since they’ll be in your budget.
When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right.


The idea is to generate a plan that earns buy-in from clients, stakeholders, and team members on exact resources that will be devoted to promoting a project and prevents you from wasting valuable promotional resources.
Our plans and presentations need to be plain-spoken and legible for a non-industry expert to understand.
Big content projects will require more channels of promotion, usually require a defined budget, and often involve multiple parties in the promotion effort. You get a blank template, but also some examples of how you’d complete this channel plan both for an ongoing program and for a single campaign.
In our case, we will start with our website and blog, and back up this promotion with Facebook and Twitter. Expecting a simple Facebook post to single-handedly increase sales isn’t realistic, so we have to measure success in another way. More on that in my next post, where I’ll show you how to auto-populate your social media calendar inside the same Google Docs spreadsheet as your website editorial calendar. She keeps our creative projects running smoothly and makes sure the rest of the Content Harmony team is pushing out grammatically and factually correct content. I found it through a simple keyword search and your template’s taken care of a couple of my major anxieties.
An estimate is better than nothing, but if you’ve defined your major campaigns and needs, you can develop better numbers. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. It’s important to develop a clear plan that will define these efforts for clients and stakeholders. We add in our other resources like PR, email outreach and LinkedIn; plus some paid search opportunities.
Defining goals ahead of time lets us measure at defined stages of the sales funnel, which ultimately shows how well our campaign is doing.
Using this template will allow the user to follow a rigorous process in developing the marketing plan, that takes into consideration the external business environment, and the internal corporate strategies and goals, then develops clear marketing goals, strategies and action plans to implement effective marketing. In this example, we define our metrics as the number of emails collected and the number of downloads via Facebook referral.
What action do you want them to take? All this is covered in your marketing plan.  The marketing plan is designed to make this process of communications and persuasion explicit, thorough, and effective.



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