How to Create a Great Marketing Plan (Part 2)
How to Create a Great Marketing Plan (Part 2)
Last week, we covered why a marketing plan is essential and what can go wrong without one.
Now, let’s get into the good stuff: what actually makes a great marketing plan and how you can build one that works for your business.
This isn’t about stuffing a document with buzzwords or writing a 20-page strategy you’ll never read again. A great marketing plan is clear, practical and focused. It should help you make better decisions, not just tick a box.
What does a strong marketing plan include?
Let’s break it down into some simple but strategic building blocks:
1. Your Business Objectives
Start with your big-picture goals. What are you trying to achieve as a business over the next 6–12 months?
Launching a new product?
Growing brand awareness?
Increasing sales by 20%?
Expanding into a new market?
Your marketing plan should directly support these goals.
2. Your Ideal Audience
Who are you trying to reach?
This is where many businesses go wrong, by trying to talk to “everyone.” A clear audience profile (or customer persona) helps focus your tone, messaging and channel choices.
Think about:
Demographics (age, location, job role)
Pain points and motivations
What influences their buying decisions
Where they spend time (online and offline)
3. Key Messages
What do you want people to think, feel, or do when they see your marketing?
Craft clear, consistent messaging that aligns with your audience and objectives. This can include:
Your value proposition (why choose you?)
Campaign slogans or seasonal themes
Core content pillars or story angles
Tip: Keep your key messages front and centre, they should shape everything you do.
4. Channels and Tactics
Now you can decide how to reach your audience.
This is where your marketing tactics come in — things like:
Social media campaigns
Paid ads
Email marketing
In-store promotions
Influencer partnerships
PR or blog content
Choose the right mix based on your audience and budget, not just what’s trendy. You don’t need to be everywhere, just in the right places for your audience.
5. Timelines and Seasonality
Good marketing is timely. Map out your activity based on key dates in your industry, sales calendar or customer behaviour.
This might include:
Seasonal events (Black Friday, summer sales, new registration)
Product launches or campaign moments
Known quiet periods where you need a brand boost
A simple 3-month or 12-month calendar helps you stay organised and spot gaps before they become problems.
6. Success Metrics
You can’t improve what you don’t measure. Decide early on how you’ll track the success of your marketing plan.
Website traffic?
Leads or enquiries?
Email open rates?
Social engagement?
ROI from ad spend?
Pick a few key indicators and check in regularly. What’s working? What needs tweaking?
Quick Example: A Motor Dealership Marketing Plan
Goal: Increase showroom footfall during the new September registration launch
Audience: Car buyers aged 30–60 in a 15-mile radius
Message: “Be the first to drive the new 75 plate - exclusive offers available now”
Tactics: Local paid Facebook ads, email to lapsed customers, showroom event invites
Timeline: Campaign launches early August with countdown content
Measurement: Track showroom visits, ad clicks and test drive bookings
Keep it simple, but strategic
Your marketing plan doesn’t need to be flashy, it needs to be thought through. A good plan brings clarity and confidence, helping you avoid knee-jerk campaigns and focus on what works.
Need help building your plan?
We work with businesses to create practical, actionable marketing plans that get results — not just pretty presentations. If you'd like help pulling your ideas together into something solid, speak to our team.
