marketing strategy on business plan

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• Marketing |
• How to create a winning marketing plan, ...

How to create a winning marketing plan, with 3 examples from world-class teams

A marketing plan helps leaders clearly visualize marketing strategies across channels, so they can ensure every campaign drives pipeline and revenue. In this article you’ll learn eight steps to create a winning marketing plan that brings business-critical goals to life, with examples from word-class teams.

To be successful as a marketer, you have to deliver the pipeline and the revenue.”

In other words—they need a well-crafted marketing plan.

Level up your marketing plan to drive revenue in 2024

Learn how to create the right marketing plan to hit your revenue targets in 2024. Hear best practices from marketing experts, including how to confidently set and hit business goals, socialize marketing plans, and move faster with clearer resourcing.

7 steps to build a comprehensive marketing plan

How do you build the right marketing plan to hit your revenue goals? Follow these eight steps for success:

1. Define your plan

First you need to define each specific component of your plan to ensure stakeholders are aligned on goals, deliverables, resources, and more. Ironing out these details early on ensures your plan supports the right business objectives, and that you have sufficient resources and time to get the job done. 

Get started by asking yourself the following questions: 

What resources do I need? 

What is the vision?

What is the value?

What is the goal?

Who is my audience?

What are my channels?

What is the timeline?

For example, imagine you’re creating an annual marketing plan to improve customer adoption and retention in the next fiscal year. Here’s how you could go through the questions above to ensure you’re ready to move forward with your plan: 

I will need support from the content team, web team, and email team to create targeted content for existing customers. One person on each team will need to be dedicated full-time to this initiative. To achieve this, the marketing team will need an additional $100K in budget and one new headcount. 

What is the vision?  

To create a positive experience for existing customers, address new customer needs, and encourage them to upgrade. We’ll do this by serving them how-to content, new feature updates, information about deals and pricing, and troubleshooting guides. 

According to the Sales Benchmark Index (SBI) , CEOs and go-to-market leaders report that more than 60% of their net-new revenue will come from existing customers in 2023. By retaining and building on the customers we have, we can maintain revenue growth over time. 

To decrease the customer churn rate from 30% to 10%, and increase upgrades from 20% to 30% in the next fiscal year. 

All existing customers. 

The main channel will be email. Supporting marketing channels include the website, blog, YouTube, and social media. 

The first half of the next fiscal year. 

One of the most important things to do as you create your marketing strategy is to identify your target audience . As with all marketing, you need to know who you’re marketing to. If you’re having a hard time determining who exactly your target audience is, try the bullseye targeting framework . The bullseye makes it easy for you to determine who your target audience is by industry, geography, company size, psychographics, demographics, and more.

2. Identify key metrics for success 

Now it’s time to define what key marketing metrics you’ll use to measure success. Your key metrics will help you measure and track the performance of your marketing activities. They’ll also help you understand how your efforts tie back to larger business goals. 

Once you establish key metrics, use a goal-setting framework—like objectives and key results (OKRs) or SMART goals —to fully flush out your marketing objectives. This ensures your targets are as specific as possible, with no ambiguity about what should be accomplished by when. 

Example: If a goal of your marketing plan is to increase email subscriptions and you follow the SMART goal framework (ensuring your objective is specific, measurable, achievable, realistic, and time-bound) your goal might look like this: Increase email subscription rate from 10% to 20% in H1 . 

3. Research your competition 

It’s easy to get caught up in your company’s world, but there’s a lot of value in understanding your competitors . Knowing how they market themselves will help you find opportunities to make your company stand out and capture more market share.

Make sure you’re not duplicating your competitors’ efforts. If you discover a competitor has already executed your idea, then it might be time to go back to the drawing board and brainstorm new ways to differentiate yourself.  By looking at your competitors, you might be surprised at the type of inspiration and opportunities you’ll find.

To stay ahead of market trends, conduct a SWOT analysis for your marketing plan. A SWOT analysis helps you improve your plan by identifying strengths, weaknesses, opportunities, and threats. 

Example: If your competitor launches a social media campaign identical to what you had planned, go back to the drawing board and see how you can build off their campaign. Ask yourself: How can we differentiate our campaign while still getting our message across? What are the weaknesses of their campaign that we can capitalize on? What angles did they not approach?

4. Integrate your marketing efforts

Here’s where the fun comes in. Let’s dive into the different components that go into building a successful marketing plan. You’ll want to make sure your marketing plan includes multiple supporting activities that all add up into a powerful marketing machine. Some marketing plan components include: 

Lead generation

Social media

Product marketing

Public relations

Analyst relations

Customer marketing

Search engine optimization (SEO)

Conversational marketing

Knowing where your consumer base spends the most time is significant for nailing this step. You need to have a solid understanding of your target audience before integrating your marketing efforts. 

Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn. 

5. Differentiate with creative content

Forty-nine percent of marketers say visual images are hugely important to their content strategy. In other words, a clear brand and creative strategy is an essential component to every marketing plan. As you craft your own creative strategy, here are some tips to keep in mind: 

Speak to your audience: When defining your creative strategy, think about your audience—what you want them to feel, think, and do when they see your marketing. Will your audience find your creative work relevant? If your audience can’t relate to your creative work, they won’t feel connected to the story you’re trying to tell. 

Think outside the box: Find innovative ways to engage your audience, whether through video, animations, or interactive graphics. Know what screens your creative work will live on, whether desktop, mobile, or tablet, and make sure they display beautifully and load quickly across every type of device. 

Tie everything back to CTAs: It’s easy to get caught up in the creative process, so it’s important to never lose sight of your ultimate goal: Get your audience to take action. Always find the best way to display strong Calls to Action (CTAs) in your creative work. We live in a visual world—make sure your creative content counts.

Streamline creative production:   Once you’ve established a strong creative strategy, the next step is to bring your strategy to life in the production stage. It’s vital to set up a strong framework for your creative production process to eliminate any unnecessary back and forth and potential bottlenecks. Consider establishing creative request forms , streamlining feedback and approval processes, and taking advantage of integrations that might make your designers’ lives easier.

Example: If your brand is fun and approachable, make sure that shows in your creative efforts. Create designs and CTAs that spark joy, offer entertainment, and alleviate the pressure in choosing a partner.

6. Operationalize your marketing plan

Turn your plan into action by making goals, deliverables, and timelines clear for every stakeholder—so teams stay accountable for getting work done. The best way to do this is by centralizing all the details of your marketing plan in one platform , so teams can access the information they need and connect campaign work back to company goals.  

With the right work management tool , you can: 

Set goals for every marketing activity, and connect campaign work to overarching marketing and business objectives so teams focus on revenue-driving projects. 

Centralize deliverables for your entire marketing plan in one project or portfolio .

Mark major milestones and visualize your plan as a timeline, Gantt chart, calendar, list, or Kanban board—without doing any extra work. 

Quickly loop in stakeholders with status updates so they’re always up to date on progress. This is extremely important if you have a global team to ensure efforts aren’t being duplicated. 

Use automations to seamlessly hand off work between teams, streamlining processes like content creation and reviews. 

Create dashboards to report on work and make sure projects are properly staffed , so campaigns stay on track. 

With everything housed in one spot, you can easily visualize the status of your entire marketing plan and keep work on track. Building an effective marketing plan is one thing, but how you operationalize it can be your secret to standout marketing.

Example: If your strategy focuses on increasing page views, connect all campaign work to an overarching OKR—like “we will double page views as measured by the amount of organic traffic on our blog.” By making that goal visible to all stakeholders, you help teams prioritize the right work. 

See marketing planning in action

With Asana, marketing teams can connect work, standardize processes, and automate workflows—all in one place.

7. Measure performance

Nearly three in four CMOs use revenue growth to measure success, so it’s no surprise that measuring performance is necessary. You established your key metrics in step two, and now it’s time to track and report on them in step eight.

Periodically measure your marketing efforts to find areas of improvement so you can optimize in real-time. There are always lessons to be learned when looking at data. You can discover trends, detect which marketing initiatives performed well, and course-correct what isn’t performing well. And when your plan is complete, you can apply these learnings to your next initiative for improved results. 

Example: Say you discover that long-form content is consistently bringing in 400% more page views than short-form content. As a result, you’ll want to focus on producing more long-form content in your next marketing plan.

Marketing plan examples from world-class teams

The best brands in the world bring their marketing plans to life every day. If you’re looking for inspiration, check out these examples from successful marketing teams.

Autodesk grows site traffic 30% three years in a row

When the Autodesk team launched Redshift, it was initially a small business blog. The editorial team executed a successful marketing plan to expand it into a premier owned-media site, making it a destination for stories and videos about the future of making. 

The team scaled content production to support seven additional languages. By standardizing their content production workflow and centralizing all content conversations in one place, the editorial team now publishes 2X more content monthly. Read the case study to learn more about how Autodesk runs a well-oiled content machine.

Sony Music boosts creative production capacity by 4X

In recent years the music industry has gone through a pivotal transition—shifting from album sales to a streaming business model. For marketing and creative teams at Sony Music, that meant adopting an “always on” campaign plan. 

The team successfully executed this campaign plan by centralizing creative production and approvals in one project. By standardizing processes, the team reduced campaign production time by 75%. Read the case study to learn more about how Sony Music successfully scaled their creative production process.

Trinny London perfects new customer acquisition 

In consumer industries, social media is crucial for building a community of people who feel an affinity with the brand—and Trinny London is no exception. As such, it was imperative that Trinny London’s ad spend was targeted to the correct audience. Using a work management tool, Trinny London was able to nail the process of creating, testing, and implementing ads on multiple social channels.

With the help of a centralized tool, Trinny London improved its ad spend and drove more likes and subscriptions on its YouTube page. Read the case study to learn more about how Trinny London capitalized on paid advertising and social media. 

Turn your marketing plan into marketing success 

A great marketing plan promotes clarity and accountability across teams—so every stakeholder knows what they’re responsible for, by when. Reading this article is the first step to achieving better team alignment, so you can ensure every marketing campaign contributes to your company’s bottom line. 

Use a free marketing plan template to get started

Once you’ve created your marketing strategy and are ready to operationalize your marketing plan, get started with one of our marketing templates . 

Our marketing templates can help you manage and track every aspect of your marketing plan, from creative requests to approval workflows. Centralize your entire marketing plan in one place, customize the roadmap, assign tasks, and build a timeline or calendar. 

Once you’ve operationalized your entire marketing plan with one of our templates, share it with your stakeholders so everyone can work together in the same tool. Your entire team will feel connected to the marketing plan, know what to prioritize, and see how their work contributes to your project objectives . Choose the best marketing template for your team:

Marketing project plan template

Marketing campaign plan template

Product marketing launch template

Editorial calendar template

Agency collaboration template

Creative requests template

Event planning template

GTM strategy template

Still have questions? We have answers. 

What is a marketing plan.

A marketing plan is a detailed roadmap that outlines the different strategies your team will use to achieve organizational objectives. Rather than focusing solely on the end goal, a marketing plan maps every step you need to reach your destination—whether that’s driving pipeline for sales, nurturing your existing customer base, or something in-between. 

As a marketing leader, you know there’s never a shortage of great campaign and project ideas. A marketing plan gives you a framework to effectively prioritize work that aligns to overarching business goals—and then get that work done. Some elements of marketing plans include:

Current business plan

Mission statement  

Business goals

Target customers  

Competitive analysis 

Current marketing mix

Key performance indicators (KPIs)

Marketing budget  

What is the purpose of a marketing plan?

The purpose of a marketing plan is to grow your company’s consumer base and strengthen your brand, while aligning with your organization’s mission and vision . The plan should analyze the competitive landscape and industry trends, offer actionable insights to help you gain a competitive advantage, and document each step of your strategy—so you can see how your campaigns work together to drive overarching business goals. 

What is the difference between a marketing plan and a marketing strategy? 

A marketing plan contains many marketing strategies across different channels. In that way, marketing strategies contribute to your overall marketing plan, working together to reach your company’s overarching business goals.

For example, imagine you’re about to launch a new software product and the goal of your marketing plan is to drive downloads. Your marketing plan could include marketing strategies like creating top-of-funnel blog content and launching a social media campaign. 

What are different types of marketing plans? 

Depending on what you’re trying to accomplish, what your timeline is, or which facet of marketing you’re driving, you’ll need to create a different type of marketing plan. Some different types of marketing plans include, but aren’t limited to:

General marketing plan: A general marketing plan is typically an annual or quarterly marketing plan that details the overarching marketing strategies for the period. This type of marketing plan outlines marketing goals, the company’s mission, buyer personas, unique selling propositions, and more. A general marketing plan lays the foundation for other, more specific marketing plans that an organization may employ. 

Product launch marketing plan: A product launch marketing plan is a step-by-step plan for marketing a new product or expanding into a new market. It helps you build awareness and interest by targeting the right audience, with the right messaging, in the right timeframe—so potential customers are ready to buy your new offering right away. Nailing your product launch marketing plan can reinforce your overall brand and fast-track sales. For a step-by-step framework to organize all the moving pieces of a launch, check out our product marketing launch template .

Paid marketing plan: This plan includes all the paid strategies in your marketing plan, like pay-per-click, paid social media advertising, native advertising, and display advertising. It’s especially important to do audience research prior to launching your paid marketing plan to ensure you’re maximizing ROI. Consult with content strategists to ensure your ads align with your buyer personas so you know you’re showing ads to the right people. 

Content marketing plan: A content marketing plan outlines the different content strategies and campaigns you’ll use to promote your product or service. When putting together a content marketing plan, start by identifying your audience. Then use market research tools to get the best insights into what topics your target audience is most interested in.

SEO marketing plan: Your SEO marketing plan should work directly alongside your content marketing plan as you chart content that’s designed to rank in search results. While your content marketing plan should include all types of content, your SEO marketing plan will cover the top-of-funnel content that drives new users to your site. Planning search engine-friendly content is only one step in your SEO marketing plan. You’ll also need to include link-building and technical aspects in order to ensure your site and content are as optimized as possible.

Social media marketing plan: This plan will highlight the marketing strategies you plan to accomplish on social media. Like in any general or digital marketing plan , your social media strategy should identify your ideal customer base and determine how they engage on different social media platforms. From there, you can cater your social media content to your target audience.  

Related resources

How Asana uses work management for smoother creative production

Build a marketing operations strategy in 4 steps

How Asana uses work management for more impactful campaigns

Marketing vs. advertising: What’s the difference?

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Blog Marketing

What is a Marketing Plan & How to Create One [with Examples]

By Sara McGuire , Oct 26, 2023

A marketing plan is a blueprint that outlines your strategies to attract and convert your ideal customers. It’s a comprehensive document that details your:

• Target audience:  Who you’re trying to reach
• Marketing goals:  What you want to achieve
• Strategies and tactics:  How you’ll reach your goals
• Budget:  Resources you’ll allocate
• Metrics:  How you’ll measure success

In this article, I’ll explain everything you need to know about creating a marketing plan . If you need a little extra help, there are professionally designed marketing plan templates that’ll make the process much easier. So, let’s ditch the confusion and get started!

Click to jump ahead:

What is a marketing plan?

How to write a marketing plan .

• Marketing plan v.s. business plan
• Types of marketing plans

9 marketing plan examples to inspire your growth strategy

Marketing plan faqs.

A marketing plan is a report that outlines your marketing strategy for your products or services, which could be applicable for the coming year, quarter or month.  

Watch this quick, 13-minute video for more details on what a marketing plan is and how to make one yourself:

Typically, a marketing plan includes:

• An overview of your business’s marketing and advertising goals
• A description of your business’s current marketing position
• A timeline of when tasks within your strategy will be completed
• Key performance indicators (KPIs) you will be tracking
• A description of your business’s target market and customer needs
• A description of how you will measure the performance of the strategy

For example, this marketing plan template provides a high-level overview of the business and competitors before diving deep into specific goals, KPIs and tactics:

Learning how to write a marketing plan forces you to think through the important steps that lead to an effective marketing strategy . And a well-defined plan will help you stay focused on your high-level marketing goals.

With Venngage’s extensive catalog of marketing plan templates , creating your marketing plan isn’t going to be hard or tedious. In fact, Venngage has plenty of helpful communications and design resources for marketers. If you’re ready to get started, sign up for  Venngage for Marketers   now. It’s free to register and start designing.

Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team hustling it out, Venngage for Marketers helps you get things done.

As mentioned above, the scope of your marketing plan varies depending on its purpose or the type of organization it’s for.

For example, you could create a marketing plan that provides an overview of a company’s entire marketing strategy or simply focus on a specific channel like SEO, social media marketing, content marketing and more, like in this example:

A typical outline of a marketing plan includes:

• Executive summary
• Goals and objectives
• User personas
• Competitor analysis/SWOT analysis
• Baseline metrics
• Marketing strategy
• Tracking guidelines

Below you will see in details how to write each section as well as some examples of how you can design each section in a marketing plan.

Let’s look at how to create a successful marketing plan (click to jump ahead):

• Write a simple executive summary
• Set metric-driven marketing goals
• Outline your user personas
• Research all of your competitors
• Set accurate key baselines & metrics
• Create an actionable marketing strategy
• Set tracking or reporting guidelines

1. Write a simple executive summary

Starting your marketing plan off on the right foot is important. You want to pull people into your amazing plan for marketing domination. Not bore them to tears.

One of the best ways to get people excited to read your marketing plan is with a well-written executive summary. An executive summary introduces readers to your company goals, marketing triumphs, future plans, and other important contextual facts.

Basically, you can use the Executive Summary as a primer for the rest of your marketing plan.

Include things like:

• Simple marketing goals
• High-level metrics
• Important company milestones
• Facts about your brand
• Employee anecdotes
• Future goals & plans

Try to keep your executive summary rather brief and to the point. You aren’t writing a novel, so try to keep it under three to four paragraphs.

Take a look at the executive summary in the marketing plan example below:

The executive summary is only two paragraphs long — short but effective.

The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors. But there’s no mention of specific metrics or figures. That will be highlighted in the next section of the marketing plan.

An effective executive summary should have enough information to pique the reader’s interest, but not bog them down with specifics yet. That’s what the rest of your marketing plan is for!

The executive summary also sets the tone for your marketing plan. Think about what tone will fit your brand ? Friendly and humorous? Professional and reliable? Inspiring and visionary?

2. Set metric-driven marketing goals

After you perfect your executive summary, it’s time to outline your marketing goals.

(If you’ve never set data-driven goals like this before, it would be worth reading this growth strategy guide ).

This is one of the most important parts of the entire marketing plan, so be sure to take your time and be as clear as possible. Moreover, optimizing your marketing funnel is key. Employing effective funnel software can simplify operations and provide valuable customer insights. It facilitates lead tracking, conversion rate analysis, and efficient marketing optimization .

As a rule of thumb, be as specific as possible. The folks over at  VoyMedia  advise that you should set goals that impact website traffic, conversions, and customer success — and to use real numbers.

Avoid outlining vague goals like:

• Get more Twitter followers
• Write more articles
• Create more YouTube videos (like educational or Explainer videos )
• Increase retention rate
• Decrease bounce rate

Instead, identify  key performance metrics  (KPI) you want to impact and the percentage you want to increase them by.

Take a look at the goals page in the marketing plan example below:

They not only identify a specific metric in each of their goals, but they also set a timeline for when they will be increased.

The same vague goals listed earlier become much clearer when specific numbers and timelines are applied to them:

• Get 100 new Twitter followers per month
• Write 5 more articles per week
• Create 10 YouTube videos each year
• Increase retention rate by 15% by 2020
• Decrease bounce rate by 5% by Q1
• Create an online course  and get 1,000 new leads

You can dive even deeper into your marketing goals if you want (generally, the more specific, the better). Here’s a marketing plan example that shows how to outline your growth goals:

3. Outline your user personas

Now, this may not seem like the most important part of your marketing plan, but I think it holds a ton of value.

Outlining your user personas is an important part of a marketing plan that should not be overlooked.

You should be asking not just how you can get the most visitors to your business, but how you can get the right visitors.

Who are your ideal customers? What are their goals? What are their biggest problems? How does your business solve customer problems?

Answering these questions will take lots of research, but it’s essential information to get.

Some ways to conduct user research are:

• Interviewing your users (either in person or on the phone)
• Conducting focus groups
• Researching other businesses in the same industry
• Surveying your audience

Then, you will need to compile your user data into a user persona  guide.

Take a look at how detailed this user persona template is below:

Taking the time to identify specific demographic traits, habits and goals will make it easier for you to cater your marketing plan to them.

Here’s how you can create a user persona guide:

The first thing you should add is a profile picture or icon for each user persona. It can help to put a face to your personas, so they seem more real.

Next, list demographic information like:

• Identifiers
• Activities/Hobbies

The user persona example above uses sliding scales to identify personality traits like introversion vs. extroversion and thinking vs. feeling. Identifying what type of personality your target users tend to have an influence on the messaging you use in your marketing content.

Meanwhile, this user persona guide identifies specific challenges the user faces each day:

But if you don’t want to go into such precise detail, you can stick to basic information, like in this marketing plan example:

Most businesses will have a few different types of target users. That’s why it’s pertinent to identify and create several different user personas . That way, you can better segment your marketing campaigns and set separate goals, if necessary.

Here’s a marketing plan example with a segmented user persona guide:

The important thing is for your team or client to have a clear picture of who their target user is and how they can appeal to their specific problems.

Start creating robust user personas using Venngage’s user persona guide .

4. Conduct an extensive competitor analysis

Next, on the marketing plan checklist, we have the competitor research section. This section will help you identify who your competitors are, what they’re doing, and how you could carve yourself a place alongside them in your niche — and ideally, surpass them. It’s something you can learn to do with rank tracking software .

Competitor research is also incredibly important if you are starting a blog .

Typically, your competitor research should include:

• Who their marketing team is
• Who their leadership team is
• What their marketing strategy is (this will probably revolve some reverse-engineering)
• What their sales strategy is (same deal)
• Social Media strategy (are they using discounting strategies such as coupon marketing to get conversions)
• Their market cap/financials
• Their yearly growth (you will probably need to use a marketing tool like Ahrefs to do this)
• The number of customers they have & their user personas

Also, take as deep a dive as you can into the strategies they use across their:

• Blog/Content marketing
• Social media marketing
• SEO Marketing
• Video marketing
• And any other marketing tactics they use

Research their strengths and weaknesses in all parts of their company, and you will find some great opportunities. Bookmark has a great guide to different marketing strategies for small businesses  if you need some more information there.

You can use this simple SWOT analysis worksheet to quickly work through all parts of their strategy as well:

Click the template above to create a SWOT chart . Customize the template to your liking — no design know-how needed.

Since you have already done all the research beforehand, adding this information to your marketing plan shouldn’t be that hard.

In this marketing plan example, some high-level research is outlined for 3 competing brands:

But you could take a deeper dive into different facets of your competitors’ strategies. This marketing plan example analyses a competitor’s content marketing strategy:

It can also be helpful to divide your competitors into Primary and Secondary groups. For example, Apple’s primary competitor may be Dell for computers, but its secondary competitor could be a company that makes tablets.

Your most dangerous competitors may not even be in the same industry as you. Like the CEO of Netflix said, “Sleep is our competition.”

5. Set accurate key baselines & metrics

It’s pretty hard to plan for the future if you don’t know where your business stands right now.

Before we do anything at Venngage, we find the baselines so we can compare future results to something. We do it so much it’s almost like second nature now!

Setting baselines will allow you to more accurately track your progress. You will also be able to better analyze what worked and what didn’t work, so you can build a stronger strategy. It will definitely help them clearly understand your goals and strategy as well.

Here’s a marketing plan example where the baselines are visualized:

Another way to include baselines in your plan is with a simple chart, like in the marketing plan example below:

Because data can be intimidating to a lot of people, visualizing your data using charts and infographics will help demystify the information.

6. Create an actionable marketing strategy

After pulling all the contextual information and relevant metrics into your marketing plan, it’s time to break down your marketing strategy.

Once again, it’s easier to communicate your information to your team or clients using visuals .

Mind maps are an effective way to show how a strategy with many moving parts ties together. For example, this mind map shows how the four main components of a marketing strategy interact together:

You can also use a flow chart to map out your strategy by objectives:

However you choose to visualize your strategy, your team should know exactly what they need to do. This is not the time to keep your cards close to your chest.

Your strategy section may need to take up a few pages to explain, like in the marketing plan example below:

With all of this information, even someone from the development team will understand what the marketing team is working on.

This minimalistic marketing plan example uses color blocks to make the different parts of the strategy easy to scan:

Breaking your strategy down into tasks will make it easier to tackle.

Another important way to visualize your marketing strategy is to create a project roadmap. A project roadmap visualizes the timeline of your product with individual tasks. Our roadmap maker can help you with this.

For example, this project roadmap shows how tasks on both the marketing and web design side run parallel to each other:

A simple timeline can also be used in your marketing plan:

Or a mind map, if you want to include a ton of information in a more organized way:

Even a simple “Next, Now, Later” chart can help visualize your strategy:

7. Set tracking or reporting guidelines

Close your marketing plan with a brief explanation of how you plan to track or measure your results. This will save you a lot of frustration down the line by standardizing how you track results across your team.

Like the other sections of your marketing plan, you can choose how in-depth you want to go. But there need to be some clear guidelines on how to measure the progress and results of your marketing plan.

At the bare minimum, your results tracking guidelines should specify:

• What you plan to track
• How you plan to track results
• How often you plan to measure

But you can more add tracking guidelines to your marketing plan if you see the need to. You may also want to include a template that your team or client can follow,  for  client reporting ,  ensure that the right metrics are being tracked.

The marketing plan example below dedicates a whole page to tracking criteria:

Use a task tracker to track tasks and marketing results, and a checklist maker to note down tasks, important life events, or tracking your daily life.

Similarly, the marketing plan example below talks about tracking content marketing instead:

Marketing plan vs. marketing strategy

Although often used interchangeably, the terms “marketing plan” and “marketing strategy” do have some differences.

Simply speaking, a marketing strategy presents what the business will do in order to reach a certain goal. A marketing plan outlines the specific daily, weekly, monthly or yearly activities that the marketing strategy calls for. As a business, you can create a marketing proposal for the marketing strategies defined in your company’s marketing plan. There are various marketing proposal examples that you can look at to help with this.

A company’s extended marketing strategy can be like this:

Notice how it’s more general and doesn’t include the actual activities required to complete each strategy or the timeframe those marketing activities will take place. That kind of information is included in a marketing plan, like this marketing plan template which talks about the content strategy in detail:

Marketing plan v.s business plan

While both marketing plans and business plans are crucial documents for businesses, they serve distinct purposes and have different scopes. Here’s a breakdown of the key differences:

Business plan is a comprehensive document that outlines all aspects of your business, including:

• Mission and vision
• Products or services
• Target market
• Competition
• Management team
• Financial projections
• Marketing strategy (including a marketing plan)
• Operations plan

Marketing plan on the other hand, dives deep into the specific strategies and tactics related to your marketing efforts. It expands on the marketing section of a business plan by detailing:

• Specific marketing goals (e.g., brand awareness, lead generation, sales)
• Target audience analysis (detailed understanding of their needs and behaviors)
• Product:  Features, benefits, positioning
• Price:  Pricing strategy, discounts
• Place:  Distribution channels (online, offline)
• Promotion:  Advertising, social media, content marketing, public relations
• Budget allocation for different marketing activities
• Metrics and measurement to track progress and success

In short, business plans paint the entire business picture, while marketing plans zoom in on the specific strategies used to reach your target audience and achieve marketing goals.

Types of marketing plans that can transform your business strategy

Let’s take a look at several types of marketing plans you can create, along with specific examples for each.

1. General marketing strategic plan / Annual marketing plan

This is a good example of a marketing plan that covers the overarching annual marketing strategy for a company:

Another good example would be this Starbucks marketing plan:

This one-page marketing plan example from coffee chain Starbucks has everything at a glance. The bold headers and subheadings make it easier to segment the sections so readers can focus on the area most relevant to them.

What we like about this example is how much it covers. From the ideal buyer persona to actional activities, as well as positioning and metrics, this marketing plan has it all.

Another marketing plan example that caught our eye is this one from Cengage. Although a bit text-heavy and traditional, it explains the various sections well. The clean layout makes this plan easy to read and absorb.

The last marketing plan example we would like to feature in this section is this one from Lush cosmetics.

It is a long one but it’s also very detailed. The plan outlines numerous areas, including the company mission, SWOT analysis , brand positioning, packaging, geographical criteria, and much more.

2. Content marketing plan

A content marketing plan highlights different strategies , campaigns or tactics you can use for your content to help your business reach its goals.

This one-page marketing plan example from Contently outlines a content strategy and workflow using simple colors and blocks. The bullet points detail more information but this plan can easily be understood at a glance, which makes it so effective.

For a more detailed content marketing plan example, take a look at this template which features an editorial calendar you can share with the whole team:

3. SEO marketing plan

Your SEO marketing plan highlights what you plan to do for your SEO marketing strategy . This could include tactics for website on-page optimization , off-page optimization using AI SEO , and link building using an SEO PowerSuite backlink API for quick backlink profile checks.

This SEO marketing plan example discusses in detail the target audience of the business and the SEO plan laid out in different stages:

4. Social media marketing plan

Your social media marketing plan presents what you’ll do to reach your marketing goal through social media. This could include tactics specific to each social media channel that you own, recommendations on developing a new channel, specific campaigns you want to run, and so on, like how B2B channels use Linkedin to generate leads with automation tools and expand their customer base; or like making use of Twitter walls that could display live Twitter feeds from Twitter in real-time on digital screens.

Edit this social media marketing plan example easily with Venngage’s drag-and-drop editor:

5. Demand generation marketing plan

This could cover your paid marketing strategy (which can include search ads, paid social media ads, traditional advertisements, etc.), email marketing strategy and more. Here’s an example:

1. Free marketing plan template

Here’s a free nonprofit marketing plan example that is ideal for organizations with a comprehensive vision to share. It’s a simple plan that is incredibly effective. Not only does the plan outline the core values of the company, it also shares the ideal buyer persona.

Note how the branding is consistent throughout this example so there is no doubt which company is presenting this plan. The content plan is an added incentive for anyone viewing the document to go ahead and give the team the green light.

2. Pastel social media marketing campaign template

Two-page marketing plan samples aren’t very common, but this free template proves how effective they are. There’s a dedicated section for business goals as well as for project planning .

The milestones for the marketing campaign are clearly laid out, which is a great way to show how organized this business strategy is.

3. Small business marketing strategy template

This marketing plan template is perfect for small businesses who set out to develop an overarching marketing strategy for the whole year:

Notice how this aligns pretty well with the marketing plan outline we discussed in previous sections.

In terms of specific tactics for the company’s marketing strategy, the template only discusses SEO strategy, but you can certainly expand on that section to discuss any other strategies — such as link building , that you would like to build out a complete marketing plan for.

4. Orange simple marketing proposal template

Marketing plans, like the sample below, are a great way to highlight what your business strategy and the proposal you wan to put forward to win potential customers.

5. One-page marketing fact sheet template

This one-page marketing plan example is great for showcasing marketing efforts in a persuasive presentation or to print out for an in-person meeting.

Note how the fact sheet breaks down the marketing budget as well as the key metrics for the organization. You can win over clients and partners with a plan like this.

6. Light company business fact sheet template

This one-page sample marketing plan clearly outlines the marketing objectives for the organization. It’s a simple but effective way to share a large amount of information in a short amount of time.

What really works with this example is that includes a mission statement, key contact information alongside all the key metrics.

7. Marketing media press kit template

This press kit marketing plan template is bright and unmistakable as belonging to the Cloud Nine marketing agency . The way the brand colors are used also helps diversify the layouts for each page, making the plan easier to read.

We like the way the marketing department has outlined the important facts about the organization. The bold and large numbers draw the eye and look impressive.

8. Professional marketing proposal template

Start your marketing campaign on a promising note with this marketing plan template. It’s short, sharp and to the point. The table of contents sets out the agenda, and there’s a page for the company overview and mission statement.

9. Social media marketing proposal template

A complete marketing plan example, like the one below, not only breaks down the business goals to be achieved but a whole lot more. Note how the terms and conditions and payment schedule are included, which makes this one of the most comprehensive marketing plans on our list.

What should marketing plans include?

Marketing plans should include:

• A detailed analysis of the target market and customer segments.
• Clear and achievable marketing objectives and goals.
• Strategies and tactics for product promotion and distribution.
• Budget allocation for various marketing activities.
• Timelines and milestones for the implementation of marketing strategies.
• Evaluation metrics and methods for tracking the success of the marketing plan.

What is an executive summary in a marketing plan and what is its main goal?

An executive summary in a marketing plan is a brief overview of the entire document, summarizing the key points, goals, and strategies. Its main goal is to provide readers with a quick understanding of the plan’s purpose and to entice them to read further.

What are the results when a marketing plan is effective?

When a marketing plan is effective, businesses can experience increased brand visibility, higher customer engagement, improved sales and revenue, and strengthened customer loyalty.

What is the first section of a marketing plan?

The first section of a marketing plan is typically the “Executive Summary,” which provides a concise overview of the entire plan, including the business’s goals and the strategies to achieve them.

Now that you have the basics for designing your own marketing plan, it’s time to get started:

More marketing design guides and templates:

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How To Write a Marketing Strategy for Your Business Plan

Potential investors want to see how you plan to sell

Alyssa Gregory is an entrepreneur, writer, and marketer with 20 years of experience in the business world. She is the founder of the Small Business Bonfire, a community for entrepreneurs, and has authored more than 2,500 articles for The Balance and other popular small business websites.

How Marketing Strategy Fits Into Your Business Plan

The 4 ps: product, promotion, price, and place, 7 tips for writing a marketing strategy, the bottom line, frequently asked questions (faqs).

Bulent Ince / E+ Collection / Getty Images

A marketing strategy is important for all businesses because it clearly outlines how they'll find new customers and promote their products and services to ultimately achieve more sales. You can use the marketing strategy as a stand-alone tool, as part of a marketing plan, or as part of a business plan, all with slightly different components.

Let's focus on some marketing strategy examples for your business plan. 

• A solid marketing strategy addresses the four Ps: product, promotion, price, and place.
• Your success can depend on understanding your clients’ needs and being flexible enough to find a way to meet them.
• Keep your budget in mind. You can only do what you can afford to do, and you should plan for accommodating periodic shortfalls.

The marketing strategy section of your business plan builds upon the market analysis section . The marketing strategy outlines where your business fits into the market and how you'll price, promote, and sell your product or service. It can also act as a source of important information for potential investors who are analyzing your business.

You can break down the key information in the marketing strategy section using the 4 Ps of marketing concept: product, promotion, price, and place.

Product can refer to either a physical product or a service that you plan on offering. Some of the product areas that fall into this section include:

• Related products or services
• Functionality

Promotion covers the various aspects of how you plan on marketing your product or service. The areas you should address include:

• Advertising
• Marketing budget
• Promotional strategy
• Publicity and public relations
• Sales force
• Sales promotion

This addresses the way you plan on pricing your product or service. The aspects of pricing you should address are:

• Bundling (if you have related products/services)
• Pricing flexibility
• Pricing strategy
• Retail price
• Seasonal price (if applicable)
• Wholesale (volume) price

Also known as distribution, this part is all about the delivery of your product or service to your customers. Some areas you should cover include:

• Distribution centers
• Distribution channels
• Inventory management
• Order processing
• Transportation
• Warehousing

Keep seven things in mind as you write the marketing strategy section of your business plan to make it as effective and relevant as possible.

Show How Unique You Are

The foundation of your marketing strategy should be your unique selling proposition (USP). This is the statement that outlines what differentiates you from everyone else in the market. Create your USP first, then build upon it by relating it to each of the 4 Ps.

The common thread through each part of your marketing strategy should be how your business solves a problem or meets a need better than anyone else.

Know Your Customers/Clients

The information you include in your marketing strategy should incorporate all the research you conducted in your market analysis . Make sure you have a clear idea of who your ideal customers or clients are, what they like, what they need, and what they expect. This will make your marketing strategy more accurate and applicable to your target audience.

Be Flexible

The 4 Ps of marketing work well for physical products, but you may have to tweak them a bit for services. For example, you might use your website instead of a physical location for the place section. Your website should also be a part of your promotion section, as should any social media platforms that you participate in.

Do Your Research

When you’re determining your pricing, you should have plenty of data to back up your decision when you're determining your pricing. Include industry reports, competitor ads, and comparisons that demonstrate the research you conducted and how you came to the conclusion that you're pricing your product or service correctly.

Use Visuals

As in other sections of your business plan, using charts, graphs, and images to illustrate your facts can make them easier for your audience to absorb and understand. Is your pricing right at the median of the industry? Are you planning to use a four-step distribution process?

Use visual aids to drive your point home.

Remember Your Budget

You'll outline the financial analysis of your company in another section of your business plan but keep those numbers in mind as you write your marketing strategy. Your marketing process may look good by itself, but you'll have a difficult time meeting your goals unless you tie it directly to your financial status.

Include Your Collateral

You should include samples as exhibits if you're going to talk about your marketing collateral in your marketing section. These might include brochures, fact sheets, videos, and photos.

Your marketing strategy is your overall plan for how you're going to make your business profitable. Larger enterprises might have different strategies for various arms of their operations. Sole proprietors carry the weight of a single plan on their own. But addressing all these components will increase your odds of success in any case.

What are the four types of marketing strategies?

Many consider the four Ps to be the basic types of marketing strategies, but others focus on four possible ways you can reach clients and consumers: search engine optimization, paid advertising, content marketing, and sales.

What are the seven Cs of marketing?

The seven Cs organize your marketing strategy. They can vary depending on who you talk to and the nature of your business, but you can tailor yours to best meet your goals and needs. Most include customer, consistency, creativity, and communication. Some include other factors, such as convenience, competition, credibility, culture, and change.

American Marketing Association. " The Four Ps of Marketing ."

Notes Learning. " 7 Cs of Marketing ."

OBC. " The 7 Cs of Marketing: How to Apply Them ."

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What Is a Marketing Plan?

Understanding marketing plans, how to write a marketing plan, marketing plan vs. business plan.

• Marketing Plan FAQs

The Bottom Line

• Marketing Essentials

What Is a Marketing Plan? Types and How to Write One

James Chen, CMT is an expert trader, investment adviser, and global market strategist.

Pete Rathburn is a copy editor and fact-checker with expertise in economics and personal finance and over twenty years of experience in the classroom.

Investopedia / Zoe Hansen

A marketing plan is an operational document that outlines an advertising strategy that an organization will implement to generate leads and reach its target market . A marketing plan details the outreach and PR campaigns to be undertaken over a period, including how the company will measure the effect of these initiatives. The functions and components of a marketing plan include the following:

• Market research to support pricing decisions and new market entries
• Tailored messaging that targets certain demographics and geographic areas
• Platform selection for product and service promotion: digital, radio, Internet, trade magazines, and the mix of those platforms for each campaign
• Metrics that measure the results of marketing efforts and their reporting timelines

A marketing plan is based on a company’s overall marketing strategy.

Key Takeaways

• The marketing plan details the strategy that a company will use to market its products to customers.
• The plan identifies the target market, the value proposition of the brand or the product, the campaigns to be initiated, and the metrics to be used to assess the effectiveness of marketing initiatives.
• The marketing plan should be adjusted on an ongoing basis based on the findings from the metrics that show which efforts are having an impact and which are not.
• Digital marketing shows results in near real-time, whereas TV ads require rotation to realize any level of market penetration.
• A marketing plan is part of a business plan, which describes all of the important aspects of a business, such as its goals, values, mission statement, budget, and strategies.

The terms marketing plan and marketing strategy are often used interchangeably because a marketing plan is developed based on an overarching strategic framework. In some cases, the strategy and the plan may be incorporated into one document, particularly for smaller companies that may only run one or two major campaigns in a year. The plan outlines marketing activities on a monthly, quarterly, or annual basis while the marketing strategy outlines the overall value proposition.

Types of Marketing Plans

There are a variety of different marketing plans that suit different businesses and different business needs.

New Product Launch: This is a marketing plan that outlines how a new product will enter the market, who it will target, and in what way advertising will be done.

Social Media: A social media marketing plan focuses on the advertising strategies on different social media platforms and how to engage with the users on these platforms.

Time-Based: Time-based marketing plans, such as those that are executed quarterly or annually, focus on the time of the year, the current condition of the business, and the best strategies in that period.

Mission and Value Proposition

A marketing plan considers the value proposition of a business. The value proposition is the overall promise of value to be delivered to the customer and is a statement that appears front and center of the company website or any branding materials.

The value proposition should state how a product or brand solves the customer's problem, the benefits of the product or brand, and why the customer should buy from this company and not another. The marketing plan is based on this value proposition to the customer.

Establishing your key performance indicators (KPIs) will allow you to measure the success of your marketing plan in relation to your company's value proposition. For example, if your goal is to engage with a certain demographic in a certain region, you can track social media and website visits.

The most effective digital marketing techniques in 2020 according to marketers are content marketing and marketing automation.

Identify Your Target Market

The marketing plan identifies the target market for a product or brand. Market research is often the basis for a target market and marketing channel decisions. For example, whether the company will advertise on the radio, on social media, through online ads, or on regional TV. 

Knowing who you want to sell to and why is an extremely critical component of any business plan. It allows you to focus your business and measure its success. Different demographics have different tastes and needs, knowing what your target market is will help you market to them.

Strategy and Execution

The marketing plan includes the rationale for these decisions. The plan should focus on the creation, timing, scheduling, and placement of specific campaigns. The plan will include the metrics that will measure the outcomes of your marketing efforts. For example, will you advertise on the radio or on social media? What time will you air advertisements if they are on the radio or TV? The strategy may include flighting scheduling , which includes the times when you can make the most of your advertising dollars.

Set Your Budget

A marketing plan costs money. Knowing your budget for a marketing plan will allow you to create a suitable plan within that context, stick to it, and prevent runaway costs. It will also help you allocate to different areas of your marketing plan.

Adjust Your Plan

A marketing plan can be adjusted at any point based on the results from the metrics. If digital ads are performing better than expected, for example, the budget for a campaign can be adjusted to fund a higher-performing platform or the company can initiate a new budget. The challenge for marketing leaders is to ensure that every platform has sufficient time to show results.

Without the correct metrics to assess the impact of outreach and marketing efforts, an organization will not know which campaigns to repeat and which ones to drop; maintaining ineffective initiatives will unnecessarily increase marketing costs.

Digital marketing shows results in near real-time, whereas TV ads require rotation to realize any level of market penetration. In the traditional marketing mix model, a marketing plan would fall under the category of "promotion," which is one of the four Ps , a term coined by Neil Borden to describe the marketing mix of product, price, promotion, and place.

A business plan details how a business will operate and function in its entirety. A business plan is a roadmap for a business. It will cover the goals, missions , values, financials, and strategies that the business will use in day-to-day operations and in the achievement of its objectives.

A business plan will include an executive summary, the products and services sold, a marketing analysis, a marketing strategy, financial planning, and a budget , to name but a few items.

As mentioned, a business plan will include a marketing plan, which focuses on creating a marketing strategy on how to bring awareness to the public of the company's product or service, how to reach the target market, and generate sales.

Example of a Marketing Plan

John came up with a new business idea that he believes is a niche offering in the market. He decides to start a business and his first step is creating a business plan that outlines all of the objectives, goals, values, pitfalls, and finances of his company.

John is able to raise enough capital from friends and family to get started, hires a few employees, and eventually creates his product. He now has to start selling his product and generate sales to keep his business operating.

To achieve this, John, with the help of a marketing company, creates a marketing plan. The marketing plan consists of market research that details the target market for John's product, which is recently retired men.

The marketing plan then comes up with the best methods of reaching this target market. The marketing plan stresses radio and television as opposed to social media as older, retired men use social media less than traditional forms of media, according to the market research that was conducted.

The ads are tailored to the target market, showing how John's product will benefit their lives, particularly when compared to market alternatives. Once the marketing plan has been executed, the marketing team analyzes how the efforts translate into sales.

What Is a Marketing Plan Template?

A marketing plan template is a document that an individual can use to create a marketing plan. The marketing plan template will contain all the important elements and the various needed language with blank sections. A user can insert their own information related to their business in the blank sections to ultimately create their own marketing plan.

What Is an Executive Summary in a Marketing Plan?

The executive summary of a marketing plan provides a brief overview of the entire marketing plan. The executive summary will contain the key findings of the market research, the company's objectives, marketing goals, an overview of the marketing trends, the description of the product or service being marketed, information on the target market, and how to financially plan for the marketing plan.

What Is a Top-Down Marketing Strategy?

A top-down marketing strategy is a traditional marketing strategy. This is where a business determines who it should sell to and how, and the customer base is largely passive and spurred to take action once they hear the advertisement. For example, a top-down marketing strategy would include ads on radio or television. Top-down marketing strategies are usually determined by the executives of a firm. It usually consists of what a firm desires to do and then determining a way to do it.

What Is a Bottom-Up Marketing Strategy?

A bottom-up marketing strategy focuses on discovering a workable strategy and then building on that strategy to create an impactful advertising campaign. Today's consumer wants to relate to a product or service in a meaningful way and a bottom-up marketing strategy is better suited to this. A bottom-up marketing strategy should focus on the target market and how better to create value for them.

How Much Does a Marketing Plan Cost?

The cost of a marketing plan will vary based on the company, the complexity, and the length of the overall strategy. The cost can range anywhere from $10,000 to $40,000.

A marketing plan is the advertising strategy that a business will implement to sell its product or service. The marketing plan will help determine who the target market is, how best to reach them, at what price point the product or service should be sold, and how the company will measure its efforts.

Constantly monitoring and adjusting a market plan is an important part of running a business as it shows what are the best and worst ways to generate sales. Without a successful marketing plan, a business may not be able to continue operating for very long.

Statista. " Most Effective Digital Marketing Techniques According to Marketers Worldwide in 2020 ."

Laire. " How Much Does a Marketing Plan Cost? "

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Plan Projections

ideas to numbers .. simple financial projections

Home > Business Plan > Marketing Strategy in a Business Plan

Marketing Strategy in a Business Plan

… we will get this market share by …

• Product USP : Why buy our product? What characteristics does the product have to meet customer needs?
• Promotion : What marketing activities will be undertaken? What means of communication will the business use to persuade customers of the benefits of the product? Will it use above the line promotion or below the line promotion?
• Place : What are the distribution channels? How is the business going to reach customers with its product?
• Price : What price will the business charge for the product, and what goal is it pursuing with the pricing strategy? Will the business use premium, penetration, economy or skimming pricing strategies.

Marketing Strategy Presentation

The marketing strategy section of the business plan can be presented in four sections relating to each of the four P’s product, promotion, place, and price as shown in the example layout below.

The marketing strategy is a key section of the business plan, at this stage you are not trying to present a complete marketing plan, but simply trying to show the investor that each major section of the marketing strategy has been thought about and that you have a good marketing mix.

All of the four sections should be consistent with and support each other, for example, if you are planning to adopt a high price strategy, then the product would be aimed at an upmarket target customer, distributed at high end stores, and make use of one to one personal selling.

This is part of the financial projections and Contents of a Business Plan Guide , a series of posts on what each section of a simple business plan should include. The next post in this series sets out the business model which the business intends to use to generate revenue.

About the Author

Chartered accountant Michael Brown is the founder and CEO of Plan Projections. He has worked as an accountant and consultant for more than 25 years and has built financial models for all types of industries. He has been the CFO or controller of both small and medium sized companies and has run small businesses of his own. He has been a manager and an auditor with Deloitte, a big 4 accountancy firm, and holds a degree from Loughborough University.

You May Also Like

10 Marketing Plan Examples to Inspire Your Campaigns

What do hiking a trail, driving to a friend’s house, and executing marketing campaigns all have in common? Each requires you to closely follow directions.

Directions are a critical part of our daily life. Used correctly, they can guide decision-making processes, make labor more efficient, and get where you want to go as quickly as possible. 

But failing to keep track of directions could cost you — and not just gas money. When it comes to marketing strategies, not having a clear goal tanks web traffic, dissipates brand interest, and costs companies across the United States a whopping $400 billion a year.

Designing a marketing plan is certainly no easy task, but it can be made easier with best practices, strategic tips, and concrete examples from successful businesses all over the world.

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What is a marketing plan?

A marketing plan is a strategic document that acts as a guide for marketing campaigns and strategies. These critical road maps detail where you are, where you’re going, and how you plan to get there.

The average marketing plan consists of seven major sections:

• Writing an executive summary
• Discussing the mission statement
• Listing marketing objectives
• Performing a SWOT analysis
• Completing market research
• Designing a market strategy
• Determining a budget

The more detailed a marketing plan is, the more efficient it will be at accomplishing its goals. 

As you might imagine, marketers who bother to write a concrete marketing plan enjoy several benefits :

• Organized marketers have a 674% higher chance of reporting success
• Marketers who set goals are 377% more successful than those who don’t

It’s clear that a successful marketing plan opens pathways to other forms of business success — although the process is underutilized at best. More than three out of four small business owners lack an overarching marketing plan if they don’t have a clear path of growth. Creating a holistic marketing plan is absolutely necessary to scale brands at any level of development.

10 marketing plan examples from every industry

It’s much simpler to design a plan of action when the groundwork already exists. Below are 10 marketing plans sourced from real companies and brands around the world, highlighting unique approaches to researching, crafting and implementing a marketing strategy . 

1. Contently

Popular SaaS Contently developed a visual marketing plan for developing future campaigns. The strategy depicts its plan in a “waterfall” format, with goals blending into methods of application that eventually lead to success metrics. Although far more casual than other examples on this list, the work provides an excellent overview of a marketing plan’s necessary components.

2. Visit Baton Rouge

The Baton Rouge area of Louisiana generates millions of dollars every year from tourism alone. The Visit Baton Rouge marketing plan was born from a need to better position the area and create long-term strategies for generating interest. This 38-page document goes into detail describing different destinations, events, and calendars, including recommended measurements for success.

Created by SaaS company HubSpot , this template includes a business summary, SWOT matrix, market strategy, budget, and other important aspects of a marketing plan. By filling it out, you can make informed decisions about your company’s positioning and your marketing in general.

4. Evernote

Evernote provides a comprehensive marketing plan template for businesses of any size. Create a plan that walks through overviews, timelines, research, personas, and all other elements of an airtight campaign. If desired, you can also implement this template into your Evernote account to start developing a marketing plan almost immediately.

5. University of Illinois

Even educational institutes need marketing plans. The University of Illinois created a very straightforward document that encapsulates its market context, research efforts, and current campaigns. Objectives and success metrics are completed in the third section, with about 40 pages overall. 

6. Monday.com

Monday.com is a project management platform providing in-house templates to all active users. This marketing plan offers various categories and subcategories that track project progress with data visualizations. Detailed objectives and KPIs can be identified in-app, including columns for a projected cost range.

Popular health and hygiene brand Lush released a comprehensive marketing plan walking through some products, positioning, and a marketing calendar for upcoming product releases. One of the highlights includes a detailed SWOT analysis with easy to read graphics. This is particularly helpful for brands in the personal care industry, among others.

8. Coca-Cola

Industry titan Coca-Cola released a strategy video that encompasses all seven elements of a holistic marketing plan. The proposal primarily explains the major content initiatives for the coming year, and focuses on how the brand’s initial ideas can be practically implemented into the existing strategy. 

9. Naperville Park District

Publicly funded recreational parks often have limited access to resources, which is why the Naperville Park District created a strategic marketing plan right at the beginning. This extremely detailed document walks through the company’s mission, situational analysis, strategy, and budget, on a micro-level.

10. Starbucks

Unlike the longform documents we’ve seen already, Starbucks takes a more concise approach. This six-page release details a strategy to elevate CX and brand ambassadors around the world. The marketing plan touches on individual strategies and tactics, as well as the methods used to ensure success. It’s important to note the detailed customer journey profiles that fit into a five-year strategy.

How to approach a marketing plan

Now that you know what a marketing plan looks like, it’s time to explore the initial stages of drafting and publishing your very first plan. Once you establish some basic starting points, a little research is all you need to get started.

Determine your goals

Directions simply don’t matter without an endpoint in mind. Craft some meaningful goals for your marketing campaign that envelop your brand’s values, objectives, and year-end plans. It’s best to use the SMART goal framework:

The more specific your goals are, the more effective your marketing plan will be.

Check your competitors

Staying abreast of your competitors and market share is critical in the early stages of a marketing plan. Using competitive analysis tools or an internal process, take some time to evaluate the approach that others are using — and how you can do better.

You might want to:

• Perform a competitive analysis
• Keep a close eye on industry news
• Browse competitor social media content

Keep in mind that it’s possible to hire freelancers to perform competitive analysis for you, depending on your needs and time constraints.

Identify your audience

Understanding your target market — including their goals, ages, values, and demographics — is the golden rule of marketing. This can be done several ways, either by using data, creating personas, or outlying features in a document.

It’s best to consider everything that may be relevant to your audience in the marketing plan, including how products can be positioned in a way that makes them relevant. For example, a customer with a degree in IT would be more interested in ads that speak to their experience and industry pain points.

If you don’t have a target audience in mind yet, consider using programs like Google Analytics or in-platform insights from Facebook to identify specific segments.

Craft final KPIs

The difference between a good marketing plan and a great marketing plan starts with key performance metrics (KPIs). These will be used to measure the effectiveness of your campaign and provide detailed information about what worked, what didn’t, and what you can change in the future.

Every marketing plan should rely on its own unique set of metrics, all fitted to individual needs. If you’re looking for specific examples, you might want to try:

• Raising the number of followers on a social media account
• Generating a certain amount of website leads 
• Achieving higher email open rates 

Keep in mind that your final metrics should adhere to the SMART method for best results.

Perform your revisions

The marketing plan is a living document and must be updated regularly to remain current. The average plan only has a shelf life of one to five years , on average, and should receive regular revisions in the meantime.

Take a closer look at your past goals, competitors, audience, and KPIs. Are any of these outdated or ill-aligned? What has changed for the company since its initial publication date? Make these adjustments accordingly (and hopefully with members of a team or committee).

Create marketing plans that guide your business well

It’s not enough to just write a marketing plan. In an increasingly competitive world of iron-clad strategies, marketing pros should take their time developing a plan that lasts. The above examples are a great place to start, especially as you craft an approach that is catered to your industry. 

Keep an eye on the growth of your business once your marketing plan hits the shelves. Continue to find new ways to optimize, refine, and otherwise make what you have even better than before. With an airtight marketing plan by your side, the possibilities are virtually limitless.

Want to learn more?

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How to Write a Sales and Marketing Plan

2 min. read

Updated January 3, 2024

You’ve addressed what you’re selling and why in the products and services section. You now have an understanding of the market and an ideal customer in mind thanks to your market analysis. Now, you need to explain how you will actually reach and sell to them.

The marketing and sales section of your business plan dives into how you’re going to accomplish your goals. You’ll be answering questions like:

• Based on your audience, how will you position your product or service in the current market?
• What marketing channels, messaging, and sales tactics will you implement?
• What’s your business model and how will your business operate day-to-day?

By the end of this section, you should have an outline of what growth looks like, what milestones you intend to hit, and how you’ll measure success. Basically, you’re backing up the opportunity you’ve identified with a solid go-to-market plan.

What to include in the sales and marketing section

The sections you should include act as a useful framework for exploring and defining your marketing and sales tactics.

Create a positioning statement

How does your business differ? What do you do that others don’t? If you’re unsure, work through a handful of strategic exercises to create a simple but convincing positioning statement.

Outline your marketing strategy

A marketing plan brings together strategic goals with tangible marketing activities designed to reach and engage your target market—ultimately convincing them to purchase your product.

Craft your sales plan

A good sales strategy provides actionable steps to reach your goals. Estimate how much you intend to sell and outline a process that anyone else in your business can execute.

Optional sales and marketing information to include

The basics of a marketing and sales plan are fairly straightforward. However, it’s also the perfect place to flesh out any details that you think will make your outreach efforts successful.

Create a unique value proposition

What makes your business unique? How does the solution you provide stand out? This is your chance to point to what you believe potential customers will find more valuable about your business over the competition.

Don't forget digital marketing

While we don’t recommend creating separate traditional and digital marketing plans, it may be wise to explore and address them separately within your plan.

Build your promotional plan

How will you convince your customers to buy your products or services? While actual ads and promotions may be months away, it’s best to think through and even mock up designs now.

Conduct a SWOT analysis

With this simple analysis, you’ll better understand your strengths and weaknesses, along with the opportunities and threats you should account for.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Kody Wirth is a content writer and SEO specialist for Palo Alto Software—the creator's of Bplans and LivePlan. He has 3+ years experience covering small business topics and runs a part-time content writing service in his spare time.

Table of Contents

• What to include
• Optional information

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Writing a marketing strategy and plan

Marketing strategy and planning set the foundation for everything you do. Doing it right enables you to focus your time and budget on the right marketing programs to reach your goals.

Video: Writing a marketing strategy and plan

Watch our video to help you understand why a marketing strategy is the key to what your business stands for.

Topics include:

• why it's important to write or update your marketing strategy
• why strategy must come before tactics
• the 7Ps of marketing and the marketing mix
• a step-by-step model to create a marketing strategy.

Effective marketing should be:

• based on your business plan and goals and shaped by your business strategy
• guided by a clear process and practical know-how.

Marketing strategy and planning set the foundation for everything you do. Start with your marketing strategy, then develop a marketing plan to make it real.

Your marketing strategy outlines the why and the what:

• why you're in business
• what you want to achieve.

It sets out your long-term marketing approach.

Your marketing plan describes the how and the when. It:

• is the tactical roadmap to make your strategy happen
• describes your short-term initiatives in the current year.

Having a clear marketing strategy and plan delivers significant benefits for your business. It will help to:

• keep your marketing efforts focused
• connect with the right customers
• make the most of your investment
• measure and improve your results.

Templates for developing your marketing strategy and plan

Choose one of these downloadable templates to customise and complete:

• a one-page marketing strategy template (a concise option, pictured)
• the Marketing Strategy and Plan section in the business plan template (a more comprehensive option).

Develop your marketing strategy in 6 steps

Your marketing approach influences the way you run your business, so it's important to consult your internal team and external partners.

As you work your way through the steps, capture your insights and findings in the relevant templates.

Know your market

Start by capturing insights about your industry and customers.

Market research is an essential part of your marketing strategy. It:

• involves gathering and analysing information about your customers and industry, such as size, growth and trends
• helps you to know more about your customers and the current and future demand for your products and services.

There are 3 main ways to do research:

• desktop research—accessing existing information that is readily available online from credible sources
• quantitative research—using questionnaires to get responses from a specific audience and interpreting the data
• qualitative research—using interviews, discussions or focus groups to explore themes in more detail.

You can do the research yourself or hire an external agency to carry out the research. Find out more about researching your market .

Know your business

Next, you need an honest appraisal of your business from an internal perspective.

A SWOT analysis can be a useful way to assess where you stand in your market relative to competitors. It highlights the major obstacles and business drivers and provides the direction necessary to:

• build on s trengths (S)
• minimise w eaknesses (W)
• seize o pportunities (O)
• counteract t hreats (T).

This diagnostic tool can help you uncover foundational insights to guide your marketing strategy.

Learn more about SWOT analysis and complete the template .

Based on your business plan and goals, the next step will be to define marketing objectives that are:

• measurable.

These objectives will typically have a financial or communication focus and may cover different areas, such as:

• building brand awareness
• shifting customer perception
• generating business leads
• increasing sales volume
• improving customer retention
• boosting customer satisfaction.

It's important to be as clear as possible so you can effectively measure the outcomes. Make sure that each of your marketing objectives meet the SMART criteria:

• Specific—state clearly what you want to achieve.
• Measurable—you must be able to measure and monitor your results and progress.
• Achievable—take your skills and resources into account.
• Relevant—focus on areas that will improve your business.
• Time-bound—set a timeframe to achieve the outcomes.

To measure and report your progress towards your marketing objectives, you should identify and define key performance indicators (KPIs). These KPIs are quantifiable metrics (indicators that can be measured) that are meaningful for your business, such as:

• cost per acquisition
• customer lifetime value
• unique website visitors
• social media engagement.

Read more about tracking your digital performance .

You'll know when your marketing objectives are right when they:

• motivate you and your team
• enable you to track your business performance.

Review regularly

Review and adjust your marketing objectives based on your progress.

A classic and effective marketing framework is commonly known as STP:

• segmentation
• positioning.

To become a customer-focused business , you need to find ways to get and use insights into your market.

As a starting point, summarise the findings from any customer research you've done. This will reveal:

• customer attitudes and behaviours in your industry
• current and future needs for products and services.

Based on this analysis, follow these steps to define your target segments:

• Choose the most appropriate way for you to segment the market (e.g. demographic, geographic, psychographic, behavioural).
• Prioritise target segments based on relevant criteria for your business (e.g. potential value, brand differentiation, ability to serve).
• Document a profile for each of your preferred target segments and then create personas to bring these to life in a meaningful way.

Action item: segment your market

• Discover more about market segmentation .
• Download and complete the customer profile chart .

Your business most likely operates in a competitive market. Customers are typically spoilt for choice. That's why it's essential to establish your brand positioning in a way that achieves sustainable competitive advantage.

As part of your marketing strategy, you should maintain a profile of your key competitors. You can:

• talk to people who might have relevant information, for example, your sales teams and business partners
• review their digital presence, for example, website, social media
• collect readily available marketing material and price lists
• read online ratings and reviews from their customers
• purchase products and services at their premises or online.

If you don't know where to start, find out how to do market research .

Find information about each of your key competitors':

• products and services
• pricing model
• customer service
• supply chains
• brand difference
• marketing approach.

Use this information to help identify what sets your business apart.

• How do you meet the current needs of your customers better than the competition?
• How can you better meet the future needs of your customers?

Competitor profile chart

An easy way to better understand your competitors is to complete a competitor profile chart.

• download the print-optimised version of the competitor profile chart to fill out and save for future reference
• use the online template to profile your competitors .

Legal obligations

Make sure your business complies with competition laws .

Brand positioning is much more than just your name or logo. This is your business purpose. It's why you exist. It’s about making sure that your communications, culture and customer experience are all working together in harmony.

The ambition is to build a distinctive brand. This is about what you want to:

• be known for
• want to own in the hearts and minds of your customers.

It will guide everything you do and don't do.

Work through the guidelines to help build your business brand .

It's also beneficial to define your value proposition. In simple terms, it's a statement of the benefits you provide in exchange for payment. Think of this like a win-win for your business and your customers. It explains:

• the promise of value you will consistently deliver to customers
• how your business model meets the needs and wants of customers.

Your value proposition will look closely at the problems you are solving for customers.

Remember to look at your value proposition in terms of the current situation and the ideal future. This will help you to prioritise future improvements.

Discover more about how you can bring your value proposition to life.

You can identify your high-priority marketing programs based on your:

• marketing objectives
• target segments
• brand positioning
• competitive analysis.

Think about these as your strategic themes.

For example, imagine you're running an innovative online store. Based on your analysis of the current situation and assessment of future opportunities, you might identify 4 marketing programs you need to drive growth:

• review and relaunch the brand
• increase new customer acquisition
• grow value though cross selling or upselling
• boost customer loyalty and advocacy.

These work packages will then direct your marketing actions and determine where you'll focus your marketing efforts. Be focused and consistent. If you're doing something outside of these themes, ask yourself why.

Checklist: from strategy to planning

Make sure you've completed the 6 steps discussed above before moving on to your marketing plan:

• I know my business and the current market.
• I've set clear, realistic, and measurable marketing objectives.
• I've defined meaningful target segments.
• I've defined my business's distinctive brand.
• I've completed an analysis of my competitors.
• I've identified the marketing programs I need to focus on.

Translate your strategy into your marketing plan

Once you have a marketing strategy, you can extend it into a marketing plan. The marketing plan reflects and builds on your thinking. It's your roadmap to get where you want to be.

A marketing plan:

• is a practical and detailed document
• sets realistic and measurable activities.

It's about the execution of:

• tactics (methods)

A structured and documented marketing plan has many benefits. It:

• takes the guesswork out of your marketing
• keeps your marketing activities targeted
• ensures that you can monitor your success.

Don't try to do everything at once. Adopt a phased approach based on the skills, time and staff you have available.

Your marketing plan will be implemented repeatedly and change over time. There are different stages to this process:

• Write your marketing plan.
• Implement marketing tactics.
• Measure against key performance indicators (KPIs).
• Refine your marketing plan.

To successfully achieve your marketing strategy, you'll need to:

• identify the tactics (methods) you want to use
• be able to describe these tactics
• be clear on why they're appropriate.

Remember: your tactics should address the needs and wants of your customers.

If you need inspiration, you can:

• read about the right combination of the 7 Ps of marketing
• look at the results of your SWOT analysis to identify opportunities.

Follow this 3-step process to guide your thinking:

• Select a marketing program (work package) from the ones you previously identified.
• Refer to the needs of your relevant target segment to make sure you will be addressing these needs.
• Document specific projects you will deliver.

Repeat this process for each of your high-priority marketing programs.

For example, you may have identified the need to increase awareness of 1 of your products amongst young adults aged 18 to 25 who live within 10km of your business. An appropriate tactic could be to implement a geo-targeted marketing campaign:

• across social media, online advertising and local publications
• with a dedicated website landing page to promote the offer.

Don't be scared to test and learn. Test some ideas on friendly customers, partners and employees. Using the right tactics over time will connect with your target segments and ultimately improve your sales results.

Once you've worked through your tactics for each marketing program, you need to turn this into an action plan . The action plan must capture all the actions you need to perform.

For each marketing tactic, list the specific steps required in as much detail as possible. (You can download and use the action plan template below to guide you through the process.) This can include the following fields:

Regularly refer to, and update, your action plan. This will help you to:

• keep track of your work in progress
• manage the implementation of projects.

Great marketing requires great people. The people in your business will determine how successful your marketing is. They need to be involved throughout the process and believe in what they are doing.

Your marketing approach will also inform your sales techniques . Marketing and sales need to work together. Link your marketing KPIs and sales targets.

Make sure you have assigned responsibility for each of the actions in your action plan.

This is the process that allows you to track and report on your marketing performance and make the necessary changes if needed.

Based on your business plan, you have developed a set of SMART marketing objectives. These will most likely be based on the following outcomes:

• financial (e.g. sales numbers)
• communication (e.g. brand awareness).

Within each of your high-priority marketing programs, you have assigned specific KPIs for each tactic. For example, these KPIs could be:

• responses to a targeted direct mail
• number of leads generated from an event.

Before you run your marketing programs, you need to know how you'll measure and evaluate the results. A review of each activity will then help to:

• identify how well your marketing has worked
• show what areas need to improve
• check if the activity gave a positive return on your investment (ROI)
• establish benchmarks that you can strive to outperform in the future.

Continue to review and revise your marketing. For example, on a quarterly basis, you should ask:

• How are we tracking with budget and timing?
• What tactics are working and not working?
• What has changed in the external market?
• What adjustments do we need to make?

Marketing action plan template

Download and complete the marketing action plan template .

This plan also forms part of your larger marketing strategy and plan.

Implement the marketing plan

To implement your marketing plan successfully, you need to confirm you have everything you need to implement it.

Resources and expertise

Ask yourself these questions about your skills and capacity:

• Have you allocated the right budget?
• Do you have the right knowledge and skills in-house?
• Will you need to upskill your current staff or employ new staff ?
• Should you consider engaging an external marketing partner based on your internal gaps?

Depending on the type of business and your marketing strategy, you may need to prioritise training and development. For example, with an online business, this could include website and social media management.

Communication and collaboration

Your staff need to be engaged and committed to make your marketing efforts to work.

• Make sure your staff understand how marketing fits in with your business plan and goals .
• Involve your staff throughout the marketing strategy and planning process.
• Mentor employees who are enthusiastic about marketing and provide opportunities to increase their skills.
• Keep communicating—your business marketing will always be changing and growing.

Also consider...

• View our marketing strategy and planning webinar for information, tips and resources from our Mentoring for Growth mentors.
• Read about how you can expand and retain your customer base by becoming a customer-focused business .
• Find advice on advertising your business .
• Learn more about branding your business .
• Read more about managing public relations and the media .
• Find tips and advice on using direct marketing .
• Learn more about strategy planning with free, online courses .
• Last reviewed: 29 Aug 2022
• Last updated: 22 Mar 2023

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Understanding the role of email, technology, and in-person events in nurturing B2B relationships

Powerful data and analysis on nearly every digital topic

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Defining the unique buyer journey, leveraging technology, and staying abreast of emerging trends are critical tactics to create successful marketing campaigns, but even more so in the competitive business landscape. B2B generally demands an intricate sales cycle that relies on deeper relationship-building rather than impulse purchases. In fact, 90% of B2B buyers worldwide say their trust with their supplier is a factor that influences buyer satisfaction, according to a June 2023 TreviPay survey conducted by Murphy Research.  

In the guide, we delve deeper into the nuances of B2B marketing, highlighting crucial metrics and examining emerging trends shaping the industry in 2024.

• Want to learn more about B2B marketing and other marketing trends? Sign up for the EMARKETER Daily newsletter.

What is B2B marketing?

B2B marketing involves the promotion of goods, services, or information between businesses. A B2B marketing team creates tailored strategies aimed at meeting the distinctive needs of other businesses, often encompassing longer sales pipelines and multiple decision-makers.

What is the difference between B2B and B2C marketing? 

B2C marketing—designed to reach, engage with, and sell to individual consumers—is largely associated with retail products that include everyday goods and services. Although the lines between B2B and B2C are increasingly blurring, with many strategies and channels overlapping, there are key differences in the business objectives, target audiences, and processes. 

While B2B companies generally market solely within their industries, to managers responsible for business investments, B2C companies often rely on broad consumer reach. Because B2B purchases are usually higher in value, requiring consensus from a range of stakeholders, they focus more on the quality of deals rather than the quantity. B2B marketing messaging focuses on data-supported ROI and business impact, whether it’s to cut costs or boost efficiencies. B2C marketing, on the other hand, can lean more into the creative, emotionally driven messaging that appeals to a mass market. 

Stages of the B2B buyer’s journey

• Awareness: Initiating the journey involves businesses identifying needs or challenges. Marketers leverage industry insights, thought leadership, and targeted content to captivate potential clients.
• Consideration: This phase sees businesses researching solutions extensively. It becomes pivotal to offer clients in-depth case studies, product/service information, and expert consultations.
• Decision: Transparency in pricing, robust customer support, and tailored solutions hold the key to sealing deals.
• Retention: Post-purchase, maintaining client satisfaction and engagement is crucial. Follow-ups, personalized support, and value-added services contribute to sustained partnerships.
• Advocacy/Loyalty: Delighted clients transform into brand advocates, contributing referrals and positive word-of-mouth, bolstering brand reputation.

B2B marketing channels and tactics 

B2B marketing leverages a range of marketing channels and strategies, each with unique strengths and challenges. By a significant lead, email (73%) remains the biggest channel that B2B marketers use to effectively connect with prospective buyers, followed by phone (39%) and events (31%), according to April 2023 data from Ascend2 and Zoominfo. We delve into these three tools, as well as their best practices.

Email marketing 

As a way to nurture relationships and establish brand credibility, email marketing in the B2B space is an opportunity to connect at different points in the buying journey. Beyond communication, email fosters value, differentiation, and trust. 

Because of its accessibility to customers and B2B marketers, however, it’s often used without strategy, measurement tactics, or clean data. B2B customers are more digitally savvy and discerning than ever, demanding personalized and informative email interactions. To take full advantage of the channel: 

• Refocus metrics on engagement: Rethink traditional metrics and concentrate on ones that truly reflect recipient engagement and interaction levels. Prioritize metrics like conversion rates, interactivity, and unsubscribe rates to gauge success.
• Invest in data management: Integrate data across buyer stages, channels, and systems for a comprehensive view of email’s impact on the overall marketing strategy. To accomplish this, capitalize on first-party data, customer data platforms (CDPs), and data expertise.
• Explore AI and automation: Embrace AI tools for precise audience segmentation, reengagement strategies, and email list health improvements. Lean on generative AI to craft emails that provide value and relevance, ensuring they meet recipients’ specific needs and interests.

Phone calls

Phone calls also remain a direct and personal tool to engage with prospects and clients. Unlike other communication channels, phone calls offer real-time, interactive conversations that foster immediate connections and enable nuanced discussions.

However, the phone often faces challenges due to evolving customer preferences. To harness the full potential of this channel:

• Prioritize quality conversations: Instead of focusing solely on call volume, prioritize the quality of interactions, taking the time to understand customers’ needs. Ensure that each conversation adds value, whether it’s through providing information, addressing concerns, or building rapport.
• Integrate call data: Combine data from phone interactions with other touchpoints across the buyer’s journey. Integrating this data provides a comprehensive understanding of each customer, facilitating tailored and effective communication strategies.
• Leverage technology: Use advanced tools and systems to streamline phone interactions. Technologies like customer relationship management (CRM) software and call analytics not only improve efficiency, but also provide valuable insights for refining phone-based marketing strategies.

In-person experiences offer a balance to the often-overwhelming digital noise that B2B customers are bombarded with. Physical events, along with webinars and livestreams, are key to solidifying connections and maintaining authority in thought leadership. 

A quarter (25%) of US B2B marketers report in-person tradeshows and events as a leading area of marketing spend, per an August 2023 Sagefrog Marketing Group survey. Of the same group, 38% plan to exhibit or sponsor in-person conferences and 36% plan to organize or host their own webinars. To maximize the impact of these events:

• Build immersive experiences: Go beyond traditional presentations and integrate interactive sessions, workshops, and live demos to encourage active participation.
• Foster networking opportunities: Enable professionals to share insights and ideas while forging meaningful connections.
• Embrace hybrid events: Combine physical events with virtual elements to extend reach while retaining the benefits of face-to-face interaction, catering to a broader audience.

Content marketing

Content plays a crucial role in shaping brand narratives, educating prospects, and influencing purchasing decisions. Beyond delivering information, content marketing is a catalyst for establishing thought leadership, giving brands authority in their industry. Successful content marketing prioritizes engagement metrics; integrates actionable insights; and tells authentic, trust-building stories. To boost your content marketing strategy, consider the following types of content: 

• Case studies: As proof of a company’s capabilities, case studies help prospective clients envision their use of the product through real-world challenges and solutions. 
• Educational content: White papers, webinars, and blog posts provide valuable information and showcase your company’s breadth of knowledge.
• SEO content: Make sure your content is discoverable, ranking highly on search results, by implementing a strategy behind keywords, meta tags, and mobile accessibility.

​​The B2C evolution of B2B marketing

Today’s B2B buyers are made up of digitally fluent millennials and Gen Zers who expect the same level of attentiveness, personalization, and ease as their B2C experiences. This diversification of the B2B audience—as well as their shifting purchasing behavior—means traditional marketing tactics aren’t enough to capture their attention. Here’s a look at this evolving B2B marketing trend and how it affects B2B buyers’ purchasing decisions. 

Larger, diversified buying collectives 

B2B buying committees are not only getting more diverse, they’re getting larger, spanning a greater range of generations, perspectives, and buyer personas. In 2023, 59% of B2B buyers were estimated to be between ages 26 to 40, while 30% were 41 to 55 and 6% were 18 to 25, according to 2022 data from the American Marketing Association, Demand Gen Report, and Forrester. 

As a result, marketers now face the challenge of engaging stakeholders of various preferences and habits, with an even greater need to keep up with modern consumer-centric demands in the buying process, such as self-managed buying journeys.

The rise of online purchasing 

Consumers accustomed to the frictionless online checkout process of B2C retailers such as Amazon and Target assume the same of their B2B experiences. B2B ecommerce, consequently, has much room to grow, with merchants seeing plenty of opportunity to improve online experiences. 

Three-quarters (75%) of US B2B purchases use online platforms to buy products, according to BigCommerce. Meanwhile, a third (33%) of Western Europe- and US-based small and medium-sized businesses with $10 million or more in revenues say digital self-serve is a defining need in the purchase process, per an August 2023 Boston Consulting Group survey. 

Social media as an essential channel 

The increasing share of younger B2B buyers is fueling social media marketing, notably LinkedIn, as a hotspot for engagement. These young professionals turn to social media platforms not only to be informed and connect with others, but also to influence their purchasing decisions. Half (50%) of US B2B marketers report social media as a tactic that contributes most to achieving their top-of-funnel goals, per April 2023 Wpromote and Ascend2 data.  

The LinkedIn user base is also reflecting younger audiences. In 2024, 63.7% of US LinkedIn users will be a millennial or Gen Zer, accounting for 50 million users, per a May 2023 EMARKETER forecast. Recognizing B2C’s influence on B2B buying, LinkedIn launched Accelerate in 2023. This generative AI-powered tool—which can refine targeting and automate ad campaigns—addresses the need for more efficient self-service in the B2B space, especially at a time when the industry faces economic pressure and tighter budgets. Half (50%) of B2B technology buyers worldwide say that due to the economic climate, they would prioritize purchases that increase automation or save time, according to March 2023 TrustRadius data.  

Technology’s role in B2B marketing trends

Technology is the driving force behind B2B marketing disruption . From lead generation to personalized interactions and data-driven decision-making, marketing technology (martech) is transforming every facet of the sales cycle.

In 2024, US B2B marketers will spend $8.71 billion on martech, according to August 2023 EMARKETER estimates, marking a 13.4% increase YoY. In addition, B2B martech spending will account for nearly a third (32.2%) of overall martech spending in 2024.

Harnessing innovative tools, analytics, AI-driven insights, and robust CRM systems can amplify marketing effectiveness. 

Generative AI’s impact on content creation 

Not only is generative AI making simple, tedious content creation tasks more efficient, but it’s also acting as a starting point for creativity and personalization. For marketers, that means generating targeted, relevant content at scale, assisting with everything from email and social media copy to white papers.

OpenAI’s GPT-4 Vision exemplifies the versatility of generative AI, capable of analyzing images and generating corresponding product descriptions. B2B marketers can use this technology to scale content creation across various platforms and tailor messages to resonate with specific audiences.

Generative AI’s impact on brand equity 

Generative AI-powered campaigns can help B2B brands reinforce their values and identity, stand out from the competition, and secure long-term customer equity. For instance, generative AI content can quickly assist in outlining unique selling points for a large number of product descriptions, allowing brands to expand their online presence and hone in on the language that attracts potential buyers.

B2B marketers, however, still need to be proactive and involved with AI-generated content, as it can bring risks such as inaccuracies or inconsistencies that may compromise a brand’s integrity. AI-generated content must still be checked to ensure that it’s not misleading, biased, inaccurate, or inappropriate, and that it aligns with the brand’s values.

Companies such as Jasper and Junia AI have integrated systems that can learn a brand’s style and tone, then generate similar copy for a cohesive voice. The goal is content that still maintains authenticity and personality.

Generative AI’s impact on data management 

With the increasing reliance on generative AI and heightened privacy concerns, robust data management is becoming crucial. Effective data management forms the backbone for informed decision-making, personalized interactions, and accurate measurement of ROI across marketing channels.

Seamless integration of diverse data sources and platforms is imperative for delivering personalized customer experiences. Establishing centralized data management systems, defining standards, and conducting regular audits can ensure data consistency, enhancing brand integrity.

EMARKETER predicts CDPs will proliferate as the need for ethical standards and precaution around the protection of sensitive information rises. In 2022, brands, publishers, and agencies spent between $377,000 and $437,000 on CDPs, data management platforms, and consent management platforms, according to the Interactive Advertising Bureau’s State of Data 2023 report. 

Success in B2B marketing 

Measuring B2B marketing success involves assessing a range of metrics that may change based on your business objectives. By delving into the following KPIs, companies can gauge the impact of their B2B marketing efforts and identify areas for refinement:

• Marketing qualified leads (MQLs): Indicates the number of leads identified by marketing as potential prospects. Analyzing the quality and quantity of MQLs offers insights into the success of lead-generation strategies and the alignment between marketing and sales teams.
• Cost per acquisition (CPA): Quantifies the total cost invested in acquiring new customers. Understanding the CPA helps in optimizing marketing spend and evaluating the efficiency of acquisition channels, ensuring cost-effective customer acquisition.
• Customer retention rate: Reflects the percentage of returning customers. A high retention rate signifies the success of marketing strategies in fostering customer loyalty and satisfaction.
• Website traffic and engagement: Tracks the volume of visitors to a website and their interactions. Analyzing metrics like page views, time spent on-site, and bounce rates helps in assessing the appeal and relevance of content, SEO efforts, and user experience. 
• Customer feedback and surveys: Collecting feedback through surveys or direct customer interactions provides qualitative insights into customer satisfaction, preferences, and areas for improvement in B2B marketing strategies.

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Photography marketing: 17 key strategies for success in 2024

Imagine this: you've poured your heart and soul into mastering the art of photography. Your portfolio overflows with breathtaking landscapes, heartwarming portraits, and captivating event captures. But there's a nagging feeling in the pit of your stomach – the silence of inquiry emails, the crickets chirping where bookings should be. 

Enough is enough! 2024 is your year to break free from the shadows and step into the spotlight. Whether you're a seasoned pro or a rising star, if photography fuels your brand or fills your soul, this guide is for you. 

Forget generic tips and tired tactics. We'll dive into 17 actionable strategies that resonate with today's digital landscape, attracting your ideal clients and igniting your bookings.

Table of contents

Main takeaways from this article

Why marketing your photography business is vital

How to identify your target market, 17 best photography marketing ideas to grow your business, maximize your photography business with picdrop, photography marketing faqs, main takeaways from this article:.

• Marketing attracts paying photography clients who value your unique style, ensuring long-term success. Build a strong brand, optimize your website, and leverage social media sites to stand out from the crowd.
• Know who your ideal client is— it's not just anyone! Understand their demographics, values, and online behavior to tailor your message and resonate deeply. Analyze your competitors and social media groups to identify your niche and potential clients.
• From captivating social media posts to targeted online ads, choose strategies that align with your goals and target audience. Utilize tools like picdrop to streamline client interaction and feedback, enhancing their experience and professionalism.
• Monitor your marketing performance and gather client feedback to understand what's working and where to improve. Continuously refine your strategies based on data and feedback to maximize your impact.
• Consistency is key! Regularly share valuable content, engage with your audience, and track progress to build a thriving photography business.

Building a successful photography business is about far more than just technical skills. In today's crowded market, consistent and thoughtful photography marketing is the crucial difference between crickets in your inbox and a thriving calendar. Here's why:

Attracting your first paying clients

Photography marketing is essential for photographers to attract their first paying photography clients. It focuses on reaching an audience that appreciates and values your unique style, ensuring your work doesn't just get exposure but attracts customers willing to pay for your artistry. This targeted approach is key to transitioning from showcasing your work to earning from it.

Gaining a competitive edge and ensuring business longevity

In the competitive photography industry, a solid marketing strategy helps you stand out with a unique brand voice. It's not just about being heard but about being remembered and chosen by your ideal audience. Furthermore, consistent marketing ensures long-term business sustainability, turning immediate successes into ongoing bookings and referrals, which is crucial for a lasting career.

Expanding reach, building brand loyalty, and commanding higher prices

An effective marketing plan extends your reach beyond local audiences, tapping into new markets and client bases. It's about building a recognizable brand that fosters trust and loyalty, converting viewers into lifelong fans. As your brand's recognition grows, so does your ability to command higher prices, aligning your pricing with the perceived value of your work.

So, ditch the crickets and embrace the power of photography marketing. It's the key to unlocking your photography business's full potential, ensuring you're heard, chosen, celebrated, and rewarded for the beauty you capture.

Now that you understand the "why" behind marketing your photography business let's delve into the "how" with the first crucial step: identifying your ideal client . Remember, it's not about attracting anyone with a pulse and a camera budget. It's about finding those who resonate with your unique style, values, and vision. Here's how to paint a clear picture of your perfect photography soulmate:

Reflect on your strengths and passions:

What kind of photography ignites your creative spark? Landscapes bathed in golden light? Candid moments capturing raw emotion? Edgy fashion shoots pulsating with energy? Identify your specialties and the emotions you evoke through your lens.

Explore your competitors:

Who are they targeting? What are their strengths and weaknesses? Can you identify an underserved niche within your specialty?

Dive into demographics and psychographics:

Age, location, and income are important, but go deeper. What are their hobbies, values, and aspirations? Are they nature enthusiasts seeking adventure portraits? Young entrepreneurs building a brand? Busy families cherishing milestone moments?

Get social (media, that is):

Engage with potential new clients online. Join relevant groups, participate in discussions, and analyze the types of photography and photographers they resonate with.

Analyze your current clientele (if any):

Look for patterns. What are their commonalities, both personal and professional? Use this information to refine your ideal client profile.

Your ideal client is not a static image. They're a living, breathing person with needs, desires, and a unique story. By understanding their world, you can tailor your marketing message to resonate with them on a deeper level, fostering genuine connections that translate into bookings.

Congratulations on identifying your ideal client! Now, let's equip you with 17 actionable photography marketing strategies to attract them and transform your business into a thriving symphony of success.

1. Establish a robust brand identity

Imagine your brand as your unique artistic fingerprint . It's not just a logo; it's the carefully curated blend of visual style, personality, and values that attracts your ideal clients and makes them remember you. This strategy shines because it makes you more than just a name in the crowd – it makes you their go-to photographer.

Start by defining your photographic style and the emotions you want to evoke. Are you known for capturing candid joy, timeless elegance, or adventurous spontaneity? Design a logo that speaks your language, choose a color palette that reflects your mood, and craft a tagline that captures your essence.

Remember, consistency is key! Keep your website, business profiles, and marketing materials singing the same visual tune. This professional polish builds trust with prospective clients and sets you apart as the photographer who can translate their vision into reality.

2. Leverage social media channels

Think of social media as your vibrant online gallery, open 24/7 for potential clients to explore. Platforms like Instagram, Pinterest, and Facebook are where visual storytelling thrives. But with countless platforms and endless content streams, being strategic is crucial.

To leverage this powerful tool, tailor your content to your ideal client's preferred platforms. Showcase your work with stunning visuals that go beyond just portfolio highlights. Offer behind-the-scenes glimpses, creative tips, and even sneak peeks of upcoming projects.

Remember, it's not just about posting to gain social media followers; it's about fostering a community. Engage with your audience through comments and stories, host live sessions, and participate in relevant conversations. Build genuine connections and watch your online tribe grow!

3. Build an email marketing list

Email marketing is a direct line to your ideal clients, letting you showcase your latest work, share exclusive offers, and stay connected. It's like having your own fan club of photography enthusiasts who are eager to hear from you!

To build this loyal following, offer enticing sign-up incentives like discounts on future sessions or access to exclusive content. Place opt-in forms strategically on your website and social media channels. Once you have your list, craft engaging newsletters that showcase your latest projects, photography tips, or special deals.

Don't forget that personalization is key! Segment your list based on interests and tailor your messages to resonate with each group. This way, you'll avoid blasting generic emails and cultivate deeper connections with your fan club.

4. Showcase client testimonials

Client testimonials are like magic words in the marketing world, offering social proof of your incredible work. Potential new clients trust and connect with you more when they see glowing client reviews from satisfied customers. It's like a friend recommending their favorite restaurant – you know it must be good!

To harness this power, ask your happy past clients and current clients for testimonials you can proudly display on your website and social media. Consider creating case studies of specific projects, showcasing before-and-afters, and detailing your process. This not only highlights your skills but also helps prospective clients envision how you can bring their unique projects to life.

5. Optimize your website for SEO

In your digital marketing strategy, your website is your storefront window. That's why Search Engine Optimization (SEO) is essential – it's like putting up neon signs that attract more clients searching for photography magic. This strategy works by making your website easier for search engines to find, ultimately leading more curious eyes to your photography portfolio.

So, how do you sprinkle that SEO fairy dust? Start by understanding the keywords your target audience uses when searching for professional photographers. Think "wedding photographer in [your city]" or "family portrait photographers in [your city]." Sprinkle these keywords throughout your website, like glitter on a festive cake – in titles, descriptions, and even image tags.

Don't forget to regularly update your website with fresh content like blog posts or project showcases – search engines love new things! Remember, a well-optimized website isn't just about being seen; it's about creating a welcoming experience that keeps visitors browsing.

6. Enhance visibility with Google Business pages

Imagine if every potential client in your city could easily find you on Google Maps. That's the power of a Google Business Profile! This free listing is like a digital billboard, showcasing your business details and making it easy for more clients to discover you.

Claiming your profile is simple, but optimizing it is key. Ensure your contact information, services offered, and business hours are complete and up-to-date. Don't forget to add stunning visuals of your work – think of them as irresistible invitations to click and explore. Encourage past clients to leave glowing reviews – social proof is like gold dust in the digital world! By maximizing your Google Business page, you'll be on top of the map for local photography searches.

7. Network for collaborative opportunities

The photography world is a vibrant tapestry, and networking is the thread that weaves you into it. Connecting with other creatives and small business owners opens doors to exciting collaborations, fresh perspectives, and a wider audience for your work. Imagine collaborating with a makeup artist, teaming up with another professional photographer for a workshop, or partnering with a local business for a special project – the endless possibilities! By actively seeking out and embracing collaborations, you'll not only expand your network but also inject your portfolio with diverse and captivating content.

8. Engage in content marketing

Content marketing is a strategic approach that involves creating and sharing valuable content to attract and engage a targeted audience. For many photographers, this could mean writing a blog post, creating videos, or sharing photo essays that showcase your expertise and style. This strategy is effective because it helps build your brand, improves SEO, and establishes you as an authority in your field.

To implement it, start a blog on your website where you can share behind-the-scenes stories, photography tips, or client case studies. You can also create tutorial videos or photo documentaries and share them on social media and YouTube. Consistently delivering engaging and informative content not only helps attract clients but also keeps your current clients interested and coming back for more.

9. Implement referral programs

Referral programs encourage your satisfied clients to refer new clients to you, often in exchange for rewards. This strategy leverages word-of-mouth marketing, which can be incredibly effective in photography, as personal recommendations carry significant weight.

To implement a referral program, offer incentives like discounts, free prints, or special sessions for clients who refer new business opportunities to you. Make sure to communicate the details of your referral program to your clients, and consider creating referral cards or emails that they can easily share with friends and family.

10. Use targeted online advertising

Targeted online advertising allows you to reach specific groups of potential clients with ads tailored to their interests and online behaviors. Platforms like Facebook, Instagram, and Google Ads offer sophisticated targeting options based on demographics, interests, location, and more. This strategy is effective because it places your photography services directly in front of people who are most likely to be interested in them.

To get started, define your target audience and set a budget. Create visually appealing ads that showcase your best work and include a clear call-to-action. Regularly review the performance of your ads and adjust your strategy as needed to improve results.

11. Provide promotional deals, packages, and giveaways

Offering promotional deals and packages and hosting giveaways can attract new clients and retain existing ones. These promotions create excitement and urgency, encouraging potential clients to book your services.

For example, you could offer a limited-time discount on portrait sessions or create special packages for events like weddings or family shoots. Giveaways, where participants can win a free session or prints, can be particularly effective when combined with social media, increasing your visibility and engagement. Ensure that your promotions and giveaways are well-advertised on your website, social media, and email marketing to reach a broad audience.

12. Host photography events and exhibitions

Hosting photography events and exhibitions is an effective way to showcase your work, build your brand, and network with potential clients and other industry professionals. This strategy allows you to present your portfolio in a professional and engaging setting, making a lasting impression.

To implement this, choose a theme that represents your best work or a new project you want to promote. Find a suitable venue, like local galleries or community spaces, and promote the event through social media, your website, and local press. You can also offer exclusive deals or book sessions during the event. Hosting an exhibition or local event not only displays your talent but also puts a face to your brand, making it a personal experience for attendees.

13. Engage with local businesses

Collaborating with local businesses, also known as co-marketing, can open new avenues for exposure and client referrals. This strategy works because it taps into the existing customer base of the businesses you partner with, increasing your reach.

Find co-marketing partners that complement your photography niche, such as wedding planning businesses, real estate agents, or interior designers. Offer to provide them with professional photography services that can enhance their own marketing efforts. In exchange, they can refer you to their clients or display your work on their premises. Building these local partnerships helps embed your brand in the local community and can lead to a steady stream of referrals.

14. Utilize print marketing materials

Despite the digital age, print marketing materials like business cards, brochures, and flyers remain effective tools for photographers. They provide a tangible way to showcase your work and leave a physical reminder of your brand with potential clients.

To use this strategy effectively, ensure your print materials reflect your brand identity and include your best images, services offered, and contact information. Distribute them at local businesses, events, exhibitions, or when meeting potential clients in person. High-quality print materials can make a strong impression and serve as a quick reference for people to recall and contact you.

15. Offer mini sessions

Mini sessions are short, affordable photo shoots that are particularly appealing to clients looking for a quick and budget-friendly option. This strategy is effective because it attracts clients who might not be ready for a full session, provides a taste of your services, and can lead to longer bookings in the future.

To offer mini photography sessions, choose a specific theme or occasion, like holiday portraits or springtime family photos, and promote them through your marketing channels. Ensure the sessions are easy to book and offer a fast turnaround on photos. Mini sessions not only fill your schedule during slower times but also provide an opportunity for clients to experience your work, potentially leading to more extensive projects.

16. Share video content

Sharing video content is an increasingly popular and effective marketing strategy for photographers, especially in an era where visual storytelling is paramount. Videos can showcase your work, process, and personality in a dynamic way that still images alone cannot. This approach is effective because it engages audiences more deeply, often leading to higher interaction and sharing rates.

To implement this, consider creating behind-the-scenes videos of your photoshoots, tutorials, or client testimonials. Share these videos on your website, social media platforms, and YouTube. With picdrop supporting video sharing, it becomes an ideal platform for photographers who also work with video content. picdrop can easily share and receive feedback on your photographic and video content, streamlining your workflow and client interaction.

17. Implement data analytics and feedback mechanisms

Utilizing data analytics and feedback mechanisms is crucial for understanding the effectiveness of your marketing strategies and improving client satisfaction. This approach allows you to make data-driven decisions and tailor your marketing efforts more precisely.

Implement this by using tools like Google Analytics to track website traffic, engagement, and conversion rates. Regularly review which pages are most visited and how users interact with your content.

Additionally, gather client feedback through surveys, feedback forms, or direct communication . This feedback is invaluable for understanding client needs and preferences and identifying areas you can improve for future clients. By analyzing data and feedback, you can refine your marketing tactics, enhance client experience, and ultimately drive more business.

As you explore and implement the various marketing strategies to enhance your photography business, consider the pivotal role that picdrop can play in streamlining your workflow and elevating your client experience. picdrop stands out as a tool designed to simplify the post-shoot process, replacing back-and-forth email communications with a more efficient, interactive platform.

The benefits of using picdrop are significant. It offers a hassle-free experience for both you and your clients. After a photoshoot, clients can effortlessly download images, make their selections through intuitive color markings, vote on their favorites, and provide direct feedback and comments. This streamlined process not only saves valuable time but also actively involves your clients in the selection process, thereby enhancing their overall experience with your services.

Incorporating picdrop into your photography business is a step towards professional efficiency and improved client satisfaction. Discover various pricing options , or sign up for free to take your client experience to the next level.

What is photography marketing?

Photography marketing involves promoting your photography services to attract and engage clients. It encompasses a range of activities, from showcasing your portfolio and using social media marketing to networking and implementing targeted advertising. The goal is to build your brand, increase visibility, and ultimately drive business growth by connecting with potential clients who appreciate and seek your photography style and expertise.

Who is the target market for photographers?

The target market for photographers varies based on their niche and style. It can range from individuals seeking personal portraits, couples looking for wedding photographers, businesses in need of commercial imagery, to art collectors interested in fine art photography. Identifying your target market involves understanding who values your specific style and services and is willing to pay for them.

How do I market myself as a photographer?

Market yourself as a photographer by building a strong brand, showcasing your work through a professional portfolio, using social media platforms, engaging in networking, and participating in local events. Consistent branding, sharing compelling content, and establishing connections in the photography community are key. Offering excellent customer service and leveraging client testimonials can also significantly enhance your marketing efforts.

How do I market my photos?

Market your photos by displaying them on various online platforms, including a personal website, social media accounts, and photography forums. High-quality, consistent content that aligns with your brand helps attract attention. Consider selling your photos through stock photography websites, participating in exhibitions, or using print marketing materials. Engaging storytelling and context around your photos can also enhance their appeal.

How do photographers promote their business?

Photographers promote their business through a combination of online and offline strategies. This includes having a strong website and social media presence), leveraging SEO, engaging in content marketing, networking, collaborating with other creatives, participating in local events, and using traditional advertising methods. Staying active in the photography community and consistently showcasing your latest work are also crucial for promotion.

How do I create a photography marketing plan?

Create a photography marketing plan by first defining your target market and unique selling proposition. Set clear marketing goals and objectives. Identify the best channels to reach your audience, such as social media, email marketing, or local advertising. Plan your content strategy, set a budget, and establish a timeline. Regularly review and adjust your plan based on performance and feedback.

Where is the best place to advertise photography services?

The best place to advertise photography services depends on your target market. Online platforms like social media channels (especially visually-oriented ones like Instagram), your personal website, and photography forums are great for reaching a broad audience. Local advertising in community centers, event spaces, and collaborations with local businesses can be effective for local market penetration. Also, consider online advertising through Google Ads or social media ads for targeted outreach.