You will be a person who is willing to start a new business or currently running on business. It is somewhat tough to start or carry out business while you earning your milestones. So, planning is the most important factor you must know when handling businesses. Therefore,” loves to share these experiences with you in order to plan your business and how to create a marketing plan effectively.

Marketing Plan

A marketing plan is a plan with predicted forecasts of your business within a given period. It is a kind of map which uses to organize, execute and run on a successful business. It’s plan directly focuses on the customer and business goals.

And also, all the marketing tools that mention in your marketing plan are using in fact of achieving goals and keeping a steady flow of customers. Not only that a company allocates it’s the biggest fund for the marketing after the employee salaries.

Types of Marketing Plans

There are varieties of marketing plans according to the type of business. Therefore, choosing a relevant marketing plan may be stressful. Because your marketing process should specific to your business.

On the other hand, it includes your goals, targets, needs, and all the things. There are two forms of marketing a business. B2B and B2C marketing. B2C marketing is the most common form.

Followings are some of the types of marketing plans.

  • Time-based marketing plans
  • Paid marketing plans
  • Social media marketing plans
  • Cause marketing plans
  • Relationship marketing plans
  • Content marketing plans
  • New product launching a marketing plan

Purposes of a marketing plan

Marketing professionals and company or business leaders create the marketing plan. Every company or business consists of the marketing department.

Therefore, the marketing plan guides the marketing department to execute the relevant or most suitable marketing strategies. A marketing plan purpose on,

  • Target markets.
  • Guiding to the specific marketing path.
  • Market segmentation.
  • Boosting customer awareness.
  • Promotions.
  • Keen attention on the functional areas.
  • Improving communication within the company.
  • Budget.

Things to do before making a marketing plan

After identifying the background of a marketing plan you are in the phase of how to create the marketing plan. So as that you have to go through some areas.

  • Conduct market analysis.
  • Identify the target audience.
  • Identify your goals.
  • Competitive analysis.
  • Analyse marketing tactics.
  • Budgeting.
  • Marketing mix.

Conduct market analysis

The first thing you have to do is researching the market. Before operating you have to know the current situation. However, market research is the process of assembling, evaluating, and clarification of relevant items in businesses.

These gatherings include the market, your products and services, about the customers, location of your business, competitors, etc. Therefore, it is important to conduct market research.

About the market

The market analysis allows you to identify the market that you are going to operate or existing your business. And also it reveals you about the business or the industry that you are willing to start.

not only that you have to identify your current business state.

In addition to that, while you go through the market you can pay attention to the SWOT analysis.

  • S – strengths
  • W -weaknesses
  • O -opportunities
  • T -threats

Products and Services

Through your market research, you can identify what are the products or the services that you are going to offer. On the other hand, you can select what type of products that will make you more profitable. And also, the products that are trending in the market nowadays.

Customers and competitors

This is another important fact that you can analyse through your market analysis. You can clearly detail who are the customers for your business type and related competitors. Therefore, you can use your own process to target them and minimize the impact of competitors.


You can select a suitable location for your business through the market analysis. Make sure to select a place where you can get high traffic for your business. Anyway, concern about followings while you selecting the location.

  • Demographics
  • Foot traffic
  • Competition
  • Accessibility and parking facilities
  • Impact of ordinances
  • Site’s image and history
  • Style of operation

Identify the target audience

Once you gain vast knowledge from the market analysis, then pay your attention to identify the target audience for your company. When identifying the target market make sure to concern about the demographic and psychographic features of the audience.

  • Demographics- Age, gender, income, identifiers, job, challengers
  • Psychographics- needs, wants, goals

Target audience is the persons whom you want to attract for your business. As mentioned earlier marketing plan is mainly focussing on the keeping customers. Therefore, before creating a marketing plan make sure to go through your target audience.

Identify your goals

This is another important thing that you should do before creating a marketing plan. Marketing professionals and company leaders will discuss the business goals for the next years.

However, those goals are externally and internally focussed by the marketing plan. And also when identifying your business goals make sure to consider SMART format.

  • S – specific
  • M – measurable
  • A – attainable
  • R – realistic
  • T – time

This depends on your current state if you are running on business. However, outlining your marketing goals will take much time. Because it is an important point for a company to be a success.

Every company or a small scale business have its own goals. They may be short term goals or long term goals.

Competitive analysis

Thereafter, accurate competitor research. This section allows you to identify who are your competitors in the industry, what are they doing and how do you defeat them.

An effective competitive analysis includes your competitors,

  • team of marketing
  • leaders
  • marketing strategies
  • sales strategies
  • financials
  • business growth
  • user personas

However, you can apply a SWOT analysis for competitive analysis. the main purpose of conducting competitive analysis is determining the weaknesses and strengths of your competitors in your market. And also learning how to adjust them.

Analyses marketing tactics

Now you have analyzed the market, audience, goals, and competitors. Then it is time to analyse your marketing tactics. This depends on the purpose and type of business.

Marketing tactics are the strategic steps that you want to take in order to promote your product or services to achieve your business goals. Marketing strategies detail you how you should reach to your target market.

These are also same as the marketing strategies. However, make sure to analyse actionable marketing tactics. There are a variety of marketing activities.

  • Advertising
  • Public relations
  • Packaging
  • Sales
  • Digital marketing
  • Promotions
  • Marketing materials

Marketing tactics are the soul of a business. Because they will guide or help you to reach your business prospects.

Followings are some of the marketing tactics that can use.

A paid marketing tactic is the purchasing of the brand or content placement in a website, search engine, social network or publication.

Native advertising:

Native advertising typically called as a variety of paid marketing tactic that appears a typical kind of piece in a publication or other medium.

  • Blog post
  • Sponsored conference speech.


In the sponsorship marketing tactic, you will provide money instead of a representation of your brand in an event.

  • Webinar
  • Podcast


A testimonial marketing tactic is a form of approval in which a consumer provides you with a positive review of your product, service, or brand. But it does not need fame.

  • Home page
  • Signup page

Case study:

This kind of marketing reveals you a customer story that describes the problem they usually encounter and how your product or service solved their problem.

  • White paper
  • Web page
  • Video


This is an earned marketing tactic. in advocacy, a customer shares a positive sentiment of your product, service or brand with rest of others in your target audience.

  • Blog post.
  • Meetup.
  • Social media message.


Finally, you have to outline your budget. In your marketing plan, you have mentioned the tasks that you are going to do in order to marketing. Therefore, you have to allocate relevant money for mentioned items.

That means the money you need for promotions that you have predicted to operate on next year or month.

You can predict the budget for the marketing tactics that you have mentioned in the above marketing tactics. Then you will be able to identify whether it is enough or not to complete those strategies.

Therefore, you will not be stuck while you operating the marketing strategies. Marketing shouldn’t be more expensive. Followings are some of the marketing budgets variations.

Marketing budget plan

Marketing budget plan includes all the budget variations in one template. That means the estimated cost for each product or service, promotional strategies.

On the other hand, it allows you to identify all the business expenses in a single budget plan. And also you can create it for quarterly, monthly or annually.

Annual marketing budget

Annual marketing budget consists of categories for market research, branding, public relations, generation leads, digital marketing, events, sales, transport, etc.

Digital Marketing Budget

A digital marketing budget covers costs related to website development, web analytics, SEO, social media and email marketing, paid advertising, etc. And also you can create it for monthly or annually.

Social Media Marketing Budget

This budget form track all your social media marketing expenses aprt from staff salaries and other promotional costs.

You can easily calculate your annual expenses relative to your total budget and see what percentage of your marketing budget is set aside for social media marketing efforts.

Event Budget

Event expenses may consist of advertising, rental, food, travel expenses for speakers, decorations, etc. This form offers a wide range of classifications. Therefore, you should make them related to your specific event.

Marketing mix

The marketing mix is the marketing tools that are used in order to maximize its marketing. It is consists of two main forms

  1. Marketing 4Ps
  2. Marketing 7Ps

4Ps concept

4ps concept was created by E. Jerome McCarthy. This is the basic concept of marketing. The 4Ps are

  • Product
  • Price
  • Place
  • Promotion

7Ps concept

This concept normally uses in service industries.there are additional elements than the 4Ps.

  • Product
  • Price
  • Place
  • Promotion
  • People
  • Process
  • Physical Evidence


Product means the item or output that is produced or manufactured in order to satisfy one’s needs. These items can be tangible or intangible. Similarly, goods or services.

Therefore, you have to make sure to launch the right product in fact of, maximizing your sales. However, it is important for marketing professionals to produce the product with high demand in the market.

Anyway, make sure to consider the followings while developing the right product.

  • Things that customer hopes from your product
  • Whether it satisfies consumer’s needs.
  • Are there somethings you missed while manufacturing.
  • Name of the product, is it eye-catching or not?
  • How your product looks?
  • The difference between your product and competitors product.
  • What are the colour and size variations you are going to offer?


Price is the amount that the customer pay for your product or service. This fact is very important in a marketing plan. All the consumers consider the price when they making a purchase.

Therefore, it should be affordable. Adjusting the price of a product affects marketing strategies as well as on the sales and demand of the product. Therefore, consider the following while pricing your product.

  • Cost of manufacturing
  • Value according to consumers’ cognition
  • Influence of price variations to the sales
  • Competitors’ products price-lists


The place is where you are going to position your products and distribute them. On the other hand, the location of your business. This section lies with research on the target market.

Therefore, through market research, you will identify the most efficient place for your business. However, consider followings.

  • Clients’ favour of the stores
  • Where do they like to have your products?
  • Entrances of different distribution channels
  • The necessity of strong sales force, trade fairs, and online stores.


Promotion is the tool of maximizing sales and boosting band recognition within the customers. It is consists of elements like sales organization, public relations, advertising, sales promotion, etc.

However, consider not to overdo it. Because some promotional strategies may inconvenience for your customer. Therefore, consider the followings while you creating an effective promotional program.

  • Relevant tome periods for promotions.
  • Promotional methods. [television ads] How you reach to potential customers through them?
  • Your competitors’ promotional strategies.


People directly affect your company. That’s why you are searching for your target market. Through your research, you will discover who are the people you want while running on business.

Therefore, it is better to hire well trained or train them to serve efficiently and effectively to the clients. And also you will find your target customer through your market research. Your target customer will genuinely believe you and your products.

Therefore, they will feedback about your products and services honestly.


There are so many processes in a business. They might be a pay system, distribution system, sales funnel, etc. And also effective systematic processes will guide to run on an effective marketing program.

Physical Evidence

In the service industry, there must be physical evidence that the service was provided. In addition to that, physical evidence also applies to how a business and its products are identified in the market that you are operating on.

Not only that it reveals others the existence and establishment of your business.

Contents in a marketing plan

  • Business summary
  • Target market
  • Goals
  • Marketing strategy
  • Budget
  • Marketing channels
  • Monitoring the results

Creating a marketing plan:

Finally, you have to summarize all the factors you identified, learned, and did in order to create a marketing plan. Therefore, you can make your own marketing plan to success your business.

According to the elements of the marketing plan mentioned above, you can include all the details that you gathered.

With this ultimate guide to How to create a marketing plan, you wouldn’t be hard and tedious while you making your own one. Therefore, keep contact with us furthermore to be detailed more about your business. As well as, join with us on Facebook, follow us on Instagram, YouTube and Linkedin.

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Uditha Sanjaya
Uditha Sanjaya, owner of "Founder Activity" has been passionate about business since he was 14 and started his own Online marketing group in his home garage. Now His unique talent is helping B2B and B2C companies with unique lead-generation campaigns.

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