Creating a good marketing plan isn’t complicated, but it’s easy to get wrong. Whether you're launching a product or leading a large team, your success depends on planning the right activities—at the right time. A solid marketing plan keeps your focus clear and your efforts aligned.

According to the American Marketing Association, a marketing plan is essential for aligning objectives, guiding execution, and tracking performance over time. Skipping it often results in wasted budgets and missed opportunities.

1. Understand Your Market and Competitors

Don’t fall in love with your idea before confirming there’s a market for it. Ask:

• Are there underserved market segments?
• Is the segment big enough to be profitable?
• What’s my required market share to break even?
• Can I realistically compete in this space?
• What competitor weaknesses can I exploit?
• Do buyers value my unique offering?

If you can answer these clearly, you’re off to a strong start.

2. Know Your Customer

Understanding who you're targeting is key. And no—needs and wants aren't the same. People often buy based on emotion, not logic. If you’ve ever bought a third pair of shoes you didn’t strictly need, you’ve experienced this firsthand.

Ask yourself:

• Where and how do they buy?
• Who influences the buying decision?
• Where do they get information?
• What are their core motivations—status, comfort, convenience?

3. Choose Your Niche

Generalists struggle. Specialists stand out. Define a narrow focus where you can dominate. Once you win that niche, you can consider expanding. But first—own your lane.

4. Develop Your Marketing Message

This is what you’ll say to explain your offer and its value. A persuasive message includes:

• The customer’s problem
• Why it’s urgent
• Why only you can solve it
• The benefits of your solution
• Proof—testimonials or examples
• Price and terms
• A strong guarantee

5. Select Your Marketing Channels

Pick the most effective vehicles to deliver your message. Look for the sweet spot: high concentration of your audience, reasonable cost, and enough frequency to create recognition.

Examples include:

• Online ads and social media
• Radio, TV, print
• Email campaigns
• Webinars, seminars, trade shows
• Word-of-mouth and referrals

6. Set SMART Sales and Marketing Goals

Use the SMART framework—Specific, Measurable, Achievable, Realistic, Time-bound. Include financial goals (revenue, profit) and non-financial ones (contracts signed, leads generated).

Then share them across your team—post them, track progress, reward wins.

7. Build Your Marketing Budget

Start simple: divide your past marketing spend by your units sold to get your cost per acquisition. Multiply that by your new goal to project budget needs.

Later, you can refine this number by adjusting for expected changes in spend, conversion rates, and market conditions.

Use this framework as your marketing foundation. You don’t need perfection—you need clarity, focus, and action. A good plan keeps everyone aligned and helps you adapt without losing sight of your goals.

Want to use this in training? Our Marketing Essentials Training Package includes editable slides, participant materials, and trainer guides to teach practical planning skills in your next workshop or course.