how to write a marketing plan? step by step guide + templates

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how to write a marketing plan step by step guide + templates. Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a half-dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.

plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on we suggest creating a section of your plan that addresses the medium-term future–two to four years down the road. But the bulk of your plan should focus on the coming year.

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You should allow yourself a couple of months to write the plan, even if it’s only a few pages long. Developing the plan is the “heavy lifting” of marketing. While executing the plan has its challenges, deciding what to do and how to do it is marketing’s greatest challenge. Most marketing plans kick off with the first of the year or with the opening of your fiscal year if it’s different.

Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: Either they’re too skimpy and management would be embarrassed to have them see the light of day, or they’re solid and packed with information which would make them extremely valuable to the competition.

You can’t do a marketing plan without getting many people involved. No matter what your size, get feedback from all parts of your company: finance, manufacturing, personnel, supply and so on–in addition to marketing itself. This is especially important because it will take all aspects of your company to make your marketing plan work. Your key people can provide realistic input on what’s achievable and how your goals can be reached, and they can share any insights they have on any potential, as-yet-unrealized marketing opportunities, adding another dimension to your plan. If you’re essentially a one-person management operation, you’ll have to wear all your hats at one time–but at least the meetings will be short!

What’s the relationship between your marketing plan and your business plan or vision statement? Your business plan spells out what your business is about–what you do and don’t do, and what your ultimate goals are. It encompasses more than marketing; it can include discussions of locations, staffing, financing, strategic alliances and so on. It includes “the vision thing,” the resounding words that spell out the glorious purpose of your company in stirring language. Your business plan is the U.S. Constitution of your business: If you want to do something that’s outside the business plan, you need to either change your mind or change the plan. Your company’s business plan provides the environment in which your marketing plan must flourish. The two documents must be consistent.

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36 COMMENTS

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  2. I really loved this video. It will help me with my Amazon business. I don't see the templates listed. Could you provide them?

  3. Thanks for the video. This really was a great help to restructure and refresh old hidden knowledge. Do you still have the templates and what would be great is if you could provide a Index. A Index for the marketing plan would help structure the plan from the very beginning. Thanks

  4. I doubt there are people here who can afford diverse teams e.g. finance, external agencies, etc. The author seams to be giving advice to corporations about marketing planing 101 when obviously they don't need it.

  5. I can't believe this is free! Thank you for this. I'm a small business owner figuring things out as I go along, and this has been incredibly insightful. Subscribed!

  6. I am a chartered accountant. Having gone through this video i will use the knowledge to challenge the sales and marketing for the budget spends. Thanks chief

  7. Is this right?
    I must search and analyse the consumer insight to find the competitive advantage and use it in marketing plan?
    When and where should I use the competitive advantage?
    Is this just useful for campaigns and can not be used in marketing plan?

  8. Got a job to do the graphics and marketing of a company. Don't know much about marketing. Watching this on the job!

  9. How do I segment customers for a B2B business? A demographic segmentation wouldnt apply.

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