The purpose is to provide a simple guide to business owners on how to use a Marketing Plan effectively in business. Whether you are new to marketing plans or want to improve, this short guide can help. We have included some unique tools and ideas.


The outcome will be to understand the value of a Marketing Plan and know what to write and how to write it. If you need more help just contact us.

Why do a Marketing Plan?

Because all businesses work to a plan and marketing is a key element to any successful business. You want more sales, don’t you?

Our Thinking

We work to a strategy that aligns to your personal plans, and a key element is a Marketing Plan with a Communication Schedule, including social media, newsletter, emails, PR, Case Studies etc. as appropriate for your market: all co-ordinated and targeted based upon the opportunities your plan identifies. 

Every Day

We always do what is practical, aiming to equip you to do tasks that fit you, and which will deliver real returns.  Accordingly this Marketing Plan cascades into a daily list of actions you decide to deliver.  This is the Everyday Marketing TO DO LIST, at the end of this guide.

Starting Point

Align your personal and business objectives, see our  In a Nutshell Video Guide including how to start your strategy, the questions to ask and the context for your Marketing Plan. 

Whilst we recommend clients complete a strategic review, what we want to do here is share key steps in producing a marketing plan, which are:
– note your call to armsvision or guiding purpose – however you describe this
– record your objectives – the video will give you some ideas.

– take a wide review of the situation, looking at how the overall economy, social trends and environment is changing.

– situation review, consider competitors, how they influence your market, and what new pressures may be coming, or what you might exploit. – from this do a TOWS analysis, which is like SWOT but outward looking. So after creating a list of Threats, Opportunities, Weaknesses and Strengths (TOWS), you examine ways the company can take advantage of opportunities and minimise threats by exploiting strengths and overcoming weaknesses. 
– review the marketing mix: product, price, promotion, place, people, processes, physical factors, positioning packaging (offline). We have a short guide on the 4p’s of Marketing, available free – just email us) 
– develop a communications strategy including a branding strategy
– an implementation and communications planschedule and sales plan
– you may break the above down by product and segment

Proven Model

There are variations on this model but in essence the template is well tested: vision, objectives, macro review, market review, situation review, SWOT/TOWS, marketing mix, comms plan, and implementation plan/budget. 

Everyday Marketing TO DO LIST

You can do this even if you do not have a marketing team. Here is what you do to make your Marketing Plan work and not sit on the shelf.

1. Action Communications Schedule items – we use a Gantt chart to list tasks, emails, PR etc.
2. Complete social media posts, 3 a day – stick to themes in-line with your plan and comms plan.
3. Review results using analytics tools, budgets and targets, noting any deadlines as they arrive.
4. Adjust your plan based on what works, what needs changing and new ideas.

More Help or Questions?

Just contact us, we will be glad to help