What to include in a marketing plan
Keep it simple and structured around these four components
Goals. Strategies. Tactics. Measurement.
Each one of these components feeds the next and they’re all you need to get a marketing plan done. You plan doesn’t have to be overly complicated. In fact, simple is often better.
Structuring your marketing plan around these four key components
Let’s take a look at each of the four components and how they tie together, starting with goals and ending with measurement.
Goals are the overall objectives of your marketing plan. They should be specific, measurable, and time-bound. For example, one of your goals may be to increase website traffic by 10% in the next quarter. Your goals should align with your overall business objectives and should be achievable with your available resources.
Strategies are the broad plans you will use to achieve your goals. They should be based on your target audience, budget, and unique selling proposition. For example, if your goal is to increase website traffic, your strategy may be to focus on search engine optimization (SEO) and paid search advertising.
