What to include in a marketing plan

Keep it simple and structured around these four components

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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.

Tactics are the specific actions you will take to implement your strategies. These are the day-to-day activities that will help you achieve your goals. For example, if your strategy is to focus on SEO, your tactics may include creating blog content, optimizing meta tags, and building backlinks. If your strategy is to focus on paid search, your tactics may include optimizing keywords, developing concise copy and monitoring what your competitors are doing with their ads.

Measurement is the process of tracking and analyzing your progress towards your goals. It is important to track your progress so that you can make adjustments to your plan as needed. You should track metrics such as website traffic, conversion rates, and engagement. This will help you to determine whether your tactics are working, and if not, you can adjust them accordingly.

Structuring your marketing plan around these four elements can help you create a clear and effective plan. By setting specific goals; developing strategies based on…