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12 Free Marketing Plan Templates to Build a Marketing Strategy

Senior Content Marketing Manager

February 14, 2024

Marketing used to be simple.

A tuppence on a town crier and maybe an ad in the local newspaper, and you were pretty much set. Nowadays, things have gotten a little bit more complicated.

Marketers plan elaborate campaigns that sync across several mediums in real life and the digital world. This can include ads on social media, search engines, blog content, in-person events, and much more. All of this marketing requires a lot of project planning .

You can’t just throw something together and call it a day. And that’s where marketing plan templates come in. These handy little tools help you plan and coordinate your marketing strategies by doing some of the leg work for you.

Obviously, these templates can’t do everything. It’s still up to you to make big brand decisions, like whether Rihanna or Ariana is the right person to head up your event. But templates can make planning that engagement easier, set out clear to-do lists for your team, and make cross-department execution a breeze.

So regardless of whether you’re an entrepreneur dipping your toes into the world of marketing or a multinational company needing help keeping your marketing efforts organized, there’s a marketing plan template for you.

This list of 12 marketing plan templates is a great place to get started. Each has its own focus, so take a moment and find which ones will help you plan your next big marketing move.

What is a Marketing Plan Template?

What makes a good marketing plan template, 1. clickup marketing plan template, 2. clickup agency client health tracker by zenpilot, 3. clickup quick start: marketing template, 4. clickup content management template, 5. clickup content production scaling template, 6. clickup campaign & promotion management template, 7. clickup event marketing plan template, 8. clickup okr folder template, 9. the clickup marketing plan template, 10. clickup marketing action plan template, 11. clickup social media template, 12. clickup sales and marketing plan template, benefits of having a strong marketing strategy, how to write a marketing plan.

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A marketing plan template is an essential tool for any business to have when creating and executing a successful marketing strategy. It provides the roadmap for your marketing activities, from setting goals to choosing channels and measuring success.

These templates can also be tailored according to the needs of each organization, allowing you to focus on specific areas that need attention and provide direction for your marketing efforts. So if you need some help planning out your social media campaigns and posts for the next quarter, there’s a template ready to make that process just a little bit easier.

A good marketing plan template can be summed up in three words: organized, specialized, and helpful.

One of the main goals of any marketing strategy template is to add some much-needed order to the chaos that comes with your average marketing department. These templates help keep you organized and on track, allowing you to stay focused on what matters most: achieving success.

Great templates should also specialize in a certain kind of marketing type or task you need help with. For instance, a template could specialize in designing a marketing action plan for your company or in helping you map out your future marketing initiatives.

Doing everything in one template would be near impossible, so specialization allows each template to be thorough without being overwhelming.

Finally, a template needs to be helpful.

The whole reason you need a template is to save you time or to help you complete a marketing task you’re less familiar with. If the template doesn’t come with smart formatting, data importation options, or expert advice, then it might just be easier to do it on your own.

12 Best Marketing Plan Templates

Marketing plans are a crucial way for businesses to create and execute a top-notch marketing strategy.

However, the process of planning can be overwhelming without the right tools. This list of 12 marketing plan templates provides an excellent starting point for any business looking to create a comprehensive and effective marketing strategy.

Get your marketing plan started with this beginner-friendly template

The ClickUp Marketing Plan Template is a powerful and customizable tool that can help teams plan and execute successful marketing strategies. This template simplifies the process of coordinating and planning your marketing efforts , allowing you to easily create an overview of your campaigns and track progress and results.

This template includes helpful sections that allow you to fill in deadlines, statuses, effort levels, impact tags, and more. It also provides real-time collaboration features so teams can easily track tasks and ensure they’re all on the same page.

Plus, this template is completely customizable based on your team’s specific needs. Add or remove any sections you need and organize your marketing plan in whatever way works best for you.

The ClickUp Marketing Plan Template is perfect for entrepreneurs, small businesses, or large companies who need an easy-to-use and comprehensive tool to organize their marketing strategies.

As a bonus, it pairs well with many of our more specific templates included on this list.

The ClickUp Agency Client Health Tracker by Zenpilot

Effective marketing requires deep insights into your clients’ needs and preferences. That’s why the ClickUp Agency Client Health Tracker from Zenpilot Template is such a valuable tool for businesses. This customizable template allows agencies to track the health of their customer relationships, making it easy to manage client info and ensure that marketing efforts align with client needs.

With the ClickUp Agency Client Health Tracker, agencies can track a range of important marketing analytics , including client satisfaction levels and feedback. Armed with this information, businesses can tailor their content marketing strategy to better meet the needs of their clients.

By understanding each client’s unique preferences, businesses can create targeted campaigns that drive engagement, deliver value, and ultimately drive customer satisfaction.

Get your marketing projects and campaigns planned faster with this quick start template

Looking to get your marketing strategy off the ground—like, right now?

The Quick Start Marketing Template has been meticulously crafted to expedite your initiation into ClickUp, ensuring a seamless and efficient experience.

This particular template is equipped with an array of features that are indispensable for executing an effective marketing strategy. It includes a comprehensive marketing plan, well-structured campaigns, a content calendar for systematic planning, an asset library for easy resource management, and a team wiki to promote knowledge sharing among team members.

Take the reins of your marketing efforts and amplify your brand’s resonance today with this holistic toolset.

ClickUp serves as an all-encompassing project management tool, which enables you to strategize, coordinate, and collaborate on your projects within a singular platform. The software’s fully customizable nature empowers you to tailor every facet of your content workflow to your specific needs and preferences.

Amongst the plethora of ready-to-use templates, one that particularly excels at content planning is the ClickUp Content Management Template . Its flexibility and customizability make it a top choice for managing your unique content workflow—even if it spreads across marketing channels.

This template comes equipped with a comprehensive content calendar, facilitating seamless tracking of your content across various channels such as blogs, social media platforms, websites, or emails. A standout feature is its provision of separate calendar views for each channel.

The Content Management Template offers extensive insights into every stage of content creation and management. From receiving initial requests and constructing a detailed plan with pertinent documents to managing an editorial calendar and delivering the final content—this template has it all covered.

Let this template work as your ultimate hub for creating and managing content across multiple marketing channels, with the added advantage of having dedicated calendar views for each channel.

The ClickUp Content Production Scaling Template provides a tactical insight into the strategies employed by ClickUp’s own content team on how they successfully scaled their blog content production.

While the template primarily focuses on blog content, its versatile production workflow can be adapted for any content type. Content scaling is a highly strategic approach, favored for its effectiveness in enhancing organic traffic, lead generation, brand visibility, revenue, and much more.

And this template facilitates the continuous creation of relevant content, positioning your brand as a dependable source of information. This asset is perfect for writers, editors, or content teams looking to architect their scalable production process in their marketing strategies.

For a deeper understanding of the eight steps outlined in this template, refer to our content production scaling blog ! This will enable you to strategize effectively and navigate the template with professional proficiency.

Promos and campaigns have a lot of moving parts, which is why this template is perfect for those needing to manage everything across teams, customers, and channels

Need a comprehensive tool for managing campaigns and promotions that provides all the necessary resources for planning, tracking, and executing your marketing initiatives?

Look no further than the ClickUp Campaign & Promotion Template . This digital marketing plan template acts as your centralized hub and facilitates a complete workflow that begins with request intake, transitions into planning with campaign brief documents, moves on to project execution with subtasks, and culminates in running the marketing plan campaign.

This template simplifies this process by consolidating the planning, execution, and monitoring of your campaigns into a single platform. Utilizing our template will enable you to:

  • Structure promotional projects using task lists, timelines, and assignees
  • Monitor progress via automated workflows, promoting efficient team collaboration
  • Evaluate performance using customizable reporting tools
  • Facilitate data-driven decision-making in on central place

Whether your objective is launching a new product to a target market or executing a special promotion, this marketing template provides the ideal template to ensure seamless and effective implementation.

ClickUp Event Marketing Template

With so much happening in the world today, your company needs something special to get and hold people’s attention.

Big, spectacular events are perfect for doing just this. They allow you to stand in the spotlight for a moment and get your message across in a way that’s likely to stick with people for longer than any Facebook ad or blog post could ever hope to.

However, planning these events can take months. You’ll need coordination between multiple teams, marketing planning software , and maybe even outside contractors to pull it off.

That’s where the ClickUp Event Marketing Plan Template comes into play.

This digital marketing plan template template is the place for your team to plan your next big event. It includes tasks, budgets, and deadlines, along with multiple views, to help you track what needs to get done and who’s responsible for it across your marketing team.

Plus, this template is completely customizable if you need extra space for something more detailed—considering things like market research information, your marketing budget, or key performance indicators.

Bonus: Marketing tools for startups !

ClickUp's OKR template enables precise tracking and alignment of objectives and key results, facilitating organized goal setting and measurable progress

The ClickUp OKR Folder Template serves as an exhaustive planning instrument, crafted specifically to aid individuals and teams in establishing and accomplishing their objectives.

It incorporates a Planning Cadence that delineates the foundational structure for formulating OKRs (Objectives and Key Results). Additionally, the template has OKR Lists that deconstruct goals into manageable tasks and continually track progression.

This systematic approach ensures teams maintain focus and direction throughout the year, ulitmately enhancing their potential for success. The digital marketing plan template is ideal to track your marketing activities to your marketing goals and metrics.

Detailing your marketing tactics is crucial—but having the numbers to back up your marketing budget or how your OKRs will help your digital marketing team reach your target audience more efficiently is crucial.

Fast-track your marketing plan with this customizable template. Prioritize tasks, track targets and record results.

If you’re in the early stages of planning your marketing campaign or project, the ClickUp Marketing Plan Template is a fantastic resource to begin with. This customizable, user-friendly template is designed to expedite the development of your marketing plan.

Easily keep track of marketing initiatives, prioritize tasks, monitor targets, and document results.

A meticulously crafted marketing plan can be the deciding factor between success and failure in attaining your business objectives. This is why ClickUp made this template a comprehensive tool aimed at assisting you in planning, tracking, and optimizing your marketing campaigns in a singular location.

Utilizing this template allows you to:

  • Establish attainable marketing objectives
  • Organize tasks into actionable steps toward achieving these goals
  • Monitor progress using integrated metrics and analytics

Say goodbye to disorganized spreadsheets and multiple tools. This marketing template offers the transparency and command you require to elevate your marketing endeavors to unprecedented heights.

Create and manage successful advertising projects and show how you'll do it with this in-depth marketing action plan template

Every good strategy needs a detailed plan, but do you need something to provide more details about how you’ll get it done?

If you want to market your product or service, you’ll need a marketing action plan to turn your ideas into actual marketing ROI . And a marketing action plan is a detailed document outlining the strategies and tactics a business will use to promote and sell its products or services.

It typically includes a target market analysis, business goals and objectives, pricing information, and any other pertinent information that may help execute the plan successfully.

ClickUp’s Marketing Action Plan Template has been designed to help you create a fully fleshed-out marketing strategy, even if you’ve never done this before.

It achieves this by running you through the main things you’ll need to understand and formulate before you can create your plan. These include:

  • Defining your marketing goal s: Understand what the ultimate goal of your digital marketing plan
  • Knowing your customers : Do target market and target audience research to understand what your customers are looking for, where they can be reached, and what kind of advertising might work best for them
  • Auditing your current practices : Learn from what you’ve done in the past, both good and bad, to create an even better marketing strategy going forward in this marketing plan template
  • Itemizing your plan : List every task that needs to be done for your strategy to succeed
  • Reviewing and polishing : See if you’ve missed anything by running it by a colleague

Plus, once you itemize your plan, use ClickUp’s project management software to export those tasks and share them with your team so people can get to work realizing your marketing strategy.

It’s really that easy, and all you need to get started is this marketing plan template at the link below.

Quickly build, manage, and schedule social media content with detailed information and custom fields for simple tracking

With social media marketing, consistency is key to hit your marketing goals. But creating multiple relevant posts across different distribution channels is easier said than done. The pain points and social media strategy that works on LinkedIn might not fare so well on Facebook or Instagram.

That’s why the ClickUp Social Media Template was created.

This powerful tool tracks planned posts across multiple social media platforms so you’re constantly reaching your ideal target audience on the right social media channel. Plus, since you house all of your planned content in one place, it’s easier for social media marketing or other digital marketing team members to see if you have any gaps in your social media calendar.

For instance, instead of assuming that someone else was working on the New Year’s Eve post this year, your team can see that there are no current plans on this template and fix the omission. Get your social media content calendar in order with the template below.

Get your sales and marketing teams on the same page for better synergy and results

Although they broadly have the same goal, it can sometimes feel like sales and marketing teams live in different worlds. They have their own metrics, strategies, and processes to help the company sell more.

However, when these departments aren’t in sync, you’re missing out on an opportunity to truly leverage the power of your entire team toward your sales and marketing goals.

That’s why the ClickUp Sales and Marketing Plan Template was created. It provides a single platform for both departments to work from, allowing easier collaboration and better alignment of business objectives—whether it’s sharing market research, providing detailed insights into your content marketing strategy, or simply outlining your marketing plans to connect with sales.

This template includes sections for sales goals, marketing plans, campaign results, and more. This way, it’s clear what roles each department plays in the grand scheme of things.

For instance, your sales team probably frequently interacts with target customers and knows what pitches work best with which demographics. Your marketing team can use that knowledge to not only market better but also to identify leads that are more likely to convert.

Get your marketing and sales departments on the same page today with our Sales and Marketing Plan Template.

A well-thought-out marketing plan can bring multiple benefits to your business, including:

  • Increased brand awareness : A strong digital marketing strategy can help you reach new customers and make more people aware of your brand, while collecting market research for future projects
  • Improved customer engagement : By creating targeted and relevant content for your audience, you can engage with them on a deeper level and build stronger relationships
  • Higher conversions : With a clear marketing strategy in place, you can attract more qualified leads and convert them into paying customers
  • Better market positioning: A solid marketing strategy can help you stand out from your competitors and establish your brand as a leader in the industry
  • Increased ROI : By tracking your marketing goals and efforts and refining your digital marketing strategy, you can see a higher return on your investment
  • Enhanced teamwork and communication : With a marketing plan in place, all team members can be on the same page and work towards common goals, leading to better collaboration and communication

Now that you understand the importance of having a strong marketing strategy, here are some tips for writing and implementing an effective marketing plan:

  • Define your business goals : Determine what you want to achieve through your marketing efforts, whether it’s increasing sales, improving brand awareness or launching a new product
  • Identify your target audience : Understand who your ideal customers are and what their needs and preferences are. This will help you create targeted and relevant marketing campaigns
  • Conduct a SWOT analysis : Evaluate your business’s strengths, weaknesses, opportunities, and threats to identify areas where you can improve and capitalize on potential opportunities with effective SWOT analysis
  • Set a marketing budget : Determine how much you can realistically spend on marketing activities and allocate resources accordingly to reach your marketing goals
  • Choose your marketing channels : Based on your target audience and business goals, select the most effective marketing channels to reach them
  • Create a timeline and deadlines : Set specific timelines for each marketing campaign or activity to ensure that everything is completed in a timely manner
  • Track and measure results : Continuously monitor the success of your marketing efforts and make adjustments as needed to improve performance.
  • Communicate and collaborate with your team : Keep all team members informed and involved in the marketing process to ensure that everyone is working towards the same marketing objectives
  • Regularly review and update your plan : As your business evolves, so should your marketing plan. Continuously review and update it to stay relevant and effective

Maximize Your Team’s Marketing Efforts With Marketing Plan Templates

No matter the size of your business, marketing success can be achieved with a well-thought-out plan. With ClickUp’s suite of powerful and easy-to-use templates, you’ll have everything you need to create an effective strategy.

Make it easier to meet all your goals, whether it’s marketing your product or onboarding your new client .  From content planning and event marketing to sales and website project management , these templates provide the tools needed for any digital marketer or entrepreneur looking to make their mark in the world today.

So don’t wait another minute—get started on upgrading your team’s marketing capabilities with ClickUp.

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template marketing strategy plan

Strategic Marketing Plan Template & Examples

template marketing strategy plan

Imagine setting out to climb Mt. Everest guided only by intuition. You wouldn’t make it very far without a detailed plan (and an experienced sherpa) to guide the way. 

Marketing may not be an extreme sport with life-or-death consequences, but you’ve got big goals to reach nonetheless. And your team’s success relies on a lot more than gut instinct. 

That’s why a strategic marketing plan is a must, no matter your industry. Think of it as the roadmap that gets your business where it needs to go each and every year. 

Drafting your first marketing plan can feel intimidating, but don’t worry. We’ll walk you through the basics, show you what a strategic marketing plan looks like, and even give you a couple of free templates to get started. Here’s what we’ll cover:

What is a strategic marketing plan?

Essential elements of a strategic marketing plan, free marketing plan templates and examples.

Let’s start from square one and define what a strategic marketing plan is. 

A strategic marketing plan is a formal document that guides your team’s marketing efforts throughout the year. It maps your annual marketing goals to your company’s overall business objectives, while also outlining how you’ll spend your yearly marketing budget.

A good marketing plan clearly outlines:

  • Your target market and key competitors
  • Major goals for the year and how they’ll help you get ahead
  • Key results that serve as indicators for success
  • How you’ll use your money and resources to meet your goals 

Keep in mind that your plan may vary based on your industry and goals. Length and format don’t matter as much as the details you include. Do your research, and make it as easy as possible for company leaders to understand how your strategic marketing plan helps business grow.

What’s the difference between a marketing strategy vs. marketing plan?

A marketing strategy details how you’ll execute a piece of your marketing plan with a specific tactical goal in mind. You might do this by launching an email or social media campaign, publishing a blog series, offering a special promo, or hosting a live event. 

A marketing plan , on the other hand, is the high-level framework that drives all your marketing strategies. It’s a big-picture look at the who, what, and why behind your marketing goals, with a focus on tying them to larger organizational objectives. 

No two marketing plans are exactly the same, but they do share some common threads. Here are 6 important elements you’ll want to identify and research before you build out your next strategic marketing plan.

  • Business objectives

Everything you do as a marketing team should support your company’s overall strategy and goals. So summarize your organization’s business objectives, and let it serve as your marketing plan’s true north. Your team and stakeholders should be able to clearly see how the marketing strategies and goals you outline in your plan align with your company’s top priorities.  

  • SWOT analysis

A SWOT analysis breaks down your company’s strengths, weaknesses, opportunities, and threats. This enables you to assess both the internal and external factors that influence your success so you can build targeted strategies that close gaps and drive results. 

  • Strengths and weaknesses : Take stock of your organization’s inner workings. Where does your team or company really shine? What’s working well, and what needs to be improved? Do you have any resource limitations?
  • Opportunities and threats : Now look outward to consider your market and competition. Where do you have a chance to push ahead? Where are you struggling to keep up? Are there any market changes to consider?
  • Market research

Research is the core of any marketing plan because it’s what you’ll use to shape your goals and strategy. Don’t be afraid to dive deep into the details here. A well-researched marketing plan is worth the time invested. 

Focusing your research energy on these areas will equip you with a solid base for smart marketing decisions.

It’s important to understand major movements in the industry you’re marketing to so you have a feel for the pulse of the market. Thoroughly research the industry your organization works in, and be sure to report on the general climate, as well as any noteworthy happenings. If your company serves any subindustries, don’t forget to include them in your analysis too. 

Target market

Marketing to the masses rarely pays off. That’s why narrowing down your target audience is a must for any marketing plan. Consider it the filter you run every marketing strategy through. 

The more specific you can get, the better. Answering questions like these can help you paint a clear picture of your ideal buyer so you know how to focus your resources for a bigger impact on the people you want to reach.

  • What are your ideal buyer’s key demographics (e.g., age, location, job title)?
  • What do they care about (e.g., interests, values)?
  • What are their biggest challenges or pain points? 
  • Where does your ideal buyer hang out (e.g., Twitter, LinkedIn, industry conferences or events)?

Competitive analysis

It’s also important to understand who and what you’re up against when it comes to attracting your perfect buyer. Identify the key players in your space, and give a brief rundown of what they’re doing to win. This groundwork will make it easier to see how to differentiate yourself from the competition. 

  • Strategic marketing goals

Now that you’ve laid the groundwork, it’s time to talk strategy. Outline your strategic marketing goals for the year, and briefly explain how these strategies support company-wide goals. Use a gantt chart to establish a timeline for each goal and monitor results along the way. This is an easy way to set expectations and keep your team and stakeholders in the loop.

  • Key marketing metrics

Metrics are where the rubber meets the road in your marketing plan. Use your market research to define specific KPIs or key marketing metrics that will serve as your measure for success. This will help you track progress so you know if you need to change course mid-project to ensure you hit your strategic marketing goals.

  • Marketing channels

Marketing channels are the vehicles you’ll use to reach your target audience and grow your brand. Choose your channels wisely based on where you expect to get the most bang for your marketing buck. Briefly explain the purpose of each channel and how it supports your overall marketing strategy and business goals. 

Want to build a more detailed plan for each marketing channel so you can bring your ideas to life? Check out our free social media strategy plan and editorial content plan templates for more information on planning by channel. 

Marketing budget

Establishing a monthly budget for your marketing plan—and tracking it along the way—helps you maximize ROI and identify wasted spend before it drains your marketing dollars. 

Start by listing any ongoing expenses you have so you know what you can afford to spend on new initiatives. Then do your best to estimate any new costs you expect in the coming year. Don’t forget to account for any new hires, freelance workers, or third-party agencies you might need to rely on to get the work done. 

Not sure where to start? We’ve got you! Here are a few examples of how you might structure a marketing plan so you can easily start writing your own. 

Your marketing plan may shake out differently depending on the industry you work in or the goals you’re focused on. Use these marketing plan templates and samples as a guide to jumpstart the process and come up with a marketing plan structure that works for you. 

Google Docs marketing plan template and example

The most common way to create a marketing plan is simply to write it out as a text document. This format enables you to freely elaborate on any research findings you gathered during discovery, while also making a clear case for the marketing goals you’ve set for the year.

We put together a free Google Docs marketing plan template to help you save time so you can get your planning process off the ground faster. This marketing plan example is perfect for documenting and sharing the full scope of your strategic marketing plan with your team and stakeholders.

Screenshot of TeamGantt's strategic marketing plan template for Google Docs

Here’s a basic breakdown of what the Google Docs marketing plan template covers:

  • Company mission

Save a copy of the template to your Google Drive or download it as a Word document, and customize it to fit your own strategic marketing plan needs.  ‍

Use template in Google Docs

Gantt chart marketing plan template and examples

A plan’s no good if you set it and forget it. That’s where a gantt chart comes in handy. Use this free gantt chart marketing plan template to track your strategic marketing plan all the way to success. 

A gantt chart is a great way to lay your marketing plan out in a simple, visual timeline that’s easy to update as work progresses. It gives you a high-level view of your plan’s major goals and strategies, while enabling you to collaborate on and share your plan with your team and stakeholders.

How you use a gantt chart to put your plan into action is up to you. Build a timeline for the tasks you need to complete as you develop your marketing plan, like the example below. 

Strategic marketing plan gantt chart example

Once you’ve fleshed out the details of your marketing plan, you can use a gantt chart to define and track your strategic marketing goals. For example, you could break your marketing plan down by quarter to show when specific objectives will come into play and update progress as you close in on your goal. Here’s how that might look.

Example of a strategic marketing plan gantt chart organized by quarter

Use template in TeamGantt

Ready to build a strategic marketing plan of your own? 

We’ve created a free marketing plan template for you in TeamGantt so you can jump right in!

Customizing the template is quick and easy, thanks to TeamGantt’s drag and drop simplicity. And since everything’s online, your whole team can collaborate on activities in real time.

Here are a few pointers to help you get the most out of our free TeamGantt strategic marketing plan template.

Drag and drop tasks to schedule your plan

Configuring your marketing plan is as easy as dragging and dropping tasks—or entire task groups—into their new rightful place. Click and drag the edges of each taskbar to set a new task duration. 

Using drag and drop scheduling to build and adjust your strategic marketing plan in TeamGantt

Communicate with comments 

Collaboration is easy with TeamGantt's discussion feature . Share documents and chat with your team directly from a task’s Comments section. Use Notes to communicate important information—like goals, target audience, and budget—at the project level. 

Have a more formal marketing plan document? Attach the file or link to your project so everyone has easy access to it.

Collaborating on tasks in your strategic marketing plan using TeamGantt's discussion feature

Share a copy with stakeholders

Plans are meant to be shared, so we made it easy to keep even the most inquisitive stakeholders in the loop. Export your plan to a printer-friendly PDF , or share a view-only link to your project so stakeholders can see your marketing plan progress in real time. 

Example of how to export your strategic marketing plan gantt chart as a PDF in TeamGantt

Sign up for a free TeamGantt account today , and save time on project setup with this free marketing plan template!

template marketing strategy plan



This high-level template will help you outline your annual marketing strategy, identify your most important initiatives, and track the right metrics all year long. Tell us a little about your marketing goals and you’ll receive a 12-month plan in less than 10 minutes.

Press enter/arrow keys (or swipe on mobile) to continue

You smart planner, you. We're so excited to help you create a marketing plan that will drive big results!

Let's start by getting acquainted. What's your name?

Awesome. it's great to meet you .

We'll be diving into some questions about your company, what you do there, and what your team's goals are for this year. These questions will help us customize your plan to fit your company's exact needs. If you're not 100% sure how to answer a question, that's okay. Just put in a quick answer for now — you can always go back in and edit your answers later.

Where do you work?

Very cool how many employees work at your company .

A written mission helps align your team around common goals. Patagonia's mission is to "build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis." Want another example? Click here.

What's your company 's mission?

Just add a few words outlining your direction. You can always change this answer later.

Sounds like a great place to be . What exactly do you do at your company ?

74% of marketers say that converting leads into customers is their company's top priority over the next 12 months.

State of Inbound 2016

What's your team's main focus this year?

What key objectives do you want to achieve? Remember: You can always come back and change this answer later.

Select up to 3 initiatives your team should prioritize this year to help carry out that focus:

(Scroll for more options)

  • Build Brand Awareness
  • Close Deals
  • Create a High-Quality Pipeline
  • Create Content
  • Create Paid Advertisement Program
  • Decrease Churn
  • Decrease Customer Acquisition Cost
  • Define or Update Personas
  • Differentiate Brand From Competitors
  • Diversify Promotion Efforts
  • Grow Event Attendance
  • Grow International Brand
  • Grow Paid Users
  • Grow Revenue
  • Grow Social Media Reach
  • Improve Customer NPS
  • Improve Lead Quality
  • Improve Sales Rep Productivity
  • Increase Clickthrough Rate
  • Increase Conversion Rate
  • Increase Leads
  • Increase Product Adoption
  • Increase Traffic
  • Introduce New Product/Service
  • Optimize Sales Cycle
  • Recruit Top Talent
  • Scale Company Culture
  • Shorten Sales Cycle
  • Unify Products/Services

What are your goals for these initiatives?

Example: Grow lead generation by 1,000 leads per month

( Enter options on previous slide to view content )

Which initiatives would you consider for a future year?

Now that you have your top priorities in place, it’s time to select 1-3 initiatives that, while valuable, will only distract you from achieving this year’s goals. These could be considered later on, but for now, you don’t have the resources in place to focus on them.

Well, would you look at that! You're almost finished. That wasn't so hard, was it?

One final thing: How do we get in touch to discuss your goals for next year?

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12-Month Marketing Campaign Plan Template by HubSpot

What is in the Marketing Plan Template?

HubSpot's marketing plan generator offers a template displaying your company's mission, strategy, and initiatives following the information entered in the tool while also identifying future opportunities. The project planner tool delivers a 12-month marketing plan template dividing actions for your team into initiatives, measurement metrics, and goals. This free resource for your business can be downloaded as a CSV file and shared with your team.

Frequently Asked Questions

What does the marketing plan template generator do.

The Marketing Plan Generator uses the information you provide about your marketing goals to create a personalized 12-month plan that will help your business reach new heights of success.

How Does the Marketing Plan Template Generator Work?

As a marketing plan software, it uses the answers you provide in the assessment to generate your company marketing priorities for the year to come. It identifies relevant initiatives to prioritize following the goals entered and delivers a practical template.

Why is a Marketing Plan Important?

Developing a marketing plan is crucial as it allows you to determine what to focus on by setting clear objectives. It also helps in managing resources better and maximize the impact of every marketing action. This is in a nutshell why you need a marketing plan.

When Do You Need to Use a Marketing Plan?

When your product is ready to be marketed, which is most likely right now as you are reading these lines! Instead of an example, why not spend some time taking our MPTG assessment and discover what you can do today to improve your marketing?

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Strategize to grow your business with the ultimate marketing plan template

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Strategize to grow your business with the ultimate marketing plan template

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  • Showcase KPIs & targets with 40+ chart options.

Strategize to grow your business with the ultimate marketing plan template

Chosen by brands large and small

Our marketing plan maker is used by over 27,500,000 marketers, communicators, executives and educators from over 133 countries that include:

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Access a free library of design assets.

Visme offers free access to millions of photos and videos, as well as thousands of icons and shapes. Turn your marketing plan interactive by adding links, buttons, hover effects, pop-ups, animated characters and illustrations, and more. Simply drag and drop graphics onto your marketing plan, and then resize, rotate or change colors as you see fit.

Create Your Marketing Plan

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Tell stories with data using Visme’s easy-to-customize data visualization tools. Select from 40+ charts and graphs, as well as exclusive data widgets like radials and thermometers. Upload data manually, import from an Excel file or connect to a Google sheet for live data.

Data visualization made easy

Use our professional marketing plan template to give you a head start


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Value Proposition

Value Proposition

Market Share

Market Share

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Buyer Persona

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Competitor Analysis

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Proposed Strategy

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What is a Marketing Plan ?

A marketing plan is a written document or presentation that outlines marketing goals and strategy for the upcoming month, quarter or year. A good marketing plan clearly communicates KPIs and targets, key action items, information about the target market and budget considerations.

What is a Marketing Plan?

Why do I need a marketing plan?

A strong marketing plan that aligns with your business goals is key to generating leads and growing your business. It acts as a strategic roadmap that helps marketing teams organize, execute and track their marketing strategy throughout the specified period of time.


More Than A Marketing Plan Maker

Scale your marketing tactics and strategies with a well-defined marketing plan. Use Visme’s visual communication tools to organize, execute, and track your marketing strategy.



Customize your marketing plan by seamlessly adding your brand. Upload your brand’s fonts, colors, images and logos, or have our AI-based Brand Wizard do it for you.


Bring your marketing plan to life with interactive content and animation. Make your marketing plan dynamic with a flipbook effect and interactive hotspots.

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Data Widgets & Tables

Get a bird’s eye view of your marketing strategy with tables, charts and graphs. Add infographics and data widgets to visualize your marketing budget, buyer personas and other key marketing information.


How to Make a Marketing Plan in 5 Steps

If you are wondering how to write a marketing plan, you’ve come to the right place. Instead of creating your marketing plan from scratch, use our marketing plan templates to quickly get started with pre-designed layouts.

  • Log into Visme and choose your favorite marketing plan template.
  • Replace placeholder content with your own, and customize colors and fonts.
  • Insert free images, icons and charts, or upload your own brand assets.
  • Add, remove and rearrange pages or slides to match your content.
  • Download your marketing plan in high-quality or share online with a link.

Questions About the Marketing Plan Template

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template marketing strategy plan

Create a Detailed Marketing Plan With 6 Effective Templates


Want to make costly marketing errors and waste time and resources? Start without a marketing plan.

A marketing plan is not only an essential part of your business plan, but it is the roadmap that will provide your team focus and direction in all their marketing efforts.

A good marketing plan is backed by research and facts. Below, we’ve covered the steps you need to follow when creating a marketing plan that will help you attract potential customers to your product and services and convince them to buy.

Understand Your Current Market and Market Position

Set your smart marketing goals, outline your marketing processes, set a budget for your marketing activities.

  • Marketing Strategies and Tactics

Advanced Strategies for Experienced Marketers

Ready to create your own marketing plan.

Pricing, promoting and creating brand messages , all depend on your current market and your position in it.

When understanding your current market position, there are a few things that you need to look into;

Understand Your Product

This is where you look into the strengths, weaknesses, opportunities, and threats associated with your product.

With your team and a SWOT analysis , this will take only a few hours. Once you understand your product in terms of these four areas, it’ll be easier to understand your market position.

SWOT Analysis Template - Creating a marketing plan

To create a SWOT analysis template for Marketing Plan:

  • Define your objective.
  • Gather relevant information.
  • Use a SWOT analysis template.
  • Analyze strengths (internal factors).
  • Evaluate weaknesses (internal factors).
  • Identify opportunities (external factors).
  • Assess threats (external factors).
  • Analyze results and look for insights.
  • Develop strategies based on findings.

Understand Your Customer

Everything – from what words you use to communicate your message to what marketing channels you use to promote your product – depends on who your customer is.

How old are they? Are they employed? What are their interests? While you need both quantitative and qualitative data on your customers, you can collect them via email surveys, direct interviews, questionnaires, and research.

Using the data you collect, create several user personas based on user segments. You can refer to these whenever you are developing a marketing strategy.

Buyer Persona Template - Creating a marketing plan

To create a buyer persona template for Marketing Plan:

  • Research your target audience.
  • Define key characteristics.
  • Give the persona a name and image.
  • Describe background and demographics.
  • Detail goals and motivations.
  • Outline challenges and pain points.
  • Document preferred channels and information sources.
  • Capture buying behavior and decision-making process.
  • Add additional relevant details.
  • Create a visual template for easy reference.
  • Validate and update regularly.

Understand Your Competitors

This is where you identify your top competition, assess their strengths and weaknesses and analyze their marketing strategies in the market. The information you collect can be used to build effective strategies to improve your competitive advantage.

Once you conduct research, gather and analyze data on your competitors, you’d be able to understand whether you are a leader or a follower in the market.

Competitor Analysis Template - Creating a marketing plan

To create a competitor analysis template for Marketing Plan:

  • Identify key competitors.
  • Determine evaluation criteria.
  • Gather information.
  • Create a table or spreadsheet.
  • Analyze each competitor.
  • Compare and contrast.
  • Identify competitive advantages.
  • Make strategic decisions.
  • Update regularly.

Understand Your Brand Positioning

Your brand position is how you want your customers to perceive your brand. In order to determine this, you need to

  • Know what your customer wants. The target market research you did earlier will help you with this.
  • Understand what your brand’s capabilities are. Again refer to the SWOT analysis you did of your product.
  • Understand how your competitors are positioning their brands in the market. You can figure this out with the help of the competitor analysis you did earlier.

Hence, your brand positioning should resonate with your consumers, can be delivered by you and should be different from that of your competitors. Keep these in mind when you are setting your marketing goals.

The Brand Asset Scorecard

Compare your brand with the average brands in the market by scoring each of the following five brand asset categories using a 20-point scale with a maximum possible score of 100. This way you can derive a score that indicates the relative strength of your brand against your competitors.

The Brand Asset Scorecard - Creating a marketing plan

To create a brand asset scorecard template for Marketing Plan:

  • Identify brand assets.
  • Define evaluation criteria.
  • Determine rating scales.
  • Evaluate brand assets.
  • Calculate scores and summarize.
  • Identify improvement areas.
  • Set action plans.
  • Regularly review and update.

Now that you know where you stand in the market, it’s time to define your marketing goals. They are the only way to measure the success of the effort your marketing team is putting in.

Based on your current performance and your marketing objectives, your goals might change, but make sure that they align with the SMART goal criteria .

SMART Goals Template - Creating a marketing plan

To create a SMART marketing goal template for Marketing Plan:

  • Start with a specific objective.
  • Make it measurable with clear metrics.
  • Ensure it’s achievable with the allocated resources.
  • Check if it’s relevant to business goals.
  • Set a time-bound deadline.
  • Document in a template.
  • Review and track progress regularly

Once you know the goals you want to achieve, you can easily outline the steps that you need to take to accomplish them.

With a process map or flowchart , you can map the tasks you need to complete in order to achieve each of your goals. Once you’ve diagrammed your strategy, you can share it with your team and analyze whether the process needs to be improved or not.

Product Marketing Planning Process - Creating a marketing plan

Whether it is to run a social media campaign or to get an ad published in a newspaper, you need to spend money.

Now that you have identified the tasks/ steps you need to take, figure out how much money you’ll have to spend on each activity and where you’d take the money from. Having planned how you spend money earlier will help you keep track of your finances.

Before winding up, let’s also take a look at popular marketing strategies and tactics you can use and implement along with a marketing plan.

Different marketing strategies and tactics may be more effective depending on your industry, target market, and business goals. It’s important to regularly assess the effectiveness of your marketing initiatives, make any necessary adjustments, and monitor results. Here are some examples of marketing strategies and tactics commonly used by businesses.

  • Target Market Segmentation

Based on demographics, psychographics, or other relevant factors, divide your overall market into smaller, more manageable categories. Customize your marketing messaging and strategies to engage and effectively reach each category.

Content Marketing

To attract and engage your target audience, produce and distribute relevant material, such as blog posts, videos, infographics, or whitepapers. Focus on delivering helpful information, resolving issues, and building your reputation as an industry expert.

Social Media Marketing

Use well-known social media sites like Facebook, Instagram, Twitter, or LinkedIn to promote your goods or services, build brand awareness, and interact with your audience. To achieve your marketing objectives, combine organic posts with sponsored adverts, influencer partnerships, and community engagement.

Search Engine Optimization (SEO)

Increase the visibility of your website and online content by optimizing it. To increase your website’s visibility and organic traffic, conduct keyword research, provide high-quality content, optimize meta tags and descriptions, and develop quality backlinks.

Pay-Per-Click (PPC) Advertising

Run targeted internet advertising where you only pay when someone clicks on them on search engines (like Google advertising) or social media platforms (like Facebook Ads). For your campaigns to be as effective as possible, set specified budgets, target keywords, demographics, or interests, and keep an eye on them.

Email Marketing

Create an email list of prospective or current clients and send them targeted, customized emails. To cultivate leads, promote conversions, and increase customer loyalty, use email newsletters, promotional offers, product updates, or automated drip campaigns.

Influencer Marketing

To promote your business or products, collaborate with influential individuals or popular social media personalities in your industry. These influencers can create content, share reviews, or endorse your offerings, helping you reach their dedicated audience and increase brand awareness.

Referral Programs

You can encourage your current clients to recommend your company to their friends, relatives, or coworkers by providing rewards or incentives. Create referral programs that give discounts, exclusive access, or loyalty points to both the referrer and the new consumer.

Event Marketing

Participate in or organize trade exhibitions, conferences, events, or webinars that are relevant to your field. These events provide opportunities to network, showcase your products, share knowledge, and generate leads.

Personalization and Customer Segmentation

Tailor your marketing messages and offers to individual customers or specific customer segments based on their preferences, behavior, or purchase history. Deliver personalized experiences across numerous channels by utilizing customer data, analytics, and marketing automation tools.

Advanced strategies require a deep understanding of your target audience, extensive data analysis, and ongoing experimentation. To ensure optimal performance and maintain an edge over the competition, it’s critical to regularly assess the outcomes, iterate, and change your methods.

  • Account-Based Marketing (ABM): Tailor personalized marketing campaigns to specific high-value accounts, using personalized content, targeted advertising, and outreach to engage and convert them.
  • Marketing Automation: Streamline marketing processes with automation tools, automating tasks, nurturing leads through personalized workflows, and leveraging data and analytics to deliver targeted content and offers.
  • Predictive Analytics: Use large datasets and machine learning to gain insights into future customer behavior, enabling data-driven decisions, anticipating needs, and personalizing marketing efforts effectively.
  • Retention Marketing: Focus on retaining existing customers through personalized communication, loyalty programs, exclusive offers, proactive customer support, and targeted upselling or cross-selling campaigns.
  • Omnichannel Marketing: Create a seamless customer experience across multiple channels, integrating online and offline marketing efforts for consistent messaging and customer interactions.
  • Data-driven Personalization: Utilize customer data and advanced segmentation to deliver highly personalized experiences, tailoring marketing messages, recommendations, and offers based on individual behavior and demographics.
  • Influencer Relationship Management: Build long-term relationships with influencers and thought leaders, collaborating beyond one-off campaigns for continuous brand exposure and audience engagement.
  • Customer Advocacy Programs: Encourage satisfied customers to become brand advocates through incentives for sharing positive reviews, referrals, or user-generated content, leveraging their influence and social proof.
  • Account-Based Retargeting: Combine ABM principles with retargeting strategies, using personalized ads and email campaigns to engage key accounts that have shown interest but have not converted.
  • Experimental Marketing: Take calculated risks and experiment with innovative tactics, channels, or technologies to discover unique growth opportunities, such as virtual reality experiences, chatbots, voice search optimization, or emerging social media platforms.

A marketing plan doesn’t necessarily need to contain hundreds of pages. What is important is that it provides your marketing team the roadmap to get started.

Make use of the visualization techniques we looked at when discussing each step to make things clearer to your team.

And don’t forget to share your ideas on how to create a marketing plan with us.

Join over thousands of organizations that use Creately to brainstorm, plan, analyze, and execute their projects successfully.

FAQs About Marketing Plans

  • Provides direction: It helps align marketing activities with business goals, ensuring all efforts work cohesively towards achieving desired outcomes.
  • Increases efficiency: By defining objectives, strategies, and tactics in advance, it helps prioritize tasks, allocate resources effectively, and minimize wasted efforts.
  • Facilitates decision-making: A marketing plan provides a framework for evaluating different marketing opportunities, making informed decisions, and adjusting strategies based on market conditions.
  • Enhances focus and accountability: It sets clear targets, timelines, and responsibilities, allowing team members to stay focused and accountable for executing the marketing plan.

While the components of a marketing plan can vary, here are some common key elements:

  • Executive Summary
  • Market Research and Analysis
  • Competitive Analysis
  • Marketing Objectives
  • Implementation Timeline
  • Budget Allocation
  • Measurement and Tracking Metrics
  • Risk Assessment and Contingency Plans

To measure and track the effectiveness of a marketing plan, consider the following approaches,

  • Key Performance Indicators (KPIs): Define relevant KPIs such as sales revenue, website traffic, conversion rates, customer acquisition cost, customer lifetime value, social media engagement, or email open rates.
  • Analytics and Tracking Tools: Utilize web analytics tools, CRM systems, social media analytics, or email marketing software to gather data and insights on customer behavior, campaign performance, and ROI.
  • Regular Reporting and Analysis: Review and analyze the collected data regularly to evaluate the success of marketing activities, identify areas for improvement, and make data-driven decisions for adjustments or optimizations.
  • Limited Resources: Insufficient budgets, time, or manpower can hinder the execution of planned marketing activities.
  • Competitive Landscape: Competitors' actions or market dynamics may require adjustments to the planned strategies.
  • Changing Consumer Behavior: Shifts in consumer preferences, trends, or technologies may demand adaptability and flexibility in marketing approaches.
  • Measurement and Analysis: Difficulties in accurately measuring and attributing the impact of marketing activities to business outcomes.
  • Internal Alignment: Ensuring that the marketing plan is well-communicated and aligned with other departments within the organization.

Addressing these challenges requires flexibility, ongoing monitoring, agility, and effective communication within the marketing team and across the organization.

More Related Articles

20 Industry Analysis Templates to Know Your Competitive Landscape

Amanda Athuraliya is the communication specialist/content writer at Creately, online diagramming and collaboration tool. She is an avid reader, a budding writer and a passionate researcher who loves to write about all kinds of topics.

How To Build a Strategic Marketing Plan (+ a Free Template!)

template marketing strategy plan

You know what you want your campaigns to achieve, but you’re not quite sure how to get there yet.

Sound familiar?

For even the most experienced marketing teams, it can prove difficult to turn aspirational business objectives into actionable steps. While you’re busy trying to figure out what actually works, resources are being spent left and right while showing minimal returns. Fortunately, you can avoid falling victim to this common trap.

Read on to learn how to create a strategic plan to hit your own marketing goals — plus, since you’re already here, be sure to grab your free template to get the ball rolling.

What Is a Strategic Marketing Plan?

A strategic marketing plan is a comprehensive outline for the advertising and marketing efforts of a brand or organization. Founded on audience research and industry trends, this ultra-focused, strategic plan formalizes the steps an organization will take to promote its offerings to a target market of existing and potential customers.

The strategic marketing planning process follows 6 key components:

  • Know where you are .
  • Know your audience .
  • Know where you want to go .
  • Pick your channels and tactics .
  • Develop your budget and your revised tactics .
  • Measure and adjust your strategy periodically .

By following these steps, your team will be well on their way to achieving a sustainable competitive advantage — all while making sure each marketing dollar is well spent.

Strategic marketing plan template

Why Is a Strategic Marketing Plan Important?

Planning for any major undertaking is essential for success.

The modern media landscape is crowded; researchers have estimated that most Americans see between 4,000 and 10,000 advertisements per day .

A strategic marketing plan lays the groundwork for your brand to delight and satisfy your customers. As the old saying goes: “Proper prior planning prevents poor performance.”

By taking the time to develop a thoughtful marketing strategy, you’ll gain several benefits, including:

  • A better understanding of your brand’s value proposition.
  • Deeper knowledge of your audience’s needs and desires.
  • A roadmap for how to manage your brand’s growth.
  • Methods for measuring your marketing performance.

template marketing strategy plan

Creating an effective plan takes time, but when you see the results, you’ll know it was well worth the effort.

4 Basic Marketing Strategies: The 4 P’s of Marketing

Today’s digital marketers have a long pedigree of great thinkers who have shaped the way we think about appealing to customers.

We may be producing content for distribution on digital channels that few people could have predicted several decades ago, but the basic principles combining human psychology and economics are still relevant and powerful today.

In fact, the marketing mix commonly deployed in any modern campaign was first conceived by Harvard Business School professor Neil H. Borden and subsequently expanded upon by University of Minnesota professor E. Jerome McCarthy.

Though first published in 1960, McCarthy’s four P’s of marketing are still the common starting point of an effective marketing strategy.

template marketing strategy plan

A product can be a tangible item or an intangible service that satisfies a need or want.

B2B and B2C marketers need to possess a firm grasp of both what the product is and how it provides value to customers. The more specifically you can define these aspects, the more confident you will be in your marketing strategies.

For example, when selling products and services to other businesses, you’ll need to know what challenges your customers face and understand how your offering solves those problems.

Importantly, marketing and sales departments need to be aligned so that every customer encounter can occur within the same context.

The cost of your offerings has an obvious influence over your customers.

Having a complete understanding of the product and its features will help stakeholders determine the best possible pricing strategy.

You may need to determine if it’s better to offer your product on a subscription basis or as a one-time purchase.

Your product’s price point will impact your organization’s profit margins, inventory requirements and more. The marketing team can work with other business units to determine the best course of action.

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3. Promotion

With deep knowledge of the product, it’s value and price point, you can more effectively promote the offering in the marketplace.

This is where your strategic marketing strategy will come into play.

As you’ll see a little further on, your marketing plan should include the various channels you’ll use to communicate with your customers.

These days, the avenues for communication are much more varied than when the four P’s were developed, but the advice remains the same. Whether you’re promoting your product on a billboard or on Instagram, you need to ensure that each touchpoint supports your brand’s goals and addresses key customer needs.

The fourth P can refer to a physical location, a digital touchpoint or a mindset.

As the old saying goes, it helps to be in the right place at the right time. Marketers can control this factor by developing thoughtful buyer journeys – or sales funnels – and lead nurturing campaigns that help customers make a purchase decision.

For example, if you find that your customers are most inclined to buy once they understand the cost-saving benefits of your offering, you can construct a marketing funnel that places your audience in that position before making the hard sell. So, if customers read a blog and then download a white paper about cost savings, you could include a call to action at the end of the white paper, encouraging readers to call for more information.

6 Steps of the Strategic Planning Process

When making a marketing plan, it’s a common mistake for new marketers to start with the deliverables. Full of enthusiasm, they’ll dash off several blog articles, social media posts and pay-per-click ad headlines. Often, their eagerness will begin to wane when they don’t see huge results from their efforts.

This happens due to a lack of foundation.

The best marketing strategies aren’t built on gut feelings, enthusiasm or brute force; they’re built on carefully researched information, scientific analysis and psychological understanding.

An effective strategic marketing process includes:

  • Deep knowledge of your organization’s goals and how your marketing plan promotes those objectives.
  • Researched findings about your customers’ needs and desires.
  • Campaign-specific marketing goals (E.g. building thought awareness or driving sales) supported by measurable performance indicators.
  • Tangible collateral and associated distribution channels.

Follow these 6 steps to create an actionable marketing plan for your business:

1. Know Where You Are

Before you can make a plan, you need to know where your organization stands today.

Work with relevant stakeholders to define the goals of the business and how the marketing department currently supports them. Consider the brand’s current search engine optimization strategy and how it will benefit the organization’s marketing efforts.

Conduct a SWOT analysis (strengths, weaknesses, opportunities, threats) to pinpoint what you’re doing right, what you can improve on and how external market factors will affect your customer relationships. This process can open up areas in need of further analysis.

The beginning of the planning stage is the time to consider everything that might influence your market position.

SWOT analysis

2. Know Your Audience

Understanding your organization is one side of the coin, knowing your customers is the other side.

Segmenting your audience is a good way to identify the number of marketing tactics you’ll need to employ. For example, if you find that only half of your customer base uses social media, you’ll need to spread your efforts across multiple channels.

The importance of scientific research at this stage cannot be overstated. Even if you have years of experience in the field, you can’t fully predict how your customers’ expectations, needs and wants will evolve over time.

Conduct surveys, do research and – most importantly – talk to your audience!

3. Know Where You Want to Go

With a firm understanding of your offerings and your audience, you can start thinking about next steps.

Define your goals for the year, then break them down into quarterly, monthly and weekly objectives. Tie these goals to the organization’s long-term goals. For example, if your organization wants to increase revenue by 10% over four years, what marketing objectives must be accomplished for that to happen?

Be optimistic when setting goals, but never lose sight of real market conditions.

For every target you establish, you should define metrics by which to judge your success. Metrics can tell you when to adjust your course of action.

4. Pick Your Channels and Tactics (Think Big)

An effective marketing strategy addresses the entire sales cycle.

For B2C brands, that might be as simple as making customers aware of your brand. For more complex B2B brands, you may need to build thought leadership, spread awareness, develop engaging relationships with potential buyers and more.

There are many unique ways to appeal to B2B customers .

template marketing strategy plan

At this stage, you should think big.

  • How would you market your product or service if you had an unlimited marketing budget?
  • What channels would you use?
  • What type of content would you create?

Get all of your ideas out so you can consider each one carefully. At this stage, you may need to conduct further research into the cost and ROI of each tactic.

5. Develop Your Budget and Your Revised Tactics (Pare Down)

Now it’s time to solidify your plans into actionable tactics.

Decide which channels you want to use and create a calendar of content you want to promote. If you’re using paid advertising like billboards, radio ads or pay-per-click display networks, you’ll need to create budgets and bidding strategies.

Compared with the previous step, this is where you get realistic.

To maximize your marketing budget, and choose the ideal mix of collateral, you’ll need to be confident that each investment of time and resources is relevant to your business goals and your customers’ needs.

6. Measure and Adjust Your Strategy Periodically

Implementing your marketing plan isn’t the end.

Once your strategy is off the ground, you’ll need to watch it carefully to determine if it’s meeting expectations. By giving every tactic a metric by which to judge its performance, you can make valuable adjustments to your strategy over time.

These alterations may be small, like posting to your social media accounts at a different time of day; they might be big, such as swapping out one tactic for another. The important thing to remember is that any change you make should be informed by keen analysis of your current progress.

Your Free Strategic Marketing Plan Template

Use this template to structure your own marketing plan. It’s designed to be extensible and easy to use. Simply make a copy of it and add or delete fields as they apply to your needs. By filling it out, this template will help you visualize your strategy more clearly and ultimately become more confident in your ability to grow your brand’s footprint in the marketplace.

Your ability to clearly plan your marketing strategy will determine your future success. The more detailed your plan, the better your chances of success. Map out your goals, choose your metrics and commit to adjusting your strategy based on scientific evidence.

[Company name]

Marketing mission statement.

Briefly outline how your marketing strategy will support your organization’s business objectives.

SWOT Analysis

What are you currently doing that’s giving you an edge over your competitors? What do your customers like about your brand?

What do your competitors do better than you? What can you do more efficiently? Where do you struggle to fully support your customers?


How is your industry changing? How can you prepare for the future? How can you better define your value proposition to engage new customers?

What could draw your customers away from your brand? What industry disruptions are on the horizon? What could slow the growth of your organization?

Marketing actions

Overview: Briefly describe the initiative. (E.g. We’ll build a library of infographics to help our customers understand market trends.)

Desired outcome: What’s your goal? (E.g. We want to increase organic traffic to our resource library by 3% over the next quarter)

KPI / Metric: How will you objectively measure your outcome? (E.g. Page visitors, time-on-site, clicks, etc.)

Desired outcome:

KPI / Metric:

Market segments

[segment 1].

Demographics: Superficial details about your audience. (E.g. gender, age, income and marital status.)

Psychographics: What motivates your audience? (E.g. personal interests, attitudes, values, desires.)

Challenges: What problems do they need to overcome?

Preferred channels: Where do they absorb industry news? Where do they go to ask questions and seek professional insights?

Preferred content types: How do they prefer to gain new knowledge? Do they prefer video, audio or written content?

[Segment 2]




Preferred channels:

Preferred content types:

[Segment 3]

Buyer personas, [persona 1].

Name: Each persona should have a unique name.

Age: What’s the average age range of this persona?

Job title: List a few common job titles.

Motivations / goals: What do they hope to achieve? What drives them?

Personal interests: What do they like to do outside of work?

Challenges: What business challenges do they face? What’s stopping them from achieving their goals?

[Persona 2]

Motivations / goals:

Personal interests:

[Persona 3]

Competitor analysis, [competitor 1].

Company name:

Competing products: How are their offerings similar to your own? How are they different?

Areas of overlap: How do they market their offerings? Are you competing for space in the same channels ?

[Competitor 2]

Competing products:

Areas of overlap:

[Competitor 3]

Strategy overview, [product / service 1].

Price: What’s the current pricing strategy? How do customers perceive the price in relation to the value of the product?

Promotion: How will you communicate the offering’s value proposition?

Place: Which channels will you use to promote this offering?

[Product / Service 2]

[product / service 3], website / content.

Channel Name:

Intent: What’s your goal? (E.g. We will promote brand awareness through a series of blog posts written by our senior leadership.)

KPI / Metric: How will you measure your progress? (E.g. Organic traffic, bounce rate, conversions.)

Social media


Editor’s Note: Updated November 2021.

Alexander Santo

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Alexander Santo is a Brafton writer living in Washington. ​He enjoys searching for the perfect cup of coffee, browsing used book shops and attending punk rock concerts.

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How to Write a Marketing Plan & Use a Marketing Plan Template

A marketing plan is essential for outlining and tracking your marketing strategy. Use this guide and our free marketing plan template to get started.

Marketing is a way to promote a business and sell its products or services. This can include social media marketing, email marketing , offline marketing, event marketing, and so forth. But before you can actually implement a marketing strategy for your business, you need to write a marketing plan.

Marketing plans essentially outline the marketing strategy that your business is going to use to sell its products or services. A marketing strategy plan is necessary to implement your marketing objectives effectively and track success.

A marketing plan will look different for every business and its unique marketing strategy. However, a marketing plan template can be a good starting point for helping you understand what to include and how to write one.

In this guide, we'll cover why having a marketing plan is important, how to write one, an example of a marketing plan, and a marketing plan template to help you get started. Continue reading to learn more about how to use a marketing plan template to facilitate your business's marketing strategy.

A marketing plan is a document that outlines how a business will execute a marketing strategy or various marketing strategies. You can use a marketing plan to organize and track the success of a marketing campaign during a certain period of time.

A marketing plan will typically include a description of your business's target audience, a summary of your business goals, a timeline of when you want these goals to be accomplished, and key performance indicators that you'll track to measure the success of your marketing efforts.

While there are general components that a marketing plan should typically include, this document will look different for every business. The specifics of your plan may differ depending on the products or services that you're promoting, your target audience, your budget, and other key factors.

Marketing plan vs. marketing strategy

Before we can get into the step-by-step process of writing a marketing plan, let's discuss the differences between a marketing plan and a marketing strategy.

Your marketing plan comes before the marketing strategy—outlining your business goals and what that strategy will entail.

A marketing plan also helps you figure out how you're going to:

  • Execute your marketing strategy
  • Allocate your budget
  • Keep track of the results

Your marketing strategy is how you're going to achieve your business's goals. It's the action aspect of your marketing plan. This includes how you'll get your products or services in front of prospective customers and how you'll convert those efforts into sales. The marketing strategy will detail the marketing channels you'll use and how you'll use them.

Having a marketing plan is essential for several reasons, such as:

Marketing plans help create clear goals

When you make a plan for your marketing strategy, it can help you hone in on your business's focus. You can clearly define what you want to achieve and how to do that most effectively.

By defining specific goals, such as increasing sales, expanding market share, improving retention, or launching a new product, you provide your team with a clear direction and purpose, aligning everyone toward common objectives.

Marketing plans provide new insight

Having a marketing plan is a great way to look at things from a new angle. If you've been using the same marketing strategies for a while and your sales have reached a standstill, maybe that means it's time to try something new. A marketing plan can provide new insight into how you can improve your business.

Marketing plans help track your success

No matter your marketing channels, you always need to track your success. A marketing plan can help you monitor performance to see what strategies are and aren't working and pivot as needed.

With a marketing plan in place, you can establish key performance indicators (KPIs) and metrics to measure the success of your marketing efforts. Tracking metrics like website traffic, conversion rates, and return on investment allows you to assess the effectiveness of your marketing initiatives and make data-driven adjustments to optimize performance.

Marketing plans stick to your budget

When you're trying to accomplish a goal, it can be easy to overspend. But when you have a marketing plan with your spending clearly defined, it'll be a lot easier to stay within your budget.

A well-defined marketing plan helps you allocate budget and resources strategically, ensuring that you invest in channels and tactics that deliver the most significant impact and align with your business objectives.

Marketing plans help identify threats and opportunities

There are always opportunities to improve your business, but there are also always threats that your business can face due to market changes and emerging competitors. This information can be used to plan how you'll take advantage of opportunities and counteract challenges.

Writing a comprehensive marketing plan involves several essential steps to ensure clarity, alignment with business objectives, and effectiveness in reaching target audiences.

1. Executive summary

The executive summary of your actionable marketing plan is a concise overview of your entire marketing plan, summarizing key components such as marketing goals, milestones, and strategies. It should provide a snapshot of your business's current state, competitive landscape, and overarching marketing objectives you aim to achieve.

2. Mission statement

Your mission statement articulates the core purpose and values of your business succinctly. It's essentially the “why” behind your business. A mission statement should be short and to the point while clearly conveying why your business does what it does.

A compelling mission statement guides your marketing efforts, telling your marketing team what your company stands for and resonates with your target audience, fostering brand loyalty and engagement.

3. Marketing objectives

Your marketing objectives should describe how you're going to achieve your business's goals. You should have S.M.A.R.T. objectives, which means they should be:

Here is an example of a S.M.A.R.T. objective: Generate X% of sales from X campaign by X date.

Each objective should align with broader business objectives and provide a roadmap for measuring marketing performance and success. For instance, objectives could include increasing brand awareness, generating leads, or driving sales within a specified timeframe.

4. Situational & SWOT analysis

Having a situational and SWOT analysis is crucial in a marketing plan. A SWOT analysis will analyze your business's:

  • Opportunities

Strengths and weaknesses are typically internal factors that come from within your business. Opportunities and threats are external factors that your business will face.

For example, a strength of your business could be that you have an experienced team passionate about the company. However, a weakness of your business could be that none of the team has experience with social media.

An opportunity for your business could be that your industry is growing, but a threat could be that competitors sell the same product as you at a lower price.

Being aware of these factors is important so that you can make fully informed decisions about what to do with your marketing strategy.

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5. Market research

The market research section of a marketing plan should provide an overview of your target audience and the market that you're selling to. This is a necessary step because it will help you obtain important information about your business landscape.

You need to figure out your buyer persona , which is who you want to buy your product or service. Understanding your buyer persona is key so you can make sure your products or services appeal to your target audience.

You'll also need to create a competitive analysis, which includes researching competitors to gain insight into their products, sales, and marketing strategies so you can see how yours compares.

One of the last steps in creating a marketing plan is to figure out your marketing budget. Without a clearly defined marketing budget, it can be all too easy to overspend, which can put your business at risk of financial instability. You must be spending wisely when it comes to your marketing strategy so you get the best return on investment.

Your budget should include all aspects of your marketing campaign, such as digital ads , social media , events, content, and any other aspects that make up your marketing strategy.

Consider all aspects of your marketing campaign, including advertising costs, content creation, website maintenance, and promotional events. Prioritize spending based on the channels and tactics more likely to yield a positive return on investment (ROI). Regularly review and adjust your marketing budget to optimize performance and adapt to changing market conditions.

7. Marketing strategy

With a solid foundation, develop a comprehensive marketing strategy outlining the specific marketing tactics and activities you'll employ to achieve your objectives.

Your overall marketing strategy might include multiple strategies for each type of marketing you plan to do. For instance, you might have a content marketing strategy, social media marketing strategy, search engine optimization (SEO) strategy, traditional marketing strategy, and so forth as part of your overarching company marketing strategy.

Your strategy should integrate insights from market research, SWOT analysis, and budget considerations to create a cohesive action plan.

To enhance marketing initiatives, define key messaging themes, communication channels, and promotional campaigns tailored to resonate with your target market. Implement tracking mechanisms to monitor performance metrics and evaluate the effectiveness of your marketing efforts.

By continuously refining your strategy based on insights and feedback, you can drive sustainable growth and success for your business.

Marketing plan template

A marketing plan template can be a useful tool when creating your first marketing plan. You can use it as a traditional or digital marketing plan template or for both. This template is a great starting point that you can then add on to and adjust as needed.

Essential for outlining and tracking your marketing strategy, download our free marketing plan template

Achieving your goals is much easier when you have some direction. Using Mailchimp's marketing plan template is one way to save time and help ensure you're on the right track as you get started.

business owner writing a business plan

Create your own marketing plan

A marketing plan can be highly valuable to your business. You might be apprehensive about devoting time and resources to put one together; however, investing the time now can pay off significantly in the long run.

After all, achieving your goals is much easier when you have some direction. Using Mailchimp's marketing plan template is one way to save time and ensure you're on the right track as you get started. Mailchimp can also be an asset with other digital marketing templates as you move forward with your marketing plan.

Mailchimp is a marketing platform that gives you access to various marketing resources—like marketing CRM software and marketing automation tools—that can help you grow and build your business.

Use these tools to create successful marketing campaigns, connect with your customers, and ultimately increase revenue for your brand. So whether you need help with email campaigns, social media marketing, or all of it, Mailchimp has you covered.

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  • How to Write a Strategic Marketing Plan (With Free…

How to Write a Strategic Marketing Plan (With Free Templates)

James Parsons

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Write a Strategic Marketing Plan

Businesses come in two forms: companies starting with a marketing plan and companies that languish without growth or progress for months or years.

A strategic marketing plan is a decisive, detailed document encompassing a plan to grow the business over time. It might sound like a lot of work, but it's necessary to build a brand.

After all, you wouldn't set out to climb a mountain with nothing but a walking stick, and you wouldn't try to play golf without knowing how to swing a club, so why would you run a business without knowing where to take it?

What Goes into a Strategic Marketing Plan?

A strategic marketing plan is three things.

1. First, it's a set of business goals. These are SMART goals, meaning they're specific, measurable, actionable, relevant, and time-bound. I  go into greater detail on setting clear goals in this post , so I won't dig deep into it here.


Imagine you're planning to drive from Los Angeles to New York City. You have a starting point and an ultimate destination, but you still need to know what route to take and where to stop along the way. Your business objectives are your destination and the stops you make along the way.

2. Second, your strategic marketing plan is your method . This is how you're going to get to your goals. I will spend the bulk of this post talking about it, so read on to learn more. Mostly, it's about itemizing your digital marketing channels, identifying how you plan to use them, and figuring out how they all work together to improve your overall business synergistically.

Marketing Channels

3. Third, your strategic marketing plan is the KPIs you use to reinforce the first two parts . It's the metrics you identify that form your key performance indicators, and it's how you measure them. How do you know what success means?

KPI Glossary

Your goals help you define what metrics to track and what levels they should reach using the channels you define in your plan.  It all works together .

Channels and Methods in a Strategic Marketing Plan

As a core part of your strategic marketing strategy, you need to outline the marketing channels you plan to use and how you plan to use them.

Setting your goals here is essential because it helps you identify your target audience. Once you know your target market, you can pinpoint where that audience exists and how you can reach them across various channels.

It doesn't do you any good to advertise on TikTok if none of your potential customers use the app, right?

You can generally divide your marketing channels into specific groups and categories. Each of these categories is broken down into particular channels, and each channel includes what you need to do using that channel, how to do it, and how often you'll be doing it, along with any other relevant information.

1. Paid Marketing Channels

Technically, all marketing activities are paid marketing. You decide between paying with your time or paying with your money.

Google Ads Dashboard

For this section, though, think about the channels you use by fueling them with money.

  • Google search ads.
  • Google display ads.
  • Facebook display ads.
  • Facebook boosted posts.
  • Twitter boosted tweets.
  • YouTube video ads.
  • Twitch video ads.
  • Ads on other social networks.
  • Ads on non-social advertising platforms.

Paid marketing is generally where a large portion of your marketing budget is going to go, so you need to be able to spend extra time on these. It would be best if you were careful with picking the KPIs you measure as well.

2. Social Marketing Channels

There are a ton of social networks out there, and they're all free to sign up, post organically, and interact with your community.

Linking Post to Social Media

  • Facebook , organic feeds, business pages, groups, and events.
  • YouTube , both for longer videos and for shorts.
  • Instagram , primarily for photos and videos.
  • TikTok , for that added dose of micro-video marketing.
  • Twitter , which is still one of the best customer service networks despite imploding.
  • Reddit , which ties in with content marketing and social marketing.
  • Tumblr  is experiencing a resurgence due to the aforementioned Twitter implosion.
  • LinkedIn , which can still be used for marketing in specific markets.
  • Pinterest , another heavily visual network specializing in certain markets.
  • WhatsApp  is one of the most extensive non-US-centric networks.

This selection is a very US-centric list, and it still just scratches the surface. But this is critical: you don't need to pick all of them.

In fact, the more you try to do at once, the less likely you are to pull off any of them effectively.

I recommend picking at most 3-4 of the networks most heavily used by your target audience and starting there. Once you've established patterns, habits, demographics, content pipelines, and practical strategies on those networks, you can expand into others for added reach.

3. Content Marketing Channels

Content marketing is the foundation of other kinds of marketing because all effective marketing relies, to some extent, on the content you produce. But, more than just "the content of the ads you run," content marketing requires you to create long-form blog posts, eBooks, videos, podcasts, and other media, to post for free on your website and around the web.

WordPress CMS

Content marketing requires a keen knowledge of SEO and how Google's search engine algorithms work. Your content plan also requires investment in content production, which often means hiring teams or gathering freelancers to do the work.

We create blog content that converts - not just for ourselves, but for our clients, too.

We pick blog topics like hedge funds pick stocks. Then, we create articles that are 10x better to earn the top spot.

Content marketing has two ingredients - content and marketing. We've earned our black belts in both.

That's paid work, of course.

Content marketing can also include your email marketing channels as well. You write content for your blog and share it across the web on social media.

You gather sign-ups for your newsletter and spread your news and content links in those regular email digests.

This also overlaps with paid marketing in the form of sponsored content , where you pay for your content to be published on other sites, often those with more exposure to your niche than you would have on your own.

4. Partnership Marketing Channels

Partnership marketing can include marketing channels where you create the content and marketing channels where you don't.

Channels, where you create the content, include things like guest posting . Guest posting is your content published on other sites because of a partnership or agreement you make with those other sites. Of course, if you pay money for it, it goes right back up into paid advertising. See how it all muddles together?

Partnering With Industry Leaders

On the other hand, channels where you  don't  create the content include things like:

  • Affiliate marketing , where you offer monetized links to anyone who is a content creator and wants to promote your content through their preexisting channels.
  • Referral marketing , where you allow your customers to earn rewards, points, or money for promoting you to others they know.
  • White label reselling , where you offer a version of your product with the serial numbers filed off for someone else to slap their brand sticker on and sell on their own, with you getting a cut.

Which (if any of these) are effective for  you  depends on  your  business, your audience, and your marketing plan. Your analysis of the niche and industry will help you determine whether or not it's worth pursuing any of them.

5. Putting It All Together

As you can see, there's a significant amount of overlap between all of these channels.

Every channel can work, but they all work better together than they do apart. Small businesses that try to create "the social media team," "the blog team," and "the SEO team" are generally doomed to have disjointed marketing and inconsistent content. Instead, you need teams that work together as one whole, overarching marketing team .

Experimentation  is key.

Conversion Value and ROAS

Part of your strategic marketing plan should be identifying which channels are most important and focusing on them first and foremost. Then, develop a roadmap of which channels to expand into (and when) when those metrics reach specific milestones. There's always going to be some flexibility here, but you need to be able to handle what's on your plate before you take on more.

Other Elements of a Strategic Marketing Plan

Of course, plenty goes into a strategic marketing strategy that isn't part of the marketing channels section.

Blog Plan

Let's run down what else you need.

  • Goals . I already mentioned this above, so head over to this link to learn more about setting marketing goals for your business.
  • A SWOT analysis. SWOT is a two-part, two-axis analysis of the Strengths and Weaknesses of your brand and the Opportunities and Threats of your position in the industry. Knowing these helps you identify where you can leverage your marketing efforts for the best effect and what you need to do to defend yourself against the competition edging in on your territory.
  • Executive Summary, Mission Statement, Values, and Vision. This is all high-level introductory content, meant not necessarily for you but for the people in your management team who work with you to implement the strategic marketing strategy. It's a bird's-eye level overview of what your company is, what you're trying to do, and the driving forces behind you.
  • Market Analysis. A specific itemized list of competitors, new and old. This can tie in with your SWOT analysis, or it can be its own set of information. You want some level of awareness of  what the competition is doing  and who they are, kept in one place for easy reference later.
  • Audience Information and Buyer Personas. This is information about who your audience is , who your ideal customers are, where to find them, what they like, what they dislike, and the value of reaching them. It's all very standard stuff for marketing, and I've written extensively on the subject.
  • Budgets. Money makes the world go-'round, and that's more true than ever in the realm of marketing. Whether you're bootstrapping yourself with growth hacks or you're leveraging venture funding to saturate a market, you have a finite amount of money, and you need to know where to spend it for the best effect.

All of this is put together into one comprehensive living document that grows, changes and is edited as information in it needs to change.

How to Set Your Marketing Budget

Budgeting your plan is an essential part of making sure that your plan is successful.

The most popular business promotion strategies are organic marketing, advertising, and partnerships.

Each has its unique advantages and disadvantages. Organic marketing is a cost-effective way to increase brand awareness and reach new customers. Advertising can be a powerful tool for reaching specific audiences and creating urgency around products or services. Partnerships leverage each other's networks and resources to promote both brands.

Budget Exhausted

Let's break these down in more detail to help you determine your budget for each:

  • Organic marketing is a great way to build trust with potential customers by providing helpful content while creating an organic search presence. Organic marketing involves content creation , social media, search engine optimization (SEO), and influencer marketing. These activities build relationships with customers and leads without requiring additional investments in advertising or partners. Organic marketing takes time and effort but can pay off in the long run. For this reason, I wouldn't recommend that newly established companies invest all of their marketing dollars into organic marketing strategies. Some of these don't pay off for months or years, and it's important to start building traction in parallel with some of the other marketing methods.
  • Advertising is a more targeted approach that helps businesses reach their target audiences quickly and more effectively than organic marketing. You can focus ad campaigns on specific demographics, regions, interests, or products. With this type of campaign, businesses can ensure their message reaches the right people at the right time. It's essential to track the effectiveness of your ad campaigns to ensure that you're getting the most out of your budget. Ads are effective at generating sales immediately, and you'll know pretty quickly if they aren't working. I think it's a good idea to invest in ads and slowly taper off by investing into other organic marketing strategies as your company grows.
  • Partnerships involve two companies working together to promote each other's brands, whether affiliate, referral, whitelabel, collaborations, private label, and so on. These collaborations are great for leveraging each other's networks and resources to gain exposure to new customers and drive traffic. This strategy can benefit both companies if they target similar audiences and have complementary products or services. However, it's necessary to ensure that both parties get something out of the partnership to remain mutually beneficial.

Organic marketing, advertising, and partnerships are all valuable tools for any business. Each has its benefits, but finding the right balance between them is necessary when developing your marketing strategy. The combination will depend on your target market, budget, and goals. Ultimately, maximizing your return on investment (ROI) is the goal.

Strategic Marketing Plan Templates and Examples

It's one thing to give you a bunch of theories and tell you to have fun, but it's another to give you tangible examples of what you can put together.

Marketing Plan Free Template

Here are a bunch of examples and marketing plan templates from around the web.

  • Ten Templates from . This post, in addition to running down through all the elements of a strategic marketing plan, also includes ten templates you can use to get started. The templates are based on a core concept, like the kind of business (restaurant, real estate ) or the kind of marketing (content, social), but they can give you a great idea of what you should be putting together for yourself.
  • A Plan and Template from Vital . There's only one template here, but it's one of the more comprehensive examples I've seen, and the article that accompanies it is fantastic.
  • Mayple's Marketing Plan Spreadsheet . This is a great example of how you don't actually need all of the wild graphical design and typography that some of these plans use in their templates. It's fine to work on that aspect, but making your plan look good doesn't have nearly as much of a tangible benefit as making it function properly.
  • HubSpot's Templates . It's HubSpot. If you don't already trust their expertise, I don't know what to tell you. Their templates range from basic to advanced, so there's something in there for everyone, though you may have to find related posts to dig into deeper templates and guidelines for some of the strategies they mention.

Do you have a favorite example or template of a strategic marketing strategy you've used? Have you put together something you're proud of or consider impressive? Feel free to let me know; I'd love to see it!

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James Parsons is the founder and CEO of Content Powered, a premier content marketing agency that leverages nearly two decades of his experience in content marketing to drive business growth. Renowned for founding and scaling multi-million dollar eCommerce businesses through strategic content marketing, James has become a trusted voice in the industry, sharing his insights in Search Engine Watch, Search Engine Journal, Forbes, Entrepreneur, Inc, and other leading publications. His background encompasses key roles across various agencies, contributing to the content strategies of major brands like eBay and Expedia. James's expertise spans SEO, conversion rate optimization, and effective content strategies, making him a pivotal figure in the industry.

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In today’s fast-paced business world, having a well-structured marketing plan is essential for the success of any venture. A marketing plan not only helps in promoting your products or services but also guides you in making informed decisions to achieve your business goals. However, creating a marketing plan from scratch can be a daunting task. That’s where a free marketing plan template and examples come in handy. In this article, we will provide you with valuable insights and resources to help you develop an effective marketing strategy for your business.

Table of Contents


A marketing plan is a comprehensive document that outlines your business’s marketing goals, strategies, and tactics for a specific period. It serves as a roadmap for your marketing efforts, helping you allocate resources efficiently and maximize your return on investment.

Understanding the Importance of a Marketing Plan

Before delving into the specifics of creating a marketing plan, let’s explore why it’s crucial for your business’s success:

Clarity and Focus

A marketing plan provides clarity on your business objectives and how to achieve them. It helps you stay focused on your goals and avoid unnecessary distractions.

Efficient Resource Allocation

With a well-defined marketing plan, you can allocate your budget, time, and manpower effectively. This ensures that you make the most out of your available resources.

Targeted Marketing

By identifying your target audience and their needs, you can tailor your marketing efforts to resonate with potential customers. This leads to higher conversion rates.

Measurable Results

A good marketing plan includes performance metrics that allow you to track your progress. You can analyze what’s working and what needs improvement.

Components of a Marketing Plan

Now, let’s break down the key components of a marketing plan:

Executive Summary

The executive summary provides an overview of your entire marketing plan. It should be concise and compelling, giving readers a reason to continue reading.

Market Research

Market research involves gathering information about your industry, competitors, and target market. It helps you understand market trends and customer preferences.

Target Audience

Identify your ideal customers and create detailed buyer personas. Knowing your audience allows you to craft tailored marketing messages.

Marketing Goals and Objectives

Set specific, measurable, achievable, relevant, and time-bound (SMART) goals. Objectives give your plan a clear direction and purpose.

Marketing Strategies and Tactics

Outline the strategies you’ll use to achieve your goals. Tactics are the specific actions you’ll take to implement these strategies.

Budget Allocation

Determine how much you’re willing to spend on each marketing activity. Budget allocation ensures you stay within your financial limits.

Implementation Timeline

Create a timeline that outlines when each marketing activity will take place. This helps you stay organized and meet deadlines.

Free Marketing Plan Templates

Creating a marketing plan from scratch can be time-consuming. To save you valuable time and effort, we’ve compiled a list of free marketing plan templates available online. These templates provide a framework that you can customize to suit your business needs.

Marketing Plan Examples

Sometimes, seeing is believing. We’ve gathered a selection of marketing plan examples from various industries. These real-world examples will inspire you and offer insights into how successful businesses structure their marketing strategies.

How to Use a Marketing Plan Template

Using a marketing plan template is straightforward. We’ll walk you through the steps of customizing a template to fit your business:

  • Choose a Template: Select a marketing plan template that aligns with your industry and business goals.
  • Fill in the Details: Input your business information, goals, and strategies into the template.
  • Customize: Tailor the template to suit your brand’s identity and messaging.
  • Review and Revise: Ensure all sections are coherent and aligned with your objectives.

Customizing Your Marketing Plan

A generic marketing plan won’t do justice to your unique business. Learn how to customize your plan to reflect your brand’s personality and resonate with your target audience.

Measuring and Adapting Your Marketing Plan

A successful marketing plan evolves with your business. Discover how to measure the effectiveness of your strategies and adapt to changing market conditions.

In conclusion, a well-crafted marketing plan is an indispensable tool for business growth. It provides direction, focus, and a clear path to achieving your marketing goals. Whether you’re a startup or an established enterprise, utilizing free marketing plan templates and examples can significantly streamline the planning process and set you on the path to success.

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Ian has marketed for some of the world's best-known brands like Hewlett-Packard, Ryder, Force Factor, and CIT Bank. His content has been downloaded 50,000+ times and viewed by over 90% of the Fortune 500. His marketing has been featured in Forbes, Inc. Magazine, Adweek, Business Insider, Seeking Alpha, Tech Crunch, Y Combinator, and Lifehacker. With over 10 startups under his belt, Ian's been described as a serial entrepreneur— a badge he wears with pride. Ian's a published author and musician and when he's not obsessively testing the next marketing idea, he can be found hanging out with family and friends north of Boston.

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Blog Marketing 25+ Marketing Plan Templates for Campaign Strategy

25+ Marketing Plan Templates for Campaign Strategy

Written by: Jennifer Gaskin Jun 28, 2023

Marketing Plan Templates

A marketing plan is a roadmap for promoting your business and achieving marketing goals. It outlines your target audience, strategies, tactics, budget and how you’ll measure success.

Every clever marketing campaign in history started with a humble plan. But they didn’t all start out with a well-designed and engaging plan. Make your marketing plan engaging and exciting for team members with the help of Venngage’s marketing plan maker .

Venngage is the go-to design platform for marketing pros. Create infographics, pitch desk, campaign reports and more with just a few clicks. Venngage can even help get your plans off the ground with dozens of beautiful and engaging marketing plan templates that can bring life to your next campaign.

Click to jump ahead:

Why do you need a marketing plan?

25 marketing plan templates & examples for crafting a winning campaign, how to write a marketing plan.

  • FAQs about marketing plans

Captivate & convince stakeholders with the help of marketing plans

A marketing plan is essential because it provides a clear angle for businesses to effectively promote their products or services, reach their target audience, and achieve their marketing goals. Organizations of all sizes need marketing plans for the same reason they need any other type of plan: Failing to plan means planning to fail. Today’s multi-channel marketing environment is not one that lends itself to flying by the seat of your pants.

Beyond organizing the marketing campaigns you want to launch, a good marketing plan involves researching your competitors and understanding your target audience. Both of these elements are fundamental to properly positioning your organization in the industry.

Free marketing plan example | Marketing strategy plan template | Marketing strategy template | Free marketing plan template | Simple marketing plan template | One-page marketing plan template | Marketing plan PowerPoint template | Content marketing plan template | Marketing campaign template | Social media marketing plan template | Social media planning template | Social media plan examples | Budget marketing template | Brand strategy template | Digital marketing plan template | Media plan template | Media plan example | Campaign plan template | Promotional plan template | Product launch plan template | Nonprofit marketing plan template | SEO marketing plan template | Mind map marketing plan template

Free marketing plan example

There’s no single way to make a great marketing plan, and excellent examples come from every imaginable industry. Here’s an example of a marketing plan you can build if you for your next campaign:

marketing plan template

Consider this nonprofit marketing plan template so you can be sure you’re regularly producing engaging content that’s effective at creating interest and advocacy for your cause.

Even though it’s a nonprofit marketing plan, you can definitely customize this template for your own business.

Let’s take a look at some more marketing plan templates you can use for your strategy, media planning, content planning and more.

Marketing strategy plan template

The heart of any good strategy is understanding what sets you apart. That’s true in many aspects of business, particularly in marketing, where the wrong messaging or positioning could make your organization seem irrelevant or uneducated.

In marketing, it is crucial to avoid conveying incorrect or misguided messages or positioning strategies, as they can lead to your organization appearing irrelevant or misinformed.

Marketing Plan Template

Use this content marketing strategy plan template to center market research and content planning , or update it to cover areas like target buyers and key performance indicators.

Maybe you’re not working on this plan by yourself. Once you upgrade to a Venngage Business account, you can enjoy exclusive Business features like real-time collaboration with your team members:

Everyone from your team will then be on the same page regarding the marketing strategy plan you have for the year.

Marketing strategy template

Before crafting a solid plan, it is important to have a clear understanding of the organization’s strategy. Developing successful strategies will provide the foundation for effective planning, enabling a better understanding of the industry and the organization’s position within it.

Marketing Plan Template

This marketing strategy template focuses on the organization’s current social media presence, which will allow team members to craft clever tactics for getting the company where it needs to be.

Related :  20+ Strategy Infographics for Business Planning, Marketing and Branding

Free marketing plan template

Create simple marketing plans for all your campaigns with free templates from Venngage. Upgrading to a business or premium account gives you access to outstanding features, but you can get started for free .

Marketing Plan Template

This simple free marketing plan template is a good starting place for organizations that don’t have tons of robust data and ones that don’t need to explain the state of their industry.

Simple marketing plan template

Some marketing plans can lean toward the simplistic. These types of presentations are helpful for distinct segments of broader campaigns, and they can be useful for organizing thoughts early in the planning stages.

Marketing Plan Template

This simple marketing plan template covers all the basics, including goals and timing.

You can see that the designer of this template adds some icons to make the design more visually appealing. You can keep the icons or easily switch them out to fit your content in just several clicks:

Venngage Editor - Replace Icons

One-page marketing plan template

While most comprehensive marketing plans consist of several pages, that’s not always required. One-page marketing plans can give your team all the salient information they need to do their jobs and ensure the success of the organization.

marketing plan template

This one-page marketing plan template uses the mind map format to organize marketing planning. Many outreach methods are covered, and color coding helps keep everything clear for the reader.

Related :  20+ Marketing Plan Infographics to Present Your Ideas

Marketing plan PowerPoint template

It’s not the newest kid on the block, but PowerPoint remains one of the most popular and useful pieces of office software.

Let’s take a look at this marketing budget proposal template:

Marketing Plan Template

You can customize this budget proposal template for your presentation to management and stakeholders for a new marketing campaign.

As a Venngage for Business user, you can present the slides directly on our editor by clicking “Present”, or you can export the presentation as a .pptx file that you can use on PowerPoint or Google Slides easily:

Venngage Editor - Download in PowerPoint

Content marketing plan template

When planning for content marketing, it is crucial to decide which channels your organization should target and determine the keywords that align with your organization’s objectives. Having a solid content marketing plan template can make it easier for organizations to replicate successful campaigns over time.

marketing plan template

You can easily add new pages or shift their order however you want.

If you don’t like the current colors or fonts used on this content marketing plan, you can change it to your brand colors or fonts in just a few clicks with  My Brand Kit .

Simply add your website and Venngage will pull the brand logos and colors automatically for you:

After that, you’ll have all your branding elements ready to be added to all of your designs:

Venngage My Brand Kit

Marketing campaign template

When crafting plans for a marketing campaign, it’s necessary to take a step back so your team can understand how the various planks of the campaign work together.

Marketing Plan Template

This marketing campaign template provides a comprehensive look at an organization’s entire content marketing ecosystem. It could be updated for any other channel, though, including social media , SEO and others.

Social media marketing plan template

Social media marketing plans can be quite detailed or they can be broad. There’s no right answer, except that you should be doing social media marketing.

Marketing Plan Template

Organize your social media marketing campaign with this friendly, engaging presentation. Add details or keep things high-level if that’s right for the audience for your plans.

Social media planning template

Social media remains one of the most mission-critical channels for marketers. If your organization has no social media plans, you will miss out on the unbeatable impact of social media.

Click to see the full template you can use for your social media marketing strategy :

Marketing Plan Template

Make sure your social media strategy is on-point with this infographic that covers where to post, when to post and how to post on a variety of the most popular platforms.

Related : 10 Tips to Make Eye-Catching Infographics for Social Media

Social media plan examples

It’s important to have a presence on the social media channels that your target audience prefers to connect with, but remember that each platform has its own unique characteristics.

Here are some examples of social media plans to demonstrate the distinctiveness required for crafting Facebook and Instagram strategies and posts, even though they belong to the same company now.

Marketing Plan Template

Make your Facebook posts more engaging by adding images. It’s been well-established that posts including images have far higher engagement rates than text-only posts.

marketing plan template

Use this template to build an Instagram post carousel, which happens to be the most engaging type of post on Instagram, according to researchers .

Budget marketing template

Depending on the audience for your marketing plan presentation, including the campaign or department budget can be useful.

marketing plan template

If your goal is to show return on investment, it’s wise to hold the actual investment amount until the end of the presentation and then revisit the overall strategy compared to the money the organization will spend.

Brand strategy template

Ensuring the correct positioning of your organization in the market is critical, as it prevents unnecessary competition with other companies for the wrong audience. Consider incorporating your organization’s brand strategy and analyzing past results as you craft your marketing plans.

Marketing Plan Template

This brand strategy presentation is ideal for companies looking to improve on previous campaigns as they strengthen their awareness in the industry.

You can see that this one is in the form of a presentation which you can easily export as a .pptx file to use on PowerPoint.

For some of our recommended marketing templates that are in proposal format ( like the one right below ), you can download them as a PDF or Interactive PDF (to keep the clicks clickable) and easily send them to management or stakeholders.

Digital marketing plan template

Digital marketing plan templates can cover all the outreach your company is doing, or they can focus on a single, big effort or campaign.

Marketing Plan Template

This digital marketing plan template would be ideal for marketers and organizations that are taking one big swing with their digital marketing efforts. In this case, it’s a viral video, but this type of template would be useful for any other large-scale campaign.

Media plan template

Most organizations’ social media accounts provide a treasure trove of data, and you should use that information to guide your planning. Try templates that give you a chance to capitalize on the rich data you’re generating.

Marketing Plan Template Social Media Proposal

The modern, urban design of this social media plan template is ideal for companies that marketing across a variety of social media platforms.

Media plan example

Regardless of the venue, it’s important to do thorough planning when it comes to your media outreach efforts. And in most cases, your media plan presentations should reference every channel you’ll use to get eyes on your content.

Marketing Plan Template

This media plan example presentation covers SEO and link building , but it’s easy to customize for the platforms your organization uses in its marketing campaigns.

Campaign plan template

To ensure effective coordination and informed tactical decisions, it is important for marketers to keep all the moving pieces of their campaigns organized and provide their teams with the necessary information. When it comes to campaign plan presentations, it is advisable to create comprehensive and detailed presentations rather than brief ones.

Marketing Plan Template

This campaign plan template includes goals, competition research, target personas and the overall content plan. But it goes a step further by including an editorial calendar that covers the full year, as well as exploring the content workflow.

Promotional plan template

Sales and other promotional events are significant drivers of traffic for companies operating in sales or subscription-based models. However, clear communication is crucial for companies to avoid missing out on important revenue.

marketing plan template

Use this promotional plan template to organize the strategy and execution of your company’s efforts to increase sales, boost engagement or sell more products .

Product launch plan template

Bringing a new product to market is an exciting and often scary prospect. If even a small task goes off the rails, you could miss your window for capitalizing on a trend or beating a competitor to market.

marketing plan template

Keep your product launch on track with this product launch plan template. Customize your timeframe, going as far back in time as needed.

Related : 7 Ways to Show Product Value Using Infographics

Nonprofit marketing plan templates

Nonprofit organizations have unique needs that make their marketing efforts especially challenging. But given their structure and the fact that they rely on donations, marketing plans are particularly critical for nonprofits.

marketing plan template

Consider investing in high-quality photography of the people your nonprofit helps. Nonprofit marketing plans can be incredibly impactful if the reader can get a glimpse of the lives being changed.

marketing plan template

This nonprofit marketing plan template also makes the most use of photos but adds an editorial calendar and promotional workflow for a more detailed, content-focused campaign.

SEO marketing plan template

With search engine algorithms constantly changing, it becomes challenging to keep track of SEO optimization without consistent and effective planning. If your organization heavily relies on search traffic, consider creating an SEO marketing plan template to guide your SEO efforts.

marketing plan template

SEO marketing plan templates should include technical information like performance indicators as well as tactics that will be used to improve the organization’s SEO.

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Mind map marketing plan template

Mind maps are a popular type of visual design that can help people grasp a complex topic quickly. By having all topics emanate from a central area (the mind), readers can see connections between areas they might not have noticed otherwise.

You may notice that we’ve introduced a  one-page marketing plan template in mind map form above, and here’s another example:

marketing plan template

This simple mind map marketing plan template covers four channels, but it could be easily changed to expand to other areas of your company’s marketing strategy.

To write a marketing plan, begin by clearly defining your objectives and target audience. That should be able to help you to conduct thorough market research and analyze your competitors.

Marketing plans can be brief, covering a single campaign, or they can be long-term, detailing your marketing efforts for an entire year.

Here’s a look at the steps involved in creating a marketing plan:

  • Write a simple executive summary
  • Set metric-driven marketing goals
  • Outline your user personas
  • Research all of your competitors
  • Set accurate key baselines & metrics
  • Create an actionable marketing strategy
  • Set tracking or reporting guidelines
  • Make it look professional with a marketing plan template

For detailed step-by-step instructions on how to create a marketing plan, read our blog: What is a Marketing Plan and How to Make One?

FAQs about marketing plan templates

What are the 7 elements of a marketing plan.

Most successful marketing plans will cover the seven Ps:

  • Product: What good or service are you marketing?
  • Price: How much does it cost, and how does it compare to others in the industry?
  • Promotion: What channels will you use to reach consumers?
  • Place: Where is your product or service sold?
  • Packaging: How does your product or service appear from the outside?
  • Positioning: What is the perception consumers have of your product or service?
  • People: Who in your organization will do each task related to the plan?

Marketing plans are not set-it-and-forget-it pursuits.

You must constantly evaluate and adjust what you’re doing based on how campaigns are performing but also on industry changes. Tracking results and adjusting your plans will help you get the most out of your marketing efforts, says business speaker and author Brian Tracy .

Marketing plan design tips

Adding visuals to your marketing plan or using one of the many marketing plan templates on this page is a good way to keep your audience engaged. Here are a few more tips for creating your marketing plan:

Understand your audience: It’s often helpful to create a theoretical persona to describe your target market. Give them a name, a job and even a picture.

Marketing Plan Template

Keep it simple: Brevity is the soul of wit, and when you’re trying to grab attention, using high-level metrics and simple goals is a good way to make information sticky.

Marketing Plan Template

Visualize data: Good marketing plans rely on real-world data, but just listing numbers doesn’t take full advantage of the power of visual communications. Use charts, tables and other data visualization to bring numbers to life.

Marketing plan templates come in every shape, size, color and design style you can imagine. Use one of the templates here or let your imagination run wild.

You can sign up for a free Venngage account and try out one of our free marketing plan templates , or upgrade to Business to enjoy all Business exclusive features like real-time collaboration, one-click branding, PowerPoint file export and more.

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11 marketing strategy templates for annual planning

Last updated: March 2024

A well-defined marketing strategy sets the overall plan for how you will reach your target market and explain the benefits of using your product or service. Establishing your marketing strategy is key to ensuring the campaigns you launch and the activities you manage will deliver the best results.

Strategy templates are a great way to capture and communicate what you know about the market and your long-term approach. They make it easy to define your goals , identify your target market, describe where your offering fits in the market, and understand your competition. This collection of marketing strategy templates in Aha! software will help you get started planning your approach. The bundle includes templates and guided examples for capturing your:

Executive summary

Marketing goals

  • Target audience
  • Competitive analysis
  • SWOT analysis
  • Product positioning
  • Marketing calendar

Create a brilliant marketing strategy in Aha! software. Sign up for a trial .

Marketing strategy large

Start using these templates now

Later on in this guide are additional resources — including Excel and PowerPoint marketing plan templates that you can download and customize. Each one addresses a unique aspect of your strategy. Combined, they can be used to showcase your comprehensive understanding of the market and your strategic plans .

Explore the sections in this guide:

The key components of marketing strategy

10ps marketing matrix template, marketing goals template, marketing initiatives template, target market template, market analysis template, swot analysis template, positioning strategy template, marketing mix template, buyer personas template, competitor analysis template.

A marketing strategy is based on deep research and analysis, factoring what can positively or negatively impact your business success. This research forms the foundation of your overall marketing plan and sets the direction for how to achieve your company’s vision, mission, and business goals.

You will need to update your strategy as market and business conditions change. This allows you to respond quickly to new opportunities and challenges. It also ensures that your marketing activities stay closely aligned with the company’s overall objectives.

The table below defines the key components of an overarching marketing strategy. You will find these core building blocks in the templates included in this guide.

Define a set of time-bound and measurable that support your overarching business goals.

Capture the high-level efforts needed to achieve your marketing goals and the timeline for completing them.

who share common characteristics and the marketing approach for each one.

External market factors that could impact the success of your business.

Make better marketing decisions based on your .

Articulate where your product fits in the market, what sets it apart, and why customers should care about it.

Define the right to promote your product (often using the 10Ps model).

Create a detailed description of your ideal so you can develop relevant market campaigns and content.

Identify other companies competing in your market and rank them based on their strengths and weaknesses.

Aha! software helps users create relevant pivot reports with just about any data they have on hand.

This screenshot is an example of the kind of reporting you can do in Aha! software. Marketing teams can create similar views, tailoring them to their marketing-specific goals.

Introduction to marketing strategy

What is a marketing strategy?

Marketing teams need strategy too

Marketing strategy vs. sales strategy

Marketing strategy vs. marketing plan

Marketing strategy vs. go-to-market strategy

HubSpot: How to Create a Complete Marketing Strategy in 2024

Investopedia: Marketing Strategy: What It Is, How It Works, and How to Create One

Semrush: Marketing Strategy 101: A 7-Step Plan for Beginners

Marketing strategy templates

From positioning to personas, this guide includes several templates that will help you build your marketing strategy. You can choose from dynamic whiteboards in Aha! software , Excel, and Powerpoint templates.

A 10Ps marketing matrix is useful for identifying ways to improve your marketing strategy when launching a new product or offering. By examining the 10Ps — product, price, promotion, place, people, process, programs, physical environment, partners, and positioning — you can take a holistic view of your approach. Get started with the template below.

10Ps marketing matrix large

Start using this template now

This template is designed to help you set annual strategy and show the success metrics for each goal. It is useful, for example, when you need to provide an overview of your marketing strategy to executives or advisory boards. You can also use this template to align the marketing team around a common set of objectives.


Use this template to visualize the high-level work needed to achieve your marketing goals. You can change the color of each bar to track the status of your initiatives. This makes it easy to share your planned initiatives and report on the progress. It also provides the marketing team with high-level direction for planning activities such as go-to-market launches , campaigns, and content.

marketing initiatives roadmap

Identify your target market using this segment profile template. It captures the geographic, demographic, and behavioral characteristics of each customer segment. It also allows you to assess the market opportunity for potential and existing segments by including important information, such as market size, growth potential, and risk factors.

segment profile template

Analyze market factors that could negatively impact your business success. This template is based on Porter’s 5 Forces model, so you can capture existing and potential threats. It allows you to create a realistic marketing strategy that considers external factors beyond your control.

porter's 5 forces template

Use this marketing SWOT analysis template to identify key strengths, weaknesses, opportunities, and threats. Assess the effectiveness of your product and your overall marketing approach. Identify what you are doing well and where you can improve to keep your marketing strategy relevant.

Simple SWOT matrix Excel template

Use this positioning template to capture your vision and mission. Articulate the unique value your product provides and the challenges it solves. This keeps your company and product messaging consistent and helps the marketing team develop campaigns and content that resonate with your target customers.


This template is a downloadable, simplified version of the 10Ps marketing matrix. It is useful way to describe the attributes that make up your overall marketing mix, such as price, place, promotion, people, and product. Capturing this information in one place lets you show how each element contributes to your marketing approach.


Use this buyer persona template to put a human face on your target customers. It allows you to capture important insights about what each persona wants and needs. Include relevant details, such as each persona’s goals, challenges, likes, and dislikes. This helps the marketing team understand who they are talking to so they can create targeted messages that resonate with potential buyers.


Use this template to visualize the market landscape. It allows you to identify competitors and rank them based on their strengths and weaknesses. By understanding the alternatives available to your customers and where you fit in the overall market, you can define strategies that address the needs of your target market better than your competitors.


Whether you are creating positioning documents or conducting competitor research, these templates are great starting point. Connect the dots between strategy and action by switching to a purpose-built product development software to conduct all of your market research, set your goals, and then build your product plans — all in one place.

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  • What is a business model?
  • What is customer experience?
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  • What is a customer journey map?
  • What is product-led growth?
  • What are the types of business transformation?
  • What is enterprise transformation?
  • What is digital transformation?
  • What is the role of product management in enterprise transformation?
  • What is a Minimum Viable Product (MVP)?
  • What is a Minimum Lovable Product (MLP)?
  • What is product vision?
  • How to set product strategy
  • What is product-market fit?
  • What is product differentiation?
  • How to position your product
  • How to price your product
  • What are product goals and initiatives?
  • How to set product goals
  • How to set product initiatives
  • What is product value?
  • What is value-based product development?
  • Introduction to marketing strategy
  • Introduction to marketing templates
  • What is a marketing strategy?
  • How to set marketing goals
  • Marketing vs. advertising
  • What is a creative brief?
  • How to define buyer personas
  • Understanding the buyer's journey
  • What is competitive differentiation?
  • 10Ps marketing matrix
  • 2x2 prioritization matrix
  • Business model
  • Customer journey map
  • Decision log
  • Decision tree
  • Fit gap analysis
  • Gap analysis
  • Lean canvas
  • Marketing strategy
  • MoSCoW model
  • Opportunity canvas
  • Porter's 5 forces
  • Pricing and packaging research
  • Pricing plan chart
  • Pricing strategies (Kotler)
  • Product vision
  • SAFe® framework
  • Scrum framework
  • Segment profile
  • SMART goals
  • Strategic roadmap
  • Strategy mountain
  • The Aha! Framework
  • Value proposition
  • VMOST analysis
  • Working backwards
  • Collections: Business model
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  • Collections: Objectives and key results (OKR)
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  • Collections: Marketing messaging
  • What is product discovery?
  • How to do market research
  • How to define customer personas
  • How to research competitors
  • How to gather customer feedback
  • Asking the right questions to drive innovation
  • Approaches table
  • Customer empathy map
  • Customer interview
  • Customer research plan
  • PESTLE analysis
  • Problem framing
  • Product comparison chart
  • Pros and cons
  • Collections: Customer research
  • Collections: Competitor analysis
  • Collections: Marketing competitor analysis
  • How to brainstorm product ideas
  • Brainstorming techniques for product builders
  • Why product teams need an internal knowledge hub
  • Why product teams need virtual whiteboarding software
  • How to use an online whiteboard in product management
  • What is idea management?
  • 4 steps for product ideation
  • How to estimate the value of new product ideas
  • How to prioritize product ideas
  • What is idea management software?
  • Introduction to marketing idea management
  • How to gather marketing feedback from teammates
  • Brainstorming new marketing ideas
  • How to estimate the value of new marketing ideas
  • Brainstorming meeting
  • Brainstorming session
  • Concept map
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  • Ideas portal guide
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  • Sticky note pack
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  • Roadmapping: Your starter guide
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  • Marketing roadmap
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  • Product portfolio roadmap
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  • How to choose a product roadmap tool
  • How to build a brilliant roadmap
  • What to include on your product roadmap
  • How to visualize data on your product roadmap
  • What milestones should be included on a roadmap?
  • How often should roadmap planning happen?
  • How to build a roadmap for a new product
  • How to build an annual product roadmap
  • How to customize the right roadmap for your audience
  • Product roadmap examples
  • How to report on progress against your roadmap
  • How to communicate your product roadmap to customers
  • What is a content marketing roadmap?
  • What is a digital marketing roadmap?
  • What is an integrated marketing roadmap?
  • What is a go-to-market roadmap?
  • What is a portfolio marketing roadmap?
  • How to choose a marketing roadmap tool
  • Epics roadmap
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  • Collections: Product roadmap
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  • What is product planning?
  • How to diagram product use cases
  • How product managers use Gantt charts
  • How to use a digital whiteboard for product planning
  • Introduction to release management
  • How to plan product releases across teams
  • What is a product backlog?
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  • What is requirements management?
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  • What is a product feature?
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  • Common product prioritization frameworks
  • JTBD prioritization framework
  • Introduction to marketing plans
  • What is a marketing plan?
  • How to create a marketing plan
  • What is a digital marketing plan?
  • What is a content marketing plan?
  • Why is content marketing important?
  • What is a social media plan?
  • How to create a marketing budget
  • 2023 monthly calendar
  • 2024 monthly calendar
  • Feature requirement
  • Kanban board
  • Market requirements document
  • Problem statement
  • Product requirements document
  • SAFe® Program board
  • Stakeholder analysis
  • Stakeholder map
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How to Write a Marketing Plan: A Comprehensive Guide [w/ Template]

Chris Getman

Trying to market your business without a plan is a little like going on a road trip without GPS. You’ll end up somewhere, but it’s anyone’s guess where — and you might find yourself worse off than when you started.

Let’s not let that happen.

In this article, newly updated for 2023, we’ll give you all the information you need to write a marketing plan — plus a free template and planning worksheet you can use to help ensure that your business gets where it needs to go. We’ll be focusing on digital marketing, but the strategies and concepts can be expanded to encompass your entire marketing department.

9 Reasons You Need a Marketing Plan

For today’s marketers, creating an integrated marketing plan that includes paid digital marketing (PPC) , social media marketing, content marketing, email marketing, and SEO — all tenets of a strong inbound marketing strategy — is necessary in order to attract and convert new customers online.

Here are nine important benefits of creating a marketing plan:

  • Goal Setting: A marketing plan will help your business define its marketing objectives and set measurable goals. It provides a clear roadmap of what you aim to achieve in terms of lead generation, sales, market share, brand awareness, customer acquisition, or other specific targets.
  • Strategic Direction: A good marketing plan outlines the overall strategy and approach that your business will take to promote its products or services. It will help you identify your target audience, understand their needs and preferences, and develop strategies to effectively reach and engage them.
  • Budgeting and Resource Allocation: A marketing plan assists in effectively allocating resources such as budget, personnel, and time. It will help your team prioritize marketing activities and distribute resources based on their importance and potential return on investment (ROI).
  • Market Analysis: A marketing plan requires you to conduct thorough market research and analysis. This process will help you gain insights into the state of the market you’re in, including customer demographics, behavior, competitors, and industry trends.
  • Competitive Advantage: When you create a marketing plan, you’ll define and leverage your unique selling proposition (USP) or competitive advantage. This will empower you to position your products or services effectively in the market and differentiate yourself from competitors, leading to a stronger market presence.
  • Consistency and Integration: A marketing plan ensures consistency in branding, messaging, and customer experience across various marketing channels and touchpoints.
  • Risk Mitigation: Developing a marketing plan will help your business anticipate potential risks and challenges in the market. By analyzing market conditions, competitive threats, and changing customer needs, you will be able to proactively develop strategies to mitigate risks and adapt to market dynamics.
  • Measurement and Evaluation: A marketing plan establishes key performance indicators (KPIs) and metrics to measure the effectiveness of marketing initiatives. It provides a framework for tracking and evaluating marketing performance, enabling you to identify successful strategies, make data-driven decisions, and continuously improve your marketing efforts.
  • Long-term Sustainability: A well-structured marketing plan paves the way to long-term growth and sustainability. It promotes a strategic mindset, encourages proactive marketing initiatives, and ensures that your business stays responsive to changing market conditions, customer demands, and emerging trends.

The steps you take today to create a functional and straight-forward marketing plan will lay the foundation for your year ahead, helping you to achieve measurable, quantifiable results.

Let’s take a look at how your marketing plan should be structured.

Marketing Plan Outline

Here are the 11 sections that should be in every digital marketing plan.

  • Business Summary: Provide an overview of your business, including your headquarters, mission statement, and members of your marketing team.
  • Executive Summary: Highlight key points of your marketing plan for easy reference.
  • Business Goals: State what overarching business goals your marketing activities will support.
  • Market Analysis : Provide information about the current state of the market as it pertains to your business. Include a SWOT analysis identifying your company’s strengths, weaknesses, opportunities, and threats.
  • Competitive Analysis : List your main competitors, along with relevant information about their brands and positions in the marketplace.
  • Target Market: Include detailed buyer’s personas that cover the types of buyers you will be marketing to.
  • Unique Selling Proposition (USP): Explain what sets you apart from the competition in a way that leads your audience to choose you over the others.
  • Marketing Initiatives: Identify the major marketing initiatives or projects you will focus on in order to support your business’ overarching goals.
  • Marketing Channels: Explain what channels you will use to launch your marketing initiatives.
  • Measurements and KPIs: Detail how you’ll be tracking the progression of your marketing plan.
  • Budget: How much money will the business allocate to the year’s marketing activities?

How to Create a Marketing Plan

Now that you know what to include in your marketing plan, let’s dive into the step-by-step process of creating one.

1. Write your business summary

In theory, this should be the easiest step in creating your marketing plan. That’s because everything this section contains pulls from information many companies already have documented, including creative marketing ideas . However, it’s not uncommon to discover some gaps when the time comes to sit down and start writing. Here is what you should include in your business summary:

  • Company name
  • Headquarters
  • Brief overview of what market category your company is in and what products or services you provide
  • Mission statement
  • Marketing team members

Pretty straightforward — unless your company lacks a mission statement. If that’s you, now is the time to create one. Start with your business overview. That might look something like this example for a fictional company:

“Eco Eats manufactures 100% biodegradable, compostable disposable plates, cutlery, cups, and straws.”

Next, ask “why?” What is the purpose of your business? What problem are you trying to solve? What’s your vision for the future?

Once you have your “why,” move on to your “how.” What concrete actions is your company taking to achieve your purpose?

Put the two together, and you have a mission statement. Here’s an example mission statement for Eco Eats:

“At Eco Eats, our mission is to empower food service organizations to reduce their carbon footprint and contribute to the stewardship of our environment by providing a cost-effective alternative to single-use plastics.”

Your mission statement might be a little longer or a little shorter, but you should strive to make it as simple and easy-to-understand as possible.

2. Do your market research

In order to write an effective marketing plan, you need to understand the climate of the market you’re operating in. This includes the size of the market — dollars spent, quantity of products sold, and overall number of customers or consumers — as well as any trends and conditions that are affecting the market, for better or for worse. Even if you’ve done this sort of research before, you’ll need to refresh it yearly for your marketing plan.

Along with this general information, the Market Analysis section of your plan should include an analysis of your company’s current status in the market. To get there, you’ll include what’s known as a SWOT analysis, detailing your business’ strengths, weaknesses, opportunities, and threats.

marketing plan

A SWOT analysis is a standard component of any business or marketing plan. The SWOT analysis will help you understand what differentiates you from your competition and how you should position yourself in the market. It will also help you develop your messaging and your unique selling proposition. Brutal honesty is imperative for a truly insightful SWOT. Use bullets and aim for 4-5 in each section. Limiting your lists will help you to focus on the most critical points and help retain focus.

In addition to completing a SWOT for your overall marketing plan, it’s helpful to do a SWOT analysis for the different segments within your marketing plan.

For example, as we will discuss further down in this piece, content marketing, social media, and SEO will all be important parts of your overall inbound marketing plan and would benefit from SWOTs of their own.

3. Research the competition

In order to determine the likelihood of success and define your marketing strategy, you need to understand the competition. In the world of digital marketing , there are a handful of strategies that can be useful when researching competitors. Using email and social media while surveying the content landscape will give you an immense amount of knowledge about your industry.

Here are some quick tips to help you understand who you’re up against:

  • Subscribe to receive your competitors’ emails.
  • Follow your competitors on Twitter, Facebook, LinkedIn, Instagram, and any other social media site where you can find them.
  • Examine what content your competitors are creating — who it is aimed at, how often it’s produced, who is writing it, what the content topics are, etc.
  • Use a tool like SpyFu to identify what keywords your competitors are ranking for organically and targeting with paid search advertising (PPC).

A screenshot from SpyFu showing the top paid search ads for Vegware, a producer of plant-based food and drink packaging.

Here’s an example of some competitive research for our fictional company Eco Eats, showing the top performing paid search ads for a (real) company that produces plant-based food and beverage packaging. You can use research like this to inform your own paid search strategy.

It’s important to note that many companies have two different kinds of competitors: those you compete against for actual customers and digital marketing competitors. Digital marketing competitors are companies that target the same keywords and/or audience segments online. While you might not directly lose customers to these competitors, they can make it harder for you to meet your goals for website traffic, conversions, and online leads. Both types of competitors should be accounted for in the Competitive Analysis section of your marketing plan.

For more on digital marketing competitors, read up on Competitive Research in SEO from Moz .

4. Create buyer personas

When it comes to writing your digital marketing plan, creating buyer personas will help you understand:

  • Who you are marketing to
  • What their pain points are
  • Where they spend time online
  • And a number of other demographic traits

This information will help you personalize your marketing materials so they are targeted and highly relevant to your audience segments.

Remember: You aren’t trying to catch every fish in the sea. You’re only trying to catch the ones you want, the ones you are targeting because they have the strongest potential to turn into leads. Your net doesn’t need to be wide — it needs to be precise.

For more guidance on this step of creating your marketing plan, check out our guide to creating buyer personas .

5. Write your unique selling proposition (USP)

Now that you know all about the market, your competitors, and your buyers, it’s time to turn inward and create a USP. This section of your marketing plan defines what makes you different and better than your competition, and why your target audience should choose to buy from you. Knowing and communicating your USP is critical if you want to beat your competition and solidify your company’s value in the marketplace.

Like the rest of your marketing plan up to this point, your USP should be revisited at least once a year. What made you stand out when your business was founded may not hold the same value in today’s market.

For tips on formulating your USP, check out The Ultimate Guide to Finding Your Unique Selling Proposition .

6. Define your goals

If you’ve been following along since our marketing plan outline, you may have noticed that we skipped a few of the items on the list: the executive summary and the goals. That’s because, while the executive summary is the second section of your marketing plan, you can’t actually write it until you’ve created the rest of the plan. And it’s important to do the research steps we’ve already covered before you move on to setting goals.

Your goals should start with the high-level outcomes your business needs to achieve in order to support sustainable growth. In digital marketing terms, that usually means increasing online leads and/or sales by a certain percentage. You can then break those high-level goals down into sub-goals that will help ensure your overall success. For example, if you want to increase your leads, sub-goals might be:

  • Increase website traffic by 50%
  • Increase online conversion rate by 25%

Be sure not to confuse goals with tactics. If your goals are what you want to achieve (e.g. to increase traffic by 50%), your tactics are the steps you’ll take to reach your goals. Creating a content marketing calendar to rank organically for more high-value keywords is an example of a tactic that will help increase site traffic. Your tactical plan is the next step in writing your marketing plan.

7. Describe the initiatives and projects you’ll undertake to achieve your goals

We just gave one example of a tactical project you might include in your marketing plan — creating a content marketing calendar. To complete this step in writing your plan, you’ll examine each of your strategic goals and create your roadmap for how to get there. Other examples of digital marketing initiatives and projects that might be included in a marketing plan include:

  • A website redesign to improve user experience (UX) and increase conversion rates
  • A paid advertising (PPC) initiative to drive traffic, promote your content, and increase conversions
  • An email lead nurture campaign to increase calls to your sales team

In your marketing plan, you should name each initiative or project along with a description of the steps you’ll take to complete it. Make sure to define what success looks like so your team has a clear destination in mind.

8. List your marketing channels

For each of your tactical projects or initiatives, provide information about where and how you’ll launch them. Some projects might have only one marketing channel associated with them — for example, email marketing. Others might have multiple channels. Examples of digital marketing channels include:

  • Pages on your website
  • Your website’s resource center
  • Guest blogging
  • Paid search advertising on Google, Bing, or other search engines
  • Paid display advertising on Google’s display network
  • YouTube videos and/or advertising
  • Organic and/or paid social media

9. Create your plan for tracking, measuring, and reporting on success

Each of your marketing initiatives should be associated with measurable key performance indicators (KPIs) that you’ll track and report on in order to determine what’s working and what’s not. This is a critical component of your marketing plan. Here are some examples of KPIs you might want to report on:

  • Email open rate, click rate, click-through rate, and response rate
  • PPC cost per click, conversion rate, and leads and/or revenue generated
  • Organic keyword rankings
  • Website traffic by page
  • Video engagement

When at all possible, set up full-funnel attribution for your initiatives so that you can track which interactions actually lead to increases in sales and revenue. In fact, even before you have implemented your strategy, you should be measuring to establish your baseline. What have you done in the past and what were the results? How can those strategies shift to improve ROI?

It’s important to note that you should plan on reporting on your KPIs at least monthly — and as often as weekly for rapidly changing metrics like PPC and email results. (It typically takes much longer for organic rankings to show results.) And don’t be afraid to change course based on what your reports tell you.

10. Set your budget

Beginning with your overall marketing budget, the next step in writing your marketing plan is to determine how much money to allocate to each marketing initiative and platform. Be sure you have enough available to achieve the results you want in each area. If you’re not sure what your marketing budget should be, you can benchmark against other businesses in your industry, or start from the very rough “rule of thumb” of spending 10% of your expected revenue on marketing — and then adjust for the realities of your business.

In general, your budget will depend on factors such as:

  • Stage of development (start-ups may need to spend a higher percentage of their projected revenue on marketing than long-established businesses)
  • Company revenue
  • Overall expenses
  • Brand awareness (the less people are aware, the more you’ll need to spend on marketing)
  • Marketing goals and initiatives

Like your marketing plan as a whole, your budget should have some flexibility built into it in order to respond to what’s working throughout the year. For example, if your paid advertising campaigns are demonstrating strong, measurable increases in revenue, you’ll want to double down and increase your PPC budget accordingly. Or, on the other hand, you may realize that your budget for content marketing isn’t sufficient to get the results you want. You’ll either need to increase the budget or revise your content marketing strategy.

For more guidance, read our post on planning a marketing budget (with a handy template) .

11. Write your executive summary

Now that you’ve done all the hard work of researching and planning your marketing goals, initiatives, platforms, and budget, it’s time to sum it all up for easy reference. The executive summary is the second section of your marketing plan, and it is arguably one of the most important components.

That’s because the plan itself is a pretty lengthy document, and it’s going to be read by different people in different roles, from your CEO to your marketing agency partners to your investors, and so on. It’s important to give everyone an easy-to-understand overview to increase the chances that they’ll actually read the whole thing, and that they’ll understand the big picture when they do.

Your executive summary should be one or two pages long. Here’s what to include:

  • Overview : Write a compelling introduction setting the stage for your marketing plan. Treat this section as a short, engaging narrative that tells the story of where your company stands, where it’s going in the next year, and what role marketing will play in that journey.
  • Market Summary: Explain the main findings from your market analysis and competitive research.
  • Customer Summary: List your different buyer persona types along with a summary of their buyer’s journey with respect to your company’s products and services. How do they become aware of the problems or pain points you solve? How do they go about researching solutions? How will you reach them, and why will they choose your brand over the competition?
  • Budget Breakdown: Provide your overall marketing budget and a line-by-line breakdown by initiative.
  • Goals and Strategies: Briefly summarize your marketing goals and the high-level strategies for achieving them.
  • Conclusion: Wrap it up with a few sentences to encourage your audience to read the entire plan.

There is a lot that goes into creating a marketing plan. But when it’s done right, it will be the most valuable asset your marketing department has.

Download Our Free Marketing Plan Template

As we like to say at Vital, “Plan the work; work the plan.” To help get you started, we have included a marketing plan template so you can plan and track throughout the year.

At Vital we believe in digital marketing because we’ve seen the results first hand. It is how we market our business and how we market our clients’ businesses. If you would like help in developing your digital marketing plan, give us a shout .

Get The Marketing Plan Template

Fill out the form below to download this Word Document template so you can write the best marketing plan ever.

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Free Marketing Plan Examples: Real-World Samples & Templates

By Joe Weller | April 27, 2024

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A  marketing plan  is a comprehensive document that outlines a company’s marketing strategy and tactics, and ensures that its marketing goals align with its overall objectives. Effective marketing plans include detailed analysis of the market along with roadmaps for upcoming campaigns. Inside this article, you’ll find the  elements of a marketing plan , 10 real-world examples of marketing plans with commentary from experienced marketing professionals, free marketing plan templates and samples , and a  chart to help you determine which template suits your needs .

Marketing Plan Elements

Typical marketing plans begin with an executive summary and include audience demographics, company objectives, situational analysis of the business, and marketing strategies and tactics. Market research and analysis provide campaign direction, and the budget and timeline offer practical parameters. A marketing plan can provide an overview of all strategies and campaigns to be executed in a certain time frame, or it can focus on a specific product, channel, or strategy. The level of detail and the sections included might vary, depending on the organization’s needs. The nine main elements of a marketing plan are:  

Executive Summary and Mission Statement:  A concise, high-level summary conveys the purpose of your marketing plan, introduces key strategies and research insights, and highlights the most important takeaways for stakeholders. For example, an executive summary might outline your brand’s identity, its place within the competitive landscape, and the major opportunities that upcoming marketing campaigns will target. Longer plans might include a separate mission statement or vision statement to align marketing efforts with your company’s larger goals. Discover more  examples of executive summaries with templates to help you write one effectively.  

Single Slide Executive Summary Example Template

Situational Analysis:  One of the most crucial elements of your marketing plan, a situational analysis is an assessment of the internal and external factors affecting a business’s performance. It should include research-based insights into market trends and dynamics, customer demographics and pain points, and internal resources.  A strong situational analysis often includes a SWOT (strengths, weaknesses, opportunities, threats) analysis, which provides a foundation for an effective marketing strategy. Learn more about  how to perform a SWOT analysis .  

Competitive Analysis:  Understanding the competition is key to developing a compelling marketing plan. This analysis should consider recent marketing campaigns from similar brands to identify successful ways to reach a shared target audience. Being aware of the competitive landscape can also help your business develop a unique selling proposition and stand out in the market. The competitive analysis might be included in the larger situational analysis, or it might be a stand-alone section. For example, a marketing plan could include data on how competitors rank on keywords, or it could evaluate the performance of competitors’ recent social media campaigns. One common framework for understanding market dynamics is a Porter’s five forces analysis, which identifies the forces that contribute to industry rivals. Learn how to evaluate the competitive landscape with  free industry analysis templates .  

Porter’s Five Forces Model Example Template

Target Audience: In order to implement marketing strategies that engage consumers and drive conversions, businesses need to know who their audience is, what they want, and how they behave. A marketing plan should define a specific, segmented target audience with demographic, geographical, psychographic, and behavioral data.  This section often includes customer profiles or buyer personas — fictionalized representations of ideal customers or audience segments — which help marketers typify consumer behaviors. These profiles should include media habits and most-used platforms to ensure that your marketing plan selects the right channels for each campaign. Learn how to analyze your target market with  free customer profile templates .  

Simple Customer Profile Presentation Template

Goals and Objectives:  Marketing plans typically include both long-term goals, which provide broad direction for the company’s marketing strategy, and short-term objectives, which focus on more immediate tactics and campaigns. Goals should be SMART (specific, measurable, achievable, relevant, time-bound) and include corresponding key performance indicators (KPIs).  The goals and objectives in a marketing plan often focus on conversions, market share, brand awareness, or engagement. Clearly defined goals ensure strategically aligned marketing initiatives with measurable results. Take a look at  real-world examples of SMART goals for more insights.  

SMART Goals Worksheet Template with Sample Text

Marketing Strategy:  This section of a marketing plan details the business’s unique value proposition and the channels that will communicate it. A robust marketing strategy addresses the touchpoints in a consumer’s buying cycle and breaks down the 4 Ps (product, price, place, promotion) of the marketing mix. Channels might include digital marketing, advertisements, social media, and influencer partnerships. To develop an overarching marketing strategy, consider using a  marketing strategy template . To learn more about the 4 Ps, read this  product marketing guide .  

Marketing Strategy Example Template

Tactics and Action Plan:  A marketing plan is not an abstract strategy document, but a concrete roadmap for executing specific campaigns with specific tactics. Your plan should detail the messaging for each campaign and the corresponding methods for communication — such as email newsletters, social content, targeted ads, and public relations.  This section provides KPIs and actionable steps such as resource allocation, deliverables, and distribution plans. It might also include the expected outcome for each campaign. To plan individual campaigns, consider using a  marketing project plan template .  

Marketing Project Plan Template

Budget:  Marketing expenses might include the cost of advertising, content creation, website maintenance, or promotional materials; no marketing plan is complete without a budget that breaks down the costs of such initiatives. A clear, comprehensive budget ensures that marketing efforts are financially feasible and resources can be allocated for maximum impact. The budget also enables the marketing team to track the return on investment (ROI) of each campaign. To create a comprehensive budget, try our  free marketing budget templates .    

Marketing Budget Plan Template

Timeline:  Finally, a marketing plan includes a clear schedule for implementing its initiatives and tactics. This timeline details the start and end dates of each campaign, deadlines for deliverables, and key events or milestones. It keeps the marketing team aligned and initiatives on track, ensuring that marketing objectives can be achieved within the set time frame. Organize dates and deadlines with the help of a  marketing timeline template .  

Marketing Timeline Template

Marketing Plan Examples

Real-world marketing plans show how businesses utilize effective planning documents. These 10 examples from various industries exhibit unique strengths and weaknesses. With insightful commentary from marketing experts, these plans offer practical takeaways any marketer can use.  

Delmarva and the Ground for Change This  in-depth marketing plan for a documentary produced by the USDA Northeast Climate Hub includes audience profiles, competitive analysis, and a distribution plan. Along with a detailed breakdown of its digital marketing strategy, it considers how different tactics will affect the viewer’s content journey.   

Delmarva Marketing Plan

John Dinsmore , a marketing consultant and professor at Wright State University, praises this plan for its attractive design and thoughtful, thorough content: “They do a nice job of extrapolating on who the target market is and tying their tactics to achieving specific goals.”  He appreciates the inclusion of a SWOT analysis, but feels it could be done more effectively. “‘Opportunities’ is not a place for business ideas. It’s a place to identify external, positive trends that can help your initiative. In this context, an opportunity could be ‘Rising concern for and awareness of climate issues.’ Similarly, ‘threats’ is not a place to list things that are difficult. It’s for negative external trends such as ‘Increased skepticism over ability to combat climate change.’” 

Dekker Fraser

Dekker Fraser , former Global Marketing Manager at Sony PlayStation, adds that this plan includes a strong focus on collaborations with media and influencers: “Many marketing plans place too much emphasis on target customers and not enough on target collaborators.”  

Minnesota Tourism This  marketing plan by Explore Minnesota , the state’s Department of Tourism, showcases Minnesota’s beauty with vivid imagery. It uses a variety of demographic information to identify priority audience segments and includes well-designed infographics that analyze audience and competition. As a result, the campaigns are clearly targeted at specific audiences and objectives. 

John Rarrick

John Rarrick , Head of Marketing at Movius Corp., admires the strength of the message behind the strategy. “This plan has a very well-developed ‘why,’” he says. “You’ll see that often when the plan is to repair or save something that has undergone a time of great loss — such as a loss of revenue or reputation. The audience personas, goals, tactics, and budget are all detailed and measurable.” 

Minnesota Marketing Plan

Gold Coast Transit District  

Gold Coast Marketing Plan

A  short, high-level marketing plan for Gold Coast Transit highlights key campaigns and includes the most important details, such as timelines, budgets, and tactics. It begins with a bulleted overview of the most important takeaways and takes into account general marketing efforts that don’t fit under a specific campaign umbrella. Fraser notes that this plan includes year-round marketing initiatives, with an effective “emphasis on strong offers, such as youth-free fares.” However, he points out that its brand awareness goals could be more specific. “Instead, use context-specific awareness goals such as ‘When commuting to work, residents first think of Gold Coast Transit’ or ‘When coming home from the library at night, I think of taking the bus,’” he says. “In other words, peg awareness to specific category-entry points.”  

University of Arizona College of Engineering This  marketing, branding, and communications plan for the University of Arizona College of Engineering sets out a long-term vision, high-level goals, and strategies for achieving these goals. It has a section for methodology — including promotional videos and email newsletters — and segments its audience to align with its strategies. This plan “demonstrates a clearly defined audience,” according to Rarrick. That said, not every section of the plan includes the same level of specificity. “The KPIs are vague,” he adds. “I would expect to see something more measurable, rather than ‘increase’ or ‘improve.’” 

Arizona Marketing Plan

Timberland Regional Library This  library's two-year marketing plan sets initiatives in motion with a clear schedule for action. It includes both promotional and production calendars for effective planning, which is especially important for campaigns pegged to external events.  Dinsmore cites this plan’s “professional and elegant graphic design” as a strength. It also offers a roadmap for tackling several marketing campaigns on different timelines. However, he suggests that the plan needs more measurable goals and defined strategies. “There’s no overarching strategy that ties all of these tactics and initiatives together,” he says. “It’s just a laundry list of dates and actions.” 

Library Marketing Plan

Safe Haven Family Shelter Nonprofit organizations need creative marketing strategies to reach their targets and use funds efficiently. With specific objectives and actionable steps, this  marketing plan for Safe Haven Family Shelter delineates high-level goals and details the path to achieving them. It identifies the roles and responsibilities of individual team members to ensure alignment. Rarrick commends this plan for its “clearly defined audience and very clearly defined goals.” The plan showcases the differences between strategic business goals and measurable marketing objectives.  

Safe Haven Marketing Plan

Visit Myrtle Beach This  destination marketing plan by the Myrtle Beach, South Carolina Chamber of Commerce  incorporates detailed information about target markets, audience personas, and key behaviors. It includes an infographic that illuminates the touchpoints in a traveler’s journey and shows the marketing team how each tactic contributes to conversions.  Overall, Dinsmore praises this plan as a “very smart and thoughtful presentation.” It outlines a distinct media mix for each target audience, defines its objectives clearly, and ties these objectives to success metrics. He continues, “I want to thank the Myrtle Beach folks for planning to measure their efforts. Measurement is often anathema to marketing people, but if you’re not measuring, you don’t know how to improve.”  With so much information to cover, the plan would benefit from an executive summary to introduce key takeaways. “The bigger the scope, the harder it is to make everything feel connected, and that’s a bit of an issue with this plan,” Dinsmore adds.  

Myrtle Beach Marketing Plan

Tropical Avocados This  example of a no-frills plan was commissioned by the nonprofit Improving Economies for Stronger Communities (IESC) to help brand and launch tropical avocados in the U.S. market. It shows the importance of making branding decisions backed by market and consumer research. A detailed SWOT analysis and competitive analysis provide essential insights that enable the company to determine the best unique selling proposition.  A key strength of this plan is its detailed research into its audience. Fraser cites its “excellent identification of consumer objections — e.g., concern over how natural the avocado size is — and consumer behavior.” As a result, the brand can adopt effective messaging in its marketing campaigns. As with USDA Northeast Climate Hub’s Delmarva and the Ground for Change documentary, “target collaborators — e.g., food writers, organizations, and chefs — are included in the target audience. Collaborators are often more critical to the marketing plan than the consumers themselves,” Fraser adds.  

Avocados Marketing Plan

Rochelle Community Hospital This  case study of Rochelle Community Hospital in Rochelle, Illinois, shows how a targeted marketing plan can be used to achieve significant results. The report by Legato Healthcare Marketing showcases the importance of reevaluating an existing marketing strategy — in this case, shifting the emphasis from print to digital. External marketing agencies often have more tools at their disposal, particularly if the business has not had a strong digital presence. With targeted ads and website updates, the agency employed tactics with direct metrics in order to track its impact.   

Rochelle Hospital Marketing Plan

Visit Concord This  example from the Concord Tourism Improvement District marketing plan is concise and includes streamlined insights on the audience and market. It details each marketing channel with specific tactics and measurable KPIs.  The overall strategy, according to Fraser, offers “an excellent emphasis on social proof and word-of-mouth marketing,” as well as a “good balance of awareness and activation marketing.” In order to improve, he suggests, “the plan should factor in the following critical quantitative factors to help drive the media strategy: reach, frequency, and the total-addressable market.” 

Concord Marketing Plan

Marketing Plan Templates

Using a template takes the guesswork out of organizing a marketing plan document. These customizable templates include essential elements and options for specific industries or marketing channels, and they range from one-page plans to comprehensive, presentation-ready reports.

Microsoft Word Simple Marketing Plan Template

Simple Marketing Plan Sample

Download the Simple Marketing Plan Example Template for Microsoft Word Download the Blank Simple Marketing Plan Template for Microsoft Word

This example of a simple, customizable plan focuses on key strategies and prioritizes readability. This one-page marketing plan template includes space to summarize marketing strategy and overarching business objectives, along with an action plan to highlight responsibilities and deadlines.

Microsoft Word Annual Marketing Plan Template

Annual Marketing Plan Example

Download the Annual Marketing Plan Example Template for Microsoft Word Download the Blank Annual Marketing Plan Template for Microsoft Word  

This comprehensive marketing plan template includes a number of key sections — such as goals, target market, marketing channels, and performance standards — that can be customized to suit a variety of businesses. In the situational analysis, you can find space for both a 5C (company, collaborators, customers, competitors, climate) analysis and a SWOT analysis. The blank template begins with a table of contents, a business summary, and a mission statement to allow for easy readability. The sample focuses on marketing strategies for one fiscal year, but you can modify this plan for any time period. 

Microsoft Word Small Business Marketing Plan Template

Small Business Marketing Plan Example

Download the Small Business Marketing Plan Example Template for Microsoft Word Download the Blank Small Business Marketing Plan Template for Microsoft Word

A strong marketing plan is essential for small businesses looking to stand out from larger competitors. This small business marketing plan template provides an outline for a detailed marketing strategy, including a unique selling proposition, the 4Ps marketing mix, and marketing channels. It builds its strategy on situational analysis and identification of the business’s core capabilities. Find  more marketing plan templates  for different industries.

Microsoft Word Nonprofit Marketing Plan Template

NonProfit Marketing Plan Example

Download the Nonprofit Marketing Plan Example Template for Microsoft Word Download the Blank Nonprofit Marketing Plan Template for Microsoft Word

This example marketing plan for a nonprofit incorporates information on the funding climate into its situational analysis, as well as a detailed organizational summary. With sections for short- and long-term goals, marketing strategies and channels, and stakeholder profiles, the template is comprehensive and customizable. Find  more nonprofit marketing plan templates here .

Excel Product Marketing Plan Template

Product Marketing Plan Example

Download the Product Marketing Plan Example Template for Excel Download the Blank Product Marketing Plan Template for Excel

When integrating a new product into existing marketing strategies, it’s important to take into account all the elements of the marketing mix. This product marketing plan template is organized by product, price, place, promotion, process, people, and physical evidence. In these sections, you can find space to consider market research, consumer behaviors, and marketing channels.

Excel Social Media Marketing Plan Template

Social Media Marketing Action Plan Example

Download the Social Media Marketing Plan Example Template for Excel Download the Blank Social Media Marketing Plan Template for Excel

For planning specific campaigns, this social media marketing action plan template begins with the campaign goal, highlights important promo dates, and separates actions by platform. It’s useful for executing targeted social media campaigns within a larger marketing strategy. Find  more marketing action plan templates here .

Excel Digital Marketing Plan Template

Digital Marketing Plan Example

Download the Digital Marketing Plan Example Template for Excel Download the Blank Digital Marketing Plan Template for Excel

Focusing on digital marketing channels is an effective way to organize strategies into a streamlined and actionable plan. This strategic digital marketing template highlights important audience behaviors and access channels to ensure messaging reaches consumers. Customizable for a variety of digital marketing projects, the template includes space for keywords, goals, and tasks. Find  more digital marketing plan templates here .

Which Marketing Plan Format Is Right for You?

To choose the right marketing plan format for your needs, consider the plan’s role in your marketing strategy. Do you need a comprehensive plan to provide an overview of tactics that will take place over a long period of time? Or are you looking for a plan to focus on specific channels, campaigns, or product launches? 

Each template in this article offers space to detail market research, strategies, and access channels. The longer plans include more sections for in-depth situational analysis and audience demographics, while the shorter plans focus on the marketing mix and action plan. This chart highlights the key elements of each marketing plan:  




















































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How to Create a Complete Marketing Strategy in 2024 [Data + Expert Tips]

Sam Lauron

Updated: March 29, 2024

Published: October 26, 2023

Creating a marketing strategy is essential to effectively nurture your customers, improve your business’s bottom line, and increase the ROI of your efforts.

Marketing strategy graphic with a woman with a bullhorn and chess pieces for strategy.

A marketing strategy is especially critical if you want to use the highest ROI trends for 2024 : short-form video and social media. To get powerful results, you must carefully weave both emerging trends and proven strategies into your plan.

Let’s dive into the critical components of a complete marketing strategy in 2024, followed by some examples for inspiration.

Table of Contents

  • What is a marketing strategy?

Marketing Strategy vs. Marketing Plan

Marketing strategy components, why is a marketing strategy important, marketing strategy process, recommended resources, examples of successful marketing strategies, what to expect after following your marketing process steps, marketing strategy.

A marketing strategy covers a company’s overall approach for promoting its brand to a target audience. The process involves research, goal-setting, and positioning.

A completed marketing strategy typically includes brand objectives, target audience personas, marketing channels, key performance indicators, and more.

A marketing strategy will:

  • Align your team to specific goals.
  • Help you tie your efforts to business objectives.
  • Allow you to identify and test what resonates with your target audience.
  • Empower you to capitalize on emerging trends.

The last one is especially important. Keeping up with marketing trends is important for your strategy, but it could be a full-time job.

Why? Because almost 80% of marketers say this industry changed more in the last three years than it has in the past five decades.

Add to that the fact that 50% of marketers believe their marketing strategy in 2023 was only *somewhat effective,* which means there’s plenty of room for improvement.

In short, what worked for your marketing strategy in the past might not fly today.

A marketing strategy outlines the long-term goals and overall approach, while a marketing plan covers the specific actions and tactics to achieve those goals.

Phrased another way, marketing strategy guides the overall marketing efforts of a business. It includes goal-setting, market and competitor research, as well as messaging and positioning for a brand.

For example, say you’re creating a marketing strategy for a new fashion brand. Your strategy might target young urban professionals and position the brand as trendy and affordable.

But a marketing plan is a detailed tactical roadmap. It outlines the specific actions and tactics that should achieve the marketing strategy’s goals.

For example, the marketing plan for the fashion brand mentioned above might include:

  • Targeted social media campaigns.
  • Influencer partnerships.
  • Online advertising timeline.

Both a marketing strategy and a marketing plan are essential for a business’s success.

To succeed in the fast-paced marketing world — and maintain a sense of relevance with your audience — it’s vital to stay ahead of the curve.

To help ease some of that uncertainty, we’re going to show you step-by-step how to create a comprehensive marketing strategy. But first, let’s go over the individual components that make up a strong marketing strategy.

template marketing strategy plan

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  • Marketing Mix (4 Ps of Marketing)
  • Marketing Objectives
  • Marketing Budget
  • Competitive Analysis
  • Segmentation, Targeting, & Positioning
  • Content Creation (Including Trending Content)
  • Metrics & Key Performance Indicators

1. Marketing Mix

what is a marketing strategy, marketing strategy components: marketing mix

  • Conduct market research.
  • Define your goals.
  • Identify your target audience and create buyer personas.
  • Conduct competitive analysis.
  • Develop key messaging.
  • Choose your marketing channels.
  • Create, track, and analyze KPIs.
  • Present your marketing strategy.

1. Conduct market research.

Before you can begin creating your marketing strategy, you need to gather useful data for making informed decisions. Market research is like playing detective, but instead of solving crimes, you’re uncovering juicy details about your customers.

Market research will help your businesses make data-driven decisions for your marketing strategy. It also makes it easier to understand your target market, find gaps, and make the most of your resources.

This process is essential for understanding your customers and adapting to changing trends. If you’re new to this process, this complete market research guide and template can help.

Once you have the data you need, you’ll be ready to set some marketing goals.

2. Define your goals.

What do you want to achieve through your marketing efforts?

Whether it’s increasing brand awareness, driving sales, or diversifying your customer base, well-defined goals will guide your marketing strategy.

Your marketing strategy goals should reflect your business goals. They should also offer clear direction for marketing efforts.

For example, say one of your business goals is to increase market share by 20% within a year. Your goal as a marketer could include expanding into new target markets, updating your brand, or driving customer acquisition.

Other marketing goals might be to increase brand awareness or generate high-quality leads. You might also want to grow or maintain thought leadership in your industry or increase customer value.

Defining clear goals provides direction and clarity, guiding marketing efforts toward desired outcomes. It helps with resource allocation, decision-making, and measuring the success of marketing initiatives.

This SMART goal guide can help you with more effective goal-setting.

3. Identify your target audience and create buyer personas.

To create an effective marketing strategy, you need to understand who your ideal customers are. Take a look at your market research to understand your target audience and market landscape. Accurate customer data is especially important for this step.

But it’s not enough to know who your audience is. Once you’ve figured out who they are, you need to understand what they want. This isn’t just their needs and pain points. It’s how your product or service can solve their problems.

So, if you can’t define who your audience is in one sentence, now’s your chance to do it. Create a buyer persona that’s a snapshot of your ideal customer.

For example, a store like Macy’s could define a buyer persona as Budgeting Belinda, a stylish working-class woman in her 30s living in a suburb, looking to fill her closet with designer deals at low prices.

With this description, Macy’s Marketing department can picture Budgeting Belinda and work with a clear definition in mind.

Buyer personas have critical demographic and psychographic information, including age, job title, income, location, interests, and challenges. Notice how Belinda has all those attributes in her description.

For B2B SaaS companies, keep in mind that buyer personas don’t apply solely to the end user. When you’re selling a product to another business, you also have to address the decision-maker, the financial buyer, and the technical advisor, among other roles, says Head of Marketing at Entrapeer, Hillary Lyons .

“You need to be able to tailor your message to each of these unique personas even though most of them will never actually use the product,” says Lyons. “You have to sell each of them on the unparalleled benefit you provide without muddling your [overall] message.”

You don’t have to create your buyer persona with a pen and paper. In fact, HubSpot offers a free template you can use to make your own (and it’s really fun).

You can also use a platform like Versium , which helps you identify, understand, and reach your target audience through data and artificial intelligence.

Buyer personas should be at the core of your strategy.

4. Conduct competitive analysis.

Now that you have an understanding of your customers, it’s time to see who you’re competing with to get their attention.

To begin your competitive analysis, start with your top competitors. Reviewing their websites, content, ads, and pricing can help you understand how to differentiate your brand. It’s also a useful way to find opportunities for growth.

But how do you know which competitors are most important? This competitive analysis kit with templates will walk you through the process. It will help you choose and evaluate the strengths, weaknesses, and strategies of your competitors.

This process will help you find market gaps, spot trends, and figure out which marketing tactics will be most effective. Competitive analysis can also offer valuable insights into pricing, positioning, and marketing channels.

5. Develop key messaging.

You’ve figured out who you’re talking to, what they’ve already heard, and what they want to hear. Now, it’s time to share your brand’s unique value proposition .

In this step, you’ll craft key messaging that shows the benefits of your product or service and resonates with your target audience. This process should show off the research and work you have done up to this point. It should also incorporate your creativity, inventiveness, and willingness to experiment.

Well-crafted key messaging:

  • Sets businesses apart from the competition.
  • Resonates with the target audience.
  • Is flexible enough to be consistent across all marketing channels.
  • Builds brand credibility.
  • Creates an emotional connection with customers.
  • Influences buying decisions.

The key messaging in your marketing strategy is critical to driving engagement, loyalty, and business growth. These value proposition templates can help if you’re not sure how to draft this important messaging.

6. Choose your marketing channels.

You know what you have to say. Now, decide on the best marketing channels for your message. Your top goal for this stage of your strategy is to align your channel choices with your target persona’s media consumption habits.

Start with media channels you’re already using. Then, consider a mix of traditional and digital channels such as social media, TV, email marketing, podcast ads, SEO, content marketing, and influencer partnerships.

To streamline this process, think of your assets in three categories — paid, owned, and earned media.

What is a marketing strategy, paid media example, Apple billboard

To decide which marketing channels are best for your marketing strategy, look carefully at each channel. Think about which channels are best for reaching your audience, staying within budget, and meeting your goals.

For example, a business targeting a younger demographic might consider using TikTok or Reddit to reach its audience.

Don’t forget to take a look at emerging platforms and trends as you complete this review. You may also want to look at the content you’ve already created. Gather your materials in each media type in one location. Then, look at your content as a whole to get a clear vision of how you can integrate them into your strategy.

For example, say you already have a blog that’s rolling out weekly content in your niche (owned media). You might consider promoting your blog posts on Threads (owned media), which customers might then repost (earned media). Ultimately, that will help you create a better, more well-rounded marketing strategy.

If you have resources that don’t fit into your goals, nix them. This is also a great time to clean house and find gaps in your materials.

7. Create, track, and analyze KPIs.

Once you have a clear outline of your marketing strategy, you’ll need to think about how you’ll measure whether it’s working.

At this stage, you’ll shift from marketing detective to numbers nerd. With a little planning and prep, your analytics can unveil the mysteries of marketing performance and unlock super insights.

Review your strategy and choose measurable KPIs to track the effectiveness of your efforts. Pick a marketing analytics software solution that works for your team to collect and measure your data.

Ideally, the analytics platform of your choice should allow you to track data across all of your marketing channels — from emails to social media and your website. This centralizes all of your data, which makes it easier to understand how each channel contributes to your overall strategy. 

You can then, plan to check and analyze the performance of your strategy over time and identify the channels that bring the best results. This can help you refine your approach based on results and feedback.

Lexi Boese , an ecommerce growth strategist and co-founder of The Digital Opportunists, recommends making data a priority when building your marketing strategy this year.

“The more data you can use, the easier you can track your success,” she says. “This could be as simple as understanding which channels convert the highest amount of customers (to determine how your team should prioritize ad spend), or assessing whether you have a higher amount of first-time or returning customers to [determine] if you should focus on internal or external marketing.”

Analyzing KPIs helps businesses stay agile, refine their strategies, and adapt to evolving customer needs.

8. Present your marketing strategy.

A finished marketing strategy will pull together the sections and components above. It may also include:

Executive Summary

A concise overview that outlines the marketing goals, target audience, and key marketing tactics.

Brand Identity

You may want to create a brand identity as part of your strategy. Brand positioning, voice, and visual identity may also be helpful additions to your marketing strategy.

Marketing Plan and Tactics

Your marketing plan is the specific actions you’ll take to achieve the goals in your marketing strategy. Your plan may cover campaigns, channel-specific tactics, and more.

Not sure where to start? This free marketing plan template can help.

HubSpot’s free marketing planning template

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Free Marketing Plan Template

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Marketing Planner

Ai generator.

template marketing strategy plan

For every business organization, having a proper marketing plan is essential to sustain in the over competitive corporate environment. To design a functional and effective marketing plan companies have to consider numerous things. They have to note down every small detail related to their business growth, competitors, goals and plenty of other factors before drafting a marketing plan. The well-structured marketing planner helps businesses to grow in the right direction and achieve their goals.

If you are planning to grow and expand your business, then you have to first design one marketing plan to implement your all strategies. You can very smoothly implement and create your business marketing strategies with the help of Marketing Planner Examples & Templates. The professionally formatted template will automatically increase the influence of your marketing plan.

Marketing Planner Examples & Templates

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Free Marketing Planner Template

  • Illustrator

Size: (A4) 8.27×11.69 inches

Do you wish to improve the marketing strategies of your business ? If yes, then you can download this marketing planner template first and later on start formulating your lucrative marketing plans on it. As it is a fully ready to use the template that can be edited effortlessly if you aren’t satisfied with any layout or structure of the pre-designed template. Just alter the template as per your desire and start creating innovative business plans to implement. You can print this template or you can digitally share the edited template with your entire team to easily launch your marketing campaign.

2. Meat Marketing Planner

Meat Marketing Planner

When you are running a meat business, then without any further delay you have to download this template now. This meat marketing plan template will take your business to the next level of success and improve your sales drastically. This effective template is completely free and can be easily downloaded in the PDF format. If you want to make any adjustments in the content of the template, then you can do that pretty quickly after downloading it. You can download, edit, print and share digitally this template anytime and anywhere.

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If you want a simple to download and edit the template for marketing purpose, then this template is the one for you. The simple to understand the word format of the template makes it easy for beginners to use and implement. Furthermore, the creative outlook and layout of the template are highly impressive. You can easily create one superb marketing campaign with the help of this effective and efficient business marketing planner template.

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When you are planning the monstrous marketing strategies for your business’s whole life, then you have to use the perfect business life cycle template to create one solid strategy. This template is ready to use with plenty of cool and interesting features that can help you in crafting one impressive and result in oriented marketing planner. The template can be easily customized after downloading in your smart gadgets like computers, laptops, smartphones, tablets, etc., Just download this lifecycle marketing template and create an utterly innovative marketing plan today.

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AD Marketing Planner

Size: 595 KB

If you want to design one scientifically designed marketing template for your business, then you can download this template instantly. This planner template has been designed using all the scientific heads which will help you in creating and analyzing the marketing strategies in the right way. You can download this ready to customize the template and add your content without any hassle in it. The template is designed in such a manner that it can be printed and shared digitally via email and other social media tools easily. Just download this template to create one well-organized template asap.

7. Marketing Planner in PDF

Marketing Planner in PDF

Size: 60 KB

If you prefer the PDF file format over other formats, then you will be delighted to download this PDF style marketing planner template. The template can be downloaded free of cost by clicking on the below-mentioned download button. You can edit the template also very easily to suit your requirements list. However, the structure and layout of the template are quite compelling and can help you in creating one highly productive marketing template.

8. Marketing Planner Sample

Marketing Planner Sample

Size: 205 KB

If you are creating a marketing planner for the very first time, then you can download this template for your ease. How to create a marketing planner template has been shown in this sample very clearly. So, you just have to download this template and start creating the marketing planner on this easy to edit and print template. The structure of the template is very simple and effective so you won’t have to make many changes in it. To create solid marketing strategies , you have to use this template right now.


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