What Should Be Included in a Marketing Plan: A Comprehensive Guide
A well-crafted marketing plan identifies a strategic roadmap for how a business will attract, engage, and retain customers. Whether you run a local bakery, a recruitment business or a building firm, a marketing plan lays the foundation for scalable success.
But what should be included in a marketing plan? And how do you ensure it aligns with your business goals and market environment?
This guide covers everything you need to know about marketing tools, from marketing strategy and market research to execution and performance tracking.
Why You Need a Marketing Plan
A marketing plan is not just a document. It’s a strategic tool that ensures your marketing efforts are aligned with your business objectives. Without one, even the most creative marketing initiatives can become disjointed or ineffective.
A strong marketing plan helps you:
Identify your target audience and market
Allocate your marketing budget efficiently
Create a consistent brand message
Set measurable marketing goals
Track and optimise performance
What Should Be Included in a Marketing Plan?
The best marketing plan outlines your overall strategy and details each step to achieve it. Here’s what to include:
1. Executive Summary
Your executive summary is a snapshot of the entire plan. It introduces your business, highlights your mission statement, and summarises your marketing objectives and approach.
It should briefly answer:
Who are you?
What are your business goals?
What markets do you serve?
What marketing efforts are being proposed?
Even if it's the first section of your document, write it last—once every other section is completed.
2. Mission Statement and Business Objectives
Your mission statement explains why your business exists, while your business objectives define where you’re going. Both should be concise and aligned with your marketing goals.
For example:
“Our mission is to empower local tradespeople with high-performing websites that generate leads and boost visibility.”
This section ensures your marketing plan is rooted in purpose and direction.
3. Market Research and Competitive Analysis
To build a relevant marketing strategy, you need to understand your target market, industry trends, and competitors.
This involves:
Market research: Collect data on market trends, consumer behaviours, and demand
Target market definition: Understand demographics, location, pain points, and buying habits
SWOT analysis: Assess your strengths, weaknesses, opportunities, and threats
Competitive analysis: Evaluate your competitors' pricing, positioning, and marketing tactics
A digital marketing agency in Ipswich or Bury St Edmunds can conduct competitive research, in-depth competitor analysis and market research for small business marketing needs.
4. Target Audience
Your target audience is the group of people most likely to buy from you. Describe their:
Demographics (age, gender, income)
Psychographics (values, interests, lifestyle)
Challenges (pain points your product solves)
Purchasing behaviours
Understanding your audience ensures your marketing efforts are tailored and effective.
5. Marketing Objectives
Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives and revenue targets that support your business plan.
Examples:
Increase website traffic by 30% in six months
Generate 100 leads per month through email campaigns
Launch a new product with 1,000 units sold in the first quarter
Clear marketing objectives keep your marketing team focused and accountable.
6. Marketing Strategy
This section outlines the top down marketing strategy and high-level approach for reaching your audience and achieving your objectives.
It should include:
Top down marketing strategy: Focus on brand positioning and strategic partnerships
Bottom up marketing strategy: Focus on grass-roots tactics like customer feedback and direct engagement
Unique selling proposition (USP): What makes your offering stand out?
Value proposition: Why should someone choose you over the competition?
Your strategy informs your marketing tactics and campaign decisions.
7. Marketing Tactics and Campaigns
Tactics are the actionable steps that bring your broader marketing strategy to life. These initiatives should be measurable, aligned with your marketing objectives, and carefully chosen to resonate with your target audience.
Here’s an expanded breakdown of the key marketing tactics you might include in your plan:
Email Newsletters
Email marketing remains one of the most effective and cost-efficient ways to maintain communication with existing customers and prospective customers. Email newsletters can help:
Share updates
Promote offers
Highlight case studies
Nurture leads
Tools and examples:
Mailchimp – Offers free tiers ideal for small businesses. Easy to design and automate.
MailerLite – Affordable, user-friendly, and great for basic automation.
HubSpot and Marketo – More advanced platforms, ideal for businesses with complex marketing automation needs.
LinkedIn Newsletters – A growing channel for B2B businesses. You can publish directly to your LinkedIn followers and increase social media engagement while building thought leadership.
You can segment audiences by behaviour or demographics and use A/B testing to refine your messaging over time.
Blogging and SEO
Blog content forms the foundation of many inbound marketing strategies. It allows you to attract organic traffic by answering search queries relevant to your target market, pain points, and industry.
Benefits include:
Drives website traffic and boosts your domain authority
Positions your brand as an expert
Supports other tactics (email, social, PR)
Generates leads through content offers or CTAs
Content types to publish:
How-to guides (like this one)
FAQs related to your service or industry
Localised content for small business marketing (e.g., “How to Choose a Marketing Agency in Ipswich”)
Tools:
WordPress, Wix, or Webflow for publishing
SEO tools like Yoast, SEMRush, or Ubersuggest
Google Search Console for performance tracking
Partnering with a content marketing strategist can ensure your blog content aligns with your SEO and sales goals.
Paid Ads and Paid Social Media Campaigns
Paid advertising allows for targeted, immediate reach, especially helpful during time-sensitive marketing campaigns like product launches or seasonal promotions.
Channels include:
Google Ads (Search and Display) – Excellent for intent-based searches
Facebook/Instagram Ads – Great for visual products, retargeting, or lifestyle marketing
LinkedIn Ads – More suitable for B2B targeting by job role, seniority, or industry
YouTube Ads – For awareness and engagement via video
TikTok and Pinterest Ads – Good for visual or trend-driven products
Tips:
Use small daily budgets initially to test
Split test (A/B test) creatives and copy
Monitor ROI with Google Analytics or platform-specific dashboards
Social Media Marketing Plan
A structured social media marketing plan outlines how you’ll use platforms like Facebook, Instagram, LinkedIn, or TikTok to build community, promote offers, and drive engagement.
Includes:
Platform-specific content calendars
Audience targeting strategies
Hashtag research
Post scheduling and automation (e.g. Buffer, Later, Hootsuite)
Engagement goals (likes, shares, comments, direct messages)
Post types can include:
Behind-the-scenes visuals
User-generated content
Polls and Q&A
Live videos or product walkthroughs
Social media platforms should be selected based on where your target customers spend their time.
Product Launch Marketing Plan
Launching a new product or service requires a coordinated, multi-channel marketing approach. Your product launch marketing plan might include:
Teaser campaigns on social media
Countdown email newsletters
Early access offers for VIPs or subscribers
Dedicated landing pages
Influencer endorsements
Press releases or local PR outreach
Goal: Create anticipation, gather leads, and drive immediate sales on launch day.
For instance, if you’re releasing a new service as a marketing agency in Ipswich, a phased launch could include blog content about industry trends, email previews to past clients, and an announcement webinar.
Video Marketing
Video content continues to outperform other formats in terms of engagement, recall, and reach. It allows you to explain concepts visually, showcase products, or humanise your brand.
Popular types:
Explainer videos
Customer testimonials
Brand stories
Tutorials or product demos
Social media reels or stories
Platforms:
YouTube for long-form content and SEO benefits
Instagram Reels, TikTok, and YouTube Shorts for quick hits
LinkedIn video posts for B2B thought leadership
Tools:
Free options like Canva Video and CapCut
Paid tools like Adobe Premiere Pro
Hosting via YouTube, Vimeo, or embedded on your website
Local businesses in Suffolk often work with a content marketing strategist to storyboard and produce high-impact video content on a budget.
Influencer Partnerships
Influencer marketing can help increase brand awareness quickly by tapping into someone else’s loyal following. You don’t need celebrities. Micro-influencers with 5k–50k followers can deliver excellent engagement at a lower cost.
Ideal for:
Product reviews and demonstrations
Giveaways or referral campaigns
Co-branded content
Social media takeovers
Where to find influencers:
Platforms like Upfluence, Heepsy, or Collabstr
Hashtag search on Instagram, TikTok, or LinkedIn
Local networking events and niche forums
Tip: Always have a clear agreement in place about deliverables, timelines, and disclosures. Include these campaigns in your marketing budget and evaluate performance through custom URLs or promo codes.
8. Marketing Channels
Your marketing channels are the platforms you’ll use to reach your audience. These may include:
Social media platforms (Facebook, LinkedIn, Instagram, YouTube)
Search engines (Google Ads, organic SEO)
Email marketing
Traditional media (radio, flyers, print)
Events and trade shows
Select your channels based on where your audience spends their time and the kind of content that works best for them.
9. Marketing Budget
Outline your planned marketing costs. Include:
Paid advertising spend
Design and content creation fees
Platform or tool subscriptions
Event costs
Outsourced services (e.g. from a marketing agency or strategist)
Budgeting helps ensure you can carry out your marketing activities without overspending.
10. Key Performance Indicators (KPIs)
Define how you will measure success. KPIs should tie back to your marketing goals.
Common metrics include:
Website traffic
Lead generation
Social media engagement
Email open/click-through rates
Conversion rates
ROI of paid ads
Use analytics tools to track these consistently throughout your campaigns.
11. Marketing Team Roles and Responsibilities
If you have a team, clarify who is responsible for what. Include internal team members, outsourced professionals, or agencies.
For example:
Content strategist – develops blog posts and lead magnets
Social media manager – handles posts, community management, and reporting
PPC specialist – manages Google Ads campaigns
Clear roles support smoother execution.
12. Timeline of Marketing Initiatives
Map out when each marketing activity or campaign will happen over the year or quarter. Use a Gantt chart or editorial calendar to visualise timing and dependencies.
A marketing planning process ensures you don’t overlap key campaigns or forget crucial steps.
13. Free Marketing Plan Template or Tools
To streamline planning, you might use or offer:
A free marketing plan template
Marketing planning software
Campaign tracking spreadsheets
A well-organised template ensures your plan covers every critical component.
14. Evaluation and Optimisation
Once your plan is in motion, schedule regular reviews. Look at what’s working and what needs adjusting.
Questions to ask:
Are we hitting our KPIs?
What’s the ROI of each channel?
Can we optimise budget spend?
Should we pivot our messaging or strategy?
Refining your plan according to market trends is part of the marketing planning process and crucial for long-term success.
Real-World Example: Small Business Marketing in Suffolk
A local café wanted to increase brand awareness and attract new customers. They partnered with a local marketing agency in Bury St Edmunds to:
Conduct market research and identify their target customers
Create a marketing strategy built around social media and local SEO
Execute paid advertising and social media campaigns
Track key performance indicators like website traffic and booking conversions
By following a structured marketing plan, they doubled their market share in under six months.
FAQs: Marketing Plan FAQs Answered
What should be included in a marketing plan?
A marketing plan should include an executive summary, mission statement, business objectives, market research, competitive analysis, target audience, marketing strategy, marketing tactics, marketing channels, budget, KPIs, team roles, and a review process.
How do I create a marketing plan for a small business?
Start by defining your goals and audience. Conduct market research, outline your strategy and tactics, choose channels, allocate budget, and create a timeline. Many small businesses consult a marketing agency Ipswich or a content marketing strategist for support.
Is there a free marketing plan template available?
Yes, many marketing agencies offer free marketing plan templates to guide your planning process. These templates help you organise and streamline your strategy.
What’s the difference between a marketing strategy and a marketing plan?
The marketing strategy is the “why” behind your efforts. It includes your value proposition and USP. The marketing plan is the “how” and includes the tactics, budget, channels, and execution steps.
How much does a marketing plan cost?
Marketing plan cost varies depending on whether you build it in-house or hire a digital marketing agency. Prices range from a few hundred to several thousand pounds depending on complexity and scope. Ysobelle Edwards marketing services start from £700 per month.
Summary: Write a Marketing Plan that Drives Results
Creating a marketing plan is essential for any business serious about growth. Whether you're working with a marketing agency, or managing your small business's marketing, a detailed, strategic document sets the direction for your brand’s future.
Here’s what you need to remember:
Define your mission statement and business goals
Conduct market research and understand your target audience
Build a solid marketing strategy with clear objectives
Use marketing tactics and marketing channels that align with your audience
Allocate a realistic marketing budget
Assign roles within your marketing team and set timelines
Measure success through KPIs and adapt as needed
Ready to create your marketing plan?
Effective marketing for small businesses begins with the right digital partner, one that helps you maximise your marketing budget while delivering sustainable, measurable results.
Whether you're looking to attract more customers, boost your domain authority, or improve the performance of your PPC campaigns, Ysobelle Edwards provides strategic clarity and compelling creative that drive conversions.
As a trusted marketing agency in Bury St Edmunds, and proudly serving clients across Suffolk, we offer expert social media management, campaign planning, and content-led growth from just £700/month. Our flexible packages are designed to support your evolving marketing objectives and give you access to professional-grade marketing services Suffolk businesses can rely on.