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Marketing plan template

Plan the next 12 months of your marketing in one clear document. Every section comes with a worked example you can overwrite with your own details.

By Charlie at InfinityUpdated Free, 10 sections

This template is for small business owners and marketers who want a practical plan for the year ahead. It suits shops, studios, trades and online brands, and it works just as well for a team of one as for a team of ten.

Each box is pre-filled with an example for a fictional pottery studio. Read the guidance, replace the example with your own answer, then download, copy or print the finished plan. Start with where you are now and your goals, because every other section builds on them.

Showing a worked examplePebblegate Pottery, a small pottery studio in Ilkley that runs weekend classes and sells handmade tableware online
01

Summary

Sum up the whole plan in a few lines so anyone can understand it in a minute. Fill this in last, once every other section is done.

02

Where you are now

Take an honest snapshot of the business today. Use real numbers from your till, booking system and website analytics where you have them.

03

Goals (SMART)

Set three or four goals that are specific, measurable, achievable, relevant and time-bound. Each one should link to a number you can track.

04

Audience

Describe the people you want to reach in plain words. Two or three groups are plenty for most small businesses.

05

Offer and pricing

List what you sell, what it costs and why someone should choose you. Show headline prices that include any unavoidable fees.

06

Channels

Choose the few channels that reach your audience best and say what each one is for. Doing three channels well beats doing six badly.

07

Budget

Set a total budget for the year and split it by channel or activity. Keep a little back for testing ideas that come up during the year.

08

Calendar of key moments

List the dates and seasons that matter to your customers, then plan campaigns around them. Start promoting each one early enough for people to plan and buy.

09

Measurement

Decide which numbers show whether the plan is working, where you will find them and how often you will check them.

10

Owners and next steps

Give each piece of work a named owner and a deadline, then list what needs to happen in the next 30 days.

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Tips.

What makes the difference when you put it to work.

  • Write the summary last. It is much easier to sum up the plan once every other section is filled in.
  • Keep to three or four goals. If everything is a priority, nothing gets done, so park the rest for next year.
  • Give every task one named owner and a deadline. When a task is shared, it often ends up with nobody.
  • Book a short review in your calendar each month. Compare results with your goals and move budget towards what is working.
  • If you would rather hand it over, Infinity can build and run your marketing plan as part of a monthly marketing retainer.

Questions, answered.

What should a marketing plan include?

A good marketing plan covers where the business is now, your goals, your audience, your offer, the channels you will use, a budget, a calendar and how you will measure results. It should also say who does what and by when. Keep it short enough that you will actually use it.

How long should a marketing plan be?

For most small businesses, a few pages is enough. The aim is a working document you check every month, not a report that sits in a drawer. Add detail only where it helps you make decisions.

What is the difference between a marketing plan and a marketing strategy?

Your strategy sets the longer-term direction: who you serve, how you stand out and how you will grow. Your plan turns that into specific goals, actions, budgets and dates, usually for the next 12 months. Settle the strategy first, then build the plan from it.

How much should a small business spend on marketing?

There is no single right figure. Some businesses set aside a percentage of revenue, while others work back from how much they can afford to pay to win a customer. Start with a budget you can sustain, track what each channel brings in and move money towards what works.

How often should I update my marketing plan?

Check progress monthly and do a fuller review each quarter. Rewrite the plan once a year, or sooner if something big changes, such as a new product, a new competitor or a drop in sales.

Related free resources.

More checklists, templates and tools that go with this one. See them all

Free templateMarketing strategy template8 sections with a worked example. Fill it in, then download or print.Free spreadsheetMarketing budget templateAn editable sheet with examples. Download it for Google Sheets or Excel.Free templateWebsite brief template10 sections with a worked example. Fill it in, then download or print.Free toolAd budget calculatorThe monthly budget to hit your leads or sales goal.Free toolCustomer lifetime value calculatorWhat a customer is worth, and what you can spend to win one.
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