How to Create a Marketing Plan from Scratch: A Step-by-Step Guide

If you own a business, you've probably heard that you need a marketing plan, but what does that mean? And how do you create one from scratch without a marketing degree or a big budget?

This blog will take you through the process step by step, helping you build a practical, results-driven marketing plan tailored to your business goals.

What Is a Marketing Plan?

A marketing plan is a strategic document that outlines your business's marketing goals, the tactics you'll use to achieve them, and how you'll measure success. Think of it as your roadmap; it keeps you focused, organised, and aligned with your business objectives.

Why Every Small Business Needs One

Without a plan, marketing can feel like throwing spaghetti at the wall and hoping something sticks. A solid marketing plan helps you:

• Stay consistent with your messaging
• Use your budget wisely
• Reach the right audience
• Track what's working (and what's not)

Whether you're launching a new product or trying to expand your customer base, a marketing plan provides direction and clarity.

Step-by-Step Guide to Building Your Plan

Step 1: Define Your Goals

Start with the end in mind. What do you want your marketing to achieve?

Use the SMART framework:

• Specific: "Increase website traffic by 25%"
• Measurable: Trackable via Google Analytics
• Achievable: Realistic based on your resources
• Relevant: Aligned with your business goals
• Time-bound: Set a deadline (e.g., 3 months)

👉 Need help? Please read our guide on setting SMART marketing goals.

Step 2: Know Your Audience

Who are you trying to reach? Understanding your ideal customer helps you craft messages that resonate.

Create a buyer persona that includes:

• Age, gender, location
• Pain points and goals
• Where do they spend time online
• What influences their buying decisions

Step 3: Conduct Market Research

Look at your competitors and industry trends. Ask:

• What are others doing well?
• Where are the gaps?
• What are customers saying in reviews or forums?

Use tools like:

• Google Trends
• Social media listening tools

Step 4: Choose Your Channels

Select the platforms that best align with your audience and goals. Options include:

• Social media (Instagram, LinkedIn, Facebook)
• Email marketing
• Content marketing (blogs, videos, podcasts)
• SEO and paid ads
• Local marketing (flyers, events, partnerships)

Don't try to be everywhere; focus on where your audience is most active.

Step 5: Set a Budget

Decide how much you can realistically spend on marketing. Consider:

• Ad spend (Google Ads, Facebook Ads)
• Tools (email platforms, design software)
• Freelancers (hello 👋 or agencies)
• Content creation

Tip: Start small, test, and scale what works.

Step 6: Create a Content Calendar

Plan your content to stay consistent and avoid last-minute stress.

Include:

• Topics and formats (blog, video, email)
• Publishing dates
• Responsible team members
• Channels for distribution

Tools like Canva, Trello, or Google Sheets can help you stay organised.

Step 7: Measure and Adjust

Track your performance using tools like:

• Google Analytics
• Social media insights
• Email open and click-through rates

Review your results monthly or quarterly. Ask:

• What's working?
• What's underperforming?
• What should we try next?

Marketing is an ongoing process, refine as you go.

Common Pitfalls to Avoid

• Skipping the research phase
• Trying to copy competitors without context
• Ignoring data and gut-feeling decisions
• Spreading yourself too thin across too many platforms
• Not setting clear goals or timelines

Avoid these traps to stay focused and effective.

Final Thoughts

Creating a marketing plan from scratch might seem daunting, but it's one of the smartest investments you can make in your business. With a clear strategy, you'll save time, money, and energy while building stronger connections with your audience.