How to Create a Marketing Plan from Scratch: A Step-by-Step Guide
Read Time 5 mins
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.