Marketing plan template

A written marketing plan will help you to think about your approach to marketing, customer segments and promotion.

Key marketing objectives:

Sales targets

This year:
Next year:
Year after:

The number of customers we will need in order to hit our sales target:
This year:
Next year:
Year after:

Competitive analysis

Who are we up against?

Segmentation strategy

Smart businesses focus on niche market areas. This gives you more credibility and message repetition. A market segment = a group of people with shared needs.

Segment 1 =

Segment 2 =

Segment 3 =

Segment 4 =

Positioning strategy

How do we want clients to perceive us in the marketplace? For example – Lowest price? Best service? Highest quality? This is all part of the differentiation process.


Our decisions on segmentation and positioning, combined with a competitive analysis, will help us to decide on how we are going to make our business ‘stand out from the crowd – click here‘.


* What is the big idea behind our brand?
* What are our brand values?
* Happy with our logo?
* Which font do we use?
* What is our strapline?

Customer Relationship Management

CRM = A customer-focused strategy, designed to optimise customer satisfaction, revenue and profitability. It includes all of the touch points where we interact with our customers, as well as appropriate CRM software.

Products / Services

Include key features and benefits. What, if anything, is unique about them?
Product, Service or Category 1:
Product, Service or Category 2:
Product, Service or Category 3:
Product, Service or Category 4:


Are we operating on a cost-plus basis (i.e. calculating our costs and adding a gross profit percentage on top) or a market-based pricing model?
Alternatively, are we setting our own prices? How can we optimise our pricing?


Where will we / do we sell our products / services?


How much time can be devoted to promotional activities?

Promotional techniques for brand awareness and sales enquiries (bearing in mind that there are 300 techniques to choose from). For example:


► Website CMS? (Content Management System, i.e. WordPress). Website address:  www.

► SEO (Search Engine Optimisation). Review or create a keywords list and apply on-page SEO.
Review inbound links, anchor text links and other SEO ideas.

► Social media
– Twitter handle: @
Number of Twitter Followers:
Tweets per day:

– YouTube URL:
Number of videos uploaded:
Number of subscribers:

– Facebook URL:
Number of FB Friends:
Number of Likes for Company page:

– LinkedIn Profile URL:
Number of LinkedIn connections:
LinkedIn Company page URL

► Blog
Blog URL:

► e-Newsletter
e-newsletter system (i.e. MailChimp):
Number of subscribers:

► Video strategy

NETWORKING Face to face and online.

► Exhibitions
► Speaking opportunities

► Media list
► Press contacts
► Press release ideas

► Business cards

► WOM (Word of Mouth Marketing) system


To what extent is our marketing mix integrated? For example, is there a consistent look and feel? Do we highlight cross-selling opportunities?


How did people find us? Results and feedback – to be recorded on a monthly basis and compared with our marketing plan, to see what’s working. Appropriate action to be taken.


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