Marketing Plan: Create a Marketing Plan in 5 Simple Steps

marketing plan
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A marketing plan is an external document organized by any firm, company, or business to make strategies regarding the target market, PR campaign, outreach, goals, and pricing. 

It helps the business to make a name in a new market and stand on top in the old marketplace. These are made weekly, quarterly, or monthly according to the company’s overall proposition. 

A marketing plan contains all the details about the company it will use to showcase its products and strategies. 

These plans are also made for future processes to make a proper business outline for the upcoming year. Companies, firms, and entrepreneurs use these plans to get a high-quality outcome by saving time and money. 

There are many easy ways to identify the needs of the customers and market. We have discussed mind-blowing ways to make a top-notch marketing plan for your business, so keep reading!

Types of Marketing Plans

A marketing plan is a strategy, document, or blueprint for advertising and marketing for the upcoming year’s efforts. It also includes the current position of the company or business.  

Besides, there are four basic marketing plans you should keep in mind.

1. Market Penetration Strategy

A Market Penetration Strategy is where a company or business works on the existing products in the previous market at a higher ratio.

Using the market penetration strategy, the product or company gets higher demands from old customers, and new customers are sometimes also attracted.

Besides, the firm hunts down special occasions or events and expands its distribution to loyal ones to increase sales. 

2. Market Development Strategy

Market development strategy attracts and compiles new customers towards the company or firm. These strategies also help educate people about the company’s resources.

Market development strategy works in hunting down the people whose interest matches your products, indirectly targeting them.

The main three factors on which market development strategy works are; cold outreach, free trial offers, and advertising. Mark these three in your market development strategies for a shining business.

3. Product Development Strategy

Product development strategy is straightforward and convenient, and it improves or changes the old product into a new one.

The product development strategy takes in a product, modifies it, improves its function, and launches it into an old or new market.

Companies use this strategy to participate in the market competition and gain victory while using their old product with a little twist. 

Inventing and testing a new product might be a long process for firms, so they consider improving the existing one and launching it like a pro. 

4. Diversification Strategy

Diversification is different from the above three. It does not use any old products, customers, or marketplace.

The work done in the Diversification Strategy is launching new products and targeting new clients in new markets. 

It is applied when a firm or company wishes to grow out of its shells. However, it is a complex and time-consuming process that needs to be adequately done by making a proper plan.

For a successful diversified strategy, the company must be able to wait patiently and grow its contacts using different advertising platforms. 

Every firm, company, or business wants to fly higher; going to the sky is challenging, but a proper Marketing Plan can make your task winnable.

Take your business to another level by using the above four strategies.

Difference between Marketing Plan and Business Plan

It is a critical question; clients and new businesses sometimes think that marketing plans or Business Plans are the same. But they are not! Both work differently with different functions and equations. 

The main difference between these two strategies is that marketing plans focus on markets like customer, rank, and product availability.

While on the other hand business plan focuses on the business, from staff to operations and ethos.

Marketing planning cannot handle the business, as Business planning cannot look after the marketplace. 

However, a business plan covers sales, profits, finance, target markets, audience, services, and product operations. 

Consider a business plan as a manager who will look after the whole team working with 100% effort. It is a map that will guide you to take safety steps without falling.

A marketing plan covers the problems arising in markets, such as keeping an eye on your competitors and seeing the products needed. It also includes campaigns to attract new customers and keep the old customers bound. 

Besides, it analyzes the market situation and when to hold hands or throw away a product at the right time in the market. So now you know when to use the strategies that will save your time and company.

Marketing Plan Template

A Marketing Template is a plan focusing on the goals that should be achieved for the company. Goals, KPIs, Channels, Budget, Contents, Teams, Designs, and DRIs.

Moreover, consider the marketing plan template as a tour guide that guides the whole organization on how to work and go with the market flow like an expert.

A well-planned template enables you to communicate things you know about the market with your employees for the long term.

Templates make achieving your desired goals an easy task; it targets the market with the segmentation of customers that share an equal interest. 

They also analyze the market with external links so your business can hold its place globally while promoting your firm well. Always focus on your templates; these are the basic needs of every growing business.

You can download free templates through websites like Asana and ProjectManager.

Marketing Plan Outline


An Outline is a framework of companies and firms that showcases the whole plan that promotes its services and products.

A marketing plan outline includes a Mission Statement, Marketing Strategy, Competitor Analyze, Pricing Strategy, Customer Target, Statistics, Advertisement, and Value Proposition. 

There are many different types of outlines, but the best ones are mentioned below;

1. SWOT Analysis

SWOT analysis is the key holder of any firm that looks after the strength, internal weaknesses, and opportunities for them. 

Weaknesses are external factors that can affect the whole business. So it is essential to discover such problems, a new defeating competitor, natural disaster, and political alarms before time, that SWOT does.

2. Target Market

Target Market analyses the targeted customers by demographic profile, including race, age, profile, rank, interest, and gender.

Companies use this outline to categorize the clients and their preferences for launching or serving products. 

Target Markets make a company successful; when you identify the markets by Targeting specific audiences for specific products, you can bring out good overall income.

3. Pricing Strategy

Pricing Strategy focuses on pricing the product or service. It monitors the market’s policies and rates to keep your company’s balance accordingly affordable for the buyers.

However, pricing a product or service is a challenging task; it requires proper evaluation and management. For bringing out the best in the marketplace, pricing outlines work wonders for all businesses worldwide.

4. Advertisement

Advertisement cover-ups template, timeline, and outline all at a time. Ads are a simple and concrete process in which you can go from bottom to top using proper tactics. 

An advertisement outline helps reach the target audience while achieving real goals with flying colors. 

In this process, a company or firm will summarize the business and announce messages through different platforms within a minimum budget.

5. Marketing Budget

The Marketing Budget mainly focuses on spending money according to the firm’s bank balance. It balances the expenditures of the market, keeping in mind how much a company is willing to afford.

Budgeting is essential in every aspect. It can make or break a business. However, budgeting outlines the functions of advertising, operating, financing costs, materials usage, and promotional campaigns within a given price goal.

6. Market Research

The Market Research Outline includes market size, industry structure, share, market definition, trends, and analysis of the competitors. The outline helps understand the marketplace’s needs and customers present there for their problems. 

Moreover, the market research strategy keenly focuses on gathering outsides insights from the targeted audience while considering opinions and interests.

It also helps in evaluating current services and products. It also aims to improve them when needed regarding the customers’ needs.

Create a Marketing Plan in 5 Simple Steps

One of the biggest and silly mistakes entrepreneurs make is not making a proper plan before entering the marketplace; it will cause a disaster. 

Marketing Plans work best for the business that wants to grow bigger and better. In simple words, marketing is a synonym for advertisement.

The more advertising your product gains, the more your business will flourish. 

There are many steps for a better plan, but we have highlighted the five most common ones to help you gain unlimited success in your suitcase.

1. Know your customers and their needs

First, it is essential to look for the customers’ needs and provide them with the solution they are looking for!

Go above the sky and beyond the land to gain customers’ trust and attention. Find the right product and service for them by planning to hit on their pain point and work like a painkiller.

2. Understand your market and your competitors

It is essential to keep an extra eye on your Competitors so there is no chance of stealing your old customers or grabbing the attention of new ones.

Always produce an attractive plan so customers flock like a team of birds to fulfill your business’s needs without hesitation.

3. Have a compelling marketing advertisement

Advertise your products and services like an ancestor who knows about the marketplace and its requirements. 

Focus on advertisements, and spend money wisely to advertise your business on platforms where you might find a good client with the same interest as yours. 

4. Determine your marketing mediums while keeping the budget in mind

Keep the budget in mind before making a strategy and working on it. If you need a good source of income and spend more than earning, your business will suffer a significant loss.

So, before spending your savings, make a proper marketing plan on how and where to finish; this way, your business will work on a low budget while giving higher outcomes.

5. Know how to get new customers while retaining the old ones

Always look out for new customers, and never rely on previous ones. Expand your team, and step into the open sea to grab big fish for a considerable outcome or profit. 

But never lose your old customer; keep them with you till the end, and ask them for reviews to add those to your plans; this will help you quickly gain the new customers’ trust.

Top-down Marketing Strategy vs. Bottom-up Marketing Strategy

Top-down Marketing plans focus on decision-making to achieve the end goals. Companies’ higher-level authorities make top-down decisions; no team members are included in this strategy. 

Bottom-up Strategies focus on the team’s ideas, decisions, details, and voices. Bottom-up strategies work great because of the efforts put on by several different-minded people.

The Top-down approaches are made at a higher level than the results are announced to the company’s employees.

Many companies vote for the top-down Marketing Strategy, as it reduces the risk of fights and confusion while keeping everyone focused on the final result.

Bottom-up Strategies might be a bit different and time-consuming as it involves observing many people working in a team.

Mind that Bottom-up has many advantages. Many companies prefer Bottom-up over top-down because it holds flexibility, innovations, and different ideas that work great for growing or old businesses.

Marketing Plan Example

Visit the HubSpot,, G2, Evernote, and Smartsheet. All are unique and work differently. 



Smartsheet outline plan aims to identify the strategic goal and pin down the target audience and market. It also monitors the company’s performance, ensuring that actions are taken. 

However, Smartsheet is a software collaborating work and management. It assigns duties and tasks while keeping track of the progress of the projects. It also manages documents, calendars, and folders.


Non-management and zero marketing plans can break down a business badly, so it is essential to take baby steps while keeping your foot in the market. 

Excellent management lies in Efforts, Plans, Outlines, and good Templates. By blending all these elements in an equal ratio, you can make a unique plan for your firm and gain unlimited success.

Remember, a good plan can do your business, whereas a bad one can break your place.

More Resources:

What is Integrated Marketing Communication? IMC Explained

Lead Generation: How to Get Leads through Marketing Campaigns

5 Best Marketing Automation Software for 2023