Ten Steps

To A Marketing Plan: Transforming Strategy into Action

Your Guide to Building a Marketing Plan

A Marketing Plan takes the high-level marketing strategy and breaks it down into actionable, tactical steps. It provides a detailed roadmap for how the marketing team will implement the strategy to achieve specific goals within a defined timeframe.

10 Steps To Building A Marketing Plan:

1. Executive Summary

2. Marketing Objectives

3. Target Audience Details

4. Marketing Strategies

5. Tactical Execution

6. Timeline & Milestones

7. Budget

8. Roles and Responsibilities

9. KPIs and Metrics

10. Contingency Plan

1. Executive Summary

A brief overview of the plan, highlighting key objectives, target audience, strategies, and expected outcomes.

2. Marketing Objectives

Clear, specific, and measurable goals for the plan (usually short- to medium-term, e.g., quarterly or annual).

Examples:

• Increase website traffic by 20% over the next 6 months.

• Generate 200 new leads per month through content marketing.

• Achieve 10% more conversions from paid ads within the next quarter.

3. Target Audience Details

A detailed description of the audience(s) identified in the strategy.

This section may include:

• Demographics (age, gender, income, location)

• Psychographics (lifestyle, values, motivations)

• Pain points and challenges

• Customer journey mapping

4. Marketing Strategies

Outlines the high-level approach for achieving objectives.

Based on the marketing strategy, but adapted into specific approaches like:

• Content marketing

• SEO and organic search

• Email marketing

• Social media marketing

• Paid advertising (PPC, display, social)

• Public relations (PR)

5. Tactical Execution

Campaigns: Detailed description of each campaign designed to meet objectives.

Content Plan: Topics, formats, frequency, and platform for content (e.g., blog posts, social media, videos).

Paid Advertising Plan: Platforms (Google Ads, Facebook, Instagram, etc.), budgets, and expected reach.

SEO Plan: Keywords to target, on-page and off-page SEO tactics.

Social Media Plan: Platforms to use, type of content, engagement strategy, and posting schedule.

Email Marketing Plan: Frequency, segmentation, and type of emails (newsletters, drip campaigns, promotions).

6. Timeline & Milestones

A calendar or Gantt chart that outlines the key dates, campaigns, and initiatives over a set period (e.g., one year or quarter).

This includes launch dates, deadlines for content, ad campaign launches, and review points.

7. Budget

Breakdown of costs for all planned activities:

Advertising spend (PPC, social media ads, influencer campaigns)

Content creation (blog, video, design, etc.)

Tools and software (CRM, email marketing platform, etc.)

Outsourcing and agency fees

Other marketing expenses (e.g., event sponsorships)

It ensures the plan is financially feasible and aligned with the company’s resources.

8. Roles and Responsibilities

A clear delineation of who is responsible for each part of the plan, such as:

• Content creation (internal team or outsourced writers/designers)

• Social media management

• Campaign management (PPC, email marketing, etc.)

• Analytics and reporting

This ensures accountability for every element of the plan.

9. KPIs and Metrics

The specific metrics that will be tracked to measure success.

• Website traffic (organic, paid, referral)

• Conversion rate (from website visitors, email campaigns, or ads)

• Cost per lead/acquisition

• Social media engagement (likes, shares, comments)

• Email open rates and click-through rates (CTR)

• Return on Ad Spend (ROAS)

This section ensures that progress is measurable and tied to the objectives.

10. contingency Plan

What happens if the tactics or campaigns don’t perform as expected?

This section outlines alternatives and adjustments that can be made if a campaign underperforms or market conditions change unexpectedly.

Digital marketing Support

To provide effective digital marketing support, I can offer strategic guidance by developing tailored marketing plans, setting clear goals, and allocating resources effectively. By equipping the team with essential tools, budget, and access to data, I ensure they have what they need to succeed. I’ll also facilitate ongoing learning, encourage innovation, and promote open communication to keep everyone aligned and responsive to market changes. Regular reviews and feedback help refine strategies, driving continuous improvement and maximizing results.

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