How to Write a Marketing Plan (With an Example)

A marketing plan is a written description of how you will win and keep customers over a set period: who you are targeting, what you want to achieve, what you will do, when, at what cost and how you will measure it. It turns "we should really do more marketing" into a timetable someone can follow.

For a small business the plan can be short. What matters is that it is specific and that you look at it again. If you want something to fill in straight away, use our one-page marketing plan template; this guide explains how to think through each part.

The structure of a marketing plan

1. Situation: where the business is now.
2. Customers: who you serve and who you want more of.
3. Positioning: why customers should choose you.
4. Goals: measurable targets.
5. Actions: the channels and activities you will use.
6. Budget and calendar.
7. Measurement: how you will track progress.

How to write a marketing plan in seven steps

Step 1: Look at where you are

Gather a few facts before you plan. How many enquiries and sales did you have last year, and when? Where did customers come from? Ask new customers "how did you find us?" for a month if you do not know. Note what you already do, from your website to a sign in the window, and what it costs.

A quick SWOT list (strengths, weaknesses, opportunities, threats) helps here, as long as you keep it honest and short.

Step 2: Define your customers

Describe the customers you want in a sentence or two each: who they are, what they need, what worries them and where they look for a business like yours. Most small businesses have two or three groups worth describing separately, such as homeowners and letting agents for a decorator.

Step 3: Say why you are the better choice

Write one or two reasons customers pick you, in plain language. "Fixed prices quoted before we start" or "same-week appointments" are useful. "Quality service" is not, because everyone claims it.

Step 4: Set goals you can measure

Turn ambitions into numbers with dates: "40 new enquiries a month from the website by September" or "repeat bookings from 30% of customers this year". Keep to two or three goals, and make sure you can actually measure them.

Step 5: Choose your channels and actions

Pick the few channels your customers really use and that you can keep up. For many local service businesses that means a Google Business Profile, a clear website, reviews, email to past customers and referrals. Write down actions, not just channels: "post two before-and-after photos a week on the profile" rather than "use Google".

Step 6: Budget and schedule

Put a monthly cost and time against each action, then lay the actions out on a calendar. Mark seasonal peaks, quiet months, holidays and any events. A plan that ignores your busiest weeks will be abandoned in them.

Step 7: Decide how you will measure

For each goal, write where the number comes from and when you will check it: your booking system, Google Business Profile insights, website analytics or simply a tally of "how did you hear about us?" answers. Our guide to marketing KPIs suggests sensible measures.

Marketing plan example: a small decorating business

An illustrative example for an imaginary two-person decorating firm.

Part	Example
Situation	Fully booked in spring and summer, quiet from November to February. Most work comes from word of mouth; the website gets few enquiries.
Customers	Homeowners redecorating before selling; letting agents needing quick turnarounds between tenancies.
Positioning	Written fixed quotes within 48 hours; dust sheets and full clean-up included.
Goals	Fill winter months to 80% of capacity; 15 website enquiries a month by March.
Actions	Winter interior offer emailed to past customers in October; contact five local letting agents; before-and-after photos on the Business Profile weekly; ask every customer for a review.
Budget	£30 a month for the email platform; £150 for printed leaflets for agents; 2 hours a week.
Measurement	Monthly count of enquiries by source; bookings for November to February tracked weekly from September.

Mistakes to avoid

• Copying a big company's plan. Their channels and budgets will not fit yours.
• Listing channels with no actions. "Social media" is not a plan.
• Goals you cannot measure. "Raise awareness" needs a number attached.
• Writing it once and filing it. Review it monthly and change what is not working.