How to Write a Marketing Plan

Composing a killer marketing plan helps you secure new contracts and increase the visibility of your brand. Not all plans are the same, however. You need a must-read digital document that serves as your company’s “Declaration of Independence,” a proclamation of everything your business aims to achieve. Here’s how to write a marketing plan:

Company Analysis

Company analysis — where you assess the profitability of your company, products, and services — tells clients and investors about the potential growth of your business. This is the perfect introduction to your marketing plan, especially when you include the strengths and weaknesses of your brand.


Creating goals is a critical component of your marketing plan and provides valuable insights into your campaign. Set measurable marketing goals that are realistic: reducing the time it takes to get a product to market, expanding a product or service line and increasing brand awareness are three of the most common business goals. You might want to include sales projections in your plan, too, with details on how to achieve top-line sales growth. Our marketing plan template has space for you to list several goals and showcase your business objectives.

Related Read: Marketing Proposal Template

Company Culture

Investors love to know what makes your business tick. Company culture — the collective behaviors and beliefs of the employees in your business — influences employee satisfaction, business growth, and customer service, which can make you more attractive to clients. Include details of your company culture — staff morale, cooperation, teamwork — in your marketing plan. Our media plan template lets you list three company culture elements.

Market Share

Our colorful pie chart — completely customizable when you use our marketing plan template — lets clients and investors know how you perform in your niche relative to your competitors. This graph tells your audience how you plan to dominate your market.

Customer Analysis

Customer analysis demonstrates how well you understand your target market, and how your campaign will be tailored to suit the needs of these consumers. Studies show that 80 percent of customer-facing brands don’t understand their customers beyond basic demographics. Buck this trend and impress clients with your in-depth knowledge of your customer base in your marketing plan.

“Customer analysis demonstrates how well you understand your target market, and how your campaign will be tailored to suit the needs of these consumers”


Core Customer Audiences

Include a behavioral profile of your customers in your marketing plan, focusing on the collective experiences, interests, and habits of consumers in your target market.

Value Drivers

Value drivers are components of your campaign that add value to your customers: problem-solving, customer service, technology, quality. List three value drivers in your marketing plan that outline the benefits of your product or service.

Competitor Analysis

Competitor analysis — an assessment of the strengths and weaknesses of competing brands in your industry — provides you with an edge over your rivals and proves you understand your niche. Our marketing plan presentation template lets you list three competitor strengths and three competitor weaknesses so clients can ascertain your current position in the marketplace.

Market Segmentation

Distinguish different subsets of your demographic with market segmentation. You can segment your customer base by geolocation, interests, income and purchasing behaviors, and outline these details in your plan.

Marketing Strategy

Your marketing strategy lists all of your marketing goals and objectives in one place. Only 66 percent of marketers had a marketing strategy in 2013, according to software brand Marketo, so having a long-term strategic plan could attract interest from investors and clients and help you outrank your rivals. Our marketing plan sample has room for you to include your current marketing strategy and discarded strategies.

Product Price

Pricing is a fundamental element of your marketing plan. Price your product too high and investors will balk; price it too low and you might not be taken seriously. Our template has slides where you can outline cost estimates, as well as bundles, discounts or leasing options.

Distribution Channels

Listing possible distribution channels — retailers, intermediates, wholesalers — highlights each phase of your sales chain, and demonstrates how your goods and services will reach the end-user. Our template lets you record three distribution channels so clients can see how you plan to deliver your products, as well as core locations.

Paid Advertising

How you market your product is just as important as distribution. $592 billion was spent on advertising in 2015, and investors will want to know your promotional plans. Our marketing plan template informs potential clients about the marketing channels — print, broadcast or digital, for example — you plan to use.

Advertising and Media

You can break down your campaigns by budget and list the benefits of potential marketing channels in our template. Include the projected results for each marketing campaign and the amount you plan to spend on paid advertising and PR, too.

Campaign Reach

Create an easy-to-read campaign reach chart that will wow your audience. This graph tells clients how many consumers you plan to reach over various stages of your campaign.

Related Read: 11 Sections to Include in Your Monthly Marketing Report

Face it, creating a marketing plan is a chore. Here at Slidebean, our easy-to-use template lets you identify essential marketing activities in one place. You don’t need to create a plan from scratch, nor scour the Internet for fancy graphics. Our eye-catching, colorful slides have space to include specific metrics that are crucial for your campaign plan.