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The marketing plan is a report that shapes your marketing strategy for the coming year, quarter or month. And a marketing plan template provides a high-level overview of your business and competitors before diving deeper into specific goals, KPIs, and tactics.
Chances are, you’re already using a marketing plan within your marketing and/or product team. But are you ready to take things a step further? Introducing, the marketing roadmap too.
Marketing roadmaps map out projects and activities from various channels like digital marketing, content, events, and advertising, to get all team members aligned.
Some people might say that, in today’s volatile and ever-changing world, there’s no point in planning, since the risks are too high and you can’t predict what ups and downs you will have to contend with.
But we prefer to stick to what Yogi Berra, the former New York Yankees catcher, once said: “If you don’t know where you are going, you will end up somewhere else”. Or from a marketing perspective, if you are not planning what kind of traffic you need, which leads you want to attract, and to what purpose, you will always end up with uncertain results.
That’s why we created a simple marketing plan template that will help you to set up clear goals and preferable outcomes. It is a perfect start to wipe away chaos and confusion. This template will help you to prioritize all your marketing efforts to find out what activities should make it to your marketing roadmap.
A well-defined marketing plan is the secret sauce behind maximized ROI and scoring big marketing wins. And to help make your job easier, we’ve created a marketing plan template for you to hit the ground running.
Here’s how our top tips for how to use it:
Open with a compelling executive summary. Many stakeholders won’t have time to read your full marketing plan. Here, you can get them excited by introducing the key goals, activities, and KPIs. Insider tip: it’s sometimes easier to write the executive summary last, once all the details are in place.
Include data-driven marketing goals. Vague objectives, like “produce more video content”, don’t do much to inspire. But SMART and data-driven goals, like “Improve overall users acquisition by 5% from 2021” show everyone what you’re aiming for.
Specify the buyer persona. You can’t attract everyone to your website. And, in fact, you don’t need to. Interview your users, conduct focus groups, research your competitors, survey your audience, and be clear on who you’re looking to convert.
Establish your baselines. In a similar vein, do you know how well your business is performing today? What’s working for marketing and what’s not working? What can you learn from last year to plan for the year ahead?
Share your marketing plan template with stakeholders. We’ve made our marketing plan template easy to send around. Why? Because this document will act as a true north star to keep all the team working together. Not everyone needs to see it, of course. You probably don’t need to take up the dev team’s time reading your competitor SWOT analysis, but the executive summary, for example, is something all departments should see.
Write the plan. Set your objective and outcomes. Then measure how well you achieve them.
Ready to get started? The airfocus marketing plate template includes:
An outcome-based roadmap board
A backlog with a customizable prioritization framework
A 4x4 priority chart to visualize your quick wins and don’t dos
… and a timeline to visualize your milestones and launch work!