8 Components You Should Include in Your Marketing Plan

Marketing plan

A marketing plan is a document that outlines your company’s marketing strategy. It should be written with the intention of helping you achieve your business goals. The following ten components will help you create an effective marketing plan:

The purpose of the plan

The primary purpose of a marketing plan is to help you develop a strategy for your business. It should answer the question: “what do I want to achieve?”

The plan will also help you determine which marketing tactics are most effective for reaching those goals and when and where they should be implemented.

Finally, it provides an opportunity for reflection on whether or not your overall approach is working as intended–and if not, what changes need to be made in order for it to work better next time around.

Your target audience

Your target audience is the group of people you want to reach with your marketing message. It can be defined by age, gender, location, and income level, as well as other factors.

Your target audience is different from your customer base because it’s not necessarily the same people who are already buying from you or have bought from you in the past; rather, it’s an idealized customer that represents all those who might buy from you if given the opportunity (and if they believe what they hear). This can be difficult because there may be many subgroups within this larger category, such as “30-something female buyers in San Francisco.”

The market

The market is the group of people who are in need of your product or service. Your marketing plan should include information about the size and composition of this group, as well as how it’s changing over time.

You’ll also want to identify trends for each component of your target market: demographics (age, gender), psychographics (personality traits), and behavioral data (buying habits). This will help you understand where there might be opportunities for growth or expansion within your existing customer base.

Segmenting customers into smaller groups based on shared characteristics can help you identify subsegments where there may be strong demand for what you offer–or even new ways to reach them with advertising messages or other marketing tools like trade shows or social media campaigns.

Your competitors

Competition is one of the most important aspects of your marketing plan. Your competitors are the people or organizations that offer products and services similar to yours, and they can be direct or indirect. Direct competitors sell similar products at similar prices; indirect competitors offer something different from yours but serve the same market segment.

In order to know how well you’re doing relative to them, it’s important for you to understand their strengths and weaknesses–and vice versa! You should also be aware of what they’re doing right now in their marketing efforts so that when it comes time for you to make some changes yourself, you have an idea of what would work best (or not).

Your product or service

The first step in developing a marketing plan is to define your product or service clearly. This includes its description, market positioning, and intended use for the customer. You should also consider how your business plans to sell and distribute it and any special packaging or instructions that might be necessary.

The next step is to determine how you’ll promote this product or service–what kind of marketing strategy do you plan on using? Are there certain areas where it would be better suited than others? Answering these questions will help shape your overall approach when it comes time for actual implementation later on down the road (which we’ll cover later).

Your brand attributes and image

Brand attributes are the qualities that define your brand. They include things like:

  • The product or service you offer
  • Your pricing and value proposition
  • Your target market

Brand image is how people perceive the brand (i.e., what they think about it). It’s an association between a brand and its attributes that influence consumer behavior. For example, what do you think if I say “Starbucks” to you right now? Do you see the logo in your head? Do you imagine relaxing on one of their comfy couches while reading a book at one of their many locations? If so, this green mermaid has successfully branded itself as an upscale coffee shop with many comfortable seating options where people can relax for hours sipping frappuccinos with friends or alone with their laptops open on tables next to them…

Measuring the effectiveness of your marketing efforts

Measuring the effectiveness of your marketing efforts is an important part of the process. You should be able to answer the following questions:

  • What are we trying to accomplish?
  • How did we do it?
  • Is there room for improvement?

If you can’t measure your marketing efforts, how will you know if they were successful or not? Measurements help determine whether or not a particular strategy worked and how effective it was at achieving its goals (or objectives). This information can be used to improve future strategies by making them more efficient or effective–or both!

Implementation of the plan, including action steps and the timeline for each strategic step

Now that you have your marketing plan in place, it’s time to implement it. This is where the rubber meets the road, so to speak. Congratulations if you’ve done everything right up until now and executed all of your strategic steps with precision and excellence! You should be well on your way to success.

If not… don’t worry too much; just make sure that next time when you’re writing up another marketing plan (and there will be a next time), you do things differently so as not to repeat any mistakes from this project.

One thing we want to emphasize here: make sure all of your action steps are specific and measurable–this will help ensure that they get done on time and with quality results in mind as well as keep track of which ones have been completed successfully versus those still left undone at any given point during the implementation period.


As you can see, many components make up a marketing plan. The most important thing is to make sure that you include all of them and don’t miss any steps. If you do this correctly, then your marketing efforts will be more effective than ever before!