What Should My Business's Marketing Plan Include?

A new year means a fresh start and if marketing your small business hasn't been top priority, you'll want to start 2026 off with a marketing plan that will help guide you in your marketing efforts and evaluate what is and isn't working.

What is a marketing plan?

A marketing plan is a roadmap that outlines your business's marketing strategy for a specific period, typically a year. It's a living document that guides your marketing efforts and helps you achieve your overall business goals.

Why a Marketing Plan Matters More Than Ever in 2026

The digital world is evolving fast. AI tools, shifting consumer behavior, and increased competition mean that “winging it” won’t cut it anymore. A marketing plan isn’t just a nice-to-have, it’s your business’s GPS. It helps you stay focused, avoid wasted spend, and make smarter decisions that actually move the needle.

What to include in my marketing plan?

Executive summary

Think of this as your elevator pitch for the marketing plan. Briefly (1-2 paragraphs) explain:

• Who you are: Briefly introduce your business and its brand.

• Who you're targeting: Describe your ideal customer(s).

• What you want to achieve: State your primary marketing goals (e.g., increased brand awareness, lead generation, sales growth).

• How you'll get there: Briefly mention your key marketing strategies.
  

Situational analysis

Honesty is key! This section requires a critical look at your current position:

• Internal Analysis: Conduct a SWOT analysis to identify your Strengths, Weaknesses, Opportunities, and Threats. Evaluate your marketing capabilities, resources, and brand strength.

• External Analysis: Research your target market, including demographics, needs, and online behavior. Analyze your competitors' key marketing strategies and industry trends.
  

Marketing goals and objectives

Don't just wish for "more sales." Set SMART goals:

• Specific: Clearly define what you want to achieve (e.g., 20% increase in website traffic, 50 qualified leads per month).

• Measurable: Choose metrics to track progress (e.g., website analytics, lead conversion rates).

• Achievable: Set ambitious but realistic goals based on your resources and market dynamics.

• Relevant: Ensure your goals align with your overall business objectives.

• Time-bound: Establish deadlines for achieving each goal.
  

Marketing strategies

Outline your overall approach based on your goals and target audience:

• Channel Selection: Identify the marketing channels you'll use (e.g., social media, content marketing, email marketing, paid advertising).

• Strategic Pillars: Define key themes or approaches within each channel (e.g., building brand awareness on social media, educating leads through content marketing).
  

Marketing Tactics

Get specific! Describe the practical actions you'll take:

• Content Creation: Define types of content to create (e.g., blog posts, infographics, videos).

• Social Media Engagement: Specify types of posts and engagement strategies.

• Paid Advertising: Outline targeting parameters and campaign objectives.

• Website Optimization: Detail improvements to enhance user experience and conversions.
  

Budget

Allocate resources strategically:

• Estimate costs: Consider costs for content creation, advertising, tools, and personnel.

• Prioritize spending: Allocate more to channels with higher potential return on investment.

• Be flexible: Allow room for adjustments based on performance and market changes.
  

Timeline

Create a realistic timeframe for each activity:

• Phase out tasks: Break down the plan into manageable stages with deadlines.

• Consider dependencies: Align deadlines for dependent tasks (e.g., content creation before launch).

• Build in buffer time: Account for unforeseen delays and adjustments.
  

Measurement and evaluation

Regularly track and analyze results to make informed decisions:

• Define KPIs: Determine key performance indicators for each goal and channel.

• Track data: Monitor metrics using analytics tools and reports.

• Evaluate performance: Analyze data to understand what's working and what's not.

• Adapt and adjust: Make data-driven changes to optimize your marketing efforts.
  

Start Your Marketing Plan with Our Helpful Worksheets!

📲 Download the Marketing Plan Worksheets

Common Mistakes to Avoid When Creating Your Marketing Plan

• Skipping strategy: Jumping straight into tactics without a clear strategy leads to scattered efforts.

• Setting vague goals: “Get more followers” isn’t a goal—“Grow Instagram following by 25% with weekly educational posts” is.

• Ignoring your audience: If you’re not speaking their language, your message won’t land.

• Not tracking performance: If you don’t measure it, you can’t improve it.