What Should be Included
in a Marketing Plan?
Understanding the function of a marketing plan is all well and good, but how do you actually create one? And what kind of information should be included? Different businesses may have different specific short-term and long-term goals when it comes to marketing, but nearly all marketing plans follow the same general framework. Let’s go over the basic focus points you should include:
Follow Your Company's Mission
Your marketing efforts are the story of your brand. Its tone and direction should be consistent with your company’s mission across all channels. It is important that your marketing plan’s level of success be tied to how effectively it achieves your mission, first and foremost. The marketing plan should inherently include your value proposition – the benefits of your product or service, how it can help solve your target customer’s problem, and why they should buy it from you and not a competitor in your field. A good marketing plan is based around your business’ mission and the value it extends to potential customers.