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Marketing Strategy Template

Our Marketing Strategy Template will help you gain traction and differentiation in the marketplace.   Set strategic direction and select a roadmap to achieve higher revenue growth. Includes two complete marketing strategy models: Role-Based Strategy and Business Case Strategy.

Are you looking for a properly designed marketing strategy template that helps you plan your marketing activities carefully? This is the best Marketing Strategy Template that helps you craft your marketing activities  from beginning to end.

Why You Need a Marketing Plan

For today’s marketers, creating an integrated marketing plan that includes social media marketing, content marketing, email marketing and SEO — all tenets of a strong inbound marketing strategy — is necessary in order to attract and convert buyers in a digital age. to Write a Marketing Plan: A Comprehensive Guide with Templates from Vital Design

Maybe you work for a large corporation and have been tasked with developing next year’s marketing plan, or perhaps you are launching a new start-up and need to craft a plan from scratch. Maybe it’s been 20 years since you graduated from business school or wrote your last marketing plan, and you realize that times have changed a bit.

Whatever the case, the steps you take today to create a functional and straight-forward marketing plan will lay the foundation for your year ahead, helping you to get results that are measurable and quantifiable.

How to Write a Marketing Plan

Map Out a Table of Contents

A full marketing plan can turn out pretty lengthy, so a table of contents will help you find the info you need quickly. Consider linking each item to its corresponding section in-document for even easier navigation. You can do this in Google DocsMicrosoft Word and Adobe Acrobat.

Write Your Marketing Plan’s Outline

The best part about writing a table of contents first is that it also works as an outline for your document. If you’re following along with our steps, this outline will include:

  • Executive summary
  • Mission statement
  • Marketing goals
  • Standards of performance
  • Core competencies
  • Situational analysis
  • SWOT analysis
  • Target audience description
  • Audience personas
  • Product, place, price and promotion
  • Pricing strategy

Write an Executive Summary

An executive summary usually comes right after a marketing plan’s table of contents. It gives you a high-level overview of the document. Think of it as your marketing plan’s TL;DR.

You should write your executive summary last. But, we’re highlighting this section right now because you need to keep it in mind as you work on the rest of your plan. suggests keeping notes on the parts of each section that stand out to inspire your executive summary.

Once it’s time to write your executive summary, ask yourself these questions to highlight your marketing plan’s main points:

  • What types of customers are you targeting?
  • What patents or products will you market specifically?
  • What unique partnerships will you leverage to succeed?
  • How is your marketing plan special?
  • How will your company stand out?
  • What problem are you solving?
  • What is the solution?
  • Why now?

That last question — why now? — will help you frame your marketing as a timely solution to a current problem.

Craft a Mission Statement

Your mission statement will help you decide what to prioritize in your marketing. We covered the concept of a mission statement in our blog post on communications plans, and it’ll serve a similar purpose for your marketing plan. Long story short, a mission statement explains what benefits your organization provides through your product or service.

Build the core components of your mission statement by asking yourself these questions:

  • What do we do?
  • How do we do it?
  • Who are we doing it for?
  • What value does our organization bring to the table?

Figure Out Your Goals

What will success look like in your marketing plan? This section will establish your financial and non-financial goals. Vital Marketing recommends setting two main goals and three to five supporting goals.

Establish Your Financial Goals

Most marketers aim to earn their organization more money. Consider these questions to set financial goals for your marketing plan:

  • How much money do you want to generate with your marketing?
  • Can you break that revenue down into a specific number of sales?
  • How can you make your marketing earnings and spending align with your business goals?

Hash Out Your Non-Financial Goals

Examples of non-financial marketing goals include increasing traffic, boosting conversions and improving engagement. But you should go beyond these simple statements — you should make your goals SMART:

  • Specific: Focus on one metric.
  • Measurable: Establish a way to measure your goal performance.
  • Aspirational: Make sure your goal pushes you beyond your current performance.
  • Realistic: But, make sure your goal is achievable.
  • Time-bound: Set a deadline for you to achieve that goal.

Establish Your Content’s Standards of Performance

Whether you call them standards of performance or editorial guidelines, these principles will keep your content specific and writers on track. Look for quality standards that your competitors’ content doesn’t follow and consider what makes your content unique. You can also look for patterns in your highest-performing content.

For example, CoSchedule has these standards of performance:

  • Comprehensiveness
  • Strategic Keyword Targeting
  • Actionability
  • Relevancy

 Determine Your Core Competencies

Your company’s core competencies are what it does better in marketing than anyone else. HRSG provides these examples of marketing competencies:

HRSG top marketing competencies

But, you can go deeper or unconventional with your core competencies. Maybe you excel at creating blog posts in particular or have a knack for memes.

These questions can help you think up some core competencies:

  • What makes our company remarkable?
  • What value do we bring?
  • What proof do we have that we’re the best at this competency?

Get Everyone Involved With a Survey

This step of your marketing plan offers a great opportunity to get your team involved. If you’re stumped on your company’s core competencies, create a quick survey using a tool like Google Forms or SurveyMonkey.

Create these four questions with long-form, open-ended responses:

  • What are our strengths as a team?
  • What are our strengths as a company?
  • What are the strengths of our product?
  • How are we the best in our industry/niche?

Connect Your Message to Your Target Market

Let’s get a high-level overview of your average customer. If you have Google Analytics running on your website, its audience reports will do the trick. You can also dig into any survey or interview data you have from your customers.

Discover Your Current Audience on Google Analytics

Log into Google Analytics and take note of these data points under the Audience tab on the left:

  • Demographics (Age and Gender)
  • Interests
  • Geo (Languages and Location)
  • Behavior (New vs. Returning, Frequency/Recency and Engagement)

These stats work as a fantastic starting point for deeper audience research.

How to Find Your Target Audience

Now that you know who’s currently engaging with your company, you can define who you want to become your customers — your target audience. At CoSchedule, we recommend starting your target audience research with these questions:

  • How would we describe our current best customers?
  • Why did these customers look for a product or service like ours?
  • Why did they hire us?
  • How do these customers benefit from choosing us over the competition?

Create an Audience Persona

An audience persona presents audience data as an example customer. It helps you visualize who you’ll market to. An awesome persona answers questions like:

  • Who are they?
  • What is their personality?
  • How about their family life?
  • What are their values?
  • What do they do?
  • What is their job title?
  • Where do they work?
  • Where do they live?
  • What’s their income level?
  • What are their challenges?
  • How about their pain points?
  • What are their needs?

 Define Your Four Ps to Inform Your Go-to-Market Strategy

The four Ps — product, price, place and promotion — will help you center your marketing around your product and its relevance to your audience.

Define your four Ps by asking the questions below. Keep your target audience and persona handy as you answer them.

What Product Are You Marketing? (Product)

  • What does our audience want?
  • Why do they need it?
  • What makes it special and different? Why should our audience care?

Where Should You Sell Your Product? (Place)

  • How will you sell your product?
  • Are you selling it in a physical store or on E-commerce?

How Much Should You Sell It For? (Price)

  • Is your price a good value for what your customers will receive?
  • How does the price compare with your competitors and others in the market?

How Are You Going to Promote It? (Promotion)

  • Where are you going to promote your content/product?
  • How are you getting your product in front of people?
  • Will you use ads? If so, where will you display them?


This marketing strategy template is designed to help you assess your existing marketing strategies. The template helps you identify components of your marketing mix which are working successfully, as well as areas for improvement. By answering questions about your business and the marketing strategies you currently use, we will be able to provide you with a list of options to help improve and refine your marketing strategies. Questions focus on: target audience, pricing structure and promotional activities

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