How to make a marketing plan for your small business

A marketing plan shouldn’t feel like a second full-time job.
If you’ve googled how to make a marketing plan for small business, chances are you’re already doing too much. Or not enough. And are desperately wondering how to fix it.

Here’s the thing most miss: Your marketing plan doesn’t need to be perfect. It needs to be practical. It needs to fit your actual life, not just your ambitions. Since you're a small business owner, chances are that you're doing most things by yourself, if not all. Time is limited and thus your marketing plan need to take that into account.

There is no one right way to create a marketing plan

As the heading says, there is no right way to create a marketing plan, as long as it works. In other words, the main thing to take from this is that you don't need a long or fancy marketing plan. What matters is that you include the most important areas and make it actionable.

What does that even mean you might wonder.  A marketing plan helps you see the full picture.
It keeps you from jumping straight into creating content or launching offers without thinking about where it all leads.

Your plan is your map. It helps you work with the time, money and knowledge you have, not against it.

What to include in a market plan

Here are the core parts you want to cover whether your plan lives in a doc, Canva sheet, notebook, or a project tool:

• Your competitors: You never work in a void. You have competitors doing similar things, what do they do good and what can you do better?
• Target audience: Who are you selling to? Why would they want your services or products? What are their needs, pain points and purchase barriers?

• Your goals: What are you trying to achieve right now? In a year? Or in five years?

• Your main offer: What are you selling and to whom? What make your offer unique?

• Your main channel(s): Where will you focus your efforts? Where are your target groups at? (Instagram? Email? LinkedIn?)

• Your content plan: What will you share – and when?

• Your CTA strategy: How will you invite people to take action?

Don’t overcomplicate it. Start small.

Make it actionable

A plan only works if you follow it. So keep it doable. Break it down to small actionable steps. Use the OKR model or SMART goals to structure your goals into actionable doable steps.

Not only do you know what to do next, as a solopreneur it's easy to lose motivation when feeling lost. That motivation and drive to continue is essential as a business owner. By structuring your goals into steps you don't risk losing motivation as easily.

How is a market plan for small business different from a large corporation market plan

You’re not a corporate marketing team and that’s in many ways a good thing.

Big businesses plan a year ahead. They have whole departments and budgets. Although that sounds dreamy, you on the other hand have flexibility, speed, and closeness to your audience. Nowadays people want and seek personality, emotions and quick communication. Everything a small business can offer.

So your plan should be:

• Simpler

• Built around your time, resources and goals

• Actionable

This isn’t about doing more. It’s about doing the right things. Relevancy is key here.

Key takeaways

You don’t need a complex marketing plan.
You need a smart one that works for you.

Start small. Stay consistent. 
If you need any support in creating your market plan, check out my course marketing strategy plan in a week below, specifically made for solopreneurs and small businesses.