The Ultimate Marketing Plan Checklist [download]

Nothing is static in the realm of digital marketing. To make sure you’re receiving the most value for your money, you must constantly examine and improve your processes. Whether you’re taking on a small creative project or providing a new brand with full-service marketing support, you need to identify a clear marketing plan.

A marketing plan takes into consideration the entire marketing and sales cycle, from identifying a brand’s vision and position within the market to sales strategies and retention plans. Using a marketing plan checklist to build a solid plan will help your creative team understand how their work helps to achieve a brand’s overall marketing goals. This marketing checklist can help remove the guesswork from your marketing initiatives and give your agency the structure and direction to successfully deliver marketing projects and thrive in 2024 and beyond.

What is a marketing plan?

A marketing plan is a practical document that describes the marketing strategy to achieve a certain goal, such as to create leads or to connect with the target market. It outlines the outreach and PR programs run over time and how the business will evaluate its success.

A marketing plan’s purpose is to systematically record strategies. This will assist you in staying on course and gauging the accomplishment of your tasks. To make sure you don’t miss any component of the plan, we’ve created the marketing plan checklist. This checklist is a quick and easy way to break down and keep track of various marketing tasks and elements, such as goals and tactics.

A marketing checklist enables you to simplify a complicated marketing campaign. You can use this as guidance when drafting a thorough plan for a marketing project. It allows you to effectively implement marketing plans by keeping track of key marketing activities.

6 Essential Elements of a Marketing Checklist

While marketing checklists might take on different forms for various businesses, they all have a few essential elements. 

1. Business Details

Start with the overall information about a client’s business to give everyone context. You may provide a SWOT analysis of the business and its products or offerings. A SWOT analysis is typically presented as a table with four major elements: strengths, weaknesses, opportunities, and threats. A SWOT analysis uses a straightforward graphic layout to assess a business. 

2. Goals and Purposes

After understanding the client’s business context, you need to determine your marketing objective: to attract new customers, engage with existing ones, or improve customer loyalty. Be precise without being overly intricate. Make sure your goal is SMART and can be measured and quantified, which frequently has to do with income, profit, and sales. A clear marketing objective is essential to assist the entire marketing team in developing marketing strategies that complement your primary goals.

3. Customer Personas

Include details about your target market in your marketing plan, including:

  • Demographics: Statistics used to describe a population that encompasses elements like gender, age, place of residence, and occupation.
  • Psychographic: Beliefs, opinions, and values of the target customers.

The ideal consumer persona for business should be included in this section of your marketing checklist. You can create a persona for your target clients by making a fictional character that embodies their characteristics, pain points, and how your products or services can help them. Then, develop a marketing strategy with the demands of your target consumer in mind by using a customer persona.

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4. Competitor Analysis

Include a competitor analysis in your marketing plan, which examines the advantages and disadvantages of your agency’s rivals. Learn from their success and failure to identify strategies to strengthen your agency’s competitive position.

5. Marketing Strategies

Now it’s time to get into the detailed marketing strategies and tactics. Your strategy should cover the following aspects:

  • Business positioning: Analyze the product or service’s attributes to identify the positioning of the client’s brand. 
  • Marketing mix: You can choose a marketing model like 4Ps to develop the strategy: product, price, place, and promotion. This involves deciding on product/service features, pricing strategies, distribution channels, and promotional activities. In addition, leverage content marketing and digital marketing via various channels like websites, emails, and social media platforms if relevant to the target customers.
  • Budgeting: Determine the marketing budget and allocate resources effectively across different marketing initiatives.

You can refer to your team’s historical sales statistics or other crucial details to help you make informed judgments about your marketing endeavors.

6. KPIs

Every effective marketing plan outlines how you will monitor the progress toward goals. Your key performance indicators (KPIs) must be established to track each component of a marketing effort. Updating business leaders and project stakeholders on your progress is facilitated with the aid of these units.

For example, you can use organic page views to monitor website visits if one of your goals is to drive more website traffic. In this instance, “organic page views” is one KPI, and we can watch the growth of our page views over time.

Tips to Create an Effective Marketing Plan

1. Clarify the Marketing Scope in Your Plan and Identify Gaps

The marketing plan must clarify the marketing team’s focus and identify any areas that fall outside their scope. It’s important to address any potential gaps that require support from other departments and raise them in the plan. For instance, you may need to collaborate with the HR department to hire a digital marketing freelancer to supplement the project resources or seek guidance from the finance team regarding tax regulations and payment terms. By proactively determining the scope of work that requires support and involving the relevant stakeholders early on, you can ensure a streamlined marketing execution process.

2. Describe the Contributors and Their Duties

Make sure to outline the roles and responsibilities of each team member once your marketing strategy has been properly developed. You don’t have to get too involved in the day-to-day tasks that your staff members are working on, but you should be aware of which teams and managers are in charge of particular content categories, channels, KPIs, and other related stuff.

Now that you know how to create a successful marketing strategy, it is time to get to work. Starting a plan from scratch can be overwhelming, but we’re here to help. We’ll provide you with a standard template and guides to help you create productive and results-driven marketing strategies.

Final thoughts

Some established brands may already have a marketing plan that you can use, but it’s not uncommon, even for successful brands, to not have a clearly identified marketing strategy in place. Helping your client draft out a marketing plan is a great way to get to know the key project stakeholders, build value and provide your creatives with a strong framework for project success.

A marketing plan should be regularly updated and referred to. It’s a living document that guides all agency work, as well as internal marketing efforts. When you get to work on writing your creative brief with your client, use this easy marketing strategy checklist to draft a marketing plan that will drive your project forward.

Are you ready to create your own marketing plan? Use this free template to get started.

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