Your friend is developing a marketing plan for her new business. What should she put in this plan?

Creating a Marketing Plan for Your First Business Starting a new business is exciting, but figuring out marketing can be tough. There are so many strategies and methods that it can feel overwhelming. But a good marketing plan can guide you to success and growth. As a business plan writer and consultant, I’ve helped many new business owners grow by creating effective marketing plans. In this article, I’ll explain what you should include in a marketing plan for a new business.

Understanding the Basics of a Marketing Plan

A marketing plan is a simple guide that helps you reach your business goals. It shows what you want to achieve, how you will do it, and what steps you need to take. Think of it as a map that keeps your marketing efforts on track and helps you reach your customers.

Understanding Your Business and Target Market

Before you start marketing, it’s important to understand what makes your business special and what you sell. This helps you explain your business clearly and compete well. You also need to know who your customers are—the people who will benefit most from your products or services. Research their age, needs, likes, shopping habits, and online activity. This helps you reach and connect with them effectively.

Setting Your Marketing Goals and Objectives

When you understand your business and customers, you need to decide what you want to achieve with your marketing. These goals should be SMART—Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of saying you want more people to know about your brand, a SMART goal would be to increase website visits by 20% within six months.

Making Good Marketing Plans

When you know what you want to achieve, it’s time to think about how to make it happen. Here are some things to consider:

Product: Make sure what you’re selling matches what people want and what’s popular.

Price: Decide how much to charge so you make money but also attract customers.

Place: Find the best ways to reach the people you want to sell to.

Promotion: Think about how to tell people about your product or service and convince them to buy it.

Choosing and Using Marketing Tricks

Marketing tricks are the things you do to make your plans work. You pick tricks based on your budget, what your customers like, and what other companies are doing. Here are some common tricks:

Social Media Marketing: Talking to your customers on sites like Facebook, Instagram, and Twitter.

Content Marketing: Making useful and interesting stuff to keep customers interested.

Email Marketing: Sending personal emails to people who want to hear from you.

Search Engine Optimization (SEO): Changing your website to show up higher on Google searches.

Pay-per-click (PPC) Advertising: Paying to show your ads when people search online.

Influencer Marketing: Working with popular people to get more people interested in your stuff.

Setting Up a Marketing Budget

It’s important to plan how much money you’ll spend on marketing. Decide based on how much money you have and how much you expect to make. Consider how much different marketing activities cost.

Checking Your Marketing Performance

To see if your marketing is working, look at some important numbers. These numbers show if you’re getting closer to your goals. Look at how many people visit your website, engage with your social media posts, open your emails, and buy your products after seeing your ads.


A good marketing plan helps new businesses succeed. If you know your business and customers, set clear goals, make smart plans, use good tactics, and check how well you’re doing, your business can grow and make a big difference.