How to Structure a Marketing Plan.

IMS Marketing have put together the steps to follow when planning the marketing for your business. Whether you are a start up company or a successful business trading for years we all need to have a structured marketing plan.


List out your goals for the next 12 months. Goals are the most important part of your plan. Setting goals around the research you have undertaken into your industry and your buyer’s personals will be essential. Remember these goals should be attainable, you want to make sure you are reaching for growth but not shooting for the stars.


Research will be the foundation of your marketing plan. This research should include your competitor analysis, SWOT analysis, understanding your buyer’s personas and learning your buyers buying cycle.


Explain your strategy once you have a clear understanding of your customer.

  • Define your goals
  • Know your USP
  • Ensure your brand is strong
  • Optimised and fully functional website
  • Create engaging content
  • Define your distribution channels (email, social media, etc.)
  • Have an SEO strategy

Once you have all of your research and you are starting to implement your strategies, you need to define your KPI’s. It is important to measure before you even begin your strategies as this creates a baseline. Your KPI’s will help you better understand what works for you and what doesn’t work and then create a strategy around improving ROI.


Once you have your tactics in place you need to set these out in a calendar to execute your plans. Try focusing on 4/5 main tactics for the year. Don’t set 5 tactics that are not realistic in the year, you are setting yourself up for failure, be realistic and set goals that are reasonable.


*Remember your marketing plan is a guide, this plan will change 10 or 100 times in the year. The more realistic you are the less you will need to change it, but your plan should be a living document.