{"id":1456,"date":"2024-02-28T00:00:00","date_gmt":"2024-02-28T00:00:00","guid":{"rendered":"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/"},"modified":"2026-03-11T17:28:41","modified_gmt":"2026-03-11T17:28:41","slug":"how-to-write-a-marketing-plan","status":"publish","type":"knowledge","link":"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/","title":{"rendered":"A small business marketing plan that will get you results"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">A marketing plan could help you reach more customers and promote your products or services. Step one is to create a marketing plan and step two is to put this plan into action with a go-to market strategy \u2013 this guide will help you do both.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read our guide to writing a marketing plan for your business and download a <a href=\"#marketing-plan-template\">free marketing plan template<\/a> to get you started. We&#8217;ll cover:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#what-is-a-marketing-plan\">What is a marketing plan?<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#how-to-write-a-marketing-plan\">How to write a marketing plan<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#develop-a-go-to-market-strategy\">How to develop a go-to-market strategy<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#marketing-plan-example-for-a-hair-and-beauty-business\">Marketing ideas for hair and beauty businesses<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#marketing-plan-example-for-trades-businesses\">Marketing ideas for trades businesses<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#how-to-create-a-marketing-plan-for-a-cleaning-business\">Marketing ideas for cleaners <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#marketing-planning-on-a-budget\">How to market your business on a budget <\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-is-a-marketing-plan\">What is a marketing plan?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A marketing plan is a document that lets you establish and track your marketing strategy (or strategies) over a period of time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you want to launch a new product or service. While some businesses might develop these first and then consider marketing as an afterthought, a marketing plan helps you make marketing part of the entire process \u2013 and make smarter decisions along the way. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your marketing plan could cover the overarching marketing strategy for your business, or you might have individual marketing plans outlining different strategies for different goals.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<hr class=\"wp-block-separator has-text-color has-lead-50-color has-alpha-channel-opacity has-lead-50-background-color has-background\"\/>\n<\/div>\n\n\n\n<div id=\"tiktok-download-001\" class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\">Marketing plan template<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Download your free, editable marketing plan template to create your own marketing plan.<\/p>\n\n\n\n<div class=\"wp-block-button has-size-medium\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2026\/03\/marketing-plan-template.pdf\">Start planning<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<hr class=\"wp-block-separator has-text-color has-lead-50-color has-alpha-channel-opacity has-lead-50-background-color has-background\"\/>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"how-to-write-a-marketing-plan\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"how-to-write-a-marketing-plan\">How to write a marketing plan \u2013 step-by-step<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Follow these marketing plan steps to turn your ideas into action \u2013 and start growing your business. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1workoutyourgoal\">1. Work out your goal(s)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It doesn\u2019t matter whether you call it your mission, your goal or your objective. You should define what you want to achieve before planning how to get there.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can do this by developing your marketing goals based on your overall business objectives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best way to approach this is to have <a href=\"\/knowledge\/strategy\/smart-goal-setting-for-business\/\" data-type=\"knowledge\" data-id=\"1528\">SMART goals<\/a> \u2013 specific, measurable, achievable, relevant, and time-bound. This makes sure you know where you\u2019re going and, importantly, when you\u2019ve achieved your aims. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you have your goals, you can work backwards to create more manageable steps and small goals to reach your main goal.<\/p>\n\n\n\n<div class=\"wp-block-group has-azure-300-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-69910985 wp-block-group-is-layout-constrained\" style=\"border-radius:10px;padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--90);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--90)\">\n<p class=\"wp-block-paragraph\"><strong>Business example: <\/strong>You run a vegan caf\u00e9 and want more people to try vegan dishes. Your marketing goal would be to <a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/retail\/how-to-increase-footfall-in-a-retail-store-or-local-shop\/\">increase footfall<\/a> to your caf\u00e9 \u2013 which should have an impact on your sales. From there, you can come up with specific numbers that you can measure over time.<\/p>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2whoareyoutargeting\">2. Who are you targeting?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Some people won\u2019t be interested in your product or service, despite all the money and time you spend trying to attract them. That makes targeting the right audience essential \u2013 and a key question to answer in your marketing plan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You should think along the lines of <strong>age, gender, location, how much money they earn<\/strong> and any other demographics you think could be important.<\/p>\n\n\n\n<div class=\"wp-block-group has-azure-300-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-69910985 wp-block-group-is-layout-constrained\" style=\"border-radius:10px;padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--90);padding-bottom:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--90)\">\n<p class=\"wp-block-paragraph\"><strong>Business example: <\/strong>You know that <a href=\"https:\/\/yougov.co.uk\/topics\/society\/trackers\/dietery-choices-of-brits-eg-vegeterian-flexitarian-meat-eater-etc\" target=\"_blank\" rel=\"noreferrer noopener\" rel=\"noopener noreferrer\" target=\"_blank\">younger people may be more likely to go vegan<\/a>, so build a customer persona around someone who\u2019s grown up eating meat but is becoming more interested in vegetarianism and veganism. Where does that person live? What would attract them to your caf\u00e9?<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">This can get psychological as you work out what marketing and messaging your target audience will respond to.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3researchandanalyse\">3. Research and analyse<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You\u2019re not working in a vacuum. You have competitors \u2013 they may be bigger or have more experience in the market, so you should detail what they\u2019re currently doing with their marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This will help you identify winning strategies that you might be able to replicate. But it\u2019ll also help you understand the differences between your competitor\u2019s marketing mission and what you hope to achieve \u2013 helping to plug the gap between the two businesses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Read more: <\/strong><a href=\"\/knowledge\/marketing\/how-to-do-a-competitor-analysis\/\" data-type=\"knowledge\" data-id=\"1229\">How to do competitor analysis <\/a><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">To help you gather your research, you could try:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">customer surveys<\/li>\n\n\n\n<li class=\"wp-block-list-item\">interviews<\/li>\n\n\n\n<li class=\"wp-block-list-item\">focus groups <\/li>\n\n\n\n<li class=\"wp-block-list-item\">pricing analysis\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Our <a href=\"\/knowledge\/marketing\/how-to-price-a-product-uk\/\" data-type=\"knowledge\" data-id=\"1050\">guide to pricing a product<\/a> has more information on setting the right price to make money. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">4. Explain your strategy<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You also need to explain the strategies and initiatives you\u2019re going to use to reach your goals. Note down what makes your business stand out from your competitors \u2013 these are your <a data-type=\"knowledge\" data-id=\"1059\" href=\"\/knowledge\/marketing\/what-is-a-usp\/\">unique selling points<\/a> (USPs).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Have a think about which marketing channels best suit your aims. Here are some examples of different marketing channels:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">your website<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/advantages-of-social-media-advertising\/\" data-type=\"knowledge\" data-id=\"1121\">social media<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\">email marketing<\/li>\n\n\n\n<li class=\"wp-block-list-item\">content marketing (think <a href=\"\/knowledge\/marketing\/boost-your-brand-content-tips-from-lucy-hitchcock\/\" data-type=\"knowledge\" data-id=\"1207\">brand content<\/a>, blogs and search engine optimisation, or SEO for short, and <a href=\"\/knowledge\/marketing\/how-to-make-money-on-youtube\/\" data-type=\"knowledge\" data-id=\"1439\">videos<\/a>)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">word-of-mouth marketing<\/li>\n\n\n\n<li class=\"wp-block-list-item\">pay-per-click (PPC for short)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">print advertising<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/billboard-advertising-guide-for-small-businesses\/\" data-type=\"knowledge\" data-id=\"1225\">billboard advertising<\/a> <\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"478\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?w=1024\" alt=\"Marketing channels to promote your business\" class=\"wp-image-3151\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png 3396w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?resize=800,373 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?resize=768,358 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?resize=1024,478 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?resize=1536,716 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?resize=2048,955 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/marketing-channels.png?resize=150,70 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">As part of your marketing planning process, you should think about the messaging you\u2019re putting across through your marketing channels to attract customers. What problems are you solving for your target audience? What\u2019s different about your product or service? And how do existing customers rate you?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our <a href=\"\/knowledge\/marketing\/how-to-advertise-your-business\/\" data-type=\"knowledge\" data-id=\"1410\">ultimate guide to marketing your business<\/a> includes everything you need to know about advertising and channels you can use to promote your business. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Measuring performance<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You won\u2019t know if your strategy\u2019s working if you\u2019re not measuring performance. This goes back to the numbers mentioned in point one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lots of businesses use key performance indicators \u2013 or KPIs \u2013 to measure the effectiveness of their marketing. You might also hear these called &#8216;metrics&#8217;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It sounds like jargon, but they\u2019re useful when tracking how you\u2019re doing over time. Some KPIs you could set include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">growth in sales<\/li>\n\n\n\n<li class=\"wp-block-list-item\">growth in website visitors<\/li>\n\n\n\n<li class=\"wp-block-list-item\">social media likes, shares, or engagement<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"6considertheadmin\">6. Consider the admin<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"\/knowledge\/income\/how-to-budget-calculator-and-guide-for-the-self-employed\/\" data-type=\"knowledge\" data-id=\"956\">Budgeting<\/a>, processes, who\u2019s going to be involved (the <a href=\"\/knowledge\/management\/stakeholder-meaning\/\" data-type=\"knowledge\" data-id=\"1071\">stakeholders<\/a> \u2013 this stuff might be boring, but you need to think about it now to make sure your plan stays on track).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you don\u2019t budget, for example, you could find yourself spending money you don\u2019t have in the pursuit of your targets. Or that you&#8217;re not making a <a href=\"\/knowledge\/marketing\/what-is-roi\/\" data-type=\"knowledge\" data-id=\"1028\">good return on your investment<\/a> (ROI).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if you have employees, consider who\u2019s best placed to help you reach your goals. They\u2019ll all have different skill sets \u2013 could someone help out on the budgeting, while another runs your social media? Detail all of this in your plan.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"478\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?w=1024\" alt=\"Stakeholder map\" class=\"wp-image-3152\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png 3396w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?resize=800,373 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?resize=768,358 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?resize=1024,478 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?resize=1536,716 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?resize=2048,955 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/Stakeholder-map.png?resize=150,70 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">7. Write a summary of your marketing plan<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is called the <a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/strategy\/how-to-write-an-executive-summary\/\" type=\"knowledge\" id=\"1037\">executive summary<\/a>. While it should go at the start of your marketing plan, it\u2019s best to write it after you\u2019ve written the whole document. That\u2019s because the executive summary has to include short descriptions of each section, highlighting the most important information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think of it as an <a href=\"\/knowledge\/marketing\/how-to-write-an-elevator-pitch\/\" data-type=\"knowledge\" data-id=\"1460\">elevator pitch<\/a> \u2013 you\u2019re hoping to attract investors to help you achieve your marketing goals, or win employees over to your plan. The executive summary needs to be compelling enough so that they carry on reading. Be sure to include a short summary of your business and its <a href=\"\/knowledge\/strategy\/how-to-write-a-mission-statement\/\" data-type=\"knowledge\" data-id=\"1457\">mission<\/a> too.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"develop-a-go-to-market-strategy\">Develop a go-to market strategy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For your marketing plan to succeed, you also need to make sure you have a fully developed go-to market strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whilst your marketing strategy can be used to continually promote your business and keep a competitive advantage, your go-to market strategy is crucial in developing your business and any new products or services.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before you go to market, there are a few things you should think about first:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Understand customer personas<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve already discussed the importance of knowing your target customers, but you can develop customer personas to understand them even more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are many free digital tools you can use to help here. If you have a <a href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/starting-out\/how-to-create-a-business-website\/\" type=\"knowledge\" id=\"1424\">website<\/a> or online presence, spend some time getting to know Google Analytics and Facebook Insights. This is a great way to see who&#8217;s visiting your site and interested in your products and services. Not only can this help you with <a data-type=\"knowledge\" data-id=\"1072\" href=\"\/knowledge\/marketing\/tips-for-developing-a-product-a-simple-guide\/\">developing further products<\/a>, but it can also give you key insights on how to improve your digital marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Map the customer journey<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Once you know who your customers are, you need to <a href=\"\/knowledge\/marketing\/customer-journey-map-template-for-business\/\" data-type=\"knowledge\" data-id=\"1375\">map their journey<\/a>. This is everything that happens from first discovering your business to becoming a customer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is often called the marketing funnel and can be broken down into the following levels:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">awareness<\/li>\n\n\n\n<li class=\"wp-block-list-item\">consideration\/research<\/li>\n\n\n\n<li class=\"wp-block-list-item\">conversion\/decision<\/li>\n\n\n\n<li class=\"wp-block-list-item\">loyalty<\/li>\n\n\n\n<li class=\"wp-block-list-item\">advocacy\/loyalty<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Once you start mapping your customer journey \u2013 whether through digital tools or customer feedback \u2013 you can identify which areas may need improvement.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large size-full\"><img loading=\"lazy\" decoding=\"async\" height=\"478\" width=\"1024\" src=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?w=1024\" alt=\"Customer journey map example\" class=\"wp-image-3153\" srcset=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png 3396w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?resize=800,373 800w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?resize=768,358 768w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?resize=1024,478 1024w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?resize=1536,716 1536w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?resize=2048,955 2048w, https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/05\/customer-journey-map-example.png?resize=150,70 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-right:var(--wp--preset--spacing--60);margin-left:var(--wp--preset--spacing--60)\"><em>Example customer journey map for businesses<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">Create your distribution plan<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">And finally, the last step in any good go-to market strategy is your distribution plan. Think again about your target audience \u2013 and what apps, websites, and places they visit \u2013 and tailor your marketing accordingly. It\u2019s a good idea to plan where and when you\u2019ll distribute your marketing material before you begin creating it.<\/p>\n\n\n\n<div class=\"wp-block-group has-azure-200-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-30c80bf8 wp-block-group-is-layout-constrained\" style=\"border-radius:10px;margin-top:var(--wp--preset--spacing--90);margin-bottom:var(--wp--preset--spacing--90);padding-top:var(--wp--preset--spacing--90);padding-right:var(--wp--preset--spacing--90);padding-bottom:var(--wp--preset--spacing--90);padding-left:var(--wp--preset--spacing--90)\">\n<h2 class=\"wp-block-heading\" id=\"h-marketing-plan-example-for-a-hair-and-beauty-business\">Marketing plan example for a hair and beauty business<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a few ideas a hair and beauty business could try to attract more customers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">hair and beauty <strong>tutorial videos<\/strong> (on Instagram, for example)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">email <strong>newsletter<\/strong> with updates about staff, discounts, and new products or services)<\/li>\n\n\n\n<li class=\"wp-block-list-item\">enter local <strong>awards<\/strong><\/li>\n\n\n\n<li class=\"wp-block-list-item\">build a good <a data-type=\"knowledge\" data-id=\"1424\" href=\"\/knowledge\/starting-out\/how-to-create-a-business-website\/\">business website<\/a> with integrated appointment booking<\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a data-type=\"page\" data-id=\"1700\" href=\"\/resources\/sme-insights-report\/\">collaborate with other local businesses<\/a> \u2013 for example, stocking speciality tea and coffee or decorating with plants from a nearby florist<\/li>\n\n\n\n<li class=\"wp-block-list-item\">highlight your hair and beauty insurance, accreditations, and awards<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div id=\"nba-body-001\">\n<\/div>\n\n\n\n<div class=\"wp-block-group alignfull is-layout-flow wp-block-group-is-layout-flow\" id=\"marketing-planning-on-a-budget\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-marketing-planning-on-a-budget\">Marketing planning on a budget <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Creating a strong marketing plan doesn\u2019t need a big budget. Here are some free ideas you could incorporate into your business marketing strategy:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\">start small and be highly targeted <\/li>\n\n\n\n<li class=\"wp-block-list-item\">enter business awards<\/li>\n\n\n\n<li class=\"wp-block-list-item\">send promotional offers along with your invoices or deliveries<\/li>\n\n\n\n<li class=\"wp-block-list-item\">email marketing <\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/how-to-start-a-blog\/\" data-type=\"knowledge\" data-id=\"1443\">build a blog<\/a> or social media following<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Lastly, you might be able to use technology to save money on your marketing \u2013 here\u2019s <a data-type=\"knowledge\" data-id=\"1236\" href=\"\/knowledge\/marketing\/ai-marketing-for-small-business\/\">how small businesses could use AI to boost their marketing<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Small business guides and resources<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/strategy\/how-to-write-a-business-plan\/\" data-type=\"knowledge\" data-id=\"1199\">How to write a business plan \u2013 step-by-step<\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a href=\"\/knowledge\/marketing\/radio-advertising-costs-and-tv-advertising-costs\/\" data-type=\"knowledge\" data-id=\"1498\">Radio and TV advertising \u2013 costs and tips to get your brand out there <\/a><\/li>\n\n\n\n<li class=\"wp-block-list-item\"><a data-type=\"knowledge\" data-id=\"1347\" href=\"\/knowledge\/technology-for-small-businesses\/best-social-media-management-tools\/\">Best social media management apps \u2013 compared for small businesses<\/a><\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group has-azure-200-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-94e519ba wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--80);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--80);padding-left:var(--wp--preset--spacing--40)\">\n<h3 class=\"wp-block-heading has-text-align-center\" id=\"readytosetupyourcover\">Ready to set up your cover?<\/h3>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\">As one of the UK&#8217;s biggest <a href=\"\/business-insurance\/\" data-type=\"page\" data-id=\"5152\">business insurance<\/a> providers, we specialise in <a href=\"\/business-insurance\/public-liability-insurance\/\" data-type=\"page\" data-id=\"734\">public liability insurance<\/a> and protect more trades than anybody else. Why not take a look now and build a quick, tailored quote?<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/quote.simplybusiness.co.uk\/business\">Start your quote<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div id=\"nba-body-end\">\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A marketing plan will help you reach customers and promote your business.<\/p>\n","protected":false},"author":3,"featured_media":47903,"comment_status":"open","ping_status":"closed","template":"","meta":{"sb_hreflang":"","sb_hreflang_url":"","disable_breadcrumbs":false,"sb_breadcrumbs":[],"sb_reviewed_by":"rosanna-parrish","sb_review_date":"2026-03-11T17:26:24","sb_enable_content_gating":true,"footnotes":""},"categories":[111],"hidden-category":[],"coauthors":[25],"class_list":["post-1456","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A small business marketing plan that will get you results<\/title>\n<meta name=\"description\" content=\"A marketing plan will help you reach customers and promote your business. Download this free marketing template for small businesses to get started.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A small business marketing plan that will get you results\" \/>\n<meta property=\"og:description\" content=\"Your step-by-step guide to writing a marketing plan for a small business.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/\" \/>\n<meta property=\"og:site_name\" content=\"Simply Business UK\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/simplybusiness\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-11T17:28:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.simplybusiness.co.uk\/wp-content\/uploads\/sites\/3\/2024\/06\/how-to-write-a-marketing-plan.jpg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"A small business marketing plan that will get you results\" \/>\n<meta name=\"twitter:site\" content=\"@simplybusiness\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"9 minutes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data2\" content=\"Catriona Fuller\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.simplybusiness.co.uk\/knowledge\/marketing\/how-to-write-a-marketing-plan\/\"},\"author\":{\"@type\":\"Person\",\"name\":\"Catriona Fuller\",\"description\":\"Catriona Fuller is a content and marketing professional with 12 years\u2019 experience across the financial services, higher education, and insurance sectors. 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