Marketing is an essential part of running a business. Nowadays there are countless ways to market your products and services to your audiences besides just going door-to-door or mailing flyers to homes. The internet offers multiple channels and options to get your message out. Whether you are promoting a new product or you are running a sale that you want everyone to know about, you need a marketing plan. Here are 8 things to include in your plan to help your marketing campaigns be more successful.


If you haven’t heard of SMART goals, now is the time to learn. The best goals are specific, measurable, attainable, relevant, and time-bound—or SMART. A specific goal is something like, “we want to sell 1,000 of our new products in the next 30 days.” If it’s measurable, you’ll use something like sales data to see if you’ve met the goal. Making sure it’s possible to reach the target in the allotted time is also important. Its relevance is usually linked to the company objectives, maybe even your annual sales goals. And time-bound means you put a time limit on when you will reach the goal.

Target Audience

You need to know your target audience and you can’t say it’s everyone. Instead, ask yourself and your team what type of people you want to reach. What are their interests, preferences, and demographics? Once you know this information, it’s easier to create strategies that will appeal to them. You also need to know where they are likely to receive marketing information best. If your target audience shops on Amazon 3 times a week, for instance, you’ll want to ensure that you leverage Amazon marketing as well as your other marketing efforts to get your message across to them.


A website is a place on the internet that provides information about your business, products, or services. It includes a home page, where you can write about your business and include links to pages with more detailed information. Your website should provide information about what you do, who works for you, and how customers can contact you. You’ll also need to communicate how customers can contact you either through the website or even social media platforms as well.

Create a Realistic Budget

Companies spend a lot on marketing, so while you don’t want to be stingy on your marketing budget, you also shouldn’t spend more than necessary. Before you budget, you’ll need some ballpark figures to help you put a dollar amount into your plan. You’ll need to know how much each different type of campaign you want to run could cost, including print and online marketing. You’ll also need to understand how much the people resources to run these campaigns will cost as well. Then compare that number to the actual amount of money you have available for marketing at the time.


Strategies are long-term plans for your business. They should be based on your goals, target audience, and the competitive landscape. Strategies should be specific to your business, measurable, and have a timeline that is reasonable for the type of strategy being implemented.

Competitive Analysis 

A competitive analysis is a review of the products and services offered by your competitors. It should include who your competitors are, what they offer, the price of their products or services, and how you compare to them in terms of price. You’ll also want to evaluate the quality of their products and how it’s different from yours.


Collaborations aren’t just for brands with large followings. If you have a product or service that would be beneficial for someone else, there’s no harm in reaching out. If you’re looking for collaborations, you need to think about what kind of collaboration you want and who your target audience is. This is an important piece of your overall marketing plan and can help you reach your goals.

Media and Branding

Branding is more than a logo. It’s about the company’s image, reputation, personality, and values. Branding is what people see when they think of your business. The brand can be seen in everything from a company logo to the way employees dress and talk at an event. Think of it as the heart and soul of your business; without branding, there would be no connection between what you offer to customers and how they feel about using your products or services. Your marketing plan needs to include your brand.