{"id":138747,"date":"2022-02-16T11:00:40","date_gmt":"2022-02-16T16:00:40","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=138747"},"modified":"2023-05-12T09:08:58","modified_gmt":"2023-05-12T14:08:58","slug":"marketing-plan","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-plan\/","title":{"rendered":"The Insanely Simple One-Page Marketing Plan Template"},"content":{"rendered":"<div class=\"intro-txt\">Every business needs a marketing plan. It helps guide your marketing efforts and keeps you on track to hit your marketing objectives.&nbsp;<\/div>\n<p>The problem is that creating one can get complicated, <em>really complicated.<\/em><\/p>\n<p>It\u2019s not so bad if you\u2019re familiar with marketing jargon and acronyms like SWOT and KPI. But if you\u2019ve never created one before and want to hit the ground running, it can feel like you need an MBA in marketing just to get started.<\/p>\n<p>That\u2019s why we created <a href=\"https:\/\/docs.google.com\/document\/d\/1LPrYvJiHuEutq2-3LiVO756j6vvyzFuHtDUmOkQqIZE\/copy\">the <\/a><a href=\"https:\/\/docs.google.com\/document\/d\/1LPrYvJiHuEutq2-3LiVO756j6vvyzFuHtDUmOkQqIZE\/copy\">one-page marketing plan<\/a>.<\/p>\n<p>You\u2019ll learn how to fill it in shortly. But first, let\u2019s make sure we understand the basics\u2026<\/p>\n<ul>\n<li><a href=\"#what-is-a-marketing-plan\">What is a marketing plan?<\/a><\/li>\n<li><a href=\"#marketing-plan-vs-tactics-vs-strategy-vs-objectives\">Marketing plan vs. strategy vs. tactics vs. objectives<\/a><\/li>\n<li><a href=\"#how-to-create-a-marketing-plan\">How to create a marketing plan<\/a><\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is a marketing plan?\" data-section=\"what-is-a-marketing-plan\">\n<h2>What is a marketing plan?<\/h2>\n<\/div><\/div>\n<p>A marketing plan is a roadmap for executing your marketing strategy over a given period of time, usually a&nbsp;year.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Marketing plan vs. strategy vs. tactics vs. objectives\" data-section=\"marketing-plan-vs-tactics-vs-strategy-vs-objectives\">\n<h2>What\u2019s the difference between a marketing plan, strategy, tactics, and objective?<\/h2>\n<\/div><\/div>\n<p>Despite many people using these terms interchangeably, they\u2019re very different things.<\/p>\n<p>Here\u2019s the simplest way to explain them:<\/p>\n<ul>\n<li><strong>Objective:<\/strong>&nbsp;What you want to achieve.<\/li>\n<li><strong>Strategy: <\/strong>How you\u2019ll do&nbsp;it.<\/li>\n<li><strong>Tactics:<\/strong>&nbsp;The methods you\u2019ll use.<\/li>\n<li><strong>Plan<\/strong>: Everything mapped out so you can take action.<\/li>\n<\/ul>\n<p>For instance, imagine that you want to get from London to Paris on a budget.&nbsp;Your objective, strategy, tactics, and plan might look something like&nbsp;this:<\/p>\n<ul>\n<li><strong>Objective:<\/strong>&nbsp;Get from London to Paris for under $100.<\/li>\n<li><strong>Strategy:<\/strong>&nbsp;Use public transportation.<\/li>\n<li><strong>Tactics<\/strong>: Bus, tube, and Eurostar.<\/li>\n<li><strong>Plan<\/strong>: Get the bus to the tube station, get the tube to St Pancras, get the Eurostar to&nbsp;Paris.<\/li>\n<\/ul>\n<p>You can see how it would be hard to execute your strategy without the plan because you wouldn\u2019t know whether to get the train, tram, or metro first. The plan explains how everything fits together so you can take action.<\/p>\n<p>It\u2019s the same with marketing. Your marketing plan explains how your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">marketing tactics<\/a>&nbsp;fit together to execute your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>&nbsp;and achieve your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\">marketing objectives<\/a>.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create a marketing plan\" data-section=\"how-to-create-a-marketing-plan\">\n<h2>How to create a one-page marketing plan<\/h2>\n<\/div><\/div>\n<p>Start by making a copy of <a href=\"https:\/\/docs.google.com\/document\/d\/1LPrYvJiHuEutq2-3LiVO756j6vvyzFuHtDUmOkQqIZE\/copy\">the marketing plan template<\/a>. You\u2019ll see that it revolves around answering four simple questions. Let\u2019s go through how to answer these.<\/p>\n<h3>Question 1. Who are you targeting?<\/h3>\n<p>If you\u2019re creating a marketing plan, you should already have done your <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">market research<\/a>&nbsp;and developed your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>. And that means you&nbsp;should already have a pretty good idea of who you\u2019re targeting. However, it\u2019s helpful to reiterate this in your marketing plan to keep you focused and on&nbsp;track.<\/p>\n<p>For example, if we were putting together a marketing plan for Ahrefs, we might&nbsp;put:<\/p>\n<blockquote><p><em>SEO professionals and website owners who want to drive more traffic to their websites.<\/em><\/p><\/blockquote>\n<p>This is a very simplified version of who we\u2019re targeting, but it\u2019s enough to set us on the right&nbsp;track.<\/p>\n<h3>Question 2. What are your objectives?<\/h3>\n<p>You\u2019re not creating a marketing plan for the fun of it. You\u2019re creating one to map out how you\u2019ll (hopefully) achieve some marketing objectives. So you need to define what those objectives are.<\/p>\n<p>These can be pretty much anything you like, but they should ideally be&nbsp;SMART.<\/p>\n<p>Unfortunately, this is one piece of marketing jargon we have to tackle, but it\u2019s pretty straightforward and just means that your objectives should be:<\/p>\n<ul>\n<li><strong>Specific. <\/strong>They should clearly state the desired outcome.<\/li>\n<li><strong>Measurable<\/strong>. They should&nbsp;be something you can track the success of.<\/li>\n<li><strong>Achievable<\/strong>. They should be realistic.<\/li>\n<li><strong>Relevant<\/strong>. They should align with your overall business objectives.<\/li>\n<li><strong>Timely<\/strong>. They should have a time frame attached to&nbsp;them.<\/li>\n<\/ul>\n<p>For example, here\u2019s a bad marketing objective:<\/p>\n<blockquote><p><em>Increase organic traffic.<\/em><\/p><\/blockquote>\n<p>Here\u2019s a good&nbsp;one:<\/p>\n<blockquote><p><em>Increase organic search visibility in the U.S. from 3 to 6% in the next 12 months.<\/em><\/p><\/blockquote>\n<p>Only the latter is SMART. The former is too vague, has no time frame attached to it, and isn\u2019t measurable. The latter, on the other hand, is specific, has a 12-month time frame, and is easily measurable in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/1-rank-tracker-keywords.png\" alt=\"Search visibility in Ahrefs' Rank Tracker\"><\/p>\n<p>Generally speaking, it\u2019s best to have a few objectives but no more than a handful. Any less, and you won\u2019t achieve much. Any more, and you\u2019ll spread yourself too&nbsp;thin.<\/p>\n<p>If you\u2019re struggling to think of relevant marketing objectives for your business, you might want to take inspiration from the examples in <a href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\">our guide to setting marketing objectives<\/a>.<\/p>\n<h3>Question 3. How will you achieve your objectives?<\/h3>\n<p>Placing goalposts is easy, but scoring a goal is hard. That\u2019s why you now need to get specific and think about the tactics you\u2019ll use to achieve your marketing objectives and how much they\u2019ll cost.<\/p>\n<p>Remember that your tactics should always align with your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>&nbsp;and <a href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\">objectives<\/a>. Don\u2019t just pluck them out of thin air or opt for shiny, new tactics. Consider what tactics align with your marketing strategy and go from&nbsp;there.<\/p>\n<p>For example, our marketing strategy is pretty simple at its&nbsp;core:<\/p>\n<blockquote><p><em>Help our target audience solve their SEO and marketing problems with the help of our tools by creating informative and useful content about topics they\u2019re searching for.<\/em><\/p><\/blockquote>\n<p>Because your strategy should always dictate the tactics you use, it\u2019s clear that any tactics we use will be content-related. This is also clear from the objective we set ourselves in the previous section:<\/p>\n<blockquote><p><em>Increase organic search visibility in the U.S. from 3% to 6% in the next 12 months.<\/em><\/p><\/blockquote>\n<p>So what tactics should we utilize to achieve this objective?<\/p>\n<p>Given the objective itself, there\u2019s really only one thing we can do here: SEO. However, if we really want to create an actionable marketing plan for ourselves, we need to be more specific.<\/p>\n<p>This is where a bit of research is needed\u2026<\/p>\n<p>If we scroll down to our tracked keywords in <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>&nbsp;and sort by estimated traffic, we can see the keywords where our search visibility is low or non-existent:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/2-rank-tracker-keywords-low-search-visibility.png\" alt=\"Low search visibility keywords in Ahrefs' Rank Tracker\"><\/p>\n<p>To improve our organic search visibility for these keywords, there are a few tactics we could use. However, to keep things simple, let\u2019s say that rewriting the posts that target them seems like the most viable tactic.<\/p>\n<p>Let\u2019s also assume that we don\u2019t have the manpower to rewrite all of these posts, so we\u2019ll focus on the most low-hanging opportunities. That would probably be the posts that target high-volume keywords and currently rank OK but not&nbsp;great.<\/p>\n<p>Here\u2019s how we can filter for these keywords in <a href=\"https:\/\/ahrefs.com\/rank-tracker\"><span style=\"font-weight: 400;\">Rank Tracker<\/span><\/a>:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-filtered-rank-tracker-keywords.png\" alt=\"Filtering for low-hanging keywords in Ahrefs' Rank Tracker\"><\/p>\n<p>Now, it looks like a few of those keywords (\u201cyoutube tags,\u201d \u201cwhat is https,\u201d etc.) don\u2019t align particularly well with our target audience of website owners, so we\u2019ll exclude those.<\/p>\n<p>This leaves us with around 80 keywords, and this number equates to 80 posts to rewrite.<\/p>\n<p>Next, we need to estimate how much all of this is going to cost&nbsp;us.<\/p>\n<p>This is a crucial step that you shouldn\u2019t neglect, as there\u2019s no point in creating a \u201cpie in the sky\u201d marketing plan. It needs to be realistic, doable, and any numbers should actually be based on something (not plucked out of thin&nbsp;air).<\/p>\n<p>Given that we do content rewrites in-house, it makes the most sense for us to base cost estimations on how much time we think all of this will take our team (and how much we pay&nbsp;them).<\/p>\n<p>To keep things simple, let\u2019s say that the numbers look like&nbsp;this:<\/p>\n<p><strong>Time per rewrite: <\/strong>20 hours.<br>\n<strong>Cost per hour:<\/strong>&nbsp;$20<br>\n<strong>Number of rewrites:<\/strong>&nbsp;80<\/p>\n<p>Based on these numbers, it looks like it will cost us around $32K and 1,600 man-hours to execute this tactic. That might sound like a lot, but it\u2019s less than one full-time employee\u2019s yearly working hours.<\/p>\n<p>Repeat this process as many times as necessary to build a list of tactics you\u2019ll use to hit your marketing objective(s).<\/p>\n<p><strong>Learn more<\/strong>: <em><a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">16 Marketing Tactics That Work in&nbsp;2021<\/a><\/em><\/p>\n<div class=\"recommendation\"><div class=\"recommendation-title\">IMPORTANT<\/div><div class=\"recommendation-content\">\n<p>If you\u2019re working with a specific marketing budget, don\u2019t be tempted to \u201cmake everything fit\u201d by randomly allocating and re-allocating budget between tactics. The budget for each tactic needs to make sense. If your proposed tactics end up costing more than your allocated budget, it means that you simply don\u2019t have enough money to achieve all of your objectives. In which case, you should cut the less important objectives until your proposed tactics and budget align.<\/p>\n<\/div><\/div>\n<h3>Question 4. When will you do everything?<\/h3>\n<p>Marketing plans cover a specific period of time, so it might seem like the answer to this question is obvious. If you\u2019re creating a 12-month marketing plan, then the tactics you outlined in the previous step need to be done in that time&nbsp;frame.<\/p>\n<p>Although this is true, simply having a list of things to do over the course of a year isn\u2019t very actionable. It\u2019s better to break things down into manageable chunks so you can track progress throughout the&nbsp;year.<\/p>\n<p>How much you break things down is up to you, but a quarterly plan is a good starting point.<\/p>\n<p>Here\u2019s what that might look like for our tactic of rewriting 80 low-performing blog&nbsp;posts:<\/p>\n\n<table id=\"tablepress-114\" class=\"tablepress tablepress-id-114 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Q1<\/th><th class=\"column-2\">Q2<\/th><th class=\"column-3\">Q3<\/th><th class=\"column-4\">Q4<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Rewrite 20 low-performing blog&nbsp;posts<\/td><td class=\"column-2\">Rewrite 20 low-performing blog&nbsp;posts<\/td><td class=\"column-3\">Rewrite 20 low-performing blog&nbsp;posts<\/td><td class=\"column-4\">Rewrite 20 low-performing blog&nbsp;posts<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-114 from cache -->\n<p>This might seem like a small and insignificant change, but it means that we can review our progress every quarter to keep things on track. For example, if we find that only 10 posts have been rewritten after the first quarter, then we might need to intervene and optimize workflows to ensure we meet our objectives by the end of the&nbsp;year.<\/p>\n<p>Planning tactics on a quarterly basis also helps you to allocate resources more efficiently.<\/p>\n<p>For example, let\u2019s say that another one of our marketing tactics was to update a bunch of blog posts in Q4 to maximize traffic from \u201c2022\u201d queries in the new year. Our content team would be pretty overwhelmed if they were also expected to rewrite 20 low-performing posts in the same quarter, so this would probably be a better plan:<\/p>\n\n<table id=\"tablepress-115\" class=\"tablepress tablepress-id-115 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Q1<\/th><th class=\"column-2\">Q2<\/th><th class=\"column-3\">Q3<\/th><th class=\"column-4\">Q4<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Rewrite 25 low-performing blog&nbsp;posts<\/td><td class=\"column-2\">Rewrite 25 low-performing blog&nbsp;posts<\/td><td class=\"column-3\">Rewrite 25 low-performing blog&nbsp;posts<\/td><td class=\"column-4\">Rewrite 5 low-performing blog&nbsp;posts<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\"><\/td><td class=\"column-2\"><\/td><td class=\"column-3\"><\/td><td class=\"column-4\">Update 10 blog posts for&nbsp;2022<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-115 from cache -->\n<p>You might even want to consider color-coding your quarterly plan to show which team is responsible for which task. This will make it easier to spot when teams are likely to be overloaded and plan accordingly.<\/p>\n<h2>Final thoughts<\/h2>\n<p>Given that most marketing plans run dozens or even hundreds of pages, our one-page plan is admittedly <em>very<\/em>&nbsp;oversimplified. But that\u2019s the point. It helps you get the basics down on paper as fast as possible without having to contend with endless marketing jargon and acronyms.<\/p>\n<p>Got questions? Ping me <a href=\"https:\/\/twitter.com\/joshuachardwick\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The problem is that creating one can get complicated, really complicated. It\u2019s not so bad if you\u2019re familiar with marketing jargon and acronyms like SWOT and KPI. But if you\u2019ve never created one before and want to hit the ground<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":138756,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[336],"class_list":["post-138747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Insanely Simple One-Page Marketing Plan Template<\/title>\n<meta name=\"description\" content=\"A marketing plan is a roadmap for executing your marketing strategy over a given period of time, usually a year.\" \/>\n<meta name=\"robots\" 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