So, you’ve decided to dive into the world of marketing, but the idea of creating a full-on marketing plan feels like staring at a blank canvas with no clue where to start. Sound about right? Whether you’re trying to launch your side hustle or breathe new life into an existing business, building a marketing plan can feel overwhelming—but it doesn’t have to be.
In this guide, we’ll walk you through the step-by-step process of creating a marketing plan that’s clear, actionable, and totally doable. By the end, you’ll know how to lay the foundation for your brand, connect with your audience, and drive results that actually move the needle.
Let’s jump in, shall we?
What’s a marketing plan, and why do you need one?
A marketing plan is your game plan for getting your product or service in front of the right people. Think of it like a GPS for your business goals—it helps you figure out where you’re going and how to get there. Without one, you’re just throwing spaghetti at the wall and hoping it sticks. Spoiler: That’s not a great strategy.
Imagine you’re opening a coffee shop. You wouldn’t just buy beans and hope people show up, right? You’d figure out your vibe (cozy or hip?), who you want sipping your lattes (students, remote workers, or both?), and how to let them know you exist (flyers, Instagram, TikTok maybe?). That’s what a marketing plan does—it brings focus to your efforts so you don’t waste time and cash.
Step 1: Define your goals
Before anything else, ask yourself: What do I want to accomplish?
Do you want more website traffic? To get 500 newsletter sign-ups? Sell 50 handmade candles a month? Whatever it is, be specific and realistic. Saying, “I want to grow my business” is too vague. Instead, set goals you can actually track—marketers love metrics!
Example goals:
Gain 1,000 followers on Instagram in three months.
Boost online sales by 20% over the next quarter.
Get five new clients this month through referrals.
At INAT.creative, we always remind our clients to think SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Trust us, it works.
Step 2: Know your audience
Here’s the deal: If you don’t know who you’re talking to, your message won’t land. Take time to figure out your ideal customer—what they love, what they hate, and what keeps them up at night.
Build your customer persona:
Who are they? (Age, job, hobbies, etc.)
What do they need? (Why would they want your product or service?)
Where do they hang out? (Instagram, LinkedIn, Facebook groups, IRL events?)
Let’s say you’re selling handmade jewellery. Are you targeting eco-conscious millennials who love minimalist designs? Or Gen Z trendsetters looking for bold, unique pieces? Your tone and platforms will shift depending on who you’re trying to reach.
Step 3: Do a little recon
You don’t need to be a spy, but a little competitive research never hurts. Look at what your competitors are doing—what’s working for them, and what could you do differently?
Check out their social media, website, and even their reviews. Pay attention to their pricing, branding, and the way they engage with customers. This is how you find your edge.
Step 4: Choose your platforms
Don’t spread yourself too thin. You don’t need to be everywhere—just where your audience is.
The big three:
Social Media: Platforms like Instagram, Facebook, or TikTok are great for building community and showing off your brand’s personality.
Email Marketing: The OG of digital marketing. Email is perfect for nurturing relationships and driving repeat business.
Your Website: This is your home base. Make sure it’s easy to navigate, mobile-friendly and includes clear calls to action.
For our clients at INAT.creative, we always emphasize quality over quantity. It’s better to have a killer presence on one or two platforms than to half-bake it on five.
Step 5: Create your content plan
Your content is what will connect you to your audience. It should educate, entertain, or inspire—sometimes all three.
Content ideas:
Educational posts: Share how-tos, tips, or fun facts about your industry.
Behind-the-scenes: Give people a peek at your process or daily life.
Testimonials: Highlight happy customers or clients.
Promotions: Run sales, giveaways, or exclusive offers.
Pro Tip: Repurpose your content! A blog post can become an Instagram carousel, which can turn into a TikTok, which can morph into a Pinterest pin. Work smarter, not harder.
Step 6: Set a budget
Don’t panic—this doesn’t have to mean spending big bucks. Start small and scale as you grow.
Where your money might go:
Paid ads on social media.
Design tools like Canva Pro.
Hiring a freelance copywriter (hey, that’s us at INAT.creative!) to craft killer emails or web copy.
Even if your budget is zero, there are tons of free tools out there to help you get started.
Step 7: Track and tweak
Your marketing plan isn’t set in stone—it’s more like a living, breathing thing. Keep an eye on your progress and adjust as you go.
Tools we love:
Google Analytics: For website data.
Instagram Insights: To see which posts are popping off.
Mailchimp: To track email campaigns.
If something isn’t working, don’t sweat it—just pivot. Marketing is all about experimenting and learning what clicks with your audience.
FAQs
Q: How long should my marketing plan be?
A: There’s no one-size-fits-all answer, but keep it simple. Even a one-page plan is better than nothing.
Q: Do I need to hire someone to make a plan for me?
A: Not necessarily! But if you’re feeling stuck or want expert help, reach out to INAT.creative. We love helping small businesses get their footing.
Q: How often should I update my plan?
A: Revisit it every three to six months, or whenever there’s a big change in your business.
Q: What’s the best platform for beginners?
A: Start where your audience is. For most beginners, Instagram or Facebook is a safe bet.
Q: How do I measure success?
A: That depends on your goals. If your goal is brand awareness, look at metrics like social media engagement. If it’s sales, track revenue.
Q: Can I make a plan without spending money?
A: Absolutely! There are tons of free resources, tools, and platforms out there to help you get started.
You’ve got this!
Starting a marketing plan from scratch might feel like a lot, but once you break it down, it’s totally manageable. Whether you’re a one-person show or growing a small team, these steps will set you on the path to success.
And hey, if you ever need a little extra help, INAT.creative is here for you. Shoot us a message, and let’s make some marketing magic together.