A marketing plan isn’t just a document—it’s your business growth roadmap. It tells you what to do, when to do it, and how to measure success. Yet, many businesses either don’t have one or create one and never use it.

The reality? Without a solid marketing plan, you’re just guessing. In 2025, where customers expect tailored experiences and competition is fiercer than ever, a strategic approach to marketing is non-negotiable.

Here’s how to create a marketing plan that actually works and delivers results.

1. Build an Annual Plan—Then Break It Down

Marketing shouldn’t be reactive—it should be intentional. Start by mapping out your year.

• Identify key dates and events relevant to your industry (e.g., peak sales periods, seasonal trends, industry conferences).
• Review past performance—when do sales peak or slow down?
• Plan your campaigns in advance so you’re not scrambling last minute.

Example: A Florist’s Valentine’s Day Plan

• By 1st December: Stock orders adjusted
• By 25th January: Temporary staff recruited
• By 1st February: Website updated and promotions live
• By 11th January: Marketing messages approved
• By 18th January: Designs finalised
• By 1st February: Ad campaigns go live

This level of planning ensures everything is in place before it’s needed, preventing last-minute chaos.

2. Think Strategy First, Tactics Second

Many businesses dive into tactics (e.g., social media posts, ads, emails) without strategy. That’s like building a house without blueprints—it won’t hold up.

Instead, ask yourself:

• Who is my ideal customer?
• What message will resonate most with them?
• How does this campaign support my business goals?

Once you’ve established your strategy, you can determine the best marketing mix. Will your audience respond best to email, social media, paid ads, or direct outreach?

For example:

• If your audience is on LinkedIn, focus on thought leadership posts and targeted outreach.
• If they engage with emails, create personalised, value-driven campaigns.
• If they prefer face-to-face, plan networking events and in-person sales meetings.

By focusing on strategy first, you avoid wasting money on scattergun marketing efforts that don’t deliver results.

3. Take Action—And Hold Yourself Accountable

A plan is worthless if you don’t execute it. Break your annual plan into quarterly, monthly, and weekly actions.

• Quarterly: Set high-level marketing goals. Identify key campaigns or focus areas for the next 90 days.
• Monthly: Assign specific campaigns or initiatives. Who’s responsible? What’s the timeline? What are the success metrics?
• Weekly: Define daily tasks and check in on progress. Keep momentum going.

Keep Yourself (or Your Team) Accountable

• Set deadlines for marketing actions. Make them non-negotiable.
• Use project management tools. Trello, Asana, or even a simple spreadsheet will keep tasks on track.
• Review results monthly. Adjust strategies based on data, not assumptions.

Pro tip: Set up a monthly marketing meeting (even if it’s just you!) to review progress, adjust tactics, and keep momentum going. This ensures marketing remains a priority—not an afterthought.

4. Track What Works—And Adapt Quickly

The best marketing plans evolve. If something isn’t working, tweak it.

Key Metrics to Track:

• Website traffic & conversions – Are people visiting and taking action?
• Email open & click-through rates – Are your messages resonating?
• Social media engagement – Are people interacting with your content?
• Sales & revenue impact – Is marketing driving business growth?

Use tools like Google Analytics, email reports, and social insights to measure success and refine your approach.

• If an ad isn’t converting, tweak the copy or targeting.
• If social media posts get little engagement, change the format or topics.
• If your email list isn’t opening messages, test different subject lines or content styles.

Marketing isn’t set in stone—it’s a process of learning, refining, and improving.

How ETC Can Help

Struggling to put a real marketing plan in place? We’ve helped countless businesses create practical, results-driven strategies that actually work.

If you’re new to Executive Training & Consultancy (ETC), take advantage of our free two-hour business review. We’ll give you expert insights and leave you with clear, actionable steps.

Don’t leave your marketing to chance—get in touch today and let’s build a plan that drives your business forward in 2025.