The Importance of a Marketing Plan and How to Build One

June 22, 2023
In this episode Mari-Liis and Laura from Powerful Marketers emphasize the importance of having a marketing plan for achieving business goals. They discuss the process of building a marketing plan, including identifying activities, allocating budget, and tracking performance through KPIs. The hosts emphasize that consistency, learning from mistakes, and understanding the foundation of marketing are essential for long-term success. Make sure to tune in and learn how to create a marketing plan that helps you grow your business.

In today's fast-paced world of marketing, where everyone is searching for quick fixes and instant success, the importance of a well-crafted marketing plan cannot be overstated. While the landscape of marketing may have evolved with the rise of technology and AI, the fundamentals of effective marketing remain the same. Learn about the importance of having a marketing plan, how to build one, and the key steps to apply it in your business.

The Importance of a Marketing Plan

While the world keeps seeking quick fixes, hacks and marketing trends, the term "marketing plan" still receives over 100,000 monthly searches on Google worldwide. It signifies that people understand the shifting dynamics of marketing opportunities, yet they recognize the importance of consistency and understanding the "what," "why," and "when" behind their marketing actions. Quick tricks and hacks may provide temporary gains, but a purpose-driven approach to marketing is what truly stands the test of time. That is why brands that make a genuine impact and resonate with their audience stand out amidst the noise.

Setting Up a Marketing Plan

The first step in creating a marketing plan is gaining clarity on your strategy and fundamental aspects of your business. Identifying the problem your business solves and understanding your ideal client are crucial elements that shape your marketing channels and core messaging. 

Once your strategy is established, it's time to build your plan. Start by listing the marketing activities you are currently undertaking or plan to pursue. Each activity should have a designated timeline and budget. It's crucial to account for both visible and invisible costs, such as subscription fees, internal marketing initiatives, and consistent communication with existing customers. Regularly revisit your plan to mark your progress, track costs, and avoid last-minute scrambling.

Tracking Metrics and the Way Forward

Regularly document your most important key performance indicators (KPIs) and analyze them over time to identify trends. Tools like Looker Studio can help visualize and analyze this data effectively. Powerful Marketers has created a complete 12-Month Marketing Plan template containing guiding questions for strategy development, a 12-month marketing plan with formulas to track progress and costs, a metrics table for monitoring KPIs, and a Trello Board template for implementation and collaboration.

A well-crafted marketing plan is an indispensable asset for marketers and small business owners. It provides clarity, reduces stress, enables effective resource allocation, and ensures consistent messaging to target audiences. By following the steps, marketers can create a roadmap to success and avoid the pitfalls of a scattered and inconsistent approach. Remember, building a marketing plan is a journey, and it requires commitment and continuous improvement.

Download the 12-Month Marketing Plan.


  • “In the words of Eisenhower, plans are nothing, but planning is everything.”  - 00:00:03
  • "You need to be consistent with your actions and of course, you need to understand what are you doing, why are you doing and when you are doing those things." - 00:01:32
  • “Yes, AI is here to change everything in marketing, but more than ever, brands that actually do something significant, brands that matter, are the ones that are going to stand out.” - 00:01:59
  • “We should all focus on doing marketing that really matters, not just trying to create more noise, really by feeling the pressure to constantly put yourselves out there and to do great work in whichever area of your life.” - 00:02:50
  • “To save money, time and most importantly, your own mental well being, creating this marketing plan is really a must for any marketer and also for any small business owner.” - 00:04:25
  • “Often business owners or marketers haven't taken this time to really figure that out and to figure out some very essential parts of their strategy such as what is the problem that your business really helps to solve?” - 00:05:40
  • “You always need to think about both internal and external activities in your marketing and also do not forget your existing customers and providing consistent communication to them as well.” - 00:07:45
  • “In addition to tracking your marketing costs and activities, you should always keep a close eye on your most important marketing metrics. So our advice is to write down those metrics at least once every month and then track the changes over a longer period of time to see the trends in marketing.” - 00:08:45


  • [00:01:00] The importance of having a clear marketing strategy
  • [00:05:23] The necessary steps to setting up a marketing plan
  • [00:08:43] The significance of metrics and KPIs in tracking performance
  • [00:09:29] 12-Month Marketing Plan

Here's the full episode on YouTube:

You may also like:

How To Build A Marketing Strategy

How To Build A Marketing Strategy