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How to write a marketing plan (template & example)

One of the most important parts of your business plan with every marketing plan section explained
4.5 (50 ratings)
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4,700 students enrolled
Created by Alex Genadinik
Last updated 2/2017
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  • 3.5 hours on-demand video
  • 2 Articles
  • 10 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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LATEST: Course Updated On October, 2016 To Include The Following:

  • Recently added more practical examples of my own marketing plan 


Now the course is more practical

You asked, and I listened. Many people wrote to me saying that they like the course, but wished it was more practical. So I added my own marketing plan example, and shared exactly how I treat my own marketing in my own business.

What you will get in the course

In this course you will learn to write a good and complete marketing plan for your business. Many people simply start their companies with marketing as an afterthought, only to quickly discover that marketing is one of the most important parts of their entire business.

Without a good marketing strategy, you won't be able to get clients, and without clients there won't be a real business. So you must take your company's promotion very seriously.

In this course I teach you how to organize your ideas, and create a good plan of action for promoting your business before starting your company so that you can plan ahead, and have time to research which strategies will actually work for your business to get clients.

Stop wasting time randomly posting on Facebook and Twitter, and stop struggling with business cards or by passing out flyers. In this course you will learn how to write a professional marketing plan, and create the foundation for growth and success.

Note: In this marketing course I share my own marketing plans and walk you through different avenues of marketing including my own strategies as an example. This is strictly for educational purposes and not for promotional purposes.

What kinds of businesses be promoted with the strategies in this marketing plan course?

With the strategies and outlines in this marketing plan course, you can promote a wide variety of businesses. Some of the kinds of businesses you can promote are a restaurant or diner, coffee shop, barbershop, nightclub, local event, business selling t-shirts, most kinds of stores ranging from boutiques to grocery stores to jewlery shops, animal care or grooming, lawn care or landscaping businesses, moving businesses, gym, frozen yogurt or ice cream shop, a deli, liquor store or a sandwich shop, a a beauty salon or a hair salon, a spa, a daycare business, a hardware store, commercial cleaning or residential cleaning, car wash, general contractor business, dog walking or pet sitting, martial arts studio, or a dance studio.

Here is a list of potential online businesses you can promote using the strategies in this marketing plan course: blogging, affiliate marketing, elearning, create a channel on YouTube, become an author and sell books on Amazon and the Kindle, or become a freelancer or a local concierge. 



The course comes with an unconditional, Udemy backed, 30 day money-back guarantee so you can try the course risk free. This is not just a guarantee, it's my personal promise to you that you will succeed ... just like my thousands of other Udemy students.

Who is the target audience?
  • This course is for people planning a business
  • Entrepreneurs
  • Small business owners struggling with marketing
Students Who Viewed This Course Also Viewed
What Will I Learn?
write a great marketing plan
create a winning marketing strategy for your business
View Curriculum
  • Try the strategies in this course
  • Be open to the ideas presented
Curriculum For This Course
Expand All 70 Lectures Collapse All 70 Lectures 03:37:07
Marketing plan course introduction
2 Lectures 03:39

Feel welcome to post comments and discussions. Let's make this more than just a marketing plan course. Let's also make this a community where we help one another.

How to use the discussion to get my personal feedback for you and your business
Unique approach to starting to create your marketing plan
11 Lectures 39:40
2-sentence marketing plan to start with something simple

Marketing plan company and strategies overview

Basic marketing plan for an Ecommerce product

Agency or services (marketing, web development, design) company marketing plan

Local business marketing plan example

Marketing plan for a blog

Marketing plan for an innovative new product or website

Marketing plan for a platform or big website domination

Self branded business marketing plan

Affiliate business marketing plan

Section summary
Real example of my own marketing plan
14 Lectures 53:29

This is just a section introduction. In the coming tutorials, I will walk you through how I approach marketing for my business.

Section introduction in which I walk you through my practical marketing plan

In this tutorial of our marketing plan course, I discuss a few high level important things that you should address in your practical marketing plan. I talk about the balance of branding, direct marketing and sales, and figuring out where online growth will come from. Sometimes it is all the same marketing channel, but sometimes your branding channel is one strategy, your direct sales might come from another strategy, and growth might come from yet another strategy. For example, your branding is every interaction people have with your business, and it is the image of your business that you put out there. Your sales might come from ads or SEO traffic, but your big growth might come from a podcast or a YouTube channel that doesn't necessarily drive many sales.

At a high level: need for branding, growth and direct sales

In this lecture I explain how I balance branding, direct sales and growth in my marketing plan. I sell on commerce platforms like Amazon, Udemy, mobile app stores and others. This is where the majority of my sales come from because people are searching those sites for the kinds of products that I offer. My branding is all about usefulness and quality (at least I hope that is how I am seen), and my growth comes from my YouTube channel where I don't make many sales, but have reached a million and a half people.

My approach to those 3 elements

In this lecture I explain how I found marketing growth with my YouTube channel. YouTube is also partially a part of my branding because so many people get to know my face through it, and remember me.

Walkthrough of how I grew my YouTube channel - the strategy

Here I share the direct sales part of my marketing plan. I use large commerce platforms, and leverage their native SEO to get traffic and sales for my products.

How I sell on e-commerce platforms

In this lecture I explain how SEO fits into my marketing plan. SEO should be a big part of any marketing plan, but you must be careful. Google SEO is very difficult these days, so you must have a backup plan in your marketing plan for how you will get traffic and where customers will come from because even if you do get SEO right within your business, it certainly won't happen overnight. 

My approach to SEO

In this lecture I discuss how social media marketing fits into my marketing plan. Social media marketing with Twitter, Facebook, YouTube, blogging and other social media platforms is a big part of my overall marketing plan and strategy.

My approach to social media marketing

This is a basic part of a marketing plan where you have to set some goals and deadlines. You must track measurable marketing and sales data that you will examine by your deadlines to see whether you are meeting your business goals for growth and sales.

My time horizons, deadlines and approximations

Creating a budget is tricky. Before you know or can set your budget, you must choose which marketing initiatives your business will pursue. 

My budget: tricky

I am not an accountant, so take this lecture with a grain of salt, but since your marketing and advertising will be an expense, you can probably write it off somewhere in your taxes, and therefore spend a little bit more on it than you originally planned for. But to be sure, consult with an accountant.

One more point about budgeting marketing and tax writeoffs

This is a case study of a marketing plan used by another successful online entrepreneur for how he found growth with a podcast, but most of his sales come through email marketing.

Another entrepreneur's marketing plan

Here I explain what your marketing plan should look like if you are doing B2B sales. If your business caters B2B (business to business) then your marketing, branding, and sales channels will be very different if you had a B2C business.

B2b company marketing plan

If you have a local business or a local service, you need a specific marketing plan that will make sense for your unique situation, and your unique business. In this lecture I explain how to create a marketing plan for a local business.

Local business marketing plan

What does product quality have to do with marketing? Many things! If your product is good, it will get shared and recommended more, and customers will come back to buy your additional products. So make sure that investing in product quality is a part of your overall marketing effort.

Product quality as vital part of the marketing pan
Marketing plan basics
4 Lectures 09:00

This lecture begins a new part of our marketing plan course. In this lecture I explain what exactly is a marketing plan. It might seem simple, but many people get confused by what a marketing plan is and isn't. 

Preview 01:18

If you are marketing for the first time, there are beginner marketing mistakes that you will probably make. In this lecture I discuss beginner marketing mistakes, and what you should do to avoid making the big blunders with your business. You simply can't afford to make mistakes in your marketing plan because if you don't promote your business right, it won't grow.

Preview 02:05

So, what makes a good marketing plan? A marketing plan is good if it gets you traffic and growth for your business. It is good, not if it is a good theoretical document, but if it will get your business to grow once you put the strategies in your marketing plan to use and apply them in the real world. So how do you make it good? You get get coaching or mastermind with your peers to brainstorm the various strategies in it.

Preview 03:07

It is important to have a marketing plan because if you create a business plan and then start your business without having a way to promote it, then you are operating blindly when it comes to understanding whether your business can grow, how much it can grow, and what promotional channels you need to pursue in order for your business to grow. Without a strategy for growing your business, it will have a much higher chance of failure.

Preview 02:30
Marketing plan section with more theory
34 Lectures 01:28:12

This lecture starts a new section of our marketing plan course. This section of this marketing plan course is more theoretical. Whereas in the previous sections I gave examples of my own Facebook marketing plan, YouTube marketing plan, social media marketing plan and SEO marketing plan, in this section I will give more theoretical guidance.

Some of the kinds of businesses you can promote are a restaurant or diner, coffee shop, barbershop, nightclub, local event, business selling t-shirts, most kinds of stores ranging from boutiques to grocery stores to jewlery shops, animal care or grooming, lawn care or landscaping businesses, moving businesses, gym, frozen yogurt or ice cream shop, a deli, liquor store or a sandwich shop, a a beauty salon or a hair salon, a spa, a daycare business, a hardware store, commercial cleaning or residential cleaning, car wash, general contractor business, dog walking or pet sitting, martial arts studio, or a dance studio, therapy offices, psychology personal practice.

Here is a list of potential online businesses you can promote using the marketing strategies in this course: blogging, affiliate marketing, elearning, create a channel on YouTube, become an author and sell books on Amazon and the Kindle, or become a freelancer or a local concierge. 

Professional marketing plan section introduction and executive summary

Business details section of the marketing plan

Mission statement section of a marketing plan

Products section of the marketing plan

Services section of the marketing plan

Free content section part of the marketing plan

Differentiation or a unique value proposition (UVP) is a part of your overall positioning in the market. It is important because it sets you apart from your competition, and helps your business appeal to a certain segment of your target market, which also helps you create a natural audience to promote to.

UVP (unique value proposition) in your marketing plan

Market positioning and differentiation

Starting to think about the market you are addressing with your marketing plan

Your marketing pan should also contain information about your target market, and your target market size. You should identify your target market, and calculate your target market size as early as the business planning stages for your business.

Your target market to whom you will promote your business

Demographics section

Psychographics section

Customer avatar section

Market needs section

Market trends section

Market growth section

S.W.O.T analysis

Similarly to the previous section, you must set a budget and allocate resources to accomplish the goals that you set out for your business in the previous section.

Budget and resources

Your pricing and sale strategies are very much a part of your marketing plan. Many people will never buy anything when you sell it for a regular price, but they will buy at discounts. Many people won't even buy with discounts or sales. Sometimes you have to lure those people with some kinds of free offers, get them to warm up to your business, and then sell them something after they use your free products or services, and get comfortable with your business.

Pricing and discounting promotional strategies

Once you understand your target market, you can create your company's avatar. Your avatar is like a portrait and a one day in the life of your target customer. You would make up your avatar, but they would represent and reflect people who are just like your ideal customers. This would help you picture and better understand the people in your target marketing, and how to promote things to them and when to promote things to them.

How to identify your ideal customer avatar

We already discussed the role of branding in your marketing plan earlier in this course. This is a bit more theory on how to brand your business, and the role of branding will play on how you promote and position your company.

Branding strategy

You have to look at your competitors, see what they are doing to promote their business, and how you can differentiate and be better.

Competition section of the marketing plan

Marketing strategy section

Sales plan section

Advertising plan

Detailed breakdown of every marketing initiative and budgeting

Your customer retention strategy is one of my favorite parts of a marketing plan. Selling to existing customers is often much easier than it is to sell to new customers because if your current customers already like your products, they will be more likely to buy form you again. What you must create is a strategy to engage and retain customers after they have bought from you. If you have a good, long-term customer retention strategy, you can make thousands of percent more money from a single customer than you would after their initial purchase.

Customer retention strategy

Many people want to get referrals. In fact, this is one of the most commonly mentioned marketing strategies people have before they even start their business. So in this lecture I discuss how to get customer referrals, and how to get referrals from other businesses in your industry.

Strategy to maximize business referrals

This tutorial has more on how you can get referrals for your business.

Strategy to maximize social referrals

KPI (key performance indicators) are extremely important. You must pick metrics that are important for you to track, track those KPI's, and focus on doing what you need to do to grow them. KPI can be traffic and website visitors, engagement metrics, revenue, sales, or other metrics that would help you grow your business if they improved.

KPI (Key performance indicators)

Financials section introduction

Costs and marketing spending projections

Breakeven analysis (optional)

Additional optional sections - regional projections
Marketing plan template and example
3 Lectures 19:44

This section has a marketing plan template and a marketing plan example. Having a template and an example can help you model your plan after the example. It can also help you feel confident that you are on the right track. Plus, many people asked me to add a marketing plan sample and example so I added it here to this course.

Preview 10:23

I added another example to this marketing plan course. I hope this example helps you work on your own plan, and make it great.

Preview 05:52

Case study starting a new marketing plan with a team
Conclusion to our marketing plan course.
2 Lectures 03:24
Your opinion matters to me. I want to make sure you love the course

About the Instructor
4.3 Average rating
2,516 Reviews
78,570 Students
104 Courses
Love helping you succeed: 75,000 students & 100 courses

3-time best selling Amazon author, creator of top entrepreneur mobile apps, and host of a popular business and marketing channel on YouTube.

I am the creator of the Problemio business apps which are some of the top mobile apps for planning and starting a business with 1,000,000+ downloads across iOS, Android and Kindle.

I am also an author of three business books (marketing to reach 1,000,000 people, on starting a business, and on the mobile app business).

I am also a business coach. On my apps and in my private coaching practice I have helped over 1,000 entrepreneurs. That means I can probably help you quite a bit as well.

My areas of expertise are mobile apps, software engineering, marketing (SEO and social), and entrepreneurship.

I created over 100 courses on Udemy with 75,000+ students by whom I am humbled and who I try to help any way I can!

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