Insights / Sunday North Studio
A marketing plan you can actually use.
A useful marketing plan connects one business goal to an audience, a message, channels, a budget and a review date. Download the blank worksheet below and use the clearly labelled illustrative example to plan responsibilities and next steps.
Your working marketing plan
Use one row per decision. Download the blank worksheet, then replace the prompts with your own information. The filled-in column illustrates how to use the worksheet; adapt it to your own business.
Download the blank worksheet (CSV) ↗
| Decision | What to record | Illustrative example |
|---|---|---|
| Business goal | A business outcome and review date | Introduce a new consultation service; review enquiry quality at the agreed date. |
| Audience | Who needs the offer and what they are deciding | First-time sellers deciding how to prepare for a move. |
| Message | The offer, supporting evidence and next step | Explain what the consultation covers; invite a conversation. |
| Channels | Channel, purpose and destination | A service page supported by useful preparation content. |
| Budget | Separate production, media spend and software | Record the agreed amount for each; do not combine them into one unexplained fee. |
| Responsibilities | Owner, fact checker and publication approver | Name the person responsible for each step. |
| Measurement | Baseline, conversion definition and source | Record qualified enquiries and how each found the business. |
| Review | Date, evidence and next decision | Compare questions received with the intended audience; adjust the offer or explanation. |
1. Choose one business objective
Write down what the business needs to achieve, the timeframe and how you will recognize progress. Separate the business goal from activity counts such as posts published.
2. Describe the people you need to reach
Name the audience, their immediate problem and the decision they are making. Record what you know from customer conversations and what still needs to be tested.
3. Set the message and next step
Explain the offer in plain language. Choose a next step that suits the audience, such as a consultation, enquiry or product demonstration. Make sure the destination answers the questions raised by the message.
4. Choose a manageable channel mix
Select channels you can maintain. For each, record the purpose, content needed, owner, frequency and budget. Include production, advertising and software separately.
5. Plan delivery and review
Use a simple calendar for drafting, approval and publication. Assign one person to each action. Decide how enquiries will be handled and how you will collect feedback.
6. Measure and adjust
Review qualified enquiries and business outcomes alongside engagement. Record what happened, what you learned and what you will change. Avoid treating a single busy week as a durable trend.